WorldWideScience

Sample records for advertising target date

  1. Targeting and Persuasive Advertising

    OpenAIRE

    Egli, Alain (Autor/in)

    2015-01-01

    Firms face a prisoner's dilemma when advertising in a competitive environment. In a Hotelling framework with persuasive advertisingfirms counteract this prisoner's dilemma with targeting. The firms even solve the prisoner's problem if targeted advertising is effective enough. Advertising turns from wasteful competition into profits. This is in contrast to wasteful competition as argument for regulations. A further result is maximum advertising differentiation: thefirms target their advertisin...

  2. Strategic Targeted Advertising

    OpenAIRE

    Andrea Galeotti; Jose Luis Moraga

    2003-01-01

    textabstractWe present a strategic game of pricing and targeted-advertising. Firms can simultaneously target price advertisements to different groups of customers, or to the entire market. Pure strategy equilibria do not exist and thus market segmentation cannot occur surely. Equilibria exhibit random advertising --to induce an unequal distribution of information in the market-- and random pricing --to obtain profits from badly informed buyers--. We characterize a positive profits equilibrium...

  3. Strategic Targeted Advertising

    NARCIS (Netherlands)

    A. Galeotti; J.L. Moraga-Gonzalez (José Luis)

    2003-01-01

    textabstractWe present a strategic game of pricing and targeted-advertising. Firms can simultaneously target price advertisements to different groups of customers, or to the entire market. Pure strategy equilibria do not exist and thus market segmentation cannot occur surely. Equilibria exhibit

  4. 75 FR 35919 - Investment Company Advertising: Target Date Retirement Fund Names and Marketing

    Science.gov (United States)

    2010-06-23

    ... rule 34b-1 to require a statement in marketing materials to the effect that a target date retirement... in these marketing materials at times belies the fact that asset allocation strategies among target...: Target Date Retirement Fund Names and Marketing; Proposed Rule #0;#0;Federal Register / Vol. 75 , No. 120...

  5. Strategic Targeted Advertising and Market Fragmentation

    OpenAIRE

    Lola Esteban; Jose M. Hernandez

    2007-01-01

    This paper proves that oligopolistic price competition with both targeted advertising and targeted prices can lead to a permanent fragmentation of the market into a local monopoly. However, compared to mass advertising, targeting increases social welfare and turns out to be more beneficial for consumers than for firms.

  6. Targeted advertising in magazine markets

    OpenAIRE

    Chandra, Ambarish; Kaiser, Ulrich

    2010-01-01

    We examine the scope and value of targeted advertising in the magazine industry. We use data on reader characteristics at individual media, in contrast to previous work that has needed to infer this information from aggregate data. Our results show a strong relationship between subscriber characteristics and advertising prices. Advertisers clearly value more homogenous groups of readers, measured according to income, gender and age. Our results explain recent trends of declining advertising e...

  7. Target Advertising and Market Transparency

    OpenAIRE

    Stühmeier, Torben

    2012-01-01

    This paper examines the effects of increased transparency over online news sources, e.g. due to news aggregators, on online news outlets and the advertising industry. The role of news aggregators is controversially discussed, where the discussion widely points on user side effect. The present paper widens the discussion on the advertising side and shows that aggregators can help to better target advertising messages to a more homogenous group of users and, in turn, may both benefit advertiser...

  8. Navy Advertising: Targeting Generation Z

    Science.gov (United States)

    2015-12-01

    NAVAL POSTGRADUATE SCHOOL MONTEREY, CALIFORNIA MBA PROFESSIONAL REPORT NAVY ADVERTISING : TARGETING GENERATION Z December......study recommends improvements for Navy advertising efficiency by examining characteristics of recruits defined as Generation Z. Data gathered from five

  9. Targeted advertising, platform competition and privacy

    NARCIS (Netherlands)

    Kox, Henk; Straathof, Bas; Zwart, Gijsbert

    2017-01-01

    Targeted advertising can benefit consumers through lower prices for access to web sites. Yet, if consumers dislike that web sites collect their personal information, their welfare may go down. We study competition for consumers between web sites that can show targeted advertisements. We find that

  10. Competitive Effects of Purchase-Based Targeted Advertising

    OpenAIRE

    Jianqiang Zhang; Weijun Zhong; Shue Mei

    2012-01-01

    This paper develops a two-period sales model to investigate the competitive effects of purchase-based targeted advertising. In the model, two competing firms gain consumer information during the first period sales, which allows them to target advertising based on consumer purchase history. Advertising is assumed to be persuasive in terms of consumer valuation enhancing and product differentiation increasing. The authors find that the firm’s ability to target can damage industry profits, con...

  11. Competitive targeted advertising with price discrimination

    OpenAIRE

    Esteves, Rosa Branca; Resende, Joana

    2013-01-01

    This paper investigates the effects of price discrimination by means of targeted advertising in a duopolistic market where the distribution of consumers’ preferences is discrete and where advertising plays two major roles. It is used by firms as a way to transmit relevant information to otherwise uninformed consumers and it is used as a price discrimination device. We compare the firms’ optimal marketing mix (advertising and pricing) when they adopt mass advertising/non-discrimination strateg...

  12. Targeting gender: A content analysis of alcohol advertising in magazines.

    Science.gov (United States)

    Jung, A-Reum; Hovland, Roxanne

    2016-01-01

    Creating target specific advertising is fundamental to maximizing advertising effectiveness. When crafting an advertisement, message and creative strategies are considered important because they affect target audiences' attitudes toward advertised products. This study endeavored to find advertising strategies that are likely to have special appeal for men or women by examining alcohol advertising in magazines. The results show that the substance of the messages is the same for men and women, but they only differ in terms of presentation. However, regardless of gender group, the most commonly used strategies in alcohol advertising are appeals to the target audience's emotions.

  13. Design and implementation of location-based wireless targeted advertising

    Science.gov (United States)

    Li, Benjamin; Xu, Deyin

    2001-10-01

    As advertisements are time and location sensitive, a challenge for wireless marketing is to have advertisements delivered when and where they are most convenient. In this paper we introduce a two-stage auction model for location-based wireless targeted advertising. This system extends the notion of location-based service by using location information to target advertising, and does so specifically by enabling advertisers to specify their preferences and bid for advertisement delivery, where those preferences are then used in a subsequent automated auction of actual deliveries to wireless data users. The automated auction in the second stage is especially effective because it can use information about the individual user profile data, including customer relationship management system contents as well as location from the wireless system's location management service, including potentially location history such as current trajectory from recent history and longer-term historical trip records for that user. Through two-stage auction, real-time bidding by advertisers and matching ads contents to mobile users help advertising information reach maximal value.

  14. Significance of Demographic Variables for Targeting of Internet Advertisements

    Directory of Open Access Journals (Sweden)

    Václav Stříteský

    2016-06-01

    Full Text Available Broad ad targeting options belong among the major advantages of internet advertising. Demographic targeting has become a standard option in most of on-line advertising systems. There are more ways how to target on-line advertisements by using demographic variables. In some cases, e.g., social media, we can use data from user registrations. Modern technologies enable to estimate the demographic profile of internet users using on behavioural data. The traditional approach to the demographic targeting of advertisements based on affinity targeting assumes the existence of internet servers with sufficient homogeneity of visits. The aim of this article is to identify the differences in the internet content consumption habits of Czech internet users based on gender and age. The analysis is based on the data from the extensive research which was carried out by the Netmonitor project, and which was provided for the purposes of this study by the Association for Internet Development (SPIR. The research results show that the traditional affinity-based method of targeting according to gender and age is still suitable on the Czech internet. On the other hand, in some cases, the traditional approach of ad targeting based on affinity leads to wasted ad impressions that miss defined target group.

  15. 77 FR 20749 - Investment Company Advertising: Target Date Retirement Fund Names and Marketing

    Science.gov (United States)

    2012-04-06

    ... Names and Marketing AGENCY: Securities and Exchange Commission. ACTION: Proposed rule; reopening of... use of the fund's name in marketing materials; require marketing materials for target date retirement... a statement that would highlight the fund's final asset allocation; require a statement in marketing...

  16. What Do Women's Advertised Mate Preferences Reveal? An Analysis of Video Dating Profiles

    Directory of Open Access Journals (Sweden)

    Cari D. Goetz

    2013-04-01

    Full Text Available This study examined women's video dating profiles to determine what their advertised mate preferences revealed about their mate value and relationship interests. Women created a one-minute long video dating profile for a hypothetical dating website. The videos were content analyzed into four categories of stated mate preferences: 1 “good genes” indicators 2 good resource investment potential indicators 3 good parenting indicators and 4 good partner indicators. Long-term mating interest was positively correlated with describing good partner indicators and self-perceived mate value was positively correlated with describing good genes indicators. Short-term mating interest was negatively correlated with describing any mate preferences while attractiveness was positively correlated with doing so. Results suggest that women's advertised mate preferences provide clues to their underlying relationship interests and mate value.

  17. Beyond Traditional Newspaper Advertisement: Leveraging Facebook-Targeted Advertisement to Recruit Long-Term Smokers for Research.

    Science.gov (United States)

    Carter-Harris, Lisa; Bartlett Ellis, Rebecca; Warrick, Adam; Rawl, Susan

    2016-06-15

    Smokers are a stigmatized population, but an important population to reach for the purpose of research. Therefore, innovative recruitment methods are needed that are both cost-effective and efficacious in recruiting this population. The aim of the present article was to evaluate the feasibility of Facebook-targeted advertisement to recruit long-term smokers eligible for lung cancer screening for a descriptive, cross-sectional survey. A social media recruitment campaign was launched using Facebook-targeted advertisement to target age and keywords related to tobacco smoking in the Facebook users profile, interests, and likes. A 3-day newspaper advertisement recruitment campaign was used as a comparison. The study that used both recruitment methods aimed to test the psychometric properties of 4 newly developed lung cancer screening health belief scales. Data were collected via cross-sectional survey methodology using an Web-based survey platform. The Facebook-targeted advertisements were viewed 56,621 times over an 18-day campaign in 2015 in the United States. The advertisement campaign yielded 1121 unique clicks to the Web-based survey platform at a cost of $1.51 per completed survey. Of those who clicked through to the study survey platform, 423 (37.7%) consented to participate; 92 (8.2%) dropped out during completion of the survey yielding a final study pool of 331 completed surveys. Recruitment by newspaper advertisement yielded a total of 30 participants in response to a 3-day advertisement campaign; recruitment efficacy resulted in 10 participants/day at $40.80 per completed survey. Participants represented current (n=182; 51%) and former smokers (n=178; 49%) with a mean age of 63.4 years (SD 6.0). Cost of the advertisement campaign was $500 total for the 18-day campaign. Recruitment by Facebook was more efficacious and cost-effective compared with newspaper advertisement. Facebook offers a new venue for recruitment into research studies that offer the potential

  18. Beyond Traditional Newspaper Advertisement: Leveraging Facebook-Targeted Advertisement to Recruit Long-Term Smokers for Research

    Science.gov (United States)

    Warrick, Adam

    2016-01-01

    Background Smokers are a stigmatized population, but an important population to reach for the purpose of research. Therefore, innovative recruitment methods are needed that are both cost-effective and efficacious in recruiting this population. Objective The aim of the present article was to evaluate the feasibility of Facebook-targeted advertisement to recruit long-term smokers eligible for lung cancer screening for a descriptive, cross-sectional survey. Methods A social media recruitment campaign was launched using Facebook-targeted advertisement to target age and keywords related to tobacco smoking in the Facebook users profile, interests, and likes. A 3-day newspaper advertisement recruitment campaign was used as a comparison. The study that used both recruitment methods aimed to test the psychometric properties of 4 newly developed lung cancer screening health belief scales. Data were collected via cross-sectional survey methodology using an Web-based survey platform. Results The Facebook-targeted advertisements were viewed 56,621 times over an 18-day campaign in 2015 in the United States. The advertisement campaign yielded 1121 unique clicks to the Web-based survey platform at a cost of $1.51 per completed survey. Of those who clicked through to the study survey platform, 423 (37.7%) consented to participate; 92 (8.2%) dropped out during completion of the survey yielding a final study pool of 331 completed surveys. Recruitment by newspaper advertisement yielded a total of 30 participants in response to a 3-day advertisement campaign; recruitment efficacy resulted in 10 participants/day at $40.80 per completed survey. Participants represented current (n=182; 51%) and former smokers (n=178; 49%) with a mean age of 63.4 years (SD 6.0). Cost of the advertisement campaign was $500 total for the 18-day campaign. Conclusions Recruitment by Facebook was more efficacious and cost-effective compared with newspaper advertisement. Facebook offers a new venue for

  19. Targeted Advertising in Magazine Markets and the Advent of the Internet

    DEFF Research Database (Denmark)

    Chandra, Ambarish; Kaiser, Ulrich

    2014-01-01

    This paper examines how the ability of traditional media firms to engage in targeted advertising has changed with the advent of the Internet. We find that the premium for reaching a homogeneous audience increases for magazines that have a companion website, as well as for those whose readers...... are more likely to be online. This indicates a complementarity between offline and online channels with respect to targeted advertising. We hypothesize that this result is driven by multihoming consumers who enhance the value of targeted advertising, in contrast to the usual assumption that multiple...

  20. Statistical learning for predictive targeting in online advertising

    DEFF Research Database (Denmark)

    Fruergaard, Bjarne Ørum

    The focus in this thesis is investigation of machine learning methods with applications in computational advertising. Computational advertising is the broad discipline of building systems which can reach audiences browsing the Internet with targeted advertisements. At the core of such systems......, an international online advertising technology partner. This also means that the analyses and methods in this work are developed with particular use-cases within Adform in mind and thus need also to be applicable in Adform’s technology stack. This implies extra thought on scalability and performance...... application in real-time bidding ad exchanges, where each advertiser is given a chance to place bids for showing their ad while the page loads, and the winning bid gets to display their banner. The contributions of this thesis entail application of a hybrid model of explicit and latent features for learning...

  1. A Target Advertisement System Based on TV Viewer's Profile Reasoning

    Science.gov (United States)

    Lim, Jeongyeon; Kim, Munjo; Lee, Bumshik; Kim, Munchurl; Lee, Heekyung; Lee, Han-Kyu

    With the rapidly growing Internet, the Internet broadcasting and web casting service have been one of the well-known services. Specially, it is expected that the IPTV service will be one of the principal services in the broadband network [2]. However, the current broadcasting environment is served for the general public and requires the passive attitude to consume the TV programs. For the advanced broadcasting environments, various research of the personalized broadcasting is needed. For example, the current unidirectional advertisement provides to the TV viewers the advertisement contents, depending on the popularity of TV programs, the viewing rates, the age groups of TV viewers, and the time bands of the TV programs being broadcast. It is not an efficient way to provide the useful information to the TV viewers from customization perspective. If a TV viewer does not need particular advertisement contents, then information may be wasteful to the TV viewer. Therefore, it is expected that the target advertisement service will be one of the important services in the personalized broadcasting environments. The current research in the area of the target advertisement classifies the TV viewers into clustered groups who have similar preference. The digital TV collaborative filtering estimates the user's favourite advertisement contents by using the usage history [1, 4, 5]. In these studies, the TV viewers are required to provide their profile information such as the gender, job, and ages to the service providers via a PC or Set-Top Box (STB) which is connected to digital TV. Based on explicit information, the advertisement contents are provided to the TV viewers in a customized way with tailored advertisement contents. However, the TV viewers may dislike exposing to the service providers their private information because of the misuse of it. In this case, it is difficult to provide appropriate target advertisement service.

  2. Advertising of OTC products in a Nigerian urban setting: content analysis for indications, targets, and advertising appeal.

    Science.gov (United States)

    Yusuff, Kazeem B; Yusuf, Akeem

    2009-01-01

    To identify the indications for which treatments were promoted, the segments of population targeted, and the type and extent of advertising appeal used for over-the-counter (OTC) products in a Nigerian urban setting. Using a cross-sectional design, the content of advertisements for OTC products on radio, television, and billboards in a city in southwestern Nigeria were assessed during a 3-month period. Two coders independently assessed 1,492 advertisements for 49 brands of OTC products (interrater reliability [Cohen's kappa] = 0.83 [95% CI 0.80-0.90]). The most frequent indications for OTC products were aches and pain (42.9%), anemia/malnutrition (34.8%), and malaria (22.2%). Of advertisements, 92% were targeted at the primary end user. Use of appeal related to efficacy (100%), psychosocial enhancement (80%), and ease of use (40%) in visual, written, and audio messages was highest in ads on billboards. Efficacy appeal had the highest frequency across the three advertising media (100%); ease-of-use and safety appeal had the lowest frequency (40% and 7.4%, respectively). Nigerian movie stars were used as brand icons in advertisements of OTC products on radio (59.5%), television (52.9%), and billboards (49.6%). The majority of advertisements for OTC products in a Nigerian urban setting used advertising appeal related to efficacy and psychosocial enhancement. Promotional efforts by pharmaceutical manufacturers appear to focus on positive emotional appeal to influence drug purchase and use decisions.

  3. This Ad is for You: Targeting and the Effect of Alcohol Advertising on Youth Drinking.

    Science.gov (United States)

    Molloy, Eamon

    2016-02-01

    Endogenous targeting of alcohol advertisements presents a challenge for empirically identifying a causal effect of advertising on drinking. Drinkers prefer a particular media; firms recognize this and target alcohol advertising at these media. This paper overcomes this challenge by utilizing novel data with detailed individual measures of media viewing and alcohol consumption and three separate empirical techniques, which represent significant improvements over previous methods. First, controls for the average audience characteristics of the media an individual views account for attributes of magazines and television programs alcohol firms may consider when deciding where to target advertising. A second specification directly controls for each television program and magazine a person views. The third method exploits variation in advertising exposure due to a 2003 change in an industry-wide rule that governs where firms may advertise. Although the unconditional correlation between advertising and drinking by youth (ages 18-24) is strong, models that include simple controls for targeting imply, at most, a modest advertising effect. Although the coefficients are estimated less precisely, estimates with models including more rigorous controls for targeting indicate no significant effect of advertising on youth drinking. Copyright © 2015 John Wiley & Sons, Ltd.

  4. Marketing and alcohol-related traffic fatalities: impact of alcohol advertising targeting minors.

    Science.gov (United States)

    Smith, Ryan C; Geller, E Scott

    2009-10-01

    Alcohol-related youth traffic fatalities continue as a major public-health concern. While state and federal laws can be useful in tackling this problem, the efficacy of many laws has not been empirically demonstrated. We examined the impact of state laws prohibiting alcohol advertising to target minors. Using statistics obtained from the Fatality Analysis Reporting System (FARS), youth alcohol-related, single-vehicle, driver traffic fatalities were compared by state as a function of whether the state has a law prohibiting alcohol advertising that targets minors. Overall, states possessing this law experienced 32.9% fewer of the above specified traffic fatalities. DISCUSSION AND IMPACT ON INDUSTRY: The results suggest that not only are youth drinking rates affected by alcohol advertisements targeting youth, but also drink-driving behaviors. Indeed, we estimate that if this type of legislation were adopted in the 26 states that do not prohibit targeting of minors with alcohol advertising, then 400 youth lives could be saved annually.

  5. Facebook targeted advertisement for research recruitment: A primer for nurse researchers.

    Science.gov (United States)

    Carter-Harris, Lisa

    2016-11-01

    Recruiting participants for research studies can be challenging and costly. Innovative recruitment methods are needed. Facebook targeted advertisement offers a low-cost alternative to traditional methods that has been successfully used in research study recruitment. This primer offers nurse researchers a method utilizing social media as a recruitment tool and details Facebook targeted advertisement for research recruitment. Copyright © 2016 Elsevier Inc. All rights reserved.

  6. Processes and effects of targeted online advertising among children

    NARCIS (Netherlands)

    van Reijmersdal, E.A.; Rozendaal, E.; Smink, N.; van Noort, G.; Buijzen, M.

    2017-01-01

    Increasingly, information from children's profile pages on social network sites is being used to target online advertising, a phenomenon known as profile targeting. This practice has raised concerns in society and academia; however, its effects among children remain unstudied. Therefore, we

  7. What's on Malaysian television? - A survey on food advertising targeting children.

    Science.gov (United States)

    Karupaiah, Tilakavati; Chinna, Karuthan; Mee, Loi Huei; Mei, Lim Siau; Noor, Mohd Ismail

    2008-01-01

    The Malaysian government recently introduced a ban on fast food advertisements targeting children on television. This study reports on data covering 6 months of television food advertising targeting children. Six out of seven of the Nation's commercial television networks participated (response rate = 85.7%). Based on reported timings of children's programmes, prime time significantly differed ( p food advertisements appearing per month varied greatly between television stations (C = 1104; D = 643; F = 407; B = 327; A = 59; E = 47). Food advertising also increased the most in September (n = 3158), followed by July (n = 2770), August (n = 2431), October (n = 2291), November (n = 2245) and June (n = 2211). Content analysis of advertisements indicated snacks were the highest (34.5%), followed by dairy products (20.3%), sugars and candies (13.4%), biscuits (11.2%), fast food (6.7%), breakfast cereal (6.4%), beverages (4.1%), supplements (0.9%), rice (0.6%), noodles (0.5%), bread (0.3%), miscellaneous and processed foods (0.2%). Paradoxically, we found that the frequency of snack food advertised during children's prime time was 5 times more than fast foods. The sodium content (mean = 620 mg per 100g) of these snack foods was found to be highest.

  8. Processes and effects of targeted online advertising among children

    OpenAIRE

    Reijmersdal, E.A. van; Rozendaal, E.; Smink, N.; Noort, G. van; Buijzen, M.A.

    2017-01-01

    Increasingly, information from children's profile pages on social network sites is being used to target online advertising, a phenomenon known as profile targeting. This practice has raised concerns in society and academia; however, its effects among children remain unstudied. Therefore, we investigated the effects of profile targeting on children's brand responses (i.e., brand attitude and purchase intention). We examined two types of targeting: targeting of product and of form (i.e., color)...

  9. Cigarette advertising in Mumbai, India: targeting different socioeconomic groups, women, and youth.

    Science.gov (United States)

    Bansal, R; John, S; Ling, P M

    2005-06-01

    Despite a recent surge in tobacco advertising and the recent advertising ban (pending enforcement at the time of this study), there are few studies describing current cigarette marketing in India. This study sought to assess cigarette companies' marketing strategies in Mumbai, India. A two week field study was conducted in Mumbai in September 2003, observing, documenting, and collecting cigarette advertising on billboards, storefronts and at point of sale along two major thoroughfares, and performing a content analysis of news, film industry, and women's magazines and three newspapers. Cigarette advertising was ubiquitous in the environment, present in news and in film magazines, but not in women's magazines or the newspapers. The four major advertising campaigns all associated smoking with aspiration; the premium brands targeting the higher socioeconomic status market utilised tangible images of westernization and affluence whereas the "bingo" (low priced) segment advertisements invited smokers to belong to a league of their own and "rise to the taste" using intangible images. Women were not depicted smoking, but were present in cigarette advertisements--for example, a woman almost always accompanied a man in "the man with the smooth edge" Four Square campaign. Advertisements and product placements at low heights and next to candies at point of sale were easily accessible by children. In view of the imminent enforcement of the ban on tobacco advertisements, cigarette companies are increasing advertising for the existing brand images, launching brand extensions, and brand stretching. Cigarette companies have developed sophisticated campaigns targeting men, women, and children in different socioeconomic groups. Many of these strategies circumvent the Indian tobacco advertising ban. Understanding these marketing strategies is critical to minimise the exploitation of loopholes in tobacco control legislation.

  10. Cigarette advertising in Mumbai, India: targeting different socioeconomic groups, women, and youth

    Science.gov (United States)

    Bansal, R; John, S; Ling, P

    2005-01-01

    Background: Despite a recent surge in tobacco advertising and the recent advertising ban (pending enforcement at the time of this study), there are few studies describing current cigarette marketing in India. This study sought to assess cigarette companies' marketing strategies in Mumbai, India. Methods: A two week field study was conducted in Mumbai in September 2003, observing, documenting, and collecting cigarette advertising on billboards, storefronts and at point of sale along two major thoroughfares, and performing a content analysis of news, film industry, and women's magazines and three newspapers. Results: Cigarette advertising was ubiquitous in the environment, present in news and in film magazines, but not in women's magazines or the newspapers. The four major advertising campaigns all associated smoking with aspiration; the premium brands targeting the higher socioeconomic status market utilised tangible images of westernisation and affluence whereas the "bingo" (low priced) segment advertisements invited smokers to belong to a league of their own and "rise to the taste" using intangible images. Women were not depicted smoking, but were present in cigarette advertisements—for example, a woman almost always accompanied a man in "the man with the smooth edge" Four Square campaign. Advertisements and product placements at low heights and next to candies at point of sale were easily accessible by children. In view of the iminent enforcement of the ban on tobacco advertisements, cigarette companies are increasing advertising for the existing brand images, launching brand extensions, and brand stretching. Conclusion: Cigarette companies have developed sophisticated campaigns targeting men, women, and children in different socioeconomic groups. Many of these strategies circumvent the Indian tobacco advertising ban. Understanding these marketing strategies is critical to mimimise the exploitation of loopholes in tobacco control legislation. PMID:15923471

  11. Alcohol and tobacco advertising in black and general audience newspapers: targeting with message cues?

    Science.gov (United States)

    Cohen, Elisia L; Caburnay, Charlene A; Rodgers, Shelly

    2011-07-01

    This study content analyzed 928 tobacco- and alcohol-related advertisements from a 3-year national sample of Black (n = 24) and general audience (n = 11) newspapers from 24 U.S. cities. The authors compared the frequency of tobacco and alcohol product and control advertising in Black versus general audience newspapers, as well as the presence of 5 message cues: model ethnicity, presence of health official, referral to resources, personal behavior mobilization, and localization. Results within health issues show that Black newspapers had more alcohol product advertising than did general audience newspapers. In contrast, Black newspapers had less alcohol and tobacco control advertising than general audience newspapers. Black newspapers' tobacco/alcohol product advertisements had more African American models than did general audience newspapers' tobacco/alcohol advertising, whereas general audience newspapers' tobacco control advertisements were significantly more likely to feature public health officials than ads in Black newspapers. Fewer message cues such as personal behavior mobilization, referral to resources, and localization were present in Black versus general audience newspapers. Results suggest that Black newspapers may have greater dependency than do general audience newspapers on these risk-related advertisements that target African American consumers. Given the current advertising environment, public health initiatives are needed to counter unhealthy alcohol product advertising messages that target vulnerable populations.

  12. 'Addressed to you not as a smoker… but as a doctor': doctor-targeted cigarette advertisements in JAMA.

    Science.gov (United States)

    Jackler, Robert K; Ayoub, Noel F

    2018-07-01

    During the mid-20th century tobacco companies placed advertisements in medical journals to entice physicians to smoke their brand and, more importantly, to recommend it to their patients. They have been little studied, in part because advertising sections in medical journals are almost universally discarded before binding. This study aimed to define the themes and techniques used in doctor-targeted tobacco advertisements that appeared in American medical journals in the mid-20th century and determine the motivations and tactics of the tobacco industry in engaging the medical profession in this way. Doctor-targeted tobacco advertisements from JAMA and the New York State Medical Journal appearing between 1936 and 1953 were studied. These were obtained from the New York Academy of Medicine and the UCSF Truth database of tobacco industry documents. Content analysis of advertising slogans and imagery was conducted. Using internal tobacco industry documents, we examined the relationship between tobacco advertisers and medical journals. Among the 519 doctor-targeted advertisements, 13 brands were represented, with two (Philip Morris and Camel) accounting for 84%. Correspondence between tobacco advertisers and medical journal editors reveals the potent influence of revenue to the sponsoring society and personal compensation derived from consulting arrangements. Content analysis of the advertisements revealed much flattery of doctors and arguments professing the harmlessness of the company's brand. Analysis of doctor-targeted tobacco advertisements in American medical journals from 1936 to 1953 suggest that tobacco companies targeted physicians as a potential sales force to assuage the public's fear of health risks and to recruit them as allies against negative publicity. Tobacco companies also appeared to try, through the substantial advertising revenue passed by journals to their parent medical societies, to temper any possible opposition by organized medicine. © 2018

  13. Restriction of television food advertising in South Korea: impact on advertising of food companies.

    Science.gov (United States)

    Kim, Soyoung; Lee, Youngmi; Yoon, Jihyun; Chung, Sang-Jin; Lee, Soo-Kyung; Kim, Hyogyoo

    2013-03-01

    The association between exposure to television (TV) food advertising and children's dietary habits has been well established in previous studies. However, the efficacy of restrictions on TV food advertising in the prevention of childhood obesity remains controversial. The South Korean government has recently enforced a regulation, termed the Special Act on Safety Management of Children's Dietary Life, which restricts TV advertising of energy-dense and nutrient-poor (EDNP) foods targeting children. This study aimed to determine the impact of this regulation by examining changes in the TV advertising practices of South Korean food companies since the scheduled enforcement date of January 2010. The total advertising budget, number of advertisement placements and gross rating points (GRPs) for advertisements on EDNP foods aired on the five representative TV channels in South Korea were compared and analyzed for the year before and after January 2010. After January 2010, the total adverting budget, number of advertisement placements and GRPs decreased during regulated hours. Even during non-regulated hours, a significant decline was noticed in the number of advertisement placements and GRPs. The total advertising budget for non-EDNP foods increased, whereas that for EDNP foods decreased at a higher rate in addition to a drop in its percentage share. These results suggest positive changes in TV advertising practices of food companies because of the regulation, thereby lowering children's exposure to TV advertising of EDNP foods and promoting a safer environment that may facilitate child health improvement in South Korea.

  14. Online Advertising

    OpenAIRE

    Goldfarb, Avi; Tucker, Catherine Elizabeth

    2011-01-01

    This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher because data can be automatically tracked at an individual level, and it is relatively easy to show di...

  15. Child-targeted TV advertising and preschoolers' consumption of high-sugar breakfast cereals.

    Science.gov (United States)

    Longacre, Meghan R; Drake, Keith M; Titus, Linda J; Harris, Jennifer; Cleveland, Lauren P; Langeloh, Gail; Hendricks, Kristy; Dalton, Madeline A

    2017-01-01

    Breakfast cereals represent the most highly advertised packaged food on child-targeted television, and most ads are for cereals high in sugar. This study examined whether children's TV exposure to child-targeted, high-sugar breakfast cereal (SBC) ads was associated with their consumption of those SBC brands. Parents of 3- to 5-year-old children were recruited from pediatric and Women, Infants, and Children (WIC) clinics in Southern New Hampshire, USA, and completed a cross-sectional survey between April-December 2013. Parents reported their child's consumption of SBC brands; whether their child had watched any of 11 kids' channels in the past week; their child's TV viewing time; and socio-demographics. Children's exposure to child-targeted SBC TV ads was calculated by combining TV channel and viewing time with advertising data for SBC ads aired on kids' TV channels during the same timeframe. Five hundred forty-eight parents completed surveys; 52.7% had an annual household income of $50,000 or less. Children's mean age was 4.4 years, 51.6% were female, and 72.5% were non-Hispanic white. In the past week, 56.9% (N = 312) of children ate SBCs advertised on kids' channels. Overall, 40.6% of children were exposed to child-targeted SBC TV ads in the past week. In fully adjusted analyses, the number of SBC brands children consumed was positively associated with their exposure to child-targeted SBC ads. Children consumed 14% (RR = 1.14, 95% CI: 1.02, 1.27) more SBC brands for every 10 SBC ads seen in the past 7 days. Exposure to child-targeted SBC TV advertising is positively associated with SBC brand consumption among preschool-aged children. These findings support recommendations to limit the marketing of high-sugar foods to young children. Copyright © 2016 Elsevier Ltd. All rights reserved.

  16. Target Marketing and Ethics Brand Advertising and Marketing Campaigns

    OpenAIRE

    Gyongyi K. Fogel; Lorinda F. Lewis

    2010-01-01

    Marketing to a targeted minority can provide a competitive advantage for an organization. However, there are ethical and legal concerns that must be carefully evaluated. Youth, children, and protected minorities, including women and the elderly, are a high target of advertising because of the increasing importance of these segments in making purchasing decisions. Recent population and demographic factors continue to impact marketing to address minority marketing issues with careful attention ...

  17. Private and Secure Distribution of Targeted Advertisements to Mobile Phones

    Directory of Open Access Journals (Sweden)

    Stylianos S. Mamais

    2017-05-01

    Full Text Available Online Behavioural Advertising (OBA enables promotion companies to effectively target users with ads that best satisfy their purchasing needs. This is highly beneficial for both vendors and publishers who are the owners of the advertising platforms, such as websites and app developers, but at the same time creates a serious privacy threat for users who expose their consumer interests. In this paper, we categorize the available ad-distribution methods and identify their limitations in terms of security, privacy, targeting effectiveness and practicality. We contribute our own system, which utilizes opportunistic networking in order to distribute targeted adverts within a social network. We improve upon previous work by eliminating the need for trust among the users (network nodes while at the same time achieving low memory and bandwidth overhead, which are inherent problems of many opportunistic networks. Our protocol accomplishes this by identifying similarities between the consumer interests of users and then allows them to share access to the same adverts, which need to be downloaded only once. Although the same ads may be viewed by multiple users, privacy is preserved as the users do not learn each other’s advertising interests. An additional contribution is that malicious users cannot alter the ads in order to spread malicious content, and also, they cannot launch impersonation attacks.

  18. The Effects of the Use of English in Polish Product Advertisements: Implications for English for Business Purposes

    Science.gov (United States)

    Planken, Brigitte; van Meurs, Frank; Radlinska, Ania

    2010-01-01

    English has come to be widely used for the specific purpose of advertising to reach international target groups in various countries. However, few studies to date have investigated the use--and effects of--English in advertising in Eastern European countries. This study investigated the effect of English in advertisements from Polish glossy…

  19. 40 Is the New 65? Older Adults and Niche Targeting Strategies in the Online Dating Industry

    Directory of Open Access Journals (Sweden)

    Derek Blackwell

    2016-10-01

    Full Text Available Niche dating sites have become a popular trend in the online dating industry; yet, little is known about the specialization strategies these sites use to cater to their users’ needs. Moreover, previous research alludes to the idea that many of these sites may be engaging in pseudo-individualization—a deceptive technique that creates an illusion of specialization. This study focuses on niche dating sites for older adults, one of the fastest growing niches in online dating. Through a qualitative content analysis and close reading of older-adult dating sites, I seek to determine how and to what extent online dating sites that target older adults actually customize their services to benefit this population. Three key findings emerge: (1 the use of mass segmentation, a strategy that combines elements of both mass marketing and market segmentation; (2 a strategic broadening of the boundaries of the older-adult niche; and (3 the use of deceptive advertising to attract users. These findings suggest that older-adult dating sites are, in fact, engaging in pseudo-individualization. They also highlight some of the unique aspects of online media that facilitate this practice. Implications for both online daters and site producers are discussed.

  20. Direct-to-consumer prescription drug advertising, 1989-1998. A content analysis of conditions, targets, inducements, and appeals.

    Science.gov (United States)

    Bell, R A; Kravitz, R L; Wilkes, M S

    2000-04-01

    We conducted a content analysis of consumer-targeted prescription drug advertisements to explore trends in prevalence, shifts in the medical conditions for which drugs are promoted, reliance on financial and nonmonetary inducements, and appeals used to attract public interest. We collected the drug advertisements appearing in 18 consumer magazines from 1989 through 1998. Two judges independently coded each advertisement and placed it in a category pertaining to the target audience, use of inducements, and product benefits (mean kappa=0.93). We employed descriptive statistics, cross-tabulations, and curve estimation procedures. A total of 320 distinct advertisements were identified, representing 101 brands and 14 medical conditions. New advertisement and brand introductions increased dramatically during this decade. Advertisements for drugs used for dermatologic, human immunodeficiency virus/acquired immune deficiency syndrome (HIV/AIDS), and obstetric/gynecologic conditions were most common. Almost all of the advertisements were aimed at the potential user of the drug, not third-party intermediaries such as parents and spouses. Although most advertisements were gender-neutral, women were more likely to be exclusively targeted. One eighth of the advertisements offered a monetary incentive (eg, a rebate or money-back guarantee), and one third made an offer of additional information in printed or audio/video form. The most common appeals used were effectiveness, symptom control, innovativeness, and convenience. Consumer-directed prescription drug advertising has increased dramatically during the past decade. The pharmaceutical industry is turning to this type of advertising to generate interest in its products. Our data may be useful to physicians who want to stay abreast of the treatments that are being directly marketed to their patients.

  1. Alcohol and Cigarette Advertising on Billboards: Targeting with Social Cues.

    Science.gov (United States)

    Schooler, Caroline; Basil, Michael D.

    A study examined whether billboard advertising of tobacco and alcohol products is differentially targeted toward White, Black, Asian, and Hispanic neighborhoods. The study analyzed 901 billboards in neighborhood commercial districts in San Francisco, California, giving particular attention to tobacco and alcohol billboards. Neighborhood census…

  2. Use of target-date funds in 401(k) plans, 2007.

    Science.gov (United States)

    Copeland, Craig

    2009-03-01

    WHAT THEY ARE: Target-date funds (also called "life-cycle" funds) are a type of mutual fund that automatically rebalances its asset allocation following a predetermined pattern over time. They typically rebalance to more conservative and income-producing assets as the participant's target date of retirement approaches. WHY THEY'RE IMPORTANT AND GROWING: Of the 401(k) plan participants in the EBRI/ICI 401(k) database who were found to be in plans that offeredtarget-date funds, 37 percent had at least some fraction of their account in target-date funds in 2007. Target-date funds held about 7 percent of total assets in 401(k) plans and the use of these funds is expected to increase in the future. The Pension Protection Act of 2006 made it easier for plan sponsors to automatically enroll new workers in a 401(k) plan, and target-date funds were one of the types of approved funds specified for a "default" investment if the participant does not elect a choice. BRI/ICI 401(K) DATABASE: This study uses the unique richness of the data in the EBRI/ICI Participant-Directed Retirement Plan Data Collection Project, which has almost 22 million participants, to examine the choices and characteristics of participants whose plans offer target-date funds. EFFECT OF AGE, SALARY, JOB TENURE, AND ACCOUNT BALANCE: Younger workers are significantly more likely to invest in target-date funds than are older workers: Almost 44 percent of participants under age 30 had assets in a target-date fund, compared with 27 percent of those 60 or older. Target-date funds appeal to those with lower incomes, little time on the job, and with few assets. On average, target-date fund investors are about 2.5 years younger than those who do not invest in target-date funds, have about 3.5 years less tenure, make about $11,000 less in salary, have $25,000 less in their account, and are in smaller plans. EFFECT OF AUTOMATIC ENROLLMENT: While the EBRI/ICI database does not contain specific information on whether

  3. A Quarter Century of TV Food Advertising Targeted at Children.

    Science.gov (United States)

    Gamble, Margaret; Cotugna, Nancy

    1999-01-01

    Analyzed current trends in television advertising targeting children, comparing results to the historical perspective of the last quarter century. Researchers evaluated 16 hours of Saturday morning children's programming on four network channels for commercial content based on Food Guide Pyramid and USDA Child Nutrition criteria. Overall,…

  4. Purchases of ready-to-eat cereals vary across US household sociodemographic categories according to nutritional value and advertising targets.

    Science.gov (United States)

    Castetbon, Katia; Harris, Jennifer L; Schwartz, Marlene B

    2012-08-01

    To describe ready-to-eat (RTE) cereal purchases in 2008 in the USA according to cereal nutritional quality and marketing strategy and household sociodemographic characteristics. Cross-sectional study of purchases in one year. Each type of cereal was assigned to one of four nutrition quality categories (based on Nutrient Profile Index, NPI) and one of four advertising categories based on television exposure and analysis of packaging (child-targeted, family-targeted, adult-targeted and no television advertising). Medians and distributions of purchase indicators were calculated for the cereal categories and the distributions were compared across sociodemographic groups. RTE cereals (n 249) with complete label and nutritional content. RTE cereal purchases according to household sociodemographic characteristics obtained from Nielsen Homescan, a nationally representative panel of households. Purchases of RTE cereals were highest in households with one or more child and lowest in African-American and Asian households, as well as those earning advertised products, advertised child-targeted cereals were purchased thirteen times more frequently; family-targeted brand purchases were ten times higher; and adult-targeted cereals were purchased four times more frequently. Our findings suggest that improving the nutritional quality of RTE cereals with advertising targeted to children could also lead to increased consumption of healthier products by young people.

  5. Targeted Facebook Advertising is a Novel and Effective Method of Recruiting Participants into a Human Papillomavirus Vaccine Effectiveness Study.

    Science.gov (United States)

    Subasinghe, Asvini K; Nguyen, Margaret; Wark, John D; Tabrizi, Sepehr N; Garland, Suzanne M

    2016-07-22

    Targeted advertising using social networking sites (SNS) as a recruitment strategy in health research is in its infancy. The aim of this study was to determine the feasibility of targeted Facebook advertisements to increase recruitment of unvaccinated women into a human papillomavirus (HPV) vaccine effectiveness study. Between September 2011 and November 2013, females aged 18 to 25 years, residing in Victoria, Australia, were recruited through Facebook advertisements relating to general women's health. From November 2013 to June 2015, targeted advertising campaigns were implemented to specifically recruit women who had not received the HPV vaccine. Consenting participants were invited to complete an online questionnaire and those who had ever had sexual intercourse were asked to provide a self-collected vaginal swab. The HPV vaccination status of participants was confirmed from the National HPV Vaccination Program Register (NHVPR). The campaign comprised 10 advertisements shown between September 2011 and June 2015 which generated 55,381,637 impressions, yielding 23,714 clicks, at an overall cost of AUD $22,078.85. A total of 919 participants were recruited. A greater proportion of unvaccinated women (50.4%, 131/260) were recruited into the study following targeted advertising, compared with those recruited (19.3%, 127/659) prior to showing the modified advertisement (Padvertising is a rapid and cost-effective way of recruiting young unvaccinated women into a HPV vaccine effectiveness study.

  6. A mixed methods evaluation of televised health promotion advertisements targeted at older adults.

    Science.gov (United States)

    Berry, Tanya R; Spence, John C; Plotnikoff, Ronald C; Bauman, Adrian; McCargar, Linda; Witcher, Chad; Clark, Marianne; Stolp, Sean

    2009-08-01

    The purpose of this research was to evaluate television advertisements targeted at 55-70-year olds that promoted physical activity and fruit and vegetable consumption. Awareness of the campaign, perceived credibility of the source, intentions to visit a promoted website, and intentions to perform the healthy behaviors were evaluated using mixed methods research. Results from a population level survey (n=1600) showed low unprompted and prompted awareness of the campaign and no differences in intentions or behaviors among those who were aware of the campaign. Unprompted recall resulted in a very wide range of responses including the citation of many commercial advertisers. Qualitative themes that emerged from the focus groups included neutral, positive, and negative comments about the advertisements, source credibility, website considerations specific to seniors, and suggestions about appropriate advertising for older adults. This research showed that the increased attention paid to the advertisements was due in a large part to negative reactions to the character used in the advertisements. Another important finding was the government was not considered to be a credible source of health information. Finally, health promoters should be cautious about websites as the primary source of information, particularly for older adults.

  7. Beyond Traditional Newspaper Advertisement: Leveraging Facebook-Targeted Advertisement to Recruit Long-Term Smokers for Research

    OpenAIRE

    Carter-Harris, Lisa; Bartlett Ellis, Rebecca; Warrick, Adam; Rawl, Susan

    2016-01-01

    Background Smokers are a stigmatized population, but an important population to reach for the purpose of research. Therefore, innovative recruitment methods are needed that are both cost-effective and efficacious in recruiting this population. Objective The aim of the present article was to evaluate the feasibility of Facebook-targeted advertisement to recruit long-term smokers eligible for lung cancer screening for a descriptive, cross-sectional survey. Methods A social media recruitment cam...

  8. Not Just Fun and Games: Toy Advertising on Television Targeting Children Promotes Sedentary Play.

    Science.gov (United States)

    Potvin Kent, Monique; Velkers, Clive

    2017-10-01

    To examine the volume of television toy advertising targeting Canadian children and to determine if it promotes active or sedentary play, targets males or females more frequently, and has changed over time. Data for toy/game advertising from 27 television stations in Toronto for the month of May in 2006 and 2013 were licensed from Neilsen Media Research (Montreal, Quebec, Canada). A content analysis was performed on all ads to determine what age group and gender were targeted and whether physical or sedentary activity was being promoted. Comparisons were made between 2006 and 2013. There were 3.35 toy ads/h/children's specialty station in 2013 (a 15% increase from 2006). About 88% of toy ads promoted sedentary play in 2013, a 27% increase from 2006 levels, while toy ads promoting active play decreased by 33%. In both 2006 and 2013, a greater number of sedentary toy ads targeted males (n = 1519, May 2006; n = 2030, May 2013) compared with females (n = 914, May 2006; n = 1619, May 2013), and between 2006 and 2013, these ads increased significantly for both males and females. Future research should explore whether such advertising influences children's preferences for activities and levels of physical activity.

  9. 定向广域度在定向广告投放中的双向调节作用研究%Bidirectional regulatory effect of targeting extent in targeted advertising

    Institute of Scientific and Technical Information of China (English)

    赵江; 梅姝娥; 仲伟俊

    2018-01-01

    Due to the rapid development of e-commerce,consumers' behavior for product preference can be accurately acquired by the firm.As such,targeted advertising can be directly sent to potential consumers.The range of targeted population can determine the accuracy of targeted advertising and directly affect a firm's profit.To illustrate the inner mechanism of targeted advertising,the targeting extent is defined as an endogenous variable to describe the accuracy of targeted advertising,which can be improved by investment,such as purchasing new targeting technologies and big data services.In this study,we explore the role of targeting extent and its effect on firm's equilibrium profit,and demonstrate whether the increase of targeting extent can intensify fierce market competition.Our results reveal the accurate attributes of targeted advertising,which is beneficial for the effective screening of advertising audience and optimization of advertising expenditure by regulating targeting extent.In the first part,we assume that duopolistic firms compete in the market and produce homogeneous products.In the model assumption,both firms own equal proportion of loyal consumers and comparison consumers.Consumers may purchase products only after receiving the advertisement from the firm.In the second part,we establish a mathematical model with duopolistic firms competing in mass advertising.The CDF of mixed pricing strategy and equilibrium advertising intensity are described.The expected value of equilibrium price shows inverse proportion with the number of consumers seeking comparison shopping.Our results indicate that the changes of marketing size and advertising cost will directly affect a firm's equilibrium profit.In the third part,we establish a theoretical model with duopolistic firms competing in targeted advertising.Our results indicate that the targeting extent plays a critical role in the regulation of a firm's profit.With the improvement of targeting extent,the firm may send

  10. Morphing banner advertising

    NARCIS (Netherlands)

    G.L. Urban (Glen); G. Liberali (Gui); E. MacDonald (Erin); R. Bordley (Robert); J. Hauser (J.)

    2014-01-01

    textabstractResearchers and practitioners devote substantial effort to targeting banner advertisements to consumers, but they focus less effort on how to communicate with consumers once targeted. Morphing enables a website to learn, automatically and near optimally, which banner advertisements to

  11. Evidence of underage targeting of alcohol advertising on television in the United States: Lessons from the Lockyer v. Reynolds decisions

    Science.gov (United States)

    Ostroff, Joshua; Jernigan, David H.

    2016-01-01

    Underage alcohol use is a global public health problem and alcohol advertising has been associated with underage drinking. The alcohol industry regulates itself and is the primary control on alcohol advertising in many countries around the world, advising trade association members to advertise only in adult-oriented media. Despite high levels of compliance with these self-regulatory guidelines, in several countries youth exposure to alcohol advertising on television has grown faster than adult exposure. In the United States, we found that exposure for underage viewers ages 18–20 grew from 2005 through 2011 faster than any adult age group. Applying a method adopted from a court in the US to identify underage targeting of advertising, we found evidence of targeting of alcohol advertising to underage viewers ages 18–20. The court's rule appeared in Lockyer v. Reynolds (The People ex rel. Bill Lockyer v. R.J. Reynolds Tobacco Company, GIC764118, 2002). We demonstrated that alcohol companies were able to modify their advertising practices to maintain current levels of adult advertising exposure while reducing youth exposure. PMID:24424494

  12. Evidence of underage targeting of alcohol advertising on television in the United States: lessons from the Lockyer v. Reynolds decisions.

    Science.gov (United States)

    Ross, Craig S; Ostroff, Joshua; Jernigan, David H

    2014-02-01

    Underage alcohol use is a global public health problem and alcohol advertising has been associated with underage drinking. The alcohol industry regulates itself and is the primary control on alcohol advertising in many countries around the world, advising trade association members to advertise only in adult-oriented media. Despite high levels of compliance with these self-regulatory guidelines, in several countries youth exposure to alcohol advertising on television has grown faster than adult exposure. In the United States, we found that exposure for underage viewers ages 18-20 grew from 2005 through 2011 faster than any adult age group. Applying a method adopted from a court in the US to identify underage targeting of advertising, we found evidence of targeting of alcohol advertising to underage viewers ages 18-20. The court's rule appeared in Lockyer v. Reynolds (The People ex rel. Bill Lockyer v. R.J. Reynolds Tobacco Company, GIC764118, 2002). We demonstrated that alcohol companies were able to modify their advertising practices to maintain current levels of adult advertising exposure while reducing youth exposure.

  13. Plan demographics, participants' saving behavior, and target-date fund investments.

    Science.gov (United States)

    Park, Youngkyun

    2009-05-01

    This analysis explores (1) whether plan demographic characteristics would affect individual participant contribution rates and target-date fund investments and (2) equity glide paths for participants in relation to plan demographics by considering target replacement income and its success rate. PLAN DEMOGRAPHIC CHARACTERISTICS IN PARTICIPANT CONTRIBUTION RATES: This study finds empirical evidence that 401(k) plan participants' contribution rates differ by plan demographics based on participants' income and/or tenure. In particular, participants in 401(k) plans dominated by those with low income and short tenure tend to contribute less than those in plans dominated by participants with high income and long tenure. Future research will explore how participant contribution behavior may also be influenced by incentives provided by employers through matching formulae. PLAN DEMOGRAPHIC CHARACTERISTICS IN TARGET-DATE FUND INVESTMENTS: The study also finds empirical evidence that participants' investments in target-date funds with different equity allocations differ by plan demographics based on participants' income and/or tenure. In particular, target-date fund users with 90 percent or more of their account balances in target-date funds who are in 401(k) plans dominated by low-income and short-tenure participants tend to hold target-date funds with lower equity allocations, compared with their counterparts in plans dominated by high-income and long-tenure participants. Future research will focus on the extent to which these characteristics might influence the selection of target-date funds by plan sponsors. EQUITY GLIDE PATHS: Several stylized equity glide paths as well as alternative asset allocations are compared for participants at various starting ages to demonstrate the interaction between plan demographics and equity glide paths/asset allocations in terms of success rates in meeting various replacement income targets. The equity glide path/asset allocation providing

  14. Explaining the effects of targeted online advertising on children's cognitive, affective, and behavioral brand responses

    NARCIS (Netherlands)

    van Reijmersdal, E.; Rozendaal, E.; Smink, N.; van Noort, G.; Buijzen, M.

    2013-01-01

    Increasingly, information from children's profile pages on social network sites is used to target online advertising. This practice has raised concerns in society and academia, however, effects of profile targeting on children remained unstudied. Therefore, this study focused on children's

  15. 77 FR 30928 - Target Date Disclosure

    Science.gov (United States)

    2012-05-24

    ... DEPARTMENT OF LABOR Employee Benefits Security Administration 29 CFR Part 2550 RIN 1210-AB38 Target Date Disclosure AGENCY: Employee Benefits Security Administration, Labor. ACTION: Proposed rule; reopening of comment period. SUMMARY: The Department of Labor's Employee Benefits Security Administration is...

  16. Advertising on the Internet.

    Science.gov (United States)

    Jugenheimer, Donald W.

    1996-01-01

    States that although many advertisers have intentions of utilizing the Internet for advertising, which can provide specific audience targeting and buyer/seller interactivity, few have been successful. Explains advantages and disadvantages of using the Internet for advertising purposes. Cites special problems with Internet advertising and successes…

  17. Optimal Advertising with Stochastic Demand

    OpenAIRE

    George E. Monahan

    1983-01-01

    A stochastic, sequential model is developed to determine optimal advertising expenditures as a function of product maturity and past advertising. Random demand for the product depends upon an aggregate measure of current and past advertising called "goodwill," and the position of the product in its life cycle measured by sales-to-date. Conditions on the parameters of the model are established that insure that it is optimal to advertise less as the product matures. Additional characteristics o...

  18. Tobacco on the web: surveillance and characterisation of online tobacco and e-cigarette advertising.

    Science.gov (United States)

    Richardson, Amanda; Ganz, Ollie; Vallone, Donna

    2015-07-01

    Despite the internet's broad reach and potential to influence consumer behaviour, there has been little examination of the volume, characteristics, and target audience of online tobacco and e-cigarette advertisements. A full-service advertising firm was used to collect all online banner/video advertisements occurring in the USA and Canada between 1 April 2012 and 1 April 2013. The advertisement and associated meta-data on brand, date range observed, first market, and spend were downloaded and summarised. Characteristics and themes of advertisements, as well as topic area and target demographics of websites on which advertisements appeared, were also examined. Over a 1-year period, almost $2 million were spent by the e-cigarette and tobacco industries on the placement of their online product advertisements in the USA and Canada. Most was spent promoting two brands: NJOY e-cigarettes and Swedish Snus. There was almost no advertising of cigarettes. About 30% of all advertisements mentioned a price promotion, discount coupon or price break. e-Cigarette advertisements were most likely to feature messages of harm reduction (38%) or use for cessation (21%). Certain brands advertised on websites that contained up to 35% of youth (audience. Online banner/video advertising is a tactic used mainly to advertise e-cigarettes and cigars rather than cigarettes, some with unproven claims about benefits to health. Given the reach and accessibility of online advertising to vulnerable populations such as youth and the potential for health claims to be misinterpreted, online advertisements need to be closely monitored. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.

  19. Targeted Facebook Advertising is a Novel and Effective Method of Recruiting Participants into a Human Papillomavirus Vaccine Effectiveness Study

    OpenAIRE

    Subasinghe, Asvini K; Nguyen, Margaret; Wark, John D; Tabrizi, Sepehr N; Garland, Suzanne M

    2016-01-01

    Background Targeted advertising using social networking sites (SNS) as a recruitment strategy in health research is in its infancy. Objective The aim of this study was to determine the feasibility of targeted Facebook advertisements to increase recruitment of unvaccinated women into a human papillomavirus (HPV) vaccine effectiveness study. Methods Between September 2011 and November 2013, females aged 18 to 25 years, residing in Victoria, Australia, were recruited through Facebook advertiseme...

  20. A cross-sectional prevalence study of ethnically targeted and general audience outdoor obesity-related advertising.

    Science.gov (United States)

    Yancey, Antronette K; Cole, Brian L; Brown, Rochelle; Williams, Jerome D; Hillier, Amy; Kline, Randolph S; Ashe, Marice; Grier, Sonya A; Backman, Desiree; McCarthy, William J

    2009-03-01

    Commercial marketing is a critical but understudied element of the sociocultural environment influencing Americans' food and beverage preferences and purchases. This marketing also likely influences the utilization of goods and services related to physical activity and sedentary behavior. A growing literature documents the targeting of racial/ethnic and income groups in commercial advertisements in magazines, on billboards, and on television that may contribute to sociodemographic disparities in obesity and chronic disease risk and protective behaviors. This article examines whether African Americans, Latinos, and people living in low-income neighborhoods are disproportionately exposed to advertisements for high-calorie, low nutrient-dense foods and beverages and for sedentary entertainment and transportation and are relatively underexposed to advertising for nutritious foods and beverages and goods and services promoting physical activities. Outdoor advertising density and content were compared in zip code areas selected to offer contrasts by area income and ethnicity in four cities: Los Angeles, Austin, New York City, and Philadelphia. Large variations were observed in the amount, type, and value of advertising in the selected zip code areas. Living in an upper-income neighborhood, regardless of its residents' predominant ethnicity, is generally protective against exposure to most types of obesity-promoting outdoor advertising (food, fast food, sugary beverages, sedentary entertainment, and transportation). The density of advertising varied by zip code area race/ethnicity, with African American zip code areas having the highest advertising densities, Latino zip code areas having slightly lower densities, and white zip code areas having the lowest densities. The potential health and economic implications of differential exposure to obesity-related advertising are substantial. Although substantive legal questions remain about the government's ability to regulate

  1. Challenges facing the advertising world in the digital era :  A comparison between Dutch and Swedish advertising agencies

    OpenAIRE

    Rozenveld, Marc; Heinonen, Tapio

    2013-01-01

    Date: June 7th of 2013 Level: Master thesis in marketing, 15 ECTS Institution: School of Business, Society and Engineering, Mälardalen University Authors: Tapio Heinonen & Marc Rozenveld 18 thof November 1988 & 16th of June 1990 Title: Challenges facing the advertising world in the digital era. Subtitle: A comparison between Dutch and Swedish advertising agencies. Tutor: Peter Selegård Keywords: media logic, advertising industry, advertising agencies, advertising and digital ma...

  2. Search Advertising

    OpenAIRE

    Cornière (de), Alexandre

    2016-01-01

    Search engines enable advertisers to target consumers based on the query they have entered. In a framework with horizontal product differentiation, imperfect product information and in which consumers incur search costs, I study a game in which advertisers have to choose a price and a set of relevant keywords. The targeting mechanism brings about three kinds of efficiency gains, namely lower search costs, better matching, and more intense product market price-competition. A monopolistic searc...

  3. Just one click: a content analysis of advertisements on teen web sites.

    Science.gov (United States)

    Slater, Amy; Tiggemann, Marika; Hawkins, Kimberley; Werchon, Douglas

    2012-04-01

    The current study provides a comprehensive analysis of the content of advertisements on Web sites targeted at adolescents, with a particular focus on the female beauty ideal. Advertisements (N = 631) from 14 Web sites popular with adolescents were analyzed with respect to product advertised, characteristics of people presented, and emphasis on appearance and the thin beauty ideal. Although a wide variety of products were featured, advertisements for cosmetics and beauty products were the most frequent. Further, many of the products advertised (e.g., dating services, weight loss products, gambling games) might be considered inappropriate for the intended audience (i.e., teenagers) of the Web site. People who were a part of advertisements were generally female, young, thin, and attractive. Advertisements for games, weight loss products, and cosmetic and beauty products strongly focused on appearance and laid emphasis on the thin ideal. Like advertisements in mainstream media, advertising on the Internet perpetuates the stereotypical ideal of feminine beauty. Adolescents using the Internet are likely to be exposed to numerous advertisements that reinforce the importance of beauty and thinness, which could have a detrimental impact on how they feel about their bodies. Copyright © 2012 Society for Adolescent Health and Medicine. Published by Elsevier Inc. All rights reserved.

  4. Optimal Attorney Advertising

    OpenAIRE

    Michael P. Stone

    2010-01-01

    Attorney advertising routinely targets tort victims. In this paper, a theoretical model is developed which incorporates advertising intensity, litigation costs, and an endogenous number of lawsuits. Since advertising induces victims to bring suit, it increases the level of injurer care. However, litigation costs are also incurred. At the optimum, the marginal benefit of deterrence equals the sum of the marginal costs of litigation and advertising. It is shown that even though blanket prohibit...

  5. Research advertising exposure in colleges

    OpenAIRE

    Išoraitė, Margarita

    2013-01-01

    This article analyses the concept of advertising and the theoretical aspect of advertising strategy. Advertising can be defined as various means of dissemination of information on goods and services, promoting their use to potential users impersonally. Advertising strategies for selecting the location of a typical advertising plan diagram can be defined as decisions related to the target audience coverage, creative advertising message strategy selection and dissemination of the advertising st...

  6. Alcohol harm reduction advertisements: a content analysis of topic, objective, emotional tone, execution and target audience.

    Science.gov (United States)

    Dunstone, Kimberley; Brennan, Emily; Slater, Michael D; Dixon, Helen G; Durkin, Sarah J; Pettigrew, Simone; Wakefield, Melanie A

    2017-04-11

    Public health mass media campaigns may contribute to reducing the health and social burden attributed to alcohol consumption, but little is known about which advertising characteristics have been used, or have been effective, in alcohol harm reduction campaigns to date. As a first step towards encouraging further research to identify the impact of various advertising characteristics, this study aimed to systematically identify and examine the content of alcohol harm reduction advertisements (ads). Ads were identified through an exhaustive internet search of Google, YouTube, Vimeo, and relevant government and health agency websites. Eligible ads were: English language, produced between 2006 and 2014, not primarily focused on drink-driving or alcohol in pregnancy, and not alcohol industry funded. Systematic content analysis of all ads was performed; each ad was double-coded. In total, 110 individual ads from 72 different alcohol harm reduction campaigns were identified, with the main source countries being Australia (40%) and the United Kingdom (26%). The dominant topic for 52% of ads was short-term harms, while 10% addressed long-term harms, 18% addressed underage drinking, 17% communicated a how-to-change message, and 3% advocated for policy change. The behavioural objective of most ads was to motivate audiences to reduce their alcohol consumption (38%) or to behave responsibly and/or not get drunk when drinking (33%). Only 10% of all ads mentioned low-risk drinking guidelines. Eighty-seven percent of ads used a dramatisation execution style and 74% had a negative emotional tone. Ninety percent of ads contained messages or content that appeared to target adults, and 36% specifically targeted young adults. Some message attributes have been employed more frequently than others, suggesting several promising avenues for future audience or population-based research to compare the relative effectiveness of different characteristics of alcohol harm reduction ads. Given

  7. Alcohol harm reduction advertisements: a content analysis of topic, objective, emotional tone, execution and target audience

    Directory of Open Access Journals (Sweden)

    Kimberley Dunstone

    2017-04-01

    Full Text Available Abstract Background Public health mass media campaigns may contribute to reducing the health and social burden attributed to alcohol consumption, but little is known about which advertising characteristics have been used, or have been effective, in alcohol harm reduction campaigns to date. As a first step towards encouraging further research to identify the impact of various advertising characteristics, this study aimed to systematically identify and examine the content of alcohol harm reduction advertisements (ads. Method Ads were identified through an exhaustive internet search of Google, YouTube, Vimeo, and relevant government and health agency websites. Eligible ads were: English language, produced between 2006 and 2014, not primarily focused on drink-driving or alcohol in pregnancy, and not alcohol industry funded. Systematic content analysis of all ads was performed; each ad was double-coded. Results In total, 110 individual ads from 72 different alcohol harm reduction campaigns were identified, with the main source countries being Australia (40% and the United Kingdom (26%. The dominant topic for 52% of ads was short-term harms, while 10% addressed long-term harms, 18% addressed underage drinking, 17% communicated a how-to-change message, and 3% advocated for policy change. The behavioural objective of most ads was to motivate audiences to reduce their alcohol consumption (38% or to behave responsibly and/or not get drunk when drinking (33%. Only 10% of all ads mentioned low-risk drinking guidelines. Eighty-seven percent of ads used a dramatisation execution style and 74% had a negative emotional tone. Ninety percent of ads contained messages or content that appeared to target adults, and 36% specifically targeted young adults. Conclusions Some message attributes have been employed more frequently than others, suggesting several promising avenues for future audience or population-based research to compare the relative effectiveness of

  8. Online Advertising: Examining the Content and Messages within Websites Targeted at Children

    Science.gov (United States)

    Kervin, Lisa; Jones, Sandra C.; Mantei, Jessica

    2012-01-01

    It is recognised that from a young age children spend considerable portions of their leisure time on the Internet. In Australia a number of child-targeted magazines have associated websites, which have high and ever-increasing readership. We do not yet know the impact of this medium upon children. Overt advertising is evident on webpages, but so…

  9. Exposure to electronic cigarette television advertisements among youth and young adults.

    Science.gov (United States)

    Duke, Jennifer C; Lee, Youn O; Kim, Annice E; Watson, Kimberly A; Arnold, Kristin Y; Nonnemaker, James M; Porter, Lauren

    2014-07-01

    Currently, the US Food and Drug Administration does not regulate electronic cigarette (e-cigarette) marketing unless it is advertised as a smoking cessation aid. To date, the extent to which youth and young adults are exposed to e-cigarette television advertisements is unknown. The objective of this study was to analyze trends in youth and young adult exposure to e-cigarette television advertisements in the United States. Nielsen data on television household audiences' exposure to e-cigarette advertising across US markets were examined by calendar quarter, year, and sponsor. Youth exposure to television e-cigarette advertisements, measured by target rating points, increased 256% from 2011 to 2013. Young adult exposure increased 321% over the same period. More than 76% of all youth e-cigarette advertising exposure occurred on cable networks and was driven primarily by an advertising campaign for 1 e-cigarette brand. E-cigarette companies currently advertise their products to a broad audience that includes 24 million youth. The dramatic increase in youth and young adult television exposure between 2011 and 2013 was driven primarily by a large advertising campaign on national cable networks. In the absence of evidence-based public health messaging, the current e-cigarette television advertising may be promoting beliefs and behaviors that pose harm to the public health. If current trends in e-cigarette television advertising continue, awareness and use of e-cigarettes are likely to increase among youth and young adults. Copyright © 2014 by the American Academy of Pediatrics.

  10. Tobacco advertisements targeted on women: creating an awareness among women.

    Science.gov (United States)

    Kaleta, Dorota; Usidame, Bukola; Polańska, Kinga

    2011-06-01

    It has been always believed that men smoke more than women, but the trend of smoking in women is increasing nowadays. In some countries there are even more female smokers than male smokers. This is a major health risk because women are present and future mothers, and increasing number of smoking women will enlarge the number of exposed children. Relatively few women are aware of gender-specific health risks, including cervical cancer, osteoporosis, poor pregnancy outcome and early menopause. Tobacco related diseases are on the rise in women, considering the fact that more women now die of lung cancer than breast cancer. Tobacco companies have invented various ways to target women through tobacco advertising despite the various bans. This inevitably leads to the increase in female smoking rates. There are various recommendations from the World Health Organization which include the need for governments to pay particular attention to protect women from the tobacco companies' attempts to lure them into lifetimes of nicotine dependence and to take up counter advertisements against the tobacco companies.

  11. Targeting Hispanic adolescents with outdoor food & beverage advertising around schools.

    Science.gov (United States)

    Herrera, A L; Pasch, K E

    2017-02-09

    Although some research has focused on the food environment and food marketing, little has examined outdoor food and beverage (FB) advertising, particularly its relationship to the Hispanic composition in schools. Therefore, the purpose of this study was to determine if the prevalence of outdoor FB advertising was greater around middle and high schools with a majority Hispanic population as compared to schools with a lower Hispanic population. All FB advertisements located within a half-mile of 47 schools in Central Texas were documented. Advertisements were coded as free standing or on establishments. Advertisements were coded for theme including price (emphasizing price) and deals/value meals (promoting discounted price/meal deals). These two themes were combined to create an overall price promotion variable. In order to determine if the prevalence of FB advertising varied by the Hispanic composition of the students in the school, data from the Texas Education Agency was used to create a variable which dichotomized the schools into two groups: schools that reported ≥60% Hispanic students or 'Hispanic schools' (n = 21) and schools that reported advertising was greater around Hispanic schools as compared to non-Hispanic schools. Hispanic schools had more overall outdoor FB advertisements as compared to non-Hispanic schools (p = 0.02). Similarly, we found significantly more outdoor FB establishment (p = 0.02) and price promotion (p = 0.05) around Hispanic schools as compared to non-Hispanic schools. Differences in freestanding advertisements by school type approached significance (p = 0.07) with Hispanic schools having more freestanding FB advertisements on average. Further research is needed that documents the content of these advertisements and determines the extent to which these advertisements affect Hispanic and other racial/ethnic minority youth's attitudes and behaviors toward the consumption of these products.

  12. 76 FR 45181 - Enhancing Airline Passenger Protections: Limited Delay of Effective Date for Certain Provisions

    Science.gov (United States)

    2011-07-28

    ... for not only online advertising but also print advertising so that consumers receive consistent... same effective date to print advertising so that consumers do not see different advertising displays in... January 24, 2012 for requirements pertaining to full fare advertising. The effective date remains August...

  13. Targeted advertising, promotion, and price for menthol cigarettes in California high school neighborhoods.

    Science.gov (United States)

    Henriksen, Lisa; Schleicher, Nina C; Dauphinee, Amanda L; Fortmann, Stephen P

    2012-01-01

    To describe advertising, promotions, and pack prices for the leading brands of menthol and nonmenthol cigarettes near California high schools and to examine their associations with school and neighborhood demographics. In stores (n = 407) within walking distance (0.8 km [1/2 mile]) of California high schools (n = 91), trained observers counted ads for menthol and nonmenthol cigarettes and collected data about promotions and prices for Newport and Marlboro, the leading brand in each category. Multilevel modeling examined the proportion of all cigarette advertising for any menthol brand, the proportion of stores with sales promotions, and the lowest advertised pack price in relation to store types and school/neighborhood demographics. For each 10 percentage point increase in the proportion of Black students, the proportion of menthol advertising increased by 5.9 percentage points (e.g., from an average of 25.7%-31.6%), the odds of a Newport promotion were 50% higher (95% CI = 1.01, 2.22), and the cost of Newport was 12 cents lower (95% CI = -0.18, -0.06). By comparison, the odds of a promotion and the price for Marlboro, the leading brand of nonmenthol cigarettes, were unrelated to any school or neighborhood demographics. In high school neighborhoods, targeted advertising exposes Blacks to more promotions and lower prices for the leading brand of menthol cigarettes. This evidence contradicts the manufacturer's claims that the availability of its promotions is not based on race/ethnicity. It also highlights the need for tobacco control policies that would limit disparities in exposure to retail marketing for cigarettes.

  14. 43 CFR 29.8 - Notification and advertisement.

    Science.gov (United States)

    2010-10-01

    ... 43 Public Lands: Interior 1 2010-10-01 2010-10-01 false Notification and advertisement. 29.8... LIABILITY FUND § 29.8 Notification and advertisement. (a) As soon as the person in charge of a vessel has... advertisement no later than 45 days from the date the Fund receives notice of the incident and shall continue...

  15. Review of the CDC’s “Choose Respect” Dating Violence Prevention Materials

    Directory of Open Access Journals (Sweden)

    Jodie Hertzog

    2007-03-01

    Full Text Available An overview of resources developed for the Center for Disease Control’s national “Choose Respect” initiative targeting youth ages 11-14 is provided. The initiative’s goal is to prevent teen dating violence by promoting healthy relationship development. Resources include a community action kit, downloadable video, television and radio advertisements as well as educational posters.

  16. Advertising and Business Cycle Fluctuations

    OpenAIRE

    Benedetto Molinari; Francesco Turino

    2009-01-01

    This paper provides new empirical evidence of quarterly U.S. aggregate advertising expenditures, showing that advertising has a well defined pattern over the Business Cycle. To understand this pattern we develop a general equilibrium model where targeted advertising increases the marginal utility of the advertised good. Advertising intensity is endogenously determined by profit maximizing firms. We embed this assumption into an otherwise standard model of business cycle with monopolistic comp...

  17. When advertising turns "cheeky"!

    Science.gov (United States)

    Burkitt, Jennifer A; Saucier, Deborah M; Thomas, Nicole A; Ehresman, Crystal

    2006-05-01

    Portraits typically exhibit leftward posing biases, with people showing more of their left cheek than their right. The current study investigated posing biases in print advertising to determine whether the product advertised affects the posing bias. As the posing bias may be decreasing over time, we also investigated changes in posing biases over a span of more than 100 years. The current investigation coded 2664 advertisements from two time periods; advertisements were coded for target group of advertisement (men, women, both) and posing bias (rightward, leftward, or central). Unlike other studies that typically observe a leftward posing bias, print advertisements exhibit a rightward posing bias, regardless of time-frame. Thus, print advertisements differ greatly from portraits, which may relate to the purpose of advertisements and the role of attractiveness in advertising.

  18. Advertisement Translation under Skopos Theory

    Institute of Scientific and Technical Information of China (English)

    严妙

    2014-01-01

    This paper is an analysis of advertisement translation under skopos theory.It is explained that the nature of advertisement translation under skopos theory is reconstructing the information of the source text to persuade target audience.Three translation strategies are put forward in translating advertisements.

  19. RHETORIC OF GUANXI IN CHINESE ADVERTISEMENTS

    Directory of Open Access Journals (Sweden)

    Shabalina Olga Ivanovna

    2013-04-01

    Full Text Available The article is devoted to modes of designing advertisements in China. The author proposes two hypotheses. According to the first one, instrumental values influence modes of advertisement design in a particular country. According to the second one, developing relationships (guanxi is a key instrumental value that determines rhetoric of advertising in China and spreads its impact on all its constituents: choice of referent, goals, modes of depicting target audience, patterns of reasoning, and typical set of expressive means. To test hypotheses we used content-analysis of outdoor advertisements in China, Russia, and Kazakhstan. The results of the content-analysis proved that developing relationships with consumers is a key goal of advertising in China. This goal determines the choice of the company as a referent. Social roles of advertising characters are a major descriptor of the target audience. The company’s status, its experience, and financial position are key motives that influence patterns of reasoning. Chinese advertising is also characterized by use of positive-colored vocabulary, traditional symbols and attributes of happiness, “holiday” syntax, appeals to harmony with nature and fellow men. The results of research are complex, have scientific novelty and can be used by foreign companies while developing advertisements, targeted at the Chinese consumer.

  20. Targeted Advertising, Promotion, and Price For Menthol Cigarettes in California High School Neighborhoods

    Science.gov (United States)

    Schleicher, Nina C.; Dauphinee, Amanda L.; Fortmann, Stephen P.

    2012-01-01

    Objectives: To describe advertising, promotions, and pack prices for the leading brands of menthol and nonmenthol cigarettes near California high schools and to examine their associations with school and neighborhood demographics. Methods: In stores (n = 407) within walking distance (0.8 km [1/2 mile]) of California high schools (n = 91), trained observers counted ads for menthol and nonmenthol cigarettes and collected data about promotions and prices for Newport and Marlboro, the leading brand in each category. Multilevel modeling examined the proportion of all cigarette advertising for any menthol brand, the proportion of stores with sales promotions, and the lowest advertised pack price in relation to store types and school/neighborhood demographics. Results: For each 10 percentage point increase in the proportion of Black students, the proportion of menthol advertising increased by 5.9 percentage points (e.g., from an average of 25.7%–31.6%), the odds of a Newport promotion were 50% higher (95% CI = 1.01, 2.22), and the cost of Newport was 12 cents lower (95% CI = −0.18, −0.06). By comparison, the odds of a promotion and the price for Marlboro, the leading brand of nonmenthol cigarettes, were unrelated to any school or neighborhood demographics. Conclusions: In high school neighborhoods, targeted advertising exposes Blacks to more promotions and lower prices for the leading brand of menthol cigarettes. This evidence contradicts the manufacturer’s claims that the availability of its promotions is not based on race/ethnicity. It also highlights the need for tobacco control policies that would limit disparities in exposure to retail marketing for cigarettes. PMID:21705460

  1. The Role of Localisation in Advertising Translation

    Institute of Scientific and Technical Information of China (English)

    ZHANG Ying

    2016-01-01

    Today, a growing number of international corporations have been seeking to boost their sales on the global scale. To achieve this, adverting, one of the most common way to stimulate consumption, is widely used in which translation is involved because of diverse languages. Thus, how to translate a source advertising in a target culture has a decisive influence on a compa-ny’s marketing. The aim of the target advertising is to sell products to the locals. In this sense, localisation plays a significant role in the translation of advertising. This essay will discuss the importance of localisation in the translation of advertising and analyse cases of English-Chinese advertising translation based on the purpose of advertising and advertising translation.

  2. Advertising as a tool of communication mix

    OpenAIRE

    DUFKOVÁ, Iva

    2010-01-01

    The target of the thesis is an evaluation of current advertising offers and budgeting system characteristic of a particular organization. Object of study is advertising on various radio stations, satisfaction with the work of companies, advertising agencies and then to their advertising and consumers look to advertising.

  3. Discovering Influential Users in Social Media to Enhance Effective Advertisement

    OpenAIRE

    Mohammad J. Tarokh; Hosniyeh S. Arian; Omid R. B. Speily

    2015-01-01

    Recently, companies have attempted to take advantage of social advertising to deliver their advertisements to appropriate Customer. Social network advertising, also social media targeting is a group of terms that are used to describe forms of online advertising that focus on social networking services. One of the major benefit of this type of advertising is that advertisers can take advantage of the users` demographic information and target their ads appropriately. In social advertising ,iden...

  4. Advertising Targeted at Children and Current Approach to It in the Central European Region with Emphasis on Czech and German Examples. A Brief Linguistic-Educational Analysis

    Directory of Open Access Journals (Sweden)

    Pavlína Tesařová

    2017-11-01

    Full Text Available The article deals with the genre of contemporary advertising targeting children. It uses examples from the Czech Republic and Germany and its translations, defines the target audience by age and presents preferences of respective age groups with respect to the type of media used for advertising. The article also pays attention to the sociodemographic factors in the background of marketing strategies. Ethical issues are also mentioned. The study sheds light on the reasons why a certain target group is attractive and with the aid of examples it exposes the principles of advertising targeting children from the visual, perceptional and linguistic-educational point of view.

  5. Targeted advertising on the handset: Privacy and security challenges

    OpenAIRE

    Haddadi, Hamed; Hui, Pan; Henderson, Tristan; Brown, Ian

    2011-01-01

    Online advertising is currently a rich source of revenue for many Internet giants. With the ever-increasing number of smart phones, there is a fertile market for personalised and localised advertising. A key benefit of using mobile phones is to take advantage of the significant amount of information on phones — such as locations of interest to the user — in order to provide personalised advertisements. Preservation of user privacy, however, is essential for successful deployment of such a sys...

  6. Randomised controlled trials cited in pharmaceutical advertisements targeting New Zealand health professionals: do they support the advertising claims and what is the risk of bias?

    Science.gov (United States)

    Ma, Alison; Parkin, Lianne

    2015-09-04

    To determine whether pharmaceutical advertisement claims targeting health professionals were supported by the randomised controlled trials (RCTs) cited in the advertisements, and to assess the risk of bias in those trials. Pharmaceutical advertisements were obtained from New Zealand Doctor and Pharmacy Today for the period July 2013 to June 2014. All claims made regarding efficacy, safety, and indications were identified and RCTs cited to substantiate these claims were examined. A claim was defined as supported by an RCT if the conclusions drawn in the paper were consistent with the claim. The quality of the RCT was assessed separately, using the Cochrane Risk of Bias Assessment Tool. In 25 (19%) of the 133 instances in which an RCT was cited, the published paper did not support the promotional claim. Moreover, there were only 10 (8%) instances in which the claim was supported by an RCT with a low risk of bias. Of the 78 cited RCTs, only 14% had a low risk of bias, while 49% had an unclear risk and 37% had a high risk. A high proportion of advertisements failed to meet New Zealand regulatory requirements that claims "are valid and have been substantiated".

  7. RHETORIC OF GUANXI IN CHINESE ADVERTISEMENTS

    Directory of Open Access Journals (Sweden)

    Ольга Ивановна Шабалина

    2013-05-01

    Full Text Available The article is devoted to modes of designing advertisements in China. The author proposes two hypotheses. According to the first one, instrumental values influence modes of advertisement design in a particular country.  According to the second one, developing relationships (guanxi is a key instrumental value that determines rhetoric of advertising in China and spreads its impact on all its constituents: choice of referent, goals, modes of depicting target audience, patterns of reasoning, and typical set of expressive means.To test hypotheses we used content-analysis of outdoor advertisements in China, Russia, and Kazakhstan.The results of the content-analysis proved that developing relationships with consumers is a key goal of advertising in China. This goal determines the choice of the company as a referent. Social roles of advertising characters are a major descriptor of the target audience. The company’s status, its experience, and financial position are key motives that influence patterns of reasoning. Chinese advertising is also characterized by use of positive-colored vocabulary, traditional symbols and attributes of happiness, “holiday” syntax, appeals to harmony with nature and fellow men.The results of research are complex, have scientific novelty and can be used by foreign companies while developing advertisements, targeted at the Chinese consumer.DOI: http://dx.doi.org/10.12731/2218-7405-2013-4-33

  8. Food advertising targeted at school-age children: a content analysis.

    Science.gov (United States)

    Folta, Sara C; Goldberg, Jeanne P; Economos, Christina; Bell, Rick; Meltzer, Rachel

    2006-01-01

    To determine whether the contents of food and beverage advertisements are associated with physical activity and athletic ability more often than those for toys and games, and to describe persuasive techniques used in advertising food and beverages to children. A content analysis of advertisements during 31 hours of school-age children's television programming. Chi-square tests were used to examine differences in depictions of physical activity. Types of persuasive techniques were tabulated and, within each advertisement, categorized as implicit or explicit. Food and beverage ads depicted children engaged in physical activity and associated the advertised product with athletic ability significantly more than toy and game ads. Food was most often associated with fun and good times (75%), pleasant taste (54.1%), being hip or cool (43.2%), and feelings of happiness (43.2%). These findings raise concern that greater levels of physical activity and athletic ability in food advertising, in which the product is frequently associated with fun, may promote overconsumption, especially of calorie-dense, nutrient-poor foods. Further research would elucidate whether this concern is warranted. On the other hand, since food advertisements are presumably effective, health educators can use these techniques to formulate messages for nutritious foods. This concept should be tested with well-designed interventions.

  9. Advertising plan of Nordic World Championship in Liberec 2009

    OpenAIRE

    Šikolová, Lenka

    2009-01-01

    This diploma paper will deal with creating a proposal for advertising plan of Nordic World Championship in Liberec 2009 which will describe in detail efficient solution of advertising aimed at selected target group. The paper should provide insight how to proceed planning on advertising of such event. In the paper will be analyzed the aim of the project, target group - selected in advance, appeals of advertising project, medias, advertising mediums, harmonogram and budget. Method: Description...

  10. Optimized Cost per Click in Taobao Display Advertising

    OpenAIRE

    Zhu, Han; Jin, Junqi; Tan, Chang; Pan, Fei; Zeng, Yifan; Li, Han; Gai, Kun

    2017-01-01

    Taobao, as the largest online retail platform in the world, provides billions of online display advertising impressions for millions of advertisers every day. For commercial purposes, the advertisers bid for specific spots and target crowds to compete for business traffic. The platform chooses the most suitable ads to display in tens of milliseconds. Common pricing methods include cost per mille (CPM) and cost per click (CPC). Traditional advertising systems target certain traits of users and...

  11. Advertising Research: The State of the Art.

    Science.gov (United States)

    Ramond, Charles

    This book summarizes and appraises current knowledge and practice in the field of advertising research. The material is presented under the following chapter headings: aim and scope, how advertising communicates, how advertising sells, theme research, selecting target audiences, copy research, studies of advertising frequency, media research,…

  12. Recruiting Campaigns: How Advertising and Training Target the Millennial Generation

    Science.gov (United States)

    2007-12-01

    youth market through advertising and training. Even though recruiting numbers may wane from time to time, the overall messages are parallel to perceived...or nonmilitary service. This thesis demonstrates that USAREC is leveraging its knowledge of the youth market through advertising and training...current advertising and recruiter training strategies . Background Shortly before and during each major conflict the Army increases its wartime

  13. IN-GAME ADVERTISING: ADVANTAGES AND LIMITATIONS FOR ADVERTISERS

    OpenAIRE

    Alina GHIRVU

    2012-01-01

    The increase fragmentation of mass-media and the decline on television efficiency in promotion and market targeting, determined the appearance and development of new methods, more efficient for communicating with consumers, especially for gaining attention of those who are not for the moment consumers of a specific brand. The attempt of finding new promotion methods, video games found a place as a new advertising environment. In-game advertising is remarkable due to its numerous benefits, fir...

  14. A cost-effectiveness analysis of online, radio and print tobacco control advertisements targeting 25-39 year-old males.

    Science.gov (United States)

    Clayforth, Cassandra; Pettigrew, Simone; Mooney, Katie; Lansdorp-Vogelaar, Iris; Rosenberg, Michael; Slevin, Terry

    2014-06-01

    To assess the relative cost-effectiveness of various non-television advertising media in encouraging 25-39 year-old male smokers to respond to a cessation-related call to action. Information about how new electronic media compare in effectiveness is important to inform the implementation of future tobacco control media campaigns. Two testimonial advertisements featuring members of the target group were developed for radio, press and online media. Multiple waves of media activity were scheduled over a period of seven weeks, including an initial integrated period that included all three media and subsequent single media phases that were interspersed with a week of no media activity. The resulting Quit website hits, Quitline telephone calls, and registrations to online and telephone counselling services were compared to advertising costs to determine the relative cost-effectiveness of each media in isolation and the integrated approach. The online-only campaign phase was substantially more cost-effective than the other phases, including the integrated approach. This finding is contrary to the current assumption that the use of a consistent message across multiple media simultaneously is the most cost-effective way of reaching and affecting target audiences. Online advertising may be a highly cost-effective channel for low-budget tobacco control media campaigns. © 2014 The Authors. ANZJPH © 2014 Public Health Association of Australia.

  15. Customer Directed Advertising and Product Quality

    NARCIS (Netherlands)

    L. Esteban; J.M. Hernandez; J.L. Moraga-Gonzalez (José Luis)

    2001-01-01

    textabstractWe consider a market where a single seller must employ informative advertising to launch a new product of observable quality. The monopolist may use mass, targeted or customer directed advertising. We show that the choice of advertising strategy depends on the economic properties of the

  16. A Social Networking-based Advertising to Enhance Customer Reach Target

    OpenAIRE

    Ahmad Najmi Amer Haider Nuar; Hairulnizam Mahdin; Noryusliza Abdullah; Rozanawati Darman; Masitah Ahmad

    2017-01-01

    A traditional advertising is a method to deliver commercial messages to mass audiences through newspaper, outdoors billboards, radio and television. This method is quite expensive for small and medium company. The new concept of advertising such as social media, website and application provide an inexpensive way to promote businesses. The proposed idea is to create a new platform of advertising and promotional tools which is called Tagme. This system is developed based on web environment on W...

  17. 基于消费者价值属性的最优定向广告策略%Optimal targeted advertising strategies based on consumers’value attributes

    Institute of Scientific and Technical Information of China (English)

    赵江; 梅姝娥; 仲伟俊

    2016-01-01

    为了研究消费者价值属性对企业定向广告策略的作用,根据消费者的消费行为和消费特征测量出消费者价值,构建企业针对固定价值的短视消费者投放定向广告的基础模型。研究表明,当企业联用定向广告和歧视性定价策略向不同价值属性的消费者进行产品销售时,企业的均衡利润可能并非总高于采用大众广告时的利润,而是依赖于高价值消费者和低价值消费者的比例。然后,分别构建3种拓展模型:允许企业以不同的定向精度向消费者投放定向广告;企业进行定向精度投资;考虑不同价值的理性消费者接受定向广告和歧视性定价的审议成本。研究表明,企业针对不同价值属性的消费者投放定向广告总是有利可图的。%To evaluate the effects of consumers’ value attributes on a firm’s marketing strategies with targeted advertising each consumer’s value is measured according to the consumer’s consuming behavior and consumption features. The baseline model in which a firm sends targeted advertising to myopic consumers with constant valuations is established. The results show that when a firm sells products to consumers with distinct values using the strategies of targeted advertising and discriminative price the firm’s equilibrium profit with targeted advertising may not always be higher than that using mass advertising which depends on the ratio of high-value and low-value consumers.Then three extension models are constructed. First the firm sends targeted advertising to consumers with different targeting precisions.Secondly the firm invests in the targeting precision of targeted advertising. Finally the deliberation cost of rational consumers accepting the discriminative price and targeted advertising is considered. The results indicate that it is profitable for a firm to send targeted advertising to consumers with different value attributes.

  18. Application of Pun in English Advertisements

    Institute of Scientific and Technical Information of China (English)

    Tan; Li

    2015-01-01

    This paper illustrates the definition of pun,especially its features, as well as the typical application of pun in English advertisements in order to emphasize its importance in daily usage both for advertisers and to target readers.It aims to demonstrate the importance of grasping the gist of pun in English advertisements.

  19. Effective Application of Psychological Motivators for Social Advertisers.

    Science.gov (United States)

    Severn, Jessica

    Social advertisers--those responsible for public and nonprofit advertising and marketing--must employ many of the major psychological motivations used by commercial advertisers to stimulate desire and action on the part of target audiences. For example, commercial advertisers create psychological stimuli to facilitate motivation of the fulfillment…

  20. A historical overview of advertising in Serbia

    OpenAIRE

    Ognjanov Galjina

    2016-01-01

    Growing number of advertising agencies, substantial increase of advertising budgets of both local and international companies in Serbia and proliferation of advertising messages targeting Serbian consumers in recent years have contributed to a belief that advertising in Serbia has been a brand new phenomenon brought in during its transition to a market economy. The truth however is quite different. Therefore, the paper aims to show and discuss historical evidence confirming that advertising p...

  1. User experiences and efficiency of Instagram Advertising

    OpenAIRE

    Pessala, Irene

    2016-01-01

    Most mobile applications depend on advertising when funding their operations nowadays, and in September 2015, the image-sharing mobile application Instagram introduced advertisements to its users on a global basis. The advertisements were welcomed with enthusiasm by the online advertising industry. However, many users found the targeting of the advertisements to be poor and irrelevant to their interests. The aim of the thesis was to examine Finnish Instagram users’ attitudes and experienc...

  2. Optimizing direct response in Internet display advertising

    OpenAIRE

    Aksakallı, Vural

    2013-01-01

    Internet display advertising has grown into a multi-billion dollar a year global industry and direct response campaigns account for about three-quarters of all Internet display advertising. In such campaigns, advertisers reach out to a target audience via some form of a visual advertisement (hereinafter also called “ad”) to maximize short-term sales revenue. In this study, we formulate an advertiser’s revenue maximization problem in direct response Internet display advertisement campaigns as ...

  3. Theoretical models in the development of advertising for food products

    DEFF Research Database (Denmark)

    Bech-Larsen, Tino; Stacey, Julia

    2005-01-01

    the advertisement influences the target may serve as creative inspiration and as a common frame of reference for those involved in the development of advertisements. The means-end-chain model says that an advertisement is effective by connecting the product's attributes (means) and the target's personal values...

  4. Online Behavioral Advertising: A Literature Review and Research Agenda

    NARCIS (Netherlands)

    Boerman, S.C.; Kruikemeier, S.; Zuiderveen Borgesius, F.J.

    2017-01-01

    Advertisers are increasingly monitoring people's online behavior and using the information collected to show people individually targeted advertisements. This phenomenon is called online behavioral advertising (OBA). Although advertisers can benefit from OBA, the practice also raises concerns about

  5. CHALLENGES IN CROSS CULTURAL ADVERTISING

    Directory of Open Access Journals (Sweden)

    Yuni Retnowati

    2016-04-01

    Full Text Available At first, marketing practitioners and academics consider standardized approaches to marketing and advertising strategies in globalization, and then some studies proved that the standardization of advertising across culture is not valid. Therefore, cross cultural advertising takes local culture into account when conveying messages in advertisements. Cross cultural understanding is very important in order to produce successful localized advertising that would reflect the cultural values and norms of intended audience. Challenge in cross cultural advertising is the problem of communicating to people of diverse cultural background. Cross cultural solutions are applied in areas such as language, communication style, images and cultural values. Cross cultural advertising is simply about using common sense and analyzing how the different elements of an advertising campaign are impacted by culture and modifying them to best speak to the target audience. Other challenges are determining between standardization and adaptation of cultural values content of advertising when facing different people from diverse cultures. In academic side, the challenge is preparing students to design advertisements that communicate effectively to diverse cultures.

  6. Advertisement Policy - 2016

    Directory of Open Access Journals (Sweden)

    Chief Editor

    2016-06-01

    Full Text Available ADVERTISEMENT POLICY - 2016Indian Journal of Community Health (IJCH, the official publication of Indian Association of Preventive and Social Medicine (IAPSM published from Uttar Pradesh and Uttarakhand, India is an indexed journal published quarterly. The open access policy of the journals ensure good visibility of the online content of the journals. The journal with high circulation and visibility, thus offer excellent media for promotion of your products, services or conferences of academic or research interest through advertisement. The journal has the potential to deliver the message to the targeted audience regularly with each issue. The cost of investment per view is substantially low for our print as well as electronic journals.Your advertisements in our journal will keep your products getting boost every quarter in the nook and corner of the country through our journal which is the forefront of community health. The journal is indexed and abstracted in more than 70 databases worldwide including SCOPUS, Index Medicus SEAR, Bioline International, DOAJ, WHO HINARI, Indian Science Abstract, etc. Apart from the print advertisement, we also consider advertisement on web, bulk subscriptions, gift subscriptions or reprint purchases for distribution.Note: Indian Journal of Community Health does not give medical advice and will not be able to respond to inquiries about specific diseases, medical or surgical conditions, diagnosis, treatments or contact of another person. Advertisement Rate – 2016Category INRInside Full Back Cover (color15,000Inside Full Back Cover (B & W10,000Full Page (Color10,000Half Page (Color5,000Full Page (B & W5,000Half Page (B & W2,000 Sponsorship Rate - Supplementary IssueThe cost towards publishing a single special issue of IJCH is Rs. 75,000/- per issue. The above mentioned cost is based on the following specifications i.e.  Page size 8.5" X 11", Printing Offset printing, Pages - 90 b/w + 10 full color pages + 4

  7. Whatalotwegot--the messages in drug advertisements.

    Science.gov (United States)

    Ferner, R E; Scott, D K

    Advertisers are increasingly using symbols to circumvent logical argument when trying to persuade people (the "targets" of the advertisement) to make choices that are not strictly rational. Symbols can convey covert meanings and awaken or exploit subconscious feelings, such as a desire for power or a fear of doing harm. Some of the ways in which pharmaceutical advertisements use these techniques are examined: advertising by contagion; adding to our worries; polarity of choices; teasers; idealisation. Rational prescribing should be based on logic, but advertisements do not depend on logical arguments for their most powerful effects: the advertisers may subvert us by appealing to our unconscious desires.

  8. Connecting Mobile Game Advertising with Local Stores

    OpenAIRE

    Wen, Yanzhao

    2016-01-01

    With the growth of mobile market, mobile advertising and mobile game advertising are becoming more and more important. On one hand, mobile advertising is able to deliver relevant ads to targeted users based on their locations and behaviors. On the other hand, as the number of mobile game players and free-to-play mobile games are increasing, mobile game advertising forms one important way of monetization. It is important to increase the advertising effectiveness while producing friendly user e...

  9. Social Advertising Quality: Assessment Criteria

    Directory of Open Access Journals (Sweden)

    S. B. Kalmykov

    2017-01-01

    Full Text Available Purpose: the The purpose of the publication is development of existing criterial assessment in social advertising sphere. The next objectives are provided for its achievement: to establish research methodology, to develop the author’s version of necessary notional apparatus and conceptual generalization, to determine the elements of social advertising quality, to establish the factors of its quality, to conduct the systematization of existing criteria and measuring instruments of quality assessment, to form new criteria of social advertising quality, to apply received results for development of criterial assessment to determine the further research perspectives. Methods: the methodology of research of management of social advertising interaction with target audience, which has dynamic procedural character with use of sociological knowledge multivariate paradigmatic status, has been proposed. Results: the primary received results: the multivariate paradigmatic research basis with use of works of famous domestic and foreign scientists in sociology, qualimetry and management spheres; the definitions of social advertising, its quality, sociological quality provision system, target audience behavior model during social advertising interaction are offered; the quality factors with three groups by level of effect on consumer are established; the systematization of existing quality and its measure instruments assessment criteria by detected social advertising quality elements are conducted; the two new criteria and its management quality assessment measuring instruments in social advertising sphere are developed; the one of the common groups of production quality criteria – adaptability with considering of new management quality criteria and conducted systematization of existing social advertising creative quality assessment criteria development; the perspective of further perfection of quality criterial assessment based on social advertising

  10. Implementation of data bases in advertising

    Directory of Open Access Journals (Sweden)

    Cvijović Jelena

    2014-01-01

    Full Text Available Taking into account the modern tendencies in advertising, generation and use of databases is imposed as critical for achieving desired effects, reaching target audiences and their incitement to purchasing actions. Databases in this case include all data that advertisers or marketing agencies can collect on the target groups, which are related to their geographic and socio-demographic profiles, as well as behavioral patterns, especially when it comes to the consumption of certain products and media content. Such bases are essential for determining the appropriate media and advertising strategies in relation to members of target markets that appear to be in various stages of purchasing process. As all necessary data rarely can be collected from a single source, the integration of multiple databases by using appropriate techniques should be implemented in practice, in order to obtain more complex profiles of target groups.

  11. Frequency, Context and Characteristics of Smile Used in Advertising

    Directory of Open Access Journals (Sweden)

    Ana Lukež

    2017-01-01

    Full Text Available Objective: The images of smiling people are omnipresent in marketing. Frequency, smile characteristics, context of the smile and target audience in newspaper advertisements were points of interest of this study. Material and methods: Four examiners analyzed 600 advertisements from 46 European magazines and newspapers by using content and framing analysis. Twenty items of the analysis form the presence of people, smile characteristics, context of smile use, impression of success and health, and targeted audience. The chi-square test was used in statistical analysis. Results: People were present in over 70% of the newspapers advertisements, and almost 80% of them were smiling, relating the product or service with positive context more often than with neutral or negative context (p<0.001. The advertisements with smile targeted the adults more frequently (70.6% and adolescents (33.6%, and less often the elderly (22.2% and children (4.2%; women (45.9% or both genders (29.2% were targeted more often than solely men (2.6%. Smile mostly filled out one quarter of the size of the entire advertisement (97%, equally spontaneous and posed smiles were used. In 82% of cases teeth were visible during smile, and buccal corridors were present in 39% of them. Conclusions: Smile is often used in newspaper advertisements, mostly targeting adult women, and providing the context of positive emotions. Most people will show teeth when they smile. Parameters of micro smile esthetics are not in the focus of an advertisement.

  12. Social and ethical aspects of advertising

    Directory of Open Access Journals (Sweden)

    Krasulja Nevena

    2003-01-01

    Full Text Available Even though advertising has great power, there are often to be heard the critics on methods and techniques used, and on the way it influences social values, consumer life style, their preferences and behavior. Critics often claim that advertising is false and misleading, very offensive and even irritating. Exploitation of some target groups is mentioned, where biggest critics are on advertising on for children. Many believe that advertising has to be only informal. Audience has to be free of persuasion, subjective and overwhelmed claims, offensive suggestions and advertisements which manipulate consumers in order to force them buy certain product.

  13. Effect of anti-smoking advertisements on Turkish adolescents.

    Science.gov (United States)

    Unal, E; Gokler, M E; Metintas, S; Kalyoncu, C

    2016-12-12

    The aim of the present study was to determine the perception of 10 anti-smoking advertisements in 1434 Turkish adolescents. We used the Effectiveness of the Anti-smoking Advertisements Scale, which included 6 items for each advertisement; each item was assessed on a 5-point Likert-type scale. Multiple logistic regression analysis was used to determine the factors associated with the impact of the advertisements. All the advertisements were more effective for adolescents who had never smoked compared to ex-smokers and current smokers. We also noted that, regardless of age, smoking status decreased the effectiveness of all the advertisements. Previous studies have shown that smokers have a negative attitude towards anti-smoking messages. In the present study, the most effective advertisements among adolescents were those with "Sponge and tar", "Smoking harms in every breath" and "Children want to grow". In conclusion, although anti-smoking campaigns are targeted towards adults, they also have a strong influence on adolescents. The main target population for advertisements should be individuals aged < 15 years who have not yet started smoking.

  14. 47 CFR 73.4195 - Political advertising by UHF translators.

    Science.gov (United States)

    2010-10-01

    ... 47 Telecommunication 4 2010-10-01 2010-10-01 false Political advertising by UHF translators. 73.4195 Section 73.4195 Telecommunication FEDERAL COMMUNICATIONS COMMISSION (CONTINUED) BROADCAST RADIO... advertising by UHF translators. See Public Notice, FCC 76936, dated October 8, 1976. 62 FCC 2d 896; 41 FR...

  15. A historical overview of advertising in Serbia

    Directory of Open Access Journals (Sweden)

    Ognjanov Galjina

    2016-01-01

    Full Text Available Growing number of advertising agencies, substantial increase of advertising budgets of both local and international companies in Serbia and proliferation of advertising messages targeting Serbian consumers in recent years have contributed to a belief that advertising in Serbia has been a brand new phenomenon brought in during its transition to a market economy. The truth however is quite different. Therefore, the paper aims to show and discuss historical evidence confirming that advertising practice in Serbia is more than two centuries old. In this paper, the history of advertising in Serbia is followed since 1791, when the first print advertisement offering calendar to families and farmers in Serbia appeared in a newspaper. Four periods of advertising development have been described: 1 early beginnings, 2 interwar period, 3 socialist advertising and 4 advertising in transition.

  16. U.S. Army Advertising from the Recruits’ Viewpoint

    Science.gov (United States)

    1985-09-01

    were found. Males report higher recall for Mail advertising (see Table 82-8A). This is certainly consistent with the marketing strategy of targeting...accessions motivated through advertising . A major strength of this survey Is in measuring the motives of specific market segments. The timing of this survey Is...differences, while the larger Senior/Grad differences are probably the result of market targeting of advertising media. 1982 findings are similar for

  17. The effectiveness of targeted online advertising - Case: Muotikuutio website

    OpenAIRE

    Huynh, Maria

    2016-01-01

    This thesis examines the effectiveness of Facebook advertising as a means of increasing brand awareness and driving Facebook users to a specific website. The case of the research was the 'Muotikuutio' campaign by Bestseller Whole Oy and the blog website Muotikuutio.fi. In this thesis, the effectiveness of ‘Facebook Ads’ is analysed and evaluated, and recommendations for future social media campaigns are given. In the Muotikuutio campaign, Facebook advertising was used to promote the camp...

  18. Morphing advertising to improve online campaign success

    OpenAIRE

    Liberali, Gui

    2014-01-01

    markdownabstract__Abstract__ Even though online advertising revenues have grown dramatically, click-through rates for banner advertising continue to decrease, raising hard questions regarding its effectiveness when targeting consumers. However, with the development of a new technique that matches banners to the cognitive style of viewers, the world of online advertising is about to change.

  19. Symbolism and Advertising in Pop Art

    OpenAIRE

    Willis, Nicole

    2009-01-01

    Introduction The premise of the written work on the subject of Symbolism and Advertising in Pop Art is to reveal that the thread of symbolism, in advertisement and other forms of media, whether it be ancient or contemporary, has been an intrinsic part of all artworks to date and that historically, movements in socio-economic structures of societies and their relative consumerism have been a catalyst in the direction of representational art works. I will first approach the conce...

  20. Teaching Burke Using Advertisements.

    Science.gov (United States)

    Larson, Charles U.

    Kenneth Burke's concepts of identification, the five terms of dramatism, and strategic uses of ambiguity can be successfully taught to undergraduates if appropriate and familiar examples are used. Print and electronic advertising offer the instructor an up-to-date, familiar, and abundant source of classroom examples. Market segmentation models…

  1. Shock Advertising; Its Justification and the Effects on Society

    OpenAIRE

    Lane, D; Filer, J

    2005-01-01

    Advertising encapsulates both the realities and fantasies of the world in which we live (Cortesse, 1999). Dating back to the Roman era, advertising has been used as a communications medium, revolutionising the way in which people view the world around them and changing the lifestyle of those who surrender to its calls. However, the power of this medium is grossly underestimated. To many, advertising is seen as an enjoyable form of persuasive artwork, capable of igniting ones’ emotions irrespe...

  2. [Cigarette and alcohol advertising in the Swiss free press].

    Science.gov (United States)

    Olivier, Jacques

    2014-11-26

    Tobacco and alcohol are ordinary consumer goods that are still two overriding preventable causes of death in Switzerland. Massive advertising supports their selling and contributes to maintain a major public health problem up to date. The widely read free press represents an interesting advertising mean. The study of tobacco and alcohol advertisements published in the free newspaper 20 minutes through the year 2012 gives us a good idea of these products' advertising strategies. Compared to those for alcohol, the cigarette advertisements are more numerous, more suggestive and dealing with emotions. The themes proposed respond to young people's expectations in order to incline them to smoke, whereas positive images encourage to keep on smoking.

  3. Online Behavioral Advertising: A Literature Review and Research Agenda

    OpenAIRE

    Boerman, S.C.; Kruikemeier, S.; Zuiderveen Borgesius, F.J.

    2017-01-01

    Advertisers are increasingly monitoring people's online behavior and using the information collected to show people individually targeted advertisements. This phenomenon is called online behavioral advertising (OBA). Although advertisers can benefit from OBA, the practice also raises concerns about privacy. Therefore, OBA has received much attention from advertisers, consumers, policymakers, and scholars. Despite this attention, there is neither a strong definition of OBA nor a clear accumula...

  4. Towards new advertising models for situated displays

    OpenAIRE

    José, Rui; Soares, Ana Maria

    2010-01-01

    Advertising is often a key element in the business case for public display networks. However, the respective advertising models do not yet provide effective solutions to the key issues of campaign targeting and impact measurement that are now so common in web advertising. In this paper, we specifically discuss some of the directions and principles that may emerge in advertising models for public displays. We make this analysis combining some of the lessons from other media, ...

  5. Not All Adware Is Badware: Towards Privacy-Aware Advertising

    Science.gov (United States)

    Haddadi, Hamed; Guha, Saikat; Francis, Paul

    Online advertising is a major economic force in the Internet today. A basic goal of any advertising system is to accurately target the ad to the recipient audience. While Internet technology brings the promise of extremely well-targeted ad placement, there have always been serious privacy concerns surrounding personalization. Today there is a constant battle between privacy advocates and advertisers, where advertisers try to push new personalization technologies, and privacy advocates try to stop them. As long as privacy advocates, however, are unable to propose an alternative personalization system that is private, this is a battle they are destined to lose. This paper presents the framework for such an alternative system, the Private Verifiable Advertising (Privad). We describe the privacy issues associated with today’s advertising systems, describe Privad, and discuss its pros and cons and the challenges that remain.

  6. Child-targeted fast-food television advertising exposure is linked with fast-food intake among pre-school children.

    Science.gov (United States)

    Dalton, Madeline A; Longacre, Meghan R; Drake, Keith M; Cleveland, Lauren P; Harris, Jennifer L; Hendricks, Kristy; Titus, Linda J

    2017-06-01

    To determine whether exposure to child-targeted fast-food (FF) television (TV) advertising is associated with children's FF intake in a non-experimental setting. Cross-sectional survey conducted April-December 2013. Parents reported their pre-school child's TV viewing time, channels watched and past-week FF consumption. Responses were combined with a list of FF commercials (ads) aired on children's TV channels during the same period to calculate children's exposure to child-targeted TV ads for the following chain FF restaurants: McDonald's, Subway and Wendy's (MSW). Paediatric and Women, Infants, and Children (WIC) clinics in New Hampshire, USA. Parents (n 548) with a child of pre-school age. Children's mean age was 4·4 years; 43·2 % ate MSW in the past week. Among the 40·8 % exposed to MSW ads, 23·3 % had low, 34·2 % moderate and 42·5 % high exposure. McDonald's accounted for over 70 % of children's MSW ad exposure and consumption. Children's MSW consumption was significantly associated with their ad exposure, but not overall TV viewing time. After adjusting for demographics, socio-economic status and other screen time, moderate MSW ad exposure was associated with a 31 % (95 % CI 1·12, 1·53) increase and high MSW ad exposure with a 26 % (95 % CI 1·13, 1·41) increase in the likelihood of consuming MSW in the past week. Further adjustment for parent FF consumption did not change the findings substantially. Exposure to child-targeted FF TV advertising is positively associated with FF consumption among children of pre-school age, highlighting the vulnerability of young children to persuasive advertising and supporting recommendations to limit child-directed FF marketing.

  7. Child-targeted fast-food television advertising exposure is linked with fast-food intake among pre-school children

    Science.gov (United States)

    Dalton, Madeline A; Longacre, Meghan R; Drake, Keith M; Cleveland, Lauren P; Harris, Jennifer L; Hendricks, Kristy; Titus, Linda J

    2017-01-01

    Objective To determine whether exposure to child-targeted fast-food (FF) television (TV) advertising is associated with children’s FF intake in a non-experimental setting. Design Cross-sectional survey conducted April–December 2013. Parents reported their pre-school child’s TV viewing time, channels watched and past-week FF consumption. Responses were combined with a list of FF commercials (ads) aired on children’s TV channels during the same period to calculate children’s exposure to child-targeted TV ads for the following chain FF restaurants: McDonald’s, Subway and Wendy’s (MSW). Setting Paediatric and Women, Infants, and Children (WIC) clinics in New Hampshire, USA. Subjects Parents (n 548) with a child of pre-school age. Results Children’s mean age was 4·4 years; 43·2 % ate MSW in the past week. Among the 40·8 % exposed to MSW ads, 23·3 % had low, 34·2 % moderate and 42·5 % high exposure. McDonald’s accounted for over 70 % of children’s MSW ad exposure and consumption. Children’s MSW consumption was significantly associated with their ad exposure, but not overall TV viewing time. After adjusting for demographics, socio-economic status and other screen time, moderate MSW ad exposure was associated with a 31 % (95 % CI 1·12, 1·53) increase and high MSW ad exposure with a 26 % (95 % CI 1·13, 1·41) increase in the likelihood of consuming MSW in the past week. Further adjustment for parent FF consumption did not change the findings substantially. Conclusions Exposure to child-targeted FF TV advertising is positively associated with FF consumption among children of pre-school age, highlighting the vulnerability of young children to persuasive advertising and supporting recommendations to limit child-directed FF marketing. PMID:28416041

  8. Morphing advertising to improve online campaign success

    NARCIS (Netherlands)

    G. Liberali (Gui)

    2014-01-01

    markdownabstract__Abstract__ Even though online advertising revenues have grown dramatically, click-through rates for banner advertising continue to decrease, raising hard questions regarding its effectiveness when targeting consumers. However, with the development of a new technique that

  9. SOCIOLINGUISTIC PECULIARITIES OF ADVERTISEMENT LANGUAGE

    Directory of Open Access Journals (Sweden)

    Savina, N.A.

    2017-03-01

    Full Text Available This article examines the text of the English-language advertising as a special type of discourse, which morphological and syntactic features are directly dependent on the target audience, which this type of text is created for, and provides some observations made in the course of practical linguistic studies of English advertisement texts. A proportional system of the most general male and female social roles is worked out here that helps to analyze different types of advertisement texts according to their grammatical functions, which helps not only to detect their impact in our everyday life but also gives a field for the further development of advertisement as a type of discourse.

  10. Advertising Systems in Japan Marketing Behavior, Advertising Industry, Advertising Literacy

    OpenAIRE

    KISHIYA, Kazuhiro

    2005-01-01

    This paper clarifies advertising systems unique to Japan. As typical of Japanese advertising systems, advertising expression tend to adopt soft sell and transformational type. The advertising expression is explained not only by the cultural value but also marketing behavior of advertisers and the characteristics of Advertising transactions. As to marketing behavior channel-oriented marketing behavior has an impact on advertising expressions. As to characteristics of Advertising transactions, ...

  11. Frequency, Context and Characteristics of Smile Used in Advertising.

    Science.gov (United States)

    Lukež, Ana; Katić, Višnja; Lauš, Iva; Grbeša, Marijana; Špalj, Stjepan

    2017-03-01

    The images of smiling people are omnipresent in marketing. Frequency, smile characteristics, context of the smile and target audience in newspaper advertisements were points of interest of this study. Four examiners analyzed 600 advertisements from 46 European magazines and newspapers by using content and framing analysis. Twenty items of the analysis form the presence of people, smile characteristics, context of smile use, impression of success and health, and targeted audience. The chi-square test was used in statistical analysis. People were present in over 70% of the newspapers advertisements, and almost 80% of them were smiling, relating the product or service with positive context more often than with neutral or negative context (ptargeted the adults more frequently (70.6%) and adolescents (33.6%), and less often the elderly (22.2%) and children (4.2%); women (45.9%) or both genders (29.2%) were targeted more often than solely men (2.6%). Smile mostly filled out one quarter of the size of the entire advertisement (97%), equally spontaneous and posed smiles were used. In 82% of cases teeth were visible during smile, and buccal corridors were present in 39% of them. Smile is often used in newspaper advertisements, mostly targeting adult women, and providing the context of positive emotions. Most people will show teeth when they smile. Parameters of micro smile esthetics are not in the focus of an advertisement.

  12. 41 CFR 102-38.135 - What constitutes a public advertisement?

    Science.gov (United States)

    2010-07-01

    ... enough in advance of the sale to ensure adequate notice, and to target your advertising efforts toward... OF PERSONAL PROPERTY Sales Process Advertising § 102-38.135 What constitutes a public advertisement... personal property to be sold is considered public advertising. You may also distribute mailings or flyers...

  13. Effects of gay identity, gender and explicitness of advertising imagery on gay responses to advertising.

    Science.gov (United States)

    Oakenfull, Gillian

    2007-01-01

    The present research draws from literature relating to gay identity in psychology and sociology and feminist theory to consider the effect of gay identity and gender on gays' and lesbians' attitudes toward various types of advertising content that are most commonly used to target gay consumers. As such, this study empirically tests whether gay males' and lesbians' responses to gay-oriented advertising content are moderated by individual characteristics: (1) the degree to which they identify as gay, and (2) their gender, and by the explicitness and gender of the gay-oriented advertising imagery.

  14. [Food advertising: advice or merely stimulation of consumption?].

    Science.gov (United States)

    Marins, Bianca Ramos; de Araújo, Inesita Soares; Jacob, Silvana do Couto

    2011-09-01

    Current advertising messages for food products deserve special attention, since they indicate that the media has played a central role in shaping new eating habits. The food industry, seeking to serve a new customer segment (increasingly preoccupied with health and physical well-being), and with a specific interest in this promising market, has intensified its marketing strategies for stimulating consumption of diet and light food products. This study analyzed 20 food advertisements published from June to October 2006 in Brazilian magazines and newspapers with nationwide circulation. The following elements were analyzed in the advertisements: the advertiser; the audience; the language; and the message. It was seen that the advertising message mainly targeted women, proposing guilt-free consumption, promising a combination of esthetics and health. In order to enhance their product, several advertisements omitted relevant nutritional information while others promoted hazardous combinations with pharmaceutical products, and still others induced the target public to replace regular meals with their product. The results signal the need to broaden the discussion on the strategies for food advertising, as the citizen's right to information and health cannot be subjugated to market values.

  15. Bicultural Advertising and Hispanic Acculturation

    Science.gov (United States)

    Tsai, Wan-Hsiu Sunny; Li, Cong

    2012-01-01

    This study examined the moderating effects of acculturation modes (assimilated, integrated, and separated) on Hispanic consumers' responses to three advertising targeting strategies (Caucasian targeted, bicultural, and Hispanic targeted). The hypotheses were empirically tested in a 3 x 3 factorial experiment with 155 self-identified Hispanic adult…

  16. Corporate Policies and Procedures on Advertising & Promotion. Report of the Sub-Council on Advertising and Promotion of the National Business Council for Consumer Affairs.

    Science.gov (United States)

    National Business Council for Consumer Affairs, Washington, DC.

    This report is the result of efforts to encourage thoughtful individual corporate action in maintaining up-to-date internal policies and procedures relating to the functions of advertising and promotion. Information for the report was gathered by sending letters to the chief executives of major national advertisers requesting a personal review of…

  17. Model of Advertising Communication in Sport

    Directory of Open Access Journals (Sweden)

    Stevo Popović

    2016-02-01

    Full Text Available The objective of this study represent the advertising communication, while the main goal will be directional to creating of advertising model with specific retrospection in sport. The main tasks of this study are, the first conducting a situational analysis, then setting objectives for advertising, deciding on the budget funds, choosing the target market, creation of the advertising messages, selection of appropriate media, as well as evaluating effectiveness of advertising. During the making of this study, the author used descriptive method with consulting of competent literature. The previous author’ experience in this field was also so useful. Moreover, the author used the analytic method and parallel method that is the most productive if you make some inferences about some appearance. Consequently, the main outcome of this study was creation of conceptual model of advertising communication with special application in sport industry.

  18. Advertising Via Mobile Terminals - Delivering Context Sensitive and Personalized Advertising While Guaranteeing Privacy

    Science.gov (United States)

    Bulander, Rebecca; Decker, Michael; Schiefer, Gunther; Kölmel, Bernhard

    Mobile terminals like cellular phones and PDAs are a promising target platform for mobile advertising: The devices are widely spread, are able to present interactive multimedia content and offer as almost permanently carried along personal communication devices a high degree of reachability. But particular because of the latter feature it is important to pay great attention to privacy aspects and avoidance of spam-messages when designing an application for mobile advertising. Furthermore the limited user interface of mobile devices is a special challenge. The following article describes the solution approach for mobile advertising developed within the project MoMa, which was funded by the Federal Ministry of Economics and Labour of Germany (BMWA). MoMa enables highly personalized and context sensitive mobile advertising while guaranteeing data protection. To achieve this we have to distinguish public and private context information.

  19. Retorical figures in advertising language

    Directory of Open Access Journals (Sweden)

    Radenković-Šošić Bojana

    2012-01-01

    Full Text Available Promotional activities are very often based on advertising and diverse types of public relations. In order to attract consumers' attention and achieve communication goals set by the corporate strategy, advertisers frequently use rhetorical elements in advertising discourse. The advertisers try to convey a desired message and to communicate with the recipient of the message by using various rhetorical figures. It is argued that understanding the structure and function of rhetorical figures in advertising requires a "text- and reader-aware approach". The use of rhetorical figures in advertising has been overlooked in consumer research. This paper shows that the use of rhetorical elements in the advertising discourse is very frequent, but at the same time it is questioned if the function of the rhetorical figures is just a communication with the target market (which is a base of communication models and if the consequences of linguistic influences are much more serious. The complex nature of advertising language with various rhetorical figures (thropes and schemes do not just stimulate recipients to demonstrate a desirable behavior, but indirectly it constructs a concept of desirable lifestyle and it induces them to identify themselves with the explained model. Moreover, the analyzed corpus included advertising slogans of social responsible companies as well as advertising campaigns with elements of diverse ideologies. In the time of digitization and a rapid information flow, consumer's attention is less dedicated to the advertising messages. Therefore, it should be expected that in the future advertisers will have to adjust linguistic, audio and visual techniques to the unfocused message recipients.

  20. Tobacco industry targeting youth in Argentina

    Science.gov (United States)

    Braun, S; Mejia, R; Ling, P M; Pérez-Stable, E J

    2013-01-01

    Background/aim Argentina has one of the highest cigarette smoking rates among both men and women in the Americas and no legislated restrictions on tobacco industry advertising. The tobacco industry has traditionally expanded markets by targeting adolescents and young adults. The objective of this study was to determine whether and how the tobacco industry promotes cigarettes to adolescents in Argentina. Methods We conducted a systematic search of tobacco industry documents available through the internet dated between 1995 and 2004 using standard search terms to identify marketing strategies in Argentina. A selected review of the four leading newspapers and nine magazines with reported high readership among adolescents was completed. The selected print media were searched for tobacco images and these were classified as advertisements if associated with a commercial product or as a story if not. Results The tobacco industry used market segmentation as a strategy to target Argentinean consumers. British American Tobacco (BAT) undertook a young adult psychographic study and classified them as “progressives”, “Jurassics” or “conservatives” and “crudos” or “spoiled brats”. BAT marketed Lucky Strike to the “progressives” using Hollywood movies as a vehicle. The tobacco industry also targeted their national brands to the conservatives and linked these brands with “nationalistic values” in advertising campaigns. Philip Morris promoted Marlboro by sponsoring activities directed at young people and they launched the 10 cigarettes packet as a starter vehicle. Conclusions The tobacco industry used psychographic segmentation of the population and developed advertising strategies focused on youth. Tobacco control researchers and advocates must be able to address these strategies in counter-marketing interventions. PMID:18299308

  1. Trends in the use and advertising of discount versus premium snuff.

    Science.gov (United States)

    Timberlake, David S; Pechmann, Cornelia

    2013-02-01

    The Conwood Company, a major producer of discount moist snuff, was awarded a $1 billion antitrust settlement in the year 2000 against its leading competitor, the U.S. Smokeless Tobacco Company. The objective of this study was to examine the trends in use and advertising of discount versus premium snuff since the Conwood settlement, a topic seldom addressed in the tobacco control literature. 2 sources of data were analyzed in 2011: (a) male snuff users from the 2002-2009 National Surveys on Drug Use and Health (N = 13,172) and (b) total advertisements of moist snuff identified from over 350 consumer magazines dated 2005-2009 (N = 861). For the survey data, demographic and tobacco-related measures were assessed as predictors of use of discount versus premium snuff in logistic regression models. For the advertising data, associations were examined between the snuff category and nicotine content, magazine youth readership, and year of magazine publication. The prevalence of discount and premium snuff use among males increased and decreased, respectively, from 2002 to 2009. Significant predictors of using discount versus premium snuff were being an adolescent, being an African-American, being a current or former smoker, living in a less populated region of the country, and using snuff frequently. Discount snuff advertising was associated with publication in magazines with a high youth readership. Discount snuff has grown in popularity among male adolescents who have been a target of advertising. The tobacco's cheap price and high nicotine content pose a public health problem because of the potential for long-term tobacco use and dependence.

  2. New distribution channels for advertising through computer games and mobile devices.

    OpenAIRE

    Sivagnanasuntharam, Sivasathees

    2008-01-01

    The development in advertising industry has lately gone from open advertising through few, major distribution channels to a hidden and targeting advertising integrated into everyday life. Advertisers grow increasingly unhappy with the value delivered by the traditional mediums. They turn to alternative distribution channels in order to increase the success rate of advertising campaigns. Channels seen as unattractively with little purchasing power previously are attracting advertisers attenti...

  3. Is Persuasive Advertising Always Combative in a Distribution Channel?

    OpenAIRE

    Chi-Cheng Wu; Ying-Ju Chen; Chih-Jen Wang

    2009-01-01

    The existing marketing literature suggests that persuasive advertising elicits counteractions from competing manufacturers and consequently leads to wasteful cancellation of the advertising effects. Thus, persuasive advertising is widely perceived to be combative in nature. A series of previously published papers demonstrates that appropriate targeting may partially mitigate the combative nature of persuasive advertising in that either the rival manufacturer or the retailer may benefit. In th...

  4. Media Selection for Public TV Advertisements.

    Science.gov (United States)

    Hallstead, William F.

    Since limited funds restrict advertising by Public Broadcasting System (PBS) stations, and since PBS serves a variety of audiences, the selection of appropriate advertising media for PBS programs is difficult. It is further complicated by conflicting research reports on the public use of the daily papers. Availability to the target audience should…

  5. Linguistic Characteristics of Commercial and Social Advertising Slogans

    OpenAIRE

    Pavel Skorupa; Tatjana Dubovičienė

    2015-01-01

    The current paper presents the analysis of linguistic characteristics of commercial and social advertising slogans. There is no uniform definition of the advertising slogan in the scientific literature, therefore, an attempt to provide the definition of a slogan in the context of marketing communication was made. One of the main functions of both social and commercial advertising is to provide information to the target audience and make it act in a way desired by the advertisers. As language,...

  6. Digital advertising in cross-channel communications

    Directory of Open Access Journals (Sweden)

    A. V. Mordovin

    2017-01-01

    Full Text Available Advertising has passed a long way of development and today it is no longer limited to the printed press, static billboards, radio and television commercials. Digital technology has started a completely new era of digital advertising, which allows marketers and advertisers to target audiences with great precision. To meet the needs and expectations of customers who gain new personal experience through involvement in the process of continuous network communication advertisers make use of digital technologies that continue to develop intensively. Based on technological advances, new advertising technologies employ tracking methods to produce tailor-made advertisements that meet specific needs of customers, and new advertising platforms that can host new types of ads with dynamic content provide endless opportunities for marketers and advertisers. This paper will explore the key trends in the segment of digital advertising. In the process of this research methods of desk research and expert interviews were used. The received results can be used for updating of strategy and structure of marketing communications of the enterprises, their marketing budgets; in the educational process and for the further deepening of scientific and applied research.

  7. Customer Poaching and Advertising

    OpenAIRE

    Rosa Branca Esteves

    2007-01-01

    This article is a first look at the dynamic effects of customer poaching in homogeneous product markets, where firms need to invest in advertising to generate awareness. When a firm can recognize customers with different past purchasing histories, it may send them targeted advertiseraents with different prices. It is shown that only the firm that advertises the highest price in the first period will engage in price discrimination, and that poaching clearly benefits the discriminating firm, Th...

  8. Advertising Campaign Strategy Based on the Communication Objective: a Case Study at Tokobagus Advertising Campaigns (2011-2014)

    OpenAIRE

    Oscario, Angela; Kuntjara, Hagung; Adhityatama, Agus

    2016-01-01

    Article focused on advertising as one of the most important parts of marketing communication in one of the online shop, TokoBagus. Advertising communicated a message from a certain brand to the target audience through a particular medium. The aim of this research was making advertising with a powerful message, so it was able to become a captain of consciousness that could play an important role in economic and social systems of modern society. Because of its potential power, the creative adve...

  9. Indirect Marketing through Influencers on Social Media : Comparing Faceebok paid advertisement services to advertisement by influencers on social media

    OpenAIRE

    Abdallah, Magdy

    2015-01-01

    Social media platforms are an increasingly popular advertising medium, because ofthe opportunities for targeted advertising they provide, but there are also opportunitiesto pay prominent content generators, known as influencers, to publicize brands.This thesis focuses on a case study with Truecaller, a Swedish mobile applicationcompany, advertising in Egypt through a sarcasm page on Facebook. Sarcasm isa very common trait in the everyday life in Egypt and Truecaller is an establishedbrand in ...

  10. Hashtag Functions in Modern Russian Advertising (Based on the Advertisement Material from the Social Network Instagram

    Directory of Open Access Journals (Sweden)

    Julia S. Navoloka

    2017-12-01

    Full Text Available This article is devoted to the identification and consideration of the function of hashtags in the social network Instagram. Together with the media component, the hashtag-text is an advertising creolized text, which is a full-fledged information tool, and serves to attract the attention of the target audience. Most hashtag-texts are devoted to advertising goods and services for women. This is due to the fact that women are more likely to believe in advertising and therefore respond more often to it. To transfer important and relevant information in such advertising, a minimum amount of language material is used, often represented by hybrid hashtag texts, which allows the audience to adequately perceive information.

  11. Sweet promises: Candy advertising to children and implications for industry self-regulation.

    Science.gov (United States)

    Harris, Jennifer L; LoDolce, Megan; Dembek, Cathryn; Schwartz, Marlene B

    2015-12-01

    Candy advertising illustrates limitations of the Children's Food and Beverage Advertising Initiative (CFBAI) self-regulatory program to improve food marketing to children. Participating companies pledge to not advertise candy in child-directed media. Yet independent analyses show that children viewed 65% more candy ads on U.S. television in 2011 than in 2007, before CFBAI implementation. The present research corroborates these findings, characterizes the increase, and examines how CFBAI-participating and non-participating companies use child-targeted techniques and media placement to advertise candy on U.S. television. Content analysis identified child-targeted messages and techniques in 2011 television candy ads, and Nielsen data (2008-2011) quantified candy advertising viewed on children's and other types of television programming. Differences between brands according to CFBAI status and use of child-targeted techniques in ads are evaluated. Data were obtained and analyzed in 2013. CFBAI-company non-approved brands represented 65% of candy ads viewed by children in 2011, up from 45% in 2008, and 77% of these ads contained child-targeted techniques. Although CFBAI companies only placed ads for approved brands on children's networks, 31% of ads viewed by children for CFBAI non-approved brands appeared on networks with higher-than-average youth audiences. CFBAI non-participating companies placed child-targeted candy ads primarily on children's networks. Despite CFBAI pledges, companies continue to advertise candy during programming with large youth audiences utilizing techniques that appeal to children. Both increased CFBAI participation and a more effective definition of "child-directed advertising" are required to reduce children's exposure to targeted advertising for foods that can harm their health. Copyright © 2015 Elsevier Ltd. All rights reserved.

  12. Disease awareness advertising - women's intentions following exposure.

    Science.gov (United States)

    Hall, Danika; Jones, Sandra; Iverson, Don

    2011-03-01

    In Australia, where direct to consumer advertising of prescription medicines is prohibited, pharmaceutical companies can sponsor disease awareness advertising targeting consumers. This study examined the impact of disease awareness advertising exposure on older women's reported behavioural intentions. Women were approached in a shopping centre and randomly assigned mock advertisements for two health conditions. Disease information and sponsors were manipulated. Two hundred and forty-one women responded to 466 advertisements. Almost half reported an intention to ask their doctor for a prescription or referral as a result of seeing the advertisement, but more reported they would talk to their doctor and ask about treatments and tests. Participants were more likely to report an intention to ask for prescriptions if they perceived the health condition to be severe and themselves susceptible or if they had viewed advertisements containing limited information on the disease. Disease awareness advertising may stimulate demand for prescription medicine products. This has serious implications for general practitioners and regulators.

  13. Characteristics of medication advertisements found in US women's fashion magazines.

    Science.gov (United States)

    Mongiovi, Jennifer; Clarke Hillyer, Grace; Basch, Corey H; Ethan, Danna; Hammond, Rodney

    2017-01-01

    Background: Although prescriptions are dispensed at discretion of medical professionals, many pharmaceutical companies use direct-to-consumer (DTC) advertising to increase sales. Over-the-counter (OTC) medications are similarly marketed. Methods: We examined the content of advertisements in 38 issues of 9 popular US women's fashion magazines. We evaluated target audience, health condition, product availability, message appeal, target to females, and mention of potential side effects and benefits. Results: Sixty total medication advertisements were identified, 58.3% (95% CI: 45.8, 70.8) for prescription products. In magazines targeted to non-Hispanic Whites, >65% of advertisements were for OTC medications whereas 80% (95% CI: 66.7, 94.5) of advertisements found in Black/Latina magazines were for prescription medications. The rational appeal was used most commonly in non-Hispanic White magazines (75.9%; 95% CI: 60.3, 91.5). Emotional appeal was featured more often in prescription advertisements magazines (60.0; 95% CI:43.8, 76.2) compared to OTC (8.0; 95% CI: -2.6, 18.6). Conclusion: Although emotional appeal may be effective for selling medication to women, it often does not completely inform consumers of potential risks.

  14. On Language Characteristics and Translation Skills of Advertising Text

    Institute of Scientific and Technical Information of China (English)

    陈迎亚

    2012-01-01

    Under the situation of economic globalization today, the internationalization of advertising is becoming more and more obvious. All enterprises in all countries are meeting the same international, global problem, the problem of advertising translation. When dealing with advertising translation, we should take full account of language habits and cultural background of target customers. Therefore, it turns out to be important that we should be familiar with the language characteristics and translation skills of English advertisements. In this paper, I will introduce the language characteristics of English advertisements from three aspects of words, syntax and rhetorical devices, and introduce skills of advertising translation.

  15. The Influence of Television Advertising on Purchase Decision of Teenagers

    OpenAIRE

    Bakara, Frisca Oktoviani

    2013-01-01

    Television advertising has become a new force capable of influencing the audience to do what the advertisers want, and teenagers are very promising target for producers. This study investigated the influence of television advertising on teenagers purchase decision in Manado. This research aims to analyze (1) what is the impact of television advertising (Brand Preference, Peer Group, and Pester Power) on teenagers purchase decision; (2) which impact of television advertising (Brand Preference,...

  16. Potential Exposure to Anti-Drug Advertising and Drug-Related Attitudes, Beliefs, and Behaviors among United States Youth, 1995-2006

    Science.gov (United States)

    Terry-McElrath, Yvonne M.; Emery, Sherry; Szczypka, Glen; Johnston, Lloyd D.

    2010-01-01

    Using nationally representative data from the Monitoring the Future Study on United States middle and high school students, we related exposure to anti-drug television advertising as measured by Nielsen Media Research ratings points to student self-reported drug-related outcomes from 1995-2006. Multivariate analyses controlling for key socio-demographics and accounting for the complex survey design included 337,918 cases. Results indicated that attitudes, beliefs, and behaviors regarding substance use were significantly related to such advertising exposure over the six months prior to the date youth were surveyed. However, the observed relationships varied by grade level, over time and by advertising tagline and marijuana focus. Findings differed markedly between middle and high school students across the study interval. One factor that may partially explain observed differences may be variation in the degree to which the ads focused on marijuana. Putting a concerted effort into increasing anti-drug advertising will likely increase the exposure to and recall of such ads among youth. However, the likelihood that such advertising will result in youth being less likely to use drugs seems to depend heavily on the type of advertising utilized and how it relates to different ages and characteristics of targeted youth. PMID:20961691

  17. Chinese Urban Young Women's Preferences And Perceptions Toward International Cosmetic Magazine Advertising

    OpenAIRE

    Lu, Xi

    2006-01-01

    Advertising is regarded as the most effective tool for multinationals to communicate with their target consumers. Further, understanding target consumers' perceptions and preferences can help advertisers implement advertising strategy more easily and effectively. However, as the implementation of China reform and openness policy in 1979, the society has a tendency toward modernisation and Westernisation, and Chinese urban young women become more opened, experienced, and affluent for shopping ...

  18. Inverting the pyramid! Extent and quality of food advertised on Austrian television.

    Science.gov (United States)

    Missbach, Benjamin; Weber, Adelheid; Huber, Elke M; König, Jürgen S

    2015-09-18

    Research showed that food marketing for children frequently contradicts national dietary guidelines. Children, unlike adults, are not able to understand the persuasiveness of the advertisements with its short- and long-term effects on health, thus the common international tenor is to restrict food marketing. In the European Union, marketing restriction based on self-regulation have been initiated (EU Pledge Nutrition Criteria). The study aims contribute to depict the status quo of television advertisement targeted at children before the pledged initiative came into full effect. In this study we analyze the quality and displaying frequency of a set of advertisements targeted at children broadcasted on Austrian television. Promoted food products targeted at children or adults were identified. Category-based analysis of the displayed food was performed based on the Austrian Nutrition guidelines (number of displayed food per food category). The children's food content was analyzed according to the newly established nutritional quality criteria for advertised food in the EU to assess the nutritional quality of the depicted food. In total, 360 h of video material was recorded in February and March 2014. A set of 1919 food advertisements, with 15.1 % targeted at children were broadcasted. Of all food advertisements targeted at children, 92.4 % was for fatty, sweet and salty snacks, while no advertisements for vegetables, legumes or fruits were shown. From all food advertisements for children, 65.9 % originated from participating companies of the EU Pledge Nutrition Criteria. Further analysis revealed that 95.9 % of the advertised food for children showed at least one aspect of nonconformity with the EU Pledge Nutrition Criteria; on the contrary 64.7 % of the displayed food advertisement also featured at least one desirable food component (e.g. high fibre content, high protein content). The present research suggests that the majority of advertised food for children do not

  19. New business models for advertisers: The video games sector in Spain. Advergaming Vs Ingame Advertising

    Directory of Open Access Journals (Sweden)

    Ana Sebastián Morillas

    2016-07-01

    Full Text Available The article aims the advertising efficiency video games have in Spain, which is of theutmost importance considering results from latest studies on effectiveness. Video gameshave become one of the most valuable platforms used by advertisers when looking fornew ways to reinforce brand awareness. This study seeks to explain the reasons whybrands are using the advergaming and ingame advertising in order to have their advertisingmessages being effectively reached by the target audience. The topic proposedin this paper deploys a qualitative research methodology focused on a bibliographicreview, in-depth interviews and the analysis of several case studies. Results obtained bythis research may help companies to develop effective marketing and communicationstrategies.

  20. Effects of Interactivity between Audience and Urban Advertisement

    Directory of Open Access Journals (Sweden)

    Mitra Manavirad

    2017-10-01

    Full Text Available Nowadays, advertisement plays an important and impressive role in our lives and we are witnessing different works in this field. The emergence of new technologies in this field has led to the arrival of a new style of advertising with different interactivity and administrative functions. Interactive advertising is considered as one of the most up to date urban advertising. With regard to the arrival of this new style of advertising and using them in different countries, this research investigates the effectiveness of an advertisement’s interaction with the audiences in urban advertising through a descriptive/analytical approach as well as field study with regard to the type of advertising usage including commercial, promotional, educational, social etc. It is assumed that an interactive advertising confronts the audience with many challenges and makes him from a static and watching audience to an actor and explorer audience. In such advertisements, the audience enters a path with interactivity where the advertisement guides him and audience responses positively to this action; after a simple activity and in some cases, he interacts and communicates with the advertisement just by passing by it. In interactivity advertisements in urban spaces, the artist pays much attention to audience participation for challenges or performing specific activity that will lead to a result. The use of interactive advertising in various forms such as billboards, stands, and advertisements at bus stops and so on has increased in recent years, developed countries, and countries that are more familiar to technologies. These works are considered a new step in the field of urban advertising. This research selects samples of using such creative advertisements, especially in commercial areas in different countries as well as Iran. It considers the producing method, ideation, and effectiveness of each in a specific period as well as their installation and commissioning

  1. I always feel like somebody's watching me measuring online behavioural advertising

    OpenAIRE

    Carrascosa, Juan Miguel; Mikians, Jakub; Cuevas, Ruben; Erramilli, Vijay; Laoutaris, Nikolaos

    2015-01-01

    Online Behavioural targeted Advertising (OBA) has risen in prominence as a method to increase the effectiveness of online advertising. OBA operates by associating tags or labels to users based on their online activity and then using these labels to target them. This rise has been accompanied by privacy concerns from researchers, regulators and the press. In this paper, we present a novel methodology for measuring and understanding OBA in the online advertising market. We rely on training arti...

  2. Pragmatics of Emotions in Modern French Advertising

    OpenAIRE

    Анна Степановна Борисова; Ксения Эдуардовна Рубинштейн

    2015-01-01

    Due to its communicative specifics studying of modern printed discourse of advertising basing on the theory of emotivity is of special interest to the scientists. The manifestation and expression of emotions in the context of advertising communication is an intention of the author of the advertisement message to cause a specific emotional reaction from the recipient (target audience), to influence her/him in a sought way. The aim of this article is to elicit forms of verbal explications of em...

  3. Linguistic Characteristics of Commercial and Social Advertising Slogans

    Directory of Open Access Journals (Sweden)

    Pavel Skorupa

    2015-12-01

    Full Text Available The current paper presents the analysis of linguistic characteristics of commercial and social advertising slogans. There is no uniform definition of the advertising slogan in the scientific literature, therefore, an attempt to provide the definition of a slogan in the context of marketing communication was made. One of the main functions of both social and commercial advertising is to provide information to the target audience and make it act in a way desired by the advertisers. As language, either spoken or written, has a powerful influence over people and their behaviour, the article analysis the language of advertising from the linguistic point of view and focuses on the phonological and semantic characteristics of slogans for commercial and social advertising campaigns. The analysis of 110 English slogans (55 commercial and 55 social advertising campaigns showed the frequent use of both sound techniques and figurative language in commercial advertising slogans, which make the slogans more memorable, attractive and highlighting the advertised brand in a positive way. In contrast, the sound techniques and figurative language are scarce in slogans for social advertising campaigns.

  4. Theories and Messages in South Korean Antismoking Advertising.

    Science.gov (United States)

    Ha, Jin Hong; Aikat, Debashis Deb; Jung, Eun Hwa

    2015-01-01

    This study evaluated antismoking advertisements in South Korean television by drawing upon a Health Communication article by Cohen, Shumate, and Gold (2007) and on Gold, Cohen, and Shumate's (2008) typology. This study examined the theories and messages in South Korean antismoking advertisements. First, South Korean antismoking advertisements primarily targeted adults. In addition, the advertisements for adults normally used statistical evidence, whereas those for adolescents often used testimonial evidence. In terms of the type of performance, narration was often used in advertisements for both adults and adolescents. Second, the most prevalent persuasive health message used social norms, whereas the most prevalent affective appeal used fear appeals. Third, antismoking advertisements in South Korea mentioned more benefits of not smoking than barriers to not smoking. This study also identified the message difference in the U.S. and South Korean antismoking advertisements.

  5. Portraying Physical Activity in Food Advertising Targeting Children

    Science.gov (United States)

    Castonguay, Jessica

    2015-01-01

    Purpose: Childhood obesity is a serious health concern (World Health Organization (WHO), 2013) and advertising exposure is known to be a contributing factor (Institute of Medicine (IOM), 2006). In recent years consumers have expressed an increased interest in products appearing healthy and food companies have committed to changing their…

  6. Characteristics of medication advertisements found in US women’s fashion magazines

    Science.gov (United States)

    Mongiovi, Jennifer; Clarke Hillyer, Grace; Basch, Corey H.; Ethan, Danna; Hammond, Rodney

    2017-01-01

    Background: Although prescriptions are dispensed at discretion of medical professionals, many pharmaceutical companies use direct-to-consumer (DTC) advertising to increase sales. Over-the-counter (OTC) medications are similarly marketed. Methods: We examined the content of advertisements in 38 issues of 9 popular US women’s fashion magazines. We evaluated target audience, health condition, product availability, message appeal, target to females, and mention of potential side effects and benefits. Results: Sixty total medication advertisements were identified, 58.3% (95% CI: 45.8, 70.8) for prescription products. In magazines targeted to non-Hispanic Whites, >65% of advertisements were for OTC medications whereas 80% (95% CI: 66.7, 94.5) of advertisements found in Black/Latina magazines were for prescription medications. The rational appeal was used most commonly in non-Hispanic White magazines (75.9%; 95% CI: 60.3, 91.5). Emotional appeal was featured more often in prescription advertisements magazines (60.0; 95% CI:43.8, 76.2) compared to OTC (8.0; 95% CI: -2.6, 18.6). Conclusion: Although emotional appeal may be effective for selling medication to women, it often does not completely inform consumers of potential risks. PMID:28058239

  7. New Website Social Network Advertising: What Works and What Doesn't

    OpenAIRE

    Wu, Rui

    2014-01-01

    Online Advertising on Social networks has become a very hot topic in both academia and industry, but very few studies have been conducted to examine the effectiveness of the advertising through or on social networks. In this paper, we provide an empirical framework to build advertising campaigns from target audience selections, landing page design, incentive design and advertising channel selections by promoting a new website Goodbuylist.com on Facebook to evaluate the advertising effectivene...

  8. Is it time to ban alcohol advertising?

    Science.gov (United States)

    Anderson, Peter

    2009-04-01

    Children and adolescents are particularly vulnerable to the harmful effects of alcohol, with heavy drinking risking impaired brain development and future alcohol dependence. Advertisements increase expectancies about alcohol, leading to a greater likelihood of drinking. A systematic review of 13 longitudinal studies of over 38,000 young people found convincing evidence of an impact of media exposure and alcohol advertising on subsequent alcohol use, including initiation of drinking and heavier drinking among existing drinkers. All European countries, with the exception of the UK, have a ban on one or more types of advertising. Since self-regulation is reported as failing to prevent marketing which has an impact on younger people, and since advertising commonly crosses country borders, there is an argument to approximate advertising rules across Europe banning alcohol advertising targeted at young people, a highly cost-effective measure to reduce harmful alcohol use, and one supported by European citizens and case law.

  9. Content analysis of false and misleading claims in television advertising for prescription and nonprescription drugs.

    Science.gov (United States)

    Faerber, Adrienne E; Kreling, David H

    2014-01-01

    False and misleading advertising for drugs can harm consumers and the healthcare system, and previous research has demonstrated that physician-targeted drug advertisements may be misleading. However, there is a dearth of research comparing consumer-targeted drug advertising to evidence to evaluate whether misleading or false information is being presented in these ads. To compare claims in consumer-targeted television drug advertising to evidence, in order to evaluate the frequency of false or misleading television drug advertising targeted to consumers. A content analysis of a cross-section of television advertisements for prescription and nonprescription drugs aired from 2008 through 2010. We analyzed commercial segments containing prescription and nonprescription drug advertisements randomly selected from the Vanderbilt Television News Archive, a census of national news broadcasts. For each advertisement, the most-emphasized claim in each ad was identified based on claim iteration, mode of communication, duration and placement. This claim was then compared to evidence by trained coders, and categorized as being objectively true, potentially misleading, or false. Potentially misleading claims omitted important information, exaggerated information, made lifestyle associations, or expressed opinions. False claims were factually false or unsubstantiated. Of the most emphasized claims in prescription (n = 84) and nonprescription (n = 84) drug advertisements, 33 % were objectively true, 57 % were potentially misleading and 10 % were false. In prescription drug ads, there were more objectively true claims (43 %) and fewer false claims (2 %) than in nonprescription drug ads (23 % objectively true, 7 % false). There were similar numbers of potentially misleading claims in prescription (55 %) and nonprescription (61 %) drug ads. Potentially misleading claims are prevalent throughout consumer-targeted prescription and nonprescription drug advertising on

  10. The Myriad Influences of Alcohol Advertising on Adolescent Drinking.

    Science.gov (United States)

    Berey, Benjamin L; Loparco, Cassidy; Leeman, Robert F; Grube, Joel W

    2017-06-01

    This review investigates effects of alcohol advertising on adolescent drinking. Prior reviews focused on behavioral outcomes and long-term effects. In contrast, the present review focuses on subgroups with greater exposure to alcohol advertising, research methods to study alcohol advertising, potential mechanisms underlying relationships between adolescent exposure to alcohol advertising and increased drinking and points to prevention/intervention strategies that may reduce effects of alcohol advertising. Alcohol advertising influences current and future drinking. Further, evidence suggests adolescents may be targeted specifically. Alcohol advertisements may influence behavior by shifting alcohol expectancies, norms regarding alcohol use, and positive attitudes. Media literacy programs may be an effective intervention strategy. Adolescents are exposed to large quantities of alcohol advertisements, which violates guidelines set by the alcohol industry. However, media literacy programs may be a promising strategy for adolescents to increase critical thinking and create more realistic expectations regarding alcohol.

  11. Content analysis of food advertising in Turkish television.

    Science.gov (United States)

    Guran, Tulay; Turan, Serap; Akcay, Teoman; Degirmenci, Fatih; Avci, Okan; Asan, Abdulkerim; Erdil, Emre; Majid, Abdulaziz; Bereket, Abdullah

    2010-07-01

    Television (TV) viewing has been implicated in children's weight gain. We aimed to conduct a comprehensive content analysis of TV food advertising in Turkey. TV advertisements (ads) in the four most popular national free to air Turkish TV channels, were assessed on two weekdays and two weekend days at four time periods of the day; 0800-1200,1200-1600,1600-2000 and 2000-2400 h for each TV channel (64 h assessed for each TV channel), making a total of 256 h. Each ad was analysed for food and drink content, duration and audiovisual properties. There were 8853 TV ads and 2848 of these were related to food (32.1%). A majority of food ads included high-calorie, high-fat, high-sugar food and drink rather than core/healthy foods (81%). Chocolate and chocolate bars were the most frequently advertised food/drink product, followed by cakes, coffee, tea, candies, gum, fast food, chips, juices/carbonated beverages, margarine and ice-cream formed the highest rate of food products advertised in decreasing order. Thirty per cent of all obesogenic/unhealthy ads targeted childhood by using audiovisual techniques. The proportion of total advertisements which were for food or drink, and the proportion of food advertisements that were for unhealthy foods were both much higher at the weekend (33% vs. 30% and 84% vs. 78%, respectively). The time period between 1600 and 2000 h was the most concentrated time slot (33%) for food advertising. This study provides data for the first time on the high levels of obesogenic food advertising on Turkish TV. This should alarm policy-makers to set limits on food advertising targeted towards children especially in countries like Turkey in which childhood obesity is emerging as an important public health issue.

  12. The effects of advertisement location and familiarity on selective attention.

    Science.gov (United States)

    Jessen, Tanja Lund; Rodway, Paul

    2010-06-01

    This study comprised two experiments to examine the distracting effects of advertisement familiarity, location, and onset on the performance of a selective attention task. In Exp. 1, familiar advertisements presented in peripheral vision disrupted selective attention when the attention task was more demanding, suggesting that the distracting effect of advertisements is a product of task demands and advertisement familiarity and location. In Exp. 2, the onset of the advertisement shortly before, or after, the attention task captured attention and disrupted attentional performance. The onset of the advertisement before the attention task reduced target response time without an increase in errors and therefore facilitated performance. Despite being instructed to ignore the advertisements, the participants were able to recall a substantial proportion of the familiar advertisements. Implications for the presentation of advertisements during human-computer interaction were discussed.

  13. The Vindex Special: Learning about Technology through Advertising.

    Science.gov (United States)

    Smulyan, Susan; Kosty, Carlita; Brennan, Sheila

    1998-01-01

    Presents a lesson plan that uses content analysis of an advertisement for an early sewing machine, the Vindex, to examine issues of marketing, new technology, and consumer economics. Includes a reproduction of an early advertisement, a list of additional readings, and several sets of questions concerning target audience, information, and image…

  14. Effectiveness of humor advertising on advertising success

    OpenAIRE

    S, venkatesh; N, senthilkumar

    2015-01-01

    In global advertising ‘humor’ is the most effective emotion used in advertising compared to other emotional appeals. Advertisers and researchers more interested in Humor in advertising for more than 100 years. But there is no review paper for Impact of humor in advertising till twenty two years of time, in between period there was lot of research outcomes published about humor in advertising. The purpose of this paper to get detailed review about Impact of humor in advertising for 40 years an...

  15. Gross for kids but good for parents: differing messages in advertisements for the same products.

    Science.gov (United States)

    Jones, Sandra; Fabrianesi, Belinda

    2008-06-01

    There has been surprisingly little research into the effects of food advertising on parents' perception of commonly consumed children's food items, although the available research suggests that parents may find nutritional claims in these advertisements confusing. The purpose of the present study was to investigate parents' perceptions of branded snack foods targeted at children, and the extent to which these perceptions are influenced by advertising messages. Using an intercept survey, participants were shown either adult-targeted or child-targeted advertisements for the same food products. Central business district of a major Australian city. One hundred adults, mean age 40 years. The study results suggest that: (1) adults' perceptions of advertised food products and, most importantly, purchase intentions for those products differ according to the version of the advertisement seen (for three of the products, 42-54% would buy the product after seeing the child version compared with 82-84% after seeing the adult version); and (2) adults clearly perceive distinctly different messages in advertisements for the same products which are targeting parents vs. those targeting children (e.g. for three of the products, 74-92% perceived that the adult version of the advertisement suggested the food was nutritionally beneficial compared with 2-14% perceiving this for the child version). It is clear that the messages conveyed to children about specific foods are quite different to the messages conveyed to adults - and importantly parents - about the same foods.

  16. Consumers young and old: segmenting the target markets for direct-to-consumer prescription drug advertising.

    Science.gov (United States)

    Ball, Jennifer Gerard; Manika, Danae; Stout, Patricia

    2011-10-01

    Direct-to-consumer pharmaceutical advertising (DTCA) studies have typically focused on older adults or a general population of adults. However, college students are viable targets for DTCA and are receiving more research attention in this area. In this article, we compare college students with two adult age segments. Our findings indicate all age groups had relatively high awareness of DTCA and similar attitudes and behavioral responses to the ads. However, there were significant differences in media use and health characteristics as well as the factors predicting DTCA ad trust, attitudes, and behavioral intentions. Implications and future research suggestions are discussed.

  17. Preparation of graphite targets for radiocarbon dating by tandem accelerator mass spectrometer (TAMS)

    International Nuclear Information System (INIS)

    Lowe, D.C.

    1984-01-01

    The introduction of TAMS has exciting implications for radiocarbon dating but improved sample preparation methods are needed. This paper describes a promising method for the conversion of a few milligrams of wood or charcoal into graphite targets for use in a caesium sputter ion source. Targets containing a large proportion of G-type graphite produced large C - currents, but those containing a high proportion of turbostatic Tn graphite were unsatisfactory; the type of graphite in the target is clearly of significance. (author)

  18. Predicting user click behaviour in search engine advertisements

    Science.gov (United States)

    Daryaie Zanjani, Mohammad; Khadivi, Shahram

    2015-10-01

    According to the specific requirements and interests of users, search engines select and display advertisements that match user needs and have higher probability of attracting users' attention based on their previous search history. New objects such as user, advertisement or query cause a deterioration of precision in targeted advertising due to their lack of history. This article surveys this challenge. In the case of new objects, we first extract similar observed objects to the new object and then we use their history as the history of new object. Similarity between objects is measured based on correlation, which is a relation between user and advertisement when the advertisement is displayed to the user. This method is used for all objects, so it has helped us to accurately select relevant advertisements for users' queries. In our proposed model, we assume that similar users behave in a similar manner. We find that users with few queries are similar to new users. We will show that correlation between users and advertisements' keywords is high. Thus, users who pay attention to advertisements' keywords, click similar advertisements. In addition, users who pay attention to specific brand names might have similar behaviours too.

  19. Television food advertising directed towards Bulgarian children.

    Science.gov (United States)

    Galcheva, S V; Iotova, V M; Stratev, V K

    2008-10-01

    Childhood obesity is a serious health problem worldwide with a prevalence rising to epidemic proportions. Television viewing is suspected as an important contributor and along with food advertisements significantly influence children's unhealthy dietary habits, purchase requests and adiposity. To examine the exposure of Bulgarian children to television food advertising and to make a content analysis of the food/beverage advertisements during children's television programmes. 41.5 h of children's television programming on three national networks, were videotaped. All recorded food advertisements were evaluated to identify the marketing strategies used for the stimulation of children's purchase requests. Food/beverage advertisements accounted for 124 (33.4%) of all commercials, with 96.8% being for unhealthy foods. 57% of them were aimed specifically at children as the most advertised products were salty/sweetened snacks and cereals, sweets, soft drinks/carbohydrate juices and salty foods, with no fruit or vegetable commercials. Food advertisements used more themes of adventure, animation, music and gifts to attract children's attention, and gave information based on the product's taste, physical qualities, novelty, presence of premiums/prizes. Of all food/beverage advertisements, 27.4% contained health-related information about the products; three-quarters of the advertisements were shot with young normal-weight actors with a good/healthy appearance. Almost all recorded food advertisements do not support the Bulgarian dietary recommendations for healthy and balanced eating. More activities to reduce the unhealthy food promotion to children are mandatory as restrictions by type of advertised food, target group or limits on the advertisements' account and times shown, as well as parental/self-regulation.

  20. Direct-to-consumer advertising: its effects on stakeholders.

    Science.gov (United States)

    Montoya, Isaac D; Lee-Dukes, Gwen; Shah, Dhvani

    2008-01-01

    The escalating growth in the development of pharmaceutical drugs has caused the pharmaceutical industry to market drugs directly to consumers. Direct-to-consumer (DTC) advertising has increased immensely in the past 15 years and continues to grow each year. The advantages of DTC advertising include an increase in consumer knowledge, patient autonomy, and possibly providing physicians and pharmacists with up-to-date information about the recent trends in the marketplace. However, there is also an equally notable list of disadvantages, which include concerns about the quality of information provided, loss in physician productivity due to time spent convincing patients that what they want is not in their best interest, and increases in the reimbursement expenditure of the insurers. Because of these conflicting outcomes, the issue of DTC advertising has become controversial. This report offers an overview of DTC advertising and focuses on its effects on physicians, pharmacists, consumers, insurers, the government, and pharmaceutical manufacturers.

  1. [Parents support for the ban on television food advertising to children is particularly high in France, especially compared to the USA. This result should influence political decision-making to restrict food marketing targeting young people].

    Science.gov (United States)

    Escalon, Hélène; Cogordan, Chloé; Arwidson, Pierre

    2016-01-01

    Massive exposure of children to low-nutrient food advertising combined with the increasing prevalence of obesity have led to growing support for statutory regulations concerning food marketing targeting children. Food and advertising industries lobbies have nevertheless managed to stop such measures in many countries. In this context, civil society support for statutory regulation, especially by parents, is essential. The objective of this study was to describe and analyse factors associated with parents' opinion on the impact and possible banning of food TV advertisements targeting children. An online survey of 2,387 parents of children aged 3 to 17 was conducted in 2013. Associations between parents'opinion on food advertising and their socio-demographic characteristics were analysed by multivariate logistic regressions. The influence of food advertising on children' preferences was perceived by 64.7% of parents, 68.8% of parents were at least occasionally asked by their children to purchase food or beverages seen on television, 43.5% reported that their children influenced their food purchases and 73.7% supported a statutory regulation that would ban advertisements for excessively fatty, salty and sugary beverages and foods during television programmes for children or teenagers. This view was positively associated with high socio-economic status and a high perceived impact of advertising on children's food preferences. Parents support for the ban on television food advertising to children is particularly high in France, especially compared to the USA. This result should influence political decision-making to restrict food marketing targeting young people.

  2. Storefront cigarette advertising differs by community demographic profile.

    Science.gov (United States)

    Seidenberg, Andrew B; Caughey, Robert W; Rees, Vaughan W; Connolly, Gregory N

    2010-01-01

    Tobacco manufacturers have targeted youth and ethnic/racial minorities with tailored advertising. Less is known about how characteristics of storefront tobacco advertisements, such as location, position, size, and content, are used to appeal to demographic subgroups. The occurrence and characteristics of storefront cigarette advertising were observed for all licensed tobacco retailers in two defined communities. Measures were taken in two Boston, Massachusetts, area urban communities: a low-income, minority community and a high-income, nonminority community. No human subjects were involved in this study. Advertisement position (attached or separated from storefront), size (small, medium, or large), mentholation, and price were recorded. Geographic coordinates of tobacco retailers and schools were mapped using ArcGIS 9.2. Differences between the communities in advertisement number and characteristics were assessed using bivariate analyses. Logistic regression was used to ascertain the odds of specific advertising features occurring in the low-income/minority community. The low-income/minority community had more tobacco retailers, and advertisements were more likely to be larger, promote menthol products, have a lower mean advertised price, and occur within 1000 feet of a school. Storefront cigarette advertising characteristics that increase exposure and promote youth initiation were more prominent in a low-income/minority community. The findings emphasize the need for more effective regulation of storefront tobacco advertising.

  3. Impact of Advertising Appeals on Purchase Intention

    Directory of Open Access Journals (Sweden)

    Predrag Jovanović

    2016-04-01

    Full Text Available Companies use various appeals in their advertising practice to impact consumers’ attitudes and purchase intention by an advertisement. Advertising appeals can be divided into rational or emotional, depending on whether companies want to influence the rational or the emotional motives of the consumer to purchase of the advertised product. Since there is no general pattern for the use of appeals and the success of an advertising message, this study aims to explore the impact of the emotional and rational advertising appeals on the purchase intention. The results of the empirical research, conducted using the focus groups method, are shown in this paper and the focus group participants were members of the student population.The research results indicate that different advertising appeals may have a different impact on the consumer’s purchase intention; in case of women, the emotional appeal has a stronger impact while for men it is the rational appeal, while “fear appeal” proved to be effective to a certain point, after which it causes selective perception and rejection. This implies that depending on the product, its purpose and target group, advertisers can choose the type of appeal, combination of the appeals and their creative presentation, based on the empirical confirmation of the efficiency the approach.

  4. How adolescent girls interpret weight-loss advertising.

    Science.gov (United States)

    Hobbs, Renee; Broder, Sharon; Pope, Holly; Rowe, Jonelle

    2006-10-01

    While they demonstrate some ability to critically analyze the more obvious forms of deceptive weight-loss advertising, many girls do not recognize how advertising evokes emotional responses or how visual and narrative techniques are used to increase identification in weight-loss advertising. This study examined how girls aged 9-17 years interpreted magazine advertising, television (TV) advertising and infomercials for weight-loss products in order to determine whether deceptive advertising techniques were recognized and to assess pre-existing media-literacy skills. A total of 42 participants were interviewed in seven geographic regions of the United States. In groups of three, participants were shown seven print and TV advertisements (ads) for weight-loss products and asked to share their interpretations of each ad. Common factors in girls' interpretation of weight-loss advertising included responding to texts emotionally by identifying with characters; comparing and contrasting persuasive messages with real-life experiences with family members; using prior knowledge about nutrition management and recognizing obvious deceptive claims like 'rapid' or 'permanent' weight loss. Girls were less able to demonstrate skills including recognizing persuasive construction strategies including message purpose, target audience and subtext and awareness of economic factors including financial motives, credibility enhancement and branding.

  5. Necromarketing as Advertising Strategy in American Television

    OpenAIRE

    Shelton Amiee J.

    2016-01-01

    Significant research has been conducted regarding fear appeals, but little empirical evidence concerning death appeals is found. This study determined to what extent necromarketing exists in advertisements in American television. Through a content analysis of 1012 American television advertisements, this study found what product categories employ this marketing strategy and which consumer groups were targeted. Findings show that implicit necromarketing is a more commonly used marketing tactic...

  6. [Food advertising in Mexican television: are children more exposed?].

    Science.gov (United States)

    Pérez-Salgado, Diana; Rivera-Márquez, José Alberto; Ortiz-Hernández, Luis

    2010-01-01

    To evaluate food advertisements on broadcast television channels in Mexico City. Between July and October, 2007 programming by the 11 broadcast channels (N=11) in Mexico City was recorded during one weekday and one weekend day. The length of advertisements (N = 9178), types of products, and nutritional content of foods advertised were analyzed. The time devoted to food products advertising was greater during children's television than during programming targeted to the general audience (25.8 vs. 15.4%). The foods more frequently advertised were sweetened beverages, sweets and cereals with added sugar. Calorie, carbohydrate and fat contents were higher in foods advertised during children's shows. The two most common marketing strategies were to offer some kind of gift and to link the item to positive emotions. The findings of this research indicate the need for an effective system to regulate advertising directed towards children and adolescents.

  7. Advertising Challenges in the Ageing Society: The Preferences of the Regular Gym-goers towards Age Portrayals in Advertising

    Directory of Open Access Journals (Sweden)

    Alina Duduciuc

    2018-04-01

    Full Text Available Research studies from various disciplines including sociology, psychology, social psychology, marketing, advertising and media research have analyzed the representation of old-aged people in advertising, as well as the consumers’ habits of a targeted population aged 50 and over. Despite the availability of data on inappropriate depiction of seniors in media (including advertising, little research has been done so far to understand which are the seniors’ preferences regarding their portrayal in certain advertising campaigns. The aim of the current study was to explore the preferences of middle-aged adults toward the representation of old age in advertising. Specifically, we tested whether there is a relationship between the preferences of Romanians gym-goers (45-60 years on age-related advertising and their body image. The results showed that the middle-aged adults prefer models that do not necessary match their age, that is the young older model. Our data also revealed that the choices for age representations in advertising were not associated with respondents’ body image emotions in certain contexts or situations. No significant relationship between body image and preference towards age-related representations in advertising was obtained. Additionally, the analysis of the data also revealed that compared to men, women are more likely to express displeasure with their body weights, and they believe the body image strongly impacts their self-esteem during life.

  8. A framework for Islamic advertising: Using Lavidge and Steiner’s hierarchy of effects model

    Directory of Open Access Journals (Sweden)

    Aida Binti Mokhtar

    2016-12-01

    Full Text Available Lavidge and Steiner’s (1961 hierarchy of effects model has strengths in its pragmatism and clarity. It outlines the series of steps consumers take with the purchase of products being the final step. The steps are related to the cognitive, affective and conative components of psychology. Advertisers could use advertising and other marketing communication tools to spur consumers up the steps of the model. The purpose of this paper is to examine the Lavidge and Steiner model from the Islamic perspective and produce a framework of Islamic advertising. This aim arose from the targeting of the growing Muslim market by several advertising campaigns. It also arose from previous research studies that have recommend advertisers be sensitive to the Islamic beliefs of the Muslim target audience in producing effective advertising messages. The model therefore requires an Islamic dimension to guide the production of effective advertisements for Muslims.

  9. Tobacco counter-advertising: a review of the literature and a conceptual model for understanding effects.

    Science.gov (United States)

    Agostinelli, Gina; Grube, Joel W

    2003-01-01

    The tobacco counter-advertising literature is reviewed as it relates to basic process questions concerning what makes counter-advertisements effective. Limitations in addressing (a) counter-advertisement content and the psychological mediators targeted, (b) counter-advertisement style and the affective reactions targeted, (c) prior smoking experience, and (d) other audience factors are enumerated. A theoretical model based on alcohol advertising research is presented to address those limitations. The model addresses the practical research question of predicting when tobacco counter-advertising will work by examining the independent influence of each of these enumerated factors, as well as how these factors operate in concert, qualifying each other. The model also addresses the process question of explaining how counter-advertising works by identifying affective and cognitive processes as mediators. By understanding the processes that underlie the qualified findings, one can better advise the designers of tobacco counter-advertisements how to be more effective.

  10. Interaction between advertising agency and advertiser in creative advertising startegy preparation in Lithuania market

    OpenAIRE

    Vasiliauskaitė, Kristina

    2007-01-01

    On the grounds of theoretical and empirical studies, the article analyses some interaction between the advertisement agencies and advertisement provider during the development of creative advertisement strategy. The following assumptions justifying the importance of interaction have been developed: namely, the need to integrate the knowledge and competence of advertisement agencies and advertisement provider, creativity of advertisement agencies and possible objective approach to the business...

  11. Effect of televised, tobacco company-funded smoking prevention advertising on youth smoking-related beliefs, intentions, and behavior.

    Science.gov (United States)

    Wakefield, Melanie; Terry-McElrath, Yvonne; Emery, Sherry; Saffer, Henry; Chaloupka, Frank J; Szczypka, Glen; Flay, Brian; O'Malley, Patrick M; Johnston, Lloyd D

    2006-12-01

    To relate exposure to televised youth smoking prevention advertising to youths' smoking beliefs, intentions, and behaviors. We obtained commercial television ratings data from 75 US media markets to determine the average youth exposure to tobacco company youth-targeted and parent-targeted smoking prevention advertising. We merged these data with nationally representative school-based survey data (n = 103,172) gathered from 1999 to 2002. Multivariate regression models controlled for individual, geographic, and tobacco policy factors, and other televised antitobacco advertising. There was little relation between exposure to tobacco company-sponsored, youth-targeted advertising and youth smoking outcomes. Among youths in grades 10 and 12, during the 4 months leading up to survey administration, each additional viewing of a tobacco company parent-targeted advertisement was, on average, associated with lower perceived harm of smoking (odds ratio [OR]=0.93; confidence interval [CI]=0.88, 0.98), stronger approval of smoking (OR=1.11; CI=1.03,1.20), stronger intentions to smoke in the future (OR=1.12; CI=1.04,1.21), and greater likelihood of having smoked in the past 30 days (OR=1.12; CI=1.04,1.19). Exposure to tobacco company youth-targeted smoking prevention advertising generally had no beneficial outcomes for youths. Exposure to tobacco company parent-targeted advertising may have harmful effects on youth, especially among youths in grades 10 and 12.

  12. Advertising

    OpenAIRE

    Crawford, Robert

    2008-01-01

    Sydney is Australia’s advertising capital and the relationship between the city and the advertising industry stretches back to the earliest years of European settlement. Advertising helped propel commercial activity in Sydney and the advertising industry has been no less active in shaping Sydney, illuminating the city’s skyline and streetscape, and influencing the lives of all Sydneysiders – from suburban consumers to esteemed artists. Moreover, advertising has promoted the city itself as a ...

  13. Characteristics of medication advertisements found in US women?s fashion magazines

    OpenAIRE

    Mongiovi, Jennifer; Clarke Hillyer, Grace; Basch, Corey H.; Ethan, Danna; Hammond, Rodney

    2016-01-01

    Background: Although prescriptions are dispensed at discretion of medical professionals, many pharmaceutical companies use direct-to-consumer (DTC) advertising to increase sales. Over-the-counter (OTC) medications are similarly marketed. Methods: We examined the content of advertisements in 38 issues of 9 popular US women’s fashion magazines. We evaluated target audience, health condition, product availability, message appeal, target to females, and mention of potential...

  14. Storefront Cigarette Advertising Differs by Community Demographic Profile

    Science.gov (United States)

    Seidenberg, Andrew B.; Caughey, Robert W.; Rees, Vaughan W.; Connolly, Gregory N.

    2011-01-01

    Purpose Tobacco manufacturers have targeted youth and ethnic/racial minorities with tailored advertising. Less is known about how characteristics of storefront tobacco advertisements, such as location, position, size, and content, are used to appeal to demographic subgroups. Design The occurrence and characteristics of storefront cigarette advertising were observed for all licensed tobacco retailers in two defined communities. Setting Measures were taken in two Boston, Massachusetts, area urban communities: a low-income, minority community and a high-income, nonminority community. Subjects No human subjects were involved in this study. Measures Advertisement position (attached or separated from storefront), size (small, medium, or large), mentholation, and price were recorded. Geographic coordinates of tobacco retailers and schools were mapped using ArcGIS 9.2. Analysis Differences between the communities in advertisement number and characteristics were assessed using bivariate analyses. Logistic regression was used to ascertain the odds of specific advertising features occurring in the low-income/minority community. Results The low-income/minority community had more tobacco retailers, and advertisements were more likely to be larger, promote menthol products, have a lower mean advertised price, and occur within 1000 feet of a school. Conclusion Storefront cigarette advertising characteristics that increase exposure and promote youth initiation were more prominent in a low-income/minority community. The findings emphasize the need for more effective regulation of storefront tobacco advertising. PMID:20594091

  15. Food advertising on Argentinean television: are ultra-processed foods in the lead?

    Science.gov (United States)

    Allemandi, Lorena; Castronuovo, Luciana; Tiscornia, M Victoria; Ponce, Miguel; Schoj, Veronica

    2018-01-01

    To describe the number of processed and ultra-processed food (PUPF) advertisements (ads) targeted to children on Argentinean television (TV), to analyse the advertising techniques used and the nutritional quality of the foods advertised, and to determine the potential exposure of children to unhealthy food advertising in our country. Five free-to-air channels and the three most popular children's cable networks were recorded from 07.00 to 22.00 hours for 6 weeks. Ads were classified by target audience, type of product, advertised food categories and advertising strategies used. The NOVA system was used to classify food products according to industrial food processing level. Nutritional quality was analysed using the Pan American Health Organization's nutrient profile model. Buenos Aires, Argentina. Results are considered applicable to most of the country. The study did not involve human subjects. Of the sample of food ads, PUPF products were more frequently advertised during children's programmes (98·9 %) v. programmes targeted to the general audience (93·7 %, χ 2=45·92, Ptargeting children. Argentinean children are estimated to be exposed to sixty-one ads for unhealthy PUPF products per week. Our study showed that Argentinean children are exposed to a high number of unhealthy PUPF ads on TV. The Argentinean Government should build on this information to design and implement a comprehensive policy to reduce exposure to unhealthy food marketing that includes TV and other communication channels and places.

  16. Adaptive User Profiles in Pervasive Advertising Environments

    Science.gov (United States)

    Alt, Florian; Balz, Moritz; Kristes, Stefanie; Shirazi, Alireza Sahami; Mennenöh, Julian; Schmidt, Albrecht; Schröder, Hendrik; Goedicke, Michael

    Nowadays modern advertising environments try to provide more efficient ads by targeting costumers based on their interests. Various approaches exist today as to how information about the users' interests can be gathered. Users can deliberately and explicitly provide this information or user's shopping behaviors can be analyzed implicitly. We implemented an advertising platform to simulate an advertising environment and present adaptive profiles, which let users setup profiles based on a self-assessment, and enhance those profiles with information about their real shopping behavior as well as about their activity intensity. Additionally, we explain how pervasive technologies such as Bluetooth can be used to create a profile anonymously and unobtrusively.

  17. [Advertising and promotion of tobacco products and electronic cigarettes].

    Science.gov (United States)

    Canevascini, Michela; Kuendig Hervé; Véron, Claudia; Pasche, Myriam

    2015-06-10

    Switzerland is one of the least restrictive countries in Europe in terms of tobacco advertising. A study conducted between 2013 and 2014 documented the presence of tobacco advertising, promotion and sponsorship in western Switzerland. The first part of this article presents the results of the observations realized in points of sale, in private events sponsored by the tobacco industry and during daily itineraries of young people. The results show that tobacco advertising, promotion and sponsorship are omnipresent and mainly target young people. The second part of the article analyses the presence of electronic cigarette advertising and promotion, observed in points of sale and on online stores.

  18. Advertising Agencies

    DEFF Research Database (Denmark)

    Moeran, Brian

    2015-01-01

    Advertising agencies are the most significant organizations in the development of advertising and marketing worldwide. An advertising agency is an independent service company, composed of business, marketing and creative people, who develop, prepare, and place advertising in advertising media...... for their clients, the advertisers, who are in search of customers for their goods and services. Agencies thus mediate between three different but interlocking social groups: industry, media, and consumers. The history of advertising is largely the history of the advertising agencies that have served the needs....... This article is concerned with the origins, early developments, organization, compensation arrangements, and accounts of contemporary full-service advertising agencies....

  19. Advertising to Italian English Bilinguals in Australia: Attitudes and Response to Language Selection

    Science.gov (United States)

    Santello, Marco

    2015-01-01

    This article explores attitudes and response to language selection in advertising targeting Italian bilinguals who belong to a defined speech community. The research builds upon (i) research on multilingual advertising by investigating its attitudinal correlates, and (ii) studies on advertising to bilinguals through the verification of the…

  20. REMARKS ABOUT ONLINE ADVERTISING - A QUALITATIVE RESEARCH AMONG ROMANIAN PROFESSIONALS

    Directory of Open Access Journals (Sweden)

    Acatrinei Carmen

    2015-07-01

    Full Text Available In the online environment, the users have more control regarding what they want to see and this affects the advertising they are exposed to (due to the profiles created by the websites they have visited. Organizations can personalize the advertising campaigns designed at a higher level, to better meet the needs of the consumers. This paper offers an in-depth view about online advertising from 12 Romanian experts, who represent companies or digital advertising agencies and who employ this tool in order to promote themselves or to develop campaigns for their clients. The empirical research undertaken has a qualitative nature, semi-structured detailed interviews with the professionals have taken place in February-March 2015, in Bucharest. Online advertising was mostly defined by the specialists as being dynamic; and some of the attributes that characterizes this domain are measurability and personalization. Clear objectives settled, correct targeting of users, a well-established strategy and planning are the key elements that would lead to a successful online advertising campaign. The Romanian agencies offer integrated online advertising services, from research and market analysis to implementation and results’ assessment of the campaigns. The formats they have been using are: search, display, video, social media advertising, affiliated marketing and sponsorship. Most of the representatives interviewed suggest that their companies’ offers might / will change due to the dynamics of the medium. Online advertising helps the other online marketing tools perform better and develop the online presence of the companies. All the respondents have confirmed that following the introduction and great use of smartphones, their companies have adjusted the online advertising campaigns to better target the potential customers that use mobile devices. Most of the companies that invest in online advertising campaigns come from sectors such as: retail, telecom

  1. Advertising literacy and children’s susceptibility to advertising

    OpenAIRE

    Rozendaal, E.

    2011-01-01

    This dissertation covers two areas of research that expand our knowledge on children’s advertising literacy (i.e., advertising-related knowledge). The first part addresses the development of children’s advertising literacy into adult-like levels. The second part focuses on the role of advertising literacy in reducing children’s susceptibility to advertising effects. In doing so, this dissertation not only deepens the existing theoretical and empirical insights on children’s advertising litera...

  2. A content analysis of food advertising on Turkish television.

    Science.gov (United States)

    Akçil Ok, Mehtap; Ercan, Aydan; Kaya, Fatih Suleyman

    2016-12-01

    The aim of this study was to conduct a comprehensive content analysis of Television (TV) food advertising and compare various food advertisements on free-to-air Turkish national TV channels by broadcast time (duration) and frequency over the period of a week (19-25 April 2012). TV food advertisements were the unit of content analysis in this study. Each advertisement identified as promoting a food product was analysed for content; non-food advertisements were not analysed, although they were counted as a proportion of the advertisements aired. We recorded all programmes for 4 h each per day (7 p.m.-11 p.m.), totalling 84 h. Five types of food-related advertisements were identified (basic foods, junk foods, meat products, beverages and fast food), and six types of non-food advertisements. The Student t-test and ANOVA were used to compare the mean broadcast time of all prime time advertising for the two groups. The mean broadcast times for prime time, non-food advertisements showed a statistically significant difference (p advertisements increased during this time period, while the broadcast time per beverage advertisement decreased (ratio = 20.8 s per ads). As a result, TV food advertising increased not only during dinner time but also in overall broadcast time (per advertisement). These findings may be useful for explaining how advertising can negatively influence food choices, thereby increasing public awareness of the need for health messages targeting obesity. © The Author 2015. Published by Oxford University Press. All rights reserved. For Permissions, please email: journals.permissions@oup.com.

  3. Advertising Campaign Strategy Based on The Communication Objective: A Case Study at Tokobagus Advertising Campaigns (2011-2014

    Directory of Open Access Journals (Sweden)

    Angela Oscario

    2016-04-01

    Full Text Available Article focused on advertising as one of the most important parts of marketing communication in one of the online shop, TokoBagus. Advertising communicated a message from a certain brand to the target audience through a particular medium. The aim of this research was making advertising with a powerful message, so it was able to become a captain of consciousness that could play an important role in economic and social systems of modern society. Because of its potential power, the creative advertising workers had a big responsibility in their hands. It was not only to explore the creativity visually or verbally to a creative worker, but also, they should understand the purpose of communication, the communication strategy, and the creative strategy. In this case, TokoBagus run this in making advertisement campaign to promote its brand. The method used in this research was the qualitative method and inductive model. Data were collected through an interview, literature, and visual data. Those collected data were analyzed using a qualitative-verificative strategy and case study method. The case study was Toko Bagus advertising campaign from the year 2011 to the year 2014 when finally its name changes into OLX. It finds that the advertisements only become beautiful works of art, but it does not solve the problem of the brand. Therefore, this research is important to document the communication strategy and the creative strategy of an advertising campaign so it can be a reference for a young designers or students. 

  4. Digital Advertising System in Urban Transport System of Žilina Town

    Directory of Open Access Journals (Sweden)

    Madleňák Radovan

    2014-09-01

    Full Text Available The Internet and information and communication technologies (ICT have changed everything: news, commerce, advertising, relating to others, getting information and transport too. It has changed how the people work, how they practice religion, how they date, how they spend the free time and how they travel. One of the technological innovations that are based on usage ICT in advertising space is digital signage. This article presents the results of research dedicated to investigate the relationships between customers-passengers and this new ICT technology in real environment. The results of the research stimulate the discussion about the future advertising practices in Žilina town. Based on the wide analysis of opportunities the digital signage technology in advertising practices, the presented marketing research investigates how passengers accept virtual advertising technology in urban transport system of Žilina town. Authors highlight the advantages of interactivity between digital signage technology and consumers. The conclusions of this article triggers further investigations in the area of the interactions between the digital advertising technology and passengers, and the passengers’ perception and acceptation of shopping activities on the basis of advertising in digital signage medias.

  5. Nutrition Advertisements in Consumer Magazines: Health Implications for African Americans.

    Science.gov (United States)

    Pratt, Charlotte A.; Pratt, Cornelius B.

    1996-01-01

    Examines the "Ladies' Home Journal" and two popular consumer magazines that target blacks to determine the proportions of food and beverage advertisements, nutrition advertisements and their promotional messages, and the health implications they reveal. Findings reveal these magazines had a significantly higher number of alcohol ads,…

  6. Effect of restrictions on television food advertising to children on exposure to advertisements for 'less healthy' foods: repeat cross-sectional study.

    Directory of Open Access Journals (Sweden)

    Jean Adams

    Full Text Available In 2007, new scheduling restrictions on television food advertising to children in the UK were announced. The aim of the restrictions was to "reduce significantly the exposure of children under 16 to high fat, salt or sugar (HFSS advertising". We explored the impact of the restrictions on relative exposure to HFSS food advertising among all viewers and among child television viewers, as well as adherence to the restrictions.We conducted two cross-sectional studies of all advertisements broadcast in one region of the UK over one week periods--the first (week 1 six months before the restrictions were introduced, and the second (week 2 six months after. Data on what products were advertised were linked to data on how many people watched each advertisement. Nutritional content of foods advertised was added to the dataset and used to calculate HFSS status. Relative exposure was calculated as the proportion of all advertising person-minute-views (PMVs that were for HFSS foods.1,672,417 advertising PMV were included. 14.6% of advertising PMV were for food and 51.1% of these were for HFSS food. Relative exposure of all viewers to HFSS food advertising increased between study weeks 1 and 2 (odds ratio (99% confidence intervals = 1·54 (1·51 to 1·57. Exposure of children to HFSS food advertising did not change between study weeks 1 and 2 (odds ratio (99% confidence intervals = 1·05 (0·99 to 1·12. There was almost universal adherence to the restrictions.Despite good adherence to the restrictions, they did not change relative exposure of children to HFSS advertising and were associated with an increase in relative exposure of all viewers to HFSS advertising. Stronger restrictions targeting a wider range of advertisements are necessary to reduce exposure of children to marketing of less healthful foods.

  7. Effect of restrictions on television food advertising to children on exposure to advertisements for 'less healthy' foods: repeat cross-sectional study.

    Science.gov (United States)

    Adams, Jean; Tyrrell, Rachel; Adamson, Ashley J; White, Martin

    2012-01-01

    In 2007, new scheduling restrictions on television food advertising to children in the UK were announced. The aim of the restrictions was to "reduce significantly the exposure of children under 16 to high fat, salt or sugar (HFSS) advertising". We explored the impact of the restrictions on relative exposure to HFSS food advertising among all viewers and among child television viewers, as well as adherence to the restrictions. We conducted two cross-sectional studies of all advertisements broadcast in one region of the UK over one week periods--the first (week 1) six months before the restrictions were introduced, and the second (week 2) six months after. Data on what products were advertised were linked to data on how many people watched each advertisement. Nutritional content of foods advertised was added to the dataset and used to calculate HFSS status. Relative exposure was calculated as the proportion of all advertising person-minute-views (PMVs) that were for HFSS foods. 1,672,417 advertising PMV were included. 14.6% of advertising PMV were for food and 51.1% of these were for HFSS food. Relative exposure of all viewers to HFSS food advertising increased between study weeks 1 and 2 (odds ratio (99% confidence intervals) = 1·54 (1·51 to 1·57)). Exposure of children to HFSS food advertising did not change between study weeks 1 and 2 (odds ratio (99% confidence intervals) = 1·05 (0·99 to 1·12)). There was almost universal adherence to the restrictions. Despite good adherence to the restrictions, they did not change relative exposure of children to HFSS advertising and were associated with an increase in relative exposure of all viewers to HFSS advertising. Stronger restrictions targeting a wider range of advertisements are necessary to reduce exposure of children to marketing of less healthful foods.

  8. Key provisions humanities research advertising and advertising exposure

    OpenAIRE

    A. A. Sogorin

    2015-01-01

    The basic directions of advertising studying as part of the research subject of separate social and humanitarian sciences. The definition of advertising is given. It’s considered as a holistic socio­economic phenomenon, which consists of three basic components: advertising as a product, the final incarnation in the material and ideal forms of the customer’s ideas; advertising as an activity that is advertising as a profession; advertising as an integral part of the social space of the individ...

  9. On the nature and properties of appeals used in direct-to-consumer advertising of prescription drugs.

    Science.gov (United States)

    Pinto, M B

    2000-04-01

    The past decade has seen a steady rise in expenditures for direct-to-consumer pharmaceutical advertising. While total revenues across all media are approaching the $1 billion dollar mark, surprisingly little is known about the effectiveness of these types of advertisements, including the appropriateness of various forms of emotional and informational appeal. A content analysis of direct-to-consumer advertising in 24 popular magazines shows that these advertisements are found in every category of magazine, the advertisements employ a mix of informational and emotional appeals, all types of emotional appeals are used, and to date, the type of appeal (emotional and/or informational) tends not to be based on the type of drug advertised. Implications of this content analysis are considered and directions for research on appeals used in direct-to-consumer advertising are suggested.

  10. Not so great: ten important myths about food advertising targeted to children in Canada.

    Science.gov (United States)

    Elliott, Charlene; Cook, Brian

    2013-08-01

    Rising rates of childhood obesity have led to a greater concern over the impact of food advertising on children's health. Although public policy interventions seek to mitigate the impact of advertising on children, several pervasive myths often sidetrack effective discussions. This Perspective outlines and responds to ten common myths.

  11. Comparative Advertising in the Czech Republic: An Empirical Study

    Directory of Open Access Journals (Sweden)

    Petr Kral

    2016-12-01

    Full Text Available Comparative advertising had been traditionally banned in most EU countries and was allowed by the European law just relatively recently. That is why in the EU this form of advertising is relatively new, as opposed to the situation in the US, where comparative advertising has been widely used and well accepted by consumers for decades. The literature has been silent on the topic of the effectiveness of comparative advertising in the Czech Republic, as well as in other Central and Eastern European countries. The goal of this paper is to investigate the effectiveness of comparative advertising campaigns in the Czech Republic. Using an online survey with 160 Czech respondents, we found that the attitude towards comparative advertising is rather positive in the Czech Republic. We also identified that the gender of the recipient influences the general perception of comparative advertising. On the other hand, the age of the recipient does not seem to be a moderator of the attitude towards comparative advertising, in general. The results also do not signal any impact of the gender and the age of the recipient on the change of the perception of any of the brands involved in the campaign. Managerial implications target mainly marketing and advertising managers responsible for Central European markets.

  12. The cost-effectiveness of direct-to-consumer advertising for prescription drugs.

    Science.gov (United States)

    Atherly, Adam; Rubin, Paul H

    2009-12-01

    In this paper we use published information to analyze the economic value of Direct to Consumer Advertising (DTCA). The reviewed research finds that DTCA leads to increased demand for the advertised drug and that the effect of the drug tends to be class-wide rather than product specific. There is weak evidence that DTCA may increase compliance and improve clinical outcomes. However, there is little research on the effect of DTCA on inappropriate prescribing or on the characteristics of patients who respond to treatment. On net, if the advertised drugs are cost effective on average and the patients using the drugs in response to the advertisement are similar to other users, DTCA is likely cost effective. Overall, the literature to date is consistent with the idea that DTCA is beneficial, but further research is needed before definitive conclusions can be drawn.

  13. Key provisions humanities research advertising and advertising exposure

    Directory of Open Access Journals (Sweden)

    A. A. Sogorin

    2015-05-01

    Full Text Available The basic directions of advertising studying as part of the research subject of separate social and humanitarian sciences. The definition of advertising is given. It’s considered as a holistic socio­economic phenomenon, which consists of three basic components: advertising as a product, the final incarnation in the material and ideal forms of the customer’s ideas; advertising as an activity that is advertising as a profession; advertising as an integral part of the social space of the individual. The boundaries of the social and humanitarian scientific field are defined. Accordingly, the study presents the main aspects of advertising in terms of art learning, sociology, cultural studies, history, psychology, political science, philosophy and linguistics. It is proved that the study of socio­humanitarian field is characterized with a permanent disciplinary interaction in the case study of advertising (the pairing of linguistics and psychology, political science and psychology, sociology and psychology. The chief strategies of advertising research within social and humanitarian fields include: a single basic approach strategy: the recognition of advertising as a two­way communication process; communication strategy: the rejection of research within the subject of a separate discipline, active interaction with the related sciences on the subject of the study; application of the principle of mutual academic enrichment; future strategy: focus on new technologies, methods, implementation of schemes of advertising in the social space, the attempts of futurological analysis. The article demonstrates the importance of interdisciplinary scientific cooperation in the study of advertising as a social phenomenon.

  14. Advertising literacy and children’s susceptibility to advertising

    NARCIS (Netherlands)

    Rozendaal, E.

    2011-01-01

    This dissertation covers two areas of research that expand our knowledge on children’s advertising literacy (i.e., advertising-related knowledge). The first part addresses the development of children’s advertising literacy into adult-like levels. The second part focuses on the role of advertising

  15. Culture, Product Advertising, and Advertising Agency Operations ...

    African Journals Online (AJOL)

    Culture, Product Advertising, and Advertising Agency Operations. ... As a means of telling the market about a new product, advertising persuades and reminds the audience of their continuous support of the ... AJOL African Journals Online.

  16. The Use of Facebook Advertising to Recruit Healthy Elderly People for a Clinical Trial: Baseline Metrics

    OpenAIRE

    Cowie, Julie M; Gurney, Mark E

    2018-01-01

    Background This report provides data on the use of social media advertising as a clinical trial recruitment strategy targeting healthy volunteers aged 60 years and older. The social media advertising campaign focused on enrollment for a Phase 1 clinical trial. Traditional means of recruiting—billboards, newspaper advertising, word of mouth, personal referrals, and direct mail—were not producing enough qualified participants. Objective To demonstrate the effectiveness of using targeted adverti...

  17. MARKETING RESEARCH IN ADVERTISING

    Directory of Open Access Journals (Sweden)

    Vranceanu Diana

    2008-05-01

    Full Text Available 21th century advertising might just be the most powerful weapon a marketer haves and a quite efficient one if we think about the way it changed our world. But all that power comes with great responsibility: used accordingly by planning everything in the smallest detail possible it can be the best thing that ever happen to a company, used without any kind of strategy it can very well be a large scale disaster. Because of the great costs that advertising is much too often associated with and also the long term affects it haves on the consumer a company should never start an advertising campaign without knowing every single last detail concerning their product and consumers. The study of the promotional message will show its capacity to gain the attention of the targeted audience, to stand out from other messages, to be associated with the product/service it promotes, to generate a positive reaction towards that specific product/service and to encourage its purchasing.

  18. Food Advertising and Marketing Directed at Children and Adolescents in the US

    Science.gov (United States)

    Story, Mary; French, Simone

    2004-01-01

    In recent years, the food and beverage industry in the US has viewed children and adolescents as a major market force. As a result, children and adolescents are now the target of intense and specialized food marketing and advertising efforts. Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers. Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior. These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins. Foods marketed to children are predominantly high in sugar and fat, and as such are inconsistent with national dietary recommendations. The purpose of this article is to examine the food advertising and marketing channels used to target children and adolescents in the US, the impact of food advertising on eating behavior, and current regulation and policies. PMID:15171786

  19. Food Advertising and Marketing Directed at Children and Adolescents in the US

    Directory of Open Access Journals (Sweden)

    French Simone

    2004-02-01

    Full Text Available Abstract In recent years, the food and beverage industry in the US has viewed children and adolescents as a major market force. As a result, children and adolescents are now the target of intense and specialized food marketing and advertising efforts. Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers. Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior. These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins. Foods marketed to children are predominantly high in sugar and fat, and as such are inconsistent with national dietary recommendations. The purpose of this article is to examine the food advertising and marketing channels used to target children and adolescents in the US, the impact of food advertising on eating behavior, and current regulation and policies.

  20. Advertising Message Customisation/Standardisation And Corporate And Consumer Culture

    Directory of Open Access Journals (Sweden)

    Cristea Sanda Ligia

    2015-11-01

    Full Text Available Advertising translators should be familiarised with the cultural conventions in the target market so that they can re-create the message conveyed in ads. However, advertising message adaptation depends not only on the customer profile but also on corporate culture. The paper focuses on the correlation between these elements and the linguistic choices made by some copywriters.

  1. Recall of anti-tobacco advertising and information, warning labels and news stories in a national sample of Aboriginal and Torres Strait Islander smokers.

    Science.gov (United States)

    Nicholson, Anna K; Borland, Ron; Sarin, Jasmine; Wallace, Sharon; van der Sterren, Anke E; Stevens, Matthew; Thomas, David P

    2015-06-01

    To describe recall of anti-tobacco advertising (mainstream and targeted), pack warning labels, and news stories among a national sample of Aboriginal and Torres Strait Islander smokers, and to assess the association of these messages with attitudes that support quitting, including wanting to quit. A quota sampling design was used to recruit participants from communities served by 34 Aboriginal community-controlled health services and one community in the Torres Strait. We surveyed 1643 Aboriginal and Torres Strait Islander smokers from April 2012 to October 2013. Frequency of recall of advertising and information, warning labels and news stories; recall of targeted and local advertising; attitudes about smoking and wanting to quit. More smokers recalled often noticing warning labels in the past month (65%) than recalled advertising and information (45%) or news stories (24%) in the past 6 months. When prompted, most (82%) recalled seeing a television advertisement. Just under half (48%) recalled advertising that featured an Aboriginal or Torres Strait Islander person or artwork (targeted advertising), and 16% recalled targeted advertising from their community (local advertising). Frequent recall of warning labels, news stories and advertising was associated with worry about health and wanting to quit, but only frequent advertising recall was associated with believing that society disapproves of smoking. The magnitude of association with relevant attitudes and wanting to quit increased for targeted and local advertising. Strategies to tackle Aboriginal and Torres Strait Islander smoking should sustain high levels of exposure to anti-tobacco advertising, news stories and warning labels. More targeted and local information may be particularly effective to influence relevant beliefs and subsequently increase quitting.

  2. Imagery Associated with Menstruation in Advertising Targeted to Adolescent Women.

    Science.gov (United States)

    Havens, Beverly; Swenson, Ingrid

    1988-01-01

    Analyzed imagery in advertisements in "Seventeen" magazine for sanitary products and products for relief of menstrual symptoms, looking for recurrent themes in text, context, and tone. Found menstruation depicted as a "hygienic crisis" best managed by an effective "security system" affording protection and "peace…

  3. Semiotic analysis of Indian television advertisements and its impact on consumers: an exploratory study

    Directory of Open Access Journals (Sweden)

    Pooja SHARMA

    2015-07-01

    Full Text Available Everyday consumers are exposed to a huge and wide variety of advertisements. These advertisements fall into different categories of communication media such as television, print media e.g., magazines and newspapers, cinema or billboards, radio etc. Advertising now reaches far more people than it used to with traditional media since it has major presence in new digital media which has also transformed immensely in recent time. These advertisements deliver and also utilise a wide range of meaning, symbols and messages also called semiotics in their advertisements. Importantly, large part of any individual is surrounded by lot of signs and symbols, however, the way they comprehend these sign, symbols and meaning differ from one to other individual. Since, India is a vast country with vivid and varied culture and demographics, it becomes a challenge for advertisers to target and attract right consumers through their advertisements. In such a situation it is essential for advertisers to understand the choice consumers have for advertisements and the differential impact it has on the consumers. Our study shows the differential impact advertisements have through their themes, colours, to be more specific, impact that semiotics have on consumers and how it can be made more effective and targeted by understanding the language and impact of semiotics on consumers in India.

  4. Advertising and alcohol sales: a legal impact study.

    Science.gov (United States)

    Makowsky, C R; Whitehead, P C

    1991-11-01

    According to the single distribution theory increases in the availability of alcoholic beverages in the general population are associated with increases in average consumption and increases in alcohol-related damage. If it can be demonstrated that advertising contributes to availability, perhaps in the form of what has been called social or subjective availability, then advertising could be considered an appropriate target of prevention. A 58-year ban on advertising of alcoholic beverages was lifted in Saskatchewan in 1983. Data on monthly sales of beer, wine and distilled spirits were examined for the years 1981 to 1987. Box-Jenkins time series techniques were used to estimate the statistical relationship between the policy change and volume of sales of alcoholic beverages. The results revealed that sales of beer increased and sales of spirits decreased following the change in legislation that permitted alcohol advertising in Saskatchewan. The main finding is that there was no impact on wine and total alcohol sales from the introduction of alcohol advertising. Alcohol advertising may have produced a substitution effect with respect to beer and spirits, but this was not predicted. This evaluation suggests that alcohol advertising is not a contributory force that influences the overall level of alcohol consumption. The place of advertising in the single distribution theory remains not proven, and the place of advertising as an instrument of public policy with respect to the prevention of alcohol-related damage remains in question.

  5. Pragmatics of Emotions in Modern French Advertising

    Directory of Open Access Journals (Sweden)

    Анна Степановна Борисова

    2015-12-01

    Full Text Available Due to its communicative specifics studying of modern printed discourse of advertising basing on the theory of emotivity is of special interest to the scientists. The manifestation and expression of emotions in the context of advertising communication is an intention of the author of the advertisement message to cause a specific emotional reaction from the recipient (target audience, to influence her/him in a sought way. The aim of this article is to elicit forms of verbal explications of emotional dominants, actualized in modern french advertising discourse and to determine their roles in the realization of its pragmatic orientation. Basing on methodology of linguistics of emotion, linguoecology, communicative linguistics and methods of pragmatic, discursive, comparative, cross-cultural analysis we have allocated emotional/ emotive representations pragmatic orientation of which correlates with the extent of emotional openness or restraint of the participants of the discourse of advertising, touches upon the field of social norms of emotional behavior and is determined by national cultural specifics. Particular attention is given to appellative models/strategies, relevant to this specific type of discourse. The peculiarities of emotional argumentation are analyzed in comparison with rational ones on the basis of modern printed advertising texts.

  6. Model-based development and testing of advertising messages

    DEFF Research Database (Denmark)

    Bech-Larsen, Tino

    2000-01-01

    The implementation of valid and comprehensible guidelines for message development potentially enhances the effects of advertising messages and improves the possibility of measuring such effects. Moreover, such guidelines also have potential implications for the managerial communication processes...... (client-agency and intra-agency) involved in the development of advertising messages. The purpose of the study described in this paper is to compare the development and effects of two campaign proposals, with the common aim of increasing the consumption of apples among young Danes (18 to 35 years of age......-test with the target group (n=500), as well as interviews with the involved advertising agency and client2 staff....

  7. Mechanism design for mobile geo-location advertising

    OpenAIRE

    Gatti, Nicola; Rocco, Marco; Ceppi, Sofia; Gerding, Enrico H.

    2014-01-01

    Mobile geo–location advertising, where mobile ads are targeted based on a user’s location, has been identified as a key growth factor for the mobile market. As with online advertising, a crucial ingredient for their success is the development of effective economic mechanisms. An important difference is that mobile ads are shown sequentially over time and information about the user can be learned based on their movements. Furthermore, ads need to be shown selectively to prevent ad fatigue. To ...

  8. Alignment of Children's Food Advertising With Proposed Federal Guidelines.

    Science.gov (United States)

    Hingle, Melanie D; Castonguay, Jessica S; Ambuel, Danielle A; Smith, Rachel M; Kunkel, Dale

    2015-06-01

    It is well established that children are exposed to food marketing promoting calorically dense, low-nutrient products. Reducing exposure to obesogenic marketing presents an opportunity to improve children's health. The purpose of this study was to determine the extent to which televised food advertising practices targeting children (aged ≤12 years) were consistent with guidelines proposed by a coalition of federal authorities known as the Interagency Working Group on Foods Marketed to Children (IWG). A sample of children's TV programming aired on five national broadcast networks and two cable channels (N=103 shows) was recorded February to April 2013. The sample contained 354 food ads. Advertised products were identified and categorized using industry classification codes and nutrient data obtained from manufacturers. Product compliance with IWG saturated fat, trans fat, added sugar, and sodium guidelines was evaluated. Analyses conducted in 2013 revealed that nearly all food ads (94%) met guidelines for trans fats; 68% and 62% met guidelines for sodium and saturated fat, respectively; and 20% complied with added sugar guidelines. Overall, 1.4% of all child-targeted food ads met all aspects of IWG guidelines. Nearly all food advertisements exceeded guidelines for at least one recommended nutrient to limit. Individually, conformity was high for guidelines for trans fats, moderate for sodium and saturated fats, and poor for added sugar. These findings suggest that child-targeted food advertising remains strongly biased toward less healthy options. Policymakers wishing to regulate food marketing should understand the amount and types of advertisements that children view. Copyright © 2015 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.

  9. Strategic informative advertising in a tv-advertising duopoly

    OpenAIRE

    Nilssen, Tore; Sørgard, Lars

    2000-01-01

    We consider a model of strategic informative advertising where the advertising is done on TV and where the TV channels' advertising prices are endogenously determined. We discuss how these prices, and the advertising firms' advertising efforts, vary with the two key parameters of the model: the degree of product differentiation in the product market and a measure of the relative sizes of the TV channels' viewer bases. We find, in particular, that the larger the size difference among the TV ch...

  10. THE ADDRESSEE AS A COGNITIVE AND PRAGMATIC RATIONALE OF ARGUMENTATION IN ENGLISH ADVERTISING DISCOURSE

    Directory of Open Access Journals (Sweden)

    Krivobokova Galina Aleksandrovna

    2015-06-01

    Full Text Available The article considers the addressee as the cognitive and pragmatic basis for meaning construction in argumentation strategies. The analysis of language means in argumentation strategies with the addressee as the cognitive basis of the advertising text revealed that since the early 20th century and up to date the use of the regulative strategy oriented on decision-making that employs tactics of recommendation, advice and imperative increases considerably. In the middle of the 20th century the epistemic strategy of argumentation employs tactics of "part-whole", and at the end of the 20th century the tactics of empathy appealing to values and needs of the addressee and motivating him to act is employed. The dynamics of linguistic profile of the addressee is observed in the transition from nominations of neutral referentially-limited social, demographic and gender characteristics of the target audience in early advertising discourse to the employment of elaborated evaluating nominations and personal pronounces with indefinite number of referents. Changes in the means of the addressee nominations indicate changes in the cognitive mechanism of text perception and understanding which results in the two opposing processes: the reduction of text perception and decoding stages, and increaseas in the interpretative volume of an advertising message due to wide employment of enthymemes in argumentation.

  11. Appropriate Targets for Search Advertising as Part of Online Gatekeeping for Suicide Prevention.

    Science.gov (United States)

    Sueki, Hajime; Ito, Jiro

    2018-05-01

    Gatekeeper training is an effective suicide prevention strategy. However, the appropriate targets of online gatekeeping have not yet been clarified. We examined the association between the outcomes of online gatekeeping using the Internet and the characteristics of consultation service users. An advertisement to encourage the use of e-mail-based psychological consultation services among viewers was placed on web pages that showed the results of searches using suicide-related keywords. All e-mails received between October 2014 and December 2015 were replied to as part of gatekeeping, and the obtained data (responses to an online questionnaire and the content of the received e-mails) were analyzed. A total of 154 consultation service users were analyzed, 35.7% of whom were male. The median age range was 20-29 years. Online gatekeeping was significantly more likely to be successful when such users faced financial/daily life or workplace problems, or revealed their names (including online names). By contrast, the activity was more likely to be unsuccessful when it was impossible to assess the problems faced by consultation service users. It may be possible to increase the success rate of online gatekeeping by targeting individuals facing financial/daily life or workplace problems with marked tendencies for self-disclosure.

  12. Content Analysis of Advertisements in Different Cultures

    Directory of Open Access Journals (Sweden)

    Vesna Lazović

    2012-05-01

    Full Text Available Increasingly, advertising examples are being analyzed and used as yet another form of communication, on account of their ubiquity (e.g. billboards, Internet, television, magazines. Designed to compel us to purchase products, advertisements have the potential to greatly impact our lives. They show current trends in social preferences, they reveal cultural values and norms of the target audience and, finally, they can be the mirror of the times people live in. The purpose of this paper is to give a brief overview of the findings in previously carried–out research relating to cross–cultural content analysis of advertisements. The reports have addressed both linguistic and extra–linguistic features and trends in advertising and emphasized language– and culture–specific elements. This paper also gives ideas for future studies, since nowadays, due to international marketing and increasing globalization there are more cultural transfers to be explored, as cultures are coming in contact far more frequently.

  13. QR Code: An Interactive Mobile Advertising Tool

    Directory of Open Access Journals (Sweden)

    Ela Sibel Bayrak Meydanoglu

    2013-10-01

    Full Text Available Easy and rapid interaction between consumers and marketers enabled by mobile technology prompted  an increase in the usage of mobile media as an interactive marketing tool in recent years. One of the mobile technologies that can be used in interactive marketing for advertising is QR code (Quick Response Code. Interactive advertising brings back some advantages for the companies that apply it. For example, interaction with consumers provides significant information about consumers' preferences. Marketers can use information obtained from consumers for various marketing activities such as customizing advertisement messages, determining  target audience, improving future products and services. QR codes used in marketing campaigns can provide links to specific websites in which through various tools (e.g. questionnaires, voting information about the needs and wants of customers are collected. The aim of this basic research is to illustrate the contribution of  QR codes to the realization of the advantages gained by interactive advertising.

  14. 76 FR 78145 - Enhancing Airline Passenger Protections: Limited Extension of Effect Date for Full Fare Price...

    Science.gov (United States)

    2011-12-16

    ...] RIN 2105-AD92 Enhancing Airline Passenger Protections: Limited Extension of Effect Date for Full Fare Price Advertising AGENCY: Office of the Secretary (OST), Department of Transportation (DOT). ACTION... regarding the time period for compliance with a portion of the full fare and other advertising requirements...

  15. Memory and Evaluation Effects in Competitive Advertising Environments.

    OpenAIRE

    Keller, Kevin Lane

    1991-01-01

    A laboratory experiment replicates and extends prior research on how competitive advertising and retrieval cues affect consumer memory and evaluations of brands. The number and valence of competing ads, presence of ad retrieval cues, and valence of target ads were manipulated. A high level of competitive advertising varying in valence produced interference effects for recall and evaluations. Ad retrieval cues offset these effects and enhanced recall and evaluations even when there were no com...

  16. Valuable Internet Advertising and Customer Satisfaction Cycle(VIACSC)

    OpenAIRE

    Muhammad Awais; Tanzila Samin; Muhammad Bilal

    2012-01-01

    Now-a-days it is very important for the business persons to attract their target customers towards their products through valuable mode of promotion and communication. Increasing use of World Wide Web has completely changed the scenario of business sector. Customized products and services, customers preferences, @ and dot com craze have elevated the importance of internet advertising. This research paper investigates valuable internet advertising which will help to enhance the value of intern...

  17. 基于消费者偏好的非对称企业定向广告投放策略%Strategy of asymmetric duopolist sending targeted advertising based on consumer's preference

    Institute of Scientific and Technical Information of China (English)

    赵江; 梅姝娥; 仲伟俊

    2017-01-01

    To explore the effects of consumer's preference on product pricing and targeted advertising,the mathematical model with asymmetric duopolist using targeted advertising and price discrimination on firm's profit is established,and related case study is performed.The results indicate that consumer's preference directly affects the firm's profit.More targeted advertising are sent to the firm's strong market for higher benefits even the price discrimination is not allowed.However,when the price discrimination is permitted,both firms will send more ads in their strong market and provide a high price to the consumer.Otherwise,the strategy of price discrimination and targeted advertising can be used as the effective tool for firm's marketing strategy.When the firm has the imperfect targeting precision,the strategy of targeted advertising and price discrimination might intensify market competition.%为了研究消费者偏好对产品定价和定向广告策略的影响,构建非对称双寡头企业联用定向广告和价格歧视策略对企业利润影响的数学模型,并进行案例分析.研究表明:1)消费者偏好属性直接影响企业利润.当不允许价格歧视时,企业总在优势市场投放更高强度的定向广告以获得更高利润.2)当允许价格歧视时,企业将在优势市场投放定向广告并制定较高价格,而在竞争市场给予消费者较低价格以获得最优利润.3)定向广告和价格歧视联用成为企业定向营销的有效工具.当企业不具备完全定向精度时,同时采取定向广告和价格歧视策略有可能加剧市场竞争.

  18. The use of negative themes in television food advertising.

    Science.gov (United States)

    Pettigrew, Simone; Roberts, Michele; Chapman, Kathy; Quester, Pascale; Miller, Caroline

    2012-04-01

    The ability of food advertising to trigger food consumption and influence social norms relating to food consumption has resulted in increasing attention being given to the prevalence and nature of food advertising. The present study investigated the use of negative themes in food advertisements aired on Australian television to determine the prevalence of depictions of violence/aggression, mocking, nagging, boredom, loneliness, food craving, mood enhancement, and the emotional use of food across 61 days of programming time. The results suggest that advertisers are using negative themes to capture attention and invoke an emotional response in the target audience. Sixteen percent (14,611) of the 93,284 food advertisements contained negative themes, with mood enhancement and food craving being the most commonly depicted negative themes. Advertisements with negative themes were more likely to be for non-core foods and to be aired during children's popular viewing times than at other times. The potential for negative themes in food advertising to promote unhealthy food consumption behaviors among children is likely to be of concern to policy makers. Building on this exploratory study, further research is needed to investigate how nutrition-related decision making is affected by exposure to food advertisements employing negative emotional themes. Copyright © 2011 Elsevier Ltd. All rights reserved.

  19. Exposure of children and adolescents to alcohol advertising on television in Australia.

    Science.gov (United States)

    Winter, Matthew V; Donovan, Robert J; Fielder, Lynda J

    2008-09-01

    This article reports the extent to which children (0-12 years) and teenagers below the legal drinking age in Australia (13-17 years) were exposed to alcohol advertising on free-to-air television in Sydney, Australia, during the period from March 2005 to February 2006. Exposure levels were obtained from weekly Target Audience Rating Points (TARPs) data generated by OzTAM, the official Australian television audience monitoring system. (The TARPs figure for an advertisement is calculated based on the number of individuals from a target audience [e.g., 13- to 17-year-olds] exposed to the ad as a proportion of the total number of individuals within the target audience, multiplied by 100). Exposure levels were obtained for four age groups-up to 12 years, 13-17 years, 18-24 years, and 25 years and older-for 156 different ads for 50 brands. Adults 25 years and older were most exposed to alcohol advertising: approximately 660 TARPs per week. The level to which underage teenagers (13-17 years) were exposed to alcohol advertising was virtually identical to that of young adults (18-24 years): 426 TARPs per week vs 429 TARPs per week. Children (0-12 years) were exposed to approximately one in every three alcohol ads seen on average by mature adults (ages 25 years and older). This study found that Australian children and teenagers below the legal drinking age currently are exposed to unacceptably high levels of alcohol advertising on television. These findings suggest that alcohol marketers may be deliberately targeting underage adolescents. At the very least the findings highlight the need for action to be taken to reduce levels to which underage Australians are exposed to alcohol advertising on television.

  20. IMPLICATIONS OF INTERNET ADVERTISING ON NEW MEDIA ENTREPRENEURSHIP: A BOON OR BANE?

    OpenAIRE

    Abdulhameed Kayode Agboola; Lambe Mustapha

    2017-01-01

    Internet advertising implies advertising using the internet as a platform. It is a marketing strategy which deals with attracting web traffic and delivering marketing messages to appropriate targets using the internet as a medium. Internet advertising has no doubt positively revolutionized the sector of commerce. It has simplify and made more effective the communication between entrepreneurs and their potential customers. This study discusses among other things the advantages of internet adve...

  1. [Alcoholism prevention and alcohol advertising investment in Spain: David versus Goliath].

    Science.gov (United States)

    Montes-Santiago, Julio; Lado Castro-Rial, Marta

    2009-01-01

    Alcohol advertising correlates with consumption, particularly in young people. We studied the evolution of the amounts spent on alcoholic beverages advertising and on advertising as a whole in conventional media in Spain during the period 1995-2005. We analyzed the amounts spent on advertising in total and on alcoholic beverages advertising by studying the annual INFOADEX Survey on Advertising Investment in Spain in conventional media (TV, radio, the press, billboards and Internet). The results were subdivided into the periods 1995-2000 and 2001-2005. In the period 1995-2000 there was an increase (Delta) in alcoholic beverages advertising expenditure, from 268 to 347 million euro (Delta=29.5%), but a decrease in its percentage of advertising as a whole (from 7.6% to 6.1%). In the period 2001-2005 there was a rise in alcohol advertising expenditure from 145 to 186 million euro(Delta=28.0%), and also in its percentage of total advertising (from 2.7% to 2.8%). In 2001-2005, spending by Regional governments on preventive advertising increased from 22 to 52 million euro (Delta=136%). Alcohol advertising expenditure remains high in Spain, with young people as a primary target. In contrast, there is only modest investment in preventive advertising. Regulatory measures are necessary with a view to protecting populations especially susceptible to uncontrolled consumption.

  2. Comparison of advertising strategies between the indoor tanning and tobacco industries.

    Science.gov (United States)

    Greenman, Jennifer; Jones, David A

    2010-04-01

    The indoor tanning industry is large and continues to grow, with 2007 domestic sales in excess of $5 billion. Advertising is central to shaping the consumer's perception of indoor tanning as well as driving industry demand. This article aims to identify key drivers of consumer appeal by comparing tanning advertising strategies to those used by tobacco marketers. Tobacco advertising was selected as a reference framework because it is both well documented and designed to promote a product with known health hazards. Two thousand advertisements from 4 large tobacco advertisement databases were analyzed for type of advertisement strategy used, and 4 advertising method categories were devised to incorporate the maximum number of advertisements reviewed. Subsequently, contemporary tanning advertisements were collected from industry magazines and salon websites and evaluated relative to the identified strategy profiles. Both industries have relied on similar advertising strategies, including mitigating health concerns, appealing to a sense of social acceptance, emphasizing psychotropic effects, and targeting specific population segments. This examination is a small observational study, which was conducted without rigorous statistical analysis, and which is limited both by the number of advertisements and by advertising strategies examined. Given the strong parallels between tobacco and tanning advertising methodologies, further consumer education and investigation into the public health risks of indoor tanning is needed. Copyright 2009 American Academy of Dermatology, Inc. Published by Mosby, Inc. All rights reserved.

  3. Obesogenic television food advertising to children in Malaysia: sociocultural variations

    Directory of Open Access Journals (Sweden)

    See H. Ng

    2014-08-01

    Full Text Available Background: Food advertising on television (TV is well known to influence children's purchasing requests and models negative food habits in Western countries. Advertising of unhealthy foods is a contributor to the obesogenic environment that is a key driver of rising rates of childhood obesity. Children in developing countries are more at risk of being targeted by such advertising, as there is a huge potential for market growth of unhealthy foods concomitant with poor regulatory infrastructure. Further, in developing countries with multi-ethnic societies, information is scarce on the nature of TV advertising targeting children. Objectives: To measure exposure and power of TV food marketing to children on popular multi-ethnic TV stations in Malaysia. Design: Ethnic-specific popular TV channels were identified using industry data. TV transmissions were recorded for each channel from November 2012 to August 2013 (16 hr/day for randomly selected weekdays and weekend days during normal days and repeated during school holidays (n=88 days. Coded food/beverage advertisements were grouped into core (healthy, non-core (non-healthy, or miscellaneous (unclassified food categories. Peak viewing time (PVT and persuasive marketing techniques were identified. Results: Non-core foods were predominant in TV food advertising, and rates were greater during school holidays compared to normal days (3.51 vs 1.93 food ads/hr/channel, p<0.001. During normal days’ PVT, the ratio of non-core to core food advertising was higher (3.25 food ads/hr/channel, and this more than trebled during school holidays to 10.25 food ads/hr/channel. Popular channels for Indian children had the lowest rate of food advertising relative to other ethnic groups. However, sugary drinks remained a popular non-core product advertised across all broadcast periods and channels. Notably, promotional characters doubled for non-core foods during school holidays compared to normal days (1.91 vs 0

  4. The extent of food advertising to children on UK television in 2008.

    Science.gov (United States)

    Boyland, Emma J; Harrold, Joanne A; Kirkham, Tim C; Halford, Jason C G

    2011-10-01

    To provide the most comprehensive analysis to date of the extent of food advertising on UK television channels popular with young people following regulatory reform of this type of marketing activity. UK television was recorded 06:00-22:00 h for a weekday and a weekend day every month between January and December 2008 for 14 of the most popular commercial channels broadcasting children's/family viewing. Recordings were screened for advertisements, which were coded according to predefined categories including whether they were broadcast in peak/non-peak children's viewing time. Food advertisements were coded as core (healthy)/non-core (unhealthy)/miscellaneous foods. Food and drinks were the third most heavily advertised product category, and there were a significantly greater proportion of advertisements for food/drinks during peak compared to non-peak children's viewing times. A significantly greater proportion of the advertisements broadcast around soap operas than around children's programmes were for food/drinks. Children's channels broadcast a significantly greater proportion of non-core food advertisements than the family channels. There were significant differences between recording months for the proportion of core/non-core/miscellaneous food advertisements. Despite regulation, children in the UK are exposed to more TV advertising for unhealthy than healthy food items, even at peak children's viewing times. There remains scope to strengthen the rules regarding advertising of HFSS foods around programming popular with children and adults alike, where current regulations do not apply. Ongoing, systematic monitoring is essential for evaluation of the effectiveness of regulations designed to reduce children's exposure to HFSS food advertising on television in the UK.

  5. Calling Where It Counts: Subordinate Pied Babblers Target the Audience of Their Vocal Advertisements.

    Science.gov (United States)

    Humphries, David J; Finch, Fiona M; Bell, Matthew B V; Ridley, Amanda R

    2015-01-01

    For territorial group-living species, opportunities to reproduce on the natal territory can be limited by a number of factors including the availability of resources within a territory, access to unrelated individuals, and monopolies on reproduction by dominant group members. Individuals looking to reproduce are therefore faced with the options of either waiting for a breeding opportunity to arise in the natal territory, or searching for reproductive opportunities in non-natal groups. In the cooperatively breeding Southern pied babbler, Turdoides bicolor, most individuals who achieve reproductive success do so through taking up dominant breeding positions within non-natal groups. For subordinate pied babblers therefore, searching for breeding opportunities in non-natal groups is of primary importance as this represents the major route to reproductive success. However, prospecting (where individuals leave the group to search for reproductive opportunities within other groups) is costly and individuals rapidly lose weight when not part of a group. Here we demonstrate that subordinate pied babblers adopt an alternative strategy for mate attraction by vocal advertisement from within their natal territories. We show that subordinates focus their calling efforts on the edges of their territory, and specifically near boundaries with neighbouring groups that have potential breeding partners (unrelated individuals of the opposite sex). In contrast to prospecting, calling individuals showed no body mass loss associated with this behaviour, suggesting that calling from within the group may provide a 'cheap' advertisement strategy. Additionally, we show that subordinates use information regarding the composition of neighbouring groups to target the greatest number of potential mating partners.

  6. Misleading advertising

    OpenAIRE

    Bláhová, Vladimíra

    2006-01-01

    Misleading advertising The topic of this rigorous thesis is "Misleading advertising". The theme of the thesis is current and attractive, because everybody comes across the advertising all the time and thus the advertisement influents each of our lives. One of the motives for writing this rigorous thesis was to mediate understanding of problems concerning with the misleading advertising and the unfair competition. The rigorous thesis is divided into six chapters. The first chapter deals with t...

  7. Examining Asian and European reactions within shock advertising

    OpenAIRE

    Engelbart, Silke M; Jackson, Delia A; Smith, Simon

    2017-01-01

    This paper seeks to establish whether subjects from different cultures, in this case from Europe (Germany, France, Spain and the United Kingdom (UK)) and Asia (China and Japan), react differently when exposed to the same shock advertising. This is of relevance to advertisers/ marketers who wish to target particular groups in a population as societies continue to evolve, change and become less homogenous. This paper examines the effects that gender and cultural identities have on different eth...

  8. Music, advertising and transmedia storytelling

    Directory of Open Access Journals (Sweden)

    Cande SÁNCHEZ-OLMOS

    2017-07-01

    Full Text Available The ubiquity of advertising in everyday life and the importance of music demand a critical study on how brands use music for commercial purposes. In a context of convergence and participatory culture, it is necessary to develop new strategies, codes and narratives that brands and artists are creating to connect with consumers. Music is the basis of the collective experience and, in addition, it connects intensely and emotionally with the identity of groups that are its potential target. Brands use music to generate memorable experiences for consumers who reject traditional advertising forms. In addition, music, as a product of the cultural industry, needs marketing strategies to connect with fans.

  9. The effect of enforcement of the Master Settlement Agreement on youth exposure to print advertising.

    Science.gov (United States)

    Lieberman, Alan

    2004-07-01

    Enforcement of the Master Settlement Agreement's (MSA) prohibitions on youth targeting and the use of cartoons has resulted in a significant reduction in youth exposure to tobacco advertising. The MSA between the states and the tobacco companies has provided state officials with a new and powerful tool to address tobacco company marketing practices that may promote underage smoking. In the area of print advertising, enforcement of the MSA's prohibitions on youth targeting (MSA III[a]) and on the use of cartoons (MSA III[b]) has resulted in a significant reduction in youth exposure to tobacco advertising. The recent court decisions finding that R. J. Reynolds violated the youth targeting prohibition in its tobacco advertising in national magazines affirm the viability of the MSA's various restrictions and its enforcement mechanisms as a key way that state Attorneys General are responding to a range of tobacco company practices affecting youth.

  10. A cross-media content analysis of motivational themes in direct-to-consumer prescription drug advertising.

    Science.gov (United States)

    Sumpradit, Nithima; Ascione, Frank J; Bagozzi, Richard P

    2004-01-01

    Direct-to-consumer (DTC) advertising of prescription drugs is a widely discussed issue in health care. However, little is known about the characteristics of the motivational themes used in this type of advertising. The aim of this study was to investigate the concurrent presentation of motivational themes in DTC print and television advertisements. The content analyses focused on advertisements of 2 targeted drug classes (cyclooxygenase-2 enzyme inhibitors and 3-hydroxy-3-methylglutaryl coenzyme A reductase inhibitors) in magazines and on television. Targeted print advertisements (for celecoxib, rofecoxib, atorvastatin, pravastatin, and simvastatin) from September to December 2001 and targeted television advertisements (for celecoxib, rofecoxib, and simvastatin) from November 2001 were investigated. The motivational themes were assessed using a theoretical framework based on self-regulatory focus theory and cultural orientation. Self-regulatory focus was examined in terms of goal orientation (promotion vs prevention) and emotional aspects, (e.g., cheerfulness, dejection, quiescence, agitation). The cultural orientation was examined in terms of individualism versus collectivism. The visual-verbal match was categorized as direct if the audio and visual information was semantically redundant, as partial if it was partially related, and as no match at all if it was different or conflicting. Twelve print advertisements in 10 magazines and 4 television advertisements on 4 television networks were examined; the interrater reliability scores from 3 independent, trained judges ranged from 0.93 to 0.99. The score was low (0.57) in the visual-verbal match measurement for television advertisements. Products in the same category appeared to be promoted using different self-regulatory foci. For example, celecoxib and atorvastatin advertisements tended to be promotion oriented, whereas pravastatin advertisements tended to be prevention oriented. Motivational themes were found

  11. AN INTENSIVE MODEL FOR ONLINE ADVERTISING WITH MULTI USER BEHAVIORAL CONTEXT

    OpenAIRE

    Praveen Kumar.P*1,N.Venkatesh 2,Adilalkshmi Siripireddy 3

    2018-01-01

    Adsense and Facebook) implement Behavioral Targeting (BT) as their online advertisement strategy. One of the major drawbacks of BT is that the advertisement delivery considers only the history of a user’s browsing behavior; the relevance of the advertisement to the web page is totally ignored. There have been attempts to bridge the gap by combining contextual relevance with BT. But contextual relevance being a static measure has the problem that it does not adapt to user’s click behavior.We p...

  12. Obesogenic television food advertising to children in Malaysia: sociocultural variations.

    Science.gov (United States)

    Ng, See H; Kelly, Bridget; Se, Chee H; Chinna, Karuthan; Sameeha, Mohd Jamil; Krishnasamy, Shanthi; Ismail, M N; Karupaiah, Tilakavati

    2014-01-01

    Food advertising on television (TV) is well known to influence children's purchasing requests and models negative food habits in Western countries. Advertising of unhealthy foods is a contributor to the obesogenic environment that is a key driver of rising rates of childhood obesity. Children in developing countries are more at risk of being targeted by such advertising, as there is a huge potential for market growth of unhealthy foods concomitant with poor regulatory infrastructure. Further, in developing countries with multi-ethnic societies, information is scarce on the nature of TV advertising targeting children. To measure exposure and power of TV food marketing to children on popular multi-ethnic TV stations in Malaysia. Ethnic-specific popular TV channels were identified using industry data. TV transmissions were recorded for each channel from November 2012 to August 2013 (16 hr/day) for randomly selected weekdays and weekend days during normal days and repeated during school holidays (n=88 days). Coded food/beverage advertisements were grouped into core (healthy), non-core (non-healthy), or miscellaneous (unclassified) food categories. Peak viewing time (PVT) and persuasive marketing techniques were identified. Non-core foods were predominant in TV food advertising, and rates were greater during school holidays compared to normal days (3.51 vs 1.93 food ads/hr/channel, padvertising was higher (3.25 food ads/hr/channel), and this more than trebled during school holidays to 10.25 food ads/hr/channel. Popular channels for Indian children had the lowest rate of food advertising relative to other ethnic groups. However, sugary drinks remained a popular non-core product advertised across all broadcast periods and channels. Notably, promotional characters doubled for non-core foods during school holidays compared to normal days (1.91 vs 0.93 food ads/hr/channel, padvertising, and predominantly sugary drinks are commonly screened on Malaysian TV channels. The

  13. Obesogenic television food advertising to children in Malaysia: sociocultural variations

    Science.gov (United States)

    Ng, See H.; Kelly, Bridget; Se, Chee H.; Chinna, Karuthan; Sameeha, Mohd Jamil; Krishnasamy, Shanthi; MN, Ismail; Karupaiah, Tilakavati

    2014-01-01

    Background Food advertising on television (TV) is well known to influence children's purchasing requests and models negative food habits in Western countries. Advertising of unhealthy foods is a contributor to the obesogenic environment that is a key driver of rising rates of childhood obesity. Children in developing countries are more at risk of being targeted by such advertising, as there is a huge potential for market growth of unhealthy foods concomitant with poor regulatory infrastructure. Further, in developing countries with multi-ethnic societies, information is scarce on the nature of TV advertising targeting children. Objectives To measure exposure and power of TV food marketing to children on popular multi-ethnic TV stations in Malaysia. Design Ethnic-specific popular TV channels were identified using industry data. TV transmissions were recorded for each channel from November 2012 to August 2013 (16 hr/day) for randomly selected weekdays and weekend days during normal days and repeated during school holidays (n=88 days). Coded food/beverage advertisements were grouped into core (healthy), non-core (non-healthy), or miscellaneous (unclassified) food categories. Peak viewing time (PVT) and persuasive marketing techniques were identified. Results Non-core foods were predominant in TV food advertising, and rates were greater during school holidays compared to normal days (3.51 vs 1.93 food ads/hr/channel, padvertising was higher (3.25 food ads/hr/channel), and this more than trebled during school holidays to 10.25 food ads/hr/channel. Popular channels for Indian children had the lowest rate of food advertising relative to other ethnic groups. However, sugary drinks remained a popular non-core product advertised across all broadcast periods and channels. Notably, promotional characters doubled for non-core foods during school holidays compared to normal days (1.91 vs 0.93 food ads/hr/channel, padvertising, and predominantly sugary drinks are commonly

  14. Content Analysis of Food and Beverages Advertisements Targeting Children and Adults on Television in Sri Lanka.

    Science.gov (United States)

    Prathapan, Shamini; Wijewardena, Kumudu; Low, Wah Yun

    2016-01-01

    Food marketing is one of the main factors in the increase in childhood obesity. The objective is to compare the strategies used for promotion of food and beverages advertisements on Sri Lankan television for children and adults. Among 16 analog television channels in Sri Lanka, 50% of the channels were selected randomly after stratifying according to language. Recording was during weekdays and weekends. In total, 95 different food and beverages advertisements were analyzed irrespective of the channel. Among all food and beverages-related advertisements, 78% were child focused, and among these 74% claimed health benefits. A statistically significant difference was found in terms of implications related to nutrition or health (P food and beverages-focused advertisements for policy formulation and implementation. © 2015 APJPH.

  15. Semantic Advertising

    OpenAIRE

    Zamanzadeh, Ben; Ashish, Naveen; Ramakrishnan, Cartic; Zimmerman, John

    2013-01-01

    We present the concept of Semantic Advertising which we see as the future of online advertising. Semantic Advertising is online advertising powered by semantic technology which essentially enables us to represent and reason with concepts and the meaning of things. This paper aims to 1) Define semantic advertising, 2) Place it in the context of broader and more widely used concepts such as the Semantic Web and Semantic Search, 3) Provide a survey of work in related areas such as context matchi...

  16. Using fear appeals in advertising for AIDS prevention in the college-age population.

    Science.gov (United States)

    LaTour, M S; Pitts, R E

    1989-09-01

    A multiple-indicator model reveals the impact of AIDS prevention advertising on dimensions of arousal and subsequent cognitive impressions of the advertisement. Exploratory results obtained from a sample of college students indicate that levels of arousal and impressions of the advertisement vary according to emphasis on the deadly consequences of AIDS. These findings have strategic implications for addressing important target groups such as college students.

  17. Effect of Restrictions on Television Food Advertising to Children on Exposure to Advertisements for ‘Less Healthy’ Foods: Repeat Cross-Sectional Study

    Science.gov (United States)

    Adams, Jean; Tyrrell, Rachel; Adamson, Ashley J.; White, Martin

    2012-01-01

    Background In 2007, new scheduling restrictions on television food advertising to children in the UK were announced. The aim of the restrictions was to “reduce significantly the exposure of children under 16 to high fat, salt or sugar (HFSS) advertising”. We explored the impact of the restrictions on relative exposure to HFSS food advertising among all viewers and among child television viewers, as well as adherence to the restrictions. Methods We conducted two cross-sectional studies of all advertisements broadcast in one region of the UK over one week periods – the first (week 1) six months before the restrictions were introduced, and the second (week 2) six months after. Data on what products were advertised were linked to data on how many people watched each advertisement. Nutritional content of foods advertised was added to the dataset and used to calculate HFSS status. Relative exposure was calculated as the proportion of all advertising person-minute-views (PMVs) that were for HFSS foods. Results 1,672,417 advertising PMV were included. 14.6% of advertising PMV were for food and 51.1% of these were for HFSS food. Relative exposure of all viewers to HFSS food advertising increased between study weeks 1 and 2 (odds ratio (99% confidence intervals) = 1·54 (1·51 to 1·57)). Exposure of children to HFSS food advertising did not change between study weeks 1 and 2 (odds ratio (99% confidence intervals) = 1·05 (0·99 to 1·12)). There was almost universal adherence to the restrictions. Conclusions Despite good adherence to the restrictions, they did not change relative exposure of children to HFSS advertising and were associated with an increase in relative exposure of all viewers to HFSS advertising. Stronger restrictions targeting a wider range of advertisements are necessary to reduce exposure of children to marketing of less healthful foods. PMID:22355376

  18. Banner Advertising

    OpenAIRE

    Majoroš, Miroslav

    2008-01-01

    History of internet advertising, types of internet advertising. Banner advertising, methods of payment for banner advertising, formats and technologies. Internet media market in Czech Republic, portals, servers, media agents, media agencies, SPIR association. Banner campaign, its planning, execution and evaluation. Videobanner campaign Nivea For Men, searching for the most effective format for videoadvertising on the internet.

  19. Television food advertising viewed by preschoolers, children and adolescents: contributors to differences in exposure for black and white youth in the United States.

    Science.gov (United States)

    Fleming-Milici, F; Harris, J L

    2018-02-01

    Public health experts raise concerns about adolescents' and black youth's greater exposure to TV advertising for unhealthy foods and beverages compared with children and white youth. Examine how television-viewing patterns and rates of advertising during targeted programming contribute to this greater exposure. Nielsen panel data provided viewing times and amount of food advertising viewed on U.S. television in 2008 and 2012. Researchers compared results by network type (black-, child- and youth-targeted), age group (preschoolers, children and adolescents) and race (black and white youth). Food advertising exposure increased with age for both black and white youth, but black youth viewed approximately 50% or more ads than did white youth of the same age. Higher rates of food advertising on youth-targeted networks explained greater adolescent exposure. However, greater television viewing and higher rates of advertising on youth- and black-targeted networks both contributed to black youth's greater exposure. From 2008 to 2012, increases in food-ads-per-hour increased exposure for all youth. Food advertisers and networks, especially those targeting adolescents and black youth, must do more to reduce advertising that negatively impacts young people's health. Furthermore, reducing commercial-television viewing by black youth may help reduce health disparities affecting their communities. © 2016 World Obesity Federation.

  20. The influence of sexualized advertising on consumer behavior : Abercrombie & Fitch case study

    OpenAIRE

    Rainer, Elena Theresa

    2016-01-01

    Abercrombie and Fitch (A&F) is an American apparel company which since many years is known for its offensive sexual advertising. Its target group moves between kids (seven to14 years), teens (14 to 18 years) and college students (18-27 years), respectively to its three brands abercrombie, Hollister Co. and Abercrombie & Fitch. The key driver of A&F’s targeting strategy for a long time was to advertise to cool, attractive teens. For A&F this included portraying semi-nude teen-model...

  1. Humour in advertisement

    OpenAIRE

    Melounová, Lenka

    2016-01-01

    The Bachelor Thesis Humour in advertisement is focused on creating humorous advertisements. The Thesis is divided into theoretical and practical part. The theoretical part is about advertisement, psychology of advertisement, emotions and emotional appeals that are used in advertising, primarily appeal humour. The practical part includes analysis of the survey focused on the effectiveness of humour in advertisements, analysis of selected campaign and the results of own survey.

  2. AdChoices? Compliance with Online Behavioral Advertising Notice and Choice Requirements. Revised Version

    Science.gov (United States)

    2011-10-07

    further information and a means of opting out. Revised October 7, 2011. Keywords: Online behavioral advertising ; privacy; consumer choice; notice... consumers ’ activities online to target advertising .”1 The FTC has been examining ways to reduce the privacy concerns associated with OBA for over a decade...behavioral advertising practices that would foster transparency, knowledge and choice for consumers . As the FTC determines what to do next, it is

  3. ADVERTISING AS A TOOL OF MARKETING COMMUNICATION AND ITS CONSEQUENT IMPACT ON CONSUMERS

    OpenAIRE

    Radovan Baèík; Richard Fedorko; Silvia Šimová

    2012-01-01

    The article pays attention to marketing communication issue, specifically in advertising. The article summarizes theoretical background of advertising within evaluation of the topic direction. The main attention is focused on advertising problem as a marketing communication tool from the perspective of market participants providing their products and services. Through a realised survey of selected aspects we point out opinions of selected target groups in the application of selected market en...

  4. Advertising and promotion of smokeless tobacco products.

    Science.gov (United States)

    Ernster, V L

    1989-01-01

    This paper is focused on the approaches used to advertise and promote smokeless tobacco products during the early to mid-1980s. These included traditional motifs that featured rugged-looking masculine models in sporting and outdoor settings as well as an expanded white-collar appeal. Smokeless tobacco was not affected by the ban on broadcast advertising of cigarettes that went into effect in 1971, and, until 1986, both print and broadcast media were used to advertise it. Promotional activities ranged from sponsorship of sporting events to offers for clothing bearing smokeless tobacco product logos. Despite the claims of manufacturers that advertising and promotional efforts were not targeted to youth, smokeless tobacco companies sponsored tobacco-spitting contests with teenage participants, a college marketing program, and college scholarships. In efforts that appeared designed to bolster their public image in the face of growing concern over the consequences of smokeless tobacco use by young people, companies like U.S. Tobacco Company contributed to major social programs, including, ironically, alcohol- and drug-abuse prevention programs. Spurred by public health groups, federal legislation was passed in 1986 that banned television and radio advertising of smokeless tobacco products and required manufacturers to include warning labels on their products on the potential health hazards of smokeless tobacco use.

  5. Making Diversity Conform? An Intersectional, Longitudinal Analysis of LGBT-Specific Mainstream Media Advertisements.

    Science.gov (United States)

    Nölke, Ana-Isabel

    2018-01-01

    This study introduces an intersectional analysis of explicit LGBT portrayals in mainstream advertising between 2009 and 2015. The analysis provides insights into the (in)visibility of the LGBT community over a period of significant social change. It finds that although the number of explicit representations of LGBT characters has risen dramatically, 230 out of 240 intersections of sexuality, class, age, and race remain invisible. In using a new ad format-human interest ads-advertisers move away from hypersexualization, toward real individuals' stories of love and families. Nonetheless, the analysis highlights how the erasure of multiply marginalized groups in mainstream advertising continues to perpetuate a heteronormative, domesticized version of "gayness" and discusses the adverse effects that lie herein. It is proposed that non-LGBT consumers are the underlying target group of LGBT-explicit advertising, causing non-target market effects that alienate large parts of the LGBT community despite their overt inclusion.

  6. Youth perceptions of alcohol advertising: are current advertising regulations working?

    Science.gov (United States)

    Aiken, Alexandra; Lam, Tina; Gilmore, William; Burns, Lucy; Chikritzhs, Tanya; Lenton, Simon; Lloyd, Belinda; Lubman, Dan; Ogeil, Rowan; Allsop, Steve

    2018-06-01

    We investigated young people's exposure to alcohol advertising, their intentions to consume and purchase alcohol products following the viewing of advertisements, and whether they perceived the actors in the advertisements as being under the age of 25 years. Face-to-face interviews were completed with 351 risky drinking 16-19-year-old Australians, with a sub-sample (n=68) responding to a range of alcohol advertisements in an in-depth interview. Participants were exposed to alcohol advertisements from an average of seven specific contexts in the past 12 months, with younger adolescents more likely to recall TV and outdoor billboards (n=351). Positive perception of advertisements was associated with increased intention to use and to purchase advertised products (n=68). A liqueur advertisement actor was perceived by 94% as being under 25 years-old, and almost 30% thought the advertisement was marketed at people younger than 18 years of age. Young people's perceptions of alcohol advertising are not necessarily in line with expert/industry assessment; products are sometimes marketed in a way that is highly appealing to young people. Greater appeal was associated with increased intention to consume and to purchase products. Implications for public health: These results indicate deficiencies in the effectiveness of current advertising codes in regard to protecting the health and wellbeing of adolescents. © 2018 The Authors.

  7. How Does Advertising Affect Market Performance? The Case of Generic Advertising

    OpenAIRE

    Hamilton, Stephen F.; Richards, Timothy J.; Stiegert, Kyle W.

    2009-01-01

    The effect of advertising on market performance has been a long-standing debate. Advertising that increases the dispersion of consumers’ valuations for advertised goods raises the market power of firms, while advertising that decreases the dispersion of consumers’ valuations leads to narrower price-cost margins and superior performance in markets for advertised goods. Numerous challenges confound the empirical identification of advertising effects on market performance. This paper proposes a ...

  8. Female identity discourse in automobile advertisements

    Directory of Open Access Journals (Sweden)

    Montserrat López Díaz

    2012-01-01

    Full Text Available The article analyzes the way in which the modern car-advertisement defines the identity of women as potential purchasers – to whom it is designed to get through. The research includes language and iconic instruments by which this type of advertisement aims to create a feminized market of products formerly recognized as traditionally masculine. The identification of the addressee of each publicity material might be subsumed under a set of stereotypes, thus enabling advertisers to get across their message using the code of addressee’s own values. The present paper concentrates on the linguistic specifity of the ads for high-tech goods (automobiles targeting the feminine public and eventually points out their high degree of markedness according to the sex of addressees. Discourse analysis and a closer look at linguistic means appearing in French, Spanish and Polish automotive commercials both reveals a stereotyped woman’s image and shows how they happen to perpetutate it.

  9. [Written pharmaceutical advertising--still unreliable?].

    Science.gov (United States)

    Gladsø, Kristin Haugen; Garberg, Hedda Rosland; Spigset, Olav; Slørdal, Lars

    2014-09-02

    Marketing by the pharmaceutical industry affects doctors' prescribing habits. All pharmaceutical advertising received by nine doctors in two GP offices over a period of three months was collected. The advertising material was sorted by compound. For each compound, the advert with the highest number of references was selected. The cited references were obtained, and the claims in the adverts were assessed in terms of their consistency with the source data based on the provisions in the Norwegian regulations on pharmaceuticals. The references were also assessed with regard to the incidence of conflicts of interest among authors. The doctors received a total of 270 shipments of advertising for 46 different compounds. Altogether 95% of the 173 references cited in the 46 selected adverts could be obtained. The adverts contained a total of 156 claims. Of these, 56% were assessed as correct when compared to the source data and as having clinical relevance. Altogether 75% of the journal articles reported relevant conflicts of interest for the authors. About half the claims in the adverts were found to be correct and clinically relevant. These results concur with those from a methodologically identical study based on advertising material collected in 2004. The cited literature was of varying quality and often funded by the pharmaceutical companies. The findings indicate that the target group should be sceptical of this type of marketing.

  10. E-cigarette advertising expenditures in the U.S., 2011-2012.

    Science.gov (United States)

    Kim, Annice E; Arnold, Kristin Y; Makarenko, Olga

    2014-04-01

    Electronic cigarettes (e-cigarettes) are growing in popularity, but little is known about the extent to which these products are advertised to consumers. To estimate expenditures for e-cigarette advertising in magazines, TV, the Internet, newspapers, and radio in the U.S. from 2011 to 2012. E-cigarette advertising data were obtained from leading media intelligence companies, Kantar Media and Nielsen. Estimated e-cigarette advertising expenditures were summarized across media channels for 2011 and 2012. Additional information on brands advertised and market-level buys (i.e., local versus national) also was examined. Overall, e-cigarette advertising expenditures across media channels tripled from $6.4 million in 2011 to $18.3 million in 2012. Expenditures were highest in magazines and TV and lowest in newspapers and on the Internet. More than 80 unique brands were advertised, but blu eCigs dominated ad spending, comprising 76.7% of all e-cigarette advertising expenditures in 2012. National markets were increasingly targeted from 54.9% of ad buys in 2011 to 87.0% of ad buys in 2012. E-cigarette advertising expenditures are increasing, with a greater focus on national markets and TV ads, which will likely increase consumer awareness and use of e-cigarettes in the future. Federal-level efforts are needed to mandate that e-cigarette companies report their advertising expenditures. Future studies should examine how e-cigarette advertising expenditures and message content influence consumer awareness of, interest in, and use of e-cigarettes. © 2013 American Journal of Preventive Medicine Published by American Journal of Preventive Medicine All rights reserved.

  11. Advertising Bans and the Substitutability of Online and Offline Advertising

    OpenAIRE

    Goldfarb, Avi; Tucker, Catherine Elizabeth

    2010-01-01

    The authors examine whether the growth of the Internet has reduced the effectiveness of government regulation of advertising. They combine nonexperimental variation in local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 people. The results show that people are 8% less likely to say that they will purchase an alcoholic beverage in states that have alcohol advertising b...

  12. A MORE EFFECTIVE WAY TO ADVERTISE THE DISTANCE EDUCATION PROGRAMMES: Mobile Marketing Approach

    Directory of Open Access Journals (Sweden)

    Ayda SABUNCUOGLU AYBAR

    2011-04-01

    Full Text Available Nowadays organizations strive to find the ways to communicate with their target audiences by using varied advertising mediums because of the developments on the information communication technologies and the globalization. In this context, like the other institutions, the distance education institutions has to execute communication activities by using different advertising mediums to create a positive position in their consumers minds. In this sense, the increase on the ownership of mobile phones and the new specialties of mobile phone technologies like accessing to the internet made mobile marketing efforts important on the advertising investments of distance education institutions. Especially with the mobile marketing, distance education institutions can create personalized informative and promotion messages for their target audiences. Mobile marketing approach has lots of advantages for the institutions and the most important advantages that helps the institutions are; the formats of the approach are forming according to the newest technological developments and it gives chance to create messages for specific target audiences. But mobile marketing has also disadvantages like; the target audience’s mobile phones can be incompatible with the messages and the target audience can ignore these messages. However much the approach has some disadvantages, the distance education institutions- which are based on the technological developments also like the mobile marketing approach- has to invest on mobile marketing according to send personalized and effective advertising messages about their programs’ contents, benefits etc.

  13. Adolescents' behavioral and neural responses to e-cigarette advertising.

    Science.gov (United States)

    Chen, Yvonnes; Fowler, Carina H; Papa, Vlad B; Lepping, Rebecca J; Brucks, Morgan G; Fox, Andrew T; Martin, Laura E

    2018-03-01

    Although adolescents are a group heavily targeted by the e-cigarette industry, research in cue-reactivity has not previously examined adolescents' behavioral and neural responses to e-cigarette advertising. This study addressed this gap through two experiments. In Experiment One, adult traditional cigarette smokers (n = 41) and non-smokers (n = 41) answered questions about e-cigarette and neutral advertising images. The 40 e-cigarette advertising images that most increased desire to use the product were matched to 40 neutral advertising images with similar content. In Experiment Two, the 80 advertising images selected in Experiment One were presented to adolescents (n = 30) during an functional magnetic resonance imaging brain scan. There was a range of traditional cigarette smoking across the sample with some adolescents engaging in daily smoking and others who had never smoked. Adolescents self-reported that viewing the e-cigarette advertising images increased their desire to smoke. Additionally, all participants regardless of smoking statuses showed significantly greater brain activation to e-cigarette advertisements in areas associated with cognitive control (left middle frontal gyrus), reward (right medial frontal gyrus), visual processing/attention (left lingual gyrus/fusiform gyrus, right inferior parietal lobule, left posterior cingulate, left angular gyrus) and memory (right parahippocampus, left insula). Further, an exploratory analysis showed that compared with age-matched non-smokers (n = 7), adolescent smokers (n = 7) displayed significantly greater neural activation to e-cigarette advertising images in the left inferior temporal gyrus/fusiform gyrus, compared with their responses to neutral advertising images. Overall, participants' brain responses to e-cigarette advertisements suggest a need to further investigate the long-run impact of e-cigarette advertising on adolescents. © 2017 Society for the Study of Addiction.

  14. Applying an Information Processing Model to Measure the Effectiveness of a Mailed Circular Advertisement.

    Science.gov (United States)

    1982-01-01

    information applicable to marketing and advertising strategy which could be employed by the Navy Resale System. ...considered a good strategy if the consumer has passed through the lower stages in the model. Some advertising campaigns may 9 be targeted primarily at...behavior. In the marketing sense, the final behavior would be the purchase of the advertised product. The behavior will materialize only if the chain

  15. [Advertising and Zeitgeist. The advertising of Schwabe Pharmaceuticals].

    Science.gov (United States)

    Hofmann, Cornelia; Riha, Ortrun

    2015-01-01

    This contribution explores the advertisements for homeopathic products in magazines in the first half of the twentieth century, focusing on the period between 1933 and 1945 and based on the example of the pharmaceutical company Dr Willmar Schwabe. In the first half of the twentieth century, Schwabe Pharmaceuticals was market leader for homeopathic and other complementary medical products (phytotherapy, biochemicals). The example chosen as well as the time frame complement the existing research. We searched three German publications (the homeopathy journal Leipziger Populäre Zeitschrift für Homöopathie, the medical weekly Münchner Medizinische Wochenschrift and the pharma magazine Pharmazeutische Zeitung) and collected target-group-specific results for laypersons, physicians and pharmacists. Analysis of the images and texts in the selected advertisements often reflected the historical background and the respective health policies (wartime requirements, times of need, "Neue Deutsche Heilkunde"). The history of this traditional company was seen as an important point in advertising, as were the recognisability of the brand through the company logo, the emphasis on the high quality of their products and the reference to the company's own research activities. We furthermore found the kind of argumentation that is typical of natural medicine (naturalness, the power of the sun, prominent representatives). Schwabe met the expectations of its clients, who were interested in complementary medicine, whilst pursuing an approach to homeopathy that was compatible with natural science, and it presented itself as a modern, scientifically oriented enterprise. The company did not lose credibility as a result, but increased its clientele by expanding to include the whole naturopathic market.

  16. The strategic use of the visual mode in advertising metaphors

    NARCIS (Netherlands)

    Forceville, C.; Djonov, E.; Zhao, S.

    2014-01-01

    Metaphors present one kind of thing (a "target") in terms of another (a "source"), and are therefore ideal instruments for advertisers to make claims about products (the metaphors’ targets) efficiently and creatively. Since the intended interpretation of metaphors is often not spelled out,

  17. Application of a Mathematical Model to an Advertisement Reservation Problem

    Directory of Open Access Journals (Sweden)

    Ozlem COSGUN

    2013-01-01

    Full Text Available Television networks provide TV programs free of charge to the public. However, they acquire their revenue by telecasting advertisements in the midst of continuing programs or shows. A key problem faced by the TV networks in Turkey is how to accept and televise the advertisements reserved by a client on a specified advertisement break which we called “Advertisement Reservation Problem” (ARP. The problem is complicated by limited time inventory, by different rating points for different target groups, competition avoidance and the relationship between TV networks and clients. In this study we have developed a mathematical model for advertisement reservation problem and extended this model for some cases encountered in real business life. We have also discussed how these cases affect the decisions of a TV network. Mixed integer linear programming approach is proposed to solve these problems. This approach has been implemented to a case taken from one of the biggest TV networks of Turkey.

  18. Creativity and Impact of Advertising Electronic Led Billboards in Jakarta

    Directory of Open Access Journals (Sweden)

    Suprayitno Suprayitno

    2016-04-01

    Full Text Available The creativity and the impact of advertising electronic LED billboards in Jakarta was an approach to see, to know and to understand in a deeper way. Creativity decisions affect all advertising, art, and knowledge combined with the phrase creative strategy. Creative advertising ideas must be original, unique, different, new, unexpected and right on target. The approach used was qualitative research methods, including data collection in the form of literature review, interviews with the actors and the surrounding communities, as well as documenting the billboard directly outside the media was located. The results of this research are the analysis report the creativity and impact of LED electronic billboard advertising effectiveness, is expected to produce a more detailed picture. So that students and practitioners can use the visual communication design, process, and maximize the advertising rules in designing a design to reach the stage of design creativity and better application. 

  19. Unhealthful Food-and-Beverage Advertising in Subway Stations: Targeted Marketing, Vulnerable Groups, Dietary Intake, and Poor Health.

    Science.gov (United States)

    Lucan, Sean C; Maroko, Andrew R; Sanon, Omar C; Schechter, Clyde B

    2017-04-01

    Unhealthful food-and-beverage advertising often targets vulnerable groups. The extent of such advertising in subway stations has not been reported and it is not clear how ad placement may relate to subway ridership or community demographics, or what the implications might be for diets and diet-related health in surrounding communities. Riding all subway lines (n = 7) in the Bronx, NY, USA, investigators systematically assessed all print ads (n = 1586) in all stations (n = 68) in 2012. Data about subway ridership came from the Metropolitan Transportation Authority. Demographic data on surrounding residential areas came from the U.S. Census Bureau. Data on dietary intake and diet-related conditions came from a city health-department survey. There were no ads promoting "more-healthful" food-or-beverage items (i.e., fruits, vegetables, whole grains, nuts, water or milk). There were many ads for "less-healthful" items (e.g., candies, chips, sugary cereals, frozen pizzas, "energy" drinks, coffee confections, hard alcohol, and beer). Ad placement did not relate to the number of riders entering at stations. Instead, exposure to food-or-beverage ads generally, and to "less-healthful" ads particularly (specifically ads in Spanish, directed at youth, and/or featuring minorities), was directly correlated with poverty, lower high-school graduation rates, higher percentages of Hispanics, and/or higher percentages of children in surrounding residential areas. Correlations were robust to sensitivity analyses. Additional analyses suggested correlations between ad exposures and sugary-drink consumption, fruit-and-vegetable intake, and diabetes, hypertension, and high-cholesterol rates. Subway-station ads for "less-healthful" items were located disproportionately in areas home to vulnerable populations facing diet and diet-related-health challenges. The fact that uneven ad placement did not relate to total rider counts suggests ads were not directed at the largest

  20. Impact of Humor Advertising in Radio and Print Advertising - A Review

    OpenAIRE

    S, venkatesh; N, senthilkumar

    2015-01-01

    The use of humour in advertising is the effective way of communication in any emotion to sell the products. Humor increase attention and attract more consumers so it became an effective advertising in any medium of advertising. Researchers and Advertisers more interested towards humor advertising more than century, but no review paper regarding impact of humor in radio and print advertising are published. Aim of this paper to get detailed review on impact of humor in radio and print advertisi...

  1. Advertising Arbitrage

    OpenAIRE

    Sergei Kovbasyuk; Marco Pagano

    2014-01-01

    Speculators often advertise arbitrage opportunities in order to persuade other investors and thus accelerate the correction of mispricing. We show that in order to minimize the risk and the cost of arbitrage an investor who identifies several mispriced assets optimally advertises only one of them, and overweights it in his portfolio; a risk-neutral arbitrageur invests only in this asset. The choice of the asset to be advertised depends not only on mispricing but also on its "advertisability" ...

  2. Mobile Advertising

    OpenAIRE

    Alamuri, Lavanya

    2009-01-01

    The aim of this project was to get an understanding of how companies adopt mobile as an advertising medium. The literature review aided in framing a draft of the factors that affect mobile advertising adoption and possible forms of mobile advertising. Considering the scope of the thesis work, branding strategy, service costs, personalization and privacy and platform were considered to be the factors that could affect the mobile advertising adoption. A few possible forms on mobile device we...

  3. Identity salience and the influence of differential activation of the social self-schema on advertising response.

    Science.gov (United States)

    Forehand, Mark R; Deshpandé, Rohit; Reed, Americus

    2002-12-01

    The authors examined how identity primes and social distinctiveness influence identity salience (i.e., the activation of a social identity within an individual's social self-schema) and subsequent responses to targeted advertising. Across 2 studies, individuals who were exposed to an identity prime (an ad element that directs attention to the individual's social identity) and who were socially distinctive (minorities in the immediate social context) expressed systematically different evaluations of spokespersons and the advertisements that featured them. Specifically, Asian (Caucasian) participants responded most positively (negatively) to Asian spokespeople and Asian-targeted advertising when the participants were both primed and socially distinctive. No main effects of identity primes or social distinctiveness were found. The implications of these findings for identity theory, advertising practice, and intervention communications are discussed.

  4. From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse

    Directory of Open Access Journals (Sweden)

    Eduardo Yalán-Dongo

    2016-07-01

    Full Text Available Advertising design is a discursive planning that does not only build an identity as brand value or graphic development, but also as Semiotics suggests, it produces a narrative level outlining the advertising story. The use of media, construction of characters, storytelling, organization of advertisement, are all expressions of this narrative level which in turn depends on a “context” or expression process from which they are built. This article aims to identify the different forms of narrative production in relation to three types of advertising discourse (Discourse Phase 1, Phase 2 and hyperadvertising as well as evaluate its contrasts and expressions within the advertising communication and consumer society.

  5. Television food advertising in Singapore: the nature and extent of children's exposure.

    Science.gov (United States)

    Huang, Liyan; Mehta, Kaye; Wong, Mun Loke

    2012-06-01

    Television advertising is an effective medium for reaching young children and influencing their food choice. Studies have shown that messages conveyed by food advertisements are rarely consistent with healthy eating messages. With the increasing purchasing power of children, food companies are focusing on children as lucrative target audiences. Extensive marketing of energy-dense, nutrient-poor foods to children potentially contributes to the 'obesogenic' environment. This study aims to determine the degree and nature of food advertisements that Singaporean children are exposed to on television. Ninety-eight hours of children's television programmes broadcast by free-to-air stations were recorded and analysed. Advertisements with the intent of selling and sponsorships for programmes were included. Foods advertised were considered healthy if they met the criteria of the Healthier Choice Symbol in Singapore. Of the 1344 advertisements and sponsorships identified, 33% were for food. Of the food advertisements, 38% were considered healthy, while 57% were not. Candy, confectionery and fast food advertisements accounted for 46% of total food advertisements. Significantly more unhealthy food advertisements were screened on weekends compared with weekdays (p advertisements in Singapore and the results of this study provide background data on the extent of food advertising that children in Singapore are exposed to. Consistent with other countries, unhealthy food advertisements continue to dominate children's television programmes. This study suggests that Singaporean children are exposed to high levels of advertising for unhealthy foods. The study provides a baseline against which measures aimed at reducing children's exposure to television food advertising can be evaluated.

  6. Mobile Advertising : A Case study of Mobile advertising Solutions

    OpenAIRE

    Salim, Ali; Alikhani, Nima

    2009-01-01

    This report has been produced as a result of a Thesis assignment conducted at Ericsson. Itspurpose is to give an overview of the Mobile Advertising industry. In this report an overviewof mobile advertising is presented and thru which channels advertising could be used. Thenthree mobile advertising campaigns are shown and described with background, strategy andresults. The different global markets, the different actors in the value chain and how the onlinebehavior has changed are analyzed. The...

  7. Pitfalls of the self-regulation of advertisements directed at children on Mexican television.

    Science.gov (United States)

    Théodore, F L; Tolentino-Mayo, L; Hernández-Zenil, E; Bahena, L; Velasco, A; Popkin, B; Rivera, J A; Barquera, S

    2017-08-01

    There are no academic studies that characterize advertisements directed at children from the companies that signed the self-regulation. The aim of this paper was to assess the extent and nature of food advertisements and the persuasive techniques used to market unhealthy food and beverages (UFB) to children, by signatory companies of self-regulation. From December 2012 to April 2013, 600 h of programming were recorded on the four broadcast public television channels in Mexico with the highest rating nationwide. Marketing aimed at children directly (broadcast on children's programmes or advertisements with a specific appeal to children) or indirectly (aimed at other target audiences with messages or scenes that link children to the product) were considered. About 74.9% (2148) of the total food and beverage advertisements tried to influence children directly and indirectly. Companies, which had signed the self-regulation, focused 92.7% of their advertisements on UFB. Of the total number, 23.9% were aimed at children, 7.1% at adolescents, 12.5% at parents and 56.2% at the general public. Most of these advertisements were broadcast on movies (29.8%), cartoons (18%), soap operas (17.6%), entertainment shows (17.2%) and sports programs (6.4%). Despite the self-regulation of television marketing, children were surrounded by UFB advertisements. Signatory companies influence children indirectly by targeting other audiences and by marketing during family television programs, which are also watched by children. © 2016 World Obesity Federation.

  8. COGEMA's national advertising campaign concerning nuclear fuel recycling

    International Nuclear Information System (INIS)

    Gallot, Christine

    1999-01-01

    Goals of COGEMA's advertising campaign concerning nuclear fuel recycling are to: speak out in an area where COGEMA has legitimacy and is expected; and to take part in the discussion to support and defend an activity that is important for COGEMA. Targets are: back up opinion relays by reaching the general public; and back COGEMA personnel. The advertising strategy can be defined as follows: what is recommended for other industries (sorting and then recycling) is COGEMA's practice for spent fuel, with very significant advantages for the community in terms of economy and ecology

  9. Distorted food pyramid in kids programmes: a content analysis of television advertising watched in Switzerland.

    Science.gov (United States)

    Keller, Simone K; Schulz, Peter J

    2011-06-01

    In the light of increasing childhood obesity, the role of food advertisements relayed on television (TV) is of high interest. There is evidence of food commercials having an impact on children's food preferences, choices, consumption and obesity. We describe the product categories advertised during kids programmes, the type of food promoted and the characteristics of food commercials targeting children. A content analysis of the commercials aired during the kids programmes of six Swiss, one German and one Italian stations was conducted. The commercials were collected over a 6-month period in 2006. Overall, 1365 h of kids programme were recorded and 11 613 advertisements were found: 3061 commercials (26.4%) for food, 2696 (23.3%) promoting toys, followed by those of media, cleaning products and cosmetics. Regarding the broadcast food advertisements, 55% were for fast food restaurants or candies. The results of the content analysis suggest that food advertising contributes to the obesity problem: every fourth advertisement is for food, half of them for products high in sugar and fat and hardly any for fruit or vegetables. Long-term exposure to this distortion of the pyramid of recommended food should be considered in the discussion of legal restrictions for food advertising targeting children.

  10. Magazine hyped: Trends in tobacco advertising and readership characteristics, 2010-2014.

    Science.gov (United States)

    El-Toukhy, Sherine M; Choi, Kelvin

    2016-10-01

    We tracked magazine advertisements for seven tobacco products in U.S. magazines from 2010 to 2014 and examined magazine readership characteristics that are associated with advertising placement in 2014. Advertising data came from Kantar Media's Intelligence and readership data came from a 2014 Experian's nationally representative survey of 4667 adult tobacco users. At magazine level, we aggregated total and product-specific number of advertisements and expenditures by year and calculated readership demographics. We used linear and poisson regression models to examine trends in number of tobacco advertisements and expenditures and readership characteristics associated with number of tobacco advertisements in 2014. Analyses were conducted in 2015. There were 5317 tobacco advertisements with expenditures of $796 million that appeared in 322 magazines during 2010-2014. Cigarette advertisements accounted for 2928 (55%), followed by e-cigarettes (n=862, 16%), and snus (n=534, 10%). Advertisements increased by 2.79ad/year for cigarettes, 1.94ad/year for e-cigarettes, and 0.78ad/year for chewing tobacco (padvertisements was associated with select readership characteristics (padvertisement rate increased by 1.48 times for cigarettes, 3.44 times for e-cigarettes, and 2.15 times for chewing tobacco. For every 10% increase in readers who earn ≤$24,999, advertisement rate increased by 1.37 times for cigarettes and 1.70 times for e-cigarettes. Magazine tobacco advertising has increased especially for cigarettes and is targeted toward certain demographic subgroups. Regulating tobacco magazine advertising should be integral to tobacco control policies. Copyright © 2016 Elsevier Inc. All rights reserved.

  11. "Don't Hate Me Because I'm Beautiful": Feminist Resistance to Advertising's Irresistible Meanings.

    Science.gov (United States)

    Rakow, Lana F.

    1992-01-01

    Cites ways in which advertising generates sexist meanings and creates sexual and racial difference through target marketing. Gives examples of feminist resistance to advertising. Argues that, ultimately, new systems of representation by which women and men can create meanings are needed. (SR)

  12. Reconsidering advertising literacy as a defense against advertising effects

    NARCIS (Netherlands)

    Rozendaal, E.; Lapierre, M.A.; van Reijmersdal, E.A.; Buijzen, M.

    2011-01-01

    It is widely assumed that advertising literacy makes children less susceptible to advertising effects. However, empirical research does not provide convincing evidence for this view. In this article, we explain why advertising literacy as it is currently defined (i.e., conceptual knowledge of

  13. The advertising strategies

    Institute of Scientific and Technical Information of China (English)

    YAKOUBI Mohamed Lamine

    2013-01-01

    We will try to demonstrate, through the display of the various advertising creation strategies and their evolution, how the advertising communication passed from of a vision or a strategy focused on the product, to a vision focused on the brand. The first advertising strategy that was applied by advertising agencies is the"Unique Selling Proposition";it focused only on the product advantages and its philosophy dominated the advertising world, throughout its various evolutions, till the nineties but this is without counting the introduction of the new advertising strategies that brought a more brand oriented philosophy to the ground.

  14. Qualitative evaluation of mobile cancer apps with particular attention to the target group, content, and advertising.

    Science.gov (United States)

    Böhme, Cathleen; von Osthoff, Marc Baron; Frey, Katrin; Hübner, Jutta

    2018-01-01

    Medical apps are gaining importance rapidly. Also in the field of cancer care, apps are offered. Yet, so far little is known with respect to their quality. In a pilot phase we developed a rating tool based on formal and content-related criteria for the assessment of cancer apps. We used this instrument on cancer apps available in the App Store (iOS) concerning breast, prostate and colorectal cancer. The results were stratified according to target group, content and advertising. We assessed 41 mobile cancer apps. Six apps (14.63%) scored very high, fifteen apps (36.59%) high, seventeen apps (41.46%) were deficient, and three apps (7.32%) were insufficient. The largest group of apps represents those apps with the "deficient" rating. The very good to good apps had reliable sources, a concrete intent/ purpose in their app description, and a strict distinction of scientific content and advertisement. Apps with the predicates "deficient" or "insufficient" had particularly poor ratings, e.g. in the subscales "information on sources" and "data protection". Almost half of the tested apps were deficient or insufficient. In order to improve safety of patients using apps, some regulation seems mandatory. Putting apps under the legislation for medical products might be one way to better regulate and control quality. Second, efforts should focus on the development of checklists that make it easier for patients to search for suitable cancer apps.

  15. Ghettoizing outdoor advertising: disadvantage and ad panel density in black neighborhoods.

    Science.gov (United States)

    Kwate, Naa Oyo A; Lee, Tammy H

    2007-01-01

    This study investigated correlates of outdoor advertising panel density in predominantly African American neighborhoods in New York City. Research shows that black neighborhoods have more outdoor advertising space than white neighborhoods, and these spaces disproportionately market alcohol and tobacco advertisements. Thus, understanding the factors associated with outdoor advertising panel density has important implications for public health. We linked 2000 census data with property data at the census block group level to investigate two neighborhood-level determinants of ad density: income level and physical decay. Results showed that block groups were exposed to an average of four ad spaces per 1,000 residents and that vacant lot square footage was a significant positive predictor of ad density. An inverse relationship between median household income and ad density did not reach significance, suggesting that relative affluence did not protect black neighborhoods from being targeted for outdoor advertisements.

  16. Behavioral Advertising: tracking consumers with consent : Consideration of the substantive and procedural role of online contracts and other agreements, consent, and regulation of behavioral advertising in the US and the EU.

    OpenAIRE

    McGillivray, Kevin

    2010-01-01

    Technologies have been introduced that allow companies to track consumer browsing online. Behavioral advertising, also referred to as behavioral targeting, is a method of collecting consumer information based on online behavior. From the information collected, by an advertiser, a detailed consumer profile can be created. The consumer profile is designed to provide advertisers with a more accurate picture of the kinds of services or products that a group of users, or a specific user, might b...

  17. Children as Consumers: Advertising and Marketing

    Science.gov (United States)

    Calvert, Sandra L.

    2008-01-01

    Marketing and advertising support the U.S. economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the…

  18. Magazine hyped: Trends in tobacco advertising and readership characteristics, 2010–2014

    Science.gov (United States)

    El-Toukhy, Sherine M.; Choi, Kelvin

    2016-01-01

    We tracked magazine advertisements for seven tobacco products in US magazines from 2010 to 2014 and examined magazine readership characteristics that are associated with advertising placement in 2014. Advertising data came from Kantar Media’s Intelligence and readership data came from a 2014 Experian’s nationally representative survey of 4,667 adult tobacco users. At magazine level, we aggregated total and product-specific number of advertisements and expenditures by year and calculated readership demographics. We used linear and Poisson regression models to examine trends in number of tobacco advertisements and expenditures and readership characteristics associated with number of tobacco advertisements in 2014. Analyses were conducted in 2015. There were 5,317 tobacco advertisements with expenditures of $796 million that appeared in 322 magazines during 2010–2014. Cigarette advertisements accounted for 2,928 (55%), followed by e-cigarettes (n = 862, 16%), and snus (n = 534, 10%). Advertisements increased by 2.79 ad/year for cigarettes, 1.94 ad/year for e-cigarettes, and 0.78 ad/year for chewing tobacco (p advertisements was associated with select readership characteristics (p old readers, advertisement rate increased by 1.48 times for cigarettes, 3.44 times for e-cigarettes, and 2.15 times for chewing tobacco. For every 10% increase in readers who earn ≤$24,999, advertisement rate increased by 1.37 times for cigarettes and 1.70 times for e-cigarettes. Magazine tobacco advertising has increased especially for cigarettes and is targeted toward certain demographic subgroups. Regulating tobacco magazine advertising should be integral to tobacco control policies. PMID:27519170

  19. Advertisement without Ethical Principles?

    Directory of Open Access Journals (Sweden)

    Wojciech Słomski

    2007-10-01

    Full Text Available The article replies to the question, whether the advertisement can exist without ethical principles or ethics should be the basis of the advertisement. One can say that the ethical opinion of the advertisement does not depend on content and the form of advertising content exclusively, but also on recipients consciousness. The advertisement appeals to the emotions more than to the intellect, thus restricting the area of conscious and based on rational premises choice, so it is morally bad. It is not that the moral evil immanently underlines the advertisement, but it concerns the mechanisms which cause that the advertisement turns out to be effective. The only admissible form of the advertisement would be the reliable full information about the advantages and flaws of the concrete advertised product. The only admissible form of the advertisement would be the reliable full information about the advantages and defects of the concrete advertised product. The most serious difficulty connected with the ethical opinion of the advertisement is the fact that the advertisement is the indispensable link of the present economy, and everyone who accepts the free market and perceives the positives of the economic growth, should also accept the advertisement. The advertisement constitutes the element of the economic activity, so in consequence the responsibility first of all lies with enterprises for its far-reaching results.

  20. Ten- to sixteen-year-olds' perceptions of advertisements for alcoholic drinks.

    Science.gov (United States)

    Aitken, P P; Leathar, D S; Scott, A C

    1988-01-01

    Groups of children discussed a number of issues concerning advertising, including advertisements they liked and disliked. The findings suggest that advertisements for alcoholic drinks become increasingly salient and attractive over the years 10 to 14. For example, although 10-year-olds rarely mentioned advertisements for alcoholic drinks when talking about favourite television commercials, the older children tended to do so almost immediately. There were also consistent developmental trends in their descriptions of liked and disliked qualities of advertisements and of the symbolism in commercials for alcoholic drinks. Whereas the 10-year-olds' comments tended to be tied to what is specifically shown in commercials, the older children tended to go beyond this and alluded to much more complex imagery, much in the same way that adults do. For example, the 14- and 16-year-olds tended to see larger and beer commercials as promoting masculinity, sociability and working-class values. These findings indicate that advertising campaigns for alcoholic drinks aimed at older teenagers and young adults present qualities which younger teenagers find attractive. We suggest it is no longer tenable for advertisers to absolve themselves of any responsibility by saying that advertisements for alcoholic drinks are targeted only at adults.

  1. Google Advertising Tools Cashing in with AdSense and AdWords

    CERN Document Server

    Davis, Harold

    2010-01-01

    With this book, you'll learn how to take full advantage of Google AdWords and AdSense, the sophisticated online advertising tools used by thousands of large and small businesses. This new edition provides a substantially updated guide to advertising on the Web, including how it works in general, and how Google's advertising programs in particular help you make money. You'll find everything you need to work with AdWords, which lets you generate text ads to accompany specific search term results, and AdSense, which automatically delivers precisely targeted text and image ads to your website.

  2. Advertising for immigrants in Spain. From the perspective of the agencies

    Directory of Open Access Journals (Sweden)

    Antonio J. Baladrón-Pazos, Ph.D.

    2011-01-01

    Full Text Available This article examines the present and future of advertising targeting immigrants in Spain. The research is based on the results of a Delphi survey conducted in 2009 and 2010 among directors of ethnic advertising agencies. The main purpose is to analyse the trends that, according to these directors, will characterise advertising for immigrants in the coming years and the way these experts would like this type of advertising to evolve. The article examines the needs of companies to direct their advertising at a society that is increasingly culturally diverse due to the significant rise of immigration in Spain in the last few years. The results show that in the future advertising for immigrants will be more creative, will use more the Web 2.0., will be more professionalised, and will research more about immigrants. The results also predict that advertising for immigrants will give less importance to immigrants’ ethnicity and the cultural references about their origins. The reason is that the new residents will be increasingly integrated into the Spanish society and therefore increasingly incorporated into the planning of any type of campaign.

  3. Methodological challenges surrounding direct-to-consumer advertising research--the measurement conundrum.

    Science.gov (United States)

    Hansen, Richard A; Droege, Marcus

    2005-06-01

    Numerous studies have focused on the impact of direct-to-consumer (DTC) prescription drug advertising on consumer behavior and health outcomes. These studies have used various approaches to assess exposure to prescription drug advertising and to measure the subsequent effects of such advertisements. The objectives of this article are to (1) discuss measurement challenges involved in DTC advertising research, (2) summarize measurement approaches commonly identified in the literature, and (3) discuss contamination, time to action, and endogeneity as specific problems in measurement design and application. We conducted a review of the professional literature to identify illustrative approaches to advertising measurement. Specifically, our review of the literature focused on measurement of DTC advertising exposure and effect. We used the hierarchy-of-effects model to guide our discussion of processing and communication effects. Other effects were characterized as target audience action, sales, market share, and profit. Overall, existing studies have used a variety of approaches to measure advertising exposure and effect, yet the ability of measures to produce a valid and reliable understanding of the effects of DTC advertising can be improved. Our review provides a framework for conceptualizing DTC measurement, and can be used to identify gaps in the literature not sufficiently addressed by existing measures. Researchers should continue to explore correlations between exposure and effect of DTC advertising, but are obliged to improve and validate measurement in this area.

  4. Age-friendly Advertising: A Qualitative Research on the Romanian Silver Consumers

    Directory of Open Access Journals (Sweden)

    Alina Duduciuc

    2017-07-01

    Full Text Available As consumption has become a major aspect that characterizes the life of people currently aged 55 and older, fervent public and academic debates have been raised around the accurate portrayal of seniors in advertising. While most of the previous quantitative and qualitative research highlighted the inappropriate ways of representing elders and the unsuitable framing of advertising claims, little research has been done so far to understand which are seniors’ expectations regarding their portrayal in current advertising campaigns. Based on in-depth interviews with Romanian adults of the 55+ generation, this paper investigates how seniors understand ageing with respect to the manner in which they have been depicted in nowadays advertising and what are the detailed features of the offensive or inoffensive advertising campaigns targeting them. The findings revealed that participants that lost their status during ageing favor the use of chronological rather than cognitive images of their age. Additionally, the running of the natural surroundings in advertising were found as empowering for both the young and the older adults of our research.

  5. Examining traditional display advertisement and advertorial according to advertisement and advertised product perception based on factor analysis

    OpenAIRE

    Okumuş, Abdullah; Çetintürk, Naim; Çetin, Eyüp

    2012-01-01

    Firms are trying to reach consumers with different advertisement applications for purpose of to give information, remind and convince customers. Traditional advertisement and advertorial which aim to increase reliability and convince of people found themselves with different publishing channels. This research examines the dimensions of two different types of advertisement and the differences between them. Both for exploring active elements and essentials of marketing and an advertising; impor...

  6. The Effect of Sexual Appeal Advertising to Advertising Effectiveness in Manado

    OpenAIRE

    Muslim, Abdul Wahid

    2014-01-01

    Advertising is very crucial in marketing. They are literally everywhere in the newspapers, magazines, on TV, on billboards, in the cinema or while surfing the Internet. In marketing campaigns, many techniques and approaches to attract customers. One of those approaches is sexual appeal. Sexy advertising can attract attention, increase retention and improve advertising consumer attitudes toward advertising. Sexual appeals in the media as an advertising strategy to inform a product with the int...

  7. EFFECTIVENESS OF ONLINE ADVERTISING

    OpenAIRE

    G. Anusha

    2017-01-01

    Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (i...

  8. Imagery associated with menstruation in advertising targeted to adolescent women.

    Science.gov (United States)

    Havens, B; Swenson, I

    1988-01-01

    Education about menstruation is not restricted to school instruction or information provided by adults and peers; exposure to advertisements in teen media provides imagery depicting menstruation and feminine role expectations. This paper analyzes the imagery in advertisements for sanitary products and products for the relief of menstrual symptoms. A 25% random sample of Seventeen magazine issues from 1976 to 1986 stratified by year were reviewed. A total of 135 ads for sanitary products and 32 ads for products for the relief of menstrual discomfort were analyzed. Each ad was examined for recurrent themes in text, context and tone. Data collected were examined for similarities in themes across both product type and time. The ads depict menstruation as a "hygienic crisis" that is best managed by an effective "security system" affording protection and "peace of mind." The failure of adequate protection places the woman at risk for soiling, staining, embarrassment and odor. Menstruating women are depicted as dynamic, energetic and always functioning at their optimal level. Such imagery may encourage guilt and diminished self-esteem in the adolescent who experiences discomfort. A lack of maternal, teacher or male figures in the ads is evident; the importance of peer support is reinforced.

  9. Quit playing games with my heart: Understanding online dating scams

    OpenAIRE

    Huang, J. M.; Stringhini, G.; Yong, P.

    2015-01-01

    © Springer International Publishing Switzerland 2015. Online dating sites are experiencing a rise in popularity, with one in five relationships in the United States starting on one of these sites. Online dating sites provide a valuable platform not only for single people trying to meet a life partner, but also for cybercriminals, who see in people looking for love easy victims for scams. Such scams span from schemes similar to traditional advertisement of illicit services or goods (i.e., spam...

  10. Content analysis of targeted food and beverage advertisements in a Chinese-American neighbourhood.

    Science.gov (United States)

    Bragg, Marie A; Pageot, Yrvane K; Hernández-Villarreal, Olivia; Kaplan, Sue A; Kwon, Simona C

    2017-08-01

    The current descriptive study aimed to: (i) quantify the number and type of advertisements (ads) located in a Chinese-American neighbourhood in a large, urban city; and (ii) catalogue the targeted marketing themes used in the food/beverage ads. Ten pairs of trained research assistants photographed all outdoor ads in a 0·6 mile2 (1·6 km2) area where more than 60·0 % of residents identify as Chinese American. We used content analysis to assess the marketing themes of ads, including references to: Asian cultures; health; various languages; children; food or beverage type (e.g. sugar-sweetened soda). Lower East Side, a neighbourhood located in the borough of Manhattan in New York City, USA. Ads (n 1366) in the designated neighbourhood. Food/beverage ads were the largest ad category (29·7 %, n 407), followed by services (e.g. mobile phone services; 21·0 %, n 288). Sixty-seven per cent (66·9 %) of beverages featured were sugar-sweetened, and 50·8 % of food ads promoted fast food. Fifty-five per cent (54·9 %) of food/beverage ads targeted Asian Americans through language, ethnicity of person(s) in the ad or inclusion of culturally relevant images. Fifty per cent (50·2 %) of ads were associated with local/small brands. Food/beverage marketing practices are known to promote unhealthy food and beverage products. Research shows that increased exposure leads to excessive short-term consumption among consumers and influences children's food preferences and purchase requests. Given the frequency of racially targeted ads for unhealthy products in the current study and increasing rates of obesity-related diseases among Asian Americans, research and policies should address the implications of food and beverage ads on health.

  11. Content analysis of targeted food and beverage advertisements in a Chinese-American neighbourhood

    Science.gov (United States)

    Bragg, Marie A; Pageot, Yrvane K; Hernández-Villarreal, Olivia; Kaplan, Sue A; Kwon, Simona C

    2017-01-01

    Objectives The current descriptive study aimed to: (i) quantify the number and type of advertisements (ads) located in a Chinese-American neighbourhood in a large, urban city; and (ii) catalogue the targeted marketing themes used in the food/beverage ads. Design Ten pairs of trained research assistants photographed all outdoor ads in a 0.6 mile2 (1.6 km2) area where more than 60.0 % of residents identify as Chinese American. We used content analysis to assess the marketing themes of ads, including references to: Asian cultures; health; various languages; children; food or beverage type (e.g. sugar-sweetened soda). Setting Lower East Side, a neighbourhood located in the borough of Manhattan in New York City, USA. Subjects Ads (n 1366) in the designated neighbourhood. Results Food/beverage ads were the largest ad category (29.7 %, n 407), followed by services (e.g. mobile phone services; 21.0 %, n 288). Sixty-seven per cent (66.9 %) of beverages featured were sugar-sweetened, and 50.8 % of food ads promoted fast food. Fifty-five per cent (54.9 %) of food/beverage ads targeted Asian Americans through language, ethnicity of person(s) in the ad or inclusion of culturally relevant images. Fifty per cent (50.2 %) of ads were associated with local/small brands. Conclusions Food/beverage marketing practices are known to promote unhealthy food and beverage products. Research shows that increased exposure leads to excessive short-term consumption among consumers and influences children’s food preferences and purchase requests. Given the frequency of racially targeted ads for unhealthy products in the current study and increasing rates of obesity-related diseases among Asian Americans, research and policies should address the implications of food and beverage ads on health. PMID:28587693

  12. Advertising and Innovation: A New Course and Direction for Advertising Education.

    Science.gov (United States)

    Sweeney, John M.

    At a time when few copywriting jobs are available for new graduates, enrollments in advertising are exploding. An advertising educator set out to change students' perceptions that in advertising only copywriting requires imagination by developing a course called "Advertising and Innovation" which was designed to force students to use…

  13. Alcohol advertising and youth.

    Science.gov (United States)

    Saffer, Henry

    2002-03-01

    The question addressed in this review is whether aggregate alcohol advertising increases alcohol consumption among college students. Both the level of alcohol-related problems on college campuses and the level of alcohol advertising are high. Some researchers have concluded that the cultural myths and symbols used in alcohol advertisements have powerful meanings for college students and affect intentions to drink. There is, however, very little empirical evidence that alcohol advertising has any effect on actual alcohol consumption. The methods used in this review include a theoretical framework for evaluating the effects of advertising. This theory suggests that the marginal effect of advertising diminishes at high levels of advertising. Many prior empirical studies measured the effect of advertising at high levels of advertising and found no effect. Those studies that measure advertising at lower, more disaggregated levels have found an effect on consumption. The results of this review suggest that advertising does increase consumption. However, advertising cannot be reduced with limited bans, which are likely to result in substitution to other available media. Comprehensive bans on all forms of advertising and promotion can eliminate options for substitution and be potentially more effective in reducing consumption. In addition, there is an increasing body of literature that suggests that alcohol counteradvertising is effective in reducing the alcohol consumption of teenagers and young adults. These findings indicate that increased counteradvertising, rather than new advertising bans, appears to be the better choice for public policy. It is doubtful that the comprehensive advertising bans required to reduce advertising would ever receive much public support. New limited bans on alcohol advertising might also result in less alcohol counteradvertising. An important topic for future research is to identify the counteradvertising themes that are most effective with

  14. A paradigm shift in advertising and its meaning for advertising-supported media

    OpenAIRE

    Pérez-Latre, F.J. (Francisco Javier)

    2007-01-01

    The changing role of advertising is altering the behavior of advertisers with significant implications for advertising-supported media. Advertisers are struggling to understand changes in audience media usage and to changes in attention paid to commercial messages. In order to maintain relevance, media firms need to lead the way in helping advertising understand and adjust to the changes.

  15. Adopting Advertising and Communication Innovations in Small Firms

    Directory of Open Access Journals (Sweden)

    Fabricia Durieux Zucco

    2017-03-01

    Full Text Available The adoption of innovation for market penetration of small firms tends to consider the effectiveness of communication channels. In this study we investigate the adoption of communication and advertising innovations, the use of virtual social networks, in a sample of 227 small firms in the Brazilian countryside. We analyse how distinct communication objectives of a firm influence the choice of using virtual social networks to build links between firms and customers.  We also look at the role of paid advertising in virtual social networks. Main results show a trend of such firms to engage in virtual social networks when they are targeting at stronger brand image and when building deeper links through brand information with their public. Firms also tend to use advertising in virtual social networks when intending to raise brand recall from their brand portfolio.

  16. ETHICS AND ADVERTISING

    Directory of Open Access Journals (Sweden)

    Constantin SASU

    2015-04-01

    Full Text Available Advertising is often critiqued for not respecting rules of ethics both in the process of advertisement design and in the way it influences society. The main concern of advertisers as representatives of companies that seek profit making is to increase sales, win new clients, increase the demand for the product they want to be presented in as nice and colorful advertisement as possible. They pretend that their product is the best, has unique qualities, better than their competitor´s, it has a better cost and brings much more benefits. That is the reason why the great challenge in advertising is to create sales efficient and at the same time moral and true advertising messages.

  17. Advertising to the End Consumers by Pharmaceutical Companies: Blessing or Curse?

    Directory of Open Access Journals (Sweden)

    Scott Goldberg

    2013-10-01

    Full Text Available The last several years have seen an increase inthe number of direct to consumer advertisements by pharmaceutical companies.Direct to Consumer advertisements (DTC means targeting the end consumerthrough advertisements on television, radio, in newspapers, magazines, and theInternet. The qualitative study presents data and supports  the need for a future quantitative study toask physicians and consumers their opinions on whether pharmaceutical companiesshould be allowed to advertise directly to the end consumer. This article reviewsthe literature on this controversial topic, supporting the need to explore thereserach questions in greater detail. A review of the literature suggests thereis financial motivation on the part of the pharmaceutical companies to increasetheir sales by advertsing directly to the end consumer as opposed to performingan educational service to the consumer.

  18. Are advertisements in dental journals supported by an appropriate evidence-base?

    Science.gov (United States)

    Chestnutt, Ivor G; Hardy, Robert

    2013-09-01

    Dental professionals are constantly exposed to advertisements in the dental literature. These promote products, either for use in the operatory or to recommend to patients. In an era of evidence-based practice, what references are provided to support claims made by the advertisers? This study aimed to determine if advertisements in four major dental journals, whose target audience is general dental practitioners, were supported by an appropriate evidence-base, readily accessible to readers. The 2010 printed volumes of the Australian Dental Journal, British Dental Journal, Dental Update and the Journal of the American Dental Association were hand searched to identify advertisements which made a claim of clinical benefit or superiority to competing products. Advertisements were categorized according to type of product being promoted and the availability, nature and number of any supporting references was recorded. Repeated advertisements were analyzed only once. A total of 390 advertisements were identified and 369 made a claim of benefit or superiority. When the 222 duplicates of the same advertisement were removed, 147 unique advertisements remained. Of these: 54 (37%) were advertisements related to dental devices for in-surgery use; 44 (30%) for dental materials, and 27 (18%) for dentifrices/medicaments. 113 (76.9%) advertisements offered no evidential support for claims made. Of the 34 advertisements that provided evidential support, only 20 provided a complete reference that could readily be sourced by an interested reader: 15 articles in refereed journals; 5 data on file; 3 in-house studies and combinations thereof. Four references were not accessible due to incomplete referencing. Two advertisements provided evidence that was not relevant to the product being advertised. The majority of advertisements in the dental literature do not provide an adequate evidence-base, readily available to readers, to support the claims being made. If evidence-based practice is

  19. Hospital Advertising, Competition, and HCAHPS: Does It Pay to Advertise?

    Science.gov (United States)

    Huppertz, John W; Bowman, R Alan; Bizer, George Y; Sidhu, Mandeep S; McVeigh, Colleen

    2017-08-01

    To test whether hospital advertising expenditures predict HCAHPS global ratings. We examined media advertising expenditures by 2,142 acute care hospitals in 209 markets in the United States. Data on hospital characteristics, location, and revenue came from CMS reports; system ownership was obtained from the American Hospital Association. Advertising data came from Kantar Media. HCAHPS data were obtained from HospitalCompare. Regression models examined whether hospitals' advertising spending predicts HCAHPS global measures and whether market concentration moderated this association. Hospital advertising spending was calculated by adding each individual hospital's expenditures to the amount spent by its parent health system, proportionally allocated by hospital revenue. Health system market share was used to estimate market concentration. These data were compared to hospitals' HCAHPS measures. In competitive markets (HHI below 1,000), hospital advertising predicted HCAHPS global measures. A 1-percent increase in advertising was associated with a 1.173-percent increase in patients rating the hospital a "9" or "10" on the HCAHPS survey and a 1.540-percent increase in patients who "definitely" would recommend the hospital. In concentrated markets, this association was not significant. In competitive markets, hospitals that spend more on advertising earn higher HCAHPS ratings on global measures. © Health Research and Educational Trust.

  20. Online Model Evaluation in a Large-Scale Computational Advertising Platform

    OpenAIRE

    Shariat, Shahriar; Orten, Burkay; Dasdan, Ali

    2015-01-01

    Online media provides opportunities for marketers through which they can deliver effective brand messages to a wide range of audiences. Advertising technology platforms enable advertisers to reach their target audience by delivering ad impressions to online users in real time. In order to identify the best marketing message for a user and to purchase impressions at the right price, we rely heavily on bid prediction and optimization models. Even though the bid prediction models are well studie...

  1. ETHNIC AND GENDER PHYSIOGNOMY IN ADVERTISEMENT

    Directory of Open Access Journals (Sweden)

    Patricia Izquierdo Iranzo

    2014-12-01

    Full Text Available Media depiction of cultural diversity is not accurate in its reports about Spanish immigration phenomenon. There is large scientific evidence of it after 20 years of immigration in Spain. Different media genres offer different distortions according to their own interests. Journalism is more focused on the dramatic arrival of immigrants to the Spanish southern coast, while advertisement is more likely to overuse and misuse stereotypes. Both actions are reproducing and suggesting behavioral patterns that might affect interpersonal and intercultural communication and the relationship among different cultural groups. The research carried out shows that advertisement feeds negative stereotypes that might increase sexism and racism in society. That is the reason why the analyzed target are African and Afrodescendent women in Spanish graphic ads.

  2. Advertising, Promotion, and Reviews: Three Models to Better Understand Internet Marketing

    OpenAIRE

    Hoban, Paul Robert

    2014-01-01

    I present three essays on online advertising and promotion effectiveness, focusing on how firms make decisions, and how consumer response can be more accurately measured. In the first chapter, I present a cost effective method for measuring online display advertising's impact, net of biases stemming from individual targeting and browsing behavior. I find that the recommended approach can produce dramatically different results from standard correlational measures, and that consumer responses v...

  3. Understanding and Targeting Indonesian Young Adult Internet Users

    Directory of Open Access Journals (Sweden)

    Andreas Chang

    2010-11-01

    Full Text Available As the number of global internet users increases, companies’ online advertisement expenditure also grows rapidly. Companies face challenges in targeting the right customers. Understanding which websites are often visited by target users and what they do on the internet will help companies direct their online advertisement to the right target. Using questionnaires, this study examines which sites are most often visited by Indonesian young adult internet users and what they do on the internet. It aims to understand the patterns of behavior of these users. The findings of this study provide some understanding to the marketers. Of consequence, such understanding would help them to select where and what to do with their advertisements when they are targeting the young adult internet users in Indonesia. 

  4. Understanding online behavioural advertising: user knowledge, privacy concerns and online coping behaviour in Europe

    NARCIS (Netherlands)

    Smit, E.G.; van Noort, G.; Voorveld, H.A.M.

    2014-01-01

    Online behavioural advertising (OBA) is a special form of targeted advertising. For OBA, it is necessary to collect data about online surfing behaviour, which is usually undertaken by installing ‘cookies’. The use of cookies is heavily debated by policy makers in the US and Europe. Central to this

  5. Advertising Theory and Practice.

    Science.gov (United States)

    Sandage, C. H.; Fryburger, Vernon

    The social and economic functions of advertising, its role in business, how it works, and how it is planned and created are the subject of this textbook. Sections include basic values and functions, background for planning advertising strategy, the advertising message, advertising media, testing advertising effectiveness, and the advertising…

  6. Modeling Newspaper Advertising

    Science.gov (United States)

    Harper, Joseph; And Others

    1978-01-01

    Presents a mathematical model for simulating a newspaper financial system. Includes the effects of advertising and circulation for predicting advertising linage as a function of population, income, and advertising rate. (RL)

  7. Taking ad-Vantage of lax advertising regulation in the USA and Canada: Reassuring and distracting health-concerned smokers

    OpenAIRE

    Anderson, Stacey J; Pollay, Richard W; Ling, Pamela M

    2006-01-01

    We explored the evolution from cigarette product attributes to psychosocial needs in advertising campaigns for low-tar cigarettes. Analysis of previously secret tobacco industry documents and print advertising images indicated that low-tar brands targeted smokers who were concerned about their health with advertising images intended to distract them from the health hazards of smoking. Advertising first emphasized product characteristics (filtration, low tar) that implied health benefits. Over...

  8. Leftward lighting in advertisements increases advertisement ratings and purchase intention.

    Science.gov (United States)

    Hutchison, Jennifer; Thomas, Nicole A; Elias, Lorin

    2011-07-01

    It has been reliably shown that light is assumed to come from above. There is also some suggestion that light from the left might be preferred. Leftward lighting biases have been observed across various mediums such as paintings, portraits, photographs, and advertisements. As advertisements are used to persuade the public to purchase products, it was of interest to better understand whether leftward lighting would influence future intention to purchase. Participants gave preference ratings for pairs of advertisements with opposing lighting directions. Attitude towards the advertisement and the brand as well as future purchase intention was then rated. Overall, participants indicated that they preferred advertisements with leftward lighting and were more likely to purchase these products in the future than when the same products were lit from the right. Findings are consistent with previously observed leftward lighting biases and suggest that advertisements with a leftward lighting bias might be more effective.

  9. Evidence of underage targeting of alcohol advertising on television in the United States: Lessons from the Lockyer v. Reynolds decisions

    OpenAIRE

    Ross, Craig S.; Ostroff, Joshua; Jernigan, David H.

    2014-01-01

    Underage alcohol use is a global public health problem and alcohol advertising has been associated with underage drinking. The alcohol industry regulates itself and is the primary control on alcohol advertising in many countries around the world, advising trade association members to advertise only in adult-oriented media. Despite high levels of compliance with these self-regulatory guidelines, in several countries youth exposure to alcohol advertising on television has grown faster than adul...

  10. Redefining "child-directed advertising" to reduce unhealthy television food advertising.

    Science.gov (United States)

    Harris, Jennifer L; Sarda, Vishnudas; Schwartz, Marlene B; Brownell, Kelly D

    2013-04-01

    Food and beverage companies have pledged to reduce unhealthy marketing to children through the Children's Food and Beverage Advertising Initiative (CFBAI). However, public health experts question the initiative's effectiveness because pledges apply to only some types of marketing. For instance, the CFBAI covers only TV advertising that is "child-directed," defined as advertising during programs for which children make up 35% or more of the viewing audience. To quantify the proportion of food and beverage TV advertisements (ads) viewed by children that is covered by current CFBAI pledges and examine the potential impact of broader definitions of child-directed advertising. Nielsen data were used to quantify percentages of children (aged 2-11 years) in the audience (i.e., child-audience share), as well as absolute numbers of child viewers, for all national TV programs in 2009. Nielsen advertising data provided the number of food and beverage ads viewed by preschoolers (aged 2-5 years); older children (aged 6-11 years); and adults (aged 18-49 years) during programs with various child-audience compositions. Data were collected in 2010 and analyzed in 2011. Just 45%-48% of food ads viewed by children met current CFBAI definitions of child-directed advertising. Expanding this definition to include advertising during programs with a child-audience share of 20% or higher and/or 100,000 or more child viewers would cover 70%-71% of food advertising seen by children but just one third of ads seen by adults. Children viewed an estimated 35% fewer food ads during TV programs with a high child-audience share (≥50%) in 2009 compared with 2004. However, ensuring that nutrition standards apply to the majority of food ads viewed by children requires broader definitions of child-directed advertising. Copyright © 2013 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.

  11. The extent and nature of television food advertising to children in Xi’an, China

    Directory of Open Access Journals (Sweden)

    Danyang Li

    2016-08-01

    Full Text Available Abstract Background To explore the extent and nature of television food advertising especially unhealthy food advertising to primary school children in Xi’an, China. Methods Television data were recorded for 2 weekdays and 2 weekend days between 6:00 and 22:00 during May and June in 2012 from a total of five television channels most popular with children in Xi’an. Pearson χ2 tests and logistic regression were applied to determine differences in the proportion of healthy food, unhealthy food and miscellaneous food advertisements for different channels, programs, dates, viewing periods and the use of persuasive marketing tactics. Results Of the 5527 advertisements transcribed, 25.5 % were for food, among which 48.1 % were considered to be unhealthy. The frequency of food advertisements was 6 per hour per channel, including 3 unhealthy food advertisements. Compared with healthy and miscellaneous food advertisements, more unhealthy food advertisements were shown during afternoon, weekends and children’s non-peak viewing times as well as on children’s television channels, central television channels and non-children’s programmes. Unhealthy foods contributed the highest proportion of all food advertisements containing promotional characters (51.7 % and premium offers (59.1 %. Both promotional characters and premium offers appeared more on non-children’s television channels. Conclusions The majority of food advertisements were for unhealthy food. More unhealthy food ads were shown in children’s non-peak time and afternoon as well as non-children’s channels. More children-oriented persuasive marketing tactics were used in unhealthy food ads especially in non-children’s channels. Therefore, intervening in the entrance of unhealthy foods into the market and establishing regulations related to food advertising especially unhealthy food advertisements are important strategies to prevent children’s exposure to unhealthy food and

  12. The extent and nature of television food advertising to children in Xi'an, China.

    Science.gov (United States)

    Li, Danyang; Wang, Ting; Cheng, Yue; Zhang, Min; Yang, Xue; Zhu, Zhonghai; Liu, Danli; Yang, Wenfang; Zeng, Lingxia

    2016-08-11

    To explore the extent and nature of television food advertising especially unhealthy food advertising to primary school children in Xi'an, China. Television data were recorded for 2 weekdays and 2 weekend days between 6:00 and 22:00 during May and June in 2012 from a total of five television channels most popular with children in Xi'an. Pearson χ (2) tests and logistic regression were applied to determine differences in the proportion of healthy food, unhealthy food and miscellaneous food advertisements for different channels, programs, dates, viewing periods and the use of persuasive marketing tactics. Of the 5527 advertisements transcribed, 25.5 % were for food, among which 48.1 % were considered to be unhealthy. The frequency of food advertisements was 6 per hour per channel, including 3 unhealthy food advertisements. Compared with healthy and miscellaneous food advertisements, more unhealthy food advertisements were shown during afternoon, weekends and children's non-peak viewing times as well as on children's television channels, central television channels and non-children's programmes. Unhealthy foods contributed the highest proportion of all food advertisements containing promotional characters (51.7 %) and premium offers (59.1 %). Both promotional characters and premium offers appeared more on non-children's television channels. The majority of food advertisements were for unhealthy food. More unhealthy food ads were shown in children's non-peak time and afternoon as well as non-children's channels. More children-oriented persuasive marketing tactics were used in unhealthy food ads especially in non-children's channels. Therefore, intervening in the entrance of unhealthy foods into the market and establishing regulations related to food advertising especially unhealthy food advertisements are important strategies to prevent children's exposure to unhealthy food and childhood obesity.

  13. What matters most in advertising campaigns? The relative effect of media expenditure and message content strategy

    NARCIS (Netherlands)

    van den Putte, B.

    2009-01-01

    Three main factors determine the effect of advertising campaigns: message content strategy, advertising expenditure and previous consumer behaviour. This study investigates the relative strength of each of these influences. Four possible campaign targets are taken into account: campaign recall,

  14. Point-of-sale tobacco advertising in Beirut, Lebanon following a national advertising ban.

    Science.gov (United States)

    Salloum, Ramzi G; Nakkash, Rima T; Myers, Allison E; Wood, Kathryn A; Ribisl, Kurt M

    2013-06-03

    The objective of this study was to conduct an audit of point-of-sale (POS) tobacco advertising and assess compliance with an advertising ban in a large district of Beirut, Lebanon. The audit was conducted 3 months following the ban on tobacco advertising. Trained students observed all tobacco retail outlets (n = 100) and entered data into a web-based form using iPad(®) technology. Presence of tobacco advertisements was assessed to determine compliance with the national advertising ban. Among the 100 tobacco retail outlets, 62% had tobacco advertisements, including 7% with a tobacco brand logo as part of the main exterior store sign. POS tobacco advertising is widespread in Beirut despite the national advertising ban. These findings point to an urgent need for the enforcement of the advertisement ban with tobacco retail outlets in Lebanon.

  15. AN ADVERTISING OLIGOPOLY

    Directory of Open Access Journals (Sweden)

    Alina Irina GHIRVU

    2013-12-01

    Full Text Available This paper proposes a model of advertising competition based on the Cournot oligopoly model using a dynamic system, the equilibrium points of which can be determined analytically. We consider several cases for explaining the way in which firms will adapt their own advertising volume, depending on the number and the advertising volume of their competitors, in the context of an online video game used for advertising purposes. The dynamic setup is given by online Internet connection that allows interaction and communication and the high level of technology that permits nowadays real-time advertising insertions.

  16. Newspaper vs. online advertising: Is there a niche for newspapers in modern advertising markets?

    OpenAIRE

    Lindstädt, Nadine; Budzinski, Oliver

    2011-01-01

    Newspapers have experienced declining circulation figures and declining advertising revenues for several years. In particular, declining advertising figures put a threat on newspapers – this is especially severe in the US where 73% of their revenues are generated through advertising. On the advertising side many companies have expanded their advertising expenditure towards online. Consequently, there are concerns about online advertising substituting newspaper advertising – in the same way as...

  17. Advertising Through Social Media : Advertising plan for a hotel

    OpenAIRE

    Verbrugghe, Yann

    2013-01-01

    This thesis was written in order to develop advertising for the manor hotel Karolineburg, located in Kajaani, Finland, by using a social network as advertising media. This work also had for goal to show the possibility of social advertising and the benefits it can bring along. According to the situation of the company, findings and results revealed positive aspects of the work done.

  18. The effect of search condition and advertising type on visual attention to Internet advertising.

    Science.gov (United States)

    Kim, Gho; Lee, Jang-Han

    2011-05-01

    This research was conducted to examine the level of consumers' visual attention to Internet advertising. It was predicted that consumers' search type would influence visual attention to advertising. Specifically, it was predicted that more attention to advertising would be attracted in the exploratory search condition than in the goal-directed search condition. It was also predicted that there would be a difference in visual attention depending on the advertisement type (advertising type: text vs. pictorial advertising). An eye tracker was used for measurement. Results revealed that search condition and advertising type influenced advertising effectiveness.

  19. Private-by-Design Advertising and Analytics: From Theory to Practice

    OpenAIRE

    Reznichenko, Alexey

    2015-01-01

    There are a number of designs for an online advertising system that allow for behavioral targeting without revealing user online behavior or user interest profiles to the ad network. Although these designs purport to be practical solutions, none of them adequately consider the role of ad auctions, which today are central to the operation of online advertising systems. Moreover, none of the proposed designs have been deployed in real-life settings. In this thesis, we present an effort to fill ...

  20. Images of older people in UK magazine advertising: toward a typology.

    Science.gov (United States)

    Williams, Angie; Wadleigh, Paul Mark; Ylänne, Virpi

    2010-01-01

    The use of images of older people in the British advertising media has been under-researched to date. Further, previous research in any country has tended to examine such images from an a priori framework of general impressions and stereotypes of older people. This study addresses these issues with British consumers' (n = 106) impressions, trait ascriptions, and similarity-between-images ratings of a representative sample of U.K. magazine advertisements featuring older characters. After a series of sorting task laboratory sessions, multidimensional scaling and hierarchical cluster analyses revealed four clearly defined groups representing types of portrayals. These types emerged from the advertisements and from the views of the consumers themselves. These emergent groupings are: (1) Frail and Vulnerable, (2) Happy and Affluent, (3) Mentors, (4) Active and Leisure-oriented older adults. These groupings seem to be a logical context-appropriate derivation from previous findings on generally held stereotypes of older persons. It is argued that the groupings have the potential to contribute to a reliable typology of advertising portrayals of older people, with potential heuristic leverage in social scientific research of intergenerational communication, lifespan concerns, and the aging process.

  1. Gynecologic Cancer Information on YouTube: Will Women Watch Advertisements to Learn More?

    Science.gov (United States)

    Cooper, Crystale Purvis; Gelb, Cynthia A; Chu, Jennifer

    2016-09-01

    The quality and accuracy of health content posted on YouTube varies widely. To increase dissemination of evidence-based gynecologic cancer information to US YouTube users, the Centers for Disease Control and Prevention (CDC) sponsored two types of advertisements: (1) pre-roll videos that users had to watch for at least 5 s before seeing a video they selected and (2) keyword-targeted listings that appeared in search results when users entered terms related to gynecologic cancer. From July 2012 to November 2013, pre-roll videos were shown 9.2 million times, viewed (watched longer than the mandatory 5 s) 1.6 million times (17.6 %), and cost $0.09 per view. Keyword-targeted listings were displayed 15.3 million times, viewed (activated by users) 59,766 times (0.4 %), and cost $0.31 per view. CDC videos in advertisements played completely in 17.0 % of pre-roll video views and 44.4 % of keyword-targeted listing views. Advertisements on YouTube can disseminate evidence-based cancer information broadly with minimal cost.

  2. Up-Dating: Ratings of Perceived Dating Success Are Better Online than Offline.

    Science.gov (United States)

    Fullwood, Chris; Attrill-Smith, Alison

    2018-01-01

    The primary aims of this study were to test whether perceived dating success would differ between offline and online zero-acquaintance dating contexts and to investigate the role that self-esteem might play in these evaluations. Participants were presented with the same photos of targets in either an offline or online dating scenario and rated their chances of dating success along with their perceptions of how attractive they thought the target would consider them. Higher self-esteem individuals believed they would be rated as more attractive. There was an overall perception that, irrespective of self-esteem level, meeting online would lead to better chances of dating success. These findings are considered in relation to an increased ability to more precisely manage impressions and develop an image of the self which would be evaluated more positively online.

  3. THE LANGUAGE OF ADVERTISING

    Directory of Open Access Journals (Sweden)

    Anamarija Gjuran-Coha

    2009-01-01

    Full Text Available Advertising has reached new dimensions in incorporating and exploiting patterns of message transmission on certain products and services offered to the market. Therefore, advertising has become the subject of an important multidisciplinary approach, scientific analysis and research. Multiplying the cognition from different domains of human activity along with technical and scientific innovations, the advertisment has become one of the most intense communication codes which are realized in a constant interaction between an individual and the world. In order to be present in consumer's consciousness and subconsciousness, advertising simoulaneously uses our ethical, moral, mental, social communication and other cognition. The word and the language, as important media used in advertising, play an important role. The aim of this study is to analyze the linguistic code of an advertisment and language strategies of advertisers. The objective of linguistic analysis of advertisments is to confirm that the advertisment is a part of multimedial discourse which is not realized its linguistic code, but all other paralinguistic elements are present. The analysis will be carried out on a corpus consisting of advertisments published in daily newspapers from 2000-2002. The linguistic features will be analyzed as well as the relation of linguistic code with other paralinguistic codes used in advertising.

  4. Where to put your money to get their money: a bank advertising awareness study

    OpenAIRE

    James B. Bexley; Karen Sherrill

    2017-01-01

    Commercial banks have many options when selecting an advertising medium. Where should a bank put its money in order to obtain the highest return? Should this medium change based on the target audience? This paper examines a number of different mediums for bank advertising and analyzes by age and by gender the efficacy of each. The authors administered a survey to over three hundred participants of varying ages asking them if they have seen bank advertisements on television, social media or th...

  5. Necromarketing as Advertising Strategy in American Television

    Directory of Open Access Journals (Sweden)

    Shelton Amiee J.

    2016-07-01

    Full Text Available Significant research has been conducted regarding fear appeals, but little empirical evidence concerning death appeals is found. This study determined to what extent necromarketing exists in advertisements in American television. Through a content analysis of 1012 American television advertisements, this study found what product categories employ this marketing strategy and which consumer groups were targeted. Findings show that implicit necromarketing is a more commonly used marketing tactic than explicit necromarketing; the industries of entertainment promotions and insurance use necromarketing appeals more often than others, and necromarketing appeals were more heavily used during primetime. His study forms the base for future studies investigating the impact death has on purchase intentions.

  6. Advertising as a cue to consume: a systematic review and meta-analysis of the effects of acute exposure to unhealthy food and nonalcoholic beverage advertising on intake in children and adults.

    Science.gov (United States)

    Boyland, Emma J; Nolan, Sarah; Kelly, Bridget; Tudur-Smith, Catrin; Jones, Andrew; Halford, Jason Cg; Robinson, Eric

    2016-02-01

    Several studies have assessed the effects of food and nonalcoholic beverage (hereafter collectively referred to as food) advertising on food consumption, but the results of these studies have been mixed. This lack of clarity may be impeding policy action. We examined the evidence for a relation between acute exposure to experimental unhealthy food advertising and food consumption. The study was a systematic review and meta-analysis of published studies in which advertising exposure (television or Internet) was experimentally manipulated, and food intake was measured. Five electronic databases were searched for relevant publications (SCOPUS, PsycINFO, MEDLINE, Emerald Insight, and JSTOR). An inverse variance meta-analysis was used whereby the standardized mean difference (SMD) in food intake was calculated between unhealthy food advertising and control conditions. Twenty-two articles were eligible for inclusion. Data were available for 18 articles to be included in the meta-analysis (which provided 20 comparisons). With all available data included, the analysis indicated a small-to-moderate effect size for advertising on food consumption with participants eating more after exposure to food advertising than after control conditions (SMD: 0.37; 95% CI: 0.09; 0.65; I(2) = 98%). Subgroup analyses showed that the experiments with adult participants provided no evidence of an effect of advertising on intake (SMD: 0.00; P = 1.00; 95% CI: -0.08, 0.08; I(2) = 8%), but a significant effect of moderate size was shown for children, whereby food advertising exposure was associated with greater food intake (SMD: 0.56; P = 0.003; 95% CI: 0.18, 0.94; I(2) = 98%). Evidence to date shows that acute exposure to food advertising increases food intake in children but not in adults. These data support public health policy action that seeks to reduce children's exposure to unhealthy food advertising. © 2016 American Society for Nutrition.

  7. Advertising Content

    OpenAIRE

    Simon P. Anderson; Régis Renault

    2002-01-01

    Empirical evidence suggests that most advertisements contain little direct informa- tion. Many do not mention prices. We analyze a firm'ss choice of advertising content and the information disclosed to consumers. A firm advertises only product informa- tion, price information, or both; and prefers to convey only limited product information if possible. Extending the "persuasion" game, we show that quality information takes precedence over price information and horizontal product information.T...

  8. Transforming Pedagogies with New Technologies: Advertising

    Science.gov (United States)

    Corby, Patricia

    2008-01-01

    The author was keen to look at advertising with her online classes, both in Business Enterprise (looking at how businesses operate, target marketing, language used in business etc) and in Creative Writing as she felt that this was a topic which worked in both areas and was an important one due to the huge impact and the big intrusion that…

  9. Taking ad-Vantage of lax advertising regulation in the USA and Canada: reassuring and distracting health-concerned smokers.

    Science.gov (United States)

    Anderson, Stacey J; Pollay, Richard W; Ling, Pamela M

    2006-10-01

    We explored the evolution from cigarette product attributes to psychosocial needs in advertising campaigns for low-tar cigarettes. Analysis of previously secret tobacco industry documents and print advertising images indicated that low-tar brands targeted smokers who were concerned about their health with advertising images intended to distract them from the health hazards of smoking. Advertising first emphasized product characteristics (filtration, low tar) that implied health benefits. Over time, advertising emphasis shifted to salient psychosocial needs of the target markets. A case study of Vantage cigarettes in the USA and Canada showed that advertising presented images of intelligent, upward-striving people who had achieved personal success and intentionally excluded the act of smoking from the imagery, while minimal product information was provided. This illustrates one strategy to appeal to concerned smokers by not describing the product itself (which may remind smokers of the problems associated with smoking), but instead using evocative imagery to distract smokers from these problems. Current advertising for potential reduced-exposure products (PREPs) emphasizes product characteristics, but these products have not delivered on the promise of a healthier alternative cigarette. Our results suggest that the tobacco control community should be on the alert for a shift in advertising focus for PREPs to the image of the user rather than the cigarette. Global Framework Convention on Tobacco Control-style advertising bans that prohibit all user imagery in tobacco advertising could preempt a psychosocial needs-based advertising strategy for PREPs and maintain public attention on the health hazards of smoking.

  10. Protecting young people from junk food advertising: implications of psychological research for First Amendment law.

    Science.gov (United States)

    Harris, Jennifer L; Graff, Samantha K

    2012-02-01

    In the United States, one third of children and adolescents are overweight or obese, yet food and beverage companies continue to target them with advertising for products that contribute to this obesity crisis. When government restrictions on such advertising are proposed, the constitutional commercial speech doctrine is often invoked as a barrier to action. We explore incongruities between the legal justifications for the commercial speech doctrine and the psychological research on how food advertising affects young people. A proper interpretation of the First Amendment should leave room for regulations to protect young people from advertising featuring calorie-dense, nutrient-poor foods and beverages.

  11. Cross-cultural advertising

    OpenAIRE

    Пурчельянова, Н. Ю.

    2011-01-01

    The essence of successful advertising is to convince people that a product is meant for them. By purchasing it, they will receive some benefit (lifestyle, status, convenience, etc.). However, when an advertising campaign is taken abroad different values as to what enhances status or gives convenience exist. These differences make the original advertising campaign defunct. It is therefore critical to any cross cultural advertising campaign that an understanding of a particular culture is acqui...

  12. Evaluating the evidence: direct-to-consumer screening tests advertised online.

    Science.gov (United States)

    Lovett, Kimberly M; Mackey, Timothy K; Liang, Bryan A

    2012-09-01

    Unsupervised online direct-to-consumer (DTC) access to medical services has rapidly expanded to medical screening tests, which have not been critically evaluated for their evidence basis. The objective of this study is to identify the scope of online-advertised DTC screening tests, outline the evidence for use of available DTC testing and suggest regulatory reform to address the relevant issues. An observational study of website advertisements, testing services and counselling/follow-up services for DTC testing was conducted. Data were collected from websites between 4 April and 1 June 2011. Each website was assessed for tests offered, advertised indications and availability of counselling/follow-up services. Advertised testing indications were compared with US Preventive Services Task Force recommendations and/or specialty guidelines and categorized as Supported, Against, Insufficient Evidence or No Guidance. Of 20 companies identified as offering DTC screening tests, 95% (19/20) do not clearly offer pretest counselling, post-test counselling and/or test follow-up. One hundred and twenty-seven different tests were identified. Only 19/127 (15%) could be Supported for screening in a target group selected for testing; 38/127 (30%) were given recommendations to avoid use in specific target group(s) selected for testing ('Against recommendations'); 29/127 (23%) had Insufficient Evidence of value, and for 64/127 (50%) No Guidance could be given. Only 4/127 (3%) tests were Supported for general screening use. Virtually all identified medical tests advertised and offered DTC are not recommended for use in screening by evidence-based guidelines. Limited oversight may lead to inaccurate self-diagnosis, treatment and wasted health resources.

  13. Misleading Advertising in Duopoly

    OpenAIRE

    Keisuke Hattori; Keisaku Higashida

    2011-01-01

    This paper builds a model of strategic misleading advertising in duopolistic markets with horizontal product differentiation and advertising externality between firms. We investigate the effects of regulating misinformation on market competition, behaviour of firms, and social welfare. We show that the degree of advertising externality and the magnitude of advertising costs are crucial for determining the welfare effects of several regulations, including prohibiting misleading advertising, ed...

  14. Consumers’ Attitude Towards Advertising Audit As Marketing Communication Tool: Advertising Ethics

    Directory of Open Access Journals (Sweden)

    Selma KARABAŞ

    2013-06-01

    Full Text Available One of the methods used by companies, which want to forest all the arrivals, is use effective advertisements aiming to bring out the properties of the product. Advertisement on consumers’ behaviors is one of the effective methods in creating demand for the product. It is a tool used in order to be distinguished in all respects of competition becoming widespread day by day. This study discusses advertisement ethics especially the ads on TV. Advertisement, by its nature, may have a have a misleading hidden character and cause unfair competition. The approach developed by consumers against such kinds of advertisements has been studied via data obtained by survey method. Consumers’ opinions on advertisement ethics were taken via Likert scale. The methods used for evaluating these surveys are Kolmogorov Smirnov test and One-Sample t-test.

  15. False Advertising

    OpenAIRE

    Rhodes, Andrew; Wilson, Chris M

    2016-01-01

    There is widespread evidence that some firms use false advertising to overstate the value of their products. We consider a model in which a policymaker is able to punish such false claims. We characterize an equilibrium where false advertising actively influences rational buyers, and analyze the effects of policy under different welfare objectives. We establish precise conditions where policy optimally permits a positive level of false advertising, and show how these conditions vary intuitive...

  16. AN ADVERTISING OLIGOPOLY

    OpenAIRE

    Alina Irina GHIRVU

    2013-01-01

    This paper proposes a model of advertising competition based on the Cournot oligopoly model using a dynamic system, the equilibrium points of which can be determined analytically. We consider several cases for explaining the way in which firms will adapt their own advertising volume, depending on the number and the advertising volume of their competitors, in the context of an online video game used for advertising purposes. The dynamic setup is given by online Internet connection ...

  17. Customization of online advertising : The role of intrusiveness

    NARCIS (Netherlands)

    van Doorn, J.; Hoekstra, J.C.

    2013-01-01

    This study examines the trade-off between tailoring an ad to an individual consumer's needs and the demand for personal data required to do so, which is inherent in targeted online advertising. Two scenario-based studies in two different industries reveal the extent to which using personal

  18. Do television food advertisements portray advertised foods in a 'healthy' food context?

    Science.gov (United States)

    Adams, Jean; Tyrrell, Rachel; White, Martin

    2011-03-01

    Exposure to food promotion influences food preferences and diet. As food advertisements tend to promote 'less healthy' products, food advertising probably plays some role in the 'obesity epidemic'. Amid calls for increased regulation, food manufacturers are beginning to engage in a variety of health-promoting marketing initiatives. Positioning products in the context of a 'healthy', balanced diet in television advertisements is one such initiative. We explored whether the wider food context in which foods are advertised on television are 'healthier' than the advertised foods themselves. All foods shown in food advertisements broadcast during 1 week on one commercial UK channel were identified and classified as 'primary' (i.e. the focus of advertisements) or 'incidental'. The nutritional content of all foods was determined and that of primary and incidental foods were compared. Almost two-thirds of food advertisements did not include any incidental foods. When a wider food context was present, this tended to be 'healthier' than the primary foods that were the focus of food advertisements - particularly in terms of the food groups represented. It is not yet clear what effect this may have on consumers' perceptions and behaviour, and whether or not this practice should be encouraged or discouraged from a public health perspective.

  19. Advertising Creativity%论广告创意

    Institute of Scientific and Technical Information of China (English)

    刀云峰

    2013-01-01

    创意是广告的灵魂,一个成功的广告首先来自技惊四座的创意。创意更能引起消费者注意,激发消费者的购买欲望,同时也能更好的宣传品牌形象。现代传播学和市场营销理论的发展,赋予了广告创作科学的内涵和新的活力,使得现代广告创意策略得到丰富的发展。可口可乐广告的成功说明正确的广告创意程序应从商品、市场、目标消费者入手,遵循广告创意要合理、合情、合法、独创性与3B原则,将抽象创意和形象创意两种形式相融合,寻找一个说服目标消费者的理由,并根据这个理由通过视、听表现来影响目标消费者的感情和行为。%Creativity is the spirit of an advertisement as the success of the advertisement comes first from the surprising creativity. Cre-ativity draws consumer attention to inspire the buying inclination and popularizes brand images as well. The development of modern com-munication studies and marketing theories endows advertising with scientific connotation and new vitality, nurturing the growth of adver-tising creative strategies. The success of Coca cola proves that a correct advertising creation procedure should start with the product, mar-kets and target consumers in reasonable and lawful terms while abiding by the principle of originality and 3B, namely beauty, baby and beast. In addition, by integrating abstract and visualized creation, it should seek for a reason to convince target customers and influence the emotion and behavior of the customers with audio and visual aids.

  20. Content analysis of oncology-related pharmaceutical advertising in a peer-reviewed medical journal.

    Science.gov (United States)

    Yonemori, Kan; Hirakawa, Akihiro; Ando, Masashi; Hirata, Taizo; Yunokawa, Mayu; Shimizu, Chikako; Tamura, Kenji; Fujiwara, Yasuhiro

    2012-01-01

    The oncology market represents one of the largest pharmaceutical markets in any medical field, and printed advertising in medical journals is an important channel by which pharmaceutical companies communicate with healthcare professionals. The aim of the present study was to analyze the volume and content of and trends and changes in oncology-related advertising intended for healthcare professionals in a peer-reviewed medical journal. Information that could be included in advertisements to promote drug development and improve treatment strategies for cancer patients is discussed on the basis of the results of the analysis. Overall, 6,720 advertisements covering 13,039 pages in a leading oncology medical journal published (by the American Society of Clinical Oncology) between January 2005 and December 2009 were analyzed. The advertisements targeting pharmaceuticals and clinical trials, in particular, were reviewed. A total of 6,720 advertisements covering 13,039 pages were included in the analysis. For the years 2005-2009, the percentages of total journal pages dedicated to advertising were 24.0%, 45.7%, 49.8%, 46.8%, and 49.8%, respectively. Package insert information and efficacy and safety explanations appeared in more than 80% of advertisements intended for pharmaceutical promotion. From 2005 to 2009, the overall quantity of drug advertisements decreased by approximately 13%, whereas advertisements calling for the enrollment of patients into registration trials increased by approximately 11%. Throughout the study period, oncology-related pharmaceutical advertisements occupied a considerable number of pages relative to other journal content. The proportion of advertisements on ongoing clinical trials increased progressively throughout the study period.

  1. Unintended messages in online advertising to youth: illicit drug imagery in a Canadian sports marketing campaign.

    Science.gov (United States)

    Auger, Nathalie; Daniel, Mark; Knäuper, Bärbel; Dourian, Tara; Raynault, Marie-France

    2015-04-01

    We assessed the potential for harmful messages in online advertisements targeted to youth, using the example of the Canadian "Light It Up" marketing campaign from a large sports corporation. We undertook a cluster randomized controlled trial of 20 secondary school classes in Montreal, Canada. Classes were randomly allocated to view a "Light It Up" advertisement (n = 205) or a neutral comparison advertisement (n = 192). The main outcome measures were self-reports of illicit drug messages in the advertisements. Of the students, 22.9% reported that the "Light It Up" advertisement contained illicit drug messages compared with 1.0% for the comparison advertisement (relative risk, 22.0; 95% confidence interval, 6.5-74.9). Although meant to promote sports, youth in this study believed that the "Light It Up" advertisement was related to illicit drugs. The campaign illustrates how advertisements may inadvertently market unwanted behaviors to children. Copyright © 2015 Society for Adolescent Health and Medicine. Published by Elsevier Inc. All rights reserved.

  2. Web-Based Antismoking Advertising to Promote Smoking Cessation: A Randomized Controlled Trial.

    Science.gov (United States)

    Yom-Tov, Elad; Muennig, Peter; El-Sayed, Abdulrahman M

    2016-11-21

    Although hundreds of millions of dollars are spent each year on public health advertising, the advertisement content, design, and placement are usually developed by intuition rather than research. The objective of our study was to develop a methodology for testing Web-based advertisements to promote smoking cessation. We developed 10 advertisements that varied by their content (those that empower viewers to quit, help viewers to quit, or discuss the effects of smoking). We then conducted a series of Web-based randomized controlled trials that explored the effects of exposing users of Microsoft's Bing search engine to antismoking advertisements that differed by content, placement, or other characteristics. Finally, we followed users to explore whether they conducted subsequent searches for smoking cessation products or services. The advertisements were shown 710,106 times and clicked on 1167 times. In general, empowering advertisements had the greatest impact (hazard ratio [HR] 2.6, standard error [SE] 0.09 relative to nonempowering advertisements), but we observed significant variations by gender. For instance, we found that men exposed to smoking cessation advertisements were less likely than women to subsequently conduct smoking cessation searches (HR 0.2, SE 0.07), but that this likelihood increased 3.5 times in men exposed to advertisements containing empowering content. Women were more influenced by advertisements that emphasized the health effects of smoking. We also found that appearing at the top right of the page (HR 2.1, SE 0.07) or at the bottom rather than the top of a list (HR 1.1, SE 0.02) can improve smoking cessation advertisements' effectiveness in prompting future searches related to smoking cessation. Advertising should be targeted to different demographic groups in ways that are not always intuitive. Our study provides a method for testing the effectiveness of Web-based antismoking advertisements and demonstrates the importance of advertisements

  3. INTERNET ADVERTISING: A PRIMER

    OpenAIRE

    Matthew N. O. Sadiku*, Shumon Alam, Sarhan M. Musa

    2017-01-01

    Internet advertising (IA) is using the Internet to market products and services to a large audience. In the current era of Internet commerce, companies have chosen to use Internet advertising and the trend is irreversible. The goal of Internet advertising is to drive customers to your website. Understanding some key concepts of Internet advertising is crucial to creating a strategy that will suit one’s business. This paper provides a brief introduction to Internet or online advertising.

  4. Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship

    OpenAIRE

    Frank M. Bass; Norris Bruce; Sumit Majumdar; B. P. S. Murthi

    2007-01-01

    Models of advertising response implicitly assume that the entire advertising budget is spent on disseminating one message. In practice, managers use different themes of advertising (for example, price advertisements versus product advertisements) and within each theme they employ different versions of an advertisement. In this study, we evaluate the dynamic effects of different themes of advertising that have been employed in a campaign. We develop a model that jointly considers the effects o...

  5. Pun in Beverage Advertisements

    Institute of Scientific and Technical Information of China (English)

    Meng; Yan

    2015-01-01

    Accompanied with the widespread commerce,the advertisement translation unavoidably will be a hot spot again.This paper will discuss usage and translation of pun in the advertisement translation.It will explain the definition of advertisement as well as pun and then give examples about the usage of pun in advertisement.

  6. Pun in Beverage Advertisements

    Institute of Scientific and Technical Information of China (English)

    Technology Sichuan

    2015-01-01

    Accompanied with the widespread commerce,the advertisement translation unavoidably will be a hot spot again. This paper will discuss usage and translation of pun in the advertisement translation.It will explain the definition of advertisement as well as pun and then give examples about the usage of pun in advertisement.

  7. Children as consumers: advertising and marketing.

    Science.gov (United States)

    Calvert, Sandra L

    2008-01-01

    Marketing and advertising support the U.S. economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the discretionary income of children and their power to influence parent purchases have increased over time. Second, as the enormous increase in the number of available television channels has led to smaller audiences for each channel, digital interactive technologies have simultaneously opened new routes to narrow cast to children, thereby creating a growing media space just for children and children's products. Calvert explains that paid advertising to children primarily involves television spots that feature toys and food products, most of which are high in fat and sugar and low in nutritional value. Newer marketing approaches have led to online advertising and to so-called stealth marketing techniques, such as embedding products in the program content in films, online, and in video games. All these marketing strategies, says Calvert, make children younger than eight especially vulnerable because they lack the cognitive skills to understand the persuasive intent of television and online advertisements. The new stealth techniques can also undermine the consumer defenses even of older children and adolescents. Calvert explains that government regulations implemented by the Federal Communications Commission and the Federal Trade Commission provide some protection for children from advertising and marketing practices. Regulators exert more control over content on scarce television airwaves that belong to the public than over content on the more open online spaces. Overall, Calvert concludes, children live and grow up in a highly sophisticated marketing environment that influences their preferences and behaviors.

  8. Advertising to children initiatives have not reduced unhealthy food advertising on Australian television.

    Science.gov (United States)

    Watson, Wendy L; Lau, Vivien; Wellard, Lyndal; Hughes, Clare; Chapman, Kathryn

    2017-12-01

    In response to rising childhood obesity rates, the Australian food industry implemented two initiatives in 2009 to reduce the marketing of unhealthy food to children. This study evaluated the efficacy of these initiatives on the rate of unhealthy food advertising to children on Australian television. The rates of food advertisements on three free-to-air commercial television channels and a youth-oriented digital channel in Sydney, Australia were analysed over 2 weekdays (16 h) and two weekend days (22 h). Advertisements were categorized according to the healthiness of foods advertised (non-core, core, miscellaneous) and signatory status to the food industry advertising initiatives. Total food advertising rates for the three channels increased from 5.5/h in 2011 to 7.3/h in 2015, due to an increase of 0.8/h for both core and miscellaneous foods. The rate of non-core food advertisements in 2015 (3.1/h) was similar to 2011 (3.0/h). The youth-oriented channel had fewer total food advertisements (3.7/h versus 7.3/h) but similar fast-food advertisement rates (1.3/h versus 1.3/h). There was no change in the rate of unhealthy food advertising since 2011, suggesting minimal impact of the current food industry initiatives on reducing children's exposure to unhealthy food advertising. © The Author 2017. Published by Oxford University Press on behalf of Faculty of Public Health. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com

  9. From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse

    OpenAIRE

    Eduardo Yalán-Dongo

    2016-01-01

    Advertising design is a discursive planning that does not only build an identity as brand value or graphic development, but also as Semiotics suggests, it produces a narrative level outlining the advertising story. The use of media, construction of characters, storytelling, organization of advertisement, are all expressions of this narrative level which in turn depends on a “context” or expression process from which they are built. This article aims to identify the different forms of narrativ...

  10. Key Features of Political Advertising as an Independent Type of Advertising Communication

    Directory of Open Access Journals (Sweden)

    Svetlana Anatolyevna Chubay

    2015-09-01

    Full Text Available To obtain the most complete understanding of the features of political advertising, the author characterizes its specific features allocated by modern researchers. The problem of defining the notion of political advertising is studied in detail. The analysis of definitions available in professional literature has allowed the author to identify a number of key features that characterize political advertising as an independent type of promotional activity. These features include belonging to the forms of mass communication, implemented through different communication channels; the presence of characteristics typical of any advertising as a form of mass communication (strategies and concepts promoting the program, ideas; an integrated approach to the selection of communication channels, means and the methods of informing the addressers that focus on the audience; the formation of psychological attitude to voting; the image nature; the manipulative potential. It is shown that the influence is the primary function of political advertising – it determines the key characteristics common to this type of advertising. Political advertising, reflecting the essence of the political platform of certain political forces, setting up voters for their support, forming and introducing into the mass consciousness a definite idea of the character of these political forces, creates the desired psychological attitude to the voting. The analysis of definitions available in professional literature has allowed the author to formulate an operational definition of political advertising, which allowed to include the features that distinguish political advertising from other forms of political communication such as political PR which is traditionally mixed with political advertising.

  11. Internet dating as a project: the commodification and rationalisation of online dating

    Directory of Open Access Journals (Sweden)

    Tjaša Žakelj

    2015-04-01

    Full Text Available Based on qualitative empirical data from two studies on Internet dating in Slovenia, this paper discusses the social contexts of the Internet dating of heterosexual men and women and homosexual men. Special attention is given to different aspects of the commodification and rationalisation of dating in the process of forming potential (romantic partnerships. First, we discuss our respondents’ reasons for using the Internet to get in touch with potential (romantic partners. Second, we focus on the demands and strategies of targeted market- ing in personal profile writing and, finally, on the process of selecting potential partners. Our study shows that the primary understanding of Internet dating among people who engage in it is its economic nature. Together with targeted marketing and the predeter- mined criteria for choosing interesting others, Internet dating can thus be understood as a market that encourages rationalisation and commodification in the process of forming intimate relationships.

  12. Protecting Young People From Junk Food Advertising: Implications of Psychological Research for First Amendment Law

    Science.gov (United States)

    Harris, Jennifer L.; Graff, Samantha K.

    2012-01-01

    In the United States, one third of children and adolescents are overweight or obese, yet food and beverage companies continue to target them with advertising for products that contribute to this obesity crisis. When government restrictions on such advertising are proposed, the constitutional commercial speech doctrine is often invoked as a barrier to action. We explore incongruities between the legal justifications for the commercial speech doctrine and the psychological research on how food advertising affects young people. A proper interpretation of the First Amendment should leave room for regulations to protect young people from advertising featuring calorie-dense, nutrient-poor foods and beverages. PMID:22390435

  13. 27 CFR 6.84 - Point of sale advertising materials and consumer advertising specialties.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Point of sale advertising materials and consumer advertising specialties. 6.84 Section 6.84 Alcohol, Tobacco Products and Firearms....84 Point of sale advertising materials and consumer advertising specialties. (a) General. The act by...

  14. Advertisement without Ethical Principles?

    OpenAIRE

    Wojciech Słomski

    2007-01-01

    The article replies to the question, whether the advertisement can exist without ethical principles or ethics should be the basis of the advertisement. One can say that the ethical opinion of the advertisement does not depend on content and the form of advertising content exclusively, but also on recipientís consciousness. The advertisement appeals to the emotions more than to the intellect, thus restricting the area of conscious and based on rational premises choice, so it is morally bad. It...

  15. Witnessing Interparental Violence and Acceptance of Dating Violence as Predictors for Teen Dating Violence Victimization.

    Science.gov (United States)

    Karlsson, Marie E; Temple, Jeff R; Weston, Rebecca; Le, Vi Donna

    2016-04-01

    We examined the association between witnessing interparental violence, attitudes about dating violence, and physical and psychological teen dating violence (TDV) victimization. Participants were 918 teens with dating experience. Witnessing interparental violence and acceptance of dating violence were significant predictors of TDV victimization. Acceptance of dating violence was also a partial mediator between witnessing interparental violence and TDV victimization. Witnessing mother-to-father violence and acceptance of female-perpetrated violence were the most consistent predictors. TDV programs aiming to prevent victimization could benefit from targeting youth exposed to father-to-mother and mother-to-father violence, targeting attitudes about violence, and tailoring interventions to gender-specific risk factors. © The Author(s) 2015.

  16. THE EVOLUTION OF ADVERTISING MARKET WHERE IS ADVERTISING NOW, AND WHERE IS IT GOING?

    OpenAIRE

    Sorin Terchila

    2010-01-01

    Advertising is more complicated than it used to be. In the innocent days of the 70’s and 80’s you could easily reach large audiences, both locally and nationally, through traditional advertising. Those days are long gone and an examination of the advertising playing field looks like a big pile of incomprehensible choice. In Romania, advertising has mushroomed over the past 10 years. With the emergence of large international companies and the budgets allocated to them in advertising, advertise...

  17. Quality of claims and references found in Australian pharmacy journal advertisements.

    Science.gov (United States)

    Mandoh, Mona; Curtain, Colin Michael

    2017-10-01

    To evaluate the quality of pharmaceutical advertisement claims and supporting references in Australian pharmacy journals that target community pharmacists. All full-page advertisements for a medicinal product, found in two Australian pharmacy journals from the year 2012 to 2015 were included. Advertisement claims and references were evaluated by claim type (unambiguous to immeasurable) and level of evidence (strong to irrelevant) in supporting references. Two hundred and ninety distinct advertisements and 598 claims were identified, with a median of 2 claims per advertisement. Twenty-seven percent of claims were unambiguous, 40% were vague, 16% were emotive/immeasurable and 17% were non-clinical or other marketing claims. Half of all claims were referenced. Although 68% of unambiguous claims were referenced, 63% of those were supported by studies that were funded directly or indirectly by pharmaceutical companies. Only 13% of claims were supported with strong or moderate independent evidence. Pharmaceutical advertisements continue to present vague and emotive claims with little independent supporting evidence. Pharmacists need to be aware of these limitations when providing patient care. Increased awareness of this issue among pharmaceutical companies, Australian pharmaceutical journal publishers, regulators and pharmacists will assist in promoting optimised healthcare outcomes for the Australian public. © 2016 Royal Pharmaceutical Society.

  18. A Goal Programming Model for Selection and Scheduling of Advertisements on Online News Media

    DEFF Research Database (Denmark)

    Manik, Prerna; Gupta, Anshu; Jha, P. C.

    2016-01-01

    Digital revolution has resulted in a paradigm shift in the field of marketing with online advertising becoming increasingly popular as it offers the reach, range, scale and interactivity to organizations to influence their target customers. Moreover, web advertisement is the primary revenue stream...... for several websites that provide free services to internet users. The website management team needs to do a lot of planning and optimally schedule various advertisements (ads) to maximize revenue, taking care of advertisers' needs under system constraints. In this paper, we have considered the case of news...... websites that provide news to its viewers for free with ads as the primary source of their revenue. The considered news website consists of many webpages with different banners for advertisement. Each banner consists of different number of partitions and cost per partition varies for different rectangular...

  19. Community stakeholder responses to advocacy advertising

    Energy Technology Data Exchange (ETDEWEB)

    Miller, B.; Sinclair, J. [Elon University, Elon, NC (United States). School Community

    2009-07-01

    Focus group research was used to examine how community stakeholders, a group with local industry experience, responded to coal industry advocacy messages. The stakeholders expressed beliefs about both the advertiser and the coal industry, and while their knowledge led to critical consideration of the industry campaign, they also expressed a desire to identify with positive messages about their community. Applying a postpositivist research perspective, a new model is introduced to integrate these beliefs in terms of advertiser trust and industry accountability under the existing theoretical framework of persuasion knowledge. Agent and topic knowledge are combined in this model based on responses to the industry advocacy campaign. In doing so, this study integrates a priori theory within a new context, extending the current theoretical framework to include an understanding of how community stakeholders - a common target for marketplace advocacy - interpret industry messages.

  20. Associations Between Cigarette Print Advertising and Smoking Initiation Among African Americans.

    Science.gov (United States)

    Trinidad, Dennis R; Blanco, Lyzette; Emery, Sherry L; Fagan, Pebbles; White, Martha M; Reed, Mark B

    2017-06-01

    The objective of this study was to examine changes in the annual number of cigarette advertisements in magazines with a predominantly African-American audience following the broadcast ban on tobacco, and whether fluctuations in cigarette print advertising targeting African Americans during the late-1970s until the mid-1980s were associated with declines in smoking initiation. We tabulated the annual number of cigarette advertisements from magazines with large African-American readerships (Ebony, Essence, and Jet) from 1960 to 1990. Advertisements were coded depending on whether they featured African-American models. We calculated the incidence rate of regular smoking initiation from 1975 to 1990 for African-American 14-25 years old using data from the 1992-1993, 1995-1996, 1998-1999, and 2001-2002 Tobacco Use Supplements of the Current Population Survey. We examined whether trends in smoking initiation coincided with trends in cigarette advertising practices among African Americans. The annual aggregated number of printed cigarette advertisements in Ebony, Essence, and Jet magazines increased at least five-fold starting in 1971, following the broadcast ban on cigarette advertising. A decrease in the percentage of ads by Brown & Williamson that showed African-American models was positively correlated (r = 0.30) with declines in the incidence rate of smoking initiation among African Americans from the late-1970s to the mid-1980s. The tobacco industry adapted quickly following the broadcast ban on cigarettes by increasing print advertising in African-American magazines. However, changes in print advertising practices by were associated with declines in smoking initiation among African Americans from the late-1970s to mid-1980s.

  1. Value of Sharing: Viral Advertisement

    OpenAIRE

    Duygu Aydın; Aşina Gülerarslan; Süleyman Karaçor; Tarık Doğan

    2013-01-01

    Sharing motivations of viral advertisements by consumers and the impacts of these advertisements on the perceptions for brand will be questioned in this study. Three fundamental questions are answered in the study. These are advertisement watching and sharing motivations of individuals, criteria of liking viral advertisement and the impact of individual attitudes for viral advertisement on brand perception respectively. This study will be carried out via a viral advertise...

  2. Music, advertising and transmedia storytelling

    OpenAIRE

    Cande SÁNCHEZ-OLMOS; Eduardo VIÑUELA

    2017-01-01

    The ubiquity of advertising in everyday life and the importance of music demand a critical study on how brands use music for commercial purposes. In a context of convergence and participatory culture, it is necessary to develop new strategies, codes and narratives that brands and artists are creating to connect with consumers. Music is the basis of the collective experience and, in addition, it connects intensely and emotionally with the identity of groups that are its potential target. Brand...

  3. Do advertisements for antihypertensive drugs in Australia promote quality prescribing? A cross-sectional study

    Directory of Open Access Journals (Sweden)

    Spurling Geoffrey K

    2008-05-01

    Full Text Available Abstract Background Antihypertensive medications are widely prescribed by doctors and heavily promoted by the pharmaceutical industry. Despite strong evidence of the effectiveness and cost-effectiveness of thiazide diuretics, trends in both promotion and prescription of antihypertensive drugs favour newer, less cost-effective agents. Observational evidence shows correlations between exposure to pharmaceutical promotion and less ideal prescribing. Our study therefore aimed to determine whether print advertisements for antihypertensive medications promote quality prescribing in hypertension. Methods We performed a cross-sectional study of 113 advertisements for antihypertensive drugs from 4 general practice-oriented Australian medical publications in 2004. Advertisements were evaluated using a quality checklist based on a review of hypertension management guidelines. Main outcome measures included: frequency with which antihypertensive classes were advertised, promotion of thiazide class drugs as first line agents, use of statistical claims in advertisements, mention of harms and prices in the advertisements, promotion of assessment and treatment of cardiovascular risk, promotion of lifestyle modification, and targeting of particular patient subgroups. Results Thiazides were the most frequently advertised drug class (48.7% of advertisements, but were largely promoted in combination preparations. The only thiazide advertised as a single agent was the most expensive, indapamide. No advertisement specifically promoted any thiazide as a better first-line drug. Statistics in the advertisements tended to be expressed in relative rather than absolute terms. Drug costs were often reported, but without cost comparisons between drugs. Adverse effects were usually reported but largely confined to the advertisements' small print. Other than mentioning drug interactions with alcohol and salt, no advertisements promoted lifestyle modification. Few

  4. Do advertisements for antihypertensive drugs in Australia promote quality prescribing? A cross-sectional study.

    Science.gov (United States)

    Montgomery, Brett D; Mansfield, Peter R; Spurling, Geoffrey K; Ward, Alison M

    2008-05-20

    Antihypertensive medications are widely prescribed by doctors and heavily promoted by the pharmaceutical industry. Despite strong evidence of the effectiveness and cost-effectiveness of thiazide diuretics, trends in both promotion and prescription of antihypertensive drugs favour newer, less cost-effective agents. Observational evidence shows correlations between exposure to pharmaceutical promotion and less ideal prescribing. Our study therefore aimed to determine whether print advertisements for antihypertensive medications promote quality prescribing in hypertension. We performed a cross-sectional study of 113 advertisements for antihypertensive drugs from 4 general practice-oriented Australian medical publications in 2004. Advertisements were evaluated using a quality checklist based on a review of hypertension management guidelines. Main outcome measures included: frequency with which antihypertensive classes were advertised, promotion of thiazide class drugs as first line agents, use of statistical claims in advertisements, mention of harms and prices in the advertisements, promotion of assessment and treatment of cardiovascular risk, promotion of lifestyle modification, and targeting of particular patient subgroups. Thiazides were the most frequently advertised drug class (48.7% of advertisements), but were largely promoted in combination preparations. The only thiazide advertised as a single agent was the most expensive, indapamide. No advertisement specifically promoted any thiazide as a better first-line drug. Statistics in the advertisements tended to be expressed in relative rather than absolute terms. Drug costs were often reported, but without cost comparisons between drugs. Adverse effects were usually reported but largely confined to the advertisements' small print. Other than mentioning drug interactions with alcohol and salt, no advertisements promoted lifestyle modification. Few advertisements (2.7%) promoted the assessment of cardiovascular risk

  5. 12 CFR 230.8 - Advertising.

    Science.gov (United States)

    2010-01-01

    ... 12 Banks and Banking 3 2010-01-01 2010-01-01 false Advertising. 230.8 Section 230.8 Banks and... SAVINGS (REGULATION DD) § 230.8 Advertising. (a) Misleading or inaccurate advertisements. An advertisement... obtain the advertised annual percentage yield. For tiered-rate accounts, the minimum balance required for...

  6. 12 CFR 707.8 - Advertising.

    Science.gov (United States)

    2010-01-01

    ... 12 Banks and Banking 6 2010-01-01 2010-01-01 false Advertising. 707.8 Section 707.8 Banks and... Advertising. (a) Misleading or inaccurate advertisements. An advertisement must not: (1) Be misleading or... balance required to earn the advertised annual percentage yield. For tiered-rate accounts, the minimum...

  7. Content analysis of oncology-related pharmaceutical advertising in a peer-reviewed medical journal.

    Directory of Open Access Journals (Sweden)

    Kan Yonemori

    Full Text Available BACKGROUND: The oncology market represents one of the largest pharmaceutical markets in any medical field, and printed advertising in medical journals is an important channel by which pharmaceutical companies communicate with healthcare professionals. The aim of the present study was to analyze the volume and content of and trends and changes in oncology-related advertising intended for healthcare professionals in a peer-reviewed medical journal. Information that could be included in advertisements to promote drug development and improve treatment strategies for cancer patients is discussed on the basis of the results of the analysis. METHODS/PRINCIPAL FINDINGS: Overall, 6,720 advertisements covering 13,039 pages in a leading oncology medical journal published (by the American Society of Clinical Oncology between January 2005 and December 2009 were analyzed. The advertisements targeting pharmaceuticals and clinical trials, in particular, were reviewed. A total of 6,720 advertisements covering 13,039 pages were included in the analysis. For the years 2005-2009, the percentages of total journal pages dedicated to advertising were 24.0%, 45.7%, 49.8%, 46.8%, and 49.8%, respectively. Package insert information and efficacy and safety explanations appeared in more than 80% of advertisements intended for pharmaceutical promotion. From 2005 to 2009, the overall quantity of drug advertisements decreased by approximately 13%, whereas advertisements calling for the enrollment of patients into registration trials increased by approximately 11%. CONCLUSION/SIGNIFICANCE: Throughout the study period, oncology-related pharmaceutical advertisements occupied a considerable number of pages relative to other journal content. The proportion of advertisements on ongoing clinical trials increased progressively throughout the study period.

  8. Advertising's new medium: human experience.

    Science.gov (United States)

    Rayport, Jeffrey F

    2013-03-01

    We live in a media-saturated world, where consumers are drowning in irrelevant messages delivered from the web, TV, radio, print, outdoor displays, and a proliferating array of mobile devices. Advertising strategies built on persuading through interruption, repetition, and brute ubiquity are increasingly ineffective. To win consumers' attention and trust, marketers must think less about what advertising says to its targets and more about what it does for them. Rayport outlines four domains of human experience: In the public sphere people move from one place or activity to another, both online and off. In the social sphere they interact with and relate to one another. In the tribal sphere they affiliate with groups to define or express their identity. In the psychological sphere they connect language with specific thoughts and feelings. Savvy marketers think about crafting messages that consumers will welcome in these domains. Zappos did that when it placed ads in airport security bins (the public sphere)--reaching people whose minds may be on their shoes. Nintendo identified young mothers who were willing to host Wii parties and provided them with everything they needed for these social-sphere events. Yelp's Elite Squad of reviewers have a heightened sense of tribal affiliation that makes them powerful brand ambassadors. Life is good Inc. is rooted in the psychological sphere: It advertises only through the optimism-promoting logo and slogan on its products.

  9. Advertising Dynamics and Competitive Advantage

    OpenAIRE

    Ulrich Doraszelski; Sarit Markovich

    2004-01-01

    Can advertising lead to a sustainable competitive advantage? To answer this question, we propose a dynamic model of advertising competition where firms repeatedly advertise, compete in the product market, and make entry as well as exit decisions. Within this dynamic framework, we study two different models of advertising: In the first model, advertising influences the goodwill consumers extend towards a firm ("goodwill advertising"), whereas in the second model it influences the share of cons...

  10. Informative Advertising: Competition or Cooperation?

    OpenAIRE

    Witness Simbanegavi

    2005-01-01

    I compare the outcome when firms semicollude on advertising to the outcome in the Grossman and Shapiro (1984) model of informative advertising. I show that advertising is lower but prices and profits are higher under semicollusion on advertising. I also show that semicollusion on advertising is detrimental to welfare. Although firms earn higher profits when colluding on advertising, fewer consumers are informed, and as a result, welfare is lower. Compared to semicollusion on price, semicollus...

  11. Advertising is magic

    International Nuclear Information System (INIS)

    Haskins, Louise

    1999-01-01

    Full text: Now in its fourth year, BNFL's advertising strategy continues to evolve and build upon the communication achievements of previous years. The case study this year will reflect upon progress so far and will concentrate specifically on the 1998 campaign development. It will begin by briefly reiterating the role we believe advertising plays in the communications mix and by recapping on the theoretical framework upon which the strategy continues to be based. Last year, I presented a case study on the development of BNFL's second television advertisement and supporting media. This year, I will present opinion research data which indicates that BNFL has, indeed, begun to detach itself from the contentious debate which surrounds the nuclear industry in general. Verbatim comments from respondents demonstrate that BNFL is now being perceived more widely within the UK as a successful corporate entity. The presentation will concentrate on the decision-making and research process which led us to select the content of our third advertising campaign. One key consideration being the impact of BNR:s merger with Magnox Electric plc and how their activity was incorporated into the overall advertising strategy. Having established key image characteristics through describing BNFL's scientific achievements and, more recently, BNFL's fuel recycling capabilities, the presentation will outline why this time we have opted for a total capability' advertisement whilst endeavouring to retain the five key image criteria which are at the heart of the strategy. Specific areas covered will include our clearance of the advertisement through the UK's advertising regulatory bodies (the Broadcast Advertising Clearance Centre (BACC) and the Independent Television Commission (ITQ). This in itself will demonstrate the importance of gaining detailed substantiation and legal clearance of the advertising claims made. Finally, we will share our experiences of each production phase, not least, the

  12. INTEGRATED ADVERTISING CAMPAIGN

    Directory of Open Access Journals (Sweden)

    Adina Claudia NEAMŢU

    2010-06-01

    Full Text Available Campaign and especially advertising campaign represents one of the variables of the marketing mix, an important one, being difficult to separate its contribution from the one of the other elements. Irrespective of the specific object that is behind an advertising company, the investment will be retrieved only if the right information is transmitted to the right persons in the right way. This is difficult to accomplish if the advertising responsible in that firm do not understand appropriately: the market nature; the product nature; the distribution channels nature; the communication channels nature – available advertising supports and their features

  13. Characterization of medication advertisements in a popular US parenting magazine.

    Science.gov (United States)

    Mongiovi, Jennifer; Cadorett, Valerie; Basch, Corey

    2017-01-01

    Background: Medication advertisements in magazines typically provide minimal educational benefit. This is of particular concern when targeted to caregivers responsible for making major medical decisions for their children. Methods: A cross-section of 72 issues from Parents magazine were collected and categorized by health condition and availability of the medication by prescription or over-the-counter (OTC).The type of medicine, dose, warning label, indication for child or adult, presence of a cartoon character, and the marketing theme used were documented. Chi-square analysis was used to determine significant differences in content. Results: Fewer than 30% (95% CI: 25.4%, 34.5%) of advertisements contained dosage information and approximately 50% (95% CI: 50.3%, 60.2%) contained side effect warnings. The greatest number of advertisements was for cold, cough and flu medications (14.7%; 95%CI: 11.6%, 18.6%). Conclusion: Medicine advertisements often do not include important information that could help consumers make informed decisions and avoid negative implications. Further research is needed to determine the attitudes of consumers to better understand and support consumers 'needs.

  14. Characterization of medication advertisements in a popular US parenting magazine

    Directory of Open Access Journals (Sweden)

    Jennifer Mongiovi

    2017-09-01

    Full Text Available Background: Medication advertisements in magazines typically provide minimal educational benefit. This is of particular concern when targeted to caregivers responsible for making major medical decisions for their children. Methods: A cross-section of 72 issues from Parents magazine were collected and categorized by health condition and availability of the medication by prescription or over-the-counter (OTC.The type of medicine, dose, warning label, indication for child or adult, presence of a cartoon character, and the marketing theme used were documented. Chi-square analysis was used to determine significant differences in content. Results: Fewer than 30% (95% CI: 25.4%, 34.5% of advertisements contained dosage information and approximately 50% (95% CI: 50.3%, 60.2% contained side effect warnings. The greatest number of advertisements was for cold, cough and flu medications (14.7%; 95%CI: 11.6%, 18.6%.Conclusion: Medicine advertisements often do not include important information that could help consumers make informed decisions and avoid negative implications. Further research is needed to determine the attitudes of consumers to better understand and support consumers 'needs.

  15. The Risk of Vampire Effect in Advertisements Using Celebrity Endorsement

    Directory of Open Access Journals (Sweden)

    Tetyana Kuvita

    2014-10-01

    Full Text Available In the race to get the attention of the target audience, advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is “eaten up” by such devices. The concept of a vampire effect in advertising appears to be under-researched in the current literature. Therefore, this paper provides deeper insights into the vampire effect occurrences in printed advertisements using celebrity endorsement. The paper is based on a qualitative study with an eye-tracking device with 12 participants and on the following experiment with 60 university students. The research found that a significantly higher risk of creating a vampire effect exists when using an unrelated celebrity as an attention-getting device than when using a related celebrity or no celebrity at all. Marketers are advised to use related celebrities if choosing to stick to this attention-getting approach. However, the concept of “relatedness” should be pre-tested prior to launching an advertising campaign.

  16. Advertising Expenditure and Consumer Prices

    OpenAIRE

    Ferdinand Rauch

    2011-01-01

    This paper studies the effect of a change in the marginal costs of advertising on advertising expenditures of firms and consumer prices across industries. It makes use of a unique policy change that caused a decrease of the taxation on advertising expenditures in parts of Austria and a simultaneous increase in other parts. Advertising expenditures move immediately in the opposite direction to the marginal costs of advertising. Simultaneously the price reaction to advertising is negative in so...

  17. A MORE EFFECTIVE WAY TO ADVERTISE THE DISTANCE EDUCATION PROGRAMMES: Mobile Marketing Approach

    OpenAIRE

    Ayda SABUNCUOGLU AYBAR; Ebru GOKALILER

    2011-01-01

    Nowadays organizations strive to find the ways to communicate with their target audiences by using varied advertising mediums because of the developments on the information communication technologies and the globalization. In this context, like the other institutions, the distance education institutions has to execute communication activities by using different advertising mediums to create a positive position in their consumers minds. In this sense, the increase on the ownership of mobile ph...

  18. Demand for Smokeless Tobacco: Role of Advertising

    Science.gov (United States)

    Dave, Dhaval; Saffer, Henry

    2013-01-01

    While the prevalence of smokeless tobacco (ST) is low relative to smoking, the distribution of ST use is highly skewed with consumption concentrated among certain segments of the population (rural residents, males, whites, low-educated individuals). Furthermore, there is suggestive evidence that use has trended upwards recently for groups that have traditionally been at low risk of using ST, and thus started to diffuse across demographics. This study provides the first estimates, at the national level, of the effects of magazine advertising on ST use. The focus on magazine advertising is significant given that ST manufacturers have been banned from using other conventional media since the 1986 Comprehensive ST Act and the 1998 ST Master Settlement Agreement. This study is based on the 2003–2009 waves of the National Consumer Survey (NCS), a unique data source that contains extensive information on the reading habits of individuals, matched with magazine-specific advertising information over the sample period. This allows detailed and salient measures of advertising exposure at the individual level and addresses potential bias due to endogeneity and selective targeting. We find consistent and robust evidence that exposure to ST ads in magazines raises ST use, especially among males, with an estimated elasticity of 0.06. There is suggestive evidence that both ST taxes and cigarette taxes reduce ST use, indicating contemporaneous complementarity between these tobacco products. Sub-analyses point to some differences in the advertising and tax response across segments of the population. The effects from this study inform the debate on the cost and benefits of ST use and its potential to be a tool in overall tobacco harm reduction. PMID:23660106

  19. Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness

    Directory of Open Access Journals (Sweden)

    Grigaliunaite Viktorija

    2016-11-01

    Full Text Available In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different advertising appeals on advertising effectiveness. As a research result, the model of the influence of advertising appeal on advertising effectiveness is elaborated. Accordingly, this research fills the gap in scientific literature by determining the influences of emotional and rational appeals on print / outdoor advertising effectiveness in the context of convenience product category. Moreover, by answering the research question, the contribution to the field emerges in integrating both marketing theory and neuroscience in order to analyze and evaluate consumer behavior.

  20. ASSESSING THE EFFECTIVENESS OF MPP AND TEA ADVERTISING AND PROMOTION EFFORTS IN THE JAPANESE MARKET FOR MEATS

    OpenAIRE

    Comeau, Allison; Mittelhammer, Ronald C.; Wahl, Thomas I.

    1997-01-01

    An Inverse Almost Ideal Demand System is utilized to determine the effectiveness of Market Promotion Program (MPP) and Target Export Assistance (TEA) advertising and promotion expenditures in the Japanese market for meat. Using annual data, it is found that beef advertising and promotion has had a positive and significant effect on the demand for beef. There is insufficient evidence to conclude that pork and poultry advertising and promotion increased the demand for either commodity.

  1. Advertising in virtual space. An increasing threat for traditional advertising.

    Directory of Open Access Journals (Sweden)

    Razvan DINA

    Full Text Available Traditional advertising media used as a main TV, radio and print media. When the Internet has become one of the most important channels of communication between people, advertising has proposed to use this new medium to promote products and services on the market. Currently, more than 50% of the western countries population and share increasingly larger of population from other countries have Internet access, which creates a huge potential for online advertising.

  2. Advertising Discourse Analysis of FES stores: Killing Love, Cowards Show

    Directory of Open Access Journals (Sweden)

    Cristian Venegas Ahumada

    2013-08-01

    Full Text Available The objective is to analyze the structural and photographic discourse of the Autumn-Winter campaign 2008 of FES stores for young people. This was done by a semiotic theory and a critical-structural methodology of discourse. An analysis of 4 advertising photographs was done, and at once an analysis of the discourse “FES says no to violence against Women”, which explains the campaign’s target. The result is: The discourse was subjected to production condition (society of control and makes advertising a way to homogenize subjectivity of masses to consume. Recognition conditions demonstrate that this advertising discourse of symbolic violence means a type of violation of Men and Women Rights. An action like this requires commitment of Psychology in order to promote the social humanizing change, by means of university teaching and professional tasks.

  3. Humor in advertising: a review on use of television radio and print advertising media

    OpenAIRE

    S, venkatesh; N, senthilkumar

    2015-01-01

    Television advertising is a most common commercial activity used in advertising medium. Humor in advertising contains an important aspect on changing attitude of the consumer, improves buying behavior and creates new patterns for buying any goods and services. Humor in television advertising is the effective and convenient way to attract the any consumers because they are emotional based content and makes the consumer to special for satisfaction. Compared to all emotions humor advertising is ...

  4. Gender bias in cardiovascular advertisements.

    Science.gov (United States)

    Ahmed, Sofia B; Grace, Sherry L; Stelfox, Henry Thomas; Tomlinson, George; Cheung, Angela M

    2004-11-01

    Women with cardiovascular disease are treated less aggressively than men. The reasons for this disparity are unclear. Pharmaceutical advertisements may influence physician practices and patient care. To determine if female and male patients are equally likely to be featured in cardiovascular advertisements. We examined all cardiovascular advertisements from US editions of general medical and cardiovascular journals published between 1 January 1996 and 30 June 1998. For each unique advertisement, we recorded the total number of journal appearances and the number of appearances in journals' premium positions. We noted the gender, age, race and role of both the primary figure and the majority of people featured in the advertisement. Nine hundred and nineteen unique cardiovascular advertisements were identified of which 254 depicted a patient as the primary figure. A total of 20%[95% confidence interval (CI) 15.3-25.5%] of these advertisements portrayed a female patient, while 80% (95% CI 74.5-84.7%) depicted a male patient, P advertisements appeared 249 times (13.3%; 95% CI 8.6-18.9%) while male patient advertisements appeared 1618 times (86.7%; 95% CI 81.1-91.4%), P advertisements also had significantly fewer mean appearances than male patient advertisements in journals' premium positions (0.82 vs. 1.99, P=0.02). Similar results were seen when the advertisements were analysed according to predominant gender. Despite increasing emphasis on cardiovascular disease in women, significant under-representation of female patients exists in cardiovascular advertisements. Physicians should be cognizant of this gender bias.

  5. Paid advertising for AIDS prevention--would the ends justify the means?

    Science.gov (United States)

    Donovan, R J; Jason, J; Gibbs, D A; Kroger, F

    1991-01-01

    An examination by the Centers for Disease Control and the Research Triangle Institute concluded that "hard-to-reach" populations could be reached with AIDS prevention messages through the broadcast and print media and that a study should be undertaken to assess whether paid placement of these messages could have an effect on HIV-related behaviors. The recommended target population for a study of paid advertising would be sexually active 18-24-year-old black urban dwellers. Its behavioral objectives would include abstinence and safer sex practices. For any evaluation of a paid advertising campaign to be valid, there would have to be extensive audience profiling, research into the development of the message, pretesting of the message, and involvement of the community. The proposed study would include measurement of various "dosage" levels of paid advertising, use of a no-intervention comparison group, and a novel data collection technique. Although a specific target group and specific messages would be involved, the evaluation would make a substantial contribution to resolving the broader issue of whether and how mass media should be used directly or indirectly to change or reinforce health-related behaviors. PMID:1659711

  6. Advertising Guidelines

    Science.gov (United States)

    Riso, Ovid

    1977-01-01

    Advertising should be viewed as a sales-building investment and not simply an element of business outlay that actually is a completely controllable expense. Suggestions deal with the sales budget, profiling the store and its customers, advertising media, promotional ideas, and consumer protection. (LBH)

  7. Advertising. Advanced placement of objects

    Directory of Open Access Journals (Sweden)

    Hassan Ali Al-Ababneh

    2016-06-01

    Full Text Available The article is devoted to the study of one of the most important concepts and marketing events which is advertising. The author studies the history of the formation of modern advertising and covers the main interpretations of the concept of advertising. The article presents the data on the chronology of the formation of the key objectives of the advertising process and the basic classification of types of advertising, its purpose and place in the marketing mix. It sets out the classification and content of the basic concepts of marketing. The article considers the potential effectiveness of the basic types of advertising communications, and especially the impact of these promotional activities on the perception of the end user. Particular attention is paid to the study of certain promising areas of advertising, namely, advertising at airports and in airplanes, it is a special case of transit advertising. The author describes the identified advantages and disadvantages of this direction of marketing communications as well as the analysis of statistical data on the effectiveness of advertising at airports and in airplanes. It is suggested to consider this type of advertising as promising and effective in the conditions of modern times because there is the tendency to increase the dynamic potential users of the specified mode of transport and, as a consequence, it is possible with certainty to predict the transformation of potential passengers into real consumers of the studied type of advertising

  8. An Updated Analysis of Direct-to-Consumer Television Advertisements for Prescription Drugs.

    Science.gov (United States)

    Applequist, Janelle; Ball, Jennifer Gerard

    2018-05-01

    In 2015, the American Medical Association called for a ban of direct-to-consumer advertising (DTCA) for prescription drugs. Yet, the pharmaceutical industry spends more than ever on broadcast advertisements, with national health care costs largely driven by drug spending. An evaluation of these ads is critical, as these advertisements can impact the frequency which patients ask their doctors about medications. A content analysis of prime-time direct-to-consumer ads was conducted across 4 major cable television networks. The ad content (n = 61) was coded for factual claims made regarding target conditions, appeals used, portrayal of medications, and lifestyle characteristics shown. We found a substantial decrease in the percentage of ads that conveyed information about the conditions being targeted, such as risk factors (16%) and prevalence (16%). Positive emotional appeals (94%) continued to be emphasized; yet there was decreased use of negative emotional appeals (51%), pointing to an overall more positive portrayal of a patient's experience with a medication. The lifestyles portrayed in the sample largely featured how products can enable more recreational activities (69%) and fewer ads (7%) presented alternatives to product use. Direct-to-consumer advertising continued to promote prescription drugs above educating the population. Improvement in the educational value of DTCA is likely to require regulatory action rather than reliance on self-regulation by the pharmaceutical industry. © 2018 Annals of Family Medicine, Inc.

  9. Advertising media and cigarette demand.

    Science.gov (United States)

    Goel, Rajeev K

    2011-01-01

    Using state-level panel data for the USA spanning three decades, this research estimates the demand for cigarettes. The main contribution lies in studying the effects of cigarette advertising disaggregated across five qualitatively different groups. Results show cigarette demand to be near unit elastic, the income effects to be generally insignificant and border price effects and habit effects to be significant. Regarding advertising effects, aggregate cigarette advertising has a negative effect on smoking. Important differences across advertising media emerge when cigarette advertising is disaggregated. The effects of public entertainment and Internet cigarette advertising are stronger than those of other media. Anti-smoking messages accompanying print cigarette advertising seem relatively more effective. Implications for smoking control policy are discussed.

  10. Proposal and realization advertising campaign

    OpenAIRE

    RYCHLÁ, Marie

    2008-01-01

    The Bachelor Paper contains proposal and realization advertising campaign, including make charge for cost amount. The advertising campaign is made for chosen product of firm. Advertising campaign is planning by the medium of broadsheet and advertising on the Internet.

  11. Behavioral targeting: a European legal perspective

    NARCIS (Netherlands)

    Zuiderveen Borgesius, F.

    2013-01-01

    Behavioral targeting, or online profiling, is a hotly debated topic. Much of the collection of personal information on the Internet is related to behavioral targeting, although research suggests that most people don't want to receive behaviorally targeted advertising. The World Wide Web Consortium

  12. CHALLENGES IN CROSS CULTURAL ADVERTISING

    OpenAIRE

    Yuni Retnowati

    2016-01-01

    At first, marketing practitioners and academics consider standardized approaches to marketing and advertising strategies in globalization, and then some studies proved that the standardization of advertising across culture is not valid. Therefore, cross cultural advertising takes local culture into account when conveying messages in advertisements. Cross cultural understanding is very important in order to produce successful localized advertising that would reflect the cultural values and nor...

  13. Design of an audio advertisement dataset

    Science.gov (United States)

    Fu, Yutao; Liu, Jihong; Zhang, Qi; Geng, Yuting

    2015-12-01

    Since more and more advertisements swarm into radios, it is necessary to establish an audio advertising dataset which could be used to analyze and classify the advertisement. A method of how to establish a complete audio advertising dataset is presented in this paper. The dataset is divided into four different kinds of advertisements. Each advertisement's sample is given in *.wav file format, and annotated with a txt file which contains its file name, sampling frequency, channel number, broadcasting time and its class. The classifying rationality of the advertisements in this dataset is proved by clustering the different advertisements based on Principal Component Analysis (PCA). The experimental results show that this audio advertisement dataset offers a reliable set of samples for correlative audio advertisement experimental studies.

  14. Assessing advertising content in a hospital advertising campaign: An application of Puto and Wells (1984) measure of informational and transformational advertising content.

    Science.gov (United States)

    Menon, Mohan K; Goodnight, Janelle M; Wayne, Robin J

    2006-01-01

    The following is a report of a study designed to measure advertising content based on the cognitive and affective elements of informational (i.e., information processing) and transformational (i.e., experiential) content using the measure of advertising informational and transformational content developed by Puto and Wells (1984). A university hospital advertising campaign designed to be high in transformational content did not appear to affect perceived quality of local university hospitals relative to private hospitals or increase the likelihood of choosing a university hospital in the future. Further, experiences with university hospitals that seemed to be in direct contrast to the content of the advertisements based on subject perceptions affected how university hospital advertisements were perceived in terms of content. Conclusions and implications for hospital advertising campaigns are discussed.

  15. Ethical advertising in dentistry.

    Science.gov (United States)

    Graskemper, Joseph P

    2009-01-01

    Advertising in dentistry has steadily increased since the 1970s to become a leading choice of many dentists to promote their practices. The manner in which advertising progresses within the profession affects all dentists and how patients perceive dentistry as a profession. This paper presents ethical concepts that should be followed when dentists are pursuing practice promotion through advertising. It also raises questions that, hopefully, will increase attention and discussion on dental advertising. The paper concludes that ethical advertising is easily achieved by promoting patient education while not placing the dentist's self-interests ahead of the patient's. With this approach, dentistry may continue to be one of the most trusted professions.

  16. Advertising Appeal.

    Science.gov (United States)

    Miller, Sandra K.

    The individualized learning package for secondary consumer education deals with consumer buying as influenced by advertising. The teacher's section of the package contains a statement of purpose and instructional objectives. Equipment and materials (specific textbooks, audiovisual aids, and sources for sample post-test advertisements) needed for…

  17. There's a cream for that: A textual analysis of beauty and body-related advertisements aimed at middle-aged women.

    Science.gov (United States)

    Del Rosso, Teri

    2017-01-01

    This article explores the magazine advertising strategies and tactics used by health and beauty products to target middle-aged women. Advertisements found in the April 2013 issues of Shape, Fitness, and Women's Health were analyzed using intersectionality to determine how these advertisements are presenting messages pertaining to age, gender, and sexuality and how these messages can "other" and marginalize certain identities. The findings suggest that advertisement strategies implement pseudoscience, heteronormativity, hegemonic beauty, and body ideals to establish an idealized version of middle-aged womanhood.

  18. Effectiveness of a television advertisement campaign on giving cigarettes in a chinese population.

    Science.gov (United States)

    Qin, Yu; Su, Jian; Xiang, Quanyong; Hu, Yihe; Xu, Guanqun; Ma, Jiuhua; Shi, Zumin

    2014-01-01

    Anti-tobacco television advertisement campaigns may convey messages on smoking-related health consequences and create norms against giving cigarettes. Altogether, 156 and 112 slots of a television advertisement "Giving cigarettes is giving harm" were aired on Suzhou and Yizheng, respectively, over one month in 2010. Participants were recruited from 15 locations in Suzhou and 8 locations in Yizheng using a street intercept method. Overall 2306 residents aged 18-45 years completed questionnaires, including 1142 before the campaign and 1164 after, with respective response rates of 79.1% and 79.7%. Chi square tests were used to compare the difference between categorical variables. After the campaign, 36.0% of subjects recalled that they had seen the advertisement. Residents of Suzhou had a higher recall rate than those of Yizheng (47.6% vs. 20.6%, P advertisement were more likely not to give cigarettes in the future than those who reported not seeing the advertisement (38.7% vs. 27.5%, P advertisements helped change societal norms and improve health behavior. Continuous and adequate funding of anti-tobacco media campaigns targeted at different levels of the general population is needed, in conjunction with a comprehensive tobacco control effort.

  19. Media framing and political advertising in the Patients' Bill of Rights debate.

    Science.gov (United States)

    Rabinowitz, Aaron

    2010-10-01

    The purpose of this article is to assess the influence of interest groups over news content. In particular, I explore the possibility that political advertising campaigns affect the tenor and framing of newspaper coverage in health policy debates. To do so, I compare newspaper coverage of the Patients' Bill of Rights debate in 1999 in five states that were subject to extensive advertising campaigns with coverage in five comparison states that were not directly exposed to the advocacy campaigns. I find significant differences in coverage depending on the presence or absence of paid advertising campaigns, and conclude that readers were exposed to different perspectives and arguments about managed care regulation if the newspapers they read were published in states targeted by political advertisements. Specifically, newspaper coverage was 17 percent less likely to be supportive of managed care reform in states subject to advertising campaigns designed to foment opposition to the Patients' Bill of Rights. Understanding the ability of organized interests and political actors to successfully promote their preferred issue frames in a dynamic political environment is particularly important in light of the proliferation of interest groups, the prevalence of multimillion-dollar political advertising campaigns, and the health care reform debate under President Barack Obama.

  20. Women in advertising production. Study of the Galician advertising sector from a gender perspective

    Directory of Open Access Journals (Sweden)

    Aurora García-González

    2011-01-01

    Full Text Available In recent years, the advertising sector has been strongly criticised due to its sexist representation of gender. The messages in advertisements are the result of a careful manufacturing process, which reflects the values and attitudes of the professionals involved in their creation. The main research hypothesis of this article is that the persistence of sexist stereotypes in advertising is related to the absence of women in the creative departments of advertising agencies. In this sense, the objective of this work is to examine the situation of women within the Galician advertising sector, and particularly women’s participation in ads production. This study, which has been carried out from the production perspective, also compares the situation of women in the Galician advertising agencies with the general situation of women in the national advertising sector.

  1. Solar industry advertising guidelines. Task III

    Energy Technology Data Exchange (ETDEWEB)

    Hostetler, J.S.

    1981-09-01

    The purpose of these guidelines is to acquaint SEIA members with basic principles of Federal Trade Commission (FTC) law related to advertising and sales representations in order to assist SEIA members in insuring that their advertising is fair and accurate when assessed against FTC standards, thereby avoiding potentially costly FTC action. The following are discussed: the nature of advertising, when is an advertisement deceptive, advertising of product certification and testing results, substantiation for advertising claims, advertising of tax credits, warranty advertising, potential liabilities under the FTC Act, and recommendations for avoiding FTC action. (MHR)

  2. Quality uncertainty and informative advertising

    NARCIS (Netherlands)

    Moraga-González, José Luis

    We present a price signalling model with informative advertising. A costly advertisement informs of the good's quality directly and therefore the seller determines the fraction of informed buyers endogenously. We show that informative advertising only occurs in pooling equilibria. For an advertising

  3. Statistical Arbitrage Mining for Display Advertising

    OpenAIRE

    Zhang, Weinan; Wang, Jun

    2015-01-01

    We study and formulate arbitrage in display advertising. Real-Time Bidding (RTB) mimics stock spot exchanges and utilises computers to algorithmically buy display ads per impression via a real-time auction. Despite the new automation, the ad markets are still informationally inefficient due to the heavily fragmented marketplaces. Two display impressions with similar or identical effectiveness (e.g., measured by conversion or click-through rates for a targeted audience) may sell for quite diff...

  4. Impact of tobacco advertising and promotion on increasing adolescent smoking behaviours.

    Science.gov (United States)

    Lovato, Chris; Watts, Allison; Stead, Lindsay F

    2011-10-05

    The tobacco industry denies that their marketing is targeted at young nonsmokers, but it seems more probable that tobacco advertising and promotion influences the attitudes of nonsmoking adolescents, and makes them more likely to try smoking. To assess the effects of tobacco advertising and promotion on nonsmoking adolescents' future smoking behaviour. We searched the Cochrane Tobacco Group specialized register, the Cochrane Central Register of Controlled Trials, MEDLINE, the Cochrane Library, Sociological Abstracts, PsycLIT, ERIC, WorldCat, Dissertation Abstracts, ABI Inform and Current Contents to August 2011. We selected longitudinal studies that assessed individuals' smoking behaviour and exposure to advertising, receptivity or attitudes to tobacco advertising, or brand awareness at baseline, and assessed smoking behaviour at follow ups. Participants were adolescents aged 18 or younger who were not regular smokers at baseline. Studies were prescreened for relevance by one reviewer. Two reviewers independently assessed relevant studies for inclusion. Data were extracted by one reviewer and checked by a second. Nineteen longitudinal studies that followed up a total of over 29,000 baseline nonsmokers met inclusion criteria. The studies measured exposure or receptivity to advertising and promotion in a variety of ways, including having a favourite advertisement or an index of receptivity based on awareness of advertising and ownership of a promotional item. One study measured the number of tobacco advertisements in magazines read by participants. All studies assessed smoking behaviour change in participants who reported not smoking at baseline. In 18 of the 19 studies the nonsmoking adolescents who were more aware of tobacco advertising or receptive to it, were more likely to have experimented with cigarettes or become smokers at follow up. There was variation in the strength of association, and the degree to which potential confounders were controlled for

  5. Semiotic Analysis Of Mcdonald's Printed Advertisement

    OpenAIRE

    URAIDA, SITI

    2014-01-01

    Keywords: Semiotic, printed advertisement, sign, icon, symbol, index, connotation, myth Printed advertisement has a promotional function as medium to advertise aproduct. It implicitly persuades people to create demand of product which is being advertised. In this study, the writer uses printed advertisement of McDonald's fast food company as the object. The printed advertisement was analyzed by usingSemiotics study. There are seven printed advertisements that were analyzes in this study. All ...

  6. The advertised diet: an examination of the extent and nature of food advertising on Australian television.

    Science.gov (United States)

    Roberts, Michele; Pettigrew, Simone; Chapman, Kathy; Quester, Pascale; Miller, Caroline

    2013-08-01

    The aim of the present study was to describe food advertising and expenditure on Australian television, and to conduct an audit to assess what proportion of food and beverage television advertisements was consistent with dietary recommendations. Data were acquired from a national media monitoring company for advertisements broadcast in five major Australian cities from 1 September 2010 to 31 October 2010. Content analysis was undertaken on these advertisements and the advertised foods were assessed against the Australian Guide to Healthy Eating. The data also included advertising expenditures. Most advertised foods were non-core foods (63%), with few advertisements for fruits and vegetables (6%). Advertisements for non-core foods were significantly more frequent during prime time viewing periods (71% vs 60%; Padvertising for fast food (28%) and non-core beverages (24%) were recorded. The present study found that the foods advertised during the data-collection period were inconsistent with the recommended diet. There are clear areas for policy concern given that the majority of recorded advertisements were for foods classified as 'occasional foods', there were low levels of advertising for fruit and vegetables, and there were no social marketing messages to support healthy eating. SO WHAT? The findings of the study suggest that there is an urgent need for more comprehensive regulation of food advertising in Australia.

  7. A content analysis of food and beverage advertisements associated with Arabic children's videos on the internet and its relation to dental health

    Directory of Open Access Journals (Sweden)

    Abdulrahman Dahham AlSaffan

    2017-01-01

    Conclusion: The results of this study suggest that the content and penetration of advertisements on the internet vary too much to be meaningfully regulated. Dentists should be aware of the effect of these advertisements and counsel parents to the dangers of targeted advertising of high sugar products on the internet.

  8. Macho and coquette? Stereotypes of men and women portrait in advertising message

    Directory of Open Access Journals (Sweden)

    Magdalena Zubiel-Kasprowicz

    2013-12-01

    Full Text Available In today's world advertising is omnipresent. The advertising messages became an inseparable element of the everyday experience, permeating this experience on a massive scale. The medium is however equally controversial, with most of the criticism centring on the means through which advertising attempts to draw the target audience's attention. One of the most contentious issues is the question of the stereotypical gender representation and the overt sexual overtones in advertising. An advertisement which bases its message in stereotypical gender representations is a crooked, over-simplified version of reality – one which frequently results in the hampering of critical thinking and blocking of an objective assessment of a given situation. But is this really the case? Advertising in itself does not form the stereotypes of men and women. It makes use of them in order to sell a product as effectively as possible. Through providing illustrations of everyday situations and through copying the stereotypical conceptions of social roles, advertising produces a hyperritual which consists in a conventional, simplified and standardised rendering of the depicted real-life situations and gender relations. The standards of advertising in Poland employ the images of women who should take care of herself, of her home and her family. The image of men who are simultaneously ignorant of the washing powder but are experts in motor vehicles is accompanied by the image of children who can only be properly understood by their mums. It is, in fact, the case that advertising constitutes a medium which grounds the regressive elements of the cultural consciousness, relying on a collection of stereotypes, common misconceptions and superstitions.

  9. A Secure and Privacy-Preserving Targeted Ad-System

    Science.gov (United States)

    Androulaki, Elli; Bellovin, Steven M.

    Thanks to its low product-promotion cost and its efficiency, targeted online advertising has become very popular. Unfortunately, being profile-based, online advertising methods violate consumers' privacy, which has engendered resistance to the ads. However, protecting privacy through anonymity seems to encourage click-fraud. In this paper, we define consumer's privacy and present a privacy-preserving, targeted ad system (PPOAd) which is resistant towards click fraud. Our scheme is structured to provide financial incentives to all entities involved.

  10. Magazine alcohol advertising compliance with the Australian Alcoholic Beverages Advertising Code.

    Science.gov (United States)

    Donovan, Kati; Donovan, Rob; Howat, Peter; Weller, Narelle

    2007-01-01

    The purpose of this study was to assess the frequency and content of alcoholic beverage advertisements and sales promotions in magazines popular with adolescents and young people in Australia, and assess the extent to which the ads complied with Australia's self-regulatory Alcoholic Beverages Advertising Code (ABAC). Alcohol advertisements and promotions were identified in a sample of 93 magazines popular with young people. The identified items were coded against 28 measures constructed to assess the content of the items against the five sections of the ABAC. Two thirds of the magazines contained at least one alcohol advertisement or promotion with a total of 142 unique items identified: 80 were brand advertisements and 62 were other types of promotional items (i.e. sales promotions, event sponsorships, cross promotions with other marketers and advertorials). It was found that 52% of items appeared to contravene at least one section of the ABAC. The two major apparent breaches related to section B--the items having a strong appeal to adolescents (34%) and to section C--promoting positive social, sexual and psychological expectancies of consumption (28%). It was also found that promotional items appeared to breach the ABAC as often as did advertisements. It is concluded that the self-regulating system appears not to be working for the alcoholic beverages industry in Australia and that increased government surveillance and regulation should be considered, giving particular emphasis to the inclusion of promotional items other than brand advertising.

  11. Using viral e-mails to distribute tobacco control advertisements: an experimental investigation.

    Science.gov (United States)

    Carter, Owen B J; Donovan, Robert; Jalleh, Geoffrey

    2011-08-01

    The authors' objective was to conduct a trial of viral e-mail marketing as a distribution method for tobacco control advertisements. University students (n = 200) in the state of Western Australia were randomly allocated to receive 1 of 2 e-mails with hyperlinks to tobacco control advertisements ("Toilet" and "Rubbish") emphasizing the disgusting nature of smoking. Recipients followed a hyperlink to a Web page playing Toilet or Rubbish on endless loop. Viewers were encouraged to forward the e-mail to their friends and invited to complete an online survey about the advertisement. Unique downloads for each advertisement were identified by internet provider (IP) location and tallied by date and geographical location to assess subsequent dissemination beyond the initial 200 students. There were 826 unique viewings of the advertisements averaging 26.9 viewings per day for the first fortnight, followed by a lower average of 4.1 hits per day for the next 3.5 months. IP addresses identified hits from 3 other Australian states and 7 other countries. Online surveys were completed by 103 respondents (12.5% of total hits) but included few smokers (n = 9). Significantly more respondents rated Toilet as "funny" compared with Rubbish (40% vs. 11%; p e-mail sent but daily hits rapidly deteriorated over time. Entertainment appears to facilitate viral e-mails being forwarded onwards but only exceptionally compelling tobacco control materials are ever likely to become self-perpetuating.

  12. Social identity and support for counteracting tobacco company marketing that targets vulnerable populations

    Science.gov (United States)

    Baig, Sabeeh A.; Pepper, Jessica K.; Morgan, Jennifer C.; Brewer, Noel T.

    2017-01-01

    Rationale Tobacco companies use advertising to target vulnerable populations, including youth, racial/ethnic minorities, and sexual minorities. Objective We sought to examine how personal identity affects support for population-specific anti-smoking advertisements that could serve as countermeasures to industry practices. Methods In 2014–2015, we surveyed probability phone samples of adults and adolescents (n = 6,139) and an online convenience sample of adults (n = 4,137) in the United States. We experimentally varied the description of tobacco industry marketing practices (no description, general, or specific to a target group). The four prevention target groups were teens; African Americans; Latinos; and gays, lesbians, and bisexuals (GLBs). Participants were either members or non-members of their prevention target group. Results Support was highest for anti-smoking advertisements targeting teens, moderate for Latinos and African Americans, and lowest for GLBs. In-group members expressed higher support than out-group members when anti-smoking advertisements targeted African Americans, Latinos, and GLBs (all p marketing practices did not have an effect. Results were similar across the phone and online studies. Conclusions Our findings suggest that the public strongly supports advertisements to prevent smoking among teens, but support for similar efforts among other vulnerable populations is comparatively low. Anti-smoking campaigns for vulnerable populations may benefit from a greater understanding of the role of social identity in shaping public support for such campaigns. PMID:28427731

  13. Smoking among patients in substance use disorders treatment: associations with tobacco advertising, anti-tobacco messages, and perceived health risks.

    Science.gov (United States)

    Campbell, Barbara K; Le, Thao; Andrews, K Blakely; Pramod, Sowmya; Guydish, Joseph

    2016-11-01

    Although tobacco control efforts have contributed to an overall decline in smoking, individuals with substance use disorders (SUDs) continue to smoke at high rates and remain targets of advertising to vulnerable groups, including those with mental health disorders and SUDs. We examined associations of tobacco advertising exposure and receptivity, anti-tobacco message awareness, and health-risk perception with smoking status and cigarettes-per-day (CPD) in a national sample of SUD treatment patients. The patients (N = 1,113) in 24 programs chosen randomly, stratified by program type, from among publicly funded adult treatment programs within the National Drug Abuse Treatment Clinical Trials Network completed surveys of smoking, advertising exposure and receptivity, anti-tobacco message awareness, and perceived health risks. Current smokers (77.9% of the sample) smoked a daily median of 10 cigarettes (IQR = 13). The participants reporting daily advertising exposure were 1.41 times more likely to be smokers (p = 0.019) than others. Those highly receptive to advertising were 2.34 times more likely to be smokers (p advertising was 11.1% (95% CI: 2.8%-20.0%) higher than for smokers with low/moderate advertising receptivity. Anti-tobacco message awareness was not associated with smoking status or CPD. The high rate of smoking among SUD treatment patients is associated with daily exposure and high receptivity to tobacco advertisements and lower perception of health-related smoking risks. Tobacco control efforts should target this vulnerable population.

  14. Food advertising in children's magasines

    OpenAIRE

    Šorli, Ema

    2014-01-01

    Children are particularly interesting to the media and advertising, since they are more receptive to advertisement than adults during adolescence. The problem of advertising is mainly unhealthy food, but for child’s healthy growth and development a balanced diet and physical activity are most needed. The objectives of the thesis were to explore children's magazines and to determine the frequency of food advertising, and to present the phenomenon of food advertisements through different period...

  15. Demand for smokeless tobacco: role of advertising.

    Science.gov (United States)

    Dave, Dhaval; Saffer, Henry

    2013-07-01

    While the prevalence of smokeless tobacco (ST) is low relative to smoking, the distribution of ST use is highly skewed with consumption concentrated among certain segments of the population (rural residents, males, whites, low-educated individuals). Furthermore, there is suggestive evidence that use has trended upwards recently for groups that have traditionally been at low risk of using ST, and thus started to diffuse across demographics. This study provides the first estimates, at the national level, of the effects of magazine advertising on ST use. The focus on magazine advertising is significant given that ST manufacturers have been banned from using other conventional media since the 1986 Comprehensive ST Act and the 1998 ST Master Settlement Agreement. This study is based on the 2003-2009 waves of the National Consumer Survey (NCS), a unique data source that contains extensive information on the reading habits of individuals, matched with magazine-specific advertising information over the sample period. This allows detailed and salient measures of advertising exposure at the individual level and addresses potential bias due to endogeneity and selective targeting. We find consistent and robust evidence that exposure to ST ads in magazines raises ST use, especially among males, with an estimated elasticity of 0.06. There is suggestive evidence that both ST taxes and cigarette taxes reduce ST use, indicating contemporaneous complementarity between these tobacco products. Sub-analyses point to some differences in the advertising and tax response across segments of the population. The effects from this study inform the debate on the cost and benefits of ST use and its potential to be a tool in overall tobacco harm reduction. Copyright © 2013 Elsevier B.V. All rights reserved.

  16. [Regulation of food advertising on television for the prevention of childhood obesity].

    Science.gov (United States)

    Hidalgo, Catalina González; Samur, Eduardo Atalah

    2011-09-01

    Obesity is a serious global epidemic and the prevention strategies implemented have been insufficient. Numerous environmental factors have been associated with risk of obesity and their full consideration in prevention policies is important. The connection between food advertising on television and childhood obesity has been demonstrated. The large number of advertisements for unhealthy foods targeted at children through television and its possible impact on health has led some countries to legislate on this matter. However, a conceptual framework of reference enabling legislation must be internationally defined in order to achieve a real impact in preventing childhood obesity. This paper reviews scientific evidence on the relationship between food advertising and childhood obesity as a basis for developing public policies to regulate food marketing on television.

  17. Analyzing Political Television Advertisements.

    Science.gov (United States)

    Burson, George

    1992-01-01

    Presents a lesson plan to help students understand that political advertisements often mislead, lie, or appeal to emotion. Suggests that the lesson will enable students to examine political advertisements analytically. Includes a worksheet to be used by students to analyze individual political advertisements. (DK)

  18. More Effective Way To Advertise 
The Distance Education Programmes:
Mobile Marketing Approach

    OpenAIRE

    AYBAR, Ayda SABUNCUOGLU; GOKALILER, Ebru

    2011-01-01

    Nowadays organizations strive to find the ways to communicate with their target audiences by using varied advertising mediums because of the developments on the information communication technologies and the globalization. In this context, like the other institutions, the distance education institutions has to execute communication activities by using different advertising mediums to create a positive position in their consumers minds. In this sense, the increase on the ownership of mobile ph...

  19. Noncombustible tobacco product advertising: how companies are selling the new face of tobacco.

    Science.gov (United States)

    Richardson, Amanda; Ganz, Ollie; Stalgaitis, Carolyn; Abrams, David; Vallone, Donna

    2014-05-01

    With declining cigarette sales, increasing restrictions, and recent Food and Drug Administration (FDA) regulation of cigarettes, there has been a dramatic rise in the marketing of noncombustible tobacco products (NCPs). However, little is known about how NCPs are advertised and to whom. Two full-service advertising firms were used to systematically collect all U.S. advertisements for NCPs (e-cigarettes, snus, dissolvables, and chew/dip/snuff,) running between June 1 and September 1, 2012. The advertisement and associated metadata (brand, media channel, observations, spend, and estimated reach) were examined. Attributes of print advertisements were examined relative to target demographics of the publications in which they ran. Over 3 months, almost $20 million was spent advertising NCPs. Although the greatest amount spent was on the promotion of smokeless (~$8 million) and snus (~$10 million), e-cigarette advertisements were the most widely circulated. Print advertisements, the majority of which were e-cigarettes and chew/dip/snuff, were heavily tailored to middle-aged White males. Many e-cigarette print ads suggested harm reduction and use when one cannot smoke (poly-use), while chew/dip/snuff focused on masculinity. Robust ongoing surveillance of NCP advertising is critical to inform the FDA and to protect public health. Both commercial advertising and public health media campaigns must ensure that content is not misleading and that it educates consumers about harm based on the available science. The way messages are framed have the potential to decrease tobacco use by promoting rather than undermining cessation of combusted products and/or by encouraging exclusive use of less harmful NCPs rather than poly-use of combusted and NCPs.

  20. Privacy issues in mobile advertising

    DEFF Research Database (Denmark)

    Cleff, Evelyne Beatrix

    The emergence of the wired Internet and mobile telecommunication networks is creating new opportunities for advertisers to generate new revenue streams through mobile users. As consumer adoption of mobile technology continues to increase, it is only a question of time when mobile advertising...... becomes an important part of marketing strategies. The development of mobile advertising, however, will be dependent on acceptance and usability issues in order to ensure permission-based advertising. Growing concerns about the protection of the users' privacy have been raised since mobile advertising may...... become extremely intrusive practices in an intimate personal space. This article focuses on the evaluation of legal problems raised by this novel form of advertising. It is assumed that a technological design, which is in line with the legal framework, will ensure that the benefits of mobile advertising...

  1. WE CANNOT KNOW FURTHER WAYS ОF OUR WORD": TO THE PROBLEM OF ASSESSING CONTROVERSIAL ADVERTISING TEXT

    Directory of Open Access Journals (Sweden)

    UKHOVA LARISA VLADIMIROVNA

    2015-01-01

    Full Text Available The article is devoted to the assessment of controversial advertising texts. Advertising texts are in an area of high speech responsibility, as they operate in the legislative field. The ambiguity in understanding implicitly expressed in-formation by the addressee is the focus of the authors’ attention. Implicit information causes difficulties in the process of linguistic expertise of advertising texts. The article proposes a phased algorithm to identify the covert meaning of the statements in its interpretation by the target audience.

  2. COMMUNICATION AS A TOOL IN ADVERTISING

    Directory of Open Access Journals (Sweden)

    IASMINA PAUNCHICI

    2008-05-01

    Full Text Available This paper deals with a series of phenomena and forces with a great impact on the value system of the organizational communities. Among the present tendencies, we can especially refer to diversity and growth of the consumers’ demand, the changes that occur in the tastes and preferences of the consumers and the last but not the least important, the great development of information technology. Also, there are other forces that have the same importance, although they only appeared some time later: the development of the communication network, the growth of national and international competition, economy globalization and others. As for the chosen subject, we will deal with different ways in which organizations respond to the present market necessities: communication strategies and promotion techniques for agroalimentary companies. The same as other communication techniques, advertising is used to broadcast messages that can deliver a positive response from the target public. There is a strong resemblance between publicity, on the one hand, and sales promotion, direct marketing, public relations and event communication on the other hand. No matter the method used for transmitting the message, the communication mechanism remains the same. This, and the variety of forms that publicity can take, are the reason why it makes it so difficult to establish distinctive features for publicity. Advertising represents an important component in promotional communication. Having in mind the consumers needs for different foodstuff, that eventually appear on the market, advertising tries to inform, to persuade and to remind consumer regarding its existence. There are many strategies but we can say that in Romania advertising is one of the strongest and very successful techniques in getting known agroalimentary foodstuff.

  3. Lifestyle for Sale : Discussion of the effects of brand-based advertising from a consumer’s perspective using denim brands as examples

    OpenAIRE

    Tong, Genevieve

    2010-01-01

    This study aims to identify the impacts of brand-based advertising and discuss why individuals perceive brands the way they do. It explores how a strong brand becomes iconic in consumers’ minds and how this can be achieved. The study also explores how brand-based advertising differs when targeted to children, rather than media-savvy adults. The theoretical literature provides the background on which traditional advertising is compared to brand-based advertising. The theoretical information wi...

  4. Data-Driven and Deep Learning Methodology for Deceptive Advertising and Phone Scams Detection

    OpenAIRE

    Huang, TonTon Hsien-De; Yu, Chia-Mu; Kao, Hung-Yu

    2017-01-01

    The advance of smartphones and cellular networks boosts the need of mobile advertising and targeted marketing. However, it also triggers the unseen security threats. We found that the phone scams with fake calling numbers of very short lifetime are increasingly popular and have been used to trick the users. The harm is worldwide. On the other hand, deceptive advertising (deceptive ads), the fake ads that tricks users to install unnecessary apps via either alluring or daunting texts and pictur...

  5. Gender Advertisements.

    Science.gov (United States)

    Goffman, Erving

    A heavily illustrated discussion of the ways in which men and women are portrayed in advertisements is presented. The three essays which precede the 56 pages of illustrations discuss gender expressions, characteristics of public and private pictures, and gender commercials. The author notes that advertisements do not depict how men and women…

  6. [Governance of drug advertising control: assessment of misleading advertising penalties].

    Science.gov (United States)

    Chakroun, R

    2013-04-01

    Loyal promotion of the pharmaceutical industry has been challenged by stakeholders. Drug advertising is the easiest point to assess. Based on the agency theory, our objective was to describe the governance of advertising control when it was misleading and the terms of penalties within the framework of the contradictory process between the industry and the regulatory authorities. We conducted a thorough analysis of the contents of the minutes of the Board of Control of advertising from April 2007 to May 2010. The amounts of penalties were analyzed according to three criteria: the timing of the examination procedure (first session versus second session), the nature of the penalty (ban versus notice of change) and the company's defense strategy (written response versus presence of company representatives). Thirty-nine reports involving 62 projects to ban advertisements were analyzed. The first two causes of penalties were off label promotion and non-objective use of study results to support claims. The Committee issued 47 advertising bans (76%) and 15 formal notices of change (24%). When the defense strategy of the company involved the presence of representatives, there was a significant reduction of votes in favor of a ban (68% versus 81%, Pstrategy did not influence the nature of the penalty (Chi(2)=2.05; P=n.s). These results should be put into perspective considering the fact that the qualitative composition of the commission was not free of potential conflicts of interest and that, moreover, only 10% of the penalty projects were reviewed. In addition, advertising control does not address the issue of the loyalty of the sales forces. Finally, our results open perspectives for research and managerial applications for the governance of advertising controls. Copyright © 2013. Published by Elsevier Masson SAS.

  7. Relationship between Spokesperson’s Gender and Advertising Color Temperature in a Framework of Advertising Effectiveness

    Directory of Open Access Journals (Sweden)

    Pilelienė Lina

    2017-12-01

    Full Text Available Advertising spokesperson is one of the undeniably important factors affecting advertising effectiveness. However, advertising spokesperson has to have some particular features to be effective. Various previous researches resulted in determination of different features of advertising spokesperson and their effectiveness; i.e. type of a spokesperson (celebrity vs. a regular person; gender and race of a spokesperson; etc. were found to have an impact on the spokesperson’s effectiveness. However, the research on the impact of shooting color temperature on its effectiveness is still scarce. Moreover, an assumption can be made that color temperature might cause a different effect depending on advertising spokesperson’s gender. The aim of this paper is to fill this gap by analyzing the relationship between spokesperson’s gender and advertising color temperature in a framework of advertising effectiveness. Neuromarketing research methods were applied to meet the aim and to determine the guidelines for its usage in advertising.

  8. Aesthetic Study on English Advertising Language

    Institute of Scientific and Technical Information of China (English)

    孙重阳

    2017-01-01

    With the rapid development of economy as well as science and technology, advertisements have become a part of people's life, which can be seen at nearly every corner around the world, TV, bus, cinema, shop, or even the clothes we wear, from which we can see a variety of advertisements. Advertisements are adopted to attract customers' attention to a certain product, aiming to convince consumers and persuade them to spend their money on the goods. Advertisers are trying to gain more profits from customers, so they create some forms of advertising, like sound, video, and even in the movie or inviting some celebrity to do advertising through his or her influence on the public. Thus, there is no doubt that advertising is an essential factor for sales promotion in the modern society. So far, there have been a number of studies on advertising, such as, the cooperative principle in advertising, the perspective of semiotics in advertising, etc. However, this thesis focuses on the study of aesthetics on English advertising language.

  9. Persuasive Digital Advertising in Online Advertisement : Case Company: MarkPrint Oy

    OpenAIRE

    Do, Quang Huy

    2015-01-01

    The past decades have seen an unpreceded growth in digital advertising over its budget, efficiency and effectiveness. Since 2003, marketers’ spending on online advertisement worldwide has increased by roughly $1 billion over its previous business quarter. Return-on-Investment for digital advertisement triples traditional ones in numerous areas while the cost of operating online is among the most economical means to reach audiences. Thus, the aim of this thesis is to provide a theoretical foun...

  10. Language of advertising

    OpenAIRE

    Krchňáková, Leontina

    2015-01-01

    This work is devoted to the Russian language advertising, which examines in an independent system. It aims are analyzing the text of Russian advertising in terms of its information and formal structure. It focuses on a specific aesthetic qualities of language, which the text uses. Work is further focused on the categorization of neologisms and neologisation of the Russian advertising. Next focus is on loanwords from the English language. Used research methods are descriptive and comparative. ...

  11. Internet Advertising: Ethics and Etiquette.

    Science.gov (United States)

    Machovec, George S.

    1994-01-01

    Discusses the growth of the Internet and the attitudes of users toward advertising, provides examples of kinds of advertising used on electronic networks, and lists several companies that help advertisers use the Internet. Fifteen guidelines are suggested to help advertisers use the Internet in a reasonable and appropriate way. (Contains 11…

  12. Advertising. Advanced placement of objects

    OpenAIRE

    Hassan Ali Al-Ababneh

    2016-01-01

    The article is devoted to the study of one of the most important concepts and marketing events which is advertising. The author studies the history of the formation of modern advertising and covers the main interpretations of the concept of advertising. The article presents the data on the chronology of the formation of the key objectives of the advertising process and the basic classification of types of advertising, its purpose and place in the marketing mix. It sets out the ...

  13. A Theory of Combative Advertising

    OpenAIRE

    Yuxin Chen; Yogesh V. Joshi; Jagmohan S. Raju; Z. John Zhang

    2009-01-01

    In mature markets with competing firms, a common role for advertising is to shift consumer preferences towards the advertiser in a tug-of-war, with no effect on category demand. In this paper, we analyze the effect of such “combative” advertising on market power. We show that, depending on the nature of consumer response, combative advertising can reduce price competition to benefit competing firms. However, it can also lead to a procompetitive outcome where individual firms advertise to incr...

  14. 27 CFR 5.66 - Comparative advertising.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Comparative advertising. 5..., DEPARTMENT OF THE TREASURY LIQUORS LABELING AND ADVERTISING OF DISTILLED SPIRITS Advertising of Distilled Spirits § 5.66 Comparative advertising. (a) General. Comparative advertising shall not be disparaging of a...

  15. 27 CFR 7.55 - Comparative advertising.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Comparative advertising. 7..., DEPARTMENT OF THE TREASURY LIQUORS LABELING AND ADVERTISING OF MALT BEVERAGES Advertising of Malt Beverages § 7.55 Comparative advertising. (a) General. Comparative advertising shall not be disparaging of a...

  16. Advertising and news management in media organisations aspect of advertisers' influence on news content

    OpenAIRE

    Jastramskis, Deimantas

    2008-01-01

    The aim of the article is to analyze display of financial and organizational aspects of advertisers’ influence on news’ content. Main points of analysis are: advertising influence on concentration of media organizations, convergence of advertising and journalism in the strategies of media marketing, relation between advertising and news content in Lithuanian media system, problems of links between political advertising and presentation of politicians in the news .

  17. Branded food references in children's magazines: 'advertisements' are the tip of the iceberg.

    Science.gov (United States)

    Jones, S C; Gregory, P; Kervin, L

    2012-06-01

    While children's magazines 'blur the lines' between editorial content and advertising, this medium has escaped the calls for government restrictions that are currently associated with food advertisements aired during children's television programming. The aim of this study was to address significant gaps in the evidence base in relation to commercial food messages in children's magazines by systematically investigating the nature and extent of food advertising and promotions over a 12-month period. All issues of Australian children's magazines published in the calendar year 2009 were examined for references to foods or beverages. Approximately 16% of the 1678 food references identified were portrayals of branded food products (or food brands). However, only 83 of these 269 were clearly identified as advertisements. Of these 269 branded food references, 86% were for non-core (broadly, less healthy) foods, including all but seven of the advertisements. It appears that recent reductions in televised promotions for non-core foods, and industry initiatives to reduce the targeting of children, have not carried through to magazine advertising. This study adds to the evidence base that the marketing of unhealthy food to children is widespread, and often covert, and supports public health calls for the strengthening of advertising regulation. © 2012 The Authors. Pediatric Obesity © 2012 International Association for the Study of Obesity.

  18. Taking Advertising Literacy to a Higher Level: An Exploratory Multilevel Analysis of Children's Advertising Literacy

    OpenAIRE

    De Pauw, Pieter; Cauberghe, Veroline; Hudders, Liselot

    2017-01-01

    As few studies focus on how children’s coping with advertising is affected by their environment, the present study uses multilevel analysis to explore the role of both primary (i.e. parents) and secondary socializing agents (i.e. classmates, teachers) in children’s advertising literacy. The results show that children’s cognitive advertising literacy and attitudes toward advertising are to a large extent determined by class-level processes. Their moral advertising literacy is a more individual...

  19. Intellectual Property on Advertising Works (1)

    OpenAIRE

    梁瀬, 和男; Kazuo, YANASE

    1999-01-01

    In the deep depression of Japanese Economy, "advertising directly effective for selling" is now desired eagerly in many companies. Moreover, the drastic retrenchment in advertising budget strictly asks its efficiency and effective advertisng. As a result, the efficient accomplishment of advertising purpose may force intellectual property which comes into advertising works belong to advertisers. It is ideal for advertisers, ad agencies and prouction companies to make an agreement in document w...

  20. 15 CFR 265.42 - Photography for advertising or commercial purposes; advertising and soliciting.

    Science.gov (United States)

    2010-01-01

    ... 15 Commerce and Foreign Trade 1 2010-01-01 2010-01-01 false Photography for advertising or commercial purposes; advertising and soliciting. 265.42 Section 265.42 Commerce and Foreign Trade Regulations... COLLINS, COLORADO Buildings and Grounds § 265.42 Photography for advertising or commercial purposes...

  1. Sexually explicit racialised media targeting men who have sex with men online: a content analysis of high-risk behaviour depicted in online advertisements.

    Science.gov (United States)

    White, Jaclyn M; Dunham, Emilia; Rowley, Blake; Reisner, Sari L; Mimiaga, Matthew J

    2015-01-01

    Sexually explicit media may perpetuate racial and sexual norms among men who have sex with men. While men may be exposed to sexually explicit media in the online settings where they seek sex with other men, no studies to our knowledge have explored the relationship between the racial and sexual content of advertisements appearing in these spaces. In 2011, using a detailed codebook, 217 sexually explicit advertisements on a male sex-seeking website were coded for themes, actor characteristics and sexual acts depicted. Multivariable logistic regression models examined the association between skin colour, theme, sexual acts and condomless sex acts. Nearly half (45%) featured a 'thug' theme (a style emphasising Black masculinity/hip-hop culture), 21% featured a college theme and 44% featured condomless sex. Advertisements featuring only Black men, advertisements featuring Black men with men of other skin tones and advertisements depicting a thug theme were positively associated with depictions of condomless sex. Online sexually explicit advertisements featuring Black themes and actors more frequently depicted condomless sex than advertisements with White men alone. Future research should examine whether depictions of Black men engaging in condomless sex in online advertisements influence the sexual norms and cognitions of Black men who have sex with men and their partners.

  2. Reducing Outdoor Advertising

    Directory of Open Access Journals (Sweden)

    Patrice de Rendinger

    2006-05-01

    Full Text Available The fundamental concept is that public space is not a private property. So, a facade (the outer skin, the last millimeter belongs to the town, not to the owner of the building. Changing the rendering, a window, adding or removing anything from a facade requires a permission delivered by the town's authority.In places like Paris, Bordeaux, Marseilles, Lyon, Strasbourg… everywhere one can find a registrated building such as a cathedral, a castle, or a group of ancient buildings, a national administration is controlling this permission. This administration is called «historical monuments administration» and is locally lead by a specialized architect.In the late seventies, French government decided to reduce advertising on the roads and on the city walls. Advertising on the road was leading to a confusion reducing the efficacy of the roadsigns and direction signs, which is dangerous. The reduction was under control of a national administration: the ministry of equipment in charge of the roads design. Advertising on the walls with publicity boards was under control of the cities. Every city has a townplanning regulation. Many cities included forbidding advertisement boards on the walls in this regulation.A couple of firms, but mainly once (Decaux found clever to give a hand to the cities to control advertising. Decaux developed a line of bus stop shelters including advertisements and advertising panels and paid the cities the right to put rather smaller publicities on the public domain.Now Decaux is no more alone on this market and the cities are comparing offers.Marseille turned to a foreign advertising firm who pays three times the price Decaux paid… for half of the advertising surface. Freiburg erased totally the public domain advertisements, selling the tramways and bus coachwork as advertising spaces. Paris is reopening the advertising market before the end of Deacaux's contract and will pay Deacaux a huge amount

  3. ERISTIC ARGUMENTATION IN ADVERTISING

    Directory of Open Access Journals (Sweden)

    Skirmantė Biržietienė

    2014-10-01

    Full Text Available Advertising may be examined as a particular form of rhetoric the aims of which are the same as of rhetoric, namely to affect mind, will, feelings, and to persuade. The theory of rhetoric, the main object of which is discourse not only in narrow meaning (as verbal expression of ideas (i.e. to say text, but also in broad meaning – as a communicative act between the addresser and the addressee since its interdisciplinary nature provides the right tools to explore the advertising discourse. The theory of rhetoric is successfully applied in development of advertising discourse, because it helps to foresee the communicative act between the addresser and the addressee. Advertising and rhetoric are combined by many common elements, but the same goal is the most important: both, rhetoric and advertising seek for persuasion through verbal and non-verbal measures. The paper deals with the analysis of the inventive level of advertising discourse, i.e., eristic arguments, spread of ways of proofing / persuasion. Eristic argumentation is a dominant argumentation type in advertising. This method of persuasion is a way to create truth visibility although it is just superficial. The most typical schemes of eristic argumentation used in advertising are as follows: argumentum ad vanitatem (appeal to the vanity of the addressee, argumentum ad verecundiam (appeal to the authority, argumentum baculinum (method of “whip” argument, argumentum ad novitatem (appeal to novelty. The article shows the usage of eristic arguments in Lithuanian commercial ads.

  4. Policy Implications of Advertising to Children.

    Science.gov (United States)

    Griffin, Emilie

    Since its inception the Children's Advertising Review Unit has turned to research in order to better evaluate children's advertisements, to develop guidelines for children's advertisers and to resolve some perplexing questions about certain types of advertising content. Although some work has been done in advertising directed toward children, most…

  5. Advertising expenditures in the nursing home sector: evaluating the need for and purpose of advertising.

    Science.gov (United States)

    Kash, Bita A; Boyer, Gregory J

    2008-01-01

    Marketing and advertising activities in the nursing home sector have increased in recent years, following the example of hospitals and health systems. The reasons for this trend may be related to the growth in competition but are not clearly identified yet. Theoretically, advertising becomes necessary to gain an advantage over the competition. The purpose of this study was to identify the reasons for the variation in advertising expenditures among nursing homes in Texas. For this study, we merged 2003 data from the Texas Medicaid Nursing Facility Cost Report, the Texas Nursing Home Quality Reporting System, and the Area Resource File for Texas. Using the Herfindahl-Hirschman Index, we then examined the correlations between advertising expenses and the level of market concentration. We evaluated the association between advertising expenditures and market competition using two logistic and four linear regression models. Total advertising expenses in Texas nursing homes ranged from $0 to $165,000 per year. Higher advertising expenditures were associated with larger facilities, higher occupancy, and high Medicare census. Market competition, however, was not a significant predictor of such expenses. Advertising seems to be more resource-driven than market-driven. Therefore, some advertising expenditures may be unnecessary, may lack impact, and may even be wasteful. Reducing unnecessary advertising costs could free up resources, which may be allocated to necessary resident care activities.

  6. Caught in the Web: How Online Advertising Exploits Children.

    Science.gov (United States)

    Pasnik, Shelley

    1997-01-01

    Principals should be aware of Internet advertising targeted at children. According to a recent Center for Media Education study, many companies design online sites for children as a way to bypass adult authority and prey on children's vulnerabilities. Some companies use their online sites to develop brand loyalties or collect market-segment data…

  7. Watch Out for Children: A Mothers' Statement to Advertisers.

    Science.gov (United States)

    Institute for American Values, New York, NY.

    This report explains that all adults must watch out for all children, cautioning that marketing is harmful to children. Advertisers are aggressively targeting age groups that, until recently, have been considered off-limits and occupying more of children's psychic and physical space. The report presents a commitment by mothers to all children to…

  8. 12 CFR 213.7 - Advertising.

    Science.gov (United States)

    2010-01-01

    ... 12 Banks and Banking 2 2010-01-01 2010-01-01 false Advertising. 213.7 Section 213.7 Banks and... (REGULATION M) § 213.7 Advertising. (a) General rule. An advertisement for a consumer lease may state that a... paragraph (d)(1) of this section shall also state the following items: (i) That the transaction advertised...

  9. The Use of Facebook Advertising to Recruit Healthy Elderly People for a Clinical Trial: Baseline Metrics

    Science.gov (United States)

    2018-01-01

    Background This report provides data on the use of social media advertising as a clinical trial recruitment strategy targeting healthy volunteers aged 60 years and older. The social media advertising campaign focused on enrollment for a Phase 1 clinical trial. Traditional means of recruiting—billboards, newspaper advertising, word of mouth, personal referrals, and direct mail—were not producing enough qualified participants. Objective To demonstrate the effectiveness of using targeted advertising on the social networking site Facebook to recruit people aged 60 years and older for volunteer clinical trial participation. Methods The trial sponsor used a proactive approach to recruit participants using advertising on social media. The sponsor placed and monitored an Institutional Review Board-approved advertising campaign on Facebook to recruit potential candidates for a Phase 1 clinical trial. The clinical trial required a 10-day residential (overnight) stay at a clinic in Michigan, with one follow-up visit. The sponsor of the clinical trial placed the advertising, which directed interested respondents to a trial-specific landing page controlled by the Contract Research Organization (CRO). The CRO provided all follow-up consenting, prescreening, screening, and enrollment procedures. The campaign was waged over an 8-week period to supplement recruiting by the CRO. Results A total of 621 people responded to a Facebook advertising campaign by completing an online form or telephoning the CRO, and the clinical trial was fully enrolled at 45 subjects following an 8-week Facebook advertising campaign. Conclusions An 8-week Facebook advertising campaign contributed to 868 inquiries made regarding a Phase 1 clinical trial seeking to enroll healthy elderly subjects. Over the initial 11 weeks of recruitment, 178 inquiries were received using traditional methods of outreach. Respondents to the Facebook advertising campaign described in this report engaged with the sponsored

  10. The Use of Facebook Advertising to Recruit Healthy Elderly People for a Clinical Trial: Baseline Metrics.

    Science.gov (United States)

    Cowie, Julie M; Gurney, Mark E

    2018-01-24

    This report provides data on the use of social media advertising as a clinical trial recruitment strategy targeting healthy volunteers aged 60 years and older. The social media advertising campaign focused on enrollment for a Phase 1 clinical trial. Traditional means of recruiting-billboards, newspaper advertising, word of mouth, personal referrals, and direct mail-were not producing enough qualified participants. To demonstrate the effectiveness of using targeted advertising on the social networking site Facebook to recruit people aged 60 years and older for volunteer clinical trial participation. The trial sponsor used a proactive approach to recruit participants using advertising on social media. The sponsor placed and monitored an Institutional Review Board-approved advertising campaign on Facebook to recruit potential candidates for a Phase 1 clinical trial. The clinical trial required a 10-day residential (overnight) stay at a clinic in Michigan, with one follow-up visit. The sponsor of the clinical trial placed the advertising, which directed interested respondents to a trial-specific landing page controlled by the Contract Research Organization (CRO). The CRO provided all follow-up consenting, prescreening, screening, and enrollment procedures. The campaign was waged over an 8-week period to supplement recruiting by the CRO. A total of 621 people responded to a Facebook advertising campaign by completing an online form or telephoning the CRO, and the clinical trial was fully enrolled at 45 subjects following an 8-week Facebook advertising campaign. An 8-week Facebook advertising campaign contributed to 868 inquiries made regarding a Phase 1 clinical trial seeking to enroll healthy elderly subjects. Over the initial 11 weeks of recruitment, 178 inquiries were received using traditional methods of outreach. Respondents to the Facebook advertising campaign described in this report engaged with the sponsored advertising at a higher rate than is typical for

  11. The extent of food advertising to children on Greek television: focus on foods potentially detrimental to oral health.

    Science.gov (United States)

    Gatou, T; Mamai-Homata, E; Polychronopoulou, A; Koletsi-Kounari, H

    2014-06-01

    To investigate the extent and nature of food advertising to children on Greek television, focusing on the adverts for foods with potential harmful effects on oral health, and to examine the persuasive marketing techniques used to promote food products. Advertisements broadcast on six TV-channels during children's peak viewing times on two weekdays and two weekend days in the period May-June 2010 were recorded (166.7 hours). Each advertisement was coded according to: date, day, length, type of program in which the ad appeared, type of product advertised and promotional technique used. Food advertisements were subdivided according to their sugar and/or acid content as potentially harmful or non-harmful to teeth. Food advertisements had an average frequency of 8.0 per hour during children's peak viewing times with highest frequency (11.4 per hour) on weekends during child-focused programs. Of all advertisements, 1330 (26.7%) were for foods, and 595 (44.7%) of these deemed to be potentially harmful to teeth. The most commonly advertised food product during children's programs was confectionery, 80 (27.7%). Of food advertisements, 199 (15.0%) used at least one of the promotional techniques likely to appeal to children. Advertisements for foods potentially harmful for teeth were more likely to be shown during child-focused programs (OR 2.92, 95% CI 2.04-4.16) and to promise a free gift with purchase (OR 35.43, 95% CI 10.83-115.88). Children in Greece are exposed to a large volume of advertisements for unhealthy foods and drinks, which intensively use persuasive techniques proved to affect children's food preferences and consumption. Our study provides evidence that could support advocacy and interventions for the regulation of food advertising.

  12. The Bilingual Advertising Decision.

    Science.gov (United States)

    Grin, Francois

    1994-01-01

    Examines the relationship between linguistic plurality and the rationale of advertising decisions. The article presents a simple model of sales to different language groups as a function of the level of advertising in each language, language attitudes, incomes, and an advertising response function. The model is intended as a benchmark, and several…

  13. View of Advertising Practitioners

    OpenAIRE

    O'Keeffe, Peter

    2016-01-01

    I am concerned to make the case for the rights and liberties to communicate commercial advertising messages to children. Consequenlly, I am amused by the identification of advertising with witchcraft; witches ceased to be burned a long time ago. However, this comparison, illustrates the excessive concern shown about how strangely influential advertising is.

  14. How has alcohol advertising in traditional and online media in Australia changed? Trends in advertising expenditure 1997-2011.

    Science.gov (United States)

    White, Victoria; Faulkner, Agatha; Coomber, Kerri; Azar, Denise; Room, Robin; Livingston, Michael; Chikritzhs, Tanya; Wakefield, Melanie

    2015-06-19

    The aim of this study was to determine changes in advertising expenditures across eight media channels for the four main alcohol beverage types and alcohol retailers in Australia. Yearly advertising expenditures between January 1997 and December 2011 obtained from a leading media-monitoring company. Media channels assessed were: free-to-air television, newspapers, magazines, radio, outdoors (billboards), cinema, direct mail (from 2005) and online (from 2008). Data were categorised into alcohol retailers (e.g. supermarkets, off-licences) or four alcoholic beverage types (beer, wine, spirits, premixed spirits/cider). Regression analyses examined associations between year and expenditure. Total alcohol advertising expenditure peaked in 2007, then declined to 2011 (P = 0.02). Television advertising expenditure declined between 2000 and 2011 (P advertising expenditure increased between 1997 and 2007. Alcohol retailers' advertising expenditure increased over time (P advertising expenditure declined over time (beer: P advertising expenditure increased (beer: P advertised beer (P advertising alcohol. As our study excluded non-traditional advertising media (e.g. sponsorships, in-store) we cannot determine whether declines in television advertising have been offset by increases in advertising in newer media channels. However, our findings that media channels used for alcohol advertising have changed over time highlights the need for adequate controls on alcohol advertising in all media channels. [White V, Faulkner A, Coomber K, Azar D, Room R, Livingston M, Chikritzhs T, Wakefield M. How has alcohol advertising in traditional and online media in Australia changed? Trends in advertising expenditure 1997-2011. Drug Alcohol Rev 2015]. © 2015 Australasian Professional Society on Alcohol and other Drugs.

  15. SHORT ANALYSIS OF COMMERCIAL ADVERTISING

    Directory of Open Access Journals (Sweden)

    VIRGIL - ION POPOVICI

    2015-12-01

    Full Text Available In DEX, commercial advertising is defined as the (commercial activity which aimes by advertising (by prints, radio, television, movies, etc., to point out public interest on certain goods, books, show, the use of services etc. A famous, advertised product remains in our memory. Many of us ask somehow annoyed: How some of the brands remain in our memory, although we believe that we are not strongly influenced by advertisements? Interest publicity led to the creation of specialized agencies and organizations at a very broad diversification methods but advertising means.With advertising, the companies using various methods and means of popularizing notify the assortment of goods offered for sale population, of its quality, how to use and the price. In this regard propaganda to persuade consumers through various forms of advertising seeks not only to ensure its capture attention and conversion of formats such motivations in buying certain actions.

  16. Developing Advertising Strategy by Understanding Consumer Behavior

    OpenAIRE

    Nguyen, Pham Tram Anh

    2015-01-01

    Nowadays, there are numerous companies operating in different industries all over the world, and competition among opposing companies is relentless. Every single year, several corporations invest a lot of resources in various activities in order to differentiate themselves from competitors, and stimulate consumers to purchase their offerings. Advertising is one of those activities, as it plays an important role in facilitating firms in appealing to their target consumers. More importantly, no...

  17. Mobile Phones and Outdoor Advertising: Measurable Advertising

    OpenAIRE

    Quercia, Daniele; Di Lorenzo, Giusy; Calabrese, Francesco; Ratti, Carlo

    2011-01-01

    Television and newspapers sit at the top of many agency marketing plans, while outdoor advertising stays at the bottom. The reason for this is that it’s difficult to account for who views a billboard, so there is no way of consistently determining the effectiveness of outdoor advertising. As a result, agencies do not consider the medium and allocate their money elsewhere. To change this situation, one needs to create new credible audience measurements for the outdoor marketing industry. He...

  18. Social identity and support for counteracting tobacco company marketing that targets vulnerable populations.

    Science.gov (United States)

    Baig, Sabeeh A; Pepper, Jessica K; Morgan, Jennifer C; Brewer, Noel T

    2017-06-01

    Tobacco companies use advertising to target vulnerable populations, including youth, racial/ethnic minorities, and sexual minorities. We sought to examine how personal identity affects support for population-specific anti-smoking advertisements that could serve as countermeasures to industry marketing practices. In 2014-2015, we surveyed probability phone samples of adults and adolescents (n = 6,139) and an online convenience sample of adults (n = 4,137) in the United States. We experimentally varied the description of tobacco industry marketing practices (no description, general, or specific to a target group). The four prevention target groups were teens; African Americans; Latinos; and gays, lesbians, and bisexuals (GLBs). Participants were either members or non-members of their prevention target group. Support was highest for anti-smoking advertisements targeting teens, moderate for Latinos and African Americans, and lowest for GLBs. In-group members expressed higher support than out-group members when anti-smoking advertisements targeted African Americans, Latinos, and GLBs (all p marketing practices did not have an effect. Results were similar across the phone and online studies. Our findings suggest that the public strongly supports advertisements to prevent smoking among teens, but support for similar efforts among other vulnerable populations is comparatively low. Anti-smoking campaigns for vulnerable populations may benefit from a greater understanding of the role of social identity in shaping public support for such campaigns. Copyright © 2017 Elsevier Ltd. All rights reserved.

  19. Military Advertising Awareness and Effectiveness: Findings from the 1991 Youth Attitude Tracking Study

    Science.gov (United States)

    1993-10-01

    that are necessary to maintain effective impact on the target audience. Fortunately, YATS results indicate that previous Service advertising strategies ...I AD-A274 260 i DEFENSEI MANPOWER DATA CENTER I I Military Advertising Awareness and Effectiveness Finding from the 19I9I ~Youth Attitude Tracking...Study Market Research & Analysis Branch Aft TICI This do,.l .,-r, has, b--n ,oppsov,,d ARPOW E L E C T E I I o, ~b!: ,.•:. :.,d ,: . ![•-JAN 03 1994 93

  20. Advertising of ultra-processed foods and beverages: children as a vulnerable population

    Directory of Open Access Journals (Sweden)

    Christina Mallarino

    2013-10-01

    Full Text Available The rapid nutrition transition occurring in Latin America has resulted in a sharp increase of childhood overweight and obesity. Recent evidence has shown that food and beverage advertising has a great influence on children’s eating behavior. This population has become a key target market for the ultra-processed foods and beverages industry, which is marketing products in an aggressive way. Evidence shows that Latin American countries have poor regulation of ultra-processed foods and beverages advertising, where the discourse of self-regulation still prevails over statutory regulations. The following commentary explores how advertising might play an important role in developing unhealthy dietary patterns and obesity in Latin American children, as well as the urgent need for government action and the involvement of civil society to tackle this public health issue.

  1. Advertising of ultra-processed foods and beverages: children as a vulnerable population.

    Science.gov (United States)

    Mallarino, Christina; Gómez, Luis F; González-Zapata, Laura; Cadena, Yazmín; Parra, Diana C

    2013-10-01

    The rapid nutrition transition occurring in Latin America has resulted in a sharp increase of childhood overweight and obesity. Recent evidence has shown that food and beverage advertising has a great influence on children's eating behavior. This population has become a key target market for the ultra-processed foods and beverages industry, which is marketing products in an aggressive way. Evidence shows that Latin American countries have poor regulation of ultra-processed foods and beverages advertising, where the discourse of self-regulation still prevails over statutory regulations. The following commentary explores how advertising might play an important role in developing unhealthy dietary patterns and obesity in Latin American children, as well as the urgent need for government action and the involvement of civil society to tackle this public health issue.

  2. Disentangling location-based advertising: The effects of location congruency and medium type on consumers' ad attention and brand choice

    NARCIS (Netherlands)

    Ketelaar, P.E.; Bernritter, S.F.; Riet, J.P. van 't; Hühn, A.E.; Woudenberg, T.J. van; Müller, B.C.N.; Janssen, L.

    2017-01-01

    Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location

  3. Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice

    NARCIS (Netherlands)

    Ketelaar, P.E.; Bernritter, S.F.; van't Riet, J.; Hühn, A.E.; van Woudenberg, T.J.; Müller, B.C.N.; Janssen, L.

    2017-01-01

    Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location

  4. Disentangling location-based advertising : the effects of location congruency and medium type on consumers' ad attention and brand choice

    NARCIS (Netherlands)

    Ketelaar, Paul; Bernritter, Stefan; van 't Riet, Jonathan; Huhn, Arief Ernst; van Woudenberg, Thabo; Muller, Barbara; Janssen, Loes

    2017-01-01

    Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location

  5. Direct-to-Consumer Drug Advertisements Can Paradoxically Increase Intentions to Adopt Lifestyle Changes.

    Science.gov (United States)

    Mathur, Maya B; Gould, Michael; Khazeni, Nayer

    2016-01-01

    Background: Direct-to-consumer (DTC) prescription drug advertisements are thought to induce "boomerang effects," meaning they reduce the perceived effectiveness of a potential alternative option: non-pharmaceutical treatment via lifestyle change. Past research has observed such effects using artificially created, text-only advertisements that may not adequate capture the complex, conflicting portrayal of lifestyle change in real television advertisements. In other risk domains, individual "problem status" often moderates boomerang effects, such that subjects who currently engage in the risky behavior exhibit the strongest boomerang effects. Objectives: We aimed to assess whether priming with real DTC television advertisements elicited boomerang effects on perceptions of lifestyle change and whether these effects, if present, were moderated by individual problem status. Methods: We assembled a sample of real, previously aired DTC television advertisements in order to naturalistically capture the portrayal of lifestyle change in real advertisements. We randomized 819 adults in the United States recruited via Amazon Mechanical Turk to view or not view an advertisement for a prescription drug. We further randomized subjects to judge either lifestyle change or drugs on three measures: general effectiveness, disease severity for a hypothetical patient, and personal intention to use the intervention if diagnosed with the target health condition. Results: Advertisement exposure induced a statistically significant, but weak, boomerang effect on general effectiveness ( p = 0.01, partial R 2 = 0.007) and did not affect disease severity score ( p = 0.32, partial R 2 = 0.0009). Advertisement exposure elicited a reverse boomerang effect of similar effect size on personal intentions, such that advertisement-exposed subjects reported comparatively higher intentions to use lifestyle change relative to drugs ( p = 0.006, partial R 2 = 0.008). Individual problem status did not

  6. Cigarette advertising and teen smoking initiation.

    Science.gov (United States)

    Hanewinkel, Reiner; Isensee, Barbara; Sargent, James D; Morgenstern, Matthis

    2011-02-01

    To test the specificity of the association between cigarette advertising and adolescent smoking initiation. A longitudinal survey of 2102 adolescents, aged 10 to 17 years at baseline, who never smoked was conducted by using masked images of 6 cigarette advertisements and 8 other commercial products with all brand information digitally removed. The exposure variable was a combination of contact frequency and cued recall of brands for cigarette and other advertisements. Multilevel mixed-effects Poisson regressions were used to assess smoking initiation 9 months after the baseline assessment as a function of cigarette-advertisement exposure, other advertisement exposure, and baseline covariates. Thirteen percent (n = 277) of students initiated smoking during the observation period. Although the incidence of trying smoking was associated with increased exposure to cigarette advertisements (10% in the low, 12% in the medium, and 19% in the high cigarette-advertisement exposure tertile initiated smoking), exposure to other advertisements did not predict smoking initiation. Compared with low exposure to cigarette advertisements, high exposure remained a significant predictor of adolescent smoking initiation after controlling for baseline covariates (adjusted relative risk: 1.46 [95% confidence interval: 1.08-1.97]; P content-related effect of cigarette advertisements and underlines the specificity of the relationship between tobacco marketing and teen smoking; exposure to cigarette advertisements, but not other advertisements, is associated with smoking initiation.

  7. Experimental Study of the Effect of Language (English and Spanish on Advertisement Effectiveness with Puerto Rican Hispanic University Students

    Directory of Open Access Journals (Sweden)

    Carlos Lebrón

    2002-09-01

    Full Text Available Even though the population of Puerto Rico includes a large percent of residents with some knowledge of the English language (bilinguals, the vast majority communicates using Spanish, which is their native language. Not surprisingly, the majority of advertisements in Puerto Rican media use the Spanish language. The common sense assumption that Spanish advertising is significantly superior to English advertising when targeting Puerto Rican Hispanics living in Puerto Rico is tested experimentally in this study. The Social Value component of the Theory of Consumption Values was used to generate several Hypotheses that would favor the use of English language. The experiment used magazine-like printed illustrated advertisements to test the hypotheses, all of them dealing with relative effectiveness of Spanish versus English language advertisements. The results show that Spanish advertisements and English advertisements were about the same in terms of their persuasion effectiveness.

  8. Advertising styles in different cultures

    Directory of Open Access Journals (Sweden)

    Krasulja Nevena

    2003-01-01

    Full Text Available Modern consumer is inhabitant of a "Global Village" as well as of its own national culture which largely influences his creation of a system of values, beliefs and style of life in general. According to adopted values and styles, consumers from different cultures have different buying behavior, different needs and preferences related to a product and they have their favorite advertising styles. As advertising reflects culture, symbols and rituals which are used are even more emphasized and strengthen cultural values, which are then used as a strong advertising style characteristic. Global advertisers are increasingly faced with different environment meaning. A fact that has been proved in practice is that standardized approach to advertising does not transmit values in a correct way, so the advertisers that want to achieve long term success must differentiate their brands to competitors'. In modern market environment strategy "Think globally, act locally" proved to be adequate for advertising in modern international market.

  9. Advertising on mobile applications

    OpenAIRE

    Sobolevsky, Alexandr

    2015-01-01

    The article analyzes the new method of mobile advertising. Advertising in mobile applications - a subspecies of mobile marketing, where advertising is distributed using mobile phones and smartphones. Ad placement is going on inside of applications and games for smartphones. It has a high potential due to the large number of mobile phone users (over 6.5 billion in 2013).

  10. Business advertisements management system

    OpenAIRE

    Rekel, Ernest

    2017-01-01

    Business Advertisements Management System The main goal of the project was to create a business advertisements management system, where users could easily create and find business advertisements. To accomplish this goal exist- ing systems were analyzed as well as their limitations. The end result is a working system which is able to store and proccess huge amount of data.

  11. Cross-media advertising: brand promotion in an age of media convergence

    NARCIS (Netherlands)

    Voorveld, H.; Smit, E.; Neijens, P.; Diehl, S.; Karmasin, M.

    2013-01-01

    Cross-media advertising, in which more than one medium platform is used to communicate related brand content, has become widespread. Several reasons for cross-media strategies can be distinguished: target group extension, complementary effects, repetition, and synergy. Media synergy—the added value

  12. Televised obesity-prevention advertising across US media markets: exposure and content, 2010-2011.

    Science.gov (United States)

    Kornfield, Rachel; Szczypka, Glen; Powell, Lisa M; Emery, Sherry L

    2015-04-01

    To examine levels of exposure and content characteristics for recent televised obesity-prevention campaigns sponsored by state and community health departments, federal agencies, non-profit organizations and television stations in the USA. Nielsen television ratings for obesity-prevention advertising were collected for the top seventy-five US media markets and were used to calculate household exposure levels for 2010 and 2011. Governmental advertisements were coded for content. United States. Average household exposure to obesity-prevention campaigns was 2·6 advertisements per month. Exposure increased by 31 % between 2010 and 2011, largely driven by increases in federal advertisements. In 2011, the federal government accounted for 62 % of obesity-prevention exposure, non-profit organizations for 9 %, community departments for 8 %, state departments for 3 %, and television station-sponsored public-service announcements for 17 %. The greatest percentage increase between 2010 and 2011 was in community advertising, reflecting efforts funded by the Communities Putting Prevention to Work (CPPW) programme. Among thirty-four state and community campaigns, the majority advocated both healthy eating and physical activity (53 %). Campaigns typically had positive or neutral emotional valence (94 %). Obesity or overweight was mentioned in 47 % of campaigns, but only 9 % specifically advocated weight loss. Exposure to televised obesity-prevention advertising increased from 2010 to 2011 and was higher than previously found in 1999-2003, apart from in 2003 during the federal VERB campaign. Nevertheless, exposure remains low relative to advertising for unhealthy foods. New federal campaigns have increased exposure to obesity-prevention advertising nationally, while CPPW grants have increased exposure for targeted areas.

  13. Celebrity endorsement in fashion print advertising

    Directory of Open Access Journals (Sweden)

    Raluca Chiosa

    2013-05-01

    Full Text Available Brands ofen use celebrities to get impact. Celebrity endorsement has become a marketing communication strategy used to build a congruence between brand image and consumers. Objectives. Research attempts to analyse celebrity endorser-product congruency and to measure the effectiveness of celebrity endorsement compared with a non-celebrity endorsement (fashion models. Prior Work. Research conducted to date have reached topics as: the effectiveness of celebrity endorsement; celebrity endorsers and purchase intention, added-value of the endorsement; positive or negative effects of celebrity endorsement, congruence between product/brand and endorser, consumer association with the endorser, attractiveness, credibility and trust in celebrities. Approach. A marketing experiment was used in order to mesure the impactul of endorser type and endorser-product match on Aad, Ab, and Pi. Results. Research has confirmed that attractive endorsers fit clothing products, whether they are celebrities or models. Also, the more consumer likes advertising, the more likely it creates a favorable attitude towards the brand. Results suggest ads using celebrities increase the likelihood of consumers to buy an endorsed product. Value. Study shows what celebrities are considered credible and perceived fit to promote classical suit. A fashion brand can select a celebrity for advertising campaign, due to it’s influence on consumers’ purchase intention.

  14. Smoking among Patients in Substance Use Disorders Treatment: Associations with Tobacco Advertising, Anti-tobacco Messages and Perceived Health Risk

    Science.gov (United States)

    Campbell, Barbara K.; Le, Thao; Andrews, K. Blakely; Pramod, Sowmya; Guydish, Joseph

    2016-01-01

    Background Although tobacco control efforts have contributed to an overall decline in smoking, individuals with substance use disorders (SUDs) continue to smoke at high rates and remain targets of advertising to vulnerable groups, including those with mental health disorders and SUDs. Objective We examined associations of tobacco advertising exposure and receptivity, anti-tobacco message awareness, and health-risk perception with smoking status and cigarettes-per-day (CPD) in a national sample of SUD treatment patients. Method Patients (N=1,113) in 24 programs chosen randomly, stratified by program type, from among publicly funded, adult treatment programs within the National Drug Abuse Treatment Clinical Trials Network completed surveys of smoking, advertising exposure and receptivity, anti-tobacco message awareness and perceived health risks. Results Current smokers (77.9% of the sample) smoked a daily median of 10 cigarettes (IQR= 13). Participants reporting daily advertising exposure were 1.41 times more likely to be smokers (p=0.019) than others. Those highly receptive to advertising were 2.34 times more likely to be smokers (padvertising was 11.1% (95% CI: 2.8%-20.0%) higher than for smokers with low/moderate advertising receptivity. Anti-tobacco message awareness was not associated with smoking status or CPD. Conclusion The high rate of smoking among SUD treatment patients is associated with daily exposure and high receptivity to tobacco advertisements, and lower perception of health-related, smoking risks. Tobacco control efforts should target this vulnerable population. PMID:27314450

  15. Digital advertising around paid spaces, e-advertising industry’s revenue engine : A review and research agenda

    OpenAIRE

    Aslam, Bilal; Karjaluoto, Heikki

    2017-01-01

    We develop and describe a framework for research in a particular segment of digital advertising. Internet Advertising Paid Slots and Spaces (IAPS) is a neologism and work almost like a stock exchange for buying and selling advertising in various formats on designated spaces around web and make a significant contribution to Internet advertising revenues. These paid spaces were found to encompass diverse areas of Internet advertising that include search engine marketing, social media advertisin...

  16. Introduction to media and advertising creative relationship

    Institute of Scientific and Technical Information of China (English)

    李晴

    2013-01-01

    This article is based on the relationship of media and advertising creative for the report, Through the analysis of the nature and characteristics of various advertising media, from video, print, advertising, outdoor this four aspects explain the relationship between media and advertising creative. Fully understand the media for advertising creative, make the best combination of media and advertising, make advertising creative into real productivity.

  17. Forty Thousand Years of Advertisement

    Directory of Open Access Journals (Sweden)

    Konstantin Lidin

    2006-05-01

    Full Text Available The roots of advertisement are connected with reclamations, claims and arguments. No surprise that many people treat it with distrust, suspicion and irritation.Nobody loves advertisement (except its authors and those who order it, nobody watches it, everybody despises it and get annoyed because of it. But newspapers, magazines, television and city economy in general cannot do without it. One keeps on arguing whether to prohibit advertisement, to restrict its expansion, to bring in stricter regulations on advertisement…If something attracts attention, intrigues, promises to make dreams true and arouses desire to join - it should be considered as advertisement. This definition allows saying with no doubts: yes, advertisement did existed in the most ancient strongest cultures. Advertisement is as old as the humane civilization. There have always been the objects to be advertised, and different methods appeared to reach those goals.Advertisement techniques and topics appear, get forgotten and appear again in other places and other times. Sometimes the author of advertisement image has no idea about his forerunners and believes he is the discoverer. A skillful designer with high level of professionalism deliberately uses images from past centuries. The professional is easily guided by historical prototypes.But there is another type of advertisement, its prototypes cannot be found in museums. It does not suppose any respect, because it is built on scornful attitude towards the spectator.However, basically the advertisement is made by professional designers, and in this case ignorance is inadmissible. Even if we many times appeal to Irkutsk designers to work on raising their cultural level of advertisements, anyhow, orders will be always made by those who pay. Unless Its Majesty Ruble stands for Culture, those appeals are of no use.

  18. Annotated Bibliography to Accompany Anderson, Pollay, & Ling, "Taking Ad-Vantage of Lax Advertising Regulations: Reassuring and Distracting Health-Concerned Smokers" (Social Science & Medicine, 2006)

    OpenAIRE

    Anderson, Stacey J Ph.D.

    2006-01-01

    We explored the evolution from cigarette product attributes to psychosocial needs in advertising campaigns for low-tar cigarettes. Analysis of previously secret tobacco industry documents and print advertising images indicated that low-tar brands targeted smokers who were concerned about their health with advertising images intended to distract them from the health hazards of smoking. Advertising first emphasized product characteristics (filtration, low tar) that implied health benefits. O...

  19. The quasi experimental study of the influence of advertising creativity and exposure intensity toward buying action with aida approach

    Directory of Open Access Journals (Sweden)

    Ramdan Dede Budiawan

    2017-06-01

    Full Text Available Advertisement is one of marketing communication forms made by companies to reach sales goal of certain product. Advertising creativity is one of important factors that determines the success of television advertisement, beside that the exposure intensity also be determining factor to make the television advertisement get attention from spectators. To measure the spectators response toward advertisement in this research, the researcher used AIDA model. AIDA (attention, interest, desire, action model is one of popular response hierarchy models for marketer as guidance to implement the marketing communication activities. The thesis analyzes the influence of advertising creativity and exposure intensity toward the buying action as the final stage of consumer in deciding the decision to buy product. The research used quasi experimental study to 80 respondents as the target market of the advertised, that is ice cream of Haan brand. The experiment as done in 2 treatments, treatment 1: one advertising exposure and treatment 2: three advertising exposures. The Mann Whitney difference test with SPSS program showed no significant differences between treatment of 1 exposure and 3 exposures. The SEM PLS analysis showed that advertising creativity influenced significantly to attention, interest, desire and action in buying product.

  20. Television food advertising to children in Slovenia: analyses using a large 12-month advertising dataset.

    Science.gov (United States)

    Korošec, Živa; Pravst, Igor

    2016-12-01

    The marketing of energy-dense foods is recognised as a probable causal factor in children's overweight and obesity. To stimulate policymakers to start using nutrient profiling to restrict food marketing, a harmonised model was recently proposed by the WHO. Our objective is to evaluate the television advertising of foods in Slovenia using the above-mentioned model. An analysis is performed using a representative dataset of 93,902 food-related advertisements broadcast in Slovenia in year 2013. The advertisements are linked to specific foods, which are then subject to categorisation according to the WHO and UK nutrient profile model. Advertising of chocolate and confectionery represented 37 % of food-related advertising in all viewing times, and 77 % in children's (4-9 years) viewing hours. During these hours, 96 % of the food advertisements did not pass the criteria for permitted advertising according to the WHO profile model. Evidence from Slovenia shows that, in the absence of efficient regulatory marketing restrictions, television advertising of food to children is almost exclusively linked to energy-dense foods. Minor modifications of the proposed WHO nutrient profile model are suggested.