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on Marketing |
| By: | S, venkatesh; N, senthilkumar |
| Abstract: | Television advertising is a most common commercial activity used in advertising medium. Humor in advertising contains an important aspect on changing attitude of the consumer, improves buying behavior and creates new patterns for buying any goods and services. Humor in television advertising is the effective and convenient way to attract the any consumers because they are emotional based content and makes the consumer to special for satisfaction. Compared to all emotions humor advertising is a favorable emotion which plays an important role for consumers to attain a great influence over brand attitude, brand consumption, brand recall and purchasing decisions, increasing efficiency of advertisements. In this paper reviewed on humor in television advertising on consumers attitudes |
| Keywords: | Humor in advertising: a review on use of television radio and print advertising media, humor in advertising, television, radio, print, advertising media, review on use of television radio and print advertising media, review on television, review on radio, review on print, review on advertising |
| JEL: | M0 M1 M2 M3 |
| Date: | 2015–03 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:63978&r=mkt |
| By: | S, venkatesh; N, senthilkumar |
| Abstract: | The use of humour in advertising is the effective way of communication in any emotion to sell the products. Humor increase attention and attract more consumers so it became an effective advertising in any medium of advertising. Researchers and Advertisers more interested towards humor advertising more than century, but no review paper regarding impact of humor in radio and print advertising are published. Aim of this paper to get detailed review on impact of humor in radio and print advertising since 1979. Many journal databases were collected and reviewed here this paper is very useful for marketing practitioners, advertisers and researchers who research on humor in advertising in radio and print media. |
| Keywords: | Advertising, humor advertising, radio advertising, prints advertising, review of humor advertising, Impact of Humor Advertising in Radio and Print Advertising - A Review, Impact of advertising, impact of radio, impact of print, impact of advertising a review |
| JEL: | M0 M1 M2 M3 M5 |
| Date: | 2015–03 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:63979&r=mkt |
| By: | Gorodnichenko, Yuriy (University of California, Berkeley); Sheremirov, Viacheslav (Federal Reserve Bank of Boston); Talavera, Oleksandr (University of Sheffield) |
| Abstract: | Using a unique dataset of daily U.S. and U.K. price listings and the associated number of clicks for precisely defined goods from a major shopping platform, this paper explores how prices are set in online markets, which have a number of special properties such as low search costs, low costs of monitoring competitors' prices, and low costs of nominal price adjustment. High-quality data are not only useful to estimate price rigidity and other properties of price adjustment in online commerce but also allow comparing the behavior of those properties with estimates available from brick-and-mortar stores. |
| Keywords: | online markets; prices; price dispersion |
| JEL: | E3 |
| Date: | 2015–01–01 |
| URL: | http://d.repec.org/n?u=RePEc:fip:fedbwp:15-1&r=mkt |
| By: | S, venkatesh; N, senthilkumar |
| Abstract: | In global advertising ‘humor’ is the most effective emotion used in advertising compared to other emotional appeals. Advertisers and researchers more interested in Humor in advertising for more than 100 years. But there is no review paper for Impact of humor in advertising till twenty two years of time, in between period there was lot of research outcomes published about humor in advertising. The purpose of this paper to get detailed review about Impact of humor in advertising for 40 years and detailed overview about various humor related aspects and also it supports earlier outcomes, what’s the purpose of humor used in advertising are analysed here. The various Journal databases were collected and reviewed; the paper is very useful for Advertisers, marketing practitioners and researchers who research on Humor in Advertising |
| Keywords: | Effectiveness of Humor advertising, Humor advertising, Humor, advertising, advertising review, Effectiveness of Humor advertising on Advertising Success |
| JEL: | M00 M1 M2 M3 |
| Date: | 2015–03 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:63973&r=mkt |
| By: | Daniel Garcia; Jun Honda; Maarten Janssen |
| Abstract: | We study vertical relations in markets with consumer and retailer search. Retailers search to learn manufacturers' prices. We obtain three important new results. First, we explain why empirical distributions of retail prices are bi- modal, with a regular price and a sales price. Second, under competitive condi- tions (many retailers or small consumer search cost) social welfare is signicantly smaller than in the double marginalization outcome. Manufacturers' regular price is significantly above the monopoly price squeezing retailers' markups and pro- viding an alternative explanation for incomplete cost pass-through. Finally, by randomizing to induce active consumer search, manufacturers can increase their profits. |
| JEL: | D40 D83 L13 |
| Date: | 2015–04 |
| URL: | http://d.repec.org/n?u=RePEc:vie:viennp:1504&r=mkt |
| By: | Pierre-Nicolas Schwab; Sandra Rothenberger |
| Abstract: | Positioned within the context of online complaint-handling, the present study aimed to examine the potentially mediating role of perceived professionalism in the relationships between message content (grammaticality) and form (politeness) on the one hand and customer loyalty on the other. A path analysis revealed that: (1) grammaticality impacts upon loyalty indirectly through the message recipients’ perceptions of the credibility and competence of the sender; (2) politeness impacts upon loyalty directly as well as indirectly through the message recipients’ perceptions of the credibility and competence of the sender, and (3) both perceptions of credibility and perceptions of competence strongly (positively) impact upon customer loyalty. These findings suggest that in an on-line, text-based complaint-handling context, the perceived professionalism of firm representatives plays a key explanatory role in the relationship between message form and content on the one hand and consumers’ repurchase intentions on the other. Implications for practitioners are discussed and recommendations formulated to better handle complaints enhance odds of repurchase intentions. |
| Keywords: | complaint handling; identity cues; politeness; grammaticality; professionalism; loyalty |
| JEL: | M31 |
| Date: | 2015–04–27 |
| URL: | http://d.repec.org/n?u=RePEc:sol:wpaper:2013/199009&r=mkt |