IMPORTANCE OF CREATIVE ADVERTISING AND MARKETING ACCORDING TO UNIVERSITY STUDENTS’ PERSPECTIVE

Directory of Open Access Journals (Sweden)

Remziye Terkan

2014-07-01

Full Text Available Advertising has crucial role in todays competitive marketing world. This research studies two important persuasive processes often employed in the management of businesses; Creative Advertising and Marketing Management. Creative Advertising and Marketing Management is necessary in order to have a complete understanding of how producers and sales companies work effectively. While advertising performs the communicative function of informing consumers about a company’s product or services, creative advertising is also attract people to the market, marketing management is a much more complex managerial process which encompasses activities such as; marketing research, product conception and design, pricing, distribution and even advertising. Today, in current globalized and rapidly expanding business conscious world; creative advertising and marketing management are increasingly becoming more relevant to the businesses. Companies need to adopt creative strategies and innovations in their operations in order to survive the challenges of the ever expanding global market. In the study, creative advertising and its importance in marketing managemet are investigated and examined by sample group of university students.

Advertising and other forms of marketing communications in Serbian automotive market

Directory of Open Access Journals (Sweden)

Marinković Ivan

2009-01-01

Full Text Available Development of quality product, attractive pricing strategy and 'just in time' distribution system is no longer sufficient marketing approach. Companies have to communicate actively and in two way manner, not just with the consumers but with everyone involved in business operations. Today, there is no more discussions about necessity of marketing communications but what to communicate, with whom and how often. Advertising is the dominant form of marketing communications in automotive market in Serbia. Consideration of possible relations between advertising and other forms of marketing communication is the necessary step in the process of implementation of the integrated marketing communications (IMC concept as the concept of added value of overall marketing communication based on creation of specific relationship between respective forms of marketing communication, combining them in order to transmit distinctive appeal along with integration of the respective messages. The aim of this paper is identification of the basic characteristics of the other forms of marketing communications in relation to advertising as the precondition for integration of marketing communications and creation of synergy effect in transmit ion of the integral message in the automotive market in Serbia. .

An Assessment of the Impact of Information Technology on Marketing and Advertising

Directory of Open Access Journals (Sweden)

Z. Hosseini

2018-02-01

Full Text Available The present study aimed to evaluate the impact of Technology on Marketing and Advertising by using structural equations modeling. To do this, 200 marketing and information technology (IT experts participated in the study. They answered questionnaires regarding IT, marketing mix and advertising. For data analysis, structural equations modeling using SMARTPLS were used. The results showed that the effect of IT on marketing mix and advertising was positive and significant. The effect of marketing mix on advertising was positive and significant. The indirect effect of IT on advertising via marketing mix was therefore positive and significant. Totally, the results emphasized the effect of technology on marketing mix and advertising.

Current situation by product advertising on the czech market

OpenAIRE

Jitka Červencová

1998-01-01

Advertising represents for producers the least expensive admission to an ample market and it enables to consumers to orient at the market. All advertising means serve to intensifying of the product sale or image of firm. The article describes current situation in the area of exquisite instruments of advertising and next a firm's deciding if it hires an advertising agency or if carries out advertising on their own - what advantages and risks result from the cooperation of the firm and the agen...

ADVERTISING AGENCY MARKETING MANAGEMENT

OpenAIRE

Denis Kislov, Yevgenia Horobei

2015-01-01

Goal of the paper. The goal of this article is to define the nature, specific features and factors pertaining to the advertising agency marketing management. One of the tools is the use of non-standard approaches to management of advertising agencies, which under certain conditions makes it possible to improve the situation and to bring the agency to a new higher level as well as to improve the efficiency of its functioning in the conditions of transformational economy of Ukraine. Methodol...

Marketing Communications: How Strategic Advertising Enhances ...

African Journals Online (AJOL)

This study investigates how marketing communications in strategic advertising scientifically brings long-term profits to a company in regard to management of customer relations and brand loyalty. Advertising being a function of attention, perception and trial brings about brand expectation to customers. Customers compare ...

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...

Strategic Targeted Advertising and Market Fragmentation

OpenAIRE

Lola Esteban; Jose M. Hernandez

2007-01-01

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

Importance of Creative Advertising and Marketing According to University Students’ Perspective

OpenAIRE

Remziye Terkan

2014-01-01

Advertising has crucial role in todays competitive marketing world. This research studies two important persuasive processes often employed in the management of businesses; Creative Advertising and Marketing Management. Creative Advertising and Marketing Management is necessary in order to have a complete understanding of how producers and sales companies work effectively. While advertising performs the communicative function of informing consumers about a company’s product or services, creat...

Enabling ecosystem for mobile advertising in an emerging market

OpenAIRE

Wong, Chin Chin

2017-01-01

The global landscape for advertising has undergone major revolution attributed to the rapid advancement in information and communication technologies (ICT). ICT has opened up more opportunities for economic agents to advertise in the new economy. Among ICT, mobile phones provide the greatest opportunity to catch up with more developed countries in terms of socioeconomic development. Rapid growth in mobile phones in developing countries provides an excellent platform for mobile advertising (m-...

Children as Consumers: Advertising and Marketing

Science.gov (United States)

Calvert, Sandra L.

2008-01-01

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

The advertising-financed business model in two-sided media markets

OpenAIRE

Anderson, Simon P.; Jullien, Bruno

2016-01-01

This chapter focuses on the economic mechanisms at work in recent models of advertising finance in media markets developed around the concept of two-sided markets. The objective is to highlight new and original insights from this approach, and to clarify the conceptual aspects. The chapter first develops a canonical model of two-sided markets for advertising, where platforms deliver content to consumers and resell their "attention" to advertisers. A key distinction is drawn between free media...

ADVERTISING INDUSTRY - TRENDS, OPPORTUNITIES AND CHALLENGES WITH SPECIAL EMPHASIS OF CHINESE TOURISM

Directory of Open Access Journals (Sweden)

Misko Dzidrov

2010-12-01

Full Text Available Now day advertising has craftily become an inescapable companion of modern life that we can't escape and avoid it, truly it’s an intrinsic part of our daily lives. Advertising affects everyone’s life and influences many purchasers. Consumer turns to advertising for its informativeness, as well as its entertainment value. In November 2001, China joined the World Trade Organization (WTO and became a formal member of the free trade club. China's accession to the WTO came after the country had economic reforms and significant growth of Chinese economy. In the same period advertising start booming in China (early 1979; it has become dramatically an increasing important business, industry, and custom artefact in the country. A lot of researches have been made on advertising industry in the west and are one of everyday activity in the current market, but researches about Chinese advertising about tourism market has generally been limited to journal articles. The purpose of this research is to: Investigate how consumers read and understand advertising in China, mainly tourism advertising; To learn how Chinese consumers react to TV and print advertisements; Examine what role advertising playing in marketing and how it perused people of China - moreover which channel is most preferable to advertise tourism offers in Chinese society.

Newspaper Advertising Impact in Non-Metropolitan Markets.

Science.gov (United States)

Lynn, Jerry R.

A telephone survey of 1,487 adults in 91 nonmetropolitan areas of Tennessee was conducted to determine the nonmetropolitan newspaper audience, the exposure and effectiveness of nonmetro newspaper advertising, and the complementary relationship of advertising media, particularly newspapers and television, in nonmetropolitan markets. The results…

The effects of banning advertising in junk food markets

OpenAIRE

Dubois, Pierre; Griffith, Rachel; O'Connell, Martin

2016-01-01

There are growing calls to restrict advertising of junk foods. Whether such a move will improve diet quality will depend on how advertising shifts consumer demands and how firms respond. We study an important and typical junk food market { the potato chips market. We exploit consumer level exposure to adverts to estimate demand, allowing advertising to potentially shift the weight consumers place on product healthiness, tilt demand curves, have dynamic effects and spillover effects across bra...

The effects of banning advertising in junk food markets

OpenAIRE

Dubois, Pierre; Griffith, Rachel; O'Connell, Martin

2017-01-01

There are growing calls to restrict advertising of junk foods. Whether such a move will improve diet quality will depend on how advertising shifts consumer demands and how firms respond. We study an important and typical junk food market – the potato chips market. We exploit consumer level exposure to adverts to estimate demand, allowing advertising to potentially shift the weight consumers place on product healthiness, tilt demand curves, have dynamic effects and spillover effects across bra...

MARKETING STRATEGIES AND TACTICS OF ADVERTISING PROJECTS FOR TOURISM COMPANIES

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O. M. Tolmachev

2016-01-01

Full Text Available The subject / topic. The relevance of the article is that today tourism is a massive social and economic phenomenon of global scale, as is known, any vacation begins with advertising. Therefore, for the progressive development of tourism companies need to develop an eff ective strategy and tactics of advertising projects. Potential consumers have become more discerning and prudent, so a consultant position with the fl ood of information does not work. Works expert position, when the product is as if created for the client, that is, the product exists only in synchronism with the buyer. In view of this increased competition between operators of tourist services, and certain segments of the market saturation of a significant amount of travel products with a similar orientation, a unique role for the positioning on the basis of marketing strategy as a process for creating a unique tourism product in the market.The purpose / goal. The aim of the article is to study the features of the marketing strategies of advertising processes in the market of travel agencies and find directions of their improvement in current economic conditions.Article Objectives: To investigate the nature and content of the concept of "marketing strategy of advertising processes"; systematize criteria for the classification of the Company's strategy in the market of tourist services; analyze the features of advertising projects and identify promising directions for improving the marketing strategies.Methodology. The methodological basis of this article are comparative analysis methods.Results. The essence and content of the concept of "marketing strategy of advertising processes." The features of the market of tourist services, allocated target audiences, identifies key factors and trends in the development of this market.The new system is a product of values, square S. Kovalev, who identified four existing mentality of the person. When advertising article or video include

Multi-product dynamic advertisement planning in a segmented market

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Aggarwal Sugandha

2017-01-01

Full Text Available In this paper, a dynamic multi-objective linear integer programming model is proposed to optimally distribute a firm’s advertising budget among multiple products and media in a segmented market. To make the media plan responsive to the changes in the market, the distribution is carried out dynamically by dividing the planning horizon into smaller periods. The model incorporates the effect of the previous period advertising reach on the current period (taken through retention factor, and it also considers cross-product effect of simultaneously advertising different products. An application of the model is presented for an insurance firm that markets five different products, using goal programming approach.

Target Marketing and Ethics Brand Advertising and Marketing Campaigns

OpenAIRE

Gyongyi K. Fogel; Lorinda F. Lewis

2010-01-01

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

Food advertising in the age of obesity: content analysis of food advertising on general market and african american television.

Science.gov (United States)

Henderson, Vani R; Kelly, Bridget

2005-01-01

To document the types of foods advertised and weight-related nutritional claims made during advertisements appearing on general market and African American television programming. Content analysis of 553 food advertisements appearing during 101.5 prime-time television hours. Advertisements were classified according to general category (fast-food restaurant, sit-down restaurant, packaged food), specific food type, and the presence of a weight-related nutritional claim. The type of foods advertised and nutritional claims made on general market and African American programs were compared using t and chi-squared tests. More food advertisements appeared during African American programs than general market programs. These advertisements were more likely to be for fast food, candy, soda, or meat and less likely to be for cereals, grains and pasta, fruits and vegetables, dessert, or alcohol. Of all of the food advertisements, 14.9% made a weight-related nutritional claim. More claims related to fat content appeared during African American programming, whereas more light and lean claims appeared in general market advertisements. Practitioners and policy makers should be aware of the prevalence of food advertisements and their potential impact on knowledge and behavior and should consider working more closely with food manufacturers to encourage the creation and promotion of weight-friendly foods. Meanwhile, nutrition educators can help by teaching consumers critical thinking skills as may relate to food advertisements.

An Investigation of Marketing via Mobile Devices - Attitudes of Croatian Marketing Experts

OpenAIRE

Dobrinić, Damir; Dvorski, Stjepan; Bosilj, Neven

2008-01-01

Marketing activities supported by mobile devices offer great opportunities for direct communication with consumers without the barriers of time, place, location and other. This article explores opinions and expectations Croatian marketing experts have towards use of m-advertising and other available advertising media, where we take the perspective of marketing experts to predict the future of m-marketing and m-advertising in Croatia. The paper also discusses the relevance of m-advertising and...

MARKETING MIX POLICIES IN FMCG CASE-STUDY: THE ADVERTISING STRATEGY

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ANA MARIA BOBEICA

2011-04-01

Full Text Available This paper explores the relationships between selected marketing mix elements in the area of FMCG. It discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example in the case of FMCG Companies, the marketing policies as well as customer relationship tactics shows that another approach to marketing is required. It proposes a conceptual framework in which marketing elements are related to the dimensions of brand equity and brand awareness. It also presents a case study deriving from advertising strategies of FMCG Companies showing that the change in advertising spending is related to changes in market share, changes in product plans and changes in the number of competitors modified by the number of customers, their concentration and the size of the advertising budget.

Billboard and cinema advertising : Missed opportunity or spoiled arms?

NARCIS (Netherlands)

Frison, S.; Dekimpe, M.G.; Croux, C.; De Maeyer, P.

2014-01-01

Advertising remains one of the most popular marketing instruments, and many studies have studied its sales effectiveness. However, prior research has either looked at the total spending of a brand/firm, or has focused on the most popular media, especially TV advertising. Even though huge amounts are

The Development of Advertising and Marketing Education: The First 75 Years

Science.gov (United States)

Applegate, Edd

2008-01-01

Advertising and marketing education in colleges began in 1893, when Joseph Johnson of the University of Pennsylvania developed a curriculum in journalism that included information about advertising. Other universities developed curricula in journalism that included advertising in the late 1800s and early 1900s. Courses in marketing were offered in…

Evaluation of Military Service Youth Advertisements

Science.gov (United States)

2002-03-01

assess levels of support provided by advertising agencies, and to recommend improved marketing strategies . The Eskew-Murphy Advertising Review made a...television advertisements in communicating the strategy . • The strata™ Sample and Evaluated Ads section provides details about the youth interviewed...relevant to understanding how closely the evaluated advertising executions are “on- strategy .” It also reviews the opportunities for improvements to

Advertising, product quality, and complex evolving marketing systems

OpenAIRE

Verbeke, Willem

1992-01-01

textabstractThe paper analyses the advertising as power vs. advertising as information controversy as well as its recent empirical testing. It is stressed that this distinction focuses too much on the interaction between consumer and manufacturer while ignoring the retailer as an important stake-holder. To compensate for this lack, a complex marketing system perspective is introduced in which consumer, retailer, and manufacturer interact. However, these complex marketing systems might drift t...

Before You Advertise: First, Know Your Institution and Your Market.

Science.gov (United States)

Durkin, Dorothy

1980-01-01

Advertising is seen as an important part of any college marketing strategy. A well-planned advertising campaign can increase public awareness and reinforce the positive attitudes of current students toward the program. Objectives, reaching the right people, and marketing strategy are discussed. (MLW)

Transcreation in Marketing and Advertising

DEFF Research Database (Denmark)

Pedersen, Daniel

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...

An Assessment of the Impact of Information Technology on Marketing and Advertising

OpenAIRE

Z. Hosseini; S. Mohammadi; H. Safari

2018-01-01

The present study aimed to evaluate the impact of Technology on Marketing and Advertising by using structural equations modeling. To do this, 200 marketing and information technology (IT) experts participated in the study. They answered questionnaires regarding IT, marketing mix and advertising. For data analysis, structural equations modeling using SMARTPLS were used. The results showed that the effect of IT on marketing mix and advertising was positive and significant. The effect of marketi...

Online marketing and advertising research: Traditional Theories Revisited

OpenAIRE

Yudhistira, Titah

2016-01-01

Online marketing and advertising instruments—and the ways in which consumers react to them—are always evolving, which results in ongoing gaps in knowledge. This dissertation aims to fill some of these gaps by providing a greater understanding of how the Internet impacts online marketing and advertising research. The first study in this dissertation describes how banner exposure characteristics, such as the number of exposures, spacing, and delay, impact consumer memory. The findings of this s...

Marketing, advertisement and publicity – a study of terms in Brazil

Directory of Open Access Journals (Sweden)

Miguel Arantes Normanha Filho

2007-12-01

Full Text Available The main objective of this research consists in contributing with empirical verification of several interpretations done on marketing and advertisement, advertisement and publicity, in a special form used as if they were synonyms. In business context, this can lead companies into financial loss. The research is part of the observation that treats the terms marketing and advertisement as not being the same [semantically], but the concept: advertisement is a specific instrument and marketing is a business philosophy. The wrong interpretation of this terms can induces businessmen [executives] to make strategic mistakes that can influence the cash flow and, consequently, affect the company’s financial economical health.

Measuring the Effects of Generic Dairy Advertising in a Multi-Market Equilibrium

OpenAIRE

Joseph V. Balagtas; Sounghun Kim

2007-01-01

We develop a multi-market equilibrium displacement model that allows demand linkages across downstream product markets, and supply linkages through the common use of a raw commodity as the key input. Applying the model to the dairy sector, we find that the effectiveness of producer-funded advertising depends on the demand relationships across dairy product markets (cross-price and cross-advertising elasticities) as well as the reallocation of milk toward the advertised market. We show that th...

Digital advertising in cross-channel communications

Directory of Open Access Journals (Sweden)

A. V. Mordovin

2017-01-01

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

Patient preferences in print advertisement marketing for plastic surgery.

Science.gov (United States)

Sanan, Akshay; Quinn, Candace; Spiegel, Jeffrey H

2013-05-01

Plastic surgeons are competing for their share of a growing but still limited market, thus making advertising an important component in a successful plastic surgery practice. The authors evaluate the variables, characteristics, and presentation features that make print advertisements most effectively pique the interest of individuals selecting a plastic surgeon. An online survey was administered to 404 individuals with active interest in plastic surgery from 10 major metropolitan areas. Participants were presented with 5 different advertisements from plastic surgeons throughout the country and were asked a series of both closed- and open-ended questions to assess verity, quality, and marketability of each advertisement. Reponses to open-ended questions were analyzed using the Wordle program (www.wordle.net). The most frequent themes identified for all 5 ads were "Being beautiful is possible" (41%), "I could be beautiful" (24%), "Some people need surgery to be beautiful" (16%), and "Being beautiful is important" (14%). Advertisement 1-featuring 3 women and no pre- or posttreatment photography, no physician photography, and a listing of the 3 physicians' credentials but not a list of the services provided-received the highest overall preference rating. Factors including emotions felt while reading, unique qualities of the advertisement, list of procedures performed, use of models versus actual patients, and pictures of the plastic surgeons were found to contribute to the respondents' overall perception of advertisements used to market a plastic surgery practice.

Social Responsibility in Advertising: A Marketing Communications Student Perspective

Science.gov (United States)

Kendrick, Alice; Fullerton, Jami A.; Kim, Yeo Jung

2013-01-01

Although advertising has played a key role in bringing corporate social responsibility (CSR) to the public agenda on behalf of agency clients, little effort has been made to define what social responsibility means in advertising. A national survey of 1,045 advertising and marketing communications students from 176 colleges and universities were…

Business models in commercial media markets: Bargaining, advertising, and mixing

OpenAIRE

Thöne, Miriam; Rasch, Alexander; Wenzel, Tobias

2016-01-01

We consider a product and a media market and show how a change in the business model employed by the media platforms affects consumers, producers (or advertisers), and price negotiations for advertisements. On both markets, two firms differentiated á la Hotelling compete for consumers. On the media market, consumers can mix between the two outlets whereas on the product market, consumers have to decide for one supplier. With pay-tv, as opposed to free-to-air, mixing by consumers disappears, p...

Advertiser Perception of Influencer Marketing : How do advertisers see the now and the future of influencer marketing in Finland?

OpenAIRE

Haapasalmi, Janika

2017-01-01

The thesis is built around a research study on the advertiser perception of influencer marketing in Finland today and in the future. The aim of the research was to discover brand marketers’ perception of the current and future state of influencer marketing as a marketing method and as an industry as a whole. Academic sources on marketing, consumers, marketing promotions, targeting and finally influencers and influencer marketing were used to collect information and to further deepen the ...

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.

INFORMATIVE ADVERTISING: A MARKET INFORMATION PROVIDER OR A SEED OF MARKET POWER?

Directory of Open Access Journals (Sweden)

Anzhelika G. GERASYMENKO

2012-07-01

Full Text Available This paper investigates the role of informative advertising in creation and augment of market power as well as the ability of an advertiser to maximize the value of its economic rent. Informative advertising is considered to be a merit good unlike a persuasive one that is mostly associated with a bad. But analysis of the advertisement breakdown in Ukraine shows that the share of price advertisements, which are the most beneficial for the public, is negligible today. Further still those advertisements are mostly situated in the sectors, where price competition is the least strong. Another kind of informative advertising – differentiating advertising – turns from an instrument of informing consumers into the vehicle of manipulation of consumer choice. Using the blind tests the author has compared the quality and the prices of the range of advertised goods and has found out a low level of correlation between the variables. That means that informative advertising serves a function of informing consumers inefficiently. At the same time phantom differentiation and misleading advertising proliferation as well as informative advertising concentration on experience and credible goods instead search ones testify to effective serving a function of maximizing advertiser welfare.

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

OpenAIRE

Radovan Baèík; Richard Fedorko; Silvia Šimová

2012-01-01

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

Perspectives On Marketing And Organizational Advertising

OpenAIRE

Alina Tenescu

2016-01-01

The main objective of this paper is to show several perspectives on marketing and organizational advertising, as fields of research, training and practice. We also aim to highlight the relationship between the two concepts

David against Goliath - How creative communication helps small advertising agencies survive in a market led by giant agencies

Directory of Open Access Journals (Sweden)

Jenny - Maria Åström

2017-09-01

Full Text Available Purpose - The purpose of the study is to research how national advertising agencies use creativity to compete with larger, global agencies in the advertising market of Sweden, Spain and Portugal. Design/methodology/approach: To conduct the study, the authors keep a qualitative approach: we first carry out an analysis of previous studies about creativity, communication and entrepreneurial orientation, followed by interviews with one small and one large advertising agency for each country. Findings: The findings of the study show that smaller agencies have higher levels of competitive aggressiveness and risk - taking, because of the wish to expand and vulnerability to their larger clients. The levels of opportunity recognition are higher in the large agencies because of their resource assets. All agencies are creative and innovative and equally as proactive, but because the speed of the decision - making process can be faster and communication skills better in a small agency, they can reach higher levels of proactiveness. Research limitations/implications: The implications of the study show that the entrepreneurial orientation to some extent can be used by small agencies to gain competitive advantages on the advertising market. Originality/value: To the best of our knowledge there is no similar study available. This study showed that entrepreneurial orientation, to some extent, can be used by small agencies to gain competitive advantages in the advertising market.

The Survey of College Marketing Programs. Volume 2: Print Advertising and Marketing.

Science.gov (United States)

Primary Research Group, Inc., New York, NY.

This report presents 213 tables detailing findings regarding types and costs of advertising within marketing programs at 68 colleges and universities. Highlights of this report include the following: these colleges print a mean number of 19,270 viewbooks and 16,380 catalogs; and advertise in newspapers (86.6 percent), in magazines (45.4 percent),…

Perspectives On Marketing And Organizational Advertising

Directory of Open Access Journals (Sweden)

Alina Tenescu

2016-12-01

Full Text Available The main objective of this paper is to show several perspectives on marketing and organizational advertising, as fields of research, training and practice. We also aim to highlight the relationship between the two concepts

Identification of Factors that Most Influence the Advertising Spaces Buyers in Choosing Print Media to Advertise in Indonesia

OpenAIRE

Wijoga, Wiradiatma

2008-01-01

ABSTRACT Currently with the increasing competition in the print media industry in Indonesia, together with the growing interest of readers, the increase in purchasing power and the growing of the economy have made advertisers seize this opportunity to increase their profits by maximizing their marketing activities through various means including advertising. In the advertising decision, advertiser acquire service provided by media agencies to assist them in conducting the media planning ...

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

Science.gov (United States)

Story, Mary; French, Simone

2004-01-01

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

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

Directory of Open Access Journals (Sweden)

French Simone

2004-02-01

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

Institutional bases of the advertising market

Directory of Open Access Journals (Sweden)

К.В. Кузьменко

2005-03-01

Full Text Available  The article grounds a necessity of  organizational power of a “contract state” for the introduction and functioning of the norms of market constitution, it consists findings of the investigations of Ukrainian state’s typology. The institutional analysis of budget items has been used for the purpose of estimation the digree of approximation to the model of “contract state”. “Contract” state and the norms of market constitution are the indispensable conditions for the development of advertising market.

76 FR 51308 - Retail Food Store Advertising and Marketing Practices Rule

Science.gov (United States)

2011-08-18

... retail food stores of products for sale at a stated price. You can file a comment online or on paper. For... FEDERAL TRADE COMMISSION 16 CFR Part 424 Retail Food Store Advertising and Marketing Practices..., and regulatory and economic impact of the FTC's rule for ``Retail Food Store Advertising and Marketing...

Persuasive food marketing to children: use of cartoons and competitions in Australian commercial television advertisements.

Science.gov (United States)

Kelly, Bridget; Hattersley, Libby; King, Lesley; Flood, Victoria

2008-12-01

While there is a recognized link between high levels of exposure to advertising of unhealthy foods and overweight and obesity among children, there is little research on the extent to which these exposures include persuasive marketing techniques. This study aimed to measure children's exposure to the use of persuasive marketing within television food advertisements. Advertisements broadcast on all three commercial Australian television channels were recorded for an equivalent 1 week period in May 2006 and 2007 (714 h). Food advertisements were analysed for their use of persuasive marketing, including premium offers, such as competitions, and the use of promotional characters, including celebrities and cartoon characters. Advertised foods were categorized as core, non-core or miscellaneous foods. Commercial data were purchased to determine children's peak viewing times and popular programs. A total of 20 201 advertisements were recorded, 25.5% of which were for food. Significantly more food advertisements broadcast during children's peak viewing times, compared to non-peak times, contained promotional characters (P marketing during all viewing periods were for non-core foods. Persuasive marketing techniques are frequently used to advertise non-core foods to children, to promote children's brand recognition and preference for advertised products. Future debate relating to television advertising regulations must consider the need to restrict the use of persuasive marketing techniques to children.

Advertising exposures for a seasonal good in a segmented market

OpenAIRE

Daniela Favaretto; Luca Grosset; Bruno Viscolani

2011-01-01

The optimal control problem of determining advertising efforts for a seasonal good in a heterogeneous market is considered. We characterize optimal advertising exposures under different conditions: the general situation in which several wide-spectrum media are available, under the assumption of additive advertising effects on goodwill evolution, the ideal situation in which the advertising process can reach selectively each segment and the more realistic one in which a single medium reaches s...

Responsible marketing and advertising in gambling: a critical review

OpenAIRE

Parke, Adrian; Harris, Andrew; Parke, Jonathan; Rigbye, Jane; Blaszczynski, Alex

2014-01-01

Marketing and advertising play a significant role in the adoption of attitudes and societal norms, which have been shown to have a direct impact on behavioural intentions, ultimately leading to behavioural execution. Concurrent with other attempts to inform policy strategy with respect to harm minimisation in gambling there is a paucity of evidence pertaining to the impact that gambling advertising has on gambling behaviour, gambling-related harm, and the efficacy of advertising regulations...

Using Web-Based Foreign Advertisements in International Marketing Classes

Science.gov (United States)

Ryan, Jason

2011-01-01

The author examines the use of the Web-based foreign advertisements for enhancing the international awareness of undergraduate marketing students. An analysis compares the adaptation of advertisements for identical products to the cultural perceptions and values of consumers in different countries. In a sample of 110 international marketing…

Assessing Baccalaureate Advertising Education Outcome Utilizing Marketing Education Curriculum Development Strategies.

Science.gov (United States)

Ganahl, Dennis J.; Ganahl, Richard J., III

The purpose of this paper is to compare and contrast the mission and scope of professional/baccalaureate advertising education with Marketing Education curriculum and instruction strategies to enhance advertising students' outcome. Sixty-five colleges and universities with advertising education departments, sequences, or areas of emphasis…

Market research and complementary advertising under asymmetric information

OpenAIRE

Tsuchihashi, Toshihiro

2008-01-01

We consider whether market research can always increase a seller's sales under bilateral asymmetric information. If a monopoly seller provides a high quality object, market research cannot increase sales even when the cost is sufficiently low. A low quality seller, on the other hand, can likely benefit from market research. However, this research has shown that market research alone does not improve sales and that advertising complements market research. Thus the high quality seller can incre...

Online marketing and advertising research : Traditional Theories Revisited

NARCIS (Netherlands)

Yudhistira, Titah

2016-01-01

Online marketing and advertising instruments—and the ways in which consumers react to them—are always evolving, which results in ongoing gaps in knowledge. This dissertation aims to fill some of these gaps by providing a greater understanding of how the Internet impacts online marketing and

Estimating the ROI for Recruitment Marketing and Advertising Expenditure for the Australian Defence Force

Science.gov (United States)

2012-03-01

JAMRS Joint Advertising Marketing Research & Studies NATSEM National Centre for Social and Economic Modelling NRC Navy Recruiting Command U.S...has no long-lasting positive or negative impact on attitudes towards the military or decisions to enlist (Joint Advertising Marketing Research & Studies...propensity, it appears these changes are short-lived with propensity reverting to long-term averages (Joint Advertising Marketing Research & Studies, 2011a

The future of advertising: Implications for marketing and media

Directory of Open Access Journals (Sweden)

Moeller Leslie H.

2006-01-01

Full Text Available Throughout 2005, Booz Allen Hamilton engaged in a dialogue on the Future of Advertising with Fortune 500 CMOs and senior media and entertainment executives. From these conversations, our client work, and research we've conducted with the Association of National Advertisers (ANA, it has become abundantly clear that shifts in consumer, marketer, and media behavior have passed a tipping point. We expect 2006 to open a widening gap between those marketers and media companies that know how to engage an increasingly "in-control" consumer-and those that do not.

An Investigation of Marketing via Mobile Devices - Attitudes of Croatian Marketing Experts

Directory of Open Access Journals (Sweden)

Damir Dobrinić

2008-06-01

Full Text Available Marketing activities supported by mobile devices offer great opportunities for direct communication with consumers without the barriers of time, place, location and other. This article explores opinions and expectations Croatian marketing experts have towards use of m-advertising and other available advertising media, where we take the perspective of marketing experts to predict the future of m-marketing and m-advertising in Croatia. The paper also discusses the relevance of m-advertising and investigates the future of m-marketing and m-advertising in Croatia. This research focuses mainly on understanding the potential and effectiveness of the use of mobile phones as a promotional medium, but we also try to recognize the level of concern of marketing experts associated with spam, relating to privacy intrusion and ethics components in m-advertising. Privacy and ethics concerns could create resistance to the adoption of m-advertising. Media selection becomes the most critical factor for the success of a promotional and advertising marketing campaign. Croatian experts still consider TV or newspapers the best way to reach a large number of potential consumers, but what are their expectations towards mobile advertising? To answer this question, we built a model that links attitudes towards advertising via classical media to the intention to use m-advertising.

How effective is advertising in duopoly markets?

Science.gov (United States)

Sznajd-Weron, K.; Weron, R.

2003-06-01

A simple Ising spin model which can describe the mechanism of advertising in a duopoly market is proposed. In contrast to other agent-based models, the influence does not flow inward from the surrounding neighbors to the center site, but spreads outward from the center to the neighbors. The model thus describes the spread of opinions among customers. It is shown via standard Monte Carlo simulations that very simple rules and inclusion of an external field-an advertising campaign-lead to phase transitions.

Choosing R&D or advertising for competing firms in uncertain market

Directory of Open Access Journals (Sweden)

Bo Xie

2014-06-01

Full Text Available Purpose: R&D and advertising have become important means to enhance the competitiveness of firms’ products. Design an appropriate model to help the firm to make the right choice is value in supply chain.Design/methodology/approach: In considering that whether the market is completely covered or not, we build the strategy selection model for R&D and advertising for two competing firms and solve the optimal strategy.Findings and Originality/value: The research results show that when a firm does not take any measures to enhance competitiveness, another firm will neither. However when one takes measures to improve the competitiveness, another will do so, also. When two firms must choose one measure to improve the competitiveness, either in full-covered market or not full-covered market, the two firms will not choose to do advertising in step, even if the firms do not have to pay additional cost in advertising.Originality/value: In the game model, the firm could compare the own profit in different strategies. According to the above model, the firm choose the right strategy to make the profit maximize in a vertically differentiated market. And when the firm make the choice, it must think about other primary elements such as market.

The relationship of neighborhood demographic characteristics to point-of-sale tobacco advertising and marketing.

Science.gov (United States)

Widome, Rachel; Brock, Betsy; Noble, Petra; Forster, Jean L

2013-01-01

Exposure to tobacco marketing has been associated with an increased likelihood that youth start smoking and may interfere with tobacco cessation. We aimed to describe the prevalence, placement, and features of tobacco advertising at the point of sale by race, ethnicity, and other neighborhood demographics, as well as by store type. A cross-sectional assessment of the advertising environment in establishments that held tobacco licenses in our study region (a metropolitan area in the Midwest USA) was conducted in 2007. Stores were geocoded and linked with block group demographic data taken from the Year 2000 US census. We calculated associations between our hypothesized predictors, race, ethnicity, and other neighborhood demographics, and two types of outcomes (1) amount and (2) characteristics of the advertising. Tobacco advertising at the point of sale was most common in gas stations/convenience stores, liquor stores, and tobacco stores. A 10% difference in a block group's African-American/Black population was associated with 9% (95% confidence interval [CI]=3%, 16%) more ads as well as a greater likelihood that ads would be close to the ground (prevalence ratio [PR]=1.15 [95% CI=1.04, 1.28]). Block groups with greater African-American/Black, Asian, people on public assistance or below 150% of the poverty threshold, or people under the age of 18 years had more ads for menthol brands. Block groups with greater proportions of Whites were more likely to have ads that used health words, such as 'light' or 'natural' (PR for 10% difference in White population=1.41 [95% CI=1.17-1.70]). Chain stores were more likely to have greater amounts of advertising, ads close to the ground, ads for price deals, or ads that use words that imply health. Tobacco advertising targets communities with various racial and ethnic profiles in different ways. Now that US Food and Drug Administration has the authority to regulate the marketing and sale of tobacco products, there is new

THEORETICAL APPROACHES TO ASSESS THE IMPACT OF ADVERTISING ON CONSUMERS AND MARKET COMPETITION

Directory of Open Access Journals (Sweden)

Maryna SOBOLIEVA

2016-07-01

Full Text Available In the article we examine theoretical perspectives on the impact of advertising on consumer behavior, entry barriers in the industry, the structure of the industry, the competitive behavior of firms and market power; systemic structure of the research of advertising impact on consumer behavior; analyze the main results of empirical studies of the effects of advertising on the competitive relationship in the market.

THEORETICAL APPROACHES TO ASSESS THE IMPACT OF ADVERTISING ON CONSUMERS AND MARKET COMPETITION

Directory of Open Access Journals (Sweden)

Maryna SOBOLIEVA

2016-07-01

Full Text Available In the article we examine theoretical perspectives on the impact of advertising on consumer behavior, entry barriers in the industry, the structure of the industry, the competitive behavior of firms and market power; systemize structure of the research of advertising impact on consumer behavior; analyze the main results of empirical studies of the effects of advertising on the competitive relationship in the market.

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...

[Use of nutrition marketing in products advertised on TV in Spain].

Science.gov (United States)

Cuevas-Casado, I; Romero-Fernández, M M; Royo-Bordonada, M Á

2012-01-01

Nutrition marketing has generated a great amount of consumer interest; however, improper use of this type of marketing could mislead consumers. To describe the frequency and proper use in Spain of nutrition marketing for products advertised on television while analyzing their nutrient profile for comparison. Advertised food and drink products included in the study were selected after watching 80 hours of broadcasting of 4 Spanish television channels during May and June 2008. Upon purchase of the selected items, we estimated the frequency of use of the different nutrition marketing approaches, the proportion of nutritional and health claims meeting European regulations, and the proportion of less healthy products according to the United Kingdom Nutrient Profile Model UKNPM. Of the 88 products examined, 74% used nutrition marketing approaches. Half of the advertisements made nutrition claims and 42% health claims. The majority (89%) of the 83 nutrition claims met European regulations, with the category of "light products" being the least compliant with only 25% of products meeting regulations. Of the 37 product advertisements making health claims, 43% used authorized statements, of which, however, 75% also included unauthorized claims. Nutrient profile was less healthy in 55% of the products resorting to nutrition marketing. Lack of compliance with European regulations regarding nutrition and health claims, combined with the "less healthy" nutrient profile of many of the products marketed using these claims, may mislead Spanish consumers. To avoid this misinformation, it would be beneficial to: a) monitor level of adherence to regulations systematically; and b) introduce the use of nutrient profiles to approve these types of claims.

RESEARCH OF THE DATA BANK OF STATISTICAL ANALYSIS OF THE ADVERTISING MARKET

Directory of Open Access Journals (Sweden)

Ekaterina F. Devochkina

2014-01-01

Full Text Available The article contains the description of the process of making statistical accounting of the Russian advertising market. The author pays attention to the forms of state statistical accounting of different years, marks their different features and shortage. Also the article contains analysis of alternative sources of numerical information of Russian advertising market.

An Empirical Analysis of Equilibrium Pricing and Advertising in the Ready-To-Eat Cereal Market

OpenAIRE

Michael Cohen; Adam Rabinowitz

2012-01-01

We introduce a model of dynamic price and advertising competition and use the model to investigate a popular segment of the Ready-To-Eat Cereal Market. It is well understood that advertising is a key non-price strategic demand determinant in differentiated product markets. Two popular and compatible models for the role of advertising have emerged. One model specifies advertising as a determinant of a consumer's level of product awareness (informative) and the other model specifies advertising...

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...

An Evaluation Of Advertising Models In Emergent Countries – The Case Of Albania

Directory of Open Access Journals (Sweden)

Elenica Pjero

2012-10-01

Full Text Available The market today is confronted with cornucopia of challenges and opportunities. The unfolding scenario is being closely watched by marketers across the globe and they are competing with each other to grasp the market share. In order to win over the consumers, marketers are constantly evolving strategies.The western firms based and operating from market-based economies are progressively being confronted with the growing challenge of creating brand awareness amongst the perspective consumers. As a result, advertising has become an essential marketing tool for these foreign firms in establishing their relatively less or unknown brands and products. The study aims to report the results of a survey about changing attitudes towards advertising in Albania. It examines the questionnaire - based response of a sample population of consumers from the city of Vlora, in their general attitudes towards advertising. Findings will contribute to the understanding of theoretical explanations for advertising in emerging markets, and of western firms using advertising marketing tool to penetrate these markets.

Advertising, Marketing and Promotional Strategies for the Female TV Market from 1946-1980.

Science.gov (United States)

Schuler, Janice Lynn

This paper identifies major shifts in advertising and marketing addressed to the female audience between 1940 and 1980 in terms of women's labor, lifestyle, and leisure, and analyzes various popular and publicized conceptualizations of female identity and feminism from the point of view of business and marketers. The first period is identified as…

Mountain Plains Learning Experience Guide: Marketing. Course: Advertising and Promotion.

Science.gov (United States)

Egan, B.

One of thirteen individualized courses included in a marketing curriculum, this course covers the planning and writing of advertisements and organizing sales promotion and public relation activities in wholesale and retail businesses. The course is comprised of two units: (1) Advertising Fundamentals and (2) Promotion. Each unit begins with a Unit…

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

OpenAIRE

Abdallah, Magdy

2015-01-01

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

Network marketing as an opportunity

OpenAIRE

Miššik, Dušan

2010-01-01

The objective of this thesis is to clarify network marketing and how it works and to describe its advantages, disadvantages and opportunity which it offers to producer, distributor and consumer. The first chapter gives a definition of network marketing, explains how it works and refers to its history. In the second chapter the network marketing is compared to common distribution chain from producer's as well as consumer's point of view. Opportunities which network marketing offers to a distri...

THE ADVERTISING MARKET OF EUROPEAN UNION COUNTRIES – THE EVOLUTION IN RECENT YEARS

Directory of Open Access Journals (Sweden)

Laura Catalina Timiras

2017-07-01

Full Text Available This paper seeks to highlight how the EU advertising market has evolved in recent years, as well as the link between the macroeconomic outcomes of the analyzed countries and the size of this market. According to the analyzed statistical data provided by Eurostat in recent years for which we have data, the advertising market (assessed by the Turnover or gross premiums written indicator registered an upward trend in the EU, with the old EU members accounting about 90% of the total market, and the new member states just over 10%. The number of market operators also increased, with about 75% of them operating at the level of the old EU members. The size of the advertising markets at the level of the analyzed countries is closely linked to the recorded macroeconomic outcomes, with a direct and strong link between the gross premiums written and the Gross domestic product. The link has been studied both across EU countries and separately for the two categories of old states (EU - 15 and new EU members.

Methods of marketing and advertising activity evaluation

Directory of Open Access Journals (Sweden)

A.I. Yakovlev

2016-09-01

Full Text Available The result of the business entities’ activities is associated with the development of instruments of the economic processes efficiency determination, including marketing activities. It has determined the purpose of the article. The methodological principles in this area are developed. It is proved that the increase in sales of the profit margin is only partly dependent on the implementation of advertising measures. The methodical approaches for estimation of exhibition and advertising activity and promotion of its employees are specified. The results of work involve evaluation of the advertising effect value on the basis of share of the advertising impact on the increase of sales and revenue from the sale of products. The corresponding proportion of such impact is determined based on the consumer inquiry. The index of trade fair works, its calculation based on two components: how many times a specific company participated in such events; and how well the company was presented at relevant trade fairs. The indices of the cost on advertising and promotion of certain products manufacturer are provided. The scientific innovation of the research is as follows. It is proved that the sales increase effect should not be assigned to advertising only. The compositions that influence the consumer preferences and their share in the total value effect are determined. The new is the proposed index of influence of the trade fair work results depending on the selected factors. The practical importance of the research results involve more accurate calculation of the effect of the activities made and, consequently, increase efficiency of the business entities.

Putting advertising and marketing communications strategy into practice: Case of dutch companies

NARCIS (Netherlands)

A. Mosmans (Andy); W.J.M.I. Verbeke (Willem)

1992-01-01

textabstractWillem Verbeke and Andy Mosmans have undertaken a large survey of Dutch companies focusing on how effectively advertising and marketing communications compaigns are implemented. Their interesting results show, among other things, the extensive involvement of top management in advertising

The impact of the financial crisis on the Romanian advertising market

Directory of Open Access Journals (Sweden)

Radbâţă, A.

2010-12-01

Full Text Available The financial crisis reduces the efficiency of advertising rather than its quantum. Many institutions fail to realize that reducing the quantity of advertisement will not save them from the financial crisis. When companies cut their marketing and advertising budgets, they reduce the exposure of goods and services to the consumers. This is the reason why they see their sales going down significantly. Companies should focus on introducing promotional campaigns and build a long term relationship with their consumers. Throughout the article, the author will present a few favourable solutions to get out of advertising crises.

Factors influencing the intention to accept advertising in mobile social networks

OpenAIRE

S.M. Jafari; Gh. Jandaghi; H. Taghavi

2016-01-01

The aim of the article. The role and importance of advertising in today's world is no secret. Advertising can have a significant role on consumer behavioral intention. Increasing the use of mobile and social networks in mobile phones has provided a new opportunity for marketers to continuously advertise their products or services and also communicate directly with their consumers. Nevertheless, the trust of audiences on mobile advertising has been significantly reduced and people often consid...

Regulation of Food and Beverage Advertising and Marketing in India

International Development Research Centre (IDRC) Digital Library (Canada)

Foods and beverages rich in salt, sugar, calories, and saturated fats, but deficient in micronutrients, have flooded Indian food markets. Indian consumers are showing an increased preference for them. This project will help strengthen Indian policies for regulating advertising and marketing of food and beverage products in ...

Online Model Evaluation in a Large-Scale Computational Advertising Platform

OpenAIRE

Shariat, Shahriar; Orten, Burkay; Dasdan, Ali

2015-01-01

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

Food advertising on children's popular subscription television channels in Australia.

Science.gov (United States)

Hebden, Lana; King, Lesley; Chau, Josephine; Kelly, Bridget

2011-04-01

Trends on Australian free-to-air television show children continue to be exposed to a disproportionate amount of unhealthy food advertising. This study describes the nature and extent of food marketing on the Australian subscription television channels most popular with children. Advertisements broadcast on the six subscription television channels most popular with children were recorded over four days in February 2009. Advertised foods were coded as core/healthy, non-core/unhealthy or miscellaneous/other, and for persuasive marketing techniques (promotional characters, premium offers and nutrition claims). The majority of foods advertised were non-core (72%), with a mean rate of 0.7 non-core food advertisements broadcast per hour, per channel. The frequency of non-core food advertisements differed significantly across channels. Persuasive techniques were used to advertise non-core foods less frequently than core and miscellaneous foods. Non-core foods make up the majority of foods advertised on children's popular subscription channels. However, Australian children currently view less non-core food advertising on subscription television compared with free-to-air. Unlike free-to-air television, subscription services have the unique opportunity to limit inappropriate food marketing to children, given they are less reliant on advertising revenue. © 2011 The Authors. ANZJPH © 2011 Public Health Association of Australia.

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

Directory of Open Access Journals (Sweden)

Ayda SABUNCUOGLU AYBAR

2011-04-01

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

Marketing messages in food and alcohol magazine advertisements, variations across type and nutritional content of promoted products: a content analysis.

Science.gov (United States)

Pitts, A; Burke, W; Adams, J

2014-09-01

'Marketing messages' are the themes used in advertisements to promote products. We explored the frequency of different marketing messages used in food and alcohol advertisements in UK women's magazines and associations with the type and nutritional content of products promoted. All advertisements for food and alcohol in 108 issues of popular UK monthly women's magazines were identified and text-based marketing messages classified using a bespoke coding framework. This information was linked to existing data on the type (i.e. food group) and nutritional content of advertised products. A total of 2 687 marketing messages were identified in 726 advertisements. Consumer messages such as 'taste' and 'quality' were most frequently found. Marketing messages used in advertisements for food and alcohol were notably different. The relationship between type and nutritional content of products advertised and marketing messages used was not intuitive from a consumer perspective: advertisements for foods 'high in fat and/or sugar' were less likely to use messages related to health, but more likely to use messages emphasizing reduced amounts of specific nutrients. Almost all advertisements included consumer-related marketing messages. Marketing messages used were not always congruent with the type or nutritional content of advertised products. These findings should be considered when developing policy. © The Author 2013. Published by Oxford University Press on behalf of Faculty of Public Health. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com.

Language Implications for Advertising in International Markets: A Model for Message Content and Message Execution.

Science.gov (United States)

Beard, John; Yaprak, Attila

A content analysis model for assessing advertising themes and messages generated primarily for United States markets to overcome barriers in the cultural environment of international markets was developed and tested. The model is based on three primary categories for generating, evaluating, and executing advertisements: rational, emotional, and…

EFFECTIVENESS OF ONLINE ADVERTISING

OpenAIRE

G. Anusha

2017-01-01

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

The Google Online Marketing Challenge and Research Opportunities

Science.gov (United States)

Neale, Larry; Treiblmaier, Horst; Henderson, Vani; Hunter, Lee; Hudson, Karen; Murphy, Jamie

2009-01-01

The Google Online Marketing Challenge is an ongoing collaboration between Google and academics, to give students experiential learning. The Challenge gives student teams US$200 in AdWords, Google's flagship advertising product, to develop online marketing campaigns for actual businesses. The end result is an engaging in-class exercise that…

Marketing Opportunities in the Digital World.

Science.gov (United States)

Kiani, G. Reza

1998-01-01

Addresses the opportunities offered by the Web to marketers. Considers the Web as a two-way communication model in which four different communication states can take place. Suggests the necessity of new concepts and models for marketers to manage their Web sites, and presents opportunities supporting the marketers' objectives in the new…

Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case

OpenAIRE

Karunamoorthy, S; Selvarasu, A.; Filipe, J.

2013-01-01

Corporate social responsibility advertising (CSR Advertising) results from commercial advertising, having social dimensions. This concept works as a marketing tool of cause-related marketing (CR Marketing). In this study, the case of IOCL (an Indian oil company) is presented to show how the company creates innovative advertising ideas, serves the society, contributes to save environmental natural resources and allows to add economic value. In addition to the usual ways of commercial advertisi...

7 CFR 981.441 - Credit for market promotion activities, including paid advertising.

Science.gov (United States)

2010-01-01

... promotion activities, including paid advertising. (a) In order for a handler to receive credit for his/her... 7 Agriculture 8 2010-01-01 2010-01-01 false Credit for market promotion activities, including paid advertising. 981.441 Section 981.441 Agriculture Regulations of the Department of Agriculture (Continued...

Digital Marketing in the Business Environment

OpenAIRE

Ištvanić, Marin; Crnjac Milić, Dominika; Krpić, Zdravko

2017-01-01

Promotion of products has become an increasingly important component in the new digital age, mostly thanks to digital marketing. The traditional form of marketing is lagging behind digital marketing, which offers users new opportunities like personalized messages or answers to a search query. There are several ways to advertise on the internet, and in this paper, ways and tools will be presented that allow digital advertising as well as their advantages an...

A History of Danish Advertising, Market Research, and Retailing: 1920-1960

DEFF Research Database (Denmark)

Madsen, Erik Kloppenborg

2016-01-01

The period from1920 to1960 witnessed the development of two new marketing institutions in Denmark; the advertising agency and the market research agency. And in the latter part of the period a much older and already established institution, retailing, underwent a complete transformation. Self...

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

Science.gov (United States)

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

2017-08-01

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

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

Science.gov (United States)

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

2015-04-01

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

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....

Regulation of Food and Beverage Advertising and Marketing in India

International Development Research Centre (IDRC) Digital Library (Canada)

Regulation of Food and Beverage Advertising and Marketing in India ... unhealthy foods and beverages are increasing the non-communicable disease burden and risk ... and promotion of unhealthy foods and beverages to Indian children and ...

The Employers' View of "Work-Ready" Graduates: A Study of Advertisements for Marketing Jobs in Australia

Science.gov (United States)

McArthur, Ellen; Kubacki, Krzysztof; Pang, Bo; Alcaraz, Celeste

2017-01-01

This study of job advertisements extends our understanding of how employers, rather than researchers, describe the specific skills and attributes sought in candidates for employment in graduate marketing roles in Australia. The article presents the findings of a content analysis of 359 marketing job advertisements downloaded in 2016, in two…

Newspaper advertising versus direct mail marketing in a family practice: a hands-on approach.

Science.gov (United States)

Godreau, C J

1995-01-01

This study compares newspaper advertising and direct mail marketing to attract private patients. Newsletter advertising was distributed to 92,251 homes throughout 1991 at a cost of $20,827.13. Newspaper advertising was conducted from August 28 to October 9, 1991 at a cost of $2,261.94. The newsletter attracted 101 new patients at a cost of $206.21 per patient and a mean response rate of 0.11%. No new patients were attracted through newspaper advertising.

Floral advertisement scent in a changing plant-pollinators market.

Science.gov (United States)

Filella, Iolanda; Primante, Clara; Llusià, Joan; Martín González, Ana M; Seco, Roger; Farré-Armengol, Gerard; Rodrigo, Anselm; Bosch, Jordi; Peñuelas, Josep

2013-12-05

Plant-pollinator systems may be considered as biological markets in which pollinators choose between different flowers that advertise their nectar/pollen rewards. Although expected to play a major role in structuring plant-pollinator interactions, community-wide patterns of flower scent signals remain largely unexplored. Here we show for the first time that scent advertisement is higher in plant species that bloom early in the flowering period when pollinators are scarce relative to flowers than in species blooming later in the season when there is a surplus of pollinators relative to flowers. We also show that less abundant flowering species that may compete with dominant species for pollinator visitation early in the flowering period emit much higher proportions of the generalist attractant β-ocimene. Overall, we provide a first community-wide description of the key role of seasonal dynamics of plant-specific flower scent emissions, and reveal the coexistence of contrasting plant signaling strategies in a plant-pollinator market.

Partner Market Opportunities and Relationship Stability

Directory of Open Access Journals (Sweden)

Ingmar Rapp

2015-10-01

Full Text Available Although partner market opportunities are generally considered to be important for relationship stability, they have never been measured accurately. In order to be able to test the anticipated effects of partner market opportunities, this study conceptualises them as individual opportunities for contact and interaction in concrete social contexts, like the neighbourhood, the workplace, leisure activities, etc. Using data from the German Marriage Market Survey, we first examine the impact of individual partner market opportunities on the risk of separation. Second, we examine to what extend the most frequently studied determinants of divorce and separation depend on partner market opportunities. Our results show that the number of opposite sex contacts increases the probability of separation. Sharing the same contacts with one’s partner decreases the risk of separation. Our results indicate further that reducing opposite sex contacts in the course of the relationship is partly responsible for the higher stability of longer-lasting relationships. Having a migration background is associated with fewer opposite sex contacts. This means that having a migration background would be more destabilising if these individuals did not have less opposite sex contacts than individuals without a migration background. In contrast, joint home ownership, church attendance, higher education and residing in western Germany would generally be more stabilising if these factors were not connected with more opposite sex contacts.

The Impact of Direct-to-Consumer Advertising on Health Insurance Markets

OpenAIRE

William Encinosa; Chad Meyerhoefer; Samuel Zuvekas; Dongyi Du

2014-01-01

Direct-to-consumer advertising (DTCA) for drugs has increased from US$200 million in 1997 to US$4 billion in 2011. While studies show that DTCA impacts the patient-physician relationship, little is known of the effect of DTCA on health insurance markets. We test whether DTCA raises the costs in these markets or makes the markets more efficient in drug pricing. Across 212 markets, we examine the impact of DTCA on insurers’ negotiated prices for 166 drugs. Controlling for unobserv...

The Changing Patterns of Advertising Strategy by Japanese Business Firms in the U.S. Market: Content Analysis

OpenAIRE

Norihiko Suzuki

1980-01-01

This article analyzes the changing pattern of advertisement strategy by Japanese business firms in the U.S. market. Taking the advertisement activities of four major industrial sectors that appeared in both Business Week and Newsweek during the 1965–1977 period as samples, this article has found that the Japanese advertisement strategy in the U.S. market has passed sequentially through the following four stages: (1) Nationality-Supportive, (2) Product-Attributes, (3) Challenge and Responses, ...

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

OpenAIRE

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

1997-01-01

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

Food Marketing in Irish Schools

Science.gov (United States)

Kelly, Colette; Clerkin, Pauline; Gabhainn, Saoirse Nic; Mulvihill, Maureen

2010-01-01

Purpose: Schools are thought to represent a growing marketing opportunity for food advertisers in many countries. Marketing of unhealthy food to children is linked to the increased prevalence of obesity worldwide. This paper aims to explore ways in which schools respond to commercial activity around food marketing. Design/methodology/approach: A…

ANALYSIS OF THE ROMANIAN ADVERTISING MARKET

Directory of Open Access Journals (Sweden)

CHIRILA SOFIA

2010-12-01

Full Text Available Once with the gradual disappearance of the monopoly of the state and the socialist economy, the Romanians were forced to reinvent advertising and marketing communications. The tests on our own have turned into a need to professionalize these fields, which are one of the most powerful engines of the economy and contemporary social life. Reinventing turned, as so often in our modern history, into a synchronization process, of rapid combusting stage;the talent and the enthusiasm of the Romanian advertisers were molded on the prescriptions and the institutions that already had a stock of knowledge accumulated during more than a century. The result was a continuous progress, resulted in a spectacular economic growth of the industry and in the awards obtained by local creations at international festivals. The TV spots, radio, posters, giant billboards and press designs have become some of the most spectacular manifestations of contemporary culture, they are brilliant, eyecatching, arouse strong emotions and desires, require that we identify with the characters that we love, make us smile or make us think.

Billboard advertising: an avenue for communicating healthcare information and opportunities to disadvantaged populations.

Science.gov (United States)

Elrod, James K; Fortenberry, John L

2017-12-13

Healthcare communications directed toward the disadvantaged have the potential to elevate the health status of these underprivileged and highly-challenged individuals. From conveying advice which encourages healthy lifestyles to communicating the location and availability of various medical resources, healthier lives and communities can be realized. Success on this front first requires establishing an effective communications link, something that is made more difficult as communications options available to the disadvantaged are more limited than those available to advantaged populations. One avenue which shows exceptional promise for successfully engaging the disadvantaged is that of billboard advertising. Willis-Knighton Health System's experiences and insights indicate that the characteristics and qualities of billboards, paired with the environmental circumstances typically faced by the less fortunate, create unique combinations which amplify consumption of billboard advertising content. Further, research suggests that the less privileged place greater reliance on the medium than do their more privileged counterparts, escalating the value and impact potential of billboard advertising directed toward the disadvantaged. Given the value afforded by health and wellness information successfully reaching the disadvantaged, opportunities to better distribute content to targeted audiences could very well improve community health. Billboard advertising appears to be well suited to engage the less fortunate, providing a productive pathway for the conveyance of helpful, supportive details, yielding healthier populations, enhanced opportunities, and better communities.

New Digital Marketing Actors: Private Shopping Clubs and Their Advertising Practices

OpenAIRE

Nazlım Tüzel Uraltaş

2014-01-01

Our country is going through rapid changes in all fields such as society, politics, economy, industry and technology. This change is reflected on retailers and their marketing strategies as well. In today’s business world, which is characterized by intense competition, advertisers and marketers take advantage of Internet, social media and digital marketing in order to influence consumers. In this context, consumer-shopping behavior also changes parallel to technological developments and econo...

Breakfast cereal industry pledges to self-regulate advertising to youth: will they improve the marketing landscape?

Science.gov (United States)

Schwartz, Marlene B; Ross, Craig; Harris, Jennifer L; Jernigan, David H; Siegel, Michael; Ostroff, Joshua; Brownell, Kelly D

2010-04-01

In 2007, the Council of Better Business Bureaus created the Children's Food and Beverage Advertising Initiative to improve the nutritional profile of products marketed to children in the United States. We provide quantitative baseline data describing (a) the amount of child-directed breakfast cereal advertising in 2007; (b) an assessment of the nutritional value for all cereals advertised on television; and (c) the relationship between nutrition quality and child exposure to television advertising for major cereal brands. In 2007, the average American child viewed 757 cereal ads, and 98 per cent of these ads promoted unhealthy cereals that would be prohibited from advertising to children in the United Kingdom. Healthy cereals were advertised in 2007 in the United States, but adults, not children, were predominantly exposed to these ads. These quantitative methods can be used in the future to evaluate the impact of industry self-regulation efforts to improve the marketing landscape.

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.

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

African Journals Online (AJOL)

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

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

OpenAIRE

Vasiliauskaitė, Kristina

2007-01-01

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

The Effect of Sexual Appeal Advertising to Advertising Effectiveness in Manado

OpenAIRE

Muslim, Abdul Wahid

2014-01-01

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

An Analysis on Cultural Differences in Advertising Translation

Institute of Scientific and Technical Information of China (English)

高雅

2014-01-01

Great opportunities together with great challenges are brought to the development of Chinese economy with the glo-balization of the world economy. Foreign businessmen want to share the market of China, while Chinese enterprisers with a broader sight have been thinking about selling products to international markets. Languages and cultures of different nations have their own characteristics. In order to communicate with each other, human beings must make use of the methods of translation. Thus, it shows that translation, which is a social activity of inter-language, inter-culture and inter-community, is linked closely to culture. Meanwhile, the features of translation represent similarly in advertising translation. Generally speaking, when doing ad-vertising translation, it can not only focus on language differences between the two sides, but also pay attention to cultural differ-ences. Or else it would be difficult to translate satisfying advertisements.By taking examples from Chinese-English and English-Chinese, this paper compares the different aspects between Chinese and Western thinking sets, traditional ideas and values in order to reflect differences of advertising translation based on different cultures. Finally, it will sum up some strategies of inter-cultural advertising translation.

Attracting new advertisers and retaining old ones: carving a niche in Vancouver's city magazine market

OpenAIRE

McCready, Kathryn Elizabeth

2009-01-01

This report examines city magazine advertising in Vancouver. It explores the types of advertisers that use this medium, their marketing needs, the range of media in Vancouver that attempt to satisfy these needs, and how these local businesses plan and execute their media campaigns. It uses a case study of a city magazine, VLM to explore and analyse the advertising sales process. It provides an overview of the changes in editorial, circulation and advertising strategy that VLM introduced in 20...

Air ambulance medical transport advertising and marketing.

Science.gov (United States)

2011-01-01

The National Association of EMS Physicians (NAEMSP), the American College of Emergency Physicians (ACEP), the Air Medical Physician Association (AMPA), the Association of Air Medical Services (AAMS), and the National Association of State EMS Officials (NASEMSO) believe that patient care and outcomes are optimized by using air medical transport services that are licensed air ambulance providers with robust physician medical director oversight and ongoing quality assessment and review. Only air ambulance medical transport services with these credentials should advertise/market themselves as air ambulance services.

Strategic Targeted Advertising

OpenAIRE

Andrea Galeotti; Jose Luis Moraga

2003-01-01

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

Market opportunities: U.S. - PADD IV

International Nuclear Information System (INIS)

Garner, R.P.

1997-01-01

The current supply and demand balance, the short and long term expectations and marketing opportunities for Canadian crude oil in PADD IV, the Rocky Mountain region in the US, were reviewed. It was suggested that market opportunities in PADD IV are derived from the following four factors: (1) crude oil declines within that area, (2) federal regulations, (3) competitive presence with markets, and (4) population growth. The overall conclusion was that Canadian producers and PADD IV refiners will be looking at an ever-growing relationship based on freight equalized world crude prices. 8 tabs., 5 figs

[Barriers and opportunities for the regulation of food and beverage advertising to children in Mexico].

Science.gov (United States)

Théodore, Florence; Juárez-Ramírez, Clara; Cahuana-Hurtado, Lucero; Blanco, Ilian; Tolentino-Mayo, Lizbeth; Bonvecchio, Anabelle

2014-01-01

To identify barriers and opportunities for the regulation of food and beverage advertising to children. A qualitative study. Fourteen key informants from the congress, private sector, officials from the ministry of health and academics involved in the issue of regulation of advertising were interviewed. Barriers identified: conception of obesity as an individual problem, minimization of the negative effects on health, definition of the vulnerability of children bounded to their cognitive development. Facilitators support from various sectors of society regulation, extensive scientific discussion on the subject, successful experience and its lessons on tabacco industry. Mexico has key elements for achieving effective regulation on advertising.

Contemporary Marketing Tools Used from Bulgarian Private Dentists

Directory of Open Access Journals (Sweden)

Kazakova S.

2014-09-01

Full Text Available This study examines the use of different marketing tools among dentists for the development of private dental practices. Material and methods: A phone call survey was conducted. The survey consisted of questions related to the use of different marketing tools used by dentists for the development of their practices. Results: The most used contemporary marketing tools from Bulgarian dentist are the presence of web site (24.3% and social media advertisement (21.57%. The less used tools are media advertisement (0.68% and the use of flyers (1.36%. Conclusion: Dentists are not well acquainted with the contemporary marketing tools. The internal marketing is most secure tool for attracting new patients. Internet technology gives opportunity for additional form of rapid communication and advertisement on a moderate price.

Contemporary Marketing Tools Used from Bulgarian Private Dentists

Directory of Open Access Journals (Sweden)

Kazakova S

2014-01-01

Full Text Available ABSTRACT This study examines the use of different marketing tools among dentists for the development of private dental practices. Material and methods A phone call survey was conducted. The survey consisted of questions related to the use of different marketing tools used by dentists for the development of their practices. Results The most used contemporary marketing tools from Bulgarian dentist are the presence of web site (24.3% and social media advertisement (21.57%. The less used tools are media advertisement (0.68% and the use of flyers (1.36%. Conclusion Dentists are not well acquainted with the contemporary marketing tools. The internal marketing is most secure tool for attracting new patients. Internet technology gives opportunity for additional form of rapid communication and advertisement on a moderate price.

Should You Know How to Do Marketing, Advertising, & Public Relations Writing?

Science.gov (United States)

Sides, Charles H.

1992-01-01

Argues that technical writers who develop broader writing skills prove to be more valuable to their employers during periods of economic downturn. Offers an overview of the basic skills needed to write marketing, advertising, and public relations documents. (PRA)

Then and now with utility advertising and marketing

Energy Technology Data Exchange (ETDEWEB)

Netschert, B.C.

1978-11-09

Basic business functions, such as advertising and marketing, occupy a valid place in the lives of public utilities, even in an environment where conservation and economy are emphasized. The author describes how a particular group of electric-utility companies has changed emphasis in an exemplary response to new societal pressures and values. He identifies the litmus test of the appropriateness of promotional and information activities and expenditures by utilities in terms of consumer sovereignty.

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...

Misleading Advertising in Duopoly

OpenAIRE

Keisuke Hattori; Keisaku Higashida

2011-01-01

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

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...

The Changing Legal Climate for Marketing and Advertising in Europe.

Science.gov (United States)

Dunn, S. Watson

Although advertisers and marketers can expect stronger controls in all West European countries, especially by governments, they must be alert to country-by-country differences. Political moves to the left in any country will hasten controls. Consumerism is militant in some countries, practically dormat in others. Although self regulation is strong…

Advertising Services. A Suggested Curriculum Guide. Marketing and Distributive Education.

Science.gov (United States)

Illinois State Univ., Normal. Dept. of Business Education.

This publication is a curriculum guide designed to assist local educators in planning and implementing instructional programs for Office of Education Code 04.01, Advertising Services, a subcluster within the marketing and distribution cluster. The curricular guide is divided into two major sections. The first section contains information for the…

Identifying PHM market and network opportunities.

Science.gov (United States)

Grube, Mark E; Krishnaswamy, Anand; Poziemski, John; York, Robert W

2015-11-01

Two key processes for healthcare organizations seeking to assume a financially sustainable role in population health management (PHM), after laying the groundwork for the effort, are to identify potential PHM market opportunities and determine the scope of the PHM network. Key variables organizations should consider with respect to market opportunities include the patient population, the overall insurance/employer market, and available types of insurance products. Regarding the network's scope, organizations should consider both traditional strategic criteria for a viable network and at least five additional criteria: network essentiality and PHM care continuum, network adequacy, service distribution right-sizing, network growth strategy, and organizational agility.

Competition in prescription drug markets: the roles of trademarks, advertising, and generic names.

Science.gov (United States)

Feldman, Roger; Lobo, Félix

2013-08-01

We take on two subjects of controversy among economists-advertising and trademarks-in the context of the market for generic drugs. We outline a model in which trademarks for drug names reduce search costs but increase product differentiation. In this particular framework, trademarks may not benefit consumers. In contrast, the generic names of drugs or "International Nonproprietary Names" (INN) have unquestionable benefits in both economic theory and empirical studies. We offer a second model where advertising of a brand-name drug creates recognition for the generic name. The monopoly patent-holder advertises less than in the absence of a competitive spillover.

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

OpenAIRE

Story, Mary; French, Simone

2004-01-01

Abstract In recent years, the food and beverage industry in the US has viewed children and adolescents as a major market force. As a result, children and adolescents are now the target of intense and specialized food marketing and advertising efforts. Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers. Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster...

On theTranslation Methods and Theory of International Advertising

Institute of Scientific and Technical Information of China (English)

Yang Xuemei

2012-01-01

Advertisement, as a way to propagandize products, always plays its role in the special stage. A successful advertisement would help the manufacturer to achieve a large sale while an unsuccessful even a bad one would do the contrast work. Advertising is an activity containing intelligence, patience, art and diligence. With the globalization and China' s entering WT0, more and more Chinese products get the opportunity of entering world market. In this battle without smoke of gun powder, the most powerful weapon is commercial advertisement. Therefore, advertisement becomes more important. At the same time, the translation of advertising plays its role as to internationalize advertisement to the world. It seems as a bridge overpass different countries and languages. However, due to the difference among cultures, problems appear how to be a good advertising translator and how to make an excellent translation of advertising. This thesis tries to analyses the criteria and strategies of advertising translation after the discussion of the types, structure and features of style of advertisements and states that there is no an established method for advertising translation. What we should do is to be flexible to deal with the various advertisements we meet.

Advertising value of mobile marketing through acceptance among youth in Karachi

OpenAIRE

Syed Akbar, Suleman; Azam, Rehan; Muhammad, Danish

2012-01-01

The purpose of this paper is to investigate the key influencing factors towards mobile marketing acceptance among youth in Karachi. It further analyzes the impact of mobile marketing acceptance on its advertising value. To achieve the objective of this study a convenient sample of 247 respondents from University students, Government officials and business organizations in Karachi is taken over a two-week period during the spring of 2012. After validating the instrument, correlation analysis i...

Advertising and the Evolution of Market Structure in the US Car Industry

OpenAIRE

Geroski, Paul A; Mazzucato, Mariana

2001-01-01

This paper focuses on a single simple stylized fact which stands out from the post-war history of the US car industry, namely that industry concentration fell just at the same time as industry advertising expenditures rose sharply. Since both events were almost certainly caused by the entry and market penetration of (largely) foreign owned car producers, this stylized fact raises interesting questions about whether – and if so, how – advertising affects entry. We use a model of consumer switc...

Infant food marketing strategies undermine effective regulation of breast-milk substitutes: trends in print advertising in Australia, 1950-2010.

Science.gov (United States)

Smith, Julie; Blake, Miranda

2013-08-01

This study addresses the issue of whether voluntary industry regulation has altered companies' marketing of breast-milk substitutes in Australia since the adoption of the World Health Organization (WHO) International Code on the Marketing of Breast-milk Substitutes 1981. Print advertisements marketing breast-milk substitutes were systematically sampled from the Australian Women's Weekly (AWW) magazine and the Medical Journal of Australia (MJA) for the 61 years from 1950 to 2010. Breast-milk substitute advertising in both the MJA and the AWW peaked and began declining before the introduction of the WHO Code in 1981. Although there was almost no infant formula advertising in AWW after 1975-79, other breast-milk substitute advertising has been increasing since 1992, in particular for baby food, toddler formula and food and brand promotion. Companies have adopted strategies to minimise the effects of the Code on sales and profit in Australia, including increasing toddler formula and food advertisements, increasing brand promotion to the public, and complying with more limited voluntary regulatory arrangements. Comprehensive regulation is urgently required to address changed marketing practices if it is to protect breastfeeding in Australia. © 2013 The Authors. ANZJPH © 2013 Public Health Association of Australia.

Marketing, the For-Profit Way

Science.gov (United States)

Blumenstyk, Goldie

2006-01-01

This paper discusses a new marketing strategy that could yield new revenue opportunities. Internet-based marketing is not for the faint of heart. Even colleges that embrace the strategies note that they are rife with complications. Nonprofit colleges increasingly rely on Internet advertising to recruit students, and the phenomenon has caught the…

Advertising quality and market share

OpenAIRE

Πέκκα - Οικονόμου, Βικτωρία; Σολδάτος, Γεράσιμος Θ.

1999-01-01

This paper utilizes a signaling-game approach to advertising and concludes that advertising is a means of increasing profits and not an instrument of consumer preferences manipulation. It also concludes that advertised brands should offer to the consumer something original and if not, then offer what more or less the rival do.

An overview of outside U.S. market opportunities

International Nuclear Information System (INIS)

Barnes, S.B.

1986-01-01

The approach adopted in this paper in analyzing United States market opportunities outside the United States was to: look at the United States worldwide market penetration from an historical perspective, establish whether the United States position is still valid, determine what the future market will be, and offer some opinions on what United States companies must do to avail themselves of this market. Insight into worldwide market opportunities for U.S. companies can be gained by looking at the history of the Nuclear Industry on a worldwide basis

Do marketing and alcohol treatment/public health experts think televised alcohol advertisements abide by regulatory guidelines?

Science.gov (United States)

Lloyd, Kelly; Cameron, Elaine; Williams, Hannah; Banister, Emma; Donmall, Michael; Higgins, Alan; French, David P

2018-04-01

Televised alcohol advertisements in the United Kingdom must abide by the Broadcast Committee of Advertising Practice Code, which provides guidelines concerning advertisements not implying, condoning or encouraging immoderate, irresponsible or antisocial drinking. Previously, 75 per cent of 373 general public respondents were shown one of seven advertisements rated a breach of at least one guideline. This study assessed whether experts in marketing ( n = 25) and alcohol treatment/public health ( n = 25) perceived the same seven television alcohol advertisements as complying with the Broadcast Committee of Advertising Practice Code. Overall, 83 per cent of advertisements were rated as breaching at least one guideline. This provides further proof that self-regulatory alcohol guidelines are not fit for purpose.

GREEN MARKETING TO MEET CONSUMER DEMANDS AND SUSTAINABLE DEVELOPMENT-CHALLENGES AND OPPORTUNITIES

OpenAIRE

M. D. Pradeep; Akhilesh Suresh A Kuckian

2016-01-01

Green Marketing has evolved special implications in the modern market. Green indicates purity by means of quality, fairprice and worthy in dealings. Green marketing focus to market eco-friendly products to satisfy the needs and wants of customers. It adopts innovative techniques of product modification, dynamic product processes, maintaining sustainability and diversified ways of advertising etc. The vision of Green marketing is doing business along with protecting ecological environment. Pre...

Market realities: new challenges and opportunities

International Nuclear Information System (INIS)

1996-01-01

The market outlook for the natural gas industry was the focus of discussion at this conference. Presentations included papers on energy and supply forecasting, natural gas supply and demand and market opportunities, growth, economics, and issues in natural gas transportation. Pricing dynamics of these energy resources and the complexities of the energy market were also addressed. tabs., figs

Mass Communication, Advertising, and Marketing Research at the Strategic and Operational Levels of War

Science.gov (United States)

2013-05-05

EBSCOhost (accessed November 4, 2012): 157. 43 Ibid., 156. 44 Ibid., 163. 45 Chang, Chun-Tuan. 2011. “Guilt appeals in cause-related marketing ...Mass Communication, Advertising, and Marketing Research at the Strategic and Operational Levels of War by Colonel Ralph...Education of the Middle States Association of Colleges and Schools, 3624 Market Street, Philadelphia, PA 19104, (215) 662-5606. The Commission on

Innovative Railway Advertising Marketing Mix Strategy%创新铁路广告营销组合策略

Institute of Scientific and Technical Information of China (English)

张永强

2015-01-01

随着铁路发展的突飞猛进，市场和广告主都对铁路广告提出了全新要求，本文分析了铁路广告在竞争日趋激烈的市场新形势下，创新铁路广告营销组合策略的途径与方法。本文对这一课题的分析研究是初步、肤浅的，但求抛砖引玉使这一重要课题能够引起专家学者和相关领导的重视，从而对创新铁路广告营销的实践起到一定的推动作用。%With the rapid development of railway, both the market and advertiser have put forward new requirements for advertisement. This article analyzes the ways and methods of railway advertising marketing mix strategy in the fierce market competition of railway advertising. This is only a preliminary and shallow research of this topic and the author hopes that it can attract the attention of experts and leaders related so as to promote the innovation of railway advertising marketing practice.

Magazines for children and young people and the links to Internet food marketing: a review of the extent and type of food advertising.

Science.gov (United States)

Cowburn, Gill; Boxer, Anna

2007-10-01

To examine the nature of the link between food advertising in UK magazines aimed at children and young people and Internet food marketing, to establish whether consideration should be given to tightening existing controls. A review and descriptive analysis of food advertising found in a sample of the top five magazine titles aimed at a range of ages of children and young people between November 2004 and August 2005 and of the Internet food marketing sites to which readers were directed. Food advertising appeared as 'cover-mount' free gifts and as part of the main bound issue. Children aged 6-10 years were the most frequent recipients of food-based free gifts, all of which were confectionery. No food advertising was found in magazines aimed at pre-school children and it formed a small percentage of total advertising in the magazines aimed at children of school age and above. Most food advertisements were for 'less healthy' foods, although advertisements for 'healthier' food products did appear infrequently. Almost half of food advertisements directed readers towards Internet food marketing sites. We found evidence that these sites are using at least some of the 'marketing tricks' which have been identified as a cause for concern. Proposed restrictions on broadcast media may lead to more food advertising via other non-broadcast means. We suggest monitoring the effect of such changes in print and online advertising and that consideration be given to restricting marketing techniques used on websites aimed at children and young people.

CHALLENGES IN CROSS CULTURAL ADVERTISING

OpenAIRE

Yuni Retnowati

2016-01-01

At first, marketing practitioners and academics consider standardized approaches to marketing and advertising strategies in globalization, and then some studies proved that the standardization of advertising across culture is not valid. Therefore, cross cultural advertising takes local culture into account when conveying messages in advertisements. Cross cultural understanding is very important in order to produce successful localized advertising that would reflect the cultural values and nor...

Interactive Online Advertising: The Effectiveness of Marketing Strategy towards Customers Purchase Decision

Directory of Open Access Journals (Sweden)

Nizam Nurul Zarirah

2018-01-01

Full Text Available A growing of IT industry made many companies used Internet as their mediators on advertising platform to control over the promotion materials and it possess greater reliability and flexibility. Internet also becoming an important stop point for customers in finding their needs and wants. This study has been designed to measures how significant is the online advertising effectiveness in terms of attitude towards ads, ability to recall ads and frequency of clicking ads in explaining purchase decision in Malacca, Malaysia. A series of survey was conducted from 200 respondents and were analyzed quantatively. The results showed among the attitude towards ads, ability to recall and frequency of clicking ads had significantly gave impact to the purchasing decision by the customers. For the recommendations discussed to the advertisers to have good understanding on how to advertise effectively (using marketing strategy program and do some innovation of the products in terms of the products association.

Advertising expenditures in the nursing home sector: evaluating the need for and purpose of advertising.

Science.gov (United States)

Kash, Bita A; Boyer, Gregory J

2008-01-01

Marketing and advertising activities in the nursing home sector have increased in recent years, following the example of hospitals and health systems. The reasons for this trend may be related to the growth in competition but are not clearly identified yet. Theoretically, advertising becomes necessary to gain an advantage over the competition. The purpose of this study was to identify the reasons for the variation in advertising expenditures among nursing homes in Texas. For this study, we merged 2003 data from the Texas Medicaid Nursing Facility Cost Report, the Texas Nursing Home Quality Reporting System, and the Area Resource File for Texas. Using the Herfindahl-Hirschman Index, we then examined the correlations between advertising expenses and the level of market concentration. We evaluated the association between advertising expenditures and market competition using two logistic and four linear regression models. Total advertising expenses in Texas nursing homes ranged from $0 to $165,000 per year. Higher advertising expenditures were associated with larger facilities, higher occupancy, and high Medicare census. Market competition, however, was not a significant predictor of such expenses. Advertising seems to be more resource-driven than market-driven. Therefore, some advertising expenditures may be unnecessary, may lack impact, and may even be wasteful. Reducing unnecessary advertising costs could free up resources, which may be allocated to necessary resident care activities.

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

Directory of Open Access Journals (Sweden)

Grigaliunaite Viktorija

2016-11-01

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

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.

Marketing health education: advertising margarine and visualising health in Britain from 1964-c.2000.

Science.gov (United States)

Hand, Jane

2017-01-01

During the post-war period, margarine was re-conceptualised as a value-added product with distinct health benefits. This article contextualises the advertising of margarine as a healthy food, focusing on Unilever's Flora brand as an important case study in legitimising the emergent role of disease prevention as a marketing tool. It uses the methodology of visual culture to examine how advertising employed chronic disease prevention as a selling tool. This article assesses how the post-war environment gave rise to new ways of visually advertising food, and how these promoted innovative visualisations of food, the body and their interactions with health.

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

Energy market opportunities post-Maui

International Nuclear Information System (INIS)

Saha, G.

1995-01-01

As supply from the Maui and other existing producing fields decline, petroleum explorers and developers need to address the question who will be the indigenous oil and gas customers post Maui? This paper discusses major macro- and micro-environmental trends which will influence likely market opportunities. Two sub-markets are examined. First, what trends impact on current oil and gas customers. Second, what other new customers might arise. The macro-environment trends cover important economic, political, legislation, socio-economic and technical parameters. The micro-environment trends cover energy market structures and pricing parameters. (Author)

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

Science.gov (United States)

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

2015-06-01

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

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...

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.

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

Directory of Open Access Journals (Sweden)

Selma KARABAŞ

2013-06-01

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

The role of market orientation in advertising spending during economic collapse : The case of Turkey in 2001

NARCIS (Netherlands)

Ozturan, P.; Oszomer, A.; Pieters, R.

The authors investigate the role of market orientation in advertising spending during economic contraction. They use the 2001 economic collapse in Turkey as the empirical context in which to test hypotheses regarding why some firms increase their advertising spending in a contraction period while

The Role of Market Orientation in Advertising Spending during Economic Collapse: The Case of Turkey in 2001

NARCIS (Netherlands)

Ozturan, P.; Ozsomer, A.; Pieters, F.G.M.

2014-01-01

The authors investigate the role of market orientation in advertising spending during economic contraction. They use the 2001 economic collapse in Turkey as the empirical context in which to test hypotheses regarding why some firms increase their advertising spending in a contraction period while

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

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

Marketing African Leafy Vegetables: Challenges and Opportunities ...

African Journals Online (AJOL)

Marketing African Leafy Vegetables: Challenges and Opportunities in the Kenyan Context. ... The market share of ALVs vis-à-vis other vegetable species, particularly kales, cabbages and ... EMAIL FREE FULL TEXT EMAIL FREE FULL TEXT

Marketing the Academic Library with Online Social Network Advertising

OpenAIRE

CHan, Christopher

2012-01-01

Facebook is now a ubiquitous part of the lives of many university students across the world. The libraries that serve them now have an opportunity to leverage this online social network to promote their services and resources. However, the effectiveness of a library’s efforts in this area will depend greatly on the number of connections it can make between its users and its Facebook presence. Building on a previous investigation that suggested online advertising might be a cost-effective way ...

Pink truck ads: second-wave feminism and gendered marketing.

Science.gov (United States)

Howard, Ella

2010-01-01

Second-wave feminist media had a contentious relationship with corporate advertisers. This article uses automotive advertisements to explore the role of gender, class, and race in the construction of consumer markets from the 1970s through the 1980s. It analyzes the struggle of Gloria Steinem and other liberal feminists to navigate the terrain between the women's movement and corporate advertisers. The increased economic power of women, stemming from the Equal Credit Opportunity Act as well as broader social and political shifts, facilitated their efforts. In the 1980s, automobiles continued to be marketed to women, albeit through "feminine" imagery conforming to the era's dominant trends.

The Role of Social Media on Advertising: A Research on Effectiveness of Facebook Advertising on Enhancing Brand Image

OpenAIRE

Dehghani, Milad

2013-01-01

ABSTRACT: This research is based on Social media advertising which is one of the newest marketing topics. Marketers try to find out the best possible way to advertise their product and services in order to build relationship with customers and gain momentum to viral word of mouth marketing in social media. Social media advertising is a new version of corporate advertising which has been adopted as new techniques by many companies. Both two way communication and customized advertising are f...

Challenges and Opportunities in the Use of Marketing Tools and the Promotion of Non Wood Forest Products-Based Small and Medium Enterprises in the South East Europe

Directory of Open Access Journals (Sweden)

Makedonka Stojanovska

2015-06-01

Full Text Available Background and Purpose: The South-east Europe (SEE region is facing a new market economy era where establishing new businesses is more than needed in all sectors. The forest sector, faced with new market emerging opportunities, is affected by the constant increase of a number of forest related enterprises. This paper describes the challenges and opportunities related to the use of marketing tools for improving business of the small and medium enterprises (SMEs dealing with non-wood forest products (NWFPs in SEE region. The research on this subject in the SEE region is scarce despite the rich biodiversity as a solid base for establishing eco-businesses. Materials and Methods: The method used in this paper is quantitative, based on survey data collected from enterprises in the NWFPs sector followed by statistical data analyses using Statistical Package for Social Sciences (SPSS. The survey was conducted during 2011 and 2012 in four SEE countries: Croatia, Bosnia and Herzegovina, Serbia and Macedonia. Results: The results showed that developed channels of distribution, branding and advertising of NWFPs are recognized in all countries as important and very important, but these marketing tools are used only few times per year. The majority of respondents pointed out advertising as the most frequently used and as the most successful tool. Interviewees’ future investments are to be focused on improving equipment for drying, packing, refrigerating and transport. Several entrepreneurs from Macedonia pointed out that they would invest in increasing the number of buying points and herb plantations while almost all Croatian entrepreneurs will invest in advertising, branding and promotion. Majority of respondents from Serbia are also of the opinion that financial resources should be invested in new equipment. The reasons for these investments can be summarized in reducing costs and increasing profit or in faster turnover. Conclusions: The use of marketing

Advertising. Advanced placement of objects

OpenAIRE

Hassan Ali Al-Ababneh

2016-01-01

The article is devoted to the study of one of the most important concepts and marketing events which is advertising. The author studies the history of the formation of modern advertising and covers the main interpretations of the concept of advertising. The article presents the data on the chronology of the formation of the key objectives of the advertising process and the basic classification of types of advertising, its purpose and place in the marketing mix. It sets out the ...

A Theory of Combative Advertising

OpenAIRE

Yuxin Chen; Yogesh V. Joshi; Jagmohan S. Raju; Z. John Zhang

2009-01-01

In mature markets with competing firms, a common role for advertising is to shift consumer preferences towards the advertiser in a tug-of-war, with no effect on category demand. In this paper, we analyze the effect of such “combative” advertising on market power. We show that, depending on the nature of consumer response, combative advertising can reduce price competition to benefit competing firms. However, it can also lead to a procompetitive outcome where individual firms advertise to incr...

Opportunities for electricity storage in deregulating markets

International Nuclear Information System (INIS)

Graves, F.; Jenkin, T.; Murphy, D.

1999-01-01

This article addresses the value of electricity storage and its ability to take advantage of emerging energy arbitrage opportunities: buying power when it is inexpensive, and reselling it at a higher price. The focus of this article is on electricity markets and the opportunities they present for a merchant storage device, rather than on storage technologies themselves. There are a number of existing and emerging storage technologies: pumped hydro, various batteries, compressed air energy storage (CAES), superconducting magnetic energy storage (SMES), flywheels--even conventional hydro has storage-like properties. However, all these technologies operated on the same basic principle of exploiting short-term differentials in electricity prices: buy low, sell high (a strategy that is actually meaningful in electricity markets, unlike in financial markets). The object of this article is to develop and demonstrate a means for assessing the potential value of storage in different electricity markets, rather than to attempt to assess the prospects of a particular technology. The approach taken here is to look at price data from a number of actual electricity markets to determine what opportunities they might offer to a generic storage device. A storage technology is described here by its basic performance parameters--charge and generate capacity, energy inventory limits, and efficiency--which are sufficient to assess the basic economic potential of storage in a given market. The authors look primarily at US markets, but also compare and contrast findings with the situation in foreign markets in the U.K., Norway, Canada, and Australia, and discuss how market structure can influence the value of storage. Moreover, the authors use empirically observed relationships between hourly and 5 x 16 blocked prices to infer a rule for adjusting the value of storage assets in regions where only blocked price information is available

Mobile Phones and Outdoor Advertising: Measurable Advertising

OpenAIRE

Quercia, Daniele; Di Lorenzo, Giusy; Calabrese, Francesco; Ratti, Carlo

2011-01-01

Television and newspapers sit at the top of many agency marketing plans, while outdoor advertising stays at the bottom. The reason for this is that it’s difficult to account for who views a billboard, so there is no way of consistently determining the effectiveness of outdoor advertising. As a result, agencies do not consider the medium and allocate their money elsewhere. To change this situation, one needs to create new credible audience measurements for the outdoor marketing industry. He...

Benefit and risk information in prescription drug advertising: review of empirical studies and marketing implications.

Science.gov (United States)

Kopp, S W; Bang, H K

2000-01-01

As pharmaceutical companies began to advertise prescription drugs directly to consumers as well as to physicians, understanding the impact of benefit and risk information in drug advertising on physicians and consumers has become more critical. This paper reviews previous empirical studies that examined the content of benefit and risk information in drug advertising and its potential effects on physicians' subsequent prescribing behaviors. It also reviews studies that investigated how consumers process information on a drug's efficacy and side effects. Based on the findings of these studies, implications are discussed for effective marketing information development as well as for government regulation.

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?

Advertising Arbitrage

OpenAIRE

Sergei Kovbasyuk; Marco Pagano

2014-01-01

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

Recruiters, Advertising, and Navy Enlistments.

Science.gov (United States)

1980-03-01

Population’s Awareness and Advertising Previous studies on advertising have focused on measuring its effects in product markets : the consensus is that...needed that would have an immediate effect. Since about half of the HSGs generated by advertising accrue after the second year, the proper strategy is...1 June 1973. 4. Clarke, D.G., "Econometric Measurement of the Duration of Advertising Effect on Sales," Journal of Marketing Research, Vol. III

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

Science.gov (United States)

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

2018-06-01

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

Measurement and Diagnosis of Student Attitudes Toward a Career in Advertising. Working Paper Series, Center for Marketing Studies Paper No. 19.

Science.gov (United States)

Lutz, Richard J.

A problem currently facing many advertising agencies is the recruitment of top quality business school graduates as potential account managers. Viewing the problem from a marketing perspective, a career in advertising is seen as a product competing with other careers for the market of new graduates. Then it is possible to use one of the…

Market opportunities in emerging markets : case study: Rideascout's innovative vehicle and Vietnamese market

OpenAIRE

Bui, Huyen-Anh

2015-01-01

Nowadays, there is no limit for innovation. Successful innovative products promise to bring about dramatic changes to the world. Rideascout, a Finnish start-up, is developing their new product, an innovative vehicle. In order to understand how their product could be used in certain market areas, the company decided to carry out an extensive market research. As part of the project, this thesis aims to explore possible uses and market opportunities for the product in Vietnam and more specifical...

Televised obesity-prevention advertising across US media markets: exposure and content, 2010-2011.

Science.gov (United States)

Kornfield, Rachel; Szczypka, Glen; Powell, Lisa M; Emery, Sherry L

2015-04-01

To examine levels of exposure and content characteristics for recent televised obesity-prevention campaigns sponsored by state and community health departments, federal agencies, non-profit organizations and television stations in the USA. Nielsen television ratings for obesity-prevention advertising were collected for the top seventy-five US media markets and were used to calculate household exposure levels for 2010 and 2011. Governmental advertisements were coded for content. United States. Average household exposure to obesity-prevention campaigns was 2·6 advertisements per month. Exposure increased by 31 % between 2010 and 2011, largely driven by increases in federal advertisements. In 2011, the federal government accounted for 62 % of obesity-prevention exposure, non-profit organizations for 9 %, community departments for 8 %, state departments for 3 %, and television station-sponsored public-service announcements for 17 %. The greatest percentage increase between 2010 and 2011 was in community advertising, reflecting efforts funded by the Communities Putting Prevention to Work (CPPW) programme. Among thirty-four state and community campaigns, the majority advocated both healthy eating and physical activity (53 %). Campaigns typically had positive or neutral emotional valence (94 %). Obesity or overweight was mentioned in 47 % of campaigns, but only 9 % specifically advocated weight loss. Exposure to televised obesity-prevention advertising increased from 2010 to 2011 and was higher than previously found in 1999-2003, apart from in 2003 during the federal VERB campaign. Nevertheless, exposure remains low relative to advertising for unhealthy foods. New federal campaigns have increased exposure to obesity-prevention advertising nationally, while CPPW grants have increased exposure for targeted areas.

David against Goliath - How creative communication helps small advertising agencies survive in a market led by giant agencies

OpenAIRE

Jenny - Maria Åström; Karim Carroum Sanz; Sofia Lena Hagström; Andreu Safont Bagué; João Pedro Teles Estima

2017-01-01

Purpose - The purpose of the study is to research how national advertising agencies use creativity to compete with larger, global agencies in the advertising market of Sweden, Spain and Portugal. Design/methodology/approach: To conduct the study, the authors keep a qualitative approach: we first carry out an analysis of previous studies about creativity, communication and entrepreneurial orientation, followed by interviews with one small and one large advertising agency...

Mobile Advertising : A Case study of Mobile advertising Solutions

OpenAIRE

Salim, Ali; Alikhani, Nima

2009-01-01

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

Modeling the Effects of Army Advertising

Science.gov (United States)

1988-11-01

was a multipurpose project dealing with advertising effectiveness, advertising strategy efficiency, management of the advertising program and planning...and development of new marketing strategies and segmentation. It is clearly impossible for a project with this breadth of objectives to also satisfy...achieving the broader objective. Likewise, advertising derives its objectives from marketing which when accomplished will lead to the achievement of

On Risks and Opportunities in Financial Markets

NARCIS (Netherlands)

S.D. Lansdorp (Simon)

2012-01-01

textabstractInvesting in financial securities inevitably involves risks on the one hand and opportunities on the other hand. This thesis bundles four different studies on risks and/or opportunities in financial markets. In one study, we examine the cross-sectional explanatory power of different

现代网络广告营销的策略%The strategy of modern network advertising marketing

Institute of Scientific and Technical Information of China (English)

吴国建

2013-01-01

With the advent of the information age, Internet has become an indispensable part of people's life, online trading is becoming more and more popular. With the deepening of online trading, the network advertisement also emerges. This is a new mean of marketing, in line with the development needs of modern market. The article from the concepts and features of Internet advertising, and through the network advertising marketing comparison of the developed countries, discovers the existence of our network marketing problems, and finally put forward some strategies of modern network advertising marketing.%随着网络信息化时代的到来，网络已经成为人们生活中不可缺少的部分，网上交易也越来越受到人们的欢迎。随着网上交易的深入，网络广告也随之产生。这是一个新型的营销手段，符合现代市场的发展需求。文章从网络广告的概念和网络广告的特点出发，通过和国外发达国家的网络广告营销进行比较，找出我国网络广告营销中存在的问题，最后提出一些现代网络广告营销的策略。

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

OpenAIRE

Lindstädt, Nadine; Budzinski, Oliver

2011-01-01

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

Advertising Campaign: Building Creative Ideas

OpenAIRE

TANASE, George Cosmin

2015-01-01

Advertising is the most visible and most important instrument of the marketing communications mix. Large sums of money are spent on advertising, and no other marketing phenomenon is subject to so much public debate and controversy. Huge amounts of research are devoted to the question of what makes advertising effective and to the role of advertising characteristics on its effectiveness. As is the case with other communications instruments, special attention has to be devoted to the different ...

Carlsberg alibi marketing in the UEFA euro 2016 football finals: implications of Probably inappropriate alcohol advertising.

Science.gov (United States)

Murray, Rachael; Breton, Magdalena Opazo; Britton, John; Cranwell, Jo; Grant-Braham, Bruce

2018-04-25

Alcohol advertising is a key driver of alcohol consumption, and is prohibited in France by the Loi Evin. In 2016 the Danish brewer Carlsberg sponsored the UEFA Euro 2016 finals, held in France, and used the alibis 'Probably' and '…the best in the world' in place of Carlsberg in pitch-side advertising. We have quantified the advertising exposure achieved during the final seven games in the UEFA Euro 2016 championship. Appearances of the Carlsberg alibis 'Probably' and 'the best in the world' were counted and timed to the nearest second during all active play in live coverage of quarter final, semi-final and final matches broadcast in the UK. We used census data and viewing figures from Kantar Media to estimate gross and per capita impressions of these advertisements in the UK population. In 796 min, 29 s of active play there were 746 alibi appearances, totalling 68 min 35 s duration and representing 8.6% of active playing time. Appearances were particularly frequent at the end of normal time, extra time and penalties. The seven matches delivered up to 7.43 billion Carlsberg alibi impressions to UK adults and 163.3 million to children. In the only match involving a second country with laws prohibiting alcohol advertising (France versus Iceland), exposure occurred for only 1.8% of playing time. Alibi marketing achieved significant advertising coverage during the final seven EURO 2016 championship games, particularly to children. Since 'Probably' is registered by Carlsberg as a wordmark this advertising appears to contravene the Loi Evin, though Carlsberg have defended their marketing actions.

Marketing techniques in television advertisements of food and drinks directed at children in Spain, 2012.

Science.gov (United States)

León-Flández, Karimen; Royo-Bordonada, Miguel Ángel; Moya-Geromini, María Ángeles; Bosqued-Estefanía, María José; López-Jurado, Lázaro; Damián, Javier

2018-07-01

To analyse marketing techniques used in television advertisements of food and drinks (AFDs) directed to children, and their nutritional quality. This is a cross-sectional study of television AFDs directed to children in Spain over 7 days in 2012. Primary appeal, persuasive and nutritional marketing techniques, and links to Internet were registered. The foods were classified according to their nutritional quality using an international codification system and the UK nutrient profile model. Frequency of AFDs using marketing techniques and percentages for unhealthy products were calculated. Taste and fun were the main primary appeals used. Persuasive and nutritional marketing techniques and links to Internet were used in 61%, 68.5% and 65.2% of AFDs, respectively. These techniques were more common during weekdays, enhanced protection time slots and on channels with particular appeal to children. More than two-thirds of AFDs using these techniques were for unhealthy products, reaching 96.2% of AFDs with premium offers and gifts. There is an extensive use of marketing techniques in television AFDs directed to children in Spain. Most products advertised were unhealthy, so stronger governmental regulations are required.

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...

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

OpenAIRE

Okumuş, Abdullah; Çetintürk, Naim; Çetin, Eyüp

2012-01-01

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

Marketing health education: advertising margarine and visualising health in Britain from 1964–c.2000

Science.gov (United States)

Hand, Jane

2017-01-01

Abstract During the post-war period, margarine was re-conceptualised as a value-added product with distinct health benefits. This article contextualises the advertising of margarine as a healthy food, focusing on Unilever’s Flora brand as an important case study in legitimising the emergent role of disease prevention as a marketing tool. It uses the methodology of visual culture to examine how advertising employed chronic disease prevention as a selling tool. This article assesses how the post-war environment gave rise to new ways of visually advertising food, and how these promoted innovative visualisations of food, the body and their interactions with health. PMID:29348778

The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market

NARCIS (Netherlands)

Polo, Yolanda; Javier Sese, F.; Verhoef, Peter C.

2011-01-01

This study investigates the drivers of customer retention in a liberalizing market. The authors address key, retention issues that allow them to contribute to existing retention research in several critical ways. They (1) examine the effects of pricing and mass advertising, (2) account for (new

The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market

NARCIS (Netherlands)

Polo, Yolanda; Javier Sese, F.; Verhoef, Peter C.

This study investigates the drivers of customer retention in a liberalizing market. The authors address key, retention issues that allow them to contribute to existing retention research in several critical ways. They (1) examine the effects of pricing and mass advertising, (2) account for (new

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

OpenAIRE

Grigaliunaite Viktorija; Pileliene Lina

2016-01-01

In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different...

Latin America as new PV market opportunity

International Nuclear Information System (INIS)

Weiss, Ingrid

2015-01-01

It is important to recognize solar energy as an international and strategic opportunity for the European market to expand. The objective of this paper is to apply the methodology created during the PV Parity project for analyzing PV Competitiveness in the emerging residential PV market in Brazil, using information from the State of Rio de Janeiro. The dynamic competitiveness analysis was performed considering the price with and without taxes in order to assess the year when PV will reach grid parity in Rio de Janeiro and how the taxes impact on the results. Results are divided into 3 scenarios: Optimistic, Conservative, and Conservative Moderate. The LCOE of residential systems will likely become competitive with the residential electricity tariffs between 2020 and 2030, assuming the residential tariffs in Rio de Janeiro. This is an indicator that PV energy business opportunities are increasing in Brazil and, with the adequate policy support, its market competitiveness could be improved. We are also looking in other markets of Latin America. (full text)

Water Technology Innovation: 10 Market Opportunities

Science.gov (United States)

The Water Technology Innovation Blueprint offers an overview of market opportunities that include conserving and recovering energy, recovering nutrients, improving water infrastructure, reducing costs for water monitoring, and improving water quality.

Joint marketing cites excellence: Fairview-University Medical Center advertises cooperatively with University of Minnesota Physicians.

Science.gov (United States)

Botvin, Judith D

2004-01-01

Fairview-University Medical Center and University of Minnesota Physicians, both in Minneapolis, are enjoying the benefits of a co-branded advertising campaign. It includes print ads, brochures, and other marketing devices.

Open source marketing: Camel cigarette brand marketing in the "Web 2.0" world.

Science.gov (United States)

Freeman, B; Chapman, S

2009-06-01

The international trend towards comprehensive bans on tobacco advertising has seen the tobacco industry become increasingly innovative in its approach to marketing. Further fuelling this innovation is the rapid evolution and accessibility of web-based technology. The internet, as a relatively unregulated marketing environment, provides many opportunities for tobacco companies to pursue their promotional ambitions. In this paper, "open source marketing" is considered as a vehicle that has been appropriated by the tobacco industry, through a case study of efforts to design the packaging for the Camel Signature Blends range of cigarettes. Four sources are used to explore this case study including a marketing literature search, a web-based content search via the Google search engine, interviews with advertising trade informants and an analysis of the Camel brand website. RJ Reynolds (RJR) has proven to be particularly innovative in designing cigarette packaging. RJR engaged with thousands of consumers through their Camel brand website to design four new cigarette flavours and packages. While the Camel Signature Blends packaging designs were subsequently modified for the retail market due to problems arising with their cartoon-like imagery, important lessons arise on how the internet blurs the line between marketing and market research. Open source marketing has the potential to exploit advertising ban loopholes and stretch legal definitions in order to generate positive word of mouth about tobacco products. There are also lessons in the open source marketing movement for more effective tobacco control measures including interactive social marketing campaigns and requiring plain packaging of tobacco products.

Status, challenges and marketing opportunities for canning navy ...

African Journals Online (AJOL)

Status, challenges and marketing opportunities for canning navy bean in Kenya. ... improve incomes of smallholder farmers in Kenya; its production and marketing has, however, stagnated. ... EMAIL FREE FULL TEXT EMAIL FREE FULL TEXT

Information Operations Versus Civilian Marketing and Advertising: A Comparative Analysis to Improve IO Planning and Strategy

Science.gov (United States)

2008-03-01

American Marketing Association expresses fundamental principles of print advertising in a paper written by Steve Blom. Although these principles ...medium if targeting a large group of people was the intention. In addition to medium by negation, civilian marketing professors Kotler , Roberto, and...best suited for which portion of IO. 78 THIS PAGE INTENTIONALLY LEFT BLANK 79 LIST OF REFERENCES Armstrong, Gary and Kotler , Philip. Marketing

Food Processing and Marketing: New Directions...New Opportunities.

Science.gov (United States)

Welch, Mary A., Ed.

1995-01-01

This issue uses tomato processing to illustrate the new directions and opportunities available in the food market. Comparative advantage and economies of scale are discussed in relation to markets. Forecasting success in the market is attributed to studying consumer consumption trends by type and monitoring standards of living in 32 newly…

Television food advertising to children in Slovenia: analyses using a large 12-month advertising dataset.

Science.gov (United States)

Korošec, Živa; Pravst, Igor

2016-12-01

The marketing of energy-dense foods is recognised as a probable causal factor in children's overweight and obesity. To stimulate policymakers to start using nutrient profiling to restrict food marketing, a harmonised model was recently proposed by the WHO. Our objective is to evaluate the television advertising of foods in Slovenia using the above-mentioned model. An analysis is performed using a representative dataset of 93,902 food-related advertisements broadcast in Slovenia in year 2013. The advertisements are linked to specific foods, which are then subject to categorisation according to the WHO and UK nutrient profile model. Advertising of chocolate and confectionery represented 37 % of food-related advertising in all viewing times, and 77 % in children's (4-9 years) viewing hours. During these hours, 96 % of the food advertisements did not pass the criteria for permitted advertising according to the WHO profile model. Evidence from Slovenia shows that, in the absence of efficient regulatory marketing restrictions, television advertising of food to children is almost exclusively linked to energy-dense foods. Minor modifications of the proposed WHO nutrient profile model are suggested.

Policy and Statutory Responses to Advertising and Marketing in Schools. Legislation Policy Brief

Science.gov (United States)

Molnar, Alex; Koski, William S.; Boninger, Faith

2010-01-01

This policy brief describes the growth of schoolhouse advertising and marketing activities in the last few decades, assesses the harms associated with commercial activities in schools, and provides advocates, policymakers, and educators with a policy framework and model legislative language designed to protect children and the integrity of…

Effects of alcohol advertising exposure on drinking among youth.

Science.gov (United States)

Snyder, Leslie B; Milici, Frances Fleming; Slater, Michael; Sun, Helen; Strizhakova, Yuliya

2006-01-01

To test whether alcohol advertising expenditures and the degree of exposure to alcohol advertisements affect alcohol consumption by youth. Longitudinal panel using telephone surveys. Households in 24 US media markets, April 1999 to February 2001. Individuals aged 15 to 26 years were randomly sampled within households and households within media markets. Markets were systematically selected from the top 75 media markets, representing 79% of the US population. The baseline refusal rate was 24%. Sample sizes per wave were 1872, 1173, 787, and 588. Data on alcohol advertising expenditures on television, radio, billboards, and newspapers were collected. Market alcohol advertising expenditures per capita and self-reported alcohol advertising exposure in the prior month. Self-reported number of alcoholic drinks consumed in the prior month. Youth who saw more alcohol advertisements on average drank more (each additional advertisement seen increased the number of drinks consumed by 1% [event rate ratio, 1.01; 95% confidence interval, 1.01-1.02]). Youth in markets with greater alcohol advertising expenditures drank more (each additional dollar spent per capita raised the number of drinks consumed by 3% [event rate ratio, 1.03; 95% confidence interval, 1.01-1.05]). Examining only youth younger than the legal drinking age of 21 years, alcohol advertisement exposure and expenditures still related to drinking. Youth in markets with more alcohol advertisements showed increases in drinking levels into their late 20s, but drinking plateaued in the early 20s for youth in markets with fewer advertisements. Control variables included age, gender, ethnicity, high school or college enrollment, and alcohol sales. Alcohol advertising contributes to increased drinking among youth.

Legal considerations for social media marketing by pharmaceutical industry.

Science.gov (United States)

Yang, Y Tony; Chen, Brian

2014-01-01

Social media marketing is the next frontier for direct-to-consumer advertising of pharmaceutical products, but represents an unchartered territory for regulatory action. With explosive growth in the use of social media, along with pharmaceutical companies' increasing adeptness at taking advantage of opportunities for social media marketing, the Food and Drug Administration (FDA) faces an urgent need to develop its own capacities to monitor and engage with social media marketing. In response to potential FDA action, pharmaceutical companies' marketing, regulatory compliance and legal staffs must work closely to design initiatives that are sensitive to FDA concerns. This article will address the current status of FDA regulations on social media advertising, their historical origins, challenges to implementation, and their likely future direction.

Competitive targeted advertising with price discrimination

OpenAIRE

Esteves, Rosa Branca; Resende, Joana

2013-01-01

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

New Digital Marketing Actors: Private Shopping Clubs and Their Advertising Practices

Directory of Open Access Journals (Sweden)

Nazlım Tüzel Uraltaş

2014-12-01

In the first part of the study the concept of digital marketing and its historical background will be explained. In the second part online shopping behavior, online shopping training activities in Turkey and private shopping clubs will be examined.  The last part of the study will deal with the advertising practices of private shopping clubs. The study is essentially a literature review; thus, the resources are mostly secondary in nature.

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

OpenAIRE

Sorin Terchila

2010-01-01

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

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...

Advertising, brand loyalty and pricing

OpenAIRE

Chioveanu, I.

2009-01-01

I consider an oligopoly model where, prior to price competition, firms invest in persuasive advertising and induce brand loyalty in consumers who would otherwise buy the cheapest alternative on the market. This setting, in which persuasive advertising is introduced to homogenous product markets, provides an alternative explanation for price dispersion phenomena. Despite ex-ante symmetry, the equilibrium profile of advertising outlays is asymmetric. It follows that endogenously determine...

Healthy characters? An investigation of marketing practices in children's food advertising.

Science.gov (United States)

Castonguay, Jessica; Kunkel, Dale; Wright, Paul; Duff, Caroline

2013-01-01

To determine the nutritional quality of foods advertised with familiar children's characters and health-related messages. Children's programming aired on the most popular broadcast and cable channels during 2011 was sampled to form a composite weekday and weekend day. All food advertisements (ads) included in this programming were content analyzed. Five hundred seventy-seven food ads. Familiar characters promoting products were either trade or licensed characters. A product's nutritional quality was determined using the United States Department of Health and Human Services' categorizations, based on the frequency foods should be consumed. Health cues were present when a food was claimed to be healthy, physical activity was depicted, or the product was associated with fruit. Frequencies and chi square analyses were conducted; P targeting children use a familiar character. The majority of these ads (72%) promote foods of low nutritional quality, yet 53% employ a health-related message. Familiar characters proliferate in food advertising to children, yet marketers do not adhere to recommendations that characters promote strictly healthy foods. Future research is needed to investigate effects and inform policy decisions in this realm. Copyright © 2013 Society for Nutrition Education and Behavior. Published by Elsevier Inc. All rights reserved.

Children and youth perceive smoking messages in an unbranded advertisement from a NIKE marketing campaign: a cluster randomised controlled trial

Directory of Open Access Journals (Sweden)

Daniel Mark

2011-04-01

Full Text Available Abstract Background How youth perceive marketing messages in sports is poorly understood. We evaluated whether youth perceive that the imagery of a specific sports marketing advertisement contained smoking-related messages. Methods Twenty grade 7 to 11 classes (397 students from two high schools in Montréal, Canada were recruited to participate in a cluster randomised single-blind controlled trial. Classes were randomly allocated to either a NIKE advertisement containing the phrase 'LIGHT IT UP' (n = 205 or to a neutral advertisement with smoking imagery reduced and the phrase replaced by 'GO FOR IT' (n = 192. The NIKE logo was removed from both advertisements. Students responded in class to a questionnaire asking open-ended questions about their perception of the messages in the ad. Reports relating to the appearance and text of the ad, and the product being promoted were evaluated. Results Relative to the neutral ad, more students reported that the phrase 'LIGHT IT UP' was smoking-related (37.6% vs. 0.5% and that other parts of the ad resembled smoking-related products (50.7% vs. 10.4%. The relative risk of students reporting that the NIKE ad promoted cigarettes was 4.41 (95% confidence interval: 2.64-7.36; P Conclusions The unbranded imagery of an advertisement in a specific campaign aimed at promoting NIKE hockey products appears to have contained smoking-related messages. This particular marketing campaign may have promoted smoking. This suggests that the regulation of marketing to youth may need to be more tightly controlled.

The hidden powers of advertising investments

NARCIS (Netherlands)

Dekimpe, M.G.; Hanssens, D.M.; Hoekstra, J.C.; Wieringa, J.E.; Verhoef, P.C.

2011-01-01

Advertising remains not only a very visible marketing instrument, it is also one of the most-often used marketing tools. Still, when looking at the sales response it generates in consumer-good markets, a typical advertising elasticity is small at best. This raises the question, why do so many

CHALLENGES IN CROSS CULTURAL ADVERTISING

Directory of Open Access Journals (Sweden)

Yuni Retnowati

2016-04-01

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

Account planning: applying an advertising discipline to health communication and social marketing.

Science.gov (United States)

Mackert, Michael

2012-01-01

As health marketers seek new models to design campaigns, the advertising discipline of account planning offers an approach that can improve campaign development. The underlying principle of account planning is to bring the consumer perspective to all phases of campaign development, primarily through qualitative formative research. Account planners design the overall communication strategy and contribute to creative development of individual executions. The creative brief, a primary tool of account planning, is especially useful in conceptualizing campaigns. This report discusses the history and approach of account planning, followed by an example of account planning in the design of a social marketing campaign.

The Market for Television Advertising: Model and Evidence

OpenAIRE

Robert Kieschnick; B. McCullough; Steven Wildman

2001-01-01

We provide a model of television advertising based on an explicit characterization of an advertisement's contribution to an advertiser's profits that suggests that each program faces a downward sloping demand for its ad time. Hence Fournier and Martin's (1983) "law of one price" does not hold in our model. We study these contrasting arguments about television advertising by examining the pricing of broadcast network advertising. In conducting this empirical examination we encounter and solve ...

On Advertising Games and Spillover in Service Systems

Directory of Open Access Journals (Sweden)

Lei Xu

2013-01-01

Full Text Available Motivated by the industry cases, we model the advertising competition between the dominant service provider and small service providers in one service market, where the dominant service provider has a major market share and the other small service providers share the remainder of market equally. Based on this setting, we discuss three advertising game models, that is, cooperative game, Boxed Pig game, and Prisoner’s game, derive the conditions for different advertising games, and characterize their equilibria. To be specific, it is found that the advertising spillover and the number of the small service providers directly determines the advertising game equilibria, while other market parameters, to some extent, can affect the results of the advertising game equilibria. According to our theoretical findings, some management insights and suggestions are given from both the academic and practical perspectives.

Coordinating two-period ordering and advertising policies in a dynamic market with stochastic demand

Science.gov (United States)

Wang, Junping; Wang, Shengdong; Min, Jie

2015-03-01

In this paper, we study the optimal two-stage advertising and ordering policies and the channel coordination issues in a supply chain composed of one manufacturer and one retailer. The manufacturer sells a short-life-cycle product through the retailer facing stochastic demand in dynamic markets characterised by price declines and product obsolescence. Following a two-period newsvendor framework, we develop two members' optimal ordering and advertising models under both the centralised and decentralised settings, and present the closed-form solutions to the developed models as well. Moreover, we design a two-period revenue-sharing contract, and develop sufficient conditions such that the channel coordination can be achieved and a win-win outcome can be guaranteed. Our analysis suggests that the centralised decision creates an incentive for the retailer to increase the advertising investments in two periods and put the purchase forward, but the decentralised decision mechanism forces the retailer to decrease the advertising investments in two periods and postpone/reduce its purchase in the first period. This phenomenon becomes more evident when demand variability is high.

Digital Advertising System in Urban Transport System of Žilina Town

Directory of Open Access Journals (Sweden)

Madleňák Radovan

2014-09-01

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

Legal examination of physician advertising on the internet.

Science.gov (United States)

Carroll, Jenny

2006-02-01

The Internet provides an invaluable resource to physicians seeking to market healthcare services to consumers. No longer considered an unethical practice, physician advertising has transformed over the years into an indispensable business tool in the medical community. While the Internet creates opportunities to reach vast numbers of individuals in a timely and cost-effective manner, physicians must be vigilant in adhering to laws, rules, and regulations designed to protect the public from false and deceptive practices.

A New Method of Measuring Online Media Advertising Effectiveness: Prospective Meta-Analysis in Marketing

NARCIS (Netherlands)

G. Liberali (Gui); G.L. Urban (Glen); B.G.C. Dellaert (Benedict); C. Tucker (Catherine); Y. Bart (Yakov); S. Stremersch (Stefan)

2016-01-01

textabstractThe authors introduce a new method, prospective meta-analysis in marketing (PMM), to estimate consumer response to online advertising on a large and adaptive scale. They illustrate their approach in a field study in the U.S., China and the Netherlands, covering equivalent ad content on

Empirical Study on Arbitrage Opportunities in China Copper Futures Market

Institute of Scientific and Technical Information of China (English)

无

2007-01-01

No-arbitrage bound is established with no-arbitrage theory considering all kinds of trade costs, different deposit and loan interest rate, margin and tax in fuuaes markets. The empirical results find that there are many lower bound arbitrage opportunities in China copper futures market from August 8th, 2003 to August 16th, 2005. Concretely, no-arbitrage opportunity is dominant and lower bound arbitrage is narrow in normal market segment. Lower bound arbitrage almost always exists with huge magnitude in inverted market segment. There is basically no-arbitrage in normal market because spot volume is enough, so that upper or lower bound arbitrage can be realized. There is mostly lower bound arbitrage in inverted market because spot volume is lack.

Marketing of food and beverage in Brazil: scientific literature review on regulation and self-regulation of advertisements

OpenAIRE

Aline Kassahara; Flavia Mori Sarti

2017-01-01

The effects of marketing strategies for promotion of foods and beverages have been investigated due to its potential impacts on populations’ food choices, particularly among children and adolescents. The paper presents an academic literature review on regulation and self-regulation of food and beverage advertisements in Brazil, based on search performed in electronic databases. Majority of studies were based on law analysis or qualitative study of advertisements. There are sufficient evidence...

Pitfalls and opportunities for environmental marketers.

Science.gov (United States)

Gillespie, R J

1992-01-01

Issues such as global warming, ozone depletion, insufficient landfill capacity, and excess packaging are foremost on the minds of consumers. Companies face a myriad of environmental challenges, but they also recognize the opportunities to be gained by implementing responsible marketing action plans.

INTERNET ADVERTISING: A PRIMER

OpenAIRE

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

2017-01-01

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

Advertising Model of Residential Real Estate Object in Lithuania

Directory of Open Access Journals (Sweden)

Jelena Mazaj

2012-07-01

Full Text Available Since the year 2000, during the period of economic growth, the real estate market has been rapidly expanding. During this period advertising of real estate objects was implemented using one set of similar channels (press advertising, Internet advertising, leaflets with contact information of real estate agents and others, however the start of the economic recession has intensified the competition in the market and forced companies to search for new advertising means or to diversify the advertising package. The article presents real estate property, as a product, one of the marketing components – including advertising, conclusions and suggestions based on conducted surveys and a model for advertising the residential real estate objects.Article in Lithuanian

Advertising and Society (Czech Republic since 90's)

OpenAIRE

Petty, Silvia

2014-01-01

(in English): Thesis describes advertising in the broader context as a part of commercial marketing and marketing communications, summarizes the definitions and looks at advertising. Introduces to the history of advertising in the world and in the Czech Republic. Talks about the legislative adjustment, self- regulation and institutionalization of advertising in the Czech Republic. Own research focuses on young people's (Generazion Y) attitudes towards the advertising and its impact on them, u...

Advertising styles in different cultures

Directory of Open Access Journals (Sweden)

Krasulja Nevena

2003-01-01

Full Text Available Modern consumer is inhabitant of a "Global Village" as well as of its own national culture which largely influences his creation of a system of values, beliefs and style of life in general. According to adopted values and styles, consumers from different cultures have different buying behavior, different needs and preferences related to a product and they have their favorite advertising styles. As advertising reflects culture, symbols and rituals which are used are even more emphasized and strengthen cultural values, which are then used as a strong advertising style characteristic. Global advertisers are increasingly faced with different environment meaning. A fact that has been proved in practice is that standardized approach to advertising does not transmit values in a correct way, so the advertisers that want to achieve long term success must differentiate their brands to competitors'. In modern market environment strategy "Think globally, act locally" proved to be adequate for advertising in modern international market.

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...

TEKES Market opportunities for distributed generation applications

International Nuclear Information System (INIS)

2002-01-01

This summary provides the presents status of the Finnish companies, the evaluation of legislative and regulatory issues, main points of the market analysis, case studies of market entry strategies and the strategic direction required for targeted and effective decision-making in the proposed Programme. The items in this executive summary are discussed in more details in the main report. The project was carried out by Electrowatt-Ekono Oy and Frost and Sullivan. Frost and Sullivan undertook the country market analysis and the case studies. Electrowatt-Ekono carried out the legislation parts, the opportunities and barriers of the market in Finland, and the strategic implications

QR Code: An Interactive Mobile Advertising Tool

Directory of Open Access Journals (Sweden)

Ela Sibel Bayrak Meydanoglu

2013-10-01

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

SMS marketing: It's place in mobile commerce and opportunity in the South African market

OpenAIRE

Frik Jansen van Ryssen

2004-01-01

This article investigates Short Message Service (SMS) Marketing's place in the world of mobile commerce (m-commerce). The article also investigates the opportunity that SMS Marketing presents in the South African market. The article indicates a couple of clear guidelines and implications for marketers on how to approach the challenge presented by technological advances that allowed this new trend of mass- and personalised marketing messages via SMS. Advances in the m-commerce field are predic...

Children and youth perceive smoking messages in an unbranded advertisement from a NIKE marketing campaign: a cluster randomised controlled trial

Science.gov (United States)

2011-01-01

Background How youth perceive marketing messages in sports is poorly understood. We evaluated whether youth perceive that the imagery of a specific sports marketing advertisement contained smoking-related messages. Methods Twenty grade 7 to 11 classes (397 students) from two high schools in Montréal, Canada were recruited to participate in a cluster randomised single-blind controlled trial. Classes were randomly allocated to either a NIKE advertisement containing the phrase 'LIGHT IT UP' (n = 205) or to a neutral advertisement with smoking imagery reduced and the phrase replaced by 'GO FOR IT' (n = 192). The NIKE logo was removed from both advertisements. Students responded in class to a questionnaire asking open-ended questions about their perception of the messages in the ad. Reports relating to the appearance and text of the ad, and the product being promoted were evaluated. Results Relative to the neutral ad, more students reported that the phrase 'LIGHT IT UP' was smoking-related (37.6% vs. 0.5%) and that other parts of the ad resembled smoking-related products (50.7% vs. 10.4%). The relative risk of students reporting that the NIKE ad promoted cigarettes was 4.41 (95% confidence interval: 2.64-7.36; P promoting NIKE hockey products appears to have contained smoking-related messages. This particular marketing campaign may have promoted smoking. This suggests that the regulation of marketing to youth may need to be more tightly controlled. PMID:21477307

Children and youth perceive smoking messages in an unbranded advertisement from a NIKE marketing campaign: a cluster randomised controlled trial.

Science.gov (United States)

Auger, Nathalie; Daniel, Mark; Knäuper, Bärbel; Raynault, Marie-France; Pless, Barry

2011-04-08

How youth perceive marketing messages in sports is poorly understood. We evaluated whether youth perceive that the imagery of a specific sports marketing advertisement contained smoking-related messages. Twenty grade 7 to 11 classes (397 students) from two high schools in Montréal, Canada were recruited to participate in a cluster randomised single-blind controlled trial. Classes were randomly allocated to either a NIKE advertisement containing the phrase 'LIGHT IT UP' (n = 205) or to a neutral advertisement with smoking imagery reduced and the phrase replaced by 'GO FOR IT' (n = 192). The NIKE logo was removed from both advertisements. Students responded in class to a questionnaire asking open-ended questions about their perception of the messages in the ad. Reports relating to the appearance and text of the ad, and the product being promoted were evaluated. Relative to the neutral ad, more students reported that the phrase 'LIGHT IT UP' was smoking-related (37.6% vs. 0.5%) and that other parts of the ad resembled smoking-related products (50.7% vs. 10.4%). The relative risk of students reporting that the NIKE ad promoted cigarettes was 4.41 (95% confidence interval: 2.64-7.36; P NIKE hockey products appears to have contained smoking-related messages. This particular marketing campaign may have promoted smoking. This suggests that the regulation of marketing to youth may need to be more tightly controlled.

A nutritional comparison of foods and beverages marketed to children in two advertising policy environments.

Science.gov (United States)

Potvin Kent, Monique; Dubois, Lise; Wanless, Alissa

2012-09-01

Childhood obesity is associated with children's exposure to food/beverage marketing. Policy options in this area are being sought in order to reduce childhood obesity rates on a population-level. We examined the nutritional quality of foods advertised to children during their preferred television viewing in Ontario (Canada), where advertising is self-regulated by industry, and in Quebec (Canada), where a child-directed advertising ban exists. A total of 428 children aged 10-12 years completed television viewing diaries for 7 days. Thirty-two television stations were recorded simultaneously between 6 AM and midnight. A content analysis of 90 h of English Ontario, French Quebec, and English Quebec children's preferred viewing was then undertaken. A total of 429 food and beverage advertisements were analyzed and their nutritional quality was assessed. Food advertisements in the Quebec French sample were statistically significantly higher in total fat, saturated fat and protein, and lower in carbohydrates and sugar per 100 g, and as a percentage of energy than food ads in the two English samples. A statistically significantly lower percentage of the Quebec French food advertisements were classified as either high fat, sugar or sodium and a smaller proportion of food ads were classified as "less healthy" compared to the Ontario and Quebec English samples. These results suggest that the Quebec advertising ban is influencing the macronutrient profile of advertised foods viewed by French Quebec children during their preferred viewing and that their promotions are marginally healthier than that viewed by the English samples.

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.

Assessing the relative performance of online advertising media

OpenAIRE

Alves, Tomás de Oliveira Mouton Ribeiro

2014-01-01

Online marketing campaigns are the big trend in today’s advertising world. The obvious advantages of online ad media – low costs, multiple tracking options and better segmentation -, are forcing marketing managers to re-allocate big portions of their advertisement budgets from traditional offline marketing media to online ad campaigns. Several digital communication channels are suitable for online advertising, each serving different communication goals - awareness, engagement, traffic gene...

The Empirical Definition of the Function of Advertising Costs in E-Commerce

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Pursky Oleg I.

2017-06-01

Full Text Available In the publication, an empirical study of the advertising costs in the e-commerce market is carried out. In order to determine the type of functional dependency of advertising costs, dynamics of advertising costs in the e-commerce markets of the US, the world, and Ukraine were researched, followed by an approximation of the series of statistical data on the Internet advertising costs. There is a functional dependency on the Internet advertising costs in the form of a power function with two coefficients that relate to the level of consumer awareness of goods and services in the e-commerce market and the level of saturation of the e-commerce market for advertising investments. The use of the power function of advertising costs has allowed to theoretical definition and statistical confirmation of existence of the effect of saturation of the developed e-commerce markets with advertising, where the growth of investment volumes in the Internet advertising begin with an increase, then peak and start to decline. The optimal level of advertising costs is determined by the condition of the full consumer awareness and the maximum saturation of the e-commerce market with advertising.

Online classified advertising - Business needs in the US market : Case: FiareAds web platform

OpenAIRE

Tulea, Diana

2013-01-01

This Bachelor’s thesis was conducted for Fiare Oy, which offers web platforms for online classified advertising as a service. Fiare Oy intended to grow internationally, develop its US market share and possibly open an office in the US. The objective of this thesis was to shed light on the business needs in the US market and give recommendations for actions to Fiare Oy. The thesis project started on 4 October 2012 and ended on 17 September 2013. The literature consulted for this study rela...

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…

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

Science.gov (United States)

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

2013-04-01

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

Advertising on mobile applications

OpenAIRE

Sobolevsky, Alexandr

2015-01-01

The article analyzes the new method of mobile advertising. Advertising in mobile applications - a subspecies of mobile marketing, where advertising is distributed using mobile phones and smartphones. Ad placement is going on inside of applications and games for smartphones. It has a high potential due to the large number of mobile phone users (over 6.5 billion in 2013).

Market solidarity for a neoliberal society: a social semiotic analysis of the discourse of the solidarity advertising

Directory of Open Access Journals (Sweden)

Jose Antonio Román Brugnoli

2015-07-01

Full Text Available In recent years, solidarity has become problematized on three major fronts: the weakening of the Welfare State and the growing hegemony of the neoliberal model, the question of social cohesion at the globalization of market society, and from critical questions about the role of the concept of solidarity in these social transformations. This article aims to contribute to the debate on the first two fronts from an investigation that began in this last front: the basic semiotic operations in the solidarity advertising promotes a solidarity that is akin to a neoliberal discourse and a form of social cohesion in the market society. For this we performed a sociosemiotic analysis of 598 solidarity ads, we describe the use of resources and strategies for brand advertising, that appropriate the semiotic field of solidarity, contributing to the creation of a market of solidarity, a solidarity a la carte and an altruistic consumer.

The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry

Directory of Open Access Journals (Sweden)

Wan Yu Chang

2014-12-01

Full Text Available With a diversity of promotional channels and ever-increasing numbers of participants, the tourism industry in Taiwan faces keen competition. Along with the direct cross-strait flights policy, groups like Eastern Multimedia Group, Tsann Kuen Enterprise Company Limited and Want Want China Times Group have founded travel agencies for the purpose of increasing their market share in the tourism industry. Therefore, the formulation of marketing strategies has become a critical issue for all travel agencies that wish to ensure their prominence in the market. The frequent use of humorous materials and appeals has been the main tendency in advertising. However, no consistent conclusions regarding the actual effects of humorous advertising have been determined. The subjects of the current study were users of the Lion Travel website. Online questionnaires were sent to and collected from random respondents. One hundred questionnaires were delivered, and 512 valid questionnaires were collected. Each collected questionnaire represented a valid sample. The study generated the following five results: (1 humorous advertisements may partially influence brand awareness; (2 humorous elements may partially influence advertising effects; (3 brand awareness has significant positive effects on the advertising attitude of advertising effects; (4 brand awareness has significant positive effects on the brand attitude of advertising effects; (5 brand awareness has significant positive effects on the purchasing intention of advertising effects. Eventually, it is anticipated that the results of this study can serve as a reference and provide suggestions for humorous advertising strategies in the tourism industry.

Importance of Strategic Social Media Marketing

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Simona VINEREAN

2017-08-01

Full Text Available Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings. Consequently, these developments are influencing marketing practices, both strategically, and tactically. Nowadays, social media has developed in an essential part of marketing strategy for its ability to generate co-created value, to interactively connect brands to consumers, to monitor brand-related discussions and sentiments, to guide consumers in the decision-making process, to instigate customer-to-customer interactions, and transform consumers into brand advocates. The purpose of this paper is to examine the strategic opportunities of social media marketing for organizations. By providing a comprehensive conceptualization and definition of social media marketing, this research outlines its role in advertising, Customer Relationship Management, and e-Word-of-Mouth.

Advertising and news management in media organisations aspect of advertisers' influence on news content

OpenAIRE

Jastramskis, Deimantas

2008-01-01

The aim of the article is to analyze display of financial and organizational aspects of advertisers’ influence on news’ content. Main points of analysis are: advertising influence on concentration of media organizations, convergence of advertising and journalism in the strategies of media marketing, relation between advertising and news content in Lithuanian media system, problems of links between political advertising and presentation of politicians in the news .

On Risks and Opportunities in Financial Markets

OpenAIRE

Lansdorp, Simon

2012-01-01

textabstractInvesting in financial securities inevitably involves risks on the one hand and opportunities on the other hand. This thesis bundles four different studies on risks and/or opportunities in financial markets. In one study, we examine the cross-sectional explanatory power of different risk-measures in pricing U.S. stocks and find that investors dislike downside risk. In the second study, we show that conventional short-term reversal strategies exhibit dynamic exposures to systematic...

Marketing of food and beverage in Brazil: scientific literature review on regulation and self-regulation of advertisements

Directory of Open Access Journals (Sweden)

Aline Kassahara

2017-12-01

Full Text Available The effects of marketing strategies for promotion of foods and beverages have been investigated due to its potential impacts on populations’ food choices, particularly among children and adolescents. The paper presents an academic literature review on regulation and self-regulation of food and beverage advertisements in Brazil, based on search performed in electronic databases. Majority of studies were based on law analysis or qualitative study of advertisements. There are sufficient evidences on the need for government regulation of advertisements addressed to children and adolescents complementarily to institutional self-regulation in order to tackle ethical transgressions on food and beverage advertisements identified in Brazil. Additionally, there should be imposition of rigorous penalties for noncompliance to ethical rules and proposition of incentives towards actions encouraging healthy food consumption patterns, in order to comprise an actual system for promotion of public health.

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.

A STUDY ON ETHICAL ISSUES IN ADVERTISING AND ANALYZING DIFFERENT UNETHICAL ADVERTISEMENTS WITH RESULTS OF ASCI DECISIONS: AN INDIAN PERSPECTIVE

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Neha MUNJAL

2016-08-01

Full Text Available The focus of this paper is to study the ethical issues that arise in print and television advertising and also analyzing the various types of unethical advertisement in India with reference to ASCI principles. Today the India’s advertising industry is expanding its business at a rapid rate. India’s advertising industry in very little time has carved a niche for itself and placed itself on a global map. But over the years advertising and marketing communication messages have created debatable ethical issues like surrogate advertising, puffery, unverified claims, women stereotype, comparative advertising, use of children in advertising etc. In today’s competitive market, advertisers are sometimes following the unethical practices to fight the competition. We have analyzed with the help of examples the different unethical practices used by advertisers in advertisements in India and also discussed some real life cases solved by CCC (Consumer complaint council following the necessary ASCI Codes for it.  

INFORMATION AND THEIR POWER IN ADVERTISEMENT ON INTERNET

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Mubarak Omar Musa Musa

2013-04-01

Full Text Available The article is dealing with information and its power in advertisement. In first part explains marketing and information in marketing. Comes through information generally and ends in clarifying advertisement. On model firm gives advices how to increase stability of the firm on local market, possibilities of increasing the effectiveness of marketing through internet.

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…

The Effect of Advertising on Children and Adolescents.

Science.gov (United States)

Lapierre, Matthew A; Fleming-Milici, Frances; Rozendaal, Esther; McAlister, Anna R; Castonguay, Jessica

2017-11-01

In ∼100 years, marketing to children went from a severely frowned upon practice to an integral part of growing up as companies came to realize that investing in marketing to children and adolescents provides excellent immediate and future dividends. Each year, enormous sums of money are spent to reach this valuable audience because children and adolescents spend billions on their own purchases, influence family decisions about what to buy, and promise a potential lifetime of brand loyalty. The channels to reach youth have grown, and marketers are increasingly using them, often blurring the distinction between entertainment and advertising. Because advertising to children and adolescents has become ubiquitous, researchers who study its influence raise significant concerns about the practice, especially as it relates to dietary behavior, family conflict, marketer tactics, and children's potential vulnerability as an audience. In this review by the Workgroup on Marketing and Advertising, we highlight the state of the research in this area and suggest that more research needs to be conducted on understanding the following: the effects of advertising exposure, how psychological development affects children's responses to marketing, the problems associated with advertising in newer media, and how researchers, parents, and practitioners might be able to mitigate the most deleterious advertising effects. We then present avenues of future research along with recommendations for key stakeholders. Copyright © 2017 by the American Academy of Pediatrics.

When Markers Meet Marketing: Ethnicity, Race, Hybridity, and Kinship in Genetic Genealogy Television Advertising

Directory of Open Access Journals (Sweden)

Christine Scodari

2017-12-01

Full Text Available The essay explores issues pertaining to genetics vs. culture in understandings of kinship, hybridity as a disruptor of essentialist conceptions of race, the fetishization of ethnicity and culture, racist misuses of genetic science, processes of racialization, and counter-hegemonic resistance. Thirty- and sixty-second television advertisements airing in the U.S. from the 23andMe and AncestryDNA genetic genealogy testing services are analyzed in this context. The investigation demonstrates that genetic ancestry testing providers are well aware that their enterprise is premised on belief in the superiority of biological kinship and that hybridity is mobilized primarily as a marketing opportunity with ethnic components signified in shorthand by fetishized objects. Moreover, the categories of race and ethnicity presented in the ads give cover to racist abusers of genetic science, as the ads are consistent with socially constructed racial classifications. While maintaining this consistency, the categories are subject to adjustment based on the expectations of consumers. Resistance is possible in the use of genetic ancestry by descendants of African slaves to make localized connections to Africa, something that conventional genealogy seldom provides.

Emotional response to advertising

Directory of Open Access Journals (Sweden)

Bogdan Anastasiei

2014-11-01

Full Text Available 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 emotional scale based on these three dimensions (PAD, showing that these emotions mediate consumer responses to advertising. Approach. A 1*4 factorial experiment design method was adopted in order to measure the impact of independent variables (emotion type on dependent variables (attitude toward ad, attitude toward brand. Results. The results revealed that emotions like Pleasure (loving, friendly, grateful and Arousal (active, interested, excited, entertained influence consumers' attitudes towards brand and advertising. Value. Marketers need to understand the role of pleasure and arousal emotions when making advertising campaign; an effective promotion leads to persuading consumers. The results indicate that marketing practitioners should measure affective responses when testing an advertisement, as long as this action would predict brand attitude.

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.

Short-term versus long-term market opportunities and financial constraints

International Nuclear Information System (INIS)

Ferrari, Angelo

1999-01-01

This presentation discusses gas developments in Europe, the European Gas Directive, short term vs. long term, and Snam's new challenges. The European gas market is characterized by (1) The role of gas in meeting the demand for energy, which varies greatly from one country to another, (2) A growing market, (3) Decreasing role of domestic production, and (4) Increasing imports. Within the European Union, the Gas Directive aims to transform single national markets into one integrated European market by introducing third party access to the network for eligible clients as a means of increasing the competition between operators. The Gas Directive would appear to modify the form of the market rather than its size, and in particular the sharing of responsibility and risk among operators. The market in the future will offer operators the possibility to exploit opportunities deriving mainly from demands for increased flexibility. Opportunities linked to entrepreneurial initiatives require long-term investments characteristic of the gas business. Risks and opportunities must be balanced evenly between different operators. If everyone takes on their own risks and responsibilities, this means a wider distribution of the risks of long-term vs. short-term, currently borne by the gas companies that are integrated, into a market that tends to favour the short-term. A gradual liberalization process should allow incumbent operators to gradually diversify their activities in new gas market areas or enter new business activities. They could move beyond their local and European boundaries in pursuit of an international dimension. The market will have to make the transition from the national to the European dimension: as an example, Snam covers 90% of the Italian market, but its share of an integrated European market will be about 15%

Opportunities and challenges in developing gas markets in South America

Energy Technology Data Exchange (ETDEWEB)

Duarte, Cristiano Boaventura [PETROBRAS S.A., Rio de Janeiro, RJ (Brazil)

2008-07-01

The article has the objective of identifying and analyzing the key market levers and drivers, emerging issues and challenges in developing the gas markets in South America. In section 1, the paper provides an overview of the most relevant indicators in the natural gas markets of the region. Data such as natural gas proven reserves; production; consumption; trade movements (by pipeline and LNG) and main aspects of regulatory framework are shown. In section 2, some of the key challenges and opportunities in developing gas markets in the region are identified, including those relating to market integration, political aspects and the main players' investments. In section 3, possible strategies from governments and enterprises to overcome those challenges, and seize the potential opportunities of the region are examined. In section 4, the conclusions point to the potential of developing the gas markets as a means to diversify the energy sources in the region, fostering a successful process of economic growth and political integration in the area. (author)

U.S. Army Advertising from the Recruits’ Viewpoint

Science.gov (United States)

1985-09-01

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

The Rise of native advertising

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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.

Digital Marketing Insights and Opportunities in Kosovo

Directory of Open Access Journals (Sweden)

MBA. Besfort Ahmeti

2015-12-01

Full Text Available In recent decades, we have witnessed an ever increasing concentration of companies towards the consumer. This has come as a result of various factors, of which an important one has been the digital revolution, which has empowered consumers by giving them access to information and access to one another on a global scale. In an attempt by companies to adapt to this customer empowerment in order to achieve a greater profitability by better serving customers, digital marketing was born. Digital marketing includes various methods of achieving marketing goals by using digital tools, including: search marketing, social media marketing, email marketing, mobile marketing, content marketing, etc. While digital marketing has proven to be very successful in developed countries around the world, in Kosovo it does not have a significant presence. Either way, the development opportunities of this field in Kosovo are plenty. In Kosovo, the percentage of internet users is quite large. This means that there is an almost unexploited market online. The main reasons why digital marketing can succeed in Kosovo are: low cost compared to traditional marketing (TV, radio, billboard, etc., a positive attitude of businesses towards digitalization, a large number of potential customers, and an emphasized need for professionals in this field.

The underlying processes of creative media advertising

NARCIS (Netherlands)

Rauwers, F.; van Noort, G.; Verlegh, P.; Voorveld, H.; Eisend, M.

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

Awareness of the Food and Drug Administration's Bad Ad Program and Education Regarding Pharmaceutical Advertising: A National Survey of Prescribers in Ambulatory Care Settings.

Science.gov (United States)

O'Donoghue, Amie C; Boudewyns, Vanessa; Aikin, Kathryn J; Geisen, Emily; Betts, Kevin R; Southwell, Brian G

2015-01-01

The U.S. Food and Drug Administration's Bad Ad program educates health care professionals about false or misleading advertising and marketing and provides a pathway to report suspect materials. To assess familiarity with this program and the extent of training about pharmaceutical marketing, a sample of 2,008 health care professionals, weighted to be nationally representative, responded to an online survey. Approximately equal numbers of primary care physicians, specialists, physician assistants, and nurse practitioners answered questions concerning Bad Ad program awareness and its usefulness, as well as their likelihood of reporting false or misleading advertising, confidence in identifying such advertising, and training about pharmaceutical marketing. Results showed that fewer than a quarter reported any awareness of the Bad Ad program. Nonetheless, a substantial percentage (43%) thought it seemed useful and 50% reported being at least somewhat likely to report false or misleading advertising in the future. Nurse practitioners and physician assistants expressed more openness to the program and reported receiving more training about pharmaceutical marketing. Bad Ad program awareness is low, but opportunity exists to solicit assistance from health care professionals and to help health care professionals recognize false and misleading advertising. Nurse practitioners and physician assistants are perhaps the most likely contributors to the program.

The Effectiveness of Tobacco Marketing Regulations on Reducing Smokers’ Exposure to Advertising and Promotion: Findings from the International Tobacco Control (ITC) Four Country Survey

OpenAIRE

Kasza, Karin A.; Hyland, Andrew J.; Brown, Abraham; Siahpush, Mohammad; Yong, Hua-Hie; McNeill, Ann D.; Li, Lin; Cummings, K. Michael

2011-01-01

Exposure to tobacco product marketing promotes the initiation, continuation, and reuptake of cigarette smoking and as a result the World Health Organization Framework Convention on Tobacco Control (WHO FCTC) has called upon member Parties to enact comprehensive bans on tobacco advertising and promotion. This study examines the immediate and long term effectiveness of advertising restrictions enacted in different countries on exposure to different forms of product marketing, and examines diffe...

Alcohol Marketing on Twitter and Instagram: Evidence of Directly Advertising to Youth/Adolescents.

Science.gov (United States)

Barry, Adam E; Bates, Austin M; Olusanya, Olufunto; Vinal, Cystal E; Martin, Emily; Peoples, Janiene E; Jackson, Zachary A; Billinger, Shanaisa A; Yusuf, Aishatu; Cauley, Daunte A; Montano, Javier R

2016-07-01

Assess whether alcohol companies restrict youth/adolescent access, interaction, and exposure to their marketing on Twitter and Instagram. Employed five fictitious male and female Twitter (n = 10) and Instagram (n = 10) user profiles aged 13, 15, 17, 19 and/or 21. Using cellular smartphones, we determined whether profiles could (a) interact with advertising content-e.g. retweet, view video or picture content, comment, share URL; and/or (b) follow and directly receive advertising material updates from the official Instagram and Twitter pages of 22 alcohol brands for 30 days. All user profiles could fully access, view, and interact with alcohol industry content posted on Instagram and Twitter. Twitter's age-gate, which restricts access for those under 21, successfully prevented underage profiles from following and subsequently receiving promotional material/updates. The two 21+ profiles collectively received 1836 alcohol-related tweets within 30 days. All Instagram profiles, however, were able to follow all alcohol brand pages and received an average of 362 advertisements within 30 days. The quantity of promotional updates increased throughout the week, reaching their peak on Thursday and Friday. Representatives/controllers of alcohol brand Instagram pages would respond directly to our underage user's comments. The alcohol industry is in violation of their proposed self-regulation guidelines for digital marketing communications on Instagram. While Twitter's age-gate effectively blocked direct to phone updates, unhindered access to post was possible. Everyday our fictitious profiles, even those as young as 13, were bombarded with alcohol industry messages and promotional material directly to their smartphones. © The Author 2015. Medical Council on Alcohol and Oxford University Press. All rights reserved.

Digital advertising around paid spaces, e-advertising industry’s revenue engine : A review and research agenda

OpenAIRE

Aslam, Bilal; Karjaluoto, Heikki

2017-01-01

We develop and describe a framework for research in a particular segment of digital advertising. Internet Advertising Paid Slots and Spaces (IAPS) is a neologism and work almost like a stock exchange for buying and selling advertising in various formats on designated spaces around web and make a significant contribution to Internet advertising revenues. These paid spaces were found to encompass diverse areas of Internet advertising that include search engine marketing, social media advertisin...

Getting the most out of advertising and promotion.

Science.gov (United States)

Abraham, M M; Lodish, L M

1990-01-01

Until recently, believing in the effectiveness of advertising and promotion was largely a matter of faith. Despite all the data collected by marketing departments, none measured what was really important: the incremental sales of a product over and above those that would happen without the advertising and promotion. Thanks to a qualitatively new kind of marketing data, that situation is changing. "Single source" data correlate information on actual consumer purchases (available from universal-product-code scanners used in supermarkets and drug-stores) with information on the corresponding television advertising those consumers receive or on the promotion events they see. This allows managers to measure the incremental impact of advertising and promotion and to improve marketing productivity. To take advantage of the new single-source data, however, managers have to throw out much of the conventional wisdom about advertising and promotion that has grown up over the years. They must learn how to evaluate marketing differently by continually examining the appropriate balance between advertising and promotion. They must also train their sales force to do a different and extremely important job: to demonstrate to retailers the consumer pull of the company's advertising and promotion programs, as well as the effect of these programs on retailer profitability.

Persuasive techniques used in television advertisements to market foods to UK children.

Science.gov (United States)

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

2012-04-01

The aim of this study was to quantify the nature and extent of use of persuasive marketing techniques in television advertisements (adverts) to promote foods to children. Popular UK commercial television channels broadcasting children's/family viewing were recorded for 2 days (6 am-10 pm) every month in 2008 and recordings were screened for adverts. Eighteen thousand eight hundred and eighty eight adverts were for food and these were coded for peak/non-peak children's viewing time and representation of core (healthy)/non-core (unhealthy)/miscellaneous foods. The analysis assessed use of persuasive appeals, premium offers, promotional characters (brand equity and licensed characters), celebrity endorsers and website promotion in food adverts. Promotional characters, celebrity endorsers and premium offers were used more frequently to promote non-core than core foods, even on dedicated children's channels. Brand equity characters featured on a greater proportion of food adverts than licensed characters. A food brand website was promoted in a third of food adverts (websites are not covered by the statutory regulation on food advertising). This extensive analysis of television adverts demonstrated that the use of persuasive marketing techniques to promote unhealthy foods was extensive in broadcasting popular with children despite regulations. Further studies should incorporate an analysis of the content of websites promoted during food adverts. Copyright © 2011 Elsevier Ltd. All rights reserved.

Three-stage entry game: The strategic effects of advertising

Directory of Open Access Journals (Sweden)

Kuzmanović Marija

2011-01-01

Full Text Available This paper analyzes the effects of investment in advertising in the three-stage entry game model with one incumbent and one potential entrant firm. It is shown that if a game theory is applied, under particular conditions, advertising can be used as a strategic weapon in the market entry game. Depending on the level of the advertising interaction factor, conditions for over-investment in advertising for strategic purposes are given. Furthermore, three specific cases are analyzed: strictly predatory advertising, informative advertising and the case when one firm’s advertising cannot directly influence the other firm's profit. For each of them, depending on the costs of advertising and marginal costs, equilibrium is determined, and conditions under which it is possible to deter the entry are given. It is shown that if the value of the advertising interaction factor increases, power of using advertising as a weapon to deter entry into the market decreases. Thus, in the case of informative advertising, advertising cannot be used as a tool for deterring entry into the market, while in the case of predatory advertising, it can. Also, we have proved that in the case of strictly informative advertising an over-investment never occurs, while in the two other cases, there is always over-investment either to deter or to accommodate the entry.

Value Measurement Systems, Professional Narratives and the (Un)Making of Market Regimes in Twentieth-Century American Advertising

DEFF Research Database (Denmark)

Schwarzkopf, Stefan

During the 1920s, consumer psychologists and market researchers began to develop measurement systems that allowed their clients to express in ‘hard’ figures, and thus to put a financial value on, the impact that particular advertisements had on consumers. At the same time, advertising designers...... owners, their clients and by media organizations which printed, aired or screened commercial messages. Drawing on the notion of the socio-technical ‘agencements’, and on theories of the performativity of measurement regimes in the making of markets, economic sociologists have developed a good...... understanding of how the act of measuring itself can affect the behaviour of those whose social actions are being measured. Much less well developed is an economic-sociological account of how such measurement regimes are being resisted and how and why they decline. This paper uses the rise and fall...

Scale and Scope Economies in the Global Advertising and Marketing Services Business

OpenAIRE

Alvin J. Silk; Ernst R. Berndt

2003-01-01

We assess size and scope-related economies in the global advertising and marketing services business. A translog cost function is employed wherein a firm's costs vary according to its scale and two dimensions of the scope of its operations. Parameters of the model are estimated via three stage least squares using annual data for 1989-2001 for an unbalanced panel consisting of the eight largest firms in this industry. A firm's total variable costs are affected by its scale, scope (mix of servi...

Possibilities of segmentation variables in relation with advertising

OpenAIRE

Erbanová, Nela

2011-01-01

The aim of this thesis is to capture significant segmentation variables that shape marketing communication with an emphasis on advertising. The theoretical part deals with the concepts of market segmentation, segmentation variables, marketing communication, advertising and research. The practical part is focused on the realization of the actual research using a questionnaire survey and the evaluation of questions from Market Media Lifestyle. Only traditional descriptive segmentation variables...

Television Advertising and Soda Demand

OpenAIRE

Lopez, Rigoberto A.; 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 ...

Essays on Economics of Advertising

OpenAIRE

Valei, Azamat

2017-01-01

The dissertation studies two topics in economics of advertising in the framework of Industrial Organization. Particularly, it considers a role of advertising in the markets with network externalities in consumption and advertising as a strategic response of incumbent to new entry. The first chapter investigates the incentives for a monopolistic firm producing a good with network externalities to advertise when consumers face imperfect information and therefore must search to realize their act...

Determinants of Advertising Effectiveness: The Development of an International Advertising Elasticity Database and a Meta-Analysis

Directory of Open Access Journals (Sweden)

Sina Henningsen

2011-12-01

Full Text Available Increasing demand for marketing accountability requires an efficient allocation of marketing expenditures. Managers who know the elasticity of their marketing instruments can allocate their budgets optimally. Meta-analyses offer a basis for deriving benchmark elasticities for advertising. Although they provide a variety of valuable insights, a major shortcoming of prior meta-analyses is that they report only generalized results as the disaggregated raw data are not made available. This problem is highly relevant because coding of empirical studies, at least to a certain extent, involves subjective judgment. For this reason, meta-studies would be more valuable if researchers and practitioners had access to disaggregated data allowing them to conduct further analyses of individual, e.g., product-level-specific, interests. We are the first to address this gap by providing (1 an advertising elasticity database (AED and (2 empirical generalizations about advertising elasticities and their determinants. Our findings indicate that the average current-period advertising elasticity is 0.09, which is substantially smaller than the value 0f 0.12 that was recently reported by Sethuraman, Tellis, and Briesch (2011. Furthermore, our meta-analysis reveals a wide range of significant determinants of advertising elasticity. For example, we find that advertising elasticities are higher (i for hedonic and experience goods than for other goods; (ii for new than for established goods; (iii when advertising is measured in gross rating points (GRP instead of absolute terms; and (iv when the lagged dependent or lagged advertising variable is omitted.

The influence of banner advertisements on attention and memory: human faces with averted gaze can enhance advertising effectiveness.

Science.gov (United States)

Sajjacholapunt, Pitch; Ball, Linden J

2014-01-01

Research suggests that banner advertisements used in online marketing are often overlooked, especially when positioned horizontally on webpages. Such inattention invariably gives rise to an inability to remember advertising brands and messages, undermining the effectiveness of this marketing method. Recent interest has focused on whether human faces within banner advertisements can increase attention to the information they contain, since the gaze cues conveyed by faces can influence where observers look. We report an experiment that investigated the efficacy of faces located in banner advertisements to enhance the attentional processing and memorability of banner contents. We tracked participants' eye movements when they examined webpages containing either bottom-right vertical banners or bottom-center horizontal banners. We also manipulated facial information such that banners either contained no face, a face with mutual gaze or a face with averted gaze. We additionally assessed people's memories for brands and advertising messages. Results indicated that relative to other conditions, the condition involving faces with averted gaze increased attention to the banner overall, as well as to the advertising text and product. Memorability of the brand and advertising message was also enhanced. Conversely, in the condition involving faces with mutual gaze, the focus of attention was localized more on the face region rather than on the text or product, weakening any memory benefits for the brand and advertising message. This detrimental impact of mutual gaze on attention to advertised products was especially marked for vertical banners. These results demonstrate that the inclusion of human faces with averted gaze in banner advertisements provides a promising means for marketers to increase the attention paid to such adverts, thereby enhancing memory for advertising information.

The influence of banner advertisements on attention and memory: Human faces with averted gaze can enhance advertising effectiveness

Directory of Open Access Journals (Sweden)

Pitch eSajjacholapunt

2014-03-01

Full Text Available Research suggests that banner advertisements used in online marketing are often overlooked, especially when positioned horizontally on webpages. Such inattention invariably gives rise to an inability to remember advertising brands and messages, undermining the effectiveness of this marketing method. Recent interest has focused on whether human faces within banner advertisements can increase attention to the information they contain, since the gaze cues conveyed by faces can influence where observers look. We report an experiment that investigated the efficacy of faces located in banner advertisements to enhance the attentional processing and memorability of banner contents. We tracked participants’ eye movements when they examined webpages containing either bottom-right vertical banners or bottom-centre horizontal banners. We also manipulated facial information such that banners either contained no face, a face with mutual gaze or a face with averted gaze. We additionally assessed people’s memories for brands and advertising messages. Results indicated that relative to other conditions, the condition involving faces with averted gaze increased attention to the banner overall, as well as to the advertising text and product. Memorability of the brand and advertising message was also enhanced. Conversely, in the condition involving faces with mutual gaze, the focus of attention was localised more on the face region rather than on the text or product, weakening any memory benefits for the brand and advertising message. This detrimental impact of mutual gaze on attention to advertised products was especially marked for vertical banners. These results demonstrate that the inclusion of human faces with averted gaze in banner advertisements provides a promising means for marketers to increase the attention paid to such adverts, thereby enhancing memory for advertising information.

Advertising in Virtual Worlds: The Example of Second Life

Directory of Open Access Journals (Sweden)

Dincer Atli

2015-07-01

Full Text Available As consumers become decreasingly responsive towards traditional forms of advertising, advertisers are turning towards more innovative methods.  Virtual worlds provide an extraordinary potential for new and enhanced modes of advertising.  This study examines the opportunities of the virtual world, Second Life, as a new platform for businesses’ advertisement and promotional activities. First, we briefly introduce the concept of virtual worlds and virtual advertising. Then, we go on to explain the development of advertising, with special emphasis on its evolution alongside technological developments. Furthermore, we discuss how virtual worlds developed and how the features of these worlds lent themselves to advertising.  Second Life, the most popular virtual world application, is given a special emphasis, and we shall explore opportunities and practices for virtual advertising in this virtual world application.

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

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...

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)

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

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.

The Linguistic Features of English Advertising and Translation Skills

Institute of Scientific and Technical Information of China (English)

Wang Xiuyun

2017-01-01

With the development of modern society, advertising can be seen as an indispensable strategy in a heated competition and it plays a more and more significant role for different companies and consumers. Advertisements not only help enterprises establish good images, but also provide consumers with different information. With the economic globalization, many companies launch products on the international market, not only limited on the domestic market alone. Consequently, advertising translation arouses a great attention. This paper states the linguistic features of English advertising and the skills for English Advertising Translation.

Advertising execution styles as a reflection of culture : Cross-cultural analysis of messaging app advertising preferences in South Korea and China

OpenAIRE

Kivinen, Sofia

2014-01-01

Increased globalization and the thought of converging values has lead marketing practitioners and academics to consider more standardized approaches to marketing and advertising strategies. Even though cultures seem to evolve closer to each other, cultural diversity still exists. Advertising reflects and influences our cultural values and therefore it cannot be ignored when building effective advertising. Results show that culture impacts execution more than creative strategy (Wei & Jiang...

Promotional Cultures: The Rise and Spread of Advertising, Public Relations, Marketing and Branding

OpenAIRE

Davis, Aeron

2013-01-01

In the twenty-first century, promotion is everywhere and everything has become promotable: everyday goods and organizations, people and ideas, cultures and futures. This engaging book looks at the rise of advertising, public relations, branding, marketing and lobbying, and explores where our promotional times have taken us.\\ud \\ud Promotional Cultures documents how the professions and practices of promotion have interacted with and reshaped so much in our world, from commodities, celebrities ...

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...

The effect of alcohol advertising, marketing and portrayal on drinking behaviour in young people: systematic review of prospective cohort studies

Directory of Open Access Journals (Sweden)

Foxcroft David R

2009-02-01

Full Text Available Abstract Background The effect of alcohol portrayals and advertising on the drinking behaviour of young people is a matter of much debate. We evaluated the relationship between exposure to alcohol advertising, marketing and portrayal on subsequent drinking behaviour in young people by systematic review of cohort (longitudinal studies. Methods studies were identified in October 2006 by searches of electronic databases, with no date restriction, supplemented with hand searches of reference lists of retrieved articles. Cohort studies that evaluated exposure to advertising or marketing or alcohol portrayals and drinking at baseline and assessed drinking behaviour at follow-up in young people were selected and reviewed. Results seven cohort studies that followed up more than 13,000 young people aged 10 to 26 years old were reviewed. The studies evaluated a range of different alcohol advertisement and marketing exposures including print and broadcast media. Two studies measured the hours of TV and music video viewing. All measured drinking behaviour using a variety of outcome measures. Two studies evaluated drinkers and non-drinkers separately. Baseline non-drinkers were significantly more likely to have become a drinker at follow-up with greater exposure to alcohol advertisements. There was little difference in drinking frequency at follow-up in baseline drinkers. In studies that included drinkers and non-drinkers, increased exposure at baseline led to significant increased risk of drinking at follow-up. The strength of the relationship varied between studies but effect sizes were generally modest. All studies controlled for age and gender, however potential confounding factors adjusted for in analyses varied from study to study. Important risk factors such as peer drinking and parental attitudes and behaviour were not adequately accounted for in some studies. Conclusion data from prospective cohort studies suggest there is an association between

The effect of alcohol advertising, marketing and portrayal on drinking behaviour in young people: systematic review of prospective cohort studies.

Science.gov (United States)

Smith, Lesley A; Foxcroft, David R

2009-02-06

The effect of alcohol portrayals and advertising on the drinking behaviour of young people is a matter of much debate. We evaluated the relationship between exposure to alcohol advertising, marketing and portrayal on subsequent drinking behaviour in young people by systematic review of cohort (longitudinal) studies. studies were identified in October 2006 by searches of electronic databases, with no date restriction, supplemented with hand searches of reference lists of retrieved articles. Cohort studies that evaluated exposure to advertising or marketing or alcohol portrayals and drinking at baseline and assessed drinking behaviour at follow-up in young people were selected and reviewed. seven cohort studies that followed up more than 13,000 young people aged 10 to 26 years old were reviewed. The studies evaluated a range of different alcohol advertisement and marketing exposures including print and broadcast media. Two studies measured the hours of TV and music video viewing. All measured drinking behaviour using a variety of outcome measures. Two studies evaluated drinkers and non-drinkers separately. Baseline non-drinkers were significantly more likely to have become a drinker at follow-up with greater exposure to alcohol advertisements. There was little difference in drinking frequency at follow-up in baseline drinkers. In studies that included drinkers and non-drinkers, increased exposure at baseline led to significant increased risk of drinking at follow-up. The strength of the relationship varied between studies but effect sizes were generally modest. All studies controlled for age and gender, however potential confounding factors adjusted for in analyses varied from study to study. Important risk factors such as peer drinking and parental attitudes and behaviour were not adequately accounted for in some studies. data from prospective cohort studies suggest there is an association between exposure to alcohol advertising or promotional activity and

Liberalising European electricity markets: opportunities and risks for a sustainable power sector

International Nuclear Information System (INIS)

Ringel, M.

2003-01-01

The process of liberalising European electricity markets, encompassing a wide range of restructuring activities, has mainly been spurred by the attempt to increase the economic efficiency of the whole sector. This process might be used to trigger a development towards a sustainable power sector by increasing the use of renewable energy sources and enhancing energy efficiency on the supply and demand side. However, by taking a closer look at the current trends of the European electricity markets, it becomes obvious that the liberalisation not only implies opportunities but also risks for the creation of a sustainable power sector. Many of these risks are due to market distortions and imperfections caused by the delay in creating a fully functional single European market. Thus, in the short-term, the market liberalisation tends to constitute more risks than opportunities without government actions to prevent these risks. In the long run, though, the efficiency gains of the sector and the appearance of new market factors are likely to bring forth the opportunities of liberalisation and actively foster a transformation towards a sustainable electricity sector. (author)

Increasing Dominance - the Role of Advertising, Pricing and Product Design

OpenAIRE

Kretschmer, Tobias; Rösner, Mariana

2010-01-01

Despite the empirical relevance of advertising strategies in concentrated markets, the economics literature is largely silent on the effect of persuasive advertising strategies on pricing, market structure and increasing (or decreasing) dominance. In a simple model of persuasive advertising and pricing with differentiated goods, we analyze the interdependencies between ex-ante asymmetries in consumer appeal, advertising and prices. Products with larger initial appeal to consumers will ...

Search Advertising

OpenAIRE

Cornière (de), Alexandre

2016-01-01

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

Strengthening the Canadian alcohol advertising regulatory system.

Science.gov (United States)

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

2012-05-24

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.

Sex in advertising research: a review of content, effects, and functions of sexual information in consumer advertising.

Science.gov (United States)

Reichert, Tom

2002-01-01

This article is a review of academic research on the content and effects of sexual information in advertising (i.e., sex in advertising). In addition to covering common types of sexual content analyzed in research, inquiry on processing and emotional response effects is reviewed. Several areas for continued research are identified, especially with regard to advertisers' use of sexual outcomes as reasons for using brands and the ability of sexual information to influence brand perceptions. This review has applicability to advertising and marketing research and practice, as well as to any area that employs sexual information for persuasive purposes (e.g., safer-sex social marketing campaigns). In addition, it is hoped that sex researchers will recognize and elaborate on the role of sexual response identified in this research to further inform advertising theory and effects research.

Prediction and Optimal Scheduling of Advertisements in Linear Television

OpenAIRE

Panaggio, Mark J; Fok, Pak-Wing; Bhatt, Ghan S; Burhoe, Simon; Capps, Michael; Edholm, Christina J; Moustaid, Fadoua El; Emerson, Tegan; Estock, Star-Lena; Gold, Nathan; Halabi, Ryan; Houser, Madelyn; Kramer, Peter R; Lee, Hsuan-Wei; Li, Qingxia

2016-01-01

Advertising is a crucial component of marketing and an important way for companies to raise awareness of goods and services in the marketplace. Advertising campaigns are designed to convey a marketing image or message to an audience of potential consumers and television commercials can be an effective way of transmitting these messages to a large audience. In order to meet the requirements for a typical advertising order, television content providers must provide advertisers with a predetermi...

The Emerging Markets of Africa: Business Opportunities for Central and Eastern Europe

Directory of Open Access Journals (Sweden)

Gina Cook

2013-12-01

Full Text Available This paper discusses the increasing importance of emerging markets, particularly those in Africa, in terms of international business opportunities in the post-financial crisis period; while BRIC economies have received a lot of attention in the preceding decade, other emerging markets – especially in Africa – show indications of taking on more prominence in the upcoming period. In fact, at present, the continent of Africa represents one of the fastest growing markets in the world. This paper focuses on growth indicators and trends in the African markets as well as potential future international business opportunities; specifically, it examines the competitiveness of African nations, the business environments of countries in Africa, the continent’s international trade situation and urbanization in Africa. The paper concludes with a brief discussion on existing business opportunities together with some challenges which remain on the continent.

From nurse to marketing entrepreneur.

Science.gov (United States)

Aydlotte, J H

1998-03-01

An important lesson in career advancement is to be prepared for and take advantage of sudden opportunities that come your way. This risk-taking nurse went into nurse recruitment, which then opened avenues into health care marketing. She pioneered one of the largest health care advertising companies in the country and describes how she has used her new-found skills, at work and at home, to face life's biggest challenges.

Pockets of opportunity: multicultural marketing strategies for BEP growth.

Science.gov (United States)

Schaefer, Kelly

2003-01-01

Ranked among the 50 largest food service corporations in America, the Randolph-Sheppard Business Enterprise Program (BEP) represents a challenging and rewarding career opportunity for Americans who are legally blind. In recent years, however, the number of facilities and facility managers has declined. Multicultural consumers represent a major emerging growth market. The multicultural market is one of the most overlooked retail markets in the United States--and the one with the most buying power and growth potential. Multicultural marketing is among the least understood strategies available to facility managers, vocational rehabilitation counselors and BEP directors. Four major minority markets are discussed and marketing strategies are offered to help BEPs target and serve these unique consumers.

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

Science.gov (United States)

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

2011-09-01

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

Culture, Product Advertising, and Advertising Agency Operations

African Journals Online (AJOL)

gold

2012-07-26

Jul 26, 2012 ... market about a new product, advertising persuades and reminds the audience ... The relevance of this topic can also be shown by the true story of the Gerber ... product was the product; people thought they were being.

The true effects of programmatic display marketing : A study on how advertisers could make use of programmatic in the different stages of the customer journey.

OpenAIRE

Hübinette, Stina

2017-01-01

In digital marketing, display advertising has always been the largest revenue stream for publishers, and the biggest channel for advertisers to increase the traffic to their sites as well as getting better brand recognition. However, with the ever increasing spread of the smartphone and the continuously smarter machine learning of today, the industry has changed.    This study began with a hypothesis that since traditional display marketing evolved into programmatically bought display, the va...

QR Code: An Interactive Mobile Advertising Tool

OpenAIRE

Ela Sibel Bayrak Meydanoglu

2013-01-01

Easy and rapid interaction between consumers and marketers enabled by mobile technology prompted  an increase in the usage of mobile media as an interactive marketing tool in recent years. One of the mobile technologies that can be used in interactive marketing for advertising is QR code (Quick Response Code). Interactive advertising brings back some advantages for the companies that apply it. For example, interaction with consumers provides significant information about consumers' preference...

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 ...

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…

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

OpenAIRE

Rozenveld, Marc; Heinonen, Tapio

2013-01-01

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

Undergraduates’ attitudes toward mobile advertising

OpenAIRE

Usta, Resul

2009-01-01

The rapid proliferation of mobile devices such as cellular phones has created a new communication channel for marketing. Currently, cellular phones are mostly used for Short Messaging Service (SMS) advertising. The aim of this study is to explore the factors that underline undergraduates’ attitudes toward SMS advertising. The results obtained indicated factors such as entertainment, informativeness, irritation, reliability, general attitude and permission and incentive-based advertising. The ...

Vaporous Marketing: Uncovering Pervasive Electronic Cigarette Advertisements on Twitter.

Science.gov (United States)

Clark, Eric M; Jones, Chris A; Williams, Jake Ryland; Kurti, Allison N; Norotsky, Mitchell Craig; Danforth, Christopher M; Dodds, Peter Sheridan

2016-01-01

Twitter has become the "wild-west" of marketing and promotional strategies for advertisement agencies. Electronic cigarettes have been heavily marketed across Twitter feeds, offering discounts, "kid-friendly" flavors, algorithmically generated false testimonials, and free samples. All electronic cigarette keyword related tweets from a 10% sample of Twitter spanning January 2012 through December 2014 (approximately 850,000 total tweets) were identified and categorized as Automated or Organic by combining a keyword classification and a machine trained Human Detection algorithm. A sentiment analysis using Hedonometrics was performed on Organic tweets to quantify the change in consumer sentiments over time. Commercialized tweets were topically categorized with key phrasal pattern matching. The overwhelming majority (80%) of tweets were classified as automated or promotional in nature. The majority of these tweets were coded as commercialized (83.65% in 2013), up to 33% of which offered discounts or free samples and appeared on over a billion twitter feeds as impressions. The positivity of Organic (human) classified tweets has decreased over time (5.84 in 2013 to 5.77 in 2014) due to a relative increase in the negative words 'ban', 'tobacco', 'doesn't', 'drug', 'against', 'poison', 'tax' and a relative decrease in the positive words like 'haha', 'good', 'cool'. Automated tweets are more positive than organic (6.17 versus 5.84) due to a relative increase in the marketing words like 'best', 'win', 'buy', 'sale', 'health', 'discount' and a relative decrease in negative words like 'bad', 'hate', 'stupid', 'don't'. Due to the youth presence on Twitter and the clinical uncertainty of the long term health complications of electronic cigarette consumption, the protection of public health warrants scrutiny and potential regulation of social media marketing.

STANDARDIZATION OR ADAPTATION IN COSMETICS WEBSITES MARKETING ? AN EMPIRICAL STUDY.

Directory of Open Access Journals (Sweden)

Anca Constantinescu-Dobra

2011-06-01

Full Text Available The websites marketing is becoming an important tool both for multinationals and SMEs, in their effort to internationalizing their business.This study focuses on the international opportunities that are present within the European markets. The paper aims at identifying the degree of websites marketing standardization vs. adaptation, as a marketing tool for cosmetic products. Moreover, the study examines in a comparative manner the standardization strategy of multinationals and small and medium enterprises (SMEs, leaders in European markets, for different cosmetic cathegories.The evaluation of online advertising standardization is based on the modified Model for Testing Advertising Standardization, developed by Whitelock and Chung. The web sites degree of localizations areanalyzed based upon 98 criteria, as resulted from an adapted methodology of ProfNet Institut fur Internet Marketing, Munster (Germany. The sample includes the 101 leaders from European markets.The research outcomes reflect a standardized websites marketing policy for SMEs and localized for multinationals. Also, for perfumes, dental care products and toiletry, European cosmetic leaders implementstandardized websites marketing policies and balanced for the other cosmetics categories. The hypothesis concerning a strong correlation between standardization and handling dimension was supported.

Effects of Advertising on Advance Selling and Online Search

Science.gov (United States)

Joo, Mingyu

2012-01-01

Advertising has been one of the most important marketing variables for both practices and academic literature, and it has been generally known to raise the firm's market share (Ataman, van Heerde, and Mela 2010). However, under the contemporary market environment, advertising's impact may be more complicated. For example, in advance…

Stereotypes and advertising

Directory of Open Access Journals (Sweden)

Starčević Slađana

2006-01-01

Full Text Available Many times, we have had a chance to hear that marketing communications are something that can move ahead of time. However, there are many areas in which they are moving slowly than time, without consideration of provided conditions. One of these areas is gender portraying, that is, accepted roles of women and men in the society. We cannot deny that gentle movements have been made towards their more realistic presentation, but a persistent claim that results from recent researches is that marketing communications and particularly advertising, as instrument that most directly reflects this theme, has remained rather resistant to changes in the society. Consequently values that have been built in brands with help of advertising are rather obsolete. Differently speaking, advertising has a showdown with stereotyping - as an assignment of a (usually negative label to certain groups of people based on a certain belief about how these people tend to behave in the society.

High Performers in Marketing and Advertising Majors: Do Their Perceptions of Business Programs Differ from Their Peers?

Science.gov (United States)

Walsh, Ann D.; Woosley, Sherry A.

2013-01-01

This study examined the perceptions of high performing undergraduate students in marketing and advertising majors. Specifically, it examined the relationships among three levels of student performance and student satisfaction with their business programs and learning outcomes. High performing students were more satisfied with their programs and…

Combined Heat and Power Market Potential for Opportunity Fuels

Energy Technology Data Exchange (ETDEWEB)

Jones, David [Resource Dynamics Corporation, McLean, VA (United States); Lemar, Paul [Resource Dynamics Corporation, McLean, VA (United States

2015-12-01

This report estimates the potential for opportunity fuel combined heat and power (CHP) applications in the United States, and provides estimates for the technical and economic market potential compared to those included in an earlier report. An opportunity fuel is any type of fuel that is not widely used when compared to traditional fossil fuels. Opportunity fuels primarily consist of biomass fuels, industrial waste products and fossil fuel derivatives. These fuels have the potential to be an economically viable source of power generation in various CHP applications.

Integrated Brand Promotion – Advertisement for STADIUM OY

OpenAIRE

Mai, Tung

2014-01-01

This project-based thesis is an advertisement for Stadium Oy. In 23 years of leading marketing department, Stadium’s marketing manager had to say this is a pioneer time when Stadium’s outsources an advertising project to an external individual resource. The project, therefore, consists a number of business partners so that professional quality is guaranteed to deliver. STADIUM’s advertising strategy stays committed to the company’s business model and its mission. This directly affec...

above-the-line advertising media and consumers awareness

African Journals Online (AJOL)

Global Journal

The study recommended that cable TV networks should introduce sponsored radio programmes on local radio stations ... advertising is like product to marketing, this is largely in ... recent years within the world and domestic digital .... marketing mix which has product, price, and ... the town crier models of advertising, slogans.

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.

Direct-to-consumer prescription drug advertising: history, regulation, and issues.

Science.gov (United States)

Huh, Jisu; DeLorme, Denise E; Reid, Leonard N; An, Soontae

2010-03-01

Direct-to-consumer advertising has changed the way prescription drugs are marketed in the United States. This article traces the history of direct-to-consumer advertising of prescription and over-the-counter medications and describes how drug advertising is regulated and by whom. It also discusses the controversies that surround direct-to-consumer marketing of prescription drugs.

Market Opportunities and Barriers for Smart Buildings

DEFF Research Database (Denmark)

Ma, Zheng; Badi, Adrian; Jørgensen, Bo Nørregaard

2016-01-01

Buildings consume up to 42% of the global electricity and the primary emitter of greenhouse gas on the planet. Building efficiency is the largest growing segment in the US, the estimated global revenue by the building efficiency sector is around 210 million dollars, and constantly increases since...... 2011. Much research already shows the players' passive and conservative attitudes to enter into the energy efficiency market. Especially there are obstacles for the construction companies to redesign their business model from the traditional building business to the smart building market. This paper...... conducts a qualitative approach with primary and secondary data to investigate the Barriers and opportunities of the construction companies into the smart building market. The result shows the willingness of the players to involve the building efficiency business with huge potential monetary benefits...

A historical overview of advertising in Serbia

OpenAIRE

Ognjanov Galjina

2016-01-01

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

Advertising, product quality, and complex evolving marketing systems

NARCIS (Netherlands)

W.J.M.I. Verbeke (Willem)

1992-01-01

textabstractThe paper analyses the advertising as power vs. advertising as information controversy as well as its recent empirical testing. It is stressed that this distinction focuses too much on the interaction between consumer and manufacturer while ignoring the retailer as an important

SMS marketing: It's place in mobile commerce and opportunity in the South African market

Directory of Open Access Journals (Sweden)

Frik Jansen van Ryssen

2004-12-01

Full Text Available This article investigates Short Message Service (SMS Marketing's place in the world of mobile commerce (m-commerce. The article also investigates the opportunity that SMS Marketing presents in the South African market. The article indicates a couple of clear guidelines and implications for marketers on how to approach the challenge presented by technological advances that allowed this new trend of mass- and personalised marketing messages via SMS. Advances in the m-commerce field are predicted, and an indication of the proposed target market is provided. Of these devices, the cellphone is the most relevant to the article, because it is the main vehicle through with SMS's are sent and received. It is concluded that SMS Marketing requires a great amount of investigation by every marketer and that continuous monitoring will be required in order for companies not to fall behind or be caught napping by competitors.

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.

Labor market modeling recognizing latent job attributes and opportunity constraints : an empirical analysis of labor market behavior of Eritrean women

OpenAIRE

Arneberg, Marie W.; Dagsvik, John K.; Jia, Zhiyang

2002-01-01

Abstract: This paper analyzes labor market behavior of urban Eritrean women with particular reference to the impact of education, earnings and labor market opportunities. Unlike traditional models of labor supply, which assume that work can be supplied freely in the labor market, we develop a framework that explicitly takes into account the notion of job opportunities and observable sets of feasible jobs. The framework is formulated within a random utility setting in which unob...

Advertising and marketing of foods for breastfeeding babies and infants in early childhood: regulation as a responsibility of the Brazilian state

Directory of Open Access Journals (Sweden)

Caroline Filla Rosaneli

2018-06-01

Full Text Available This study mapped regulatory strategies aimed at the advertising and marketing of foods for breastfeeding babies and infants in early childhood. The discussion was conducted under an intervention bioethics lens, adopting a qualitative methodology, as well as gaining an overview and analyzing Brazilian legislative documents on the matter. The legal framework is recent and broad; considering the low rates of breastfeeding, and indicators related to the early and inadequate introduction of complementary food, it is clear that there is the need for educative and regulatory measures over food production, marketing and advertising in Brazil. This logic is corroborated by the intervention bioethics framework, aimed at reducing the vulnerabilities and improving childhood protection.

Effects of direct-to-consumer advertising and clinical guidelines on appropriate use of human papillomavirus DNA tests.

Science.gov (United States)

Price, Rebecca Anhang; Frank, Richard G; Cleary, Paul D; Goldie, Sue J

2011-02-01

Both clinical guidelines and direct-to-consumer (DTC) advertising influence the use of new health care technologies, but little is known about their relative effects. The introduction of a cervical cancer screening test in 2000 offered a unique opportunity to assess the 2 strategies. To evaluate the effects of clinical guidelines and a targeted DTC advertising campaign on overall and appropriate use of human papillomavirus (HPV) DNA tests. Quasi-experimental study using difference-in-differences analysis. Data were MarketScan private insurance claims for 500,000 women aged 21 to 64 enrolled at least 12 consecutive months from January 2001 through December 2005. Both clinical guidelines and DTC advertising were associated with increases in overall HPV DNA test use. DTC advertising was associated with a statistically significant increase in HPV DNA test use in 2 groups of DTC cities (+5.57%, P advertising was associated with comparable increases in the probability of appropriate and inappropriate use of the HPV DNA test in primary screening. Clinical guideline releases from the American College of Obstetricians and Gynecologists, and by a cosponsored panel, were associated with greater increases in HPV DNA tests for appropriate primary screening than for inappropriate primary screening (β = 0.3347, P advertising was associated with increased overall use of a cervical cancer screening test, whereas clinical guidelines were differentially associated with increased appropriate use. These findings suggest distinct influences of consumer marketing and professional guidelines on the use of health care products and services.

Recruiting Campaigns: How Advertising and Training Target the Millennial Generation

Science.gov (United States)

2007-12-01

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

An empirical analysis of consumers' attitudes toward physicians' advertising.

Science.gov (United States)

Moser, H

2008-01-01

Advertising by physicians is a relatively recent phenomenon. Historically, most professions prohibited licensed members from engaging in speech activities that proposed a commercial transaction-advertising. However the history of a physician's legal right to advertise is not the main focus of this article. A brief review of the past, present, and possible future of such rights might assist readers in understanding the revolutionary constitutional and commercial speech changes that have occurred over the past three decades. A physician's legal right to advertise has developed as part of the evolutionary interpretation of the First Amendment of the U.S. Constitution. The purposes of this study were to determine (a) consumers' attitudes toward advertising by physicians and (b) whether city of residence, occupation, age, sex, race, marital status, number of children in household, total family household income, and education of the consumer accounted for any significant difference in attitude toward physicians who advertise. The intent was to discover information that would be useful to physicians in planning marketing strategies and improving the quality of their advertising. The study seems to confirm the belief of many marketing professionals that advertising and marketing clearly have a place in the future of health care services.

Connecting Mobile Game Advertising with Local Stores

OpenAIRE

Wen, Yanzhao

2016-01-01

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

The Market for Fake Observations

OpenAIRE

Brekke, Kjellr Arne; Nilsen , Tore

2011-01-01

We show how increased competition in a media market may have implications for the competition between firms that are advertising in that medium. We apply a simple model of a product market with network externalities where firms buy advertising space in a media market and find that there is more entry in the product market, the more competitive the media market is. The paper is the first combining a study of media markets with a behavioral foundation of how advertising affects the demand for t...

The commercial food landscape: outdoor food advertising around primary schools in Australia.

Science.gov (United States)

Kelly, Bridget; Cretikos, Michelle; Rogers, Kris; King, Lesley

2008-12-01

Food marketing is linked to childhood obesity through its influence on children's food preferences, purchase requests and food consumption. We aimed to describe the volume and nature of outdoor food advertisements and factors associated with outdoor food advertising in the area surrounding Australian primary schools. Forty primary schools in Sydney and Wollongong were selected using random sampling within population density and socio-economic strata. The area within a 500 m radius of each school was scanned and advertisements coded according to pre-defined criteria, including: food or non-food product advertisement, distance from the school, size and location. Food advertisements were further categorised as core foods, non-core foods and miscellaneous drinks (tea and coffee). The number of advertisements identified was 9,151, of which 2,286 (25%) were for food. The number of non-core food advertisements was 1,834, this accounted for 80% of food advertisements. Soft drinks and alcoholic beverages were the food products most commonly advertised around primary schools (24% and 22% of food advertisements, respectively). Non-core food products were twice as likely to be advertised close to a primary school (95 non-core food advertisements per km(2) within 250 m vs. 46 advertisements per km(2) within 250-500 m). The density of non-core food advertisements within 500 m of primary schools, and the potential for repeated exposure of children to soft drink and alcoholic beverage advertisements in particular, highlights the need for outdoor food marketing policy intervention. Outdoor advertising is an important food marketing tool that should be considered in future debates on regulation of food marketing to children.

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…

The Cross-Elasticity of Demand for National Newspaper Advertising.

Science.gov (United States)

Busterna, John C.

1987-01-01

Measures the extent to which other media compete with newspapers in the market for national advertising, using coefficients of the cross-elasticity of demand between newspapers and eight other media. Concluded that no other media reside in the same product market for national advertising. (MM)

Vaporous Marketing: Uncovering Pervasive Electronic Cigarette Advertisements on Twitter.

Directory of Open Access Journals (Sweden)

Eric M Clark

Full Text Available Twitter has become the "wild-west" of marketing and promotional strategies for advertisement agencies. Electronic cigarettes have been heavily marketed across Twitter feeds, offering discounts, "kid-friendly" flavors, algorithmically generated false testimonials, and free samples.All electronic cigarette keyword related tweets from a 10% sample of Twitter spanning January 2012 through December 2014 (approximately 850,000 total tweets were identified and categorized as Automated or Organic by combining a keyword classification and a machine trained Human Detection algorithm. A sentiment analysis using Hedonometrics was performed on Organic tweets to quantify the change in consumer sentiments over time. Commercialized tweets were topically categorized with key phrasal pattern matching.The overwhelming majority (80% of tweets were classified as automated or promotional in nature. The majority of these tweets were coded as commercialized (83.65% in 2013, up to 33% of which offered discounts or free samples and appeared on over a billion twitter feeds as impressions. The positivity of Organic (human classified tweets has decreased over time (5.84 in 2013 to 5.77 in 2014 due to a relative increase in the negative words 'ban', 'tobacco', 'doesn't', 'drug', 'against', 'poison', 'tax' and a relative decrease in the positive words like 'haha', 'good', 'cool'. Automated tweets are more positive than organic (6.17 versus 5.84 due to a relative increase in the marketing words like 'best', 'win', 'buy', 'sale', 'health', 'discount' and a relative decrease in negative words like 'bad', 'hate', 'stupid', 'don't'.Due to the youth presence on Twitter and the clinical uncertainty of the long term health complications of electronic cigarette consumption, the protection of public health warrants scrutiny and potential regulation of social media marketing.

Vaporous Marketing: Uncovering Pervasive Electronic Cigarette Advertisements on Twitter

Science.gov (United States)

Jones, Chris A.; Williams, Jake Ryland; Kurti, Allison N.; Norotsky, Mitchell Craig; Danforth, Christopher M.; Dodds, Peter Sheridan

2016-01-01

Background Twitter has become the “wild-west” of marketing and promotional strategies for advertisement agencies. Electronic cigarettes have been heavily marketed across Twitter feeds, offering discounts, “kid-friendly” flavors, algorithmically generated false testimonials, and free samples. Methods All electronic cigarette keyword related tweets from a 10% sample of Twitter spanning January 2012 through December 2014 (approximately 850,000 total tweets) were identified and categorized as Automated or Organic by combining a keyword classification and a machine trained Human Detection algorithm. A sentiment analysis using Hedonometrics was performed on Organic tweets to quantify the change in consumer sentiments over time. Commercialized tweets were topically categorized with key phrasal pattern matching. Results The overwhelming majority (80%) of tweets were classified as automated or promotional in nature. The majority of these tweets were coded as commercialized (83.65% in 2013), up to 33% of which offered discounts or free samples and appeared on over a billion twitter feeds as impressions. The positivity of Organic (human) classified tweets has decreased over time (5.84 in 2013 to 5.77 in 2014) due to a relative increase in the negative words ‘ban’, ‘tobacco’, ‘doesn’t’, ‘drug’, ‘against’, ‘poison’, ‘tax’ and a relative decrease in the positive words like ‘haha’, ‘good’, ‘cool’. Automated tweets are more positive than organic (6.17 versus 5.84) due to a relative increase in the marketing words like ‘best’, ‘win’, ‘buy’, ‘sale’, ‘health’, ‘discount’ and a relative decrease in negative words like ‘bad’, ‘hate’, ‘stupid’, ‘don’t’. Conclusions Due to the youth presence on Twitter and the clinical uncertainty of the long term health complications of electronic cigarette consumption, the protection of public health warrants scrutiny and potential regulation of social media

Generic Advertising Optimum Budget for Iran’s Milk Industry

Directory of Open Access Journals (Sweden)

H. Shahbazi

2016-05-01

Full Text Available Introduction One of the main targets of planners, decision makers and governments is increasing society health with promotion and production of suitable and healthy food. One of the basic commodities that have important role in satisfaction of required human food is milk. So, some part of government and producer healthy budget allocate to milk consumption promotion by using generic advertising. If effectiveness of advertising budget on profitability is more, producer will have more willing to spend for advertising. Determination of optimal generic advertising budget is one of important problem in managerial decision making in producing firm as well as increase in consumption and profit and decrease in wasting and non-optimality of budget. Materials and Methods: In this study, optimal generic advertising budget intensity index (advertising budget share of production cost was estimated under two different scenarios by using equilibrium replacement model. In equilibrium replacement model, producer surplus are maximized in respect to generic advertising in retail level. According to market where two levels of farm and processing before retail exist and there is trade in farm and retail level, we present different models. Fixed and variable proportion hypothesis is another one. Finally, eight relations are presented for determination of milk generic advertising optimum budget. So, we use data from several resources such as previous studies, national (Iran Static center and international institute (Fao formal data and own estimation. Because there are several estimations in previous studies, we identify some scenarios (in two general scenarios for calculation of milk generic advertising optimum budget. Results and Discussion: Estimation of milk generic advertising optimum budget in scenario 1 shows that in case of one market level, fixed supplies and no trade, optimum budget is 0.4672539 percent. In case of one market level and no trade, optimum

The Effect of Product Placement Marketing on Effectiveness of Internet Advertising

Science.gov (United States)

Liao, Hsiu-Li; Liu, Su-Houn; Pi, Shih-Ming; Chen, Hui-Ju

Compared to the traditional way of doing advertising, such as ad Banners, internet product placement is now emerging as a promising strategy for advertisers to do their job effectively in this Web 2.0 era. Therefore, this study focuses on the effectiveness of product placement advertising on the Internet. The results show that product prominence (Subtle or Prominent) and presentation of the advertising (Video or Images) significantly impacts the effectiveness of product placement advertising on the Internet, including brand impression, advertising attitude, and intention to click. Product prominence and presentation of the advertisement have an interactive impact. Our findings indicated that presenting the product through videos will enhance higher levels of advertising attitude, brand impression, and intention to click than presenting it through still images. Subtle placements will increase the level of advertising attitude and intention to click more so than prominent placements. But prominent placements increase the brand impression more than the subtle placements.

Market Analysis, Opportunity Recognition and Strategy Diagnosis in Toy Industry

DEFF Research Database (Denmark)

Khajeheian, Datis

2018-01-01

According to many market researches and industrial reports Iran is one of the biggest toy markets in the Middle East and North Africa region. The Iranian toy market has been identified as a niche market with lots of unexploited opportunities. Nonetheless, the Iranian toy industry has shown...... for this misdirection were that the Iranian toy industry lacked a traditional structure, a strategic perspective and also absence of international cooperation. This research suggests that the Iranian toy industries need to move its focus from manufacturing, where the country has no competitive advantage, toward toy...

Necromarketing as Advertising Strategy in American Television

OpenAIRE

Shelton Amiee J.

2016-01-01

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

Determinants and opportunities for commercial marketing of beef ...

African Journals Online (AJOL)

The objective of this study was to examine the factors influencing smallholder producers' potential to sell cattle and identify marketing opportunities for sustainable beef production in South Africa. A total of 95 structured questionnaires was administered to the Ncorha and Gxwalibomvu communities in the Eastern Cape ...

Driving advertising into mobile mediums : Study of consumer attitudes towards mobile advertising and of factors affecting on them

OpenAIRE

Pietz, Michal; Storbacka, Lauri

2007-01-01

The high penetration rate of mobile phones along with the recent technological development has created a whole new marketing medium named mobile advertising filled with possibilities for the advertisers. Earlier studies have although indicated the success of this new advertising channel to depend on user acceptance of receiving mobile ads. Wherefore a study of consumer attitudes towards mobile advertising can be considered necessary in order to create a lucrative business. Even though this to...

THE LANGUAGE OF ADVERTISING

Directory of Open Access Journals (Sweden)

Anamarija Gjuran-Coha

2009-01-01

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

Persuasive and Informative Advertising: A Classroom Experiment

OpenAIRE

Beth A. Freeborn; Jason P. Hulbert

2009-01-01

This paper outlines 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 price. The experiments are intended for intermediate microeconomics or industrial organization courses, though may be utilized in any course that covers advertising models.

Alcohol advertising and youth: a measured approach.

Science.gov (United States)

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

2005-09-01

Where alcohol industry self-regulation is the primary protection against youth exposure to alcohol advertising, independent, systematic monitoring of youth exposure can promote public awareness of and greater accountability in the industry's practices. Using commercially available databases, the Center on Alcohol Marketing and Youth has combined occurrence and audience data to calculate youth (aged 12-20 years) and adult (above the United States legal drinking age of 21 years) exposure to alcohol advertising on television and radio, in magazines and on the Internet. This research in the United States shows that alcohol companies have placed significant amounts of advertising where youth are more likely per capita to be exposed to it than adults. Further analyses by the Center have demonstrated that much of this excess exposure of youth to alcohol advertising in the United States could be eliminated if alcohol companies would adopt a threshold of 15% (roughly the proportion of 12-20-years-old in the population 12 and above) as the maximum youth audience composition for their advertising. Although adoption of such a threshold would still leave much youth exposure to alcohol marketing in such "unmeasured" activities as sponsorships, on-premise promotions and campus marketing, it would assist alcohol companies in reaching their intended audiences more efficiently while reducing overall youth exposure to their advertising.

ADVERTISING TEXT AS THE REFLECTION OF SOCIAL-ECONOMIC CHANGES AND ITS DEVELOPMENT IN THE NEP (ON THE MATERIALS OF YENISEYSKAYA GUBERNIYA

Directory of Open Access Journals (Sweden)

P. V. Yurlov

2014-09-01

Full Text Available On the modern level of History development its local and social fields are increasingly getting popular since they meet the requirements of innovation and actuality of scientific work. These fields allow to lead in the research new, often alternative, sources revealing new facets of traditional issues of precise historical period. In this work the author on the base of advertising texts in newspapers using quantity and content analysis researches the changes of business climate, main forms of companies organization, and their development in Yeniseyskaya guberniya in the 1920s. Moreover, taking newspaper advertisements the author highlights the periods of business activity having got it as a result of market and political conjuncture. The length of each period is 2 years and caused by the economic crisis in 1923, 1925, 1927 and 1929. Thus, materials of advertisements prove sinusoidal development of business through the periods of ups and downs and give the opportunity for researching market behavior of local entrepreneurs. 

Taboo advertising - Response to taboo in advertising - A study of the influence of age and gender

OpenAIRE

Schnaider, Jonathan; Härnsäter, David

2015-01-01

Problem: Consumer characteristics have proved to be important influencers in how advertisements are perceived among consumers. Researchers have started to investigate if this assumption is valuable also in special and uncommon marketing strategies. A new field of research regarding advertising is the study of taboo themes. Researchers have so far mainly investigated how consumer respond to advertisements containing themes of taboo, but less research examines the influence of consumer characte...

Food marketing to children and youth: threat or opportunity?

National Research Council Canada - National Science Library

McGinnis, J. Michael; Gootman, Jennifer Appleton; Kraak, Vivica I

2006-01-01

.... Yet the prevailing pattern of food and beverage marketing to children in America represents, at best, a missed opportunity, and at worst, a direct threat to the health prospects of the next generation. Childrenâ...

Advertising Can Be an Effective Integrated Marketing Tool

Science.gov (United States)

Lauer, Larry D.

2007-01-01

Advertising will not undermine the critical thinking of consumers when it is combined with other communication media, and when it is truthful. In fact, it can provide clarity about the competitive advantage of individual institutions and aid an individual's ability to choose wisely. Advertising is just one of the tools in the integrated marketing…

The Empirical Definition of the Function of Advertising Costs in E-Commerce

OpenAIRE

Pursky Oleg I.; Moroz Iryna O.; Mazoha Dmytro P.

2017-01-01

In the publication, an empirical study of the advertising costs in the e-commerce market is carried out. In order to determine the type of functional dependency of advertising costs, dynamics of advertising costs in the e-commerce markets of the US, the world, and Ukraine were researched, followed by an approximation of the series of statistical data on the Internet advertising costs. There is a functional dependency on the Internet advertising costs in the form of a power function with two c...

Children's recall of fast food television advertising-testing the adequacy of food marketing regulation.

Science.gov (United States)

Bernhardt, Amy M; Wilking, Cara; Gilbert-Diamond, Diane; Emond, Jennifer A; Sargent, James D

2015-01-01

In the United States, the fast food companies McDonald's and Burger King participate in marketing self-regulation programs that aim to limit emphasis on premiums and promote emphasis of healthy food choices. We determine what children recall from fast food television advertisements aired by these companies. One hundred children aged 3-7 years were shown McDonald's and Burger King children's (MDC & BKC) and adult (MDA & BKA) meal ads, randomly drawn from ads that aired on national US television from 2010-11. Immediately after seeing the ad, children were asked to recall what they had seen and transcripts evaluated for descriptors of food, healthy food (apples or milk), and premiums/tie-ins. Premiums/tie-ins were common in children's but rarely appeared in adult ads, and all children's ads contained images of healthy foods (apples and milk). Participants were significantly less likely to recall any food after viewing the children's vs. the adult ad (MDC 32% [95% confidence interval 23, 41] vs. MDA 68% [59, 77]) p advertising indicate that industry self-regulation failed to achieve a de-emphasis on toy premiums and tie-ins and did not adequately communicate healthy menu choices. The methods devised for this study could be used to monitor and better regulate advertising patterns of practice.

Generic and Brand Advertising Strategies in a Dynamic Duopoly

OpenAIRE

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

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 ...

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…

Regional power marketing opportunities : current challenges and future outlooks

International Nuclear Information System (INIS)

Stiers, M.

1998-01-01

The North American demand for electric power and natural gas by sector was described and a comparison was made between the number of FERC certified electric power marketers versus natural gas marketing companies between 1986 and 1997 to illustrate the extent of changes that occurred during the decade. Regional opportunities for energy marketers were reviewed. By way of current challenges, the author identified (1) regulatory impediments, (2) divestiture of assets, (3) creation of an effective ISO, (4) establishment of effective pricing mechanisms, (5) customer systems and infrastructure, (6) forcing legislative reform, and (7) stranded cost recovery, as the most important. figs

49 CFR 1242.84 - Marketing, sales, and public relations and advertising (accounts XX-63-88, XX-63-89 and XX-63-93).

Science.gov (United States)

2010-10-01

... 49 Transportation 9 2010-10-01 2010-10-01 false Marketing, sales, and public relations and advertising (accounts XX-63-88, XX-63-89 and XX-63-93). 1242.84 Section 1242.84 Transportation Other... PASSENGER SERVICE FOR RAILROADS 1 Operating Expenses § 1242.84 Marketing, sales, and public relations and...

Hongmei Li, Advertising and Consumer Culture in China,

OpenAIRE

Bai, Ruoyun

2017-01-01

Advertising and Consumer Culture in China is an excellent survey of Chinese advertising as embedded in the context of marketisation, globalisation and authoritarianism in the market reform era. Approaching Chinese advertising “as an industry, a profession, and a discourse,” Hongmei Li examines the formation and transformation of China’s advertising industry from the late 1970s to the present, structural constraints upon the creative practices of its advertising professionals, and dominant dis...

External marketing. How it can build a dental practice.

Science.gov (United States)

Ascher, S

1988-01-01

This article gives a general introduction to external marketing as it befits the image of the dental professional. Research and various media opportunities are discussed, highlighting their advantages and pointing out the pros and cons of each. The latest trends in advertising philosophy are intertwined with concrete advice regarding cost effectiveness. This article is helpful to solo as well as group practitioners.

The Representation of Different Genders in Product Advertising: Comparison of TV Advertisements in Thailand and the United Kingdom

OpenAIRE

Tadpikultong, Supavee

2008-01-01

With the strong impact of advertising to the business by which it could limit or expand the perception of customer towards the product and the organisation, the marketing strategists then wonder on how to cope with gender role portrayal in advertising; especially within the television advertising which are watched from most of the family members. Until now there are extensive researches on the issue of gender roles in advertising which were trying to support the debates about differential por...

Proposing a Hierarchical Utility Package with Reference to Mobile Advertising

OpenAIRE

Shalini N. Tripathi; Masood H. Siddiqui

2011-01-01

Mobile advertising is a powerful tool for direct and interactive marketing. However effective marketing requires examining consumers’ psyche. This study proposes a hierarchical utility package (in the consumers’ perception) with reference to mobile advertising, thus enhancing its acceptance. Confirmatory factor analysis revealed four consolidated utility dimensions (with reference to mobile advertising). Binary logistic regression was used to create a hierarchical utility package with res...

Newspaper advertising by health maintenance organizations during the reform of healthcare services in Israel.

Science.gov (United States)

Reuveni, H; Shvarts, S; Meyer, J; Elhayany, A; Greenberg, D

2001-06-01

On 1 January 1995 a new mandatory National Health Insurance Law was enacted in Israel. The new law fostered competition among the four major Israeli healthcare providers (HMOs or sick funds) already operating in the market due to the possibility that an unlimited number of patients and the relative budget share would shift among the HMOs. This led them to launch advertising campaigns to attract new members. To examine newspaper advertising activities during the early stages of healthcare market reform in Israel. Advertising efforts were reviewed during a study period of 24 months (July 1994 to June 1996). Advertisements were analyzed in terms of marketing strategy, costs and quality of information. During the study period 412 newspaper advertisements were collected. The total advertising costs by all HMOs was approximately US$4 million in 1996 prices. Differences were found in marketing strategy, relative advertising costs, contents and priorities among the HMOs. The content of HMOs' newspaper advertising was consistent with their marketing strategy. The messages met the criteria of persuasive advertising in that they cultivated interest in the HMOs but did not provide meaningful information about them. Future developments in this area should include consensus guidelines for advertising activities of HMOs in Israel, instruction concerning the content of messages, and standardization of criteria to report on HMO performance.

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

Science.gov (United States)

Adams, Jean; Tyrrell, Rachel; White, Martin

2011-03-01

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

"Prime" Advertising Space: Measuring Implict Memory Online

OpenAIRE

Barratt, Madeleine

2012-01-01

In marketing literature, click-through-rates are generally employed to measure the success of banner advertisements online. This measure has led to the banner blindness hypothesis, which posits that internet users ignore banner advertisements. However, this measurement does not take into account the consumer action which may result from memory for advertised brands. This study illustrates that although there may not be explicit memory for these advertisements, consumers can be primed for adve...

Online Display Advertising Causal Attribution and Evaluation

OpenAIRE

Barajas Zamora, Joel

2015-01-01

The allocation of a given budget to online display advertising as a marketing channel has motivated the development of statistical methods to measure its effectiveness. Recent studies show that display advertising often triggers online users to search for more information on products. Eventually, many of these users convert at the advertiser’s website. A key challenge is to measure the effectiveness of display advertising when users are exposed to multiple unknown advertising channels.We deve...

Are U. S. Colleges and Universities Applying Marketing Techniques Properly and within the Context of an Overall Marketing Plan?

Science.gov (United States)

Goldgehn, Leslie A.

1990-01-01

A survey of 791 college admissions officers investigated the use and perceived effectiveness of 15 marketing techniques: publicity; target marketing; market segmentation; advertising; program development; market positioning; market research; access; marketing plan; pricing; marketing committee; advertising research; consultants; marketing audit;…

Drug companies' evidence to justify advertising.

Science.gov (United States)

Wade, V A; Mansfield, P R; McDonald, P J

1989-11-25

Ten international pharmaceutical companies were asked by letter to supply their best evidence in support of marketing claims for seventeen products. Fifteen replies were received. Seven replies cited a total of 67 references: 31 contained relevant original data and only 13 were controlled trials, all of which had serious methodological flaws. There were four reports of changes in advertising claims and one company ceased marketing nikethamide in the third world. Standards of evidence used to justify advertising claims are inadequate.

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

Viral Marketing

OpenAIRE

Sorina Raula Gîrboveanu; Silvia Puiu

2008-01-01

With consumers showing increasing resistance to traditional forms of advertising such as TV or newspaper ads, marketers have turned to alternate strategies, including viral marketing. Viral marketing exploits existing social networks by encouraging customers to share product information with their friends.In our study we are able to directly observe the effectiveness of person to person word of mouth advertising for hundreds of thousands of products for the first time

Accuracy of drug advertisements in medical journals under new law regulating the marketing of pharmaceutical products in Switzerland.

Science.gov (United States)

Santiago, Macarena Gonzalez; Bucher, Heiner C; Nordmann, Alain J

2008-12-31

New legal regulations for the marketing of pharmaceutical products were introduced in 2002 in Switzerland. We investigated whether claims in drug advertisements citing published scientific studies were justified by these studies after the introduction of these new regulations. In this cross-sectional study, two independent reviewers screened all issues of six major Swiss medical journals published in the year 2005 to identify all drug advertisements for analgesic, gastrointestinal and psychopharmacologic drugs and evaluated all drug advertisements referring to at least one publication. The pharmaceutical claim was rated as being supported, being based on a potentially biased study or not to be supported by the cited study according to pre-specified criteria. We also explored factors likely to be associated with supported advertisement claims. Of 2068 advertisements 577 (28%) promoted analgesic, psychopharmacologic or gastrointestinal drugs. Among them were 323 (56%) advertisements citing at least one reference. After excluding multiple publications of the same drug advertisement and advertisements with non-informative references, there remained 29 unique advertisements with at least one reference to a scientific study. These 29 advertisements contained 78 distinct pairs of claims of analgesic, gastrointestinal and psychopharmacologic drugs and referenced studies. Thirty-seven (47%) claims were supported, 16 (21%) claims were not supported by the corresponding reference, and 25 (32%) claims were based on potentially biased evidence, with no relevant differences between drug groups. Studies with conflict of interest and studies stating industry funding were more likely to support the corresponding claim (RR 1.52, 95% CI 1.07-2.17 and RR 1.50, 95% CI 0.98-2.28) than studies without identified conflict of interest and studies without information on type of funding. Following the introduction of new regulations for drug advertisement in Switzerland, 53% of all assessed

An Analysis of Electronic Cigarette and Cigarette Advertising in US Women's Magazines.

Science.gov (United States)

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

2016-01-01

Traditional cigarette advertising has existed in the US for over 200 years. Studies suggest that advertising has an impact on the initiation and maintenance of smoking behaviors. In recent years, electronic cigarettes (e-cigarettes) emerged on the market as an alternative to the traditional tobacco cigarette. The purpose of this study was to describe advertisements in popular US magazines marketed to women for cigarettes and e-cigarettes. This study involved analyzing 99 issues of 14 popular US magazines marketed to women. Compared to advertisements for traditional cigarettes, advertisements for e-cigarettes were more often found in magazines geared toward the 31-40-year-old audience (76.5% vs. 53.1%, P = 0.011) whereas traditional cigarette advertisements were nearly equally distributed among women 31-40 and ≥40 years. More than three-quarters of the e-cigarette advertisements presented in magazines aimed at the higher median income households compared to a balanced distribution by income for traditional cigarettes (P = 0.033). Future studies should focus on specific marketing tactics used to promote e-cigarette use as this product increases in popularity, especially among young women smokers.

Social media as marketing tool for SMEs: opportunities and challenges

Directory of Open Access Journals (Sweden)

Blerta Rugova

2016-11-01

Full Text Available Social media is a phenomenon that has transformed the interaction and communication of individuals throughout the world. Especially, social networking websites are very popular and have become daily practice in a lot of people’s lives. These sites have made significant impact on the individual’s life. However, social media is not only a communication tool for amusement, but it is also an important part of marketing strategies in business life. There is a constant rise in social networking and therefore impact of social networks is becoming stronger every day, into each kind of business. Social media are often used as a source of information and spread of knowledge changing people’s views and opinions. They belong among very important business marketing tactics and help to create new business opportunities, develop a stronger market position or modify consumer’s behaviour. Therefore, in developed countries, social media are gaining popularity and are increasingly used in regular operations of many companies, including start-ups, small, medium-sized, and large organizations. But it seems that in emerging economies such as Kosovo, Albania and other neighbour countries, marketing over social media is not taken that seriously, especially by SMEs. There are some companies who have shown interest and have created their presence, yet there is no serious focus in this innovative marketing tool. The study deals with the issue of social media and its influence on SMEs. It classifies social media and explores the possibilities and challenges of social networks in business. The authors describe features and the evolution of social media, including major social networking sites that came into existence during the 21st century. The purpose of the paper is to review the academic literature on the opportunities and challenges of using social media from SMEs, as well as identifying factors that drive social media marketing adoption and usage in SMEs. This

Consumer-generated Advertising on YouTube : A quantitative study examining the effects of endorser credibility and coupon proneness on brands

OpenAIRE

Jonsson Brajim, Rahel; Romanov, Tina

2016-01-01

Consumer-generated advertising on YouTube is a developing phenomenon that in the last years has grown exponentially. Recent research by Holt (2016) suggests that well-known content creators on YouTube have a large impact on brands, so great that regular firms are unable to compete with these well-known content creators. However, firms do have the opportunity to cooperate with well-known content creators on YouTube. Therefore, examining YouTube as a marketing tool is beneficial for marketing m...

Youth exposure to alcohol advertising on radio--United States, June-August 2004.

Science.gov (United States)

2006-09-01

In the United States, more underage youth drink alcohol than smoke tobacco or use illicit drugs. Excessive alcohol consumption leads to many adverse health and social consequences and results in approximately 4,500 deaths among underage youth each year. Recent studies have emphasized the contribution of alcohol marketing to underage drinking and have demonstrated that a substantial proportion of alcohol advertising appears in media for which the audience composition is youth-oriented (i.e., composed disproportionately of persons aged 12-20 years). To determine the proportion of radio advertisements that occurred on radio programs with audiences composed disproportionately of underage youth and the proportion of total youth exposure to alcohol advertising that occurs as a result of such advertising, researchers at the Center on Alcohol Marketing and Youth (Health Policy Institute, Georgetown University, District of Columbia) evaluated the placement of individual radio advertisements for the most advertised U.S. alcohol brands and the composition of audiences in the largest 104 markets in the United States. This report summarizes the results of that study, which indicate that alcohol advertising is common on radio programs which have disproportionately large youth audiences and that this advertising accounts for a substantial proportion of all alcohol radio advertising heard by underage youth. These results further indicate that 1) the current voluntary standards limiting alcohol marketing to youth should be enforced and ultimately strengthened, and 2) ongoing monitoring of youth exposure to alcohol advertising should continue.

Market Assessment for Capturing Water Conservation Opportunities in the Federal Sector

Energy Technology Data Exchange (ETDEWEB)

Parker, Graham B.; Mcmordie, Katherine; Sullivan, Gregory P.; Elliott, Douglas B.

2001-08-17

The Department of Energy's Federal Energy Management Program (FEMP) is considering the development of a technology-specific Super-Energy Saving Performance Contract (ESPC) for water conservation. Prior to the development however, FEMP requires the completion of a market assessment to better understand the water conservation opportunities and the strategies available for capturing them. Thus, this market assessment has been undertaken to evaluate the water conservation opportunities and answer the key questions necessary for FEMP to make recommendations on whether or not to proceed with strategies for water conservation primarily through the development of a water conservation technology-specific performance contract.

How television fast food marketing aimed at children compares with adult advertisements.

Science.gov (United States)

Bernhardt, Amy M; Wilking, Cara; Adachi-Mejia, Anna M; Bergamini, Elaina; Marijnissen, Jill; Sargent, James D

2013-01-01

Quick service restaurant (QSR) television advertisements for children's meals were compared with adult advertisements from the same companies to assess whether self-regulatory pledges for food advertisements to children had been implemented. All nationally televised advertisements for the top 25 US QSR restaurants from July 1, 2009 to June 30, 2010 were obtained and viewed to identify those advertising meals for children and these advertisements were compared with adult advertisements from the same companies. Content coding included visual and audio assessment of branding, toy premiums, movie tie-ins, and depictions of food. For image size comparisons, the diagonal length of the advertisement was compared with the diagonal length of salient food and drink images. Almost all of the 92 QSR children's meal advertisements that aired during the study period were attributable to McDonald's (70%) or Burger King (29%); 79% of 25,000 television placements aired on just four channels (Cartoon Network, Nickelodeon, Disney XD, and Nicktoons). Visual branding was more common in children's advertisements vs. adult advertisements, with food packaging present in 88% vs. 23%, and street view of the QSR restaurant present in 41% vs. 12%. Toy premiums or giveaways were present in 69% vs. 1%, and movie tie-ins present in 55% vs. 14% of children's vs. adult advertisements. Median food image diagonal length was 20% of the advertisement diagonal for children's and 45% for adult advertisements. The audio script for children's advertisements emphasized giveaways and movie tie-ins whereas adult advertisements emphasized food taste, price and portion size. Children's QSR advertisements emphasized toy giveaways and movie tie-ins rather than food products. Self-regulatory pledges to focus on actual food products instead of toy premiums were not supported by this analysis.

How television fast food marketing aimed at children compares with adult advertisements.

Directory of Open Access Journals (Sweden)

Amy M Bernhardt

Full Text Available Quick service restaurant (QSR television advertisements for children's meals were compared with adult advertisements from the same companies to assess whether self-regulatory pledges for food advertisements to children had been implemented.All nationally televised advertisements for the top 25 US QSR restaurants from July 1, 2009 to June 30, 2010 were obtained and viewed to identify those advertising meals for children and these advertisements were compared with adult advertisements from the same companies. Content coding included visual and audio assessment of branding, toy premiums, movie tie-ins, and depictions of food. For image size comparisons, the diagonal length of the advertisement was compared with the diagonal length of salient food and drink images.Almost all of the 92 QSR children's meal advertisements that aired during the study period were attributable to McDonald's (70% or Burger King (29%; 79% of 25,000 television placements aired on just four channels (Cartoon Network, Nickelodeon, Disney XD, and Nicktoons. Visual branding was more common in children's advertisements vs. adult advertisements, with food packaging present in 88% vs. 23%, and street view of the QSR restaurant present in 41% vs. 12%. Toy premiums or giveaways were present in 69% vs. 1%, and movie tie-ins present in 55% vs. 14% of children's vs. adult advertisements. Median food image diagonal length was 20% of the advertisement diagonal for children's and 45% for adult advertisements. The audio script for children's advertisements emphasized giveaways and movie tie-ins whereas adult advertisements emphasized food taste, price and portion size.Children's QSR advertisements emphasized toy giveaways and movie tie-ins rather than food products. Self-regulatory pledges to focus on actual food products instead of toy premiums were not supported by this analysis.

How Television Fast Food Marketing Aimed at Children Compares with Adult Advertisements

Science.gov (United States)

Bernhardt, Amy M.; Wilking, Cara; Adachi-Mejia, Anna M.; Bergamini, Elaina; Marijnissen, Jill; Sargent, James D.

2013-01-01

Objectives Quick service restaurant (QSR) television advertisements for children’s meals were compared with adult advertisements from the same companies to assess whether self-regulatory pledges for food advertisements to children had been implemented. Methods All nationally televised advertisements for the top 25 US QSR restaurants from July 1, 2009 to June 30, 2010 were obtained and viewed to identify those advertising meals for children and these advertisements were compared with adult advertisements from the same companies. Content coding included visual and audio assessment of branding, toy premiums, movie tie-ins, and depictions of food. For image size comparisons, the diagonal length of the advertisement was compared with the diagonal length of salient food and drink images. Results Almost all of the 92 QSR children’s meal advertisements that aired during the study period were attributable to McDonald’s (70%) or Burger King (29%); 79% of 25,000 television placements aired on just four channels (Cartoon Network, Nickelodeon, Disney XD, and Nicktoons). Visual branding was more common in children’s advertisements vs. adult advertisements, with food packaging present in 88% vs. 23%, and street view of the QSR restaurant present in 41% vs. 12%. Toy premiums or giveaways were present in 69% vs. 1%, and movie tie-ins present in 55% vs. 14% of children’s vs. adult advertisements. Median food image diagonal length was 20% of the advertisement diagonal for children’s and 45% for adult advertisements. The audio script for children’s advertisements emphasized giveaways and movie tie-ins whereas adult advertisements emphasized food taste, price and portion size. Conclusions Children’s QSR advertisements emphasized toy giveaways and movie tie-ins rather than food products. Self-regulatory pledges to focus on actual food products instead of toy premiums were not supported by this analysis. PMID:24015250

[Aiming for the adolescent market: internet and video games, the new strategies of the tobacco industry].

Science.gov (United States)

Barrientos-Gutiérrez, Tonatiuh; Barrientos-Gutiérrez, Inti; Reynales-Shigematsu, Luz Myriam; Thrasher, James F; Lazcano-Ponce, Eduardo

2012-06-01

Exposure to tobacco advertisement is associated with smoking initiation among the youth, its elimination is a key objective to effectively curb the tobacco epidemic. Historically, the tobacco industry has pioneered the use of new communication technologies to keep and expand their market. Nowadays, Internet and video games have transcended the entertainment sphere, becoming significant media for massive communication and providing new opportunities for advertisement. The present essay reviews the existing literature on tobacco presence in the Internet and video games to define research and policy tasks required to develop effective means for tobacco advertisement regulation and control.

EVENT MARKETING MANAGEMENT – OPPORTUNITIES FOR INTEGRATING INTO COMPANIES’ BUSINESS POLICY

OpenAIRE

Nicoleta Cristache; Micu Adrian; Elena Valentina Basalic; Ema Rusu

2013-01-01

Although the word “event” is one of the world’s 500 most popular words, few people know what event marketing is and how can it help boost business. Event marketing used by marketers in all industries, represents a unique opportunity for conveying specific messages, educating both the external and internal public, generating demand and leads, increasing sales and last but not least for improving companies reputation. By presenting a mix of recent studies, the present paper shows marketers wha...

Advertising to bottom of the pyramid consumers: descriptive analysis of CSR advertising

OpenAIRE

Rahman, Mizan

2014-01-01

The paper aims to understand through primary research the effectiveness of advertising where corporate social responsibility (CSR) messages are given in an international marketing context in a developing country. The work would benefit marketers devise their international marketing strategy and would give new insights into positioning a brand strategically in the developing world. The discussion is on the practice of Telenor, a Norwegian telecommunications company in Bangladesh, a South East ...

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...

Impact and return on investment of online marketing strategies for small and medium enterprises

OpenAIRE

Stepien, Pierre

2012-01-01

Internet has opened many opportunities for businesses. Indeed, it let them sell their products without a physical store and market their brand image faster than ever. The science of being visible online is called online marketing and it evolves every day. It is interesting to know that these strategies are less expensive than the traditional ways of marketing such as TV spots or magazines advertisement. It makes it perfect for small and medium enterprises which are limited in term of capital....

Electricity in Central Asia: Market and investment opportunity report

Energy Technology Data Exchange (ETDEWEB)

NONE

2007-09-15

This WEC report examines the vast interdependent electricity systems of the Central Asian states; Kazakhstan, Kyrgyzstan (Kyrgyz Republic), Tajikistan, Turkmenistan, and Uzbekistan. The report outlines the progress of market reform in this region and identifies the potential for investment opportunities.

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

Science.gov (United States)

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

2014-04-01

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

A historical overview of advertising in Serbia

Directory of Open Access Journals (Sweden)

Ognjanov Galjina

2016-01-01

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

Food Commercials and Kids: Characterizing Advertising Content of Children's Online Television Programs

OpenAIRE

Penn, Jerrod; Staley, Daniel; Smith, Chaquenta; Saghaian, Sayed H.

2011-01-01

Internet marketing has gained attention as a new medium to advertise food products to children. This study examines the prevalence of food marketing during children's television programs that are available on the internet. While food is the largest product category advertised, commercials make up a smaller portion of episode time online compared to previous reports of television advertising.

Legal features of the drug advertising.

Science.gov (United States)

Pashkov, Vitalii M; Olefir, Andrii A; Bytyak, Oleksiy Y

In the article discribed current trends of advertising in the pharmaceutical market and foreign experience of legal regulation of these relations. As for the advertising of medicines identified it's symptoms, types, basic rules and prohibitions. Modern pharmaceutical companies can not successfully carry out economic activities without advertising. Besides we can mention some fundamental changes in society (information overload, universal access to internet, social media, freedom of movement of goods, labor and finance), also self-medication becomes more popular. At the same time, the number of deaths after improper and uncontrolled use of drugs ranks fifth in the world among the causes of death. Investigate current trends of advertising on the pharmaceutical market, find advertising signs, basic restrictions and prohibitions on advertising of medicines, as well as foreign experience of legal regulation of these relations. Despite the fact that pharmaceutical advertising were studied by such scholars as M. Abraham, L. Bradley, C. Dunn, J. Donoh'yu, D. Castro, M. Lipski, K. Taylor and others, number of issues related features of drug advertising, remained without proper theoretical studies. Based on the analysis can come to the conclusion that advertising of medicinal products are the subject of special attention from the state. Drugs, unlike other products, are a group of specialized consumer products. Risks increase when patients under the influence of «aggressive» advertising resort to self-medication. If a complete ban on advertising of medicines is inappropriate, you should set stricter requirements for the content of advertising and product placement rules. That is, in the national legislation to implement regulatory requirements of Directive 2001/83 / EC. Legal regulation of drug advertising can be improved by such legal means: - should provide for a mechanism of public control over the observance of ethical standards in the advertising of medicinal products

Rhetorical Analysis of the Persuasiveness of Advertising | Esuh ...

African Journals Online (AJOL)

Rhetorical Analysis of the Persuasiveness of Advertising. ... Abstract. The critical analysis of marketing communications argues that the rhetorical elements of advertising – the verbal and visual signs and ... AJOL African Journals Online.

Areva T and D market opportunities after the US and EU Blackouts

Energy Technology Data Exchange (ETDEWEB)

Hakansson, K

2004-02-01

This document presents the events on the transmission systems during August 2003 in Usa and in September 2003 in Italy. The author analyzes the causes of the blackouts (small margins in transmission system, not adequate control, weaknesses in interconnections between regions), the market opportunity arising out of the blackouts, the economic regulatory and environmental structure/issues today and developments, the scenario for Areva after the blackout (the market size today and in the future) and Areva strength in relation to blackout. (A.L.B.) opportunities.

Areva T and D market opportunities after the US and EU Blackouts

International Nuclear Information System (INIS)

Hakansson, K.

2004-02-01

This document presents the events on the transmission systems during August 2003 in Usa and in September 2003 in Italy. The author analyzes the causes of the blackouts (small margins in transmission system, not adequate control, weaknesses in interconnections between regions), the market opportunity arising out of the blackouts, the economic regulatory and environmental structure/issues today and developments, the scenario for Areva after the blackout (the market size today and in the future) and Areva strength in relation to blackout. (A.L.B.) opportunities

How Television Fast Food Marketing Aimed at Children Compares with Adult Advertisements

OpenAIRE

Bernhardt, Amy M.; Wilking, Cara; Adachi-Mejia, Anna M.; Bergamini, Elaina; Marijnissen, Jill; Sargent, James D.

2013-01-01

Objectives Quick service restaurant (QSR) television advertisements for children?s meals were compared with adult advertisements from the same companies to assess whether self-regulatory pledges for food advertisements to children had been implemented. Methods All nationally televised advertisements for the top 25 US QSR restaurants from July 1, 2009 to June 30, 2010 were obtained and viewed to identify those advertising meals for children and these advertisements were compared with adult adv...

Social TV: How Social Media Activity Interacts With TV Advertising

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Fossen Beth L.

2017-11-01

Full Text Available Social TV is the simultaneous consumption of television alongside social media chatter about the programming. This topic is highly relevant for marketers. Usually it is considered as a bad thing for TV advertisers. While there can be distraction from the ads, marketers can also benefit from positive effects. Consumers’ multiscreen activities can be used to attract more viewers, to leverage TV campaigns and to increase sales. This chatter creates free exposure for the brand online, extends the reach of television ad campaigns to the online space, and offers real-time feedback to advertisers on how their ads are being received. To take advantage of social TV, marketers need to develop a social media and ad design strategy for TV shows. Not every “social show” is good for them. Many programs receive a high volume of program-related chatter at the expense of advertiser-related word-of-mouth, but some programs generate high levels of online conversations that can also benefit their advertisers. Marketers are well served to identify those programs that are conducive to advertiser-related chatter. Also, specific ad designs can further encourage buzz.

Marketing fundamentals.

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Redmond, W H

2001-01-01

This chapter outlines current marketing practice from a managerial perspective. The role of marketing within an organization is discussed in relation to efficiency and adaptation to changing environments. Fundamental terms and concepts are presented in an applied context. The implementation of marketing plans is organized around the four P's of marketing: product (or service), promotion (including advertising), place of delivery, and pricing. These are the tools with which marketers seek to better serve their clients and form the basis for competing with other organizations. Basic concepts of strategic relationship management are outlined. Lastly, alternate viewpoints on the role of advertising in healthcare markets are examined.

Storytelling, the Threshold of Illegal Advertising on Consumer Rights Under

OpenAIRE

Oliveira, Josinaldo Leal de; Cezar, Thyago

2016-01-01

Understanding the advertising control system on consumer rights should be a concern of the operator's right, there is a view of the power of the front advertising phenomenon to a vulnerable subject: the consumer. Every day more companies have used marketing and advertising techniques to present their products to the consumer market, and currently a technique that has been widely used is the storytelling, however, this technique must meet certain parameters otherwise lead the consumer into err...

Optimal Dynamic Advertising Strategy Under Age-Specific Market Segmentation

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Krastev, Vladimir

2011-12-01

We consider the model proposed by Faggian and Grosset for determining the advertising efforts and goodwill in the long run of a company under age segmentation of consumers. Reducing this model to optimal control sub problems we find the optimal advertising strategy and goodwill.

EQUAL OPPORTUNITIES IN THE ITALIAN LABOUR MARKET

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Balazs-Foldi Emese

2015-07-01

Full Text Available The integration of persons with disabilities and with reduced work capacity in the labour market represents one of the biggest challenges for labour market policies. The non-integration of disabled people in the labour market causes huge costs for the countries’ economy. The European Union’s aim is to transform passive social support into active support by means of labor market policy measures, to help people to obtain gainful employment and to raise employment levels of people with disabilities and with reduced work capacities. Earlier this target group has to work in the sheltered employment. But it changed from the 90’s years because of the social model of disability definition. Nowadays the main goal to help this target group integrates in the open employment. The members of European Union imagine this aim on other way. The Scandinavian countries or England prefer the equal opportunities and the personalised mainstreaming programmes and services. Other European countries, as Germany, Austria or Italy prefer the rehabilitation quota system. Thus, the labor force participation and employment rates for people with disabilities and with reduced working capacities are strong differences between the European countries. But lot of other options also influence the member of countries’ policy and employment system. Since the Amsterdam Treaty the European Union has devoted exceptional attention to the equal opportunities of disabled people, the enforcement of equal treatment, and the reduction of the dangers of discrimination, as it is, a significant part of persons with disabilities and reduced work capacity do not have a full-time job, they become unemployed two or three times more frequently than their abled-counterparts, and dispose of lower salary, therefore they need the help of their family and the community. This study examines the Italian situation. It bases on statistics on the Italian target group and provides comparisons with

Communication, Marketing and Corporate Responsibility

Directory of Open Access Journals (Sweden)

Frederico de Andrade Gabrich

2016-12-01

Full Text Available Advertising, which stems from the strategic planning of the company's marketing , integrates the proposal and the corresponding consumer contract to the product or service offered to the market. As part of the contract, advertising and communication strategies and business marketing also undergo fully the principle of information and the principle of good faith in its objective meaning. Therefore, communication strategies, marketing planning and advertising actions of truly citizen and responsible company should be structured legally in order to consider all related duties in good faith.

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

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

2005-06-01

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

Exposure of children and adolescents to alcohol advertising on Australian metropolitan free-to-air television.

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Fielder, Lynda; Donovan, Robert J; Ouschan, Robyn

2009-07-01

This study investigated the exposure of underage youth to alcohol television advertising on metropolitan free-to-air television in the five mainland capital city markets of Australia. Exposure levels (target audience rating points; TARPs) were obtained for all alcohol advertisements screened from November 2005 to October 2006 in each capital city market for: children 0-12 years; underage teens 13-17 years; young adults 18-24 years; and mature adults 25+ years. The 30 most exposed advertisements across age groups were then content-analysed for elements appealing to children and underage youth. In each of the five metropolitan markets, mature adults were most exposed to alcohol advertising. Children were exposed to one-third the level of mature adults and underage teens to approximately the same level as young adults. However, there was considerable variation in media weight between markets, such that underage teens in two markets had higher advertising TARPs than young adults in other markets. All 30 highest exposed advertisements contained at least one element known to appeal to children and underage youth, with 23 containing two or more such elements. Fifteen of the 30 advertisements featured an animal. The self-regulation system in Australia does not protect children and youth from exposure to alcohol advertising, much of which contains elements appealing to these groups.

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.

THE STUDY OF NEW AGE MEDIA ADVERTISING WITH SPECIAL REFERENCE TO RICH SITE SUMMARY (RSS)

OpenAIRE

Priti K Rao

2017-01-01

Advertising has always been an integral part of business. Companies in recent times are witnessing an innovation in new channels of media such as google, twitter, facebook, youtube etc which enables customers to pay an active role in marketing communication. Consumers of today can be reached anywhere and anytime. The new media provides an ample opportunity for revamp in business models and corporate strategies. The new media impacts the relationships with customers and helps in creating an...

By how much would limiting TV food advertising reduce childhood obesity?

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