Does Digital Video Advertising Increase Population-Level Reach of Multimedia Campaigns? Evidence From the 2013 Tips From Former Smokers Campaign.

Science.gov (United States)

Davis, Kevin C; Shafer, Paul R; Rodes, Robert; Kim, Annice; Hansen, Heather; Patel, Deesha; Coln, Caryn; Beistle, Diane

2016-09-14

Federal and state public health agencies in the United States are increasingly using digital advertising and social media to promote messages from broader multimedia campaigns. However, little evidence exists on population-level campaign awareness and relative cost efficiencies of digital advertising in the context of a comprehensive public health education campaign. Our objective was to compare the impact of increased doses of digital video and television advertising from the 2013 Tips From Former Smokers (Tips) campaign on overall campaign awareness at the population level. We also compared the relative cost efficiencies across these media platforms. We used data from a large national online survey of approximately 15,000 US smokers conducted in 2013 immediately after the conclusion of the 2013 Tips campaign. These data were used to compare the effects of variation in media dose of digital video and television advertising on population-level awareness of the Tips campaign. We implemented higher doses of digital video among selected media markets and randomly selected other markets to receive similar higher doses of television ads. Multivariate logistic regressions estimated the odds of overall campaign awareness via digital or television format as a function of higher-dose media in each market area. All statistical tests used the .05 threshold for statistical significance and the .10 level for marginal nonsignificance. We used adjusted advertising costs for the additional doses of digital and television advertising to compare the cost efficiencies of digital and television advertising on the basis of costs per percentage point of population awareness generated. Higher-dose digital video advertising was associated with 94% increased odds of awareness of any ad online relative to standard-dose markets (Pdigital advertising was associated with a marginally nonsignificant increase (46%) in overall campaign awareness regardless of media format (P=.09). Higher

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 ...

Campaign Advertising and Voter Welfare

NARCIS (Netherlands)

Prat, A.

1997-01-01

This paper investigates the role of campaign advertising and the opportunity of legal restrictions on it. An electoral race is modeled as a signalling game with three classes of players: a continuum of voters, two candidates, and one interest group. The group has non-verifiable insider information

Turning negative into positive: public health mass media campaigns and negative advertising.

Science.gov (United States)

Apollonio, D E; Malone, R E

2009-06-01

Literature suggests that 'negative advertising' is an effective way to encourage behavioral changes, but it has enjoyed limited use in public health media campaigns. However, as public health increasingly focuses on non-communicable disease prevention, negative advertising could be more widely applied. This analysis considers an illustrative case from tobacco control. Relying on internal tobacco industry documents, surveys and experimental data and drawing from political advocacy literature, we describe tobacco industry and public health research on the American Legacy Foundation's "truth" campaign, an example of effective negative advertising in the service of public health. The tobacco industry determined that the most effective advertisements run by Legacy's "truth" campaign were negative advertisements. Although the tobacco industry's own research suggested that these negative ads identified and effectively reframed the cigarette as a harmful consumer product rather than focusing solely on tobacco companies, Philip Morris accused Legacy of 'vilifying' it. Public health researchers have demonstrated the effectiveness of the "truth" campaign in reducing smoking initiation. Research on political advocacy demonstrating the value of negative advertising has rarely been used in the development of public health media campaigns, but negative advertising can effectively communicate certain public health messages and serve to counter corporate disease promotion.

Awareness and impact of the 'Bubblewrap' advertising campaign among Aboriginal smokers in Western Australia.

Science.gov (United States)

Boyle, Terry; Shepherd, Carrington C J; Pearson, Glenn; Monteiro, Heather; McAullay, Daniel; Economo, Kristina; Stewart, Susan

2010-02-01

Antismoking mass media campaigns have been shown to reduce smoking prevalence in the mainstream community, however there is little published research on their effect on Aboriginal Australian smokers. To evaluate the awareness and impact of a mainstream mass media advertising campaign (the 'Bubblewrap' campaign) on Aboriginal smokers in the state of Western Australia. A personal intercept survey was conducted in July 2008 across three sites (the Perth metropolitan area and the non-metropolitan towns of Kalgoorlie and Broome). An opportunity or convenience sampling strategy was used to recruit Aboriginal participants, and face-to-face interviews were conducted with 198 Aboriginal smokers to ascertain awareness of the campaign advertisements, whether they were seen as believable and relevant, and the impact the advertisements had on smoking behaviour. The majority of the participants interviewed had seen and/or heard the 'Bubblewrap' campaign advertisements, although there was considerably greater awareness of the television advertisement than the radio advertisements. Both forms of advertising were considered to be believable and relevant by the majority of Aboriginal smokers. Most of the smokers interviewed thought about cutting down and/or quitting after seeing or hearing the advertisements. Our findings suggest that mainstream antismoking mass media campaigns can positively influence the thoughts and behaviours that Aboriginal smokers have, and exhibit, towards quitting smoking. Notwithstanding this, advertisers should continue to look for better ways to incorporate Aboriginal themes in campaign messages. Future mainstream antismoking campaigns should source sufficient funds to ensure that advertising messages reach the large Aboriginal populations in regional and remote Australia.

Does Digital Video Advertising Increase Population-Level Reach of Multimedia Campaigns? Evidence From the 2013 Tips From Former Smokers Campaign

OpenAIRE

Davis, Kevin C; Shafer, Paul R; Rodes, Robert; Kim, Annice; Hansen, Heather; Patel, Deesha; Coln, Caryn; Beistle, Diane

2016-01-01

Background Federal and state public health agencies in the United States are increasingly using digital advertising and social media to promote messages from broader multimedia campaigns. However, little evidence exists on population-level campaign awareness and relative cost efficiencies of digital advertising in the context of a comprehensive public health education campaign. Objective Our objective was to compare the impact of increased doses of digital video and television advertising fro...

The relationship between advertising, price, and nursing home quality.

Science.gov (United States)

Kash, Bita A; Miller, Thomas R

2009-01-01

Theoretically, nursing homes should engage in advertising for the following two reasons: (a) to improve awareness of the services offered in a particular market and (b) to signal high-quality services. In this study, we build upon results from prior studies of nursing home advertising activity, market competition, and quality. The purpose of this study was to examine the association between advertising expenses, price, and quality. We focused on answering the question: Do nursing homes use advertising and price to signal superior quality? The Texas Nursing Facilities Medicaid Cost Report, the Texas Quality Reporting System, and the Area Resource File were merged for the year 2003. We used three alternative measures of quality to improve the robustness of this exploratory analysis. Quality measures were examined using Bonferroni correlation coefficient analysis. Associations between advertising expenses and quality were evaluated using three regression models predicting quality. We also examined the association of the price of a private bed per day with quality. Advertising expenses were not associated with better nursing home quality as measured by three quality scales. The average price customers pay for one private bed per day was associated with better quality only in one of the three quality regression models. The price of nursing home care might be a better indicator of quality and necessary to increase as quality of care is improved in the nursing homes sector. Because more advertising expenditures are not necessarily associated with better quality, consumers could be mislead by advertisements and choose poor quality nursing homes. Nursing home administrators should focus on customer relationship management tools instead of expensive advertising. Relationship management tools are proven marketing techniques for the health services sector, usually less expensive than advertising, and help with staff retention and quality outcomes.

Assessing advertising content in a hospital advertising campaign: An application of Puto and Wells (1984) measure of informational and transformational advertising content.

Science.gov (United States)

Menon, Mohan K; Goodnight, Janelle M; Wayne, Robin J

2006-01-01

The following is a report of a study designed to measure advertising content based on the cognitive and affective elements of informational (i.e., information processing) and transformational (i.e., experiential) content using the measure of advertising informational and transformational content developed by Puto and Wells (1984). A university hospital advertising campaign designed to be high in transformational content did not appear to affect perceived quality of local university hospitals relative to private hospitals or increase the likelihood of choosing a university hospital in the future. Further, experiences with university hospitals that seemed to be in direct contrast to the content of the advertisements based on subject perceptions affected how university hospital advertisements were perceived in terms of content. Conclusions and implications for hospital advertising campaigns are discussed.

Coupon advertising under imperfect price information

NARCIS (Netherlands)

Moraga-Gonzälez, José Luis; Petrakis, Emmanuel

1999-01-01

This paper studies sales promotions through coupons in an oligopoly under imperfect price information. Sellers can distribute either ordinary coupons, or coupon (price) advertising, or both types of coupons, at distant locations to attract consumers from their rivals' markets. A unique symmetric

Political Candidate Campaign Advertising: A Selected Review of the Literature.

Science.gov (United States)

Hellweg, Susan A.

This paper provides a selected review of political candidate campaign advertising studies from the political science, mass communication, advertising, and political communication literature. The paper examines the literature in terms of research pertaining to (1) candidate advertising content (commercials for male versus female candidates and for…

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

OpenAIRE

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

2007-01-01

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

The Functions of Political Advertising for Campaign Organizations.

Science.gov (United States)

Sheinkopf, Kenneth G.; And Others

One previously untested benefit of political advertising before elections may be that it serves "internal" as well as "external" needs, i.e., it boosts the morale of the campaign staff and provides them with information to persuade voters. This proposition was tested during the 1970 Wisconsin gubernatorial campaign by means of a questionnaire…

Optimal advertising and pricing decisions for complementary products

Science.gov (United States)

Taleizadeh, Ata Allah; Charmchi, Masoud

2015-03-01

Cooperative advertising is an agreement between a manufacturer and a retailer to share advertising cost at the local level. Previous studies have not investigated cooperative advertising for complementary products and their main focus was only on one good. In this paper, we study a two-echelon supply chain consisting of one manufacturer and one retailer with two complementary goods. The demand of each good is influenced not only by its price but also by the price of the other product. We use two game theory approaches to model this problem; Stackelberg manufacturer and Stackelberg retailer.

The Dynamic Definition of the Advertising Campaign Budget

Directory of Open Access Journals (Sweden)

Ostrianyn Serhii O.

2017-10-01

Full Text Available The article is aimed at exploring means for optimizing the budgeting of advertising activity, the optimal distribution of the advertising budget among several products, advertised by a company, and several advertising channels used during the distribution of an advertisement. The current status of the optimizationized budgeting models in the world and in Ukraine was analyzed. The topicality of scientific developments in this direction has been substantiated. The model is based on the non-linear logistics function of the response value of sales for the costs of placement of an advertising message, including market saturation effects and the accumulation of promotional effect. A complex advertising budgeting model has been proposed, which includes the dynamic definition of a budget constraint based on the expected sales return from a byed advertising campaign whose budget is being optimized. The proposed model allows to schedule advertising activities in conditions of uncertainty and rapid change of environment.

Effectiveness of a television advertisement campaign on giving cigarettes in a chinese population.

Science.gov (United States)

Qin, Yu; Su, Jian; Xiang, Quanyong; Hu, Yihe; Xu, Guanqun; Ma, Jiuhua; Shi, Zumin

2014-01-01

Anti-tobacco television advertisement campaigns may convey messages on smoking-related health consequences and create norms against giving cigarettes. Altogether, 156 and 112 slots of a television advertisement "Giving cigarettes is giving harm" were aired on Suzhou and Yizheng, respectively, over one month in 2010. Participants were recruited from 15 locations in Suzhou and 8 locations in Yizheng using a street intercept method. Overall 2306 residents aged 18-45 years completed questionnaires, including 1142 before the campaign and 1164 after, with respective response rates of 79.1% and 79.7%. Chi square tests were used to compare the difference between categorical variables. After the campaign, 36.0% of subjects recalled that they had seen the advertisement. Residents of Suzhou had a higher recall rate than those of Yizheng (47.6% vs. 20.6%, P advertisement were more likely not to give cigarettes in the future than those who reported not seeing the advertisement (38.7% vs. 27.5%, P advertisements helped change societal norms and improve health behavior. Continuous and adequate funding of anti-tobacco media campaigns targeted at different levels of the general population is needed, in conjunction with a comprehensive tobacco control effort.

Framatome's 1997 advertisement campaign

International Nuclear Information System (INIS)

Tonnac, Alain de

1998-01-01

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

"Be Stupid!" -An analysis of lifestyle and gender in a Diesel advertising campaign

OpenAIRE

Syrstad, Ingvild

2013-01-01

Master's thesis in Literacy Studies This thesis is a study of contemporary advertising, aiming to show how the global jeans brand Diesel communicates aspects of lifestyle and gender in their campaign Be Stupid from 2010. By an analysis of the campaign, the thesis attempts to advocate the importance of advertising in our contemporary society, and why this campaign can be regarded as an important literacy practice.

Impact of an advertising campaign on condom use in urban Pakistan.

Science.gov (United States)

Agha, Sohail; Meekers, Dominique

2010-12-01

This study describes an assessment of the impact on condom use in urban Pakistan of the second phase of an intensive condom advertising campaign conducted as part of a social marketing program. Between April and June 2009, advertisements for Touch condoms appeared on private television channels and on radio stations. To assess the impact of the campaign, a nationally representative panel survey of men married to women aged 15-49 was conducted, collecting information on behaviors related to condom use and recall of contraceptive advertisements. We employed conditional change regression analysis to determine whether awareness of the Touch ad at follow-up was associated with improved attitudes toward condoms and condom use. Respondents with confirmed awareness of the Touch campaign experienced significant improvements in indicators related to condom use, even after controlling for region, socioeconomic and demographic characteristics, the values of the indicators at baseline, and exposure to the first phase of the campaign. They experienced increases in the following: perceived availability of condoms; discussion of family planning; approval of family planning; procurement of condoms; and ever use, current use, and consistent use of condoms with wife. The study indicates that condom advertising can be effective in increasing condom use in urban Pakistan.

Limited use of price and quality advertising among American hospitals.

Science.gov (United States)

Muhlestein, David B; Wilks, Chrisanne E A; Richter, Jason P

2013-08-29

Consumer-directed policies, including health savings accounts, have been proposed and implemented to involve individuals more directly with the cost of their health care. The hope is this will ultimately encourage providers to compete for patients based on price or quality, resulting in lower health care costs and better health outcomes. To evaluate American hospital websites to learn whether hospitals advertise directly to consumers using price or quality data. Structured review of websites of 10% of American hospitals (N=474) to evaluate whether price or quality information is available to consumers and identify what hospitals advertise about to attract consumers. On their websites, 1.3% (6/474) of hospitals advertised about price and 19.0% (90/474) had some price information available; 5.7% (27/474) of hospitals advertised about quality outcomes information and 40.9% (194/474) had some quality outcome data available. Price and quality information that was available was limited and of minimal use to compare hospitals. Hospitals were more likely to advertise about service lines (56.5%, 268/474), access (49.6%, 235/474), awards (34.0%, 161/474), and amenities (30.8%, 146/474). Insufficient information currently exists for consumers to choose hospitals on the basis of price or quality, making current consumer-directed policies unlikely to realize improved quality or lower costs. Consumers may be more interested in information not related to cost or clinical factors when choosing a hospital, so consumer-directed strategies may be better served before choosing a provider, such as when choosing a health plan.

Clustering Methods Application for Customer Segmentation to Manage Advertisement Campaign

Directory of Open Access Journals (Sweden)

Maciej Kutera

2010-10-01

Full Text Available Clustering methods are recently so advanced elaborated algorithms for large collection data analysis that they have been already included today to data mining methods. Clustering methods are nowadays larger and larger group of methods, very quickly evolving and having more and more various applications. In the article, our research concerning usefulness of clustering methods in customer segmentation to manage advertisement campaign is presented. We introduce results obtained by using four selected methods which have been chosen because their peculiarities suggested their applicability to our purposes. One of the analyzed method k-means clustering with random selected initial cluster seeds gave very good results in customer segmentation to manage advertisement campaign and these results were presented in details in the article. In contrast one of the methods (hierarchical average linkage was found useless in customer segmentation. Further investigations concerning benefits of clustering methods in customer segmentation to manage advertisement campaign is worth continuing, particularly that finding solutions in this field can give measurable profits for marketing activity.

Impact of French advertising campaign

International Nuclear Information System (INIS)

Chaussade, Jean-Pierre; Ansel, Philippe

1993-01-01

'Today, some 75 % of France's electricity is generated by nuclear plants'. This was the theme of the advertising campaign launched for the second time in May 1992 by Electricite de France in national daily newspapers and magazines, in regional publications, on cinema and on TV. Compared to 1991 the second campaign was a new step in communication: first, was the wish to inform better the public. A Minitel program '3614 EDF' was created and connected by general public including a lot of information about nuclear energy and the way to visit a nuclear plant; secondly, was the use of TV media to target a larger population. The TV spot, 'the nuclear drill', uses humor to get more impact on the public. The campaign received an encouraging reception from the press, which admired its boldness and originality. As far as the general public is concerned, the campaign achieved its goals, as illustrated by the results of post-campaign surveys carried out to measure its effect. The segment of population targeted by campaign was mainly the so called 'pragmatics'. 'Pragmatics', who account for 25 % of the French population, are young, have a good education and are well informed. This category was selected as it shows a subtle attitude towards nuclear power, with more doubts than certainties. Moreover, this segment of the population has proven to be open to information issued by EDF and also plays a key role in influencing social trends. 63% of the segment targeted by the campaign (pragmatics) and 56% of the whole french population saw the ads

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

NARCIS (Netherlands)

van den Putte, B.

2009-01-01

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

Pricing of on-line advertising: pay-per-view or pay-per-click?

OpenAIRE

Fjell, Kenneth

2007-01-01

We analyse the choice of pay-per-view (PPV) and price-per-click (PPC) when a web publisher is a price taker in the market for advertising banners, and the number of visits is decreasing in advertising. The main result is that the web publisher should always choose either PPV or PPC. If the click-through rate is exogenous, then the optimal amount of advertising is the same for both pricing metholds and the choice of pricing method is given by the click-through rate. If the click-through rate i...

Optimal Pricing and Advertising Policies for New Product Oligopoly Models

OpenAIRE

Gerald L. Thompson; Jinn-Tsair Teng

1984-01-01

In this paper our previous work on monopoly and oligopoly new product models is extended by the addition of pricing as well as advertising control variables. These models contain Bass's demand growth model, and the Vidale-Wolfe and Ozga advertising models, as well as the production learning curve model and an exponential demand function. The problem of characterizing an optimal pricing and advertising policy over time is an important question in the field of marketing as well as in the areas ...

Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?

Directory of Open Access Journals (Sweden)

Raoul V. Kübler

2012-05-01

Full Text Available Since the Sarbanes-Oxley Act was passed in 2002, it has become commonplace in the advertising industry to use creativity-award-show prizes instead of gross income figures to attract new customers. Therefore, achieving a top creativity ranking and winning creativity awards have become high priorities in the advertising industry. Agencies and marketers have always wondered what elements in the advertising creation process would lead to the winning of creativity awards. Although this debate has been dominated by pure speculation about the success of different routines, approaches and strategies in winning creativity awards, for the first time our study delivers an empirical insight into the key drivers of creativity award success. We investigate what strategies and which elements of an advertising campaign are truly likely to lead to winning the maximum number of creativity awards. Using a sample of 108 campaigns, we identify factors that influence campaign success at international advertising award shows. We identify innovativeness and the integration of multiple channels as the key drivers of creativity award success. In contrast to industry beliefs, meaningful or personally connecting approaches do not seem to generate a significant benefit in terms of winning creativity awards. Finally, our data suggest that the use of so-called “fake campaigns” to win more creativity awards does not prove to be effective.

27 CFR 53.100 - Exclusion of local advertising charges from sale price.

Science.gov (United States)

2010-04-01

... television station, appears in a newspaper or magazine, or is displayed by means of an outdoor advertising... advertising charges from sale price. 53.100 Section 53.100 Alcohol, Tobacco Products and Firearms ALCOHOL AND... advertising charges from sale price. (a) In general. Section 4216(e) of the Code deals with the treatment to...

Raising Awareness and Signaling Quality to Uninformed Consumers: A Price-Advertising Model

OpenAIRE

Hao Zhao

2000-01-01

The objective of this paper is to investigate the firm's optimal advertising and pricing strategies when introducing a new product. We extend the existing signaling literature on advertising spending and price by constructing a model in which advertising is used both to raise awareness about the product and to signal its quality. By comparing the complete information game and the incomplete information game, we find that the high-quality firm will reduce advertising spending and increase pric...

Decision Analysis of Advertising and Price for Bilateral Competing Supply Chain

Directory of Open Access Journals (Sweden)

Cheng-Tang Zhang

2013-01-01

Full Text Available The outcome of centralized equilibrium, prisoner's dilemma equilibrium, and decentralized equilibrium under different decision models has been provided with regards to bilateral competing supply chain system, either side of which is composed of one manufacturer and one retailer. Theoretical analysis indicates a positive correlation between price and one's own advertising investment level and a negative correlation between price and the opponent's advertising investment level. Through analysis of numerical examples, the results reveal a first mover advantage that leads to prisoner's dilemma in the system as well as the impact that price and advertising competition intensity has on the supply chain's choice of decision model.

Pooling and Dynamic Forgetting Effects in Multitheme Advertising: Tracking the Advertising Sales Relationship with Particle Filters

OpenAIRE

Norris I. Bruce

2008-01-01

Firms often use a pool or series of advertising themes in their campaigns. Thus, for example, a firm may employ some of its advertising to promote price-related themes or messages and other of its advertising to promote product-related themes. This study examines the interdependence that can occur between pairs of themes in a pool (i.e., ), the impact of these pooling effects on the allocation of advertising expenditures, and the factors that can affect forgetting rates (or, conversely, carry...

COGEMA's national advertising campaign concerning nuclear fuel recycling

International Nuclear Information System (INIS)

Gallot, Christine

1999-01-01

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

The Coverage of Campaign Advertising by the Prestige Press in 1972.

Science.gov (United States)

Bowers, Thomas A.

The nature and extent of the news media coverage of political advertising in the presidential campaign of 1972 was shallow and spotty at best. The candidates' political advertising strategies received limited coverage by reporters and commentators. Even the "prestige" press--16 major newspapers--provided limited coverage to the nature…

Joint Inventory, Pricing, and Advertising Decisions with Surplus and Stockout Loss Aversions

Directory of Open Access Journals (Sweden)

Bing-Bing Cao

2016-01-01

Full Text Available The newsvendor models considering decision-makers’ behavioral factors remain a fruitful research area in operation management field in past decade. In this paper, we further extend the current literatures to look into joint inventory, pricing, and advertising decisions considering loss aversion effects under the newsvendor setting. The purpose is to explore how the loss aversions affect the optimal policy of order quantity, price, and advertising effort level. We present an integrated utility model to measure both economic payoff and loss aversion utility of the newsvendor, where surplus loss aversion and stockout loss aversion are first separately defined and quantified. Then, we analyze the optimal solution conditions of the integrated model under exogenous and endogenous price cases, respectively. Under exogenous price case, we find that the uniquely optimal policy exists and is presented in the closed form. Under endogenous price case, the optimal policy is determined under mild conditions; we also provide the solutions when order quantity factor or advertising effort level is fixed in this case. In addition, the sensitivity analysis shows that the loss aversions affect the optimal decisions of order quantity, price, and advertising effort level in a systematic way.

Marketing little cigars and cigarillos: advertising, price, and associations with neighborhood demographics.

Science.gov (United States)

Cantrell, Jennifer; Kreslake, Jennifer M; Ganz, Ollie; Pearson, Jennifer L; Vallone, Donna; Anesetti-Rothermel, Andrew; Xiao, Haijun; Kirchner, Thomas R

2013-10-01

We have documented little cigar and cigarillo (LCC) availability, advertising, and price in the point-of-sale environment and examined associations with neighborhood demographics. We used a multimodal real-time surveillance system to survey LCCs in 750 licensed tobacco retail outlets that sold tobacco products in Washington, DC. Using multivariate models, we examined the odds of LCC availability, the number of storefront exterior advertisements, and the price per cigarillo for Black & Mild packs in relation to neighborhood demographics. The odds of LCC availability and price per cigarillo decreased significantly in nearly a dose-response manner with each quartile increase in proportion of African Americans. Prices were also lower in some young adult neighborhoods. Having a higher proportion of African American and young adult residents was associated with more exterior LCC advertising. Higher availability of LCCs in African American communities and lower prices and greater outdoor advertising in minority and young adult neighborhoods may establish environmental triggers to smoke among groups susceptible to initiation, addiction, and long-term negative health consequences.

Long term effects of an energy efficiency advertising campaign

Energy Technology Data Exchange (ETDEWEB)

Wortmann, Klaus; Moehring-Hueser, Werner [Energiestiftung Schleswig-Holstein, Kiel (Germany)

2003-07-01

A professional marketing approach should support a transformation of the market towards more energy efficient decisions not only of consumers, but also of retailers and producers. The state-wide energy efficiency advertising campaign 'Aus. Wirklich aus?' (off. really off?) against pointless stand-by consumption took place in Schleswig-Holstein (Northern Germany) from November 2000 until June 2001 followed by reminder ads in autumn 2001 and spring 2002. Extraordinary efforts were undertaken to evaluate the effects of the campaign, because it served as a pilot project for an approach on the national level. Two representative samples of the population and specialist dealers for electrical equipment in two German states (one as 'control group') were interviewed by phone before the launch of the campaign, at the peak of the advertising pressure and one year after. The results are presented with special emphasis on sustainable effects with respect to energy awareness and interest of the consumers as well as on their intention to act and on specific actions like switching the TV (really) off. For most of these criteria long lasting effects could be observed. Also the retailers steadily increased their own (additional) activities to profit from the campaign. The results are discussed with respect to economical cost-benefit-arguments and in the light of psychological theories of information processing in order to describe the essential lessons learned for successful energy efficiency campaigns in the future.

The impact of newspaper advertising on a regional antenatal health campaign.

Science.gov (United States)

Berry, J M

1984-01-01

In 1981 the West Midlands Health services undertook a publicity campaign aimed at helping women to understand more about keeping healthy during pregnancy and encouraging them to seek early ante-natal care. A series of full page advertisements on ante-natal care were placed in local newspapers in the Region. Set out here are the findings of two studies of the impact of the publicity campaign. The first shows how far people's knowledge of what to do during pregnancy was altered by the publicity, and the second shows what people thought of the advertisements themselves and the further information sent to them on request.

Process evaluation of the advertising campaign for the NSW Get Healthy Information and Coaching Service.

Science.gov (United States)

O'Hara, Blythe J; Bauman, Adrian E; King, Elizabeth L; Phongsavan, Philayrath

2011-04-01

Introducing a new and free population-wide telephone service to assist adults to be more active, eat healthier and achieve a healthy weight requires large-scale marketing.The challenge is to understand the pattern of advertising that is effective at generating public awareness and interest in using the new service. A mass media campaign, consisting mainly of television advertising, was launched in March 2009 to promote the NSW Get Healthy Information and Coaching Service (GHS).This included GHS-specific and re-badged National 'Measure Up' campaign television advertisements.The number of calls and website visits to the GHS were monitored during the first 10 months of the initiative. GHS participants were also asked where they heard about the service. Paid television advertising shows a dose-response relationship with contacts to the GHS.The 30-second GHS-specific advertising was significantly more effective at generating contacts compared to 'Measure Up' advertising, and compared to GHS advertising that involved the 15-second advertising. Participants were significantly more likely to report television advertising as their referral source during periods of GHS advertising when compared to 'Measure up' advertising. On-going marketing of state-wide prevention initiatives is necessary to achieve population-wide engagement. On the whole, specific GHS-promoting messages were more effective in recruiting participants than the re-badged national 'Measure Up' Campaign advertising.The relevance of the creative execution, the call to action and the length of time a viewer is exposed to the GHS details have an impact on the numbers of calls to the GHS.

Czech language style of television advertising of the new millenium on the example of the T-Mobile's media campaign

OpenAIRE

Steklá, Kateřina

2015-01-01

Czech language style of television advertising of the new millenium on the example of the T-Mobile's media campaign This bachelor thesis deals with the contemporary language style of Czech advertising on the example of brand communication/ advertising campaign of T-Mobile. The work is divided into two parts: theoretical and practical. The theoretical block introduces the context of advertising and shows the characteristics of advertising messages and language of advertising discourse. The foc...

Parent and child interactions with two contrasting anti-obesity advertising campaigns: a qualitative analysis

OpenAIRE

Thomas, Samantha L; Olds, Timothy; Pettigrew, Simone; Yeatman, Heather; Hyde, Jim; Dragovic, Christine

2014-01-01

Background Social marketing has been proposed as a framework that may be effectively used to encourage behaviour change relating to obesity. Social advertising (or mass media campaigning) is the most commonly used social marketing strategy to address the issue of obesity. While social advertising has the potential to effectively communicate information about obesity, some argue that the current framing and delivery of these campaigns are ineffective, and may cause more harm than good. Methods...

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...

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.

Parent and child interactions with two contrasting anti-obesity advertising campaigns: a qualitative analysis.

Science.gov (United States)

Thomas, Samantha L; Olds, Timothy; Pettigrew, Simone; Yeatman, Heather; Hyde, Jim; Dragovic, Christine

2014-02-11

Social marketing has been proposed as a framework that may be effectively used to encourage behaviour change relating to obesity. Social advertising (or mass media campaigning) is the most commonly used social marketing strategy to address the issue of obesity. While social advertising has the potential to effectively communicate information about obesity, some argue that the current framing and delivery of these campaigns are ineffective, and may cause more harm than good. We used a qualitative advertising reception study. 150 family groups (comprised of 159 parents and 184 children) were shown two Australian government anti-obesity advertisements: Measure Up (focused on problems associated with obesity) and Swap It (focused on solutions for obesity). Families were engaged in a discussion about the visual appeals, verbal messages and their perceptions about the impact of the advertisements on behavioural change. Open coding techniques and a constant comparative method of analysis was used to interpret the data. Many parents had strong personal resonance with the visual imagery within the campaigns. While Swap It had strong 'likeability' with children, many children believed that the messages about overweight and obesity were less personally relevant because they did not perceive themselves to be overweight. The content and delivery style of the verbal messages (the serious risk focused message in Measure Up compared to the upbeat, fun practical message in Swap It) influenced how different audiences (parents and children) interpreted the information that was presented. Parents assimilated practical and instructive messages, while children assimilated messages about weight loss and weight gain. Parents and children recognised that the campaigns were asking individuals to take personal responsibility for their weight status, and were at times critical that the campaigns did not tackle the broader issues associated with the causes and consequences of obesity. The lack

76 FR 82115 - Enhancing Airline Passenger Protections: Full Fare Price Advertising Requirements

Science.gov (United States)

2011-12-30

...] RIN 2105-AD92 Enhancing Airline Passenger Protections: Full Fare Price Advertising Requirements AGENCY... amending the time period for compliance with the full fare and other advertising requirements in 14 CFR 399... advertising requirements from January 24, 2012, to January 26, 2012, to provide regulatory relief to...

Coordination of pricing and co-op advertising models in supply chain: A game theoretic approach

Directory of Open Access Journals (Sweden)

Amin Alirezaei

2014-01-01

Full Text Available Co-op advertising is an interactive relationship between manufacturer and retailer(s supply chain and makes up the majority of marketing budget in many product lines for manufacturers and retailers. This paper considers pricing and co-op advertising decisions in two-stage supply chain and develops a monopolistic retailer and duopolistic retailer's model. In these models, the manufacturer and the retailers play the Nash, Manufacturer-Stackelberg and cooperative game to make optimal pricing and co-op advertising decisions. A bargaining model is utilized for determine the best pricing and co-op advertising scheme for achieving full coordination in the supply chain.

Generic advertising for fish: Results from a research-based campaign

DEFF Research Database (Denmark)

Grunert, Klaus G.; Scholderer, Joachim

2000-01-01

Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish...

The Welfare Effects of Price Advertising with Basket Shopping: Structural Estimates from Supermarket Promotions

DEFF Research Database (Denmark)

Gao, Cixiu

2015-01-01

This paper empirically examines welfare effects of the informative price advertising in the supermarket retail industry, using structural estimation approaches and individual scanner data. Supermarket retailers use promotions (advertised price cuts) to announce sales as a competing instrument...... promotion intensities are socially excessive. Moreover, the welfare implications are determined by the two opposite effects of price advertising: (1) the informing and therefore welfare-improving effect, and (2) the welfare-harming effect that higher transportation costs incur when promotions are used....... Using a spatial model that accounts for consumer shopping behavior and retailer pricing behavior, I structurally estimate consumer demand and the marginal costs of promotion, following the discrete choice literature and moment inequality approach. The simulation results numerically show that the private...

'It's like a drink you'd have before you go to a party': Analysis of a Vodka Cruiser advertising campaign.

Science.gov (United States)

Jones, Sandra C; Francis, Kate L; Gordon, Chloe S

2018-01-01

The aim of the present study was to explore young women's understandings of, and interactions with, an advertising campaign for a pre-mixed alcohol product that appeared to be promoting pre-drinking. This campaign was the subject of complaints to the Alcohol Advertising Review Board, revealing an inconsistency between the way the company responded to such complaints (arguing that the campaign does not encourage pre-drinking) and the way it described the campaign in trade press (the pre-drink enjoyed by the 'girls' while getting ready …). Twelve focus groups were conducted with 72 young women, aged 15-25 years in Melbourne, Australia. These young women's interpretations of the messages communicated in this advertising campaign were analysed thematically. The young women identified, without prompting, the main message of the campaign as being a reference to pre-drinking. Most notably, the women saw the target audience as young (including underage) women. Given that young women who drink are increasingly doing so at harmful levels, a marketing campaign, which is interpreted by the target audience to encourage pre-drinking among young (including underage) women, appears to be inconsistent with the industry's own code for alcohol advertising. We renew the call for effective regulation of alcohol advertising to better protect young Australians. [Jones SC, Francis KL, Gordon CS. 'It's like a drink you'd have before you go to a party': Analysis of a Vodka Cruiser advertising campaign. Drug Alcohol Rev 2018;37:36-41]. © 2017 Australasian Professional Society on Alcohol and other Drugs.

Manufacturer's pricing strategies in cooperative and non-cooperative advertising supply chain under retail competition

Directory of Open Access Journals (Sweden)

B. C. Giri

2014-06-01

Full Text Available This article studies the manufacturer's pricing strategy in a supply chain with a single manufacturer and two competing retailers. The manufacturer, as a Stackelberg leader specifies wholesale prices to two retailers who face advertisement dependent demand. Based on this gaming structure, two mathematical models are developed - the cooperative advertising model where manufacturer shares a fraction of retailers' advertising costs and the non-cooperative advertising model where manufacturer does not share any retailer's advertising expenses. The optimal strategies of the manufacturer and retailers are determined and a numerical example is taken to illustrate the theoretical results derived. We show that cooperative advertising policy is beneficial not only for the participating entities but also for the entire supply chain.

Smokeless tobacco use in India: Role of prices and advertising.

Science.gov (United States)

Kostova, Deliana; Dave, Dhaval

2015-08-01

Although the primary form of tobacco use worldwide is cigarette smoking, the large majority of users in India consume smokeless forms of tobacco. There is little evidence on the role of policy-related factors in shaping the demand for smokeless tobacco (ST) in India. This study evaluates the relationship between two such factors, prices and advertising, and ST use in India, using data on 67,737 individuals from the Global Adult Tobacco Survey (GATS) India 2009. We find that ST advertising is more likely to influence ST consumption in women than men, while men are more likely to respond to changes in ST price. We estimate that among adult males in India, the total price elasticity of ST demand is -0.212, which is close to estimates reported for males in the U.S. We do not find strong direct evidence on the economic substitutability or complementarity of smoked and smokeless products. However, the positive association between former smoking and current smokeless use may point to temporal substitutability at the individual level. The findings have implications on the relative effectiveness of policy tools across genders in India - increasing the prices of ST products may discourage ST use particularly among men, and advertising restrictions may play a relatively larger role in the consumption behavior of women in India. Published by Elsevier Ltd.

Myopic versus Far-Sighted Behaviors in Dynamic Supply Chain Coordination through Advertising with Reference Price Effect

Directory of Open Access Journals (Sweden)

Yafei Zu

2017-01-01

Full Text Available To better understand the different effects of the myopic and far-sighted behaviors on the advertising coordination in dynamic supply chain, this paper takes the reference price effect into consideration and formulates four differential game models for the two-level supply chain composed of a manufacturer and a retailer in the situation of Stackelberg game. In our models, the market demand is assumed to be affected by the goodwill, reference price, and the advertising investment, in which the advertising investment can promote the construction of goodwill and such goodwill can further enhance the reference price. The results show that the participating members in the supply chain should invest more in advertisement to improve the goodwill and the relative reference price reflected in the minds of consumers. A far-sighted manufacturer will invest more in the advertisement and charge a higher wholesale price regardless of the behavior choice of the retailer. However, such kind of ignorance leads to different results on the retail pricing strategies of the retailer. The numerical analyses are given in the end to verify the effectiveness of the conclusions which provide the theoretical support to the dynamic supply chain coordination in practice.

Optimal Pricing and Advertising Policies for New Product Oligopoly Models. Revision.

Science.gov (United States)

1981-08-01

advertising is the most important strategic -element in determining the market share achieved by a firm. For most consumer products during their...products which can be made more efficiently or which have higher consumer appeal can support a higher level of advertising ; this is an intuitively...extended in several different ways. For in- stance, we may assume that the number of potential custom ,-rs is dependent on both advertising and price

The Impact of Price, Tax, and Advertising Policies on Alcohol Use in ...

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

It will examine the impact of pricing, taxation, and advertising policies on ... of users vs. non-users and consumption -influence of socio-economic status, gender, ... and limitations of current tax and advertising strategies in the four countries.

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

Science.gov (United States)

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

2012-01-01

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

Public enemy number one: the US Advertising Council's first drug abuse prevention campaign.

Science.gov (United States)

Niesen, Molly

2011-01-01

This article explores the Advertising Council's first national drug abuse prevention campaign in the 1970s. Scholarship thus far has demonstrated the ways in which the issue of drug abuse represented a chief political strategy for President Nixon. Evidence from major trade press publications, congressional hearings, and an array of archival sources suggest that this campaign was also part of a public relations crusade on behalf of the advertising industry in response to public criticism of its role in abetting a culture of drug dependence. These institutional and political pressures helped shape drug abuse prevention in the 1970 s and for the decades that followed. Copyright © 2011 Informa Healthcare USA, Inc.

Social advertising and radio-ecological education as new principles of advertising campaign

International Nuclear Information System (INIS)

Stonogina, Julia

1999-01-01

Probably everyone would name commercial interest and high costs as the basic features of advertising campaign. In 1998 Radon decided to conduct the public information campaign in radioecology. The program consists of several key areas, which include close contacts with journalists, primarily with TV reporters, relating to the above-mentioned topic. This approach helped to promote the idea of public radiation safety to TV screens. From July to December 1998, TV clips about radioactive pollution in new residential districts located on former waste grounds and dumps came out on a weekly basis. Thus, the new dwellers became well aware of potential danger and could protect themselves against it. We also gave priority to the stories about an increased radiation background or high concentrations of radon or mercury in children's care centers and schools. We hoped that it would make the parents be more careful in choosing the places where their children had to spend a lot of time. The third popular topic with the reporters was the city markets during radiological checks of products, such as mushrooms, berries, meat, etc. The environmental public informational campaign is unique in Russia

A scalable delivery framework and a pricing model for streaming media with advertisements

Science.gov (United States)

Al-Hadrusi, Musab; Sarhan, Nabil J.

2008-01-01

This paper presents a delivery framework for streaming media with advertisements and an associated pricing model. The delivery model combines the benefits of periodic broadcasting and stream merging. The advertisements' revenues are used to subsidize the price of the media content. The pricing is determined based on the total ads' viewing time. Moreover, this paper presents an efficient ad allocation scheme and three modified scheduling policies that are well suited to the proposed delivery framework. Furthermore, we study the effectiveness of the delivery framework and various scheduling polices through extensive simulation in terms of numerous metrics, including customer defection probability, average number of ads viewed per client, price, arrival rate, profit, and revenue.

EDF launching a new advertising campaign for nuclear power

International Nuclear Information System (INIS)

Fouilloux, Jean-Michel; Chaussade, Jean-Pierre

1998-01-01

Full text: Starting on November 12 [art, Electricite de France launched its sixth advertising campaign for nuclear power, running in newspapers, magazines and on television. Inserts were published in 10 national daily newspapers and 7 magazines spread over a week period. A 40 second TV commercial will also be broadcast on 15 different channels between November 17 and December 7,1997. In a setting of renewed opposition to nuclear power, the 1997 campaign is a deliberate voicing of opinion and a response designed to instill responsibility and clearly inform the public over the results of the French nuclear electricity programme. The campaign, costing 22 million francs 9 million for the publication of inserts and 13 million for the TV spots) dwells heavily on the programme's comparative benefits for France. The TV commercial, created by the ad agency Callegari Berville, conveys communication based on proof. The rationale is informative in tone, stating that nuclear power ensures a part, of France's independence for energy, and that this is an inexpensive form of power, the results of which are visible on every electricity bill. What is more, nuclear power is a clean and non-polluting energy form. Through scenes of daily life and other imaginary scenes, the spot highlights the advantages nuclear power gives our country. The press campaign is a continuity of the campaign run in November 1996, with EDF using information developed in advertisements to respond to the major questions being asked by the public: how does nuclear power make the cost of electricity competitive? Why does, nuclear power create more jobs in France than other forms of energy? What is the impact of nuclear power on global warming? What do we do with nuclear waste? Why does nuclear power help put our trade balance in the black? The campaign also helps meet a demand by using a reply coupon to propose a number of documents such as 'Focus on the French Nuclear Electricity Programme' or 'Nuclear Waste in

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

Science.gov (United States)

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

2012-01-01

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

Advertising and price effectiveness over the business cycle

NARCIS (Netherlands)

Gijsenberg, Maarten; van Heerde, Harald; Dekimpe, Marnik G.; Steenkamp, Jan-Benedict E. M.

2009-01-01

In this study, the authors conduct a systematic investigation on the evolution in the effectiveness of two important marketing mix instruments, advertising and price, over the business cycle. Analyses are based on 163 branded products in 37 mature CPG categories in the UK, and this for a period of

Social media and personal attacks: A comparative perspective on co-creation and political advertising in presidential campaigns on YouTube

OpenAIRE

de Boer, Noortje; Sütfeld, Hannah; Groshek, Jacob

2012-01-01

In this era of politically charged social media uses, broadcast campaign advertising is being transformed in the online environment, not only by candidates but also by citizens. Likewise, negative campaigning, specifically ‘attack’ advertising, has been analyzed and discussed widely concerning possible implications for voters. However, a specific focus on analyzing such broadcast advertisements — especially in online environments across nations — has not been explored ...

Integrating Public Relations with Advertising: An Exercise for Students in the College Public Relations Campaigns Course

Science.gov (United States)

Moody, Reginald Ford

2012-01-01

Today's public relations (PR) campaigns courses give students the opportunity to research, analyze, plan, and, in many cases, execute a campaign for a real client. Even so, today's campaigns courses may leave students with a weak understanding of how PR can best partner with other tools in the communication mix, namely advertising. Educators may…

The effectiveness of television advertising campaigns on generating calls to a national Quitline by Māori.

Science.gov (United States)

Wilson, N; Grigg, M; Graham, L; Cameron, G

2005-08-01

To examine the effectiveness of four mass media campaigns on calls to a national Quitline by Māori (the indigenous people of New Zealand). Monthly Quitline call data and calls within one hour of a television commercial (TVC) being shown were analysed for the 2002-2003 period. Data on target audience rating points (TARPs) and expenditure on TVCs were also used (n = 2319 TVC placements). Māori were found to register with the Quitline at higher rates during the most intense six campaign months (15% more registrations compared to less intense months). The most effective campaign generated 115 calls per 100 TARPs by Māori callers within one hour of TVC airing (the "Every cigarette" campaign). A more Māori orientated campaign with both health and cultural themes generated 91 calls per 100 TARPs from Māori callers. For these two campaigns combined, the advertising cost per new registration with the Quitline by a Māori caller was NZD 30-48. Two second hand smoke campaigns that did not show the Quitline number were much less effective at 25 and 45 calls per 100 TARPs. These television advertising campaigns were effective and cost effective in generating calls to a national Quitline by Māori. Health authorities should continue to explore the use of both "threat appeal" style media campaigns and culturally appropriate campaigns to support Quitline use by indigenous peoples.

Advertising as Insurance or Commitment? Evidence from the BP Oil Spill

OpenAIRE

Lint Barrage; Eric Chyn; Justine Hastings

2014-01-01

This paper explores how advertising impacts the consumer response to news about unobserved product quality. Specifically, we estimate how British Petroleum’s (BP) 2000-2008 “Beyond Petroleum” advertising campaign affected the impact of the 2010 BP oil spill. We find that BP station margins declined by 4.2 cents per gallon, and volumes declined by 3.6 percent after the spill. However, pre-spill advertising significantly dampened the price response in the short-run, and reduced the fraction of ...

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.

Clustering Methods Application for Customer Segmentation to Manage Advertisement Campaign

OpenAIRE

Maciej Kutera; Mirosława Lasek

2010-01-01

Clustering methods are recently so advanced elaborated algorithms for large collection data analysis that they have been already included today to data mining methods. Clustering methods are nowadays larger and larger group of methods, very quickly evolving and having more and more various applications. In the article, our research concerning usefulness of clustering methods in customer segmentation to manage advertisement campaign is presented. We introduce results obtained by using four sel...

Practitioners’ view of the role of OOH advertising media in IMC campaigns

Directory of Open Access Journals (Sweden)

A. Therese Roux

2016-12-01

Full Text Available Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to different out-of-home advertising media types; however, little attention has been paid to how they could contribute to an overall integrated marketing communication (IMC program. The purpose of the study was, therefore, to explore a practitioner’s view of the role of out-of-home advertising media in an integrated marketing communication campaign. Investigating knowledgeable practitioners’ perspectives and practices helped to reveal novel media planning techniques applied by specialists in the field and contributed to the limited theory on out-of-home advertising media planning. The three roles performed by out-of-home advertising media within this context: support; lead; or even as the only media, were clarified. Some unique media tactics to reach marketing communication objectives on cognitive, affective or behavioural levels and direction for future research were also proposed.

Two-Stage Dynamic Pricing and Advertising Strategies for Online Video Services

Directory of Open Access Journals (Sweden)

Zhi Li

2017-01-01

Full Text Available As the demands for online video services increase intensively, the selection of business models has drawn the great attention of online providers. Among them, pay-per-view mode and advertising mode are two important resource modes, where the reasonable fee charge and suitable volume of ads need to be determined. This paper establishes an analytical framework studying the optimal dynamic pricing and advertising strategies for online providers; it shows how the strategies are influenced by the videos available time and the viewers’ emotional factor. We create the two-stage strategy of revenue models involving a single fee mode and a mixed fee-free mode and find out the optimal fee charge and advertising level of online video services. According to the results, the optimal video price and ads volume dynamically vary over time. The viewer’s aversion level to advertising has direct effects on both the volume of ads and the number of viewers who have selected low-quality content. The optimal volume of ads decreases with the increase of ads-aversion coefficient, while increasing as the quality of videos increases. The results also indicate that, in the long run, a pure fee mode or free mode is the optimal strategy for online providers.

Cross-cultural advertising

OpenAIRE

Пурчельянова, Н. Ю.

2011-01-01

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

FALSE CAMPAIGN DALAM IKLAN LAYANAN MASYARAKAT PASKA KENAIKAN HARGA BAHAN BAKAR MINYAK 1 OKTOBER 2005

Directory of Open Access Journals (Sweden)

Andrian Dektisa Hagijanto

2006-01-01

Full Text Available Due to public’s reaction initiated by the raised oil prices per October 1%2C 2006%2C the government launched several Public Service Advertisements featuring a religious figure%2C an education figure%2C and a former cabinet member. These advertisements%2C however%2C raised some critiques. Public Service Advertisement (PSA is a social discourse that can influence the public. In essence%2C PSA is objective and in general portray the reality in our community. Blunder in creating PSA’s will cause social reaction%2C false campaign%2C and even empty discourse that will actually make blunder for the advertisers. Abstract in Bahasa Indonesia : Akibat reaksi masyarakat yang dipicu oleh kenaikan harga bahan bakar minyak per 1 Oktober 2006 maka pemerintah meluncurkan iklan layanan masyarakat yang memakai figur tokoh agama%2C pendidikan%2C dan mantan menteri. Namun iklan layanan masyarakat ini juga menuai kritik. Iklan Layanan Masyarakat (ILM adalah diskursus sosial yang dapat mempengaruhi khalayak masyarakat. Sejatinya ILM adalah objektif dan menggambarkan realitas masyarakat pada umumnya. Kecerobohan di dalam membuat ILM akan memancing reaksi sosial%2C kampanye salah (false campaign%2C dan bahkan empty discourse yang justru akan menjadi blunder bagi pengiklan. Public Service Advertisement post oil price increase of 1 October 2006%2C false campaign%2C subjective interpretation%2C communication using symbol as the signified.

A BEHAVIORAL ECONOMIC MODEL OF ALCOHOL ADVERTISING AND PRICE

Science.gov (United States)

SAFFER, HENRY; DAVE, DHAVAL; GROSSMAN, MICHAEL

2016-01-01

SUMMARY This paper presents a new empirical study of the effects of televised alcohol advertising and alcohol price on alcohol consumption. A novel feature of this study is that the empirical work is guided by insights from behavioral economic theory. Unlike the theory used in most prior studies, this theory predicts that restriction on alcohol advertising on TV would be more effective in reducing consumption for individuals with high consumption levels but less effective for individuals with low consumption levels. The estimation work employs data from the National Longitudinal Survey of Youth, and the empirical model is estimated with quantile regressions. The results show that advertising has a small positive effect on consumption and that this effect is relatively larger at high consumption levels. The continuing importance of alcohol taxes is also supported. Education is employed as a proxy for self-regulation, and the results are consistent with this assumption. The key conclusion is that restrictions on alcohol advertising on TV would have a small negative effect on drinking, and this effect would be larger for heavy drinkers. PMID:25919364

Coordinating a Supply Chain with Price and Advertisement Dependent Stochastic Demand

Science.gov (United States)

Li, Liying; Wang, Yong; Yan, Xiaoming

2013-01-01

This paper investigates pricing and ordering as well as advertising coordination issues in a single-manufacturer single-retailer supply chain, where the manufacturer sells a newsvendor-type product through the retailer who faces a stochastic demand depending on both retail price and advertising expenditure. Under the assumption that the market demand has a multiplicative functional form, the Stackelberg and cooperative game models are developed, and the closed form solution to each model is provided as well. Comparisons and insights are presented. We show that a properly designed revenue-cost-sharing contract can achieve supply chain coordination and lead to a Pareto improving win-win situation for channel members. We also discuss the allocation of the extra joint profit according to individual supply chain members' risk preferences and negotiating powers. PMID:24453832

Coordinating a Supply Chain with Price and Advertisement Dependent Stochastic Demand

Directory of Open Access Journals (Sweden)

Liying Li

2013-01-01

Full Text Available This paper investigates pricing and ordering as well as advertising coordination issues in a single-manufacturer single-retailer supply chain, where the manufacturer sells a newsvendor-type product through the retailer who faces a stochastic demand depending on both retail price and advertising expenditure. Under the assumption that the market demand has a multiplicative functional form, the Stackelberg and cooperative game models are developed, and the closed form solution to each model is provided as well. Comparisons and insights are presented. We show that a properly designed revenue-cost-sharing contract can achieve supply chain coordination and lead to a Pareto improving win-win situation for channel members. We also discuss the allocation of the extra joint profit according to individual supply chain members’ risk preferences and negotiating powers.

Coordinating a supply chain with price and advertisement dependent stochastic demand.

Science.gov (United States)

Li, Liying; Wang, Yong; Yan, Xiaoming

2013-01-01

This paper investigates pricing and ordering as well as advertising coordination issues in a single-manufacturer single-retailer supply chain, where the manufacturer sells a newsvendor-type product through the retailer who faces a stochastic demand depending on both retail price and advertising expenditure. Under the assumption that the market demand has a multiplicative functional form, the Stackelberg and cooperative game models are developed, and the closed form solution to each model is provided as well. Comparisons and insights are presented. We show that a properly designed revenue-cost-sharing contract can achieve supply chain coordination and lead to a Pareto improving win-win situation for channel members. We also discuss the allocation of the extra joint profit according to individual supply chain members' risk preferences and negotiating powers.

The Impacts of Perceived Advertising Spending and Price Promotions on Brand Equity: a Case of an Indonesian Instant Noodle Brand

OpenAIRE

Tamara, Steven

2014-01-01

One of Indonesia's largest producers of instant noodle has the long term vision to make its brand Indonesia's number one instant noodles brand. Heavy advertising and intense price promotions are part of its strategy to increase the brand equity. The researcher, therefore, wishes to examine whether advertising and price promotions that the company conducts contribute to the instant noodle brand equity. To test the impacts of perceived advertising spending and price promotions on brand equity...

Interaction of pricing, advertising and experience quality : A dynamic analysis

NARCIS (Netherlands)

Caulkins, J.P.; Feichtinger, G.; Grass, D.; Hartl, R.F.; Seidl, A.; Kort, Peter

2017-01-01

For certain goods or services, the quality of the product can be assessed by customers only after consumption. We determine the optimal time paths for pricing, advertising and quality for a profit-maximizing firm facing demand that is influenced both by this experience quality as well as by

77 FR 13384 - Additional Guidance on Airfare/Air Tour Price Advertisements; Correction

Science.gov (United States)

2012-03-06

...The Department published a notice entitled ``Additional Guidance on Airfare/Air Tour Price Advertisements,'' in the Federal Register of February 27, 2012; the notice contained an incorrect address for the Department.

Evaluation of an Online Campaign for Promoting Help-Seeking Attitudes for Depression Using a Facebook Advertisement: An Online Randomized Controlled Experiment.

Science.gov (United States)

Hui, Alison; Wong, Paul Wai-Ching; Fu, King-Wa

2015-01-01

A depression-awareness campaign delivered through the Internet has been recommended as a public health approach that would enhance mental health literacy and encourage help-seeking attitudes. However, the outcomes of such a campaign remain understudied. The main aim of this study was to evaluate the effectiveness of an online depression awareness campaign, which was informed by the theory of planned behavior, to encourage help-seeking attitudes for depression and to enhance mental health literacy in Hong Kong. The second aim was to examine click-through behaviors by varying the affective facial expressions of people in the Facebook advertisements. Potential participants were recruited through Facebook advertisements, using either a happy or sad face illustration. Volunteer participants registered for the study by clicking on the advertisement and were invited to leave their personal email addresses to receive educational content about depression. The participants were randomly assigned into two groups (campaign or control), and over a four consecutive week period, received either the campaign material or official information developed by the Hospital Authority in Hong Kong. Pretests and posttests were conducted before and after the campaign to measure the differences in help-seeking attitudes and mental health literacy among the campaign and control groups. Of the 199 participants that registered and completed the pretest, 116 (55 campaign and 62 control) completed the campaign and the posttest. At the posttest, we found no significant changes in help-seeking attitudes between the campaign and control groups, but the campaign group participants demonstrated a statistically significant improvement in mental health literacy (P=.031) and a higher willingness to access additional information (Padvertisement attracted more click-throughs by users into the website than did the sad face advertisement (P=.03). The present study provides evidence that an online campaign can

Did augmenting the VERB campaign advertising in select communities have an effect on awareness, attitudes, and physical activity?

Science.gov (United States)

Berkowitz, Judy M; Huhman, Marian; Nolin, Mary Jo

2008-06-01

Although VERB was designed as a national media campaign, funding and donated media time enabled more-intensive advertising and marketing in certain communities. To investigate the effect of increased advertising on physical activity outcomes, six "high-dose" communities were selected to receive more hours of advertising and additional promotional activities. Longitudinal quasi-experimental design comparing outcomes in six communities that received additional VERB marketing activities with outcomes in a comparison group that received only the national dose of advertising. Two cohorts of dyads of youth aged 9-13 years (tweens) and one parent at baseline (2002), followed for 2 years. During the first year of the VERB campaign, each of the six high-dose communities received 50% more advertising and conducted special campaign activities. During the second year, only four of the six communities received the larger dose of advertising and additional promotional activities because of reduced funding. Awareness and understanding of VERB messages; attitudes about physical activity (self-efficacy, social influences, and outcome expectations); and physical activity behaviors. After 1 year, tweens in the high-dose communities reported higher levels of awareness and understanding of VERB and scored higher on the social influences scale than did tweens in a comparison group in areas that received only the national dose of advertising. After 2 years, tweens in the high-dose communities reported higher awareness and understanding of VERB, greater self-efficacy, more sessions of free-time physical activity per week, and were more active on the day before being surveyed than tweens in the comparison group who received the average national dose. Providing communities with a higher dose of marketing activities and sustaining those activities over time yields more positive outcomes.

A Behavioral Economic Model of Alcohol Advertising and Price.

Science.gov (United States)

Saffer, Henry; Dave, Dhaval; Grossman, Michael

2016-07-01

This paper presents a new empirical study of the effects of televised alcohol advertising and alcohol price on alcohol consumption. A novel feature of this study is that the empirical work is guided by insights from behavioral economic theory. Unlike the theory used in most prior studies, this theory predicts that restriction on alcohol advertising on TV would be more effective in reducing consumption for individuals with high consumption levels but less effective for individuals with low consumption levels. The estimation work employs data from the National Longitudinal Survey of Youth, and the empirical model is estimated with quantile regressions. The results show that advertising has a small positive effect on consumption and that this effect is relatively larger at high consumption levels. The continuing importance of alcohol taxes is also supported. Education is employed as a proxy for self-regulation, and the results are consistent with this assumption. The key conclusion is that restrictions on alcohol advertising on TV would have a small negative effect on drinking, and this effect would be larger for heavy drinkers. Copyright © 2015 John Wiley & Sons, Ltd. Copyright © 2015 John Wiley & Sons, Ltd.

Does a TV Public Service Advertisement Campaign for Suicide Prevention Really Work?

Science.gov (United States)

Song, In Han; You, Jung-Won; Kim, Ji Eun; Kim, Jung-Soo; Kwon, Se Won; Park, Jong-Ik

2017-05-01

One of the critical measures in suicide prevention is promoting public awareness of crisis hotline numbers so that individuals can more readily seek help in a time of crisis. Although public service advertisements (PSA) may be effective in raising the rates of both awareness and use of a suicide hotline, few investigations have been performed regarding their effectiveness in South Korea, where the suicide rate is the highest among OECD countries. The goal of this study was to evaluate the effectiveness of a television PSA campaign. We analyzed a database of crisis phone calls compiled by the Korean Ministry of Health and Welfare to track changes in call volume to a crisis hotline that was promoted in a TV campaign. We compared daily call counts for three periods of equal length: before, during, and after the campaign. The number of crisis calls during the campaign was about 1.6 times greater than the number before or after the campaign. Relative to the number of suicide-related calls in the previous year, the number of calls during the campaign period surged, displaying a noticeable increase. The findings confirmed that this campaign had a positive impact on call volume to the suicide hotline.

Can anti-smoking television advertising affect smoking behaviour? controlled trial of the Health Education Authority for England's anti-smoking TV campaign.

Science.gov (United States)

McVey, D; Stapleton, J

2000-09-01

To evaluate the effectiveness of the Health Education Authority for England's anti-smoking television advertising campaign in motivating smokers to give up and preventing relapse in those who had already given up. A prospective, controlled trial was conducted in four TV regions in central and northern England. One region received no intervention (controls), two regions received TV anti-smoking advertising (TV media), and one region received TV anti-smoking advertising plus locally organised anti-tobacco campaigning (TV media + LTCN). The TV advertisements were screened in two phases over 18 months; during the first phase the intensity of the advertising was varied between TV regions. 5468 men and women (2997 smokers, 2471 ex-smokers) were selected by two stage random sampling and interviewed before the intervention, of whom 3610 were re-interviewed six months later, after the first phase of the campaign. Only those interviewed at six months were followed to the main end point at 18 months when 2381 subjects were re-interviewed. Self reports of cigarette smoking at the 18 month follow up were compared between the three levels of intervention. Odds ratios for intervention effects were adjusted for pre-intervention predictors of outcome and pooled for smokers and ex-smokers using meta-analytic methods. After 18 months, 9. 8% of successfully re-interviewed smokers had stopped and 4.3% of ex-smokers had relapsed. The pooled adjusted odds ratio for not smoking in the TV media only condition compared to controls was 1.53 (95% confidence intervals (CI) 1.02 to 2.29, p = 0.04), and for TV media + LTCN versus controls, 1.67 (95% CI 1.0 to 2.8, p = 0.05). There was no evidence of an extra effect of the local tobacco control network when combined with TV media (odds ratio 1.15, 95% CI 0.74 to 1.78, p = 0.55). The was also no evidence of any intervention effects after the first phase of the TV media campaign, including no effect of varying the intensity of the advertising

Does generic advertising work? A systematic evaluation of the Danish campaign for fresh fish

DEFF Research Database (Denmark)

Scholderer, Joachim; Grunert, Klaus G.

2001-01-01

Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish...

Does generic advertising work? A systematic evaluation of the Danish campaign for fresh fish

DEFF Research Database (Denmark)

Scholderer, Joachim; Grunert, Klaus G.

Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish...

Can anti-smoking television advertising affect smoking behaviour? Controlled trial of the Health Education Authority for England's anti-smoking TV campaign

Science.gov (United States)

McVey, D.; Stapleton, J.

2000-01-01

OBJECTIVES—To evaluate the effectiveness of the Health Education Authority for England's anti-smoking television advertising campaign in motivating smokers to give up and preventing relapse in those who had already given up.
DESIGN—A prospective, controlled trial was conducted in four TV regions in central and northern England. One region received no intervention (controls), two regions received TV anti-smoking advertising (TV media), and one region received TV anti-smoking advertising plus locally organised anti-tobacco campaigning (TV media + LTCN). The TV advertisements were screened in two phases over 18 months; during the first phase the intensity of the advertising was varied between TV regions. 5468 men and women (2997 smokers, 2471 ex-smokers) were selected by two stage random sampling and interviewed before the intervention, of whom 3610 were re-interviewed six months later, after the first phase of the campaign. Only those interviewed at six months were followed to the main end point at 18 months when 2381 subjects were re-interviewed.
MAIN OUTCOME MEASURES—Self reports of cigarette smoking at the 18 month follow up were compared between the three levels of intervention. Odds ratios for intervention effects were adjusted for pre-intervention predictors of outcome and pooled for smokers and ex-smokers using meta-analytic methods.
RESULTS—After 18 months, 9.8% of successfully re-interviewed smokers had stopped and 4.3% of ex-smokers had relapsed. The pooled adjusted odds ratio for not smoking in the TV media only condition compared to controls was 1.53 (95% confidence intervals (CI) 1.02 to 2.29, p = 0.04), and for TV media + LTCN versus controls, 1.67 (95% CI 1.0 to 2.8, p = 0.05). There was no evidence of an extra effect of the local tobacco control network when combined with TV media (odds ratio 1.15, 95% CI 0.74 to 1.78, p = 0.55). The was also no evidence of any intervention effects after the first phase of the

Analysis of success factors in advertising

OpenAIRE

Fedorchak, Oleksiy; Kedebecz, Kristina

2017-01-01

The essence of factors of the success of advertising campaigns is investigated. The stages of conducting and stages of evaluation of the effectiveness of advertising campaigns are determined. Also defined goals and objectives of advertising campaigns.

The Impact of Perceived Advertising Spending and Price Promotion on Brand Equity:A Case of ABC Brand

OpenAIRE

Nurcahya, Kevin Edward

2014-01-01

Intense competition in Indonesian beverage industry lead many corporations to spend trillion rupiah on marketing communication, such as advertising and price promotion with the hope of increasing brand equity. However, the question is whether promotional activities in this industry amplify or attenuate the brand equity of a product. Therefore, this paper aims to model the impact of perceived advertising spending and price promotion on brand equity, measured through consumer perceptions, spec...

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 ...

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

Science.gov (United States)

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

2005-06-01

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

Advertising Content

OpenAIRE

Simon P. Anderson; Régis Renault

2002-01-01

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

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...

The Impact of Price, Tax, and Advertising Policies on Alcohol Use in ...

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

Alcohol consumption in the Americas comes at a considerable cost. ... It will examine the impact of pricing, taxation, and advertising policies on alcohol ... Le moyen le plus direct et le plus efficace de réduire la consommation de tabac consiste ...

Riding the rural radio wave: The impact of a community-led drug and alcohol radio advertising campaign in a remote Australian Aboriginal community.

Science.gov (United States)

Munro, Alice; Allan, Julaine; Shakeshaft, Anthony; Snijder, Mieke

2017-10-01

Aboriginal people experience a higher burden of disease as a consequence of drug and alcohol (D&A) abuse. Although media campaigns can be a popular tool for disseminating health promotion messages, evidence of the extent to which they reduce the impact of substance abuse is limited, especially for rural Aboriginal communities. This paper is the first to examine the impact a locally designed D&A radio advertising campaign for Aboriginal people in a remote community in Western NSW. A post-intervention evaluation. The radio campaign was implemented in Bourke, (population 2465, 30% Aboriginal). Fifty-three community surveys were completed. The self-reported level of awareness of the campaign and the number of self-referrals to local D&A workers in the intervention period. Most respondents (79%) reported they listen to radio on a daily basis, with 75% reporting that they had heard one or more of the advertisements. The advertisement that was remembered best contained the voice of a respected, local person. There was one self-referral to local health services during the intervention timeframe. The community-led radio advertising campaign increased community awareness of substance abuse harms, but had limited impact on formal help-seeking. This paper highlights the value of radio as a commonly used, trusted and culturally relevant health promotion medium for rural communities, especially when engaging local respected Aboriginal presenters. © 2017 National Rural Health Alliance Inc.

Highly clickable web banner ads for customers of Advertising Media Finland OY

OpenAIRE

Deresse, Filagot Gizaw

2011-01-01

The aim of this thesis is to do a research and suggest ways how “Advertising Media Finland OY” can provide high click through rates for its customer ads. The background information was based on the meeting with the commissionaire, it was decided that I should focus on banner advertising, colors, sizes, timing, product decision, and price. At the last chapter, I was to give campaign ideas and suggested some points based up on desktop research, e-books, books and journals. The main results t...

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

Science.gov (United States)

Bansal, R; John, S; Ling, P

2005-01-01

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

A Model for Cooperative Advertising and Pricing Decisions in Manufacturer-Retailer Supply Chain with Discount: A Game Theory Approach

Directory of Open Access Journals (Sweden)

Abolfazl Kazemi

2016-02-01

Full Text Available Coordinating the supply chain is among the most important subjects that is extensively addressed in the related literature. If a supply chain is to be coordinated, it is equivalent to say that we must solve a problem related to competition and cooperation. The game theory is obviously one of the most effective methods to solve such problems, in which the players of the supply chain are assumed to engage in cooperative and non-cooperative games. The current study aims to coordinate a two-level supply chain consisting of a manufacturer and a retailer. This will be achieved using cooperative advertisement along with pricing decisions such that the manufacturer offers a price discount to the retailer and the demand is affected by pricing and advertisement. Cooperative advertisement is a coordinated effort made by all the members of the supply chain to increase the customer demand, in which the retailer does the local advertisement and the manufacturer pays for a portion or all the costs of the retailer advertisement. We consider two models for manufacturer-retailer relation using the game theory: the manufacturer-Stackelberg and the retailer-Stackelberg games with asymmetric power distribution.

The Geography of Political Communication: Effects of Regional Variations in Campaign Advertising on Citizen Communication

Science.gov (United States)

Cho, Jaeho

2011-01-01

This study explores whether and how campaign-induced changes in local information environments influence citizens' everyday communication activities. The empirical analysis in this study centers on a comparison of two New Jersey media markets that showed idiosyncratic differences in the amount of political advertising during the 2000 presidential…

Optimizing direct response in Internet display advertising

OpenAIRE

Aksakallı, Vural

2013-01-01

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

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...

Evaluation of the "Lose Your Excuse" Public Service Advertising Campaign for Tweens to Save Energy

Science.gov (United States)

Bertrand, Jane T.; Goldman, Patty; Zhivan, Natalia; Agyeman, Yaw; Barber, Erin

2011-01-01

This study evaluates the 2008-2009 "Lose your Excuse" public service advertising (PSA) campaign on energy efficiency targeting 8- to 12-year-olds, intended to increase knowledge, foster proactive attitudes, and change energy usage behaviors. Baseline and two follow-up surveys were conducted with online samples representative of the national…

16 CFR 233.3 - Advertising retail prices which have been established or suggested by manufacturers (or other...

Science.gov (United States)

2010-01-01

... manufacturer; direct mail advertising; distribution of promotional material or price lists designed for display... deceptive practice. Consider the following example: (h) Manufacturer Roe, who makes Brand X pens and sells them throughout the United States, advertises his pen in a national magazine as having a “Suggested...

Images and bodies subject: sexuality in advertising campaign be stupid

Directory of Open Access Journals (Sweden)

Douglas Luiz Menegazzi

2013-08-01

Full Text Available This paper discusses the portrayal of sexuality and gender in contemporary advertising by the image and it focuses on visual analysis of the case study of the campaign Be Stupid, the clothing brand Diesel. Examines some of the ads clearer suggestions to the theme of sexuality, about fifteen images, running between 2010 and 2011em many countries, including Brazil, having won the controversial impact of media such as magazines, billboards and especially the Internet. Perform a survey of theoretical and methodological aspects that facilitate the action of reading and deciphering the images, mainly based on the theory Flusser conceptions of technical image, apparatus, with a view to focus on media production, broadcasting, and formats distribution. These advertising images as visual anthropological objects who discourse through the triad body, image and media conditions of power and surveillance, eroticism, stereotypes and cultural life of the spectacle. Contextualizes the scenario analysis within the postmodern perspective, the society of advanced capitalism and diffuse power and media, marked by profound changes in the scale of the feeling of their individual identities unstable. With an emphasis on Foucauldian theory, discusses the concepts of identity, gender intelligible and cultural practices of subjection of the individual mechanisms for language and sexuality. Discusses how is the construction of visual messages of sexuality and gender roles specified by the images and search on it, demonstrating the wider aspects of visual advertising messages today.

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.

HOW TO MITIGATE THE RISKS OF MANAGING ONLINE ADVERTISING CAMPAIGNS BY TRAINING WITH SIMBOUND SIMULATION GAME

Directory of Open Access Journals (Sweden)

Louis Doru Havriliuc

2013-12-01

Full Text Available This paper aims to describe how a digital marketing simulation system improve the knowledge and skills of students, as well as their status as members of a virtual community, which gradually evolve from novice to expert in managing online advertising campaigns. The body of the article encompasses three contributions: the know-how of the Simbound Game author, the practical experiences of an instructor, who coordinated students’ activities during three courses and of a Master student – the leader of a team which got the first position after the completion of a game. The advantages of managing no-risk online advertising campaigns are revealed and the students are able to understand how various online marketing tools become useful while a firm expands its operations in e-commerce and must fulfill new tasks and responsibilities. The paper concludes with the practical implications of the Simbound simulation-based learning and the ideas included in the future research agenda.

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

21 CFR 200.200 - Prescription drugs; reminder advertisements and reminder labeling to provide price information to...

Science.gov (United States)

2010-04-01

... 21 Food and Drugs 4 2010-04-01 2010-04-01 false Prescription drugs; reminder advertisements and reminder labeling to provide price information to consumers. 200.200 Section 200.200 Food and Drugs FOOD AND DRUG ADMINISTRATION, DEPARTMENT OF HEALTH AND HUMAN SERVICES (CONTINUED) DRUGS: GENERAL GENERAL Prescription Drug Consumer Price Listing §...

Implications of social judgement theory for persuasive advertising ...

African Journals Online (AJOL)

Implications of social judgement theory for persuasive advertising campaigns. ... The way the consumers perceive an advertising campaign will, therefore, determine how they will respond to the advertisement. ... AJOL African Journals Online.

VERB - a social marketing campaign to increase physical activity among youth.

Science.gov (United States)

Wong, Faye; Huhman, Marian; Heitzler, Carrie; Asbury, Lori; Bretthauer-Mueller, Rosemary; McCarthy, Susan; Londe, Paula

2004-07-01

The VERB campaign is a multiethnic media campaign with a goal to increase and maintain physical activity among tweens, or children aged nine to 13 years. Parents, especially mothers aged 29 to 46, and other sources of influence on tweens (e.g., teachers, youth program leaders) are the secondary audiences of the VERB initiative. VERB applies sophisticated commercial marketing techniques to address the public health problem of sedentary lifestyles of American children, using the social marketing principles of product, price, place, and promotion. In this paper, we describe how these four principles were applied to formulate the strategies and tactics of the VERB campaign, and we provide examples of the multimedia materials (e.g., posters, print advertising, television, radio spots) that were created.

Informative Advertising: Competition or Cooperation?

OpenAIRE

Witness Simbanegavi

2005-01-01

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

Humour in advertisement

OpenAIRE

Melounová, Lenka

2016-01-01

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

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

The impact of televised tobacco control advertising content on campaign recall: Evidence from the International Tobacco Control (ITC) United Kingdom Survey

Science.gov (United States)

2014-01-01

Background Although there is some evidence to support an association between exposure to televised tobacco control campaigns and recall among youth, little research has been conducted among adults. In addition, no previous work has directly compared the impact of different types of emotive campaign content. The present study examined the impact of increased exposure to tobacco control advertising with different types of emotive content on rates and durations of self-reported recall. Methods Data on recall of televised campaigns from 1,968 adult smokers residing in England through four waves of the International Tobacco Control (ITC) United Kingdom Survey from 2005 to 2009 were merged with estimates of per capita exposure to government-run televised tobacco control advertising (measured in GRPs, or Gross Rating Points), which were categorised as either “positive” or “negative” according to their emotional content. Results Increased overall campaign exposure was found to significantly increase probability of recall. For every additional 1,000 GRPs of per capita exposure to negative emotive campaigns in the six months prior to survey, there was a 41% increase in likelihood of recall (OR = 1.41, 95% CI: 1.24–1.61), while positive campaigns had no significant effect. Increased exposure to negative campaigns in both the 1–3 months and 4–6 month periods before survey was positively associated with recall. Conclusions Increased per capita exposure to negative emotive campaigns had a greater effect on campaign recall than positive campaigns, and was positively associated with increased recall even when the exposure had occurred more than three months previously. PMID:24885426

Look How Little I′m Advertising!

DEFF Research Database (Denmark)

Bagwell, Kyle; Overgaard, Per Baltzer

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

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

Science.gov (United States)

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

2016-06-15

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

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

Science.gov (United States)

Warrick, Adam

2016-01-01

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

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

OpenAIRE

Oscario, Angela; Kuntjara, Hagung; Adhityatama, Agus

2016-01-01

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

Advertising Bans and the Substitutability of Online and Offline Advertising

OpenAIRE

Goldfarb, Avi; Tucker, Catherine Elizabeth

2010-01-01

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

Scottish Nuclear's advertising campaign: 'The on-going task'

Energy Technology Data Exchange (ETDEWEB)

Marshall, R R [Scottish Nuclear (United Kingdom)

1993-07-01

During the past year the Scottish Nuclear had been working to win increased public acceptance of nuclear power in Scotland. Since then it has stepped up the PR campaign activities - and has had a very successful year. But much has still to be done. The programme 'Come and See' which was introduced in the Spring of 1991. was developed and extended introducing a Talks Service and a mobile exhibition as two new features. At the same time the Torness Power Station Visitors' Centre was opened. In 1992 a visitor's centre was opened at Hunterston Power Station. By the end of November 1992, there was almost 28,000 visitors - an increase of 48% compared to the previous year. An extensive 1.9 million pound television and newspaper advertising campaign was also mounted during the summer months. So it has been a particularly busy year and more than modestly successful. Another arm of Come and See is 'Talkabout' - the Talks Service. In 1992 members of staff gave 187 talks all over Scotland - to over 5,000 people. In the Spring of 1992 a Mobile Exhibition was also introduced. It tours the whole of Scotland. In all there have been 62 venues, a large variety of events. Over 30,000 people have visited the exhibition since March. To enhance all these Programmes a variety of literature, videos, promotional items, and static exhibition material are prepared. These have all been developed since 1990 and are kept updated on an on-going basis.

Scottish Nuclear's advertising campaign: 'The on-going task'

International Nuclear Information System (INIS)

Marshall, R.R.

1993-01-01

During the past year the Scottish Nuclear had been working to win increased public acceptance of nuclear power in Scotland. Since then it has stepped up the PR campaign activities - and has had a very successful year. But much has still to be done. The programme 'Come and See' which was introduced in the Spring of 1991. was developed and extended introducing a Talks Service and a mobile exhibition as two new features. At the same time the Torness Power Station Visitors' Centre was opened. In 1992 a visitor's centre was opened at Hunterston Power Station. By the end of November 1992, there was almost 28,000 visitors - an increase of 48% compared to the previous year. An extensive 1.9 million pound television and newspaper advertising campaign was also mounted during the summer months. So it has been a particularly busy year and more than modestly successful. Another arm of Come and See is 'Talkabout' - the Talks Service. In 1992 members of staff gave 187 talks all over Scotland - to over 5,000 people. In the Spring of 1992 a Mobile Exhibition was also introduced. It tours the whole of Scotland. In all there have been 62 venues, a large variety of events. Over 30,000 people have visited the exhibition since March. To enhance all these Programmes a variety of literature, videos, promotional items, and static exhibition material are prepared. These have all been developed since 1990 and are kept updated on an on-going basis

The effect of competing direct-to-consumer advertising campaigns on the use of drugs for benign prostatic hyperplasia: time series analysis.

Science.gov (United States)

Skeldon, Sean C; Kozhimannil, Katy B; Majumdar, Sumit R; Law, Michael R

2015-04-01

Direct-to-consumer advertising (DTCA) remains a controversial issue, with concerns that it leads to unnecessary and inappropriate prescribing. Whether DTCA shifts prescribing from first-line (guideline-recommended) therapy to second-line drugs has not been studied. The purpose of this study was to determine the impact of sequential DTCA campaigns for two drugs used to treat benign prostatic hyperplasia (BPH): one newer agent, dutasteride (Avodart(®)), and one older first-line agent, tamsulosin (Flomax(®)). Interrupted time series analysis was used to assess the impact of each DTCA campaign using data on consumer "response" from Google Trends and dispensed prescriptions from IMS Health. We analyzed data for the United States from January 2003 to December 2007. DTCA for dutasteride and tamsulosin commenced on July, 2005 and April, 2006, respectively. Monthly Internet search volume (scaled from 0 to 100) for the advertised trade name of each drug and monthly U.S. prescription rates per 1,000 population were analyzed. The dutasteride campaign was associated with an increase in Internet searches for both "Avodart" (level change +31.3 %, 95 % CI: 27.2-35.4) and "Flomax" (level change +8.3 %, 95 % CI: 0.9-15.7), whereas the tamsulosin campaign was associated with increased "Flomax" searches (level change +25.3 %, 95 % CI: 18.7-31.8). The dutasteride campaign was associated with an increase in the prescription of dutasteride (trend = 0.45/month, 95 % CI: 0.33-0.56), but a larger impact was observed with tamsulosin prescriptions (trend = 0.76/month, 95 % CI: 0.02-1.50). Similarly, the tamsulosin campaign was associated with an immediate fourfold increase in the prescribing of tamsulosin (level change +5.76 units, 95 % CI: 1.79-9.72) compared to dutasteride (level change +1.47 units, 95 % CI: 0.79-2.14). DTCA was associated with the utilization of drugs to treat symptomatic BPH. However, both campaigns were associated with greater increases in the use of the guideline

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...

Characterizing tobacco control mass media campaigns in England.

Science.gov (United States)

Langley, Tessa; Lewis, Sarah; McNeill, Ann; Gilmore, Anna; Szatkowski, Lisa; West, Robert; Sims, Michelle

2013-11-01

To characterize publically funded tobacco control campaigns in England between 2004 and 2010 and to explore if they were in line with recommendations from the literature in terms of their content and intensity. International evidence suggests that campaigns which warn of the negative consequences of smoking and feature testimonials from real-life smokers are most effective, and that four exposures per head per month are required to reduce smoking prevalence. Characterization of tobacco control advertisements using a theoretically based framework designed to describe advertisement themes, informational and emotional content and style. Study of the intensity of advertising and exposure to different types of advertisement using data on population-level exposure to advertisements shown during the study period. England. Television Ratings (TVRs), a standard measure of advertising exposure, were used to calculate exposure to each different campaign type. A total of 89% of advertising was for smoking cessation; half of this advertising warned of the negative consequences of smoking, while half contained how-to-quit messages. Acted scenes featured in 72% of advertising, while only 17% featured real-life testimonials. Only 39% of months had at least four exposures to tobacco control campaigns per head. A theory-driven approach enabled a systematic characterization of tobacco control advertisements in England. Between 2004 and 2010 only a small proportion of tobacco control advertisements utilized the most effective strategies-negative health effects messages and testimonials from real-life smokers. The intensity of campaigns was lower than international recommendations. © 2013 The Authors. Addiction published by John Wiley & Sons Ltd on behalf of The Society for the Study of Addiction.

Morphing advertising to improve online campaign success

OpenAIRE

Liberali, Gui

2014-01-01

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

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...

The Dynamic Definition of the Advertising Campaign Budget

OpenAIRE

Ostrianyn Serhii O.

2017-01-01

The article is aimed at exploring means for optimizing the budgeting of advertising activity, the optimal distribution of the advertising budget among several products, advertised by a company, and several advertising channels used during the distribution of an advertisement. The current status of the optimizationized budgeting models in the world and in Ukraine was analyzed. The topicality of scientific developments in this direction has been substantiated. The model is based on the non-line...

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...

Advertising/public relations campaign to combat the negative economic impact caused by the nuclear mishap at Three Mile Island, Pennsylvania. Final report

Energy Technology Data Exchange (ETDEWEB)

1980-10-01

The Commonwealth of Pennsylvania, through the Department of Commerce, conducted a media advertising campaign to offset the negative implications and effects of the Three Mile Island incident. The emphasis of the campaign has been directed toward a friendly, all-clear image for Pennsylvania. The travel industry of the entire Commonwealth of Pennsylvania is the chief beneficiary of the proposed project.

Advertising/public relations campaign to combat the negative economic impact caused by the nuclear mishap at Three Mile Island, Pennsylvania. Final report

International Nuclear Information System (INIS)

1980-10-01

The Commonwealth of Pennsylvania, through the Department of Commerce, conducted a media advertising campaign to offset the negative implications and effects of the Three Mile Island incident. The emphasis of the campaign has been directed toward a friendly, all-clear image for Pennsylvania. The travel industry of the entire Commonwealth of Pennsylvania is the chief beneficiary of the proposed project

A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies

Directory of Open Access Journals (Sweden)

Acatrinei Carmen

2015-08-01

Full Text Available The present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and content sponsorship. The specialists argued about the most relevant and efficient online advertising format that they use. From their personal experience, the professionals were asked to mention which are the elements / attributes that have a significant impact on: search, display, video, social media and mobile advertising campaigns. All the respondents mentioned that their companies use remarketing campaigns. The budget of an online advertising campaign is settled differently among the formats used. The purpose of the paper is to analyze the views of professionals regarding the Romanian online advertising market and this study precedes a quantitative research among Romanian consumers exposed to online advertising campaigns in order to make a comparison between the results obtained in both studies and propose a model of online advertising campaign as close to consumers‟ wants.

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.

Possibilities of personalized advertising campaigns application on social networks

Directory of Open Access Journals (Sweden)

Vasković Jelena V.

2015-01-01

Full Text Available Development of new technologies and the emergence of sites and applications that are primarily intended for fun, considerably changed the way of communication among people. Social networks can be stated as a preferred product of modern society that have become an essential form of communication especially among young people, but also in older generations. The most popular social network in our country is Facebook which has over 3.5 million users. This kind of popularity led this social network into a position to become a place where many companies want to promote their products and services. Facebook has a mechanism that allows page administrators to easily target a group of potential consumers and to present them a desired message. This paper will analyze the advertising possibility through social networks. Also, the example of the campaign implementation for the Facebook page that is primarily engaged in the sale will be shown.

Linguistic Characteristics of Commercial and Social Advertising Slogans

Directory of Open Access Journals (Sweden)

Pavel Skorupa

2015-12-01

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

Organization and advertising activities of commercial enterprises

OpenAIRE

Potolokova Mariia Olegovna

2013-01-01

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

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...

Diffusion and Advertising: The German Telephone Campaign

OpenAIRE

Hermann Simon; Karl-Heinz Sebastian

1987-01-01

The goal of the present paper is to investigate the influence of advertising on the diffusion of new telephones in West Germany. Several alternative ways of integrating advertising into the well-known Bass-diffusion-model are suggested and empirically tested. The econometric investigation yields results which are consistent with the behavioral assumption. A model which assumes that advertising mainly influenced the demand of imitators is accepted as the most valid representation of reality. T...

Advertising, Competition and Entry in Media Industries

OpenAIRE

Crampes, Claude; Haritchabalet, Carole; Jullien, Bruno

2006-01-01

This paper presents a model of media competition with free entry when media operators are financed both from advertisers and customers. The relation between advertising receipts and sales receipts, which are both complementary and antagonist, is different if media operators impose a price or a quantity to advertisers. When consumers dislike advertising, media operators are better off setting an advertising price than an advertising quantity. We establish a relationship between the equilibrium...

Characteristics of healthy weight advertisements in three countries.

Science.gov (United States)

Pettigrew, Simone; Talati, Zenobia; Henriques, Isla; Morley, Belinda; Ball, Kylie

2018-02-01

High rates of population obesity have resulted in the dissemination of mass media campaigns that focus on achieving and maintaining a healthy weight. The aim of the present study was to analyse advertising techniques used in such campaigns to identify common and differential approaches in three countries with similar cultures and rates of obesity (Australia, the United Kingdom and the United States). An Internet search was conducted to identify healthy weight television advertisements aired in the three countries. Seventy-two advertisements were located and coded according to the advertising techniques employed. Despite the cultural similarity and comparable obesity rates of the three countries, there were few consistencies in advertising techniques employed. A main focus of the ads was diet, but disparate approaches were used to convey the message in each country. The identified wide variation in advertising techniques may suggest that campaign managers would benefit from greater certainty about which advertising approaches are most effective in encouraging lifestyle behaviours associated with a healthy weight. Implications for public health: A more robust evidence base would be useful to guide the development of healthy weight campaigns. © 2017 The Authors.

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

OpenAIRE

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

2009-01-01

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

Organization and advertising activities of commercial enterprises

Directory of Open Access Journals (Sweden)

Potolokova Mariia Olegovna

2013-03-01

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

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

NARCIS (Netherlands)

Voorveld, H.

2011-01-01

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

Assessing storefront tobacco advertising after the billboard ban.

Science.gov (United States)

Jason, Leonard A; Pokorny, Steven B; Mikulski, Kathy; Schoeny, Michael E

2004-03-01

This study examined storefront tobacco advertisements in 11 towns in Illinois from 1999 through 2001 to assess possible changes in these types of advertisements since the master tobacco settlement, which banned tobacco advertisements on billboards. Observers assessed the number of merchant- and industry-made tobacco storefront advertisements in Illinois stores and whether these advertisements were either brand- or price-focused. The relationship between the amount of tobacco advertisements and underage tobacco sales to minors was also explored. Findings indicated no significant relationships between tobacco advertisements and underage tobacco sales. However, industry price advertisements decreased over time because of tobacco price increases resulting from the master settlement, whereas industry brand advertisements increased over time, perhaps in an effort by the tobacco industry to retain sales of their products through brand recognition.

Morphing advertising to improve online campaign success

NARCIS (Netherlands)

G. Liberali (Gui)

2014-01-01

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

Customer Poaching and Advertising

OpenAIRE

Rosa Branca Esteves

2007-01-01

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

Making brand visible: advertising elements influencing visual attention to the brand

OpenAIRE

Grigaliūnaitė, Viktorija; Pilelienė, Lina

2016-01-01

Advertising is a trillion dollar industry, which reveals the importance for each of the company investing in advertising to create effective advertising campaigns in order to make investments profitable. Nevertheless, in todays’ intensifying competition creating effective advertising campaigns becomes more and more of a challenge. Even if some elements of advertising are attention-grabbing, this does not guarantee that the brand in the advertisement will be noticed, which in turn ...

The Use of Facebook Advertising for Communicating Public Health Messages: A Campaign Against Drinking During Pregnancy in New Zealand.

Science.gov (United States)

Parackal, Mathew; Parackal, Sherly; Eusebius, Shobhit; Mather, Damien

2017-08-10

Social media is gaining recognition as a platform for delivering public health messages. One area attracting attention from public health researchers and professionals is Facebook's advertising channel. This channel is reported to have a broad reach and generate high user engagement with the disseminated campaign materials. However, to date, no study has examined the communication process via this channel which this study aimed to address. The specific objectives of the study were to (1) examine user engagement for a public health campaign based on the metadata provided by Facebook, (2) analyze comments generated by the campaign materials using text mining, and (3) investigate the relationship between the themes identified in the comments and the message and the sentiments prevalent in the themes that exhibited significant relationships. This study examined a New Zealand public health pilot campaign called "Don't Know? Don't Drink," which warned against drinking alcohol during pregnancy. The campaign conveyed the warning through a video and three banner ads that were delivered as news feeds to women aged 18-30 years. Thematic analysis using text mining performed on the comments (n=819) identified four themes. Logistic regression was used to identify meaning-making themes that exhibited association with the message. The users' engagement was impressive with the video receiving 203,754 views. The combined likes and shares for the promotional materials (video and banner ads) amounted to 6125 and 300, respectively. The logistic regression analysis showed two meaning-making themes, namely, risk of pregnancy (P=.003) and alcohol and culture (PFacebook's advertising channel. ©Mathew Parackal, Sherly Parackal, Shobhit Eusebius, Damien Mather. Originally published in JMIR Public Health and Surveillance (http://publichealth.jmir.org), 10.08.2017.

HOW TO MITIGATE THE RISKS OF MANAGING ONLINE ADVERTISING CAMPAIGNS BY TRAINING WITH SIMBOUND SIMULATION GAME

OpenAIRE

Louis Doru Havriliuc; Alexandru Capatina; Marius Geru

2013-01-01

This paper aims to describe how a digital marketing simulation system improve the knowledge and skills of students, as well as their status as members of a virtual community, which gradually evolve from novice to expert in managing online advertising campaigns. The body of the article encompasses three contributions: the know-how of the Simbound Game author, the practical experiences of an instructor, who coordinated students’ activities during three courses and of a Master student – the lea...

Study on Complex Advertising and Price Competition Dual-Channel Supply Chain Models Considering the Overconfidence Manufacturer

Directory of Open Access Journals (Sweden)

Junhai Ma

2016-01-01

Full Text Available In order to explore how the manufacturers make decisions when two manufacturers compete for local advertising investment, we examine two noncooperative models (Stackelberg and Nash game and propose a cost sharing contract to investigate channel competition of dual-channel supply chain. The dominant power between manufacturer and retailer and the effect of channel competition strategy on price are mainly discussed. In addition, dynamic system concepts are integrated into Stackelberg game model based on bounded rational mechanism. We analyze the local stability and find that the stability level of the dual-channel supply chains depends crucially on the price adjustment speed, the level of demand uncertainty, and the risk preference. The outcome shows that, under the master-slave game model, the profits of manufacturers are greater than that under decentralized decision-making mode, and the profits of retailers under master-slave game model are less than that under decentralized decision-making mode. The profits of manufacturers and retailers in the stable region are greater than that in unstable region. Finally, the delay feedback control method is utilized and effectively controls the chaotic behavior of dual-channel supply chain model. The results have theoretical and practical significance for the game models in terms of advertising and price competition.

Visual attention to alcohol cues and responsible drinking statements within alcohol advertisements and public health campaigns: Relationships with drinking intentions and alcohol consumption in the laboratory.

Science.gov (United States)

Kersbergen, Inge; Field, Matt

2017-06-01

Both alcohol advertising and public health campaigns increase alcohol consumption in the short term, and this may be attributable to attentional capture by alcohol-related cues in both types of media. The present studies investigated the association between (a) visual attention to alcohol cues and responsible drinking statements in alcohol advertising and public health campaigns, and (b) next-week drinking intentions (Study 1) and drinking behavior in the lab (Study 2). In Study 1, 90 male participants viewed 1 of 3 TV alcohol adverts (conventional advert; advert that emphasized responsible drinking; or public health campaign; between-subjects manipulation) while their visual attention to alcohol cues and responsible drinking statements was recorded, before reporting their drinking intentions. Study 2 used a within-subjects design in which 62 participants (27% male) viewed alcohol and soda advertisements while their attention to alcohol/soda cues and responsible drinking statements was recorded, before completing a bogus taste test with different alcoholic and nonalcoholic drinks. In both studies, alcohol cues attracted more attention than responsible drinking statements, except when viewing a public health TV campaign. Attention to responsible drinking statements was not associated with intentions to drink alcohol over the next week (Study 1) or alcohol consumption in the lab (Study 2). However, attention to alcohol portrayal cues within alcohol advertisements was associated with ad lib alcohol consumption in Study 2, although attention to other types of alcohol cues (brand logos, glassware, and packaging) was not associated. Future studies should investigate how responsible drinking statements might be improved to attract more attention. (PsycINFO Database Record (c) 2017 APA, all rights reserved).

REMARKS ABOUT ONLINE ADVERTISING - A QUALITATIVE RESEARCH AMONG ROMANIAN PROFESSIONALS

Directory of Open Access Journals (Sweden)

Acatrinei Carmen

2015-07-01

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

Quality uncertainty and informative advertising

NARCIS (Netherlands)

Moraga-González, José Luis

We present a price signalling model with informative advertising. A costly advertisement informs of the good's quality directly and therefore the seller determines the fraction of informed buyers endogenously. We show that informative advertising only occurs in pooling equilibria. For an advertising

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 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 ...

Control Freaks: How User-Generated Content is Managed in Advertising Campaigns. The Romanian Perspective

Directory of Open Access Journals (Sweden)

Rodica Maria SĂVULESCU

2014-10-01

Full Text Available The advent of Web 2.0 has brought about a paradigm shift in communication: from an informational Web to an editable one. Consequently, the “one-to-many” communication model of the mass media industry has been replaced by one that involves “many-to-many”. Web 2.0 enables those who were formerly conceptualized as audiences/consumers to be part of an open-source movement that means participating into the production of brands and their meanings. It is an era of convergence, of overlapping roles between producers and users/consumers – in short, of “produsage”, “prosumption” and “user-generated content” (UGC. This article investigates how this new paradigm influences marketing communication by addressing the specific case of the Romanian advertising industry. By using in depth-interviews with 20 advertising professionals, it points out to the fact that in communication campaigns with user-generated content there is still a high degree of control from the brand management and agency teams that cannot quite grasp the concept of brand communication democratization.

Mobilizing social media users to become advertisers: Corporate hashtag campaigns as a public health concern.

Science.gov (United States)

Laestadius, Linnea I; Wahl, Megan M

2017-01-01

With the growing popularity of social media, corporate marketers are increasingly launching hashtag campaigns to encourage consumers to create branded user-generated content on their behalves. If successful, these campaigns may expand the reach of harmful marketing messages and capitalize on peer-effects among adolescents. To shed light on these novel corporate campaigns, we performed a case study of the user-generated Instagram content created in response to a hashtag campaign promoting the quick-service restaurant Kentucky Fried Chicken (KFC). We performed a content analysis of one week's worth of user-generated Instagram posts created with the hashtag #HowDoYouKFC between 24 April 2015-1 May 2015. Posts were coded to discern: (a) relevance to KFC as a brand and/or food; (b) themes in the post, (c) the content of images/videos, and (d) overall sentiment toward KFC. Posts that were deleted or made private during the study period were removed. Descriptive statistics were calculated to discern trends in post content. Instagram users created 196 posts with #HowDoYouKFC during the study period. After removing irrelevant and deleted/private posts, analysis of the 128 remaining user-generated posts revealed that 45% of posts were explicitly positive toward KFC and 39% lacked a specific stance or emotion related to KFC. Of the posts, 55% depicted KFC chicken and 65% included depictions of the brand hashtag on food packaging. Findings indicate that corporations are successfully converting individual social media users into positive advertisers for harmful products. Novel efforts are needed to counter corporate user-generated content campaigns.

Game Theoretic Analysis of Pricing and Cooperative Advertising in a Reverse Supply Chain for Unwanted Medications in Households

Directory of Open Access Journals (Sweden)

Meina Hua

2017-10-01

Full Text Available Improper disposal of household unwanted medications (UMs is an emergency problem around the world that adversely affects the sustainability of the environment and human’s health. However, the current disposal practices, mainly based on advertising and collecting status, are unsatisfactory in most countries and regions. Thus, some scholars proposed an alternative disposal practice that is to provide incentives to customers. This study aims to compare a Single Model (advertising only with a Joint Model (advertising with take-back pricing in a two-echelon reverse supply chain (RSC that is composed of one disposer and one collector. In each model, four games (non-cooperative, collector as the Stackelberg leader, disposer as the Stackelberg leader, and cooperative were established in order to identify the optimal pricing and advertising strategies for both members. The results of the study indicate that there is a Pareto dominant range for Joint Model compared to Single Model, whereas Single Model has no Pareto improvement in any games. Furthermore, in non-cooperative games of Joint Model, it is better to implement the leader-follower structure rather than simultaneous movement structure. Additionally, it is verified that the cooperative game is feasible, which leads to the cooperation between the disposer and the collector, and the extra profit from the cooperation can be shared based on the Nash bargaining game. However, in Single Model, it is better for the disposer to act as a channel leader and the collector figures the follower.

A STUDY OF SIGNS: The Political Advertisements in Presidential Election Campaign of Indonesia 2014 based on the Peirce’s Theory

Directory of Open Access Journals (Sweden)

Henny Uswatun Hasanah

2014-05-01

Full Text Available In general election especially presidential election, it will have a special thing like in using advertisements for doing a campaign. In 2014, Indonesia has two candidates for becoming the first position as president and vice president. It is interested in analyzing the signs of advertisements that becomes their personal branding using semiotics analysis. This paper focuses on Peirce’s theory that is related to the signs which are able to be defined as three categories; Icon, Index and Symbol. There are many signs in personal branding of each candidate such as Prabowo-Hatta has a nationalist enthusiasm for Indonesia. Then, Jokowi-JK has an eternal spirit for working. Of course, the analysis is interested in analyzing to know more the meaning of signs because it is able to be an effective to use in campaign for getting many voters in a polling day. Therefore, as society has to be critical in this thing for choosing the right man as president and vice president of Indonesia.

Talking About Antismoking Campaigns: What Do Smokers Talk About, and How Does Talk Influence Campaign Effectiveness?

Science.gov (United States)

Brennan, Emily; Durkin, Sarah J; Wakefield, Melanie A; Kashima, Yoshihisa

2016-01-01

Campaign-stimulated conversations have been shown to increase the effectiveness of antismoking campaigns. In order to explore why such effects occur, in the current study we coded the content of naturally occurring conversations. We also examined whether the short-term effects of talking, and of different types of talk, on quitting intentions were mediated through intrapersonal message responses. Using the Natural Exposure(SM) methodology, we exposed 411 smokers to 1 of 6 antismoking advertisements while they were watching television at home. Responses to the advertisement-conversation participation and content, emotional responses, personalized perceived effectiveness, and changes in intentions to quit-were measured within 3 days of exposure. Conversations were coded for appraisal of the advertisement (favorable, neutral, or unfavorable) and the presence of quitting talk and emotion talk. Mediation analyses indicated that the positive effects of talking on intention change were mediated through personalized perceived effectiveness and that the positive effects were driven by conversations that contained a favorable appraisal and/or quitting talk. Conversely, conversations that contained an unfavorable appraisal of the advertisement were negatively associated with campaign effectiveness. These findings highlight the importance of measuring interpersonal communication when evaluating campaigns and the need for further research to identify the message characteristics that predict when smokers talk and when they talk only in desirable ways.

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.

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.

Peculiarities of conducting an advertising campaign of a commercial bank

OpenAIRE

Platonov K. A.; Glinskaya I. Yu.

2016-01-01

the article outlines special characteristics of banking advertising. It describes the main types of banking advertising as well as the main types of banking products and services. What is more, the authors discovered the peculiarities of advertising budgeting of a commercial bank, analyzes different methods of determining the advertising budget and controlling the work of an advertising department of a commercial bank.

Media framing and political advertising in the Patients' Bill of Rights debate.

Science.gov (United States)

Rabinowitz, Aaron

2010-10-01

The purpose of this article is to assess the influence of interest groups over news content. In particular, I explore the possibility that political advertising campaigns affect the tenor and framing of newspaper coverage in health policy debates. To do so, I compare newspaper coverage of the Patients' Bill of Rights debate in 1999 in five states that were subject to extensive advertising campaigns with coverage in five comparison states that were not directly exposed to the advocacy campaigns. I find significant differences in coverage depending on the presence or absence of paid advertising campaigns, and conclude that readers were exposed to different perspectives and arguments about managed care regulation if the newspapers they read were published in states targeted by political advertisements. Specifically, newspaper coverage was 17 percent less likely to be supportive of managed care reform in states subject to advertising campaigns designed to foment opposition to the Patients' Bill of Rights. Understanding the ability of organized interests and political actors to successfully promote their preferred issue frames in a dynamic political environment is particularly important in light of the proliferation of interest groups, the prevalence of multimillion-dollar political advertising campaigns, and the health care reform debate under President Barack Obama.

Peculiarities of conducting an advertising campaign of a commercial bank

Directory of Open Access Journals (Sweden)

Platonov K. A.

2016-05-01

Full Text Available the article outlines special characteristics of banking advertising. It describes the main types of banking advertising as well as the main types of banking products and services. What is more, the authors discovered the peculiarities of advertising budgeting of a commercial bank, analyzes different methods of determining the advertising budget and controlling the work of an advertising department of a commercial bank.

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.

Attitudes toward Shock Advertising of Western-European and Serbian University Students With Regard To Public Health Context (Anti-Smoking and Anti-HIV/AIDS Campaigns)

OpenAIRE

Krstic, Tamara

2007-01-01

The main objective of this dissertation is to examine attitudes toward shock advertising of western-European and Serbian university students with regard to public health context (anti-smoking and anti-HIV/AIDS campaigns). Although the use of shock advertising is widely adopted in practice, there has not been extensive research with regard to this topic. Public health context is of special interest in this dissertation as there is an urge for social marketing on Serbian market. The results of ...

Association of a Community Campaign for Better Beverage Choices With Beverage Purchases From Supermarkets.

Science.gov (United States)

Schwartz, Marlene B; Schneider, Glenn E; Choi, Yoon-Young; Li, Xun; Harris, Jennifer; Andreyeva, Tatiana; Hyary, Maia; Highsmith Vernick, Nicolette; Appel, Lawrence J

2017-05-01

Data are needed to evaluate community interventions to reduce consumption of sugary drinks. Supermarket sales data can be used for this purpose. To compare beverage sales in Howard County, Maryland (HC), with sales in comparison stores in a contiguous state before and during a 3-year campaign to reduce consumption of sugary beverages. This observational experiment with a control group included 15 HC supermarkets and 17 comparison supermarkets. Weekly beverage sales data at baseline (January 1 to December 31, 2012) and from campaign years 1 to 3 (January 1, 2013, through December 31, 2015) were analyzed. A difference-in-differences (DID) regression compared the volume sales per product per week in the HC and comparison stores, controlling for mean product price, competitor's product price, product size, weekly local temperature, and manufacturer. The campaign message was to reduce consumption of all sugary drinks. Television advertising, digital marketing, direct mail, outdoor advertising, social media, and earned media during the 3-year period created 17 million impressions. Community partners successfully advocated for public policies to encourage healthy beverage consumption in schools, child care, health care, and government settings. Sales were tracked of sugary drinks highlighted in the campaign, including regular soda, sports drinks, and fruit drinks. Sales of diet soda and 100% juice were also tracked. Sales data are expressed as mean fluid ounces sold per product, per store, per week. Regular soda sales in the 15 HC supermarkets decreased (-19.7%) from 2012 through 2015, whereas sales remained stable (0.8%) in the 17 comparison supermarkets (DID adjusted mean, -369 fl oz; 95% CI, -469 to -269 fl oz; P sports drinks (-86.3 fl oz; 95% CI, -343.6 to 170.9 fl oz) and diet soda (-17.8 in HC stores vs -11.3 in comparison stores; DID adjusted mean, -78.9 fl oz; 95% CI, -182.1 to 24.4 fl oz) decreased in both communities, but the decreases were not significantly

Florida's "truth" campaign: a counter-marketing, anti-tobacco media campaign.

Science.gov (United States)

Zucker, D; Hopkins, R S; Sly, D F; Urich, J; Kershaw, J M; Solari, S

2000-05-01

The "truth" campaign was created to change youth attitudes about tobacco and to reduce teen tobacco use throughout Florida by using youth-driven advertising, public relations, and advocacy. Results of the campaign include a 92 percent brand awareness rate among teens, a 15 percent rise in teens who agree with key attitudinal statements about smoking, a 19.4 percent decline in smoking among middle school students, and a 8.0 percent decline among high school students. States committed to results-oriented youth anti-tobacco campaigns should look to Florida's "truth" campaign as a model that effectively places youth at the helm of anti-tobacco efforts.

Model-based development and testing of advertising messages: A comparative study of two campaign proposals based on the MECCAS model and a conventional approach

DEFF Research Database (Denmark)

Bech-Larsen, Tino

theoretically valid and comprehensible guidelines for message development potentially enhances the effects of advertising messages and improves the possibility of measuring such effects. Moreover, such guidelines also have potential implications for the managerial communication processes (client......1. Traditionally the development of advertising messages has been based on "creative independence", sometimes catalysed by inductively generated empirical data. Due to the recent intensified focus on advertising effectiveness, this state of affair is now beginning to change. 2. Implementing......-agency and intra-agency) involved in the development of advertising messages. 3. The purpose of the study described in this paper is to compare the development and effects of two campaign proposals, with the common aim of increasing the consumption of apples among young Danes (18 to 35 years of age). One...

Digital Advertising Traffic Operation: Flow Management Analysis

OpenAIRE

Mas, Massimiliano Dal

2017-01-01

In a Web Advertising Traffic Operation the Trafficking Routing Problem (TRP) consists in scheduling the management of Web Advertising (Adv) campaign between Trafficking campaigns in the most efficient way to oversee and manage relationship with partners and internal teams, managing expectations through integration and post-launch in order to ensure success for every stakeholders involved. For our own interest we did that independent research projects also through specific innovative tasks val...

The effectiveness of targeted online advertising - Case: Muotikuutio website

OpenAIRE

Huynh, Maria

2016-01-01

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

How Readers and Advertisers Benefit from Local Newspaper Competition.

Science.gov (United States)

Everett, Shu-Ling Chen; Everett, Stephen E.

1989-01-01

Explores relations among three competitive schemes with respect to newspapers' price structures, including advertising rates and prices to consumers. Finds that readers get some benefit from greater competition, but that advertisers do not. (MM)

16 CFR 233.2 - Retail price comparisons; comparable value comparisons.

Science.gov (United States)

2010-01-01

... business). This may be done either on a temporary or a permanent basis, but in either case the advertised...) Another commonly used form of bargain advertising is to offer goods at prices lower than those being... be reasonably certain that the higher price he advertises does not appreciably exceed the price at...

MOVE 2000 - new advertising campaign speeds up modernisation business; MOVE 2000 - die neue Heizungsgemeinschaftswerbung bringt Schwung ins Modernisierungsgeschaeft

Energy Technology Data Exchange (ETDEWEB)

Dyas, S. [Zentralverband Sanitaer Heizung Klima, St. Augustin (Germany)

2001-02-01

Modernisation of heating systems is a difficult sector. Unfavourable boundary conditions make it even more of a low-interest product, and massive investment barriers are the result. The new advertising campaign of the heating systems industry attempts to counteract this. [German] Heizungsmodernisierung ist ein 'schwieriges' Geschaeft. Zur Zeit gibt es unguenstige Rahmenbedingungen, die den Charakter des Low-interest-Produkts soweit verstaerken, dass es zu massiven Investitionsbarrieren kommt. Diesem entgegen zu wirken ist die Aufgabe der neuen Heizungsgemeinschaftswerbung. (orig.)

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

Science.gov (United States)

Herrera, A L; Pasch, K E

2017-02-09

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

Social media in advertising campaigns: examining the effects on perceived persuasive intent, campaign and brand responses

NARCIS (Netherlands)

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

2014-01-01

Inspired by the increasing popularity of advertising on social media, and especially on social network sites (SNSs), the aim of this study is to give insight into the effectiveness of SNS advertising. The first experimental study compares consumer responses to advertising on SNSs and television (TV)

Using contextual advertising in Internet marketing

Directory of Open Access Journals (Sweden)

Тетяна Олександрівна Левицька

2017-07-01

Full Text Available This article is devoted to the substantiation of the use of contextual advertising in Internet marketing as one of the most universal and expedient tools of modern advertising, applied for the first time in 1994, describing the principles of its implementation and the prospects for using it. The shortcomings and advantages of Internet marketing and contextual advertising in particular, its types and technologies, on which it is implemented, the possibilities, as well as the purposes of application, are considered. The main characteristics of contextual advertising, namely its characteristic properties as compared to the other types of Internet marketing, were highlighted. The use of contextual advertising in the search, on partner sites of the advertising network and an example of the report that was received by means of the Yandex.Metrika service have been shown. On the basis of the analysis the use of contextual advertising has been proved and its basic types and methods of measuring the effectiveness of advertising campaigns using deep analytics services have been demonstrated. The factor of the complexity of the configuration process has been singled out, and in this connection, a variant of professional intervention in setting up contextual advertising by specialized agencies has been offered. In the long term, the tools of contextual advertising are to expand. Every year, more and more services are being created for a deeper analysis of statistics, end-to-end analytics, and the improvement of the campaign management interface

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...

5 CFR 734.205 - Participation in political campaigns.

Science.gov (United States)

2010-01-01

... 5 Administrative Personnel 2 2010-01-01 2010-01-01 false Participation in political campaigns. 734... in political campaigns. Subject to the prohibitions in § 734.306, an employee may: (a) Display... candidate or a candidate for political party office in a political advertisement, broadcast, campaign...

Significant Decline in Celebrity Usage in Advertising

DEFF Research Database (Denmark)

Schimmelpfennig, Christian; Hollensen, Svend

2016-01-01

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

Radon campaigns. Status report 2008

International Nuclear Information System (INIS)

Arvela, H.; Valmari, T.; Reisbacka, H.; Niemelae, H.; Oinas, T.; Maekelaeinen, I.; Laitinen-Sorvari, R.

2008-12-01

Radon campaigns aim at activating citizens to make indoor radon measurements and remediation as well as increasing the common awareness of indoor radon questions. Indoor radon increases the risk of lung cancer. Through radon campaigns Radiation and Nuclear Safety Authority (STUK) also promotes the attainment of those goals that the Ministry of Social Affairs and Health has set for municipal authorities in Finland for prevention of the harmful effects of radon. The Ministry of Social Affairs and Health supports this campaign. Radon campaigns were started in autumn 2003. By autumn 2008 the campaigns have been organised already in 64 regions altogether in 160 municipalities. In some municipalities they have already arranged two campaigns. Altogether 14 100 houses have been measured and in 2 100 of these the action limit of radon remediation 400 Bq / m 3 has been exceeded. When participating in radon campaigns the house owners receive a special offer on radon detectors with a reduced price. In 2008 a new practice was introduced where the campaign advertisements were distributed by mail to low-rise residential houses in a certain region. The advertisement includes an order / deposit slip with postage paid that the house owner can send directly to STUK to easily make an order for radon measurement. In the previous radon campaigns in 2003 - 2007 the municipal authorities collected the orders from house owners and distributed later the radon detectors. The radon concentrations measured in the campaign regions have exceeded the action limit of 400 Bq / m 3 in 0 - 39% of houses, depending on the region. The total of 15% of all measurements made exceeded this limit. The remediation activities have been followed by sending a special questionnaire on remedies performed to the house owners. In 2006 - 2007 a questionnaire was sent to those households where the radon concentration of 400 Bq / m 3 was exceeded during the two first campaign seasons. Among the households that replied

[Alcohol advertising in written mass media in Spain].

Science.gov (United States)

Montes-Santiago, J; Alvarez Muñiz, M L; Baz Lomba, A

2007-03-01

Alcohol advertising is a powerful factor of incitation to consumption. We analyzed the alcohol advertising, especially that youth-focused, in written mass media in Spain during the period 2002-2006. Annual cross-sectional study of advertisements in 41 widely difused written mass media (average readers: 10,1 millions). Media admitting alcohol publicity were 29% in the whole. (2,9 millions of readers on average, 29% of total readers). Alcohol advertising constituted the 3,8% of global publicity and the 8,6% of the publicity in media admitting alcohol publicity. In this period only 4% of the media (2,4% of total readers) inserted antidrug campaigns. In brief, three out of 10 total readers and one out of 12 people older than 15 years suffered the impact of tobacco advertising. Young people were included in 33% of alcohol advertisements and 3 out of 6 of youth-oriented magazines permitted a such publicity. Alcohol publicity remains high in written mass media in Spain. By contrast few people received informative antidrug campaigns. Advertising was preferentially directed to young people.

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...

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 ...

The Impact of Culture on International Advertising Campaigns: A Managerial Perspective.

Science.gov (United States)

Kanso, Ali

A study investigated advertising executives' perceptions of the importance of culture in international advertising, as well as advertising message approaches used by international corporations. It was hypothesized that more nonculturally oriented managers would agree to the use of the same creative strategies to advertise in both domestic and…

Trends in Cigarette Advertising, Price-Reducing Promotions, and Policy Compliance in New York State Licensed Tobacco Retailers, 2004 to 2015.

Science.gov (United States)

Watson, Kimberly A; Gammon, Doris G; Loomis, Brett R; Juster, Harlan R; Anker, Elizabeth

2018-01-01

To describe the presence of licensed tobacco retailers (LTRs), cigarette advertisements, price-reducing promotions, and compliance with tobacco control policies in New York State from 2004 to 2015 and to discuss implications and lessons learned from 11 years of experience conducting LTR surveys. Annual surveys of tobacco advertising from cross-sectional, stratified random samples of LTRs in New York State from 2004 to 2015 were conducted by professional data collectors. Data for 2013 were unavailable as the survey was not fielded in that year. New York State. Licensed tobacco retailers, which are stores licensed to sell tobacco in the state of New York. Between 3.6% (n = 800) and 19.7% (n = 3945) of all LTRs were sampled annually. The presence and number of cigarette advertisements and the presence of price-reducing promotions, required age-of-sale signage, and self-service tobacco displays were documented. We tested for significant differences between 2014 and 2015 and significant trends overall and by outlet type. We used logistic regression for binary outcomes and Poisson regression for count variables. The number of LTRs in New York State decreased 22.9% from 2004 (n = 25 740) to 2015 (n = 19 855). The prevalence and number of cigarette advertisements and the prevalence of cigarette price-reducing promotions decreased significantly over time. Compliance with posting required age-of-sale signs increased significantly from 2004 to 2015 and from 2014 to 2015. Compliance with the ban on self-service tobacco displays was consistently near 100%. The tobacco retail environment in New York State improved substantially from 2004 to 2015. The implications of these findings for youth and adult smoking and the associated social costs are unknown; however, decreases in pro-tobacco marketing, decreases in the number of LTRs, and improvements in compliance are likely to have positive impacts on youth and adult smoking outcomes, such as reduced initiation and increased

Manipulating meanings. [Advertising by the nuclear industry

Energy Technology Data Exchange (ETDEWEB)

Burgess, J. (University College, London (United Kingdom). Dept. of Geography)

Nuclear industry advertising in the United Kingdom is becoming more and more frequent, and is often controversial. The content and impact of recent campaigns are considered, especially the advertisement which portrays nuclear power as beneficial to the greenhouse effect. (author).

Los anuncios de juguetes en la campaña de Navidad Content analysis about toy’s advertisment during Christmas campaign

Directory of Open Access Journals (Sweden)

Marina Ferrer López

2007-10-01

Full Text Available En nuestros días, la publicidad se ha convertido en una herramienta de gran influencia en los gustos y preferencias de los niños. El presente estudio intenta analizar las características de los anuncios de juguetes en un periodo en el que se emiten masivamente como es la campaña de navidad. Los datos obtenidos revelan que la ambigüedad de la ley que regula este tipo de publicidad hace que se siga dando fuertes estereotipos femeninos y masculinos o discursos que permiten crear una imagen del producto mitificada e irreal. Nowadays, advertising is a tool with great influence on children’s tastes and preferences. This study tries to analyze the characteristics of advertisements of toys during the Christmas campaign, when there is a saturation of this type of advertisements. Our results show that the ambiguity of the law that regulates this type of publicity still allows strong male and female stereotypes, and a discourse that creates an unreal image of the product.

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

The Relationship Between Advertising-Induced Anger and Self-efficacy on Persuasive Outcomes: A Test of the Anger Activism Model Using the Truth Campaign.

Science.gov (United States)

Ilakkuvan, Vinu; Turner, Monique Mitchell; Cantrell, Jennifer; Hair, Elizabeth; Vallone, Donna

Turner's Anger Activism Model (AAM) contends anger and efficacy interact in a unique way to determine message responses to campaign materials. This study tested the AAM using responses to 2 truth antismoking advertisements collected in August-October 2014 via an online, cross-sectional survey of 15- to 21-year-olds. Those aware of each of the truth advertisements (n = 319 for each) were organized into 4 anger/efficacy groups. Analysis of variance and regressions were conducted to understand group differences in message-related cognitions (persuasiveness, receptivity, conversation). Message cognitions were highest among the high anger/high efficacy group and lowest among the low anger/low efficacy group.

Working to make an image: an analysis of three Philip Morris corporate image media campaigns.

Science.gov (United States)

Szczypka, Glen; Wakefield, Melanie A; Emery, Sherry; Terry-McElrath, Yvonne M; Flay, Brian R; Chaloupka, Frank J

2007-10-01

To describe the nature and timing of, and population exposure to, Philip Morris USA's three explicit corporate image television advertising campaigns and explore the motivations behind each campaign. Analysis of television ratings from the largest 75 media markets in the United States, which measure the reach and frequency of population exposure to advertising; copies of all televised commercials produced by Philip Morris; and tobacco industry documents, which provide insights into the specific goals of each campaign. Household exposure to the "Working to Make a Difference: the People of Philip Morris" averaged 5.37 ads/month for 27 months from 1999-2001; the "Tobacco Settlement" campaign averaged 10.05 ads/month for three months in 2000; and "PMUSA" averaged 3.11 ads/month for the last six months in 2003. The percentage of advertising exposure that was purchased in news programming in order to reach opinion leaders increased over the three campaigns from 20%, 39% and 60%, respectively. These public relations campaigns were designed to counter negative images, increase brand recognition, and improve the financial viability of the company. Only one early media campaign focused on issues other than tobacco, whereas subsequent campaigns have been specifically concerned with tobacco issues, and more targeted to opinion leaders. The size and timing of the advertising buys appeared to be strategically crafted to maximise advertising exposure for these population subgroups during critical threats to Philip Morris's public image.

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.

The hospital marketer and the advertising agency: who should do what--and to whom.

Science.gov (United States)

Keyser, J A

1987-01-01

Close cooperation between advertising agencies and their clients is an essential ingredient of a successful advertising campaign. Expectations and responsibilities must be clearly defined in writing, and realistic deadlines should be set and adhered to. Campaigns lacking these crucial components are handicapped from the start, and results produced will be less effective than a carefully planned and executed campaign.

The role of advertising in promoting Sellafield

Energy Technology Data Exchange (ETDEWEB)

Cartwright, Bob [BNFL (United Kingdom)

1989-07-01

During the last two and half years, British Nuclear Fuels havevspent approaching 9 million pounds on advertising, expenditure designed to increase the public's acceptance of nuclear power and BNFL's operations in particular. That money has been spent against a difficult background, the campaign having started just seven weeks after the Chernobyl disaster, although the strategy, was developed before Chernobyl changed so many people's attitude towards nuclear power. Sellafield was seen by many in the nuclear industry, and not only in Britain, as a major problem, and the public, judging by opinion research conducted at the time, shared that view. Research showed: Most people Saw BNFL as an environmental polluter and a danger to health; Sellafield was aeon as a dangerous place at which to work or near which to live; BNFL was seen as secretive and dishonest. One of the major argument for using advertising as the focal point of any major campaign is that, unlike press relations, it can be controlled. This was particularly important, as the press coverage was already bad, and something dramatic had to be done to change the situation. At first, we considered two fairly obvious strategies. To try and explain the benefits of nuclear power and BNFL's role, and secondly to explain the risks and put them into the context of other everyday risks. The campaign started in June 1986, with colour advertisements in magazines and newspaper supplements. Attached to the advertisement were invitation cards, with nine million printed. This was followed by a 50 second TV advertisement, broadcast nationally. Our aim to make the campaign newsworthy certainly worked. With the help of a public relations exercise, the TV ad was shown on a wide range of news programmes, and many newspaper articles were written about this new approach to selling nuclear power to the public. People started to visit Sellafield in ever increasing numbers. The biggest surprise was at the end of 1987, when Sellafield

The role of advertising in promoting Sellafield

International Nuclear Information System (INIS)

Cartwright, Bob

1989-01-01

During the last two and half years, British Nuclear Fuels havevspent approaching 9 million pounds on advertising, expenditure designed to increase the public's acceptance of nuclear power and BNFL's operations in particular. That money has been spent against a difficult background, the campaign having started just seven weeks after the Chernobyl disaster, although the strategy, was developed before Chernobyl changed so many people's attitude towards nuclear power. Sellafield was seen by many in the nuclear industry, and not only in Britain, as a major problem, and the public, judging by opinion research conducted at the time, shared that view. Research showed: Most people Saw BNFL as an environmental polluter and a danger to health; Sellafield was aeon as a dangerous place at which to work or near which to live; BNFL was seen as secretive and dishonest. One of the major argument for using advertising as the focal point of any major campaign is that, unlike press relations, it can be controlled. This was particularly important, as the press coverage was already bad, and something dramatic had to be done to change the situation. At first, we considered two fairly obvious strategies. To try and explain the benefits of nuclear power and BNFL's role, and secondly to explain the risks and put them into the context of other everyday risks. The campaign started in June 1986, with colour advertisements in magazines and newspaper supplements. Attached to the advertisement were invitation cards, with nine million printed. This was followed by a 50 second TV advertisement, broadcast nationally. Our aim to make the campaign newsworthy certainly worked. With the help of a public relations exercise, the TV ad was shown on a wide range of news programmes, and many newspaper articles were written about this new approach to selling nuclear power to the public. People started to visit Sellafield in ever increasing numbers. The biggest surprise was at the end of 1987, when Sellafield

Towards new advertising models for situated displays

OpenAIRE

José, Rui; Soares, Ana Maria

2010-01-01

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

Effects of a mass media campaign to increase physical activity among children: year-1 results of the VERB campaign.

Science.gov (United States)

Huhman, Marian; Potter, Lance D; Wong, Faye L; Banspach, Stephen W; Duke, Jennifer C; Heitzler, Carrie D

2005-08-01

To determine the effects of a mass media campaign on the levels of physical activity among children 9 to 13 years of age. A prospective, longitudinal, quasi-experimental design was used. A baseline survey was conducted in April to June 2002, before the launch of VERB advertising. Random-digit-dialing methods were used to survey a nationally representative sample of children and parents. The follow-up survey was repeated with the same cohort of children and parents in April to June 2003. Propensity scoring was used to determine the campaign's effects on awareness and physical activity behaviors. United States. A total of 3120 parent-child dyads. Intervention. The VERB campaign is a multiethnic campaign that combines paid advertisements with school and community promotions and Internet activities to encourage children 9 to 13 years of age to be physically active every day. Launched in 2002 by the Centers for Disease Control and Prevention, VERB uses commercial marketing methods to advertise being physically active as cool, fun, and a chance to have a good time with friends. Using the VERB brand, paid advertising ran nationally from June 2002 through June 2003, targeting 9- to 13-year-old youths. Children's awareness of the campaign and self-reported estimates of free-time and organized physical activity sessions during nonschool hours in the week before the interview. After 1 year, 74% of children surveyed were aware of the VERB campaign. Levels of reported sessions of free-time physical activity increased for subgroups of children 9 to 13 years of age. A pattern of effects across 2 measures was observed for younger children (9-10 years of age), girls, children whose parents had less than a high school education, children from urban areas that were densely populated, and children who were low active at baseline. These subgroups engaged in more median weekly sessions of free-time physical activity than did children who were unaware of VERB and, as the children's level

Advertising eugenics: Charles M. Goethe's campaign to improve the race.

Science.gov (United States)

Schoenl, William; Peck, Danielle

2010-06-01

Over the last several decades historians have shown that the eugenics movement appealed to an extraordinarily wide constituency. Far from being the brainchild of the members of any one particular political ideology, eugenics made sense to a diverse range of Americans and was promoted by professionals ranging from geneticists and physicians to politicians and economists.(1) Seduced by promises of permanent fixes to national problems, and attracted to the idea of a scientifically legitimate form of social activism, eugenics quickly grew in popularity during the first decades of the twentieth century. Charles M. Goethe, the land developer, entrepreneur, conservationist and skilled advertiser who founded the Eugenics Society of Northern California, exemplifies the broad appeal of the eugenics movement. Goethe played an active role within the American eugenics movement at its peak in the 1920s. The last president of the Eugenics Research Association,(2) he also campaigned hard against Mexican immigration to the US and he continued open support for the Nazi regime's eugenic practices into the later 1930s.(3) This article examines Goethe's eugenic vision and, drawing on his correspondence with the leading geneticist Charles Davenport, explores the relationship between academic and non-academic advocates of eugenics in America. Published by Elsevier Ltd.

Advertising on social media

OpenAIRE

Sumit Goyal

2013-01-01

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

Analysis of the Perception of Television Advertising of University Students

OpenAIRE

Hérová, Lucie

2012-01-01

This diploma thesis looks into a problem of television advertisement, what is still the most perceived form of advertisement. In the introduction is defined concept of advertisement and its history, functions and there is concisely described only just television advertisement too. Other section of theoretical part refers to creation of advertising campaigns, what instruments are used there and how to measure advertisement's success. Practical part examines results of questionnaire research. I...

Advertising media and cigarette demand.

Science.gov (United States)

Goel, Rajeev K

2011-01-01

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

Recall of "The Real Cost" Anti-Smoking Campaign Is Specifically Associated With Endorsement of Campaign-Targeted Beliefs.

Science.gov (United States)

Kranzler, Elissa C; Gibson, Laura A; Hornik, Robert C

2017-10-01

Though previous research suggests the FDA's "The Real Cost" anti-smoking campaign has reduced smoking initiation, the theorized pathway of effects (through targeted beliefs) has not been evaluated. This study assesses the relationship between recall of campaign television advertisements and ad-specific anti-smoking beliefs. Respondents in a nationally representative survey of nonsmoking youths age 13-17 (n = 4,831) reported exposure to four The Real Cost advertisements and a fake ad, smoking-relevant beliefs, and nonsmoking intentions. Analyses separately predicted each targeted belief from specific ad recall, adjusting for potential confounders and survey weights. Parallel analyses with non-targeted beliefs showed smaller effects, strengthening claims of campaign effects. Recall of four campaign ads (but not the fake ad) significantly predicted endorsement of the ad-targeted belief (Mean β = .13). Two-sided sign tests indicated stronger ad recall associations with the targeted belief relative to the non-targeted belief (p < .05). Logistic regression analyses indicated that respondents who endorsed campaign-targeted beliefs were more likely to have no intention to smoke (p < .01). This study is the first to demonstrate a relationship between recall of ads from The Real Cost campaign and the theorized pathway of effects (through targeted beliefs). These analyses also provide a methodological template for showing campaign effects despite limitations of available data.

'People Love Player's': Cigarette Advertising and the Teenage Consumer in Post-war Britain.

Science.gov (United States)

O'Neill, Daniel

2017-09-01

This article explores the background, creation and reception of a prominent cigarette advertising campaign from the early 1960s. The advertisements featured young couples falling in love as they shared Player's Medium cigarettes together. As such, the advertisements reflected the central place of the teenager within post-war British consumer culture. The campaign was built upon the insights of market research, particularly that carried out by Mark Abrams and his research organization Research Services Limited. Historians have played down the significance of Abrams's work, but it is argued here that the studies and reports Abrams produced rendered the teenage consumer knowable in a powerful way. Advertisers and manufacturers now had detailed knowledge about young people's consumption habits and their motivations. Such research helped the British tobacco industry formulate a controversial marketing strategy-the need to 'recruit' young people to the smoking habit-and the People Love Player's campaign was created with this in mind. The representations of love and gender included in the advertisements gave the campaign an emotional pull which was designed to resonate with young people. The advertisements were widely criticized and this drove the British tobacco industry to remove from its advertising appeals which might influence the young, such as love. © The Author [2017]. Published by Oxford University Press. All rights reserved. For Permissions, please email: journals.permissions@oup.com.

Model-based development and testing of advertising messages: A comparative study of two campaign proposals based on the MECCAS model and a conventional approach

DEFF Research Database (Denmark)

Bech-Larsen, Tino

2001-01-01

Traditionally, the development of advertising messages has been based on "creative independence", sometimes catalysed by inductively generated empirical data. Due to the recent intensified focus on advertising effectiveness, this state of affairs is beginning to change. The purpose of the study....... The comparison involved the efficiency of the managerial communication taking place in the message development process as well as target group communication effects. The managerial communication was studied by interviews with the involved advertising agency (Midtmarketing, Ikast, Denmark) and client staff...... described in this article is to compare the development and effects of two campaign proposals, with the sommon aim of increasing the consumption of apples among young Danes (18 to 35 years of age). One of the proposals is the result of an inductive-creative process, while the other is base on the MECCAS...

Attracting Investor Attention through Advertising

OpenAIRE

Dong Lou

2014-01-01

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

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

OpenAIRE

Sivagnanasuntharam, Sivasathees

2008-01-01

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

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…

Exploring Online Shopping Behaviour within the Context of Online Advertisement, Customer Service Experience Consciousness and Price Comparison Websites: Perspectives from Young Female Shoppers in the Zlínský Region

Directory of Open Access Journals (Sweden)

Christian Nedu Osakwe

2015-01-01

Full Text Available Online shopping behaviour within the context of price comparison websites presents an interesting area of consumer behaviour, yet very little research has been done in this area. Hence, the focus of this paper was to critically explore the impact of online advertisement and customer service experience consciousness on young female shoppers’ intention to use price comparison websites as a purchase decision-making tool within the online retail environment. Our sample consisted of 123 female respondents of the Tomas Bata University students in Zlín, Czech Republic. From the sample, we found out using the Partial Least Square approach to Structural Equation Modelling (PLS-SEM that both online advertisement (Ads and customer service experience consciousness are directly and positively related to online shoppers’ intention to use price comparison websites. Hence, our two stated hypotheses were supported based on the outcome of the structural model. Apparently, customer service experience consciousness is a better predictor of female shoppers’ intention to use price comparison websites compared to online advertising. Nonetheless, we have highlighted the need for a further research based on the study’s limitations.

Pricing products: juxtaposing affordability with quality appeal.

Science.gov (United States)

1984-01-01

Choosing appropriate product prices is 1 of the most crucial steps in creating an effective contraceptive social marketing (CSM) sales campaign. The Social Marketing Forum conducted an informal survey of social marketing project managers, international contractors, and marketing consultants to determine how CSM programs cope with pricing problems and ways to circumvent some obstacles. According to Diana Altman, a family planning consultant, low prices that make products available to needy individuals are more important than the program's self sufficiency, yet if prices are too low, consumers think the products were unusable in the US and thus were dumped on local markets. Other key factors include commercial competition, spiraling inflation rates, and problems with rising prices and retailer/distributor margins. A sampling of per capita gross national products indicates the poverty level of most CSM projects' target market. Consequently, CSM projects must set low pices, regardless of program operating costs. The goal often is to increase the demand and availability for contraceptives. The fact that social marketing products must pass through retail networks to reach consumers complicates the pricing equation. To deal with the problem, India's Nirodh program gives a 25% margin to distributors/wholesalers, compared to 6% offered on most other goods. Retailers also receive a 25% margin, more than double the commercial rate. Once prices are set, increases pose hazards. Local government approval often is a prerequisite and can require lengthy negotiations. Market studies remain a valuable approach to effective pricing, according to PNA's Mallamad and other research consultants. They cite such effective research strategies as test marketing products and asking consumers how prices affect buying habits. Further, CSM projects can jump over some pricing hurdles through creative marketing. An effective pricing strategy alone cannot produce a successful CSM program. Pricing

Is Fear Really Persuasive: The case of antismoking advertising for young adults

OpenAIRE

Dion, Michele

2005-01-01

Persuasive communication has been used for ages, from the great Ancient Greece to modern days, in order to modify people's ways of thinking and acting. It has a tremendous role to play when it comes to advertising, even more so if considering social advertising campaigns. One of the determinants that were scrutinized before through research in the field of persuasive communication is the appeal to fear, which is frequently used in public health campaigns, such as antismoking advertising. In s...

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.

Comparative Advertising in the Czech Republic: An Empirical Study

Directory of Open Access Journals (Sweden)

Petr Kral

2016-12-01

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

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.

The Influence of Advertisement, Perceived Price, and Brand Image on Consumer Buying Decision to Asus Mobile Phone

OpenAIRE

Tumewu, Ferdinand J.; Ruslim, Archi C.

2015-01-01

Buying decision is the stage in which consumers make the decision or take an action whether to purchase a certain product or not. The purpose of this research is to analyze the simultaneous and partial effect of Advertising, Perceived Price and Brand Images on Consumer Buying Decision. The populations of this research are people who use ASUS smartphone with the sample size as many as 40 respondents. This research uses quantitative analyze by questionnaires and the Multiple Regression Analysis...

To contribute or not: A goals-based perspective on the effect of industry sales trend and solicitation messages on voluntary contributions to a generic advertising campaign.

Science.gov (United States)

Srivastava, Joydeep; Oza, Shweta S; Koukova, Nevena T

2017-12-01

Generic advertising campaigns such as "Got Milk?" and "Pork: The Other White Meat" are intended to increase demand for the entire product category rather than demand for a specific brand. This research examines the influence of industry (or product category) sales trend and solicitation messages on voluntary contributions toward such campaigns. Based on the idea that the context in which decisions are made may induce goals, a theoretical framework is developed to suggest that a declining versus an increasing industry sales trend induces different goal orientations. Although contributing to a generic advertising campaign may be viewed as 1 means to achieve the induced goal, the means-goal association is likely to be stronger when the trend is declining rather than increasing. Further, the authors propose that a solicitation message that is congruent with the induced goal and the associated mean is likely to be most effective in increasing contributions relative to incongruent messages. Consistent with the framework, three studies demonstrate that voluntary contributions are higher when the industry sales trend is declining versus increasing, and the solicitation message that reinforces the association between the induced goal and the means to achieve the goal is most effective in increasing contributions. (PsycINFO Database Record (c) 2017 APA, all rights reserved).

Orange Juice Advertising by the Florida Department of Citrus: Estimates of 2006-07 Florida and Free-Rider Benefits

OpenAIRE

Brown, Mark G.

2007-01-01

The benefits of OJ advertising result from 1) increased gallon sales and 2) higher prices. Advertising was estimated to increase the delivered-in price by $.083 per single strength equivalent (SSE) gallon in 2006-07. The with-advertising and without-advertising delivered-in prices were estimated at $1.981 and $1.898 per SSE gallon, respectively. With FDOC advertising focusing on the U.S. market, benefits due to advertising were estimated for the U.S market only. However, it should be recogniz...

A Cross-Sectional Comparison of Army Advertising Attributes

Science.gov (United States)

1990-11-01

ARMY ADVERTISING ATTRIBUTES EXECUTIVE SUMMARY Research Requirement: In order to assess the impact of the Army’s advertising strategy and campaigns...Sample sizes varied from 4,875 to 4,926 for the NRS and from 3,569 to 3,602 for ACOMS. Improvement type themes. This advertising strategy would make...and college. I recommend that the Army focus advertising strategy on the Army as a positive step between high school and college in addition to work

Using Support Vector Machine on EEG for Advertisement Impact Assessment

Directory of Open Access Journals (Sweden)

Zhen Wei

2018-03-01

Full Text Available The advertising industry depends on an effective assessment of the impact of advertising as a key performance metric for their products. However, current assessment methods have relied on either indirect inference from observing changes in consumer behavior after the launch of an advertising campaign, which has long cycle times and requires an ad campaign to have already have been launched (often meaning costs having been sunk. Or through surveys or focus groups, which have a potential for experimental biases, peer pressure, and other psychological and sociological phenomena that can reduce the effectiveness of the study. In this paper, we investigate a new approach to assess the impact of advertisement by utilizing low-cost EEG headbands to record and assess the measurable impact of advertising on the brain. Our evaluation shows the desired performance of our method based on user experiment with 30 recruited subjects after watching 220 different advertisements. We believe the proposed SVM method can be further developed to a general and scalable methodology that can enable advertising agencies to assess impact rapidly, quantitatively, and without bias.

Using Support Vector Machine on EEG for Advertisement Impact Assessment.

Science.gov (United States)

Wei, Zhen; Wu, Chao; Wang, Xiaoyi; Supratak, Akara; Wang, Pan; Guo, Yike

2018-01-01

The advertising industry depends on an effective assessment of the impact of advertising as a key performance metric for their products. However, current assessment methods have relied on either indirect inference from observing changes in consumer behavior after the launch of an advertising campaign, which has long cycle times and requires an ad campaign to have already have been launched (often meaning costs having been sunk). Or through surveys or focus groups, which have a potential for experimental biases, peer pressure, and other psychological and sociological phenomena that can reduce the effectiveness of the study. In this paper, we investigate a new approach to assess the impact of advertisement by utilizing low-cost EEG headbands to record and assess the measurable impact of advertising on the brain. Our evaluation shows the desired performance of our method based on user experiment with 30 recruited subjects after watching 220 different advertisements. We believe the proposed SVM method can be further developed to a general and scalable methodology that can enable advertising agencies to assess impact rapidly, quantitatively, and without bias.

Gorgias on Madison Avenue: Sophistry and the Rhetoric of Advertising.

Science.gov (United States)

Matcuk, Matt

Using sophistic theory and focusing on intersections in the practice and reception of sophistry and advertising, a study analyzed a contemporary advertising campaign. A number of extrinsic similarities between sophistic and advertising rhetoric exist: their commercial basis, their popular reception as dishonest speech, and the reception of both as…

Commercial Speech Protection and Alcoholic Beverage Advertising.

Science.gov (United States)

Greer, Sue

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

The Advertising Mix for a Search Good

OpenAIRE

Simon P. Anderson; Régis Renault

2013-01-01

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

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.

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

Science.gov (United States)

2018-01-01

Background This report provides data on the use of social media advertising as a clinical trial recruitment strategy targeting healthy volunteers aged 60 years and older. The social media advertising campaign focused on enrollment for a Phase 1 clinical trial. Traditional means of recruiting—billboards, newspaper advertising, word of mouth, personal referrals, and direct mail—were not producing enough qualified participants. Objective To demonstrate the effectiveness of using targeted advertising on the social networking site Facebook to recruit people aged 60 years and older for volunteer clinical trial participation. Methods The trial sponsor used a proactive approach to recruit participants using advertising on social media. The sponsor placed and monitored an Institutional Review Board-approved advertising campaign on Facebook to recruit potential candidates for a Phase 1 clinical trial. The clinical trial required a 10-day residential (overnight) stay at a clinic in Michigan, with one follow-up visit. The sponsor of the clinical trial placed the advertising, which directed interested respondents to a trial-specific landing page controlled by the Contract Research Organization (CRO). The CRO provided all follow-up consenting, prescreening, screening, and enrollment procedures. The campaign was waged over an 8-week period to supplement recruiting by the CRO. Results A total of 621 people responded to a Facebook advertising campaign by completing an online form or telephoning the CRO, and the clinical trial was fully enrolled at 45 subjects following an 8-week Facebook advertising campaign. Conclusions An 8-week Facebook advertising campaign contributed to 868 inquiries made regarding a Phase 1 clinical trial seeking to enroll healthy elderly subjects. Over the initial 11 weeks of recruitment, 178 inquiries were received using traditional methods of outreach. Respondents to the Facebook advertising campaign described in this report engaged with the sponsored

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

Science.gov (United States)

Cowie, Julie M; Gurney, Mark E

2018-01-24

This report provides data on the use of social media advertising as a clinical trial recruitment strategy targeting healthy volunteers aged 60 years and older. The social media advertising campaign focused on enrollment for a Phase 1 clinical trial. Traditional means of recruiting-billboards, newspaper advertising, word of mouth, personal referrals, and direct mail-were not producing enough qualified participants. To demonstrate the effectiveness of using targeted advertising on the social networking site Facebook to recruit people aged 60 years and older for volunteer clinical trial participation. The trial sponsor used a proactive approach to recruit participants using advertising on social media. The sponsor placed and monitored an Institutional Review Board-approved advertising campaign on Facebook to recruit potential candidates for a Phase 1 clinical trial. The clinical trial required a 10-day residential (overnight) stay at a clinic in Michigan, with one follow-up visit. The sponsor of the clinical trial placed the advertising, which directed interested respondents to a trial-specific landing page controlled by the Contract Research Organization (CRO). The CRO provided all follow-up consenting, prescreening, screening, and enrollment procedures. The campaign was waged over an 8-week period to supplement recruiting by the CRO. A total of 621 people responded to a Facebook advertising campaign by completing an online form or telephoning the CRO, and the clinical trial was fully enrolled at 45 subjects following an 8-week Facebook advertising campaign. An 8-week Facebook advertising campaign contributed to 868 inquiries made regarding a Phase 1 clinical trial seeking to enroll healthy elderly subjects. Over the initial 11 weeks of recruitment, 178 inquiries were received using traditional methods of outreach. Respondents to the Facebook advertising campaign described in this report engaged with the sponsored advertising at a higher rate than is typical for

Issue-Advocacy versus Candidate Advertising: Effects on Candidate Preferences and Democratic Process.

Science.gov (United States)

Pfau, Michael; Holbert, R. Lance; Szabo, Erin Alison; Kaminski, Kelly

2002-01-01

Examines the influence of soft-money-sponsored issue-advocacy advertising in U.S. House and Senate campaigns, comparing its effects against candidate-sponsored positive advertising and contrast advertising on viewers' candidate preferences and on their attitude that reflect democratic values. Reveals no main effects for advertising approach on…

Effectiveness of newspaper advertising for patient recruitment into a clinical trial.

Science.gov (United States)

Hapca, Adrian; Jennings, Claudine G; Wei, Li; Wilson, Adam; MacDonald, Thomas M; Mackenzie, Isla S

2014-06-01

To measure the impact of newspaper advertising across Scotland on patient interest, and subsequent recruitment into the Standard Care vs. Celecoxib Outcome Trial (SCOT), a clinical trial investigating the cardiovascular safety of non-steroidal anti-inflammatory drugs in patients with osteoarthritis or rheumatoid arthritis. Newspaper advertisements about the SCOT trial were placed sequentially in regional and national Scottish newspapers. The number of phone calls as a result of exposure to the advertisements and ongoing study recruitment rates were recorded before, during and after the advertising campaign. To enroll in SCOT individuals had to be registered with a participating GP practice. The total cost for the advertising campaign was £46 250 and 320 phone calls were received as a result of individuals responding to the newspaper advertisements. One hundred and seventy-two individuals were identified as possibly suitable to be included in the study. However only 36 were registered at participating GP practices, 17 completed a screening visit and 15 finally were randomized into the study. The average cost per respondent individual was £144 and the average cost per randomized patient was £3083. Analysis of recruitment rate trends showed that there was no impact of the newspaper advertising campaign on increasing recruitment into SCOT. Advertisements placed in local and national newspapers were not an effective recruitment strategy for the SCOT trial. The advertisements attracted relatively small numbers of respondents, many of whom did not meet study inclusion criteria or were not registered at a participating GP practice. © 2013 The British Pharmacological Society.

Effectiveness of newspaper advertising for patient recruitment into a clinical trial

Science.gov (United States)

Hapca, Adrian; Jennings, Claudine G; Wei, Li; Wilson, Adam; MacDonald, Thomas M; Mackenzie, Isla S

2014-01-01

Aims To measure the impact of newspaper advertising across Scotland on patient interest, and subsequent recruitment into the Standard Care vs. Celecoxib Outcome Trial (SCOT), a clinical trial investigating the cardiovascular safety of non-steroidal anti-inflammatory drugs in patients with osteoarthritis or rheumatoid arthritis. Methods Newspaper advertisements about the SCOT trial were placed sequentially in regional and national Scottish newspapers. The number of phone calls as a result of exposure to the advertisements and ongoing study recruitment rates were recorded before, during and after the advertising campaign. To enroll in SCOT individuals had to be registered with a participating GP practice. Results The total cost for the advertising campaign was £46 250 and 320 phone calls were received as a result of individuals responding to the newspaper advertisements. One hundred and seventy-two individuals were identified as possibly suitable to be included in the study. However only 36 were registered at participating GP practices, 17 completed a screening visit and 15 finally were randomized into the study. The average cost per respondent individual was £144 and the average cost per randomized patient was £3083. Analysis of recruitment rate trends showed that there was no impact of the newspaper advertising campaign on increasing recruitment into SCOT. Conclusions Advertisements placed in local and national newspapers were not an effective recruitment strategy for the SCOT trial. The advertisements attracted relatively small numbers of respondents, many of whom did not meet study inclusion criteria or were not registered at a participating GP practice. PMID:24283948

Developing effective campaign messages to prevent neural tube defects: a qualitative assessment of women's reactions to advertising concepts.

Science.gov (United States)

Massi Lindsey, Lisa L; Silk, Kami J; Von Friederichs-Fitzwater, Marlene M; Hamner, Heather C; Prue, Christine E; Boster, Franklin J

2009-03-01

The incidence of neural tube defects (NTDs), serious birth defects of the brain and spine that affect approximately 3,000 pregnancies in the United States each year, can be reduced by 50-70% with daily periconceptional consumption of the B vitamin folic acid. Two studies were designed to assess college women's reactions to and perceptions of potential campaign advertising concepts derived from preproduction formative research to increase folic acid consumption through the use of a daily multivitamin. Study one assessed draft advertising concepts in eight focus groups (N = 71) composed of college-enrolled women in four cities geographically dispersed across the United States. Based on study one results, the concepts were revised and reassessed in study two with a different sample (eight focus groups; N = 73) of college women in the same four cities. Results indicated that participants generally responded favorably to concepts in each of the two studies, and provided insight into individual concepts to increase their overall appeal and effectiveness. The specific findings and implications of these results are discussed.

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

Targeted advertising, platform competition and privacy

NARCIS (Netherlands)

Kox, Henk; Straathof, Bas; Zwart, Gijsbert

2017-01-01

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

Storefront cigarette advertising differs by community demographic profile.

Science.gov (United States)

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

2010-01-01

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

Analysis of internet advertisement type PPC (Pay-Per-Click) in concrete firm (Cedar home)

OpenAIRE

Krausová, Lenka

2009-01-01

The aim of this bachelor thesis is to present the features of internet advertising. The main type of advertisement in this thesis is called PPC (Pay-Per-Click). There are created and advertised advertising campaigns on concrete project.

Inferring Social Influence of Anti-Tobacco Mass Media Campaign.

Science.gov (United States)

Zhan, Qianyi; Zhang, Jiawei; Yu, Philip S; Emery, Sherry; Xie, Junyuan

2017-07-01

Anti-tobacco mass media campaigns are designed to influence tobacco users. It has been proved that campaigns will produce users' changes in awareness, knowledge, and attitudes, and also produce meaningful behavior change of audience. Anti-smoking television advertising is the most important part in the campaign. Meanwhile, nowadays, successful online social networks are creating new media environment, however, little is known about the relation between social conversations and anti-tobacco campaigns. This paper aims to infer social influence of these campaigns, and the problem is formally referred to as the Social Influence inference of anti-Tobacco mass mEdia campaigns (Site) problem. To address the Site problem, a novel influence inference framework, TV advertising social influence estimation (Asie), is proposed based on our analysis of two real anti-tobacco campaigns. Asie divides audience attitudes toward TV ads into three distinct stages: 1) cognitive; 2) affective; and 3) conative. Audience online reactions at each of these three stages are depicted by Asie with specific probabilistic models based on the synergistic influences from both online social friends and offline TV ads. Extensive experiments demonstrate the effectiveness of Asie.

Facebook Advertising Across an Engagement Spectrum: A Case Example for Public Health Communication.

Science.gov (United States)

Platt, Tevah; Platt, Jodyn; Thiel, Daniel B; Kardia, Sharon L R

2016-05-30

The interpersonal, dialogic features of social networking sites have untapped potential for public health communication. We ran a Facebook advertising campaign to raise statewide awareness of Michigan's newborn screening and biobanking programs. We ran a Facebook advertising campaign to stimulate public engagement on the complex and sensitive issue of Michigan's newborn screening and biobank programs. We ran an 11-week, US $15,000 Facebook advertising campaign engaging Michigan Facebook users aged 18-64 years about the state's newborn screening and population biobank programs, and we used a novel "engagement spectrum" framework to contextualize and evaluate engagement outcomes ranging from observation to multi-way conversation. The campaign reached 1.88 million Facebook users, yielding a range of engagement outcomes across ad sets that varied by objective, content, budget, duration, and bid type. Ad sets yielded 9009 page likes (US $4125), 15,958 website clicks (US $5578), and 12,909 complete video views to 100% (US $3750). "Boosted posts" yielded 528 comments and 35,966 page post engagements (US $1500). Overall, the campaign led to 452 shares and 642 comments, including 176 discussing newborn screening and biobanking. Facebook advertising campaigns can efficiently reach large populations and achieve a range of engagement outcomes by diversifying ad types, bid types, and content. This campaign provided a population-based approach to communication that also increased transparency on a sensitive and complex topic by creating a forum for multi-way interaction.

Advertising Efficiency in Road Safety Prevention Campaigns

Directory of Open Access Journals (Sweden)

Julia Catalina Serrano Cordero

2017-11-01

Full Text Available This paper addresses the importance of the results evaluation processes in the education and road safety campaigns, although they have achieved remarkable progress in praxis, evidenced a lack of information as to the relevance and suitability of the tools of communication in prevention. The objective was to validate an education and road safety campaign implemented by the Municipal Transit and Transport Company of the city of Cuenca (Ecuador in 2014, for which qualitative and quantitative techniques were used, choosing a stratified probabilistic sample of 304 university students, (age: 15-39. The data collection instruments were: focus group, questionnaire and statistical records, interpreted through content analysis and descriptive statistics. The findings indicate that the most frequent perception about the causes of accidents is: alcohol consumption, speeding, cell phone use. Likewise, the campaign "Best to Prevent" obtained a level of generalized recognition, but it was the younger ones who received more influence of their content of communication. Results that corroborate that the methods of motivation and persuasion do affect the attitude changes, which influences the transformation towards a culture of road prevention.

The role of digital and social media within mass media anti-smoking campaigns

Directory of Open Access Journals (Sweden)

Andy Lloyd

2018-03-01

Digital media plays an important role in driving direct responses to campaign websites that offer support, and in generating discussion. However, it is still TV that drives the conversation and response rates online; digital display performs best if it features campaign visuals, while TV advertising is often discussed in Facebook responses. We continue to make the case to fund TV advertising.

Advertising is magic

International Nuclear Information System (INIS)

Haskins, Louise

1999-01-01

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

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.

Effective communication: perception of two anti-smoking advertisements.

Science.gov (United States)

Montazeri, A; McEwen, J

1997-01-01

This paper presents part of a survey which investigated people's response to different approaches to health education campaigns. The main objective of the original study was to find out whether the respondents preferred a fear-inducing campaign or a positive image advertising. Two anti-smoking advertisement produced by the Health Education Board for Scotland (HEBS), one using a fear appeal and the other, using a positive image were examined. A sample of 394 subjects in three age groups took part in the study and they were interviewed by means of a questionnaire. A high proportion in each group, including smokers indicated that they preferred the fear-inducing campaign. To investigate why people prefer this type of image, respondents were asked to explain their reasons. It was found that effective communication requires: (1) reality, (2) clear cut message, (3) simplicity, and (4) thought provoking nature and impact of the message. In addition, with regard to the advertising appeals it was found that both positive image and negative image campaigns could be used to attract attention and consequently communicate with the target population. Finally, the findings of this study in the light of psychosocial theories are discussed, and the Preference Model is proposed as providing a better understanding of the process behind people's preferences.

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...

Impact of a Rural Domestic Violence Prevention Campaign.

Science.gov (United States)

Gadomski, Anne M.; Tripp, Maria; Wolff, Debra A.; Lewis, Carol; Jenkins, Paul

2001-01-01

A 7-month public health information campaign used radio advertising, mass media articles, mailings, and posters to address attitudes and behavioral intentions toward domestic violence in a rural county. The campaign raised public awareness, particularly among men; increased stated intentions to intervene in a neighbor's domestic violence; and…

The natural history of antismoking advertising recall: the influence of broadcasting parameters, emotional intensity and executional features.

Science.gov (United States)

Dunlop, Sally M; Perez, Donna; Cotter, Trish

2014-05-01

The necessary first steps for televised media campaign effects are population exposure and recall. To maximise the impact of campaign funding, it is critical to identify modifiable factors that increase the efficiency of an advertisement reaching the target audience and of their recalling that advertisement. Data come from a serial cross-sectional telephone survey with weekly interviews of adult smokers and recent quitters from the state of New South Wales, Australia, collected between April 2005 and December 2010 (total n=13 301). Survey data were merged with commercial TV ratings data (Gross Rating Points (GRPs)) to estimate individuals' exposure to antismoking campaigns. Multivariable logistic regression analyses indicated that GRPs and broadcasting recency were positively associated with advertisement recall, such that advertisements broadcast more at higher levels or in more recent weeks were more likely to be recalled. Advertisements were more likely to be recalled in their launch phase than in following periods. Controlling for broadcasting parameters, advertisements higher in emotional intensity were more likely to be recalled than those low in emotion; and emotionally intense advertisements required fewer GRPs to achieve high levels of recall than lower emotion advertisements. There was some evidence for a diminishing effect of increased GRPs on recall. In order to achieve sufficient levels of population recall of antismoking campaigns, advertisements need to be broadcast at adequate levels in relatively frequent cycles. Advertisements with highly emotional content may offer the most efficient means by which to increase population recall.

Internet Advertising. Google AdWords versus Facebook Ads

OpenAIRE

Paul PAŞCU

2014-01-01

This article describes how to use the applications for Internet advertising, Google AdWords and Facebook Ads. Our attempt is to present the advantages and disadvantages of each of them, the costs and benefits, a useful aspect for companies that plan to start advertising campaigns on the Internet.

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

Science.gov (United States)

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

2009-08-01

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

A national mass media smoking cessation campaign: effects by race/ethnicity and education.

Science.gov (United States)

Vallone, Donna M; Niederdeppe, Jeff; Richardson, Amanda Kalaydjian; Patwardhan, Pallavi; Niaura, Raymond; Cullen, Jennifer

2011-01-01

To assess the effectiveness of a large-scale, national smoking cessation media campaign, the EX campaign, across racial/ethnic and educational subgroups. A longitudinal random-digit-dial panel study conducted prior to and 6 months following the national launch of the campaign. The sample was drawn from eight designated media markets in the United States. The baseline survey was conducted on 5616 current smokers, aged 18 to 49 years, and 4067 (73% follow-up response rate) were resurveyed at the 6-month follow-up. The primary independent variable is confirmed awareness of the campaign advertising, and the outcome variables are follow-up cessation-related cognitions index score and quit attempts. Multivariable logistic and linear regression analyses were conducted within racial/ethnic and educational strata to assess the strength of association between confirmed awareness of campaign advertising and cessation-related outcomes. Confirmed awareness of campaign advertising increased favorable cessation-related cognitions among Hispanics and quit attempts among non-Hispanic blacks, and increased favorable cessation-related cognitions and quit attempts among smokers with less than a high school education. These results suggest that the EX campaign may be effective in promoting cessation-related cognitions and behaviors among minority and disadvantaged smokers who experience a disproportionate burden of tobacco-related illness and mortality.

Contextual Influences and Campaign Awareness Among Young Adults: Evidence from the National truth® Campaign.

Science.gov (United States)

Vallone, Donna M; Ilakkuvan, Vinu; Xiao, Haijun; Cantrell, Jennifer; Rath, Jessica; Hair, Elizabeth

2015-01-01

Mass media campaigns have been found to shape the public's knowledge, attitudes, beliefs, and behavior around tobacco. This study examines the influence of contextual factors with respect to awareness of the national truth® campaign, a mass media, branded tobacco use prevention campaign, among a sample of young adults (n = 2,804) aged 24-34 years old; these respondents were within the age range for both the primary and secondary targets of the campaign during the period (2000-2007) when the campaign was airing television advertising at consistently high levels. Mulitvariable models reveal lower educational attainment and Hispanic ethnicity as significant contextual factors predictive of lower campaign awareness, controlling for media use. In contrast, gender, state tobacco control policy, sensation-seeking, current smoking status, and community-level SES variables were not significantly associated with campaign awareness. Further research is needed to identify the mechanisms through which public education campaigns operate, particularly among disadvantaged communities.

Federal Energy Administration's contract with the Advertising Council, Inc. , for a public relations campaign on the need to save energy. Report to the chairman, Subcommittee on Energy and Power, House Committee on Interstate and Foreign Commerce

Energy Technology Data Exchange (ETDEWEB)

1977-08-31

This report is in response to a request for an audit of the Federal Energy Administration's contract with The Advertising Council, Inc., for a public-service advertising campaign on energy conservation. Significant aspects of the audit are summarized in the report's digest.

Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?

OpenAIRE

Raoul V. Kübler; Dennis Proppe

2012-01-01

Since the Sarbanes-Oxley Act was passed in 2002, it has become commonplace in the advertising industry to use creativity-award-show prizes instead of gross income figures to attract new customers. Therefore, achieving a top creativity ranking and winning creativity awards have become high priorities in the advertising industry. Agencies and marketers have always wondered what elements in the advertising creation process would lead to the winning of creativity awards. Although this debate has ...

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...

Nike's "Find Your Greatness Campaign" a Discourse Analysis

OpenAIRE

Maržić, Dea

2016-01-01

The purpose of this B.A. thesis is the discourse analysis of Nikes Find Your Greatness advertising campaign, released at the time of the 2012 Olympics in London. The analysis is preceded by a brief overview of important theories, findings and terminology in the fields of discourse analysis, visual analysis, and advertising. Of a total of twenty individual adverts, the first and last released advertisements were chosen as representative of the main approaches and methods used throughout the ca...

Study of Internet advertising pricing model --a hypothetical qualitative model%网络广告定价模式研究

Institute of Scientific and Technical Information of China (English)

张星

2013-01-01

　　网络广告是当前最具发展势头的广告之一。随着人们对网络广告认识的逐步深化，出现了许多各具特色的网络定价方法。根据网络媒体的特点，从广告对消费者心理和行为影响的整个过程出发，就优化网络广告定价模式的标准化以及网络广告定价模式最优化问题提出一种可能性的解决方案，对于我国网络广告定价模式的标准化问题具有重要的实践意义。%Internet advertising—a new type of Advertisements, has becoming a very important area of marketing research. Nowadays,web advertising in China grows up rapidly. Along with the high-speed development, the research of online Ads pricing models has been more and more deepening.This paper begins with the describing of the media traits of web, based on the consumers' behavior affected by the internet ads, envisages a new type of pricing model. Discussions in this paper will benefit firms and governments when determining prices and policies.

Internet Advertising. Google AdWords versus Facebook Ads

Directory of Open Access Journals (Sweden)

Paul PAŞCU

2014-05-01

Full Text Available This article describes how to use the applications for Internet advertising, Google AdWords and Facebook Ads. Our attempt is to present the advantages and disadvantages of each of them, the costs and benefits, a useful aspect for companies that plan to start advertising campaigns on the Internet.

Going positive: The effects of negative and positive advertising on candidate success and voter turnout

Directory of Open Access Journals (Sweden)

Liam C Malloy

2016-01-01

Full Text Available Given the depth of research on negative advertising in campaigns, scholars have wondered why candidates continue to attack their opponents. We build on this research by considering real-world campaign contexts in which candidates are working in competition with each other and have to react to the decisions of the opposing campaign. Our results suggest that it is never efficacious for candidates to run attack ads, but running positive ads can increase a candidate’s margin of victory. These results are conditioned by two factors: candidates must both stay positive and out-advertise their opponent. Second, the effects of positive advertising are strongest in areas where the candidate is losing or winning by a large margin—areas where they might be tempted to not advertise at all.

Storefront Cigarette Advertising Differs by Community Demographic Profile

Science.gov (United States)

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

2011-01-01

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

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

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

OpenAIRE

Wu, Rui

2014-01-01

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

Government Advertising: an integrative element. The legal framework in Spain

Directory of Open Access Journals (Sweden)

Dr. Ricardo Vizcaíno-Laorga

2008-01-01

Full Text Available Immigration in Spain has had a special increase last ten years. America is a main origin. The advertising from companies is similar like few years ago, but the context has changed. Advertising from Government is being managed to this new sensibility, but slow and not from a logical strategy. A Law about Government Advertising and Communication has been promulgated and it assure the social and cultural diversity. Integration and acceptance are the objectives of the campaigns from the Government. This research show the data of a pioneer study in which the immigrants are the analyst (not the analyzed and show their feeling. This text describe the campaigns from the Government in which the immigrant appear

Competition in the pharmaceutical industry: how do quality differences shape advertising strategies?

Science.gov (United States)

de Frutos, Maria-Angeles; Ornaghi, Carmine; Siotis, Georges

2013-01-01

We present a Hotelling model of price and advertising competition between prescription drugs that differ in quality/side effects. Promotional effort results in the endogenous formation of two consumer groups: brand loyal and non-brand loyal ones. We show that advertising intensities are strategic substitutes, with the better quality drugs being the ones that are most advertised. This positive association stems from the higher rents that firms can extract from consumers whose brand loyalty is endogenously determined by promotional effort. The model's main results on advertising and pricing strategies are taken to the data. The latter consists of product level data on prices and quantities, product level advertising data, as well as the qualitative information on drug quality contained in the Orange Book compiled by the Food and Drug Administration (FDA). The empirical results provide strong support to the model's predictions. Copyright © 2012 Elsevier B.V. All rights reserved.

Some Stylistic Aspects of Social Advertising in Russia

Directory of Open Access Journals (Sweden)

Aigul F. Khanova

2017-10-01

Full Text Available The article considers some stylistic aspects of advertising database in Russia. It examines linguistic and stylistic properties and peculiarities of social advertising and the impact it has on public consciousness. It determines that social advertisements in Russia are characteristic of the vocabulary belonging to the low language norms which reflects cultural and ethical context. Figurative language and stylistic devices aim at appealing to emotions and make the advertisement more memorable. The authors deem it necessary to create a common database on social advertising in Russia in order to facilitate the analysis of economic impact and evaluate the capacity to exert effect on mainstream audience as well as determine strategies to build advertising campaigns.

SHORT ANALYSIS OF COMMERCIAL ADVERTISING

Directory of Open Access Journals (Sweden)

VIRGIL - ION POPOVICI

2015-12-01

Full Text Available In DEX, commercial advertising is defined as the (commercial activity which aimes by advertising (by prints, radio, television, movies, etc., to point out public interest on certain goods, books, show, the use of services etc. A famous, advertised product remains in our memory. Many of us ask somehow annoyed: How some of the brands remain in our memory, although we believe that we are not strongly influenced by advertisements? Interest publicity led to the creation of specialized agencies and organizations at a very broad diversification methods but advertising means.With advertising, the companies using various methods and means of popularizing notify the assortment of goods offered for sale population, of its quality, how to use and the price. In this regard propaganda to persuade consumers through various forms of advertising seeks not only to ensure its capture attention and conversion of formats such motivations in buying certain actions.

Radon campaigns. Status report 2008; Radontalkoot. Tilannekatsaus 2008

Energy Technology Data Exchange (ETDEWEB)

Arvela, H.; Valmari, T.; Reisbacka, H.; Niemelae, H.; Oinas, T.; Maekelaeinen, I.; Laitinen-Sorvari, R.

2008-12-15

Radon campaigns aim at activating citizens to make indoor radon measurements and remediation as well as increasing the common awareness of indoor radon questions. Indoor radon increases the risk of lung cancer. Through radon campaigns Radiation and Nuclear Safety Authority (STUK) also promotes the attainment of those goals that the Ministry of Social Affairs and Health has set for municipal authorities in Finland for prevention of the harmful effects of radon. The Ministry of Social Affairs and Health supports this campaign. Radon campaigns were started in autumn 2003. By autumn 2008 the campaigns have been organised already in 64 regions altogether in 160 municipalities. In some municipalities they have already arranged two campaigns. Altogether 14 100 houses have been measured and in 2 100 of these the action limit of radon remediation 400 Bq / m3 has been exceeded. When participating in radon campaigns the house owners receive a special offer on radon detectors with a reduced price. In 2008 a new practice was introduced where the campaign advertisements were distributed by mail to low-rise residential houses in a certain region. The advertisement includes an order / deposit slip with postage paid that the house owner can send directly to STUK to easily make an order for radon measurement. In the previous radon campaigns in 2003 - 2007 the municipal authorities collected the orders from house owners and distributed later the radon detectors. The radon concentrations measured in the campaign regions have exceeded the action limit of 400 Bq / m3 in 0 - 39% of houses, depending on the region. The total of 15% of all measurements made exceeded this limit. The remediation activities have been followed by sending a special questionnaire on remedies performed to the house owners. In 2006 - 2007 a questionnaire was sent to those households where the radon concentration of 400 Bq / m3 was exceeded during the two first campaign seasons. Among the households that replied

Optimized Cost per Click in Taobao Display Advertising

OpenAIRE

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

2017-01-01

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

The Influence of Negative Advertising Frames on Political Cynicism and Politician Accountability.

Science.gov (United States)

Schenck-Hamlin, William J.; Procter, David E.; Rumsey, Deborah J.

2000-01-01

Examines the influence of negative political advertising frames on the thoughts and feelings undergraduate students generate in response to campaign advertising. Finds that participants were more likely to generate cynical comments and hold politicians accountable for the country's ills when reading candidate theme advertisements than ad hoc issue…

Competition in the Cross-Channel Industry--A Case Study Exercise.

Science.gov (United States)

Lyons, Adrian

1989-01-01

Presents a case study classroom exercise using the theme of price/non-price competition and based on a poster advertisement of the Eurotunnel. Recommends this exercise for use with fourth year General Certificate of Secondary Education (GCSE). Suggests the follow-up activities of class discussion and designing an advertising campaign. (KO)

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)

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

Directory of Open Access Journals (Sweden)

Alina Duduciuc

2017-07-01

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

Is there a nocebo response that results from disease awareness campaigns and advertising in Australia, and can this effect be mitigated?

Science.gov (United States)

Benson, Stuart; Hunter, David

2018-05-15

Direct-to-consumer advertising is banned in Australia, and instead pharmaceutical companies use disease awareness campaigns as a strategy to raise public awareness of conditions for which the company produces a treatment. This practice has been justified by promoting individual autonomy and public health, but it has attracted criticism regarding medicalisation of normal health and ageing, and exaggeration of the severity of the condition in question, imbalanced reporting of risks and benefits, and damaging the patient-clinician relationship. While there are benefits of disease awareness promotion, there is another possible adverse consequence that has not yet been rigorously considered: the possibility of inducing a nocebo response via the campaign. We will discuss the creation of a nocebo response in this context. © Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2018. All rights reserved. No commercial use is permitted unless otherwise expressly granted.

On the effects of advertising on the political behaviour of the individual

OpenAIRE

Kazdanyan S.; Yengoyan P.; Akopyan G.

2017-01-01

The article is devoted to questioning the impact of advertising on the political behavior of the individual. Several methods and technologies used in political advertising to influence the consciousness and behavior of people. The article describes the stages of the creation of political advertising and the elements of campaign strategy and noted components of the structure of political advertising. The authors believe that it is necessary to study advertising for minimizing influence and con...

Emotional response to advertising

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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.

Comprehensive tobacco marketing restrictions: promotion, packaging, price and place.

Science.gov (United States)

Henriksen, Lisa

2012-03-01

Evidence of the causal role of marketing in the tobacco epidemic and the advent of the WHO Framework Convention on Tobacco Control have inspired more than half the countries in the world to ban some forms of tobacco marketing. This paper briefly describes the ways in which cigarette marketing is restricted and the tobacco industry's efforts to subvert restrictions. It reviews what is known about the impact of marketing regulations on smoking by adults and adolescents. It also addresses what little is known about the impact of marketing bans in relation to concurrent population-level interventions, such as price controls, anti-tobacco media campaigns and smoke-free laws. Point of sale is the least regulated channel and research is needed to address the immediate and long-term consequences of policies to ban retail advertising and pack displays. Comprehensive marketing restrictions require a global ban on all forms of promotion, elimination of packaging and price as marketing tools, and limitations on the quantity, type and location of tobacco retailers.

Comprehensive tobacco marketing restrictions: promotion, packaging, price and place

Science.gov (United States)

Henriksen, Lisa

2014-01-01

Evidence of the causal role of marketing in the tobacco epidemic and the advent of the WHO Framework Convention on Tobacco Control have inspired more than half the countries in the world to ban some forms of tobacco marketing. This paper briefly describes the ways in which cigarette marketing is restricted and the tobacco industry's efforts to subvert restrictions. It reviews what is known about the impact of marketing regulations on smoking by adults and adolescents. It also addresses what little is known about the impact of marketing bans in relation to concurrent population-level interventions, such as price controls, anti-tobacco media campaigns and smoke-free laws. Point of sale is the least regulated channel and research is needed to address the immediate and long-term consequences of policies to ban retail advertising and pack displays. Comprehensive marketing restrictions require a global ban on all forms of promotion, elimination of packaging and price as marketing tools, and limitations on the quantity, type and location of tobacco retailers. PMID:22345238

Project LEAN--lessons learned from a national social marketing campaign.

Science.gov (United States)

Samuels, S E

1993-01-01

The Henry J. Kaiser Family Foundation initiated a social marketing campaign in 1987 to reduce the nation's risk for heart disease and some cancers. Consensus on recommendations for dietary change have stimulated the development of a variety of social marketing campaigns to promote behavior change. Project LEAN (Low-Fat Eating for America Now) is a national campaign whose goal is to reduce dietary fat consumption to 30 percent of total calories through public service advertising, publicity, and point-of-purchase programs in restaurants, supermarkets, and school and worksite cafeterias. The public service advertising reached 50 percent of the television viewing audience and the print publicity, more than 35 million readers. The toll-free hotline received more than 300,000 calls. Thirty-four organizations joined the foundation in partnership and raised $350,000 for collaborative activities. Thirteen States implemented local campaigns. Lessons have been learned about the use of the media, market segmentation, effective spokespersons, and successful partnerships. These lessons will be valuable to others planning social marketing campaigns on nutrition and other preventive behaviors.

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

Science.gov (United States)

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

2014-07-01

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

Reverse engineering a 'responsible drinking' campaign to assess strategic intent.

Science.gov (United States)

Pettigrew, Simone; Biagioni, Nicole; Daube, Mike; Stafford, Julia; Jones, Sandra C; Chikritzhs, Tanya

2016-06-01

The alcohol industry produces 'responsible drinking' advertising campaigns. There is concern that these may promote drinking while persuading governments and the general public that the industry is acting responsibly. This paper examined young people's thoughts and feelings in response to one of these campaigns in Australia. A qualitative analysis of introspection data provided by young drinkers after exposure to a responsible drinking advertisement produced by DrinkWise called 'How to Drink Properly'. Perth, Western Australia. Forty-eight 18-21-year-old drinkers. The qualitative data were imported into NVivo10 and coded according to the various stages of advertising effects frameworks. A thematic analysis approach was used to identify patterns in the data relating to (i) perceptions of the source and purpose of the advertisement and (ii) any resulting attitudinal or behavioural outcomes. Despite the sample comprising mainly high-risk drinkers, participants were generally unable to relate to the heavy drinkers depicted in the DrinkWise advertisement. This disassociation resulted in a perceived lack of need to modify their own drinking behaviours. Instead, the study participants found the advertisement to be entertaining and supportive of existing social norms relating to heavy drinking among members of this age group. The 'How to Drink Properly' advertisement by Drinkwise in Australia may reinforce existing drinking attitudes and behaviours among young drinkers. © 2016 Society for the Study of Addiction.

REMARKS ABOUT ONLINE ADVERTISING - A QUALITATIVE RESEARCH AMONG ROMANIAN PROFESSIONALS

OpenAIRE

Acatrinei Carmen

2015-01-01

In the online environment, the users have more control regarding what they want to see and this affects the advertising they are exposed to (due to the profiles created by the websites they have visited). Organizations can personalize the advertising campaigns designed at a higher level, to better meet the needs of the consumers. This paper offers an in-depth view about online advertising from 12 Romanian experts, who represent companies or digital advertising agencies and who employ this too...

Effects of anti-smoking advertising on youth smoking: a review.

Science.gov (United States)

Wakefield, Melanie; Flay, Brian; Nichter, Mark; Giovino, Gary

2003-01-01

This paper reviews empirical studies, encompassing community trials and field experiments, and evaluates government-funded anti-smoking campaigns, ecologic studies of population impact of anti-smoking advertising, and qualitative studies that have examined the effects of anti-smoking advertising on teenagers. We conclude that anti-smoking advertising appears to have more reliable positive effects on those in pre-adolescence or early adolescence by preventing commencement of smoking. It is unclear whether this is due to developmental differences, or is a reflection of smoking experience, or a combination of the two. In addition, it is evident that social group interactions, through family, peer and cultural contexts, can play an important role in reinforcing, denying, or neutralizing potential effects of anti-smoking advertising. Although there is some research to suggest that advertising genres that graphically depict the health effects of smoking, emphasize social norms against smoking, and portray the tobacco industry as manipulative can positively influence teenagers, these findings are far from consistent. Finally, the effects of anti-smoking advertising on youth smoking can be enhanced by the use of other tobacco control strategies, and may be dampened by tobacco advertising and marketing. Overall, the findings of this review indicate that there is no single "recipe" for anti-smoking advertising that leads to reductions in youth smoking. Anti-smoking advertising can influence youth smoking, but whether it does in the context of individual anti-smoking campaigns needs to be the subject of careful evaluation.

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.

Advertising practice in Nigeria: Development, new trends ...

African Journals Online (AJOL)

Advertising practice in Nigeria: Development, new trends, challenges and prospects. ... include the practice of Integrated Marketing Communications (IMC); which is ... promotions, events marketing, etc, in carrying out a promotional campaign.

The impact of advertising in a duopoly model

NARCIS (Netherlands)

Schoonbeek, Lambert; Kooreman, Peter

1999-01-01

We investigate the impact of advertising in a simple static differentiated duopoly model. First, we consider the Nash equilibrium of the situation in which the duopolistic firms compete simultaneously with two instruments, i.e. the prices and the advertising expenditures. Second, we examine the Nash

Images of Famous People in Political Advertising: Youth Perceptions and Position

Directory of Open Access Journals (Sweden)

Liubov I. Ryumshina

2013-01-01

Full Text Available The article touches upon the issues of youth awareness about the recent political events and its attitude to the political advertising, examines youth perception and position in respect of famous people, as well as candidates participation in political advertising on the example of the last presidential campaign. The study describes the most attractive elements of the political advertising for youth

Physicians' and consumers' conflicting attitudes toward health care advertising.

Science.gov (United States)

Krohn, F B; Flynn, C

2001-01-01

The purpose of this paper is to explore the conflicting attitudes held by physicians and health care consumers toward health care advertising in an attempt to resolve the question. The paper introduces the differing positions held by the two groups. The rationale behind physicians' attitudes is then presented that advertising can be unethical, misleading, deceptive, and lead to unnecessary price increases. They believe that word-of-mouth does and should play the major role in attracting new patients. The opposite view of consumers is then presented which contends that health care advertising leads to higher consumer awareness of services, better services, promotes competitive pricing, and lowers rather than raises health care costs. The final section of the paper compares the arguments presented and concludes that health care advertising clearly has a place in the health care industry.

The impact of advertising on nicotine replacement therapy demand.

Science.gov (United States)

Tauras, John A; Chaloupka, Frank J; Emery, Sherry

2005-05-01

While much is known about the economic determinants of tobacco use, very little is known about the economic determinants of nicotine replacement therapy (NRT) use. This paper is the first econometric study to examine the impact of advertising on NRT demand. Pooled cross-sectional time-series scanner-based data for 50 major metropolitan markets in the USA covering the period between the second quarter of 1996 and the second quarter of 2002 are used in the analysis. Fixed-effects modeling is employed to estimate the NRT demand equation. The estimates indicate that increased advertising of Nicoderm CQ transdermal patches and Nicotrol transdermal patches increases per-capita sales of established Nicoderm CQ and Nicotrol products, respectively. However, increased advertising of Nicorette polacrilex (gum) was found not to significantly increase sales of established Nicorette products. Moreover, decreases in the price of NRT and increases in the price of cigarettes were found to increase per-capita sales of NRT products. Given the documented efficacy of NRT, measures to increase peoples' awareness of NRT products through advertising, measures to decrease the price of NRT, and measures to increase the price of cigarettes would be effective means to increase the use of NRT, likely leading to decreased cigarette smoking and reductions in the future public health burden caused by tobacco use.

Metrics, Media and Advertisers: Discussing Relationship

Directory of Open Access Journals (Sweden)

Marco Aurelio de Souza Rodrigues

2014-11-01

Full Text Available This study investigates how Brazilian advertisers are adapting to new media and its attention metrics. In-depth interviews were conducted with advertisers in 2009 and 2011. In 2009, new media and its metrics were celebrated as innovations that would increase advertising campaigns overall efficiency. In 2011, this perception has changed: New media’s profusion of metrics, once seen as an advantage, started to compromise its ease of use and adoption. Among its findings, this study argues that there is an opportunity for media groups willing to shift from a product-focused strategy towards a customer-centric one, through the creation of new, simple and integrative metrics. 

Advertising media selection and planning

NARCIS (Netherlands)

Moorman, M.; Neijens, P.C.; Smit, E.G.; Belch, M.A.; Belch, G.E.

2010-01-01

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

Advertising strategies to increase public knowledge of the warning signs of stroke.

Science.gov (United States)

Silver, Frank L; Rubini, Frank; Black, Diane; Hodgson, Corinne S

2003-08-01

Public awareness of the warning signs of stroke is important. As part of an educational campaign using mass media, the Heart and Stroke Foundation of Ontario conducted public opinion polling in 4 communities to track the level of awareness of the warning signs of stroke and to determine the impact of different media strategies. Telephone surveys were conducted among members of the general public in 1 control and 3 test communities before and after mass media campaigns. The main outcome measure used to determine effectiveness of the campaigns was the ability to name > or =2 warning signs of stroke. In communities exposed to television advertising, ability to name the warning signs of stroke increased significantly. There was no significant change in the community receiving print (newspaper) advertising, and the control community experienced a decrease. Television increased the knowledge of both men and women and of people with less than a secondary school education but not of those > or =65 years of age. Intermittent, low-level television advertising was as effective as continuous, high-level television advertising. Results of this survey can be used to guide mass media-buying strategies for public health education.

Community stakeholder responses to advocacy advertising

Energy Technology Data Exchange (ETDEWEB)

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

2009-07-01

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

Media multitasking and the effectiveness of combining online and radio advertising

NARCIS (Netherlands)

Voorveld, H.A.M.

2011-01-01

Research on the effectiveness of cross-media campaigns has shown that combining online advertising with advertising in offline media can result in more positive consumer responses than using only one medium. However, when using computers, people increasingly engage in more than one media activity at

Evaluation of the effect of the Power of One campaign on natural gas consumption

International Nuclear Information System (INIS)

Diffney, Seán; Lyons, Seán; Malaguzzi Valeri, Laura

2013-01-01

In this paper we study an advertising campaign launched by the Irish government to induce more energy-efficient behaviour and we assess its effect on residential natural gas consumption. We first analyse changes in the daily consumption of natural gas and find that advertising leaflets had a significant, but short-lived, effect on natural gas consumption. We find no persistent effect of the campaign. We then study three surveys administered to 1000 consumers prior to and during the campaign. This repeated cross-section allows us to determine that the efficiency campaign has increased awareness of behaviours that curb natural gas consumption. However we do not find any significant effect of the campaign on self-reported natural gas-saving behaviour. -- Highlights: •We assess the effect of the Irish Power of One campaign on natural gas consumption. •We analyse consumption (and awareness of behaviours) before and after the campaign launch. •There is an effect on consumers' awareness of how to reduce consumption. •We find a short-run effect of the first year of the campaign, but no long run effect

High levels of confusion for cholesterol awareness campaigns.

Science.gov (United States)

Hall, Danika V

2008-09-15

Earlier this year, two industry-sponsored advertising campaigns for cholesterol awareness that target the general public were launched in Australia. These campaigns aimed to alert the public to the risks associated with having high cholesterol and encouraged cholesterol testing for wider groups than those specified by the National Heart Foundation. General practitioners should be aware of the potential for the two campaigns to confuse the general public as to who should be tested, and where. The campaign sponsors (Unilever Australasia and Pfizer) each have the potential to benefit by increased market share for their products, and increased profits. These disease awareness campaigns are examples of what is increasingly being termed "condition branding" by pharmaceutical marketing experts.

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.

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.

负面竞选广告研究综述%A Review of Researches on Negative Campaign Advertising

Institute of Scientific and Technical Information of China (English)

黄合水; 莫莉

2012-01-01

本文梳理归纳了负面竞选广告相关研究的切入角度和结论，总结存在的分歧，指明未来研究的方向。综述发现，负面竞选广告研究大都基于西方文化背景和传统媒体，广告的使用受到候选人在任与否、民意支持度、所属政党、竞选阶段和文化的影响；广告发挥了候选人所预期的效果，但也可能产生反弹效果。此外，负面竞选广告对政治参与是促进还是抑制作用，已有研究结果尚存分歧。%This study tries to fill the blank and provide foundation on Taiwan political election and ecology, summarizing divergences and making suggestion for future research. Results show that prior studies were mostly based on traditional media in western culture. The use of negative advertising is influenced by whether a candidate is incumbent, candidate＇s supports reflected by polls, the party candidate belongs to, stages of campaign and culture. Negative advertising may work as the candidate expects, and may evoke rebound effects as well. Researchers do not reach an agreement on whether negative advertising mobilize or demobilize voters.

'Born in Michigan? You're in the biobank': engaging population biobank participants through Facebook advertisements.

Science.gov (United States)

Platt, J E; Platt, T; Thiel, D; Kardia, S L R

2013-01-01

Despite a broad call for biobanks to use social media, data is lacking regarding the capacity of social media tools, especially advertising, to engage large populations on this topic. We used Facebook advertising to engage Michigan residents about the BioTrust for Health. We conducted a low-budget (social media campaign targeting Michigan residents aged 18-28. We placed 25 Facebook advertisements and analyzed their performance in terms of reach and cost across 3 engagement types: passive, active and interactive. We compared engagement before, during and after the campaign. The Facebook page was viewed 1,249 times during the month of the advertising campaign, versus once in the month prior. 779,004 Michigan residents saw ads an average of 25.8 times; 4,275 clicked ads; the average click-through-ratio was 0.021%. Interactions included 516 'likes' and 30 photo contest entries. Cost per outcome ranged from social media strategy to build public awareness about biobanking is not likely to be effective without a promotional 'push' to distribute content. Social media advertisements have the capacity to scale-up engagement on biobanking while keeping costs manageable. Facebook advertisements provide necessary access points for unaware participants, with implications for public trust. Copyright © 2013 S. Karger AG, Basel.

Negative Advertisements and Voter Turnout: The Evidence from Mexico

Directory of Open Access Journals (Sweden)

Víctor A. Hernández-Huerta

2017-10-01

Full Text Available Despite abundant research in the field of negative campaigns, there is still inconclusive evidence about their effects on voter turnout. Additionally, the extant literature has focused mostly on the United States and more research is needed to understand the effects of negative campaigns in other contexts. In 2007, Mexican political parties amended the Constitution and banned the use of negative advertisements as a measure to avoid a “further damage to electoral participation,” despite arguments that this measure might impair freedom of speech. In this article, I hypothesize that the effects of negative advertisements on turnout are negligible in the Mexican case because it can be characterized as a fairly institutionalized multiparty system. Using a post-electoral survey of the 2006 presidential election in Mexico, I find that negative advertisements do not seem to have had an impact on turnout.

Social TV: How Social Media Activity Interacts With TV Advertising

Directory of Open Access Journals (Sweden)

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.

Retorical figures in advertising language

Directory of Open Access Journals (Sweden)

Radenković-Šošić Bojana

2012-01-01

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

The Impact of the Strategic Advertising on Luxury Fashion Brands with Social Influences

Directory of Open Access Journals (Sweden)

Jin-Hui Zheng

2013-01-01

Full Text Available It is well known that purchase of luxury fashion brands is strongly influenced by social needs such as the need for uniqueness and the need of conformity. The existence of these two competing social needs separates customers into two groups who exhibit different buying behaviors. This paper concerns the impacts of such social influences between different consumer groups on pricing and advertising strategies of luxury fashion brands with penalty of insufficient advertising. We start by considering different advertising allocation strategies and derive the corresponding local optimal pricing and advertising allocation policies, through which the global optimal policy that maximizes the company’s profit can be obtained. Important insights on strategic advertising for luxury fashion brands are discussed.

The impact of media campaigns on smoking cessation activity: a structural vector autoregression analysis.

Science.gov (United States)

Langley, Tessa E; McNeill, Ann; Lewis, Sarah; Szatkowski, Lisa; Quinn, Casey

2012-11-01

To evaluate the effect of tobacco control media campaigns and pharmaceutical company-funded advertising for nicotine replacement therapy (NRT) on smoking cessation activity. Multiple time series analysis using structural vector autoregression, January 2002-May 2010. England and Wales. Tobacco control campaign data from the Central Office of Information; commercial NRT campaign data; data on calls to the National Health Service (NHS) stop smoking helpline from the Department of Health; point-of-sale data on over-the-counter (OTC) sales of NRT; and prescribing data from The Health Improvement Network (THIN), a database of UK primary care records. Monthly calls to the NHS stop smoking helpline and monthly rates of OTC sales and prescribing of NRT. A 1% increase in tobacco control television ratings (TVRs), a standard measure of advertising exposure, was associated with a statistically significant 0.085% increase in calls in the same month (P = 0.007), and no statistically significant effect in subsequent months. Tobacco control TVRs were not associated with OTC NRT sales or prescribed NRT. NRT advertising TVRs had a significant effect on NRT sales which became non-significant in the seasonally adjusted model, and no significant effect on prescribing or calls. Tobacco control campaigns appear to be more effective at triggering quitting behaviour than pharmaceutical company NRT campaigns. Any effect of such campaigns on quitting behaviour seems to be restricted to the month of the campaign, suggesting that such campaigns need to be sustained over time. © 2012 The Authors, Addiction © 2012 Society for the Study of Addiction.

Nuclear lobby group launches television ad campaign

International Nuclear Information System (INIS)

1992-01-01

Nuclear power is the green wave of the future, according to a television advertising campaign launched by Canada's nuclear industry and designed to help counter the anti-nuclear messages delivered by groups such as Green peace and Energy Probe

Advertising Viewed as a Marketing and Communication Strategy Tool

Directory of Open Access Journals (Sweden)

А S Brayovitch

2010-12-01

Full Text Available The article touches upon the role of advertising in the contemporary living environment of an individual and society. The technology of copy preparation (the use of metaphors, humour, segmentations, speech patterns, etc. is exposed. The planning of advertising campaign, its differentiation on various grounds and the close connection with the globalization process in the contemporary world are also examined.

Continued Impact of SunSmart Advertising on Youth and Adults' Behaviors.

Science.gov (United States)

Dobbinson, Suzanne J; Volkov, Angela; Wakefield, Melanie A

2015-07-01

Televised advertising campaigns play a central role in public education for skin cancer prevention in Australia. Continued impact on behavior is crucial to optimize these investments. This study examines whether exposure to increased intensity of summer campaigns in the past decade has continued to influence sun protection behaviors and to examine behavioral impact across age groups. Cross-sectional weekly telephone surveys of Melbourne residents were conducted over summers from 1987-1988 to 2010-2011, and analyzed in 2012-2014. Respondents' sun-related attitudes and their sun protection and sunburn on the weekend prior to interview were assessed. Population exposure to campaign TV advertising was measured as cumulated weekly target audience rating points (TARPs) for 4 weeks prior to interviews. Multiple logistic and linear regression models examined the relationship of campaign advertising with tanning preference and behavioral outcomes (N=11,881). Respondents' attitudes and behaviors in 1987-2011 were associated with TARPs. Increasing TARPs were related to increased preference for no tan (OR=1.12, 95% CI=1.07, 1.17); sunscreen use (OR=1.09, 95% CI=1.02, 1.17); and overall reduced mean percentage of skin exposed to the sun (B=-0.01, 95% CI=-0.01, 0.00). These effects had limited interaction with time period, age group, gender, or skin type. There was evidence of diminishing returns at the highest TARP quartile for tan preference but not for behavioral outcomes. Sustained youth-focused advertising campaigns (for adolescents and young adults), when broadcast with sufficient TARPs during the summer months, continue to provide consistent beneficial impact on sun protection behaviors population-wide. Copyright © 2015 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.

Generic Advertising Optimum Budget for Iran’s Milk Industry

Directory of Open Access Journals (Sweden)

H. Shahbazi

2016-05-01

budget is 0.3674844 percent. In case of one market level with trade, optimum budget according to own price trade elasticity of farm input, changed from 0.3675013 to 0.3674941 percent. In case of two market level and no trade at either market levels, optimum budget is 0.5094457 percent. In case of two market levels with trade only at retail, optimum budget according to own price trade elasticity of retail goods are changed from 0.509446 to 0.3674844 percent. In case of two market levels with trade only at farm, optimum budget according to own price trade elasticity of farm input are changed from 0.5094600 to 0.5094951 percent. In case of two market levels with trade at both retail and farm, optimum budget according to own price trade elasticity of retail goods and farm input are changed from 0.5085780 to 0.5117381 percent. This index in variable proportion hypothesis will be changed from 0.4143826 to 0.4164392.Estimation of milk generic advertising optimum budget in scenario 2 shows that in case of one market level, fixed supplies and no trade, optimum budget is 9.639368 percent. In case of one market level and no trade, optimum budget 8.9480986 percent. In case of one market level with trade, optimum budget according to own price trade elasticity of farm input, changed from 8.948178 to 8.948440 percent. In case of two market level and no trade at either market levels, optimum budget is 14.4113143 percent. In case of two market levels with trade only at retail, optimum budget according to own price trade elasticity of retail goods are changed from 14.413087 to 14.447182 percent. In case of two market levels with trade only at farm, optimum budget according to own price trade elasticity of farm input are changed from 14.413301 to 14.413689 percent. In case of two market levels with trade at both retail and farm, optimum budget according to own price trade elasticity of retail goods and farm input are changed from 14.379081 to 14.413792 percent. This index in variable

Sacred and profane view of Christmas in advertising

OpenAIRE

Mădălina MORARU (BUGA)

2013-01-01

This article investigates the way seasonal advertising campaigns convey the paradoxical relationship between sacred and profane views of Christmas. The following research reveals the differences between commercialized and religious Christmas celebrations by analyzing the advertisements running on the Romanian market between November 15th and December 25th, 2012. The present study focuses on the following topics: the values promoted by both local and international brands, the sacred mindset ve...

Is billboard advertising beneficial for healthcare organizations? An investigation of efficacy and acceptability to patients.

Science.gov (United States)

Fortenberry, John L; McGoldrick, Peter J

2010-01-01

The healthcare industry is increasingly turning to billboard advertising to promote various medical services, yet little attention has been directed toward understanding the performance and policy implications of billboard advertising from the perspective of the patients targeted. To shed light on this, we initiated a field experiment investigating the impact of an urgent care center's billboard advertising campaign, collecting primary data over a 32-day period at the center's two clinics. Over the course of the billboard campaign, perspectives from 1,640 patients were collected via questionnaire. Institutionally supplied business metrics were also monitored. Our principal findings indicate that billboard advertisements are noticed by patients, favorably viewed by patients, and effective across the sequence of steps leading to patient patronage. Enhancement of awareness exerts the most powerful influence on patronage, but the capacity to inform consumers is also highly significant. These effects are not limited to new patients, as many returning clients were made more aware of the clinics and were influenced by the campaign. The study offers insights for creative billboard treatments and campaign planning. Although effects remained strong throughout the campaign, some degree of "wearout" was evident after three weeks, which suggests the need to rotate billboards frequently and to consider digital billboards. Corner tabs--small announcements sometimes placed in the corners of billboard advertisements--proved largely ineffective as a promotional device and may clutter the central messages. Given these findings, we believe healthcare institutions are justified in using billboards, as they perform effectively and appear relatively free of controversy. Careful planning of creative billboard treatments and appropriate scheduling patterns are essential to maximize their communications potential.

Reflections of Culture: An Analysis of Japanese and American Advertising Appeals.

Science.gov (United States)

Mueller, Barbara

A study examined the advertising of Japan and the United States to determine if commercial messages reflect the cultural values of a particular society, thereby indicating the need for specialized campaigns. It was hypothesized that the majority of Japanese advertisements would use the traditional appeals of group, consensus, soft sell, veneration…

English in Advertising: Generic Intertextuality in a Globalizing Media Environment

Science.gov (United States)

Kuppens, AN H.

2010-01-01

Across the globe, the use of English is a popular advertising technique. The ever expanding body of studies on this topic has revealed a number of explanations for the use of English in the advertising. It can be related to the larger marketing strategy of a campaign, to the cultural connotations English carries, or English can be used for…

Project LEAN--lessons learned from a national social marketing campaign.

OpenAIRE

Samuels, S E

1993-01-01

The Henry J. Kaiser Family Foundation initiated a social marketing campaign in 1987 to reduce the nation's risk for heart disease and some cancers. Consensus on recommendations for dietary change have stimulated the development of a variety of social marketing campaigns to promote behavior change. Project LEAN (Low-Fat Eating for America Now) is a national campaign whose goal is to reduce dietary fat consumption to 30 percent of total calories through public service advertising, publicity, an...

Providence Sponsors Diocesan Teacher Recruiting Campaign.

Science.gov (United States)

Dygert, William

2001-01-01

Addresses the issue of teacher recruitment in Providence, Rhode Island. Explains that the Catholic education staff designed a campaign that involved creating marketing materials, advertising in daily newspapers, and holding job fairs and open houses. Stresses the importance of promoting teaching at Catholic schools as both rewarding and…

Association of a Community Campaign for Better Beverage Choices With Beverage Purchases From Supermarkets

Science.gov (United States)

Schneider, Glenn E.; Choi, Yoon-Young; Li, Xun; Harris, Jennifer; Andreyeva, Tatiana; Hyary, Maia; Highsmith Vernick, Nicolette; Appel, Lawrence J.

2017-01-01

Importance Data are needed to evaluate community interventions to reduce consumption of sugary drinks. Supermarket sales data can be used for this purpose. Objective To compare beverage sales in Howard County, Maryland (HC), with sales in comparison stores in a contiguous state before and during a 3-year campaign to reduce consumption of sugary beverages. Design, Setting, and Partipicants This observational experiment with a control group included 15 HC supermarkets and 17 comparison supermarkets. Weekly beverage sales data at baseline (January 1 to December 31, 2012) and from campaign years 1 to 3 (January 1, 2013, through December 31, 2015) were analyzed. A difference-in-differences (DID) regression compared the volume sales per product per week in the HC and comparison stores, controlling for mean product price, competitor’s product price, product size, weekly local temperature, and manufacturer. Exposures The campaign message was to reduce consumption of all sugary drinks. Television advertising, digital marketing, direct mail, outdoor advertising, social media, and earned media during the 3-year period created 17 million impressions. Community partners successfully advocated for public policies to encourage healthy beverage consumption in schools, child care, health care, and government settings. Main Outcomes and Measures Sales were tracked of sugary drinks highlighted in the campaign, including regular soda, sports drinks, and fruit drinks. Sales of diet soda and 100% juice were also tracked. Sales data are expressed as mean fluid ounces sold per product, per store, per week. Results Regular soda sales in the 15 HC supermarkets decreased (−19.7%) from 2012 through 2015, whereas sales remained stable (0.8%) in the 17 comparison supermarkets (DID adjusted mean, −369 fl oz; 95% CI, −469 to −269 fl oz; P < .01). Fruit drink sales decreased (−15.3%) in HC stores and remained stable (−0.6%) in comparison stores (DID adjusted mean, −342 fl oz

Supply chain coordination with two production modes and random demand depending on advertising expenditure and selling price

Science.gov (United States)

Wang, Sheng-Dong; Zhou, Yong-Wu; Wang, Jun-Ping

2010-10-01

This article discusses production and order as well as advertising coordination issues in a single-manufacturer single-buyer supply chain, where the manufacturer sells a newsvendor-type product through the buyer who faces a random demand depending on advertising expenditure and selling price. The buyer has two ordering opportunities: the one happens before the beginning of the season, and the other takes place at the end of the season. The ordered items are produced by the manufacturer in two production modes for different requirements. The first production mode is relatively cheap but requires a long lead-time, whereas the second is expensive but offers quick response. Under such a setting, the centralised and decentralised decision models are developed, respectively, and the closed form solution to each model is provided as well. Moreover, we point out that the traditional revenue-sharing contract fails to coordinate the supply chain. We thus propose an improved revenue-sharing contract that requests the manufacturer not only shares the buyer's revenue but also bears a portion of the buyer's operating costs. Such a contract can achieve perfect coordination of the supply chain and arbitrarily allocate its profit between two parties.

Green Power voluntary purchases: Price elasticity and policy analysis

International Nuclear Information System (INIS)

Mewton, Ross T.; Cacho, Oscar J.

2011-01-01

Green Power schemes offer electricity from renewable energy sources to customers for a higher price than ordinary electricity. This study examines the demand characteristics of Green Power in Australia and policies which could increase its sales. A sample of 250 pooled time series and cross sectional observations was used to estimate a statistically significant elasticity of demand for Green Power with respect to price of -0.96 with a 95% confidence interval of ±68%. The wide variation in market penetration between jurisdictions and between countries for Green Power, and the low awareness of Green Power found by surveys indicate that Green Power sales could be increased by appropriate marketing and government policies. The most cost effective means to increase sales was found to be advertising campaigns although only one Australian example was found, in the state of Victoria in 2005. It was also found that full tax deductibility of the Green Power premium to residential customers, exemption from the Goods and Services Tax and a tax rebate for Green Power are all probably less cost effective for promoting sales than direct government purchase of Green Power, in terms of cost per unit of increased sales.

Green Power voluntary purchases: Price elasticity and policy analysis

Energy Technology Data Exchange (ETDEWEB)

Mewton, Ross T., E-mail: rtmewton@hotmail.co [University of New England (Australia); Cacho, Oscar J. [School of Business Economics and Public Policy, School of Economics, University of New England, Armidale, NSW 2351 (Australia)

2011-01-15

Green Power schemes offer electricity from renewable energy sources to customers for a higher price than ordinary electricity. This study examines the demand characteristics of Green Power in Australia and policies which could increase its sales. A sample of 250 pooled time series and cross sectional observations was used to estimate a statistically significant elasticity of demand for Green Power with respect to price of -0.96 with a 95% confidence interval of {+-}68%. The wide variation in market penetration between jurisdictions and between countries for Green Power, and the low awareness of Green Power found by surveys indicate that Green Power sales could be increased by appropriate marketing and government policies. The most cost effective means to increase sales was found to be advertising campaigns although only one Australian example was found, in the state of Victoria in 2005. It was also found that full tax deductibility of the Green Power premium to residential customers, exemption from the Goods and Services Tax and a tax rebate for Green Power are all probably less cost effective for promoting sales than direct government purchase of Green Power, in terms of cost per unit of increased sales.

Green Power voluntary purchases. Price elasticity and policy analysis

Energy Technology Data Exchange (ETDEWEB)

Mewton, Ross T. [University of New England (Australia); Cacho, Oscar J. [School of Business Economics and Public Policy, School of Economics, University of New England, Armidale, NSW 2351 (Australia)

2011-01-15

Green Power schemes offer electricity from renewable energy sources to customers for a higher price than ordinary electricity. This study examines the demand characteristics of Green Power in Australia and policies which could increase its sales. A sample of 250 pooled time series and cross sectional observations was used to estimate a statistically significant elasticity of demand for Green Power with respect to price of -0.96 with a 95% confidence interval of {+-}68%. The wide variation in market penetration between jurisdictions and between countries for Green Power, and the low awareness of Green Power found by surveys indicate that Green Power sales could be increased by appropriate marketing and government policies. The most cost effective means to increase sales was found to be advertising campaigns although only one Australian example was found, in the state of Victoria in 2005. It was also found that full tax deductibility of the Green Power premium to residential customers, exemption from the Goods and Services Tax and a tax rebate for Green Power are all probably less cost effective for promoting sales than direct government purchase of Green Power, in terms of cost per unit of increased sales. (author)

The Effect of Media on Charitable Giving and Volunteering: Evidence from the "Give Five" Campaign

Science.gov (United States)

Yoruk, Baris K.

2012-01-01

Fundraising campaigns advertised via mass media are common. To what extent such campaigns affect charitable behavior is mostly unknown, however. Using giving and volunteering surveys conducted biennially from 1988 to 1996, I investigate the effect of a national fundraising campaign, "Give Five," on charitable giving and volunteering patterns. The…

A Simple Model of Pharmaceutical Price Dynamics

OpenAIRE

Bhattacharya, Jayanta; Vogt, William B

2003-01-01

Branded pharmaceutical firms use price and promotional strategy to manage public knowledge about their drugs. We propose a dynamic theory of pharmaceutical pricing and conduct an exploratory empirical analysis inspired by the theory. Our theory predicts a pattern of increasing prices and decreasing promotional activities over a drug's life cycle. Prices are kept low and advertising levels high early in the life cycle in order to build public knowledge about the drug. As knowledge grows, price...

Political Broadcast Advertising and Primary Election Voting

Science.gov (United States)

Wanat, John

1974-01-01

Results of a research project which hypothisized that: Other things being equal, the heavier a candidate's usage of broadcast advertising in a primary election campaign, the greater will be his share of the votes in the election. (Author/HB)

Minimum Price Guarantees In a Consumer Search Model

NARCIS (Netherlands)

M.C.W. Janssen (Maarten); A. Parakhonyak (Alexei)

2009-01-01

textabstractThis paper is the first to examine the effect of minimum price guarantees in a sequential search model. Minimum price guarantees are not advertised and only known to consumers when they come to the shop. We show that in such an environment, minimum price guarantees increase the value of

Effect of anti-smoking advertisements on Turkish adolescents.

Science.gov (United States)

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

2016-12-12

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

An Empirical Assessment of the "Above the Influence" Advertising Campaign

Science.gov (United States)

Scheier, Lawrence M.; Grenard, Jerry L.; Holtz, Kristen D.

2011-01-01

This study evaluated the efficacy of "Above the Influence" (ATI), a national media-based health persuasion campaign to deter youth drug use. The campaign uses public service anti-drug prevention messages and targets youth between the ages of 14 and 16, a period of heightened susceptibility to peer influences. The evaluation utilized mall…

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.

Tobacco Advertising and Promotional Expenditures in Sports and Sporting Events - United States, 1992-2013.

Science.gov (United States)

Agaku, Israel T; Odani, Satomi; Sturgis, Stephanie; Harless, Charles; Glover-Kudon, Rebecca

2016-08-19

Smokeless tobacco has been actively promoted by tobacco companies using endorsements by major sport figures, and research indicates that tobacco advertising can lead to youth initiation of tobacco use (1,2). Television and radio advertisements for cigarettes and smokeless tobacco have been prohibited since 1969,* and the 1998 Master Settlement Agreement(†) further prohibited tobacco companies from targeting youths with tobacco product advertisements in specified areas. In 2010, the Food and Drug Administration (FDA), under authority of the 2009 Family Smoking Prevention and Tobacco Control Act (FSPTCA), prohibited tobacco-brand sponsorship (i.e., sponsorship of sports and entertainment events or other social or cultural events using the tobacco brand name or anything identifiable with any brand of cigarettes or smokeless tobacco).(§) However, corporate-name tobacco sponsorship (i.e., sponsorship using the name of the corporation that manufactures regulated tobacco products) is still permitted under certain conditions.(¶) To monitor tobacco advertising and promotional activities in sports in the United States, CDC analyzed trends in sports-related marketing expenditures for cigarettes and smokeless tobacco during 1992-2013 using data from the Federal Trade Commission (FTC). During 1992-2013, sports-related marketing expenditures, adjusted by the consumer price index to constant 2013 dollars, decreased significantly for both cigarettes (from $136 million in 1992 to $0 in 2013) and smokeless tobacco (from $34.8 million in 1992 to $2.1 million in 2013). During 2010-2013, after the prohibition of tobacco-brand sponsorship in sports under the FSPTCA, cigarette manufacturers reported no spending (i.e., $0) on sports-related advertising and promotional activities; in contrast, smokeless tobacco manufacturers reported expenditures of $16.3 million on advertising and promoting smokeless tobacco in sports during 2010-2013. These findings indicate that despite prohibitions

Public health obesity-related TV advertising: lessons learned from tobacco.

Science.gov (United States)

Emery, Sherry L; Szczypka, Glen; Powell, Lisa M; Chaloupka, Frank J

2007-10-01

Over the past 25 years, the percent of overweight and obese adults and children in the United States has increased dramatically. The magnitude and scope of the public health threat from obesity have resulted in calls for a national comprehensive obesity prevention strategy, akin to tobacco use prevention strategies undertaken over the past two decades. The purpose of this paper is to describe and compare population exposure to paid media campaigns for tobacco and obesity prevention, draw lessons from tobacco advertising, and compare tobacco and obesity behaviors/influences to identify priorities and pitfalls for further research on obesity adverting. This is a descriptive study. Ratings data for the years 1999-2003, for the top 75 designated market areas in the U.S. were used to quantify exposure levels to anti-obesity and anti-smoking advertising in the U.S. Anti-tobacco campaigns preceded anti-obesity campaigns by several years, and in each year exposure levels--both total and average--for anti-tobacco media campaigns far outweighed those of anti-obesity campaigns. It is important to compare both similarities and differences between smoking- and obesity-related behaviors, which might affect the potential impact of anti-obesity media campaigns. Given the scope of the public health risks attributable to obesity, and the amount of federal, state, and other resources devoted to anti-obesity media campaigns, there is a clear need to evaluate the potential impact of such campaigns efforts. Nonetheless, the challenges are significant in both motivating and monitoring such complex behavior change, and in attributing changes to a given media campaign.

‘Born in Michigan? You’re in the Biobank’: Engaging Population Biobank Participants through Facebook Advertisements

Science.gov (United States)

Platt, J.E.; Platt, T.; Thiel, D.; Kardia, S.L.R.

2016-01-01

Background/Aims Despite a broad call for biobanks to use social media, data is lacking regarding the capacity of social media tools, especially advertising, to engage large populations on this topic. Methods We used Facebook advertising to engage Michigan residents about the BioTrust for Health. We conducted a low-budget (social media campaign targeting Michigan residents aged 18–28. We placed 25 Facebook advertisements and analyzed their performance in terms of reach and cost across 3 engagement types: passive, active and interactive. We compared engagement before, during and after the campaign. Results The Facebook page was viewed 1,249 times during the month of the advertising campaign, versus once in the month prior. 779,004 Michigan residents saw ads an average of 25.8 times; 4,275 clicked ads; the average click-through-ratio was 0.021%. Interactions included 516 ‘likes’ and 30 photo contest entries. Cost per outcome ranged from cost per click was USD 1.04. Conclusion A social media strategy to build public awareness about biobanking is not likely to be effective without a promotional ‘push’ to distribute content. Social media advertisements have the capacity to scale-up engagement on biobanking while keeping costs manageable. Facebook advertisements provide necessary access points for unaware participants, with implications for public trust. PMID:23796763

Advertising expenses examined in recent rulings

Energy Technology Data Exchange (ETDEWEB)

1979-11-08

Courts and commissions have handed down numerous rulings on the subject of utility advertising expenditures. Much controversy still abounds of who should be made to pay for such costs. Some specific cases concerning this issue are discussed. The majority of recent decisions agree that ratepayers should not have to pay for promotional or political advertising campaigns conducted by regulated utilities. Disagreement does exist as to how those terms should be defined in practice. Titles I and III of the Public Utility Regulatory Policies Act of 1978 direct state regulatory agencies to investigate advertising expenses by electric and natural gas utilities and to adopt, if appropriate, a policy denying recovery (from ratepayers) of expenses incurred for promotional or political advertising. Importantly, the act also purports to define those terms by explaining what type of expenditures do and do not fall within those categories. Title I and III contain parallel definitions for both electric and natural gas utilities. Only those portions of the act applicable to electric utilities are discussed, with the troublesome area of nuclear advertising noted. (MCW)

Double Marginalization in Performance-Based Advertising: Implications and Solutions

OpenAIRE

Chrysanthos Dellarocas

2012-01-01

An important current trend in advertising is the replacement of traditional pay-per-exposure (pay-per-impression) pricing models with performance-based mechanisms in which advertisers pay only for measurable actions by consumers. Such pay-per-action (PPA) mechanisms are becoming the predominant method of selling advertising on the Internet. Well-known examples include pay-per-click, pay-per-call, and pay-per-sale. This work highlights an important, and hitherto unrecognized, side effect of PP...

A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies

OpenAIRE

Acatrinei Carmen

2015-01-01

The present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, vi...

Exploring Online Shopping Behaviour within the Context of Online Advertisement, Customer Service Experience Consciousness and Price Comparison Websites: Perspectives from Young Female Shoppers in the Zlínský Region

OpenAIRE

Christian Nedu Osakwe; Miloslava Chovancová

2015-01-01

Online shopping behaviour within the context of price comparison websites presents an interesting area of consumer behaviour, yet very little research has been done in this area. Hence, the focus of this paper was to critically explore the impact of online advertisement and customer service experience consciousness on young female shoppers' intention to use price comparison websites as a purchase decision-making tool within the online retail environment. Our sample consisted of 123 female res...

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.

Model-based development and testing of advertising messages

DEFF Research Database (Denmark)

Bech-Larsen, Tino

2000-01-01

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

Unwaged Posts in UK Universities: Controversies and Campaigns

Directory of Open Access Journals (Sweden)

Kirsten Forkert

2015-09-01

Full Text Available This article examines unwaged posts at UK universities, using recent examples of advertised job posts. While unpaid work is common in the UK higher education system, unwaged posts are not. The posts under scrutiny in this article differ from traditional honorary titles as they target early career academics, who are unlikely to have a paid position elsewhere, rather than established scholars. The article contextualizes the appearance of these posts in a climate of increasing marketization of higher education, entrenching managerialism in higher education institutions, and the casualization of academic work. We also discuss resistance to the posts, arguing that the controversy surrounding unpaid internships in the creative industries created a receptive environment for resisting unwaged posts in academia. We analyze the campaigns that were fought against the advertisement of the posts, mostly through social media and the University and College Union. We explore the tactics used and discuss the advantages and limitations of the use of social media, as well as the role of trade unions in the campaigns against these posts, and we reflect on what future campaigns can learn from these experiences.

Small town, big campaigns: the rise and growth of an international advertising industry in Amsterdam

NARCIS (Netherlands)

Roling, R.W.

2010-01-01

This paper presents an historical analysis of international advertising by describing four waves of advertising from early twentieth-century Western capitalism. This analysis is necessary to understand the dynamics within the organizational structure of the global advertising industry, with a

The influence of antismoking television advertisements on cessation by race/ethnicity, socioeconomic status, and mental health status.

Directory of Open Access Journals (Sweden)

James M Nonnemaker

Full Text Available Disparities in tobacco use and smoking cessation by race/ethnicity, education, income, and mental health status remain despite recent successes in reducing tobacco use. It is unclear to what extent media campaigns promote cessation within these population groups. This study aims to (1 assess whether exposure to antitobacco advertising is associated with making a quit attempt within a number of population subgroups, and (2 determine whether advertisement type differentialy affects cessation behavior across subgroups. We used data from the New York Adult Tobacco Survey (NY-ATS, a cross-sectional, random-digit-dial telephone survey of adults aged 18 or older in New York State conducted quarterly from 2003 through 2011 (N = 53,706. The sample for this study consists of 9,408 current smokers from the total NY-ATS sample. Regression methods were used to examine the effect of New York State's antismoking advertising, overall and by advertisement type (graphic and/or emotional, on making a quit attempt in the past 12 months. Exposure to antismoking advertising was measured in two ways: gross rating points (a measure of potential exposure and self-reported confirmed recall of advertisements. This study yields three important findings. First, antismoking advertising promotes quit attempts among racial/ethnic minority smokers and smokers of lower education and income. Second, advertising effectiveness is attributable in part to advertisements with strong graphic imagery or negative emotion. Third, smokers with poor mental health do not appear to benefit from exposure to antismoking advertising of any type. This study contributes to the evidence about how cessation media campaigns can be used most effectively to increase quit attempts within vulnerable subgroups. In particular, it suggests that a general campaign can promote cessation among a range of sociodemographic groups. More research is needed to understand what message strategies might work for

The Influence of Antismoking Television Advertisements on Cessation by Race/Ethnicity, Socioeconomic Status, and Mental Health Status

Science.gov (United States)

Nonnemaker, James M.; Allen, Jane A.; Davis, Kevin C.; Kamyab, Kian; Duke, Jennifer C.; Farrelly, Matthew C.

2014-01-01

Disparities in tobacco use and smoking cessation by race/ethnicity, education, income, and mental health status remain despite recent successes in reducing tobacco use. It is unclear to what extent media campaigns promote cessation within these population groups. This study aims to (1) assess whether exposure to antitobacco advertising is associated with making a quit attempt within a number of population subgroups, and (2) determine whether advertisement type differentialy affects cessation behavior across subgroups. We used data from the New York Adult Tobacco Survey (NY-ATS), a cross-sectional, random-digit-dial telephone survey of adults aged 18 or older in New York State conducted quarterly from 2003 through 2011 (N = 53,706). The sample for this study consists of 9,408 current smokers from the total NY-ATS sample. Regression methods were used to examine the effect of New York State’s antismoking advertising, overall and by advertisement type (graphic and/or emotional), on making a quit attempt in the past 12 months. Exposure to antismoking advertising was measured in two ways: gross rating points (a measure of potential exposure) and self-reported confirmed recall of advertisements. This study yields three important findings. First, antismoking advertising promotes quit attempts among racial/ethnic minority smokers and smokers of lower education and income. Second, advertising effectiveness is attributable in part to advertisements with strong graphic imagery or negative emotion. Third, smokers with poor mental health do not appear to benefit from exposure to antismoking advertising of any type. This study contributes to the evidence about how cessation media campaigns can be used most effectively to increase quit attempts within vulnerable subgroups. In particular, it suggests that a general campaign can promote cessation among a range of sociodemographic groups. More research is needed to understand what message strategies might work for those with

The influence of antismoking television advertisements on cessation by race/ethnicity, socioeconomic status, and mental health status.

Science.gov (United States)

Nonnemaker, James M; Allen, Jane A; Davis, Kevin C; Kamyab, Kian; Duke, Jennifer C; Farrelly, Matthew C

2014-01-01

Disparities in tobacco use and smoking cessation by race/ethnicity, education, income, and mental health status remain despite recent successes in reducing tobacco use. It is unclear to what extent media campaigns promote cessation within these population groups. This study aims to (1) assess whether exposure to antitobacco advertising is associated with making a quit attempt within a number of population subgroups, and (2) determine whether advertisement type differentialy affects cessation behavior across subgroups. We used data from the New York Adult Tobacco Survey (NY-ATS), a cross-sectional, random-digit-dial telephone survey of adults aged 18 or older in New York State conducted quarterly from 2003 through 2011 (N = 53,706). The sample for this study consists of 9,408 current smokers from the total NY-ATS sample. Regression methods were used to examine the effect of New York State's antismoking advertising, overall and by advertisement type (graphic and/or emotional), on making a quit attempt in the past 12 months. Exposure to antismoking advertising was measured in two ways: gross rating points (a measure of potential exposure) and self-reported confirmed recall of advertisements. This study yields three important findings. First, antismoking advertising promotes quit attempts among racial/ethnic minority smokers and smokers of lower education and income. Second, advertising effectiveness is attributable in part to advertisements with strong graphic imagery or negative emotion. Third, smokers with poor mental health do not appear to benefit from exposure to antismoking advertising of any type. This study contributes to the evidence about how cessation media campaigns can be used most effectively to increase quit attempts within vulnerable subgroups. In particular, it suggests that a general campaign can promote cessation among a range of sociodemographic groups. More research is needed to understand what message strategies might work for those with poor

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

Science.gov (United States)

1982-01-01

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

Televised state-sponsored antitobacco advertising and youth smoking beliefs and behavior in the United States, 1999-2000.

Science.gov (United States)

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

2005-07-01

Recent state budget crises have dramatically reduced funding for state-sponsored antitobacco media campaigns. If campaigns are associated with reduced smoking, such cuts could result in long-term increases in state health care costs. Commercial ratings data on mean audience exposure to antitobacco advertising that appeared on network and cable television across the largest 75 media markets in the United States for 1999 through 2000 were combined with nationally representative survey data from school-based samples of youth in the contiguous 48 states. Multivariate regression models were used to analyze associations between mean exposure to state antitobacco advertising and youth smoking-related beliefs and behaviors, controlling for individual and environmental factors usually associated with youth smoking and other televised tobacco-related advertising. Mean exposure to at least 1 state-sponsored antitobacco advertisement in the past 4 months was associated with lower perceived rates of friends' smoking (odds ratio [OR], 0.72; 95% confidence interval [CI], 0.58-0.88), greater perceived harm of smoking (OR, 1.25; 95% CI, 1.11-1.42), stronger intentions not to smoke in the future (OR, 1.43; 95% CI, 1.17-1.74), and lower odds of being a smoker (OR, 0.74; 95% CI, 0.63-0.88). To our knowledge, this study is the first to explore the potential impact of state-sponsored antitobacco media campaigns while controlling for other tobacco-related advertising and other tobacco control policies. State-sponsored antitobacco advertising is associated with desired outcomes of greater antitobacco sentiment and reduced smoking among youth. Recent cuts in these campaigns may have future negative health and budgetary consequences.

The 'wrong-way-round' campaign - some aspects of a campaign against nuclear energy initiatives from the viewpoint of the electricity industry

International Nuclear Information System (INIS)

Schmid, R.

2003-01-01

This article takes a look back at the campaigns that were run to oppose two popular initiatives concerning the future of nuclear power in Switzerland that were eventually turned down by the voting public in 2003. One of the popular initiatives called for Switzerland's opting-out of nuclear energy, the other for a moratorium on the building of further nuclear plant. In particular the role played by the Swiss electricity industry in the run-up to the voting and the intensive advertising and public relations campaigns against the initiatives are reviewed. The various campaigns are reviewed chronologically from the standpoint of the electricity industry itself

Advertising Pricing Models in Media Markets: Lump-Sum versus Per-Consumer Charges

OpenAIRE

Helmut Dietl; Markus Lang; Panlang Lin

2012-01-01

This paper develops a model of asymmetric competition between a pay and a free media platform. The pay media platform generates revenues from media consumers through subscription fees, while the free media platform generates revenues from charging advertisers either on a lump-sum basis (regime A) or on a per-consumer basis (regime B). We show that the free platform produces a higher advertising level and attracts more consumers in regime A than B although advertisers must pay more for ads and...

Using mass media campaigns to reduce youth tobacco use: a review.

Science.gov (United States)

Allen, Jane Appleyard; Duke, Jennifer C; Davis, Kevin C; Kim, Annice E; Nonnemaker, James M; Farrelly, Matthew C

2015-01-01

This review synthesizes the published literature on using mass media campaigns to reduce youth tobacco use, with particular focus on effects within population subgroups and the relative effectiveness of campaign characteristics. A search of PubMed and PsycINFO conducted in March of 2014 yielded 397 studies with 34 suitable for inclusion. Included were quantitative studies that evaluate an antitobacco media campaign intended to influence youth cognitions or behavior or explore the relative effectiveness of campaign characteristics among youth. An automated search and assessment of suitability for inclusion was done. Study outcomes were compared and synthesized. Antitobacco media campaigns can be effective across racial/ethnic populations, although the size of the campaign effect may differ by race/ethnicity. Evidence is insufficient to determine whether campaign outcomes differ by socioeconomic status (SES) and population density. Youth are more likely to recall and think about advertising that includes personal testimonials; a surprising narrative; and intense images, sound, and editing. Evidence in support of using a health consequences message theme is mixed; an industry manipulation theme may be effective in combination with a health consequences message. Research is insufficient to determine whether advertising with a secondhand smoke or social norms theme influences youth tobacco use. Our recommendation is to develop antitobacco campaigns designed to reach all at-risk youth, which can be effective across racial/ethnic populations. Research priorities include assessing campaign influence among lower SES and rural youth, disentangling the effects of message characteristics, and assessing the degree to which this body of evidence may have changed as a result of changes in youth culture and communication technology.

Strategic Underinvestment in Informative Advertising: The Cases of Substitutes and Complements

OpenAIRE

Marcel Boyer; Michel Moreaux

1999-01-01

The authors analyze the strategic pricing and informative advertising decisions made by firms in duopolistic contexts. They show that, whether the products are substitutes or complements, there exist strategic settings in which firms keep potential consumers uninformed about their products even if the advertising cost is zero.

Competitive Reactions and the Cross-Sales Effects of Advertising and Promotion

NARCIS (Netherlands)

J-B.E.M. Steenkamp (Jan-Benedict); V.R. Nijs; D.M. Hanssens (Dominique); M.G. Dekimpe (Marnik)

2002-01-01

textabstractHow do competitors react to each other's price-promotion and advertising actions? How do these reactions influence the net sales impact we observe? We answer these questions by performing a large-scale empirical study of the short-run and long-run reactions to promotion and advertising

Relationship Between Partial and Total Responses to Advertising with Application to U.S. Meats

OpenAIRE

Kinnucan, Henry W.; Myrland, Oystein

2002-01-01

Buse’s concept of total response is extended to advertising effects. Results suggest that partial advertising elasticities overstate advertising’s ability to increase market demand. One implication is that advertising bans (e.g., for alcohol and tobacco) are apt to be less effective than indicated by partial advertising elasticities estimated from econometric models. Extending the concept of total response to price effects, the total advertising “flexibility” sets the lower bound on the optim...

The Advertising of Toys. Considerations on the lack of values and contribution to gender inequality

Directory of Open Access Journals (Sweden)

Carmen Pereira Domínguez

2009-07-01

Full Text Available The toy has always existed. To state that it is ageless presupposes a sentimental regret typical of the adult who denies the inevitable gradual disappearance of the child within us. However it is expedient to take note of how, year after year, our society is losing the fundamental essence of what an object gives us. The essence which we refer to is imagination. It is through imagination that fantasy, enjoyment and perhaps ephemeral happiness are born. The toy has undergone a long journey on its way to the present: from stone figures, rough homemade wooden forms, scraps or lines traced on a surface which have become the attractive and simple pastime that we nowadays call board games. In this document we set out to analyse the major advertising catalogues from 2006 and 2007 paying particular attention to those pertaining to Christmas advertising campaigns. We consider the different types of toys and their potential market, along with the images, messages, slogans, colours and prices. The paper concludes by identifying stereotypes, roles and division of household tasks, drawing out the clearly consumer driven intentions of companies operating in the toy sector.

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

Directory of Open Access Journals (Sweden)

Alina Duduciuc

2018-04-01

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

Channel selection in e-commerce age: A strategic analysis of co-op advertising models

Directory of Open Access Journals (Sweden)

Yongmei Liu

2013-03-01

, such as service and price. We can do some researches from the point of these factors. Third, how demand uncertainty affects the channel selection and co-op advertising strategy is another interesting research item.Practical implications: The manufacturer and the retailer know that the impact of co-op adverting on the demands of traditional channel and direct channel, both would like to choose reasonable strategies to improve the channel coordination. Therefore, it would be best if business managers conduct market survey before they start their co-op advertising campaign.Originality/value: Two new co-op advertising models in E-commerce age are developed, and the impact of product web-fit on these optimal strategies are analyzed and illustrate by some numeral examples. In addition, optimal channel structure in E-commerce age are selected for manufacturer and the retailer.

Promoting public awareness of randomised clinical trials using the media: the ‘Get Randomised’ campaign

Science.gov (United States)

Mackenzie, Isla S; Wei, Li; Rutherford, Daniel; Findlay, Evelyn A; Saywood, Wendy; Campbell, Marion K; MacDonald, Thomas M

2010-01-01

AIM To increase public awareness and understanding of clinical research in Scotland. METHODS A generic media campaign to raise public awareness of clinical research was launched in 2008. The ‘Get Randomised’ campaign was a Scotland-wide initiative led by the University of Dundee in collaboration with other Scottish universities. Television, radio and newspaper advertising showed leading clinical researchers, general practitioners and patients informing the public about the importance of randomised clinical trials (RCTs). ‘Get Randomised’ was the central message and interested individuals were directed to the http://www.getrandomised.org website for more information. To assess the impact of the campaign, cross-sectional surveys were conducted in representative samples of 1040 adults in Scotland prior to campaign launch and again 6 months later. RESULTS There was an improvement in public awareness of clinical trials following the campaign; 56.7% [95% confidence interval (CI) 51.8, 61.6] of the sample recalled seeing or hearing advertising about RCTs following the campaign compared with 14.8% (10.8, 18.9) prior to the campaign launch (difference = 41.4%; 95% CI for difference 35.6, 48.3; P advertising, 49% felt that the main message was that people should take part more in medical research. However, on whether they would personally take part in a clinical trial if asked, there was little difference in response following the campaign [‘yes’ 31.3% (28.4, 34.1) prior; 30.4% (27.6, 33.2) following; difference =−0.9%; 95% CI for difference −4.8, 3.1%; P= 0.92]. CONCLUSIONS It is possible to raise public awareness of clinical research using the media, but further efforts may be required to influence individuals' decisions to take part in clinical research. PMID:20233175

A Two-Sided Market Model of Optimal Price Structure for Instant Messenger

Directory of Open Access Journals (Sweden)

Jun Xu

2013-01-01

Full Text Available Instant messenger (IM is one of the most popular Internet applications all over the world. This paper examines the pricing problem of IM based on two-sided market model. IM serves as a two-sided platform, which gets both Internet users and advertisers on board. This paper concludes that IM operator adopts a heavily skewed price structure that favors IM users both under monopolistic case and under horizontal differentiated duopolistic case. When advertising revenue is large enough relatively to marginal cost for serving IM users, IM users can enjoy free service provided by IM operators. The competitive equilibrium of duopolistic case is not necessarily symmetric when advertisers choose singlehoming. Even in the symmetric equilibrium platform would rather deter all advertisers.

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 Media's Role in Political Campaigns. ERIC Digest.

Science.gov (United States)

Gottlieb, Stephen S.

This digest examines the relationship between the political process and the media. The digest discusses the ramifications of advertising in politics; the role of the televised debate in elections; individual voter characteristics and the media; and media coverage and campaign awareness. Fifteen references are attached. (RS)

Advertising effectiveness of South African newspapers in the higher ...

African Journals Online (AJOL)

The article reports on the advertising effectiveness of the press media in the RSA with regard to the ... a frame of reference that could be applied to future marketing campaigns in educational programmes. ... AJOL African Journals Online.

Advertisement recognition using mode voting acoustic fingerprint

Science.gov (United States)

Fahmi, Reza; Abedi Firouzjaee, Hosein; Janalizadeh Choobbasti, Ali; Mortazavi Najafabadi, S. H. E.; Safavi, Saeid

2017-12-01

Emergence of media outlets and public relations tools such as TV, radio and the Internet since the 20th century provided the companies with a good platform for advertising their goods and services. Advertisement recognition is an important task that can help companies measure the efficiency of their advertising campaigns in the market and make it possible to compare their performance with competitors in order to get better business insights. Advertisement recognition is usually performed manually with help of human labor or is done through automated methods that are mainly based on heuristics features, these methods usually lack abilities such as scalability, being able to be generalized and be used in different situations. In this paper, we present an automated method for advertisement recognition based on audio processing method that could make this process fairly simple and eliminate the human factor out of the equation. This method has ultimately been used in Miras information technology in order to monitor 56 TV channels to detect all ad video clips broadcast over some networks.

Informative advertising by an environmental group

NARCIS (Netherlands)

Heijnen, Pim

Consuming a product does not (necessarily) reveal the environmental damage it may cause. In terms of environmental damage, most goods are credence goods. Therefore, advertising and pricing rarely can transmit such information effectively to consumers. This article considers the scope with which an

Changing consumer attitudes to energy efficiency: Midterm results from an advertising campaign

Energy Technology Data Exchange (ETDEWEB)

Peters, J.S.; Seiden, K.; Baggett, S.; Morander, L.

1998-07-01

As utilities move away from rebates and incentives, many choose to use educational campaigns as a means to continue energy efficiency acquisition efforts. Measuring these effects is difficult and has long been considered nearly impossible by many in the evaluation community. Given the difficulty of observing behavior changes associated with education campaigns, this project sought to measure the likelihood that consumers exposed to a campaign will take the action. A model of behavior change, the theory of planned behavior developed by Icek Ajzen demonstrates that such is possible. This paper reports on the results of a longitudinal panel study of an energy efficiency mass-market educational campaign, using the Ajzen model with results from a five-wave survey of 1,200 targeted consumers and a control group of 1,200. The first wave collected pre-campaign data in Spring 1997. The authors compare these baseline data with data collected from the second and third survey waves, which were performed in Fall 1997 and Spring 1998, respectively.

In good conscience: fast food, greenwashing and advertising

OpenAIRE

Vaartnou, Tiiu

2017-01-01

This thesis addresses a new style of green promotion in the fast food industry by critically analysing one advertisement from each of A&W’s “Better Beef”, McDonald’s’ “Your Questions”, and Chipotle’s “Back to the Start” campaigns. Three main questions are explored: whether these campaigns help incite high quality environmental change or merely perpetuate the unsustainable status quo; whether each company is taking real responsibility for change or continuing to push responsibility onto c...

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...

"Racism still exists": a public health intervention using racism "countermarketing" outdoor advertising in a Black neighborhood.

Science.gov (United States)

Kwate, Naa Oyo A

2014-10-01

The negative health effects of racism have been well documented, but how to intervene to redress these effects has been little studied. This study reports on RISE (Racism Still Exists), a high-risk, high-reward public health intervention that used outdoor advertising to disseminate a "countermarketing" campaign in New York City (NYC). Over 6 months, the campaign advertised stark facts about the persistence of racism in the USA. A probability sample of N = 144 participants from two predominantly Black NYC neighborhoods completed measures of health status, health behaviors, and social attitudes. Three months postintervention, statistically significant declines in psychological distress were seen among study participants who were exposed to the campaign compared to those who were not. There were no changes in other hypothesized outcomes. The campaign also generated significant public discourse, particularly in social media. The results suggest that racism countermarketing campaigns may have promise as a community-based intervention to address health inequalities.

Feasibility and Efficacy of a Urologic Profession Campaign on Cryptorchidism Using Internet and Social Media.

Science.gov (United States)

Borgmann, Hendrik; Kliesch, Sabine; Roth, Stephan; Roth, Mael; Degener, Stephan

2017-01-01

We performed a professional campaign in Germany intending to establish the urologic profession as a competent and helpful point of contact for patients with cryptorchidism. The aim of this study was to assess the feasibility of this campaign and to quantify the efficacy of using Internet vs. social media. The strategic design of the campaign comprised a strategy meeting, creation of a landing page, and targeted advertisements on Google in the form of Adwords and on Facebook in the form of sidebar ads and sponsored posts. Outcome measurements were number of impressions, homepage sessions, and downloads of an information brochure. The campaign generated 2,511,923 impressions, 7,369 homepage sessions and 1,086 downloads of information brochures using a total investment budget of 7,500€. Use of Google Adwords was more efficient on outcome measurements than Facebook. A subanalysis of Facebook advertisements showed that sidebar ads and sponsored posts were equally efficient. New media are an effective platform for a profession campaign. Google Adwords is a more effective and cost-efficient platform than Facebook for a targeted campaign. © 2016 S. Karger AG, Basel.

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.

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...

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.

Advertising health: the case for counter-ads.

Science.gov (United States)

Dorfman, L; Wallack, L

1993-01-01

Public service advertisements have been used by many in hopes of "selling" good health behaviors. But selling good behavior--even if it could be done more effectively--is not the best goal for using mass media to prevent health problems. Personal behavior is only part of what determines health status. Social conditions and the physical environment are important determinants of health that are usually ignored by health promotion advertising. Public service advertising may be doing more harm than good if it is diverting attention from more effective socially based health promotion strategies. Counter-ads are one communications strategy that could be used to promote a broader responsibility for rectifying health problems. In the tradition of advocacy advertising directly promoting policy rather than products, counter-ads promote views consistent with a public health perspective. Counter-ads set the agenda for health issues, conferring status on policy-oriented strategies for addressing health problems. The primary purpose of counter-ads is to challenge the dominant view that public health problems reflect personal health habits. They are controversial because they place health issues in a social and political context. Advertising strategies for health promotion range over a spectrum from individually oriented public service advertising to socially oriented counter-advertising. The recent anti-tobacco campaign from the California Department of Health Services represents advertisements across the spectrum. Counter-ads that focus on a politically controversial definition for health problems are an appropriate and necessary alternative to public service advertising. PMID:8265756

Competitive Reactions to Advertising and Promotion Attacks

OpenAIRE

Jan-Benedict E. M. Steenkamp; Vincent R. Nijs; Dominique M. Hanssens; Marnik G. Dekimpe

2005-01-01

How do competitors react to each other's price-promotion and advertising attacks? What are the reasons for the observed reaction behavior? We answer these questions by performing a large-scale empirical study on the short-run and long-run reactions to promotion and advertising shocks in over 400 consumer product categories over a four-year time span. Our results clearly show that the most predominant form of competitive response is passive in nature. When a reaction does occur, it is usually ...

The effects of smoking-related television advertising on smoking and intentions to quit among adults in the United States: 1999-2007.

Science.gov (United States)

Emery, Sherry; Kim, Yoonsang; Choi, Young Ku; Szczypka, Glen; Wakefield, Melanie; Chaloupka, Frank J

2012-04-01

We investigated whether state-sponsored antitobacco advertisements are associated with reduced adult smoking, and interactions between smoking-related advertising types. We measured mean exposure to smoking-related advertisements with television ratings for the top-75 US media markets from 1999 to 2007. We combined these data with individual-level Current Population Surveys Tobacco Use Supplement data and state tobacco control policy data. Higher exposure to state-sponsored, Legacy, and pharmaceutical advertisements was associated with less smoking; higher exposure to tobacco industry advertisements was associated with more smoking. Higher exposure to state- and Legacy-sponsored advertisements was positively associated with intentions to quit and having made a past-year quit attempt; higher exposure to ads for pharmaceutical cessation aids was negatively associated with having made a quit attempt. There was a significant negative interaction between state- and Legacy-sponsored advertisements. Exposure to state-sponsored advertisements was far below Centers for Disease Control and Prevention-recommended best practices. The significant negative relationships between antismoking advertising and adult smoking provide strong evidence that tobacco-control media campaigns help reduce adult smoking. The significant negative interaction between state- and Legacy-sponsored advertising suggests that the campaigns reinforce one another.

The Effects of Mere Exposure to Political Advertisements.

Science.gov (United States)

Becker, Lee B.; Doolittle, John C.

Past research into the effects of "exposure" in political advertising indicates that massive "exposure" campaigns alone can show good, and sometimes dramatic, results in elections. This research is partially confirmed by a study of several mass media public relation efforts designed specifically to increase citizen recognition…

Contextual advertising using Google AdWords and Google AdSense

OpenAIRE

Mihok, Radovan

2008-01-01

The thesis introduces contextual advertising on internet using Google AdWords. The paper describes individual steps of an ad campaign (product choosing, ad types, keywords), its management and success evaluation (calculation of ROI and modified ROI).

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

Science.gov (United States)

Richardson, Amanda; Ganz, Ollie; Vallone, Donna

2015-07-01

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

26 CFR 48.4216(e)-1 - Exclusion of local advertising charges from sale price.

Science.gov (United States)

2010-04-01

... a newspaper or magazine, or is displayed by means of an outdoor advertising sign or poster. Section..., television, or newspaper advertising specifically naming refrigerators or other articles taxable at the same... 26 Internal Revenue 16 2010-04-01 2010-04-01 true Exclusion of local advertising charges from sale...

Non Castigat Ridendo Mores: evaluating the effectiveness of humor appeal in printed advertisements for HIV/AIDS prevention in Italy.

Science.gov (United States)

Soscia, Isabella; Turrini, Alex; Tanzi, Emilio

2012-01-01

This article investigates the effects of different emotional appeals in HIV/AIDS prevention campaigns using printed advertisements. More specifically, it examines the effectiveness of humor appeal compared with shock and fear appeals. The authors experimentally test the level of attention drawn and the spontaneous recall arising when young Italian adults are shown different HIV/AIDS prevention campaigns. Findings show that humor appeals are less effective than fear and shock appeals, evidencing the failures in HIV/AIDS prevention campaigns in Italy, a country where the former communication strategy has been used in substantive ways. The results also indicate the higher effectiveness of fear appeals (over shock and humor) in printed HIV/AIDS advertising campaigns. The implications of these results for further studies and for improving the design, implementation, and evaluation of HIV/AIDS campaign efforts are also discussed.

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

OpenAIRE

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

2006-01-01

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

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 ...

两层供应链系统最优广告努力水平与直接价格折扣的博弈分析%A Game Analysis of Optimal Advertising Efforts and Direct Price Discount Strategy for the Two-level Supply Chain

Institute of Scientific and Technical Information of China (English)

何丽红; 廖茜; 刘蒙蒙; 苑春

2017-01-01

在两层供应链中,考虑需求受广告努力水平和制造商提供的直接价格折扣的联合影响,建立供应链成员的合作广告努力水平与价格折扣策略模型,通过比较Nash均衡模型、制造商主导的Stackelberg博弈模型、零售商主导的Stackelberg博弈模型和合作博弈模型,得到不同情形下制造商与零售商的最优广告努力水平与制造商提供给消费者的最优价格折扣策略.结果表明,仅当商品价格弹性满足一定水平时,制造商才可能给予消费者一定的价格折扣;价格弹性越大,制造商可给与的直接价格折扣就越大,且消费者在合作博弈下可以得到更实惠的价格.当制造商给予消费者最优直接价格折扣时,制造商和零售商的广告努力积极性与价格弹性正相关.此外,制造商和零售商的广告成本存在比例关系,一方可以通过自身广告成本投入来估算另一方的广告成本.最后,运用帕累托改进对合作博弈下供应链系统的最大利润进行充分协调,以实现供应链参与双方和消费者的“三赢”局面.上述结论对供应链参与方合作模式的选择、最优广告努力水平与直接价格折扣策略的制定具有指导意义.%When the market demand is sensitive to sales price and the advertising efforts,both manufacturer and retailer in a supply chain must make decisions on their advertising effort levels and price discount.Based on the new demand function which is simultaneously affected by advertising efforts and direct price discount offered by the manufacturer to consumers,the optimal advertising efforts strategy of the supply chain and direct price discount of the manufacturer are mainly discussed by comparing four game models,which are Nash Equilibrium,Stackelberg game model in which the manufacturer is leader,Stackelberg game model in which the retailer is leader and cooperative game.The study finds that only when price elasticity meets a certain

An examination of the effect on cigarette prices and promotions of Philip Morris USA penalties to stores that sell cigarettes to minors.

Science.gov (United States)

Feighery, E C; Schleicher, N C; Ribisl, K M; Rogers, T

2009-12-01

The purpose of this study was to assess the potential impact of public policies to regulate price discounting strategies on retail cigarette prices and advertising. Philip Morris USA (PM USA) has a policy designed to sanction stores violating state laws banning illegal tobacco sales to minors by temporarily suspending price discounting incentives. This study examined the impact of those sanctions on retail cigarette prices and sales promotion advertising. In November 2006, the California Attorney General's Office informed PM USA that 196 stores were found guilty of illegal underage sales. Of these, 109 stores that participated in the PM USA Retail Leaders Program were notified that their merchandising and/or promotional resources would be suspended for the month of April 2007. The remaining 87 stores were not sanctioned and served as a comparison group. Trained raters assessed advertising and prices of selected PM USA brands in these stores pre-penalty and during the penalty phase. There were no significant differences between sanctioned and non-sanctioned stores on median changes in price and sales promotion advertising from the pre-penalty to the penalty phase. The lack of impact on cigarette prices and advertising indicate that the PM USA policy may be flawed in its design or execution. If public policies are developed to restrain cigarette price discounting strategies, they should be crafted to ensure compliance and preclude possible compensatory actions by retailers.

Tobacco advertisements, promotion and sponsorships (TAPS: tobacco companies continue the business of lies and deception in India

Directory of Open Access Journals (Sweden)

Ramesh Chand

2018-03-01

Tobacco companies in India are carrying out aggressive advertising and promotion and sponsorship campaigns to glamorize its deadly product through indirect advertising and deceitful tactics. There is an urgent need to enforce legislation to contain all common types of TAPS violations in India.

Effects of Tobacco-Related Media Campaigns on Young Adult Smoking: Longitudinal Data from the United States

Science.gov (United States)

Terry-McElrath, Yvonne M.; Emery, Sherry; Wakefield, Melanie A.; O’Malley, Patrick M.; Szczypka, Glen; Johnston, Lloyd D.

2012-01-01

Objective Young adults in the U.S. have one of the highest smoking prevalence rates of any age group, and young adulthood is a critical time period of targeting by the tobacco industry. We examined relationships between potential exposure to tobacco-related media campaigns from a variety of sponsors and 2-year smoking change measures among a longitudinal sample of U.S. adults aged 20-30 from 2001-2008. Methods Self-report data were collected from a longitudinal sample of 13,076 U.S. young adults from age 20-30. These data were merged with tobacco-related advertising exposure data from Nielsen Media Research. Two-year measures of change in smoking were regressed on advertising exposures. Results Two-year smoking uptake was unrelated to advertising exposure. The odds of quitting among all smokers and reduction among daily smokers in the two years between the prior and current survey were positively related to anti-tobacco advertising, especially potential exposure levels of 104-155 ads over the past 24 months. Tobacco company advertising (including corporate image and anti-smoking) and pharmaceutical industry advertising were unrelated to quitting or reduction. Conclusions Continued support for sustained, public health-based, well-funded anti-tobacco media campaigns may help reduce tobacco use among young adults. PMID:21972061

Exposure to Advertisements and Marijuana Use Among US Adolescents.

Science.gov (United States)

Dai, Hongying

2017-11-30

This study examined whether exposure to marijuana advertisements was associated with current marijuana use and frequency of use among US adolescents in grades 8, 10, and 12. Weighted estimates of exposure to marijuana advertisements and marijuana use from the 2014 and 2015 Monitoring the Future studies were investigated. Factors associated with the prevalence and frequency of marijuana use were analyzed by using logistic regression and linear regression models, respectively. Of all respondents (n = 12,988), 13.8% reported marijuana use in the past 30 days. Exposure to marijuana advertisements was prevalent among adolescents, with 52.8% reporting exposure from internet advertisements, 32.1% from television advertisements, 24.1% from magazine or newspaper advertisements, 19.7% from radio advertisements, 19.0% from advertisements on storefronts, and 16.6% from billboards. In the multivariable analysis, current use of marijuana among adolescents was associated with exposure to marijuana advertisements on storefronts (adjusted odds ratio [OR] = 1.4, P < .001), magazines or newspapers (adjusted OR = 1.6, P < .001), billboards (adjusted OR = 1.4, P = .002), internet (adjusted OR = 1.8, P < .001), television (adjusted OR = 1.4, P < .001) and radio (adjusted OR = 1.7, P < .001). Exposure to marijuana advertisements from the internet was associated with increased use of marijuana (β = 0.3, P = .04). Exposure to marijuana advertisements was associated with higher odds of current marijuana use among adolescents. Regulations that limit marijuana advertisements to adolescents and educational campaigns on harmfulness of illicit marijuana use are needed.

Evaluating the effectiveness of an Australian obesity mass-media campaign: how did the 'Measure-Up' campaign measure up in New South Wales?

Science.gov (United States)

King, E L; Grunseit, A C; O'Hara, B J; Bauman, A E

2013-12-01

In 2008, the Australian Government launched a mass-media campaign 'Measure-Up' to reduce lifestyle-related chronic disease risk. Innovative campaign messages linked waist circumference and chronic disease risk. Communication channels for the campaign included television, press, radio and outdoor advertising and local community activities. This analysis examines the impact of the campaign in the state of New South Wales, Australia. Cross-sectional telephone surveys (n = 1006 adults pre- and post-campaign) covered self-reported diet and physical activity, campaign awareness, knowledge about waist circumference, personal relevance of the message, perceived confidence to make lifestyle changes and waist-measuring behaviours. The campaign achieved high unprompted (38%) and prompted (89%) awareness. From pre- to post-campaign, knowledge and personal relevance of the link between waist circumference and chronic disease and waist measuring behaviour increased, although there were no significant changes in reported fruit and vegetable intake nor in physical activity. Knowledge of the correct waist measurement threshold for chronic disease risk increased over 5-fold, adjusted for demographic characteristics. 'Measure-Up' was successful at communicating the new campaign messages. Continued long-term investment in campaigns such as 'Measure-Up', supplemented with community-based health promotion, may contribute to population risk factor understanding and behaviour change to reduce chronic disease.

Promoting public awareness of randomised clinical trials using the media: the 'Get Randomised' campaign.

Science.gov (United States)

Mackenzie, Isla S; Wei, Li; Rutherford, Daniel; Findlay, Evelyn A; Saywood, Wendy; Campbell, Marion K; Macdonald, Thomas M

2010-02-01

WHAT IS ALREADY KNOWN ABOUT THIS SUBJECT * Recruitment is key to the success of clinical trials. * Many clinical trials fail to achieve adequate recruitment. * Public understanding and engagement in clinical research could be improved. WHAT THIS STUDY ADDS * 'Get Randomised' is the first campaign of its kind in the UK. * It is possible to improve public awareness of clinical research using the media. * Further work is needed to determine whether improved public awareness leads to increased participation in clinical research in the future. AIM To increase public awareness and understanding of clinical research in Scotland. METHODS A generic media campaign to raise public awareness of clinical research was launched in 2008. The 'Get Randomised' campaign was a Scotland-wide initiative led by the University of Dundee in collaboration with other Scottish universities. Television, radio and newspaper advertising showed leading clinical researchers, general practitioners and patients informing the public about the importance of randomised clinical trials (RCTs). 'Get Randomised' was the central message and interested individuals were directed to the http://www.getrandomised.org website for more information. To assess the impact of the campaign, cross-sectional surveys were conducted in representative samples of 1040 adults in Scotland prior to campaign launch and again 6 months later. RESULTS There was an improvement in public awareness of clinical trials following the campaign; 56.7% [95% confidence interval (CI) 51.8, 61.6] of the sample recalled seeing or hearing advertising about RCTs following the campaign compared with 14.8% (10.8, 18.9) prior to the campaign launch (difference = 41.4%; 95% CI for difference 35.6, 48.3; P advertising, 49% felt that the main message was that people should take part more in medical research. However, on whether they would personally take part in a clinical trial if asked, there was little difference in response following the campaign

Early Impacts of Marijuana Legalization: An Evaluation of Prices in Colorado and Washington.

Science.gov (United States)

Hunt, Priscillia; Pacula, Rosalie Liccardo

2017-06-01

Following the legalization and regulation of marijuana for recreational purposes in states with medical markets, policymakers and researchers seek empirical evidence on how, and how fast, supply and demand changed over time. Prices are an indication of how suppliers and consumers respond to policy changes, so this study uses a difference-in-difference approach to exploit the timing of policy implementation and identify the impacts on marijuana prices 4-5 months after markets opened. This study uses unique longitudinal survey data of prices paid by consumers and a web-scraped dataset of dispensary prices advertised online for three U.S. medical marijuana states that all eventually legalized recreational marijuana. Results indicate there were no impacts on the prices paid for medical or recreational marijuana by state-representative residents within the short 4- to 5-months window following legalization. However, there were differences in how much people paid if they obtained marijuana for recreational purposes from a recreational store. Further analysis of advertised prices confirms this result, but further demonstrates heterogeneous responses in prices across types of commonly advertised strains; prices either did not change or increased depending on the strain type. A key implication of our findings is that there are both supply and demand responses at work in the opening of legalized markets, suggesting that evaluations of immediate effects may not accurately reflect the long run impact of legalization on consumption.

A survey on critical factors influencing new advertisement methods

Directory of Open Access Journals (Sweden)

Naser Azad

2013-02-01

Full Text Available Soft drink beverages are important part of many people’s foods and many prefer soft drink to water when they have dinner. Therefore, this business model can be considered as the longest lasting sector for many years and there has been not much change in these products. However, new methods of advertisement play important role for increasing market share. In this paper, we study the impact of new methods of advertisement in product development. The proposed study of this paper designs a questionnaire for one of Iranian soft drink producers, which consisted of 274 questions in Likert scale and uses factor analysis (FA to analyze the results. The study selects 250 people who live in city of Tehran, Iran and Cronbach alpha has been calculated as 0.88, which is well above the minimum desirable limit. According to our results, there were six important factors impacting in product development, including modern advertisement techniques, emotional impact, strategy of market leadership, pricing strategy, product life chain and supply entity. The most important factor loading in these six components include impact of social values, persuading unaware and uninformed customers, ability to monopolizing in production, improving pricing techniques, product life cycle and negative impact of high advertisement.

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

OpenAIRE

Cowie, Julie M; Gurney, Mark E

2018-01-01

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

Cognitive Behavior Therapy Compare to Campaign Advertisement Programs in Reducing Aggressive Driving Behavior

OpenAIRE

Ina Saraswati; Dyah T Indirasari; Dewi Maulina; Guritnaningsih A Santoso

2011-01-01

This study was conducted to examine the effectiveness of three intervention programs, i.e. CBT (Cognitive Behavior Therapy), humor appeal advertisements (positive ads), and fear appeal advertisements (negative ads) in reducing aggressive driving behavior. 196 young adults age between 18–35 years old, who are considered to be at risk in performing aggressive driving behavior had completed four self report inventories. The four inventories measures perception on traffic conditions, degree of fr...

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...

The association between advertising and calls to a tobacco quitline

Science.gov (United States)

Mosbaek, Craig H; Austin, Donald F; Stark, Michael J; Lambert, Lori C

2007-01-01

Objective This study assessed the cost effectiveness of different types of television and radio advertisements and the time of day in which advertisements were placed in generating calls to the Oregon tobacco quitline. Design Cost effectiveness was measured by cost per call, calculated as the cost of advertising divided by the number of quitline calls generated by that advertising. Advertising was bought in one‐week or two‐week blocks and included 27 daytime television buys, 22 evening television buys and 31 radio buys. Results Cost effectiveness varied widely by medium, time of day and advertisement used. Daytime television was seven times more cost effective than evening television and also more cost effective than radio. The most effective advertisements at generating quitline calls were real life testimonials by people who lost family members to tobacco and advertisements that deal practically with how to quit. Conclusions Placement of television advertisements during the day versus the evening can increase an advertisement's effectiveness in generating calls to a quitline. Some advertising messages were more effective than others in generating calls to a quitline. Quitline providers can apply findings from previous research when planning media campaigns. In addition, call volume should be monitored in order to assess the cost effectiveness of different strategies to promote use of the quitline. PMID:18048626

Evaluating the effects of a youth health media campaign.

Science.gov (United States)

Beaudoin, Christopher E; Thorson, Esther

2007-01-01

This article examines the impact of a socially oriented public health media campaign that aims to influence social indicators among adults as a means to advances in youth health outcomes. Hierarchical regression analyses are conducted on telephone survey data from 18 weekly telephone surveys of adults in Kansas. Media campaign exposure was positively associated with two outcome measures: beliefs about youth development and behaviors toward youth development. In addition, these two outcome measures increased significantly over time, with the dissemination of the campaign's television and newspaper advertisements. Furthermore, these over-time increases were present only among respondents who were exposed to the media campaign. These findings offer support for the campaign's influence on the two social indicators, which would, per other research, be expected to influence improvements in youth health. Findings are discussed in reference to previous research in the areas of public health and mass communication, with implications made for practitioners and researchers.

The influence of price endings on consumer behaviour: an application of the psychology of perception

Directory of Open Access Journals (Sweden)

Emmanuel Selase Asamoah

2011-01-01

Full Text Available Price ending is an important pricing strategy that has been used by retailers over the years. The trend seems to be effective considering how consumers react especially to products with odd price endings. This review is aimed at providing an understanding of the psychological influences of price ending on buyers, using the theory of perception. It analysis theories and existing literature on the topic and brings out augmentative pricing strategies that retailers can adopt in consumer markets. Also, an exploratory study was conducted to identify the prevalence of odd prices in the Czech retail sector. The exploratory study was based on 16 different home-drop advertising material, short magazines and leaflets by retails shops in the Zlin region. These leaflets, short magazines and home-drop advertising material were collected and analyzed over 3 month period to identify the dominance of odd and even pricing strategy (total number of advertisements = 922. Also, in order to have a comprehensive coverage of the odd-even pricing phenomenon, opinions of some buyers were sought on their perception of odd-pricing and how the odd-pricing influence their buying decisions. Opinions of a total of 173 shoppers were sampled. The study found clear evidence of the predominant use and preference by shoppers for odd prices compared to even prices in different product categories, especially fast moving consumer goods. The paper concludes by providing the marketing implications and suggestions on when odd and even price ending strategies should be used and for what category of products this strategy can be used. Also, the implications of price endings on marketing communication are highlighted.

Operating an Advertising Programmatic Buying Platform: A Case Study

Directory of Open Access Journals (Sweden)

Juan Carlos Gonzalvez-Cabañas

2016-03-01

Full Text Available This paper analyses how new technological developments and the possibilities generated by the internet are shaping the online advertising market. More specifically it focuses on a programmatic advertising case study. The origin of the problem is how publishers resort to automated buying and selling when trying to shift unsold inventory. To carry out our case study, we will use a programmatic online advertising sales platform, which identifies the optimal way of promoting a given product. The platform executes, evaluates, manages and optimizes display advertising campaigns, all in real-time. The empirical analysis carried out in the case study reveals that the platform and its exclusion algorithms are suitable mechanisms for analysing the performance and efficiency of the various segments that might be used to promote products. Thanks to Big Data tools and artificial intelligence the platform performs automatically, providing information in a user-friendly and simple manner.

Campaign for A-rated circulator pumps - a proven strategy

Energy Technology Data Exchange (ETDEWEB)

Lueders, Christian; Wilke, Goeran (The Danish Electricity Saving Trust (Denmark)); Dam Wied, Martin (Wormslev - NRGi Raadgivning A/S (Denmark))

2009-07-01

1.2 million households in Denmark have a central heating circulator pump. An estimated 800,000 pumps installed are old and inefficient. Potential savings per year of 400 GWh and 200,000 tons of CO{sub 2} can be achieved by replacing these obsolete pumps. However, many consumers and installers have neither an opinion about, nor play an active role in choosing a circulator pump. This paper documents how it is possible to promote the wider use of A-rated circulator pumps via an offensive campaign strategy to get both consumers and installers to participate actively in the choice of pump, thereby increasing the market share of A-rated pumps sold. The campaign is based on a broadly-based push-pull strategy which aims to influence both consumers and suppliers simultaneously. The strategy consists of the following elements: Involvement of the supply side via voluntary agreements with producers, wholesalers, installers, and their trade organisations; Partnerships with installers in order to secure fixed price installations for A-rated pumps; Influencing consumers through magazine advertisements and TV commercials. The market share for A-rated circulator pumps in Denmark grew from 15-60% in the period January 2006 to the end of October 2008. In a new phase, the strategy is switching the focus to OEM and boiler producers, and producers of heat exchangers for district and underfloor heating systems. The aim of the current phase was for A pumps to have accounted for 60% of the Danish market by the end of 2008

Mothers' intentions to support children's physical activity related to attention and implicit agreement with advertisements.

Science.gov (United States)

Berry, Tanya R; Craig, Cora L; Faulkner, Guy; Latimer, Amy; Rhodes, Ryan; Spence, John C; Tremblay, Mark S

2014-02-01

ParticipACTION's Think Again campaign targeted mothers who think their children are sufficiently active, yet whose children do not achieve recommended amounts of physical activity. This research examined the relationship of mothers' intentions to support children's physical activity with explicit believability and implicit agreement with the Think Again campaign message, attention paid to the advertisement, involvement with the issue, concern regarding children's inactivity, and attitudes. Participants were mothers from Edmonton, Canada (N = 102) who viewed one Think Again advertisement then completed a measure of implicit agreement with the campaign message and questionnaires. The mothers who paid attention to the message and were concerned for their own children were more likely to intend to act on campaign messages. The majority of participants implicitly agreed that children's physical inactivity was a problem, but there was less agreement that physical inactivity was a problem for their own children. Participants automatically tended to agree with campaign messages when the focus was on children in general, but there was greater disagreement when asked about participant's own children. Why most mothers were not in agreement with the reality of how much physical activity their children needs remains to be determined.

The impact of cigarette taxes and advertising on the demand for cigarettes in Ukraine.

Science.gov (United States)

Peng, Limin; Ross, Hana

2009-06-01

Cigarette consumption in Ukraine is increasing while the cigarettes are becoming more affordable due to low taxes and raising income. The impact of cigarette prices and taxes on cigarette consumption is unclear due to the limited research evidence using the local data. This study estimates the sensitivity of Ukraine population to cigarette prices and the affordability of cigarettes using the macro level data in order to predict the effectiveness of cigarette tax policy. Monthly time-series data available from 1997 to 2006 in Ukraine were used to estimate the generalized least square model with an AR(1) process to investigate the impact of cigarette price/tax, household income, the affordability of cigarettes and the volume of tobacco advertising on Ukraine domestic cigarette sales while controlling for other factors. Our analyses demonstrate a strong positive association between cigarette sales and household income as well as a strong positive association between cigarette sales and tobacco advertising activity. The population is found to have relatively low sensitivity to cigarette prices and cigarette taxes, but the impact of cigarettes' affordability is statistically significant, even though also of low magnitude. We speculate that the lower sensitivity to cigarette prices among Ukraine population is caused by wide price variation allowing smokers to avoid a price increase by brand substitution as well as by low costs of cigarettes, high social acceptance of smoking and limited effort to control tobacco use in Ukraine. Narrowing the cigarette price choices and increasing cigarette prices above the level of inflation and income growth by adopting the appropriate tax policy would likely increase the effectiveness of this tool for controlling the smoking rate in Ukraine as well as yield additional budget revenue gains. In addition, imposing advertising restriction may further help reducing the smoking prevalence.

Magazine and Newspaper Prices: The Effect of Advertising Revenue.

Science.gov (United States)

Norris, Vincent P.

A review of the literature reveals that publishers have suggested that magazines would cost twice as much and newspapers five times as much if they were not supported by advertising revenues. However, recent research indicates that this is not true. Although statistics regarding magazine publication are easier to obtain than those regarding…

Evaluating and Optimizing Online Advertising: Forget the Click, but There Are Good Proxies.

Science.gov (United States)

Dalessandro, Brian; Hook, Rod; Perlich, Claudia; Provost, Foster

2015-06-01

Online systems promise to improve advertisement targeting via the massive and detailed data available. However, there often is too few data on exactly the outcome of interest, such as purchases, for accurate campaign evaluation and optimization (due to low conversion rates, cold start periods, lack of instrumentation of offline purchases, and long purchase cycles). This paper presents a detailed treatment of proxy modeling, which is based on the identification of a suitable alternative (proxy) target variable when data on the true objective is in short supply (or even completely nonexistent). The paper has a two-fold contribution. First, the potential of proxy modeling is demonstrated clearly, based on a massive-scale experiment across 58 real online advertising campaigns. Second, we assess the value of different specific proxies for evaluating and optimizing online display advertising, showing striking results. The results include bad news and good news. The most commonly cited and used proxy is a click on an ad. The bad news is that across a large number of campaigns, clicks are not good proxies for evaluation or for optimization: clickers do not resemble buyers. The good news is that an alternative sort of proxy performs remarkably well: observed visits to the brand's website. Specifically, predictive models built based on brand site visits-which are much more common than purchases-do a remarkably good job of predicting which browsers will make a purchase. The practical bottom line: evaluating and optimizing campaigns using clicks seems wrongheaded; however, there is an easy and attractive alternative-use a well-chosen site-visit proxy instead.

The Impact of Political Advertising through Social Networking Sites on Egyptians’ Political Orientations and Choices

OpenAIRE

khaled A. Gad

2014-01-01

This paper examines the influence of political advertising through social networking sites on Egyptians’ political orientations and choices. The objective of this paper is to determine how Egyptians’ social networking sites users are interested in political promoting campaigns and how they deal with such campaigns. Also the paper measures the impact of these campaigns in influencing the current political events, the individuals’ political choices and orientations, and the extent to which they...

The Impact of Direct-to-Consumer Advertising on Pharmaceutical Prices and Demand

OpenAIRE

Dhaval Dave; Henry Saffer

2010-01-01

Expenditures on prescription drugs are one of the fastest growing components of national health care spending, rising by almost three-fold between 1995 and 2007. Coinciding with this growth in prescription drug expenditures has been a rapid rise in direct-to-consumer advertising (DTCA), made feasible by the Food and Drug Administration's (FDA) clarification and relaxation of the rules governing broadcast advertising in 1997 and 1999. This study investigates the separate effects of broadcast a...

"Be ready against cancer, now": direct-to-consumer advertising for genetic testing.

Science.gov (United States)

William-Jones, Bryn

2006-04-01

A recent addition to the debate about the benefits and harms of direct-to-consumer (DTC) advertising of medicines and pharmaceuticals is a growing critique of DTC marketing and sale of genetic tests. Academic and policy literatures exploring this issue have, however, tended to focus on the sale of genetic tests, paying rather less attention to the particular implications of advertising. The globalization of broadcast media and ever increasing access to the Internet mean that public exposure to advertising for medical technologies is a reality that national regulatory bodies will be hard pressed to constrain. Working through a case study detailing Myriad Genetics' 2002 pilot advertising campaign for their BRACAnalysis genetic susceptibility test for hereditary breast and ovarian cancer, this paper highlights some of the diverse and often overlooked and unregulated approaches to DTC advertising, and the associated social, ethical and policy implications.

Legal features of the drug advertising.

Science.gov (United States)

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

; - Prohibit the advertising of medicines for children, as well as drugs for the treatment of infectious, parasitic diseases and pathogens of these diseases, chronic insomnia, cardiovascular diseases, and those costs are reimbursed by government programs or trade names may lead to mix with prescription drugs; - Adopt ethical standards (codes) promotion of drugs for pharmaceutical companies; - Advertising to the public shall not contain any reference to cost or pricing features for medicines.

P.R. and advertising campaign 'Let us stop smoking together'

International Nuclear Information System (INIS)

Kacena, Michal

1999-01-01

CEZ is the main supplier of electricity in the Czech republic. (72% of production from coal, 22% of people agree to continue; 25% of production from nuclear, 55% of people agree to continue, but, it is much more politically sensitive). In 1998 a huge six-year ecological programme ended. The CEZ Communication targets are: to point the succesful finishing of the ecological program and its good results, to iprove the company image, to change the public opinion on pollution issues. Communication problems are: how to make the technical topic interesting and understandable to the general public, and how to avoid a criticism and contra-productivity of the advertising? The solution proposed are: to give the information a social 'added value'- our power plants are going to stop smoking. We know it is not easy, so that we want to motivate and help you - try it yourself together with us. 'Let us stop smoking together!'; to combine the advertising and P.R. activities. Now CEZ can continue with the communication about its activities and plans on the new level. The inspiration for the communication about nuclear power plants: 'NPPs do not smoke at a. Let us think about it together!'

DEDEMAN CAMPAIGNS: THE COMPENSATION OF BEING A MAN DOMINATED BY A MOODY WOMAN

Directory of Open Access Journals (Sweden)

MADALINA MORARU (BUGA

2012-05-01

Full Text Available Advertising seems to be the perfect field for playing gender games, either as a relationship between authority and subordination or as a conflict. Dedeman campaigns are very well-known for targeting men by using their family background, especially women, considering product specificity. The company focuses on retail construction for home design, and is the brainchild of two Romanian owners. Basically, this company offers all the consumer needs to build a house on the outside and the inside as he or she wishes, or to modernize an existing construction. Dedeman advertising is very rich and distributed on diverse media channels, even if the company is still young. The following research aims to highlight the relationship between masculinity and femininity in promoting brand values and service quality by analyzing print and outdoor advertisements. Therefore, we are very interested in establishing the role of the product in this difficult relationship of communication, given it is equally designed for men and for women, but establishes a different connection with them. The main purpose here is to discover the involvement of the brand and products in family life, and to identify the male and female target profile. This research relies on the visual and linguistic sample of Dedeman print campaigns and the method approach is the analysis of the advertising discourse in texts created for billboards and print advertisements. We are very interested in the types of advertising texts (argumentative, narrative, descriptive, the linguistic representations of femininity and masculinity, and syntactic relationship between product and gender. At the end of this research, we expect to reveal a Dedeman advertising strategy applied in promoting brand’s values which may involve the gender roles in a creative way.

Enhancing the effects of social network site marketing campaigns: if you want consumers to like you, ask them about themselves

NARCIS (Netherlands)

van Noort, G.; Antheunis, M.L.; Verlegh, P.W.J.

2014-01-01

This study assesses the consequences of consumers’ self-disclosing of identification information in interactive advertising campaigns on social network sites (SNSs), for brand, product and campaign responses. Building on social response and brand relationship theory, these effects are predicted and

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

Directory of Open Access Journals (Sweden)

Aida Binti Mokhtar

2016-12-01

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

Evaluation of a Teen Dating Violence Social Marketing Campaign: Lessons Learned when the Null Hypothesis Was Accepted

Science.gov (United States)

Rothman, Emily F.; Decker, Michele R.; Silverman, Jay G.

2006-01-01

This chapter discusses a three-month statewide mass media campaign to prevent teen dating violence, "See It and Stop It." The Massachusetts campaign reached out--using television, radio, and print advertising--and also encouraged anti-violence activism in select high schools. The objective was to drive thirteen- to seventeen-year-olds to…

Advertising and consumer search in a duopoly model

NARCIS (Netherlands)

Janssen, Maarten C. W.; Non, Marielle C.

We consider a duopoly in a homogenous goods market where part of the consumers are ex ante uninformed about prices. Information can come through two different channels: advertising and sequential consumer search. We arrive at the following results. First, there is no monotone relationship between