Advertising effectiveness models as a basis for successful advertising measures
In marketing, it is important to have a good understanding of the message's impact on the target audience. Advertising impact models help to clarify the steps and effects of advertising, allowing for a closer examination of individual phases and stimuli.
Greenwashing in Marketing: 6 Tips on How to Distinguish Genuine Sustainability from Empty Promises
In today's world, environmental awareness and associated sustainability are increasingly at the forefront of people's minds. Companies are noticing this shift in customer priorities and are trying to give themselves a green image. However, what a seal or a company promises per se is not always what is actually contained within. This phenomenon is referred to as „greenwashing“.