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The NRA is launching a print advertising campaign aimed mostly at Democrats up in 2014. Full-page ads are scheduled to run on Thursday in local newspapers in AR, LA, ME, [...]

An introduction is presented in which the editor discusses articles in the issue on topics including research papers, advertising campaign and theory building.

This paper introduces a new decision support tool to optimize advertising campaigns for new product launches based on learnings from an ex post analysis of prior campaigns. The launch of a new product is one of the most critical activities that product and brand managers are faced with. It requires a substantial communications budget to introduce the new product to the market. As the number of media channels proliferates, however, managers are increasingly held accountable to demonstrate the efficient use of resources. This article introduces a new decision support tool to optimize advertising campaigns for new product launches based on lessons learned from an ex post analysis of prior campaigns. The tool builds on a distinct data collection approach combined with econometric modeling to produce advertising elasticities, which is the key information in the media mix optimization. The approach was implemented at Mercedes-Benz and applied to four major new car launches in Germany in 2012 and 2013. It revealed estimated savings of 15%–30% or EUR 2 million per campaign from a more efficient use of resources. Data files and the online appendix are available at https://doi.org/10.1287/mksc.2018.1136. [ABSTRACT FROM AUTHOR]

In a strong competitive environment, differentiation from other manufacturers is essential to ensure the flow of sales and the increase of turnover. Advertising can differentiate the offer of the economic organization from similar products obtained by competitors. The objective of the paper is to identify the effects of advertising on the purchasing behavior of dairy products, based on the data obtained from a questionnaire conducted on a sample of 206 respondents. The research question is: what are the effects of advertising on dairy buying behavior? In order to achieve this objective, the answers of the analysis carried out are analyzed. The results of the research show that advertising has a significant impact on dairy buying behavior. Effective advertising campaigns increase the notoriety and attractiveness of dairy products, contributing to consumer loyalty. In general, consumers are more likely to choose intensively promoted dairy products, demonstrating the importance of advertising in the marketing strategy of producers. [ABSTRACT FROM AUTHOR]

Reviewing the current developments in the online advertising market, this paper first provides an overview of the current methods for measuring online brand advertising campaigns. It highlights that the goal of online brand advertising is to focus on getting a brand-oriented message to potential customers, for which targeting specialists provide several future-proof products, such as programmatic and real-time advertising solutions. To determine their efficiency, several holistic measurement methods have been established, which this paper outlines. It will argue that these methods are more relevant than dominant online performance metrics such as the click-through rate. Secondly, the paper argues that a set of unified branding standards is indispensable for the further establishment of online brand advertising. While a first step towards such a set of standards has been made with the establishment of lAB Europe's Brand Advertising Committee, this paper outlines in detail the tasks that lie ahead in its endeavours towards a unified and universally acknowledged standard framework for brand advertising across digital platforms. [ABSTRACT FROM AUTHOR]

In modern times brands matter, and understandably so as they have become a staple of business theory and practice and are a defining feature of the modern economy. Big names are all well aware of the power and value that their brands hold. Oatly, the Swedish company, is now one of the biggest names in the plant-based industry, but its road to success has been a somewhat unconventional one. Much can be learned from Oatly's rise to success, especially in relation to their utilisation of trademarks, branding and controversial advertising campaigns. This paper will provide an overview of Oatly's growth as a business and brand and critically examine Oatly's controversial battles with the Swedish dairy lobby, and how, ultimately, through a creative use of both trademarks and advertising campaigns, Oatly was able to proactively defend against the powerful and influential dairy lobby. From here, this paper will argue that one the important factors underlying Oatly's success was the creation of a fundamental, emotional connection between the consumer and the company by successfully implementing a form of brand activism. This paper argues that the fact that trademarks are a means of source identification for a specific brand can be used to protect the consumer while advancing the causes of environmentalism and sustainability. [ABSTRACT FROM AUTHOR]

Copyright of Doxa Comunicación is the property of Fundacion Universitaria San Pablo - CEU and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Zer: Journal of Communication Studies / Revista de Estudios de Comunicacion / Komunikazio Ikasketen Aldizkaria is the property of Universidad del Pais Vasco and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The article focuses on a white paper from InfoTrends Inc. on brand management. The paper indicates potential realization of significant efficiencies such as the decrement of print costs by 14 percent in 2008. It also cites the companies' recognition on the significance of brand control and management solution in raising their cost savings. Moreover, charts depicting the companies' reasons for not doing customized marketing campaigns and investing in brand control solution are offered.