Building brand equity: What matters most?

I’ve always loved iPhone when it comes to mobile phones. But I did try to change to Samsung in 2015 when its Galaxy S6 Edge was out. It was obviously a few hundred buck cheaper than an iPhone 6; its camera was said to be way cooler than the iPhone’s. So, I thought “Maybe I…

Ambient advertising: An innovative form of advertising?

News routes for communicating with customers and consumers are being sought, every day. And this doesn’t happen by chance. Jim Blythe explicates in his seminal book “Consumer behavior” the reasons behind this: “traditional marketing communication techniques are becoming less effective as markets fragment, costs increase, audience diminish, and clutter worsens”. This gives rise to ambient…

Social media: A new platform for advertising?

Just as social media are becoming an important platform for online news distribution and consumption, they are also becoming a new platform for online advertising. The Pew Research Center indicates that social media sites, such as Facebook, have the highest number of users and are becoming a pathway to news and advertising in the U.S….