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This study aims to examine the relationship between advertisement expenditure and firm performance as well as the moderating effects of firm age and size on this relationship.

Twenty-eight selected companies listed on the Nigerian stock exchange were examined. The study used multiple regression, a quantitative research method, to capture both the direct and moderating effects.

The findings show that advertisement has a positive relationship with sales but an insignificant relationship with return on asset. Furthermore, the results indicate that larger firms outperform smaller ones when using advertisements to enhance their sales. On the contrary, there is no significant difference between the use of advertisement by young and older firms in improving financial performance.

Due to the often-wrong use of resource base view in the advertisement–performance relationship and contradiction in research findings, this paper re-conceptualize advertisement as a necessary investment (just like plant and equipment) but not an investment that provide strategic value. The paper also makes novel argument by theorizing a negative relationship between advertisement and firms’ performance in the Nigerian context.

This article aims to focus on product-featuring advertising targeted to stock investors – that is, ads that provide investors with impressions about the company’s products, over and above financial information. The purpose is to explicate and test the psychological mechanisms by which such ads may exert influence on investors.

An experiment is conducted with a representative sample of real investors, to test the effect and explore the underlying mechanisms. Two additional laboratory experiments reveal moderating factors of this effect.

The results show that highlighting the company’s product features in an investor ad increases investors’ interest in investing in the company’s stock, by enhancing investors’ subjective evaluations of the company’s products. This effect emerges independent of factors related to preexisting brand perceptions (e.g. brand recognizability and likeability) and is mediated by dual causal channels: by increasing expectations about the company’s financial returns and by increasing affective attachment with the company’s products.

The findings identify and confirm different mechanisms of the effect of investor ads, but the relative magnitude of the effects is not generalizable.

The results provide corporate marketing, corporate communications and investor relations professionals insights into how investors may be attracted by product-featuring advertisements.

The study is the first to explicate the different channels of influence through which product-featuring ads may affect investors’ willingness to invest in companies.

The great attractions of the Internet are its flexibility and its international reach and, some might say, its anarchic nature. However, a company planning advertising or trading on the Internet must not assume that it is not regulated. This is simply not true. This paper focuses primarily on the regulation affecting advertising and the financial services sector (which is already a heavily regulated area in its own right). Financial services companies should be aware, however, that there is a raft of other relevant legislation, such as data protection (including the trail‐blazing data protection bill published on 14th January 1998) which is required to implement a 1995 EU Data Protection Directive in the United Kingdom.

This study aims to explore the interdependent impacts of online word-of-mouth (WOM) and online ads on digital product adoptions, as well as their dynamic changes throughout the product life cycle.

This study adopted an empirical approach by using a unique data set of five mobile games launched between 2012 and 2014 provided by Renren Games Ltd. in China.

The results indicated that advertising generally has a positive impact on WOM. During the product life cycle, the influence on volume and variance gradually decreases, whereas the impact on valence increases over time. WOM (including WOM volume and WOM valence) and advertising both have positive impacts on game adoptions. They complement each other to shape adoptions throughout the product life cycle: advertising is more effective in encouraging adoptions in the early and later stages of the demand evolution process, whereas WOM has a greater impact on adoptions in the mid-stage.

This study provided detailed managerial recommendations on how to effectively integrate different types of marketing communication and optimize the investment strategy of online ads and online WOM in different stages of the product life cycle.

First, the study enriched the theory of digital marketing communication by studying the relationship between mass media (online ads), interpersonal media (online WOM) and product adoptions in the network context. Second, it provided an empirical basis for the inference of the dynamic development of media effect in the new product diffusion theory. Third, the results will be helpful to end the debate in current theoretical literature on whether there is a complementary or alternative relationship between the two effects. Last but not least, it enriched research on the antecedents and dynamic effects of online WOM.

In the wake of the Securities and Exchange Commission’s (the “SEC”) adoption of new rule 203(b)(3)‐2 under the Investment Advisers Act of 1940, as amended (the “Advisers Act”), many investment advisers that provide advisory services to hedge funds, and that previously had benefited from an exemption from federal registration under the Advisers Act, now will find that they are no longer eligible for such exemption. They will have to become federally registered investment advisers. As a result, such advisers will find themselves subject to a variety of rules and regulations regarding various compliance matters. Significantly, for the first time these advisers also may be able to market their services

The current chapter is a tentative step toward investigating the allocation of advertising budget between the internet platform and the entity platform according to the long-term and short-term achievement of advertising investment. We provide a decision-making framework on how to allocate the advertising budget to the two platforms for the best results. The integrated effect of advertising investment consists of two parts. Goodwill and customer scale reflect the long-term achievement, and sale profit represents the short-term achievement. We selected some representative feasible investment plans as decision-making units (DMUs), and calculated the values of sale profit, goodwill, and customer scale as three outputs. To determine the best advertising investment plan, we use data envelopment analysis (DEA) model to seek efficient plans, and then determine the best one from those efficient plans through preference investigation and super-efficiency technique.

The purpose of this research is to understand how brand-building is used to lend credibility to investor information and to differentiate countries competing for foreign investment. Brand signals, such as slogans and logos, are frequently used by governments and their investment promotion agencies to enhance the presentation of information to potential investors interested in acquiring or establishing a business within their country. Yet, little is known about how governments use brand building to foster professionalism and convey their expertise in international expansion assistance and differentiate themselves from one another in an investment promotion context.

This research content analyzes the slogans and logos found in 55 months of print advertising and on the websites of 181 countries engaged in investment-seeking activities.

The research finds that slogans and logos are frequently used across both samples, but slogan use is greater in print advertising than on the Web, which is likely because of the greater effort required to develop an advertising campaign than to maintain a website. Regardless of medium, logo use is greater than slogan use. In the sample, slogans tended to be generic or undifferentiated and do not appear to facilitate brand credibility. However, logos were better designed than slogans and incorporated more territorial and cultural symbols and elements of expertise.

This study provides for a deeper understanding of investment promotion, especially, as it relates to brand building both on the Web and in print advertising. It also extends the author’s understanding of brand building within a specialized area of business-to-business organizational buying. From a managerial perspective, the research highlights the need for differentiated slogans and for logos using territorial and cultural symbols to better assist governments with appearing more professional, conveying expertise and differentiating their country from potential rivals.

The paper seeks to develop an original monetary model for evaluating employees of a company. Employees are an important element of the business process. However, apart from their role as a means of production, their value is not disclosed on the assets side of the classical balance‐sheet. Employees may be disclosed among the assets only if they are expressed in value terms. Therefore, the fundamental aim of the paper is to provide an appropriate monetary mode for valuating employees.

A descriptive approach is sued to identify the basic problems of existing monetary models for valuating employees. According to these findings a totally different approach is taken and an original dynamic model is developed to evaluate employees.

Existing criteria do not offer appropriate solutions for expressing the value of an employee in monetary terms. The model presented here efficiently overcomes most of the practical problems and can be used as an appropriate estimator of employees' value expressed in monetary terms.

The model presented has not been sufficiently verified in practice. The model could prove to be directly applicable in those enterprises that would like to define the value of their employees.

The model presented is original and presents one possible approach to the solution of the problems mentioned above.

This paper aims to examine whether culture impacts the execution of financial services advertising (FSA). Specifically, this study investigates how cultural values are reflected in FSA by comparing magazine ads in the USA and Korea.

This study analyzed the content of a total of 1,889 (USA = 1,486; Korea = 403) FSA in print business/news magazines from 2005 to 2009.

The finding of this study showed significant cultural differences of FSA in terms of collectivism, high and low cultural contexts, human models/celebrity presence and time orientation between the USA and Korea. However, the difference in individualistic cues between the USA and Korea was not significant.

Using the integration of multiple cultural frameworks will better explain cultural differences reflected in marketing communication in the financial services (FS) sector. Future research is needed to generalize how such frameworks are reflected in different settings, such as different media or different countries.

The findings of this study suggest that FSA reflect cultural values, providing further implications for FS companies targeting the global market.

This study extends the understanding of impact of cultural values on advertising by exploring the FS industry.

The purpose of this paper is to examine advertising strategies’ (functional vs emotional) influence on consumers’ evaluation and adoption of smartwatches by drawing on the elaboration likelihood model and the schema incongruity theory. Moderating effects of consumer characteristics (personal innovativeness and extraversion) on the value assessment and attitude relationship are also tested.

The model was assessed using partial least squares-structural equation modeling with a sample of 999 non-smartwatch users.

Results show that functional ads elicit higher levels of hedonic than functional (usefulness) and ergonomic values (ease of use), whereas emotional ads produce higher levels of functional (usefulness) in comparison to hedonic value (enjoyment). Collectively, functional, ergonomic, hedonic and symbolic values shape consumers’ attitude and their subsequent behavior. In addition, findings demonstrate that extraversion positively moderates the symbolic value–attitude relationship, whereas personal innovativeness negatively moderates the functional value–attitude relationship.

Smartwatch sales have floundered despite substantial investments in ad campaigns. This study provides novel insights into managing non-users’ value perceptions of smartwatches with the optimal use of ad strategies. Furthermore, it is also one of the first studies to validate the moderating role of extraversion on the symbolic value–attitude link, thus contributing to the emerging literature on wearable technology.