Celebrity as endorser is one of the important facilitators in advertising activities. Most of the extant master theses on advertising endorsement have focused on the present celebrity people. Seldom did they study intensely the communicative effects of celebrity-past as endorser in advertising. The current research investigates celebrity-past¡¦s effects as endorser on communication in print advertisement, using an quasi- 3x3x2 factorial design of experimental method to test the various empirical hypotheses. Measurement of the dependent variables¡Xcommunicative effects¡Xincluded: purchase intention, attitude toward product, and product concept. In addition to the main effect of celebrity-past as endorser, product category and advertising slogan are also involved in as two moderator variables, so that the interaction effect can be detected as well. Three past celebrity persons included in the current experiment are Terisa Teng, Audrey Hepbum, and Xi Shi, separately and solely acting as endorser in the print advertisement pages for skin-cream, watch, and chicken-essence, in that sequence. Participants of the experiment were 56 female undergraduate and master students at National Sun Yat-Sen University, Kaohsiung, Taiwan. In the research results, many of the hypotheses were supported significantly by the empirical data, such as interaction effect on purchase intention from celebrity-past and product category, interaction effect on attitude toward product from celebrity-past and advertising slogan, and the main effect of celebrity-past on product concept.

This study aimed to investigate the influence of the brand-image congruence on consumers¡¦ attitudes toward the sponsor, the advertisement, and the sports website, and it also examined the moderating effect of sports involvement. An experimental design was used to measure the attitudes of 1,063 Internet users. The results of this study showed that higher level of brand-image congruence resulted in more positive attitudes toward the sponsor, the advertisement, and the sports website, whereas the moderating effect of sports involvement was not significant. This study provides brand management implications for both sponsors and sports websites, and suggestions for future research were outlined.

<p>Background: From a marketing perspective, personalisation of online advertising is a very promising way of reaching customers and will play an increasingly important role in the future. Personalisation on the Internet is far more widespread than in the offline world and can cover all online interactions when it comes to the question of what information to personalise. It directly relates to the issue of privacy of personal data and creates a need for a privacy policy that clarifies the relation between personalisation and privacy.</p><p>Problem: Personalisation represents one of the main advantages of the Internet and al-lows marketers to target individual customers directly and adapt their marketing communications to the user’s preferences and needs. On the one hand, personalisation can give customers access to better service, products and communication and provides an experience of one. On the other, privacy issues related to the Internet and personalisation in particular are a contemporary topic of growing interest. Internet users are increasingly aware of the fact that websites collect information about them and their privacy concerns are growing. Personal information is necessary for personalising advertisements. Therefore, this development contradicts the customer’s increased demand for personalisation and the trend towards narrowly targeted marketing.</p><p>Purpose: The purpose of this thesis is to explore if personalised online advertising could be perceived as a danger to customer’s privacy or on the other hand, facilitate the purchase decision process.</p><p>Method: In order to answer the purpose and the research questions, a survey has been conducted with 152 JIBS students asking them about their opinion on e-advertising and their fears about it. After the questionnaires had been collected, different analysis such as univariate analysis and bivariate analysis has been done using SPSS.</p><p>Conclusions: In summary it can be said that the respondent’s general perception of personalised e-ads is negative; they do not believe that they make shopping easier and they see a danger for their privacy in how companies collect the customer’s information and use it.</p>

Title: Swedish consumers say – ”Subliminal marketing is smart marketing!” Authors: Vickie Hedgren and Angelica Persson Adviser: Klaus Solberg Søilen Level: Dissertation in Marketing, 15 ECTS, Spring 2015 Keywords: Subliminal, Messages, Advertising, Advertisement, Neuromarketing, Psychology, Subconscious, Primal instincts, Subliminal techniques, Ethics, Acceptance, Emotional Connection Purpose: The purpose of this dissertation is to find out what Swedish consumers think about marketing that is meant to influence their subconscious in their decision making, with a focus on subliminal messages, and whether it is ethically acceptable. This will be carried out by examining the two following research questions: 1. What marketing methods aimed at building a psychological connection with the consumer are ethically acceptable and in what areas of marketing or situations? 2. Is it ethical to use subliminal marketing for a cause-related brand, a luxury brand or aimed at a specific income group? We will further examine theories and studies done over the years as well as carry out our own to come up with our conclusions. Frame of Reference: We start of by presenting overall theories regarding subliminal advertising which leads us to various breakdowns such as psychology, primal instincts, subliminal techniques, ethics, causerelated marketing, high- and low end consumers. Methodology: The dissertation is based on a combination of quantitative and qualitative studies. We conducted one survey with 200 respondents and two interviews with marketers. We bring up the importance of validity, reliability, generalizability, carefulness and criticism. Empirical Framework: We will present the collected data from the performed online survey as well as the information from the two personal interviews. Conclusion: Swedish consumers have a high level of ethical acceptance when it comes to marketing that is meant to create a psychological connection. The conclusions made are that 1. Out of the 14 methods we chose to include in our dissertation, 12 of them had a high level of ethical acceptance; subliminal messages in fashion advertising and in an active situation is ethical 2. It is more unethical if a good-cause company uses subliminal marketing than if a luxury brand uses it.

Background: From a marketing perspective, personalisation of online advertising is a very promising way of reaching customers and will play an increasingly important role in the future. Personalisation on the Internet is far more widespread than in the offline world and can cover all online interactions when it comes to the question of what information to personalise. It directly relates to the issue of privacy of personal data and creates a need for a privacy policy that clarifies the relation between personalisation and privacy. Problem: Personalisation represents one of the main advantages of the Internet and al-lows marketers to target individual customers directly and adapt their marketing communications to the user’s preferences and needs. On the one hand, personalisation can give customers access to better service, products and communication and provides an experience of one. On the other, privacy issues related to the Internet and personalisation in particular are a contemporary topic of growing interest. Internet users are increasingly aware of the fact that websites collect information about them and their privacy concerns are growing. Personal information is necessary for personalising advertisements. Therefore, this development contradicts the customer’s increased demand for personalisation and the trend towards narrowly targeted marketing. Purpose: The purpose of this thesis is to explore if personalised online advertising could be perceived as a danger to customer’s privacy or on the other hand, facilitate the purchase decision process. Method: In order to answer the purpose and the research questions, a survey has been conducted with 152 JIBS students asking them about their opinion on e-advertising and their fears about it. After the questionnaires had been collected, different analysis such as univariate analysis and bivariate analysis has been done using SPSS. Conclusions: In summary it can be said that the respondent’s general perception of personalised e-ads is negative; they do not believe that they make shopping easier and they see a danger for their privacy in how companies collect the customer’s information and use it.

Men’s magazines is a form of media that has been present and popular among men for decades and even centuries. In the beginning of 1990 the popularity for men’s magazines boosted as the new ideal man was presented. The new lad represented a new masculinity that was more honest about its ideals and point of views. Media is being consumed in order to find an identity of self and be able to partake in a group culture. The purpose of this study is to analyze the content of men’s magazines and put that in relation to the male consumer’s homosocial quest for male identity and fellowship. The study analyzes American Playboy magazines of three decades being 1990s, 2000 and 2010. The method of the study is discourse theory and semiotic theory. Discourses describe how people discuss and comprehend their surrounding world through cultures within social group formations. The semiotic theory refers to the study of the meaning that is being created by people in different contexts. The theory being used in the analysis of the content in Playboy is the homosocial theory. Homosocial theory is based on the notion that men have a need of identification and to be a part of a group consisting of other men in a joint male culture. Through the analysis of the content of Playboy the study has come to the conclusion that there is a common pattern in Playboy that presents a homosocial male culture. By consuming the magazine, the man partakes in the male fantasy world that is presented in Playboy. The study also showa that Playboy preserves an ideal man that is a sophisticated gentleman. This culture has flourished over 60 years and shows no signs of dying off.

Hintergrund: Nicht nur Ärzte, sondern auch Medizinstudierende könnten eine Zielgruppe in der Marketingstrategie von Pharmaunternehmen sein. Ziel dieser Arbeit war es zu untersuchen, ob Medizinstudierende Kontakte zu Pharmawerbung haben, welche Einstellung sie dazu haben und ob sie durch die Universität auf den Umgang mit Pharmawerbung vorbereitet werden. Material und Methoden: Ich führte eine Querschnittsstudie mit einem Quasi-Längsschnittdesign an der Universitätsmedizin Göttingen durch. Anhand eines Fragebogens gaben Medizinstudierende aller klinischen Semester einschließlich derer im Praktischen Jahr an, ob Kontakt zu Pharmawerbung bestand, welche Einstellung sie zu Pharmawerbung haben und ob sie von der Universität vorbereitet wurden. Ergebnisse: Insgesamt nahmen 695 (54%) von insgesamt 1287 Medizinstudierenden der klinischen Semester der Universitätsmedizin Göttingen teil. Diese Doktorarbeit zeigt, dass 37% der Medizinstudierenden der Universitätsmedizin Göttingen bereits im Studium in Kontakt mit Pharmaunternehmen kommen. Die Anzahl der kontaktierten Studierenden steigt von Beginn des klinischen Studienabschnitts bis zum Praktischen Jahr an. Doch es kommt meist nicht nur zum Gespräch zwischen Studierenden und Pharmareferenten. Eine Mehrzahl von 78% Studierenden hat bereits Werbegeschenke von Pharmaunternehmen erhalten. Die meisten Studierenden zeigen jedoch keine skeptische Haltung zum Sponsoring durch Pharmaunternehmen. So wird die Gefahr einer Beeinflussung auf das spätere Verschreibungsverhalten bei fast allen Studierenden nur bei Kollegen gesehen, obwohl den meisten Studierenden klar ist, dass es sich um Werbung handelt und Pharmareferenten dazu dienen, die Produkte in ihrem Gedächtnis zu verankern. Dennoch fühlen sich die meisten Studierenden nicht gut auf den Umgang mit Pharmaunternehmen vorbereitet. So wünscht sich die Mehrzahl Kurse, die sie auf den Umgang vorbereiten sollen. Solche Unterrichtseinheiten werden jedoch von der Universität zurzeit der Studienerhebung nicht planmäßig angeboten. Diskussion: Medizinstudierende der Universitätsmedizin Göttingen haben aber schon früh im Studium Kontakt mit Pharmaunternehmen. Die meisten Studierenden sehen keine Probleme im Umgang mit Pharmaunternehmen und erkennen künftig entstehende Rollenkonflikte nicht. Um Studierende auf den Umgang mit Pharmaunternehmen vorzubereiten, sollte die Universität schon früh im Studium Kurse anbieten. Ein Verbot des Kontakts zwischen Studierenden und der Pharmaindustrie erscheint nicht realisierbar, würde die Problematik nur auf die Zeit nach der Approbation verdrängen.

Pastaruoju metu ypač išpopuliarėjo individualūs įmonių reklaminiai leidiniai, kuriuose yra parodoma ne tik įmonės veikla, bet ir vieta. Šiandien reklamos agentūrose nėra kvalifikuotų kartografų, todėl paprastai nekreipiamas dėmesys į sudaromų žemėlapių spalvų reikšmes, ženklų sistemas, užrašus. Svarbiu akcentu tampa masiškai sudaromų reklaminių žemėlapių komunikacinė kokybė ir poligrafijos lygis. Viena iš dažniausiai pasitaikančių problemų – tai kas sudaroma ir matoma kompiuterio ekrane, visiškai kitaip atrodo atspaudus ant popieriaus. Daugelio klaidų būtų galima išvengti tinkamai paruošus reklaminius žemėlapius spaudai ir parinkus jiems pačius optimaliausius spaudos būdus. / Nowadays promotional publications which include not only the description about the activities the firm deals but also the visual information about the location of it, have become very popular among individual enterprises. According to the fact that there are no qualified cartographers in today’s promotional agencies, generally the attention paid to the creation of maps considering the significance of colour, notations and superscription is very poor. Therefore the quality of communicational information and the level of printing of on the mass created promotional maps are becoming more and more important. One of the most frequent problems is the discrepancy of the visual information in prepress process on a computer and after the printing on the paper – the information displayed on the monitor is different then the same transferred on the paper. In order to prevent mistakes relating to mentioned problems well-chosen prepress and the most optimal printing technologies have to be applied.

Maisto reklamos ir ženklinimo tyrimas buvo atliekamas, tikslu išsiaiškinti ir įvertinti Lietuvos gyventojų žinias apie maisto produktų ženklinimą, jo trūkumus bei apie reklamuojamų maisto produktų pasirinkimą. Darbo uždaviniai: 1. ištirti ir įvertinti vartotojų supratimą apie maisto produktų etiketėse pateiktą ženklinimo informaciją; 2. ištirti ir įvertinti respondentų nuomonę apie maisto produktų etikečių įskaitomumą; 3. ištirti ir įvertinti maisto produktų reklamos įtaką jų pasirinkimui. Tyrimui buvo atrinkta 3500 Lietuvos suaugusių gyventojų. Anketinės apklausos būdu atlikus Lietuvos gyventojų apklausą, buvo gauta 2418 teisingai atsakytų anketų. Tyrimo atsako dažnis 69,1 proc. Respondentų buvo klausiama – kas daugiausia suteikia žinių apie mitybą, kas įtakoja produkto pasirinkimą, ar suprantama pateikta informacija ant maisto produkto pakuotės ir kiti klausimai. Tyrimo metu nustatyta, kad pagrindiniai šaltiniai, kurie respondentams suteikia žinių apie mitybą, yra televizija, radijas (55,9 proc.) ir spauda (24,9 proc.). Respondentai atsakė, kad maisto produktų pasirinkimą įtakoja tinkamumo vartoti terminas (82,3 proc.), kilmės šalis (30,4 proc.) ir kaina (38,3 proc.). Dauguma apklaustųjų tik kartais aiškiai perskaito etiketėse pateiktą informaciją (62,1 proc.), o 59,8 proc. apklaustųjų ją supranta tik iš dalies. 73,4 proc. respondentų mano, kad reikia pagerinti produktų etikečių įskaitomumą ir 47,6 proc. mano, kad tai reikėtų padaryti nustatant minimalų šrifto dydį. Net 70... [toliau žr. visą tekstą] / The aim of this research on food products advertisement and labeling was to find out and evaluate knowledge about food labeling among Lithuanian adult population, food labeling weaknesses, as well as advertised products purchase. The Task of Research: 1. To explore and to find out whether consumers understand labeling information provided in food products label; 2. To explore and to find out whether legibility of food products labels must be improved; 3. To explore and to find out whether consumers purchase advertised food products. 3500 Lithuania adults were selected to participate in this research. The rate of research reply is 69,1 proc. During the research, 2418 correctly answered questionnaires of Lithuanian residents were received. During the research, respondents were asked about what does provide the most knowledge about nutrition, what does make influence on selection of products, is information on food products label provided clearly, and other. The main sources which provide knowledge about nutrition are television and radio (55,9 proc.), as well as press (24,9 proc.). The selection of food products is influenced by the expiry date (82,3 proc.), place of origin (30,4 proc.) and price (38,3 proc.). The majority of respondents only sometimes read the information on products labels (62,1 proc.) and 59,8 proc. of respondents partly understand it. Also, according to their opinion, the legibility of food products labels must be improved (73,4 proc.). This must be done by... [to full text]

Galima sakyti, kad vartojimo visuomenėje žmogus dažnai orientuojamas iš išorės. Turbūt neatsirastų abejojančių, kad didžiausią įtaką vartotojškų vertybių formavimuisi turi masinės komunikacijos priemonės.Pagrindinę vietą šiame procese užima televizijos reklama. / Consumerism has become the central axis of modern society.Consumerism has one particular quality, namely that it exists everywhere and at the same time it is short-lived.Life itself is organised around one's possessions.Consumers often choose certain product, service and activities because those are linked to a particular life style.The main role here is played by television advertisement.