Airlines: Standardize Your International Advertising!
Sign Up to like & getrecommendations! Published in 2022 at "Journal of Travel Research"
DOI: 10.1177/00472875221115176
Abstract: The aim of this article is to determine whether it is appropriate to standardize airline communication at the international level. Most previous research on international services advertising has carried out content analyses only, without measuring… read more here.
Keywords: advertising strategies; standardize international; advertising; airlines standardize ... See more keywords
eGamers’ influence in brand advertising strategies. A comparative study between Spain and Korea
Sign Up to like & getrecommendations! Published in 2019 at "Comunicar"
DOI: 10.3916/c58-2019-10
Abstract: The eGames business (online video games) in Spain generated more than 1.8 trillion euros in profits in 2016. Advertising is no stranger to the potential of this market, and brands study the best ways of… read more here.
Keywords: advertising; los; study; publicidad ... See more keywords
Global and local advertising strategies: A dynamic multi-market optimal control model
Sign Up to like & getrecommendations! Published in 2017 at "Journal of Industrial and Management Optimization"
DOI: 10.3934/jimo.2018084
Abstract: Differential games have been widely used to model advertising strategies of companies. Nevertheless, most of these studies have concentrated on the dynamics and market structure of the problem, neglecting their multi-market dimension. Since nowadays competition… read more here.
Keywords: multi market; local advertising; market; advertising ... See more keywords