Sample records for sponsored search advertising
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The Race for Sponsored Links: Bidding Patterns for Search Advertising
Zsolt Katona; Miklos Sarvary
2010-01-01
Paid placements on search engines reached sales of nearly $11 billion in the United States last year and represent the most rapidly growing form of online advertising today. In its classic form, a search engine sets up an auction for each search word in which competing websites bid for their sponsored links to be displayed next to the search results. We model this advertising market, focusing on two of its key characteristics: (1) the interaction between the list of search results and the lis...
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The Complex Dynamics of Sponsored Search Markets
Robu, Valentin; La Poutré, Han; Bohte, Sander
This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on techniques from the emergent discipline of complex systems analysis. First, we look at how the display rank of a URL link influences its click frequency, for both sponsored search and organic search. Second, we study the market structure that emerges from these queries, especially the market share distribution of different advertisers. We show that the sponsored search market is highly concentrated, with less than 5% of all advertisers receiving over 2/3 of the clicks in the market. Furthermore, we show that both the number of ad impressions and the number of clicks follow power law distributions of approximately the same coefficient. However, we find this result does not hold when studying the same distribution of clicks per rank position, which shows considerable variance, most likely due to the way advertisers divide their budget on different keywords. Finally, we turn our attention to how such sponsored search data could be used to provide decision support tools for bidding for combinations of keywords. We provide a method to visualize keywords of interest in graphical form, as well as a method to partition these graphs to obtain desirable subsets of search terms.
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Strategic Bidding Behaviors in Nondecreasing Sponsored Search Auctions
Directory of Open Access Journals (Sweden)
Chen-Kun Tsung
2013-01-01
Full Text Available To realize the specific results in the sponsored search auctions, most advertisers submit particular bid prices. The bidding behaviors with specific purposes are called as the strategic bidding. However, some strategic bidding behaviors will result in negative effects, such as the elimination of the equilibrium and the payment increase for some advertisers. The bidding behaviors with negative results are termed as the vindictive bidding. We survey four strategic bidding behaviors which include a rational bidding and three vindictive bidding strategies. In this paper, we study the relationship between the effects resulted by the vindictive bidding and the valuations of the vindictive advertisers. In our experiments, the search engine provider (SEP is benefited by all vindictive bidding behaviors, and the increment of the SEP's revenue is proportional to the degree of the vindictiveness. Bidding vindictively without sacrificing the own utility improves the advertiser's utility with high probability. Moreover, we observe that the SEP's revenue is improved by the following situations. First, the vindictive advertiser with low valuation in the keywords with high market value results in more SEP's revenue than that in the keywords with low market value. The second case is to raise the bidding competition between advertisers.
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Consumer Perceptions of Sponsors of Disease Awareness Advertising
Hall, Danika V.; Jones, Sandra C.; Iverson, Donald C.
2011-01-01
Purpose: In many countries there is emerging concern regarding alliances between the pharmaceutical industry and health non-profit organizations (NPOs), and the increase of co-sponsored marketing activities such as disease awareness advertising. The current study aims to explore Australian women's perceptions of disease awareness advertising with…
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Australian consumer responses to DTCA and other pharmaceutical company sponsored advertisements.
Hall, Danika V; Jones, Sandra C
2008-10-01
This study aimed to elicit and compare the responses of Australian consumers towards New Zealand (NZ) direct-to-consumer-advertisements (DTCA) for prescription medicines and matched pharmaceutical company-sponsored advertisements from Australia. A survey questionnaire was mailed to a random sample of residents in a metropolitan area in NSW. Potential participants were randomised to receive one of four different advertisements: two for weight loss and two for Alzheimer's disease. A total of 413 responses were received and analysed. Participants reported that they were not likely to ask for a prescription from their doctor as a result of seeing any of the advertisements in the study. The Australian disease awareness advertisement that did not refer to a medicinal treatment was perceived as more valuable than the NZ DTCA or other Australian advertisement. Overall, participants found it easier to make sense of the more informational advertisements, and felt that there was insufficient information regarding the disease/condition and treatments in the more emotive and transformational advertisements. While there is concern over potential negative effects of pharmaceutical-sponsored disease awareness advertisements, this study found that Australian consumers perceived an informational advertisement with a list of disease symptoms to be valuable. These findings contribute to debate in New Zealand and Australia regarding DTCA and disease awareness advertising, and have the potential to inform guidelines relevant to the advertising of prescription medicine in each country.
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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...
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Lovitskii, Vladimir; McCaffery, Colin; Thrasher, Michael; Traynor, David; Wright, Peter
2009-01-01
Mobile advertising is a rapidly growing sector providing brands and marketing agencies the opportunity to connect with consumers beyond traditional and digital media and instead communicate directly on their mobile phones. Mobile advertising will be intrinsically linked with mobile search, which has transported from the internet to the mobile and is identified as an area of potential growth. The result of mobile searching show that as a general rule such search result exceed 1...
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The effect of search condition and advertising type on visual attention to Internet advertising.
Kim, Gho; Lee, Jang-Han
2011-05-01
This research was conducted to examine the level of consumers' visual attention to Internet advertising. It was predicted that consumers' search type would influence visual attention to advertising. Specifically, it was predicted that more attention to advertising would be attracted in the exploratory search condition than in the goal-directed search condition. It was also predicted that there would be a difference in visual attention depending on the advertisement type (advertising type: text vs. pictorial advertising). An eye tracker was used for measurement. Results revealed that search condition and advertising type influenced advertising effectiveness.
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Search Engine Advertising Effectiveness in a Multimedia Campaign
Zenetti, German; Bijmolt, Tammo H. A.; Leeflang, Peter S. H.; Klapper, Daniel
2014-01-01
Search engine advertising has become a multibillion-dollar business and one of the dominant forms of advertising on the Internet. This study examines the effectiveness of search engine advertising within a multimedia campaign, with explicit consideration of the interaction effects between search
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Advertising for Attention in a Consumer Search Model
Marco A. Haan; Jose Luis Moraga-Gonzalez
2009-01-01
We model the idea that when consumers search for products, they first visit the firm whose advertising is more salient. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search costs rise. This may result in lower firm profits when search costs increase. We extend the basic model by allowing for firm heterogeneity in advertising costs. Firms whose advertising is more salient and therefore raise attention more easily charge lowe...
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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.
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Advertising for attention in a consumer search model
Haan, M.A.; Moraga González, J.L.
We model the idea that when consumers search for products, they first visit the firm whose advertising is most salient. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search costs rise. As a result, higher search costs may decrease
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Ikonen, Pasi; Luoma-aho, Vilma; Bowen, Shannon A.
2017-01-01
As sponsored content is gaining ground globally, the boundaries between strategic communication, advertising and journalism are blurring. As sponsored content becomes more common, it raises novel ethical concerns that no industry alone can answer, such as How much disclosure is needed for transparency? Self-regulation via codes of ethics has been suggested as a remedy to meet the rising transparency expectations, and this article analysed 40 codes of ethics in the fields of communication, adv...
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Users' Understanding of Search Engine Advertisements
Directory of Open Access Journals (Sweden)
Lewandowski, Dirk
2017-12-01
Full Text Available In this paper, a large-scale study on users' understanding of search-based advertising is presented. It is based on (1 a survey, (2 a task-based user study, and (3 an online experiment. Data were collected from 1,000 users representative of the German online population. Findings show that users generally lack an understanding of Google's business model and the workings of search-based advertising. 42% of users self-report that they either do not know that it is possible to pay Google for preferred listings for one's company on the SERPs or do not know how to distinguish between organic results and ads. In the task-based user study, we found that only 1.3 percent of participants were able to mark all areas correctly. 9.6 percent had all their identifications correct but did not mark all results they were required to mark. For none of the screenshots given were more than 35% of users able to mark all areas correctly. In the experiment, we found that users who are not able to distinguish between the two results types choose ads around twice as often as users who can recognize the ads. The implications are that models of search engine advertising and of information seeking need to be amended, and that there is a severe need for regulating search-based advertising.
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Effects of consumer motives on search behavior using internet advertising.
Yang, Kenneth C C
2004-08-01
Past studies on uses and gratifications theory suggested that consumer motives affect how they will use media and media contents. Recent advertising research has extended the theory to study the use of Internet advertising. The current study explores the effects of consumer motives on their search behavior using Internet advertising. The study employed a 2 by 2 between-subjects factorial experiment design. A total of 120 subjects were assigned to an experiment condition that contains an Internet advertisement varying by advertising appeals (i.e., rational vs. emotional) and product involvement levels (high vs. low). Consumer search behavior (measured by the depth, breadth, total amount of search), demographics, and motives were collected by post-experiment questionnaires. Because all three dependent variables measuring search behavior were conceptually related to each other, MANCOVA procedures were employed to examine the moderating effects of consumer motives on the dependent variables in four product involvement-advertising appeal conditions. Results indicated that main effects for product involvements and advertising appeals were statistically significant. Univariate ANOVA also showed that advertising appeals and product involvement levels influenced the total amount of search. Three-way interactions among advertising appeals, product involvement levels, and information motive were also statistically significant. Implications and future research directions are discussed.
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Predicting user click behaviour in search engine advertisements
Daryaie Zanjani, Mohammad; Khadivi, Shahram
2015-10-01
According to the specific requirements and interests of users, search engines select and display advertisements that match user needs and have higher probability of attracting users' attention based on their previous search history. New objects such as user, advertisement or query cause a deterioration of precision in targeted advertising due to their lack of history. This article surveys this challenge. In the case of new objects, we first extract similar observed objects to the new object and then we use their history as the history of new object. Similarity between objects is measured based on correlation, which is a relation between user and advertisement when the advertisement is displayed to the user. This method is used for all objects, so it has helped us to accurately select relevant advertisements for users' queries. In our proposed model, we assume that similar users behave in a similar manner. We find that users with few queries are similar to new users. We will show that correlation between users and advertisements' keywords is high. Thus, users who pay attention to advertisements' keywords, click similar advertisements. In addition, users who pay attention to specific brand names might have similar behaviours too.
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Application of Regulatory Focus Theory to Search Advertising.
Mowle, Elyse N; Georgia, Emily J; Doss, Brian D; Updegraff, John A
The purpose of this paper is to test the utility of regulatory focus theory principles in a real-world setting; specifically, Internet hosted text advertisements. Effect of compatibility of the ad text with the regulatory focus of the consumer was examined. Advertisements were created using Google AdWords. Data were collected for the number of views and clicks each ad received. Effect of regulatory fit was measured using logistic regression. Logistic regression analyses demonstrated that there was a strong main effect for keyword, such that users were almost six times as likely to click on a promotion advertisement as a prevention advertisement, as well as a main effect for compatibility, such that users were twice as likely to click on an advertisement with content that was consistent with their keyword. Finally, there was a strong interaction of these two variables, such that the effect of consistent advertisements was stronger for promotion searches than for prevention searches. The effect of ad compatibility had medium to large effect sizes, suggesting that individuals' state may have more influence on advertising response than do individuals' traits (e.g. personality traits). Measurement of regulatory fit was limited by the constraints of Google AdWords. The results of this study provide a possible framework for ad creation for Internet advertisers. This paper is the first study to demonstrate the utility of regulatory focus theory in online advertising.
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Application of Regulatory Focus Theory to Search Advertising
Mowle, Elyse N.; Georgia, Emily J.; Doss, Brian D.; Updegraff, John A.
2015-01-01
Purpose The purpose of this paper is to test the utility of regulatory focus theory principles in a real-world setting; specifically, Internet hosted text advertisements. Effect of compatibility of the ad text with the regulatory focus of the consumer was examined. Design/methodology/approach Advertisements were created using Google AdWords. Data were collected for the number of views and clicks each ad received. Effect of regulatory fit was measured using logistic regression. Findings Logistic regression analyses demonstrated that there was a strong main effect for keyword, such that users were almost six times as likely to click on a promotion advertisement as a prevention advertisement, as well as a main effect for compatibility, such that users were twice as likely to click on an advertisement with content that was consistent with their keyword. Finally, there was a strong interaction of these two variables, such that the effect of consistent advertisements was stronger for promotion searches than for prevention searches. Research limitations/implications The effect of ad compatibility had medium to large effect sizes, suggesting that individuals’ state may have more influence on advertising response than do individuals’ traits (e.g. personality traits). Measurement of regulatory fit was limited by the constraints of Google AdWords. Practical implications The results of this study provide a possible framework for ad creation for Internet advertisers. Originality/value This paper is the first study to demonstrate the utility of regulatory focus theory in online advertising. PMID:26430293
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Budget constraints and optimization in sponsored search auctions
Yang, Yanwu
2013-01-01
The Intelligent Systems Series publishes reference works and handbooks in three core sub-topic areas: Intelligent Automation, Intelligent Transportation Systems, and Intelligent Computing. They include theoretical studies, design methods, and real-world implementations and applications. The series' readership is broad, but focuses on engineering, electronics, and computer science. Budget constraints and optimization in sponsored search auctions takes into account consideration of the entire life cycle of campaigns for researchers and developers working on search systems and ROI maximization
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Haans, A.J.; Raassens, N.; van Hout, R.M.W.M.
2013-01-01
Search engine advertising has emerged as the predominant form of advertising on the Internet. Despite its increasing importance academic research on this topic is scarce. Several authors have called for more research on how the content of the ad influences its evaluation. This exploratory study
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Leading-Brand Advertisement of Quitting Smoking Benefits for E-Cigarettes.
Ramamurthi, Divya; Gall, Phillip A; Ayoub, Noel; Jackler, Robert K
2016-11-01
To provide regulators and the US Food and Drug Administration with a description of cessation-themed advertising among electronic cigarette (e-cigarette) brands. We performed a content analysis of 6 months (January through June 2015) of advertising by e-cigarette brands on their company-sponsored social media channels and blogs as well as user-generated content (testimonials) appearing within brand-sponsored Web sites. An explicit claim of cessation efficacy unambiguously states that e-cigarettes help in quitting smoking, and implicit claims use euphemisms such as "It works." We selected a cohort of 23 leading e-cigarette brands, either by their rank in advertising spending or their prevalence in Internet searches. Among leading e-cigarette brands, 22 of 23 used cessation-themed advertisements. Overall, 23% of the advertisements contained cessation claims, of which 18% were explicit and 82% were implicit. Among leading e-cigarette advertisers, cessation themes are prevalent with implicit messaging predominating over explicit quit claims. These results can help the Food and Drug Administration clarify whether tobacco products should be regulated as drugs with therapeutic purpose or as recreational products.
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Advertising and consumer search in a duopoly model
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
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Advertising and Consumer Search in a Duopoly Model
M.C.W. Janssen (Maarten); M.C. Non (Marielle)
2005-01-01
textabstractWe 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. The model is similar to that of Robert and Stahl (1993) with two major (and
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Advertising's Effect on Community College Search and Choice
Tucciarone, Kristy
2008-01-01
The purpose of this qualitative study is to analyze how advertising affects a student's search and community college choice among the plethora of community colleges, career/technical schools, universities, and other influencers. The results of the research indicate that parents, friends, high school counselors, economics (i.e., money), and…
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A Quantitative Study on How Internet Search Ads Generate Consumer Traffic to Advertisers' Website
Directory of Open Access Journals (Sweden)
Jungsun Son
2011-06-01
Full Text Available This study aims to measure the impact of these two variables on consumers' 'click-through' rates (the number of users that click on the ad compared to the number of times the ad is delivered. The result is as follows. First, search ads play a critical role in drawing consumers to advertisers' websites. Once search ads are placed, the number of visitors increased tenfold. Secondly, when search ads are keyed to highly-involved words such as 'IDC', 'hosting' and 'co-location', click-through rates significantly fluctuate according to the type of advertising message. In this case, consumers respond much more positively to ads highlighting credibility and product quality than to ads with emphasis on sales and events. Thirdly, the placement of search ads also matters. The ad placed first in the search list overpowers ads in the third or fifth place in terms of click-through rates. However, there was no significant difference of click-through rates between ads in the third place and ads in fifth. Lastly, when estimating which variable plays the bigger role in bringing traffic to advertisers' websites, consumers are more receptive to the substance of the advertising message than to its placement, under the circumstances of high involvement.
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Thorben Burghardt; Klemens Bohm; Achim Guttmann; Chris Clifton
2011-01-01
Search engines are key to finding information on the web. Search presently is free for users financed by targeted advertisement. Today, the current search terms determine the ad placement. In the near future, search-engine providers will make use of detailed user profiles for better ad placement. This puts user privacy at risk. Anonymizing search histories, which is a solution in principle, gives way to a trade-off between privacy and the usability of the data for ad placement. This paper stu...
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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…
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Informative advertising and consumer search in a differentiated-products duopoly
Czech Academy of Sciences Publication Activity Database
Celik, Levent
-, Č. 332 (2007), s. 1-17 ISSN 1211-3298 Institutional research plan: CEZ:MSM0021620846 Keywords : consumer search * duopoly * ínformative advertising Subject RIV: AH - Economics http://www.cerge.cuni.cz/pdf/wp/Wp332.pdf
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On Features of Advertising English
Institute of Scientific and Technical Information of China (English)
任芳; 赵丹丹
2011-01-01
@@ Definition of Advertising English Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, service or ideas by identi- fied sponsors though various media (丁静, 2005:138 ).
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The tobacco industry's accounts of refining indirect tobacco advertising in Malaysia.
Assunta, M; Chapman, S
2004-12-01
To explore tobacco industry accounts of its use of indirect tobacco advertising and trademark diversification (TMD) in Malaysia, a nation with a reputation for having an abundance of such advertising. Systematic keyword and opportunistic website searches of formerly private tobacco industry internal documents made available through the Master Settlement Agreement. 132 documents relevant to the topic were reviewed. TMD efforts were created to advertise cigarettes after advertising restrictions on direct advertising were imposed in 1982. To build public credibility the tobacco companies set up small companies and projected them as entities independent of tobacco. Each brand selected an activity or event such as music, travel, fashion, and sports that best suited its image. RJ Reynolds sponsored music events to advertise its Salem brand while Philip Morris used Marlboro World of Sports since advertising restrictions prevented the use of the Marlboro man in broadcast media. Despite a ban on tobacco advertisements in the mass media, tobacco companies were the top advertisers in the country throughout the 1980s and 1990s. The media's dependence on advertising revenue and support from the ruling elite played a part in delaying efforts to ban indirect advertising. Advertising is crucial for the tobacco industry. When faced with an advertising ban they created ways to circumvent it, such as TMDs.
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Disease awareness advertising - women's intentions following exposure.
Hall, Danika; Jones, Sandra; Iverson, Don
2011-03-01
In Australia, where direct to consumer advertising of prescription medicines is prohibited, pharmaceutical companies can sponsor disease awareness advertising targeting consumers. This study examined the impact of disease awareness advertising exposure on older women's reported behavioural intentions. Women were approached in a shopping centre and randomly assigned mock advertisements for two health conditions. Disease information and sponsors were manipulated. Two hundred and forty-one women responded to 466 advertisements. Almost half reported an intention to ask their doctor for a prescription or referral as a result of seeing the advertisement, but more reported they would talk to their doctor and ask about treatments and tests. Participants were more likely to report an intention to ask for prescriptions if they perceived the health condition to be severe and themselves susceptible or if they had viewed advertisements containing limited information on the disease. Disease awareness advertising may stimulate demand for prescription medicine products. This has serious implications for general practitioners and regulators.
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Content analysis of disease awareness advertisements in popular Australian women's magazines.
Hall, Danika V; Jones, Sandra C; Iverson, Donald C
To examine the nature of disease awareness advertising (DAA). Therapeutic advertisements in six popular Australian women's magazines were monitored between April 2006 and March 2007. A subset of advertisements was included in the study based on criteria derived from a definition of DAA. Unique advertisements were analysed by four independent coders. Types of advertisements and their sponsors, the types of disease information present, and the persuasive techniques utilised. Of 711 advertisements identified, 60 met the inclusion criteria for DAA, and 30 of these were unique. Over one-third of the advertisements were classified as "unbranded product advertisements", which promote a product without referring directly to a brand. DAA sponsored by pharmaceutical companies most often provided treatment and prevalence information. Most (22/30) advertisements used emotional appeals; 15 of these used "happiness/healthiness/wellbeing". The educational value of industry-sponsored DAA could be improved if regulations and guidelines stipulated disease information requirements, such as inclusion of risk-factor and symptom information. Regulators should provide guidelines for "unbranded product advertisements" and the acceptability of other persuasive techniques. Further research into DAA is required and should consider advertisements in a range of media, and behavioural responses.
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Commercial and Advertising Content in Free Consumer Curriculum Materials.
Rudd, Joel
The results of the first systematic content analysis of free consumer curriculum materials indicate the extent to which such business sponsored materials are an advertising vehicle for their producers. The business sponsored materials in this sample of 116 items contain nearly twice as many advertising statements as the non-business materials.…
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Advertisements promoting human papillomavirus vaccine for adolescent boys: does source matter?
Pepper, Jessica K; Reiter, Paul L; McRee, Annie-Laurie; Brewer, Noel T
2012-06-01
Many parents recall hearing of human papillomavirus (HPV) vaccine through drug company advertisements. This study sought to examine whether parents accurately recall the source (ie, sponsor) of advertisements promoting HPV vaccine and the impact of drug company advertisements. A U.S. national sample of 544 parents of adolescent boys aged 11-17 participated in an online between-subjects experiment. Parents viewed an advertisement encouraging HPV vaccination for boys with a logo from a randomly assigned source. Parents rated trust, likability and motivation for vaccination while viewing the advertisement and later indicated who they believed sponsored it. Nearly half (43%) of parents who viewed a hypothetical advertisement containing a logo incorrectly identified the advertisement source. More parents correctly identified the source of drug company advertisements than advertisement from other sources (62% vs. 25%, OR 4.93, 95% CI 3.26 to 7.46). The majority of parents who saw a logo-free advertisement believed a drug company created it (60%). Among parents who correctly identified the advertisement source, drug company advertisements decreased motivation to vaccinate their sons, an association mediated by reduced liking of and trust in the advertisements. Parents were more accurate in identifying drug company advertisements, primarily because they tended to assume any advertisement was from a drug company. Public health organisations may need to take special measures to ensure their messages are not perceived as sponsored by drug companies.
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Going where the ad leads you : On high advertised prices and searching where to buy
Janssen, Maarten C. W.; Non, Marielle C.
2009-01-01
An important role of informative advertising is to inform consumers of the simple fact that the shop that advertises sells a particular product. This information may help consumers to save on their search activities: instead of wandering around, a consumer can simply visit the shop that has
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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.
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Vying for Attention: How Does Advertising Affect Search and College Choice?
Tucciarone, Kristy
2007-01-01
The purpose of this qualitative study is to analyze how advertising affects search and college choice among the plethora of college choice influencers. The results of the research indicate that parents, older siblings, friends, career aspirations, personal funds, scholarships, institutional reputation, location, sports, high school counselors, and…
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Enabling Energy-Efficient Advertising for Mobile Applications
Prochkova, Irena
2013-01-01
Advertisements are the main source of revenue for many free mobile applications, however, they increase the energy consumption of the mobile device. In particu- lar, the radio communication used for the advertisement data transfer is energy hungry, so advertisement sponsored applications (free) consume more energy than paid applications.In this thesis, we analyse the effect that advertisements have on the mobile device performance, especially, the energy consumption of transferring and displa...
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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.
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The Professor as Intern: Approaches to Teaching Advertising Creativity.
Schamber, Linda
Drawing upon the experiences of a participant in the Visiting Professor Program sponsored by the Advertising Education Foundation of the American Advertising Federation and the American Academy of Advertising, this paper discusses the advantages such programs can have for both the host company and the participant. The first section of the paper…
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DEFF Research Database (Denmark)
Moeran, Brian
2015-01-01
Advertising agencies are the most significant organizations in the development of advertising and marketing worldwide. An advertising agency is an independent service company, composed of business, marketing and creative people, who develop, prepare, and place advertising in advertising media...... for their clients, the advertisers, who are in search of customers for their goods and services. Agencies thus mediate between three different but interlocking social groups: industry, media, and consumers. The history of advertising is largely the history of the advertising agencies that have served the needs....... This article is concerned with the origins, early developments, organization, compensation arrangements, and accounts of contemporary full-service advertising agencies....
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The Advertising Mix for a Search Good
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...
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Native Advertising: Trickery or Technique? An Ethics Project and Debate
Zarzosa, Jennifer; Fischbach, Sarah
2017-01-01
Sponsored content, in-feed ads, and advertorials are innovative ways to promote brands. However, there are limited resources on how to use these advertising techniques. The Native Advertising project and debate helps students (a) gain knowledge and experience with current advertising practices and (b) engage in deliberation regarding a promotional…
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Zamanzadeh, Ben; Ashish, Naveen; Ramakrishnan, Cartic; Zimmerman, John
2013-01-01
We present the concept of Semantic Advertising which we see as the future of online advertising. Semantic Advertising is online advertising powered by semantic technology which essentially enables us to represent and reason with concepts and the meaning of things. This paper aims to 1) Define semantic advertising, 2) Place it in the context of broader and more widely used concepts such as the Semantic Web and Semantic Search, 3) Provide a survey of work in related areas such as context matchi...
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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.
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How to Defend Ourselves Against Corporate Image and Ideology Advertising.
Bennett, James R.
Since teachers have been encouraged to give attention to advertising, product advertising has been the subject of study, but because of the large amount of money spent on them, two other aspects of advertising need special attention: corporate-sponsored image (which deals with characteristics and image of the company rather than with products or…
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Sueki, Hajime; Ito, Jiro
2015-01-01
Nurturing gatekeepers is an effective suicide prevention strategy. Internet-based methods to screen those at high risk of suicide have been developed in recent years but have not been used for online gatekeeping. A preliminary study was conducted to examine the feasibility and effects of online gatekeeping. Advertisements to promote e-mail psychological consultation service use among Internet users were placed on web pages identified by searches using suicide-related keywords. We replied to all emails received between July and December 2013 and analyzed their contents. A total of 139 consultation service users were analyzed. The mean age was 23.8 years (SD = 9.7), and female users accounted for 80% of the sample. Suicidal ideation was present in 74.1%, and 12.2% had a history of suicide attempts. After consultation, positive changes in mood were observed in 10.8%, 16.5% showed intentions to seek help from new supporters, and 10.1% of all 139 users actually took help-seeking actions. Online gatekeeping to prevent suicide by placing advertisements on web search pages to promote consultation service use among Internet users with suicidal ideation may be feasible.
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Huesch, Marco D; Galstyan, Aram; Ong, Michael K; Doctor, Jason N
2016-06-01
To pilot public health interventions at women potentially interested in maternity care via campaigns on social media (Twitter), social networks (Facebook), and online search engines (Google Search). Primary data from Twitter, Facebook, and Google Search on users of these platforms in Los Angeles between March and July 2014. Observational study measuring the responses of targeted users of Twitter, Facebook, and Google Search exposed to our sponsored messages soliciting them to start an engagement process by clicking through to a study website containing information on maternity care quality information for the Los Angeles market. Campaigns reached a little more than 140,000 consumers each day across the three platforms, with a little more than 400 engagements each day. Facebook and Google search had broader reach, better engagement rates, and lower costs than Twitter. Costs to reach 1,000 targeted users were approximately in the same range as less well-targeted radio and TV advertisements, while initial engagements-a user clicking through an advertisement-cost less than $1 each. Our results suggest that commercially available online advertising platforms in wide use by other industries could play a role in targeted public health interventions. © Health Research and Educational Trust.
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why sponsored posts on facebook and instagram are effective online branding tools
Eggers, Raphael
2017-01-01
This research is motivated by the incongruence of how businesses and contemporary research evaluate paid social media advertisement as online branding tools. Therefore, we examine the possibilities of social media marketing: why sponsored posts on Facebook and Instagram are effective online branding tools. A questionnaire was utilized to approach the research, and answer the hypotheses. Results from 316 participants indicated that sponsored posts were effective for brand awaren...
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EFFECTIVENESS OF ONLINE ADVERTISING
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...
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The Pollution Effect: Optimizing Keyword Auctions by Favoring Relevant Advertising
Linden, Greg; Meek, Christopher; Chickering, Max
2011-01-01
Most search engines sell slots to place advertisements on the search results page through keyword auctions. Advertisers offer bids for how much they are willing to pay when someone enters a search query, sees the search results, and then clicks on one of their ads. Search engines typically order the advertisements for a query by a combination of the bids and expected clickthrough rates for each advertisement. In this paper, we extend a model of Yahoo's and Google's advertising auctions to inc...
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Effects of online advertising format and persuasion knowledge on audience reactions
Tutaj, K.; van Reijmersdal, E.A.
2012-01-01
In an experiment (N = 99), effects of subtle and prominent online advertising formats, respectively sponsored content and banner ads, on audience reactions toward the advertisement are tested. In addition, the role of several persuasion knowledge elements such as understanding of persuasive intent
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Gynecologic Cancer Information on YouTube: Will Women Watch Advertisements to Learn More?
Cooper, Crystale Purvis; Gelb, Cynthia A; Chu, Jennifer
2016-09-01
The quality and accuracy of health content posted on YouTube varies widely. To increase dissemination of evidence-based gynecologic cancer information to US YouTube users, the Centers for Disease Control and Prevention (CDC) sponsored two types of advertisements: (1) pre-roll videos that users had to watch for at least 5 s before seeing a video they selected and (2) keyword-targeted listings that appeared in search results when users entered terms related to gynecologic cancer. From July 2012 to November 2013, pre-roll videos were shown 9.2 million times, viewed (watched longer than the mandatory 5 s) 1.6 million times (17.6 %), and cost $0.09 per view. Keyword-targeted listings were displayed 15.3 million times, viewed (activated by users) 59,766 times (0.4 %), and cost $0.31 per view. CDC videos in advertisements played completely in 17.0 % of pre-roll video views and 44.4 % of keyword-targeted listing views. Advertisements on YouTube can disseminate evidence-based cancer information broadly with minimal cost.
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An Evaluation of Joint and Service-Specific Advertising Efficiency for Military Recruitment
National Research Council Canada - National Science Library
Kwinn, Michael
2000-01-01
... (Army, Navy, Air Force, Marines). This is done using data gathered in 1984 under the Department of Defense sponsored 'Advertising Mix Test' wherein a designed experiment varied the levels of joint and service-specific advertising across the U.S...
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2012-04-06
... (Advertising, Sales, and Enrollment Materials, and Candidate Handbooks) Activity: Comment Request AGENCY... the Office of Management and Budget (OMB) for each collection of information they conduct or sponsor... information technology. Title: Advertising, Sales, and Enrollment Materials, and Candidate Handbooks, 38 CFR...
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TV Advertising Volumes Were Associated With Insurance Marketplace Shopping And Enrollment In 2014.
Gollust, Sarah E; Wilcock, Andrew; Fowler, Erika Franklin; Barry, Colleen L; Niederdeppe, Jeff; Baum, Laura; Karaca-Mandic, Pinar
2018-06-01
The effectiveness of health insurance advertising has gained renewed attention following the Trump administration's decision to reduce the marketing budget for the federal Marketplace. Yet there is limited evidence on the relationship between advertising and enrollment behavior. This study combined survey data from the 2014 National Health Interview Survey on adults ages 18-64 with data on volumes of televised advertisements aired in respondents' counties of residence during the 2013-14 open enrollment period. We found that people living in counties with higher numbers of ads sponsored by the federal government were significantly more likely to shop for and enroll in a Marketplace plan. In contrast, people living in counties with higher numbers of ads from political sponsors opposing the Affordable Care Act (ACA) were less likely to shop or enroll. These findings add to the evidence base around advertising in the ACA context.
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[Advertising and promotion of tobacco products and electronic cigarettes].
Canevascini, Michela; Kuendig Hervé; Véron, Claudia; Pasche, Myriam
2015-06-10
Switzerland is one of the least restrictive countries in Europe in terms of tobacco advertising. A study conducted between 2013 and 2014 documented the presence of tobacco advertising, promotion and sponsorship in western Switzerland. The first part of this article presents the results of the observations realized in points of sale, in private events sponsored by the tobacco industry and during daily itineraries of young people. The results show that tobacco advertising, promotion and sponsorship are omnipresent and mainly target young people. The second part of the article analyses the presence of electronic cigarette advertising and promotion, observed in points of sale and on online stores.
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The actor set-up of TV advertising. A new process for hybrid formats
von Rimscha, M Bjørn; Rademacher, Patrick
2008-01-01
The paper introduces a basic description of the advertising process in TV advertising and discusses how this process might be altered when 30 second spots are replaced by hybrid advertising formats such as sponsoring and placements. For each actor in the process the potential benefit of hybrid advertising is identified and the respective interest in changing the process is deduced. A qualitative interview study with representatives from each actor in the process is used to illustrate that con...
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The underlying processes of creative media advertising
Rauwers, F.; van Noort, G.; Verlegh, P.; Voorveld, H.; Eisend, M.
2016-01-01
Consumers are exposed to a large volume of advertising messages on a daily basis. This excess of commercial messages is called advertising clutter. Marketers are searching for new innovative advertising strategies to break through this clutter and creative media advertising is considered as one of
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Aslam, Bilal; Karjaluoto, Heikki
2017-01-01
We develop and describe a framework for research in a particular segment of digital advertising. Internet Advertising Paid Slots and Spaces (IAPS) is a neologism and work almost like a stock exchange for buying and selling advertising in various formats on designated spaces around web and make a significant contribution to Internet advertising revenues. These paid spaces were found to encompass diverse areas of Internet advertising that include search engine marketing, social media advertisin...
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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
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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
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Gosselt, Jordi Franciscus; van Hoof, Joris Jasper; Kokkeler, Liesbeth
2017-01-01
Aims: Alcohol advertising, in the form of product placement, has been shown to influence the viewer’s alcohol consumption. However, it is not just the portrayal itself that affects behavioural outcomes; the particular message that is conveyed in an alcohol portrayal may actually influence consumer
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Image of Women in Advertisements: A Preliminary Study of Avenues for Change.
Butler-Paisley, Matilda, Ed.; And Others
The Center for Research on Women (CROW) at Stanford University along with the Communication Department, the Psychology Department, and the School of Education conducted a study on the image of women in advertising and suggested ways to improve women's image in the advertising media. With the objective of sponsoring some alternatives to expedite…
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Analisa Pengaruh Mobile Advertising pada Industri Telekomunikasi
Iskandar, Didik
2014-01-01
Layanan mobile advertising terus mengalami perkembangan seiring dengan perkembangan sarana telekomunikasi mobile. Peluang mobile advertising ini sangat besar, akan tetapi peluang tersebut belum dimanfaatkan dengan maksimal. Mobil advertising terdiri dari beragam tipe, seperti SMS, MMS, E-mail, Search, Banner Display, Content Sponsorship dan Video. Sementara itu model Mobile advertising terdiri dari pull advertising dan push advertising. Di penelitian ini diteliti tentang pengaruh mobile adver...
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Essays on Economics of Advertising
Valei, Azamat
2017-01-01
The dissertation studies two topics in economics of advertising in the framework of Industrial Organization. Particularly, it considers a role of advertising in the markets with network externalities in consumption and advertising as a strategic response of incumbent to new entry. The first chapter investigates the incentives for a monopolistic firm producing a good with network externalities to advertise when consumers face imperfect information and therefore must search to realize their act...
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Grigaliunaite Viktorija; Pileliene Lina
2016-01-01
In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different...
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Directory of Open Access Journals (Sweden)
Imran A Mir
2014-06-01
Full Text Available Since last few years, social media have profoundly changed the ways of social and business communication. Particularly, social network sites (SNSs have rapidly grown in popularity and number of users globally. They have become the main place for social interaction, discussion and communication. Today, businesses of various types use SNSs for commercial communication. Banner advertising is one of the common methods of commercial communication on SNSs. Advertising is a key source of revenue for many SNSs firms such as Facebook. In fact, the existence of many SNSs owners and advertisers is contingent upon the success of social network advertising (SNA. Users demand free SNS services which makes SNA crucial for SNSs firms. SNA can be effective only if it is aligned with user motivations. Marketing literature identifies pre-purchase search as a primary consumer motivation for using media. The current study aims to identify the effects of pre-purchase search motivation (PSM on user attitudes toward SNA. It also assesses the association between the attitudes toward SNA and users’ banner ad-clicking behavior on SNSs. Data was gathered from 200 university students in Islamabad using offline survey. Results show positive effects of PSM on user attitudes toward SNA. They also show positive association between user attitudes toward SNA and their SNS banner ad-clicking behavior. The firms which promote their products through SNSs to the young South Asian consumers may benefit from the findings of the current study.
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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...
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How To Increase Advertising Revenue.
Mitchell, Carmen
1995-01-01
Describes advertising sales strategies to help faculty advisers of community college newspapers increase revenues. Argues that sales representatives should know their product well and maintain demographic information on the paper's readership. Includes strategies for organizing advertising staff, searching for potential clients, and taking charge…
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Directory of Open Access Journals (Sweden)
Grigaliunaite Viktorija
2016-11-01
Full Text Available In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different advertising appeals on advertising effectiveness. As a research result, the model of the influence of advertising appeal on advertising effectiveness is elaborated. Accordingly, this research fills the gap in scientific literature by determining the influences of emotional and rational appeals on print / outdoor advertising effectiveness in the context of convenience product category. Moreover, by answering the research question, the contribution to the field emerges in integrating both marketing theory and neuroscience in order to analyze and evaluate consumer behavior.
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Televised obesity-prevention advertising across US media markets: exposure and content, 2010-2011.
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.
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Mechanism Design for Multi-slot Ads Auction in Sponsored Search Markets
Deng, Xiaotie; Sun, Yang; Yin, Ming; Zhou, Yunhong
In this paper, we study pricing models for multi-slot advertisements, where advertisers can bid to place links to their sales webpages at one or multiple slots on a webpage, called the multi-slot AD auction problem. We develop and analyze several important mechanisms, including the VCG mechanism for multi-slot ads auction, the optimal social welfare solution, as well as two weighted GSP-like protocols (mixed and hybrid). Furthermore, we consider that forward-looking Nash equilibrium and prove its existence in the weighted GSP-like pricing protocols.
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Sacred and the Profane in Advertising Art.
Zuk, Bill; Dalton, Robert
This paper examines the arguments for and against inclusion of advertising art in art education programs, and presents a case for the educational benefits of critically examining advertising art based on museum masterpieces. A search for examples of fine art masterpieces used in advertising art examined which masterpieces are commonly used in…
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E.A. van Reijmersdal (Eva); M.L. Fransen (Marieke); G. van Noort (Guda); S.J. Opree (Suzanna); L. Vandeberg (Lisa); Reusch, S. (Sanne); van Lieshout, F. (Floor); Boerman, S.C. (Sophie C.)
2016-01-01
textabstractThis article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people’s brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the
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van Reijmersdal, E.A.; Fransen, M.L.; van Noort, G.; Opree, S.J.; Vandeberg, L.; Reusch, S.; van Lieshout, F.; Boerman, S.C.
2016-01-01
This article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people’s brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the persuasion
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Boerman, S.; van Reijmersdal, E.; Neijens, P.
2013-01-01
This study investigates whether the timing of sponsorship disclosure influences the processing of sponsored content. A model is proposed in which sponsorship disclosure activates persuasion knowledge, which leads to critical processing of the sponsored content, and ultimately negatively affects the
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2012-03-13
...The Food and Drug Administration (FDA) is announcing the availability of a draft guidance for industry entitled ``Direct-to- Consumer Television Advertisements--FDAAA DTC Television Ad Pre- Dissemination Review Program.'' This draft guidance is intended to assist sponsors of human prescription drug products, including biological drug products, who are subject to the pre-dissemination review of television advertisements (TV ads) provision of the Federal Food, Drug, and Cosmetic Act (the FD&C Act). (The term ``pre- dissemination review'' is used throughout the guidance to refer to review under the FD&C Act, which is entitled ``Prereview of Television Advertisements.'') The draft guidance describes which TV ads FDA intends to make subject to this provision, explains how FDA will notify sponsors that an ad is subject to review under this provision, and describes the general and center-specific procedures sponsors should follow to submit their TV ads to FDA for pre-dissemination review in compliance with the FD&C Act. These proposed TV ads will be subject to a 45-calendar day review clock by FDA.
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Gosselt, Jordi Franciscus; van Hoof, Joris Jasper; Kokkeler, Liesbeth
2017-01-01
Aims: Alcohol advertising, in the form of product placement, has been shown to influence the viewer’s alcohol consumption. However, it is not just the portrayal itself that affects behavioural outcomes; the particular message that is conveyed in an alcohol portrayal may actually influence consumer behaviour in a manner known as “framing”. Therefore, the prevalence and framing of alcohol portrayals in movies was investigated by focussing on product placement strategies, several portrayal chara...
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Effects of Advertising on Advance Selling and Online Search
Joo, Mingyu
2012-01-01
Advertising has been one of the most important marketing variables for both practices and academic literature, and it has been generally known to raise the firm's market share (Ataman, van Heerde, and Mela 2010). However, under the contemporary market environment, advertising's impact may be more complicated. For example, in advance…
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Online Display Advertising Causal Attribution and Evaluation
Barajas Zamora, Joel
2015-01-01
The allocation of a given budget to online display advertising as a marketing channel has motivated the development of statistical methods to measure its effectiveness. Recent studies show that display advertising often triggers online users to search for more information on products. Eventually, many of these users convert at the advertiser’s website. A key challenge is to measure the effectiveness of display advertising when users are exposed to multiple unknown advertising channels.We deve...
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Web-Based Antismoking Advertising to Promote Smoking Cessation: A Randomized Controlled Trial.
Yom-Tov, Elad; Muennig, Peter; El-Sayed, Abdulrahman M
2016-11-21
Although hundreds of millions of dollars are spent each year on public health advertising, the advertisement content, design, and placement are usually developed by intuition rather than research. The objective of our study was to develop a methodology for testing Web-based advertisements to promote smoking cessation. We developed 10 advertisements that varied by their content (those that empower viewers to quit, help viewers to quit, or discuss the effects of smoking). We then conducted a series of Web-based randomized controlled trials that explored the effects of exposing users of Microsoft's Bing search engine to antismoking advertisements that differed by content, placement, or other characteristics. Finally, we followed users to explore whether they conducted subsequent searches for smoking cessation products or services. The advertisements were shown 710,106 times and clicked on 1167 times. In general, empowering advertisements had the greatest impact (hazard ratio [HR] 2.6, standard error [SE] 0.09 relative to nonempowering advertisements), but we observed significant variations by gender. For instance, we found that men exposed to smoking cessation advertisements were less likely than women to subsequently conduct smoking cessation searches (HR 0.2, SE 0.07), but that this likelihood increased 3.5 times in men exposed to advertisements containing empowering content. Women were more influenced by advertisements that emphasized the health effects of smoking. We also found that appearing at the top right of the page (HR 2.1, SE 0.07) or at the bottom rather than the top of a list (HR 1.1, SE 0.02) can improve smoking cessation advertisements' effectiveness in prompting future searches related to smoking cessation. Advertising should be targeted to different demographic groups in ways that are not always intuitive. Our study provides a method for testing the effectiveness of Web-based antismoking advertisements and demonstrates the importance of advertisements
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Common Agency and Coordinated Bids in Sponsored Search Auctions
Maris Goldmanis; Antonio Penta; Francesco Decarolis
2012-01-01
As auctions are becoming the main mechanism for selling advertisement space on the web, marketing agencies specialized in bidding in online auctions are proliferating. We analyze theoretically how bidding delegation to a common marketing agency can undermine both revenues and efficiency of the generalized second price auction, the format used by Google and Microsoft-Yahoo!. Our characterization allows us to quantify the revenue losses relative to both the case of full competition and the case...
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Advertising and promotion of smokeless tobacco products.
Ernster, V L
1989-01-01
This paper is focused on the approaches used to advertise and promote smokeless tobacco products during the early to mid-1980s. These included traditional motifs that featured rugged-looking masculine models in sporting and outdoor settings as well as an expanded white-collar appeal. Smokeless tobacco was not affected by the ban on broadcast advertising of cigarettes that went into effect in 1971, and, until 1986, both print and broadcast media were used to advertise it. Promotional activities ranged from sponsorship of sporting events to offers for clothing bearing smokeless tobacco product logos. Despite the claims of manufacturers that advertising and promotional efforts were not targeted to youth, smokeless tobacco companies sponsored tobacco-spitting contests with teenage participants, a college marketing program, and college scholarships. In efforts that appeared designed to bolster their public image in the face of growing concern over the consequences of smokeless tobacco use by young people, companies like U.S. Tobacco Company contributed to major social programs, including, ironically, alcohol- and drug-abuse prevention programs. Spurred by public health groups, federal legislation was passed in 1986 that banned television and radio advertising of smokeless tobacco products and required manufacturers to include warning labels on their products on the potential health hazards of smokeless tobacco use.
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ADVERTISING AGENCY MARKETING MANAGEMENT
Directory of Open Access Journals (Sweden)
Denis Kislov, Yevgenia Horobei
2015-11-01
Full Text Available Goal of the paper. The goal of this article is to define the nature, specific features and factors pertaining to the advertising agency marketing management. One of the tools is the use of non-standard approaches to management of advertising agencies, which under certain conditions makes it possible to improve the situation and to bring the agency to a new higher level as well as to improve the efficiency of its functioning in the conditions of transformational economy of Ukraine. Methodology. Monitoring of the marketing behavior of agencies that promote advertising services. The results of monitoring and analysis demonstrated that the majority of agencies have a disorganized approach to the agency marketing, which results in sporadic activities related to the use and organization of agency marketing. Only individual agencies begin to form their own marketing strategy for the implementation of which marketing budgets are allocated. The main marketing functions of a Ukrainian advertising agency have been identified. Practical value. Rapid development of technologies, sophistication and increased variety of goods and services, reduction of their life cycle, higher customer demands, the growth of volume and speed of obtaining information, increased competition – all these changes that are taking place in the external environment make the Ukrainian companies that provide advertising services search for new approaches to ensure better adaptation to these conditions. Uncertainty, unpredictability and instability of the external environment will continue to grow. Therefore, the companies that provide advertising services need to constantly adapt not only to the existing conditions but also ensure that they are able to quickly react in the future. The basic precondition for success is stability of the quality that is achieved through strategic planning, fine-tuned search system, efficient management, which encourages creation of a position of quality
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Burguet, Roberto
2013-01-01
In a micro-founded model, we derive novel incentives for a monopoly search engine to distort its organic and its sponsored results on searches for online content and offline products. Distorting organic results towards content publishers with less effective display advertising and/or distorting sponsored results towards higher margin merchants (by underweighting consumer relevance in search auctions) increase per capita revenues but lower participation. The interplay of these incentives deter...
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Television violence--reactions from physicians, advertisers and the networks.
Feingold, M; Johnson, G T
1977-02-24
In response to our call for letters on television violence we received more than 1500 letters from readers of the Journal. Seventy-two per cent of the leading television advertisers responded to a subsequent letter requesting a description of their policies regarding content of the programs they sponsor. Their responses included exculpating factors such as lack of control over programming, the limited amount of available advertising time and censorship. We presented these responses to network representatives. They commented on the difficulty in defining violence, the current decrease in the amount of violence shown and their activities in response to this issue. We maintain that the burden of proof that television violence does not harm lies with those who introduce it into society. Advertisers and networks will respond, we believe, to the problem of television violence if continuous public pressure is maintained.
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Exposure to electronic cigarette television advertisements among youth and young adults.
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.
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Advertising Model of Residential Real Estate Object in Lithuania
Directory of Open Access Journals (Sweden)
Jelena Mazaj
2012-07-01
Full Text Available Since the year 2000, during the period of economic growth, the real estate market has been rapidly expanding. During this period advertising of real estate objects was implemented using one set of similar channels (press advertising, Internet advertising, leaflets with contact information of real estate agents and others, however the start of the economic recession has intensified the competition in the market and forced companies to search for new advertising means or to diversify the advertising package. The article presents real estate property, as a product, one of the marketing components – including advertising, conclusions and suggestions based on conducted surveys and a model for advertising the residential real estate objects.Article in Lithuanian
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Key trends in environmental advertising across 30 years in National Geographic magazine.
Ahern, Lee; Bortree, Denise Sevick; Smith, Alexandra Nutter
2013-05-01
This longitudinal retrospective case study describes the sponsors, ad types, frames and message factors in green advertising over three decades in National Geographic magazine, the bellwether nature publication in the USA. In addition to providing a clearer picture of the extent and nature of environmental strategic messaging over three decades, results provide empirical support for theoretical relationships between the level of green advertising and economic indicators. After providing historical and theoretical context, detailed results are presented for both overall and longitudinal analysis. Limitations and implications for future research are discussed.
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Industry sponsored anti-smoking ads and adolescent reactance: test of a boomerang effect.
Henriksen, L; Dauphinee, A L; Wang, Y; Fortmann, S P
2006-02-01
To examine whether adolescents' exposure to youth smoking prevention ads sponsored by tobacco companies promotes intentions to smoke, curiosity about smoking, and positive attitudes toward the tobacco industry. A randomised controlled experiment compared adolescents' responses to five smoking prevention ads sponsored by a tobacco company (Philip Morris or Lorillard), or to five smoking prevention ads sponsored by a non-profit organisation (the American Legacy Foundation), or to five ads about preventing drunk driving. A large public high school in California's central valley. A convenience sample of 9th and 10th graders (n = 832) ages 14-17 years. Perceptions of ad effectiveness, intention to smoke, and attitudes toward tobacco companies measured immediately after exposure. As predicted, adolescents rated Philip Morris and Lorillard ads less favourably than the other youth smoking prevention ads. Adolescents' intention to smoke did not differ as a function of ad exposure. However, exposure to Philip Morris and Lorillard ads engendered more favourable attitudes toward tobacco companies. This study demonstrates that industry sponsored anti-smoking ads do more to promote corporate image than to prevent youth smoking. By cultivating public opinion that is more sympathetic toward tobacco companies, the effect of such advertising is likely to be more harmful than helpful to youth.
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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.
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National Research Council Canada - National Science Library
Dertouzos, James
2003-01-01
.... The project was sponsored by the Director for Accession Policy (Force Management Policy). This report examines issues related to the effectiveness of recruiting advertising during the 1980s and 1990s...
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Visual advertisements: a tool for English language teaching?
Directory of Open Access Journals (Sweden)
Babocká Mária
2016-05-01
Full Text Available Advertising as one of the phenomena of modern times is often an inseparable, though undesirable part of our everyday lives. Current trends indicate that there are still more and more anglicisms, internationalisms, and particles of different cultures penetrating billboard advertisements in many towns and cities around the world, and Slovakia is no exception. The crucial question of this article is: How is it possible to use advertisements in English language teaching and learning? To answer this question, the examination is focused on: (1 defining the role and characteristic traits of advertisements; (2 searching for the linkage between the psychological principles of advertising and psychology of learning foreign languages; (3 the frequency of anglicisms and internationalisms in billboard advertisements in particular areas of selected Slovak cities; (4 concrete suggestions for teaching practice based on the previous findings.
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Using contextual advertising in Internet marketing
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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
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Advertising to Early Trend Propagators: Evidence from Twitter
Lambrecht, A.; Tucker, C. M.; Wiertz, C.
2018-01-01
In the digital economy, influencing and controlling the spread of information is a key concern for firms. One way firms try to achieve this is to target firm communications to consumers who embrace and propagate the spread of new information on emerging and `trending' topics on social media. However, little is known about whether early trend propagators are indeed responsive to firm-sponsored messages. To explore whether early propagators of trending topics respond to advertising messages, we...
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Advertising to early trend propagators: evidence from Twitter
Lambrecht, A; Tucker, C; Wiertz, C
2018-01-01
In the digital economy, influencing and controlling the spread of information is a key concern for firms. One way firms try to achieve this is to target firm communications to consumers who embrace and propagate the spread of new information on emerging and `trending' topics on social media. However, little is known about whether early trend propagators are indeed responsive to firm-sponsored messages. To explore whether early propagators of trending topics respond to advertising messages, we...
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Food-related advertising on preschool television: building brand recognition in young viewers.
Connor, Susan M
2006-10-01
This study used content analysis to explore how much and what type of advertising is present in television programming aimed at toddlers and preschool-aged children and what methods of persuasion are being used to sell products and to promote brands to the youngest viewers. Four randomly selected, 4-hour blocks (9 am to 1 pm) were recorded in spring 2005 from each of 3 stations airing programming aimed specifically at toddlers and preschool-aged children (Public Broadcasting Service, Disney, and Nickelodeon). All content that aired in the spaces between programs was examined. Data recorded for food-related advertisements included the primary appeals used to promote products or brands, whether advertisements were aimed at children or adults, whether advertisements used primarily animation or live action, whether advertisements showed food, and whether licensed characters were used. In 96 half-hour blocks of preschool programming, the 3 stations had a total of 130 food-related advertisements (1.354 food advertisements per half-hour). More than one half of all food advertisements (76 of 130 advertisements) were aimed specifically at children, and the majority of those were for fast food chains (50 advertisements) or sweetened cereals (18 advertisements). The primary advertising appeals used associated products with fun and happiness and/or with excitement and energy. Fast food advertisements in particular seemed to focus on building brand recognition and positive associations, through the use of licensed characters, logos, and slogans. The majority of child-oriented food advertisements viewed seemed to take a branding approach, focusing on creating lifelong customers rather than generating immediate sales. Promotional spots on advertisement-supported (Nickelodeon) and sponsor-supported (Public Broadcasting Service and Disney) networks took similar approaches and used similar appeals, seeming to promote the equation that food equals fun and happiness.
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Searching for sponsors for four national rugby teams in Finland
Ylönen, Niina
2017-01-01
How to get more sponsors to four national rugby teams in Finland? Finnish Rugby Federation and its four national teams are in the need of new long lasting sponsorship deals to fund the national teams’ tournaments in Finland and abroad. Since rugby is quite unknown sports in Finland it faces challenges in getting new sponsorship deals and also its visibility is currently very low. The purpose of this thesis is to analyse the current situation of rugby, sponsorship contracts Finnish rugby F...
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Advertising Systems in Japan Marketing Behavior, Advertising Industry, Advertising Literacy
KISHIYA, Kazuhiro
2005-01-01
This paper clarifies advertising systems unique to Japan. As typical of Japanese advertising systems, advertising expression tend to adopt soft sell and transformational type. The advertising expression is explained not only by the cultural value but also marketing behavior of advertisers and the characteristics of Advertising transactions. As to marketing behavior channel-oriented marketing behavior has an impact on advertising expressions. As to characteristics of Advertising transactions, ...
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Boerman, S.C.; van Reijmersdal, E.A.; De Pelsmacker, P.
2016-01-01
This chapter provides an overview of what is currently known in the scientific literature about the effects of disclosures of sponsored content on consumers' responses. Methodology We provide a qualitative literature review of 21 empirical studies. Findings Awareness of disclosures is rather low,
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Rollins, Brent L; Ramakrishnan, Shravanan; Perri, Matthew
2014-01-01
Direct-to-consumer (DTC) advertising of predictive genetic tests (PGTs) has added a new dimension to health advertising. This study used an online survey based on the health belief model framework to examine and more fully understand consumers' responses and behavioral intentions in response to a PGT DTC advertisement. Overall, consumers reported moderate intentions to talk with their doctor and seek more information about PGTs after advertisement exposure, though consumers did not seem ready to take the advertised test or engage in active information search. Those who perceived greater threat from the disease, however, had significantly greater behavioral intentions and information search behavior.
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Béguinot, Emmanuelle; Gallopel-Morvan, Karine; Wirth, Nathalie; Spinosa, Anna; Martinet, Yves
2010-06-01
Sports sponsorship is one of the tobacco industry's main strategies to recruit new smokers among teenagers and young adults. Monitoring Motor sports illicit broadcasting based on six channels in 2005; Dakar Rally (DR) and China Grand Prix impact evaluated with a one on one questionnaire administered on 12-24-year-old males and females (n = 805). 75,000 TV tobacco sponsoring appearances (90 h) were observed, total value: euro200.10(6); Mild Seven, Marlboro, West, Lucky Strike, Gauloises Blondes accounted for 92% appearances and 95% of euro values, with illegal broadcasting value worth euro19.10(6). A high interest in DR (71%) and Formula One (F1) (66%) was observed among males (versus females; P advertising for tobacco through motor sport sponsoring confirms the urgent need for a worldwide absolute ban on tobacco advertising in motor sports.
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Features of the advertising and PR in tourism
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M. A. Zubarieva
2015-05-01
Full Text Available The article discusses the use of topical issues of important tools of social communication of applied tactical direction (advertising and strategic (PR. The main types of advertising in tourism and types of PR activities are characterized.The main difference between advertising and PR in the tourism sector is defined, the main attention is given to correct choice of optimal (most efficient advertising channel (means. Specific nature, advertising issues as the main tool for the promotion of tourist product on the network market are defined. The advantages and importance of the innovation of the media as the Internet are detailed. the most popular types of Internet advertising in the tourism sector, in particular placing information in catalogs of Internet resources; registration site in search engines work; banners; mailings via email are considered. The rating position of tourist sites on the Internet (top 15 is shown. A number of approaches to the study and systematization of information of Internet advertising in tourism, the specificity and modern advanced technologies of Internet advertising in the tourism sector are identified. The conclusion about the fact that considered issues about advertising and PR in tourism only form an idea of the complexity and diversity of tourism as advertising via newspapers, radio, television and especially of Internet means. The possibilities of tourism advertising and PR on the Internet have no limits.
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Regulation of alcohol advertising: Policy options for Australia
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Sandra C. Jones
2013-06-01
Full Text Available A systematic search of academic databases was conducted to identify all refereed papers published between 1990 and 2012 on the regulation of alcohol advertising in Australia and three comparison countries (New Zealand, Canada and the UK. This paper reviews the codes that apply to alcohol advertising in each of the four countries, research into the effectiveness of these codes, and the small body of research into consumer attitudes towards alcohol advertising regulation. This review adduces considerable evidence that alcohol advertising influences drinking behaviours, and that current regulatory systems based on co-regulation and voluntary regulation (as is the case in Australia are ineffective. Recommendations are provided regarding the three pillars of regulation: volume restrictions, content restrictions, and infrastructure to support the regulatory environment.
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Moustafa, Khaled
2016-02-01
The Internet has revolutionized the way knowledge is currently produced, stored and disseminated. A few finger clicks on a keyboard can save time and many hours of search in libraries or shopping in stores. Online trademarks with an (e-) prefix such as e-library, e-business, e-health etc., are increasingly part of our daily professional vocabularies. However, the Internet has also produced multiple negative side effects, ranging from an unhealthy dependency to a dehumanization of human relationships. Fraudulent, unethical and scam practices are also flourishing through for example misleading online advertising methods. Some social and professional networks gather users' profiles for selling and advertising purposes, sometimes by making it technically difficult to unsubscribe. Here, I discuss some of these unethical aspects and propose some potential solutions to reduce them.
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Menon, Ajit M; Deshpande, Aparna D; Perri, Matthew; Zinkhan, George M
2002-01-01
The proliferation of both manufacturer-controlled and independent medication-related websites has aroused concern among consumers and policy-makers concerning the trustworthiness of Web-based drug information. The authors examine consumers' trust in on-line prescription drug information and its influence on information search behavior. The study design involves a retrospective analysis of data from a 1998 national survey. The findings reveal that trust in drug information from traditional media sources such as television and newspapers transfers to the domain of the Internet. Furthermore, a greater trust in on-line prescription drug information stimulates utilization of the Internet for information search after exposure to prescription drug advertising.
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Armstrong, Mark
2016-01-01
The paper discusses situations in which consumers search through their options in a deliberate order, in contrast to more familiar models with random search. Topics include: network effects (consumers may be better off following the same search order as other consumers); the use of price and non-price advertising to direct search; the impact of consumers starting a new search with their previous supplier; the incentive sellers have to merge or co-locate with other sellers; and the incentive a...
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The Effects of Mass Media Advertising on U.S. Army Recruiting.
1982-03-16
the analysis of the product, markets desired to be entered, mo- tives of the advertiser , messages to be presented, media to r -------- 12 be used to... market its products. Sales is a major DuPont advertising objective, but not the only objective. DuPont used selected panels of individuals to expose to its...center, objectives could be formed and operationalized for each advertising program. Overall re- search strategy could be planned, and specific
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[Children-orientated tobacco advertising in Germany].
Pumpe, K
2002-04-01
Since 1990 the percentage of smokers among the 12 to 17-year-olds in Germany has risen from 21 % to about 28 %. Most of them start between the age of 11 and 13. 85 % favour a certain brand by the age of 18. Despite the prohibition of tobacco commercials on radio and TV the cigarette industry has continually increased their budget for advertising aimed more and more at women and children. According to the author's knowledge, this report describes for the first time the strategies most frequently applied in Germany to incite children and teenagers to smoking. The publicity campaigns are not restricted to billboards and the printed press, but use the internet also. Indirect conditioning to a certain brand by music videos, movies and merchandising of attractive clothes and trips as well as the sponsoring of special music and sports events are also shown.The report analyses and evaluates examples of messages in printed advertisements aimed at children. With psychological skill interest in smoking is created with teenagers and a conditioning for smoking in certain situations is promoted.
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The frequency of company-sponsored alcohol brand-related sites on Facebook™-2012.
Nhean, Siphannay; Nyborn, Justin; Hinchey, Danielle; Valerio, Heather; Kinzel, Kathryn; Siegel, Michael; Jernigan, David H
2014-06-01
This research provides an estimate of the frequency of company-sponsored alcohol brand-related sites on Facebook™. We conducted a systematic overview of the extent of alcohol brand-related sites on Facebook™ in 2012. We conducted a 2012 Facebook™ search for sites specifically related to 898 alcohol brands across 16 different alcoholic beverage types. Descriptive statistics were produced using Microsoft SQL Server. We identified 1,017 company-sponsored alcohol-brand related sites on Facebook™. Our study advances previous literature by providing a systematic overview of the extent of alcohol brand sites on Facebook™.
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Characteristics of healthy weight advertisements in three countries.
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.
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Curran, Kevin; Mc Glinchey, Jude
2017-01-01
This paper outlines the growth in popularity of vertical search engines, their origins, the differences between them and well-known broad based search engines such as Google and Yahoo. We also discuss their use in business-to-business, their marketing and advertising costs, what the revenue streams are and who uses them.
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Interest in Anesthesia as Reflected by Keyword Searches using Common Search Engines.
Liu, Renyu; García, Paul S; Fleisher, Lee A
2012-01-23
Since current general interest in anesthesia is unknown, we analyzed internet keyword searches to gauge general interest in anesthesia in comparison with surgery and pain. The trend of keyword searches from 2004 to 2010 related to anesthesia and anaesthesia was investigated using Google Insights for Search. The trend of number of peer reviewed articles on anesthesia cited on PubMed and Medline from 2004 to 2010 was investigated. The average cost on advertising on anesthesia, surgery and pain was estimated using Google AdWords. Searching results in other common search engines were also analyzed. Correlation between year and relative number of searches was determined with psearch engines may provide different total number of searching results (available posts), the ratios of searching results between some common keywords related to perioperative care are comparable, indicating similar trend. The peer reviewed manuscripts on "anesthesia" and the proportion of papers on "anesthesia and outcome" are trending up. Estimates for spending of advertising dollars are less for anesthesia-related terms when compared to that for pain or surgery due to relative smaller number of searching traffic. General interest in anesthesia (anaesthesia) as measured by internet searches appears to be decreasing. Pain, preanesthesia evaluation, anesthesia and outcome and side effects of anesthesia are the critical areas that anesthesiologists should focus on to address the increasing concerns.
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A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies
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...
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Denham, Bryan E.
2009-01-01
Grounded in social cognitive theory, this study examines how a combination of personal, behavioral and environmental factors among youth populations correspond with attitudes toward competition, concern for material items, and the effects of advertising practices in the United States. Of particular interest was whether school-sponsored sports…
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INFORMATIVE ADVERTISING: A MARKET INFORMATION PROVIDER OR A SEED OF MARKET POWER?
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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.
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Eye Movements When Viewing Advertisements
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Emily eHiggins
2014-03-01
Full Text Available In this selective review, we examine key findings on eye movements when viewing advertisements. We begin with a brief, general introduction to the properties and neural underpinnings of saccadic eye movements. Next, we provide an overview of eye movement behavior during reading, scene perception, and visual search, since each of these activities is, at various times, involved in viewing ads. We then review the literature on eye movements when viewing print ads and warning labels (of the kind that appear on alcohol and tobacco ads, before turning to a consideration of advertisements in dynamic media (television and the Internet. Finally, we propose topics and methodological approaches that may prove to be useful in future research.
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Hudders, L.; Pauw, P. de; Cauberghe, V.; Panic, K.; Zarouali, B.; Rozendaal, E.
2017-01-01
Advertisers are continuously searching for new ways to persuade children; current methods include fully integrating commercial content into media content, actively engaging children with the commercial content, and increasing the number of commercial messages children are confronted with at one
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Effectiveness of humor advertising on advertising success
S, venkatesh; N, senthilkumar
2015-01-01
In global advertising ‘humor’ is the most effective emotion used in advertising compared to other emotional appeals. Advertisers and researchers more interested in Humor in advertising for more than 100 years. But there is no review paper for Impact of humor in advertising till twenty two years of time, in between period there was lot of research outcomes published about humor in advertising. The purpose of this paper to get detailed review about Impact of humor in advertising for 40 years an...
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[Tobacco advertising and promotions: changes in reported exposure in a cohort of Mexican smokers].
Pérez-Hernández, Rosaura; Thrasher, James F; Rodríguez-Bolaños, Rosibel; Barrientos-Gutiérrez, Inti; Ibáñez-Hernández, Norma A
2012-06-01
To determine in a population-based sample of smokers the level exposure to tobacco industry marketing through different channels before and after their restriction through the General Tobacco Control Law of 2008. Data were analyzed from a cohort of adult smokers from four Mexican cities who were surveyed in 2007 and 2008. GEE models were estimated for each indicator of advertising and promotion exposure. Increases were found in report of receiving free samples of tobacco (3.7-8.1%), branded clothing (3.6-6.4%), noticing tobacco industry sponsored events (1.9-4.7%) and noticing ads in bars (21.4-28%). Noticing outdoor advertising decreased over this time (54.7 a 47.2%). Our findings confirm tobacco industry shifting of marketing efforts when advertising and promotion bans are not comprehensive. There is a need to monitor compliance with marketing bans while working to make them comprehensive.
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Karaca-Mandic, Pinar; Wilcock, Andrew; Baum, Laura; Barry, Colleen L; Fowler, Erika Franklin; Niederdeppe, Jeff; Gollust, Sarah E
2017-04-01
The launch of the Affordable Care Act was accompanied by major insurance information campaigns by government, nonprofit, political, news media, and private-sector organizations, but it is not clear to what extent these efforts were associated with insurance gains. Using county-level data from the Census Bureau's American Community Survey and broadcast television airings data from the Wesleyan Media Project, we examined the relationship between insurance advertisements and county-level health insurance changes between 2013 and 2014, adjusting for other media and county- and state-level characteristics. We found that counties exposed to higher volumes of local insurance advertisements during the first open enrollment period experienced larger reductions in their uninsurance rates than other counties. State-sponsored advertisements had the strongest relationship with declines in uninsurance, and this relationship was driven by increases in Medicaid enrollment. These results support the importance of strategic investment in advertising to increase uptake of health insurance but suggest that not all types of advertisements will have the same effect on the public. Project HOPE—The People-to-People Health Foundation, Inc.
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Hansen, Richard A; Schommer, Jon C; Cline, Richard R; Hadsall, Ronald S; Schondelmeyer, Stephen W; Nyman, John A
2005-06-01
Previous research on the impact of various cost-sharing strategies on prescription drug use has not considered the impact of direct-to-consumer (DTC) advertising. To explore the association of cost-containment strategies with prescription drug use and to determine if the association is moderated by DTC prescription drug advertising. The study population included 288 280 employees and dependents aged 18 to 65 years with employer-sponsored health insurance contributing to the MEDSTAT MarketScan administrative data set. Person-level enrollment and claims data were obtained for beneficiaries enrolled continuously during July 1997 through December 1998. Direct-to-consumer advertising data were obtained from Competitive Media Reporting and linked to the MEDSTAT enrollment files. Localized DTC advertising expenditures for one class of medication were evaluated and matched with prescription claims for eligible MEDSTAT contributors. The association of various types and levels of cost-sharing incentives with incident product use was evaluated, controlling for the level of DTC advertising, health status, and other demographic covariates. The relationship of cost-sharing amounts with drug use was modified by the level of DTC advertising in a geographic market. This relationship was dependent on the type of cost-sharing, distinguishing between co-payments for provider visits and co-payments for prescription drugs. Compared with low-advertising markets, individuals residing in markets with high levels of advertising and paying provider co-payments of $10.00 or more were more likely to use the advertised product. In the same markets, higher prescription drug co-payments were associated with a decreased likelihood of using the advertised product. A similar relationship was not observed for the nonadvertised competitor. Among insured individuals, response to cost-sharing strategies is moderated by DTC prescription drug advertising. The relative ability of cost-sharing strategies to
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2012-05-07
... rights and interest in, abbreviated new animal drug application (ANADA) 200-472 for Fomepizole for... [Docket No. FDA-2012-N-0002] New Animal Drugs; Change of Sponsor; Change of Sponsor Address; Change of.... SUMMARY: The Food and Drug Administration (FDA) is amending the animal drug regulations to reflect a...
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Salgado, M Victoria; Mejia, Raul; Kaplan, Celia P; Perez-Stable, Eliseo J
2014-02-06
Internet-based marketing has become an attractive option for promoting tobacco products due to its potential to avoid advertising restrictions. In Argentina, several cigarette brands have designed websites for the local market, which promote user participation. The intent of the study was to report on the use of tobacco company-sponsored websites by medical students and recently graduated physicians. An online self-administered survey was conducted among eligible medical students and recent graduates from the University of Buenos Aires (UBA). Sampling was from lists of email addresses of students enrolled in two required courses. Eligibility criteria were ages 18-30 years and reporting on smoking status. Questions on Internet use included accessing a tobacco brand website at least once during their lifetime and any use of tobacco promotional materials. The response rate was 35.08% (1743/4969). The final sample included 1659 participants: 73.06% (1212/1659) were women and mean age was 26.6 years (SD 1.9). The majority were current medical students (55.70%, 924/1659) and 27.31% (453/1659) were current smokers. Men were more likely to report having seen a tobacco advertisement on the Internet (P=.001), to have received a tobacco promotion personally addressed to them (P=.03), to have used that promotion (P=.02), and to have accessed a tobacco-sponsored website (P=.01). Among respondents, 19.35% (321/1659) reported having accessed a tobacco-sponsored website at least once in their lifetime and almost all of them (93.8%, 301/321) accessed these sites only when it was necessary for participating in a marketing promotion. Most people logging on for promotions reported entering once a month or less (58.9%, 189/321), while 25.5% (82/321) reported accessing the tobacco industry Internet sites once a week or more. In adjusted logistic regression models, participants were more likely to have accessed a tobacco brand website if they were former smokers (OR 2.45, 95% CI 1
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Pasqualotti, Léa; Baccino, Thierry
2014-01-01
Most of studies about online advertisements have indicated that they have a negative impact on users' cognitive processes, especially when they include colorful or animated banners and when they are close to the text to be read. In the present study we assessed the effects of two advertisements features-distance from the text and the animation-on visual strategies during a word-search task and a reading-for-comprehension task using Web-like pages. We hypothesized that the closer the advertisement was to the target text, the more cognitive processing difficulties it would cause. We also hypothesized that (1) animated banners would be more disruptive than static advertisements and (2) banners would have more effect on word-search performance than reading-for-comprehension performance. We used an automatic classifier to assess variations in use of Scanning and Reading visual strategies during task performance. The results showed that the effect of dynamic and static advertisements on visual strategies varies according to the task. Fixation duration indicated that the closest advertisements slowed down information processing but there was no difference between the intermediate (40 pixel) and far (80 pixel) distance conditions. Our findings suggest that advertisements have a negative impact on users' performance mostly when a lots of cognitive resources are required as for reading-for-comprehension.
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The Role of Social Media Advertising in Consumer Buying Behavior
Directory of Open Access Journals (Sweden)
Adnan Veysel Ertemel
2017-06-01
Full Text Available P Consumer buying behavior is known also as consumer decision making is the process by which individuals search for, select, purchase, use, and dispose of goods and services to satisfy require needs. This study has been designed to answer main question about the role of social media advertising on consumer buying behavior in very active field which is fashion retail industry, then determine the differences if existed in this relation regarding to the name of the brands and consumer demographics factors. By electronic questionnaires conducted for consumers live in Istanbul-Turkey, findings showed weak relation between social media advertising and consumer need recognition, no relation at all with search for information, strong relation with evaluate the alternatives, and moderate relation for both buying decision and post-purchase behavior, as those steps represent the five steps need recognition model in consumer buying behavior. Moreover, findings showed no changes in this relation regarding to consumer’s age, and education level. However, there were changes between Females and males in the relation with consumer need recognition, and search for information. In addition, another changes regarding to income between social media advertising and evaluate the alternatives especially for consumers earn more than 5.000TL among other income groups.
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Vasiliauskaitė, Kristina
2007-01-01
On the grounds of theoretical and empirical studies, the article analyses some interaction between the advertisement agencies and advertisement provider during the development of creative advertisement strategy. The following assumptions justifying the importance of interaction have been developed: namely, the need to integrate the knowledge and competence of advertisement agencies and advertisement provider, creativity of advertisement agencies and possible objective approach to the business...
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Colour temperature in advertising and its impact on consumer purchase intentions
Pilelienė, Lina; Grigaliūnaitė, Viktorija
2017-01-01
Research background: The conditions of globalization lead to a situation where consumers are overloaded with commercial information. Moreover, abundance of various promotional techniques makes consumers indifferent to many companies’ efforts. On the other hand, organizations are allocating tremendous parts of their budgets to create advertisements which sometimes remain unnoticed or do not stimulate consumer purchase intentions. Therefore, a wide body of scientific re-search on advertising ef...
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Quality of pharmaceutical advertisements in medical journals: a systematic review.
Directory of Open Access Journals (Sweden)
Noordin Othman
2009-07-01
Full Text Available Journal advertising is one of the main sources of medicines information to doctors. Despite the availability of regulations and controls of drug promotion worldwide, information on medicines provided in journal advertising has been criticized in several studies for being of poor quality. However, no attempt has been made to systematically summarise this body of research. We designed this systematic review to assess all studies that have examined the quality of pharmaceutical advertisements for prescription products in medical and pharmacy journals.Studies were identified via searching electronic databases, web library, search engine and reviewing citations (1950 - February 2006. Only articles published in English and examined the quality of information included in pharmaceutical advertisements for prescription products in medical or pharmacy journals were included. For each eligible article, a researcher independently extracted the data on the study methodology and outcomes. The data were then reviewed by a second researcher. Any disagreements were resolved by consensus. The data were analysed descriptively. The final analysis included 24 articles. The studies reviewed advertisements from 26 countries. The number of journals surveyed in each study ranged from four to 24 journals. Several outcome measures were examined including references and claims provided in advertisements, availability of product information, adherence to codes or guidelines and presentation of risk results. The majority of studies employed a convenience-sampling method. Brand name, generic name and indications were usually provided. Journal articles were commonly cited to support pharmaceutical claims. Less than 67% of the claims were supported by a systematic review, a meta-analysis or a randomised control trial. Studies that assessed misleading claims had at least one advertisement with a misleading claim. Two studies found that less than 28% of claims were unambiguous
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Klein, Walter J.
For public relations professionals and would-be sponsors of films, this book provides guidelines for understanding the film medium and its potential as a persuasive force in industry, government, organizations, and religious orders. For filmmakers, it brings together practical information needed to survive in the sponsored-film industry and to…
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Crawford, Robert
2008-01-01
Sydney is Australia’s advertising capital and the relationship between the city and the advertising industry stretches back to the earliest years of European settlement. Advertising helped propel commercial activity in Sydney and the advertising industry has been no less active in shaping Sydney, illuminating the city’s skyline and streetscape, and influencing the lives of all Sydneysiders – from suburban consumers to esteemed artists. Moreover, advertising has promoted the city itself as a ...
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Tippett, Elizabeth C; Chen, Brian K
2015-12-01
Attorneys sponsor television advertisements that include repeated warnings about adverse drug events to solicit consumers for lawsuits against drug manufacturers. The relationship between such advertising, safety actions by the US Food and Drug Administration (FDA), and healthcare use is unknown. To investigate the relationship between attorney advertising, FDA actions, and prescription drug claims. The study examined total users per month and prescription rates for seven drugs with substantial attorney advertising volume and FDA or other safety interventions during 2009. Segmented regression analysis was used to detect pre-intervention trends, post-intervention level changes, and changes in post-intervention trends relative to the pre-intervention trends in the use of these seven drugs, using advertising volume, media hits, and the number of Medicare enrollees as covariates. Data for these variables were obtained from the Center for Medicare and Medicaid Services, Kantar Media, and LexisNexis. Several types of safety actions were associated with reductions in drug users and/or prescription rates, particularly for fentanyl, varenicline, and paroxetine. In most cases, attorney advertising volume rose in conjunction with major safety actions. Attorney advertising volume was positively correlated with prescription rates in five of seven drugs, likely because advertising volume began rising before safety actions, when prescription rates were still increasing. On the other hand, attorney advertising had mixed associations with the number of users per month. Regulatory and safety actions likely reduced the number of users and/or prescription rates for some drugs. Attorneys may have strategically chosen to begin advertising adverse drug events prior to major safety actions, but we found little evidence that attorney advertising reduced drug use. Further research is needed to better understand how consumers and physicians respond to attorney advertising.
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Google Advertising Tools Cashing in with AdSense and AdWords
Davis, Harold
2010-01-01
With this book, you'll learn how to take full advantage of Google AdWords and AdSense, the sophisticated online advertising tools used by thousands of large and small businesses. This new edition provides a substantially updated guide to advertising on the Web, including how it works in general, and how Google's advertising programs in particular help you make money. You'll find everything you need to work with AdWords, which lets you generate text ads to accompany specific search term results, and AdSense, which automatically delivers precisely targeted text and image ads to your website.
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Essays on Incentives and Measurement of Online Marketing Efforts
Berman, Ron
2014-01-01
This dissertation contains three essays that examine different aspects of online marketing activities, the ability of marketers to measure the effectiveness of such activities, and the design of experiments to aid in this measurement.Chapter 2 examines the impact of search engine optimization (SEO) on the competition between advertisers for organic and sponsored search results. The results show that a positive level of search engine optimization may improve the search engine's ranking quality...
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Advertising literacy and children’s susceptibility to advertising
Rozendaal, E.
2011-01-01
This dissertation covers two areas of research that expand our knowledge on children’s advertising literacy (i.e., advertising-related knowledge). The first part addresses the development of children’s advertising literacy into adult-like levels. The second part focuses on the role of advertising literacy in reducing children’s susceptibility to advertising effects. In doing so, this dissertation not only deepens the existing theoretical and empirical insights on children’s advertising litera...
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Wakefield, Melanie; Terry-McElrath, Yvonne; Emery, Sherry; Saffer, Henry; Chaloupka, Frank J; Szczypka, Glen; Flay, Brian; O'Malley, Patrick M; Johnston, Lloyd D
2006-12-01
To relate exposure to televised youth smoking prevention advertising to youths' smoking beliefs, intentions, and behaviors. We obtained commercial television ratings data from 75 US media markets to determine the average youth exposure to tobacco company youth-targeted and parent-targeted smoking prevention advertising. We merged these data with nationally representative school-based survey data (n = 103,172) gathered from 1999 to 2002. Multivariate regression models controlled for individual, geographic, and tobacco policy factors, and other televised antitobacco advertising. There was little relation between exposure to tobacco company-sponsored, youth-targeted advertising and youth smoking outcomes. Among youths in grades 10 and 12, during the 4 months leading up to survey administration, each additional viewing of a tobacco company parent-targeted advertisement was, on average, associated with lower perceived harm of smoking (odds ratio [OR]=0.93; confidence interval [CI]=0.88, 0.98), stronger approval of smoking (OR=1.11; CI=1.03,1.20), stronger intentions to smoke in the future (OR=1.12; CI=1.04,1.21), and greater likelihood of having smoked in the past 30 days (OR=1.12; CI=1.04,1.19). Exposure to tobacco company youth-targeted smoking prevention advertising generally had no beneficial outcomes for youths. Exposure to tobacco company parent-targeted advertising may have harmful effects on youth, especially among youths in grades 10 and 12.
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Directory of Open Access Journals (Sweden)
Léa ePasqualotti
2014-03-01
Full Text Available Most of studies about online advertisements have indicated that they have a negative impact on users’ cognitive processes, especially when they include colourful or animated banners and when they are close to the text to be read. In the present study we assessed the effects of two advertisements features - distance from the text and the animation - on visual strategies during a word-search task and a reading-for-comprehension task using Web-like pages. We hypothesised that the closer the advertisement was to the target text, the more cognitive processing difficulties it would cause. We also hypothesised that 1 animated banners would be more disruptive than static advertisements and 2 banners would have more effect on word-search performance than reading-for-comprehension performance. We used an automatic classifier to assess variations in use of Scanning and Reading visual strategies during task performance. The results showed that the effect of dynamic and static advertisements on visual strategies varies according to the task. Fixation duration indicated that the closest advertisements slowed down information processing but there was no difference between the intermediate (40 pixel and far (80 pixel distance conditions. Our findings suggest that advertisements have a negative impact on users’ performance mostly when a lots of cognitive resources are required as for reading-for-comprehension.
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Directing the public to evidence-based online content.
Cooper, Crystale Purvis; Gelb, Cynthia A; Vaughn, Alexandra N; Smuland, Jenny; Hughes, Alexandra G; Hawkins, Nikki A
2015-04-01
To direct online users searching for gynecologic cancer information to accurate content, the Centers for Disease Control and Prevention's (CDC) 'Inside Knowledge: Get the Facts About Gynecologic Cancer' campaign sponsored search engine advertisements in English and Spanish. From June 2012 to August 2013, advertisements appeared when US Google users entered search terms related to gynecologic cancer. Users who clicked on the advertisements were directed to relevant content on the CDC website. Compared with the 3 months before the initiative (March-May 2012), visits to the CDC web pages linked to the advertisements were 26 times higher after the initiative began (June-August 2012) (padvertisements were supplemented with promotion on television and additional websites (September 2012-August 2013) (padvertisements can direct users to evidence-based content at a highly teachable moment--when they are seeking relevant information. © The Author 2014. Published by Oxford University Press on behalf of the American Medical Informatics Association. All rights reserved. For Permissions, please email: journals.permissions@oup.com.
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Key provisions humanities research advertising and advertising exposure
A. A. Sogorin
2015-01-01
The basic directions of advertising studying as part of the research subject of separate social and humanitarian sciences. The definition of advertising is given. It’s considered as a holistic socioeconomic phenomenon, which consists of three basic components: advertising as a product, the final incarnation in the material and ideal forms of the customer’s ideas; advertising as an activity that is advertising as a profession; advertising as an integral part of the social space of the individ...
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[Advertising and Zeitgeist. The advertising of Schwabe Pharmaceuticals].
Hofmann, Cornelia; Riha, Ortrun
2015-01-01
This contribution explores the advertisements for homeopathic products in magazines in the first half of the twentieth century, focusing on the period between 1933 and 1945 and based on the example of the pharmaceutical company Dr Willmar Schwabe. In the first half of the twentieth century, Schwabe Pharmaceuticals was market leader for homeopathic and other complementary medical products (phytotherapy, biochemicals). The example chosen as well as the time frame complement the existing research. We searched three German publications (the homeopathy journal Leipziger Populäre Zeitschrift für Homöopathie, the medical weekly Münchner Medizinische Wochenschrift and the pharma magazine Pharmazeutische Zeitung) and collected target-group-specific results for laypersons, physicians and pharmacists. Analysis of the images and texts in the selected advertisements often reflected the historical background and the respective health policies (wartime requirements, times of need, "Neue Deutsche Heilkunde"). The history of this traditional company was seen as an important point in advertising, as were the recognisability of the brand through the company logo, the emphasis on the high quality of their products and the reference to the company's own research activities. We furthermore found the kind of argumentation that is typical of natural medicine (naturalness, the power of the sun, prominent representatives). Schwabe met the expectations of its clients, who were interested in complementary medicine, whilst pursuing an approach to homeopathy that was compatible with natural science, and it presented itself as a modern, scientifically oriented enterprise. The company did not lose credibility as a result, but increased its clientele by expanding to include the whole naturopathic market.
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DOE-EERC jointly sponsored research program
Energy Technology Data Exchange (ETDEWEB)
Hendrikson, J.G.; Sondreal, E.A.
1999-09-01
U.S. Department of Energy (DOE) Cooperative Agreement DE-FC21-93MC30098 funded through the Office of Fossil Energy and administered at the Federal Energy Technology Center (FETC) supported the performance of a Jointly Sponsored Research Program (JSRP) at the Energy and Environmental Research Center (EERC) with a minimum 50% nonfederal cost share to assist industry in commercializing and effectively applying efficient, nonpolluting energy technologies that can compete effectively in meeting market demands for clean fuels, chemical feedstocks, and electricity in the 21st century. The objective of the JSRP was to advance the deployment of advanced technologies for improving energy efficiency and environmental performance through jointly sponsored research on topics that would not be adequately addressed by the private sector alone. Examples of such topics include the barriers to hot-gas cleaning impeding the deployment of high-efficiency power systems and the search for practical means for sequestering CO{sub 2} generated by fossil fuel combustion. The selection of particular research projects was guided by a combination of DOE priorities and market needs, as provided by the requirement for joint venture funding approved both by DOE and the private sector sponsor. The research addressed many different energy resource and related environmental problems, with emphasis directed toward the EERC's historic lead mission in low-rank coals (LRCs), which represent approximately half of the U.S. coal resources in the conterminous states, much larger potential resources in Alaska, and a major part of the energy base in the former U.S.S.R., East Central Europe, and the Pacific Rim. The Base and JSRP agreements were tailored to the growing awareness of critical environmental issues, including water supply and quality, air toxics (e.g., mercury), fine respirable particulate matter (PM{sub 2.5}), and the goal of zero net CO{sub 2} emissions.
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Benefits and harms of direct to consumer advertising: a systematic review.
Gilbody, S; Wilson, P; Watt, I
2005-08-01
Direct to consumer advertising is increasingly used by the pharmaceutical industry, but its benefits and harms have yet to be summarised in a comprehensive and rigorous manner. A systematic review was conducted of robust evaluations of the impact (positive and negative) of direct to consumer advertising. A broad range of databases and data sources (including Cinahl, Embase, HMIC, HSRProj, Medline, PsycInfo, and the internet) were searched from inception to 2004. From 2853 citations only four reports were found that met the strict inclusion criteria and provided usable results. Direct to consumer advertising is associated with increased prescription of advertised products and there is substantial impact on patients' request for specific drugs and physicians' confidence in prescribing. No additional benefits in terms of health outcomes were demonstrated. Direct to consumer advertising is banned in most countries, and the research evidence tends to support the negative impact that is feared by those who support a legislative ban. Further research is needed into the clinical and economic impact of direct to consumer advertising in healthcare systems.
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Khalil Zadeh, Neda; Robertson, Kirsten; Green, James A
2017-12-06
The factors determining individuals' self-reported behavioural responses to direct to consumer advertising of prescription drugs were explored with an emphasis on 'at-risk' individuals' responses. Nationally representative cross-sectional survey. Community living adults in New Zealand. 2057 adults (51% women). Self-reported behavioural responses to drug advertising (asking a physician for a prescription, asking a physician for more information about an illness, searching the internet for more information regarding an illness and asking a pharmacist for more information about a drug). Multivariate logistic regressions determined whether participants' self-reported behavioural responses to drug advertising were predicted by attitudes towards advertising and drug advertising, judgements about safety and effectiveness of advertised drugs, self-reported health status, materialism, online search behaviour as well as demographic variables. Identifying as Indian and to a less extent Chinese, Māori and 'other' ethnicities were the strongest predictors of one or more self-reported responses (ORs 1.76-5.00, Ps advertising (ORs 1.34-1.61, all Psadvertising and may make uninformed decisions accordingly. The outcomes raise significant concerns relating to the ethicality of drug advertising and suggest a need for stricter guidelines to ensure that drug advertisements provided by pharmaceutical companies are ethical. © Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2017. All rights reserved. No commercial use is permitted unless otherwise expressly granted.
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Galbraith-Emami, S; Lobstein, T
2013-12-01
In response to increasing evidence that advertising of foods and beverages affects children's food choices and food intake, several national governments and many of the world's larger food and beverage manufacturers have acted to restrict the marketing of their products to children or to advertise only 'better for you' products or 'healthier dietary choices' to children. Independent assessment of the impact of these pledges has been difficult due to the different criteria being used in regulatory and self-regulatory regimes. In this paper, we undertook a systematic review to examine the data available on levels of exposure of children to the advertising of less healthy foods since the introduction of the statutory and voluntary codes. The results indicate a sharp division in the evidence, with scientific, peer-reviewed papers showing that high levels of such advertising of less healthy foods continue to be found in several different countries worldwide. In contrast, the evidence provided in industry-sponsored reports indicates a remarkably high adherence to voluntary codes. We conclude that adherence to voluntary codes may not sufficiently reduce the advertising of foods which undermine healthy diets, or reduce children's exposure to this advertising. © 2013 The Authors. obesity reviews © 2013 International Association for the Study of Obesity.
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Sponsorship investments: do they deliver brand awareness for all sponsors?
Directory of Open Access Journals (Sweden)
Mpolokeng Sephapo Catherine
2017-03-01
Full Text Available Sponsorship as a marketing communications tool is well adopted in South Africa across various areas such as sports and entertainment. Although world markets have experienced economic turmoil in the last few years, the sponsorship market may be considered to be thriving as companies use this marketing communication tool as a vehicle to create and maintain relationships. The purpose of this study was to explore which sponsors of the South African National Rugby team are sports consumers aware of as a result of the sponsorship. Literature states that awareness also influences the judgments about brands in the consideration set, even without any brand associations in the consumer’s mind. In low involvement decision; where consumers do not need to search extensively for information in order to make a decision; minimal brand awareness levels may be enough to convince the consumer to make their final choice. The study is exploratory in nature however provides a South African perspective on how effective the sponsorship of the Springbok is with regards to creating awareness of the sponsors among sports consumers. The study made use of a qualitative approach whereby primary data was collected by means of focus groups and naïve sketches. Data collected was analyzed by means of content analysis. The findings suggest that participants were predominantly aware of the key sponsors of the Springboks; these were sponsors who had their branding on the Springbok jersey worn during rugby matches. The factors that participants mentioned to contribute to their awareness of the sponsors were the branding on the Springbok playing jersey as well as television adverts along with other promotional tools. This study urges sponsors to not only rely on the sponsorship initiative to create awareness but rather leverage the sponsorship with tools that are relevant to their target audience. This study contributes to sponsorship literature relating to the effectiveness of
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Vogel, Ronald J; Ramachandran, Sulabha; Zachry, Woodie M
2003-01-01
The pharmaceutical industry employs a variety of marketing strategies that have previously been directed primarily toward physicians. However, mass media direct-to-consumer (DTC) advertising of prescription drugs has emerged as a ubiquitous promotional strategy. This article explores the economics of DTC advertising in greater depth than has been done in the past by using a 3-stage economic model to assess the pertinent literature and to show the probable effects of DTC advertising in the United States. Economics literature on the subject was searched using the Journal of Economic Literature. Health services literature was searched using computer callback devices. Spending on DTC advertising in the United States increased from $17 million in 1985 to $2.5 billion in 2000. Proponents of DTC advertising claim that it provides valuable product-related information to health care professionals and patients, may contribute to better use of medications, and helps patients take charge of their own health care. Opponents argue that DTC advertising provides misleading messages rather than well-balanced, evidence-based information. The literature is replete with opinions about the effects of prescription drug advertising on pharmaceutical drug prices and physician-prescribing patterns, but few studies have addressed the issues beyond opinion surveys. The economic literature on advertising effects in other markets, however, may provide insight. DTC advertising indirectly affects the price and the quantity of production of pharmaceuticals via its effect on changes in consumer demand.
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Key provisions humanities research advertising and advertising exposure
Directory of Open Access Journals (Sweden)
A. A. Sogorin
2015-05-01
Full Text Available The basic directions of advertising studying as part of the research subject of separate social and humanitarian sciences. The definition of advertising is given. It’s considered as a holistic socioeconomic phenomenon, which consists of three basic components: advertising as a product, the final incarnation in the material and ideal forms of the customer’s ideas; advertising as an activity that is advertising as a profession; advertising as an integral part of the social space of the individual. The boundaries of the social and humanitarian scientific field are defined. Accordingly, the study presents the main aspects of advertising in terms of art learning, sociology, cultural studies, history, psychology, political science, philosophy and linguistics. It is proved that the study of sociohumanitarian field is characterized with a permanent disciplinary interaction in the case study of advertising (the pairing of linguistics and psychology, political science and psychology, sociology and psychology. The chief strategies of advertising research within social and humanitarian fields include: a single basic approach strategy: the recognition of advertising as a twoway communication process; communication strategy: the rejection of research within the subject of a separate discipline, active interaction with the related sciences on the subject of the study; application of the principle of mutual academic enrichment; future strategy: focus on new technologies, methods, implementation of schemes of advertising in the social space, the attempts of futurological analysis. The article demonstrates the importance of interdisciplinary scientific cooperation in the study of advertising as a social phenomenon.
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Advertising literacy and children’s susceptibility to advertising
Rozendaal, E.
2011-01-01
This dissertation covers two areas of research that expand our knowledge on children’s advertising literacy (i.e., advertising-related knowledge). The first part addresses the development of children’s advertising literacy into adult-like levels. The second part focuses on the role of advertising
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The international space station: An opportunity for industry-sponsored global education
Shields, Cathleen E.
1999-01-01
The International Space Station provides an excellent opportunity for industry sponsorship of international space education. As a highly visible worldwide asset, the space station already commands our interest. It has captured the imagination of the world's researchers and connected the world's governments. Once operational, it can also be used to capture the dreams of the world's children and connect the world's industry through education. The space station's global heritage and ownership; its complex engineering, construction, and operation; its flexible research and technology demonstration capability; and its long duration make it the perfect educational platform. These things also make a space station education program attractive to industry. Such a program will give private industry the opportunity to sponsor space-related activities even though a particular industry may not have a research or technology-driven need for space utilization. Sponsors will benefit through public relations and goodwill, educational promotions and advertising, and the sale and marketing of related products. There is money to be made by supporting, fostering, and enabling education in space through the International Space Station. This paper will explore various ISS education program and sponsorship options and benefits, will examine early industry response to such an opportunity, and will make the case for moving forward with an ISS education program as a private sector initiative.
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Culture, Product Advertising, and Advertising Agency Operations ...
African Journals Online (AJOL)
Culture, Product Advertising, and Advertising Agency Operations. ... As a means of telling the market about a new product, advertising persuades and reminds the audience of their continuous support of the ... AJOL African Journals Online.
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Appropriate Targets for Search Advertising as Part of Online Gatekeeping for Suicide Prevention.
Sueki, Hajime; Ito, Jiro
2018-05-01
Gatekeeper training is an effective suicide prevention strategy. However, the appropriate targets of online gatekeeping have not yet been clarified. We examined the association between the outcomes of online gatekeeping using the Internet and the characteristics of consultation service users. An advertisement to encourage the use of e-mail-based psychological consultation services among viewers was placed on web pages that showed the results of searches using suicide-related keywords. All e-mails received between October 2014 and December 2015 were replied to as part of gatekeeping, and the obtained data (responses to an online questionnaire and the content of the received e-mails) were analyzed. A total of 154 consultation service users were analyzed, 35.7% of whom were male. The median age range was 20-29 years. Online gatekeeping was significantly more likely to be successful when such users faced financial/daily life or workplace problems, or revealed their names (including online names). By contrast, the activity was more likely to be unsuccessful when it was impossible to assess the problems faced by consultation service users. It may be possible to increase the success rate of online gatekeeping by targeting individuals facing financial/daily life or workplace problems with marked tendencies for self-disclosure.
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Jackler, Robert K; Ayoub, Noel F
2018-07-01
During the mid-20th century tobacco companies placed advertisements in medical journals to entice physicians to smoke their brand and, more importantly, to recommend it to their patients. They have been little studied, in part because advertising sections in medical journals are almost universally discarded before binding. This study aimed to define the themes and techniques used in doctor-targeted tobacco advertisements that appeared in American medical journals in the mid-20th century and determine the motivations and tactics of the tobacco industry in engaging the medical profession in this way. Doctor-targeted tobacco advertisements from JAMA and the New York State Medical Journal appearing between 1936 and 1953 were studied. These were obtained from the New York Academy of Medicine and the UCSF Truth database of tobacco industry documents. Content analysis of advertising slogans and imagery was conducted. Using internal tobacco industry documents, we examined the relationship between tobacco advertisers and medical journals. Among the 519 doctor-targeted advertisements, 13 brands were represented, with two (Philip Morris and Camel) accounting for 84%. Correspondence between tobacco advertisers and medical journal editors reveals the potent influence of revenue to the sponsoring society and personal compensation derived from consulting arrangements. Content analysis of the advertisements revealed much flattery of doctors and arguments professing the harmlessness of the company's brand. Analysis of doctor-targeted tobacco advertisements in American medical journals from 1936 to 1953 suggest that tobacco companies targeted physicians as a potential sales force to assuage the public's fear of health risks and to recruit them as allies against negative publicity. Tobacco companies also appeared to try, through the substantial advertising revenue passed by journals to their parent medical societies, to temper any possible opposition by organized medicine. © 2018
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Online Secondary Research in the Advertising Research Class: A Friendly Introduction to Computing.
Adler, Keith
In an effort to promote computer literacy among advertising students, an assignment was devised that required the use of online database search techniques to find secondary research materials. The search program, chosen for economical reasons, was "Classroom Instruction Program" offered by Dialog Information Services. Available for a…
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Strategic informative advertising in a tv-advertising duopoly
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...
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Marijuana advertising exposure among current marijuana users in the U.S.
Krauss, Melissa J; Sowles, Shaina J; Sehi, Auriann; Spitznagel, Edward L; Berg, Carla J; Bierut, Laura J; Cavazos-Rehg, Patricia A
2017-05-01
Little is known about marijuana advertising exposure among users in the U.S. We examined the prevalence of advertising exposure among young adult marijuana users through traditional and new media, and identified characteristics associated with seeking advertisements. We conducted a cross-sectional survey of 18-34 year-old past-month marijuana users in the U.S. using a pre-existing online panel (N=742). The survey queried about passively viewing and actively seeking marijuana advertisements in the past month, sources of advertisements, and marijuana use characteristics. Over half of participants were exposed to marijuana advertising in the past month (28% passively observed advertisements, 26% actively sought advertisements). Common sources for observing advertisements were digital media (i.e., social media, online, text/emails; 77%). Similarly, those actively seeking advertisements often used Internet search engines (65%) and social media (53%). Seeking advertisements was more common among those who used medically (41% medical only, 36% medical and recreational) than recreational users (18%), who used concentrates or edibles (44% and 43%) compared to those who did not (20% and 19%), and who used multiple times per day (33%) compared to those who did not (19%) (all padvertising among users is common, especially via digital media, and is associated with medical use, heavier use, and use of novel products with higher THC concentrations (i.e., concentrates) or longer intoxication duration (i.e., edibles). As the U.S. marijuana policy landscape changes, it will be important to examine potential causal associations between advertising exposure and continuation or frequency/quantity of use. Copyright © 2017 Elsevier B.V. All rights reserved.
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THE IMPACT OF ADVERTISEMENT ON ALCOHOL CONSUMPTION: A CASE STUDY OF CONSUMERS IN BANTAMA SUB-METRO
Directory of Open Access Journals (Sweden)
Frank Amoateng
2013-01-01
Full Text Available The general focus of the study was to investigate the impact of advertisement on alcoholic beverage consumption at Bantama Sub-Metro in Kumasi. Objectives were to analyse the nature of advertisement of alcoholic beverages, determine factors that influence the consumption of alcoholic beverages and to examine the influence of advertisement on the consumption of alcoholic beverages. A convenient sampling, which is a non-probability sampling, was used to select 220 respondents for the study. Instruments used to collect data were questionnaires. Regression analysis was used to establish the relationship between advertisement and alcohol consumption, which indicated a highly positive correlation. It was revealed that electronic medium was the biggest vehicle through which adverts of alcoholic beverages reach consumers. Again, consumers were more attracted to adverts that made bare the product functions or performances and musicians made the highest impact on consumption patterns of consumers among the celebrities used in adverts of alcoholic beverages among others. The alcohol brewing industries in order to assert themselves well and widen the scope of their products to their target consumers should endeavour to sponsor public events.
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Goldfarb, Avi; Tucker, Catherine Elizabeth
2011-01-01
This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher because data can be automatically tracked at an individual level, and it is relatively easy to show di...
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Competition in prescription drug markets: the roles of trademarks, advertising, and generic names.
Feldman, Roger; Lobo, Félix
2013-08-01
We take on two subjects of controversy among economists-advertising and trademarks-in the context of the market for generic drugs. We outline a model in which trademarks for drug names reduce search costs but increase product differentiation. In this particular framework, trademarks may not benefit consumers. In contrast, the generic names of drugs or "International Nonproprietary Names" (INN) have unquestionable benefits in both economic theory and empirical studies. We offer a second model where advertising of a brand-name drug creates recognition for the generic name. The monopoly patent-holder advertises less than in the absence of a competitive spillover.
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Are advertisements in dental journals supported by an appropriate evidence-base?
Chestnutt, Ivor G; Hardy, Robert
2013-09-01
Dental professionals are constantly exposed to advertisements in the dental literature. These promote products, either for use in the operatory or to recommend to patients. In an era of evidence-based practice, what references are provided to support claims made by the advertisers? This study aimed to determine if advertisements in four major dental journals, whose target audience is general dental practitioners, were supported by an appropriate evidence-base, readily accessible to readers. The 2010 printed volumes of the Australian Dental Journal, British Dental Journal, Dental Update and the Journal of the American Dental Association were hand searched to identify advertisements which made a claim of clinical benefit or superiority to competing products. Advertisements were categorized according to type of product being promoted and the availability, nature and number of any supporting references was recorded. Repeated advertisements were analyzed only once. A total of 390 advertisements were identified and 369 made a claim of benefit or superiority. When the 222 duplicates of the same advertisement were removed, 147 unique advertisements remained. Of these: 54 (37%) were advertisements related to dental devices for in-surgery use; 44 (30%) for dental materials, and 27 (18%) for dentifrices/medicaments. 113 (76.9%) advertisements offered no evidential support for claims made. Of the 34 advertisements that provided evidential support, only 20 provided a complete reference that could readily be sourced by an interested reader: 15 articles in refereed journals; 5 data on file; 3 in-house studies and combinations thereof. Four references were not accessible due to incomplete referencing. Two advertisements provided evidence that was not relevant to the product being advertised. The majority of advertisements in the dental literature do not provide an adequate evidence-base, readily available to readers, to support the claims being made. If evidence-based practice is
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[Inefficacy of self-regulation of alcohol advertisements: a systematic review of the literature].
Vendrame, Alan; Pinsky, Ilana
2011-06-01
The most recent scientific literature indicates that alcohol advertising influences behavior, particularly early and higher alcohol consumption by children and adolescents. From a public health perspective, alcohol advertising should be restricted. In many countries, as well as in Brazil, limits to alcohol advertising are established by industry self-regulation (e.g. controlled by the advertising community itself). We examined in this review all articles on the subject of industry self-regulation of alcohol advertising published in the international literature. A systematic literature review was conducted on articles investigating the effectiveness of self-regulation of alcohol advertisings. The search was conducted in Medline, SciELO, Camy and Google Scholar, between the years of 1991 and 2010. In addition, the "snowball" technique for the indication of the main authors on the subject was employed. From the articles found, 11 focused on the subject discussed here. The set of articles obtained indicates that industry self-regulation of alcohol advertising does not show evidence of efficacy. In other words, such a regulation does not prevent, for instance, alcohol advertising directed at children and adolescents. Further measures should be considered for the control and the broadcast of alcohol advertising, such as independent monitoring, legal control.
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Bláhová, Vladimíra
2006-01-01
Misleading advertising The topic of this rigorous thesis is "Misleading advertising". The theme of the thesis is current and attractive, because everybody comes across the advertising all the time and thus the advertisement influents each of our lives. One of the motives for writing this rigorous thesis was to mediate understanding of problems concerning with the misleading advertising and the unfair competition. The rigorous thesis is divided into six chapters. The first chapter deals with t...
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Cervi, Meredith M; Agurs-Collins, Tanya; Dwyer, Laura A; Thai, Chan L; Moser, Richard P; Nebeling, Linda C
2017-08-01
Obesity among adolescents in the United States has risen by 16% in the past 30 years. One important contributing factor may be the increased consumption of sugar sweetened beverages (SSBs), which is encouraged by advertisements for unhealthy foods and drinks that are targeted to adolescents. The purpose of this analysis was to determine the association between susceptibility to food and drink advertisements and sugar-sweetened beverage (SSB) consumption in non-Hispanic black (NHB) and non-Hispanic white (NHW) adolescents and to examine if BMI is associated with SSB consumption. Data were obtained from 765 NHB and NHW of ages 14-17 who were surveyed in the Family Life, Activity, Sun, Health, and Eating study sponsored by the National Cancer Institute. Two weighted adjusted logistic regression models were conducted. The first examined the associations of advertisement susceptibility, race, and BMI with SSB consumption. The second examined the associations of race and BMI with advertisement susceptibility. Adolescents with high advertisement susceptibility were more likely to consume at least one SSB daily (OR 1.73, 95% CI 1.21, 2.47). Additionally, non-Hispanic blacks were more likely to consume at least one SSB daily (OR 1.75, 95% CI 1.08, 2.85) and more likely to be highly susceptible to advertisements (OR 1.72, 95% CI 1.19, 2.48) than non-Hispanic whites. No significant associations were found between BMI and advertising susceptibility or BMI and daily SSB consumption. One approach to addressing the consumption of SSBs may be to reduce advertising that markets unhealthy food and beverages to adolescents and minorities.
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45 CFR 1226.12 - Sponsor employees.
2010-10-01
... 45 Public Welfare 4 2010-10-01 2010-10-01 false Sponsor employees. 1226.12 Section 1226.12 Public Welfare Regulations Relating to Public Welfare (Continued) CORPORATION FOR NATIONAL AND COMMUNITY SERVICE PROHIBITIONS ON ELECTORAL AND LOBBYING ACTIVITIES Sponsor Employee Activities § 1226.12 Sponsor employees...
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Industry self-regulation and TV advertising of foods to Australian children.
Smithers, Lisa G; Lynch, John W; Merlin, Tracy
2014-05-01
The aim of this study is to examine the amount of non-core (unhealthy) food advertising currently on Australian television (i) during children's programmes and viewing times; (ii) since the introduction of food industry self-regulatory initiatives in 2009; and (iii) whether advertising differs according to signatory status to industry initiatives. We systematically searched PubMed, Embase.com and JSTOR (media/marketing) databases; grey literature; and reference lists of relevant articles for studies published since 2009 that reported on food advertising on Australian television. The title and abstract of 316 articles were screened, yielding 25 articles considered potentially eligible, of which eight met the pre-defined selection criteria. Meta-analysis was not possible because of temporal and methodological differences across studies. The advertising of non-core foods was found to be negligible during programmes with a C-(children's) classification but ranged from 1.5 to 6.5/h during children's peak viewing times. From 2006 to 2011, non-core food advertising decreased by 0.18 advertisements per hour every year, whereas fast food advertising increased by 0.09/h; however, these analyses are based on one study with only five time points. During children's viewing times, signatories to industry initiatives advertise non-core foods at higher rates than non-signatories. Although it is not possible to determine whether advertising has changed since the industry initiatives were introduced, signatories to the initiatives continue to advertise non-core foods at times when many children watch television. Future efforts to reduce children's exposure to food advertising should be focused on advertising during children's peak viewing times rather than by programme classifications. © 2013 The Authors. Journal of Paediatrics and Child Health © 2013 Paediatrics and Child Health Division (Royal Australasian College of Physicians).
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TESTING CASC SCALE FOR MEASURING EMOTIONAL AND RATIONAL ADVERTISING AND MEDIA EFFECTS
Nevenka Podgornik; Andrej Kovacic
2013-01-01
Researching effects of media and advertising demands a search for a cost efficient, quick and verified method of testing the its emotional as well as rational effects on consumers. Thus a CASC (Communication Analytic and Syncretic Cognitions) scale was developed to meassure advertising effects and was selected for testing. In an extended research presented in this paper and based on 988 respondents evaluating 15 different ads we provided evidence that verify this scale on four different group...
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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
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Dinner, I.M.; van Heerde, H.J.; Neslin, S.A.
2014-01-01
The current marketing environment is characterized by a surge in multichannel shopping and increasing choice of advertising channels. This situation requires firms to understand how advertising in one channel (e.g., online) influences sales in another channel (e.g., offline). This article studies
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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.
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SPONSORING, BRAND VALUE AND SOCIAL MEDIA
Directory of Open Access Journals (Sweden)
Alexander Zauner
2012-10-01
Full Text Available The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.
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See, William A; Jacobson, Kenneth; Derus, Sue; Langenstroer, Peter
2014-11-01
Industry-sponsored websites for robotic surgery direct to surgeons listed as performing specific robotic surgical procedures. The purpose of this study was to compare average annual, surgeon-specific, case volumes for those procedures for which they were listed as performing on the commercial website with the volumes of all providers performing these same procedures across a defined geographic region. A list of providers within the state of Wisconsin cited as performing specific urologic procedures was obtained through the Intuitive Surgical website 〈http://www.davincisurgery.com/da-vinci-urology/〉. Surgeon-specific annual case volumes from 2009 to 2013 for these same cases were obtained for all Wisconsin providers through DataBay Resources (Warrendale, PA) based on International classification of diseases-9 codes. Procedural activity was rank ordered, and surgeons were placed in "volume deciles" derived from the total annual number of cases performed by all surgeons. The distribution of commercially listed surgeon volumes, both 5-year average and most recent year, was compared with the average and 2013 volumes of all surgeons performing a specific procedure. A total of 35 individual urologic surgeons listed as performing robotic surgery in Wisconsin were identified through a "search" using the Intuitive Surgical website. Specific procedure analysis returned 5, 12, 9, and 15 surgeon names for cystectomy, partial nephrectomy, radical nephrectomy, and prostatectomy, respectively. This compared with the total number of surgeons who had performed the listed procedure in Wisconsin at least 1 time during the prior 5 years of 123, 153, 242, and 165, respectively. When distributed by surgeon-volume deciles, surgeons listed on industry-sponsored sites varied widely in their respective volume decile. More than half of site-listed, procedure-specific surgeons fell below the fifth decile for surgeon volume. Data analysis based solely on 2013 case volumes had no effect on
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Murray, Rachael; Breton, Magdalena Opazo; Britton, John; Cranwell, Jo; Grant-Braham, Bruce
2018-04-25
Alcohol advertising is a key driver of alcohol consumption, and is prohibited in France by the Loi Evin. In 2016 the Danish brewer Carlsberg sponsored the UEFA Euro 2016 finals, held in France, and used the alibis 'Probably' and '…the best in the world' in place of Carlsberg in pitch-side advertising. We have quantified the advertising exposure achieved during the final seven games in the UEFA Euro 2016 championship. Appearances of the Carlsberg alibis 'Probably' and 'the best in the world' were counted and timed to the nearest second during all active play in live coverage of quarter final, semi-final and final matches broadcast in the UK. We used census data and viewing figures from Kantar Media to estimate gross and per capita impressions of these advertisements in the UK population. In 796 min, 29 s of active play there were 746 alibi appearances, totalling 68 min 35 s duration and representing 8.6% of active playing time. Appearances were particularly frequent at the end of normal time, extra time and penalties. The seven matches delivered up to 7.43 billion Carlsberg alibi impressions to UK adults and 163.3 million to children. In the only match involving a second country with laws prohibiting alcohol advertising (France versus Iceland), exposure occurred for only 1.8% of playing time. Alibi marketing achieved significant advertising coverage during the final seven EURO 2016 championship games, particularly to children. Since 'Probably' is registered by Carlsberg as a wordmark this advertising appears to contravene the Loi Evin, though Carlsberg have defended their marketing actions.
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Youth perceptions of alcohol advertising: are current advertising regulations working?
Aiken, Alexandra; Lam, Tina; Gilmore, William; Burns, Lucy; Chikritzhs, Tanya; Lenton, Simon; Lloyd, Belinda; Lubman, Dan; Ogeil, Rowan; Allsop, Steve
2018-06-01
We investigated young people's exposure to alcohol advertising, their intentions to consume and purchase alcohol products following the viewing of advertisements, and whether they perceived the actors in the advertisements as being under the age of 25 years. Face-to-face interviews were completed with 351 risky drinking 16-19-year-old Australians, with a sub-sample (n=68) responding to a range of alcohol advertisements in an in-depth interview. Participants were exposed to alcohol advertisements from an average of seven specific contexts in the past 12 months, with younger adolescents more likely to recall TV and outdoor billboards (n=351). Positive perception of advertisements was associated with increased intention to use and to purchase advertised products (n=68). A liqueur advertisement actor was perceived by 94% as being under 25 years-old, and almost 30% thought the advertisement was marketed at people younger than 18 years of age. Young people's perceptions of alcohol advertising are not necessarily in line with expert/industry assessment; products are sometimes marketed in a way that is highly appealing to young people. Greater appeal was associated with increased intention to consume and to purchase products. Implications for public health: These results indicate deficiencies in the effectiveness of current advertising codes in regard to protecting the health and wellbeing of adolescents. © 2018 The Authors.
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How Does Advertising Affect Market Performance? The Case of Generic Advertising
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 ...
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Advertising Bans and the Substitutability of Online and Offline Advertising
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...
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2017-01-01
Objectives The factors determining individuals’ self-reported behavioural responses to direct to consumer advertising of prescription drugs were explored with an emphasis on ‘at-risk’ individuals’ responses. Design Nationally representative cross-sectional survey. Setting Community living adults in New Zealand. Participants 2057 adults (51% women). Primary outcome measures Self-reported behavioural responses to drug advertising (asking a physician for a prescription, asking a physician for more information about an illness, searching the internet for more information regarding an illness and asking a pharmacist for more information about a drug). Methods Multivariate logistic regressions determined whether participants’ self-reported behavioural responses to drug advertising were predicted by attitudes towards advertising and drug advertising, judgements about safety and effectiveness of advertised drugs, self-reported health status, materialism, online search behaviour as well as demographic variables. Results Identifying as Indian and to a less extent Chinese, Māori and ‘other’ ethnicities were the strongest predictors of one or more self-reported responses (ORs 1.76–5.00, Psmaterialism (ORs 1.02–1.03, Ps<0.01) also predicted one or more self-reported responses. Conclusions Taken together, the findings suggest individuals, especially those who are ‘at-risk’ (ie, with poorer self-reported health status, older, less educated, lower income and ethnic minorities), may be more vulnerable to drug advertising and may make uninformed decisions accordingly. The outcomes raise significant concerns relating to the ethicality of drug advertising and suggest a need for stricter guidelines to ensure that drug advertisements provided by pharmaceutical companies are ethical. PMID:29217723
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Music in advertising and consumer identity: The search for Heideggerian authenticity
Abolhasani, Morteza; Oakes, Steve; Oakes, Helen
2017-01-01
This study discusses netnographic findings involving 472 YouTube postings categorized to identify themes regarding consumers’ experience of music in advertisements. Key themes relate to musical taste, musical indexicality, musical repetition and musical authenticity. Postings reveal how music conveys individual taste and is linked to personal memories and Heidegger’s coincidental time where moments of authenticity may be triggered in a melee of emotions, memories and projections. Identity pro...
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Impact of Humor Advertising in Radio and Print Advertising - A Review
S, venkatesh; N, senthilkumar
2015-01-01
The use of humour in advertising is the effective way of communication in any emotion to sell the products. Humor increase attention and attract more consumers so it became an effective advertising in any medium of advertising. Researchers and Advertisers more interested towards humor advertising more than century, but no review paper regarding impact of humor in radio and print advertising are published. Aim of this paper to get detailed review on impact of humor in radio and print advertisi...
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跨搜索引擎关键字竞价广告预算分配策略%On Optimal Budget Allocation for Keyword Auctions Across Search Engines
Institute of Scientific and Technical Information of China (English)
杨彦武; 王飞跃; 曾大军; 秦蕊; 李娟娟; 张杰
2011-01-01
广告预算分配是关键字竞价推广活动中必须解决的首要问题.合理的预算分配方案能够"自上而下"地优化推广活动,从而在激烈的竞争中占得先机.本文提出了一个针对关键字竞价推广整个生命周期的三层次跨搜索引擎预算分配框架,并分别从横向(跨搜索引擎)和纵向(时序)制定广告预算的分配与调整优化策略.进而,收集整理了实际关键字竞价推广活动的日志数据,设计了相应的关键字竞价预算分配实验场景,对文中提出的预算分配框架和相应模型进行实验评估和验证.结果表明,本文提出的预算分配框架和相应策略模型可以在很大程度上提高实际关键字竞价推广活动中预算分配效率,使广告主在同一固定预算的情况下获取更高的收益.%The budget allocation is one of the primary issues for advertisers when conducting Sponsored Search Auction (SSA)campaigns. A successful budget allocation strategy can improve the effectiveness of the SSA campaign management, thus helping the advertiser prevail in the fierce competition of online marketing. A multi-level framework is proposed in this paper for budget allocation in the context of SSA campaign management focusing on cross-market issues in the entire life-cycle of SSA campaigns. Based on this framework, a set of optimization strategies are designed from two points of views, namely across several search advertising markets and over time during the marketing campaign life cycle. Furthermore, logs are collected from real SSA campaigns to validate the proposed budget allocation framework and strategies. Experimental results show that the framework and identified strategies for budget allocation across search advertising markets can help advertisers improve advertising performance (e.g., volume of clicks) by 10％ or even more.
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Sergei Kovbasyuk; Marco Pagano
2014-01-01
Speculators often advertise arbitrage opportunities in order to persuade other investors and thus accelerate the correction of mispricing. We show that in order to minimize the risk and the cost of arbitrage an investor who identifies several mispriced assets optimally advertises only one of them, and overweights it in his portfolio; a risk-neutral arbitrageur invests only in this asset. The choice of the asset to be advertised depends not only on mispricing but also on its "advertisability" ...
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Alamuri, Lavanya
2009-01-01
The aim of this project was to get an understanding of how companies adopt mobile as an advertising medium. The literature review aided in framing a draft of the factors that affect mobile advertising adoption and possible forms of mobile advertising. Considering the scope of the thesis work, branding strategy, service costs, personalization and privacy and platform were considered to be the factors that could affect the mobile advertising adoption. A few possible forms on mobile device we...
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A content analysis of Camel Snus advertisements in print media.
Timberlake, David S; Pechmann, Cornelia; Tran, Sarah Y; Au, Vanessa
2011-06-01
Researchers have questioned whether the R.J. Reynolds Tobacco Company is marketing Camel Snus as a product for nontobacco users, smokeless-tobacco users, or cigarette smokers. The objective of this study was to examine advertisements of Camel Snus in print media to determine the most likely audience of intent. A content analysis was conducted among Camel Snus advertisements printed in newspaper and consumer magazines between July 2007 and August 2010. The advertisements (n = 83 distinct; N = 458 total) were identified from a comprehensive search of a proprietary database maintained by TNS Media Intelligence. Results indicated that all advertisements, published between July 2007 and September 2009, were intended to promote a tobacco product for cigarette smokers. A shift in marketing strategy occurred from October 2009 to the present time with publication of the "Break Free" magazine advertisements, characterized by an ambiguous message that could conceivably appeal to any group, including nontobacco users (e.g., adolescents), smokeless-tobacco users, and/or cigarette smokers. However, an examination of the consumer magazines advertising Camel Snus indicated a demographically diverse readership in terms of gender, age, and education, suggesting that the advertisements are less likely to be intended for smokeless-tobacco users. These findings validate other reports and editorials, suggesting that Camel Snus was being marketed as a product for smokers at the time of the product's national debut. The recent shift to the "Break Free" marketing campaign may reflect an attempt to enhance the image of the Camel brand in order to attract a broader spectrum of consumers.
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From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse
Directory of Open Access Journals (Sweden)
Eduardo Yalán-Dongo
2016-07-01
Full Text Available Advertising design is a discursive planning that does not only build an identity as brand value or graphic development, but also as Semiotics suggests, it produces a narrative level outlining the advertising story. The use of media, construction of characters, storytelling, organization of advertisement, are all expressions of this narrative level which in turn depends on a “context” or expression process from which they are built. This article aims to identify the different forms of narrative production in relation to three types of advertising discourse (Discourse Phase 1, Phase 2 and hyperadvertising as well as evaluate its contrasts and expressions within the advertising communication and consumer society.
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Mobile Advertising : A Case study of Mobile advertising Solutions
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...
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`Googling' Terrorists: Are Northern Irish Terrorists Visible on Internet Search Engines?
Reilly, P.
In this chapter, the analysis suggests that Northern Irish terrorists are not visible on Web search engines when net users employ conventional Internet search techniques. Editors of mass media organisations traditionally have had the ability to decide whether a terrorist atrocity is `newsworthy,' controlling the `oxygen' supply that sustains all forms of terrorism. This process, also known as `gatekeeping,' is often influenced by the norms of social responsibility, or alternatively, with regard to the interests of the advertisers and corporate sponsors that sustain mass media organisations. The analysis presented in this chapter suggests that Internet search engines can also be characterised as `gatekeepers,' albeit without the ability to shape the content of Websites before it reaches net users. Instead, Internet search engines give priority retrieval to certain Websites within their directory, pointing net users towards these Websites rather than others on the Internet. Net users are more likely to click on links to the more `visible' Websites on Internet search engine directories, these sites invariably being the highest `ranked' in response to a particular search query. A number of factors including the design of the Website and the number of links to external sites determine the `visibility' of a Website on Internet search engines. The study suggests that Northern Irish terrorists and their sympathisers are unlikely to achieve a greater degree of `visibility' online than they enjoy in the conventional mass media through the perpetration of atrocities. Although these groups may have a greater degree of freedom on the Internet to publicise their ideologies, they are still likely to be speaking to the converted or members of the press. Although it is easier to locate Northern Irish terrorist organisations on Internet search engines by linking in via ideology, ideological description searches, such as `Irish Republican' and `Ulster Loyalist,' are more likely to
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Reconsidering advertising literacy as a defense against advertising effects
Rozendaal, E.; Lapierre, M.A.; van Reijmersdal, E.A.; Buijzen, M.
2011-01-01
It is widely assumed that advertising literacy makes children less susceptible to advertising effects. However, empirical research does not provide convincing evidence for this view. In this article, we explain why advertising literacy as it is currently defined (i.e., conceptual knowledge of
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Institute of Scientific and Technical Information of China (English)
YAKOUBI Mohamed Lamine
2013-01-01
We will try to demonstrate, through the display of the various advertising creation strategies and their evolution, how the advertising communication passed from of a vision or a strategy focused on the product, to a vision focused on the brand. The first advertising strategy that was applied by advertising agencies is the＂Unique Selling Proposition＂;it focused only on the product advantages and its philosophy dominated the advertising world, throughout its various evolutions, till the nineties but this is without counting the introduction of the new advertising strategies that brought a more brand oriented philosophy to the ground.
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Advertisement without Ethical Principles?
Directory of Open Access Journals (Sweden)
Wojciech Słomski
2007-10-01
Full Text Available The article replies to the question, whether the advertisement can exist without ethical principles or ethics should be the basis of the advertisement. One can say that the ethical opinion of the advertisement does not depend on content and the form of advertising content exclusively, but also on recipients consciousness. The advertisement appeals to the emotions more than to the intellect, thus restricting the area of conscious and based on rational premises choice, so it is morally bad. It is not that the moral evil immanently underlines the advertisement, but it concerns the mechanisms which cause that the advertisement turns out to be effective. The only admissible form of the advertisement would be the reliable full information about the advantages and flaws of the concrete advertised product. The only admissible form of the advertisement would be the reliable full information about the advantages and defects of the concrete advertised product. The most serious difficulty connected with the ethical opinion of the advertisement is the fact that the advertisement is the indispensable link of the present economy, and everyone who accepts the free market and perceives the positives of the economic growth, should also accept the advertisement. The advertisement constitutes the element of the economic activity, so in consequence the responsibility first of all lies with enterprises for its far-reaching results.
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By Hook or by Crook: Exposing the Diverse Abuse Tactics of Technical Support Scammers
Srinivasan, Bharat; Kountouras, Athanasios; Miramirkhani, Najmeh; Alam, Monjur; Nikiforakis, Nick; Antonakakis, Manos; Ahamad, Mustaque
2017-01-01
Technical Support Scams (TSS), which combine online abuse with social engineering over the phone channel, have persisted despite several law enforcement actions. The tactics used by these scammers have evolved over time and they have targeted an ever increasing number of technology brands. Although recent research has provided insights into TSS, these scams have now evolved to exploit ubiquitously used online services such as search and sponsored advertisements served in response to search qu...
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Patsner, Bruce
2009-01-01
Advertising and promotion of Food and Drug Administration (FDA)-approved medical products has been one of the most controversial and bitterly litigated areas in food and drug law in the U.S. for more than a decade. Hundreds of newspaper articles and dozens of law review articles have been written on the subject of the risks and benefits of direct to consumer advertising (DTCA) of medical products, but until very recently virtually all of this literature and commentary has focused exclusively on prescription and over-the-counter drugs. Even when FDA has sponsored public hearings to address the issue of DTCA of all medical products, as it did in 2005, review of the content of the speakers' presentations reveals that almost all of the subject matter, nearly all of the data, and the majority of comments concerned DTCA of drugs. Not a single law review article has ever been devoted exclusively to the subject of advertising and promotion of medical devices to consumers--until now.
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Okumuş, Abdullah; Çetintürk, Naim; Çetin, Eyüp
2012-01-01
Firms are trying to reach consumers with different advertisement applications for purpose of to give information, remind and convince customers. Traditional advertisement and advertorial which aim to increase reliability and convince of people found themselves with different publishing channels. This research examines the dimensions of two different types of advertisement and the differences between them. Both for exploring active elements and essentials of marketing and an advertising; impor...
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The Effect of Sexual Appeal Advertising to Advertising Effectiveness in Manado
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...
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Team sponsors in community-based health leadership programs.
Patterson, Tracy Enright; Dinkin, Donna R; Champion, Heather
2017-05-02
Purpose The purpose of this article is to share the lessons learned about the role of team sponsors in action-learning teams as part of community-based health leadership development programs. Design/methodology/approach This case study uses program survey results from fellow participants, action learning coaches and team sponsors to understand the value of sponsors to the teams, the roles they most often filled and the challenges they faced as team sponsors. Findings The extent to which the sponsors were perceived as having contributed to the work of the action learning teams varied greatly from team to team. Most sponsors agreed that they were well informed about their role. The roles sponsors most frequently played were to provide the teams with input and support, serve as a liaison to the community and serve as a sounding board, motivator and cheerleader. The most common challenges or barriers team sponsors faced in this role were keeping engaged in the process, adjusting to the role and feeling disconnected from the program. Practical implications This work provides insights for program developers and community foundations who are interested in building the capacity for health leadership by linking community sponsors with emerging leaders engaged in an action learning experience. Originality/value This work begins to fill a gap in the literature. The role of team sponsors has been studied for single organization work teams but there is a void of understanding about the role of sponsors with multi-organizational teams working to improve health while also learning about leadership.
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Advertising and Innovation: A New Course and Direction for Advertising Education.
Sweeney, John M.
At a time when few copywriting jobs are available for new graduates, enrollments in advertising are exploding. An advertising educator set out to change students' perceptions that in advertising only copywriting requires imagination by developing a course called "Advertising and Innovation" which was designed to force students to use…
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Alcohol advertising and youth.
Saffer, Henry
2002-03-01
The question addressed in this review is whether aggregate alcohol advertising increases alcohol consumption among college students. Both the level of alcohol-related problems on college campuses and the level of alcohol advertising are high. Some researchers have concluded that the cultural myths and symbols used in alcohol advertisements have powerful meanings for college students and affect intentions to drink. There is, however, very little empirical evidence that alcohol advertising has any effect on actual alcohol consumption. The methods used in this review include a theoretical framework for evaluating the effects of advertising. This theory suggests that the marginal effect of advertising diminishes at high levels of advertising. Many prior empirical studies measured the effect of advertising at high levels of advertising and found no effect. Those studies that measure advertising at lower, more disaggregated levels have found an effect on consumption. The results of this review suggest that advertising does increase consumption. However, advertising cannot be reduced with limited bans, which are likely to result in substitution to other available media. Comprehensive bans on all forms of advertising and promotion can eliminate options for substitution and be potentially more effective in reducing consumption. In addition, there is an increasing body of literature that suggests that alcohol counteradvertising is effective in reducing the alcohol consumption of teenagers and young adults. These findings indicate that increased counteradvertising, rather than new advertising bans, appears to be the better choice for public policy. It is doubtful that the comprehensive advertising bans required to reduce advertising would ever receive much public support. New limited bans on alcohol advertising might also result in less alcohol counteradvertising. An important topic for future research is to identify the counteradvertising themes that are most effective with
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A paradigm shift in advertising and its meaning for advertising-supported media
Pérez-Latre, F.J. (Francisco Javier)
2007-01-01
The changing role of advertising is altering the behavior of advertisers with significant implications for advertising-supported media. Advertisers are struggling to understand changes in audience media usage and to changes in attention paid to commercial messages. In order to maintain relevance, media firms need to lead the way in helping advertising understand and adjust to the changes.
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Directory of Open Access Journals (Sweden)
Constantin SASU
2015-04-01
Full Text Available Advertising is often critiqued for not respecting rules of ethics both in the process of advertisement design and in the way it influences society. The main concern of advertisers as representatives of companies that seek profit making is to increase sales, win new clients, increase the demand for the product they want to be presented in as nice and colorful advertisement as possible. They pretend that their product is the best, has unique qualities, better than their competitor´s, it has a better cost and brings much more benefits. That is the reason why the great challenge in advertising is to create sales efficient and at the same time moral and true advertising messages.
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When advertising turns "cheeky"!
Burkitt, Jennifer A; Saucier, Deborah M; Thomas, Nicole A; Ehresman, Crystal
2006-05-01
Portraits typically exhibit leftward posing biases, with people showing more of their left cheek than their right. The current study investigated posing biases in print advertising to determine whether the product advertised affects the posing bias. As the posing bias may be decreasing over time, we also investigated changes in posing biases over a span of more than 100 years. The current investigation coded 2664 advertisements from two time periods; advertisements were coded for target group of advertisement (men, women, both) and posing bias (rightward, leftward, or central). Unlike other studies that typically observe a leftward posing bias, print advertisements exhibit a rightward posing bias, regardless of time-frame. Thus, print advertisements differ greatly from portraits, which may relate to the purpose of advertisements and the role of attractiveness in advertising.
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Hospital Advertising, Competition, and HCAHPS: Does It Pay to Advertise?
Huppertz, John W; Bowman, R Alan; Bizer, George Y; Sidhu, Mandeep S; McVeigh, Colleen
2017-08-01
To test whether hospital advertising expenditures predict HCAHPS global ratings. We examined media advertising expenditures by 2,142 acute care hospitals in 209 markets in the United States. Data on hospital characteristics, location, and revenue came from CMS reports; system ownership was obtained from the American Hospital Association. Advertising data came from Kantar Media. HCAHPS data were obtained from HospitalCompare. Regression models examined whether hospitals' advertising spending predicts HCAHPS global measures and whether market concentration moderated this association. Hospital advertising spending was calculated by adding each individual hospital's expenditures to the amount spent by its parent health system, proportionally allocated by hospital revenue. Health system market share was used to estimate market concentration. These data were compared to hospitals' HCAHPS measures. In competitive markets (HHI below 1,000), hospital advertising predicted HCAHPS global measures. A 1-percent increase in advertising was associated with a 1.173-percent increase in patients rating the hospital a "9" or "10" on the HCAHPS survey and a 1.540-percent increase in patients who "definitely" would recommend the hospital. In concentrated markets, this association was not significant. In competitive markets, hospitals that spend more on advertising earn higher HCAHPS ratings on global measures. © Health Research and Educational Trust.
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Employer-sponsored pension plans
Directory of Open Access Journals (Sweden)
Rakonjac-Antić Tatjana N.
2004-01-01
Full Text Available Apart from pension plans within social insurance, in developed pension systems there are also available to individuals schemes which may to a large extent ensure a significant part of their total pension. Among them are the following: employer-sponsored pension plans or individual pension plans. The most widely used employer-sponsored pension plan in the USA is 401(k, in which both the employer and the employee contribute to the financing of the pension. These contributions as well as the return to their investment have a preferential tax treatment, i.e. do not enter a tax base. The funds are taxed only when drawn from the account in the form of a pension. This paper aims to present the functioning of 401(k pension plan as the most widely used employer sponsored pension plan in the USA, which is likely, in a modified form, to have an important place within our future reformed pension insurance system.
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Using Digital Media Advertising in Early Psychosis Intervention.
Birnbaum, Michael L; Garrett, Chantel; Baumel, Amit; Scovel, Maria; Rizvi, Asra F; Muscat, Whitney; Kane, John M
2017-11-01
Identifying and engaging youth with early-stage psychotic disorders in order to facilitate timely treatment initiation remains a major public health challenge. Although advertisers routinely use the Internet to directly target consumers, limited efforts have focused on applying available technology to proactively encourage help-seeking in the mental health community. This study explores how one might take advantage of Google AdWords in order to reach prospective patients with early psychosis. A landing page was developed with the primary goal of encouraging help-seeking individuals in New York City to contact their local early psychosis intervention clinic. In order to provide the best opportunity to reach the intended audience, Google AdWords was utilized to link more than 2,000 selected search terms to strategically placed landing page advertisements. The campaign ran for 14 weeks between April 11 and July 18, 2016 and had a total budget of $1,427. The ads appeared 191,313 times and were clicked on 4,350 times, at a per-click cost of $.33. Many users took additional help-seeking steps, including obtaining psychosis-specific information/education (44%), completing a psychosis self-screener (15%), and contacting the local early treatment program (1%). Digital ads appear to be a reasonable and cost-effective method to reach individuals who are searching for behavioral health information online. More research is needed to better understand the many complex steps between online search inquiries and making first clinical contact.
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Political-electoral advertising: a discourse in search of legitimacy
Directory of Open Access Journals (Sweden)
Zilda Gaspar Oliveira Aquino
2012-12-01
Full Text Available This study aims to examine political discourse in order to describe the specific elements of electoral advertising and to detect the discursive strategies used to refer to the construction of presidential candidate’s image, Dilma Roussef. For this purpose, we analyzed segments of the first program of the candidate’s electoral campaign, broadcast on television in 2010, by national network in the Election Schedule. Theorical discussion is made from works on political discourse, as noted in Charaudeau (2008, van Dijk (2008, Aquino (1997, among others. Analysis showed that there was concern in presenting the candidate, little known by part of electorate, through linguistic-discursive resources, used as arguments involving reason and emotion, in a process which goal was to legitimate Dilma, in order to win the election, as it was the case.
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Advertising Theory and Practice.
Sandage, C. H.; Fryburger, Vernon
The social and economic functions of advertising, its role in business, how it works, and how it is planned and created are the subject of this textbook. Sections include basic values and functions, background for planning advertising strategy, the advertising message, advertising media, testing advertising effectiveness, and the advertising…
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Directory of Open Access Journals (Sweden)
Andrea Muškinja
2013-06-01
Full Text Available Disguised advertising is a modern marketing instrument that is seeing an increase in Croatian business practice but whose application is prohibited by Croatian law. Therefore, the purpose of this study is to understand whether Croatian businesses really do use disguised advertising, how they do it either in accordance or in contradiction with Croatian law, and whether there is a need to distinguish among several similar but different manifestations and to terminologically determine each one of these. For the purpose of this study, we explored the theoretical, legal and ethnographic conceptualizations of the term disguised advertising in the scientific literature, Croatian legislation and applied communication in business practice. The results of our research show that: a marketing literature uses various terms for describing brand usage in program content, among which disguised advertising (prikriveno oglašavanje dominates, whereas product placement (plasman proizvoda is not mentioned once; b the law distinguishes between disguised advertising that is prohibited and product placement, as a practise allowed under certain conditions and the one that is by definition identical with disguised advertising in the manner defined by marketing literature; c business entities in their communication make a distinction between disguised advertising and product placement, and they are trying to move product placement away from disguised advertising by being mentioned as sponsors/partners of the program. The analysis also indicates three different situations in which brands are used in the program content: contracted and correctly indicated brand usage; contracted but not indicated; and not-contracted brand usage. Only the first situation is considered to be a recommended marketing tool; therefore, it is necessary to differentiate it from the other two by its definition and name. It is suggested that this marketing tool be named: brand placement in both
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Modeling Newspaper Advertising
Harper, Joseph; And Others
1978-01-01
Presents a mathematical model for simulating a newspaper financial system. Includes the effects of advertising and circulation for predicting advertising linage as a function of population, income, and advertising rate. (RL)
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Rhetorical Analysis of Fast-Growth Businesses' Job Advertisements: Implications for Job Search
Engstrom, Craig L.; Petre, James T.; Petre, Elizabeth A.
2017-01-01
This article presents findings from a rhetorical analysis of job advertisements posted by the fastest growing companies in the United States (Inc. 5000 rankings). The analysis suggests that companies rely on standard rhetorical figures and share similar rhetorical visions of novelty that likely effect their organizational culture, paradoxically…
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Leftward lighting in advertisements increases advertisement ratings and purchase intention.
Hutchison, Jennifer; Thomas, Nicole A; Elias, Lorin
2011-07-01
It has been reliably shown that light is assumed to come from above. There is also some suggestion that light from the left might be preferred. Leftward lighting biases have been observed across various mediums such as paintings, portraits, photographs, and advertisements. As advertisements are used to persuade the public to purchase products, it was of interest to better understand whether leftward lighting would influence future intention to purchase. Participants gave preference ratings for pairs of advertisements with opposing lighting directions. Attitude towards the advertisement and the brand as well as future purchase intention was then rated. Overall, participants indicated that they preferred advertisements with leftward lighting and were more likely to purchase these products in the future than when the same products were lit from the right. Findings are consistent with previously observed leftward lighting biases and suggest that advertisements with a leftward lighting bias might be more effective.
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Healthy Weight and Lifestyle Advertisements: An Assessment of Their Persuasive Potential
Dixon, Helen; Scully, Maree; Cotter, Trish; Maloney, Sarah; Wakefield, Melanie
2015-01-01
This study aimed to identify and analyse the content of previously produced and aired adult-targeted public health advertisements (ads) addressing weight, nutrition or physical activity internationally. Ads were identified via keyword searches of Google, YouTube and websites of relevant government agencies and health organizations, and were…
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Redefining "child-directed advertising" to reduce unhealthy television food advertising.
Harris, Jennifer L; Sarda, Vishnudas; Schwartz, Marlene B; Brownell, Kelly D
2013-04-01
Food and beverage companies have pledged to reduce unhealthy marketing to children through the Children's Food and Beverage Advertising Initiative (CFBAI). However, public health experts question the initiative's effectiveness because pledges apply to only some types of marketing. For instance, the CFBAI covers only TV advertising that is "child-directed," defined as advertising during programs for which children make up 35% or more of the viewing audience. To quantify the proportion of food and beverage TV advertisements (ads) viewed by children that is covered by current CFBAI pledges and examine the potential impact of broader definitions of child-directed advertising. Nielsen data were used to quantify percentages of children (aged 2-11 years) in the audience (i.e., child-audience share), as well as absolute numbers of child viewers, for all national TV programs in 2009. Nielsen advertising data provided the number of food and beverage ads viewed by preschoolers (aged 2-5 years); older children (aged 6-11 years); and adults (aged 18-49 years) during programs with various child-audience compositions. Data were collected in 2010 and analyzed in 2011. Just 45%-48% of food ads viewed by children met current CFBAI definitions of child-directed advertising. Expanding this definition to include advertising during programs with a child-audience share of 20% or higher and/or 100,000 or more child viewers would cover 70%-71% of food advertising seen by children but just one third of ads seen by adults. Children viewed an estimated 35% fewer food ads during TV programs with a high child-audience share (≥50%) in 2009 compared with 2004. However, ensuring that nutrition standards apply to the majority of food ads viewed by children requires broader definitions of child-directed advertising. Copyright © 2013 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.
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Impact of tobacco advertising and promotion on increasing adolescent smoking behaviours.
Lovato, Chris; Watts, Allison; Stead, Lindsay F
2011-10-05
The tobacco industry denies that their marketing is targeted at young nonsmokers, but it seems more probable that tobacco advertising and promotion influences the attitudes of nonsmoking adolescents, and makes them more likely to try smoking. To assess the effects of tobacco advertising and promotion on nonsmoking adolescents' future smoking behaviour. We searched the Cochrane Tobacco Group specialized register, the Cochrane Central Register of Controlled Trials, MEDLINE, the Cochrane Library, Sociological Abstracts, PsycLIT, ERIC, WorldCat, Dissertation Abstracts, ABI Inform and Current Contents to August 2011. We selected longitudinal studies that assessed individuals' smoking behaviour and exposure to advertising, receptivity or attitudes to tobacco advertising, or brand awareness at baseline, and assessed smoking behaviour at follow ups. Participants were adolescents aged 18 or younger who were not regular smokers at baseline. Studies were prescreened for relevance by one reviewer. Two reviewers independently assessed relevant studies for inclusion. Data were extracted by one reviewer and checked by a second. Nineteen longitudinal studies that followed up a total of over 29,000 baseline nonsmokers met inclusion criteria. The studies measured exposure or receptivity to advertising and promotion in a variety of ways, including having a favourite advertisement or an index of receptivity based on awareness of advertising and ownership of a promotional item. One study measured the number of tobacco advertisements in magazines read by participants. All studies assessed smoking behaviour change in participants who reported not smoking at baseline. In 18 of the 19 studies the nonsmoking adolescents who were more aware of tobacco advertising or receptive to it, were more likely to have experimented with cigarettes or become smokers at follow up. There was variation in the strength of association, and the degree to which potential confounders were controlled for
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Point-of-sale tobacco advertising in Beirut, Lebanon following a national advertising ban.
Salloum, Ramzi G; Nakkash, Rima T; Myers, Allison E; Wood, Kathryn A; Ribisl, Kurt M
2013-06-03
The objective of this study was to conduct an audit of point-of-sale (POS) tobacco advertising and assess compliance with an advertising ban in a large district of Beirut, Lebanon. The audit was conducted 3 months following the ban on tobacco advertising. Trained students observed all tobacco retail outlets (n = 100) and entered data into a web-based form using iPad(®) technology. Presence of tobacco advertisements was assessed to determine compliance with the national advertising ban. Among the 100 tobacco retail outlets, 62% had tobacco advertisements, including 7% with a tobacco brand logo as part of the main exterior store sign. POS tobacco advertising is widespread in Beirut despite the national advertising ban. These findings point to an urgent need for the enforcement of the advertisement ban with tobacco retail outlets in Lebanon.
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Directory of Open Access Journals (Sweden)
Alina Irina GHIRVU
2013-12-01
Full Text Available This paper proposes a model of advertising competition based on the Cournot oligopoly model using a dynamic system, the equilibrium points of which can be determined analytically. We consider several cases for explaining the way in which firms will adapt their own advertising volume, depending on the number and the advertising volume of their competitors, in the context of an online video game used for advertising purposes. The dynamic setup is given by online Internet connection that allows interaction and communication and the high level of technology that permits nowadays real-time advertising insertions.
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Newspaper vs. online advertising: Is there a niche for newspapers in modern advertising markets?
Lindstädt, Nadine; Budzinski, Oliver
2011-01-01
Newspapers have experienced declining circulation figures and declining advertising revenues for several years. In particular, declining advertising figures put a threat on newspapers – this is especially severe in the US where 73% of their revenues are generated through advertising. On the advertising side many companies have expanded their advertising expenditure towards online. Consequently, there are concerns about online advertising substituting newspaper advertising – in the same way as...
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Advertising Through Social Media : Advertising plan for a hotel
Verbrugghe, Yann
2013-01-01
This thesis was written in order to develop advertising for the manor hotel Karolineburg, located in Kajaani, Finland, by using a social network as advertising media. This work also had for goal to show the possibility of social advertising and the benefits it can bring along. According to the situation of the company, findings and results revealed positive aspects of the work done.
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The Development of Hierarchy of Effects Model in Advertising
Directory of Open Access Journals (Sweden)
Bambang Sukma Wijaya
2012-04-01
Full Text Available This paper aims to review the hierarchy of effects models in advertising, especially the well-known model, AIDA (Attention, Interest, Desire, and Action. Since its introduction by Lewis (1900 and generally attributed in the marketing and advertising literature by Strong (1925, the concept of AIDA’s hierarchy of effects model has been used by many researchers, both academicians and practitioners. The model is used to measure the effect of an advertisement. However, the development of information technology has radically changed the way of how people communicate and socialize; as well as a paradigm shift from product-oriented marketing to consumer-oriented marketing or people-oriented marketing. Therefore, the variables in the hierarchy of effects model needs to be updated in respond to the latest developments in the notice of public power as consumer audience. Based on deep literature review and reflective method, this paper introduces a new developed concept of hierarchy of effects model that was adopted from AIDA’s hierarchy of effects model, namely: AISDALSLove (At-tention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate.
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Kruikemeier, Sanne; Sezgin, Minem; Boerman, Sophie C
2016-06-01
This study examines the relationship between exposure to political personalized ads on Facebook and voters' responses toward those ads and studies the mediating role of the use of persuasion knowledge in this relationship. Results from an online experiment (N = 122) demonstrate that exposure to a personalized ad from a political party activates persuasion knowledge, which in turn leads to lower intentions to engage in electronic word of mouth, but only for those participants who recall seeing the Sponsored label. We found no effects on source trustworthiness. Adding a text explaining the practice of personalized advertising did not lead to higher levels of persuasion knowledge and did not change the responses toward the message.
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Directory of Open Access Journals (Sweden)
Anamarija Gjuran-Coha
2009-01-01
Full Text Available Advertising has reached new dimensions in incorporating and exploiting patterns of message transmission on certain products and services offered to the market. Therefore, advertising has become the subject of an important multidisciplinary approach, scientific analysis and research. Multiplying the cognition from different domains of human activity along with technical and scientific innovations, the advertisment has become one of the most intense communication codes which are realized in a constant interaction between an individual and the world. In order to be present in consumer's consciousness and subconsciousness, advertising simoulaneously uses our ethical, moral, mental, social communication and other cognition. The word and the language, as important media used in advertising, play an important role. The aim of this study is to analyze the linguistic code of an advertisment and language strategies of advertisers. The objective of linguistic analysis of advertisments is to confirm that the advertisment is a part of multimedial discourse which is not realized its linguistic code, but all other paralinguistic elements are present. The analysis will be carried out on a corpus consisting of advertisments published in daily newspapers from 2000-2002. The linguistic features will be analyzed as well as the relation of linguistic code with other paralinguistic codes used in advertising.
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Hybrid keyword search auctions
Goel, Ashish
2009-01-01
Search auctions have become a dominant source of revenue generation on the Internet. Such auctions have typically used per-click bidding and pricing. We propose the use of hybrid auctions where an advertiser can make a per-impression as well as a per-click bid, and the auctioneer then chooses one of the two as the pricing mechanism. We assume that the advertiser and the auctioneer both have separate beliefs (called priors) on the click-probability of an advertisement. We first prove that the hybrid auction is truthful, assuming that the advertisers are risk-neutral. We then show that this auction is superior to the existing per-click auction in multiple ways: 1. We show that risk-seeking advertisers will choose only a per-impression bid whereas risk-averse advertisers will choose only a per-click bid, and argue that both kind of advertisers arise naturally. Hence, the ability to bid in a hybrid fashion is important to account for the risk characteristics of the advertisers. 2. For obscure keywords, the auctioneer is unlikely to have a very sharp prior on the click-probabilities. In such situations, we show that having the extra information from the advertisers in the form of a per-impression bid can result in significantly higher revenue. 3. An advertiser who believes that its click-probability is much higher than the auctioneer\\'s estimate can use per-impression bids to correct the auctioneer\\'s prior without incurring any extra cost. 4. The hybrid auction can allow the advertiser and auctioneer to implement complex dynamic programming strategies to deal with the uncertainty in the click-probability using the same basic auction. The per-click and per-impression bidding schemes can only be used to implement two extreme cases of these strategies. As Internet commerce matures, we need more sophisticated pricing models to exploit all the information held by each of the participants. We believe that hybrid auctions could be an important step in this direction. The
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Hybrid keyword search auctions
Goel, Ashish; Munagala, Kamesh
2009-01-01
Search auctions have become a dominant source of revenue generation on the Internet. Such auctions have typically used per-click bidding and pricing. We propose the use of hybrid auctions where an advertiser can make a per-impression as well as a per-click bid, and the auctioneer then chooses one of the two as the pricing mechanism. We assume that the advertiser and the auctioneer both have separate beliefs (called priors) on the click-probability of an advertisement. We first prove that the hybrid auction is truthful, assuming that the advertisers are risk-neutral. We then show that this auction is superior to the existing per-click auction in multiple ways: 1. We show that risk-seeking advertisers will choose only a per-impression bid whereas risk-averse advertisers will choose only a per-click bid, and argue that both kind of advertisers arise naturally. Hence, the ability to bid in a hybrid fashion is important to account for the risk characteristics of the advertisers. 2. For obscure keywords, the auctioneer is unlikely to have a very sharp prior on the click-probabilities. In such situations, we show that having the extra information from the advertisers in the form of a per-impression bid can result in significantly higher revenue. 3. An advertiser who believes that its click-probability is much higher than the auctioneer's estimate can use per-impression bids to correct the auctioneer's prior without incurring any extra cost. 4. The hybrid auction can allow the advertiser and auctioneer to implement complex dynamic programming strategies to deal with the uncertainty in the click-probability using the same basic auction. The per-click and per-impression bidding schemes can only be used to implement two extreme cases of these strategies. As Internet commerce matures, we need more sophisticated pricing models to exploit all the information held by each of the participants. We believe that hybrid auctions could be an important step in this direction. The hybrid
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Paradigma Baru Sponsor sebagai Mitra Penyelenggaraan Event
Directory of Open Access Journals (Sweden)
Lidia Evelina
2011-10-01
Full Text Available The goals of this article is to know why sponsorship only to be viewed as sources of funding to implement the public relation events or marketing communication events. Method used in this article is qualitative method research to be based on observation, library study and content analysis. The result of this research seems that change happened in role of sponsorship from only fund source to become a partner of cooperation (mutual symbiotism between sponsor and event organizer. This article exploring the change of sponsorship concept from only looking for sponsor as an activity of fund mobilitation to become a partnership cooperation between event organizer and sponsor company. The mean of sponsor itself beside the fund supporter, they are also a side who takes mutual benefit from the cooperation. Conclusion, any close relationship (mutual benefit between two sides who take cooperation in event implementation (sponsor and event organiser.
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Applying Russian Search Engines to market Finnish Corporates
Pankratovs, Vladimirs
2013-01-01
The goal of this thesis work is to provide basic knowledge of Russia-based Search Engines marketing capabilities. After reading this material, the user is able to diverge different kinds of Search Engine Marketing tools and can perform advertising campaigns. This study includes information about the majority of tools available to the user and provides up to date screenshots of Russian Search engines front-end, which can be useful in further work. Study discusses the main principles and ba...
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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...
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TESTING CASC SCALE FOR MEASURING EMOTIONAL AND RATIONAL ADVERTISING AND MEDIA EFFECTS
Directory of Open Access Journals (Sweden)
Nevenka Podgornik
2013-05-01
Full Text Available Researching effects of media and advertising demands a search for a cost efficient, quick and verified method of testing the its emotional as well as rational effects on consumers. Thus a CASC (Communication Analytic and Syncretic Cognitions scale was developed to meassure advertising effects and was selected for testing. In an extended research presented in this paper and based on 988 respondents evaluating 15 different ads we provided evidence that verify this scale on four different groups of ad motives. In addition we have tested individual ads and their complience with the suggested motives based on the theory and the four separate components (rational component, primary emotions, pro-social emotions and individualistic emotions. The findings confirm that CASC scale is able to detect differences between different motives and is thus an effective tool for measuring advertising effects.
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Michael P. Stone
2010-01-01
Attorney advertising routinely targets tort victims. In this paper, a theoretical model is developed which incorporates advertising intensity, litigation costs, and an endogenous number of lawsuits. Since advertising induces victims to bring suit, it increases the level of injurer care. However, litigation costs are also incurred. At the optimum, the marginal benefit of deterrence equals the sum of the marginal costs of litigation and advertising. It is shown that even though blanket prohibit...
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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...
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Misleading Advertising in Duopoly
Keisuke Hattori; Keisaku Higashida
2011-01-01
This paper builds a model of strategic misleading advertising in duopolistic markets with horizontal product differentiation and advertising externality between firms. We investigate the effects of regulating misinformation on market competition, behaviour of firms, and social welfare. We show that the degree of advertising externality and the magnitude of advertising costs are crucial for determining the welfare effects of several regulations, including prohibiting misleading advertising, ed...
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Modelling Emotional and Attitudinal Evaluations of Major Sponsors
DEFF Research Database (Denmark)
Martensen, Anne; Hansen, Flemming
2004-01-01
The paper reports findings from a larger study of sponsors and their relationship to sponsoredparties. In the present reporting, the focus is on sponsors. Rather than evaluating suchsponsorships in traditional effect hierarchical terms, a conceptual Sponsor Value Model isspecified as a structural...
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Consumers’ Attitude Towards Advertising Audit As Marketing Communication Tool: Advertising Ethics
Directory of Open Access Journals (Sweden)
Selma KARABAŞ
2013-06-01
Full Text Available One of the methods used by companies, which want to forest all the arrivals, is use effective advertisements aiming to bring out the properties of the product. Advertisement on consumers’ behaviors is one of the effective methods in creating demand for the product. It is a tool used in order to be distinguished in all respects of competition becoming widespread day by day. This study discusses advertisement ethics especially the ads on TV. Advertisement, by its nature, may have a have a misleading hidden character and cause unfair competition. The approach developed by consumers against such kinds of advertisements has been studied via data obtained by survey method. Consumers’ opinions on advertisement ethics were taken via Likert scale. The methods used for evaluating these surveys are Kolmogorov Smirnov test and One-Sample t-test.
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Rhodes, Andrew; Wilson, Chris M
2016-01-01
There is widespread evidence that some firms use false advertising to overstate the value of their products. We consider a model in which a policymaker is able to punish such false claims. We characterize an equilibrium where false advertising actively influences rational buyers, and analyze the effects of policy under different welfare objectives. We establish precise conditions where policy optimally permits a positive level of false advertising, and show how these conditions vary intuitive...
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Alina Irina GHIRVU
2013-01-01
This paper proposes a model of advertising competition based on the Cournot oligopoly model using a dynamic system, the equilibrium points of which can be determined analytically. We consider several cases for explaining the way in which firms will adapt their own advertising volume, depending on the number and the advertising volume of their competitors, in the context of an online video game used for advertising purposes. The dynamic setup is given by online Internet connection ...
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Aline Kassahara; Flavia Mori Sarti
2017-01-01
The effects of marketing strategies for promotion of foods and beverages have been investigated due to its potential impacts on populations’ food choices, particularly among children and adolescents. The paper presents an academic literature review on regulation and self-regulation of food and beverage advertisements in Brazil, based on search performed in electronic databases. Majority of studies were based on law analysis or qualitative study of advertisements. There are sufficient evidence...
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Research advertising exposure in colleges
Išoraitė, Margarita
2013-01-01
This article analyses the concept of advertising and the theoretical aspect of advertising strategy. Advertising can be defined as various means of dissemination of information on goods and services, promoting their use to potential users impersonally. Advertising strategies for selecting the location of a typical advertising plan diagram can be defined as decisions related to the target audience coverage, creative advertising message strategy selection and dissemination of the advertising st...
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14 CFR 151.121 - Procedures: Offer; sponsor assurances.
2010-01-01
... 14 Aeronautics and Space 3 2010-01-01 2010-01-01 false Procedures: Offer; sponsor assurances. 151.121 Section 151.121 Aeronautics and Space FEDERAL AVIATION ADMINISTRATION, DEPARTMENT OF... Engineering Proposals § 151.121 Procedures: Offer; sponsor assurances. Each sponsor must adopt the following...
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2010-09-28
..., aliases, maiden name, death records, address history, information about friends, associates, and relatives... prohibits US Search from making any representations concerning the effectiveness its ``PrivacyLock'' service... representation covered by the order all advertisements and promotional materials containing the representation...
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Do television food advertisements portray advertised foods in a 'healthy' food context?
Adams, Jean; Tyrrell, Rachel; White, Martin
2011-03-01
Exposure to food promotion influences food preferences and diet. As food advertisements tend to promote 'less healthy' products, food advertising probably plays some role in the 'obesity epidemic'. Amid calls for increased regulation, food manufacturers are beginning to engage in a variety of health-promoting marketing initiatives. Positioning products in the context of a 'healthy', balanced diet in television advertisements is one such initiative. We explored whether the wider food context in which foods are advertised on television are 'healthier' than the advertised foods themselves. All foods shown in food advertisements broadcast during 1 week on one commercial UK channel were identified and classified as 'primary' (i.e. the focus of advertisements) or 'incidental'. The nutritional content of all foods was determined and that of primary and incidental foods were compared. Almost two-thirds of food advertisements did not include any incidental foods. When a wider food context was present, this tended to be 'healthier' than the primary foods that were the focus of food advertisements - particularly in terms of the food groups represented. It is not yet clear what effect this may have on consumers' perceptions and behaviour, and whether or not this practice should be encouraged or discouraged from a public health perspective.
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Boyland, Emma J; Nolan, Sarah; Kelly, Bridget; Tudur-Smith, Catrin; Jones, Andrew; Halford, Jason Cg; Robinson, Eric
2016-02-01
Several studies have assessed the effects of food and nonalcoholic beverage (hereafter collectively referred to as food) advertising on food consumption, but the results of these studies have been mixed. This lack of clarity may be impeding policy action. We examined the evidence for a relation between acute exposure to experimental unhealthy food advertising and food consumption. The study was a systematic review and meta-analysis of published studies in which advertising exposure (television or Internet) was experimentally manipulated, and food intake was measured. Five electronic databases were searched for relevant publications (SCOPUS, PsycINFO, MEDLINE, Emerald Insight, and JSTOR). An inverse variance meta-analysis was used whereby the standardized mean difference (SMD) in food intake was calculated between unhealthy food advertising and control conditions. Twenty-two articles were eligible for inclusion. Data were available for 18 articles to be included in the meta-analysis (which provided 20 comparisons). With all available data included, the analysis indicated a small-to-moderate effect size for advertising on food consumption with participants eating more after exposure to food advertising than after control conditions (SMD: 0.37; 95% CI: 0.09; 0.65; I(2) = 98%). Subgroup analyses showed that the experiments with adult participants provided no evidence of an effect of advertising on intake (SMD: 0.00; P = 1.00; 95% CI: -0.08, 0.08; I(2) = 8%), but a significant effect of moderate size was shown for children, whereby food advertising exposure was associated with greater food intake (SMD: 0.56; P = 0.003; 95% CI: 0.18, 0.94; I(2) = 98%). Evidence to date shows that acute exposure to food advertising increases food intake in children but not in adults. These data support public health policy action that seeks to reduce children's exposure to unhealthy food advertising. © 2016 American Society for Nutrition.
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Jugenheimer, Donald W.
1996-01-01
States that although many advertisers have intentions of utilizing the Internet for advertising, which can provide specific audience targeting and buyer/seller interactivity, few have been successful. Explains advantages and disadvantages of using the Internet for advertising purposes. Cites special problems with Internet advertising and successes…
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INTERNET ADVERTISING: A PRIMER
Matthew N. O. Sadiku*, Shumon Alam, Sarhan M. Musa
2017-01-01
Internet advertising (IA) is using the Internet to market products and services to a large audience. In the current era of Internet commerce, companies have chosen to use Internet advertising and the trend is irreversible. The goal of Internet advertising is to drive customers to your website. Understanding some key concepts of Internet advertising is crucial to creating a strategy that will suit one’s business. This paper provides a brief introduction to Internet or online advertising.
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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...
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Pun in Beverage Advertisements
Institute of Scientific and Technical Information of China (English)
Meng; Yan
2015-01-01
Accompanied with the widespread commerce,the advertisement translation unavoidably will be a hot spot again.This paper will discuss usage and translation of pun in the advertisement translation.It will explain the definition of advertisement as well as pun and then give examples about the usage of pun in advertisement.
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Pun in Beverage Advertisements
Institute of Scientific and Technical Information of China (English)
Technology Sichuan
2015-01-01
Accompanied with the widespread commerce,the advertisement translation unavoidably will be a hot spot again. This paper will discuss usage and translation of pun in the advertisement translation.It will explain the definition of advertisement as well as pun and then give examples about the usage of pun in advertisement.
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计算广告:以数据为核心的Web综合应用%Computational Advertising: A Data-Centric Comprehensive Web Application
Institute of Scientific and Technical Information of China (English)
周傲英; 周敏奇; 宫学庆
2011-01-01
Computational Advertising is establishing a new scientific sub-discipline, and brings many disciplines together, including informational retrieval, data mining, statistical analysis, machine learning, distributed systems and so on. It is creating tremendous large market values, and has a mount of real applications, such as online advertising, mobile-based advertising, social network-based advertising and so on. In this paper, we mainly focus on the evolutions of computational advertising, including the evolution of its advertising model (from contract to real time bidding), the evolution of its pricing (from CPM to CPC and to CPT) , the evolution of its advertising goal (from branding to direct marketing) , and the ecosystem of the computational advertising (e. g. , advertiser, publisher, ad network, ad exchange, demand side platform, sale side platform and so on), and the categories of the computational advertising (e. g. , banner advertising, sponsored search, ad network and so on) , and the algorithms for ad retrieval, ad reordering, and platforms for offline advertising analysis, real time advertising. We find the new trends for computational advertising for the coming years are mobile-based advertising, location-based advertising, and social network-based advertising and so on.%计算广告是随着互联网应用发展起来的一个综合多学科的研究领域,这多学科包括数据管理、信息检索、数据挖掘、统计分析、机器学习、分布式系统等.由于其广泛的应用和巨大的市场价值,计算广告学已逐步发展成一个独立的研究方向.目前,计算广告学涵盖在线广告投放、移动终端广告投放、社会网络应用广告投放、用户信息分析等.文中主要介绍计算广告学的演化过程,包括计算广告
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Watson, Wendy L; Lau, Vivien; Wellard, Lyndal; Hughes, Clare; Chapman, Kathryn
2017-12-01
In response to rising childhood obesity rates, the Australian food industry implemented two initiatives in 2009 to reduce the marketing of unhealthy food to children. This study evaluated the efficacy of these initiatives on the rate of unhealthy food advertising to children on Australian television. The rates of food advertisements on three free-to-air commercial television channels and a youth-oriented digital channel in Sydney, Australia were analysed over 2 weekdays (16 h) and two weekend days (22 h). Advertisements were categorized according to the healthiness of foods advertised (non-core, core, miscellaneous) and signatory status to the food industry advertising initiatives. Total food advertising rates for the three channels increased from 5.5/h in 2011 to 7.3/h in 2015, due to an increase of 0.8/h for both core and miscellaneous foods. The rate of non-core food advertisements in 2015 (3.1/h) was similar to 2011 (3.0/h). The youth-oriented channel had fewer total food advertisements (3.7/h versus 7.3/h) but similar fast-food advertisement rates (1.3/h versus 1.3/h). There was no change in the rate of unhealthy food advertising since 2011, suggesting minimal impact of the current food industry initiatives on reducing children's exposure to unhealthy food advertising. © The Author 2017. Published by Oxford University Press on behalf of Faculty of Public Health. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com
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From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse
Eduardo Yalán-Dongo
2016-01-01
Advertising design is a discursive planning that does not only build an identity as brand value or graphic development, but also as Semiotics suggests, it produces a narrative level outlining the advertising story. The use of media, construction of characters, storytelling, organization of advertisement, are all expressions of this narrative level which in turn depends on a “context” or expression process from which they are built. This article aims to identify the different forms of narrativ...
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Key Features of Political Advertising as an Independent Type of Advertising Communication
Directory of Open Access Journals (Sweden)
Svetlana Anatolyevna Chubay
2015-09-01
Full Text Available To obtain the most complete understanding of the features of political advertising, the author characterizes its specific features allocated by modern researchers. The problem of defining the notion of political advertising is studied in detail. The analysis of definitions available in professional literature has allowed the author to identify a number of key features that characterize political advertising as an independent type of promotional activity. These features include belonging to the forms of mass communication, implemented through different communication channels; the presence of characteristics typical of any advertising as a form of mass communication (strategies and concepts promoting the program, ideas; an integrated approach to the selection of communication channels, means and the methods of informing the addressers that focus on the audience; the formation of psychological attitude to voting; the image nature; the manipulative potential. It is shown that the influence is the primary function of political advertising – it determines the key characteristics common to this type of advertising. Political advertising, reflecting the essence of the political platform of certain political forces, setting up voters for their support, forming and introducing into the mass consciousness a definite idea of the character of these political forces, creates the desired psychological attitude to the voting. The analysis of definitions available in professional literature has allowed the author to formulate an operational definition of political advertising, which allowed to include the features that distinguish political advertising from other forms of political communication such as political PR which is traditionally mixed with political advertising.
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Burden of neurological diseases in the US revealed by web searches.
Directory of Open Access Journals (Sweden)
Ricardo Baeza-Yates
Full Text Available Analyzing the disease-related web searches of Internet users provides insight into the interests of the general population as well as the healthcare industry, which can be used to shape health care policies.We analyzed the searches related to neurological diseases and drugs used in neurology using the most popular search engines in the US, Google and Bing/Yahoo.We found that the most frequently searched diseases were common diseases such as dementia or Attention Deficit/Hyperactivity Disorder (ADHD, as well as medium frequency diseases with high social impact such as Parkinson's disease, MS and ALS. The most frequently searched CNS drugs were generic drugs used for pain, followed by sleep disorders, dementia, ADHD, stroke and Parkinson's disease. Regarding the interests of the healthcare industry, ADHD, Alzheimer's disease, MS, ALS, meningitis, and hypersomnia received the higher advertising bids for neurological diseases, while painkillers and drugs for neuropathic pain, drugs for dementia or insomnia, and triptans had the highest advertising bidding prices.Web searches reflect the interest of people and the healthcare industry, and are based either on the frequency or social impact of the disease.
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27 CFR 6.84 - Point of sale advertising materials and consumer advertising specialties.
2010-04-01
... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Point of sale advertising materials and consumer advertising specialties. 6.84 Section 6.84 Alcohol, Tobacco Products and Firearms....84 Point of sale advertising materials and consumer advertising specialties. (a) General. The act by...
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Advertisement without Ethical Principles?
Wojciech Słomski
2007-01-01
The article replies to the question, whether the advertisement can exist without ethical principles or ethics should be the basis of the advertisement. One can say that the ethical opinion of the advertisement does not depend on content and the form of advertising content exclusively, but also on recipientís consciousness. The advertisement appeals to the emotions more than to the intellect, thus restricting the area of conscious and based on rational premises choice, so it is morally bad. It...
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45 CFR 233.51 - Eligibility of sponsored aliens.
2010-10-01
... 45 Public Welfare 2 2010-10-01 2010-10-01 false Eligibility of sponsored aliens. 233.51 Section... CONDITIONS OF ELIGIBILITY IN FINANCIAL ASSISTANCE PROGRAMS § 233.51 Eligibility of sponsored aliens... affidavit(s) of support or similar agreement on behalf of an alien (who is not the child of the sponsor or...
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THE EVOLUTION OF ADVERTISING MARKET WHERE IS ADVERTISING NOW, AND WHERE IS IT GOING?
Sorin Terchila
2010-01-01
Advertising is more complicated than it used to be. In the innocent days of the 70’s and 80’s you could easily reach large audiences, both locally and nationally, through traditional advertising. Those days are long gone and an examination of the advertising playing field looks like a big pile of incomprehensible choice. In Romania, advertising has mushroomed over the past 10 years. With the emergence of large international companies and the budgets allocated to them in advertising, advertise...
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48 CFR 35.017-1 - Sponsoring agreements.
2010-10-01
... of the FFRDC's relationship with its sponsor(s). (3) A provision for the identification of retained earnings (reserves) and the development of a plan for their use and disposition. (4) A prohibition against...
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Value of Sharing: Viral Advertisement
Duygu Aydın; Aşina Gülerarslan; Süleyman Karaçor; Tarık Doğan
2013-01-01
Sharing motivations of viral advertisements by consumers and the impacts of these advertisements on the perceptions for brand will be questioned in this study. Three fundamental questions are answered in the study. These are advertisement watching and sharing motivations of individuals, criteria of liking viral advertisement and the impact of individual attitudes for viral advertisement on brand perception respectively. This study will be carried out via a viral advertise...
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[Effect of food television advertising on the preference and food consumption: systematic review].
Díaz Ramírez, G; Souto-Gallardo, M C; Bacardí Gascón, M; Jiménez-Cruz, A
2011-01-01
The aim of this study was to perform a systematic review of papers that assess the effect of television food advertisings (TFA) in the food preferences and consumption in different age groups. Randomized clinical trials published up to November 2010 were searched in Pubmed, Ebsco, Cochrane and Scielo. Studies were included if they assessed the effect of direct exposition to TFA over the food preferences, demand, and consumption. Ten studies fulfilled the inclusion criteria. In the three studies conducted on preschooler children an increase in selection and demand of advertized foods was reported. All the fives studies conducted on scholar children reported negative outcomes in those children exposed to unhealthy food. An increase on food consumption was observed in two of the three studies conducted on adults. The assess studies show that in pre-school and school children the effect of advertising on food consumption was consistent, while in adults there is a trend toward an strong association of exposure food advertising and preference, consumption and demand of the food advertised.
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2010-01-01
... 12 Banks and Banking 3 2010-01-01 2010-01-01 false Advertising. 230.8 Section 230.8 Banks and... SAVINGS (REGULATION DD) § 230.8 Advertising. (a) Misleading or inaccurate advertisements. An advertisement... obtain the advertised annual percentage yield. For tiered-rate accounts, the minimum balance required for...
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2010-01-01
... 12 Banks and Banking 6 2010-01-01 2010-01-01 false Advertising. 707.8 Section 707.8 Banks and... Advertising. (a) Misleading or inaccurate advertisements. An advertisement must not: (1) Be misleading or... balance required to earn the advertised annual percentage yield. For tiered-rate accounts, the minimum...
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Restriction of television food advertising in South Korea: impact on advertising of food companies.
Kim, Soyoung; Lee, Youngmi; Yoon, Jihyun; Chung, Sang-Jin; Lee, Soo-Kyung; Kim, Hyogyoo
2013-03-01
The association between exposure to television (TV) food advertising and children's dietary habits has been well established in previous studies. However, the efficacy of restrictions on TV food advertising in the prevention of childhood obesity remains controversial. The South Korean government has recently enforced a regulation, termed the Special Act on Safety Management of Children's Dietary Life, which restricts TV advertising of energy-dense and nutrient-poor (EDNP) foods targeting children. This study aimed to determine the impact of this regulation by examining changes in the TV advertising practices of South Korean food companies since the scheduled enforcement date of January 2010. The total advertising budget, number of advertisement placements and gross rating points (GRPs) for advertisements on EDNP foods aired on the five representative TV channels in South Korea were compared and analyzed for the year before and after January 2010. After January 2010, the total adverting budget, number of advertisement placements and GRPs decreased during regulated hours. Even during non-regulated hours, a significant decline was noticed in the number of advertisement placements and GRPs. The total advertising budget for non-EDNP foods increased, whereas that for EDNP foods decreased at a higher rate in addition to a drop in its percentage share. These results suggest positive changes in TV advertising practices of food companies because of the regulation, thereby lowering children's exposure to TV advertising of EDNP foods and promoting a safer environment that may facilitate child health improvement in South Korea.
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Advertising Dynamics and Competitive Advantage
Ulrich Doraszelski; Sarit Markovich
2004-01-01
Can advertising lead to a sustainable competitive advantage? To answer this question, we propose a dynamic model of advertising competition where firms repeatedly advertise, compete in the product market, and make entry as well as exit decisions. Within this dynamic framework, we study two different models of advertising: In the first model, advertising influences the goodwill consumers extend towards a firm ("goodwill advertising"), whereas in the second model it influences the share of cons...
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Informative Advertising: Competition or Cooperation?
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...
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The Development of Hierarchy of Effects Model in Advertising
Directory of Open Access Journals (Sweden)
Bambang Sukma Wijaya
2012-04-01
Full Text Available This paper aims to review the hierarchy of effects models in adverti-sing, especially the well-known model, AIDA (Attention, Interest, De-sire, and Action. Since its introduction by Lewis (1900 and generally attributed in the marketing and advertising literature by Strong (1925, the concept of AIDA’s hierarchy of effects model has been used by many researchers, both academicians and practitioners. The model is used to measure the effect of an advertisement. However, the deve-lopment of information technology has radically changed the way of how people communicate and socialize; as well as a paradigm shift from product-oriented marketing to consumer-oriented marketing or people-oriented marketing. Therefore, the variables in the hierarchy of effects model needs to be updated in respond to the latest develop-ments in the notice of public power as consumer audience. Based on deep literature review and reflective method, this paper introduces a new developed concept of hierarchy of effects model that was adop-ted from AIDA’s hierarchy of effects model, namely: AISDALSLove (At-tention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate.
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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
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Atlantis, Evan; Salmon, Jo; Bauman, Adrian
2008-11-01
The acute decision prompting effects of social marketing via television (TV) advertisements promoting physical activity to children are unknown. This pilot study aimed to determine the acute effects of an Australian government-sponsored TV advertisement (called 'Get Moving'), promoting more physical activity and less sedentary behaviour, on children's choices, preferences, and ratings of liking for physical activities and sedentary behaviours. Thirty-one children aged 10-12 years were recruited from a single public school, and randomised to one of two treatment groups or two control groups (Solomon four-group design). Treatment participants watched an episode of The Simpsons embedded every 10min with three 30s Get Moving advertisements plus standard advertisements. Control participants watched the same episode plus standard advertisements, but without the Get Moving advertisements. The following dependent variables were assessed immediately before and/or after exposure: activity preference (participants selected either verbally or by pointing to one of eight picture cards depicting four physical activities and four sedentary behaviours); ratings of liking (participants rated how much they liked or disliked each of these activities/behaviours either verbally or by pointing to one of nine values with an adjacent smile or frown on a Likert-type scale); and time spent in physical activities was assessed by direct observation during a 10min free-time session. No significant effects or trends were seen for any of the dependent variables. Further research is needed to determine whether different content and/or higher doses of exposure to physical activity promoting advertisements are needed to influence children's activity choices.
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And now, a word from our sponsor.
Peebles, M Ellen
2003-10-01
Bryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due on the shelves in a couple of years, the drug company is looking for a dramatic sales increase. No wonder marketing VP Laura Goldenberg feels the pressure. She knows she has to reach more consumers, but in an environment where people bombarded with advertising are using devices such as TiVo to skip ads, her job has suddenly taken on a new intensity. In search of a new, gangbuster campaign, Laura and her ad agency come up with the idea of product placement--not your typical integration of a product into a television or movie script, but a less traditional approach. Their idea is to hire a much-loved, elderly actress to extol the virtues of Seflex on a morning news program. The news segment would be about arthritis, and Seflex would be casually mentioned during the interview. The company would have to pay the actress $1 million, and there are risks: What if it gets out that Bryant is paying her? What if the actress errs and says something about Seflex's side effects? If something goes wrong, Bryant Pharmaceutical's reputation could suffer. Should the company green-light Laura's plan? This fictional case study looks at the pros and cons of traditional product placement and newer, more subtle alternatives to advertising. Commenting on the case are Bob Gamgort, president of Masterfoods USA; Michelle R. Nelson, an assistant professor of journalism and mass communications at the University of Wisconsin, Madison; FTC commissioner Mozelle W. Thompson; and Mike Sheehan, president and CEO of Hill, Holliday, Connors, Cosmopulos.
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INTEGRATED ADVERTISING CAMPAIGN
Directory of Open Access Journals (Sweden)
Adina Claudia NEAMŢU
2010-06-01
Full Text Available Campaign and especially advertising campaign represents one of the variables of the marketing mix, an important one, being difficult to separate its contribution from the one of the other elements. Irrespective of the specific object that is behind an advertising company, the investment will be retrieved only if the right information is transmitted to the right persons in the right way. This is difficult to accomplish if the advertising responsible in that firm do not understand appropriately: the market nature; the product nature; the distribution channels nature; the communication channels nature – available advertising supports and their features
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Advertising Expenditure and Consumer Prices
Ferdinand Rauch
2011-01-01
This paper studies the effect of a change in the marginal costs of advertising on advertising expenditures of firms and consumer prices across industries. It makes use of a unique policy change that caused a decrease of the taxation on advertising expenditures in parts of Austria and a simultaneous increase in other parts. Advertising expenditures move immediately in the opposite direction to the marginal costs of advertising. Simultaneously the price reaction to advertising is negative in so...
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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.
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How Will Online Affiliate Marketing Networks Impact Search Engine Rankings?
Janssen, David; Heck, Eric
2007-01-01
textabstractIn online affiliate marketing networks advertising web sites offer their affiliates revenues based on provided web site traffic and associated leads and sales. Advertising web sites can have a network of thousands of affiliates providing them with web site traffic through hyperlinks on their web sites. Search engines such as Google, MSN, and Yahoo, consider hyperlinks as a proof of quality and/or reliability of the linked web sites, and therefore use them to determine the relevanc...
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Targeting and Persuasive Advertising
Egli, Alain (Autor/in)
2015-01-01
Firms face a prisoner's dilemma when advertising in a competitive environment. In a Hotelling framework with persuasive advertisingfirms counteract this prisoner's dilemma with targeting. The firms even solve the prisoner's problem if targeted advertising is effective enough. Advertising turns from wasteful competition into profits. This is in contrast to wasteful competition as argument for regulations. A further result is maximum advertising differentiation: thefirms target their advertisin...
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Graham, Amanda L; Milner, Pat; Saul, Jessie E; Pfaff, Lillian
2008-12-15
To improve the overall impact (reach x efficacy) of cessation treatments and to reduce the population prevalence of smoking, innovative strategies are needed that increase consumer demand for and use of cessation treatments. Given that 12 million people search for smoking cessation information each year, online advertising may represent a cost-efficient approach to reach and recruit online smokers to treatment. Online ads can be implemented in many forms, and surveys consistently show that consumers are receptive. Few studies have examined the potential of online advertising to recruit smokers to cessation treatments. The aims of the study were to (1) demonstrate the feasibility of online advertising as a strategy to increase consumer demand for cessation treatments, (2) illustrate the tools that can be used to track and evaluate the impact of online advertising on treatment utilization, and (3) highlight some of the methodological challenges and future directions for researchers. An observational design was used to examine the impact of online advertising compared to traditional recruitment approaches (billboards, television and radio ads, outdoor advertising, direct mail, and physician detailing) on several dependent variables: (1) number of individuals who enrolled in Web- or telephone-based cessation treatment, (2) the demographic, smoking, and treatment utilization characteristics of smokers recruited to treatment, and (3) the cost to enroll smokers. Several creative approaches to online ads (banner ads, paid search) were tested on national and local websites and search engines. The comparison group was comprised of individuals who registered for Web-based cessation treatment in response to traditional advertising during the same time period. A total of 130,214 individuals responded to advertising during the study period: 23,923 (18.4%) responded to traditional recruitment approaches and 106,291 (81.6%) to online ads. Of those who clicked on an online ad, 9655
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Advertising in virtual space. An increasing threat for traditional advertising.
Directory of Open Access Journals (Sweden)
Razvan DINA
Full Text Available Traditional advertising media used as a main TV, radio and print media. When the Internet has become one of the most important channels of communication between people, advertising has proposed to use this new medium to promote products and services on the market. Currently, more than 50% of the western countries population and share increasingly larger of population from other countries have Internet access, which creates a huge potential for online advertising.
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Humor in advertising: a review on use of television radio and print advertising media
S, venkatesh; N, senthilkumar
2015-01-01
Television advertising is a most common commercial activity used in advertising medium. Humor in advertising contains an important aspect on changing attitude of the consumer, improves buying behavior and creates new patterns for buying any goods and services. Humor in television advertising is the effective and convenient way to attract the any consumers because they are emotional based content and makes the consumer to special for satisfaction. Compared to all emotions humor advertising is ...
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How Universities Can Increase Enrollment by Advertising Internships: The "Message" and the "Medium"
Tucciarone, Kristy
2015-01-01
This study investigates how universities can increase enrollment by advertising internships to prospective students during the college search process. The primary reason students earn a college degree is to secure a good-quality career with earning potential. Internships--the single most important credential for recent graduates--are the key…
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Gender bias in cardiovascular advertisements.
Ahmed, Sofia B; Grace, Sherry L; Stelfox, Henry Thomas; Tomlinson, George; Cheung, Angela M
2004-11-01
Women with cardiovascular disease are treated less aggressively than men. The reasons for this disparity are unclear. Pharmaceutical advertisements may influence physician practices and patient care. To determine if female and male patients are equally likely to be featured in cardiovascular advertisements. We examined all cardiovascular advertisements from US editions of general medical and cardiovascular journals published between 1 January 1996 and 30 June 1998. For each unique advertisement, we recorded the total number of journal appearances and the number of appearances in journals' premium positions. We noted the gender, age, race and role of both the primary figure and the majority of people featured in the advertisement. Nine hundred and nineteen unique cardiovascular advertisements were identified of which 254 depicted a patient as the primary figure. A total of 20%[95% confidence interval (CI) 15.3-25.5%] of these advertisements portrayed a female patient, while 80% (95% CI 74.5-84.7%) depicted a male patient, P advertisements appeared 249 times (13.3%; 95% CI 8.6-18.9%) while male patient advertisements appeared 1618 times (86.7%; 95% CI 81.1-91.4%), P advertisements also had significantly fewer mean appearances than male patient advertisements in journals' premium positions (0.82 vs. 1.99, P=0.02). Similar results were seen when the advertisements were analysed according to predominant gender. Despite increasing emphasis on cardiovascular disease in women, significant under-representation of female patients exists in cardiovascular advertisements. Physicians should be cognizant of this gender bias.
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Directory of Open Access Journals (Sweden)
Aline Kassahara
2017-12-01
Full Text Available The effects of marketing strategies for promotion of foods and beverages have been investigated due to its potential impacts on populations’ food choices, particularly among children and adolescents. The paper presents an academic literature review on regulation and self-regulation of food and beverage advertisements in Brazil, based on search performed in electronic databases. Majority of studies were based on law analysis or qualitative study of advertisements. There are sufficient evidences on the need for government regulation of advertisements addressed to children and adolescents complementarily to institutional self-regulation in order to tackle ethical transgressions on food and beverage advertisements identified in Brazil. Additionally, there should be imposition of rigorous penalties for noncompliance to ethical rules and proposition of incentives towards actions encouraging healthy food consumption patterns, in order to comprise an actual system for promotion of public health.
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Riso, Ovid
1977-01-01
Advertising should be viewed as a sales-building investment and not simply an element of business outlay that actually is a completely controllable expense. Suggestions deal with the sales budget, profiling the store and its customers, advertising media, promotional ideas, and consumer protection. (LBH)
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Advertising. Advanced placement of objects
Directory of Open Access Journals (Sweden)
Hassan Ali Al-Ababneh
2016-06-01
Full Text Available The article is devoted to the study of one of the most important concepts and marketing events which is advertising. The author studies the history of the formation of modern advertising and covers the main interpretations of the concept of advertising. The article presents the data on the chronology of the formation of the key objectives of the advertising process and the basic classification of types of advertising, its purpose and place in the marketing mix. It sets out the classification and content of the basic concepts of marketing. The article considers the potential effectiveness of the basic types of advertising communications, and especially the impact of these promotional activities on the perception of the end user. Particular attention is paid to the study of certain promising areas of advertising, namely, advertising at airports and in airplanes, it is a special case of transit advertising. The author describes the identified advantages and disadvantages of this direction of marketing communications as well as the analysis of statistical data on the effectiveness of advertising at airports and in airplanes. It is suggested to consider this type of advertising as promising and effective in the conditions of modern times because there is the tendency to increase the dynamic potential users of the specified mode of transport and, as a consequence, it is possible with certainty to predict the transformation of potential passengers into real consumers of the studied type of advertising
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Advertising media and cigarette demand.
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.
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Proposal and realization advertising campaign
RYCHLÁ, Marie
2008-01-01
The Bachelor Paper contains proposal and realization advertising campaign, including make charge for cost amount. The advertising campaign is made for chosen product of firm. Advertising campaign is planning by the medium of broadsheet and advertising on the Internet.
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CHALLENGES IN CROSS CULTURAL ADVERTISING
Yuni Retnowati
2016-01-01
At first, marketing practitioners and academics consider standardized approaches to marketing and advertising strategies in globalization, and then some studies proved that the standardization of advertising across culture is not valid. Therefore, cross cultural advertising takes local culture into account when conveying messages in advertisements. Cross cultural understanding is very important in order to produce successful localized advertising that would reflect the cultural values and nor...
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Design of an audio advertisement dataset
Fu, Yutao; Liu, Jihong; Zhang, Qi; Geng, Yuting
2015-12-01
Since more and more advertisements swarm into radios, it is necessary to establish an audio advertising dataset which could be used to analyze and classify the advertisement. A method of how to establish a complete audio advertising dataset is presented in this paper. The dataset is divided into four different kinds of advertisements. Each advertisement's sample is given in *.wav file format, and annotated with a txt file which contains its file name, sampling frequency, channel number, broadcasting time and its class. The classifying rationality of the advertisements in this dataset is proved by clustering the different advertisements based on Principal Component Analysis (PCA). The experimental results show that this audio advertisement dataset offers a reliable set of samples for correlative audio advertisement experimental studies.
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Auditing Search Engines for Differential Satisfaction Across Demographics
Mehrotra, R.; Anderson, A.; Diaz, F.; Sharma, A.; Wallach, H. M.; Yilmaz, E.
2017-01-01
Many online services, such as search engines, social media platforms, and digital marketplaces, are advertised as being available to any user, regardless of their age, gender, or other demographic factors. However, there are growing concerns that these services may systematically underserve some groups of users. In this paper, we present a framework for internally auditing such services for differences in user satisfaction across demographic groups, using search engines as a case study. We fi...
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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.
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Ethical advertising in dentistry.
Graskemper, Joseph P
2009-01-01
Advertising in dentistry has steadily increased since the 1970s to become a leading choice of many dentists to promote their practices. The manner in which advertising progresses within the profession affects all dentists and how patients perceive dentistry as a profession. This paper presents ethical concepts that should be followed when dentists are pursuing practice promotion through advertising. It also raises questions that, hopefully, will increase attention and discussion on dental advertising. The paper concludes that ethical advertising is easily achieved by promoting patient education while not placing the dentist's self-interests ahead of the patient's. With this approach, dentistry may continue to be one of the most trusted professions.
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Miller, Sandra K.
The individualized learning package for secondary consumer education deals with consumer buying as influenced by advertising. The teacher's section of the package contains a statement of purpose and instructional objectives. Equipment and materials (specific textbooks, audiovisual aids, and sources for sample post-test advertisements) needed for…
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Women in advertising production. Study of the Galician advertising sector from a gender perspective
Directory of Open Access Journals (Sweden)
Aurora García-González
2011-01-01
Full Text Available In recent years, the advertising sector has been strongly criticised due to its sexist representation of gender. The messages in advertisements are the result of a careful manufacturing process, which reflects the values and attitudes of the professionals involved in their creation. The main research hypothesis of this article is that the persistence of sexist stereotypes in advertising is related to the absence of women in the creative departments of advertising agencies. In this sense, the objective of this work is to examine the situation of women within the Galician advertising sector, and particularly women’s participation in ads production. This study, which has been carried out from the production perspective, also compares the situation of women in the Galician advertising agencies with the general situation of women in the national advertising sector.
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Solar industry advertising guidelines. Task III
Energy Technology Data Exchange (ETDEWEB)
Hostetler, J.S.
1981-09-01
The purpose of these guidelines is to acquaint SEIA members with basic principles of Federal Trade Commission (FTC) law related to advertising and sales representations in order to assist SEIA members in insuring that their advertising is fair and accurate when assessed against FTC standards, thereby avoiding potentially costly FTC action. The following are discussed: the nature of advertising, when is an advertisement deceptive, advertising of product certification and testing results, substantiation for advertising claims, advertising of tax credits, warranty advertising, potential liabilities under the FTC Act, and recommendations for avoiding FTC action. (MHR)
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45 CFR 1226.13 - Obligations of sponsors.
2010-10-01
... 45 Public Welfare 4 2010-10-01 2010-10-01 false Obligations of sponsors. 1226.13 Section 1226.13 Public Welfare Regulations Relating to Public Welfare (Continued) CORPORATION FOR NATIONAL AND COMMUNITY SERVICE PROHIBITIONS ON ELECTORAL AND LOBBYING ACTIVITIES Sponsor Employee Activities § 1226.13...
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Quality uncertainty and informative advertising
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
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Advertising and Business Cycle Fluctuations
Benedetto Molinari; Francesco Turino
2009-01-01
This paper provides new empirical evidence of quarterly U.S. aggregate advertising expenditures, showing that advertising has a well defined pattern over the Business Cycle. To understand this pattern we develop a general equilibrium model where targeted advertising increases the marginal utility of the advertised good. Advertising intensity is endogenously determined by profit maximizing firms. We embed this assumption into an otherwise standard model of business cycle with monopolistic comp...
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Strategic Targeted Advertising
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...
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Semiotic Analysis Of Mcdonald's Printed Advertisement
URAIDA, SITI
2014-01-01
Keywords: Semiotic, printed advertisement, sign, icon, symbol, index, connotation, myth Printed advertisement has a promotional function as medium to advertise aproduct. It implicitly persuades people to create demand of product which is being advertised. In this study, the writer uses printed advertisement of McDonald's fast food company as the object. The printed advertisement was analyzed by usingSemiotics study. There are seven printed advertisements that were analyzes in this study. All ...
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Roberts, Michele; Pettigrew, Simone; Chapman, Kathy; Quester, Pascale; Miller, Caroline
2013-08-01
The aim of the present study was to describe food advertising and expenditure on Australian television, and to conduct an audit to assess what proportion of food and beverage television advertisements was consistent with dietary recommendations. Data were acquired from a national media monitoring company for advertisements broadcast in five major Australian cities from 1 September 2010 to 31 October 2010. Content analysis was undertaken on these advertisements and the advertised foods were assessed against the Australian Guide to Healthy Eating. The data also included advertising expenditures. Most advertised foods were non-core foods (63%), with few advertisements for fruits and vegetables (6%). Advertisements for non-core foods were significantly more frequent during prime time viewing periods (71% vs 60%; Padvertising for fast food (28%) and non-core beverages (24%) were recorded. The present study found that the foods advertised during the data-collection period were inconsistent with the recommended diet. There are clear areas for policy concern given that the majority of recorded advertisements were for foods classified as 'occasional foods', there were low levels of advertising for fruit and vegetables, and there were no social marketing messages to support healthy eating. SO WHAT? The findings of the study suggest that there is an urgent need for more comprehensive regulation of food advertising in Australia.
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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.
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Magazine alcohol advertising compliance with the Australian Alcoholic Beverages Advertising Code.
Donovan, Kati; Donovan, Rob; Howat, Peter; Weller, Narelle
2007-01-01
The purpose of this study was to assess the frequency and content of alcoholic beverage advertisements and sales promotions in magazines popular with adolescents and young people in Australia, and assess the extent to which the ads complied with Australia's self-regulatory Alcoholic Beverages Advertising Code (ABAC). Alcohol advertisements and promotions were identified in a sample of 93 magazines popular with young people. The identified items were coded against 28 measures constructed to assess the content of the items against the five sections of the ABAC. Two thirds of the magazines contained at least one alcohol advertisement or promotion with a total of 142 unique items identified: 80 were brand advertisements and 62 were other types of promotional items (i.e. sales promotions, event sponsorships, cross promotions with other marketers and advertorials). It was found that 52% of items appeared to contravene at least one section of the ABAC. The two major apparent breaches related to section B--the items having a strong appeal to adolescents (34%) and to section C--promoting positive social, sexual and psychological expectancies of consumption (28%). It was also found that promotional items appeared to breach the ABAC as often as did advertisements. It is concluded that the self-regulating system appears not to be working for the alcoholic beverages industry in Australia and that increased government surveillance and regulation should be considered, giving particular emphasis to the inclusion of promotional items other than brand advertising.
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Berry, Nina J; Gribble, Karleen D
2017-10-01
The use of health and nutrition content claims in infant formula advertising is restricted by many governments in response to WHO policies and WHA resolutions. The purpose of this study was to determine whether such prohibited claims could be observed in Australian websites that advertise infant formula products. A comprehensive internet search was conducted to identify websites that advertise infant formula available for purchase in Australia. Content analysis was used to identify prohibited claims. The coding frame was closely aligned with the provisions of the Australian and New Zealand Food Standard Code, which prohibits these claims. The outcome measures were the presence of health claims, nutrition content claims, or references to the nutritional content of human milk. Web pages advertising 25 unique infant formula products available for purchase in Australia were identified. Every advertisement (100%) contained at least one health claim. Eighteen (72%) also contained at least one nutrition content claim. Three web pages (12%) advertising brands associated with infant formula products referenced the nutritional content of human milk. All of these claims appear in spite of national regulations prohibiting them indicating a failure of monitoring and/or enforcement. Where countries have enacted instruments to prohibit health and other claims in infant formula advertising, the marketing of infant formula must be actively monitored to be effective. © 2016 John Wiley & Sons Ltd.
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Food advertising in children's magasines
Šorli, Ema
2014-01-01
Children are particularly interesting to the media and advertising, since they are more receptive to advertisement than adults during adolescence. The problem of advertising is mainly unhealthy food, but for child’s healthy growth and development a balanced diet and physical activity are most needed. The objectives of the thesis were to explore children's magazines and to determine the frequency of food advertising, and to present the phenomenon of food advertisements through different period...
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Analyzing Political Television Advertisements.
Burson, George
1992-01-01
Presents a lesson plan to help students understand that political advertisements often mislead, lie, or appeal to emotion. Suggests that the lesson will enable students to examine political advertisements analytically. Includes a worksheet to be used by students to analyze individual political advertisements. (DK)
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Privacy issues in mobile advertising
DEFF Research Database (Denmark)
Cleff, Evelyne Beatrix
The emergence of the wired Internet and mobile telecommunication networks is creating new opportunities for advertisers to generate new revenue streams through mobile users. As consumer adoption of mobile technology continues to increase, it is only a question of time when mobile advertising...... becomes an important part of marketing strategies. The development of mobile advertising, however, will be dependent on acceptance and usability issues in order to ensure permission-based advertising. Growing concerns about the protection of the users' privacy have been raised since mobile advertising may...... become extremely intrusive practices in an intimate personal space. This article focuses on the evaluation of legal problems raised by this novel form of advertising. It is assumed that a technological design, which is in line with the legal framework, will ensure that the benefits of mobile advertising...
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Developing a consumer evaluation tool of weight control strategy advertisements on the Internet.
Luevorasirikul, Kanokrat; Gray, Nicola J; Anderson, Claire W
2008-06-01
To develop two evaluation tools for weight loss and weight gain advertisements on the Internet in order to help consumers to evaluate the quality of information within these advertisements. One hundred websites identified by Internet search engines for weight loss and weight gain strategies (50 websites each) were evaluated using two specific scoring instruments, developed by adapting questions from the 'DISCERN' tool and reviewing all related weight control guidelines and advertising regulations. The validity and reliability of the adapted tools were tested. Our evaluation tools rated the information from most websites as poor quality (70%). In the case of weight loss strategies, statements about rapid (18%) and permanent (28%) weight loss caused concern as well as lack of sensible advice about dieting and a lack of product warnings (84%). Safety concerns relating to weight gain products were the lack of warnings about side effects in products containing steroids and creatine (92%). The adapted tools exhibited acceptable validity and reliability. Quality of information within weight control advertisements on the Internet was generally poor. Problems of false claims, little advice on healthy ways to modify weight and few warnings on side effects have been highlighted in this study.
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Goffman, Erving
A heavily illustrated discussion of the ways in which men and women are portrayed in advertisements is presented. The three essays which precede the 56 pages of illustrations discuss gender expressions, characteristics of public and private pictures, and gender commercials. The author notes that advertisements do not depict how men and women…
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[Governance of drug advertising control: assessment of misleading advertising penalties].
Chakroun, R
2013-04-01
Loyal promotion of the pharmaceutical industry has been challenged by stakeholders. Drug advertising is the easiest point to assess. Based on the agency theory, our objective was to describe the governance of advertising control when it was misleading and the terms of penalties within the framework of the contradictory process between the industry and the regulatory authorities. We conducted a thorough analysis of the contents of the minutes of the Board of Control of advertising from April 2007 to May 2010. The amounts of penalties were analyzed according to three criteria: the timing of the examination procedure (first session versus second session), the nature of the penalty (ban versus notice of change) and the company's defense strategy (written response versus presence of company representatives). Thirty-nine reports involving 62 projects to ban advertisements were analyzed. The first two causes of penalties were off label promotion and non-objective use of study results to support claims. The Committee issued 47 advertising bans (76%) and 15 formal notices of change (24%). When the defense strategy of the company involved the presence of representatives, there was a significant reduction of votes in favor of a ban (68% versus 81%, Pstrategy did not influence the nature of the penalty (Chi(2)=2.05; P=n.s). These results should be put into perspective considering the fact that the qualitative composition of the commission was not free of potential conflicts of interest and that, moreover, only 10% of the penalty projects were reviewed. In addition, advertising control does not address the issue of the loyalty of the sales forces. Finally, our results open perspectives for research and managerial applications for the governance of advertising controls. Copyright © 2013. Published by Elsevier Masson SAS.
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Directory of Open Access Journals (Sweden)
Pilelienė Lina
2017-12-01
Full Text Available Advertising spokesperson is one of the undeniably important factors affecting advertising effectiveness. However, advertising spokesperson has to have some particular features to be effective. Various previous researches resulted in determination of different features of advertising spokesperson and their effectiveness; i.e. type of a spokesperson (celebrity vs. a regular person; gender and race of a spokesperson; etc. were found to have an impact on the spokesperson’s effectiveness. However, the research on the impact of shooting color temperature on its effectiveness is still scarce. Moreover, an assumption can be made that color temperature might cause a different effect depending on advertising spokesperson’s gender. The aim of this paper is to fill this gap by analyzing the relationship between spokesperson’s gender and advertising color temperature in a framework of advertising effectiveness. Neuromarketing research methods were applied to meet the aim and to determine the guidelines for its usage in advertising.
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Aesthetic Study on English Advertising Language
Institute of Scientific and Technical Information of China (English)
孙重阳
2017-01-01
With the rapid development of economy as well as science and technology, advertisements have become a part of people's life, which can be seen at nearly every corner around the world, TV, bus, cinema, shop, or even the clothes we wear, from which we can see a variety of advertisements. Advertisements are adopted to attract customers' attention to a certain product, aiming to convince consumers and persuade them to spend their money on the goods. Advertisers are trying to gain more profits from customers, so they create some forms of advertising, like sound, video, and even in the movie or inviting some celebrity to do advertising through his or her influence on the public. Thus, there is no doubt that advertising is an essential factor for sales promotion in the modern society. So far, there have been a number of studies on advertising, such as, the cooperative principle in advertising, the perspective of semiotics in advertising, etc. However, this thesis focuses on the study of aesthetics on English advertising language.
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Directory of Open Access Journals (Sweden)
Barbara Mintzes
2009-05-01
Full Text Available Direct-to-consumer advertising (DTCA of prescription drugs is illegal in Canada as a health protection measure, but is permitted in the United States. However, in 2000, Canadian policy was changed to allow 'reminder' advertising of prescription drugs. This is a form of advertising that states the brand name without health claims. 'Reminder' advertising is prohibited in the US for drugs that have 'black box' warnings of serious risks. This study examines spending on DTCA in Canada from 1995 to 2006, 12 years spanning this policy shift. We ask how annual per capita spending compares to that in the US, and whether drugs with Canadian or US regulatory safety warnings are advertised to the Canadian public in reminder advertising.Prescription drug advertising spending data were extracted from a data set on health sector spending in Canada obtained from a market research company, TNS Media Inc. Spending was adjusted for inflation and compared with US spending. Inflation-adjusted spending on branded DTCA in Canada grew from under CAD$2 million per year before 1999 to over $22 million in 2006. The major growth was in broadcast advertising, accounting for 83% of spending in 2006. US annual per capita spending was on average 24 times Canadian levels. Celebrex (celecoxib, which has a US black box and was subject to three safety advisories in Canada, was the most heavily advertised drug on Canadian television in 2005 and 2006. Of 8 brands with >$500,000 spending, which together accounted for 59% of branded DTCA in all media, 6 were subject to Canadian safety advisories, and 4 had US black box warnings.Branded 'reminder' advertising has grown rapidly in Canada since 2000, mainly due to a growth in television advertising. Although DTCA spending per capita is much lower in Canada than in the US, there is no evidence of safer content or product choice; many heavily-advertised drugs in Canada have been subject to safety advisories. For governments searching for
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Mintzes, Barbara; Morgan, Steve; Wright, James M
2009-05-27
Direct-to-consumer advertising (DTCA) of prescription drugs is illegal in Canada as a health protection measure, but is permitted in the United States. However, in 2000, Canadian policy was changed to allow 'reminder' advertising of prescription drugs. This is a form of advertising that states the brand name without health claims. 'Reminder' advertising is prohibited in the US for drugs that have 'black box' warnings of serious risks. This study examines spending on DTCA in Canada from 1995 to 2006, 12 years spanning this policy shift. We ask how annual per capita spending compares to that in the US, and whether drugs with Canadian or US regulatory safety warnings are advertised to the Canadian public in reminder advertising. Prescription drug advertising spending data were extracted from a data set on health sector spending in Canada obtained from a market research company, TNS Media Inc. Spending was adjusted for inflation and compared with US spending. Inflation-adjusted spending on branded DTCA in Canada grew from under CAD$2 million per year before 1999 to over $22 million in 2006. The major growth was in broadcast advertising, accounting for 83% of spending in 2006. US annual per capita spending was on average 24 times Canadian levels. Celebrex (celecoxib), which has a US black box and was subject to three safety advisories in Canada, was the most heavily advertised drug on Canadian television in 2005 and 2006. Of 8 brands with >$500,000 spending, which together accounted for 59% of branded DTCA in all media, 6 were subject to Canadian safety advisories, and 4 had US black box warnings. Branded 'reminder' advertising has grown rapidly in Canada since 2000, mainly due to a growth in television advertising. Although DTCA spending per capita is much lower in Canada than in the US, there is no evidence of safer content or product choice; many heavily-advertised drugs in Canada have been subject to safety advisories. For governments searching for compromise
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Persuasive Digital Advertising in Online Advertisement : Case Company: MarkPrint Oy
Do, Quang Huy
2015-01-01
The past decades have seen an unpreceded growth in digital advertising over its budget, efficiency and effectiveness. Since 2003, marketers’ spending on online advertisement worldwide has increased by roughly $1 billion over its previous business quarter. Return-on-Investment for digital advertisement triples traditional ones in numerous areas while the cost of operating online is among the most economical means to reach audiences. Thus, the aim of this thesis is to provide a theoretical foun...
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Krchňáková, Leontina
2015-01-01
This work is devoted to the Russian language advertising, which examines in an independent system. It aims are analyzing the text of Russian advertising in terms of its information and formal structure. It focuses on a specific aesthetic qualities of language, which the text uses. Work is further focused on the categorization of neologisms and neologisation of the Russian advertising. Next focus is on loanwords from the English language. Used research methods are descriptive and comparative. ...
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Internet Advertising: Ethics and Etiquette.
Machovec, George S.
1994-01-01
Discusses the growth of the Internet and the attitudes of users toward advertising, provides examples of kinds of advertising used on electronic networks, and lists several companies that help advertisers use the Internet. Fifteen guidelines are suggested to help advertisers use the Internet in a reasonable and appropriate way. (Contains 11…
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Advertising. Advanced placement of objects
Hassan Ali Al-Ababneh
2016-01-01
The article is devoted to the study of one of the most important concepts and marketing events which is advertising. The author studies the history of the formation of modern advertising and covers the main interpretations of the concept of advertising. The article presents the data on the chronology of the formation of the key objectives of the advertising process and the basic classification of types of advertising, its purpose and place in the marketing mix. It sets out the ...
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A Theory of Combative Advertising
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...
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27 CFR 5.66 - Comparative advertising.
2010-04-01
... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Comparative advertising. 5..., DEPARTMENT OF THE TREASURY LIQUORS LABELING AND ADVERTISING OF DISTILLED SPIRITS Advertising of Distilled Spirits § 5.66 Comparative advertising. (a) General. Comparative advertising shall not be disparaging of a...
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27 CFR 7.55 - Comparative advertising.
2010-04-01
... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Comparative advertising. 7..., DEPARTMENT OF THE TREASURY LIQUORS LABELING AND ADVERTISING OF MALT BEVERAGES Advertising of Malt Beverages § 7.55 Comparative advertising. (a) General. Comparative advertising shall not be disparaging of a...
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Jastramskis, Deimantas
2008-01-01
The aim of the article is to analyze display of financial and organizational aspects of advertisers’ influence on news’ content. Main points of analysis are: advertising influence on concentration of media organizations, convergence of advertising and journalism in the strategies of media marketing, relation between advertising and news content in Lithuanian media system, problems of links between political advertising and presentation of politicians in the news .
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De Pauw, Pieter; Cauberghe, Veroline; Hudders, Liselot
2017-01-01
As few studies focus on how children’s coping with advertising is affected by their environment, the present study uses multilevel analysis to explore the role of both primary (i.e. parents) and secondary socializing agents (i.e. classmates, teachers) in children’s advertising literacy. The results show that children’s cognitive advertising literacy and attitudes toward advertising are to a large extent determined by class-level processes. Their moral advertising literacy is a more individual...
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Milner, Pat; Saul, Jessie E; Pfaff, Lillian
2008-01-01
Background To improve the overall impact (reach × efficacy) of cessation treatments and to reduce the population prevalence of smoking, innovative strategies are needed that increase consumer demand for and use of cessation treatments. Given that 12 million people search for smoking cessation information each year, online advertising may represent a cost-efficient approach to reach and recruit online smokers to treatment. Online ads can be implemented in many forms, and surveys consistently show that consumers are receptive. Few studies have examined the potential of online advertising to recruit smokers to cessation treatments. Objective The aims of the study were to (1) demonstrate the feasibility of online advertising as a strategy to increase consumer demand for cessation treatments, (2) illustrate the tools that can be used to track and evaluate the impact of online advertising on treatment utilization, and (3) highlight some of the methodological challenges and future directions for researchers. Methods An observational design was used to examine the impact of online advertising compared to traditional recruitment approaches (billboards, television and radio ads, outdoor advertising, direct mail, and physician detailing) on several dependent variables: (1) number of individuals who enrolled in Web- or telephone-based cessation treatment, (2) the demographic, smoking, and treatment utilization characteristics of smokers recruited to treatment, and (3) the cost to enroll smokers. Several creative approaches to online ads (banner ads, paid search) were tested on national and local websites and search engines. The comparison group was comprised of individuals who registered for Web-based cessation treatment in response to traditional advertising during the same time period. Results A total of 130,214 individuals responded to advertising during the study period: 23,923 (18.4%) responded to traditional recruitment approaches and 106,291 (81.6%) to online ads. Of
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Intellectual Property on Advertising Works (1)
梁瀬, 和男; Kazuo, YANASE
1999-01-01
In the deep depression of Japanese Economy, "advertising directly effective for selling" is now desired eagerly in many companies. Moreover, the drastic retrenchment in advertising budget strictly asks its efficiency and effective advertisng. As a result, the efficient accomplishment of advertising purpose may force intellectual property which comes into advertising works belong to advertisers. It is ideal for advertisers, ad agencies and prouction companies to make an agreement in document w...
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15 CFR 265.42 - Photography for advertising or commercial purposes; advertising and soliciting.
2010-01-01
... 15 Commerce and Foreign Trade 1 2010-01-01 2010-01-01 false Photography for advertising or commercial purposes; advertising and soliciting. 265.42 Section 265.42 Commerce and Foreign Trade Regulations... COLLINS, COLORADO Buildings and Grounds § 265.42 Photography for advertising or commercial purposes...
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Skovshoved, Fredrik; Roshandel, Salar
2009-01-01
Background: Sponsoring is a topic that has always been present but in different forms. Recently however, it has become even more popular and companies today invest small fortunes on becoming sponsors of different events, individuals and teams. However, there is still not much research done within this field, hence we find it interesting to investigate further. Purpose: The purpose of this thesis is to investigate, from a strategic marketing perspective, what a sponsoring organization wants to...
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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
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ERISTIC ARGUMENTATION IN ADVERTISING
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Skirmantė Biržietienė
2014-10-01
Full Text Available Advertising may be examined as a particular form of rhetoric the aims of which are the same as of rhetoric, namely to affect mind, will, feelings, and to persuade. The theory of rhetoric, the main object of which is discourse not only in narrow meaning (as verbal expression of ideas (i.e. to say text, but also in broad meaning – as a communicative act between the addresser and the addressee since its interdisciplinary nature provides the right tools to explore the advertising discourse. The theory of rhetoric is successfully applied in development of advertising discourse, because it helps to foresee the communicative act between the addresser and the addressee. Advertising and rhetoric are combined by many common elements, but the same goal is the most important: both, rhetoric and advertising seek for persuasion through verbal and non-verbal measures. The paper deals with the analysis of the inventive level of advertising discourse, i.e., eristic arguments, spread of ways of proofing / persuasion. Eristic argumentation is a dominant argumentation type in advertising. This method of persuasion is a way to create truth visibility although it is just superficial. The most typical schemes of eristic argumentation used in advertising are as follows: argumentum ad vanitatem (appeal to the vanity of the addressee, argumentum ad verecundiam (appeal to the authority, argumentum baculinum (method of “whip” argument, argumentum ad novitatem (appeal to novelty. The article shows the usage of eristic arguments in Lithuanian commercial ads.
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Policy Implications of Advertising to Children.
Griffin, Emilie
Since its inception the Children's Advertising Review Unit has turned to research in order to better evaluate children's advertisements, to develop guidelines for children's advertisers and to resolve some perplexing questions about certain types of advertising content. Although some work has been done in advertising directed toward children, most…
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Kash, Bita A; Boyer, Gregory J
2008-01-01
Marketing and advertising activities in the nursing home sector have increased in recent years, following the example of hospitals and health systems. The reasons for this trend may be related to the growth in competition but are not clearly identified yet. Theoretically, advertising becomes necessary to gain an advantage over the competition. The purpose of this study was to identify the reasons for the variation in advertising expenditures among nursing homes in Texas. For this study, we merged 2003 data from the Texas Medicaid Nursing Facility Cost Report, the Texas Nursing Home Quality Reporting System, and the Area Resource File for Texas. Using the Herfindahl-Hirschman Index, we then examined the correlations between advertising expenses and the level of market concentration. We evaluated the association between advertising expenditures and market competition using two logistic and four linear regression models. Total advertising expenses in Texas nursing homes ranged from $0 to $165,000 per year. Higher advertising expenditures were associated with larger facilities, higher occupancy, and high Medicare census. Market competition, however, was not a significant predictor of such expenses. Advertising seems to be more resource-driven than market-driven. Therefore, some advertising expenditures may be unnecessary, may lack impact, and may even be wasteful. Reducing unnecessary advertising costs could free up resources, which may be allocated to necessary resident care activities.
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2010-01-01
... 12 Banks and Banking 2 2010-01-01 2010-01-01 false Advertising. 213.7 Section 213.7 Banks and... (REGULATION M) § 213.7 Advertising. (a) General rule. An advertisement for a consumer lease may state that a... paragraph (d)(1) of this section shall also state the following items: (i) That the transaction advertised...
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The Bilingual Advertising Decision.
Grin, Francois
1994-01-01
Examines the relationship between linguistic plurality and the rationale of advertising decisions. The article presents a simple model of sales to different language groups as a function of the level of advertising in each language, language attitudes, incomes, and an advertising response function. The model is intended as a benchmark, and several…
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View of Advertising Practitioners
O'Keeffe, Peter
2016-01-01
I am concerned to make the case for the rights and liberties to communicate commercial advertising messages to children. Consequenlly, I am amused by the identification of advertising with witchcraft; witches ceased to be burned a long time ago. However, this comparison, illustrates the excessive concern shown about how strangely influential advertising is.
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White, Victoria; Faulkner, Agatha; Coomber, Kerri; Azar, Denise; Room, Robin; Livingston, Michael; Chikritzhs, Tanya; Wakefield, Melanie
2015-06-19
The aim of this study was to determine changes in advertising expenditures across eight media channels for the four main alcohol beverage types and alcohol retailers in Australia. Yearly advertising expenditures between January 1997 and December 2011 obtained from a leading media-monitoring company. Media channels assessed were: free-to-air television, newspapers, magazines, radio, outdoors (billboards), cinema, direct mail (from 2005) and online (from 2008). Data were categorised into alcohol retailers (e.g. supermarkets, off-licences) or four alcoholic beverage types (beer, wine, spirits, premixed spirits/cider). Regression analyses examined associations between year and expenditure. Total alcohol advertising expenditure peaked in 2007, then declined to 2011 (P = 0.02). Television advertising expenditure declined between 2000 and 2011 (P advertising expenditure increased between 1997 and 2007. Alcohol retailers' advertising expenditure increased over time (P advertising expenditure declined over time (beer: P advertising expenditure increased (beer: P advertised beer (P advertising alcohol. As our study excluded non-traditional advertising media (e.g. sponsorships, in-store) we cannot determine whether declines in television advertising have been offset by increases in advertising in newer media channels. However, our findings that media channels used for alcohol advertising have changed over time highlights the need for adequate controls on alcohol advertising in all media channels. [White V, Faulkner A, Coomber K, Azar D, Room R, Livingston M, Chikritzhs T, Wakefield M. How has alcohol advertising in traditional and online media in Australia changed? Trends in advertising expenditure 1997-2011. Drug Alcohol Rev 2015]. © 2015 Australasian Professional Society on Alcohol and other Drugs.
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SHORT ANALYSIS OF COMMERCIAL ADVERTISING
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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.
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Mobile Phones and Outdoor Advertising: Measurable Advertising
Quercia, Daniele; Di Lorenzo, Giusy; Calabrese, Francesco; Ratti, Carlo
2011-01-01
Television and newspapers sit at the top of many agency marketing plans, while outdoor advertising stays at the bottom. The reason for this is that it’s difficult to account for who views a billboard, so there is no way of consistently determining the effectiveness of outdoor advertising. As a result, agencies do not consider the medium and allocate their money elsewhere. To change this situation, one needs to create new credible audience measurements for the outdoor marketing industry. He...
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2011-01-01
Background Both clinical guidelines and direct-to-consumer (DTC) advertising influence use of new health care technologies, but little is known about their relative effects. The introduction of a cervical cancer screening test in 2000 offered a unique opportunity to assess the two strategies. Objective To evaluate the effects of clinical guidelines and a targeted DTC advertising campaign on overall and appropriate use of human papillomavirus (HPV) DNA tests. Research Design Quasi-experimental study using difference-in-differences analysis. Data were MarketScan private insurance claims for 500,000 women ages 21 to 64 enrolled at least 12 consecutive months from January 2001 through December 2005. Results Both clinical guidelines and DTC advertising were associated with increases in overall HPV DNA test use. DTC advertising was associated with a statistically significant increase in HPV DNA test use in two groups of DTC cities (+5.57 percent, padvertising was associated with comparable increases in the probability of appropriate and inappropriate use of the HPV DNA test in primary screening. Clinical guideline releases from the American College of Obstetricians and Gynecologists, and by a co-sponsored panel, were associated with greater increases in HPV DNA tests for appropriate primary screening than for inappropriate primary screening (β=0.3347, padvertising was associated with increased overall use of a cervical cancer screening test, while clinical guidelines were differentially associated with increased appropriate use. These findings suggest distinct influences of consumer marketing and professional guidelines on the use of health care products and services. PMID:21150798
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Anderson, Peter; de Bruijn, Avalon; Angus, Kathryn; Gordon, Ross; Hastings, Gerard
2009-01-01
To assess the impact of alcohol advertising and media exposure on future adolescent alcohol use. We searched MEDLINE, the Cochrane Library, Sociological Abstracts, and PsycLIT, from 1990 to September 2008, supplemented with searches of Google scholar, hand searches of key journals and reference lists of identified papers and key publications for more recent publications. We selected longitudinal studies that assessed individuals' exposure to commercial communications and media and alcohol drinking behaviour at baseline, and assessed alcohol drinking behaviour at follow-up. Participants were adolescents aged 18 years or younger or below the legal drinking age of the country of origin of the study, whichever was the higher. Thirteen longitudinal studies that followed up a total of over 38,000 young people met inclusion criteria. The studies measured exposure to advertising and promotion in a variety of ways, including estimates of the volume of media and advertising exposure, ownership of branded merchandise, recall and receptivity, and one study on expenditure on advertisements. Follow-up ranged from 8 to 96 months. One study reported outcomes at multiple time-points, 3, 5, and 8 years. Seven studies provided data on initiation of alcohol use amongst non-drinkers, three studies on maintenance and frequency of drinking amongst baseline drinkers, and seven studies on alcohol use of the total sample of non-drinkers and drinkers at baseline. Twelve of the thirteen studies concluded an impact of exposure on subsequent alcohol use, including initiation of drinking and heavier drinking amongst existing drinkers, with a dose response relationship in all studies that reported such exposure and analysis. There was variation in the strength of association, and the degree to which potential confounders were controlled for. The thirteenth study, which tested the impact of outdoor advertising placed near schools failed to detect an impact on alcohol use, but found an impact on
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Can the ministry collaborate to form the "next generation" of sponsors?
Stanley, Teresa
2007-01-01
In looking to the future of sponsored ministry of Catholic institutions, the formation of future sponsors--both religious and lay alike--is an important issue. As this ministry continues to evolve, and sponsoring groups determine how best to prepare new sponsors, might it not be time to think about how to pool the ministry's collective wisdom on formation? Sponsors act not only in the name of the health care institution (or other ministry) but on behalf of the faith community engaged in continuing the compassionate healing ministry of Jesus. In Catholic ministry, and particularly health care ministry, sponsors carry out their responsibilities through a multiplicity of organizational relationships. Just as structures differ, so too do criteria that guide who will be called to join a sponsoring group. There are several core elements that are incorporated in the majority of sponsor competency sets. Elements identified by a committee of ministry members, and reviewed by hundreds of sponsors and other ministry leaders are: mission oriented, animated, theologically grounded, collaborative, church related, and accountable. If one is looking at the potential for convening dialogues about possible areas of collaboration in formation, these core elements, with examples of how they are lived out, may offer an outline of areas new sponsors might need to learn more about for their personal and professional development. Our Catholic health ministry depends on leaders who can create and steward organizational cultures that incarnate Jesus' healing. The possibilities for collaboration in the formation of future sponsors are endless, but there are challenges. If you are a member of a sponsor body/council/corporate member in Catholic health care, and are interested in nominating potential persons to take part in a representative group that would discuss possibilities for collaboration in sponsor formation, please go to www.chausa.org/sponsorformation and complete all sections of the
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Pournaghi Azar, F; Mamizadeh, M; Nikniaz, Z; Ghojazadeh, M; Hajebrahimi, S; Salehnia, F; Mashhadi Abdolahi, H
2018-03-01
The evidence about the content of TV advertisements broadcast during children's viewing times with an emphasis on the number of food advertisements and the number of cariogenic food advertisements was systematically reviewed and meta-analyzed. A systematic review and meta-analysis. Articles published up until October 2017 in PubMed, Scopus, Embase, Web of Science, Cochrane Library, and Persian databases such as Magiran, IranDoc, and Iranmedex with the keywords that were related to advertising and oral health in children were searched and screened by two reviewers independently, and the outcomes of interest were extracted. Meta-analysis was performed using the Comprehensive Meta-Analysis, version 2.0. A total of 480 titles were retrieved and reduced to 256 eligible studies after deletion of duplicates, and finally, after closer assessment of titles and abstracts, five articles were selected for systematic review and meta-analysis. Of the included studies, three were conducted in the UK, one in India, and one in Greece. About 38.0% (95% confidence interval: 19.6-60.6, P = 0.296) of advertisements were related to food and also about 70.6% (95% confidence interval: 53.7-83.3, P < 0.019) of food advertisements were related to cariogenic foods. Food advertising during children's programs is dominated by food items that are potentially harmful to oral health. Moreover, the advertisements shifted toward food items that appeared healthy but contain a large amount of hidden sugar. Copyright © 2017 The Royal Society for Public Health. Published by Elsevier Ltd. All rights reserved.
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Cigarette advertising and teen smoking initiation.
Hanewinkel, Reiner; Isensee, Barbara; Sargent, James D; Morgenstern, Matthis
2011-02-01
To test the specificity of the association between cigarette advertising and adolescent smoking initiation. A longitudinal survey of 2102 adolescents, aged 10 to 17 years at baseline, who never smoked was conducted by using masked images of 6 cigarette advertisements and 8 other commercial products with all brand information digitally removed. The exposure variable was a combination of contact frequency and cued recall of brands for cigarette and other advertisements. Multilevel mixed-effects Poisson regressions were used to assess smoking initiation 9 months after the baseline assessment as a function of cigarette-advertisement exposure, other advertisement exposure, and baseline covariates. Thirteen percent (n = 277) of students initiated smoking during the observation period. Although the incidence of trying smoking was associated with increased exposure to cigarette advertisements (10% in the low, 12% in the medium, and 19% in the high cigarette-advertisement exposure tertile initiated smoking), exposure to other advertisements did not predict smoking initiation. Compared with low exposure to cigarette advertisements, high exposure remained a significant predictor of adolescent smoking initiation after controlling for baseline covariates (adjusted relative risk: 1.46 [95% confidence interval: 1.08-1.97]; P content-related effect of cigarette advertisements and underlines the specificity of the relationship between tobacco marketing and teen smoking; exposure to cigarette advertisements, but not other advertisements, is associated with smoking initiation.
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Advertising styles in different cultures
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Krasulja Nevena
2003-01-01
Full Text Available Modern consumer is inhabitant of a "Global Village" as well as of its own national culture which largely influences his creation of a system of values, beliefs and style of life in general. According to adopted values and styles, consumers from different cultures have different buying behavior, different needs and preferences related to a product and they have their favorite advertising styles. As advertising reflects culture, symbols and rituals which are used are even more emphasized and strengthen cultural values, which are then used as a strong advertising style characteristic. Global advertisers are increasingly faced with different environment meaning. A fact that has been proved in practice is that standardized approach to advertising does not transmit values in a correct way, so the advertisers that want to achieve long term success must differentiate their brands to competitors'. In modern market environment strategy "Think globally, act locally" proved to be adequate for advertising in modern international market.
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Advertising on mobile applications
Sobolevsky, Alexandr
2015-01-01
The article analyzes the new method of mobile advertising. Advertising in mobile applications - a subspecies of mobile marketing, where advertising is distributed using mobile phones and smartphones. Ad placement is going on inside of applications and games for smartphones. It has a high potential due to the large number of mobile phone users (over 6.5 billion in 2013).
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Business advertisements management system
Rekel, Ernest
2017-01-01
Business Advertisements Management System The main goal of the project was to create a business advertisements management system, where users could easily create and find business advertisements. To accomplish this goal exist- ing systems were analyzed as well as their limitations. The end result is a working system which is able to store and proccess huge amount of data.
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14 CFR 151.51 - Performance of construction work: Sponsor force account.
2010-01-01
... 14 Aeronautics and Space 3 2010-01-01 2010-01-01 false Performance of construction work: Sponsor... Development Projects § 151.51 Performance of construction work: Sponsor force account. (a) Before undertaking any force account construction work, the sponsor (or any public agency acting as agent for the sponsor...
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Use of social media to circumvent sales and advertising ban of electronic cigarettes
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Murat Güner
2018-03-01
Full Text Available Background There are no legal electronic cigarette products available in Turkey. According to the law whether including tobacco or not products that resemble tobacco products can not be advertised, promoted and sold through internet.However the use of electronic cigarettes are frequently observed. This study was carried out in order to find out the sales outlet and advertising media of the publicly available products. Methods Internet search of the key words "e-cigarettes and electronic cigarettes" in Turkish language was carried out . The survey of the forum and websites identified were further analyzed to detect the presence of advertising, promotion and trading elements. Results There were 94 websites and one social forum with 69,354 members on electronic cigarettes in Turkish language. Of the websites 95 % had advertising and facilitated online sales. Social media forum had a section for beginners which was accessible by non-member, containing information about the device, liquids and usage. Under the heading" starter kit for beginners" 143 brands were promoted. The suppliers were introduced under 74 headings and 44774 messages. 25 suppliers sold e-cigarettes through the forum by 221 various advertising. Online shopping section was consisted of 1990 topics and 179.100 messages. The forum also facilitated exchange of products between members, as well as international sales without customs. All the websites had Turkish domain names and used regular shipping companies for the delivery of the products. The social media forum had an international hosting. Advertising contained false claims about the safety of the products referring to reputable international organizations.Social media forum provided home-made recipes and the names and adresses of chemical supplier companies. Conclusions Social media was extensively used for the sale and advertising of electronic cigarettes that were not licenced in Turkey. Laws need to be enforced not only in
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Introduction to media and advertising creative relationship
Institute of Scientific and Technical Information of China (English)
李晴
2013-01-01
This article is based on the relationship of media and advertising creative for the report, Through the analysis of the nature and characteristics of various advertising media, from video, print, advertising, outdoor this four aspects explain the relationship between media and advertising creative. Fully understand the media for advertising creative, make the best combination of media and advertising, make advertising creative into real productivity.
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Social Advertising Quality: Assessment Criteria
Directory of Open Access Journals (Sweden)
S. B. Kalmykov
2017-01-01
Full Text Available Purpose: the The purpose of the publication is development of existing criterial assessment in social advertising sphere. The next objectives are provided for its achievement: to establish research methodology, to develop the author’s version of necessary notional apparatus and conceptual generalization, to determine the elements of social advertising quality, to establish the factors of its quality, to conduct the systematization of existing criteria and measuring instruments of quality assessment, to form new criteria of social advertising quality, to apply received results for development of criterial assessment to determine the further research perspectives. Methods: the methodology of research of management of social advertising interaction with target audience, which has dynamic procedural character with use of sociological knowledge multivariate paradigmatic status, has been proposed. Results: the primary received results: the multivariate paradigmatic research basis with use of works of famous domestic and foreign scientists in sociology, qualimetry and management spheres; the definitions of social advertising, its quality, sociological quality provision system, target audience behavior model during social advertising interaction are offered; the quality factors with three groups by level of effect on consumer are established; the systematization of existing quality and its measure instruments assessment criteria by detected social advertising quality elements are conducted; the two new criteria and its management quality assessment measuring instruments in social advertising sphere are developed; the one of the common groups of production quality criteria – adaptability with considering of new management quality criteria and conducted systematization of existing social advertising creative quality assessment criteria development; the perspective of further perfection of quality criterial assessment based on social advertising
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Forty Thousand Years of Advertisement
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Konstantin Lidin
2006-05-01
Full Text Available The roots of advertisement are connected with reclamations, claims and arguments. No surprise that many people treat it with distrust, suspicion and irritation.Nobody loves advertisement (except its authors and those who order it, nobody watches it, everybody despises it and get annoyed because of it. But newspapers, magazines, television and city economy in general cannot do without it. One keeps on arguing whether to prohibit advertisement, to restrict its expansion, to bring in stricter regulations on advertisement…If something attracts attention, intrigues, promises to make dreams true and arouses desire to join - it should be considered as advertisement. This definition allows saying with no doubts: yes, advertisement did existed in the most ancient strongest cultures. Advertisement is as old as the humane civilization. There have always been the objects to be advertised, and different methods appeared to reach those goals.Advertisement techniques and topics appear, get forgotten and appear again in other places and other times. Sometimes the author of advertisement image has no idea about his forerunners and believes he is the discoverer. A skillful designer with high level of professionalism deliberately uses images from past centuries. The professional is easily guided by historical prototypes.But there is another type of advertisement, its prototypes cannot be found in museums. It does not suppose any respect, because it is built on scornful attitude towards the spectator.However, basically the advertisement is made by professional designers, and in this case ignorance is inadmissible. Even if we many times appeal to Irkutsk designers to work on raising their cultural level of advertisements, anyhow, orders will be always made by those who pay. Unless Its Majesty Ruble stands for Culture, those appeals are of no use.
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Food advertising to children and its effects on diet: review of recent prevalence and impact data.
Boyland, Emma Jane; Whalen, Rosa
2015-08-01
In the context of a global obesity epidemic that has led to an unprecedented burden of non-communicable disease, the role of food and beverage marketing to children has been scrutinised in numerous studies. This article discusses the broader concept of an obesity-promoting food environment, before reviewing key, recent (last 5 yr) international research findings with regard to both the prevalence and effects of food and beverage advertising on children's intake. Evidence relating to the two main avenues of food marketing exposure, television, and the Internet, is explored and consideration is given to the differences in consumer experience of these types of promotion. Despite methodological differences and the varying population samples studied, the outcomes are broadly consistent - food advertising is prevalent, it promotes largely energy dense, nutrient poor foods, and even short-term exposure results in children increasing their food consumption. Policymakers are implored to drive forward meaningful changes in the food environment to support healthier choices and reduce the incidence of obesity and related diseases. This article aims at providing an overview of recent developments in this field. After limiting the search to the last five full years 2009-2014, we searched the following databases: Web of Knowledge and PubMed (keyword search terms used: television, Internet, new media, food advertising, food marketing, children, food intake, energy intake, consumption, and combinations of these terms). In addition we used the references from the articles obtained by this method to check for additional relevant material. © 2015 John Wiley & Sons A/S. Published by John Wiley & Sons Ltd.
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Korošec, Živa; Pravst, Igor
2016-12-01
The marketing of energy-dense foods is recognised as a probable causal factor in children's overweight and obesity. To stimulate policymakers to start using nutrient profiling to restrict food marketing, a harmonised model was recently proposed by the WHO. Our objective is to evaluate the television advertising of foods in Slovenia using the above-mentioned model. An analysis is performed using a representative dataset of 93,902 food-related advertisements broadcast in Slovenia in year 2013. The advertisements are linked to specific foods, which are then subject to categorisation according to the WHO and UK nutrient profile model. Advertising of chocolate and confectionery represented 37 % of food-related advertising in all viewing times, and 77 % in children's (4-9 years) viewing hours. During these hours, 96 % of the food advertisements did not pass the criteria for permitted advertising according to the WHO profile model. Evidence from Slovenia shows that, in the absence of efficient regulatory marketing restrictions, television advertising of food to children is almost exclusively linked to energy-dense foods. Minor modifications of the proposed WHO nutrient profile model are suggested.
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Advertising of toothpaste in parenting magazines.
Basch, Corey H; Hammond, Rodney; Guinta, Alexis; Rajan, Sonali; Basch, Charles E
2013-10-01
We assessed advertisements for children's toothpaste in two widely read US parenting magazines. Data on the number and type of toothpaste advertisements in two parenting magazines were collected from 116 magazine issues between 2007 and 2011. The number of children's toothpaste advertisements per year and across magazines was computed. The amount of toothpaste presented in each advertisement was categorized. We noted whether the toothpaste advertisement stated that the toothpaste was fluoridated. We identified a total of 117 children's toothpaste advertisements in these magazines and confirmed that the majority of the magazine issues contained at least one toothpaste advertisement. Of the 31 advertisements that depicted a picture of a toothbrush with toothpaste, all but one (96.8 %) depicted a full swirl of toothpaste covering the entire toothbrush head, which is well over the recommended amount. The pictures on the advertisements show an excessive amount of toothpaste on the brush, which directly conflicts with the instructions on many toothpastes and dentist recommendations. Those advertisements with photographs that depict a toothbrush with a full brush head of toothpaste are showing over four times the recommended amount for children.
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Minimum Price Guarantees In a Consumer Search Model
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
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G.L. Urban (Glen); G. Liberali (Gui); E. MacDonald (Erin); R. Bordley (Robert); J. Hauser (J.)
2014-01-01
textabstractResearchers and practitioners devote substantial effort to targeting banner advertisements to consumers, but they focus less effort on how to communicate with consumers once targeted. Morphing enables a website to learn, automatically and near optimally, which banner advertisements to
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Unconscious advertising effects
Moorman, M.; Belch, M.A.; Belch, G.E.
2011-01-01
Most traditional advertising effect models are based on the premise that advertising is attended to and processed consciously. However, recent neuroscientific research shows that most information is unconsciously attended to, processed, and stored in memory. The concept of unconscious processing is
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Advertising-Induced Embarrassment
Puntoni, S.; Hooge, de I.E.; Verbeke, W.J.M.I.
2015-01-01
Abstract Consumer embarrassment is a concern for many advertisers. Yet little is known about ad-induced embarrassment. The authors investigate when and why consumers experience embarrassment as a result of exposure to socially sensitive advertisements. The theory distinguishes between viewing
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Advertising, Attention, and Financial Markets
Focke, Florens; Ruenzi, Stefan; Ungeheuer, Michael
2015-01-01
We investigate the impact of product market advertising on investor attention and financial market outcomes. Using daily advertising data allows us to identify short-term effects of advertising. We measure daily investor attention based the company's number of Wikipedia page views. We show that TV and newspaper advertising positively impacts short-term investor attention. It also positively impacts turnover and liquidity, but the effects are not economically significant. Most importantly, ass...
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Retorical figures in advertising language
Radenković-Šošić Bojana
2012-01-01
Promotional activities are very often based on advertising and diverse types of public relations. In order to attract consumers' attention and achieve communication goals set by the corporate strategy, advertisers frequently use rhetorical elements in advertising discourse. The advertisers try to convey a desired message and to communicate with the recipient of the message by using various rhetorical figures. It is argued that understanding the structure and function of rhetorical figur...
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Impact of Predicting Health Care Utilization Via Web Search Behavior: A Data-Driven Analysis.
Agarwal, Vibhu; Zhang, Liangliang; Zhu, Josh; Fang, Shiyuan; Cheng, Tim; Hong, Chloe; Shah, Nigam H
2016-09-21
By recent estimates, the steady rise in health care costs has deprived more than 45 million Americans of health care services and has encouraged health care providers to better understand the key drivers of health care utilization from a population health management perspective. Prior studies suggest the feasibility of mining population-level patterns of health care resource utilization from observational analysis of Internet search logs; however, the utility of the endeavor to the various stakeholders in a health ecosystem remains unclear. The aim was to carry out a closed-loop evaluation of the utility of health care use predictions using the conversion rates of advertisements that were displayed to the predicted future utilizers as a surrogate. The statistical models to predict the probability of user's future visit to a medical facility were built using effective predictors of health care resource utilization, extracted from a deidentified dataset of geotagged mobile Internet search logs representing searches made by users of the Baidu search engine between March 2015 and May 2015. We inferred presence within the geofence of a medical facility from location and duration information from users' search logs and putatively assigned medical facility visit labels to qualifying search logs. We constructed a matrix of general, semantic, and location-based features from search logs of users that had 42 or more search days preceding a medical facility visit as well as from search logs of users that had no medical visits and trained statistical learners for predicting future medical visits. We then carried out a closed-loop evaluation of the utility of health care use predictions using the show conversion rates of advertisements displayed to the predicted future utilizers. In the context of behaviorally targeted advertising, wherein health care providers are interested in minimizing their cost per conversion, the association between show conversion rate and predicted
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Directory of Open Access Journals (Sweden)
Puppalwar G
2015-03-01
Full Text Available Gaurav Puppalwar, Meenakshi Mourya, Ganesh Kadhe, Amey Mane Medical Affairs, Wockhardt Limited, Wockhardt Towers, Bandra Kurla Complex, Mumbai, India Abstract: Clinical trials provide a foundation for new drug development processes, as well as for product license extensions for existing therapies. The reduction in the amount of time and cost to conduct a clinical trial becomes important, as competition to bring a new drug to the market is increasing, and so is the search for new markets. Kenya, Nigeria, Tanzania, Uganda, and Zambia offer a diverse patient population, as well as a comparatively research-friendly and ambitious government to develop these countries as pharmaceutical and health sectors of excellence. All these countries have their own guidelines to conduct clinical trials that feature some similarities and some subtle differences. Over the last decade, the guidelines have been evolving to provide a good ground to foreign sponsors, which carry out clinical trials while keeping the interest of patients as a priority. In the advent of these evolving guidelines, it becomes important for a foreign sponsor to understand and be aware of these guidelines before carrying out clinical trials. The present paper attempts to collect and compile all information available regarding the guidelines on the conduct of trials by a foreign sponsor in these five countries, which are available at government websites and search engines. The information gathered was organized into simplified flowcharts for easy understanding and usage. A clear understanding of the guidelines can effectively reduce the challenges faced for conducting clinical trials in these countries. Keywords: informed consent, ethics, drug development, emerging markets
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Agricultural Market Structure, Generic Advertising, and Welfare
Cardon, James H.; Pope, Rulon D.
2003-01-01
This analysis begins with a definition and discussion of productive advertising. Then, following Dixit and Norman, persuasive advertising is used to study the welfare effects of generic advertising by marketing orders. The study first examines horizontal competition when the competing advertiser is a monopoly, and results show that the socially optimal level of advertising for a competitive marketing order is positive only if advertising raises monopoly output. Next, advertising choices of a ...
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Emotional response to advertising
Directory of Open Access Journals (Sweden)
Bogdan Anastasiei
2014-11-01
Full Text Available Emotions can transcend cultural, linguistic, demographic, and social boundaries. Emotions affect information processing and create a positive attitude toward the ad, which becomes associated with the brand. Objectives. This study investigates the role of pleasure (P, arousal (A and domination (D emotions in mobile’s photo camera advertisement and how each of them is influencing consumer attitude towards the advertisement and brand. Prior Work. Holbrook and Batra (1987 developed their own emotional scale based on these three dimensions (PAD, showing that these emotions mediate consumer responses to advertising. Approach. A 1*4 factorial experiment design method was adopted in order to measure the impact of independent variables (emotion type on dependent variables (attitude toward ad, attitude toward brand. Results. The results revealed that emotions like Pleasure (loving, friendly, grateful and Arousal (active, interested, excited, entertained influence consumers' attitudes towards brand and advertising. Value. Marketers need to understand the role of pleasure and arousal emotions when making advertising campaign; an effective promotion leads to persuading consumers. The results indicate that marketing practitioners should measure affective responses when testing an advertisement, as long as this action would predict brand attitude.
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ADVERTISING AND LANGUAGE MANIPULATION
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Cristina-Maria PRELIPCEANU
2013-11-01
Full Text Available Research has revealed that much of what happens in our minds as a result of language use is still hidden from our conscious awareness. Advertisers know this phenomenon better. They use the manipulation of language to suggest something about their products without directly claiming it to be true. Although the advertisers use colours, symbols, and imagery in advertisements, “the most direct way to study ads is through an analysis of the language employed” as all the other aspects are meant to reinforce the language message. Ads are designed to have an effect on consumers while being laughed at, belittle and all but ignored. Some modern advertisements appear to be almost dissuading consumers from the product – but this is just a modern technique. This paper is going to analyze a series of language techniques used by advertisers to arrest our attention, to arouse our interest, to stimulate desire for a product and ultimately to motivate us to buy it. Once we become familiar with the language strategies used in advertising messages we will be more able to make our own buying decisions.
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Legal features of the drug advertising.
Pashkov, Vitalii M; Olefir, Andrii A; Bytyak, Oleksiy Y
In the article discribed current trends of advertising in the pharmaceutical market and foreign experience of legal regulation of these relations. As for the advertising of medicines identified it's symptoms, types, basic rules and prohibitions. Modern pharmaceutical companies can not successfully carry out economic activities without advertising. Besides we can mention some fundamental changes in society (information overload, universal access to internet, social media, freedom of movement of goods, labor and finance), also self-medication becomes more popular. At the same time, the number of deaths after improper and uncontrolled use of drugs ranks fifth in the world among the causes of death. Investigate current trends of advertising on the pharmaceutical market, find advertising signs, basic restrictions and prohibitions on advertising of medicines, as well as foreign experience of legal regulation of these relations. Despite the fact that pharmaceutical advertising were studied by such scholars as M. Abraham, L. Bradley, C. Dunn, J. Donoh'yu, D. Castro, M. Lipski, K. Taylor and others, number of issues related features of drug advertising, remained without proper theoretical studies. Based on the analysis can come to the conclusion that advertising of medicinal products are the subject of special attention from the state. Drugs, unlike other products, are a group of specialized consumer products. Risks increase when patients under the influence of «aggressive» advertising resort to self-medication. If a complete ban on advertising of medicines is inappropriate, you should set stricter requirements for the content of advertising and product placement rules. That is, in the national legislation to implement regulatory requirements of Directive 2001/83 / EC. Legal regulation of drug advertising can be improved by such legal means: - should provide for a mechanism of public control over the observance of ethical standards in the advertising of medicinal products
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Attention competition with advertisement
Cetin, Uzay; Bingol, Haluk O.
2014-09-01
In the new digital age, information is available in large quantities. Since information consumes primarily the attention of its recipients, the scarcity of attention is becoming the main limiting factor. In this study, we investigate the impact of advertisement pressure on a cultural market where consumers have a limited attention capacity. A model of competition for attention is developed and investigated analytically and by simulation. Advertisement is found to be much more effective when the attention capacity of agents is extremely scarce. We have observed that the market share of the advertised item improves if dummy items are introduced to the market while the strength of the advertisement is kept constant.
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Strategic Targeted Advertising
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
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Kaspin, Lisa C; Gorman, Kathleen M; Miller, Ross M
2013-02-01
This review determines the characteristics and health-related and economic outcomes of employer-sponsored wellness programs and identifies possible reasons for their success. PubMed, ABI/Inform, and Business Source Premier databases, and Corporate Wellness Magazine were searched. English-language articles published from 2005 to 2011 that reported characteristics of employer-sponsored wellness programs and their impact on health-related and economic outcomes among US employees were accepted. Data were abstracted, synthesized, and interpreted. Twenty references were accepted. Wellness interventions were classified into health assessments, lifestyle management, and behavioral health. Improved economic outcomes were reported (health care costs, return on investment, absenteeism, productivity, workers' compensation, utilization) as well as decreased health risks. Programs associated with favorable outcomes had several characteristics in common. First, the corporate culture encouraged wellness to improve employees' lives, not only to reduce costs. Second, employees and leadership were strongly motivated to support the wellness programs and to improve their health in general. Third, employees were motivated by a participation-friendly corporate policy and physical environment. Fourth, successful programs adapted to the changing needs of the employees. Fifth, community health organizations provided support, education, and treatment. Sixth, successful wellness programs utilized technology to facilitate health risk assessments and wellness education. Improved health-related and economic outcomes were associated with employer-sponsored wellness programs. Companies with successful programs tended to include wellness as part of their corporate culture and supported employee participation in several key ways.
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Advertising Influence on Market
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.
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PERBANDINGAN IMPLEMENTASI ADVERTISING CAMPAIGN
Francisca Hanna , Febrianti
2013-01-01
Advertising campaign merupakan serangkaian bentuk iklan melalui berbagai media dan berpusat pada satu tema dalam satu waktu. Tujuan utama advertising campaign adalah menyampaikan pesan dalam suatu tema yang diluncurkan kepada masyarakat sehingga tema tersebut menjadi ciri khas produk. Peluncuran tema campaign oleh Coca Cola dan Pepsi yang merupakan rival dalam kategori beverage merupakan obyek dari penelitian ini. Kesuksesan sebuah tema advertising campaign dilihat dengan menggunakan paramet...
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Pilelienė Lina; Grigaliūnaitė Viktorija
2017-01-01
Advertising spokesperson is one of the undeniably important factors affecting advertising effectiveness. However, advertising spokesperson has to have some particular features to be effective. Various previous researches resulted in determination of different features of advertising spokesperson and their effectiveness; i.e. type of a spokesperson (celebrity vs. a regular person); gender and race of a spokesperson; etc. were found to have an impact on the spokesperson’s effectiveness. However...
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Factor of originality in advertising
Ešner, Rudolf
2009-01-01
The bachelor thesis deals with exploitation of original attitudes in advertising. The thesis solves answers, what role plays the factor of originality in advertising, when and why firms use that factor, how creators work with it, how consumers perceive the factor and what other elements it generally contains. The bachelor thesis qualifies relationship of advertising and originality, describes and probes practical situations, when originality in advertising can be used as a serious competitive...
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Recruiters, Advertising, and Navy Enlistments.
1980-03-01
Population’s Awareness and Advertising Previous studies on advertising have focused on measuring its effects in product markets : the consensus is that...needed that would have an immediate effect. Since about half of the HSGs generated by advertising accrue after the second year, the proper strategy is...1 June 1973. 4. Clarke, D.G., "Econometric Measurement of the Duration of Advertising Effect on Sales," Journal of Marketing Research, Vol. III
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Targeted advertising in magazine markets
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...
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Television Advertising and Soda Demand
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 ...
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The advertising and children's audience
A.S. Teletov; T.Ye. Ivanova
2015-01-01
The aim of article. The article shows that today more and more citizens supply from advertising. Children's perception of the world is radically different from the adults’ perception. Modern advertising industry affects children's audience more and more. The aim of the article is to analyze the impact of advertising on children's audience with further proposals. The results of the analysis. Some social critics believe that advertising provides new information that helps to be more adaptive...
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THE LANGUAGE OF MEDICAL ADVERTISING MATERIALS
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Birutė Briaukienė
2015-04-01
Full Text Available Increasingly audacious steps in advertising are made to affect the customer and to encourage them to buy the advertised goods. Advertising is highly important in gaining a foothold in the business environment. Usually, the advertising texts fail to meet the norms of the standard Lithuanian language. The aim of this article is to compare the language of the advertising booklets of two pharmacies. The linguistic analysis of the advertising booklets of Camelia and Euro Pharmacy for March 2014 showed that in terms of language errors the booklets of the two pharmacies were similar, and the character of the errors was identical in both cases. The advertising booklets of both pharmacies contained lexical, syntactic, morphological, and logical errors. The advertising booklet of the Camelia pharmacy presents 121 items, which advertising descriptions contain 55.3% of language errors. The advertising booklet of the Euro Pharmacy presents advertising descriptions of 103 items, where language errors comprise 57.2%. The majority of the errors detected in the advertising booklets of the two pharmacies are lexical (Camelia – 33.8%, and Euro Pharmacy – 37.3% or syntactic (Camelia – 27.9%, and Euro Pharmacy – 37.3%. Both publications contain nearly equal numbers of lexical errors (Camelia – 17.6%, and Euro Pharmacy – 18.7%. The greatest difference was observed in the number of morphological errors (Camelia – 20.7%, and Euro Pharmacy – 5.7%. In addition to that, the name of the Camelia pharmacy is in conflict with the norms of both Lithuanian and Latin languages.
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Sponsors of Nebraska Indochinese Refugees: Meeting the Challenges.
Meredith, William H.; Cramer, Sheran L.
This report summarizes the response of 80 sponsors of Indochinese refugees in Nebraska to a survey designed to explore their sponsorship experience. Problem solving areas for sponsors and refugees are named as: acculturation, emotional adjustments, communication, health, housing, transportation, employment, and legal, financial and consumer…
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Directory of Open Access Journals (Sweden)
Erdal Dağtaş
2015-09-01
Full Text Available Public sphere is a social space, open to active individual access and free discussion, rescued from state intervention, where communicative action free from violence and individual benefits is undertaken; and rational-critical discourse is built. Political advertisement is the type advertising which aims at directing voters or the government to a particular action, having them adopt a certain view or approach. The concept of political advertising emerged with the practice of using commercial advertising techniques to promote a party, candidate or an idea. Justice and Development Party (JDP, has been ruling Turkey since 2002. The leader of the party is Prime Minister Recep Tayyip Erdoğan. It is a conservative party and has carried out some practices that could be regarded as negative. Anti-secular attitudes are also among these practices. Thus, analysing the political advertisements of JDP has proved to be interesting. Public sphere studies are mostly conducted through news stories and columns in media. In that sense, it is significant to analyse political advertisements in terms of public sphere. In this study, the political advertisements of the ruling Justice and Development Party (JDP in the process of Turkish General Parliamentary Election, 2011 have been analysed. The political advertisements in question have been analysed via Sabah newspaper. The reason for choosing Sabah is that it supports JDP as an example of partisan press. The samples have been taken from 2 weeks before the elections. Accordingly, as a full-page advertisement is published every day, 14 political advertisement analyses have been conducted in total. Political advertisements have been analysed using qualitative text analysis. As the study follows the path of public place-political advertising relationship, it finds meaning in itself.
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IN-GAME ADVERTISING: ADVANTAGES AND LIMITATIONS FOR ADVERTISERS
Alina GHIRVU
2012-01-01
The increase fragmentation of mass-media and the decline on television efficiency in promotion and market targeting, determined the appearance and development of new methods, more efficient for communicating with consumers, especially for gaining attention of those who are not for the moment consumers of a specific brand. The attempt of finding new promotion methods, video games found a place as a new advertising environment. In-game advertising is remarkable due to its numerous benefits, fir...
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Spatial Advertisement Competition: Based on Game Theory
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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.
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33 CFR 136.309 - Advertisement determinations.
2010-07-01
... 33 Navigation and Navigable Waters 2 2010-07-01 2010-07-01 false Advertisement determinations. 136... PROCEDURES; DESIGNATION OF SOURCE; AND ADVERTISEMENT Designation of Source and Advertisement § 136.309 Advertisement determinations. (a) The Director, NPFC, determines for each incident the type, geographic scope...
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A historical overview of advertising in Serbia
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Ognjanov Galjina
2016-01-01
Full Text Available Growing number of advertising agencies, substantial increase of advertising budgets of both local and international companies in Serbia and proliferation of advertising messages targeting Serbian consumers in recent years have contributed to a belief that advertising in Serbia has been a brand new phenomenon brought in during its transition to a market economy. The truth however is quite different. Therefore, the paper aims to show and discuss historical evidence confirming that advertising practice in Serbia is more than two centuries old. In this paper, the history of advertising in Serbia is followed since 1791, when the first print advertisement offering calendar to families and farmers in Serbia appeared in a newspaper. Four periods of advertising development have been described: 1 early beginnings, 2 interwar period, 3 socialist advertising and 4 advertising in transition.
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Mintzes, Barbara; Morgan, Steve; Wright, James M.
2009-01-01
been subject to safety advisories. For governments searching for compromise solutions to industry pressure for expanded advertising, Canada's experience stands as a stark warning. PMID:19479084
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Zwier, S.
2009-01-01
Food advertising increasingly portrays food as a type of medicine. A content analysis of magazine food advertisements in 1990 through 2008 shows that this was manifested with time more in the (a) nutrition claims and (b) health claims made in food advertisements, as well as the (c) food groups and
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21 CFR 316.22 - Permanent-resident agent for foreign sponsor.
2010-04-01
... SERVICES (CONTINUED) DRUGS FOR HUMAN USE ORPHAN DRUGS Designation of an Orphan Drug § 316.22 Permanent-resident agent for foreign sponsor. Every foreign sponsor that seeks orphan-drug designation shall name a permanent resident of the United States as the sponsor's agent upon whom service of all processes, notices...
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Negotiations and Exclusivity Contracts for Advertising
Anthony Dukes; Esther Gal–Or
2003-01-01
Exclusive advertising on a given media outlet is usually profitable for an advertiser because consumers are less aware of competing products. However, for such arrangements to exist, media must benefit as well. We examine conditions under which such exclusive advertising contracts benefit both advertisers and media outlets (referred to as ) by illustrating that exclusive equilibria arise in a theoretical model of the media, advertisers, and consumers who participate in both the product and me...
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Alcohol Advertising and Motor Vehicle Fatalities
Henry Saffer
1994-01-01
The purpose of this paper is to empirically estimate the effect of alcohol advertising on motor vehicle fatalities. The concept of an industry level advertising response function is developed and other empirical issues in estimating the effects of advertising are reviewed. The data set consists of quarterly observations, from 1986 to 1989, for 75 advertising markets in the United States and includes 1200 observations. Since motor vehicle fatalities and alcohol advertising are jointly determin...
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Has Internet Changed Anything in Advertising?
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Dušan Ljubičić
2014-10-01
Full Text Available In this paper we shall consider grosso modo actual opinions regarding advertising and advertising ethics. The emergence of the Internet aroused hope that advertising ethics is not the ultimate oxymoron (Beltramini, 2003. In spite of a negative connotation that postmodernism and globalization added to advertising theory and practice, the appearance of the Internet has really changed business philosophy regarding advertising and emphasized its ethical dimension. Results of our research confirm this thesis.
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Advertising in Modern and Postmodern Times
Odih, Pamela
2007-01-01
How does advertising position itself in consumer culture? In what ways does it 'create' desire and wants? This richly illustrated, incisive text produces the most complete critical introduction to advertising culture.\\ud \\ud Advertising in Modern and Postmodern Times: \\ud provides a comprehensive discussion of the main theories\\ud shows you how real adverts work, together with reproductions of advertising images and copy\\ud demonstrates how advertising constructs subjects\\ud provides an instr...
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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...
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The Effects of Advertising Education on Business Students' Attitudes toward Advertising.
McCorkle, Denny E.; Alexander, Joe F.
1991-01-01
An experimental group of 98 business students taught advertising and management principles was compared to a group of 57 who were taught management principles only. Increased knowledge and understanding about the institution and instrument of advertising resulted in more positive attitudes. (Author/JOW)
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2010-10-01
... 45 Public Welfare 3 2010-10-01 2010-10-01 false Advertising. 618.540 Section 618.540 Public Welfare Regulations Relating to Public Welfare (Continued) NATIONAL SCIENCE FOUNDATION NONDISCRIMINATION... Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation...
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2010-01-01
... 13 Business Credit and Assistance 1 2010-01-01 2010-01-01 false Advertising. 113.540 Section 113.540 Business Credit and Assistance SMALL BUSINESS ADMINISTRATION NONDISCRIMINATION IN FINANCIAL... Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation...
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Advertising Campaign: Building Creative Ideas
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 ...
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Target Advertising and Market Transparency
Stühmeier, Torben
2012-01-01
This paper examines the effects of increased transparency over online news sources, e.g. due to news aggregators, on online news outlets and the advertising industry. The role of news aggregators is controversially discussed, where the discussion widely points on user side effect. The present paper widens the discussion on the advertising side and shows that aggregators can help to better target advertising messages to a more homogenous group of users and, in turn, may both benefit advertiser...
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Optimal Advertising with Stochastic Demand
George E. Monahan
1983-01-01
A stochastic, sequential model is developed to determine optimal advertising expenditures as a function of product maturity and past advertising. Random demand for the product depends upon an aggregate measure of current and past advertising called "goodwill," and the position of the product in its life cycle measured by sales-to-date. Conditions on the parameters of the model are established that insure that it is optimal to advertise less as the product matures. Additional characteristics o...
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Everyday Advertising Context: An Ethnography of Advertising Response in the Family Living Room
Laknath Jayasinghe; Mark Ritson
2013-01-01
Consumer research largely examines television advertising effects using conventional psychological accounts of message processing. Consequently, there is an emphasis on the influence of textual content at the expense of the everyday interpersonal viewing contexts surrounding advertising audiences. To help restore this theoretical imbalance an ethnographic study was conducted in eight Australian homes to explore the influence of everyday viewing contexts on advertising audiences. This article ...
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Online Female Escort Advertisements
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James D. Griffith
2016-05-01
Full Text Available Female escorts represent an occupational group that charges a fee for sex, which can be regarded as an extreme form of short-term mating. The present study examined if the fees charged by escorts are related to traits typically associated with female short-term mate value. A total of 2,925 advertisements for female escorts offering sexual services in the United States were examined, as a customized software program was used to download all the advertisements from an online escort directory. The advertisement content was coded, and relationships between advertised physical characteristics and the hourly rate charged by female escorts were examined. The analyses showed that higher fees were associated with female escorts who advertised a waist-to-hip ratio near 0.7, lower weight and body mass index, younger age, and photographic displays of breast and buttocks nudity. The findings provide evidence that evolutionarily relevant traits associated with female short-term mate value are systematically related to fees charged for sexual services.
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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
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25 CFR 215.12 - Advertising costs.
2010-04-01
... 25 Indians 1 2010-04-01 2010-04-01 false Advertising costs. 215.12 Section 215.12 Indians BUREAU... LEASES, QUAPAW AGENCY § 215.12 Advertising costs. All advertising costs, publication fees, expenses incurred for abstracts of lease title, and other expenses incurred in connection with the advertising and...
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27 CFR 4.65 - Comparative advertising.
2010-04-01
... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Comparative advertising. 4..., DEPARTMENT OF THE TREASURY LIQUORS LABELING AND ADVERTISING OF WINE Advertising of Wine § 4.65 Comparative advertising. (a) General. Comparative adverstising shall not be disparaging of a competitor's product. (b...
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12 CFR 338.3 - Nondiscriminatory advertising.
2010-01-01
... 12 Banks and Banking 4 2010-01-01 2010-01-01 false Nondiscriminatory advertising. 338.3 Section... POLICY FAIR HOUSING Advertising § 338.3 Nondiscriminatory advertising. (a) Any bank which directly or through third parties engages in any form of advertising of any loan for the purpose of purchasing...
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ADVERTISING AVOIDANCE PADA IKLAN DI MEDIA TELEVISI
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Indah Dwi Pratama
2016-01-01
Full Text Available One factor that can interfere with the absorption rate of viewers on television advertisement is advertising avoidance which shows the difference between the number of viewers who watch advertisement programs and the number of viewers who watch television programs. The factors that affect advertising avoidance include the demography of the viewers (gender, age, area of residence, and social economic status, or SES, advertising attributes (the television stations, order of ads, genre of the program, and advertising sector, and competition (DayPart. The study attempted to measure the level of advertising avoidance in Indonesia and its relation to various factors that influence it by using the secondary data generated by Nielsen Audience Measurement Indonesia through Television Audience Measurement (TAM. The methods utilized consisted of the t-test independent sample, one way ANOVA, Tukey, Kruskal Wallis, and Dunn Bonferoni. The result showed that the level of advertising avoidance in Indonesia reached by 23%, with relatively similar results to the other studies in various countries. The hypothesis test results also showed a significant relationship between the advertising avoidance and demographic variables, advertising attributes, and competitions affecting this avoidance. On one hand, the findings of the study are expected to be useful for the advertisers to plan their advertisements on television so that they become more effective and efficient. On the other hand, television stations can utilize these findings as a development strategy to expand their audience segmentation and to accommodate the needs of the advertisers more optimally.Keywords: advertising avoidance, television advertisement, TAM, ANOVA, Tukey
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Differential Globalization of Industry- and Non-Industry-Sponsored Clinical Trials.
Atal, Ignacio; Trinquart, Ludovic; Porcher, Raphaël; Ravaud, Philippe
2015-01-01
Mapping the international landscape of clinical trials may inform global health research governance, but no large-scale data are available. Industry or non-industry sponsorship may have a major influence in this mapping. We aimed to map the global landscape of industry- and non-industry-sponsored clinical trials and its evolution over time. We analyzed clinical trials initiated between 2006 and 2013 and registered in the WHO International Clinical Trials Registry Platform (ICTRP). We mapped single-country and international trials by World Bank's income groups and by sponsorship (industry- vs. non- industry), including its evolution over time from 2006 to 2012. We identified clusters of countries that collaborated significantly more than expected in industry- and non-industry-sponsored international trials. 119,679 clinical trials conducted in 177 countries were analysed. The median number of trials per million inhabitants in high-income countries was 100 times that in low-income countries (116.0 vs. 1.1). Industry sponsors were involved in three times more trials per million inhabitants than non-industry sponsors in high-income countries (75.0 vs. 24.5) and in ten times fewer trials in low- income countries (0.08 vs. 1.08). Among industry- and non-industry-sponsored trials, 30.3% and 3.2% were international, respectively. In the industry-sponsored network of collaboration, Eastern European and South American countries collaborated more than expected; in the non-industry-sponsored network, collaboration among Scandinavian countries was overrepresented. Industry-sponsored international trials became more inter-continental with time between 2006 and 2012 (from 54.8% to 67.3%) as compared with non-industry-sponsored trials (from 42.4% to 37.2%). Based on trials registered in the WHO ICTRP we documented a substantial gap between the globalization of industry- and non-industry-sponsored clinical research. Only 3% of academic trials but 30% of industry trials are
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Differential Globalization of Industry- and Non-Industry–Sponsored Clinical Trials
Atal, Ignacio; Trinquart, Ludovic; Porcher, Raphaël; Ravaud, Philippe
2015-01-01
Background Mapping the international landscape of clinical trials may inform global health research governance, but no large-scale data are available. Industry or non-industry sponsorship may have a major influence in this mapping. We aimed to map the global landscape of industry- and non-industry–sponsored clinical trials and its evolution over time. Methods We analyzed clinical trials initiated between 2006 and 2013 and registered in the WHO International Clinical Trials Registry Platform (ICTRP). We mapped single-country and international trials by World Bank's income groups and by sponsorship (industry- vs. non- industry), including its evolution over time from 2006 to 2012. We identified clusters of countries that collaborated significantly more than expected in industry- and non-industry–sponsored international trials. Results 119,679 clinical trials conducted in 177 countries were analysed. The median number of trials per million inhabitants in high-income countries was 100 times that in low-income countries (116.0 vs. 1.1). Industry sponsors were involved in three times more trials per million inhabitants than non-industry sponsors in high-income countries (75.0 vs. 24.5) and in ten times fewer trials in low- income countries (0.08 vs. 1.08). Among industry- and non-industry–sponsored trials, 30.3% and 3.2% were international, respectively. In the industry-sponsored network of collaboration, Eastern European and South American countries collaborated more than expected; in the non-industry–sponsored network, collaboration among Scandinavian countries was overrepresented. Industry-sponsored international trials became more inter-continental with time between 2006 and 2012 (from 54.8% to 67.3%) as compared with non-industry–sponsored trials (from 42.4% to 37.2%). Conclusions Based on trials registered in the WHO ICTRP we documented a substantial gap between the globalization of industry- and non-industry–sponsored clinical research. Only 3% of
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Effectiveness of mobile in-game banner advertising
Satokangas, S. (Saara)
2013-01-01
Abstract The aim of this research is to find out the effectiveness of banner advertising in mobile games. The matter has been approached by examining the attitudes consumers have towards mobile in-game banner advertising (IGBA) and the intention they have to click on these advertisements. The existing literature considering banner advertising, mobile advertising and in-game advertising is gone through rather extensively and...
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Optimal Temporal Policies in Fluid Milk Advertising
Vande Kamp, Philip R.; Kaiser, Harry M.
1998-01-01
This study develops an approach to obtain optimal temporal advertising strategies when consumers' response to advertising is asymmetric. Using this approach, optimal strategies for generic fluid milk advertising in New York City are determined. Results indicate that pulsed advertising policies are significantly more effective in increasing demand than a uniform advertising policy. Sensitivity analyses show that the optimal advertising policies are insensitive to reasonable variations in inter...
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Digital advertising in cross-channel communications
Directory of Open Access Journals (Sweden)
A. V. Mordovin
2017-01-01
Full Text Available Advertising has passed a long way of development and today it is no longer limited to the printed press, static billboards, radio and television commercials. Digital technology has started a completely new era of digital advertising, which allows marketers and advertisers to target audiences with great precision. To meet the needs and expectations of customers who gain new personal experience through involvement in the process of continuous network communication advertisers make use of digital technologies that continue to develop intensively. Based on technological advances, new advertising technologies employ tracking methods to produce tailor-made advertisements that meet specific needs of customers, and new advertising platforms that can host new types of ads with dynamic content provide endless opportunities for marketers and advertisers. This paper will explore the key trends in the segment of digital advertising. In the process of this research methods of desk research and expert interviews were used. The received results can be used for updating of strategy and structure of marketing communications of the enterprises, their marketing budgets; in the educational process and for the further deepening of scientific and applied research.
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Key Success Factors in Internet Advertising
Papadopoulos, Symeon
2009-01-01
Internet advertising (also known as online advertising) is the delivery of advertising messages and marketing communications through the Web. It has presented sustainable revenue growth since its inception in the mid-1990s. Internet advertising takes a multitude of forms, ranging from the “traditional” banners to today's rich media ads. Due to its wide success, internet advertising currently constitutes a significant marketing channel for a large number of firms, ranging from news agenci...
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Re-Designing Business Card Advertisements.
Schaub, Laura
2001-01-01
Discusses ways to turn information from a business card into an advertisement to be placed in a student publication. Addresses visual interest, typography, and other design issues. Includes several sample advertisements and a classroom activity involving redesigning a business card into an advertisement. (RS)
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Advertisement Translation under Skopos Theory
Institute of Scientific and Technical Information of China (English)
严妙
2014-01-01
This paper is an analysis of advertisement translation under skopos theory.It is explained that the nature of advertisement translation under skopos theory is reconstructing the information of the source text to persuade target audience.Three translation strategies are put forward in translating advertisements.
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2010-07-01
... 32 National Defense 2 2010-07-01 2010-07-01 false Advertising. 196.540 Section 196.540 National Defense Department of Defense (Continued) OFFICE OF THE SECRETARY OF DEFENSE (CONTINUED) MISCELLANEOUS... Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation...
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14 CFR 1253.540 - Advertising.
2010-01-01
... 14 Aeronautics and Space 5 2010-01-01 2010-01-01 false Advertising. 1253.540 Section 1253.540... in Employment in Education Programs or Activities Prohibited § 1253.540 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification, or...
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2010-01-01
... 6 Domestic Security 1 2010-01-01 2010-01-01 false Advertising. 17.540 Section 17.540 Domestic... in Employment in Education Programs or Activities Prohibited § 17.540 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification, or...
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2010-07-01
... 40 Protection of Environment 1 2010-07-01 2010-07-01 false Advertising. 5.540 Section 5.540... in Employment in Education Programs or Activities Prohibited § 5.540 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification, or...
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45 CFR 2555.540 - Advertising.
2010-10-01
... 45 Public Welfare 4 2010-10-01 2010-10-01 false Advertising. 2555.540 Section 2555.540 Public Welfare Regulations Relating to Public Welfare (Continued) CORPORATION FOR NATIONAL AND COMMUNITY SERVICE... Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation...
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2010-07-01
... 38 Pensions, Bonuses, and Veterans' Relief 2 2010-07-01 2010-07-01 false Advertising. 23.540 Section 23.540 Pensions, Bonuses, and Veterans' Relief DEPARTMENT OF VETERANS AFFAIRS (CONTINUED... Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation...
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2010-01-01
... 7 Agriculture 14 2010-01-01 2009-01-01 true Advertising. 1955.146 Section 1955.146 Agriculture... REGULATIONS (CONTINUED) PROPERTY MANAGEMENT Disposal of Inventory Property General § 1955.146 Advertising. (a... real estate brokers, it is the servicing official's responsibility to ensure adequate advertising of...
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2010-07-01
... 28 Judicial Administration 2 2010-07-01 2010-07-01 false Advertising. 54.540 Section 54.540... in Employment in Education Programs or Activities Prohibited § 54.540 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification, or...
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Gregori, Dario; Ballali, Simonetta; Vecchio, Maria Gabriella; Sciré, Antonella Silvia; Foltran, Francesca; Berchialla, Paola
2014-01-01
The aim of this study was to perform a systematic review of evidence coming from randomized controlled trials (RCT) aimed at assessing the effect of television advertising on food intake in children from 4 to 12 years old. Randomized controlled trials were searched in PubMed database and included if they assessed the effect of direct exposure to television food advertising over the actual energy intake of children. Seven studies out of 2166 fulfilled the inclusion criteria. The association between television advertising and energy intake is based on a very limited set of randomized researches lacking a solid ground of first-level evidence.
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Whatalotwegot--the messages in drug advertisements.
Ferner, R E; Scott, D K
Advertisers are increasingly using symbols to circumvent logical argument when trying to persuade people (the "targets" of the advertisement) to make choices that are not strictly rational. Symbols can convey covert meanings and awaken or exploit subconscious feelings, such as a desire for power or a fear of doing harm. Some of the ways in which pharmaceutical advertisements use these techniques are examined: advertising by contagion; adding to our worries; polarity of choices; teasers; idealisation. Rational prescribing should be based on logic, but advertisements do not depend on logical arguments for their most powerful effects: the advertisers may subvert us by appealing to our unconscious desires.
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Directory of Open Access Journals (Sweden)
Raza Syed Hassan
2017-01-01
Full Text Available The link between the advertising appeal, attitude and behavioral intention is dynamic in nature, however, little research has been pursued towards explaining the mediating role of attitude towards the advertising in link of the advertising appeal with the behavioral intention. Researchers have identified the importance of the attitude in the connection of the advertising appeal within the framework of the (TPB which remains unaddressed in the explicating the mediation of the attitude in relationship of advertising appeal and behavioral intention. This paper aims to provide insight of the attitude towards the advertising as the mediating factor in explaining the relationship between the advertising appeal and behavioral intention. In addition, this paper is only a theoretical exploration, it is expected that this work lead towards an explanation of the mediating role of the attitude to address the relation of advertising appeal and intention which may be studied further to determine the empirical finding about the other dynamic of the (TPB.
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36 CFR 223.227 - Sale advertisement.
2010-07-01
... 36 Parks, Forests, and Public Property 2 2010-07-01 2010-07-01 false Sale advertisement. 223.227... DISPOSAL OF NATIONAL FOREST SYSTEM TIMBER Special Forest Products Advertisement and Bids § 223.227 Sale advertisement. (a) The Forest Service shall advertise any special forest products sales with an appraised value...
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The Strategies Used in Japanese Advertisement.
Kurose, Yuki
This paper investigates the possibility of using Japanese advertising language as a teaching tool in the second language classroom. First, it reviews the aims of advertising and the advantages of learning advertising language in the classroom based on previous research. Next, it discusses language strategies used in Japanese advertising,…
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16 CFR 259.2 - Advertising disclosures.
2010-01-01
... 16 Commercial Practices 1 2010-01-01 2010-01-01 false Advertising disclosures. 259.2 Section 259.2... ADVERTISING FOR NEW AUTOMOBILES § 259.2 Advertising disclosures. (a) No manufacturer or dealer shall make any express or implied representation in advertising concerning the fuel economy of any new automobile 1...
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20 CFR 655.1303 - Advertising requirements.
2010-04-01
... 20 Employees' Benefits 3 2010-04-01 2010-04-01 false Advertising requirements. 655.1303 Section... Employment in the United States (H-2A Workers) § 655.1303 Advertising requirements. All advertising conducted... the H-2A workers. All advertising must contain the following information: (a) The employer's name and...
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Advertising as a tool of communication mix
DUFKOVÁ, Iva
2010-01-01
The target of the thesis is an evaluation of current advertising offers and budgeting system characteristic of a particular organization. Object of study is advertising on various radio stations, satisfaction with the work of companies, advertising agencies and then to their advertising and consumers look to advertising.
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33 CFR 136.313 - Content of advertisement.
2010-07-01
... 33 Navigation and Navigable Waters 2 2010-07-01 2010-07-01 false Content of advertisement. 136.313... PROCEDURES; DESIGNATION OF SOURCE; AND ADVERTISEMENT Designation of Source and Advertisement § 136.313 Content of advertisement. Each advertisement required by this subpart may be required to contain the...
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18 CFR 1317.540 - Advertising.
2010-04-01
... 18 Conservation of Power and Water Resources 2 2010-04-01 2010-04-01 false Advertising. 1317.540 Section 1317.540 Conservation of Power and Water Resources TENNESSEE VALLEY AUTHORITY NONDISCRIMINATION ON... Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation...
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2010-07-01
... 37 Patents, Trademarks, and Copyrights 1 2010-07-01 2010-07-01 false Advertising. 10.32 Section 10... of Professional Responsibility § 10.32 Advertising. (a) Subject to § 10.31, a practitioner may advertise services through public media, including a telephone directory, legal directory, newspaper, or...
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2010-10-01
... 44 Emergency Management and Assistance 1 2010-10-01 2010-10-01 false Advertising. 19.540 Section 19.540 Emergency Management and Assistance FEDERAL EMERGENCY MANAGEMENT AGENCY, DEPARTMENT OF... Programs or Activities Prohibited § 19.540 Advertising. A recipient shall not in any advertising related to...
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2010-10-01
... 43 Public Lands: Interior 1 2010-10-01 2010-10-01 false Advertising. 41.540 Section 41.540 Public... in Employment in Education Programs or Activities Prohibited § 41.540 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification, or...
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2010-04-01
... 24 Housing and Urban Development 1 2010-04-01 2010-04-01 false Advertising. 3.540 Section 3.540 Housing and Urban Development Office of the Secretary, Department of Housing and Urban Development... Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation...
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2010-10-01
... 45 Public Welfare 1 2010-10-01 2010-10-01 false Advertising. 86.59 Section 86.59 Public Welfare... in Employment in Education Programs or Activities Prohibited § 86.59 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification, or...
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2010-01-01
... 14 Aeronautics and Space 3 2010-01-01 2010-01-01 false Advertising. 147.45 Section 147.45... OTHER CERTIFICATED AGENCIES AVIATION MAINTENANCE TECHNICIAN SCHOOLS Operating Rules § 147.45 Advertising... aviation maintenance technician school indicates in advertising that it is a certificated school, it shall...
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36 CFR 1211.540 - Advertising.
2010-07-01
... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertising. 1211.540 Section 1211.540 Parks, Forests, and Public Property NATIONAL ARCHIVES AND RECORDS ADMINISTRATION GENERAL RULES... Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation...
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2010-04-01
... 22 Foreign Relations 1 2010-04-01 2010-04-01 false Advertising. 229.540 Section 229.540 Foreign... in Education Programs or Activities Prohibited § 229.540 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification, or discrimination based on...
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2010-07-01
... 34 Education 1 2010-07-01 2010-07-01 false Advertising. 106.59 Section 106.59 Education Regulations of the Offices of the Department of Education OFFICE FOR CIVIL RIGHTS, DEPARTMENT OF EDUCATION... Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation...
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Assunta, M; Chapman, S
2004-12-01
To review how tobacco transnational companies conducted their business in the hostile environment of Singapore, attempting to counter some of the government's tobacco control measures; to compare the Malaysian and the Singaporean governments' stance on tobacco control and the direct bearing of this on the way the tobacco companies conduct their business. Systematic keyword and opportunistic website searches of formerly private internal industry documents. The comprehensive prohibition on advertising did not prevent the companies from advertising cigarettes to Singaporeans. Both British American Tobacco and Philip Morris used Malaysian television to advertise into Singapore. To launch a new brand of cigarettes, Alpine, Philip Morris used a non-tobacco product, the Alpine wine cooler. Other creative strategies such as innovative packaging and display units at retailers were explored to overcome the restrictions. Philip Morris experimented with developing a prototype cigarette using aroma and sweetened tipping paper to target the young and health conscious. The industry sought to weaken the strong pack warnings. The industry distributed anti-smoking posters for youth to retailers but privately salivated over their market potential.
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Directory of Open Access Journals (Sweden)
Wan Yu Chang
2014-12-01
Full Text Available With a diversity of promotional channels and ever-increasing numbers of participants, the tourism industry in Taiwan faces keen competition. Along with the direct cross-strait flights policy, groups like Eastern Multimedia Group, Tsann Kuen Enterprise Company Limited and Want Want China Times Group have founded travel agencies for the purpose of increasing their market share in the tourism industry. Therefore, the formulation of marketing strategies has become a critical issue for all travel agencies that wish to ensure their prominence in the market. The frequent use of humorous materials and appeals has been the main tendency in advertising. However, no consistent conclusions regarding the actual effects of humorous advertising have been determined. The subjects of the current study were users of the Lion Travel website. Online questionnaires were sent to and collected from random respondents. One hundred questionnaires were delivered, and 512 valid questionnaires were collected. Each collected questionnaire represented a valid sample. The study generated the following five results: (1 humorous advertisements may partially influence brand awareness; (2 humorous elements may partially influence advertising effects; (3 brand awareness has significant positive effects on the advertising attitude of advertising effects; (4 brand awareness has significant positive effects on the brand attitude of advertising effects; (5 brand awareness has significant positive effects on the purchasing intention of advertising effects. Eventually, it is anticipated that the results of this study can serve as a reference and provide suggestions for humorous advertising strategies in the tourism industry.
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Advertising to Children: Concepts and Controversies.
Macklin, M. Carole, Ed.; Carlson, Les, Ed.
This book presents cutting-edge research designed to stimulate and inform the debate over advertising to the children's market and the effects such advertising has on children. Perspectives are organized in sections to address what children know and think about advertising, how advertising works with children, and what issues are at the forefront…
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Sikap, Periklanan dan Attitude Toward Advertising
Imasari, Kartika
2010-01-01
Advertising addresses to create consumers' affection and cognition; besides, affect buying behaviour. Advertising also used to create long-term image's product or to trigger sales. It can be formed if we can understand costumer's behaviour which created the advertising itself. The advertising consumer's approval will be influential to goods or services offered.
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20 CFR 655.17 - Advertising requirements.
2010-04-01
... 20 Employees' Benefits 3 2010-04-01 2010-04-01 false Advertising requirements. 655.17 Section 655... States (H-2B Workers) § 655.17 Advertising requirements. All advertising conducted to satisfy the... employment which are not less favorable than those to be offered to the H-2B workers. All advertising must...
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Advertising Fee in Business-Format Franchising
Preyas S. Desai
1997-01-01
Most franchisors charge an advertising fee in addition to the better known royalty and franchise fee. We study the role of the advertising fee in improving channel coordination. We begin our analysis with a simple case of one franchisor dealing with two identical franchisees and find that the advertising fee allows the franchisor to commit to a specific level of advertising spending at the time of contract acceptance. We also find that the lump-sum advertising fee is better than the sales-bas...
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Job and Career Satisfaction among Advertising Practitioners.
Jugenheimer, Donald W.
A questionnaire survey of 300 advertising practitioners was used to determine the degree of job and career satisfaction among advertising practitioners. The subjects were separated according to whether they worked for advertising agencies, advertisers, or advertising media; 100 subjects in each area were selected from the prestigious directories…
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33 CFR 136.311 - Types of advertisement.
2010-07-01
... 33 Navigation and Navigable Waters 2 2010-07-01 2010-07-01 false Types of advertisement. 136.311... PROCEDURES; DESIGNATION OF SOURCE; AND ADVERTISEMENT Designation of Source and Advertisement § 136.311 Types of advertisement. Advertisement required by the Director, NPFC, will normally include one or more of...
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48 CFR 852.203-70 - Commercial advertising.
2010-10-01
... 48 Federal Acquisition Regulations System 5 2010-10-01 2010-10-01 false Commercial advertising... Commercial advertising. As prescribed in 803.570-2, insert the following clause: Commercial Advertising (JAN... solicitation, he/she will not advertise the award of the contract in his/her commercial advertising in such a...
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Advertising and an advertising budget
Крищанович, А.
2011-01-01
According to Kotler’s definition, advertising is “any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor”.
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Directory of Open Access Journals (Sweden)
Seino Evangeline Agwa Fomukong
2016-12-01
Full Text Available There are many purposes for using language which determine how the writer or speaker chooses words, syntactic expressions and figurative language. This is as a result of the fact that language has a very powerful effect over people, their actions and thoughts. This is seen in the use of language in various discourse types which include advertisements. The powerful influence language has on people therefore makes encoders to be choosy in the use of language, especially in advertisement because they have to persuade the readers. Consequently they make the language of advertisements positive and emphasize on the superiority of their products. This study discusses the advertisement of Dangote Cement on billboards in Bamenda, North West Region, Cameroon, analysing what is communicated, how it is communicated and the interpretation. The analysis used as tools the Textual Conceptual Functions as given by Jeffries (2016, uncovering ideologies and social meanings expressed in Dangote Cement advertisement using the following apparatus: prioritisation, implying and assumption, listing, naming and description. The study has emphasized the structural analysis and the role of context to reveal functions and underlying meanings of the text. It also concludes that the advertisers use different stylistic devices that carry positivity, and a common ground that makes the readers identify with the advertisements, urging them go for the Dangote Cement. Keywords: stylistics, language, context, advertisements, ideologies, Dangote
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Advertising, Competition and Entry in Media Industries
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...
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25 CFR 162.606 - Advertisement.
2010-04-01
... 25 Indians 1 2010-04-01 2010-04-01 false Advertisement. 162.606 Section 162.606 Indians BUREAU OF... § 162.606 Advertisement. Except as otherwise provided in this part, prior to granting a lease or permit.... Advertisements will call for sealed bids and will not offer preference rights. ...
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2010-01-01
... 10 Energy 1 2010-01-01 2010-01-01 false Advertising. 5.540 Section 5.540 Energy NUCLEAR REGULATORY COMMISSION NONDISCRIMINATION ON THE BASIS OF SEX IN EDUCATION PROGRAMS OR ACTIVITIES RECEIVING FEDERAL... Prohibited § 5.540 Advertising. A recipient shall not in any advertising related to employment indicate...
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2010-01-01
... 12 Banks and Banking 5 2010-01-01 2010-01-01 false Advertising. 563.27 Section 563.27 Banks and Banking OFFICE OF THRIFT SUPERVISION, DEPARTMENT OF THE TREASURY SAVINGS ASSOCIATIONS-OPERATIONS Operation and Structure § 563.27 Advertising. No savings association shall use advertising (which includes print...
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2010-07-01
... 31 Money and Finance: Treasury 1 2010-07-01 2010-07-01 false Advertising. 28.540 Section 28.540... Basis of Sex in Employment in Education Programs or Activities Prohibited § 28.540 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification...
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2010-10-01
... 49 Transportation 1 2010-10-01 2010-10-01 false Advertising. 25.540 Section 25.540 Transportation Office of the Secretary of Transportation NONDISCRIMINATION ON THE BASIS OF SEX IN EDUCATION PROGRAMS OR... Education Programs or Activities Prohibited § 25.540 Advertising. A recipient shall not in any advertising...
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10 CFR 1042.540 - Advertising.
2010-01-01
... 10 Energy 4 2010-01-01 2010-01-01 false Advertising. 1042.540 Section 1042.540 Energy DEPARTMENT OF ENERGY (GENERAL PROVISIONS) NONDISCRIMINATION ON THE BASIS OF SEX IN EDUCATION PROGRAMS OR... Education Programs or Activities Prohibited § 1042.540 Advertising. A recipient shall not in any advertising...
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Advertising and generic market entry.
Königbauer, Ingrid
2007-03-01
The effect of purely persuasive advertising on generic market entry and social welfare is analysed. An incumbent has the possibility to invest in advertising which affects the prescribing physician's perceived relative qualities of the brand-name and the generic version of the drug. Advertising creates product differentiation and can induce generic market entry which is deterred without differentiation due to strong Bertrand competition. However, over-investment in advertising can deter generic market entry under certain conditions and reduces welfare as compared to accommodated market entry.
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2010-01-01
... 16 Commercial Practices 1 2010-01-01 2010-01-01 false âSatisfaction Guaranteesâ and similar... GUIDES FOR THE ADVERTISING OF WARRANTIES AND GUARANTEES § 239.3 “Satisfaction Guarantees” and similar representations in advertising; disclosure in advertising that mentions “satisfaction guarantees” or similar...
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Remedies by competitors for false advertising.
Hirsch, B D; Wilcox, D P
1990-05-01
Patients who are victimized as a consequence of false medical advertising are not the only ones who can sue for damages. Under section 43(a) of the Lanham Act, effective November 17, 1989, anyone "who believes that he or she is or is likely to be damaged" by deceptive advertising may bring a civil action for damages (1). Competing physicians may sue other physicians who falsely advertise that they possess unique skills and achieve better results than other physicians because they employ exclusive methods of treatment or claim that certain surgical procedures they perform in the office are absolutely safe and without risk or who advertise false professional credentials to lure patients. Voluntary informed consent excludes the use of deceit. Misrepresentation through advertising deprives a patient of the right to exercise an informed consent (2). A patient who relies on a doctor's false advertising in agreeing to a procedure that causes the patient injury may sue for malpractice even if the procedure was performed without negligence. False medical advertising also exposes the advertiser to litigation by competitors for unfair competition. This article is concerned with the remedy that may be available for instituting private litigation against physicians and other health care providers who engage in untruthful advertising.
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2010-07-01
... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertisment. 327.17 Section 327.17 Parks, Forests, and Public Property CORPS OF ENGINEERS, DEPARTMENT OF THE ARMY RULES AND... § 327.17 Advertisment. (a) Advertising and the distribution of printed matter is allowed within project...
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2010-07-01
... 29 Labor 1 2010-07-01 2010-07-01 true Advertising. 36.540 Section 36.540 Labor Office of the Secretary of Labor NONDISCRIMINATION ON THE BASIS OF SEX IN EDUCATION PROGRAMS OR ACTIVITIES RECEIVING... Activities Prohibited § 36.540 Advertising. A recipient shall not in any advertising related to employment...
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2010-04-01
... 22 Foreign Relations 1 2010-04-01 2010-04-01 false Advertising. 146.540 Section 146.540 Foreign Relations DEPARTMENT OF STATE CIVIL RIGHTS NONDISCRIMINATION ON THE BASIS OF SEX IN EDUCATION PROGRAMS OR... Education Programs or Activities Prohibited § 146.540 Advertising. A recipient shall not in any advertising...
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CELEBRITY ENDORSEMENT IN ADVERTISING
Directory of Open Access Journals (Sweden)
Vlad Roşca
2010-01-01
Full Text Available Being an individual sport, tennis often deals with a specific category of sponsoring: the endorsement. Tennis players and business organizations seek each other in order to sign partnerships from which both parties hope to win. Endorsements are among the most profitable income sources for professional athletes. By acting as ambassadors for their sponsors and by cedeing them the image usage rights, tennis players earn a lot. But, through the image association with the athlete, the sponsor also wins, by adding value to his image capital. This papers researches the particularities of tennis endorsements using the case of Roger Federer, one of the best tennis players in history and one of the best business partners in the world of sports for sponsoring companies. Thanks to his succes, Federer reached a level where not less than ten partners sponsor him yearly. The most interesting of these partnerships are presented in this paper.
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Fashion blogs and advertisement
Lindblad, Jessica
2013-01-01
This thesis examines advertisement in fashion blogs. The theoretical part of the research discusses blogs and the social media in general, analyzes the decision-making process of the fashion consumer, along with general consumer behavior, and then examines ethical issues and the various advertising and marketing tools used in blogs. The objective of this thesis is to ascertain how blog readers are reacting to the growing amount of advertisement currently present in fashion blogs and the ...
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Latvian advertising market development and international communication
Golovina, Anna
2010-01-01
This paper is dedicated to the development of Latvian advertisement market, as well as Latvian internet advertisement development and its capabilities in international level. The main task of the paper is to define theoretical aspects of advertisement, as well as to define the present situation in Latvian advertisement market and to find out the most advantageous mass media for advertisement, which will be able to increase the profit of advertisers. The research emphasizes the importance of i...
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Trkovská, Jana
2017-01-01
The thesis concerns itself with alcohol advertising. Alcohol is the most widespread habit-forming substance, yet its consumption is permitted in most countries all around the world, possibly restricted by the age of consumers only. Drinking alcohol cannot be either regulated or prohibited today. It has become commonplace for the majority of our lives. Being aware of its apparent risks, however, there is an effort to regulate at least alcohol advertising. The main objective of this work was to...
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Methodological Guidelines for Advertising Research
DEFF Research Database (Denmark)
Rossiter, John R.; Percy, Larry
2017-01-01
In this article, highly experienced advertising academics and advertising research consultants John R. Rossiter and Larry Percy present and discuss what they believe to be the seven most important methodological guidelines that need to be implemented to improve the practice of advertising research....... Their focus is on methodology, defined as first choosing a suitable theoretical framework to guide the research study and then identifying the advertising responses that need to be studied. Measurement of those responses is covered elsewhere in this special issue in the article by Bergkvist and Langner. Most...
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Directory of Open Access Journals (Sweden)
Neha MUNJAL
2016-08-01
Full Text Available The focus of this paper is to study the ethical issues that arise in print and television advertising and also analyzing the various types of unethical advertisement in India with reference to ASCI principles. Today the India’s advertising industry is expanding its business at a rapid rate. India’s advertising industry in very little time has carved a niche for itself and placed itself on a global map. But over the years advertising and marketing communication messages have created debatable ethical issues like surrogate advertising, puffery, unverified claims, women stereotype, comparative advertising, use of children in advertising etc. In today’s competitive market, advertisers are sometimes following the unethical practices to fight the competition. We have analyzed with the help of examples the different unethical practices used by advertisers in advertisements in India and also discussed some real life cases solved by CCC (Consumer complaint council following the necessary ASCI Codes for it.
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Point of sale tobacco advertisements in India.
Chaudhry, S; Chaudhry, S; Chaudhry, K
2007-01-01
The effect of any legislation depends on its implementation. Limited studies indicate that tobacco companies may tend to use such provision for surrogate advertising. The point of sale advertisement provision has been placed in the Indian Tobacco Control legislation. The study was undertaken to assess the Indian scenario in this regard. To assess if there are any violations related to provision of point of tobacco sale advertisements under India's comprehensive tobacco Control legislation in different parts of India. Boards over various shops showing advertisements of tobacco products were observed in the cities of Delhi, Mumbai, Kolkata, Trivandrum and Jaipur, between September 2005 and March 2006. The point of sale advertisements mushroomed after the implementation of 2004 tobacco control legislation. Tobacco advertisement boards fully satisfying the point of sale provision were practically non-existent. The most common violation of point of sale advertisements was the larger size of the board but with tobacco advertisement equal to the size indicated in the legislation and remaining area often showing a picture. Invariably two boards were placed together to provide the impression of a large single repetitive advertisement. More than two boards was not common. Tobacco advertisement boards were also observed on closed shops/ warehouses, shops not selling tobacco products and on several adjacent shops. The purpose of the point of sale advertisements seems to be surrogate advertisement of tobacco products, mainly cigarettes.
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Advertising quality and market share
Πέκκα - Οικονόμου, Βικτωρία; Σολδάτος, Γεράσιμος Θ.
1999-01-01
This paper utilizes a signaling-game approach to advertising and concludes that advertising is a means of increasing profits and not an instrument of consumer preferences manipulation. It also concludes that advertised brands should offer to the consumer something original and if not, then offer what more or less the rival do.
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2010-01-01
.... If an advertisement for credit secured by a dwelling states a simple annual rate of interest and more than one simple annual rate of interest will apply over the term of the advertised loan, the advertisement shall disclose in a clear and conspicuous manner: (A) Each simple annual rate of interest that...
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36 CFR 1005.1 - Advertisements.
2010-07-01
... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertisements. 1005.1 Section 1005.1 Parks, Forests, and Public Property PRESIDIO TRUST COMMERCIAL AND PRIVATE OPERATIONS § 1005.1 Advertisements. Commercial notices or advertisements shall not be displayed, posted, or distributed within the area administered by the Presidio...
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Some Aspects Regarding Internet Advertising
Directory of Open Access Journals (Sweden)
Chiţu I.
2009-12-01
Full Text Available The aim of this paper is to examine internet advertising, to understand its strengths and weaknesses, to compare the content and potential of traditional media with Web sites and to describe the specific types of internet advertising. The paper also tries to present some facts and figures regarding internet advertising.
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Bilingual Advertising in Melbourne Chinatown
Chen, Sherry Yong
2014-01-01
This paper explores the function of bilingual advertising by analyzing a case study of bilingual advertising in the Chinatown of Melbourne, Australia. The use of bilingual advertising in an immigrant setting differentiates itself from those in Asian settings where English is not used by dominant proportion of speakers in the society, and this…
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Guitart, I.A. (Ivan A.); Gonzalez, J. (Jorge); S. Stremersch (Stefan)
2018-01-01
textabstractNon-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term impact on advertising
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Henderson, Julie; Coveney, John; Ward, Paul; Taylor, Anne
2009-11-01
Childhood obesity is widely constructed as reaching epidemic proportions with consumption of fast food viewed as a contributing factor. This paper analyses media reporting of the regulation of fast food consumption to children. A media search of five Australian newspapers for the period January 2006 to June 2008 elicited 100 articles relating to the regulation of fast food advertising to children. Content and thematic analysis of the articles reveal conflicting perspectives on the role of the state; the level of accountability of the food and advertising industries; and responsibilities of parents for regulating fast food consumption in children. The Federal Government, food and advertising industries and free to air broadcasters favour industry self-regulation and personal responsibility for fast food consumption while the proponents of government regulation include consumer groups, state government health ministers, nutrition and public health academics and medical and health foundations. The regulation of fast food advertising to children is discussed in relation to ideas about governance and the public health strategies which follow from these ideas. The paper argues that all proposed solutions are indicative of a neoliberal approach to the governance of health insofar as the responsibility for regulation of food marketing is viewed as lying with industry and the regulation of lifestyle risk is viewed as an individual responsibility.
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Point-of-Purchase Advertising. Learning Activity.
Shackelford, Ray
1998-01-01
In this technology education activity, students learn the importance of advertising, conduct a day-long survey of advertising strategies, and design and produce a tabletop point-of-purchase advertisement. (JOW)
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Evaluation of Military Service Youth Advertisements
2002-03-01
assess levels of support provided by advertising agencies, and to recommend improved marketing strategies . The Eskew-Murphy Advertising Review made a...television advertisements in communicating the strategy . • The strata™ Sample and Evaluated Ads section provides details about the youth interviewed...relevant to understanding how closely the evaluated advertising executions are “on- strategy .” It also reviews the opportunities for improvements to
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Modeling the Effects of Army Advertising
1988-11-01
was a multipurpose project dealing with advertising effectiveness, advertising strategy efficiency, management of the advertising program and planning...and development of new marketing strategies and segmentation. It is clearly impossible for a project with this breadth of objectives to also satisfy...achieving the broader objective. Likewise, advertising derives its objectives from marketing which when accomplished will lead to the achievement of
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Test of "Light" cigarette counter-advertising using a standard test of advertising effectiveness.
Shiffman, S; Burton, S L; Pillitteri, J L; Gitchell, J G; Di Marino, M E; Sweeney, C T; Wardle, P A; Koehler, G L
2001-01-01
To evaluate systematically the effectiveness of six advertising strategies (two message strategies presented in three different contexts) designed to promote smoking cessation by addressing smokers' misperceptions about Light cigarettes. Smokers viewed one of six, 30 second test television concept advertisements, which varied by message (one emphasising how the sensory effects of Lights can be deceptive, the other describing the effects of vent blocking) and by ad context (non-commercial public service announcement (PSA), promotion of unbranded nicotine replacement therapy (NRT), or promotion of branded NRT). The effectiveness of each advertisement was determined using a validated advertising testing system in which ads were viewed in the context of reviewing a pilot television programme. Response to ads is assessed through shifts in subject choices of products offered as prizes before and after viewing the test advertisements. Included among the possible prizes were cigarettes and various pharmacotherapies for smoking cessation. Daily smokers (n = 1890) of Regular (34%), Light (47%), and Ultra Light (19%) cigarettes recruited from eight US cities. The primary outcome of interest was the shift away from cigarettes as the selected prize following exposure to the test advertisements. Secondary outcomes of interest included movement away from Light cigarettes and movement towards assisted quitting products. Smokers who saw the advertisement emphasising the sensory characteristics of Light cigarettes were more likely than subjects who saw the advertisement emphasising the effect of vent blocking to move away from cigarettes (OR = 1.97, 95% confidence interval CI 1.25 to 3.09; chi(2)(1) = 8.69, p = 0.003). Similarly, subjects who saw the advertisement framed as a PSA, rather than as a promotion for either a branded or unbranded NRT product, were also somewhat more likely to move away from cigarettes (OR = 1.51, 95% CI 0.94 to 2.40; chi(2)(1) = 2.97, p = 0.085). The
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Surlin, Stuart H.
This study attempts to compare the perceptions and self-reported behavior of high, middle, and low authoritarian advertising executives, business executives, and members of the general public concerning the social effects of advertising. For the advertising sample, a total of 393 men and women were selected according to their executive positions…
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Marini, Patricia J.
Intended to give experience to students hoping to begin careers in advertising and also to serve a neglected segment of advertisers, a specialized senior-level course in small business advertising was developed at Clarion University of Pennsylvania. Early in the semester, lectures and demonstration clients focused on the distinct promotional…
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ADVERTISING BETWEEN RULES AND CREATIVITY
Directory of Open Access Journals (Sweden)
Irina SUSANU
2005-01-01
Full Text Available Where would the world be without advertising? Stuart Henderson Britt strongly believed in it. Hesaid: “Doing business without advertising is like winking at a girl in the dark. You know what youare doing, but she doesn’t.” The work reviews the evolution of advertising, highlighting theuncontestable part played by it within organizations and society in general and it focuses on anessential element of it, that is the advertising print. The purpose of this paperwork is to highlight thenecessary rules for the making of a quality print, with the help of a comparative study on prints ofeight organizations. The print represents an exercise of writing and design, in words and images, fortransmitting the advertising message. The fulfillment of this task depends on the perspicacity,imagination and the creativity of the maker.
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Informing consumers: Protection from deceptive advertising
Directory of Open Access Journals (Sweden)
Stanković Ljiljana
2013-01-01
Full Text Available It is widely accepted that only informed consumers are protected from potential violation of their consumer rights. Advertising represents one of the main ways of informing consumers, so it is of crutial importance for it to include adequate information that can facilitate decision making proces regarding the purchase. With aim of preventing violation of basic consumer rights, advertising is regulated by legislation, both on EU level and on national level in Republic of Serbia, and while so special attention is dedicated to defining advertising that can possibly lead to deception of consumers. Authors of this paper are focused on analysing legislation and theoretical explanations of deceptive advertising. Results of the research regarding advertising in Serbia and ability of consumers to protect themselves from deceptive advertising are presented. The main aim of the authors is to contribute to increasing level of consumers' self-protection through increasing level of their counciousness on deceptive advertising and its concequences.
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2010-07-01
... 36 Parks, Forests, and Public Property 1 2010-07-01 2010-07-01 false Advertisements. 5.1 Section 5.1 Parks, Forests, and Public Property NATIONAL PARK SERVICE, DEPARTMENT OF THE INTERIOR COMMERCIAL AND PRIVATE OPERATIONS § 5.1 Advertisements. Commercial notices or advertisements shall not be displayed, posted, or distributed on federally owned o...
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2010-01-01
... REGULATIONS SPECIAL EVENT TOURS § 381.7 Advertising. No operator of a Special Event Tour or agent of such an operator shall conduct, or cause or allow to be conducted, any advertising, solicitation or other promotion... 14 Aeronautics and Space 4 2010-01-01 2010-01-01 false Advertising. 381.7 Section 381.7...
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25 CFR 152.26 - Advertisement.
2010-04-01
... 25 Indians 1 2010-04-01 2010-04-01 false Advertisement. 152.26 Section 152.26 Indians BUREAU OF... Trust Or Restricted Lands § 152.26 Advertisement. (a) Upon approval of an application for an advertised... unless for good cause a shorter period is authorized by the Secretary. (b) The notice of sale will...
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2010-01-01
... 12 Banks and Banking 3 2010-01-01 2010-01-01 false Advertising. 226.16 Section 226.16 Banks and... LENDING (REGULATION Z) Open-End Credit § 226.16 Advertising. (a) Actually available terms. If an... accordance with § 226.5a do not constitute advertising terms for purposes of the requirements of this section...
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Research on Memetic Phenomena in Commercial Advertisements
Institute of Scientific and Technical Information of China (English)
张丽
2015-01-01
Meme plays an important role in the development of advertisement as a unit of culture.Its replication and transmission provide an effective means for creating advertisements and a new way for us to analyze advertising language.Two ways including memetic genotype and memetic phenotype for memes to be replicated and transmitted in the advertising language are analyzed.Then,how to successfully create commercial advertisements is explored.Finally,it is concluded that the concise,familiar,popular and original memes can contribute to successful commercial advertisements.
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Rozenveld, Marc; Heinonen, Tapio
2013-01-01
Date: June 7th of 2013 Level: Master thesis in marketing, 15 ECTS Institution: School of Business, Society and Engineering, Mälardalen University Authors: Tapio Heinonen & Marc Rozenveld 18 thof November 1988 & 16th of June 1990 Title: Challenges facing the advertising world in the digital era. Subtitle: A comparison between Dutch and Swedish advertising agencies. Tutor: Peter Selegård Keywords: media logic, advertising industry, advertising agencies, advertising and digital ma...
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Alcohol advertising and youth.
Martin, Susan E; Snyder, Leslie B; Hamilton, Mark; Fleming-Milici, Fran; Slater, Michael D; Stacy, Alan; Chen, Meng-Jinn; Grube, Joel W
2002-06-01
This article presents the proceedings of a symposium at the 2001 Research Society on Alcoholism meeting in Montreal, Canada. The symposium was organized and chaired by Joel W. Grube. The presentations and presenters were (1) Introduction and background, by Susan E. Martin; (2) The effect of alcohol ads on youth 15-26 years old, by Leslie Snyder, Mark Hamilton, Fran Fleming-Milici, and Michael D. Slater; (3) A comparison of exposure to alcohol advertising and drinking behavior in elementary versus middle school children, by Phyllis L. Ellickson and Rebecca L. Collins; (4) USC health and advertising project: assessment study on alcohol advertisement memory and exposure, by Alan Stacy; and (5) TV beer and soft drink advertising: what young people like and what effects? by Meng-Jinn Chen and Joel W. Grube.
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Non-comparative and comparative advertising in oligopolistic markets
Alipranti, Maria; Mitrokostas, Evangelos; Petrakis, Emmanuel
2016-01-01
We study firms' advertising strategies in an oligopolistic market in which both non-comparative and comparative advertising are present. We show that in equilibrium firms mix over the two types of advertising, with the intensity of comparative advertising exceeding that of non-comparative advertising; moreover, that the intensity of comparative increases relatively to non-comparative advertising as market competition intensifies. Interestingly, the use of comparative advertising may lead to h...
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Do Tobacco Bans Harm the Advertising Industry?
Tom Coupe; Olena Gnezdilova
2008-01-01
We use panel data on advertising expenditures to check the influence of tobacco advertising bans on the advertising industry. We find no clear evidence of a negative effect of tobacco bans on total per capita advertising expenditures.
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Food and beverage advertising on children's web sites.
Ustjanauskas, A E; Harris, J L; Schwartz, M B
2014-10-01
Food marketing contributes to childhood obesity. Food companies commonly place display advertising on children's web sites, but few studies have investigated this form of advertising. Document the number of food and beverage display advertisements viewed on popular children's web sites, nutritional quality of advertised brands and proportion of advertising approved by food companies as healthier dietary choices for child-directed advertising. Syndicated Internet exposure data identified popular children's web sites and food advertisements viewed on these web sites from July 2009 through June 2010. Advertisements were classified according to food category and companies' participation in food industry self-regulation. The percent of advertisements meeting government-proposed nutrition standards was calculated. 3.4 billion food advertisements appeared on popular children's web sites; 83% on just four web sites. Breakfast cereals and fast food were advertised most often (64% of ads). Most ads (74%) promoted brands approved by companies for child-directed advertising, but 84% advertised products that were high in fat, sugar and/or sodium. Ads for foods designated by companies as healthier dietary choices appropriate for child-directed advertising were least likely to meet independent nutrition standards. Most foods advertised on popular children's web sites do not meet independent nutrition standards. Further improvements to industry self-regulation are required. © 2013 The Authors. Pediatric Obesity © 2013 International Association for the Study of Obesity.
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Pharmaceutical advertising as a consumer empowerment device.
Rubin, P H
2001-01-01
Pharmaceutical companies have greatly increased their level of "direct-to-consumer" (DTC) advertising in recent years. For 1998, estimates are that over $1.1 billion was spent on this form of advertising, increased from $850 million in 1997 and $600 million in 1996. In 1998, 84 separate drugs were advertised to consumers. The impetus was a decision in August of 1997 by the Food and Drug Administration to reduce the restrictions on DTC advertising on television. As a result, such ads have become very common on TV, and 32 products were advertised on TV in 1998. Pharmaceutical companies advertise because they think that advertising will make money for them. But how will this make money? It will make money by providing consumers with the information they need to make proper decisions about medication. That is, DTC advertising is profitable exactly because it empowers consumers and enables them to purchase useful drugs. The goals of advertising companies and consumers are both for consumers to have information about the most beneficial drug for particular conditions, and so advertising is beneficial both to manufacturers and to consumers. This article describes emerging trends in DTC within the context of the life sciences sector.
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Strengthening the Canadian alcohol advertising regulatory system.
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.
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Social and ethical aspects of advertising
Directory of Open Access Journals (Sweden)
Krasulja Nevena
2003-01-01
Full Text Available Even though advertising has great power, there are often to be heard the critics on methods and techniques used, and on the way it influences social values, consumer life style, their preferences and behavior. Critics often claim that advertising is false and misleading, very offensive and even irritating. Exploitation of some target groups is mentioned, where biggest critics are on advertising on for children. Many believe that advertising has to be only informal. Audience has to be free of persuasion, subjective and overwhelmed claims, offensive suggestions and advertisements which manipulate consumers in order to force them buy certain product.
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Alcohol advertising: what makes it attractive to youth?
Chen, Meng-Jinn; Grube, Joel W; Bersamin, Melina; Waiters, Elizabeth; Keefe, Deborah B
2005-09-01
This paper investigates the affective responses of youth toward specific elements featured in television alcohol advertisements (i.e., people character, animal character, music, story, and humor). It also examines the associations between advertising likeability and its potential influence. Respondents were 253 children and adolescents in California (47% male; aged 10-17). Data were collected using self-administered questionnaires in group settings. Respondents were shown a stimulus tape containing television advertisements for beer and soft drinks. The tape was stopped at the end of each advertisement to allow respondents to answer questions about that advertisement before viewing the next. Perceived likeability of beer advertisements is a function of the positive affective responses evoked by the specific elements featured in the advertisements. Liking of specific elements featured in beer advertisements significantly contributed to the overall likeability of these advertisements and subsequently to advertising effectiveness indicated by purchase intent of product and brand promoted by these advertisements. Advertisements that focus primarily on product qualities or send a message of legal drinking age were rated less favorably and evoked less desire to purchase the product. Implications for countering the effects of alcohol advertising on young people are discussed.
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2007-01-01
Roadside advertising and information billboards can distract a driver from the driving task. Particularly billboards with moving parts, affect-laden roadside advertising, billboards placed in the central field of vision and billboards resembling traffic-relevant information draw the driver's
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Newspaper Ideabook: Creative Advertising
Brasler, Wayne
1977-01-01
Offers suggestions to high school newspaper staffs for designing effective advertisements for local businesses and then selling them to the businesses. Notes that carefully planned advertisements can increase the appeal and value of a publication. (GW)
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The Subsiding Sizzle of Advertising History
DEFF Research Database (Denmark)
Schwarzkopf, Stefan
2011-01-01
Purpose – This paper aims to provide an overview over the development of historical research into advertising from the early twentieth century. Its main purposes are to interest marketing scholars and business historians in the history of advertising, help scholars that are unfamiliar...... with the field in choosing an appropriate theoretical and methodological angle, and provide a critique of a range of methods and theoretical approaches being applied in advertising historical research. Design/methodology/approach – The research design of this paper is based on historiographical analysis...... and method critique. It surveys the advertising historical literature of the three decades between 1980 and 2010, and it compares and contrasts dominant research methodologies and theoretical paradigms that have been used by historians and advertising researchers. Findings – Much advertising historical...
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General principles of advertising practices and consumer protection
Slánská, Martina
2008-01-01
Diploma thesis provides an overview of legal and ethical regulation of advertising, defines the basic concepts in advertising, summarizes the functions and objectives of advertising and characterized various forms of advertising by the communication media. Through the questionnaire survey detects and analyzes the general attitudes towards advertising as specific views on ethically problematic advertisements.
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Brain activity patterns induced by interrupting the cognitive processes with online advertising.
Rejer, Izabela; Jankowski, Jarosław
2017-11-01
As a result of the increasing role of online advertising and strong competition among advertisers, intrusive techniques are commonly used to attract web users' attention. Moreover, since marketing content is usually delivered to the target audience when they are performing typical online tasks, like searching for information or reading online content, its delivery interrupts the web user's current cognitive process. The question posed by many researchers in the field of online advertising is: how should we measure the influence of interruption of cognitive processes on human behavior and emotional state? Much research has been conducted in this field; however, most of this research has focused on monitoring activity in the simulated environment, or processing declarative responses given by users in prepared questionnaires. In this paper, a more direct real-time approach is taken, and the effect of the interruption on a web user is analyzed directly by studying the activity of his brain. This paper presents the results of an experiment that was conducted to find the brain activity patterns associated with interruptions of the cognitive process by showing internet advertisements during a text-reading task. Three specific aspects were addressed in the experiment: individual patterns, the consistency of these patterns across trials, and the intra-subject correlation of the individual patterns. Two main effects were observed for most subjects: a drop in activity in the frontal and prefrontal cortical areas across all frequency bands, and significant changes in the frontal/prefrontal asymmetry index.
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Sports Sponsorships of Food and Nonalcoholic Beverages.
Bragg, Marie A; Miller, Alysa N; Roberto, Christina A; Sam, Rachel; Sarda, Vishnudas; Harris, Jennifer L; Brownell, Kelly D
2018-04-01
Food and nonalcoholic beverage companies spend millions of dollars on professional sports sponsorships, yet this form of marketing is understudied. These sponsorships are valuable marketing tools but prompt concerns when unhealthy products are associated with popular sports organizations, especially those viewed by youth. This descriptive study used Nielsen audience data to select 10 sports organizations with the most 2-17 year old viewers of 2015 televised events. Sponsors of these organizations were identified and assigned to product categories. We identified advertisements promoting food and/or nonalcoholic beverage sponsorships on television, YouTube, and sports organization Web sites from 2006 to 2016, and the number of YouTube advertisement views. The nutritional quality of advertised products was assessed. Youth watched telecasts associated with these sports organizations over 412 million times. These organizations had 44 food and/or nonalcoholic beverage sponsors (18.8% of sponsors), second to automotive sponsors ( n = 46). The National Football League had the most food and/or nonalcoholic beverage sponsors ( n = 10), followed by the National Hockey League ( n = 7) and Little League ( n = 7). We identified 273 advertisements that featured food and/or nonalcoholic beverage products 328 times and product logos 83 times (some advertisements showed multiple products). Seventy-six percent ( n = 132) of foods had unhealthy nutrition scores, and 52.4% ( n = 111) of nonalcoholic beverages were sugar-sweetened. YouTube sponsorship advertisements totaled 195.6 million views. Sports sponsorships are commonly used to market unhealthy food and nonalcoholic beverages, exposing millions of consumers to these advertisements. Copyright © 2018 by the American Academy of Pediatrics.
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Search methods that people use to find owners of lost pets.
Lord, Linda K; Wittum, Thomas E; Ferketich, Amy K; Funk, Julie A; Rajala-Schultz, Päivi J
2007-06-15
To characterize the process by which people who find lost pets search for the owners. Cross-sectional study. Sample Population-188 individuals who found a lost pet in Dayton, Ohio, between March 1 and June 30, 2006. Procedures-Potential participants were identified as a result of contact with a local animal agency or placement of an advertisement in the local newspaper. A telephone survey was conducted to identify methods participants used to find the pets' owners. 156 of 188 (83%) individuals completed the survey. Fifty-nine of the 156 (38%) pets were reunited with their owners; median time to reunification was 2 days (range, 0.5 to 45 days). Only 1 (3%) cat owner was found, compared with 58 (46%) dog owners. Pet owners were found as a result of information provided by an animal agency (25%), placement of a newspaper advertisement (24%), walking the neighborhood (19%), signs in the neighborhood (15%), information on a pet tag (10%), and other methods (7%). Most finders (87%) considered it extremely important to find the owner, yet only 13 (8%) initially surrendered the found pet to an animal agency. The primary reason people did not surrender found pets was fear of euthanasia (57%). Only 97 (62%) individuals were aware they could run a found-pet advertisement in the newspaper at no charge, and only 1 person who was unaware of the no-charge policy placed an advertisement. Veterinarians and shelters can help educate people who find lost pets about methods to search for the pets' owners.
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Analysis of success factors in advertising
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.
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Advertising effectiveness: the role of content
Becker , Maren
2017-01-01
Despite its long-standing history and many strong findings, research on advertising effectiveness still ranks high on the academic and practitioner agenda. With respect to the influence of advertising on sales, existing econometric response models mostly focus on the impact of advertising spending and scheduling. Comparatively less attention has been devoted to the specific advertising content. Even though, choosing appropriate content cues that grab consumers’ attention and persuade them bec...
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Research trends on music and advertising
Ruth, Nicolas; Spangardt, Benedikt
2017-01-01
Research on music and advertising is diverse and unstructured. Looking at the most important factors that define related research, this article aims to introduce a typology of four research fields that reflect the interplay of the complex relationship between music and advertising. An analysis of relevant studies revealed diverse research gaps and clustered the main research traditions. Eventually, we identified four types of research, namely advertising with music, advertising with musicians...
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Blauwe ogen schieten tekort. Lessen voor sponsoring van landschap
Overbeek, M.M.M.; Graaff, de R.P.M.
2010-01-01
Literatuuronderzoek en gesprekken met (ervarings)deskundigen en vertegenwoordigers van bedrijven in Amstelland en in Het Groene Woud over het proces en de voorwaarden van bedrijven om sponsoring van landschap te realiseren. Sponsoring gebeurt meestal in het kader van mvo, waarbij bedrijven de