Dissertations / Theses: 'Price advertising'

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Busse, Meghan Ruth. "Price competition and advertising : stragetic price coordination, price war leaders and followers, and financial constraints on advertising." Thesis, Massachusetts Institute of Technology, 1997. http://hdl.handle.net/1721.1/10320.

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Simbanegavi, Witness. "Price discrimination, advertising and competition." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics, (EFI), 2005. http://www.hhs.se/efi/summary/684.htm.

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Singh, Kartikeya. "Essays on advertising and price collusion." College Park, Md. : University of Maryland, 2005. http://hdl.handle.net/1903/2841.

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Thesis (Ph. D.) -- University of Maryland, College Park, 2005.
Thesis research directed by: Dept. of Economics. Title from t.p. of PDF. Includes bibliographical references. Published by UMI Dissertation Services, Ann Arbor, Mich. Also available in paper.

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Edwards, Robert Andrew. "Essays in industrial organisation : price competition, strategic obfuscation, advertising & consumer behaviour." Thesis, University of Liverpool, 2017. http://livrepository.liverpool.ac.uk/3007004/.

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Hultquist, Clark Eric. "The price of dreams: a history of advertising in France, 1927-1968 /." The Ohio State University, 1996. http://rave.ohiolink.edu/etdc/view?acc_num=osu14879319934697.

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Nicolson, Simon Matthew. "The impact of the colour red on product price perception in retail print advertising." Thesis, University of South Africa, 2007. http://hdl.handle.net/10500/63.

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An investigation into whether the colour red has more impact or leads to common perceptions about the price or value of retail products in advertising.
ABSTRACT Colour is often an important non verbal cue in advertising. Much research has been dedicated to the creative aspects of advertising generally and to factors affecting consumer response in relation to marketing, advertising and pricing. This study looks at the colour red and investigates whether use predominant use of red in sale promotions print advertising is justified on the basis of its ability to impact cognitively or affectively. The study comprises of two experiments, one for awareness and one for price perception and purchase intent. In each experiment, red is compared to other colours in order to establish any significant differences. The second experiment goes further to examine whether the intensity of colour, verbal cues or demographic differences have an impact on the results. The literature review begins with an examination of price theory and the role of sales promotions in organizations. It considers advertising response models with focus on the persuasive hierarchy AIDA model. The impact of colour is then considered along with consumer psychology and behavior as well as theories relating to demographic and cultural responses to colour in advertising. Argument from the sources is then put forward to suggest that research into the effects of colour in advertising is underexplored and that the role of colour in affecting response is complex and is over oversimplifies by advertising practitioners. The research results are presented revealing few significant differences between red and alternative colours for awareness, price perception or purchase intent. The result for awareness is blurred by research limitations, but red does not emerge as a candidate for exacting higher levels of awareness than a number of other colours. In the second experiment, red is found to be inferior to blue in affecting purchase intent. Red at 50% saturation is shown to have a more positive impact on purchase intent that a red hue at full saturation. Demographic splits do not show conclusive results, but it is suggested that a larger sample size would induce a better price perception of red for the black community than for other racial groupings. Discussion and recommendations follow. In this study, red shows no qualities to justify its predominant use in price promotion advertising and more benefit might be obtained for the brand by differentiating through use of alternative colours that may stand out in a sea of red over traditional sale periods. The principle recommendations are, firstly, the need to acquire a deeper understanding of the effect of colour in advertising. In the more complex, competitive global marketplace competition for customer attention is high and the margin of error for irrelevant advertising appeals are low. Secondly, the argument is made for colour usage to be built around long term branding concerns rather than short term requirements for advertising response.

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Hole, Alison. "Dynamic non-price strategy and competition : models of R&D, advertising and location." Thesis, London School of Economics and Political Science (University of London), 1997. http://etheses.lse.ac.uk/1999/.

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The dependence on past choices of present opportunities, costs, and benefits is pervasive in industrial markets. Each of the three chapters of this thesis considers a different example of such dependence affecting dynamic behaviour. In the first chapter a single firm's present choices depend on what it has learnt from past experience. The firm is searching for the best outcome of many multi-stage projects and learns as stages are completed. The branching structure of the search environment is such that the payoffs to various actions are correlated; nevertheless, it is shown that the optimal strategy is given by a simple reservation price rule. The chapter provides a simple model of R&D as an example. In the central model of the second chapter firms slowly build up stocks of goodwill through advertising. While many firms start to advertise in a new market, over time a successful set emerges and the others exit. The chapter explores the relative growth of firms and the determination of the number of successful ones. The chapter compares the results to those of a model in which a firm must complete all of a given number of R&D stages before being able to produce. The final chapter considers one of the effects of urban bus deregulation in the UK: bus arrival times are changed very frequently. It is assumed that passengers do not know the timetable and once at a stop board the first bus to arrive. There can be no equilibrium in which an operator's bus arrival times are never revised: otherwise those of a rival would arrive just before and take all the waiting passengers. The chapter considers the pattern of revisions when they are costly. The chapter also shows that fares can be higher with two competing operators than with a single monopolist.

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Kanetkar, Vinay. "The effect of television advertising on consumer price sensitivity : an investigation of frequently purchased products." Thesis, University of British Columbia, 1989. http://hdl.handle.net/2429/29120.

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The central question studied is whether household price sensitivity increases or decreases as the number of exposures to television advertising increases. As a means of answering this question, Salop's (1979) model of brand differentiation is generalized to incorporate advertising as a managerial decision variable. Salop's generalized model is linked to a random utility choice model to estimate the effects of advertising on consumer price sensitivity. The random utility choice models are then estimated using household level scanner panel data for two product categories (dry dog food and aluminum foil). The generalization of Salop's model shows that the direct effect of a firm's increased advertising is a lowering of price sensitivity. In addition, the model also shows that increased advertising may result in a higher or lower price sensitivity depending upon the advertising reaction of competitors. The empirical results for both product categories studied indicate that increased advertising is associated with higher price sensitivity. However, since the aluminum foil product category has only one major national advertiser, the results here cannot be fully explained by Salop's generalized model and thus show an important limitation of the model's applicability. Brand loyalty has proved to be the most important explanatory variable in random utility brand choice models for low cost brand identified consumer products (Guadagni and Little 1983). This dissertation develops a new measure of brand loyalty that is sensitive to the temporal pattern of household's previous brand purchases. For the product categories, studied, this new measure is superior to those proposed earlier. In addition, this work confirms the robust nature of Guadagni and Little's (1983) model of brand choice and shows that both television advertising and sales promotional variables have a significant impact on brand choice.
Business, Sauder School of
Graduate

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Marder, Leonie. "Comparative advertising and price: Implementation of Directive 97/55/ec in Germany and England compared." Thesis, University of Bristol, 2004. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.508709.

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Vashi, Vidyut H. "The effect of price, advertising, and income on consumer demand : an almost ideal demand system investigation /." Diss., This resource online, 1994. http://scholar.lib.vt.edu/theses/available/etd-06062008-165751/.

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Kronenberg, Kai. "ADVERTISING EFFECTIVENESS ON INTERNATIONAL TOURISM DEMAND IN ÅRE – AN ECONOMETRIC ANALYSIS." Thesis, Mittuniversitetet, Avdelningen för turismvetenskap och geografi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-19249.

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The objective of this study is to estimate advertising effects on international tourismdemand for the leading Swedish winter destination, Åre. The increasing share of foreigninbound tourists in this destination region creates a strong interest by shareholders toidentify the factors responsible for this trend. According to traditional micro-economictheory, economic factors, such as income and price, are considered as main determinantsfor tourism demand (Song and Witt 2000). However, according to advertising theories(Comanor and Wilson, 1974) and previous tourism research (Bhagwat and Debruine, 2008;Divisekera and Kulendran, 2006), this study additionally focuses on the brand awarenessof Åre as perceived by international tourists. More concretely, advertising theoriesdistinguish between the brand and the information function of advertising (Nelson, 1974).The former function follows the idea that advertising increases the level of productdifferentiation to build up a base of loyal customers. By contrast, the information functionimplies that advertising primarily provides information about products in order to increasethe market transparency. Accordingly, in order to estimate the impact of advertisingexpenditures for off- and online channels as well as promotional activities, furtherexplanatory variables, e.g. mega events, are considered in this study (Salman, 2003; Songet al., 2010). By applying ordinary least square (OLS) methods, demand elasticitycoefficients are estimated for each of the sending countries Norway, Finland, Russia,Denmark and the UK. Results show that advertising is the main significant driver oftourism demand from the UK, Russia and Finland, while a comparably weak advertisingleverage can be shown for Denmark and Norway. Interestingly, in contrast to microeconomictheories tested in previous research, income and tourism price levels reveal asbeing less significant drivers for demand in all analysed tourism markets. In turn, theresults provide evidence that the increased usage of online channels most significantlyaffects consumers’ buying behaviour. Finally, with respect to brand image perception,results reveal that the destination of Åre is perceived as a brand by tourists from Denmark.Moreover, for customers from the countries Norway and Finland, Åre indicates a weakbrand perception, while tourists from Russia and the UK don’t perceive Åre as a brand atall. The results gained by this research conducted at the level of the tourism destinationprovide useful hints about the factors influencing travel behaviour of tourists from maininternational markets. The study supports destination managers to appropriately adjustmarketing campaigns according to the predominant level of brand perception in respectivesending countries.
KK-Foundation project ‘Engineering the Knowledge Destination’ (no. 20100260; Stockholm, Sweden).

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Marder, Leonie [Verfasser]. "Comparative advertising and price: Implementation of Directive 97/55/EC in Germany and England compared / Leonie Marder." Hamburg : Diplom.de, 2004. http://d-nb.info/1110039840/34.

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Hyun, Soeun. "The effects of contextual cues on consumers' perceptions of comparative price advertisments." Diss., Virginia Tech, 1993. http://hdl.handle.net/10919/40417.

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The purpose of this study is to understand Korean consumers' perceptual processes induced by comparative price advertisements. While controlling for intrinsic product cue effects, this study examines the joint effects of extrinsic cues, such as comparative price (regular price /sale price), brand name, country-of-manufacture, and retailer name, on a consumer's perception of a product's price and quality. In examining the effects of advertising contextual cues, this study incorporates consumer perceptual processes, the processes through which the external cues are perceived and compared to or moderated by other variables. The perceptual structure is based on relevant theories and accumulated knowledge from research in this area. Specially adapted theories for this study are the adaptation-level theory, the message learning theory, and the transaction utility theory.
Ph. D.

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Rojas, Christian Andres. "Demand Estimation with Differentiated Products: An Application to Price Competition in the U.S. Brewing Industry." Diss., Virginia Tech, 2005. http://hdl.handle.net/10919/28916.

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A large part of the empirical work on differentiated products markets has focused on demand estimation and the pricing behavior of firms. These two themes are key inputs in important applications such as the merging of two firms or the introduction of new products. The validity of inferences, therefore, depends on accurate demand estimates and sound assumptions about the pricing behavior of firms. This dissertation makes a contribution to this literature in two ways. First, it adds to previous techniques of estimating demand for differentiated products. Second, it extends previous analyses of pricing behavior to models of price leadership that, while important, have received limited attention. The investigation focuses on the U.S. brewing industry, where price leadership appears to be an important type of firm behavior. The analysis is conducted in two stages. In the first stage, the recent Distance Metric (DM) method devised by Pinkse, Slade and Brett is used to estimate the demand for 64 brands of beer in 58 major metropolitan areas of the United States. This study adds to previous applications of the DM method (Pinkse and Slade; Slade 2004) by employing a demand specification that is more flexible and also by estimating advertising substitution coefficients for numerous beer brands. In the second stage, different pricing models are compared and ranked by exploiting the exogenous change in the federal excise tax of 1991. Demand estimates of the first stage are used to compute the implied marginal costs for the different models of pricing behavior prior to the tax increase. Then, the tax increase is added to the these pre-tax increase marginal costs, and equilibrium prices for all brands are simulated for each model of pricing behavior. These "predicted" prices are then compared to actual prices for model assessment. Results indicate that Bertrand-Nash predicts the pricing behavior of firms more closely than other models, although Stackelberg leadership yields results that are not substanitally different from the Bertrand-Nash model. Nevertheless, Bertrand-Nash tends to under-predict prices of more price-elastic brands and to over-predict prices of less price- elastic brands. An implication of this result is that Anheuser-Busch could exert more market power by increasing the price of its highly inelastic brands, especially Budweiser. Overall, actual price movements as a result of the tax increase tend to be more similar across brands than predicted by any of the models considered. While this pattern is not inconsistent with leadership behavior, leadership models considered in this dissertation do not conform with this pattern.
Ph. D.

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Turino, Francesco. "Essays on Non-Price Competition and Macroeconomics." Doctoral thesis, Universitat Pompeu Fabra, 2009. http://hdl.handle.net/10803/7406.

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My dissertation is a collection of three essays that study various aspects of non-price competition among firms using fully microfounded general equilibrium models. The first two chapters, both coauthored with Benedetto Molinari, introduce advertising expenditures by firms into a dynamic and stochastic general equilibrium model (DSGE), in order to address the question of whether and how aggregate advertising expenditures provide important effects upon the aggregate economy. In particular, the first chapter provides a short-run analysis, by focusing on the implications of aggregate adverting expenditure upon the business cycle. The second chapter, in turn, focuses on long-run effects of advertising, by analyzing the implications upon the steady-state equilibrium of aggregate advertising expenditures by firms. The last chapter, by using a modified version of the canonical New Keynesian model, investigates the effect upon inflation dynamics of non-price competition among firms.
Esta tesis contiene tres ensayos que estudian varios aspectos de la competencia no en precio entre las impresas, utilizando modelos de equilibrio general micro-fundados. En los primeros dos capítulos, ambos coautorados con Benedetto Molinari, se introducen gastos en publicidad de las empresas en un modelo dinámico y estocástico de equilibrio general, a través del cual, se estudian las implicaciones de la publicidad en la economía agregada. El primer capítulo se focaliza en los efectos de corto plazo de la publicidad, analizando las implicaciones con respecto al ciclo económico. El segundo capítulo, estudia los efectos de largo plazo de la publicidad, con el objetivo de analizar las implicaciones sobra el estado estacionario del economía. En el último capítulo se utiliza una versión modificada del modelo Neo-Keynesiano que estudia los efectos de la competencia no en precio en relación la dinámica de la inflación.

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Luhr, Erik, and Markus Herrmann. "Free on the Web! : The profitability of a radical price." Thesis, Uppsala University, Department of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-118326.

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This thesis examines companies offering their services for free to Internet users, byemploying digital free business models. As a framework Chris Anderson’s classificationsof “free” business models are used. A sample of eleven companies that provide “free”services was selected and divided into four groups. These were search engine, socialnetworking/community, content based and others. Their profitability was then measuredin relation to their valuation with the help of P/E ratios within and among the groups. Aregression analysis was also conducted to compare profitability of either one of two“free” business models used by the researched companies.Findings were that search engine and social networking/community companies appear tohave profits for the period researched. No strong trend for overvaluation could be foundin either of these groups, except for individual companies with high P/E ratios. Neithercompany within the content based group showed any profits. Their marginal costs weretoo high but this may change with technological progress. Regression analysis could notshow any significant results employing either the “Freemium” or the advertising “free”business model to be more profitable than the other. Significant results could be shownbeing a content based company and being unprofitable. Comparison between specificcompanies gave mixed results but network effects appear to create dominant playerswithin each group. Employing more than only the advertising “free” business modelseems to be efficient in raising revenue per user for social networking/communitycompanies.

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Sun, Yu-Hua Christine. "The effect of price, brand name, and level of advertising on perceived service quality, perceived service value, and purchase intention of the lodging industry." Diss., Virginia Tech, 1995. http://hdl.handle.net/10919/38102.

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Bukovjan, Jiří. "Návrh marketingové strategie." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223411.

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This thesis examines the current state of the market for online Flash games. It analyzes the market trends for the last three years and compares the largest advertising systems. There is description of the licensing ways and information how portals sell the games. Result of this work is to create a marketing mix that will determine the correct product with which it is appropriate to enter the market.

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Zacha, Štěpán. "Návrh marketingové strategie pro firmu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-224268.

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This thesis is focused on marketing strategy of company, which produces smithery pro-ducts. Thesis includes teoretical informations about marketing strategy, analysis of current situation of company and market situation. On the basis of the analysis are made recommendations and suggestions, which will lead to higher profit of company and also to higher market share.

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Ferreira, Diana Ribeiro. "A relação dos consumidores com os folhetos dos retalhistas." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/20179.

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Mestrado em Ciências Empresariais
Os folhetos são uma ferramenta importante para os retalhistas e grossistas publicitarem as suas promoções devido ao seu carácter demonstrativo dos produtos e marcas. Os folhetos são por isso considerados como uma ferramenta importante na construção da visibilidade e posicionamento da marca, ocupando por isso uma grande fatia do orçamento de marketing das empresas, nos Estados Unidos da América em 2012 os folhetos ocupavam em média 65% do budget. Contudo, apesar da sua importância, o estudo da relação dos consumidores com os folhetos é relativamente limitada. Neste contexto, com o presente trabalho pretendeu-se investigar as relações dos consumidores com os folhetos, tendo em conta variáveis tais como o preço, a promoção, o meio ambiente, a lealdade e o Comércio Justo. A metodologia utilizada foi a quantitativa, recorrendo-se a um questionário online administrado a uma amostra não probabilística por conveniência, tendo-se obtido 267 respostas válidas. Com base na análise dos resultados obtidos, verificou-se que grande parte dos inquiridos que consulta folhetos não os guarda durante o período promocional do mesmo, sendo as características mais valorizados as promoções e os preços. Muitas das vezes os folhetos são utilizados para que o consumidor decida onde irá fazer as compras. O tempo despendido a procurar as ofertas é visto como tempo bem gasto e alguns inquiridos indicaram efetuar compras em várias lojas, de modo a aproveitarem os preços mais baixos após a consulta dos folhetos. Verificou-se igualmente que as preocupações ambientais contribuem pouco para a consulta ou não consulta dos folhetos.
Store Flyers are an important tool for retailers and wholesalers to advertise their promotions due to the demonstrative nature of the products and brands. Therefore, store flyers are considered an important tool in building brand visibility and positioning. Store flyers occupied a large share of the companies' marketing budget, in the United States of America in 2012, with an average of 65% of the budget. However, despite its importance, the study of the relationship between consumers and store flyers is relatively limited. In this context, the aim of this study is to investigate consumer relations with store flyers, taking into account variables such as price, promotion, the environment, loyalty and fair trade. The methodology used was quantitative, using an online questionnaire administered to a non-probabilistic convenience sample, having obtained 267 valid responses. Based on the analysis of the results obtained, it was found that a large part of the respondents who consult store flyers do not keep them during the promotional period and the most valued characteristics are the promotions and prices. Often times, store flyers are used for the consumer to decide where to shop. The time spent looking for offers is seen as time well spent and some respondents indicated shopping in several stores, in order to take advantage of the lower prices after consulting the brochures. It was also found that environmental concerns contribute little to the consultation or non-consultation of the store flyers.
info:eu-repo/semantics/publishedVersion

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Rousset, Xavier. "La tarification dynamique, l'utile et le juste Seasonal factors and marketing mix: Literature survey and proposed guidelines An analytical framework for retailer price and advertising decisions for products with temperature-sensitive demand The impact of outdoor temperature on pricing and advertising policies for weather-sensitive products Tarification dynamique en ligne et éthicalité perçue par le consommateur : synthèse et voies de recherche Designing algorithmic dynamic pricing from an ethical perspective Are consumers vulnerable to algorithmic dynamic pricing? An empirical investigation." Thesis, Sorbonne Paris Cité, 2019. http://www.theses.fr/2019USPCB039.

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Cette thèse regroupe différents travaux de recherche sur la tarification dynamique. L'objectif de la thèse, située à l'interface des sciences économiques, des sciences de gestion et des sciences politiques, est double : d'une part, étudier les déterminants et les conditions d'utilisation de la tarification dynamique au niveau de la firme dans une perspective de maximation de ses profits et, d'autre part, de montrer comment, à un niveau collectif, la prise en compte des questions éthiques dans l'étude de la tarification dynamique permet de mieux en comprendre la portée. Nos contributions, à la fois théoriques et empiriques, sont présentées en deux parties. La partie 1, axée sur l'efficacité économique (point de vue de l'utile), regroupe des questionnements sur les considérations de maximation du bénéfice liées à la tarification dynamique. A partir de l'étude de produits dits météo-sensibles dans les canaux de distribution physique, nous présentons une revue de littérature qui introduit l'adaptation dynamique du prix à des facteurs influençant la demande et nous proposons un modèle théorique d'adaptation dynamique du prix dans le temps suivant la température. Nous complétons cette approche théorique, par une étude empirique qui approfondit comment la tarification, exercée de manière dynamique du point de vue de la firme en réaction à des facteurs extérieurs, lui permet de maximiser ses intérêts. La partie 2 regroupe des travaux sur les considérations éthiques liées à la tarification dynamique (point de vue du juste). En se focalisant sur les canaux de distribution en ligne, nous discutons, sur un plan théorique, les incidences possibles de la tarification dynamique sur la perception éthique par le consommateur, en mettant en évidence les éventuels risques d'injustice ou de vulnérabilité que cette stratégie de fixation du prix soulève. D'un point de vue empirique, nous approfondissons l'analyse des déterminants de la perception éthique de la tarification dynamique en ligne par le consommateur, notamment en fonction des conditions de son paramétrage, ainsi que les dimensions de vulnérabilité qui préoccupent les consommateurs. La conclusion de la thèse regroupe des pistes de recherche futures portant sur l'approfondissement de la mesure de l'éthique perçue, sur les potentialités de l'hybridation de la science économique avec l'éthique sur un sujet comme celui de la tarification dynamique et sur les considérations que nous avons entrevues sur le lien entre la tarification dynamique et la révélation de la valeur d'échange (point de vue du vrai)
This PhD thesis brings together different research projects on dynamic pricing. The objective of the thesis, located at the interface of economics, management sciences and political sciences, is twofold: first, to study the determinants and conditions of use of dynamic pricing at the level of firm in a perspective of maximizing its profits and, on the other hand, to show how, at a collective level, the consideration of ethical issues in the study of dynamic pricing allows a better understanding of its scope. Our contributions, both theoretical and empirical, are presented in two parts. Part 1 focuses on economic efficiency (point of view of the useful), and asks questions about the maximization of profit considerations related to dynamic pricing. From the study of so-called weather-sensitive products in the physical distribution channels, we present a literature review that introduces the dynamic adaptation of the price to factors influencing the demand and we propose a theoretical model of dynamic adaptation of the price in time following the temperature. We complete this theoretical approach with an empirical study that examines how pricing, exercised dynamically from the firm's point of view in response to external factors, allows it to maximize its interests. Part 2 brings together work on ethical considerations related to dynamic pricing (the point of view of the right). Focusing on online distribution channels, we discuss, on a theoretical level, the potential impact of dynamic pricing on consumers' ethical perception, highlighting potential risks of unfairness or vulnerability that price fixing raises. From an empirical point of view, we thoroughly analyse the determinants of the ethical perception of online dynamic pricing by the consumer, in particular according to the conditions of its setting, as well as the dimensions of vulnerability that concern consumers.The conclusion of the thesis brings together future lines of research on the deepening of the measurement of perceived ethics, on the potentialities of the hybridization of economic science with ethics on a subject such as dynamic pricing and on the considerations we have seen on the link between dynamic pricing and the revelation of exchange value (point of view of the true)

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Davidson, Catrin, and Abeysekera Denum Nimanthi. "The good and the gratis : A value aspect on free goods and services." Thesis, Linköpings universitet, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-66352.

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Thanks to the Internet, the consumers have access to a world of information and can easily compare the goods and services of one supplier to the other, and so be a part of the value creating process. Price is still key, but since producers are already pushing their costs to the limit, what Chris Anderson calls the “race to the bottom” they have to compete in other manners, meaning they have to dive deeper than lowest of prices. However these free goods and services must have a value even though they do not have a price tag attached. The respondents found two types of value, social/collective value and individual/emotional value and this also induces that value is relative. People are making choices to consume a good or service he or she has to prioritize these resources among the available time, money and even space, thus this prioritization is made even when the good is free. The price-quality relationship is prevailing, but not in the fields where distribution and replication is free.

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Мельникова, Д. А. "Маркетинг у банку: специфіка та перспективи розвитку." Thesis, Одеський національний економічний університет, 2021. http://local.lib/diploma/Melnikova.pdf.

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Доступ до роботи тільки на території бібліотеки ОНЕУ, для переходу натисніть на посилання нижче
У роботі розглядаються теоретичні аспекти сутності та функцій банківського маркетингу, визначені його інструменти. Досліджено методи управління маркетинговою діяльністю в банках. Проаналізовано основні показники діяльності АТ КБ «ПРИВАТБАНК» Надана оцінка маркетингової діяльності в банку. Запропоновано шляхи удосконалення маркетингу в АТ КБ «ПРИВАТБАНК» на основі вивчення закордонного досвіду, а саме впровадити більш вдосконалену систему інтегральних маркетингових комунікацій та розширити асортимент послуг банку.
The work deals with the theoretical aspects essence and functions of banking marketing, its tools are defined. Methods of management of marketing activity in banks are investigated. Author analysis main indicators of JSC CB "PRIVATBANK" assessment of marketing activity in the bank is given. Ways to improve marketing in JSC CB "PRIVATBANK" based on the study of foreign experience are proposed, namely to introduce a more advanced system of integrated marketing communications and expand the range of bank services.

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Jeřábková, Martina. "Návrh marketingové strategie pro firmu Autosklo H.A.K., s. r. o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2007. http://www.nusl.cz/ntk/nusl-221571.

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This diploma thesis deals with the compilation of proposal of marketing strategy for the firm Autosklo H.A.K., s. r. o. Pardubice. It analyzes contemporary situation and proposes the proceedings to achieve defined marketing aims.

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Černá, Simona. "Návrh komunikačního mixu podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224355.

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This diploma thesis deals with improving communication mix of selected business entity. The first part describes, from a theoretical point of view, marketing, environment analysis, marketing mix, communication mix tools and marketing research. The following section describes the analytical work of the selected entity, the current communication and marketing mix. This section also contains a general and industry analysis of environment, SWOT analysis and marketing research. In the last section I propose a new communication mix to improve the situation in the company and increasing sales.

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Qayyum, Yaser. "Product Differentiation Strategies and Impact of Factors Influencing the Differentiation Process : A Case study of the Mobile Telecom Service Industry of Pakistan." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-62797.

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Telecommunication has evolved tremendously from its origin to the present. Competition has grown in the telecommunications industry. One of the idiosyncratic characteristics of the mobile telecom services industry is the offering of homogenous products/services to the whole market, which indicates services being undifferentiated. The purpose of this paper is to study the differentiation strategies of mobile telecom operators and the impact of factors influencing the process of differentiation. The study will concentrate on the differentiation strategies of the mobile telecom service firms operating in Pakistan. The analysis model of this research was developed based on the determinants of product differentiation, relating to the tools that managers at mobile telecom service companies employ to execute differentiation strategies, and the factors influencing them. The empirical part of this study was conducted in January 2017. The multiple case study approach was adopted as a study method, and four case studies of the mobile telecom service companies operating in Pakistan were compared through cross-case analysis. Qualitative methods of data collection were employed and through semi-structured interviews primary data was gathered and secondary data was extracted from the websites and annual reports. The findings from the four case studies revealed that all the mobile operators opt for the differentiation strategies based on the determinants. It was examined from this research that these determinants are interrelated with each other. It was evident from the study of all the case companies that regulations affect the industry profits, increase the cost of upgrading the networks and infrastructures, causing a delay in the adoption of innovation, thereby influencing the differentiation strategy. The second factor influencing the differentiation process revealed in this study was competitive imitation, which caused convergence of strategies resulting in undifferentiated services even though operators tried to differentiate their services. The competitive imitation becomes easier due to the oligopoly structure of the mobile telecom industry.

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Schwarcová, Kristína. "Podnikatelský záměr." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221818.

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For my project I’ve chosen to create a Business Plan for a Crisis Management Consultancy company. To do this I’ve used a limited company and named it Navigator Ltd. In the preceding project I’ve explained all the essential steps needed to create a new company, as well as pointing out the importance of crisis management for various companies on the market. I’ve described the services in detail, compared the competing businesses in the field of crisis management, shown a view of the future and built a personnel infrastructure of the described company. I’ve created a realistic company strategy and planned budgets needed for a smooth start.

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Чорна, А. С. "Удосконалення маркетингової діяльності «Bexhill Trading Auto»." Thesis, Одеський національний економічний університет, 2020. http://dspace.oneu.edu.ua/jspui/handle/123456789/12508.

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У роботі розглядаються теоретичні аспекти маркетингової діяльності, а саме сутність, цілі, організація та планування маркетингової діяльності на підприємстві, особливості маркетингової діяльності на автомобільному ринку. Проаналізовано автомобільний ринок України, місце компанії «Bexhill Trading Auto» на даному ринку та маркетингова діяльність компанії. В результаті SWOT – аналізу застосованого до підприємства «Bexhill Trading Auto», визначено його сильні та слабкі сторони. Сильними сторонами є конкурентоздатна цінова політика, охоплення великої частки автомобільного ринку, розвинута веб-сторінка та соціальні мережі, високий рівень сервісного обслуговування, кваліфікований персонал, прибуткова діяльність. Слабкі сторони: Відсутність власного СТО, низькій рівень впізнаності бренду, мала кількість представництв. Запропоновано удосконалення роботи сайту, оптимізація рекламної діяльності, впровадження CRM-системи, відкриття нових автосалонів та власного СТО.
The work deals with the theoretical aspects of marketing activity , namely, the essence, goals, organization and planning of marketing activity in the enterprise, peculiarities of marketing activity in the automotive market. The automobile market of Ukraine, place of company «Bexhill Trading Auto» in this market and marketing activity of the company are analyzed. As a result of the SWOT analysis applied to «Bexhill Trading Auto», its strengths and weaknesses are identified. Strengths are competitive pricing policy, coverage of a large share of the automotive market, developed website and social networks, high level of service, qualified staff, profitable activities. Weaknesses: Lack of own service station, low level of brand awareness, small number of representative offices. It is proposed to improve the site, optimize advertising, implement a CRM system, open new showrooms and own service stations.

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Sombergová, Markéta. "Návrh komunikačního mixu společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223406.

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The diploma thesis focuses on problems associated with the suggestion of the communication mix of the Fitness centre „Kameňák“. It includes evaluation of the current state of company´s communication mix and revelation of problems in this field. Afterwards the thesis contains suggestions for improvement of this state. The diploma thesis is divided into three parts. The first part contains theoretical knowledge of the subject, the second part is focused on analysis of the company´s current state and the main content of the third part is suggestion of such a communication mix that can help the company present better its services and brings more customers.

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Nováková, Tereza. "Vliv PENB na cenu nemovitosti v Královohradeckém kraji." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2014. http://www.nusl.cz/ntk/nusl-232879.

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This thesis of problem with sell realty. Namely, have energy performance certification of building (EPCB) influence to price of detached house. In the firt part thesis is solved EPCB (when we need it, who can perform it and the calculation for a particular detached house). In the second part is valued the building using the market compared to the development of database house. After comparing the results achieved and the informations we determined, whether EPCB affect the price of the detached house or not.

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Dix, Stephen Richard. "Predictors of channel switching during live prime time television advertising." Thesis, Curtin University, 2006. http://hdl.handle.net/20.500.11937/1737.

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The focus of this study is on viewers’ channel switching behaviour during prime-time television advertising breaks. While the extent of channel switching has been studied repeatedly, the factors underlying channelswitching have not been extensively researched within a single study. To date, methodological limitations associated with self-reports, in-home cameras and electronic tracking data have restricted the scope for identifying the predictors of channel switching.The study makes use of a dual observation/survey methodological approach that has been largely overlooked in this area of research. This approach makes it possible to determine the influence of previously untested potential predictors of channel switching. The aim of this study is to determine the influence of six identified predictors on television viewers’ channel switching. The predictor variables tested include Perceived Clutter, Channel Proliferation, Attitude towards Television Advertising, Planned versus Impulse Viewing, Advertising Triggers and Remote Control Device (RCD) Empowerment. The last two predictors (Advertising Triggers and RCD Empowerment) result from factors drawn from a scale (SITUZAP) developed to measure the situational factors associated with channel switching. Moreover, the study determines the impact of these six predictor variables on observed channel switching (observed PROPZAP) across 1,283 observations as well as on reported channel switching (reported PROPZAP) across 848 respondents.The empowerment provided by the RCD emerges as the dominant predictor of channel switching behaviour. Access to the RCD as a means of controlling the viewing environment is the foremost influencer of both observed and reported propensity to switch channels. However, while reported switching propensity is influenced by ‘advertising triggers’ (for example, a repetitive or irritating commercial) and ‘perceived clutter’ (too much advertising on television), observed switching propensity is unaffected by these factors.

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Kurad, Astrid [Verfasser]. "Advertising pricing in German consumer magazine industry : an industrial economic analysis of market concentration, advertising prices, and their interrelations / Astrid Kurad." Flensburg : Zentrale Hochschulbibliothek Flensburg, 2008. http://d-nb.info/101828009X/34.

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Tzvetanova, Neli. "Reklamní trh v Bulharsku a jeho právní regulace." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76264.

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The aim of this thesis is to present Bulgarian advertisement market from several different perspectives. You can see the development of advertisement from the beginning until 2010 in Bulgaria. There is a comparison of expenditures on advertisement with Czech advertisement market. When we are talking about advertisement, it is important to mention cultural differences. The biggest part of my thesis consists of legal and ethical regulation, when you can see the main differences in compare to Czech republic. The end of thesis belongs to Advertising self-regulation, which is represented by National Council for Self-Regulation in Bulgaria and Rada pro reklamu in Czech republic.

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Júnior, Reginaldo de Franceschi. "Limiar: uma visão publicitária sobre os limites da percepção." Universidade de São Paulo, 2009. http://www.teses.usp.br/teses/disponiveis/27/27154/tde-20102009-215257/.

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O objetivo central desse trabalho é entender as reais possibilidades de participação de elementos subliminares no processo de persuasão publicitária. Para isso, o modelo AIDA foi utilizado em conjunto com estudos científicos que evidenciam e esclarecem as reações de um indivíduo exposto a estímulos subliminares utilizados como estímulos preparatórios para a recepção de estímulos conscientes.
The main goal of this research is to clarify the actual limits of subliminal elements in advertising persuasiveness. For that matter, the AIDA model was used combined with scientific studies in order to provide better understading of an individual\'s reaction to subliminal stimuli used as primes for regular, conscious stimuli.

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Gunnarsson, Tomas, and Alfred Lindén. "The Swedish Gambling Monopoly : Impacts from Internet competition on Svenska Spel’s prices and advertising expenses." Thesis, Jönköping University, JIBS, Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1200.

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With the fast progress of the Internet the Swedish gambling monopoly is no longer able to control the market. Gambling companies licensed in foreign countries can compete with Svenska Spel via the Internet offering lower prices. The authors investigated whether the competition has lead Svenska Spel to lower their prices. Focus has been put on the years 2000-2006 and on Svenska Spel’s sports betting section Oddset since competition here is high. To help analysing Svenska Spel’s pricing behaviour the dynamic limit pricing model of optimal pricing when faced with entry was used.

The effect on Svenska Spel´s advertising expenditures following the competition was also investigated. For this part A dynamic model of advertising and market shares was used.

The analysis indicates that when the number of firms on the market increased, prices decreased and Svenska Spel’s advertising expenses increased.

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Krátká, Martina. "Návrh na zlepšení marketingového mixu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-224873.

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Master´s thesis is focused on evaluation of current marketing mix and its possible improvements of company Vinařství U Kapličky. Goal of the thesis is increase sales of this company. Thesis is separated into four parts. Theoretical part is focused on theoretic assumptions, which relates to marketing mix issues. Analytical part is comparing gathered information from theoretical part with current company’s situation. Suggesting part describes specific suggestions for improvements, which were, based on analytical part, evaluated as problematic. Last part deals with economical evaluation and benefits of suggested measures.

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Lašáková, Petra. "Návrh marketingové strategie pro cestovní kancelář." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222111.

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I prepared the dissertation to make marketing strategy for travel agency. This strategy is focused to confirm the market position on the travel market, obtain the new clients and keep the current and also increase turnover. It has to may result from the marketing strategy which customers are the most important for the agency to make right advertising plan. It has to be known the ways how to attain the target.

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Studer, Nanina. "Women Sell Mascara, Men Sell Machines? : A Content Analysis of Gender Portrayals in Swiss Prime-Time TV Advertisements." Thesis, Stockholms universitet, JMK, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-170347.

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This study analyzes gender portrayals in Swiss prime-time television advertising with regard to gender stereotypes. A content analysis of 449 characters of 412 distinct advertisements sampled from four selected German-speaking TV channels in Switzerland was carried out. Characters in the ads were coded for physical appearance, sexualization, social role, and occupation. The data show significant variations between the representation of women and men in all four aspects. An international comparison of the gender portrayals used in Swiss advertising suggests that they are almost identical to internationally used stereotypes. Only small deviances occur, such as the portrayal of both women and men in a home setting, an equal share of female and male characters doing housework, and no differences in the arguments given by women and men on why to use a product they advertise.

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Farmer, Ajia. "Pop! Goes the music : a content analysis of popular music in prime-time television commercials." Thesis, Manhattan, Kan. : Kansas State University, 2008. http://hdl.handle.net/2097/812.

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Wang, Xiaoduo. "Children's Prime-Time Food Commercials in China: A Content Analysis of National and Provincial TV Channels." Ohio University / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1289591158.

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Tribunella, Kari. "A content analysis of alcohol incidents on ABC, CBS, FOX, and NBC during prime-time television in 2001." Virtual Press, 2001. http://liblink.bsu.edu/uhtbin/catkey/1221307.

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Within the past twenty years, an abundant amount of research has been done on how alcohol advertising and alcohol portrayals affect society. The most common studies have examined the influence alcohol advertising and alcohol portrayals have or do not have on adolescents, the relationship between alcohol content and the level of consumption, and how adults and under-age drinkers perceive drinking incidents.The present study is a content analysis examining how four networks- ABC, CBS, FOX, and NBC vary in the amount of alcohol incidents shown in prime-time programming.The two-week study began on Sunday, May 20, 2001 and ended on Saturday, June 2, 2001 from 8 to 11 p.m. each evening. Alcohol incidents were classified as either a physical or verbal reference, as well as an appearance. Physical references were further categorized as the type of theme represented, the venue of the incident, and the type of drink involved.The findings suggest that the FOX and NBC networks air programs that present more alcohol incidents and themes of socialization than ABC and CBS. Therefore the researcher concludes that because of the target audience age is younger for FOX and NBC, these networks are more inclined to show more alcohol incidents and socialization themes versus the ABC and CBS networks, which have an older target viewing audience.
Department of Journalism

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Hariandja, Pahala Putrantara. "Incorporating advertising, agents and prices in modelling a new product diffusion with competition and switching amongst brands : the case of digital cellular telephone in Indonesia." Thesis, Lancaster University, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.250148.

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Tučková, Adéla. "Analýza systému získávání a výběru zaměstnanců ve společnosti KOVOSVIT MAS, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-206199.

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The aim of the Diploma Thesis is to analyze the recruitment and selection process of employees in the company KOVOSVIT MAS, a.s., identify its strengths and weaknesses and propose measures to improve its effectiveness. With the questionnaire survey there is also examined satisfaction of employees with the company's process of recruitment and selection of staff. This thesis is divided into two parts - theoretical and practical. The theoretical part is based on the theoretical background. The findings of this part are also applied in the practical part. In the practical part, there is introduced company KOVOSVIT MAS, a.s., the structure of its employees and the system of recruitment and selection of employees, which is established in the company. Then the questionnaire survey is evaluated, which examines the attitude and satisfaction of the workers with the system of recruitment and selection of employees in the company. In the last part there is a formulation of its strenghts and weaknesses and proposition of measures which could lead to its improvement.

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Paulová, Alžběta. "Daňově uznatelné náklady vybrané společnosti z pohledu daňové kontroly." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-383540.

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This thesis is divided into four parts, which deal with the tax deductible costs of the selected company from the point of view of tax control. Successively it describes the tax audit itself and the selected areas of tax deductible expenses, together with relevant case law. Furthermore these theoretical bases are applied to assess selected areas of taxdeductible costs for the selected entity and propose options that would eliminate the risks of such control.

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Doupalová, Nikola. "Získávání a výběr zaměstnanců." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-224999.

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This diploma thesis focuses on the process of recruitment and selection of new employees in selected companies. The work is structured into theoretical and practical. The practical part deals with mapping the current process of recruitment and selection of new employees. Its part and also the objective of this work is to suggest amendments that could make the process more efficient in future. Suggestions for improvement are based on the knowledge gained in the theoretical part in connection with current process in the company.

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Chou, Pei-Lin, and 周佩霖. "The Effects of Price Advertising Cues on Consumers'' Price Perceptions." Thesis, 1996. http://ndltd.ncl.edu.tw/handle/87311895984890020512.

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Farr, Stephen J. "Cigarette advertising, price and social welfare : empirical evidence." Thesis, 1997. http://hdl.handle.net/1957/34027.

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This study estimates the welfare effects of cigarette advertising using the framework posited by Becker and Murphy (1993). This model exposes previously unaccounted benefits of cigarette advertising and allows for conventional social welfare estimation by assimilating the theory of advertising into the general theory of complements. The policy implications of the Becker and Murphy framework will rely on the impact of advertising on equilibrium output price. A modification of the new empirical industrial organization technique allows estimation of a supply relation containing advertising in an imperfectly competitive environment. Allowing for different price effects of cigarette advertising before and after the Broadcast Advertising Ban leads to the conclusion that advertising after the ban has a larger price effect than before. This suggests that cigarette advertising is better able to enhance market power after the Broadcast Advertising Ban. Parameter estimates indicate that a one percent increase in cigarette advertising above its 1994 level will precipitate a conservative estimate of a reduction in social welfare of $14.3 million (in 1982 dollars). Thus, even if one ignores externalities altogether, cigarette advertising is clearly excessive from society's point of view.
Graduation date: 1997

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HSU, WEN-JUNE, and 徐文駿. "The Relationship between Advertising Appeals and Price Sensitivity." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/8awygq.

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碩士
中國文化大學
國際企業管理學系
103
Affect consumer price sensitivity is an important factor in how to obtain excess profits, and how businesses to make the consumers are willing to pay more price to buy products has become an important way to profit. Brand in the manipulation of the most commonly used advertising appeals can be divided into rational appeal and emotional appeals, but these two advertising appeals will produce different paths to persuade consumers to influence the perceived value (Zhang young, 2009), but some scholars find that the interests of consumers obtained value of the product is higher, will produce a better brand attitude (Okazaki, Mueller, and Taylor, 2010), and will make lower price sensitivity (Bakos, 1991). Therefore, the first objective of this study was to investigate the relationship between the rational advertising appeals and emotional advertising appeals have existence a negative relationship of consumer price sensitivity. The second purpose is compare difference with rational advertising appeals and emotional advertising appeals to influence the consumer price sensitivity. And the study’s control variables are the brand image, disposable income, product knowledge. According to the findings, the study recommendations on the theory and practice.

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Chen, Wei-Hung, and 陳威宏. "The Effect of Blank Discs Advertising Strategy on Optimal Price." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/72822051987720149139.

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碩士
國立高雄應用科技大學
商務經營研究所
96
The purpose of this study focuses on information consumer products, digital storage media and blank discs, which were to identify the added value for supply style, spokesman and designed imagery of products.In order to realize the appraisal of consumers for international brand authorization and spokesman, the questionnaire focuses on specific products. In Taipei, Taichung and Kaohsiung, there are the questionnaire researches for the two different place styles: Warehouse Store and Specialty Store. The research structure is based on certain relative contentions of academics and revised it. And find out the best price policy for consumers. The result of this study: 1.The analysis of Supply Quantity and Price Perception: The average of price in limited number is higher than no-limited number. 2. The analysis of willingness to buy the limited edition products: Cartoon Authorization> Spokesman> Color Printing> No printing 3. The analysis of willingness to buy the non-limited edition products: Color Printing> Spokesman> Cartoon Authorization> No Printing。 4.The analysis of spokesman, brand authorization, color printing, price perception and the added value:No matter the supply quantity. 5. The optimal price of all kinds of products are have the positive correlation with the price perception of authorized or no printing, the added value and the willingness to buy. Key Word Restrictive, Brand Authorization, Spokesperson, Price Perception, Optimal Price

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Liu, You-Jing, and 劉幼菁. "Winning Price Prediction in Real-Time Bidding for Online Advertising." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/7n97b9.

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碩士
國立臺灣大學
資訊管理學研究所
105
From the viewpoint of a Demand-Side Platform (DSP), forecasting the winning price is an important task before bidding an ad impression because the winning price is equivalent to the cost that a DSP must pay after winning a bid. This paper studies on how to predict the winning price for an ad impression so that a DSP can win the ad impression by offering a suitable bidding price in the Real-Time Bidding (RTB). However, it is difficult to accurately estimate winning price for a DSP because the winning price is unobserved when a DSP lost the bid. Therefore, we propose a mixture model that is composed of two regression models learning from winning bids with observable winning price and losing bids with observable bidding price, respectively. The mixture model takes advantage of observable bidding price of historical losing bids to reconstruct the missing distribution of winning price. Last, the results of experiments show that the proposed mixture model outperforms linear regression model and stochastic production frontier in terms of winning price prediction.

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Dissertations / Theses on the topic 'Price advertising'

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