Download Advances in Advertising Research, Volume 1: Cutting Edge by Ralf Terlutter, Sandra Diehl, Shintaro Okazaki PDF

By Ralf Terlutter, Sandra Diehl, Shintaro Okazaki

The objective of the ebook is to increase extra systematic study within the fields of ads and verbal exchange shape a world point of view. well known verbal exchange researchers from all over the world have contributed to the making of this publication.

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Additional resources for Advances in Advertising Research, Volume 1: Cutting Edge International Research

Sample text

In a second preliminary study (n=30), a product category should be identified which would be positively evaluated by the test persons and in which the test persons can be grouped according to differently strong realisations of exploratory tendencies. Moreover, it was necessary to define a variety of the test product which is moderately atypical for the product category and which the test persons fundamentally evaluate to be positive. “Osseo“ was chosen for the brand name because it best fulfills the above mentioned criteria.

Cultural influence is so strong that, in many cases, global ads may not work. Price is determined by local subsidiaries. They first tend to position their brand from local perspectives, and then analyse the level of competition, in order to set the price. ). When MNEs started business operations in Poland, European HQs provided the Polish subsidiaries with their accumulated experience and business solutions from other countries. 2 Hungary Hungary is a much smaller market than Poland, and it seems that firms there are unlikely to standardise the advertising budget in terms of agency selection.

The following hypotheses can be deduced: H4: The launch of a limited edition under a weak brand has a positive effect on the brand’s attitude. In case of a strong brand, the attitude towards the brand remains the same. H5: The introduction of a limited edition has a positive effect on the perceived creativity of the brand, regardless of the strength of the brand. Evaluation and Feedback Effects of Limited Editions in FMCG Categories 6 27 Results For the verification of the hypotheses, two experiments were carried out.

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