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This book looks at the relationship between attitudes toward plaintiff’s attorney television advertising and attitudes toward personal injury litigation. The research discussed herein examined the personality construct of vengeance to determine if there was a mediating factor affecting individuals’ reactions to this advertising. The study measured the same population targeted by this form of advertising; the sample included 200 adults, aged 18 and older, living in the Indianapolis metropolitan area. The results demonstrate that there is a statistically significant relationship between this form of television advertising and positive attitudes about the act of filing a personal injury lawsuit. The results further detail the statistically significant contribution of vengeance, advertising, and income on attitudes toward personal injury litigation. Previous studies have separately examined legal services advertising and vengeful behaviors. However, none has examined whether or not a desire for vengeance factors into the manner in which consumers receive and/or react to plaintiff’s attorney advertising.
This book addresses the idea of western fashion advertising and its implied effects on identity and values of young people in contemporary Mainland urban China. Through an in-depth analysis of current fashion magazines and outdoor advertising, survey of Chinese urban youth and personal interview of this group, this thesis relays the large scope and reach of western advertising in urban China as well as perceptions and responses to this form of advertising. Survey and interview of contemporary Chinese youth gives the picture that western fashion advertising has saturated this community and communicates the concepts of advertising as a site for cultural change. Self-image concerns are discussed with suggestions of ways to create more culture-specific advertising and marketing campaigns that meld with Chinese cultural values.
Online advertising is a relatively new linguistic genre, situated somewhere between written and spoken discourse, traditional advertising language and Netspeak, and between mass and personal communication, on which little scientific research has been done so far. What distinguishes online advertising most from traditional advertising is that it opens up the possibility of addressing customers more directly, or of making them believe they are addressed directly, which allows the advertiser to create – or simulate – intimate conversations with their audience. This is reflected in the language of online advertisements on many levels, ranging from syntactic structures to specific vocabulary to pragmatic tools, such as presuppositions and simulated turn taking. The work at hand analyses the linguistic elements of Web advertising associated with the creation and simulation of intimacy on the word-, sentence- and discourse level.
Transacting with various commercial organizations online requires consumers to disclose their personal data for the completion of the transaction. However, with the commoditization of personal data, consumers are starting to realize how risky it could be to initiate a transaction anchored on information disclosure. People who would like to be informed how their personal data will be used by organizations only have privacy statements on websites as sources for the needed information. Nonetheless, organizations tend to have different views on the acceptable amount of information that should be included in privacy statements. This study investigated the effects of the contents of two versions of privacy statements (complete vs abridged) on Internet users' perception of an online merchant's trustworthiness (ability, benevolence, and integrity) and on their perceived risk of information disclosure. Results show that a relatively complete privacy statement is more effective in influencing peoples' evaluation of the trustworthiness of an online merchant than an abridged privacy statement. Furthermore, perceptions of privacy-related risks are lower when people are presented with a relatively complete privacy statement than with an abridged privacy statement.
Despite the long-term discussions about standardisation and adaptation of international advertising, problems of how to measure and evaluate the degree of advertising standardisation still exist. Most of the current approaches view this matter from the marketers' and companies' perspective. This study examines and investigates the degree of standardisation of advertising campaigns from both the companies' and the consumers' viewpoint and is based on international research. A methodology is presented to assess the degree of standardisation by conducting an extensive case study using both qualitative and quantitative research methods. Consumers from three different countries around the world (USA, United Kingdom and Greece) were asked to give their personal views by completing online questionnaires in order to evaluate the different perceptual values of consumers from each specific country concerning standardised or adapted advertising. The analysis should help shed light on the international advertising industry and should be particularly useful to professionals in the Marketing Communications and Advertising fields.
The recent development of a global telecommunication technology provides a new mechanism for companies to promote products and services. This modern electronic advertising concept is commercially known as mobile advertising. It offers an alternative approach to reach targeted customers more effectively and build a stronger and more personal relationship with them. Despite its remarkable opportunities claimed by many quarters, the attitude of Malaysian consumers towards mobile advertising must be comprehensively examined. A wise understanding is essential to ensure the effective use of this advertising in the future. This research analyzed the determinants of the consumers’ attitude based on three factors namely Advertisement Factors (Entertainment, Informativeness, Credibility, Irritation and Integrativeness), Media Factors (Relative Advantage, Complexity and Compatibility) and Purchase Factors (Products and Services, Price and Timing). The dimension of permission also included to understand its role between the attitude towards mobile advertising and consumers' intention to purchase products and services via mobile advertising.
This book is related to management cases pertaining to different area of management say marketing, finance, human resource, business law, information and technology and economics. These cases are interesting, current, and concern a broad range of advertising and marketing problems pertaining to consumers, advertising agencies, and companies, including profit and nonprofit. They cover topic such as positioning ,media strategy, budgeting, sales promotion, personal ethics, marketing planning, creative strategy, brand management, pricing strategy, e-commerce, segmentation, targeting, buying behavior direct marketing, forecasting etc.
Advertising as a major communication tool, is highly pervasive and reaches people through various mass media vehicles. In this era of consumerism and competition, advertising has gained profound recognition and importance and has grown tremendously both qualitatively and quantitatively. Advertising being the most visible part of business in general and marketing in particular has been praised but also criticized by people associated with business and non-business fields. Many facets of advertising are being discussed quite often and people hold different opinions and attitudes towards them. This book is an attempt to empirically investigate the attitude of consumers towards different facets of advertising. It explores advertising as a business tool; informational; Materialism; Media and advertising practice in Iran and India. This book concludes with a detailed discussion on how advertising has influenced consumer attitudes across different cultures.
Комплект осветительного оборудования Rekam Advertising Kit предназначен для предметной фотосъемки. Он разработан для использования в студии и дает возможность наилучшим образом запечатлеть на снимках объекты размерами до 450х600 мм и весом до 8,0 кг. Комплект подойдет фотографам, которым необходимо снимать предметы для каталогов, в том числе для интернет-магазинов. В его состав входят устройства постоянного света, высоту и расположение которых можно изменять так, как удобно владельцу.
Advertising is at the heart of any business success. Successful advertising is all about building a connection between a brand and its consumers. The primary mission of advertisers is to reach prospective customers and influence their awareness, attitudes and buying behavior. This book expounds on the principles and practices of advertising in a modern society. It also expounds on the rudiments of advertising as well as the contemporary trends and strategies in the advertising industry. This book will be advantageous to brand communication and integrated marketing communication students and experts.
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Advertising is fascinating and provocative. There has been a dramatic acceleration in the pace and nature of advertising all over the world. The challenging competitive environment of the market calls for adopting innovative marketing strategies in building the brand image, gaining the confidence of the customers and reaching a larger customer base. In this back drop the book focuses on various aspects of advertising decision making process with specific reference to selection of an advertising agency by building an objective mathematical model for the selection of an ideal advertising agency. Besides the issue of selection, various other issues of advertising are elaborated, debated and conclusions drawn in the following chapters.
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Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works. Using real world examples and case studies from a variety of international brands and companies, such as Samsung, McDonalds and Disney, the authors have created a resource that clearly illustrates how theory is put into practice, and how strategic advertising operates in a global economy. The new edition features more coverage of social media, viral, and online advertising throughout, and a dedicated chapter on 'Digital Media,' ensuring that the book continues to offer students the most complete guide to the rapidly evolving landscape of the advertising industry.