85 resultados para creative advertising
Resumo:
For most of us, the modern city is somewhat unintelligible, both in terms of its structure and its significance. As an urbanised population, the city should be our natural territory, but the pace and scope of its change leads to an illegibility of its form and character. There is infinite, seemingly significant, activity - demolition, building and makeover - but there is little sense of the city as a site of meaning.
Resumo:
Contrary to the plethora of critical articles recently appearing in both the popular and business press, this carefully controlled investigation of 49 stadium- and arena-naming-rights agreement announcements provides striking evidence that such sponsorships can significantly enhance the stock prices of sponsoring companies. Indeed, the results of the study show that the average stadium sponsor's stock prices increased by 1.65 percent at the time of announcement of the programs-a result considerably in excess of the returns associated with other major marketing programs such as the signing of Olympic sponsorships and celebrity endorsers. A multiple regression analysis employing firm-specific changes in stock prices as the dependent variable and quantifiable corporate and sponsorship-related attributes as independent variables is also presented. Variables positively and significantly correlated with perceived sponsorship success include team-winning percentages, contract length, and high technology and locally based companies. Overall, the findings of the study are consistent with the novel hypothesis that, for some firms, the real value-added of a stadium sponsorship may lie in its ability to serve as an effective or honest signal of managerial confidence in the future of the company.
Resumo:
Acknowledging and describing the ways that women shape relations of power and property can add to understandings of how local communities create and experience globalisation. In this paper I examine how relations of power are actively and discursively constructed within Kunieacute households in New Caledonia, how they are inscribed by gender, and link them to local narrativisations of progress.