Traditionally, the production and distribution of advertising material has relied on human
effort and analog tools. However, technological innovations have given the advertising …

Now in its second edition, this textbook explores the continuing transformation of advertising,
sales promotion, and public relations functions within the marketing discipline. The content …

Research has shown the importance of advertising professionals' creativity assessments in
achieving desired consumer responses. Consumers also assess the level of creativity in the …

Based on a review of the literature, this article presents a framework for understanding
advertising creativity and asks the question “What future direction should advertising …

Personalization is commonly practiced in hotels as a means of addressing criticism of
hospitality products and services as imitable. However, personalization attempts are not …

The present study examines employee proactivity (ie, the employee initiates face-to-face
contact with the customer on the floor of the store) and its impact on customer satisfaction …

This study investigates how presumed influence on others affects women's evaluations of
advertising featuring gender stereotypes. Previous research has largely overlooked the …

Existing research on experiential offers often examines the impact of such offers on
consumers' evaluations (eg, customer satisfaction). Yet existing research has neglected that …

Purpose The study's objective is to examine the consumers' intention to buy counterfeit
brand shoes. A conceptual model is developed to test the risk-taking and word-of-mouth …

Creative media advertising is a specific type of unconventional advertising in which a
regular physical object serves as a medium to carry an advertising message. To better …