Campañas fantasticas

Villalobos, Jorge
December 2011
Entrepreneur Mexico;dic2011, Vol. 19 Issue 12, p42
No abstract available.


Related Articles

  • CONCLUSION EXPLICITNESS IN ADVERTISING. Martin, Brett A. S.; Lang, Bodo; Wong, Stephanie // Journal of Advertising;Winter2003/2004, Vol. 32 Issue 4, p57 

    Previous research into the use of explicit and implicit conclusions in advertising had yet to demonstrate consistent effects for both brand attitudes and purchase intentions. While research has examined the role of involvement, this study contributes by examining the trait called need for...

  • SPOKES-CHARACTERS. Garretson, Judith A.; Niedrich, Ronald W. // Journal of Advertising;Summer2004, Vol. 33 Issue 2, p25 

    Spokes-characters have appeared in numerous promotion campaigns throughout the past century. While interest in these characters has evolved over time, a substantial portion of the research concerning characters has emerged during this past decade. Yet there exists a research gap concerning the...

  • ASSESSING THE LONG-TERM IMPACT OF A CONSISTENT ADVERTISING CAMPAIGN ON CONSUMER MEMORY. Braun-LaTour, Kathryn A.; LaTour, Michael S. // Journal of Advertising;Summer2004, Vol. 33 Issue 2, p49 

    How effective is an advertising campaign that has consistently used the same theme since consumers' early childhood? To answer that question one has to consider the effect the campaign has had on consumers' memory. This research begins by discussing the structure of memory and schematic...

  • TELEVISION AND WEB ADVERTISING SYNERGIES. Chang, Yuhmiin; Thorson, Esther // Journal of Advertising;Summer2004, Vol. 33 Issue 2, p75 

    Synergy is a concept that many communication professionals believe in, but demonstrating synergy effects in the laboratory or field settings to identify how synergy operates has proved elusive. A set of experiments was conducted to test the existence of different synergy effects as well as to...

  • Advertising and the Consumer. Engel, James F. // Journal of Advertising;1974, Vol. 3 Issue 3, p6 

    In this article the author examines the notion that consumers are sovereign and that they filter and control the input of persuasive material that they receive through mass media. This assumption holds that consumers are beyond the manipulation of persuaders and that in order for advertising to...

  • How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments. Lodish, Leonard M.; Abraham, Magid; Kalmenson, Stuart; Livelsberger, Jeanne; Lubetkin, Beth; Richardson, Bruce; Stevens, Mary Ellen // Journal of Marketing Research (JMR);May95, Vol. 32 Issue 2, p125 

    The authors analyze results of 389 BEHAVIORSCAN® matched household, consumer panel, spilt cable, real world T.V. advertising weight, and copy tests. Additionally, study sponsors--packaged goods advertisers, T.V. networks, and advertising agencies--filled out questionnaires on 140 of the...

  • The Impact of Standards Competition on Consumers: Effectiveness of Product Information and Advertising Formats. Chakravarti, Amitav; Jinhong Xie // Journal of Marketing Research (JMR);May2006, Vol. 43 Issue 2, p224 

    Compared with other markets, those with competing technological standards exhibit certain fundamental characteristics that make a consumer's decision to adopt a new product more risky and more complex. This article examines how standards competition affects consumer behavior, an issue that has...

  • GIFTS OF THE NEURO-MAGI. GREEN, SEAN; HOLBERT, NEIL // Marketing Research;Spring2012, Vol. 24 Issue 3, p10 

    The article discusses the advantage of using neuromarketing in understanding the potentially changing attitude and minds of the consumers. It explores the concept of neuromarketing, which serves as a practical guide in the context of product development and comparison with other strategies....

  • Summary Brief: An Investigation into Consumer Assessments of Eco-Labels. Bybee, Jacquelyn R. // Society for Marketing Advances Proceedings;2010, p41 

    The current research investigates the effectiveness of different eco-labeling strategies (i.e. general, specific, and certified). It also considers the persuasiveness and believability of these different eco-labels. This study suggests that eco-labels have positive impacts on consumer intentions...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics