WorldWideScience

Sample records for advertising

  1. 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 ...

  2. 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....

  3. 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.

  4. 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...

  5. Social advertisement

    OpenAIRE

    Dzhuromska, Anastasiia

    2011-01-01

    This Bachelor work is talking about social advertisement in Ukraine. The aim of this work is to understand the attitude of Ukrainian population to the social advertisement, to show how much effective is this tool and to explore activities of the Anti-AIDS fund of Elena Pinchuk, which is using social advertisement. The bachelor work is divided into two parts: theoretical and practical. The definition of social advertisement, history of it, law restrictions for social advertisement and psycholo...

  6. 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...

  7. comparative Advertising

    OpenAIRE

    Anderson, Simon P.; Régis Renault

    2006-01-01

    Consumer information on products affects competition and profits. We analyze firms' decisions to impart product information through advertising: comparative advertising also allows them to impart information about rivals' products. If firms sell products of similar qualities, both want to advertise detailed product information that enables consumers to determine their matches: there is no role for comparative advertising. If qualities are sufficiently dissimilar, the high-quality one will not...

  8. Social Advertising

    OpenAIRE

    Sovišová, Ivana

    2009-01-01

    Bachelor's dissertation Social advertising deals with the most important instrument of marketing communication mix. At the beginning dissertation focuses on a therm Social advertisement, then describes its beginnings, feeling tone, differences between commercial and noncommercial advertising and the end of the theoretical part describes non-profit organizations. Practical part is dedicated to analysis of two chosen adverts and the main research of respondent's opinions. The end of dissertatio...

  9. False Advertising

    OpenAIRE

    Rhodes, Andrew; Wilson, Chris M.

    2015-01-01

    There is widespread evidence that some firms use false advertising to overstate the value of their products. Using a model in which a policymaker is able to punish such false claims, we characterize a natural equilibrium in which false advertising actively influences rational buyers. We analyze the effects of policy under different welfare objectives and establish a set of demand and parameter conditions where policy optimally permits a positive level of false advertising. Further analysis co...

  10. 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…

  11. Internet advertising

    OpenAIRE

    Molnár, Tomáš

    2009-01-01

    Aim of this thesis was to find out an attitude of internet users toward selected internet advertisement. Theoretical part introduces internet marketing and chosen types of internet advertisement. Hypotheses stated in advance were answered in a practical part by method of questionnaire. Result of thesis is recommendation for companies who are making business on internet or using internet for their business.

  12. Advertising Bans

    OpenAIRE

    Motta, Massimo

    1997-01-01

    I show that an advertising ban is more likely to increase - rather than decrease - total consumption when advertising does not bring about a large expansion of market demand at given prices and when it increases product differentiation (thus allowing firms to command higher prices). In this case, the main impact of a ban on advertising is to reduce equilibrium prices and thus increase demand. I argue that this is more likely to happen in mature industries where consumer goods are ex-ante (i.e...

  13. SMS Advertising

    OpenAIRE

    Česal, Ondřej

    2012-01-01

    This Bachelor thesis in its theoretical part introduces a reader to the problems of marketing and advertising communications sent using short message service (SMS). It also features an advertisement functions and its creation. It characterizes the factors influencing behavior of a consumer and stages of purchasing decision-making. To conclude the theoretical part describes the role of sales and motivational value to consumers. In the practical part of the thesis it is focused on developing br...

  14. Advertising and an advertising budget

    OpenAIRE

    Крищанович, А.

    2011-01-01

    According to Kotler’s definition, advertising is “any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor”.

  15. 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 li

  16. 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…

  17. Advertisement Policy

    OpenAIRE

    Chief Editor

    2014-01-01

    Indian 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 through advertisement. The journal h...

  18. ADVERTISEMENT FILTER

    Institute of Scientific and Technical Information of China (English)

    2006-01-01

    Stopping the torrent of tobacco ads in China will take tringent legislation, experts say Advertisements promoting brand names such as Baisha, Hongta and Furongwang are a common sight in cities across China. Visible at bus stops, in railway stations, on top of buildings and at eye-level on apartment gates, to residents these cigarette companies are household names, though often the ads don't even mention cigarettes or smoking.

  19. 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)

  20. Advertising on Internet

    OpenAIRE

    Hynouš, Václav

    2011-01-01

    The purpose of this dissertation is to examine the questions relevant to internet advertising. Online advertising has an inexhaustible amount of usable tools at its disposal. In the first part of this thesis is outlined the history of advertising. The reader will be acquainted with its development from the ancient times up to the contemporary online advertising trends. Next part of the thesis is aimed to set the internet advertising in the context with other types of advertising. The main and...

  1. Who are the advertisers?

    OpenAIRE

    Nilssen, Tore; Sørgard, Lars

    2001-01-01

    We seek to explain why TV advertising is dominated by a few product categories. We apply a model of the TV industry that encompasses both the product markets and the market for TV viewers to discuss who will advertise on TV. Under the assumption that viewers dislike advertising, entailing a contagion effect in advertising, we find that less profitable firms not only will advertise less than highly profitable firms but will choose not to advertise at all.

  2. Who are the advertisers?

    OpenAIRE

    Nilssen, Tore; Sørgard, Lars

    2001-01-01

    We seek to explain why TV advertising is dominated by a few product categories. We apply a model of the TV industry that encompasses both the product markets and the market for TV viewers to discuss who will advertise on TV. Under the assumption that viewers dislike advertising, entailing a contagion effect in advertising, we find that less profitable firms not only will advertise less than highly profitable firms but will choose not to advertise at all. (77 words)

  3. Advertising and Portfolio Choice

    OpenAIRE

    Cronqvist, Henrik

    2006-01-01

    This paper examines the role that advertising plays in the mutual fund industry and whether advertising affects investors’ fund and portfolio choices. Content analysis shows that only a small fraction of fund advertising is directly informative about characteristics relevant for rational investors, such as fund fees. Higher quantities of advertising do not signal ex ante higher unobservable fund manager ability, because funds that advertise more are not associated with higher post-advertising...

  4. The Targeting of Advertising

    OpenAIRE

    Ganesh Iyer; David Soberman; J. Miguel Villas-Boas

    2005-01-01

    An important question that firms face in advertising is developing effective media strategy. Major improvements in the quality of consumer information and the growth of targeted media vehicles allow firms to precisely target advertising to consumer segments within a market. This paper examines advertising strategy when competing firms can target advertising to different groups of consumers within a market. With targeted advertising, we find that firms advertise more to consumers who have a st...

  5. Brand protection guidelines: advertising market and advertisers

    OpenAIRE

    2015-01-01

    This publication is a living document intended to provide advertisers of products and services, advertising and publicity agencies, as well as marketing professionals in general with information relating the protection of the Olympic and Paralympic brands.

  6. Advertisement Policy

    Directory of Open Access Journals (Sweden)

    Chief Editor

    2014-06-01

    Full Text Available Indian 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 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.

  7. Children's Advertising Guidelines.

    Science.gov (United States)

    Council of Better Business Bureaus, Inc., New York, NY.

    These guidelines have been developed for the use of advertisers and advertising agencies and for the self-regulatory mechanism which these groups have established, the National Advertising Division, to help ensure that advertising directed to children is truthful, accurate, and fair to children's perceptions. Preliminary sections set forth basic…

  8. 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.

  9. 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.

  10. ADVERTISING COMMUNICATION DURING CRISIS

    OpenAIRE

    Silvia-Mihaela Pavel Ph. D Student

    2010-01-01

    Crisis communication and advertising communication are a priori diametrically opposed. Advertising is not the appropriate tool in times of crisis, but offers prospects that other tools do not possess. Despite its many faults, advertising can help a ″classic″ crisis communication. We will try to confront the general conclusions drawn about the relevance of the crisis advertising, with a particular situation, the global automotive market, customizing by the study of the crisis advertising playe...

  11. A SUCCESSFUL ADVERTISING CAMPAIGN

    OpenAIRE

    Gabriela VÂLCEANU

    2011-01-01

    ”TO ADVERTISE OR NOT TO ADVERTISE?” is the question which continually confronts the business man. The importance of advertising has long been recognized by the more enlightened members of the business and industrial world. Strategies for a successful advertising business campaign are an important factor for every company and business. As many of you know advertising and promotion are all around us. Whether you watch television, listen to driving on the highway, flipping through a magazine or ...

  12. 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...

  13. Misleading advertising in duopoly

    OpenAIRE

    Keisuke Hattori; Keisaku Higashida

    2012-01-01

    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. 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.

  15. 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.

  16. 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.

  17. Newspaper Ideabook: Creative Advertising

    Science.gov (United States)

    Brasler, Wayne

    1977-01-01

    Offers suggestions to high school newspaper staffs for designing effective advertisements for local businesses and then selling them to the businesses. Notes that carefully planned advertisements can increase the appeal and value of a publication. (GW)

  18. 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 that allows ...

  19. Psychology of advertising

    OpenAIRE

    Vochomůrková, Lucie

    2014-01-01

    This bachelory thesis is attending to problematics of psychology of advertising. In theoretical part, it is trying to describe advertising and beginning of psychological research in historical view. It shows advertising as the component of marketing mix and so the part of marketing strategy, it definates advertising and its elements and its communication channels. The work indroduces basic psychological findings: motivation, attention, perception and learning, which are straighly outspread...

  20. Advertising on Internet

    OpenAIRE

    Gojda, Ondřej

    2012-01-01

    Every person who has ever used internet has definitely met an advertisement on this worldwide media. It can be seen almost everywhere in various forms. Advertisement is an integral part of business and nobody can imagine successful entrepreneurship without promotion. Internet offers infinite opportunities to advertisers to let them know about themselves, about their products or services. The various forms of current internet advertising are described in the first part of the thesis. It br...

  1. Advertising in Duopoly Market

    OpenAIRE

    Situngkir, Hokky

    2006-01-01

    The paper presents the dynamics of consumer preferences over two competing products acting in duopoly market. The model presented compared the majority and minority rules as well as the modified Snazjd model in the Von Neumann neighborhood. We showed how important advertising in marketing a product is. We show that advertising should also consider the social structure simultaneously with the content of the advertisement and the understanding to the advertised product. Some theoretical expl...

  2. Texts of Television Advertisements

    OpenAIRE

    Michalewski, Kazimierz

    1995-01-01

    Short advertisement films occupy a large part (especially around the peak viewing hours) of everyday programmes of the Polish stale television. Even though it is possible to imagine an advertisement film employing only extralinguistic means of communication, the advertisements in generał, have so far been using written and spoken texts. The basic function of such a text and of the whole film is to encourage the viewers to buy the advertised product. However, independently of th...

  3. Effectivity of banner advertisement

    OpenAIRE

    Šandrik, Vladimír

    2008-01-01

    The thesis deals about banner advertisement. After brief introduction, theoretical basis describes how did banner advertisement go throughout the timeline, what are the possibilities of banner advertisement, which technologies can be used for proper banner advertisement, how is it measured, etc. In practical part of thesis a global company is introduced and there are analyzed ways how it uses banners in its web presentation. In final part a research is made to point out the importance of vari...

  4. Advertising and Coordination

    OpenAIRE

    1990-01-01

    We show that when relevant market information such as price is difficult to communicate, advertising plays a key role in bringing about optimal coordination of purchase behavior: an efficient firm uses advertising expenditures in place of price to inform sophisticated consumers that it offers a better deal. This provides a theoretical explanation for Benham's (1972) empirical association of the ability to advertise with lower prices and larger scale. We find that advertising improves welfare ...

  5. 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...

  6. ETHICS AND ADVERTISING

    OpenAIRE

    Constantin SASU; Geanina Constanța PRAVĂȚ; Florin-Alexandru LUCA

    2015-01-01

    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 ha...

  7. 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…

  8. Home Study Advertising Handbook.

    Science.gov (United States)

    Lambert, Michael P., Ed.; Welch, Sally R., Ed.

    This handbook contains a collections of nine articles on the subject of direct-response advertising. The handbook gives advice on how to create effective advertisements for home study courses. The nine articles are the following: "Overview of Home Study Advertising in the 1990s" (Michael P. Lambert); "Ad Features that Sell" (Nancie E. Robertson);…

  9. 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.

  10. An Analysis of Advertising Wars

    OpenAIRE

    Haller, Hans Hermann; Chakrabarti, Subhadip

    2003-01-01

    Comparative advertising by one brand against another showcases its merits versus the demerits of the other. In a two-stage game among finitely many firms, firms decide first on how much to advertise against whom. In the second stage, given the advertising configuration, firms compete as Cournot oligopolists. In the symmetric case, equilibrium advertising expenses constitute a clear welfare loss. Equilibrium advertising levels and advertising expenditures decline with rising advertising costs....

  11. Advertising literacy and children’s susceptibility to advertising

    OpenAIRE

    Valkenburg, P.M.; Buijzen, M.A.; 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...

  12. 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.

  13. Advertising on social media

    Directory of Open Access Journals (Sweden)

    Sumit Goyal

    2013-05-01

    Full Text Available This communication reports the latest trends of advertising on social media. Social media advertising means to gain traffic or attention of online users through social media sites. Today, when a user thinks about buying something, he first comes to the internet, searches for that product, compares its price with other competing brands and takes a decision, which one to buy. In this write-up, author has discussed many aspects concerning advertising through social media, viz., what is social media? What is the impact of social media on mainstream media, why to advertise on social media? and what should be the strategy for advertising on social media. The author is of the view that in the year 2013, $4 billion will be spent on social media advertising across the globe and social media industry will generate over 1,00,000 new jobs all around the world.

  14. Advertising Influence on Market

    OpenAIRE

    Dan NASTASE

    2014-01-01

    A consistent advertising budget does not guarantee a successful advertising campaign. Two companies can spend the same amount of work and get results that completely different. Research demonstrates that creative messages may have greater importance for the success of advertising campaigns than money spent. No matter how big the budget, this activity can be successful only if the ads attract attention and effectively communicate messages.

  15. Analysis of advertising

    OpenAIRE

    Kučerová, Kristýna

    2013-01-01

    This bachelor thesis covers marketing mix, mainly advertising, what is evident from the title. In theoretical part there are briefly described marketing mix and its tools. There is also summarized knowledge of the marketing communication and communication mix, which includes advertising, sales promotion, personal selling, public relations, direct marketing, event marketing and sponsoring. Since the topic is very broad, the concepts are described briefly. The advertising, its characteristics, ...

  16. Consumers’ Attitude towards Advertising

    OpenAIRE

    Uchenna Cyril Eze; Chai Har Lee

    2012-01-01

    Advertising is a growing business and with advances in the Internet technology, the dynamics and landscape ofthe business has changed as well. Prior findings on consumers’ attitude towards advertising are mixed. Thispaper is an attempt to examine young adults’ attitude towards advertising. We conceptualized a framework toexamine the influence of six independent variables namely consumer manipulation, product information,hedonic/pleasure, economic condition, social integration, and materialism...

  17. Fashion blogs and advertisement

    OpenAIRE

    Lindblad, Jessica

    2013-01-01

    This thesis examines advertisement in fashion blogs. The theoretical part of the research discusses blogs and the social media in general, analyzes the decision-making process of the fashion consumer, along with general consumer behavior, and then examines ethical issues and the various advertising and marketing tools used in blogs. The objective of this thesis is to ascertain how blog readers are reacting to the growing amount of advertisement currently present in fashion blogs and the ...

  18. Contextual Advertising Online

    OpenAIRE

    Pettersson, Jimmie

    2008-01-01

    The internet advertising market is growing much faster than any other advertising vertical. The technology for serving advertising online goes more and more towards automated processes that analyze the page content and the user’s preferences and then matches the ads with these parameters. The task at hand was to research and find methods that could be suitable for matching web documents to ads automatically, build a prototype system, make an evaluation and suggest areas for further developmen...

  19. The psychology of advertising

    OpenAIRE

    Novotná, Jitka

    2013-01-01

    This bachelor thesis deals with the use of knowledge in the field of psychology of advertising. Given the breadth of the issue, the author devotes only a selected area of psychology of advertising. All work is designed according to a logical sequence. The theoretical part proceeds from the explanation concepts of marketing, marketing communication, and then communication mix, from which it gets to the advertising and its specific definitions. This work describes the difficulties with making a...

  20. PERBANDINGAN IMPLEMENTASI ADVERTISING CAMPAIGN

    OpenAIRE

    Francisca Hanna , Febrianti

    2013-01-01

    Advertising campaign merupakan serangkaian bentuk iklan melalui berbagai media dan berpusat pada satu tema dalam satu waktu. Tujuan utama advertising campaign adalah menyampaikan pesan dalam suatu tema yang diluncurkan kepada masyarakat sehingga tema tersebut menjadi ciri khas produk. Peluncuran tema campaign oleh Coca Cola dan Pepsi yang merupakan rival dalam kategori beverage merupakan obyek dari penelitian ini. Kesuksesan sebuah tema advertising campaign dilihat dengan menggunakan paramet...

  1. Advertising on social media

    OpenAIRE

    Sumit Goyal

    2013-01-01

    This communication reports the latest trends of advertising on social media. Social media advertising means to gain traffic or attention of online users through social media sites. Today, when a user thinks about buying something, he first comes to the internet, searches for that product, compares its price with other competing brands and takes a decision, which one to buy. In this write-up, author has discussed many aspects concerning advertising through social media, viz., what is social me...

  2. 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

  3. Attention competition with advertisement

    Science.gov (United States)

    Cetin, Uzay; Bingol, Haluk O.

    2014-09-01

    In the new digital age, information is available in large quantities. Since information consumes primarily the attention of its recipients, the scarcity of attention is becoming the main limiting factor. In this study, we investigate the impact of advertisement pressure on a cultural market where consumers have a limited attention capacity. A model of competition for attention is developed and investigated analytically and by simulation. Advertisement is found to be much more effective when the attention capacity of agents is extremely scarce. We have observed that the market share of the advertised item improves if dummy items are introduced to the market while the strength of the advertisement is kept constant.

  4. 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...

  5. 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...

  6. 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...

  7. Unconscious advertising effects

    NARCIS (Netherlands)

    M. Moorman

    2011-01-01

    Most traditional advertising effect models are based on the premise that advertising is attended to and processed consciously. However, recent neuroscientific research shows that most information is unconsciously attended to, processed, and stored in memory. The concept of unconscious processing is

  8. Advertising-induced Embarrassment

    NARCIS (Netherlands)

    S. Puntoni (Stefano); I.E. de Hooge (Ilona); W.J.M.I. Verbeke (Willem)

    2013-01-01

    textabstractConsumer embarrassment is an important concern for marketers. Yet, little is known about embarrassment in passive situations like advertising viewing. The authors investigate when and why consumers experience embarrassment as a result of exposure to socially sensitive advertisements. The

  9. 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 rand

  10. ESSENTIALS OF ADVERTISING COMMUNICATION

    OpenAIRE

    Pop, Anisoara; Dredetianu, Mirela

    2014-01-01

    Advertising communication achieves its persuasion purposes according to medium, product, urge, idiosyncrasies which students in economics and future businessmen should be aware about, whenever they intend to launch a new product on either the domestic or international market. Moreover, intercultural elements and gender issues need careful consideration if blunders are to be avoided in international advertising.

  11. Morphing banner advertising

    NARCIS (Netherlands)

    G.L. Urban (Glen); G. Liberali (Guilherme); 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 se

  12. Print Advertisements in Malaysia

    Science.gov (United States)

    Hashim, Azirah

    2010-01-01

    This paper examines print advertisements in Malaysia to determine how advertisers seek to achieve their primary goal of persuading or influencing an audience by the use of both language and visuals. It describes the main component moves and rhetorical strategies used by writers to articulate the communicative purpose of the genre and the language…

  13. Does advertising work?

    International Nuclear Information System (INIS)

    Advertising is a tool to counter balance negative media coverage. it can convey a message that will increase the understanding by the Canadian public. The advertising should be of a broad general nature to provide information, not to advocate nuclear energy. the objective of advertising is to establish credibility and trust; to establish acceptance and confidence in the products and people of the nuclear industry; and to increase the level of support for the nuclear industry. The target of the advertising are men and women of Canada, with focus on the opinion leaders. The strategies for advertising are to develop an on-going dialogue with the Canadian Public; to familiarize the Canadian Public with specific applications of nuclear energy; to present the facts on nuclear energy; and to monitor the results to maintain and improve on-going dialogue with the Canadian Public

  14. Advertising literacy and children’s susceptibility to advertising

    NARCIS (Netherlands)

    E. Rozendaal

    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 li

  15. 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...

  16. 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...

  17. Advertising is magic

    International Nuclear Information System (INIS)

    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

  18. 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.

  19. The Effectiveness of Advertising Matching Purchase Motivation

    OpenAIRE

    Van Loef, J.; Antonides, Gerrit; Raaij, Fred

    2001-01-01

    textabstractSeveral authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They suggest that for utilitarian brands informational advertising is more effective than transformational advertising. Likewise, for hedonic brands transformational advertising is more effective than informational advertising. These recommendations ...

  20. ADVERTISING IN INDIA: OPERATIONAL ISSUES

    OpenAIRE

    B. D. KARHAD

    2012-01-01

    The present study was undertaken to verify whether advertising is a waste of resources? 150 customers were randomly selected from Sangli district. The study revealed that more the advertising, more the demand and profit. However, firms do not share additional profit by reducing the prices but spend it further on advertising. They treat advertising expenditure as an investment and not the cost. Advertisements multiply needs of people by increasing unhealthy competition and fo...

  1. 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...

  2. Advertisers and Advertising Agencies: A National Survey of Current Attitudes toward Advertising Graduates.

    Science.gov (United States)

    Pinzon, Charles M.

    To measure attitudes toward advertising program graduates versus non-advertising graduates, a study was conducted of advertising managers nationwide and advertising agency middle managers in New York, California, Illinois and Texas. Two hundred and eighty-three self-administered questionnaires were completed. Results included the following…

  3. On Advertisement Language Translation

    Institute of Scientific and Technical Information of China (English)

    LI Ya-lu

    2015-01-01

    Advertisement language is a special practical writing with abundant imagination, great creativity and instigation. During translation the diversity in social culture, language and ethnic psychology, etc. will be directly reflected into its effect, presenting both the trouble in business of translators and also significant influences on the business brand. Starting from the features of adver⁃tisement language itself, this paper integrates translation situations and measures from several schools over the latest 20 years, gives typical examples in advertising translation and analyzes from varies perspectives and points out some problems in today ’s ad⁃vertisement translation,aiming to provide some constructive opinions for translation of advertisements.

  4. The psychology of advertisement

    OpenAIRE

    Pokorná, Jana

    2013-01-01

    The aim of my thesis is to get the reader familiar with the advertising zone, we will mainly focus on the outdoor advertising, which the practical part relates to. In the beginning, we will read about a short advertising history. Then follows marketing, which is by most thought to be a science, or a science discipline,however experts suppose it to be more a method, process or the activity. We will talk about it’s principle and progress, and will get through the marketing mix and m...

  5. Alcohol advertising and youth.

    Science.gov (United States)

    Martin, Susan E; Snyder, Leslie B; Hamilton, Mark; Fleming-Milici, Fran; Slater, Michael D; Stacy, Alan; Chen, Meng-Jinn; Grube, Joel W

    2002-06-01

    This article presents the proceedings of a symposium at the 2001 Research Society on Alcoholism meeting in Montreal, Canada. The symposium was organized and chaired by Joel W. Grube. The presentations and presenters were (1) Introduction and background, by Susan E. Martin; (2) The effect of alcohol ads on youth 15-26 years old, by Leslie Snyder, Mark Hamilton, Fran Fleming-Milici, and Michael D. Slater; (3) A comparison of exposure to alcohol advertising and drinking behavior in elementary versus middle school children, by Phyllis L. Ellickson and Rebecca L. Collins; (4) USC health and advertising project: assessment study on alcohol advertisement memory and exposure, by Alan Stacy; and (5) TV beer and soft drink advertising: what young people like and what effects? by Meng-Jinn Chen and Joel W. Grube. PMID:12068260

  6. The Advertising English

    Institute of Scientific and Technical Information of China (English)

    沈建红

    2007-01-01

    The English language has evolved to have many different kinds of functionality,each of which corresponds to different situations and styles of use. The advertising English differs when they in various fields.

  7. "Ruralizing" Presidential Job Advertisements

    Science.gov (United States)

    Leist, Jay

    2007-01-01

    Rural community college presidential job advertisements that focus on geography, politics, and culture can improve the likelihood of a good fit between the senior leader and the institution. (Contains 2 figures.)

  8. Creative Designs Sell Advertising.

    Science.gov (United States)

    Culpepper, Alyce

    1991-01-01

    Discusses six essential elements in the design of an advertisement: sales pitch, major headline, minor headline, company statistics, artwork or photograph, and white space. Offers five exercises for the classroom or staff. (SR)

  9. Sounds of Web Advertising

    DEFF Research Database (Denmark)

    Jessen, Iben Bredahl; Graakjær, Nicolai Jørgensgaard

    2010-01-01

    Sound seems to be a neglected issue in the study of web ads. Web advertising is predominantly regarded as visual phenomena–commercial messages, as for instance banner ads that we watch, read, and eventually click on–but only rarely as something that we listen to. The present chapter presents...... an overview of the auditory dimensions in web advertising: Which kinds of sounds do we hear in web ads? What are the conditions and functions of sound in web ads? Moreover, the chapter proposes a theoretical framework in order to analyse the communicative functions of sound in web advertising. The main...... argument is that an understanding of the auditory dimensions in web advertising must include a reflection on the hypertextual settings of the web ad as well as a perspective on how users engage with web content....

  10. [Advertising and health education].

    Science.gov (United States)

    López González, M L; Cueto Espinar, A; Martínez Cuervo, F; Redondo Cornejo, M L; Suárez González, J R; Secall Mellén, L

    1990-01-01

    Health education and advertising have a common aim: to modify human behaviour. Health education tries to induce healthy behaviours. In some occasions Publicity proposes risky behaviours. Ads appearing during a two-month period in magazines of the largest circulation in Spain are analyzed here. A total of 1,726 ads which could have a negative influence on health either because of the product or service offered or for the use of health as a persuasive argument in their text, are considered. The magazines Hola and Lecturas had the highest ratio ads/magazine. Spirits, food and drugs were the most frequently advertised products. And more than 50% of the ads used health and welfare as argument for better selling. Health educators should know and teach the critical analysis of publicity, and use advertisements as a teaching tool to enable people to see through misleading advertising. PMID:2086532

  11. ADVERTISING TRADED GOODS

    OpenAIRE

    Kinnucan, Henry W.

    1998-01-01

    Nerlove and WaughÂ’'s theory of cooperative (generic) advertising is extended to the case of traded goods. Results suggest that trade reduces the incentive to promote by enlarging the effective supply or demand elasticity facing the industry. This is especially true in the net exporter situation where the enlarged demand elasticity (relative to the autarky case) limits the ability to shift advertising costs onto consumers. Simulations of the model using data and parameter values for the Calif...

  12. Advertising-induced Embarrassment

    OpenAIRE

    Puntoni, Stefano; Hooge, Ilona; Verbeke, Willem

    2013-01-01

    textabstractConsumer embarrassment is an important concern for marketers. Yet, little is known about embarrassment in passive situations like advertising viewing. The authors investigate when and why consumers experience embarrassment as a result of exposure to socially sensitive advertisements. The theory distinguishes between viewing potentially embarrassing ads together with an audience that shares the social identity targeted by the message and viewing the same ads together with an audien...

  13. Block Advertisement Protocol

    OpenAIRE

    Nemirovsky, Danil

    2015-01-01

    Bitcoin, a decentralized cryptocurrency, has attracted a lot of attention from academia, financial service industry and enthusiasts. The trade-off between transaction confirmation throughput and centralization of hash power do not allow Bitcoin to perform at the same level as modern payment systems. Block Advertisement Protocol is proposed as a step to resolve this issue. The protocol allows block mining and block relaying to happen in parallel. The protocol dictates a miner to advertise the ...

  14. Ethics in advertising

    OpenAIRE

    Kovandová, Tereza

    2012-01-01

    The thesis is focused on research of public opinion based on the chosen types of controversial commercials. Afterwards, these opinions are confronted with the statement of the Advertising Council. The opening part of the thesis introduces the theory based on the specialized publications and internet sources which are related to this topic. The thesis defines meanings of the ethics and the promoting ethics. It deals with the concept of advertisement, its history and also describes applied ...

  15. Mobile Search and Advertising

    OpenAIRE

    Lovitskii, Vladimir; McCaffery, Colin; Thrasher, Michael; Traynor, David; Wright, Peter

    2009-01-01

    Mobile advertising is a rapidly growing sector providing brands and marketing agencies the opportunity to connect with consumers beyond traditional and digital media and instead communicate directly on their mobile phones. Mobile advertising will be intrinsically linked with mobile search, which has transported from the internet to the mobile and is identified as an area of potential growth. The result of mobile searching show that as a general rule such search result exceed 1...

  16. Advertising and Autobiographical Discourse

    OpenAIRE

    Rodríguez Fontela, María Ángeles

    2011-01-01

    In her article "Advertising and Autobiographical Discourse" María Ángeles Rodríguez Fontela sketches a poetics of advertising in autobiographic discourse working from a selection of narrative and autobiographical spots. Emphasized in her narratological study is the contraction of retrospective temporality, the domination of the proleptic construction of the "I," the ellipsis in the outcome, the iterative and archetypical character of the narrated episodes, the confidential tone of the narrati...

  17. Attention Competition with Advertisement

    OpenAIRE

    Cetin, Uzay; Bingol, Haluk O.

    2012-01-01

    In the new digital age, information is available in large quantities. Since information consumes primarily the attention of its recipients, the scarcity of attention is becoming the main limiting factor. In this study, we investigate the impact of advertisement pressure on a cultural market where consumers have a limited attention capacity. A model of competition for attention is developed and investigated analytically and by simulation. Advertisement is found to be much more effective when a...

  18. Emotional response to advertising

    OpenAIRE

    Bogdan ANASTASIEI; Raluca CHIOSA

    2014-01-01

    Emotions can transcend cultural, linguistic, demographic, and social boundaries. Emotions affect information processing and create a positive attitude toward the ad, which becomes associated with the brand. Objectives. This study investigates the role of pleasure (P), arousal (A) and domination (D) emotions in mobile’s photo camera advertisement and how each of them is influencing consumer attitude towards the advertisement and brand. Prior Work. Holbrook and Batra (1987) developed their own ...

  19. Wintertime for Deceptive Advertising?

    OpenAIRE

    Jonathan Zinman; Eric Zitzewitz

    2012-01-01

    Casual empiricism suggests that deceptive advertising about product quality is prevalent, and several classes of theories explore its causes and consequences. We provide some unusually sharp empirical evidence on the extent, mechanics, and dynamics of deceptive advertising. Ski resorts self-report substantially more natural snowfall on weekends. Resorts that plausibly reap greater benefits from exaggerating do it more. Data on website visits suggests that consumers are appropriately skeptical...

  20. Paid online advertising

    OpenAIRE

    Damjan, Jure

    2016-01-01

    In time when internet is becoming one of the major channels for sales and spreading information, organizations, companies and individuals face challenges on how to present their websites to wider audience as well as attract new visitors. In this thesis we have presented paid online advertising, which can be used by any website owner, even individual, to drive visitors to their websites in an easy and fast way. We have also presented main advertising channels, major global and local players, t...

  1. Psychology in Advertising

    OpenAIRE

    Jedličková, Nina

    2012-01-01

    The thesis summarizes general knowledge of psychology action in the advertising area and mass communication of companies with consumers. It outlines historical development of advertisement as a tool for communication and information of cummunity and its interprenetration and stimulation of the target group. It defines general psychological terms as a preception, an attention, a motivation or associations, which have the fundamental importance to consumer's behavior. It describes the process o...

  2. Do Tobacco Bans Harm the Advertising Industry?

    OpenAIRE

    Tom Coupe; Olena Gnezdilova

    2008-01-01

    We use panel data on advertising expenditures to check the influence of tobacco advertising bans on the advertising industry. We find no clear evidence of a negative effect of tobacco bans on total per capita advertising expenditures.

  3. Linguistic Features of English Advertisement

    Institute of Scientific and Technical Information of China (English)

    侯志荣

    2008-01-01

    Along with the rapid development of global economy,numerous colorful and fantastic English advertisements appear in Current markets.Through careful analysis we can find that English advertisements have formed their own linguistic features.The designers usually employ the special lexis,syntax and rhetorical devices to make their advertisement a concise,lively and appealing one.This paper analyzes the linguistic features of English advertisement.from which it gets some inspirations for C-E advertisement translation(translation of Chinese advertisement into English).

  4. Cross-cultural advertising : cultural values that affect advertising likeability

    OpenAIRE

    Nguyen, Truong Van Thao

    2012-01-01

    This paper attempts to investigate the cultural values that have influences on consumers’ advertising likeability. Three groups of nationalities were assessed, including: Singaporean Chinese, Chinese from China, and Westerners. Advertising likeability was examined from two aspects: liking of culturally congruent advertisements and liking of humorous advertisements with sexual content. In the analysis of the impact of cultural elements, individual-level factors that have potenti...

  5. Advertisement Features Determining the Users’ Reactions to Facebook Advertisements

    OpenAIRE

    Çakır, Vesile; Tam, Mehmet Sinan

    2014-01-01

    Facebook is the most popular social media medium and because of this it is a suitable advertisement media. This survey studies advertisement features which are predictor on liking, clicking and sharing of Facebook advertisements. That is why; this survey was conducted on Facebook users. According to findings of the survey; compared to the others, users prefer to click to Facebook advertisements which have more clicking rates, interests of users, different colors, design styles and connections...

  6. 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.

  7. Reconsidering advertising literacy as a defense against advertising effects

    NARCIS (Netherlands)

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

    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 advert

  8. 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

  9. New marketing techniques: creative advertising

    OpenAIRE

    Chesnokova, M.

    2013-01-01

    The article deals with the essence of creative advertising and the features of the creative process. Furthermore, the author of the article analyzes the use of creative advertising used by universities when promoting their educational programs.

  10. Online Advertising in Social Networks

    Science.gov (United States)

    Bagherjeiran, Abraham; Bhatt, Rushi P.; Parekh, Rajesh; Chaoji, Vineet

    Online social networks offer opportunities to analyze user behavior and social connectivity and leverage resulting insights for effective online advertising. This chapter focuses on the role of social network information in online display advertising.

  11. On Features of Advertising English

    Institute of Scientific and Technical Information of China (English)

    任芳; 赵丹丹

    2011-01-01

    @@ Definition of Advertising English Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, service or ideas by identi- fied sponsors though various media (丁静, 2005:138 ).

  12. Television Advertising and Soda Demand

    OpenAIRE

    Rigoberto A. Lopez; Liu, Yizao; Zhu, Chen

    2012-01-01

    This study examines the effects of television advertising on consumer demand for carbonated soft drinks using a random coefficients logit model (BLP) with household and advertising data from seven U.S. cities over a three year period. We find that advertising decreases the price elasticity of demand, indicating that advertising plays predominantly a persuasive, therefore anti-competitive role in this market. Further results show that brand spillover effects are significant and that measuring ...

  13. 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...

  14. Attitudes and Beliefs in Advertising

    OpenAIRE

    Pohořelá, Denisa

    2011-01-01

    Bachelor thesis of name „Attitudes and Belief in Advertising“ considers determination of general attitude towards advertising and testing of factors which effect advertising message´s consignee. Belief in advertising has character of general attitude or attitude towards brand. My bachelor abstract recognizes particulary these general attitudes. Working factors in advertising are: relation, politics, sex, symbolism, family. For this purpose questionnaire research was chosen. A part ...

  15. 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...

  16. Consumption externalities, coordination and advertising

    OpenAIRE

    Pastine, Tuvana; Pastine, Ivan

    2001-01-01

    The aim of this Paper is to demonstrate that advertising can have an important function in markets with consumption externalities, apart from its persuasive and informative roles. We show that advertising may function as a device to coordinate consumer expectations of the purchasing decisions of other consumers in markets with consumption externalities. The implications of advertising as a coordinating device are examined in the pricing and advertising decisions of firms interacting strategic...

  17. Comsumption Externalities, Coordination, and Advertising

    OpenAIRE

    Ivan Pastine; Tuvana Pastine

    2002-01-01

    The aim of this article is to demonstrate that advertising can have an important function in markets with consumption externalities apart from its persuasive and informative roles. We show that advertising may function as a device to coordinate consumer expectations of the purchasing decisions of other consumers in markets with consumption externalities. The implications of advertising as a coordinating device are examined in the pricing and advertising decisions of firms interacting strategi...

  18. 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...

  19. Retorical figures in advertising language

    OpenAIRE

    Radenković-Šošić Bojana

    2012-01-01

    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 figur...

  20. Advertising, Attention, and Financial Markets

    OpenAIRE

    Focke, Florens; Ruenzi, Stefan; Ungeheuer, Michael

    2015-01-01

    We investigate the impact of product market advertising on investor attention and financial market outcomes. Using daily advertising data allows us to identify short-term effects of advertising. We measure daily investor attention based the company's number of Wikipedia page views. We show that TV and newspaper advertising positively impacts short-term investor attention. It also positively impacts turnover and liquidity, but the effects are not economically significant. Most importantly, ass...

  1. Metaphor in advertisements

    Institute of Scientific and Technical Information of China (English)

    张颖

    2015-01-01

    So rapid is the development of society that more and more advertisements are raising, there is no doubt that the advertisements have became one part of our daily life. What is worth noticing is that the ads not only convey amount of information, but also enrich the connotation of language, which always catches more attention, it because that it reflect the whole language system and the thinking way of human beings. This paper is divided into four parts. First part mainly introduce the connotation and characteristic of advertising and role, and simply introduce the meaning of metaphor theory, including its classification and function. The second part classify and analysis the ads which I have collected. The third part is mainly discussing about features of metaphor in ads.The fourth part mainly analysis the function of metaphor in ads.

  2. Metaphor in advertisements

    Institute of Scientific and Technical Information of China (English)

    张颖

    2015-01-01

    So rapid is the development of society that more and more advertisements are raising,there is no doubt that the advertisements have became one part of our daily life.What is worth noticing is that the ads not only convey amount of information,but also enrich the connotation of language,which always catches more attention,it because that it reflect the whole language system and the thinking way of human beings.This paper is divided into four parts.First part mainly introduce the connotation and characteristic of advertising and role,and simply introduce the meaning of metaphor theory,including its classification and function.The second part classify and analysis the ads which I have collected.The third part is mainly discussing about features of metaphor in ads.The fourth part mainly analysis the function of metaphor in ads.

  3. MARKETING AND ADVERTISING ETHICS

    Directory of Open Access Journals (Sweden)

    Florin-Alexandru LUCA

    2015-11-01

    Full Text Available Each and every day, the TV programmes are interrupted by advertising spots which offer us a range of products as varied as they are tempting. It is enough to buy them and, as the authors of these spots guarantee, we quickly get rid of cold, the portal vein will perfectly function, we lose weight while eating, using the appropriate tooth paste will keep us away from dentists and a certain cream will get our face a couple of years younger. And all these at financial offers often apparently hard to refuse. This work aims at analyzing where the information stops, by giving the eventual buyer the possibility to choose, and where starts, through persuasion techniques, mostly subliminal, cleverly instrumented, the manipulation of advertising consumers? There is ethics in advertising, but is it fully observed and managed according to the financial interest of the seller? On the other hand, can we also talk about a tacit complicity of the buyer?

  4. Some Aspects Regarding Internet Advertising

    Directory of Open Access Journals (Sweden)

    Chiţu I.

    2009-12-01

    Full Text Available The aim of this paper is to examine internet advertising, to understand its strengths and weaknesses, to compare the content and potential of traditional media with Web sites and to describe the specific types of internet advertising. The paper also tries to present some facts and figures regarding internet advertising.

  5. 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

  6. Why More Wonderful is Advertisement?

    Institute of Scientific and Technical Information of China (English)

    孙霞

    2009-01-01

    Why is advertisement more wonderful? What has attracts you in advertisement? It is easy to see -- a wonderful tableau. Simplely speacking, tableau is figure. It is showing its proper optesthesia charm with whose distinctive presentation force, in layout formation The artwork can arouse people's attention and reading interest, being able to control the the effect of advertisement subconscously.

  7. Bilingual Advertising in Melbourne Chinatown

    Science.gov (United States)

    Chen, Sherry Yong

    2014-01-01

    This paper explores the function of bilingual advertising by analyzing a case study of bilingual advertising in the Chinatown of Melbourne, Australia. The use of bilingual advertising in an immigrant setting differentiates itself from those in Asian settings where English is not used by dominant proportion of speakers in the society, and this…

  8. 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.

  9. 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.

  10. FALSE AND COMPARATIVE ADVERTISMENT

    OpenAIRE

    Rozehnal, Aleš

    2014-01-01

    False advertisement means the distribution of information about one’s own or someone else’s enterprise, products or performances, which has the capacity to induce a false impression and thus establish favour to one’s own or someone else’s enterprise in competition to the detriment of other competitors, consumers or customers. Advertisement does not need to be a 100per cent true or complete, and cannot be restricted to the point where it would become impossible. The falsity is thus judged name...

  11. The Future of Advertising

    Institute of Scientific and Technical Information of China (English)

    WAHIDA ASHIQ

    2006-01-01

    @@ Chinese business is in love with advertising. It is regarded as the only way to hammer home a message to consumers. The bigger the billboard, the brasher the TV commercial, the better the reach to the Chinese public. But Chinese companies hoping to establish valued brands in the West will be disappointed if they try to rely on advertising. Increasingly in the West, it is regarded as an outmoded way of communicating with the public, a waste of budget. And there are some surprising converts to this position.

  12. Ethical issues in professional advertising.

    Science.gov (United States)

    Peters, C R

    1989-07-01

    Physician advertising has received considerable attention since the courts decided in favor of the Federal Trade Commission (FTC) in its initial complaint against the American Medical Association in the 1970s. Continued investigations by the FTC into AMA opinions on advertising and publicity have promulgated a new freedom in advertising by physicians. False and deceptive advertising though is the grounds for court action as well as license revocation. This is an attempt to analyze where physician advertising is most prevalent, which physicians are doing it and why. PMID:2600578

  13. Language Features of Advertising English

    Institute of Scientific and Technical Information of China (English)

    郑笑怡

    2007-01-01

    1 .Advertising English We live in a world of advertisements. Everyday hundreds of thousands advertisement make an impact on our lives. They imply information of products and services through various media, on the other hand, they play a fundamental and unparalleled role in affecting people's customs, habits, cultural and esthetical values. It's magical power lies between lines. Advertising is a special literary form, it has become an important means of communicating ideas, demonstrating a variety of linguistic features of its own. So, advertising language, playing a role of communication

  14. Advertising and Collusion in Retail Markets

    OpenAIRE

    Gea Myoung Lee; Kyle Bagwell

    2008-01-01

    We consider non-price advertising by retail firms that are privately informed as to their respective production costs. We first analyze a static model. We construct an advertising equilibrium, in which informed consumers use an advertising search rule whereby they buy from the highest-advertising firm. Consumers are rational in using the advertising search rule, since the lowest-cost firm advertises the most and also selects the lowest price. Even though the advertising equilibrium facilitate...

  15. Advertising and Collusion in Retails Markets

    OpenAIRE

    Kyle Bagwell; Gea M. Lee

    2008-01-01

    We consider non-price advertising by retail firms that are privately informed as to their respective production costs. We first analyze a static model. We construct an advertising equilibrium, in which informed consumers use an advertising search rule whereby they buy from the highest-advertising firm. Consumers are rational in using the advertising search rule, since the lowest-cost firm advertises the most and also selects the lowest price. Even though the advertising equilibrium facilitate...

  16. 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.

  17. 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...

  18. 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…

  19. Physician Advertising: The Debate.

    Science.gov (United States)

    Bruhn, Diane; Alley, Susan

    In the area of commercial speech, the courts face two competing rights: the public's right to know and the state's right to discipline members of the medical profession. The Federal Trade Commission has taken strong action against medical advertising prohibitions, and legal precedents have been set in Virginia Board of Pharmacy v. Virginia…

  20. The Rhetoric of Advertising.

    Science.gov (United States)

    Andren, Gunnar

    1980-01-01

    Presents results of a study of 300 magazine advertisements assessing the level at which the ads are objective and informative. Discusses how these ads are communications designed to influence consumer behavior to the extent that they correspond to the facts, are relevant, comprehensive, adequately supported, intelligible, and logical. (JMF)

  1. Language in Food Advertisements.

    Science.gov (United States)

    Plata, Maximino

    1992-01-01

    Analyses 476 food advertisements in newspapers from 3 different sized cities. Finds that brand names, food names, and descriptive vocabulary comprise the majority of language in food ads across newspaper groups. Offers suggestions for using newspaper ads in the classroom. (RS)

  2. Children's Advertisement Writing

    Science.gov (United States)

    Burrell, Andrew; Beard, Roger

    2010-01-01

    This paper explores primary school children's ability to engage with "the power of the text" by tackling persuasive writing in the form of an advertisement. It is eclectically framed within genre theory and rhetorical studies and makes use of linguistic tools and concepts. The paper argues that writing research has not built upon earlier…

  3. DYNAMICS OF VIRAL ADVERTISING

    Directory of Open Access Journals (Sweden)

    Ayşe Binay KURULTAY

    2012-04-01

    Full Text Available Digital technologies have heightened the debate on convergence where technologies, corporations and people [target audiences] meet. New media has become a new meeting place and a social platform for people. As more brands choose to employ relationship marketing strategies that emphasize consumer’s experience with the brand, it is inevitable that they explore opportunities to connect with their target audiences in this new meeting place. Thus, user-created content and electronic word of mouth [eWOM] have become important concepts for influential and noteworthy advertising campaigns in this new medium. The aim of this study is to understand the dynamics of viral marketing campaigns and to identify the strategies that make viral advertising successful. International cases, such as brand applications of 3D Mapping Projections are used to understand the relationship between cutting-edge digital art and their use in advertisements. Recent Turkish viral ad campaigns such as Profilo’s “O Tabak Bitecek!” [Finish everything on your plate] and Turkish Airlines Miles and Smiles’ “İnanılmaz Evlenme Teklifi” [Unbelievable Proposal] disseminated through social networks are used as cases to identify the message strategies used in making these advertisements successful.

  4. The advertising and children's audience

    Directory of Open Access Journals (Sweden)

    A.S. Teletov

    2015-06-01

    Full Text Available The aim of article. The article shows that today more and more citizens supply from advertising. Children's perception of the world is radically different from the adults’ perception. Modern advertising industry affects children's audience more and more. The aim of the article is to analyze the impact of advertising on children's audience with further proposals. The results of the analysis. Some social critics believe that advertising provides new information that helps to be more adaptive in society and to develop memory. Others think that advertising reduces mental activity, imposes ideals of beauty and effects family relationships. Modern advertising industry is increasingly effects children. It is profitable because it is easier to attract young audience who easy perceive new things, habits and tastes. Children audience hasn’t molded own lifestyle. Social activities of companies are not limited to charity. Advertising for children should not be difficult and confusing to children. Following the requirements of creation the socially responsible advertising can gain adherents not only among adults but also among children, who will become loyal to particular company and products which it produces over time. The algorithm for creating socially responsible advertising campaign for children is proposed. Authors proposed appropriate slogans for different applications. It is very difficult to predict the children’s reaction. Indifferent attitude to the creation of advertising can lead to destruction of children’s right values. Children get information from any source. Conclusions and directions of further researches should be conducted towards the need of social responsibility for creating advertising in general and advertising for particular child. Children more respond to images with audio accompaniment. Special attention should be paid to the creation of television advertising and advertisement.

  5. Job and Career Satisfaction among Advertising Practitioners.

    Science.gov (United States)

    Jugenheimer, Donald W.

    A questionnaire survey of 300 advertising practitioners was used to determine the degree of job and career satisfaction among advertising practitioners. The subjects were separated according to whether they worked for advertising agencies, advertisers, or advertising media; 100 subjects in each area were selected from the prestigious directories…

  6. 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.

  7. 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…

  8. Youths' understandings of cigarette advertisements.

    Science.gov (United States)

    Freeman, Dan; Brucks, Merrie; Wallendorf, Melanie; Boland, Wendy

    2009-01-01

    This study addresses two questions: (1) when youths are exposed to advertisements for cigarettes, do they primarily see advertisements for brands or products, and (2) is there a relationship between youths' understandings of cigarette advertisements and their susceptibility to smoking? A sample of 271 participants ranging in age from 7 to 12 viewed a series of print advertisements that included cigarette and non-tobacco-related ads. While viewing each ad, participants were asked to indicate what they thought the advertisement was trying to sell. Responses were coded into one of three categories reflecting important differences in participants' comprehension of each advertisement - no understanding, product category understanding, or brand understanding. Results show that youths typically understand the type of product an advertisement is promoting; however, the levels of brand understanding observed for cigarette advertisements were low in an absolute sense, and significantly lower than brand understanding of non-tobacco-related advertisements. Results also show that understanding cigarette ads as promoting specific brands of cigarettes is positively related to susceptibility to smoking. Taken together, these findings provide a glimpse of the psychological mechanisms that may underlie the well established link between exposure to cigarette advertising and youth smoking. PMID:18812253

  9. CHALLENGES IN CROSS CULTURAL ADVERTISING

    Directory of Open Access Journals (Sweden)

    Yuni Retnowati

    2015-10-01

    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.

  10. 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. PMID:21038169

  11. Selection of Advertising Appeals in Slovak Television Advertising

    OpenAIRE

    Ihnátová Zuzana

    2013-01-01

    Purpose of the article The issue of creating advertising that is culturally congruent has been considered to be very important to experts dedicated to the field in the past years. Culture is an important internal factor of customer behavior that needs to be fully considered if the advertising campaigns aim to address its target audience effectively. The goal of this article is to contribute to existing knowledge in the area of culturally congruent advertising. More specifically, to find out w...

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

    OpenAIRE

    Razvan DINA

    2012-01-01

    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.

  13. 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.

  14. Advertising Stigmatas: The Evolution of Advertising in American Poetic Culture

    OpenAIRE

    Spies, Elizabeth Jean

    2010-01-01

    ABSTRACT OF THE DISSERTATIONAdvertising Stigmatas: The Evolution of Advertising in American Poetic CulturebyElizabeth Jean Spies In my dissertation, I outline the ways that technological developments in twentieth century advertising have infiltrated, altered, and affected American Poetics. Beginning in late nineteenth century, I discuss the expansion and maturation of twentieth century advertising and marketing techniques and how poetry fashioned new techniques of appropriating such adve...

  15. Does Generic Advertising Help or Hurt Brand Advertising?

    OpenAIRE

    Suh, Daeseok; Chung, Chanjin

    2009-01-01

    The purpose of this study is to investigate whether the generic advertising helps or hurts the brand advertising within the differentiated product environments. We develop an analytical model that includes both generic and brand advertising expenditures considering vertical product differentiation. Then the analysis is devoted to examine how marginal effects of expenditure affect each other under product differentiation. To help examine the relationship, we also include a new variable, the de...

  16. Internet and Advertisement.

    Science.gov (United States)

    Moustafa, Khaled

    2016-02-01

    The Internet has revolutionized the way knowledge is currently produced, stored and disseminated. A few finger clicks on a keyboard can save time and many hours of search in libraries or shopping in stores. Online trademarks with an (e-) prefix such as e-library, e-business, e-health etc., are increasingly part of our daily professional vocabularies. However, the Internet has also produced multiple negative side effects, ranging from an unhealthy dependency to a dehumanization of human relationships. Fraudulent, unethical and scam practices are also flourishing through for example misleading online advertising methods. Some social and professional networks gather users' profiles for selling and advertising purposes, sometimes by making it technically difficult to unsubscribe. Here, I discuss some of these unethical aspects and propose some potential solutions to reduce them. PMID:25842044

  17. Optimal distributed dynamic advertising

    OpenAIRE

    Marinelli, Carlo; Savin, Sergei

    2004-01-01

    We propose a novel approach to modeling advertising dynamics for a firm operating over distributed market domain based on controlled partial differential equations of diffusion type. Using our model, we consider a general type of finite-horizon profit maximization problem in a monopoly setting. By reformulating this profit maximization problem as an optimal control problem in infinite dimensions, we derive sufficient conditions for the existence of its optimal solutions under general profit f...

  18. Sobrietology in Social Advertising

    OpenAIRE

    M. A. Nikolaeva; V. D. Shirshov; S. V. Shirshov

    2015-01-01

    The paper discusses the role of social advertising in promoting the ideas of a sobrietology – the science exploring the negative phenomena affecting human consciousness, investigating the conformities of human society, where the sobriety is a vitally important norm and value, and taking psychoactive substances is limited to the non-affecting the individual and society minimum. Sobrietology emphasizes psychic processes, interpersonal pedagogical interactions and social prospects of a healthy n...

  19. Securing Online Advertising

    OpenAIRE

    Vratonjic, Nevena; Freudiger, Julien; Felegyhazi, Mark; Hubaux, Jean-Pierre

    2008-01-01

    Online advertisement is a major source of revenues in the Internet. In this paper, we identify a number of vulnerabilities of current ad serving systems. We describe how an adversary can exploit these vulnerabilities to divert part of the ad revenue stream for its own benefit. We propose a scalable, secure ad serving scheme to fix this problem. We also explain why the deployment of this solution would benefit the Web browsing security in general.

  20. Women in Serbian Advertising

    OpenAIRE

    Popesku, Mihajlo

    2008-01-01

    This study is an attempt of valuable contribution to the gender issues literature since it explains portrayal and appearance of women in advertising within the context of Serbia, a country in transition. Having in mind this extremely turbulent and unique context, it is of particular interest to re-examine gender issues hypotheses based on the findings from western countries, due to the fact that knowledge gained from these contexts may not be fully applicable to the Serbian context. The...

  1. Advertising and Cost Reduction

    OpenAIRE

    2007-01-01

    The empirical literature on internalization has found a positive relationship between advertising intensity and foreign direct investment. The model presented in this paper explains this evidence by a technological change in the communications environment and makes predictions for other cost-reducing investments. We consider a market in which a single producer launches a new product. At first potential buyers are unaware of the product and its price, and the producer decides the optimal adver...

  2. Modest Advertising Signals Strength.

    OpenAIRE

    Ram Orzach; Per Baltzer Overgaard; Yair Tauman

    2001-01-01

    This paper presents a signaling model where both price and advertising expenditures are used as signals of the initially unobservable quality of a newly introduced experience good. Consumers can be either "fastidious" or "indifferent". Fastidious individuals place a greater value on a high-quality product and a lesser value on the low-quality product than do indifferent individuals. It is shown that a sensible separating equilibrium exists where both firms set their full information prices. H...

  3. Dialogism in Advertising Persuasion

    OpenAIRE

    Maria Helena Cruz Pistori

    2014-01-01

    This article analyzes two advertisements from the same brand, but produced in different local media: France and Brazil. It aims to pursue the interrelation and nexus needed between the verbal, visual and extraverbal dimensions to produce and understand the effects of persuasive sense. Concepts from ancient and modern Rhetoric, as well as dialogic discourse analysis notions and categories, inspired in the works of Bakhtin and the Circle, are the article’s theoretical-methodological basis. In t...

  4. 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.

  5. MANIPULATING CONSUMERS THROUGH ADVERTISING

    Directory of Open Access Journals (Sweden)

    Nicoleta -Andreea Neacşu

    2012-12-01

    Full Text Available Marketing communication has evolved steadily in the direction of increasing complexity and increasing volume of funds needed to run their own actions. More than ever, consumers are exposed to an overwhelming variety of sources and communication tehniques, the information received being numerous, diverse and polyvalent. The desire to make more efficient the marketing communication activity urges the broadcasters to encode messages, to use effective means of propagation in order to obtain a high degree of control on receptors and to influence the consumption attitudes. Between the means used for this purpose, manipulation tehniques are well known. This paper highlights the main conclusions drawn as a result of a quantitative marketing research on the adult population from Braşov in order to identify the attitudes and opinions of consumers from Braşov regarding the manipulation techniques used by commercial practices and advertising.The results of the research have shown that 82% of the respondents buy products in promotional offers, and 18% choose not to buy these products and 61% of the respondents consider that they have not been manipulated not even once, while only 39% believe that they have been manipulated at least once through advertising or commercial practices. Advertisements on TV have a strong influence on consumers, 81% of the respondents considering that at least once they have bought a product because of a TV commercial.

  6. Sobrietology in Social Advertising

    Directory of Open Access Journals (Sweden)

    M. A. Nikolaeva

    2015-02-01

    Full Text Available The paper discusses the role of social advertising in promoting the ideas of a sobrietology – the science exploring the negative phenomena affecting human consciousness, investigating the conformities of human society, where the sobriety is a vitally important norm and value, and taking psychoactive substances is limited to the non-affecting the individual and society minimum. Sobrietology emphasizes psychic processes, interpersonal pedagogical interactions and social prospects of a healthy nation. This field of human knowledge can guarantee the necessary assistance to teachers in counteracting the tobacco smoking, taking alcohol, narcotics and toxic substances. The authors denote the structural aspects of sobrientology, its pedagogical guidelines and demonstrate the possible ways of social advertising in educational sphere, developing the ideals of moral and physical health, and steady socially adequate behavior patterns. Social advertising is regarded as the relevant new resource in propagating the healthy and sober life style, and providing the grounds for personal growth. It combines the informational, communicative, educational, patriotic and image-making functions and possesses a powerful potential of influencing people’s consciousness and behavior. In the authors’ opinion, this sort of informational activity is quite perspective and efficient for promoting the ideas of sobriety, sustaining the moral norms and values, and carrying the state anti-alcohol and anti-narcotic policy. 

  7. Sobrietology in Social Advertising

    Directory of Open Access Journals (Sweden)

    M. A. Nikolaeva

    2012-01-01

    Full Text Available The paper discusses the role of social advertising in promoting the ideas of a sobrietology – the science exploring the negative phenomena affecting human consciousness, investigating the conformities of human society, where the sobriety is a vitally important norm and value, and taking psychoactive substances is limited to the non-affecting the individual and society minimum. Sobrietology emphasizes psychic processes, interpersonal pedagogical interactions and social prospects of a healthy nation. This field of human knowledge can guarantee the necessary assistance to teachers in counteracting the tobacco smoking, taking alcohol, narcotics and toxic substances. The authors denote the structural aspects of sobrientology, its pedagogical guidelines and demonstrate the possible ways of social advertising in educational sphere, developing the ideals of moral and physical health, and steady socially adequate behavior patterns. Social advertising is regarded as the relevant new resource in propagating the healthy and sober life style, and providing the grounds for personal growth. It combines the informational, communicative, educational, patriotic and image-making functions and possesses a powerful potential of influencing people’s consciousness and behavior. In the authors’ opinion, this sort of informational activity is quite perspective and efficient for promoting the ideas of sobriety, sustaining the moral norms and values, and carrying the state anti-alcohol and anti-narcotic policy. 

  8. Dialogism in Advertising Persuasion

    Directory of Open Access Journals (Sweden)

    Maria Helena Cruz Pistori

    2014-06-01

    Full Text Available This article analyzes two advertisements from the same brand, but produced in different local media: France and Brazil. It aims to pursue the interrelation and nexus needed between the verbal, visual and extraverbal dimensions to produce and understand the effects of persuasive sense. Concepts from ancient and modern Rhetoric, as well as dialogic discourse analysis notions and categories, inspired in the works of Bakhtin and the Circle, are the article’s theoretical-methodological basis. In the chosen advertisements, we observe the tense way they reflect and refract reality and how this is expressed in concrete utterances, constructed according to genre coercions. By analyzing the produced meaning effects, we especially highlight the presence of persuasion in different dialogic relationships allowed by the texts, audience importance in effect construction of text persuasive meaning, and proximity between advertisement and epidictic genre in ancient rhetoric. Persuasive dialogic relationships express broad and different spheres of human activity, in connection with the organization of social life, space and time; in fact, they are not aimed at product purchase, but at access to a way of life, which is linked to ideological values of privilege.

  9. Attracting Investor Attention through Advertising

    OpenAIRE

    Lou, Dong

    2009-01-01

    This paper provides empirical evidence that managers adjust firm advertising expenditures to influence investor behavior and short-term stock prices. First, this paper shows that increased advertising spending is associated with individual investor buying and a contemporaneous rise in abnormal stock returns, which is then reversed in subsequent years. Second, there is a significant rise in firm advertising expenditures prior to insider sales and seasoned equity offerings. This large increase ...

  10. Linguistic Patterns in Advertising Messages

    OpenAIRE

    Adriana Teodorescu

    2015-01-01

    This paper aims to identify the most recurrent linguistic devices used in advertising texts. As previous research has established that language use shapes and determines consumer behavior, its importance in any advertising message is unquestionable. Therefore, we propose to find out the most widely used linguistic patterns, grammatical structures, and occurrence of certain linguistic features by investigating a corpus of advertising messages selected from print and online media.

  11. Consumer views on DTCA advertising.

    OpenAIRE

    Van Dijk, L; Vervloet, M.; Friele, R.D.

    2011-01-01

    Background: In most Western countries, except for New Zealand and the USA, direct-to-consumer advertising of prescription drugs is prohibited. Currently, at European level, there is an ongoing discussion whether or not to allow pharmaceutical companies to inform consumers about prescription drugs. However, the distinction between non-promotional information and advertising is unclear. The objective of this presentation is to assess consumer views on advertisements for over-the-counter (OTC)-d...

  12. Advertising as a communications tool

    International Nuclear Information System (INIS)

    Advertising is one component of the US nuclear industry's co-ordinated communications programme aimed at assuring an understanding of nuclear energy's role and benefits. This communication programme, conducted by the US Council for Energy Awareness (USCEA), includes many media and public relations activities, a variety of publications aimed at key audiences, reports, technical analyses, as well as advertising. Advertising enables USCEA to disseminate key information to very broad audiences continuously and consistently

  13. 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.

  14. Linguistic Characteristics of Advertising English

    Institute of Scientific and Technical Information of China (English)

    易高燕

    2010-01-01

    Advertising language takes form under the influence of linguistics,psychology and sociology,etc,and its way of choosing words and building sentences are quite different from normal English.And as a practical language,advertising English has its specific functions,and it has been distinguished from normal English as an independent language,and it has plentiful values.This paper aims to discuss some linguistic characteristics of advertising English.

  15. Brand Personality Creation through Advertising

    OpenAIRE

    Ouwersloot Hans; Tudorica Anamaria

    2001-01-01

    Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising plays a dominant role in personality creation. In this paper we explore the mechanism that builds brand personality with the help of advertising. We integrate advertising models with the theory of brand personality. Our integrated framework leads to a number of propositions that set an agen...

  16. Political Advertising and Election Outcomes

    OpenAIRE

    Jörg L. Spenkuch; Toniatti, David

    2016-01-01

    We implement a new approach for estimating the persuasive effects of political advertising. Our empirical strategy exploits FCC regulations that result in plausibly exogenous variation in the number of impressions across the borders of neighboring counties. Applying this approach to uniquely detailed data on television advertisement broadcasts and viewership patterns during the 2004 and 2008 presidential campaigns, our results indicate that total political advertising has virtually no impact ...

  17. Point-of-Purchase Advertising. Learning Activity.

    Science.gov (United States)

    Shackelford, Ray

    1998-01-01

    In this technology education activity, students learn the importance of advertising, conduct a day-long survey of advertising strategies, and design and produce a tabletop point-of-purchase advertisement. (JOW)

  18. Privacy issues in mobile advertising

    DEFF Research Database (Denmark)

    Cleff, Evelyne Beatrix

    2007-01-01

    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...... 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...

  19. Functionalist Approaches to Advertisement Translation

    Institute of Scientific and Technical Information of China (English)

    王乐

    2009-01-01

    The 1970s saw a development of the Functionalism, with its three representative scholars Katharina Reiss, Hans. Vermeer and Justa Holz Manttari. Katharina Reiss proposed the text type theory; Vermeer brought up the skopostheory and Mantarri translational action theory. The Functional theories are very useful for the translators to adopt a fight translation strategy. In these years, various kinds of advertisement have appeared in people's daily life. They are becoming one important part in our culture. The companies need advertisements to sell their products and the consumers need the advertisement to decide which brand to buy after comparison. This paper will discuss how they are ap-plied to the advertisement translation.

  20. Educating the Consumer about Advertising: Some Issues. ERIC Digest.

    Science.gov (United States)

    Gottlieb, Stephen S.

    Providing a basic overview of issues related to advertising and the consumer, this digest discusses the omnipresence of advertisements, suggesting ways for consumers to recognize advertising appeals. Deceptive advertising is discussed, with particular attention paid to financial advertising. (RS)

  1. Problems and Countermeasures in Advertising Translation

    Institute of Scientific and Technical Information of China (English)

    杜卉

    2015-01-01

    Advertisement is an important tie linking the international commercial activities.Advertisement language,as the main core of advertisements,plays an important role on conveying information.However,people usually suffer from some problems when they conduct advertising translation activities.This essay figures out the problems and the requirements of advertising translation, and some primary methods approaching to the most appropriate advertising translation.

  2. Advertising, Entry Deterrence, and Industry Innovation

    OpenAIRE

    Shi Qi

    2008-01-01

    This paper studies how advertising influences firms’ incentives to invest in R&D. The link between advertising and industry innovation is important, not only because advertising can spur R&D by spreading product knowledge, but also because advertising can discourage new innovative firms from entering the industry. This paper finds that a worse advertising technology can result in local improvements in industry innovation rates. Globally, however, a complete ban on advertising always reduce in...

  3. Spatial Advertisement Competition: Based on Game Theory

    Directory of Open Access Journals (Sweden)

    Zheng-xun Tan

    2014-01-01

    Full Text Available Since advertisement is an important strategy of firms to improve market share, this paper highlights duopoly advertisement under the Hotelling model. A model of advertisement under spatial duopoly is established, and corresponding effects of brand values and transportation costs are all captured. This study presents the proportion of sales revenue spending on advertisement. The condition for free-rider in advertisement investment is discussed. Under firms with the identical brand values, if firms' advertisement points to corresponding consumers, price and advertisement investment are all reduced. Therefore, advertisement is discussed under spatial competition in this work.

  4. 'Puffing' in medical advertising expands liability.

    Science.gov (United States)

    Hirsh, B D

    1990-05-01

    Advertising is nothing new to the medical profession, although for many years reputable doctors did not advertise their skills. In 1975, the Federal Trade Commission (FTC) successfully argued in a case that was appealed to the Supreme Court that the AMA had unlawfully restricted medical advertising. While the FTC usurped the job of policing medical advertising, it seems to regard medical adverstising as a local problem not worthy of FTC attention. It has avoided setting standards for medical advertising and has failed to initiate significant enforcement against deceptive medical advertising. This article briefly reviews the historical role of advertising in modern American medicine and discusses advertising in relation to risk management. PMID:2343421

  5. 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)

  6. Newspaper vs. online advertising - Is there a niche for newspapers in modern advertising markets?

    OpenAIRE

    Lindstädt, Nadine; Budzinski, Oliver

    2012-01-01

    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...

  7. ONLINE ADVERTISING DEVELOPMENT AND THEIR ECONOMIC EFFECTIVENESS

    Directory of Open Access Journals (Sweden)

    Tchai Tavor

    2011-09-01

    Full Text Available Recent years are a testimony to the astonishing development of the Internet, an increasingly important factor in current lifestyle. Internet advertising, as well, has seen a similar development, since marketers' online advertising budgets are growing as the years go by. In this study, I passed questionnaires to Israeli businesses and checked whether there is a difference in efficiency between two of the following types of online advertisement: banner advertisement and pop-up advertisement. I also characterized the respondents with respect to their preferred type of advertisement. The results of the latter showed that the number of clickers on banner advertisement is higher than that of pop-up advertisement, and that its efficiency rates are higher as well. In addition, the characterization of advertisers gave that the probability to advertise a banner advertisement is higher if the manager is either a female, married, older than 40 and employed in the construction, Car Dealership or wedding industry.

  8. Critical Media Literacy: Commercial Advertising.

    Science.gov (United States)

    Henry, Laurie

    Studying the influence of mass media on people's lives allows students to view advertising in a new light. This lesson provides students with the opportunity to look at mass media in a critical way--students become aware of the tremendous amount of advertising that they are exposed to on a daily basis. In the lesson, by looking at advertising…

  9. Analyzing Advertisements That Are Persuasive

    Institute of Scientific and Technical Information of China (English)

    杨蕾

    2007-01-01

    Advertisers also have to use creativity effectively manners when persuading consumers to consider their products. An appeal is something that makes the product particularly attractive or interesting. The end result of persuasion is conviction, which means the consumer is committed to something, prefer it, and probably intends to buy it or respond in some way. Ultimately, advertisers want loyal customers.

  10. Deceptive Advertising: Unprotected and Unknown.

    Science.gov (United States)

    Ducoffe, Robert Hal

    The Supreme Court tentatively extended First Amendment protection to commercial speech, but left the issue of defining and regulating deceptive advertising to the Federal Trade Commission (FTC), which has employed tools such as the cease-and-desist order, affirmative disclosure, and corrective advertising. The FTC Act did not define deception, but…

  11. Drug Advertising and the FDA.

    Science.gov (United States)

    Levesque, Cynthia

    With increases in consumer focused advertising for prescription drugs, the Federal Drug Administration has renewed efforts to protect the public from false advertising. In 1982, it charged that the press kits Eli Lilly and Company distributed to reporters on its new antiarthritis drug, Oraflex, misrepresented the product. It recommended that Lilly…

  12. Effective online advertising

    OpenAIRE

    SadeghiNeshat, Hamed

    2011-01-01

    Advertising in the Internet is a wide, attractive and growing market. In this market, revenue of websites that host ads depends on the number of user clicks received on displayed ads. Thus, in order to increase the revenue, websites try to select top ads and rank them based on their quality. Ad quality depends on different factors, such as relevance of ads to the users who are surfing a web page, relevance of ads to web page contents, and previous performance of ads. In this thesis, we addres...

  13. 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

  14. The underlying processes of creative media advertising

    NARCIS (Netherlands)

    F. Rauwers; G. van Noort

    2016-01-01

    Consumers are exposed to a large volume of advertising messages on a daily basis. This excess of commercial messages is called advertising clutter. Marketers are searching for new innovative advertising strategies to break through this clutter and creative media advertising is considered as one of t

  15. 16 CFR 238.1 - Bait advertisement.

    Science.gov (United States)

    2010-01-01

    ... 16 Commercial Practices 1 2010-01-01 2010-01-01 false Bait advertisement. 238.1 Section 238.1 Commercial Practices FEDERAL TRADE COMMISSION GUIDES AND TRADE PRACTICE RULES GUIDES AGAINST BAIT ADVERTISING § 238.1 Bait advertisement. No advertisement containing an offer to sell a product should be published when the offer is not a bona fide...

  16. 32 CFR 644.540 - Advertising.

    Science.gov (United States)

    2010-07-01

    ... 32 National Defense 4 2010-07-01 2010-07-01 true Advertising. 644.540 Section 644.540 National... HANDBOOK Disposal Sale Procedure § 644.540 Advertising. (a) Definition and purposes. GSA regulations... for sale. Sales will be made to the highest responsible bidder after advertising. Advertising...

  17. 36 CFR 1005.1 - Advertisements.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertisements. 1005.1....1 Advertisements. Commercial notices or advertisements shall not be displayed, posted, or... by the Executive Director. Such permission may be granted only if the notice or advertisement is...

  18. 36 CFR 5.1 - Advertisements.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 1 2010-07-01 2010-07-01 false Advertisements. 5.1 Section 5... AND PRIVATE OPERATIONS § 5.1 Advertisements. Commercial notices or advertisements shall not be... or advertisement is of goods, services, or facilities available within the park area and such...

  19. 20 CFR 655.151 - Newspaper advertisements.

    Science.gov (United States)

    2010-04-01

    ... 20 Employees' Benefits 3 2010-04-01 2010-04-01 false Newspaper advertisements. 655.151 Section 655... advertisements. (a) The employer must place an advertisement (in a language other than English, where the CO... job opportunity. Newspaper advertisements must satisfy the requirements set forth in § 655.152. (b)...

  20. Flouting of Cooperative Principle in Advertising Language

    Institute of Scientific and Technical Information of China (English)

    王楠

    2009-01-01

    This paper is designed to analyze the advertising language based on the four conversational maxims put forward by Grice. It aims to draw people's attention to the application of implicature by flouting the four conversational maxims in advertising and furthermore prepare advertisers some information on producing more impressive and responsible adver-tisements.

  1. Advertising to Children: Concepts and Controversies.

    Science.gov (United States)

    Macklin, M. Carole, Ed.; Carlson, Les, Ed.

    This book presents cutting-edge research designed to stimulate and inform the debate over advertising to the children's market and the effects such advertising has on children. Perspectives are organized in sections to address what children know and think about advertising, how advertising works with children, and what issues are at the forefront…

  2. 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 Banking NATIONAL CREDIT UNION ADMINISTRATION REGULATIONS AFFECTING CREDIT UNIONS TRUTH IN SAVINGS § 707.8 Advertising. (a) Misleading or inaccurate advertisements. An advertisement must not: (1) Be misleading...

  3. Advertising and Australian Pig Producers Welfare

    OpenAIRE

    Lin ZHANG; Goddard, Ellen W.

    2000-01-01

    The pig meat market in Australia is characterized by generic (fresh pork, bacon etc.) advertising. These advertising expenditures are funded from collective levies from pig producers. At the same time, there are extensive brand advertising activities in the pig market. Impact of advertising on pig meat consumption has been a long-standing argument. So far, there have been several studies done on the effectiveness of generic pork advertising in Australia up to 1988. However, the previous studi...

  4. Spatial Advertisement Competition: Based on Game Theory

    OpenAIRE

    Zheng-xun Tan

    2014-01-01

    Since advertisement is an important strategy of firms to improve market share, this paper highlights duopoly advertisement under the Hotelling model. A model of advertisement under spatial duopoly is established, and corresponding effects of brand values and transportation costs are all captured. This study presents the proportion of sales revenue spending on advertisement. The condition for free-rider in advertisement investment is discussed. Under firms with the identical brand values, if f...

  5. Incentives to Advertise and Product Differentiation

    OpenAIRE

    Hunnicutt, Lynn; Israelsen, L. Dwight

    2003-01-01

    Recent court rulings question the ability of commodity groups to fund generic promotions through mandatory check-off programs. A model examining incentives to fund brand advertisements when both brand and generic advertising exist is presented. Brand advertising expands the market by attracting new consumers to the industry, and allows the advertising firm to take customers from rivals in the industry. Homogeneous products are advertised too little relative to the amount that maximizes total ...

  6. ONLINE ADVERTISING DEVELOPMENT AND THEIR ECONOMIC EFFECTIVENESS

    OpenAIRE

    Tchai Tavor

    2011-01-01

    Recent years are a testimony to the astonishing development of the Internet, an increasingly important factor in current lifestyle. Internet advertising, as well, has seen a similar development, since marketers' online advertising budgets are growing as the years go by. In this study, I passed questionnaires to Israeli businesses and checked whether there is a difference in efficiency between two of the following types of online advertisement: banner advertisement and pop-up advertisement. I ...

  7. Determinants of Temporal Variations in Advertising Effectiveness

    OpenAIRE

    Chung, Chanjin; Kaiser, Harry M.

    1998-01-01

    This article develops a varying-parameter advertising model which specifies advertising parameters as a function of variables representing advertising strategies and market environments to explain the varying nature of the advertising responses. Unlike prior models, this model allows researchers to examine the sources of change in advertising effectiveness over time. The model is applied to the New York City fluid milk market for the period from January 1986 through June 1995. Results indicat...

  8. Alcohol Advertising and Motor Vehicle Fatalities

    OpenAIRE

    Henry Saffer

    1994-01-01

    The purpose of this paper is to empirically estimate the effect of alcohol advertising on motor vehicle fatalities. The concept of an industry level advertising response function is developed and other empirical issues in estimating the effects of advertising are reviewed. The data set consists of quarterly observations, from 1986 to 1989, for 75 advertising markets in the United States and includes 1200 observations. Since motor vehicle fatalities and alcohol advertising are jointly determin...

  9. Vagueness in Advertising Discourse and its Motivations

    Institute of Scientific and Technical Information of China (English)

    丁琪

    2008-01-01

    My study aims at introducing the theory of vagu eness,analyzing its linguistic realizations in advertising language from semantics,pragmatics,as well as psychology angles.The major purpose of this article is to draw advertisers' attention to the application of vagueness in advertising and make full use of th e psychology factors and to give them better knowledge of vague advertising so as to prepare them for the production of more successful advertisements.

  10. Key Success Factors in Internet Advertising

    OpenAIRE

    Papadopoulos, Symeon

    2009-01-01

    Internet advertising (also known as online advertising) is the delivery of advertising messages and marketing communications through the Web. It has presented sustainable revenue growth since its inception in the mid-1990s. Internet advertising takes a multitude of forms, ranging from the “traditional” banners to today's rich media ads. Due to its wide success, internet advertising currently constitutes a significant marketing channel for a large number of firms, ranging from news agenci...

  11. Assessing the effectiveness of Internet advertising

    OpenAIRE

    VÁVROVÁ, Zuzana

    2011-01-01

    This bachelor thesis is concerned with Internet advertisement and its history till today. It describes a particular method of propagation and marketing communication, focusing on the Internet advertisement, its types and methods of selling. There are determined differences between the Internet advertisement and the other kinds of advertisement. It also deals with its advantages and problems in compare with other media. Further, there are specified four kinds of the advertisement systems and i...

  12. Advertising in Modern and Postmodern Times

    OpenAIRE

    Odih, Pamela

    2007-01-01

    How does advertising position itself in consumer culture? In what ways does it 'create' desire and wants? This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Advertising in Modern and Postmodern Times: provides a comprehensive discussion of the main theories shows you how real adverts work, together with reproductions of advertising images and copy demonstrates how advertising constructs subjects provides an instruct...

  13. Dynamic Voluntary Advertising under Partial Market Coverage

    OpenAIRE

    Yohei Tenryu; Keita Kamei

    2014-01-01

    We consider a dynamic voluntary advertising model with a duopoly. Firms can use advertising and price as competitive tools where product quality is a given and the market is not fully covered by consumers. Advertising also plays a role as a public good. In this situation, we investigate how advertising, profits, and welfare respond to changes in consumer preference and product quality. We mainly find that a higher maximum preference value leads to increases in advertising, profits, and consum...

  14. Negotiations and Exclusivity Contracts for Advertising

    OpenAIRE

    Dukes, Anthony; Gal-Or, Esther

    2003-01-01

    Exclusive advertising on a given media outlet is usually profitable for an advertiser because consumers are less aware of competing products. However, for such arrangements to exist, media must benefit as well. We examine conditions under which such exclusive advertising contracts benefit both advertisers and media outlets (referred to as ) by illustrating that exclusive equilibria arise in a theoretical model of the media, advertisers, and consumers who participate in both the product and me...

  15. Forty Thousand Years of Advertisement

    OpenAIRE

    Konstantin Lidin

    2006-01-01

    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 r...

  16. Advertising Check-Off Programmes

    OpenAIRE

    Chang, Hui-Shung (Christie); Kinnucan, Henry

    1992-01-01

    This paper examines the impact of a change in the advertising tax on prices, output, and welfare. Results show that a supply shift alone (i.e., advertising is ineffective and hence there is no demand shift) will result in higher retail prices, lower farm output, higher retail-farm price ratios, and losses in benefits to society. If the supply shift is accompanied by a demand shift due to effective advertising, the retail price will be higher. Farm output and the retail-farm price ratio, howev...

  17. The Rise of native advertising

    Directory of Open Access Journals (Sweden)

    Marius MANIC

    2015-06-01

    Full Text Available Native advertising is described both as a new way for promoters to engage audiences and as a new, clever, source of revenue for publishers and media agencies. The debates around its morality and the need for a wide accepted framework are often viewed as calls for creativity. Aside from the various forms, strategies and the need for clarification, the fact that native advertising works and its revenue estimates increase annually transforms the new type of ad into a clear objective for companies, marketers and publishers. Native advertising stopped being a buzzword and started being a marketing reality.

  18. Semantic Presupposition in Advertisement Language

    Institute of Scientific and Technical Information of China (English)

    王芸芸

    2008-01-01

    Presupposition is. a very important linguistic concept that originates from philosophy. It is often considered as a kind of pragmatic inference. In linguistics it can be classified as semantic presupposition and Pragmatic presupposition. This article will deals with semantic presupposition. Besides the most important characteristics constancy under negation, presupposition boasts some other characteristics, namely unidirectionality, subjectiveness and latency, which exactly fulfill the demands of advertising. Because presupposition, used in advertising, can not possible risk caused by ostentation or direct assertion. On this account, presupposition is adopted into advertising as a pragmatic strategy.

  19. 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.

  20. Advertising Policy and Geographic Information

    OpenAIRE

    TANASE, George Cosmin

    2014-01-01

    The geographic information in advertising has known an increasing importance in the last years, being described as a mass communication made for the account of interests which are identified: that of an advertiser who pays a media to diffuse a message which is generally created by an advertising agency. The principal objectives of a commercial campaign are to increase the awareness of the brand, to create a preference for a product, to lead consumers to buy, etc. For the last few years, the s...

  1. 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...

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

    OpenAIRE

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

    2010-01-01

    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 ...

  3. 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...

  4. Economy Principle in English Advertisements

    Institute of Scientific and Technical Information of China (English)

    Pan; Hong

    2015-01-01

    Languages evolve unceasingly according to the economy principle: to exchange the maximal amount of information through the minimal language codes expenditure.This paper analyzes economy in advertisements,especially the concise wording which saves layout,time and energy.

  5. Understanding advertising in pet nutrition.

    Science.gov (United States)

    Brown, R G

    1994-04-01

    Advertising is part of the effort to attract attention of consumers to products, in this case, pet foods. It is generally benign in its effect, but it can be misleading, although rarely deliberately so. It uses a specialized vocabulary, which must be mastered if one is to understand what is intended. For all of the expense and effort, advertising figures directly in relatively few decisions to purchase. Its main intention is to call our attention to a particular pet food and to give that product an image. If the pet food does not perform in the consumer's hands, then all of the advertising on earth will not be persuasive. On the other hand, if a product performs well, the word-of-mouth will be positive and that mode of advertising is one of the most effective. PMID:8076285

  6. Rhetorical Devices in English Advertisements

    Institute of Scientific and Technical Information of China (English)

    陈芃

    2011-01-01

    In order to achieve persuasive and convincing effects,rhetorical devices are frequently applied in English advertisements.The paper classifies rhetorical devices into four basic categories: phonetic devices,lexical devices,syntactic devices and figures of

  7. Transcreation in Marketing and Advertising

    DEFF Research Database (Denmark)

    Pedersen, Daniel

    2016-01-01

    Within marketing and advertising, transcreation constitutes a fairly new domain, which has experienced extensive growth during the last decade or so. More and more companies provide transcreation alongside other services like translation and localisation. In academic circles, the term transcreation...

  8. 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. PMID:20973730

  9. Techniques for Place Aware Advertising

    OpenAIRE

    Mota, Ricardo Agostinho Miranda

    2013-01-01

    Dissertação de mestrado em Engenharia de Informática Nowadays, the high percentage of mobile devices equipped with GPS and Bluetooth, as well as the growing number of public Wi-Fi networks, makes the public environment surrounding us immensely rich in information. The advertising industry sees this as an opportunity to transform the way advertising is done in public by adopting increasingly pervasive and intelligent digital signage screen systems. The objective of this work is to develo...

  10. Privacy Regulation and Online Advertising

    OpenAIRE

    Avi Goldfarb; Catherine E. Tucker

    2011-01-01

    Advertisers use online customer data to target their marketing appeals. This has heightened consumers' privacy concerns, leading governments to pass laws designed to protect consumer privacy by restricting the use of data and by restricting online tracking techniques used by websites. We use the responses of 3.3 million survey takers who had been randomly exposed to 9,596 online display (banner) advertising campaigns to explore how privacy regulation in the European Union (EU) has influenced ...

  11. Advertising communication and gender stereotypes

    OpenAIRE

    DALIA PETCU; SORIN SUCIU; VASILE GHERHEŞ; CIPRIAN OBRAD

    2012-01-01

    Our article maintains that advertising communication, as a form of commercial communication, is an important part of public communication. Ads are not just forms of promoting products or services, but also modern forms of speech that contribute significantly to the formation of the individual’s identity in contemporary societies. The study aims to identify and analyze the presence of gender stereotypes in Romanian media advertising.

  12. Who Benefits from Misleading Advertising?

    OpenAIRE

    Keisuke Hattori; Keisaku Higashida

    2012-01-01

    We develop a Hotelling model of horizontally and vertically differentiated brands with misleading advertising competition. We investigate the question of who benefits or loses from the misinformation created by advertising competition and related regulatory policies. We show that the quality gaps between two brands are crucial for determining the effect of misinformation on the firms’ profits, aggregate or individual consumer surplus, and national welfare. Although the misinformation tricks c...

  13. The Rise of native advertising

    OpenAIRE

    Marius MANIC

    2015-01-01

    Native advertising is described both as a new way for promoters to engage audiences and as a new, clever, source of revenue for publishers and media agencies. The debates around its morality and the need for a wide accepted framework are often viewed as calls for creativity. Aside from the various forms, strategies and the need for clarification, the fact that native advertising works and its revenue estimates increase annually transforms the new type of ad into a clear ob...

  14. Broadcast scheduling for mobile advertising

    OpenAIRE

    De Reyck, B; Degraeve, Z.

    2003-01-01

    We describe a broadcast scheduling system developed for a precision marketing firm specialized in location-sensitive permission-based mobile advertising using SMS (Short Message Service) text messaging. Text messages containing advertisements were sent to registered customers when they were shopping in one of two shopping centers in the vicinity of London. The ads typically contained a limited-time promotional offer. The company's problem was deciding which ads to send out to which customers ...

  15. Visual Rhetoric in Outdoor Advertising

    OpenAIRE

    Seliger, Marja

    2009-01-01

    The paper presents a research, the aim of which is to find out how graphic expressions and visual language can be used for persuasion. The research material consists of outdoor advertisements photographed in their actual exhibition places in a city environment. Outdoor advertising media, which are used to communicate visual messages from a sender to several addressees, participate in building the visual city culture and open manifold solutions in design. The visual language used in the resear...

  16. Informative Advertising and Product Differentiation

    OpenAIRE

    Christou, Charalambos; Vettas, Nikolaos

    2003-01-01

    We study informative advertising within a random-utility, non-localized competition model of product differentiation. In a symmetric equilibrium, advertisement is sub-optimal when product differentiation is small, and excessive otherwise. Increasing the number of firms may increase or decrease the market price. We emphasise that quasi-concavity of profits may fail, as firms may prefer a high price deviation, targeting consumers that only become informed about their product (a feature that, wh...

  17. Expanding Demand through Price Advertisement

    OpenAIRE

    Michael Sandfort; Hideo Konishi

    2000-01-01

    Price advertisement by retail stores is pervasive. If there exist non-negligible costs of consumer search, a retailer can increase the number of consumers visiting its location by advertising a low price, thus increasing consumers' expected utilities from search. If the increase in the number of consumers who visit the store is substantial, then the store's profit goes up even though low prices decrease profit margins. We show that this intuition extends to the case of a multi-product monopol...

  18. Advertise for a Lost Umbrella

    Institute of Scientific and Technical Information of China (English)

    何富臣

    2006-01-01

    Mr.White's umbrella was stolen when he left it at the gate of the City Church.As his aunt gave him the 1 as a birthday present,he wanted very much to get it back.So he decided to advertise in the 2 .He hoped he would get it back this way.Three days passed but no one 3 it. When his friend learned this,he asked Mr.White to advertise 4 like

  19. INTERNET ADVERTISING AT A GLANCE

    Institute of Scientific and Technical Information of China (English)

    2006-01-01

    Shanghai-based Internet analysis and consulting company iResearch released its China Advertising Online Research Report 2005 in March. The report indicates that the market value of online advertising in China reached 3.13 billion yuan in 2005, up 77.1 percent over the previous year. The market observer predicts a 48 percent growth to 4.6 billion yuan for 2006.

  20. Advertising Budget Allocation under Uncertainty

    OpenAIRE

    Duncan M. Holthausen, Jr.; Gert Assmus

    1982-01-01

    This article presents a model for the allocation of an advertising budget to geographic market segments, or territories, when the sales response to advertising in each segment is characterized by a probability distribution. It is shown that allocation decisions that are based on the expected sales response may be associated with a relatively large degree of risk and, therefore, non-optimal to a risk-averse manager. The model derives an "efficient frontier" in terms of the expected profit and ...

  1. The relationship between advertising and media

    Institute of Scientific and Technical Information of China (English)

    于淑慧

    2014-01-01

    Advertisement creativity is a creative thinking, creative means and ideas of the past did not have a thing or idea, or, in the past is irrelevant things or concepts are combined into new things or ideas. Good advertising creative works to make advertisement information more vivid, more convinc-ing. Advertising creativity from its essence and connotation, not much differ-ence. But in the creation process, advertising works on dif erent media, in-evitable requirement of advertising creative is different in design.

  2. Research on Memetic Phenomena in Commercial Advertisements

    Institute of Scientific and Technical Information of China (English)

    张丽

    2015-01-01

    Meme plays an important role in the development of advertisement as a unit of culture.Its replication and transmission provide an effective means for creating advertisements and a new way for us to analyze advertising language.Two ways including memetic genotype and memetic phenotype for memes to be replicated and transmitted in the advertising language are analyzed.Then,how to successfully create commercial advertisements is explored.Finally,it is concluded that the concise,familiar,popular and original memes can contribute to successful commercial advertisements.

  3. Framatome's 1997 advertisement campaign

    International Nuclear Information System (INIS)

    As many other companies involved in the nuclear business, Framatome was initially concentrating on corporate advertisements in business newspapers and magazines. The first goal was to concentrate on our traditional nuclear core business, while selecting the protection of the environment at large, and particularly the greenhouse effect, one of the most sensible issues of the moment. The 1997 campaign was shaped around the need to motivate European decision makers, while maintaining a domestic consensus towards nuclear power for the future resumption of constructions. The brief elaborated for Ad agencies was roughly threefold: elaborate simple messages, unquestionable, and explained with serenity; put emphasis on the benefits of nuclear power for the environment; establish a balanced comparison between nuclear and fossil fuels. A pre-test was conducted with about 100 people, half of which from the energy sector, and politicians, mainly members of the French and European Parliaments, the other half from the general public. Being accustomed to a usually discrete, if not 'ashamed' nuclear communication, people were generally surprised by such an optimistic tone about nuclear power, but agreed, on average. The campaign lasted one month (spread over June-July 97), and the three selected ads appeared successively in the form of a colour double page. Beyond nuclear magazines, the media plan included French daily newspapers le Figaro, le Monde, les Echos, Liberation, and weekly magazines: le Point, le Nouvel Observateur, I'Express, etc. All of them are intended for middle to high social class readers. In addition, some advertisements were inserted in The European Voice, a weekly publication reaching Brussels Commission and European parliament members. As an average, the campaign was perceived as dynamic (69%), and original (61%). But credibility and conviction were poor (resp 33%, 26%), probably because it was coincident with La Hague being on the carpet. On the other hand

  4. General principles of advertising practices and consumer protection

    OpenAIRE

    Slánská, Martina

    2008-01-01

    Diploma thesis provides an overview of legal and ethical regulation of advertising, defines the basic concepts in advertising, summarizes the functions and objectives of advertising and characterized various forms of advertising by the communication media. Through the questionnaire survey detects and analyzes the general attitudes towards advertising as specific views on ethically problematic advertisements.

  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

    2011-01-01

    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. Organization and advertising activities of commercial enterprises

    OpenAIRE

    Potolokova Mariia Olegovna

    2013-01-01

    One of the fundamental functions of advertising is economic. From the moment when the company plans and implements launches its advertising campaign, a chain reaction of economic events. In this article we present a scheduling algorithm campaigns entrepreneurial structures.

  7. Advertising in the Sznajd Marketing Model

    Science.gov (United States)

    Schulze, Christian

    The traditional Sznajd model, as well as its Ochrombel simplification for opinion spreading, is applied to marketing with the help of advertising. The larger the lattice, the smaller the amount of advertising is needed to convince the whole market.

  8. Advertising and the Modes of Discourse.

    Science.gov (United States)

    D'Angelo, Frank J.

    1978-01-01

    Describes how the four traditional kinds of writing (description, narration, exposition, and argumentation) are used in advertising and suggests ways that advertising and the four modes may be used to teach composition. (DD)

  9. Are Celebrities Criminally Responsible For Deceptive Advertising?

    Institute of Scientific and Technical Information of China (English)

    2010-01-01

    The State Administration for Industry and Commerce recently said it has suggested the addition of an article in the Advertising Law to make celebrities who represent fake products in deceptive advertising criminally responsible for their actions if it is confirmed

  10. ERGONYMS AS COMPONENTS OF PHARMACEUTICALS ADVERTISING TEXTS

    OpenAIRE

    НАСАКІНА, Світлана Вікторівна

    2016-01-01

    The article deals with the functioning of ergonyms in pharmaceuticals advertising texts. The purpose of the article is the analysis of the ergonyms functioning in pharmaceuticals advertising texts. The tasks are defining the specifics of the ergonyms functioning in pharmaceuticals advertising texts and creating an ergonyms classification on the material under study. There were found similarities in the pharmaceuticals advertising texts in the Ukrainian, Bulgarian and Russian languages. The ar...

  11. Viral Advertising: Branding Effects from Consumers’ Perspectives

    OpenAIRE

    Jiang, Yueqing

    2012-01-01

    Viral advertising is popular for its high viral transmission results online. Its increased impacts on the social media users have been noticed by the author. At the same time, viewers’ negative attitudes toward traditional advertisements become obvious which can be regarded as the phenomenon of advertisement avoidance. It arouses author’s interests to know how the viral advertising reduces the viewers’ negative emotions and its performances in branding online. This paper is going to look into...

  12. Internet advertising effectiveness by using hierarchical model

    OpenAIRE

    Rahmani, Samaneh

    2015-01-01

    Abstract. Present paper has been developed with the title of internet advertising effectiveness by using hierarchical model. Presenting the question: Today Internet is an important channel in marketing and advertising. The reason for this could be the ability of the Internet to reduce costs and people’s access to online services[1]. Also advertisers can easily access a multitude of users and communicate with them at low cost [9]. On the other hand, compared to traditional advertising, interne...

  13. Brand and Price Advertising in Online Markets

    OpenAIRE

    Baye, Michael; Morgan, John

    2004-01-01

    We model a homogeneous product environment where identical e-retailers endogenously engage in both brand advertising (to create loyal customers) and price advertising (to attract "shoppers"). Our analysis allows for "cross-channel" effects; indeed, we show that price advertising is a substitute for brand advertising. In contrast to models where loyalty is exogenous, these cross-channel effects lead to a continuum of symmetric equilibria; however, the set of equilibria converges to a unique eq...

  14. ATTITUDES TO ADVERTISING: A QUALITATIVE STUDY

    OpenAIRE

    ONAY, Yrd.Doç.Dr. Atılım

    2012-01-01

    Attitudes to advertising are a subject that studied fairly little. Knowing consumers attitudes to advertising generally and conceiving them will provide important in formations for academicians who study in this scope and professionals who study in advertising sector. Therefore, if attitudes about advertising are unknown, even the most creative studies will be sentenced to failure. In this scene, this study is planned intended to answer “why-what for” questions. Conversation with 21 participa...

  15. Analysis of Advertising on Social Networks

    OpenAIRE

    Pravdová, Monika

    2014-01-01

    The aim of this bachelor thesis is analyzing of advertisement of two czech different companies, which are showed up on social network Facebook. Each advertisements will be investigated with these companies - Pohádková říše and Future studio. Companies used social network for placing their advertisement for planning events. Each knowledges will be evaluated according settled method. It will be found out from solutions, what is effectivity of this advertisement from different applicants and rec...

  16. Advertising Versus Sales In Demand Creation

    OpenAIRE

    Gal Hochman; Oded Hochman

    2009-01-01

    Using an analytical model, we investigate the dynamics of a firm with market power whose advertisements and sales contribute to its customers’ stock of goodwill. An advertising campaign precedes the firm’s sales when customers are not familiar with its product, (e.g., movies), whereas sales of a new brand of a familiar product may start without advertising (e.g. Crocs shoes). For constant demand elasticity, both advertising and sales take place from the start. Two different types of solutions...

  17. A Stylistic Research of Western Advertisements

    Institute of Scientific and Technical Information of China (English)

    翟蕾

    2014-01-01

    The research involves the following two parts: the first part is the analysis of the advertising language;the second part is to analyze the register, namely apply the advertising context to a wider social context to find a more effective communicative means. The stylistics enables one to make the discourse analysis of the advertising texts both from a microcosmic and a macroscopic perspective. The twofold demonstrative function points out a new theoretical way for advertising research.

  18. The relationship between advertising and household loans

    OpenAIRE

    Sahlin, Daniel; Sjögren, Gustav

    2008-01-01

    Advertising expenditures are increasing on a yearly basis. An interesting question emerges from this: What are the macroeconomic effects of increasing advertising spending? Does the aggregate consumption increase or does it only rearrange consumption between different products and markets? The relationship between advertising and consumption was found in the literature, this relationship was further developed and the relationship between advertising and household loans emerged as an interesti...

  19. The advertising mix for a search good

    OpenAIRE

    Simon P. Anderson; Renault, Régis

    2012-01-01

    We extend the persuasion game to bring it squarely into the economics of advertising. We model advertising as exciting consumer interest into learning more about the product, and determine a firm's equilibrium choice of advertising content over quality information, price information, and horizontal match information. Equilibrium is unique whenever advertising is necessary. The outcome is a separating equilibrium with quality unravelling. Lower-quality firms need to provide more information. F...

  20. Informative Advertisement of Partial Compatible Products

    OpenAIRE

    Roig, Guillem

    2014-01-01

    Product design and advertisement strategy have been theoretically studied as separate firms decisions. In the present paper, we look at the link between advertisement and product design and we analyze how firms' advertising decisions influence the market effect of product design. We consider a model of informative advertisement where two firms produce a bundle of complementary products which are partially compatible. A product design with more compatible components is associated with a larger...

  1. Advertising media strategies in the film industry

    OpenAIRE

    Elliott, Caroline; Simmons, Robert

    2011-01-01

    The primary aim of this article is to estimate the multiple determinants of film advertising expenditures in four important media, namely television, press, outdoor and radio, in the UK. First, television advertising, the leading film advertising medium, is examined as part of a system of equations, capturing the interdependences between advertising, the number of screens on which films are initially shown and box office revenues. Then a reduced form model is put forward to reveal the determi...

  2. Evaluation of the effectiveness of online advertising

    OpenAIRE

    Stierand, Oskar

    2012-01-01

    The diploma thesis deals with advertising on the Internet with an emphasis on measuring and evaluating the effectiveness of this specific kind of advertising. It analyzes the effectiveness of ads from the advertiser‘s point of view based on real advertising campaigns. It examines the influence of advertising on the end user. A comprehensive overview of information and analysis results give the reader a number of recommendations and instructions for how to measure and evaluate the effectivenes...

  3. Alcohol Advertising and Alcohol Consumption by Adolescents

    OpenAIRE

    Henry Saffer; Dhaval Dave

    2003-01-01

    The purpose of this paper is to empirically estimate the effects of alcohol advertising on adolescent alcohol consumption. The theory of brand capital is used to explain the effects of advertising on consumption. The industry response function and the evidence from prior studies indicate that the empirical strategy should maximize the variance in the advertising data. The approach in this paper to maximizing the variance in advertising data is to employ cross sectional data. The Monitoring th...

  4. Sexual Orientation: A Peripheral Cue in Advertising?

    OpenAIRE

    Ivory, Adrienne Holz

    2007-01-01

    Although advertising featuring gay male and lesbian models can be an effective means of targeting the significant gay and lesbian market, few empirical studies examine how consumers respond to gay-themed advertisements. To address the absence of message-processing research dealing with heterosexual responses to gay-themed advertising, this thesis examines how sexual orientation of model couples featured in magazine advertisements affects heterosexual viewersâ responses using the elaboratio...

  5. Disservice to Children; Advertising an Ethical issue

    OpenAIRE

    Khan, Sameer Mohammed

    2007-01-01

    This study is conducted to expose the evidence about the effects of food advertising on children in Karachi, Pakistan. Advertising in itself is a powerfully suasive medium. Does food advertising leads to over weight and obese children? If it does than it raises questions about certain other serious health issues. What are the other supporting elements besides advertising leading to obesity? A small scale qualitative study was performed on school children and their parents to gather crucial i...

  6. Advertising and the Seven Sins of Memory

    DEFF Research Database (Denmark)

    Percy, Larry

    2004-01-01

    A positive intention may be formed as a result of exposure to an advertisement, but if a memory malfunction interferes with that intention, the advertising will be ineffective.This paper considers the implications for advertisers of Daniel Schacter’s ‘seven sins of memory’: transcience, absent......-mindedness, blocking, misattribution, suggestibility, bias and persistence. Each of the ‘sins’ is explained in detail and advice provided for advertisers on how to avoid these pitfalls....

  7. comparison of english and chinese advertisement slogan

    Institute of Scientific and Technical Information of China (English)

    张悦

    2011-01-01

    advertisements in cross-culture communication come from different cultural background.the english and chinese advertisement slogan is a lively and distinctive field.differences of advertising slogan are becoming more important in the context of economic globalization.this paper,from the comparison of chinese and english advertisement slogan,language used in slogans,translation of slogan,mainly from the points of view of cross-culture to analysis the differences of tow language ads slogan.

  8. Significant Decline in Celebrity Usage in Advertising

    DEFF Research Database (Denmark)

    Schimmelpfennig, Christian; Hollensen, Svend

    2016-01-01

    Over the decades, the use of celebrities in advertising has increased. Research suggests that in western countries between 20% and 30% of all advertising used celebrities in the late 1990s. During the past 10 years, however, the use of celebrities in advertising has plunged. This paper discusses...... why advertisers are turning away from using major celebrities in their campaigns, and what alternative individuals may be used instead of the celebrities....

  9. Stylistic analysis of songs in beverage advertisement

    Institute of Scientific and Technical Information of China (English)

    周双卉

    2012-01-01

    With the development of the advertisement,people tend to study the stylistic analysis of it.However,in this paper,the focus will be on the songs in beverage advertisement.The analysis will be focused on the features of the beverage advertisement songs and the stylistics of it.The aim of the paper is to improve the people and the scholars' understanding of the beverage advertisement songs.

  10. Ethical Considerations on Advertising to Children

    OpenAIRE

    Iulia GRAD

    2015-01-01

    This paper focuses on one of the most controversial areas of advertising, namely advertising to children. Two important issues underline the analysis we propose: on the one hand, the fact that children represent a category of consumers extremely vulnerable to advertising messages; on the other hand, children are a preferred target of advertising and marketing strategies, because they are a category of consumers with growing financial power. Our approach seeks to address from an ethical perspe...

  11. Typologies of aesthetic imitation in advertising

    OpenAIRE

    Gino Giacomini Giacomini-Filho

    2011-01-01

    This text intends to propose conceptual typologies that show possibilities of aesthetic imitation in advertising. This conceptual base is important because imitate practice in advertising is something common and adds interests in the authorial and social fields. It is an exploratory study that uses bibliographical research about advertising, imitation and aesthetic elements of advertising. It was found six typologies: falsification, piracy, plagiarism, knockoff, adaptation and parody.

  12. Typologies of aesthetic imitation in advertising

    Directory of Open Access Journals (Sweden)

    Gino Giacomini Giacomini-Filho

    2011-12-01

    Full Text Available This text intends to propose conceptual typologies that show possibilities of aesthetic imitation in advertising. This conceptual base is important because imitate practice in advertising is something common and adds interests in the authorial and social fields. It is an exploratory study that uses bibliographical research about advertising, imitation and aesthetic elements of advertising. It was found six typologies: falsification, piracy, plagiarism, knockoff, adaptation and parody.

  13. Behind Advertising: The Language of Persuasion

    OpenAIRE

    2013-01-01

    Advertising is a force that makes it possible to sell more merchandise due to its persuasive nature. As a tool of marketing communication, advertising is the structured and composed, non-personal communication of information. It is usually paid for and usually persuasive in nature. The language of persuasion is employed for successful advertising campaign thereby, boosting patronage of idea, product or service. The persuasive nature of advertising however, has generated criticisms and controv...

  14. Customer Directed Advertising and Product Quality

    OpenAIRE

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

    2001-01-01

    This paper studies the relationship between three key elements of the marketing mix, namely, price, product, and promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general advertising technology for the study of three promotional strategies—mass, imperfectly targeted, and customer directed advertising (CDA). We find that both the private and the social incentives to use distinct advertising strategies are aligned, and that sales a...

  15. The Linguistic Features of English Automobile Advertisements

    Institute of Scientific and Technical Information of China (English)

    李琼璐

    2014-01-01

    Household cars are largely demanded today, stimulating the economic development throughout the automobile industry. To enlarge market, all automobile producers pay great efforts to advertisements which result in a large quantity of automobile advertisements. Due to the rare analysis on the linguistic features of automobile advertisements, this essay makes a specific study on this. Analysis will be done through the perspectives of the lexical level, the syntactic level and the rhetoric level. Hence, valid references could be offered to future automobile advertisers.

  16. Impact of Celebrity Credibility on Advertising Effectiveness

    OpenAIRE

    Sadia Aziz; Usman Ghani; Abdullah Niazi

    2013-01-01

    Advertisers often make use of endorsers or representatives as trustworthy sources of persuasion for consumers' attitudes. Promotion of products through celebrities is a trendy advertising practice around the world. The present study judged the impact of celebrity credibility on advertising effectiveness in terms of consumer’s attitude towards the advertisement, attitude towards the brand and their purchase intention. This study also explored the differences of respondent’s responses towards t...

  17. 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 strate...

  18. Towards Privacy-Friendly Online Advertising

    OpenAIRE

    Freudiger, Julien; Vratonjic, Nevena; Hubaux, Jean-Pierre

    2009-01-01

    Modern web sites commonly interact with third-party domains to integrate advertisements and generate revenue from them. To improve the relevance of advertisement, online advertisers track user activities online with third- party cookies. However, excessive online tracking might cause unreasonable access to users' browsing information. Users are thus in need of a simple way to control the sharing of their browsing information with advertisers in order to protect ...

  19. An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan

    OpenAIRE

    Wisal Ahmad; Zahid Mahmood

    2011-01-01

    The importance of creativity in advertising as one of the primary factor for advertising effectiveness has beenmuch advocated by advertising professionals and academicians particularly in a cluttered media. Industry expertsargue that advertisements have to be more creative to break through the greater media clutter and develop animpression for the brand. This study examines the potential effectiveness of award winning televisionadvertisements in Pakistan in both single and three advertising e...

  20. 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 ...

  1. DISSONANCE OF ADVERTISING AND REALITY

    DEFF Research Database (Denmark)

    Layton, Roslyn; Khajeheian, Datis

    2016-01-01

    quantitatively and qualitatively. The results are compared against demographic statistics for the country and a survey of residents in Tehran. This research finds that while women have a major presence on IRIB television programs and in advertising on non-televised media, women are strangely and significantly...... as modern, dynamic, and cosmopolitan.This research is indicative of a key question in media and feminist studies, whether advertising reflects or creates reality. While we see the salience of a number of theories, we suggest that the dissonance between the outmoded depiction of women in IRIB commercials...... versus reality is the result of long-standing advertising subsidy regime for state supported industries and firms....

  2. Morphing advertising to improve online campaign success

    OpenAIRE

    Liberali, Guilherme

    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.

  3. Corporate Web Sites in Traditional Print Advertisements.

    Science.gov (United States)

    Pardun, Carol J.; Lamb, Larry

    1999-01-01

    Describes the Web presence in print advertisements to determine how marketers are creating bridges between traditional advertising and the Internet. Content analysis showed Web addresses in print ads; categories of advertisers most likely to link print ads with Web sites; and whether the Web site attempts to develop a database of potential…

  4. Web Usage, Advertising, and Shopping: Relationship Patterns.

    Science.gov (United States)

    Korgaonkar, Pradeep; Wolin, Lori D.

    2002-01-01

    Discusses Web sales and explores the differences between heavy, medium, and light Web users in terms of their beliefs about Web advertising, attitudes toward Web advertising, purchasing patterns, and demographics. Suggests marketers need to target Web advertising to particular Web users. (Author/LRW)

  5. 36 CFR 223.63 - Advertised rates.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 2 2010-07-01 2010-07-01 false Advertised rates. 223.63... DISPOSAL OF NATIONAL FOREST SYSTEM TIMBER Timber Sale Contracts Appraisal and Pricing § 223.63 Advertised rates. Timber shall be advertised for sale at its appraised value. The road construction cost used...

  6. Persuasive and Informative Advertising: A Classroom Experiment

    Science.gov (United States)

    Freeborn, Beth A.; Hulbert, Jason P.

    2011-01-01

    The authors outline a pair of classroom activities designed to provide an intuitive foundation to the theoretical introduction of advertising in monopoly markets. The roles of both informative and persuasive advertising are covered. Each student acts as a monopolist and chooses the number of (costly) advertisements and the price. The experiments…

  7. Point of sale tobacco advertisements in India

    Directory of Open Access Journals (Sweden)

    Chaudhry S

    2007-01-01

    Full Text Available Background : The effect of any legislation depends on its implementation. Limited studies indicate that tobacco companies may tend to use such provision for surrogate advertising. The point of sale advertisement provision has been placed in the Indian Tobacco Control legislation. The study was undertaken to assess the Indian scenario in this regard. Objective : To assess if there are any violations related to provision of point of tobacco sale advertisements under India′s comprehensive tobacco Control legislation in different parts of India. Materials and Methods : Boards over various shops showing advertisements of tobacco products were observed in the cities of Delhi, Mumbai, Kolkata, Trivandrum and Jaipur, between September 2005 and March 2006. Results : The point of sale advertisements mushroomed after the implementation of 2004 tobacco Control legislation. Tobacco advertisement boards fully satisfying the point of sale provision were practically non-existent. The most common violation of point of sale advertisements was the larger size of the board but with tobacco advertisement equal to the size indicated in the legislation and remaining area often showing a picture. Invariably two boards were placed together to provide the impression of a large single repetitive advertisement. More than two boards was not common. Tobacco advertisement boards were also observed on closed shops/ warehouses, shops not selling tobacco products and on several adjacent shops. Conclusion : The purpose of the point of sale advertisements seem to be surrogate advertisement of tobacco products, mainly cigarettes.

  8. Advertising, Intended vs. unintended effects of

    NARCIS (Netherlands)

    Buijzen, M.A.; Valkenburg, P.M.

    2007-01-01

    The effects of television advertising on children and adolescents can be divided into two general types: intended and unintended. Intended effects are the effects that advertisers wish to achieve with their advertisements, and unintended effects include the often-undesired side effects of advertisin

  9. Canadian Perspectives on Sex Stereotyping in Advertising.

    Science.gov (United States)

    Courtney, Alice E.; Whipple, Thomas W.

    Based on research findings that sex stereotyping used for product commercials is offensive and often ineffective, recommendations for change have been proposed to the advertising industry. Women, in particular, have been portrayed in advertising in traditional domestic roles, emphasizing the consumer role, especially in television advertising.…

  10. Advertising: A Research Subject for Persuasive Writers.

    Science.gov (United States)

    Malachowski, Ann Marie

    1984-01-01

    Describes using the parallels between developing the persuasive essay and an advertisement to help advertising students become aware of the importance of voice, point of view, and audience. Students complete a written essay modeled after the language and techniques employed by advertisers. (HTH)

  11. Practitioner Perceptions of Advertising Education Accreditation.

    Science.gov (United States)

    Vance, Donald

    According to a 1981 survey, advertising practitioners place more importance on the accreditation of college advertising programs when it comes to evaluating a graduate of such a program than do the educators who must earn the accreditation. Only directors of advertising education programs in the communication-journalism area that are currently…

  12. 36 CFR 223.227 - Sale advertisement.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 2 2010-07-01 2010-07-01 false Sale advertisement. 223.227 Section 223.227 Parks, Forests, and Public Property FOREST SERVICE, DEPARTMENT OF AGRICULTURE SALE AND DISPOSAL OF NATIONAL FOREST SYSTEM TIMBER Special Forest Products Advertisement and Bids § 223.227 Sale advertisement. (a) The Forest Service...

  13. 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.

  14. 41 CFR 101-4.540 - Advertising.

    Science.gov (United States)

    2010-07-01

    ... 41 Public Contracts and Property Management 2 2010-07-01 2010-07-01 true Advertising. 101-4.540... Employment in Education Programs or Activities Prohibited § 101-4.540 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification,...

  15. 7 CFR 1955.146 - Advertising.

    Science.gov (United States)

    2010-01-01

    ... 7 Agriculture 14 2010-01-01 2009-01-01 true Advertising. 1955.146 Section 1955.146 Agriculture... REGULATIONS (CONTINUED) PROPERTY MANAGEMENT Disposal of Inventory Property General § 1955.146 Advertising. (a... real estate brokers, it is the servicing official's responsibility to ensure adequate advertising...

  16. 29 CFR 36.540 - Advertising.

    Science.gov (United States)

    2010-07-01

    ... 29 Labor 1 2010-07-01 2010-07-01 true Advertising. 36.540 Section 36.540 Labor Office of the Secretary of Labor NONDISCRIMINATION ON THE BASIS OF SEX IN EDUCATION PROGRAMS OR ACTIVITIES RECEIVING... Activities Prohibited § 36.540 Advertising. A recipient shall not in any advertising related to...

  17. A Pragmatic Perspective on Advertisement Translating

    Institute of Scientific and Technical Information of China (English)

    管虎元

    2008-01-01

    With the strengthening of intercultural communication,advertisement translating becomes more and more impor tant in the field of commerce.Based on an analysis and comparison of English and Chinese advertisements,this paper discusses the strategies of translating advertisement from a pragmatic pernpective, including the speech act theory,the context theory and cultural consideration,etc.

  18. 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

  19. Advertising Ethics: Student Attitudes and Behavioral Intent

    Science.gov (United States)

    Fullerton, Jami A.; Kendrick, Alice; McKinnon, Lori Melton

    2013-01-01

    A national survey of 1,045 advertising students measured opinions about the ethical nature of advertising and ethical dilemmas in the advertising business. More than nine out of ten students agreed that working for a company with high ethical standards was important. Students rated all twelve workplace dilemmas presented as somewhat unethical. For…

  20. 36 CFR 327.17 - Advertisment.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertisment. 327.17 Section 327.17 Parks, Forests, and Public Property CORPS OF ENGINEERS, DEPARTMENT OF THE ARMY RULES AND... § 327.17 Advertisment. (a) Advertising and the distribution of printed matter is allowed within...

  1. Attitudes toward Advertisements of the Older Adults

    Science.gov (United States)

    Estrada, M.; Moliner, M. A.; Sanchez, J.

    2010-01-01

    In this study we will analyze the attitude of older adults to advertisements, differentiating between advertisements that contain rhetorical figures (trope ads) and those that do not (explicit ads). We will also study their attitude toward the brand advertised according to their degree of involvement with the product. In the course of the…

  2. Use of Endorsers in Magazine Advertisements.

    Science.gov (United States)

    Stout, Patricia A.; Moon, Young Sook

    1990-01-01

    Analyzes full-page advertisements in four national magazines for the years 1980 to 1986. Finds (1) endorsements occurred in about half of the advertisements; (2) endorsers most used were celebrities; (3) advertisements with endorsers contain less information; and (4) celebrities most often endorsed personal care or apparel products. (RS)

  3. Dynamic Voluntary Advertising and Vertical Product Quality

    OpenAIRE

    Tenryu, Yohei; Kamei, Keita

    2012-01-01

    We investigate the dynamic relationship between advertising and product quality under duopolistic competition. By using a simplified vertical product differentiation model with voluntary advertising, we show that the firm with larger market share has a larger advertising share and that there is a positive relationship between the difference in product quality and the number of customers in an industry.

  4. 25 CFR 215.12 - Advertising costs.

    Science.gov (United States)

    2010-04-01

    ... 25 Indians 1 2010-04-01 2010-04-01 false Advertising costs. 215.12 Section 215.12 Indians BUREAU OF INDIAN AFFAIRS, DEPARTMENT OF THE INTERIOR ENERGY AND MINERALS LEAD AND ZINC MINING OPERATIONS AND LEASES, QUAPAW AGENCY § 215.12 Advertising costs. All advertising costs, publication fees,...

  5. 16 CFR 307.10 - Cooperative advertising.

    Science.gov (United States)

    2010-01-01

    ... 16 Commercial Practices 1 2010-01-01 2010-01-01 false Cooperative advertising. 307.10 Section 307.10 Commercial Practices FEDERAL TRADE COMMISSION REGULATIONS UNDER SPECIFIC ACTS OF CONGRESS... tobacco products from advertising or causing to advertise any smokeless tobacco product within the...

  6. 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 Banking FEDERAL RESERVE SYSTEM BOARD OF GOVERNORS OF THE FEDERAL RESERVE SYSTEM CONSUMER LEASING (REGULATION M) § 213.7 Advertising. (a) General rule. An advertisement for a consumer lease may state that...

  7. 12 CFR 563.27 - Advertising.

    Science.gov (United States)

    2010-01-01

    ... 12 Banks and Banking 5 2010-01-01 2010-01-01 false Advertising. 563.27 Section 563.27 Banks and Banking OFFICE OF THRIFT SUPERVISION, DEPARTMENT OF THE TREASURY SAVINGS ASSOCIATIONS-OPERATIONS Operation and Structure § 563.27 Advertising. No savings association shall use advertising (which includes...

  8. 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 Banking FEDERAL RESERVE SYSTEM (CONTINUED) BOARD OF GOVERNORS OF THE FEDERAL RESERVE SYSTEM TRUTH IN SAVINGS (REGULATION DD) § 230.8 Advertising. (a) Misleading or inaccurate advertisements. An...

  9. 27 CFR 4.65 - 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. 4.65 Section 4.65 Alcohol, Tobacco Products and Firearms ALCOHOL AND TOBACCO TAX AND TRADE BUREAU, DEPARTMENT OF THE TREASURY LIQUORS LABELING AND ADVERTISING OF WINE Advertising of Wine § 4.65...

  10. 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. 7.55 Section 7.55 Alcohol, Tobacco Products and Firearms ALCOHOL AND TOBACCO TAX AND TRADE BUREAU, DEPARTMENT OF THE TREASURY LIQUORS LABELING AND ADVERTISING OF MALT BEVERAGES Advertising of Malt...

  11. 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. 5.66 Section 5.66 Alcohol, Tobacco Products and Firearms ALCOHOL AND TOBACCO TAX AND TRADE BUREAU, DEPARTMENT OF THE TREASURY LIQUORS LABELING AND ADVERTISING OF DISTILLED SPIRITS Advertising of...

  12. Sacred and the Profane in Advertising Art.

    Science.gov (United States)

    Zuk, Bill; Dalton, Robert

    This paper examines the arguments for and against inclusion of advertising art in art education programs, and presents a case for the educational benefits of critically examining advertising art based on museum masterpieces. A search for examples of fine art masterpieces used in advertising art examined which masterpieces are commonly used in…

  13. Children's recognition of advertisements on television and on Web pages.

    Science.gov (United States)

    Blades, Mark; Oates, Caroline; Li, Shiying

    2013-03-01

    In this paper we consider the issue of advertising to children. Advertising to children raises a number of concerns, in particular the effects of food advertising on children's eating habits. We point out that virtually all the research into children's understanding of advertising has focused on traditional television advertisements, but much marketing aimed at children is now via the Internet and little is known about children's awareness of advertising on the Web. One important component of understanding advertisements is the ability to distinguish advertisements from other messages, and we suggest that young children's ability to recognise advertisements on a Web page is far behind their ability to recognise advertisements on television. PMID:22543303

  14. Advertising, welfare economics and ethics

    OpenAIRE

    Steedman, Ian

    2011-01-01

    It is a fact of life that economic resources are used to alter other's preferences over commodities. Yet this is seldom taken into account in basic economic theory, explanatory or normative. It is shown here how a certain type of advertising is readily allowed for in the Edgeworth exchange box, in the small country foreign trade model, etc.. It is found, in welfare terms, that exchange/trade with advertising can involve some agents gaining at the expense of others; there need not be mutual ga...

  15. TAXATION OF SOCIAL MEDIA ADVERTISEMENTS

    OpenAIRE

    F. Rifat ORTAÇ; Deniz AKÇAY

    2016-01-01

    Today, the use of Internet and in particular social media as advertising tools brings the question of how the advertisement in social media should be taxed. This is not only seen as a problem in our country, but in the international platform as well. In the first part of the study, the definition of social media is given; in the second part, Social Media Brand Communities and Fun Pages are discussed; in the third part, a comparison of Social Media Con- tents and Public Goods, Global Public Go...

  16. Public Health, Advertising and Reality

    OpenAIRE

    Tim Ambler

    2009-01-01

    Advertising is often blamed as the, or a, cause of public health problems such as misuse of alcohol or obesity. This paper suggests that the conclusions drawn by researchers owe more to their a priori attitudes than to an even-handed review of the evidence from both sides of the argument. The British Medical Association Science Committee’s 2009 call to ban alcohol advertising and promotion in the UK is taken as a case study. It is characterised by sweeping unsupported assertions, selective ...

  17. Laconism in the advertisement discourse

    Directory of Open Access Journals (Sweden)

    João Marcos Mateus Kogawa

    2014-11-01

    Full Text Available Current paper investigates the construction of a particular kind of statement called laconism. The discursive form is constructed by an enunciation modality that aggregates military, religious and economic spaces, and is characterized by ‘tell more in fewer words’. It is the hallmark of Greek civilization and typical of Christ’s universal phrases. The enunciation structure is basic and omnipresent in the myth construction within consumer society. Current investigation deals with the advertising discourse, more particularly, Coca-Cola advertisings, as a contemporary myth. French Discourse Analysis coupled to Foucault’s and Barthes’s works foreground the essay.

  18. Understanding advertising in pet nutrition.

    OpenAIRE

    Brown, R G

    1994-01-01

    Advertising is part of the effort to attract attention of consumers to products, in this case, pet foods. It is generally benign in its effect, but it can be misleading, although rarely deliberately so. It uses a specialized vocabulary, which must be mastered if one is to understand what is intended. For all of the expense and effort, advertising figures directly in relatively few decisions to purchase. Its main intention is to call our attention to a particular pet food and to give that prod...

  19. TAXATION OF SOCIAL MEDIA ADVERTISEMENTS

    Directory of Open Access Journals (Sweden)

    F. Rifat ORTAÇ

    2016-01-01

    Full Text Available Today, the use of Internet and in particular social media as advertising tools brings the question of how the advertisement in social media should be taxed. This is not only seen as a problem in our country, but in the international platform as well. In the first part of the study, the definition of social media is given; in the second part, Social Media Brand Communities and Fun Pages are discussed; in the third part, a comparison of Social Media Con- tents and Public Goods, Global Public Goods and Club Goods is made; in the fourth part that Conclusion and Suggestions how social media is taxed is discussed.

  20. Satisfaction with the Advertising Agency: From the Advertisers' Perspective.

    Science.gov (United States)

    Salmon, Caryn C.; And Others

    Based on the idea that the relationship between a client and its advertising agency is primarily a "people" relationship, a study was undertaken to examine the factors that influence a client's satisfaction with its agency, particularly in the day-to-day, or maintenance, phase of the relationship. Data were taken from responses given by 182…

  1. Schematic Analysis of Linguistic Features of Advertisements

    Institute of Scientific and Technical Information of China (English)

    刘吉欣

    2015-01-01

    Advertising constitutes an indispensable part of modern life,promoting sales and channeling consumption.Further-more,the daily conversation is also strongly influenced by advertising language.In this research,schema theory is employed to analyze the graphological,phonological,lexical,grammatical and discoursal features of the advertising language and the cogni-tive change they bring about among the audience,aiming at helping the consumers have a better understanding of advertise-ments and helping the designers produce better works.

  2. Advertising Fee in Business-Format Franchising

    OpenAIRE

    Preyas S. Desai

    1997-01-01

    Most franchisors charge an advertising fee in addition to the better known royalty and franchise fee. We study the role of the advertising fee in improving channel coordination. We begin our analysis with a simple case of one franchisor dealing with two identical franchisees and find that the advertising fee allows the franchisor to commit to a specific level of advertising spending at the time of contract acceptance. We also find that the lump-sum advertising fee is better than the sales-bas...

  3. Advertisement Analysis: A Comparative Critical Study

    Directory of Open Access Journals (Sweden)

    Noureldin Mohamed Abdelaal

    2014-12-01

    Full Text Available This study aimed at analyzing two advertisements, and investigating how advertisers use discourse and semiotics to make people and customers buy into their ideas, beliefs, or simply their products. The two advertisements analyzed are beauty products which have been selected from internet magazines. The methodology adopted in this study is qualitative method. The first advertisement is analyzed qualitatively in terms of content; there was no focus on a specific theoretical frame work, while the second advertisement analysis is based on Fairclough’s framework, the critical discourse analysis framework.  

  4. Automatic and strategic processes in advertising effects

    DEFF Research Database (Denmark)

    Grunert, Klaus G.

    1996-01-01

    , and can easily be adapted to situational circumstances. Both the perception of advertising and the way advertising influences brand evaluation involves both processes. Automatic processes govern the recognition of advertising stimuli, the relevance decision which determines further higher-level processing...... are at variance with current notions about advertising effects. For example, the att span problem will be relevant only for strategic processes, not for automatic processes, a certain amount of learning can occur with very little conscious effort, and advertising's effect on brand evaluation may be more stable...

  5. Preparing for a digital future - Advertising to Finnish Millennials

    OpenAIRE

    Miiluvaara, Mirella

    2016-01-01

    This thesis explores the topic of online advertising. The main focus of the thesis is to find out how advertisers can reach Millennials through online advertising. The researcher explores which online channels Millennials prefer among other things. Therefore, the purpose of the thesis is to find out which advertising channels and formats advertisers should use in order to reach this generation and prepare for future trends. In other words, finding out which advertising methods advertisers sho...

  6. Search Engine Advertising: Channel Substitution when Pricing Ads to Context

    OpenAIRE

    Avi Goldfarb; Catherine Tucker

    2010-01-01

    We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in "ambulance-chaser" regulations across states. When lawyers cannot contact clients by mail, advertising prices per click for search engine advertisements are 5%-7% higher. Therefore, online advertising substitutes for offline advertising. This substitution toward online advertising is strongest in ma...

  7. 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...

  8. Pleasantness, activation, and sex differences in advertising.

    Science.gov (United States)

    Whissell, C; McCall, L

    1997-10-01

    Advertisements in men's, women's, girls', and boys' magazines (n = 38,195 words) were scored objectively in terms of 15 measures of linguistic style, e.g., use of common words, use of long words, use of specific words and emotional tone (pleasantness and activation, as measured by the Dictionary of Affect). There were several sex- and age-related differences among advertisements from different sources. Advertisements from boys' magazines were extremely active, those from women's and girls' magazines were shorter and unusually pleasant. In two follow-up studies (N = 122 volunteers), objective emotional measures of advertising text proved to be related to ratings of persuasion and of success of appeal for individual advertisements. The most preferred advertisement for women was pleasant and active, that for men unpleasant and active. When men and women created advertisements, women's were shorter and more pleasant. PMID:9354085

  9. 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.

  10. Impact of Celebrity Credibility on Advertising Effectiveness

    Directory of Open Access Journals (Sweden)

    Sadia Aziz

    2013-05-01

    Full Text Available Advertisers often make use of endorsers or representatives as trustworthy sources of persuasion for consumers' attitudes. Promotion of products through celebrities is a trendy advertising practice around the world. The present study judged the impact of celebrity credibility on advertising effectiveness in terms of consumer’s attitude towards the advertisement, attitude towards the brand and their purchase intention. This study also explored the differences of respondent’s responses towards the advertisements of brand through famous celebrities as well as unknown celebrities. Different TV advertisements were used for the experiment. Several statistical tools were applied to test the hypotheses and identify significant differences & the proposed relationships among the variables. Overall findings suggests that the respondents considered the famous celebrities of the brand as the most credible celebrities, having positive impact on consumers attitude towards the advertisement, attitude to the brand and their favorable purchase intentions as compare to the unknown celebrity with less credibility.

  11. Consumer views on DTCA advertising.

    NARCIS (Netherlands)

    Dijk, L. van; Vervloet, M.; Friele, R.D.

    2011-01-01

    Background: In most Western countries, except for New Zealand and the USA, direct-to-consumer advertising of prescription drugs is prohibited. Currently, at European level, there is an ongoing discussion whether or not to allow pharmaceutical companies to inform consumers about prescription drugs. H

  12. Global Imagery in Online Advertisements

    Science.gov (United States)

    Hynes, Geraldine E.; Janson, Marius

    2007-01-01

    A well-designed online advertisement is essential for effective communication with potential customers and contributes to successful e-commerce. However, creating online sales messages that appeal to a broad range of cultures can pose unique challenges. Internet ads must offer both a globally appealing and a culture-specific message that in turn…

  13. Advertising media selection and planning

    NARCIS (Netherlands)

    M. Moorman; P.C. Neijens; E.G. Smit

    2010-01-01

    Reach, frequency, and timing are key concepts in selecting TV, radio, newspapers, magazines, out-of-home, direct mail, Internet, and other media for advertising campaigns. We discuss these concepts and their role in media selection and media planning processes. We also describe media and audience fa

  14. Advertising and Sales Promotion Guide.

    Science.gov (United States)

    North Carolina State Dept. of Public Instruction, Raleigh. Div. of Vocational Education.

    This document contains teacher materials for a 4-unit, 1-year marketing education course in advertising and sales promotion offered in grades 11 and 12 in North Carolina. The preface contains a rationale for the development of the course, a course description, course objectives, a list of the instructional units of the course, and a list of the…

  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. Adjective Identification in Television Advertisements

    Science.gov (United States)

    Abd Rahim, Normaliza

    2013-01-01

    Learning the Malay language has been a challenging task for foreign language learners. Learners have to learn Malay grammar structure rules in order to write simple sentences. The word choice is important in constructing a sentence. Therefore, the study focuses on the use of adjectives in television advertisements among Korean learners at Hankuk…

  17. Advertising. New Horizons in Nutrition.

    Science.gov (United States)

    Arnold, Justine; Grogan, Jane, Ed.

    This instructional handbook is one of series of ten packets designed to form a comprehensive course in nutrition for secondary students. This unit uses advertisements for products low in cholesterol as a link to a discussion of the nutrient, fat. It contains a page of teaching suggestions, a pre-test for the students, and factual nutrition…

  18. Advertising and Invasion of Privacy.

    Science.gov (United States)

    Rohrer, Daniel Morgan

    The right of privacy as it relates to advertising and the use of a person's name or likeness is discussed in this paper. After an introduction that traces some of the history of invasion of privacy in court decisions, the paper examines cases involving issues such as public figures and newsworthy items, right of privacy waived, right of privacy…

  19. A Q-Analysis of College Students Attitudes Toward Advertising.

    Science.gov (United States)

    Larkin, Ernest F.

    Eighty college students were administered 26 Likert-type statements designed to measure their attitudes toward advertising along four different dimensions: economic effects of advertising, social effects of advertising, ethics of advertising, and regulation of advertising. Analysis of the responses revealed five clusters or "types" of individuals…

  20. Young Children's Ability to Recognize Advertisements in Web Page Designs

    Science.gov (United States)

    Ali, Moondore; Blades, Mark; Oates, Caroline; Blumberg, Fran

    2009-01-01

    Identifying what is, and what is not an advertisement is the first step in realizing that an advertisement is a marketing message. Children can distinguish television advertisements from programmes by about 5 years of age. Although previous researchers have investigated television advertising, little attention has been given to advertisements in…

  1. Strengthening the Canadian alcohol advertising regulatory system.

    Science.gov (United States)

    Heung, Carly M; Rempel, Benjamin; Krank, Marvin

    2012-01-01

    Research evidence points to harmful effects from alcohol advertising among children and youth. In particular, exposure to alcohol advertising has been associated with adolescents drinking both earlier and heavier. Although current federal and provincial guidelines have addressed advertising practices to prevent underage drinking, practice has not been supported by existing policy. While protective measures such as social marketing campaigns have the potential for counteracting the effects from alcohol advertising, the effectiveness of such measures can be easily drowned out with increasing advertising activities from the alcohol industry, especially without effective regulation. Research reviewed by the European Focus on Alcohol Safe Environment (FASE) Project has identified a set of key elements that are necessary to make alcohol advertising policy measures effective at protecting children and youth from the harmful effects of alcohol marketing. Using these key elements as an evaluation framework, there are critical components in the Canadian alcohol advertising regulatory system that clearly require strengthening. To protect impressionable children and youth against the harmful effects of alcohol advertising, 13 recommendations to strengthen current alcohol advertising regulations in Canada are provided for Canadian policy-makers, advertising standard agencies, and public health groups. PMID:23618638

  2. Advertising emergency department wait times.

    Science.gov (United States)

    Weiner, Scott G

    2013-03-01

    Advertising emergency department (ED) wait times has become a common practice in the United States. Proponents of this practice state that it is a powerful marketing strategy that can help steer patients to the ED. Opponents worry about the risk to the public health that arises from a patient with an emergent condition self-triaging to a further hospital, problems with inaccuracy and lack of standard definition of the reported time, and directing lower acuity patients to the higher cost ED setting instead to primary care. Three sample cases demonstrating the pitfalls of advertising ED wait times are discussed. Given the lack of rigorous evidence supporting the practice and potential adverse effects to the public health, caution about its use is advised. PMID:23599836

  3. Eye movements when viewing advertisements.

    Science.gov (United States)

    Higgins, Emily; Leinenger, Mallorie; Rayner, Keith

    2014-01-01

    In this selective review, we examine key findings on eye movements when viewing advertisements. We begin with a brief, general introduction to the properties and neural underpinnings of saccadic eye movements. Next, we provide an overview of eye movement behavior during reading, scene perception, and visual search, since each of these activities is, at various times, involved in viewing ads. We then review the literature on eye movements when viewing print ads and warning labels (of the kind that appear on alcohol and tobacco ads), before turning to a consideration of advertisements in dynamic media (television and the Internet). Finally, we propose topics and methodological approaches that may prove to be useful in future research. PMID:24672500

  4. Eye Movements When Viewing Advertisements

    Directory of Open Access Journals (Sweden)

    Emily eHiggins

    2014-03-01

    Full Text Available In this selective review, we examine key findings on eye movements when viewing advertisements. We begin with a brief, general introduction to the properties and neural underpinnings of saccadic eye movements. Next, we provide an overview of eye movement behavior during reading, scene perception, and visual search, since each of these activities is, at various times, involved in viewing ads. We then review the literature on eye movements when viewing print ads and warning labels (of the kind that appear on alcohol and tobacco ads, before turning to a consideration of advertisements in dynamic media (television and the Internet. Finally, we propose topics and methodological approaches that may prove to be useful in future research.

  5. The Subsiding Sizzle of Advertising History

    DEFF Research Database (Denmark)

    Schwarzkopf, Stefan

    2011-01-01

    Purpose – This paper aims to provide an overview over the development of historical research into advertising from the early twentieth century. Its main purposes are to interest marketing scholars and business historians in the history of advertising, help scholars that are unfamiliar...... with the field in choosing an appropriate theoretical and methodological angle, and provide a critique of a range of methods and theoretical approaches being applied in advertising historical research. Design/methodology/approach – The research design of this paper is based on historiographical analysis...... and method critique. It surveys the advertising historical literature of the three decades between 1980 and 2010, and it compares and contrasts dominant research methodologies and theoretical paradigms that have been used by historians and advertising researchers. Findings – Much advertising historical...

  6. Look How Little I′m Advertising!

    DEFF Research Database (Denmark)

    Bagwell, Kyle; Overgaard, Per Baltzer

    This paper studies the role of advertising and prices as signals of quality in a purely static setting, where repeat purchases are suppressed altoghether, but where advertising affects demand directly. We first show, under standard regularity assumptions, that the high-quality firm will distort its...... price upwards and its level of advertising downwards compared to the complete-information case. We then show, under relatively mild additional conditions, that the high-quality firm will choose a level of advertising below that of the low-quality firm, even if the high-quality firm advertises most under...... complete information. Hence, empirically, a high price and a modest advertising budget may well signal high quality....

  7. Costly advertising and the evolution of cooperation.

    Science.gov (United States)

    Brede, Markus

    2013-01-01

    In this paper, I investigate the co-evolution of fast and slow strategy spread and game strategies in populations of spatially distributed agents engaged in a one off evolutionary dilemma game. Agents are characterized by a pair of traits, a game strategy (cooperate or defect) and a binary 'advertising' strategy (advertise or don't advertise). Advertising, which comes at a cost [Formula: see text], allows investment into faster propagation of the agents' traits to adjacent individuals. Importantly, game strategy and advertising strategy are subject to the same evolutionary mechanism. Via analytical reasoning and numerical simulations I demonstrate that a range of advertising costs exists, such that the prevalence of cooperation is significantly enhanced through co-evolution. Linking costly replication to the success of cooperators exposes a novel co-evolutionary mechanism that might contribute towards a better understanding of the origins of cooperation-supporting heterogeneity in agent populations. PMID:23861752

  8. Costly advertising and the evolution of cooperation.

    Directory of Open Access Journals (Sweden)

    Markus Brede

    Full Text Available In this paper, I investigate the co-evolution of fast and slow strategy spread and game strategies in populations of spatially distributed agents engaged in a one off evolutionary dilemma game. Agents are characterized by a pair of traits, a game strategy (cooperate or defect and a binary 'advertising' strategy (advertise or don't advertise. Advertising, which comes at a cost [Formula: see text], allows investment into faster propagation of the agents' traits to adjacent individuals. Importantly, game strategy and advertising strategy are subject to the same evolutionary mechanism. Via analytical reasoning and numerical simulations I demonstrate that a range of advertising costs exists, such that the prevalence of cooperation is significantly enhanced through co-evolution. Linking costly replication to the success of cooperators exposes a novel co-evolutionary mechanism that might contribute towards a better understanding of the origins of cooperation-supporting heterogeneity in agent populations.

  9. THEORETICAL FRAMEWORK OF ADVERTISING - SOME INSIGHTS

    Directory of Open Access Journals (Sweden)

    Bogdan Nichifor

    2014-07-01

    Full Text Available Advertising as a tool of communication, but mostly as a marketing tool is subject to many theories and explanatory and normative models. Its contents and performed functions are not yet defined in general recognized theory. Present article focuses on the analysis of advertising in terms of its specific persuasive effort and communication process. Advertising seen as a process is based on the general scheme of the marketing communication process, with a number of specific features related to its content. The persuasive effort is related to creation of favorable attitudes or reinforcing existing attitudes. This process of persuasion is closely linked to the concept of attitude. Most theories of advertising have explored the connection between persuasion and attitude, identifying possible responses that the receiver can give to advertising information. Following lines develop these two important aspects associated with advertising theory, even if they are not the only issues that are debated in the literature.

  10. Women in advertising production. Study of the Galician advertising sector from a gender perspective

    OpenAIRE

    Aurora García-González

    2011-01-01

    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 ...

  11. DIFFERENCE FACTORS FOR JUDGING THE ADVERTISING CREATIVITY: A STUDY ON THE TURKISH ADVERTISING SECTOR

    OpenAIRE

    Ergüven, Öğr.Gör.Dr. Mehmet Sinan

    2011-01-01

    Advertising is a marketing communication tool that everybody talks on, evaluates and has opinions about whether it is creative or not. People can have different opinions about an advertisement's creativity and judge it as creative or ordinary. On the other hand, the factors for judging the advertisements from the perspective of creativity can't be expressed clearly. The advertising creativity is a hard topic to investigate and it is not a popular research area for the academic literature. The...

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

    OpenAIRE

    Selma KARABAŞ

    2013-01-01

    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 misle...

  13. Factors affecting the selection of advertising agency : Case study: Spark Insight Advertising & Marketing Pvt. Ltd.

    OpenAIRE

    Aryal, Pawan

    2012-01-01

    The advertising sector is one of the most fast-developing business sectors in Nepal. The de-velopment and welfare of the sector has been monitored by the Advertising Association of Nepal. During the past decade, there has been significant growth in the number of agencies. However, the business volume has remained at the similar level. This situation has made the advertising market vulnerable, and competition between the agencies has become unethical. Spark Insight Advertising & Marketing...

  14. Alcohol advertising: the last chance saloon:Failure of self regulation of UK alcohol advertising

    OpenAIRE

    Hastings, Gerard; Brooks, Oona; Stead, Martine; Angus, Kathryn; Anker, Thomas Boysen; Farrell, Tom

    2010-01-01

    Research has established that alcohol advertising,1-3 like that for tobacco4 and fast food,5-7 influences behaviour. It encourages young people to drink alcohol sooner and in greater quantities. From a public health perspective, advertising of alcohol should clearly be limited. The United Kingdom has opted for a system of self regulatory controls that focuses primarily on the content of advertisements, with some limitations on the channels that can be used. This is overseen by the Advertising...

  15. Storytelling, advertising and paradigm fusion

    OpenAIRE

    Anderson, David

    2012-01-01

    'The art of storytelling in the modern age is fundamentally important. So, how we create stories for a screen-based culture is vitally important to master' (Hegarty, 2011, p.96-97). This paper explores the potential benefit of fusing aspects of creative writing with the curriculum of the BA Creative Advertising programme (BACAP) at Leeds College of Art (LCA) in order to address Sir John Hegarty's assertion. In particular it will focus on the characteristics of the 'classical paradigms' us...

  16. Stochastic Blockmodeling for Online Advertising

    OpenAIRE

    Chen, Li; Patton, Matthew

    2014-01-01

    Online advertising is an important and huge industry. Having knowledge of the website attributes can contribute greatly to business strategies for ad-targeting, content display, inventory purchase or revenue prediction. Classical inferences on users and sites impose challenge, because the data is voluminous, sparse, high-dimensional and noisy. In this paper, we introduce a stochastic blockmodeling for the website relations induced by the event of online user visitation. We propose two cluster...

  17. Involved Consumers and Advertising Involvement

    OpenAIRE

    Lawlor, Katrina

    1988-01-01

    The question of consumer involvement has at times taken on the appearance of a theoretical quagmire. The proliferation of definitions apart, this confusion has been exacerbated by the failure to distinguish adequately between advertising and consumer involvement. The research outlined in this article attempts to probe the possible relationship between these two discrete entities. It takes as a starting point Kassarjian's postulate of a generalised trait of purchasing involvement. This novel ...

  18. Manufacturing the Digital Advertising Audience

    OpenAIRE

    Aaltonen, Aleksi

    2011-01-01

    How does a new medium create its audience? This study takes the business model of commercial media as its starting point and identifies industrial audience measurement as a constitutive operation in creating the sellable asset of advertising- funded companies. The study employs a qualitative case study design to analyse how a mobile virtual network operator (MVNO) company harnesses digital behavioural records generated by computational network infrastructure to turn network subscribers into a...

  19. Eye movements when viewing advertisements

    OpenAIRE

    Emily eHiggins; Mallorie eLeinenger; Keith eRayner

    2014-01-01

    In this selective review, we examine key findings on eye movements when viewing advertisements. We begin with a brief, general introduction to the properties and neural underpinnings of saccadic eye movements. Next, we provide an overview of eye movement behavior during reading, scene perception, and visual search, since each of these activities is, at various times, involved in viewing ads. We then review the literature on eye movements when viewing print ads and warning labels (of the kind ...

  20. Deceptive advertising with rational buyers

    OpenAIRE

    Ursino, Giovanni; Piccolo, Salvatore; Tedeschi, Piero

    2012-01-01

    We study a Bertrand game where two sellers supplying products of different and unverifiable qualities can outwit potential clients through (costly) deceptive advertising. We characterize a class of pooling equilibria where sellers post the same price regardless of their quality and low quality ones deceive buyers. Although in these equilibria low quality goods are purchased with positive probability, the buyer’s (expected) utility can surprisingly be higher than in a fully separating equilibr...

  1. Optimizing On-Line Advertising

    OpenAIRE

    Caruso, Fabrizio; Giuffrida, Giovanni

    2010-01-01

    We want to find the optimal strategy for displaying advertisements e.g. banners, videos, in given locations at given times under some realistic dynamic constraints. Our primary goal is to maximize the expected revenue in a given period of time, i.e. the total profit produced by the impressions, which depends on profit-generating events such as the impressions themselves, the ensuing clicks and registrations. Moreover we must take into consideration the possibility that the constraints could c...

  2. Behavioral On-Line Advertising

    OpenAIRE

    Caruso, Fabrizio; Giuffrida, Giovanni; Zarba, Calogero,

    2011-01-01

    We present a new algorithm for behavioral targeting of banner advertisements. We record different user's actions such as clicks, search queries and page views. We use the collected information on the user to estimate in real time the probability of a click on a banner. A banner is displayed if it either has the highest probability of being clicked or if it is the one that generates the highest average profit.

  3. Navy advertising: targeting Generation Z

    OpenAIRE

    Anderson, David; Conover, Kenneth; Jackson, Jason; Santibanez, Edwin

    2015-01-01

    Approved for public release; distribution is unlimited This study recommends improvements for Navy advertising efficiency by examining characteristics of recruits defined as Generation Z. Data gathered from five waves of the New Recruit Survey covering September 2012 to April 2015 were separated into two groups by age, with ages 17–21 representing Generation Z recruits and those over 21 as the Other generation. Four main analysis questions centered on parental influences, social media habi...

  4. 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. PMID:23451529

  5. Marketing and advertising on the Internet

    OpenAIRE

    Smrčka, Max

    2013-01-01

    The goal of this thesis is to introduce the concept of marketing and advertising on the internet and present chosen strategies for marketing and advertising purposes used on the internet. This thesis is divided into two parts. The theoretical part describes the principles of marketing and advertising and introduces important elements related to this topic. The practical part deals with monitoring of selected website and analysis of information about visitors, competition and others. Th...

  6. Campaign Spending Limits and Political Advertising

    OpenAIRE

    David Soberman; Loïc Sadoulet

    2007-01-01

    Traditionally, research on political campaigns has focused on the positioning of parties and not on how parties communicate with the electorate. We construct a model where two parties fund both the "creative" and "media" elements of political advertising and examine how campaign budgets affect advertising strategies in the context of a political campaign. Our key finding is that tight campaign limits stimulate aggressive advertising on the part of competing parties, while generous budgets oft...

  7. Advertising of boutique hotel on the Internet

    OpenAIRE

    Antropov, Artem

    2014-01-01

    The research was conducted for Lossiranta Lodge, the Finnish boutique hotel located in Savonlinna, which is interested in expansion of the current promotion system via advertising on the Internet. The idea of the present thesis is promotion of the boutique hotel Lossiranta Lodge via various modern methods and ways on the Internet by dint of advertising. In the framework of this work was identified the main features of advertising on Internet in order to implement the outcome of my diplo...

  8. ADVERTISEMENT & ISLAM: A MUSLIM WORLD PERSPECTIVE

    OpenAIRE

    Adeel Bari; Rana Zamin Abbas

    2011-01-01

    Contemporary advertisement practices have created many social and ethical problems due to their materialistic focus. The effect of these problems can also be seen in many Muslim countries including Pakistan in terms of diversion from their cultural and religious values. This paper attempts to integrate the Islamic business ethics in contemporary advertisement practices to find the solution of the ethical dilemma which is created by these materialistic advertisement practices. The focus of Isl...

  9. The Effectiveness of Retargeting in Online Advertising

    OpenAIRE

    Kantola, Jose

    2014-01-01

    Following the emergence of global online service and advertising platforms such as Facebook and Google, and the development of advanced tracking and targeting solutions including online retargeting, the advertising industry has experienced a major change during the past few years. However, not much research is yet done on these new advertising methods, and the existing literature is focused on investigating more general level phenomena. This research aims to fill a part of this research gap b...

  10. Optimizing Ad Allocation in Social Advertising

    OpenAIRE

    Tang, Shaojie; Yuan, Jing

    2015-01-01

    Social advertising (or social promotion) is an effective approach that produces a significant cascade of adoption through influence in the online social networks. The goal of this work is to optimize the ad allocation from the platform's perspective. On the one hand, the platform would like to maximize revenue earned from each advertiser by exposing their ads to as many people as possible, one the other hand, the platform wants to reduce free-riding to ensure the truthfulness of the advertise...

  11. Archetypes and Mythical Narratives in Car Advertising

    OpenAIRE

    Barbara LÄMMLEIN

    2014-01-01

    This article represents an excerpt of the PhD thesis Branding & Advertising and Communication Strategies by the author. Within this thesis inter - disciplinary approaches for deciphering messages of selected car advertising were used. Multiple methods and paradigms such as cultural studies, media communication, sociology, anthropology, semiotics, and psychoanalysis, were applied in order to analyze TV spots and print advertisements from a variety of angles. The purpose of this strategy was to...

  12. Storytelling Revealed in Super Bowl 2016 Advertisements

    OpenAIRE

    Rellahan, Celina

    2016-01-01

    This thesis investigates the use of storytelling in advertising applications and its influence on the instigation of social activity as measured by online views and social activity generated for advertisements broadcast during the 2016 Super Bowl. The thesis aims at identifying those elements of storytelling that are found in these advertisements and relating these characteristics to the success of the promotion in terms of immediate engagement of the viewing audience. The thesis present...

  13. RHETORIC OF GUANXI IN CHINESE ADVERTISEMENTS

    OpenAIRE

    Shabalina Olga Ivanovna

    2013-01-01

    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...

  14. Informative Advertising: An Alternate Viewpoint and Implications

    OpenAIRE

    David Soberman

    2002-01-01

    Our objective is to broaden the current understanding of how horizontal differentiation interacts with both advertising and pricing by extending the analysis of Grossman and Shapiro (1984) to look at a full range of differentiation conditions. We seek to offer a useful perspective on the relationship between advertising and pricing by focusing attention on competitors whose essential difference prior to advertising and price decisions is product differentiation.We construct a model where dema...

  15. REGULATION, MARKET POWER, AND ADVERTISING EFFECTIVENESS

    OpenAIRE

    Chen, Kevin Z.; Weerahewa, Jeevika

    1998-01-01

    Using the case of Canadian dairy industry, this paper investigates the farm level effectiveness of generic advertising in two vertically related markets under government regulation and oligopolistic power. Comparative static analysis indicates that an increase in advertising may either increase or decrease the farm level profit when the processing industry is oligopolistic. When advertising leads to an increase in the farm level profit under the oligopolistic processing industry, the size of ...

  16. Advertising in Markets with Consumption Externalities

    OpenAIRE

    Whelan, Adele

    2014-01-01

    This paper extends the entry deterrence literature by examining coordinating advertising in markets with consumption externalities using a stochastic success function. Optimal advertising and pricing strategies are analysed when an incumbent firm faces a challenger with a product of equal quality. I show that strategic entry deterrence using advertising is possible and optimal entry deterrence involves strategic pre-commitment to over-investment relative to the non-strategic simultaneous adve...

  17. Optimal Dynamic Advertising Policy for New Products

    OpenAIRE

    Trichy V. Krishnan; Dipak C. Jain

    2006-01-01

    Advertising is one of the key marketing tools managers have at their disposal to influence their customers into purchasing a new product. The overall objective of new product advertising is to inform and persuade customers. Drawing up an advertising plan for a new product that is under the influence of diffusion phenomenon is not an easy task. Hence, research in this area is very limited. In our research, we use an empirically proven diffusion demand function that explicitly incorporates the ...

  18. An Analysis of Optimal Advertising Under Uncertainty

    OpenAIRE

    Dung Nguyen

    1985-01-01

    We examine the firm's optimal advertising behavior under conditions of uncertainty. For the static one-period model, we show that the firm's attitude toward risk may be responsible for the potential divergence between advertising decisions under uncertainty and those under deterministic conditions. For the dynamic multi-period model, the ultimate impact of uncertainty on advertising is further complicated when the sales response function contains an unknown parameter, and the firm wishes to g...

  19. Point of sale tobacco advertisements in India

    OpenAIRE

    Chaudhry S; Chaudhry K

    2007-01-01

    Background : The effect of any legislation depends on its implementation. Limited studies indicate that tobacco companies may tend to use such provision for surrogate advertising. The point of sale advertisement provision has been placed in the Indian Tobacco Control legislation. The study was undertaken to assess the Indian scenario in this regard. Objective : To assess if there are any violations related to provision of point of tobacco sale advertisements under India′s comprehensive...

  20. Discussion on people-oriented outdoor advertising

    Institute of Scientific and Technical Information of China (English)

    闫明月

    2016-01-01

    Along with the modern people’s living standards improve, advertisement has permeated every corner of people’s life. Advertising should be people-oriented, the final object or population. Advertising is to watch people psychology to the subconscious, to buy or to carry out certain business communication activities. It can not only help consumers assisted selection, and can bring benefit for the business.

  1. Examining different factors in effectiveness of advertisement

    OpenAIRE

    Seyed Gholamreza Jalali Naini; Mohammad Ali Shafia; Negar Nazari

    2012-01-01

    This paper aims to study the effects of different factors on advertising by examining the simultaneous effects of exposure to the advertisement, type of the media, creativity in advertisements and being informative. Using data collected from one of the chain supermarkets of Tehran called “Shahrvand”; the analysis focuses on the effectiveness of four independent variables and impact of customers’ needs on encouraging consumers to purchase. The results elucidate a relationship among these four ...

  2. Women's Responses towards Female Nudity in Advertising

    OpenAIRE

    Surendranath, Anupama

    2012-01-01

    Female nudity has been explicitly used in advertisements. They have been around for a while and continue to be a significant part of the promotion technique. Consumers have different opinions about these advertisements. This study focuses on women’s responses towards female nudity in advertising. A comprehensive review on previous literature emphasis the different roles portrayed by women, memorization, brand recall, arousal and attraction, positive impacts, negative impacts, purchase intenti...

  3. DOES GENERIC ADVERTISING WRAP DEMAND CURVATURE?

    OpenAIRE

    Weaver, Robert D.; Chin, Ming-Chin

    2002-01-01

    This paper reconsiders the impacts of generic advertising on commodity prices that may be induced through demand effects. Rather than considering a simple demand shift, we consider the possibility that advertising leads to a change in the curvature of the demand curve. In this case, generic advertising is shown to affect both the level of market prices as well as their volatility. Based on parametric tests, we find that the demand elasticity appears to be affected by the intensity of generic ...

  4. Advertising of a new generation – today!

    Directory of Open Access Journals (Sweden)

    Andrei Maier

    2015-10-01

    Full Text Available The paper deals with the type of Internet advertising “The Banner of sales” and the system of advertisement of a new generation (ANG. The peculiar features of “The banner of sales” program and the system ANG have been analyzed; their features and benefits in comparison with other types of Internet advertising have been elicited. The undertaken survey has demonstrated that the “The Banner of sales” may rightfully exist in the Internet.

  5. Alcohol Consumption and Alcohol Advertising Bans

    OpenAIRE

    Henry Saffer

    2000-01-01

    The purpose of this paper is to empirically examine the relationship between alcohol advertising bans and alcohol consumption. Most prior studies have found no effect of advertising on total alcohol consumption. A simple economic model is provided which explains these prior results. The data set used in this study is a pooled time series of data from 20 countries over 26 years. The empirical model is a simultaneous equations system which treats both alcohol consumption and alcohol advertising...

  6. Chinese-English Translation of Advertisements

    Institute of Scientific and Technical Information of China (English)

    李珍凤; 李爱琴

    2013-01-01

    This paper is on the Chinese-English advertisement translation. It gives people an orderly discussion with examples in three parts: the problems in current advertisement translation, the causes of these problems, essential steps of making the Chinese-English translation of advertisement onto an appropriate way. This paper also suggests the principles of Chinese-English advertise⁃ment translation: natural, precise and understandable.

  7. Concept-based Recommendations for Internet Advertisement

    CERN Document Server

    Ignatov, Dmitry I

    2009-01-01

    The problem of detecting terms that can be interesting to the advertiser is considered. If a company has already bought some advertising terms which describe certain services, it is reasonable to find out the terms bought by competing companies. A part of them can be recommended as future advertising terms to the company. The goal of this work is to propose better interpretable recommendations based on FCA and association rules.

  8. Food, Health Children – Juvenile Advertising

    OpenAIRE

    Laercio Fidelis Dias; Jouliana Jordan Nohara; Thaís da Costa Pio dos Reis

    2012-01-01

    The main objective of this essay was to discuss the regulation of advertising to children and adolescents. In methodological terms, it included the points of view of the food industry, associations of advertisers, government, and organizations representing consumers. We analyzed ethics in advertising, social representations, and studies that investigate the influence of gifts on purchase behavior and nutritional anthropology. The discussion proposed in the essay revolves around the influ...

  9. Mass Retailers' Advertising Strategies Against Commodity Stores.

    OpenAIRE

    Fabian Bergès; Sylvette Monier-Dilhan

    2013-01-01

    A retailer has different opportunities to advertise in the media: emphasizing the store image or promoting specifically its private label (PL). In the first option, advertising benefits all products sold, whereas in the alternative, only store brands are concerned by image improvement. We analyze the retailer's advertising campaign strategies when its competitor's format is a small commodity store. PL quality is endogenous and chosen according to the competitor's product range. We show the re...

  10. Children's advertising literacy for new advertising formats: the mediating impact of advertising literacy on the (un)intended effects of advergames and advertising funded programs

    OpenAIRE

    Hudders, Liselot; Cauberghe, Veroline; Panic, Katarina; De Vos, Wendy; Herrebaut, Silvie

    2014-01-01

    The current study investigates how advergames and Advertising Funded Programs (AFP) differentially affect children (7-to-9-years). Advergames interactively engage the viewer with the content, whereas an AFP does not, which may lead to lower levels of advertising literacy for advergames. A 2 (Format: AFP versus Advergame) by 2 (Training session: Yes versus No) between-subjects experimental study shows that children have a higher level of affective but not of cognitive advertising literacy for...

  11. Informative Advertising in Concentrated, Differentiated Markets

    OpenAIRE

    Hamilton, Stephen F.

    2004-01-01

    I examine the welfare implications of informative advertising in a differentiated product duopoly market. The analysis reconciles the apparently conflicting results in previous studies that find advertising to be undersupplied in homogeneous product markets and in differentiated markets with a limited number of firms, but oversupplied in differentiated markets with a large number of firms. In equilibrium, purely informative advertising is always overprovided when the degree of product differe...

  12. Advertising and Marketing in the Music Industry

    OpenAIRE

    Penev, Nikolay

    2013-01-01

    The Advertising and Marketing in the music industry dissertation is mainly engaged in marketing and advertising in the music industry. Exploring different strategies in marketing and advertising in the music industry is the main objective of the work. It browses through various branches of the music industry, and is dealing with the economics of this industry and the conditions of its development. The analysis provides a view to: • the economic conditions in the music industry in the past ...

  13. Recommendation advertising method based on behavior retargeting

    Science.gov (United States)

    Zhao, Yao; YIN, Xin-Chun; CHEN, Zhi-Min

    2011-10-01

    Online advertising has become an important business in e-commerce. Ad recommended algorithms are the most critical part in recommendation systems. We propose a recommendation advertising method based on behavior retargeting which can avoid leakage click of advertising due to objective reasons and can observe the changes of the user's interest in time. Experiments show that our new method can have a significant effect and can be further to apply to online system.

  14. Advertising and Cultural Politics in Global Times

    OpenAIRE

    Odih, Pamela

    2010-01-01

    Advertising and Cultural Politics in Global Times traces daringly transgressive convergences between cultural politics and global advertising media. It engages with a range of interpolations between cultural politics and advertising technologies including: the governmental rationality of neoliberal vistas, transgressive aesthetics and the cultural politics of representation, the political sign-economy of citizen branding, techno-political convergences between the social and political, and the...

  15. Corporate Advertisements and Environmental Futures: An Educational Odyssey.

    Science.gov (United States)

    Thomashow, Mitchell

    1988-01-01

    Analyzes advertisements as vision, myth, and mirror. Provides an interpretive technique that can be used as a curriculum for studying issues advertisements. Offers eight advertisements as examples and provides an analysis and critique of each. (MVL)

  16. A Brief Analysis of Strategies in English Advertisement Translation

    Institute of Scientific and Technical Information of China (English)

    游丽

    2015-01-01

    For both Chinese and foreign enterprises,there is an advertisement internationalization problem,that is product advertising translation.In this thesis,the author puts forward the translation strategies which provide the reference to the advertising translation.

  17. Explaining Why The Relationships Between The Advertiser And The Advertising Agency Are So Vulnerable

    OpenAIRE

    Verbeke, W.; Mosmans, A

    1989-01-01

    In this paper we will discuss very briefly how relationships between a firm and an advertising agency are formed in the Netherlands. We will focus on the question of why relationships between both business partners are so vulnerable and short. As will become clear, the management styles of the advertising agency as well as the advertiser both give rise to this problem.

  18. The view and responsibility of the advertising agency toward advertising claims.

    Science.gov (United States)

    Sweeney, T M

    1992-01-01

    Health care advertising agencies must create communication that is simultaneously creative, scientifically accurate, relevant, within fair balance, simple, motivating, within approved labeling, and approvable by the client, the dental profession, and regulatory bodies. The advertising must also stimulate sales of the product being advertised. Subjective decisions concerning these requirements place the agency and its client at risk for financial losses and embarrassment. PMID:1432937

  19. Four Institutional Views of Advertising--Perspectives for Understanding. Advertising Working Paper Number 1.

    Science.gov (United States)

    Rotzoll, Kim B.

    In this paper, the first in a series of working papers on various significant aspects of advertising, the author examines in depth the writings of four essayists who have looked at advertising from the institutional viewpoint. James Carey sees advertising's basic institutional function as market information and the secondary function as social…

  20. 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. PMID:22717614

  1. The effectiveness of cross-media advertising under simultaneous media exposure: combining online and radio advertisements

    NARCIS (Netherlands)

    H. Voorveld

    2011-01-01

    Inspired by the proliferating use of cross-media campaigns by advertisers, this study gives insight into the effectiveness of combining online and radio advertising. Because consumers started to use several media simultaneously, we investigated these advertising effects by exposing participants simu

  2. Medicalisation of food advertising: Nutrition and health claims in magazine food advertisements 1900-2008

    NARCIS (Netherlands)

    S. Zwier

    2009-01-01

    Food advertising increasingly portrays food as a type of medicine. A content analysis of magazine food advertisements in 1990 through 2008 shows that this was manifested with time more in the (a) nutrition claims and (b) health claims made in food advertisements, as well as the (c) food groups and (

  3. 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...

  4. AESTHETICS OF CREATIVE IDEA IN ADVERTISING

    OpenAIRE

    A. F. ZAYTSEVA

    2015-01-01

    The author of this article considers advertising as an example of artistic communication with a focus on the aesthetic characteristics of the creative idea which is one of basic components of an advertising product. The article describes basic principles of aesthetics analysis in advertising communications, their strong and weak points, motives and features of historical transformation of advertising messages, the changed role of the creative idea and the artistic image. The author reviews th...

  5. Periodic Advertising Pulsing in a Competitive Market

    OpenAIRE

    Marshall Freimer; Dan Horsky

    2012-01-01

    The question as to the optimality of advertising pulsing has attracted many researchers over the last half-century. In this paper we specify a market share model in which there are two advertising-setting firms as well as a no-purchase option. The framework is that of a first-order Markov process with three states. The objective of both firms is to maximize profits. We are able to demonstrate, for a diminishing returns advertising function, that the optimal advertising strategy is pulsing. Th...

  6. Attitude of primary school students towards advertising

    OpenAIRE

    Lesica, Neva

    2015-01-01

    Advertising is playing a big role in our everyday life. We can face with it on television, in newspapers and magazines, on the internet, on billboards and in other ways and different places. We often don't realize the impact of advertisements on our buying decisions. The aim of each advertisement is to convince people to buy a particular product. The advertisers use different techniques, to convince us to buy their product. Due to the fact that they can often convince an adult and educated pe...

  7. Remedies by competitors for false advertising.

    Science.gov (United States)

    Hirsch, B D; Wilcox, D P

    1990-05-01

    Patients who are victimized as a consequence of false medical advertising are not the only ones who can sue for damages. Under section 43(a) of the Lanham Act, effective November 17, 1989, anyone "who believes that he or she is or is likely to be damaged" by deceptive advertising may bring a civil action for damages (1). Competing physicians may sue other physicians who falsely advertise that they possess unique skills and achieve better results than other physicians because they employ exclusive methods of treatment or claim that certain surgical procedures they perform in the office are absolutely safe and without risk or who advertise false professional credentials to lure patients. Voluntary informed consent excludes the use of deceit. Misrepresentation through advertising deprives a patient of the right to exercise an informed consent (2). A patient who relies on a doctor's false advertising in agreeing to a procedure that causes the patient injury may sue for malpractice even if the procedure was performed without negligence. False medical advertising also exposes the advertiser to litigation by competitors for unfair competition. This article is concerned with the remedy that may be available for instituting private litigation against physicians and other health care providers who engage in untruthful advertising. PMID:2343426

  8. A Study on Compensation for Advertisement Translation

    Institute of Scientific and Technical Information of China (English)

    杨兰兰

    2012-01-01

    Considering the linguistic and cultural difference between English and Chinese, it is inevitable to lose the original musical beauty, visual beauty and original rhetorical devices in advertisements translation. So compensation measures are always taken to compensate the lost information. This paper focuses on the discussion of the features of advertisement, cultural and linguistic differences between English and Chinese advertisements, which result in the loss of information. And compensation strategies on words, musical beauty and rhetorical devices in advertisement translation are introduced in this paper.

  9. Analysis of Attitude in Advertising English

    Institute of Scientific and Technical Information of China (English)

    刘跃良

    2014-01-01

    Using authentic texts as data, the study mainly explores attitude from the aspects of affect, judgment and appreciation in advertising English under the framework of systemic functional theory. Attitude is an important part of evaluation, and evaluation is regarded as a central part of the meaning of any text, which is especially true of advertising texts. Through the discussion about Attitude, it is shown that many English advertisements contain information that expresses attitudinal meanings, which makes advertising more convincing and able to evoke affinity, and that the values of affect, judgment and appreciation all occur predominantly as positive categories.

  10. The TV industry: Advertising and programming

    OpenAIRE

    Nilssen, Tore; Sørgard, Lars

    2001-01-01

    The key to an understanding of the TV industry is the market for TV advertising. We present a model of this market that also encompasses the product markets and the viewer market. Because viewers dislike commercials, there is congestion in advertising, and TV channels offer complementary goods to advertisers. A move from a TV monopoly to a TV duopoly, we find, may reduce both the total number of viewers and the total amount of TV advertising. A softening of competition in each product market ...

  11. Generic and Brand Advertising Strategies in a Dynamic Duopoly

    OpenAIRE

    Frank M. Bass; Anand Krishnamoorthy; Ashutosh Prasad; Sethi, Suresh P.

    2005-01-01

    To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the category. This paper examines whether, when, and how much brand advertising versus generic advertising should be done. Using differential game theory, optimal advertising decisions are obtained for a dynamic duopoly with symmetric or asymmetric competitors. We ...

  12. Legal regulation of online advertising in the Czech Republic

    OpenAIRE

    SLÁDEK, Ondřej

    2012-01-01

    The thesis focuses on regulation of advertising on the Internet. The aim of the thesis is to evaluate the current state and position of public regulation of online advertising, both in general and on the example of Google advertising network. The approach to achieve defined goals is to first present a theoretical overview of the legal regulation of advertising with an emphasis on online advertising, followed by a case study showing the practical functioning of online advertising rules in Goog...

  13. The Online Advertising Industry: Economics, Evolution, and Privacy

    OpenAIRE

    Evans, David S

    2009-01-01

    Online advertising accounts for almost 9 percent of all advertising in the United States. This share is expected to increase as more media is consumed over the Internet and as more advertisers shift spending to online technologies. The expansion of Internet-based advertising is transforming the advertising business by providing more efficient methods of matching advertisers and consumers and transforming the media business by providing a source of revenue for online media firms that competes ...

  14. Effectiveness of mobile in-game banner advertising

    OpenAIRE

    Satokangas, S. (Saara)

    2013-01-01

    The aim of this research is to find out the effectiveness of banner advertising in mobile games. The matter has been approached by examining the attitudes consumers have towards mobile in-game banner advertising (IGBA) and the intention they have to click on these advertisements. The existing literature considering banner advertising, mobile advertising and in-game advertising is gone through rather extensively and based on it, a theoretical framework was formed and later on tested with empir...

  15. Actual problems of product placement and embedded (surreptitious) advertising

    OpenAIRE

    Maria Yurina

    2015-01-01

    This research paper covers examples and problems arising from product placement and surreptitious advertising. Product placement and surreptitious advertising are so similar but absolutely different types of advertising, while product placement may not be considered advertising at all. The point at issue arises when it is difficult to determine the real object of advertising. A separate cluster of marketing is a publishing of advertisement information in consumer products, which are not direc...

  16. Study on Personalized Recommendation Model of Internet Advertisement

    Science.gov (United States)

    Zhou, Ning; Chen, Yongyue; Zhang, Huiping

    With the rapid development of E-Commerce, the audiences put forward higher requirements on personalized Internet advertisement than before. The main function of Personalized Advertising System is to provide the most suitable advertisements for anonymous users on Web sites. The paper offers a personalized Internet advertisement recommendation model. By mining the audiences' historical and current behavior, and the advertisers' and publisher's web site content, etc, the system can recommend appropriate advertisements to corresponding audiences.

  17. Psychological and aesthetical tools of advertising photography and their effectiveness

    OpenAIRE

    Krulišová, Eliška

    2013-01-01

    This Bachelor's Thesis focuses on psychological, aesthetical, photographic and graphic tools that are used in advertising photography and generally advertising. The hypothesis being verified is a proof of an influence of mentioned tools on an advertising effectiveness. Theoretical part is about advertising photography, psychology of advertising, analysis of used tools and the theory of measuring advertising effectiveness. Practical part utilizes acquired knowledge in an analysis of Research o...

  18. The curious case of curiosity: unpleasant advertising and curiosity

    OpenAIRE

    Van den Driessche, Liesbet; Vermeir, Iris; Pandelaere, Mario

    2013-01-01

    Previous research demonstrated that advertisements that induce positive feelings are effective. However, unpleasant advertising are frequently used and can be effective as well. This research examines whether evoked curiosity can explain the effectiveness of unpleasant advertising. Our results indicate that although unpleasant advertising did not lead to behavioral intention with regard to the advertised product, unpleasant advertising did evoke curiosity. Curiosity itself proves to be a stro...

  19. The peculiarity of speech influense of the advertising texts

    OpenAIRE

    А.S. Тelеtov; S.G. Теlеtоvа

    2015-01-01

    The aim of the article. The article shows that although over time advertising texts have an increasing influence on readers, listeners, viewers the responsibility of advertisers is not increased. The results of the analysis. Today advertising texts very often violate moral and ethical standards that directly conflict with the provisions of the Law of Ukraine «On Advertising». Linguistic manipulation of readers and viewers of advertising carried out both in official mass outdoor advertising...

  20. Advertising: "The Good, the Bad and the Ugly"

    OpenAIRE

    Lynne Pepall; Dan Richards; Liang Tan

    2006-01-01

    We model the choice of firms competing in prices in a differentiated products market to bundle advertising messages with their goods in return for payment from advertisers. From the firms’ perspective, the potential to earn revenue from advertisers, makes advertising a “good”. However, because consumers in the product market dislike such advertising, the bundling dampens demand and in this sense is a “bad”. There is also a third role played by advertising, however. Since a firm that bundles a...

  1. [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. PMID:26137649

  2. 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.

  3. Students’ attitudes towards internet advertising study case: University of Pardubice

    Directory of Open Access Journals (Sweden)

    Radbâță, A.

    2012-01-01

    Full Text Available The development of computer technologies has changed the traditional ways of advertising. Nowadays, many companies have made internet part of their advertising media plan. Marketers found that internet has a greater flexibility and control over the advertising materials. However, there have been a lot of debates regarding the current state of internet advertising and how it compares to traditional advertising. Many researches have been made regarding who uses the internet and what are the internet users’ attitudes towards internet advertising. This research examines how students perceive internet advertising. A sample of 106 students from University of Pardubice (Czech Republic participated in this study. It explores their attitudes towards internet advertising, internet advertising informativeness, online purchasing patterns and their preference between internet advertising and traditional advertising.

  4. The Digital Medium Meets the Advertising Message.

    Science.gov (United States)

    Nisenholtz, Martin

    1994-01-01

    Discusses the likelihood that companies will use online services as an advertising medium. Topics addressed include the art of interactive marketing; advertising in the digital age; early experiments with interactive marketing, including the use of videotex and videodisc; and recent trends that set the stage for interactive marketing to personal…

  5. Energy efficiency public service advertising campaign

    Energy Technology Data Exchange (ETDEWEB)

    Gibson-Grant, Amanda [Advertising Council, New York, NY (United States)

    2015-06-12

    The Advertising Council (“the Ad Council”) and The United States Department of Energy (DOE) created and launched a national public service advertising campaign designed to promote energy efficiency. The objective of the Energy Efficiency campaign was to redefine how consumers approach energy efficiency by showing that saving energy can save homeowners money.

  6. Merging Advertising and PR: Integrated Marketing Communications.

    Science.gov (United States)

    Rose, Patricia B.; Miller, Debra A.

    1994-01-01

    Identifies and compares the perceived educational needs of advertising and public relations practitioners. Explores differences between practitioners in small versus large markets, and assesses practitioners' beliefs about integrated marketing communications (the merger of advertising and public relations under a single organizational unit). (SR)

  7. Ethical Considerations on Advertising to Children

    Directory of Open Access Journals (Sweden)

    Iulia GRAD

    2015-12-01

    Full Text Available This paper focuses on one of the most controversial areas of advertising, namely advertising to children. Two important issues underline the analysis we propose: on the one hand, the fact that children represent a category of consumers extremely vulnerable to advertising messages; on the other hand, children are a preferred target of advertising and marketing strategies, because they are a category of consumers with growing financial power. Our approach seeks to address from an ethical perspective the practice of advertising to children, emphasizing the necessity both of a balanced relationship between the regulation and the self-regulation of specific activities and of the development of media education and skills. At the same time, the analysis highlights the idea that in order to better approach the practice of advertising to children, we must take into account the specific conditions of postmodern society, where the impact of advertising is increasingly complex and where the advertising communication model has penetrated important social spheres.

  8. Perception of Women in Magazine Advertising.

    Science.gov (United States)

    Rossi, Susan R.; Rossi, Joseph S.

    Advertising research has indicated that a high degree of sexism toward women occurs in magazine and television advertising. However, the design of such marketing studies is different from the designs typically used in most psychological research. An experimental approach was used for a study in which 137 college students rated 10 control and 10…

  9. Requirements to a text of advertisement

    OpenAIRE

    Shmilyk, Iryna

    2013-01-01

    In the given article the author has studied the peculiarities of the structure of advertisement: the title, introduction, content, conclusion, price and address. The author has also dealt in the article with the main requirements to a text of advertisement: its singularity, conciseness, expressiveness, civility and compliance with linguistic norms.

  10. Theory of Creative Advertising Creative and Media

    Institute of Scientific and Technical Information of China (English)

    郭晨

    2013-01-01

    with the rapid development of society, in people's daily life, advertising creative and media ideas gradual y occupied most of the people's life, and play a huge market driving force. This paper mainly analyzes the creative advertising creative and the media of different location and meaning, to explain the inner link between both.

  11. Advertising in the Schools. ERIC Digest.

    Science.gov (United States)

    Aidman, Amy

    This digest reviews the recent history of advertising to children, spotlights controversial marketing efforts, and examines the nature of commercial messages directed toward children in public schools. Because of the increase in children's spending power in recent decades, advertisers have closely targeted children as consumers. Advertising…

  12. Enhancing Newspaper's Value as Local Advertising Medium.

    Science.gov (United States)

    Prater, Bruce W.; And Others

    1994-01-01

    Finds that, to enhance the value of a newspaper's advertising, newspaper executives seek to broaden the scope of their operations by adding new subscribers and advertisers, while marketers tend to prefer narrowing the focus of operations, serving the existing customer base or concentrating exclusively on select market segments. (SR)

  13. Attention-Grabbing Train Car Advertisements

    Directory of Open Access Journals (Sweden)

    Motoi Ogura,

    2014-01-01

    Full Text Available Younger people have changed the way they access information in recent years, increasing the number of opportunities to take advantage of transit advertising. Train car advertising in particular boasts a high contact rate and extended length of contact. This study seeks to understand the correlations between passenger information and riding conditions when it comes to train car advertising (hanging posters, above-window posters, and sticker ads in order to discover the ideal way to advertise inside passenger trains. Specifically, the study first tries to find the correlations among three factors: (1 whether or not passengers pay attention to train car advertisements, (2 basic passenger information (age and gender, and (3 riding conditions (riding time, average number of trips, etc.. Once data on riding conditions is collected, it is then grouped using a cluster analysis and Quantification Theory Type III in order to establish the relationship of the data to passenger attention towards train advertisements once again. Then, in order to conduct an in-depth analysis, a Categorical Automatic Interaction Detector (CAID analysis is done on each group, using passengers pay attention to train advertisements as the objective variable and basic passenger information as the explanatory variable. The results of the CAID analysis are then used to study the format of existing and future train car advertisements.

  14. Practical and Constitutional Implications of Legal Advertising.

    Science.gov (United States)

    Gibson, Dirk C.

    Recent Supreme Court decisions have fundamentally altered the attorney's right to advertise. This potentially revolutionary revision in prescribed professional communications has paradoxically had ambiguous results. Despite the freedom to advertise, most attorneys forego this opportunity to maximize profits, expand clientele, or merely enhance…

  15. Customer directed advertising and product quality

    NARCIS (Netherlands)

    Esteban, Lola; Hernandez, Jose M.; Moraga-Gonzalez, Jose Luis

    2006-01-01

    This paper studies the relationship between three key elements of the marketing mix, namely, price, product, and promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general advertising technology for the study of three promotional strateg

  16. Advertising Agencies: An Analysis of Industry Structure.

    Science.gov (United States)

    Smith, Sandra J.

    Noting that advertising agencies have not been examined as a collective industry, this paper looks at the development and structure of the advertising agency industry. The first portion of the paper discusses the development of the agency. The remaining two sections deal with trends in and the structure of the industry including: (1) the growth of…

  17. Adoption of Information Technology by Advertising Agencies.

    Science.gov (United States)

    Herling, Thomas J.; Merskin, Debra

    Since little empirical research has been conducted on adoption of currently available information technology by the advertising industry, a study explored the extent of advertising agencies' adoption of selected information technologies such as online database services and electronic mail. The study discussed data from earlier studies and analyzed…

  18. Analysis on Rhetoric Means in English Advertising

    Institute of Scientific and Technical Information of China (English)

    刘珊

    2015-01-01

    advertising as an applied language is a widely used exchanging medium in our society.This thesis is written mainly from three perspectives of phonetic rhetoric,lexical rhetoric,and syntactical rhetoric.By analyzing the application of rhetorical means in English advertising,the author explains the functions and results of these means.

  19. Advertising as a Site of Language Contact.

    Science.gov (United States)

    Piller, Ingrid

    2003-01-01

    Reviews work on language contact phenomena in advertising. More emphasis is being placed on multilingual discourses in advertising and the ways in which these index identities, both of the products and services with which multiple cods are associated and of the consumers who peruse them. Also examines the various functions of different contact…

  20. Message Effects of Public Service Advertising.

    Science.gov (United States)

    Lynn, Jerry R.

    Public service advertisements, disseminated via the mass media, have been credited with "positive attitudinal effects" in past research, but only certain kinds of such advertisements are really effective. Of the types of appeals used in television commercials--informative, emotional, "establishment" (or status quo), and fear--the establishment…

  1. Linguistic and Cultural Differences on Advertising Translation

    Institute of Scientific and Technical Information of China (English)

    杜卉

    2015-01-01

    Advertising language can be regarded as a special art which mixes cultural backgrounds and the tendency of the times.People from different regions understand advertising culture in different ways.Thus,if people want to overcome the difficulties carried by two cultural backgrounds and linguistic habits,they must make the translation fit the local linguistic and cultural characteristics.

  2. [Archeology of the radio pharmaceutical advertisement].

    Science.gov (United States)

    Lefebvre, Thierry

    2002-01-01

    After Second World War, a debate sets in France the partisans and the detractors of the radio advertisement, in particular pharmaceutical advertisement. In this article, the author revises campaigns led, during the thirties, by Robert Desnos for Armand Salacrou. PMID:12731488

  3. 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…

  4. Organization and advertising activities of commercial enterprises

    Directory of Open Access Journals (Sweden)

    Potolokova Mariia Olegovna

    2013-03-01

    Full Text Available One of the fundamental functions of advertising is economic. From the moment when the company plans and implements launches its advertising campaign, a chain reaction of economic events. In this article we present a scheduling algorithm campaigns entrepreneurial structures.

  5. Young Adolescents, Tobacco Advertising, and Smoking

    Science.gov (United States)

    Santana, Yolanda; Gonzalez, Beatriz; Pinilla, Jaime; Calvo, Jose Ramon; Barber, Patricia

    2003-01-01

    Background: In adolescents aged 12-14, we measured attitudes to tobacco advertising. Our purpose is to understand the relation of these attitudes to tobacco use and identify the groups most influenced by the advertising. Methods: Survey of adolescents on Gran Canaria Island, Spain, about aspects of family, school, peers, tobacco consumption, and…

  6. Job Satisfaction among Women in Advertising.

    Science.gov (United States)

    Pokrywczynski, James V.; Crowley, John H.

    A study examined job satisfaction among women in advertising. Subjects were 48 female respondents from a mail survey of membership of a Midwest advertising club. Two types of job satisfaction measures were used: items from the Minnesota Satisfaction Questionnaire and the action tendency scales developed by E. Locke. The results showed a high level…

  7. Reducing Alcohol Consumption through Television Advertising.

    Science.gov (United States)

    Barber, James G.; And Others

    1989-01-01

    Assessed impact of television commercial based on controlled-drinking principles. Measures were taken 12 months prior to start of campaign and 3 weeks after campaign from regular drinkers of general public whose drinking behavior was known to be unaffected by previous antidrug advertising campaign. Found that advertisement reduced intake provided…

  8. Representation of Black women in advertising

    OpenAIRE

    Lawson, Tiphaine

    2012-01-01

    Abstract: This project aims to confirm the assumption that L’Oreal over represents beauty standards in its advertising. From a social constructivist approach, and using advertising theories, this study explores the marks left by colonialism and post colonialism in the beauty context of black women. This research is based upon L’Ore...

  9. Are Celebrities Criminally Responsible For Deceptive Advertising?

    Institute of Scientific and Technical Information of China (English)

    2010-01-01

    @@ The State Administration for Industry and Commerce recently said it has suggested the addition of an article in the Advertising Law to make celebrities who represent fake products in deceptive advertising criminally responsible for their actions if it is confirmed as a crime.Up to now,those who have endorsed products have only been required to bear administrative and civil responsibilities.

  10. You Be the Judge: Newspaper Advertising Layout.

    Science.gov (United States)

    Koeninger, Jimmy G.

    The learning package is designed to provide the marketing educator with a culminating activity for an instructional unit focusing on advertising layout principles and procedures. It is to be used in conjunction with 35mm slides of newspaper advertisements, which the student views and rates in comparison with the ratings of a panel of experts. A…

  11. The Future of Children's Media: Advertising

    Science.gov (United States)

    Children Now, 2007

    2007-01-01

    American companies currently spend $15 billion a year on marketing and advertising to children under the age of 12. Annually, children influence $500 billion in spending on fast food, junk food, toys and other advertised products, and the average child sees thousands of ads on television alone. From video games and the Internet to cell phones and…

  12. 21 CFR 1316.75 - Advertisement.

    Science.gov (United States)

    2010-04-01

    ... 21 Food and Drugs 9 2010-04-01 2010-04-01 false Advertisement. 1316.75 Section 1316.75 Food and Drugs DRUG ENFORCEMENT ADMINISTRATION, DEPARTMENT OF JUSTICE ADMINISTRATIVE FUNCTIONS, PRACTICES, AND PROCEDURES Seizure, Forfeiture, and Disposition of Property § 1316.75 Advertisement. (a) If the appraised value does not exceed the monetary...

  13. Analysis of The Features of Advertising English

    Institute of Scientific and Technical Information of China (English)

    王莉娜

    2010-01-01

    This paper presents an analytical study of the language features of English advertisements at morphology, syntax, and rhetorical devices. I hope that similarities and differences in advertising language features can be summarized and possible reasons will be given in the light of the meaning, and function of language.

  14. Morphing advertising to improve online campaign success

    NARCIS (Netherlands)

    G. Liberali (Guilherme)

    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 b

  15. Language, Cognition, and Manipulation in Advertising Discourse

    Science.gov (United States)

    Egorova, Veronika

    2013-01-01

    This research examines advertising discourse in Russian and English as acts of communicative exchange and interpersonal relationship between advertising discourse participants. The purpose was to identify and describe the way that viewers process information contained in television commercials and how they become consumers moving from getting…

  16. Report to Advertising Standards Authority, UK

    DEFF Research Database (Denmark)

    Virdi, Kuldeep

    2009-01-01

    The report assesses the claims in an advertisement against technical submisison from competitors. The details are subject to a confidentiality agreement.......The report assesses the claims in an advertisement against technical submisison from competitors. The details are subject to a confidentiality agreement....

  17. 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

  18. 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.

  19. Commercial Speech Protection and Alcoholic Beverage Advertising.

    Science.gov (United States)

    Greer, Sue

    An examination of the laws governing commercial speech protection and alcoholic beverage advertisements, this document details the legal precedents for and implications of banning such advertising. An introduction looks at the current amount of alcohol consumed in the United States and the recent campaigns to have alcoholic beverage ads banned.…

  20. 14 CFR 399.84 - Price advertising.

    Science.gov (United States)

    2010-01-01

    ... 14 Aeronautics and Space 4 2010-01-01 2010-01-01 false Price advertising. 399.84 Section 399.84 Aeronautics and Space OFFICE OF THE SECRETARY, DEPARTMENT OF TRANSPORTATION (AVIATION PROCEEDINGS) POLICY STATEMENTS STATEMENTS OF GENERAL POLICY Policies Relating to Enforcement § 399.84 Price advertising....

  1. 12 CFR 226.24 - Advertising.

    Science.gov (United States)

    2010-01-01

    ... 12 Banks and Banking 3 2010-01-01 2010-01-01 false Advertising. 226.24 Section 226.24 Banks and Banking FEDERAL RESERVE SYSTEM (CONTINUED) BOARD OF GOVERNORS OF THE FEDERAL RESERVE SYSTEM TRUTH IN LENDING (REGULATION Z) Closed-End Credit § 226.24 Advertising. (a) Actually available terms. If...

  2. 14 CFR 381.7 - Advertising.

    Science.gov (United States)

    2010-01-01

    ... 14 Aeronautics and Space 4 2010-01-01 2010-01-01 false Advertising. 381.7 Section 381.7 Aeronautics and Space OFFICE OF THE SECRETARY, DEPARTMENT OF TRANSPORTATION (AVIATION PROCEEDINGS) SPECIAL REGULATIONS SPECIAL EVENT TOURS § 381.7 Advertising. No operator of a Special Event Tour or agent of such...

  3. 27 CFR 6.98 - Advertising service.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Advertising service. 6.98 Section 6.98 Alcohol, Tobacco Products and Firearms ALCOHOL AND TOBACCO TAX AND TRADE BUREAU, DEPARTMENT OF THE TREASURY LIQUORS âTIED-HOUSEâ Exceptions § 6.98 Advertising service. The listing of the...

  4. 38 CFR 21.4507 - Advertising.

    Science.gov (United States)

    2010-07-01

    ... 38 Pensions, Bonuses, and Veterans' Relief 2 2010-07-01 2010-07-01 false Advertising. 21.4507 Section 21.4507 Pensions, Bonuses, and Veterans' Relief DEPARTMENT OF VETERANS AFFAIRS (CONTINUED) VOCATIONAL REHABILITATION AND EDUCATION Education Loans § 21.4507 Advertising. (a) General. No...

  5. 12 CFR 528.4 - Nondiscriminatory advertising.

    Science.gov (United States)

    2010-01-01

    ... 12 Banks and Banking 5 2010-01-01 2010-01-01 false Nondiscriminatory advertising. 528.4 Section 528.4 Banks and Banking OFFICE OF THRIFT SUPERVISION, DEPARTMENT OF THE TREASURY NONDISCRIMINATION REQUIREMENTS § 528.4 Nondiscriminatory advertising. No savings association may directly or indirectly engage...

  6. 47 CFR 73.4055 - Cigarette advertising.

    Science.gov (United States)

    2010-10-01

    ... 47 Telecommunication 4 2010-10-01 2010-10-01 false Cigarette advertising. 73.4055 Section 73.4055 Telecommunication FEDERAL COMMUNICATIONS COMMISSION (CONTINUED) BROADCAST RADIO SERVICES RADIO BROADCAST SERVICES Rules Applicable to All Broadcast Stations § 73.4055 Cigarette advertising. See 15 U.S.C. 1335....

  7. 12 CFR 338.3 - Nondiscriminatory advertising.

    Science.gov (United States)

    2010-01-01

    ...'s regulations (24 CFR 110.25(a)). (2) With respect to oral advertisements, this requirement may be... 12 Banks and Banking 4 2010-01-01 2010-01-01 false Nondiscriminatory advertising. 338.3 Section 338.3 Banks and Banking FEDERAL DEPOSIT INSURANCE CORPORATION REGULATIONS AND STATEMENTS OF...

  8. 27 CFR 6.52 - Cooperative advertising.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Cooperative advertising. 6.52 Section 6.52 Alcohol, Tobacco Products and Firearms ALCOHOL AND TOBACCO TAX AND TRADE BUREAU, DEPARTMENT OF THE TREASURY LIQUORS âTIED-HOUSEâ Unlawful Inducements Paying for Advertising, Display...

  9. 14 CFR 141.23 - Advertising limitations.

    Science.gov (United States)

    2010-01-01

    ... 14 Aeronautics and Space 3 2010-01-01 2010-01-01 false Advertising limitations. 141.23 Section 141... relating to its certification and ratings that is false or designed to mislead any person contemplating... certificate may not advertise that the school is certificated unless it clearly differentiates between...

  10. 16 CFR 259.2 - Advertising disclosures.

    Science.gov (United States)

    2010-01-01

    ... 16 Commercial Practices 1 2010-01-01 2010-01-01 false Advertising disclosures. 259.2 Section 259.2 Commercial Practices FEDERAL TRADE COMMISSION GUIDES AND TRADE PRACTICE RULES GUIDE CONCERNING FUEL ECONOMY... advertised. Fuel economy estimates assigned to “unique nameplates” (see 40 CFR 600.207-86(a)(2)) apply...

  11. 12 CFR 226.16 - Advertising.

    Science.gov (United States)

    2010-01-01

    ... 12 Banks and Banking 3 2010-01-01 2010-01-01 false Advertising. 226.16 Section 226.16 Banks and Banking FEDERAL RESERVE SYSTEM (CONTINUED) BOARD OF GOVERNORS OF THE FEDERAL RESERVE SYSTEM TRUTH IN LENDING (REGULATION Z) Open-End Credit § 226.16 Advertising. (a) Actually available terms. If...

  12. 12 CFR 626.6020 - Nondiscriminatory advertising.

    Science.gov (United States)

    2010-01-01

    ... Development's implementing regulations (24 CFR parts 100 and 109), and title VII (the Equal Credit Opportunity... implementing regulation (12 CFR part 202), or this subpart. (b) Written advertisements relating to dwellings... 12 Banks and Banking 6 2010-01-01 2010-01-01 false Nondiscriminatory advertising. 626.6020...

  13. 47 CFR 32.6613 - Product advertising.

    Science.gov (United States)

    2010-10-01

    ... 47 Telecommunication 2 2010-10-01 2010-10-01 false Product advertising. 32.6613 Section 32.6613 Telecommunication FEDERAL COMMUNICATIONS COMMISSION (CONTINUED) COMMON CARRIER SERVICES UNIFORM SYSTEM OF ACCOUNTS FOR TELECOMMUNICATIONS COMPANIES Instructions for Expense Accounts § 32.6613 Product advertising....

  14. 14 CFR 142.31 - Advertising limitations.

    Science.gov (United States)

    2010-01-01

    ... 14 Aeronautics and Space 3 2010-01-01 2010-01-01 false Advertising limitations. 142.31 Section 142.31 Aeronautics and Space FEDERAL AVIATION ADMINISTRATION, DEPARTMENT OF TRANSPORTATION (CONTINUED... certificate holder may not conduct, and may not advertise to conduct, any training, testing, and checking...

  15. 37 CFR 10.32 - Advertising.

    Science.gov (United States)

    2010-07-01

    ... 37 Patents, Trademarks, and Copyrights 1 2010-07-01 2010-07-01 false Advertising. 10.32 Section 10.32 Patents, Trademarks, and Copyrights UNITED STATES PATENT AND TRADEMARK OFFICE, DEPARTMENT OF... advertise services through public media, including a telephone directory, legal directory, newspaper,...

  16. 48 CFR 503.570 - Advertising.

    Science.gov (United States)

    2010-10-01

    ... 48 Federal Acquisition Regulations System 4 2010-10-01 2010-10-01 false Advertising. 503.570 Section 503.570 Federal Acquisition Regulations System GENERAL SERVICES ADMINISTRATION GENERAL IMPROPER BUSINESS PRACTICES AND PERSONAL CONFLICTS OF INTEREST Other Improper Business Practices 503.570 Advertising....

  17. 50 CFR 27.96 - Advertising.

    Science.gov (United States)

    2010-10-01

    ... 50 Wildlife and Fisheries 6 2010-10-01 2010-10-01 false Advertising. 27.96 Section 27.96 Wildlife and Fisheries UNITED STATES FISH AND WILDLIFE SERVICE, DEPARTMENT OF THE INTERIOR (CONTINUED) THE NATIONAL WILDLIFE REFUGE SYSTEM PROHIBITED ACTS Other Disturbing Violations § 27.96 Advertising. Except...

  18. Linguistic Features of English Advertisements

    Institute of Scientific and Technical Information of China (English)

    于永丽; 朱丽萍

    2008-01-01

    Ad, being a manifestation of language in action, is a widely used medium of communication in modem society. After China's entry into WTO, a lot of English ads come into the domestic market, and at the same time, we should create a lot of English ads for our products marching towards the world market. With some ads appearing in English magazines as examples, this paper aims to discuss the lexical features, and the figures of speech used in advertisement. It aims at providing information on creating and appreciating English ads.

  19. Optimizing On-Line Advertising

    CERN Document Server

    Caruso, Fabrizio

    2010-01-01

    We want to find the optimal strategy for displaying advertisements e.g. banners, videos, in given locations at given times under some realistic dynamic constraints. Our primary goal is to maximize the expected revenue in a given period of time, i.e. the total profit produced by the impressions, which depends on profit-generating events such as the impressions themselves, the ensuing clicks and registrations. Moreover we must take into consideration the possibility that the constraints could change in time in a way that cannot always be foreseen.

  20. Cigarette advertising to counter New Year's resolutions.

    Science.gov (United States)

    Basil, M D; Basil, D Z; Schooler, C

    2000-01-01

    One process through which tobacco advertising may work is by reducing rates of quitting. Theories of addiction support the notion that relapse can be prompted by environmental cues. Further, because withdrawal symptoms occur over a predictable time frame, and because the most popular time to quit smoking is the beginning of the year, as a New Year's resolution, tobacco companies can make use of advertising to remind quitters of their need to smoke. Study 1 examined advertising in 10 popular magazines. It found a higher number of ads in January and February than the rest of the year after 1984. Study 2 examined cigarette advertising on the back cover of 10 other popular magazines. This study also found a higher rate of cigarette advertisements in January and February than for the rest of the year. The results suggest that cigarette marketers may be attempting to preempt quitting by cuing smoking behavior. PMID:11010347

  1. Algorithmic Methods for Sponsored Search Advertising

    CERN Document Server

    Feldman, Jon

    2008-01-01

    Modern commercial Internet search engines display advertisements along side the search results in response to user queries. Such sponsored search relies on market mechanisms to elicit prices for these advertisements, making use of an auction among advertisers who bid in order to have their ads shown for specific keywords. We present an overview of the current systems for such auctions and also describe the underlying game-theoretic aspects. The game involves three parties--advertisers, the search engine, and search users--and we present example research directions that emphasize the role of each. The algorithms for bidding and pricing in these games use techniques from three mathematical areas: mechanism design, optimization, and statistical estimation. Finally, we present some challenges in sponsored search advertising.

  2. ADVERTISEMENT & ISLAM: A MUSLIM WORLD PERSPECTIVE

    Directory of Open Access Journals (Sweden)

    Adeel Bari

    2011-09-01

    Full Text Available Contemporary advertisement practices have created many social and ethical problems due to their materialistic focus. The effect of these problems can also be seen in many Muslim countries including Pakistan in terms of diversion from their cultural and religious values. This paper attempts to integrate the Islamic business ethics in contemporary advertisement practices to find the solution of the ethical dilemma which is created by these materialistic advertisement practices. The focus of Islamic way of business is not just to earn profit but to serve the society. The human welfare is the gist of Islamic business ethics. This paper attempts to evaluate advertisement in terms of Quran and Hadiths of the Holy Prophet (PBUM and discuss unethical aspects of the contemporary advertisement practices.

  3. Food, Health Children – Juvenile Advertising

    Directory of Open Access Journals (Sweden)

    Laercio Fidelis Dias

    2012-05-01

    Full Text Available The main objective of this essay was to discuss the regulation of advertising to children and adolescents. In methodological terms, it included the points of view of the food industry, associations of advertisers, government, and organizations representing consumers. We analyzed ethics in advertising, social representations, and studies that investigate the influence of gifts on purchase behavior and nutritional anthropology. The discussion proposed in the essay revolves around the influence of advertising on food choices of children and youth, and the central issue is to consider whether such influences are ethically justified and whether the food consumed would contribute to health risks, such as weight gain and obesity. The results suggest that advertisements influence food choices and often promote products of questionable nutritional quality.

  4. A Peircean Inspired Typology of Print Advertising

    DEFF Research Database (Denmark)

    Andersen, Christian; Sørensen, Bent

    2010-01-01

    Based on the hypothesis that Peircean semiotics can reveal how the construction of comprehension is at least partly a function of the structure of composition, the scope of this article is to present a new categorization of print advertising. The categorization consists of six different advertising...... types and is developed on the basis of an analysis of 150 quarto-, half-, and full-page advertisements from the Danish morning paper Berlingske Tidende. There are basically two traditions in advertising research — a semiotic one and a cognitive one. But none of these traditions have been used to suggest...... a possible relation between composition and the effects of comprehension, as the conceptual foundation for a categorization seems, as does the Peircean variant of semiotics, to be very limited in advertising research as such. Generally seen, the purpose of the development of the present categorization...

  5. Ethics in medical information and advertising.

    Science.gov (United States)

    Serour, G I; Dickens, B M

    2004-05-01

    This article presents findings and recommendations of an international conference held in Cairo, Egypt in 2003 concerning issues of ethical practice in how information is provided to and by medical practitioners. Professional advertising to practitioners and the public is necessary, but should exclude misrepresentation of qualifications, resources, and authorship of research papers. Medical institutions are responsible for how staff members present themselves, and their institutions. Medical associations, both governmental licensing authorities and voluntary societies, have powers and responsibilities to monitor professional advertisement to defend the public interest against deception. Medical journals bear duties to ensure authenticity of authorship and integrity in published papers, and the scientific basis of commercial advertisers' claims. A mounting concern is authors' conflict of interest. Mass newsmedia must ensure accuracy and proportionality in reporting scientific developments, and product manufacturers must observe truth in advertising, particularly in Direct-to-Consumer advertising. Consumer protection by government agencies is a continuing responsibility. PMID:15099793

  6. AESTHETICS OF CREATIVE IDEA IN ADVERTISING

    Directory of Open Access Journals (Sweden)

    A. F. ZAYTSEVA

    2015-01-01

    Full Text Available The author of this article considers advertising as an example of artistic communication with a focus on the aesthetic characteristics of the creative idea which is one of basic components of an advertising product. The article describes basic principles of aesthetics analysis in advertising communications, their strong and weak points, motives and features of historical transformation of advertising messages, the changed role of the creative idea and the artistic image. The author reviews the main stages of advertising product creation from the perspective of aesthetic function actualization in advertising and makes a special emphasis on the differences of value characteristics and evaluation criteria of the creative idea and the final advertising product. This allows to separate the concepts of advertising and an advertising idea in the aesthetic perspective and to consider the creative component as a phenomenon that has its own aesthetic value and potential. On this basis, the author attempts to identify the features of aesthetic concept of a creative idea and to determine its internal potential for further artistic implementation. Aesthetic concept of a creative idea is regarded by the author as the starting point of artistic communication in advertising, which was considered earlier from the perspective of the genre and stylistic features of the implementation itself.

  7. 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.

  8. 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…

  9. Student-Run Advertising Agency: A Showcase for Student Work.

    Science.gov (United States)

    Avery, James R.; Marra, James L.

    One of the best forums for teaching creativity in advertising is the student-run advertising agency. It is organized like a typical advertising agency with a creative department, a media department, a research department and an account service department, and has a pyramidic structure. Student-run advertising agencies exist for two primary…

  10. Genre and Language Feature Analysis of English Print Advertisements

    Institute of Scientific and Technical Information of China (English)

    邓晓佳

    2013-01-01

    This paper aims to explore the nature of English print advertisements by means of genre analysis and discussion on ad⁃vertising language features from several pragmatic perspectives. It is suggested that the exquisite advertisement designs, including both rhetorical moves and the special use of language, serve the common communicative purpose of advertisements-promoting the advertised products or service.

  11. 21 CFR 202.1 - Prescription-drug advertisements.

    Science.gov (United States)

    2010-04-01

    ... 21 Food and Drugs 4 2010-04-01 2010-04-01 false Prescription-drug advertisements. 202.1 Section...) DRUGS: GENERAL PRESCRIPTION DRUG ADVERTISING § 202.1 Prescription-drug advertisements. (a)(1) The... ingredients in the advertisement shall be the same as the order of listing of ingredients on the label of...

  12. 47 CFR 76.946 - Advertising of rates.

    Science.gov (United States)

    2010-10-01

    ... 47 Telecommunication 4 2010-10-01 2010-10-01 false Advertising of rates. 76.946 Section 76.946... advertise rates for basic service and cable programming service tiers shall be required to advertise rates... advertise a complete range of fees without specific identification of the rate for each individual area....

  13. 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. PMID:27442880

  14. GLOBAL ADVERTISING MARKET – THE DYNAMICS OF THE LAST DECADE

    Directory of Open Access Journals (Sweden)

    Bogdan Nichifor

    2014-12-01

    Full Text Available Advertising as a form of impersonal communication aimed at a wide and diffuse audience, is the ideal tool to promote products targeting large markets in which consumers are not strong differentiated in terms motivations, preferences, attitudes, etc. Currently, in the global advertising market we can find extremely powerful organizations whose work often exceeds local and even regional economic sphere. From simple expertise in advertising, these organizations have expanded their services to a growing number of communication tools, organizing their activity to better respond to client’s requirements. These kind of advertising organizations alongside global advertisers are the key factors in the dynamics of this market. This article focuses on presenting some data regarding global expenditure in advertising, establishing as reference points the years 2002 and 2012. Moreover, we concentrated on expenditures by regions and advertisers, and on revenues obtained by advertising organizations and advertising networks, starting from official data provided by Advertising Age and Euromonitor.

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

    Directory of Open Access Journals (Sweden)

    Mohammad J. Tarokh

    2015-09-01

    Full Text Available 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 ,identifying influential users is important issues because companies can reduce cost of advertising by them.in this paper, we try to proposed a method based propagation structure , advertising content and behavioral of users until identifying influential users. Our experimental results showed that the proposed method could be useful for advertising in social media.

  16. Generational cohorts and their attitudes toward advertising

    Directory of Open Access Journals (Sweden)

    Ernest Cyril de Run

    2013-12-01

    Full Text Available This research is aimed at determining the attitudes with regard to advertising from the perspective of generational cohorts in Sarawak. A two-phase of study was conducted to firstly identify generational cohorts in the state and, secondly, to investigate the attitude of each cohort to advertising. Utilizing theories of generations, a qualitative approach by means of personal interviews was used at the outset to identify external events which bring about the formation of cohorts. Accordingly, 48 interviews were conducted and data were content-analyzed. The findings were then incorporated into the second phase of study to investigate cohorts’ views about advertising, using theory of reasoned action. A quantitative approach via questionnaire-based survey was administered, and 1,410 copies were collected for analysis. Five distinct cohorts are proposed in the initial findings. They are labeled as Neoteric Inheritors, Prospective Pursuers, Social Strivers, Idealistic Strugglers and Battling Lifers on the basis of their respective engagement with events during the coming-of-age years. The subsequent findings show that beliefs about advertising are significant predictors of the attitudes to advertising, and so are the attitudes with regard to the intention of every cohort. However, their beliefs and attitudes to advertising are found to differ significantly, especially in the older cohort. The study thus highlights the implication of generational differences on the attitudes to advertising.

  17. Internet Advertisement: Helps to Build Brand

    Directory of Open Access Journals (Sweden)

    Ahasanul Haque

    2006-01-01

    Full Text Available Internet is a hybrid medium which can combine all three identified communication strategies including mass communication, interpersonal communication and machine underactivity communication. However, the creative variables that are related to successful branding through internet advertisement (IA have yet to be validated quantitatively. This study adds to the growing body of literature on brand building by examining how some facilities of Internet Advertisement which have impact on brand building. The proposed characteristics of Internet Advertise which have been selected to identify the impact on brand building namely, customization facility, purchasing facility, style of Internet Advertisement, quick feedback and image of Internet Advertisement. The data was collected from different areas in Malaysia, among different type of respondents who used internet before. A total number of 591 responses have been finalized for the analysis. Multiples regression was employed as major analysis to test hypotheses. The present investigation was demonstrated that different styles of Internet Advertisement enhance the potentiality of IA. In addition, quick feedback also has significant effect on brand building. Surprisingly, image and purchasing capabilities have negative effect on brand building. It could be due to customers reluctant to purchase instantly after watching internet advertising.

  18. Exploring Routes to Persuasive Online Advertising

    Directory of Open Access Journals (Sweden)

    Wen-Chin Tsao

    2014-11-01

    Full Text Available Studies show that the Internet is gaining status as a mainstream medium for delivering advertisements and thatonline advertising may surpass advertising in traditional media. This study proposes a model for evaluating theeffects of various elements of Internet advertisements on purchase intention and outlines a potential route bywhich persuasive messages might travel. A structural equation model is developed to test the causal effectbetween those constructs. The multiple-group analysis is applied to investigate the moderating effect of Internetusage.The empirical results show that (1 purchase intention is influenced indirectly by peripheral cues via the mediationof hedonic value, (2 purchase intention is influenced indirectly by central cues via the mediation of utilitarianvalue and search intention, (3 Internet usage plays a partial moderating role in persuasive communication, and (4utilitarian value plays a critical meditating role by converting rational ad stimuli into purchase acts after thepersuasive communication effected by online advertisements. This study clarified the process of consumerperception and interpretation towards online advertisement information, proposing two pathways for persuasion.Furthermore, we confirmed that in the event that more central cures are released in online advertisements, theconsumers will enhance a greater utilitarian value to the message. This further induces greater search intention andpurchase intention, the finding of which is the contribution of this study.

  19. Examining different factors in effectiveness of advertisement

    Directory of Open Access Journals (Sweden)

    Seyed Gholamreza Jalali Naini

    2012-04-01

    Full Text Available This paper aims to study the effects of different factors on advertising by examining the simultaneous effects of exposure to the advertisement, type of the media, creativity in advertisements and being informative. Using data collected from one of the chain supermarkets of Tehran called “Shahrvand”; the analysis focuses on the effectiveness of four independent variables and impact of customers’ needs on encouraging consumers to purchase. The results elucidate a relationship among these four variables with encouraging people to purchase. Using creativity in advertisements, however dominate the effects on this issue. The marketing and advertisement environment are dynamic and the paper concentrates only on some of the more effective factors. Producers might be more successful in choosing the best way to promote their goods and services by following the proposed model. This paper puts four effective factors together and investigates their impact on advertisement, which was not done by any other previous papers. Unlike other studies, this paper examines the role of customer needs together with four other elements on advertisement effectiveness.

  20. Analysis of medicine advertisement produced in Brazil.

    Directory of Open Access Journals (Sweden)

    Wzorek LF

    2007-09-01

    Full Text Available Objective: To analyze the compliance of drug advertisements with regulations in Brazil, subject to Resolution RDC No. 102/2000 since 2000, which abides by the WHO’s (World Health Organization Ethical Criteria for Medicinal Drug Promotion, published in 1988. Methods: Drug advertisements running within the period of October 2002 to October 2003 were collected and recorded. Media sources included various AM and FM radio stations, television channels, newspapers, and magazines, as well as printed material distributed in doctors’ offices, hospitals, drugstores, conferences, billboards, and bus doors. All sources were located in Curitiba City, Brazil, and its surrounding area. Advertisement content was analyzed according to a conformity checklist prepared based on the legal requirements of RDC No. 102/00. Results: A total of 827 advertisements for 517 different products, 83.91% regularly registered as medicinal drugs and 16.09% unregistered products that should be registered according to the Brazilian regulations, were recorded and collected. Approximately 74.73% of the advertisements did not comply with regulations; on average, such advertisements had 4.6 infractions each. Conclusions: The results of this research suggest that RDC No. 102/00 is not followed, which strengthens the need to adopt new forms of regulation to prohibit excesses of the pharmaceutical industry and to protect the population from abusive and misleading drug advertising.