WorldWideScience

Sample records for sponsored search advertising

  1. The Race for Sponsored Links: Bidding Patterns for Search Advertising

    OpenAIRE

    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...

  2. Search Advertising

    OpenAIRE

    Cornière (de), Alexandre

    2016-01-01

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

  3. The Complex Dynamics of Sponsored Search Markets

    Science.gov (United States)

    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.

  4. Mobile Search and Advertising

    OpenAIRE

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

    2009-01-01

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

  5. Consumer Perceptions of Sponsors of Disease Awareness Advertising

    Science.gov (United States)

    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…

  6. 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.

  7. Australian consumer responses to DTCA and other pharmaceutical company sponsored advertisements.

    Science.gov (United States)

    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.

  8. Budget constraints and optimization in sponsored search auctions

    CERN Document Server

    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

  9. Transparency for Sponsored Content : Analysing Codes of Ethics in Public Relations, Marketing, Advertising and Journalism

    OpenAIRE

    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...

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

    Science.gov (United States)

    Kim, Gho; Lee, Jang-Han

    2011-05-01

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

  11. 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.

  12. Advertising for Attention in a Consumer Search Model

    OpenAIRE

    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...

  13. Search Engine Advertising Effectiveness in a Multimedia Campaign

    NARCIS (Netherlands)

    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

  14. Advertising for attention in a consumer search model

    NARCIS (Netherlands)

    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

  15. Effects of consumer motives on search behavior using internet advertising.

    Science.gov (United States)

    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.

  16. The Advertising Mix for a Search Good

    OpenAIRE

    Simon P. Anderson; Régis Renault

    2013-01-01

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

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

    Science.gov (United States)

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

    2005-07-01

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

  18. Common Agency and Coordinated Bids in Sponsored Search Auctions

    OpenAIRE

    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...

  19. Searching for sponsors for four national rugby teams in Finland

    OpenAIRE

    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...

  20. Search engine advertisements : The impact of advertising statements on click-through and conversion rates

    NARCIS (Netherlands)

    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

  1. Predicting user click behaviour in search engine advertisements

    Science.gov (United States)

    Daryaie Zanjani, Mohammad; Khadivi, Shahram

    2015-10-01

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

  2. Application of Regulatory Focus Theory to Search Advertising

    Science.gov (United States)

    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

  3. Application of Regulatory Focus Theory to Search Advertising.

    Science.gov (United States)

    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.

  4. The framing of alcohol in (non-)sponsored movies : A comparative content analysis of alcohol advertising and portrayals in sponsored and non-sponsored Dutch movies

    NARCIS (Netherlands)

    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

  5. The framing of alcohol in (non-)sponsored movies: A comparative content analysis of alcohol advertising and portrayals in sponsored and non-sponsored Dutch movies

    OpenAIRE

    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...

  6. "This program contains advertising": How the timing of sponsorship disclosure influences critical processing of sponsored content

    NARCIS (Netherlands)

    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

  7. Advertising and consumer search in a duopoly model

    NARCIS (Netherlands)

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

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

  8. Advertising and Consumer Search in a Duopoly Model

    NARCIS (Netherlands)

    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

  9. Advertising's Effect on Community College Search and Choice

    Science.gov (United States)

    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…

  10. Informing consumers about 'hidden' advertising. A literature review of the effects of disclosing sponsored content

    NARCIS (Netherlands)

    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,

  11. Going where the ad leads you : On high advertised prices and searching where to buy

    NARCIS (Netherlands)

    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

  12. Effects of Advertising on Advance Selling and Online Search

    Science.gov (United States)

    Joo, Mingyu

    2012-01-01

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

  13. Advertising

    OpenAIRE

    Crawford, Robert

    2008-01-01

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

  14. Mechanism Design for Multi-slot Ads Auction in Sponsored Search Markets

    Science.gov (United States)

    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.

  15. Anonymous Search Histories Featuring Personalized Advertisement - Balancing Privacy with Economic Interests

    OpenAIRE

    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...

  16. 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.

  17. Vying for Attention: How Does Advertising Affect Search and College Choice?

    Science.gov (United States)

    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…

  18. 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

  19. 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.

  20. Advertising Agencies

    DEFF Research Database (Denmark)

    Moeran, Brian

    2015-01-01

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

  1. Banner Advertising

    OpenAIRE

    Majoroš, Miroslav

    2008-01-01

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

  2. Semantic Advertising

    OpenAIRE

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

    2013-01-01

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

  3. Suicide prevention through online gatekeeping using search advertising techniques: a feasibility study.

    Science.gov (United States)

    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.

  4. EFFECTIVENESS OF ONLINE ADVERTISING

    OpenAIRE

    G. Anusha

    2017-01-01

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

  5. Effects of Pre-Purchase Search Motivation on User Attitudes toward Online Social Network Advertising: A Case of University Students

    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.

  6. 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 ).

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

    Science.gov (United States)

    Sueki, Hajime; Ito, Jiro

    2018-05-01

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

  8. The tobacco industry's accounts of refining indirect tobacco advertising in Malaysia.

    Science.gov (United States)

    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.

  9. Rhetorical Analysis of Fast-Growth Businesses' Job Advertisements: Implications for Job Search

    Science.gov (United States)

    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…

  10. Music in advertising and consumer identity: The search for Heideggerian authenticity

    OpenAIRE

    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...

  11. A Study on Effectiveness of Search Keyword Advertising to Attract Tourists Online

    OpenAIRE

    山本, 真嗣

    2015-01-01

    Regional tourism is currently receiving a great deal of attention, but the methodology for effectively attracting visitors is still developing. To effectively attract tourists, several factors that affect travelers’ destination decisions must be examined. In this study, I conducted a survey on attracting tourists online and measured the effect. I displayed ads on search results of keywords related to regional tourism, such as“ tourism Noto,”“ Noto tourism,” and“ Nanao tourism,” and used these...

  12. Driving online and offline sales : The cross-channel effects of traditional, online display, and paid search advertising

    NARCIS (Netherlands)

    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

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

    Science.gov (United States)

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

    2002-01-01

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

  14. Trust in online prescription drug information among internet users: the impact on information search behavior after exposure to direct-to-consumer advertising.

    Science.gov (United States)

    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.

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

    Science.gov (United States)

    Hall, Danika; Jones, Sandra; Iverson, Don

    2011-03-01

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

  16. Advertising on social media

    OpenAIRE

    Sumit Goyal

    2013-01-01

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

  17. The Pollution Effect: Optimizing Keyword Auctions by Favoring Relevant Advertising

    OpenAIRE

    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...

  18. Analisa Pengaruh Mobile Advertising pada Industri Telekomunikasi

    OpenAIRE

    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...

  19. Leading-Brand Advertisement of Quitting Smoking Benefits for E-Cigarettes.

    Science.gov (United States)

    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.

  20. The Sponsored Film.

    Science.gov (United States)

    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…

  1. Essays on Economics of Advertising

    OpenAIRE

    Valei, Azamat

    2017-01-01

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

  2. The underlying processes of creative media advertising

    NARCIS (Netherlands)

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

    2016-01-01

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

  3. Commercial and Advertising Content in Free Consumer Curriculum Materials.

    Science.gov (United States)

    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.…

  4. How to Defend Ourselves Against Corporate Image and Ideology Advertising.

    Science.gov (United States)

    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…

  5. The Professor as Intern: Approaches to Teaching Advertising Creativity.

    Science.gov (United States)

    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…

  6. Native Advertising: Trickery or Technique? An Ethics Project and Debate

    Science.gov (United States)

    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…

  7. Online Advertising

    OpenAIRE

    Goldfarb, Avi; Tucker, Catherine Elizabeth

    2011-01-01

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

  8. Misleading advertising

    OpenAIRE

    Bláhová, Vladimíra

    2006-01-01

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

  9. Enabling Energy-Efficient Advertising for Mobile Applications

    OpenAIRE

    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...

  10. How To Increase Advertising Revenue.

    Science.gov (United States)

    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…

  11. Advertising Arbitrage

    OpenAIRE

    Sergei Kovbasyuk; Marco Pagano

    2014-01-01

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

  12. Mobile Advertising

    OpenAIRE

    Alamuri, Lavanya

    2009-01-01

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

  13. Sacred and the Profane in Advertising Art.

    Science.gov (United States)

    Zuk, Bill; Dalton, Robert

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

  14. Committees and sponsors

    Science.gov (United States)

    2011-10-01

    International Advisory Committee Richard F CastenYale, USA Luiz Carlos ChamonSão Paulo, Brazil Osvaldo CivitareseLa Plata, Argentina Jozsef CsehATOMKI, Hungary Jerry P DraayerLSU, USA Alfredo Galindo-UribarriORNL & UT, USA James J KolataNotre Dame, USA Jorge López UTEP, USA Joseph B NatowitzTexas A & M, USA Ma Esther Ortiz IF-UNAM Stuart PittelDelaware, USA Andrés SandovalIF-UNAM Adam SzczepaniakIndiana, USA Piet Van IsackerGANIL, France Michael WiescherNotre Dame, USA Organizing Committee Libertad Barrón-Palos (Chair)IF-UNAM Roelof BijkerICN-UNAM Ruben FossionICN-UNAM David LizcanoININ Sponsors Instituto de Ciencias Nucleares, UNAMInstituto de Física, UNAMInstituto Nacional de Investigaciones NuclearesDivisión de Física Nuclear de la SMFCentro Latinoamericano de Física

  15. Online Display Advertising Causal Attribution and Evaluation

    OpenAIRE

    Barajas Zamora, Joel

    2015-01-01

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

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

    OpenAIRE

    KISHIYA, Kazuhiro

    2005-01-01

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

  17. Jointly Sponsored Research Program

    Energy Technology Data Exchange (ETDEWEB)

    Everett A. Sondreal; John G. Hendrikson; Thomas A. Erickson

    2009-03-31

    U.S. Department of Energy (DOE) Cooperative Agreement DE-FC26-98FT40321 funded through the Office of Fossil Energy and administered at the National Energy Technology Laboratory (NETL) supported the performance of a Jointly Sponsored Research Program (JSRP) at the Energy & Environmental Research Center (EERC) with a minimum 50% nonfederal cost share to assist industry in commercializing and effectively applying highly efficient, nonpolluting energy systems that meet the nation's requirements for clean fuels, chemicals, and electricity in the 21st century. The EERC in partnership with its nonfederal partners jointly performed 131 JSRP projects for which the total DOE cost share was $22,716,634 (38%) and the nonfederal share was $36,776,573 (62%). Summaries of these projects are presented in this report for six program areas: (1) resource characterization and waste management, (2) air quality assessment and control, (3) advanced power systems, (4) advanced fuel forms, (5) value-added coproducts, and (6) advanced materials. The work performed under this agreement addressed DOE goals for reductions in CO{sub 2} emissions through efficiency, capture, and sequestration; near-zero emissions from highly efficient coal-fired power plants; environmental control capabilities for SO{sub 2}, NO{sub x}, fine respirable particulate (PM{sub 2.5}), and mercury; alternative transportation fuels including liquid synfuels and hydrogen; and synergistic integration of fossil and renewable resources.

  18. Advertising Content

    OpenAIRE

    Simon P. Anderson; Régis Renault

    2002-01-01

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

  19. False Advertising

    OpenAIRE

    Rhodes, Andrew; Wilson, Chris M

    2016-01-01

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

  20. Advertisements promoting human papillomavirus vaccine for adolescent boys: does source matter?

    Science.gov (United States)

    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.

  1. Advertising Appeal.

    Science.gov (United States)

    Miller, Sandra K.

    The individualized learning package for secondary consumer education deals with consumer buying as influenced by advertising. The teacher's section of the package contains a statement of purpose and instructional objectives. Equipment and materials (specific textbooks, audiovisual aids, and sources for sample post-test advertisements) needed for…

  2. Advertising Guidelines

    Science.gov (United States)

    Riso, Ovid

    1977-01-01

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

  3. Gender Advertisements.

    Science.gov (United States)

    Goffman, Erving

    A heavily illustrated discussion of the ways in which men and women are portrayed in advertisements is presented. The three essays which precede the 56 pages of illustrations discuss gender expressions, characteristics of public and private pictures, and gender commercials. The author notes that advertisements do not depict how men and women…

  4. 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.

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

    OpenAIRE

    Aslam, Bilal; Karjaluoto, Heikki

    2017-01-01

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

  6. why sponsored posts on facebook and instagram are effective online branding tools

    OpenAIRE

    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...

  7. 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

  8. Intelligent Advertising

    OpenAIRE

    Díaz Pinedo, Edilfredo Eliot

    2012-01-01

    Intelligent Advertisement diseña e implementa un sistema de publicidad para dispositivos móviles en un centro comercial, donde los clientes reciben publicidad de forma pasiva en sus dispositivos mientras están dentro.

  9. Alcohol Advertising

    OpenAIRE

    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...

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

    Directory of Open Access Journals (Sweden)

    Grigaliunaite Viktorija

    2016-11-01

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

  11. Advertising and an advertising budget

    OpenAIRE

    Крищанович, А.

    2011-01-01

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

  12. The actor set-up of TV advertising. A new process for hybrid formats

    OpenAIRE

    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...

  13. 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.

  14. 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.

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

    Science.gov (United States)

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

    2015-06-10

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

  16. Internet and Advertisement.

    Science.gov (United States)

    Moustafa, Khaled

    2016-02-01

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

  17. 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.

  18. Effectiveness of humor advertising on advertising success

    OpenAIRE

    S, venkatesh; N, senthilkumar

    2015-01-01

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

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

    OpenAIRE

    Grigaliunaite Viktorija; Pileliene Lina

    2016-01-01

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

  20. Content analysis of disease awareness advertisements in popular Australian women's magazines.

    Science.gov (United States)

    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.

  1. Using contextual advertising in Internet marketing

    Directory of Open Access Journals (Sweden)

    Тетяна Олександрівна Левицька

    2017-07-01

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

  2. Advertising Theory and Practice.

    Science.gov (United States)

    Sandage, C. H.; Fryburger, Vernon

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

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

    Science.gov (United States)

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

    2012-04-01

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

  4. Modeling Newspaper Advertising

    Science.gov (United States)

    Harper, Joseph; And Others

    1978-01-01

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

  5. Humour in advertisement

    OpenAIRE

    Melounová, Lenka

    2016-01-01

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

  6. 45 CFR 1226.12 - Sponsor employees.

    Science.gov (United States)

    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...

  7. And now, a word from our sponsor.

    Science.gov (United States)

    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.

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

    Science.gov (United States)

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

    2016-09-01

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

  9. Image of Women in Advertisements: A Preliminary Study of Avenues for Change.

    Science.gov (United States)

    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…

  10. Effects of online advertising format and persuasion knowledge on audience reactions

    NARCIS (Netherlands)

    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

  11. 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...

  12. 77 FR 20886 - Proposed Information Collection (Advertising, Sales, and Enrollment Materials, and Candidate...

    Science.gov (United States)

    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...

  13. Ordered Consumer Search

    OpenAIRE

    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...

  14. Advertising on the Internet.

    Science.gov (United States)

    Jugenheimer, Donald W.

    1996-01-01

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

  15. 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.

  16. 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.

  17. 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

  18. Misleading Advertising in Duopoly

    OpenAIRE

    Keisuke Hattori; Keisaku Higashida

    2011-01-01

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

  19. Advertisement without Ethical Principles?

    OpenAIRE

    Wojciech Słomski

    2007-01-01

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

  20. INTERNET ADVERTISING: A PRIMER

    OpenAIRE

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

    2017-01-01

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

  1. Effects of Disclosing Sponsored Content in Blogs: How the Use of Resistance Strategies Mediates Effects on Persuasion

    NARCIS (Netherlands)

    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

  2. Effects of disclosing sponsored content in blogs : how the use of resistance strategies mediates effects on persuasion

    NARCIS (Netherlands)

    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

  3. Using Social Media, Online Social Networks, and Internet Search as Platforms for Public Health Interventions: A Pilot Study.

    Science.gov (United States)

    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.

  4. 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.

  5. Is Military Advertising Effective? An Estimation Methodology and Applications to Recruiting in the 1980's and 90s

    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...

  6. 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

  7. 77 FR 26697 - New Animal Drugs; Change of Sponsor; Change of Sponsor Address; Change of Sponsor Name and...

    Science.gov (United States)

    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...

  8. When advertising turns "cheeky"!

    Science.gov (United States)

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

    2006-05-01

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

  9. Advertising and promotion of smokeless tobacco products.

    Science.gov (United States)

    Ernster, V L

    1989-01-01

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

  10. 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,包括计算广告投放模式的演化(由按合约投放演变为实时竞价投放)、计价模式的演化(由按展示计价演变为按点击计价、按交易计价等)、投放目标的演化(由

  11. The advertising strategies

    Institute of Scientific and Technical Information of China (English)

    YAKOUBI Mohamed Lamine

    2013-01-01

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

  12. Proposal and realization advertising campaign

    OpenAIRE

    RYCHLÁ, Marie

    2008-01-01

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

  13. 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.

  14. 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. 

  15. Alcohol advertising and youth.

    Science.gov (United States)

    Saffer, Henry

    2002-03-01

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

  16. Features of the advertising and PR in tourism

    Directory of Open Access Journals (Sweden)

    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.

  17. Newspaper Ideabook: Creative Advertising

    Science.gov (United States)

    Brasler, Wayne

    1977-01-01

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

  18. Vertical Search Engines

    OpenAIRE

    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.

  19. AN ADVERTISING OLIGOPOLY

    OpenAIRE

    Alina Irina GHIRVU

    2013-01-01

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

  20. Optimal Attorney Advertising

    OpenAIRE

    Michael P. Stone

    2010-01-01

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

  1. Targeting and Persuasive Advertising

    OpenAIRE

    Egli, Alain (Autor/in)

    2015-01-01

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

  2. Cross-cultural advertising

    OpenAIRE

    Пурчельянова, Н. Ю.

    2011-01-01

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

  3. Advertising on mobile applications

    OpenAIRE

    Sobolevsky, Alexandr

    2015-01-01

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

  4. Analyzing Political Television Advertisements.

    Science.gov (United States)

    Burson, George

    1992-01-01

    Presents a lesson plan to help students understand that political advertisements often mislead, lie, or appeal to emotion. Suggests that the lesson will enable students to examine political advertisements analytically. Includes a worksheet to be used by students to analyze individual political advertisements. (DK)

  5. View of Advertising Practitioners

    OpenAIRE

    O'Keeffe, Peter

    2016-01-01

    I am concerned to make the case for the rights and liberties to communicate commercial advertising messages to children. Consequenlly, I am amused by the identification of advertising with witchcraft; witches ceased to be burned a long time ago. However, this comparison, illustrates the excessive concern shown about how strangely influential advertising is.

  6. The Bilingual Advertising Decision.

    Science.gov (United States)

    Grin, Francois

    1994-01-01

    Examines the relationship between linguistic plurality and the rationale of advertising decisions. The article presents a simple model of sales to different language groups as a function of the level of advertising in each language, language attitudes, incomes, and an advertising response function. The model is intended as a benchmark, and several…

  7. Business advertisements management system

    OpenAIRE

    Rekel, Ernest

    2017-01-01

    Business Advertisements Management System The main goal of the project was to create a business advertisements management system, where users could easily create and find business advertisements. To accomplish this goal exist- ing systems were analyzed as well as their limitations. The end result is a working system which is able to store and proccess huge amount of data.

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

    OpenAIRE

    Vasiliauskaitė, Kristina

    2007-01-01

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

  9. Observatory Sponsoring Astronomical Image Contest

    Science.gov (United States)

    2005-05-01

    Forget the headphones you saw in the Warner Brothers thriller Contact, as well as the guttural throbs emanating from loudspeakers at the Very Large Array in that 1997 movie. In real life, radio telescopes aren't used for "listening" to anything - just like visible-light telescopes, they are used primarily to make images of astronomical objects. Now, the National Radio Astronomy Observatory (NRAO) wants to encourage astronomers to use radio-telescope data to make truly compelling images, and is offering cash prizes to winners of a new image contest. Radio Galaxy Fornax A Radio Galaxy Fornax A Radio-optical composite image of giant elliptical galaxy NGC 1316, showing the galaxy (center), a smaller companion galaxy being cannibalized by NGC 1316, and the resulting "lobes" (orange) of radio emission caused by jets of particles spewed from the core of the giant galaxy Click on image for more detail and images CREDIT: Fomalont et al., NRAO/AUI/NSF "Astronomy is a very visual science, and our radio telescopes are capable of producing excellent images. We're sponsoring this contest to encourage astronomers to make the extra effort to turn good images into truly spectacular ones," said NRAO Director Fred K.Y. Lo. The contest, offering a grand prize of $1,000, was announced at the American Astronomical Society's meeting in Minneapolis, Minnesota. The image contest is part of a broader NRAO effort to make radio astronomical data and images easily accessible and widely available to scientists, students, teachers, the general public, news media and science-education professionals. That effort includes an expanded image gallery on the observatory's Web site. "We're not only adding new radio-astronomy images to our online gallery, but we're also improving the organization and accessibility of the images," said Mark Adams, head of education and public outreach (EPO) at NRAO. "Our long-term goal is to make the NRAO Image Gallery an international resource for radio astronomy imagery

  10. Eye Movements When Viewing Advertisements

    Directory of Open Access Journals (Sweden)

    Emily eHiggins

    2014-03-01

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

  11. Ethical advertising in dentistry.

    Science.gov (United States)

    Graskemper, Joseph P

    2009-01-01

    Advertising in dentistry has steadily increased since the 1970s to become a leading choice of many dentists to promote their practices. The manner in which advertising progresses within the profession affects all dentists and how patients perceive dentistry as a profession. This paper presents ethical concepts that should be followed when dentists are pursuing practice promotion through advertising. It also raises questions that, hopefully, will increase attention and discussion on dental advertising. The paper concludes that ethical advertising is easily achieved by promoting patient education while not placing the dentist's self-interests ahead of the patient's. With this approach, dentistry may continue to be one of the most trusted professions.

  12. AN ADVERTISING OLIGOPOLY

    Directory of Open Access Journals (Sweden)

    Alina Irina GHIRVU

    2013-12-01

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

  13. Shedding new light on how advertising literacy can affect children's processing of embedded advertising formats: A future research agenda

    NARCIS (Netherlands)

    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

  14. THE LANGUAGE OF ADVERTISING

    Directory of Open Access Journals (Sweden)

    Anamarija Gjuran-Coha

    2009-01-01

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

  15. 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.

  16. Research advertising exposure in colleges

    OpenAIRE

    Išoraitė, Margarita

    2013-01-01

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

  17. Culture, Product Advertising, and Advertising Agency Operations

    African Journals Online (AJOL)

    gold

    2012-07-26

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

  18. Mobile Phones and Outdoor Advertising: Measurable Advertising

    OpenAIRE

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

    2011-01-01

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

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

    Science.gov (United States)

    2018-01-01

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

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

    Science.gov (United States)

    Cowie, Julie M; Gurney, Mark E

    2018-01-24

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

  1. Food-related advertising on preschool television: building brand recognition in young viewers.

    Science.gov (United States)

    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.

  2. ETHICS AND ADVERTISING

    Directory of Open Access Journals (Sweden)

    Constantin SASU

    2015-04-01

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

  3. TV Advertising Volumes Were Associated With Insurance Marketplace Shopping And Enrollment In 2014.

    Science.gov (United States)

    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.

  4. Language of advertising

    OpenAIRE

    Krchňáková, Leontina

    2015-01-01

    This work is devoted to the Russian language advertising, which examines in an independent system. It aims are analyzing the text of Russian advertising in terms of its information and formal structure. It focuses on a specific aesthetic qualities of language, which the text uses. Work is further focused on the categorization of neologisms and neologisation of the Russian advertising. Next focus is on loanwords from the English language. Used research methods are descriptive and comparative. ...

  5. Fashion blogs and advertisement

    OpenAIRE

    Lindblad, Jessica

    2013-01-01

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

  6. Strategic Targeted Advertising

    OpenAIRE

    Andrea Galeotti; Jose Luis Moraga

    2003-01-01

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

  7. Advertising Influence on Market

    OpenAIRE

    Dan NASTASE

    2014-01-01

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

  8. PERBANDINGAN IMPLEMENTASI ADVERTISING CAMPAIGN

    OpenAIRE

    Francisca Hanna , Febrianti

    2013-01-01

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

  9. Advertising literacy and children’s susceptibility to advertising

    OpenAIRE

    Rozendaal, E.

    2011-01-01

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

  10. Key provisions humanities research advertising and advertising exposure

    OpenAIRE

    A. A. Sogorin

    2015-01-01

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

  11. Attention competition with advertisement

    Science.gov (United States)

    Cetin, Uzay; Bingol, Haluk O.

    2014-09-01

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

  12. INTEGRATED ADVERTISING CAMPAIGN

    Directory of Open Access Journals (Sweden)

    Adina Claudia NEAMŢU

    2010-06-01

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

  13. The Political Economy of Federally Sponsored Data

    Directory of Open Access Journals (Sweden)

    Bart Ragon

    2013-11-01

    Full Text Available Librarian involvement in the Open Access (OA movement has traditionally focused on access to scholarly publications. Recent actions by the White House have focused attention on access on the data produced from federally sponsored research. Questions have emerged concerning access to the output of federally sponsored research and whether it is a public or private good. Understanding the political battle over access to federally funded research is closely tied to the ownership of the peer review process in higher education and associated revenue streams, and as a result, interest groups seeking to influence government regulation have politicized the issues. As a major funder of research in higher education, policies from the federal government are likely to drive change in research practices at higher education institutions and impact library services. The political economy of federally sponsored research data will shape research enterprises in higher education inspire a number of new services distributed throughout the research life cycle.

  14. Event seeking for sponsors: Case Helsinki Pride

    OpenAIRE

    Jaakkola, Johanna

    2014-01-01

    This thesis was done for HeSeTa Ry (Helsingin seudun seksuaalinen tasavertaisuus ry) and the goal was to find out how Helsinki Pride could get sponsors more efficiently and how the co-operation could be made more long lasting with the current sponsors. Helsinki Pride is an event organized in Helsinki each year in June. It is also the biggest LGBT event organized in Finland. The biggest event of the week is the Gay Parade and the Party in the Park. In 2014 only these events had over 20 000 par...

  15. Advertising Expenditure and Consumer Prices

    OpenAIRE

    Ferdinand Rauch

    2011-01-01

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

  16. Advertising Dynamics and Competitive Advantage

    OpenAIRE

    Ulrich Doraszelski; Sarit Markovich

    2004-01-01

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

  17. Value of Sharing: Viral Advertisement

    OpenAIRE

    Duygu Aydın; Aşina Gülerarslan; Süleyman Karaçor; Tarık Doğan

    2013-01-01

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

  18. Informative Advertising: Competition or Cooperation?

    OpenAIRE

    Witness Simbanegavi

    2005-01-01

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

  19. Industry sponsored anti-smoking ads and adolescent reactance: test of a boomerang effect.

    Science.gov (United States)

    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.

  20. Providence Sponsors Diocesan Teacher Recruiting Campaign.

    Science.gov (United States)

    Dygert, William

    2001-01-01

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

  1. Advertising to Early Trend Propagators: Evidence from Twitter

    OpenAIRE

    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...

  2. Advertising to early trend propagators: evidence from Twitter

    OpenAIRE

    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...

  3. 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

  4. 22 CFR 62.3 - Sponsor eligibility.

    Science.gov (United States)

    2010-04-01

    ... 22 Foreign Relations 1 2010-04-01 2010-04-01 false Sponsor eligibility. 62.3 Section 62.3 Foreign Relations DEPARTMENT OF STATE PUBLIC DIPLOMACY AND EXCHANGES EXCHANGE VISITOR PROGRAM General Provisions... visitor program are: (1) United States local, state and federal government agencies; (2) International...

  5. Sponsored Research & the Freedom of Publication.

    Science.gov (United States)

    Packham, David

    This paper examines conflicts and collaboration between industry and universities regarding sponsored research and freedom of publication, particularly in the United Kingdom. An opening section notes that the values of the market and the university are in fundamental conflict which presents problems for institutions attempting to work in…

  6. Use and Misuse of Industry Sponsored Materials.

    Science.gov (United States)

    DuVall, Charles R.; Krepel, Wayne J.

    A review of educational research reveals that free and inexpensive materials are used today to a much greater extent than they had been in the past. Two studies, sponsored by the American Iron and Steel Institute, are evidence of the producer's interest in determining the strengths and weaknesses of the materials being sent into classrooms and…

  7. Market Imperfections and Firm-Sponsored Training

    NARCIS (Netherlands)

    Picchio, M.; van Ours, J.C.

    2010-01-01

    Recent human capital theories predict that labor market frictions and product market competition influence firm-sponsored training. Using matched worker-firm data from Dutch manufacturing, our paper empirically assesses the validity of these predictions. We find that a decrease in labor market

  8. The University Campus: Why Military Sponsored Research.

    Science.gov (United States)

    Messing, Aubrey E.

    Military-sponsored research on the university campus has been a major issue during the past several years. Opposition has come from radicals, who wish to destroy the university itself, to critics, who feel such activities take needed funds and personnel from the more important task of solving our nation's social problems. These viewpoints and the…

  9. Advertising Pressures on Media.

    Science.gov (United States)

    Hammitt, Harry

    The majority of the media in the United States is funded through revenues derived from the sale of advertising space. The problem that arises from this situation is fundamentally an economic one: if advertisers are paying the bills for the media, how much control over content should they have? This report offers a review of instances in which…

  10. Print Advertisements in Malaysia

    Science.gov (United States)

    Hashim, Azirah

    2010-01-01

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

  11. Morphing banner advertising

    NARCIS (Netherlands)

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

    2014-01-01

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

  12. Strategic Targeted Advertising

    NARCIS (Netherlands)

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

    2003-01-01

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

  13. Unconscious advertising effects

    NARCIS (Netherlands)

    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

  14. ERISTIC ARGUMENTATION IN ADVERTISING

    Directory of Open Access Journals (Sweden)

    Skirmantė Biržietienė

    2014-10-01

    Full Text Available Advertising may be examined as a particular form of rhetoric the aims of which are the same as of rhetoric, namely to affect mind, will, feelings, and to persuade. The theory of rhetoric, the main object of which is discourse not only in narrow meaning (as verbal expression of ideas (i.e. to say text, but also in broad meaning – as a communicative act between the addresser and the addressee since its interdisciplinary nature provides the right tools to explore the advertising discourse. The theory of rhetoric is successfully applied in development of advertising discourse, because it helps to foresee the communicative act between the addresser and the addressee. Advertising and rhetoric are combined by many common elements, but the same goal is the most important: both, rhetoric and advertising seek for persuasion through verbal and non-verbal measures. The paper deals with the analysis of the inventive level of advertising discourse, i.e., eristic arguments, spread of ways of proofing / persuasion. Eristic argumentation is a dominant argumentation type in advertising. This method of persuasion is a way to create truth visibility although it is just superficial. The most typical schemes of eristic argumentation used in advertising are as follows: argumentum ad vanitatem (appeal to the vanity of the addressee, argumentum ad verecundiam (appeal to the authority, argumentum baculinum (method of “whip” argument, argumentum ad novitatem (appeal to novelty. The article shows the usage of eristic arguments in Lithuanian commercial ads.

  15. Advertising-Induced Embarrassment

    NARCIS (Netherlands)

    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

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

    Directory of Open Access Journals (Sweden)

    Anzhelika G. GERASYMENKO

    2012-07-01

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

  17. Advertising literacy and children’s susceptibility to advertising

    NARCIS (Netherlands)

    Rozendaal, E.

    2011-01-01

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

  18. 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.

  19. Television violence--reactions from physicians, advertisers and the networks.

    Science.gov (United States)

    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.

  20. Advertising is magic

    International Nuclear Information System (INIS)

    Haskins, Louise

    1999-01-01

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

  1. Direct-to-consumer advertising of predictive genetic tests: a health belief model based examination of consumer response.

    Science.gov (United States)

    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.

  2. Strategic informative advertising in a tv-advertising duopoly

    OpenAIRE

    Nilssen, Tore; Sørgard, Lars

    2000-01-01

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

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

    OpenAIRE

    Goldfarb, Avi; Tucker, Catherine Elizabeth

    2010-01-01

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

  4. Internet Advertising: Ethics and Etiquette.

    Science.gov (United States)

    Machovec, George S.

    1994-01-01

    Discusses the growth of the Internet and the attitudes of users toward advertising, provides examples of kinds of advertising used on electronic networks, and lists several companies that help advertisers use the Internet. Fifteen guidelines are suggested to help advertisers use the Internet in a reasonable and appropriate way. (Contains 11…

  5. Quality uncertainty and informative advertising

    NARCIS (Netherlands)

    Moraga-González, José Luis

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

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

    Science.gov (United States)

    Hofmann, Cornelia; Riha, Ortrun

    2015-01-01

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

  7. The frequency of company-sponsored alcohol brand-related sites on Facebook™-2012.

    Science.gov (United States)

    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™.

  8. 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.

  9. What can Bilfinger teach Olympic sponsors?

    OpenAIRE

    Mark Dodds; Mauro Palmero

    2016-01-01

    Bilfinger SE (Bilfinger) is a leading international engineering and services group (Bilfinger.com, 2015), and was a local sponsor of the 2014 FIFA World Cup. The company is accused of paying bribes through its subsidiary company, Mauell, (dw. com, 2015) to public officials in Brazil for contracts related to the 2014 World Cup (Cassin, 2015). The corruption allegations relate to orders to equip security command centers at twelve host cities during the 2014 World Cup in Brazil (dw.com, 2015). B...

  10. 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.

  11. Food advertising in children's magasines

    OpenAIRE

    Šorli, Ema

    2014-01-01

    Children are particularly interesting to the media and advertising, since they are more receptive to advertisement than adults during adolescence. The problem of advertising is mainly unhealthy food, but for child’s healthy growth and development a balanced diet and physical activity are most needed. The objectives of the thesis were to explore children's magazines and to determine the frequency of food advertising, and to present the phenomenon of food advertisements through different period...

  12. CHALLENGES IN CROSS CULTURAL ADVERTISING

    OpenAIRE

    Yuni Retnowati

    2016-01-01

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

  13. Advertising. Advanced placement of objects

    OpenAIRE

    Hassan Ali Al-Ababneh

    2016-01-01

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

  14. A Theory of Combative Advertising

    OpenAIRE

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

    2009-01-01

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

  15. Advertising and Business Cycle Fluctuations

    OpenAIRE

    Benedetto Molinari; Francesco Turino

    2009-01-01

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

  16. Trends in Advertising Typography.

    Science.gov (United States)

    Moriarty, Sandra Ernst

    1982-01-01

    Reviews advertising typography in general interest, special interest, and trade magazines and concludes that special interest magazine ads are making the most effort to be fashionable, but also have the greatest chance of having functional problems. (FL)

  17. Alcohol advertising and youth.

    Science.gov (United States)

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

    2002-06-01

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

  18. Sounds of Web Advertising

    DEFF Research Database (Denmark)

    Jessen, Iben Bredahl; Graakjær, Nicolai Jørgensgaard

    2010-01-01

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

  19. "Ruralizing" Presidential Job Advertisements

    Science.gov (United States)

    Leist, Jay

    2007-01-01

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

  20. Paid online advertising

    OpenAIRE

    Damjan, Jure

    2016-01-01

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

  1. Eight worst advertising mistakes.

    Science.gov (United States)

    Maley, Catherine

    2010-11-01

    This article presents strategies for advertising the medical practice. The emphasis is on breaking out of the old rules of how one should advertise and delves into asking questions that lead to a true strategy unique to one's medical practice and offerings. The article discusses the myriad ways to think about and create a patient-centered approach, turning from "here is what we offer" to instead "what you want we offer." Copyright © 2010 Elsevier Inc. All rights reserved.

  2. ADVERTISING AGENCY MARKETING MANAGEMENT

    OpenAIRE

    Denis Kislov, Yevgenia Horobei

    2015-01-01

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

  3. Customer Poaching and Advertising

    OpenAIRE

    Rosa Branca Esteves

    2007-01-01

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

  4. Publicity, Advertising and Spirituality

    OpenAIRE

    Ramona Olivia ŞTEFĂNESCU-MIHĂILĂ

    2014-01-01

    Advertising industry is more and more often associated to brilliant minds in areas such as: psychology, sociology, anthropology, who turned a job into a full time task of “penetrating the collective public mind, (...) its manipulation, exploitation and control”. That is why, ever since its beginnings, the advertising industry was admonished by social critics for taking materialism to the highest levels; to replace inner happiness and intrinsic motivation with the wish to be productive in soci...

  5. Emotional response to advertising

    OpenAIRE

    Bogdan ANASTASIEI; Raluca CHIOSA

    2014-01-01

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

  6. Hybrid keyword search auctions

    KAUST Repository

    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

  7. Hybrid keyword search auctions

    KAUST Repository

    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

  8. 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.

  9. ADVERTISING AND LANGUAGE MANIPULATION

    Directory of Open Access Journals (Sweden)

    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.

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

    Science.gov (United States)

    Chestnutt, Ivor G; Hardy, Robert

    2013-09-01

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

  11. 48 CFR 35.017-1 - Sponsoring agreements.

    Science.gov (United States)

    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...

  12. Corporate sponsored education initiatives on board the ISS

    Science.gov (United States)

    Durham, Ian T.; Durham, Alyson S.; Pawelczyk, James A.; Brod, Lawrence B.; Durham, Thomas F.

    1999-01-01

    This paper proposes the creation of a corporate sponsored ``Lecture from Space'' program on board the International Space Station (ISS) with funding coming from a host of new technology and marketing spin-offs. This program would meld existing education initiatives in NASA with new corporate marketing techniques. Astronauts in residence on board the ISS would conduct short ten to fifteen minute live presentations and/or conduct interactive discussions carried out by a teacher in the classroom. This concept is similar to a program already carried out during the Neurolab mission on Shuttle flight STS-90. Building on that concept, the interactive simulcasts would be broadcast over the Internet and linked directly to computers and televisions in classrooms worldwide. In addition to the live broadcasts, educational programs and demonstrations can be recorded in space, and marketed and sold for inclusion in television programs, computer software, and other forms of media. Programs can be distributed directly into classrooms as an additional presentation supplement, as well as over the Internet or through cable and broadcast television, similar to the Canadian Discovery Channel's broadcasts of the Neurolab mission. Successful marketing and advertisement can eventually lead to the creation of an entirely new, privately run cottage industry involving the distribution and sale of educationally related material associated with the ISS that would have the potential to become truly global in scope. By targeting areas of expertise and research interest in microgravity, a large curriculum could be developed using space exploration as a unifying theme. Expansion of this concept could enhance objectives already initiated through the International Space University to include elementary and secondary school students. The ultimate goal would be to stimulate interest in space and space related sciences in today's youth through creative educational marketing initiatives while at the

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

    OpenAIRE

    Acatrinei Carmen

    2015-01-01

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

  14. The Effects of Mass Media Advertising on U.S. Army Recruiting.

    Science.gov (United States)

    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

  15. Association of Attorney Advertising and FDA Action with Prescription Claims: A Time Series Segmented Regression Analysis.

    Science.gov (United States)

    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.

  16. 14 CFR 151.121 - Procedures: Offer; sponsor assurances.

    Science.gov (United States)

    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...

  17. 45 CFR 233.51 - Eligibility of sponsored aliens.

    Science.gov (United States)

    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...

  18. 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...

  19. Do Tobacco Bans Harm the Advertising Industry?

    OpenAIRE

    Tom Coupe; Olena Gnezdilova

    2008-01-01

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

  20. What can Bilfinger teach Olympic sponsors?

    Directory of Open Access Journals (Sweden)

    Mark Dodds

    2016-10-01

    Full Text Available Bilfinger SE (Bilfinger is a leading international engineering and services group (Bilfinger.com, 2015, and was a local sponsor of the 2014 FIFA World Cup. The company is accused of paying bribes through its subsidiary company, Mauell, (dw. com, 2015 to public officials in Brazil for contracts related to the 2014 World Cup (Cassin, 2015. The corruption allegations relate to orders to equip security command centers at twelve host cities during the 2014 World Cup in Brazil (dw.com, 2015. Because Brazil hosted the 2014 FIFA World Cup and will host the 2016 Summer Olympic Games, companies need to consider the risks of many international anti-corruption laws, such as Brazil’s anti-corruption law commonly referred as The Clean Companies Act and other applicable anticorruption law like the United States’ Foreign Corrupt Practices Act (Rogers, et. al, 2014. This paper will analyze the Bilfinger case involving corruption activity at the 2014 FIFA World Cup and offer insights for sponsors of the 2016 Summer Olympic Games.

  1. Reducing Outdoor Advertising

    Directory of Open Access Journals (Sweden)

    Patrice de Rendinger

    2006-05-01

    Full Text Available The fundamental concept is that public space is not a private property. So, a facade (the outer skin, the last millimeter belongs to the town, not to the owner of the building. Changing the rendering, a window, adding or removing anything from a facade requires a permission delivered by the town's authority.In places like Paris, Bordeaux, Marseilles, Lyon, Strasbourg… everywhere one can find a registrated building such as a cathedral, a castle, or a group of ancient buildings, a national administration is controlling this permission. This administration is called «historical monuments administration» and is locally lead by a specialized architect.In the late seventies, French government decided to reduce advertising on the roads and on the city walls. Advertising on the road was leading to a confusion reducing the efficacy of the roadsigns and direction signs, which is dangerous. The reduction was under control of a national administration: the ministry of equipment in charge of the roads design. Advertising on the walls with publicity boards was under control of the cities. Every city has a townplanning regulation. Many cities included forbidding advertisement boards on the walls in this regulation.A couple of firms, but mainly once (Decaux found clever to give a hand to the cities to control advertising. Decaux developed a line of bus stop shelters including advertisements and advertising panels and paid the cities the right to put rather smaller publicities on the public domain.Now Decaux is no more alone on this market and the cities are comparing offers.Marseille turned to a foreign advertising firm who pays three times the price Decaux paid… for half of the advertising surface. Freiburg erased totally the public domain advertisements, selling the tramways and bus coachwork as advertising spaces. Paris is reopening the advertising market before the end of Deacaux's contract and will pay Deacaux a huge amount

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

    OpenAIRE

    Salim, Ali; Alikhani, Nima

    2009-01-01

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

  3. Online Female Escort Advertisements

    Directory of Open Access Journals (Sweden)

    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.

  4. Characteristics of healthy weight advertisements in three countries.

    Science.gov (United States)

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

    2018-02-01

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

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

    OpenAIRE

    Verbrugghe, Yann

    2013-01-01

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

  6. Reconsidering advertising literacy as a defense against advertising effects

    NARCIS (Netherlands)

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

    2011-01-01

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

  7. A comparison of case volumes among urologic surgeons identified on an industry-sponsored website to an all provider peer group.

    Science.gov (United States)

    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

  8. Navy Advertising: Targeting Generation Z

    Science.gov (United States)

    2015-12-01

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

  9. Online Advertising in Social Networks

    Science.gov (United States)

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

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

  10. Stereotypes and advertising

    Directory of Open Access Journals (Sweden)

    Starčević Slađana

    2006-01-01

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

  11. MARKETING AND ADVERTISING ETHICS

    Directory of Open Access Journals (Sweden)

    Florin-Alexandru LUCA

    2015-11-01

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

  12. Beware: this is sponsored! How disclosures of sponsored content affect persuasion knowledge and brand responses

    NARCIS (Netherlands)

    Boerman, S.; van Reijmersdal, E.; Neijens, P.

    2012-01-01

    This study examined how disclosure of sponsored content influences persuasion knowledge and brand responses (i.e., brand memory and brand attitude). Moreover, we tested whether extending disclosure duration increases its effect. We conducted an experiment (N = 116) in which we compared the effects

  13. Regulation of alcohol advertising: Policy options for Australia

    Directory of Open Access Journals (Sweden)

    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.

  14. Television Advertising and Soda Demand

    OpenAIRE

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

    2012-01-01

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

  15. Targeted advertising in magazine markets

    OpenAIRE

    Chandra, Ambarish; Kaiser, Ulrich

    2010-01-01

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

  16. Advertising, Attention, and Financial Markets

    OpenAIRE

    Focke, Florens; Ruenzi, Stefan; Ungeheuer, Michael

    2015-01-01

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

  17. Factor of originality in advertising

    OpenAIRE

    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...

  18. Advertising Campaign: Building Creative Ideas

    OpenAIRE

    TANASE, George Cosmin

    2015-01-01

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

  19. Recruiters, Advertising, and Navy Enlistments.

    Science.gov (United States)

    1980-03-01

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

  20. Target Advertising and Market Transparency

    OpenAIRE

    Stühmeier, Torben

    2012-01-01

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

  1. Optimal Advertising with Stochastic Demand

    OpenAIRE

    George E. Monahan

    1983-01-01

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

  2. Retorical figures in advertising language

    OpenAIRE

    Radenković-Šošić Bojana

    2012-01-01

    Promotional activities are very often based on advertising and diverse types of public relations. In order to attract consumers' attention and achieve communication goals set by the corporate strategy, advertisers frequently use rhetorical elements in advertising discourse. The advertisers try to convey a desired message and to communicate with the recipient of the message by using various rhetorical figures. It is argued that understanding the structure and function of rhetorical figur...

  3. The advertising and children's audience

    OpenAIRE

    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...

  4. Advertising on the Internet

    OpenAIRE

    2014-01-01

    M.A. (Communication) The information age we find ourselves in require a different approach to advertising than the traditional advertising approach we are used to. Messages will no longer be placed in order to reach a mass audience, but to reach a very closely defined audience. Products and services will be customised to meet individual needs and the relationship with the consumer will be the key to success in a global economy. We are moving towards a many-to-many model of communication. T...

  5. 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.

  6. Advertising quality and market share

    OpenAIRE

    Πέκκα - Οικονόμου, Βικτωρία; Σολδάτος, Γεράσιμος Θ.

    1999-01-01

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

  7. Advertising. Advanced placement of objects

    Directory of Open Access Journals (Sweden)

    Hassan Ali Al-Ababneh

    2016-06-01

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

  8. Bilingual Advertising in Melbourne Chinatown

    Science.gov (United States)

    Chen, Sherry Yong

    2014-01-01

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

  9. Advertisement Translation under Skopos Theory

    Institute of Scientific and Technical Information of China (English)

    严妙

    2014-01-01

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

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

    Science.gov (United States)

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

    2014-07-01

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

  11. 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.

  12. Jointly Sponsored Research Program Energy Related Research

    Energy Technology Data Exchange (ETDEWEB)

    Western Research Institute

    2009-03-31

    Cooperative Agreement, DE-FC26-98FT40323, Jointly Sponsored Research (JSR) Program at Western Research Institute (WRI) began in 1998. Over the course of the Program, a total of seventy-seven tasks were proposed utilizing a total of $23,202,579 in USDOE funds. Against this funding, cosponsors committed $26,557,649 in private funds to produce a program valued at $49,760,228. The goal of the Jointly Sponsored Research Program was to develop or assist in the development of innovative technology solutions that will: (1) Increase the production of United States energy resources - coal, natural gas, oil, and renewable energy resources; (2) Enhance the competitiveness of United States energy technologies in international markets and assist in technology transfer; (3) Reduce the nation's dependence on foreign energy supplies and strengthen both the United States and regional economies; and (4) Minimize environmental impacts of energy production and utilization. Under the JSR Program, energy-related tasks emphasized enhanced oil recovery, heavy oil upgrading and characterization, coal beneficiation and upgrading, coal combustion systems development including oxy-combustion, emissions monitoring and abatement, coal gasification technologies including gas clean-up and conditioning, hydrogen and liquid fuels production, coal-bed methane recovery, and the development of technologies for the utilization of renewable energy resources. Environmental-related activities emphasized cleaning contaminated soils and waters, processing of oily wastes, mitigating acid mine drainage, and demonstrating uses for solid waste from clean coal technologies, and other advanced coal-based systems. Technology enhancement activities included resource characterization studies, development of improved methods, monitors and sensors. In general the goals of the tasks proposed were to enhance competitiveness of U.S. technology, increase production of domestic resources, and reduce environmental

  13. [Children-orientated tobacco advertising in Germany].

    Science.gov (United States)

    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.

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

    Science.gov (United States)

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

    2018-06-01

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

  15. Children's Advertisement Writing

    Science.gov (United States)

    Burrell, Andrew; Beard, Roger

    2010-01-01

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

  16. Teaching Burke Using Advertisements.

    Science.gov (United States)

    Larson, Charles U.

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

  17. Plan Your Advertising Budget.

    Science.gov (United States)

    Britt, Steuart-Henderson

    1979-01-01

    Methods for establishing an advertising budget are reviewed. They include methods based on percentage of sales or profits, unit of sales, and objective and task. Also discussed are ways to allocate a promotional budget. The most common breakdowns are: departmental budgets, total budget, calendar periods, media, and sales area. (JMD)

  18. Advertising styles in different cultures

    Directory of Open Access Journals (Sweden)

    Krasulja Nevena

    2003-01-01

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

  19. SHORT ANALYSIS OF COMMERCIAL ADVERTISING

    Directory of Open Access Journals (Sweden)

    VIRGIL - ION POPOVICI

    2015-12-01

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

  20. Advertising media and cigarette demand.

    Science.gov (United States)

    Goel, Rajeev K

    2011-01-01

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

  1. 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...

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

    Science.gov (United States)

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

    2015-04-01

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

  3. 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

  4. Semiotic Analysis Of Mcdonald's Printed Advertisement

    OpenAIRE

    URAIDA, SITI

    2014-01-01

    Keywords: Semiotic, printed advertisement, sign, icon, symbol, index, connotation, myth Printed advertisement has a promotional function as medium to advertise aproduct. It implicitly persuades people to create demand of product which is being advertised. In this study, the writer uses printed advertisement of McDonald's fast food company as the object. The printed advertisement was analyzed by usingSemiotics study. There are seven printed advertisements that were analyzes in this study. All ...

  5. Agricultural Market Structure, Generic Advertising, and Welfare

    OpenAIRE

    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 ...

  6. List of Organizing Committees and Sponsors

    Science.gov (United States)

    2012-03-01

    Organizers DIRECTORS Maria L CalvoPresident of International Commission for Optics, Spain Aram V PapoyanDirector of Institute for Physical Research of NAS, Armenia HEADS OF PROJECT Tigran Dadalyan YSU, Armenia Artsrun MartirosyanIPR, Armenia COORDINATOR Narine GevorgyanIPR, Armenia / ICTP, Italy MANAGERS Paytsar MantashyanIPR, Armenia Karen VardanyanIPR, Armenia INTERNATIONAL ADVISORY COMMITTEE Marcis AuzinshLatvia Roland AvagyanArmenia Tapash ChakrabortyCanada Yuri ChilingaryanArmenia Eduard KazaryanArmenia Albert KirakosyanArmenia Radik KostanyanArmenia Avinash PandeyIndia Marat SoskinUkraine INTERNATIONAL PROGRAM COMMITTEE David Sarkisyan (Chair)Armenia Roman AlaverdyanArmenia Dan ApostolRomania Levon AslanyanArmenia Aranya BhattacherjeeIndia Gagik BuniatyanArmenia Vigen ChaltykyanArmenia Roldao Da RochaBrazil Miltcho DanailovItaly Vladimir GerdtRussia Samvel GevorgyanArmenia Gayane GrigoryanArmenia Rafik HakobyanArmenia Takayuki MiyaderaJapan Levon MouradianArmenia Atom MuradyanArmenia Simon RochesterUSA Hayk SarkisyanArmenia Aleksandr VardanyanArmenia LOCAL ORGANIZING COMMITTEE Narek AghekyanArmenia Anahit GogyanArmenia Melanya GrigoryanArmenia Armen HovhannisyanArmenia Lilit HovhannisyanArmenia Tatevik KhachatryanArmenia Astghik KuzanyanArmenia Satenik KuzanyanArmenia Vladimir LazarevRussia Lilit MantashyanArmenia Hripsime MkrtchyanArmenia Pavel MuzhikyanArmenia Wahi NarsisianArmenia Sahak OrdukhanyanArmenia Anna ReymersArmenia Narine TorosyanArmenia The Symposium was organized by YSU & NAS SPIE Armenian Student Chapter Institute for Physical Research (IPR) of National Academy of Sciences (NAS) Russian-Armenian (Slavonic) University (RAU) LT-PYRKAL cjsc Yerevan State University (YSU) Official Sponsors of the Symposium LT-PYRKAlRussian ArmenianSPIE LT-PYRKAL cjscRussian-Armenian UniversityYSU & NAS SPIE Student Chapter Further sponsors NFSATICTPSCSADevout Generation National Foundation of Science and Advanced TechnologiesThe Abdus Salam International Centre

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

    Science.gov (United States)

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

    2016-11-21

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

  8. Coping with change: a challenge for sponsors.

    Science.gov (United States)

    McGuire, T P; McGowan, K

    1987-04-01

    In the past 25 years a trend away from lifetime commitment in religious institutes, a rising number of retired religious,, and the Second Vatican Council's call for greater lay involvement in all aspects of ministry have led to many changes in Catholic-sponsored health care facilities. The development process of religious institutes parallels that of individuals as they mature from infancy to late adulthood. After Vatican II, religious institutes underwent an "intimacy versus isolation" stage similar to that experienced by people in their twenties, in which interpersonal relationships became more important. Now institutes are in a stage of "ego integrity versus despair," where they must consider changes--closing facilities, mergers, affiliations,, or divestiture of sponsorship--and how they can keep their mission alive afterward. Religious leaders must be energetic in creating programs that allow laypersons who share the institute's mission, charism, and philosophy to carry out its ministry. But in the midst of these changes, religious members also will experience grief at the loss of their sponsorship or control over their facility. They pass through the same stages people experience after the death of a loved one: denial, anger, bargaining, depression, and acceptance. Only by confronting and accepting their grief can institute members go on to either new ministries or reaffirmed commitment to their current work.

  9. Youth Sports Participation and Attitudes toward Societal Competition, Concern for Material Items, and the Consequences of Manipulative Advertising

    Science.gov (United States)

    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…

  10. 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.

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

    Science.gov (United States)

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

    2011-07-01

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

  12. Gender bias in cardiovascular advertisements.

    Science.gov (United States)

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

    2004-11-01

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

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

    OpenAIRE

    Eduardo Yalán-Dongo

    2016-01-01

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

  14. 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.

  15. 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.

  16. Team sponsors in community-based health leadership programs.

    Science.gov (United States)

    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.

  17. Policy Implications of Advertising to Children.

    Science.gov (United States)

    Griffin, Emilie

    Since its inception the Children's Advertising Review Unit has turned to research in order to better evaluate children's advertisements, to develop guidelines for children's advertisers and to resolve some perplexing questions about certain types of advertising content. Although some work has been done in advertising directed toward children, most…

  18. Advertising as a tool of communication mix

    OpenAIRE

    DUFKOVÁ, Iva

    2010-01-01

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

  19. Job and Career Satisfaction among Advertising Practitioners.

    Science.gov (United States)

    Jugenheimer, Donald W.

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

  20. 12 CFR 230.8 - Advertising.

    Science.gov (United States)

    2010-01-01

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

  1. 27 CFR 5.66 - Comparative advertising.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Comparative advertising. 5..., DEPARTMENT OF THE TREASURY LIQUORS LABELING AND ADVERTISING OF DISTILLED SPIRITS Advertising of Distilled Spirits § 5.66 Comparative advertising. (a) General. Comparative advertising shall not be disparaging of a...

  2. 27 CFR 7.55 - Comparative advertising.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Comparative advertising. 7..., DEPARTMENT OF THE TREASURY LIQUORS LABELING AND ADVERTISING OF MALT BEVERAGES Advertising of Malt Beverages § 7.55 Comparative advertising. (a) General. Comparative advertising shall not be disparaging of a...

  3. 12 CFR 707.8 - Advertising.

    Science.gov (United States)

    2010-01-01

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

  4. Key trends in environmental advertising across 30 years in National Geographic magazine.

    Science.gov (United States)

    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.

  5. The international space station: An opportunity for industry-sponsored global education

    Science.gov (United States)

    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.

  6. MANIPULATING CONSUMERS THROUGH ADVERTISING

    Directory of Open Access Journals (Sweden)

    Nicoleta -Andreea Neacşu

    2012-12-01

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

  7. MARKETING RESEARCH IN ADVERTISING

    Directory of Open Access Journals (Sweden)

    Vranceanu Diana

    2008-05-01

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

  8. Dialogism in Advertising Persuasion

    Directory of Open Access Journals (Sweden)

    Maria Helena Cruz Pistori

    2014-06-01

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

  9. Sobrietology in Social Advertising

    Directory of Open Access Journals (Sweden)

    M. A. Nikolaeva

    2015-02-01

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

  10. Sobrietology in Social Advertising

    Directory of Open Access Journals (Sweden)

    M. A. Nikolaeva

    2012-01-01

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

  11. 42 CFR 423.401 - General requirements for PDP sponsors.

    Science.gov (United States)

    2010-10-01

    ... sponsor is organized and licensed under State law as a risk bearing entity eligible to offer health insurance or health benefits coverage in each State in which it offers a prescription drug plan. If not... with State Law and Preemption by Federal Law § 423.401 General requirements for PDP sponsors. (a...

  12. Blauwe ogen schieten tekort. Lessen voor sponsoring van landschap

    NARCIS (Netherlands)

    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

  13. 45 CFR 1226.13 - Obligations of sponsors.

    Science.gov (United States)

    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...

  14. Sponsors of Nebraska Indochinese Refugees: Meeting the Challenges.

    Science.gov (United States)

    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…

  15. Advertising as a communications tool

    International Nuclear Information System (INIS)

    Aduss, E.L.; Bisconti, A.S.

    1990-01-01

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

  16. Attracting Investor Attention through Advertising

    OpenAIRE

    Dong Lou

    2014-01-01

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

  17. Negotiation platform for personalised advertising

    OpenAIRE

    Sousa, Luís Ventura de; Malheiro, Benedita; Foss, Jerry

    2012-01-01

    This paper describes a multi-agent brokerage platform for near real time advertising personalisation organised in three layers: user interface, agency and marketplace. The personalisation is based on the classification of viewer profiles and advertisements (ads). The goal is to provide viewers with a personalised advertising alignment during programme intervals. The enterprise interface agents upload new ads and negotiation profiles to producer agents and new user and negotiation profiles to ...

  18. De etiske journalister: Native Advertising

    OpenAIRE

    Holst, Asger Bach; Jeppesen, Annika; Turunen, Marcus

    2016-01-01

    This project investigates the opinions about Native Advertising, among RUC-students who study journalism. In qualitative interviews a number of students point out advantages and disadvantages of Native Advertising as they see them, as well as they reflect upon if they eventually can see themselves work with Native Advertising.A selection of their responds are analysed with the use of a pragmatic argument analysis. The outcome of the analysis is the base of a discussion, which also include the...

  19. Tobacco advertising in retail stores.

    OpenAIRE

    Cummings, K M; Sciandra, R; Lawrence, J

    1991-01-01

    Recent studies have described tobacco advertising in the print media, on billboards, and through sponsorship of cultural and sporting events. However, little attention has been given to another common and unavoidable source of tobacco advertising, that which is encountered in retail stores. In July 1987, we conducted a survey of 61 packaged goods retail stores in Buffalo, NY, to assess the prevalence and type of point-of-sale tobacco advertising. In addition, store owners or managers were sur...

  20. Brand Personality Creation through Advertising

    OpenAIRE

    Ouwersloot Hans; Tudorica Anamaria

    2001-01-01

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

  1. Advertising, brand loyalty and pricing

    OpenAIRE

    Chioveanu, I.

    2009-01-01

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

  2. 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.

  3. 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

  4. Undergraduates’ attitudes toward mobile advertising

    OpenAIRE

    Usta, Resul

    2009-01-01

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

  5. Linguistic Characteristics of Advertising English

    Institute of Scientific and Technical Information of China (English)

    易高燕

    2010-01-01

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

  6. Internet advertising effectiveness measurement model

    OpenAIRE

    Marcinkevičiūtė, Milda

    2007-01-01

    The research object of the master thesis is internet advertising effectiveness measurement. The goal of the work is after making theoretical studies of internet advertising effectiveness measurement (theoretical articles, practical researches and cetera), formulate the conceptual IAEM model and examine it empirically. The main tasks of the work are: to analyze internet advertising, it’s features, purposes, spread formats, functions, advantages and disadvantages; present the effectiveness of i...

  7. The association of consumer cost-sharing and direct-to-consumer advertising with prescription drug use.

    Science.gov (United States)

    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

  8. Evolutionary Aesthetics and Print Advertising

    Directory of Open Access Journals (Sweden)

    Kamil Luczaj

    2015-06-01

    Full Text Available The article analyzes the extent to which predictions based on the theory of evolutionary aesthetics are utilized by the advertising industry. The purpose of a comprehensive content analysis of print advertising is to determine whether the items indicated by evolutionists such as animals, flowers, certain types of landscapes, beautiful humans, and some colors are part of real advertising strategies. This article has shown that many evolutionary hypotheses (although not all of them are supported by empirical data. Along with these hypotheses, some inferences from Bourdieu’s cultural capital theory were tested. It turned out that advertising uses both biological schemata and cultural patterns to make an image more likable.

  9. 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...

  10. Advertising and generic market entry.

    Science.gov (United States)

    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.

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

    Science.gov (United States)

    Shackelford, Ray

    1998-01-01

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

  12. The Effectiveness of Advertising Matching Purchase Motivation

    NARCIS (Netherlands)

    J. Loef (Joost); G. Antonides (Gerrit); W.F. van Raaij (Fred)

    2001-01-01

    textabstractSeveral authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They suggest that for utilitarian brands

  13. Analysis of success factors in advertising

    OpenAIRE

    Fedorchak, Oleksiy; Kedebecz, Kristina

    2017-01-01

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

  14. Intellectual Property on Advertising Works (1)

    OpenAIRE

    梁瀬, 和男; Kazuo, YANASE

    1999-01-01

    In the deep depression of Japanese Economy, "advertising directly effective for selling" is now desired eagerly in many companies. Moreover, the drastic retrenchment in advertising budget strictly asks its efficiency and effective advertisng. As a result, the efficient accomplishment of advertising purpose may force intellectual property which comes into advertising works belong to advertisers. It is ideal for advertisers, ad agencies and prouction companies to make an agreement in document w...

  15. Optimal Temporal Policies in Fluid Milk Advertising

    OpenAIRE

    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...

  16. Advertising, Competition and Entry in Media Industries

    OpenAIRE

    Crampes, Claude; Haritchabalet, Carole; Jullien, Bruno

    2006-01-01

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

  17. Latvian advertising market development and international communication

    OpenAIRE

    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...

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

    Science.gov (United States)

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

    2017-08-01

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

  19. [Inefficacy of self-regulation of alcohol advertisements: a systematic review of the literature].

    Science.gov (United States)

    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.

  20. 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)

  1. Spatial Advertisement Competition: Based on Game Theory

    Directory of Open Access Journals (Sweden)

    Zheng-xun Tan

    2014-01-01

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

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

    Science.gov (United States)

    Gottlieb, Stephen S.

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

  3. Advertising, democracy and censorship:

    OpenAIRE

    Craig, Robert L.

    2004-01-01

    The article develops an argument for the control of commercial and political advertising in the United States and a return to a journalism of public service and in support of democratic principles of communication. Based on a number of previous studies, the author describes and analyzes the impact of a business culture on the traditional role of the media, the expectations of journalism, and the rights of citizen to be informed by a range of ideas and in the spirit of a democratic existence. ...

  4. Industry self-regulation and TV advertising of foods to Australian children.

    Science.gov (United States)

    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).

  5. Marijuana advertising exposure among current marijuana users in the U.S.

    Science.gov (United States)

    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.

  6. Drug Advertising and the FDA.

    Science.gov (United States)

    Levesque, Cynthia

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

  7. Deceptive Advertising: Unprotected and Unknown.

    Science.gov (United States)

    Ducoffe, Robert Hal

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

  8. Privacy issues in mobile advertising

    DEFF Research Database (Denmark)

    Cleff, Evelyne Beatrix

    2007-01-01

    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...

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

    OpenAIRE

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

    2007-01-01

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

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

    OpenAIRE

    Lindstädt, Nadine; Budzinski, Oliver

    2011-01-01

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

  11. 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.

  12. A content analysis of Camel Snus advertisements in print media.

    Science.gov (United States)

    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.

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

    Science.gov (United States)

    Jackler, Robert K; Ayoub, Noel F

    2018-07-01

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

  14. Advertisement Policy - 2016

    Directory of Open Access Journals (Sweden)

    Chief Editor

    2016-06-01

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

  15. The relationship between absenteeism and employer-sponsored ...

    African Journals Online (AJOL)

    Establishing on- site employer-sponsored child-care facilities is an example of such ..... The sample size and characteristics of each of the groups are presented in Table 1. Table 1: ...... 'A qualitative and quantitative review of antecedents.

  16. 7 CFR 226.16 - Sponsoring organization provisions.

    Science.gov (United States)

    2010-01-01

    ... comparison, reviewers must determine whether the meal counts were accurate. If there is a discrepancy between...) Program payments. The sponsoring organization must continue to pay any claims for reimbursement for...

  17. An industry-sponsored, school-focused model for continuing ...

    African Journals Online (AJOL)

    An industry-sponsored, school-focused model for continuing professional ... HEIs and Departments of Education (DoE), could change the traditional concept that CPTD is the responsibility of DoEs into a new model where the business

  18. [Tobacco advertising and promotions: changes in reported exposure in a cohort of Mexican smokers].

    Science.gov (United States)

    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.

  19. Online Secondary Research in the Advertising Research Class: A Friendly Introduction to Computing.

    Science.gov (United States)

    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…

  20. Systematic review of employer-sponsored wellness strategies and their economic and health-related outcomes.

    Science.gov (United States)

    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.

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

    OpenAIRE

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

    2007-01-01

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

  2. Advertising to Children: Concepts and Controversies.

    Science.gov (United States)

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

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

  3. 33 CFR 136.309 - Advertisement determinations.

    Science.gov (United States)

    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...

  4. 36 CFR 223.227 - Sale advertisement.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 2 2010-07-01 2010-07-01 false Sale advertisement. 223.227... 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...

  5. Sikap, Periklanan dan Attitude Toward Advertising

    OpenAIRE

    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.

  6. Advertising Research: The State of the Art.

    Science.gov (United States)

    Ramond, Charles

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

  7. Modeling the Effects of Army Advertising

    Science.gov (United States)

    1988-11-01

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

  8. The Strategies Used in Japanese Advertisement.

    Science.gov (United States)

    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,…

  9. 25 CFR 215.12 - Advertising costs.

    Science.gov (United States)

    2010-04-01

    ... 25 Indians 1 2010-04-01 2010-04-01 false Advertising costs. 215.12 Section 215.12 Indians BUREAU... 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...

  10. 12 CFR 213.7 - Advertising.

    Science.gov (United States)

    2010-01-01

    ... 12 Banks and Banking 2 2010-01-01 2010-01-01 false Advertising. 213.7 Section 213.7 Banks and... (REGULATION M) § 213.7 Advertising. (a) General rule. An advertisement for a consumer lease may state that a... paragraph (d)(1) of this section shall also state the following items: (i) That the transaction advertised...

  11. 27 CFR 4.65 - Comparative advertising.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Comparative advertising. 4..., 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...

  12. 16 CFR 259.2 - Advertising disclosures.

    Science.gov (United States)

    2010-01-01

    ... 16 Commercial Practices 1 2010-01-01 2010-01-01 false Advertising disclosures. 259.2 Section 259.2... 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...

  13. 12 CFR 338.3 - Nondiscriminatory advertising.

    Science.gov (United States)

    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...

  14. 20 CFR 655.17 - Advertising requirements.

    Science.gov (United States)

    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...

  15. 20 CFR 655.1303 - Advertising requirements.

    Science.gov (United States)

    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...

  16. 'At-risk' individuals' responses to direct to consumer advertising of prescription drugs: a nationally representative cross-sectional study.

    Science.gov (United States)

    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.

  17. A 3-stage model for assessing the probable economic effects of direct-to-consumer advertising of pharmaceuticals.

    Science.gov (United States)

    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.

  18. Online advertisement: how are visual strategies affected by the distance and the animation of banners?

    Science.gov (United States)

    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.

  19. Online advertisements: how are visual strategies affected by the distance and the animation of banners?

    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.

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

    Science.gov (United States)

    Feldman, Roger; Lobo, Félix

    2013-08-01

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

  1. Google Advertising Tools Cashing in with AdSense and AdWords

    CERN Document Server

    Davis, Harold

    2010-01-01

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

  2. TESTING CASC SCALE FOR MEASURING EMOTIONAL AND RATIONAL ADVERTISING AND MEDIA EFFECTS

    OpenAIRE

    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...

  3. Colour temperature in advertising and its impact on consumer purchase intentions

    OpenAIRE

    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...

  4. The Rise of native advertising

    Directory of Open Access Journals (Sweden)

    Marius MANIC

    2015-06-01

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

  5. Forty Thousand Years of Advertisement

    Directory of Open Access Journals (Sweden)

    Konstantin Lidin

    2006-05-01

    Full Text Available The roots of advertisement are connected with reclamations, claims and arguments. No surprise that many people treat it with distrust, suspicion and irritation.Nobody loves advertisement (except its authors and those who order it, nobody watches it, everybody despises it and get annoyed because of it. But newspapers, magazines, television and city economy in general cannot do without it. One keeps on arguing whether to prohibit advertisement, to restrict its expansion, to bring in stricter regulations on advertisement…If something attracts attention, intrigues, promises to make dreams true and arouses desire to join - it should be considered as advertisement. This definition allows saying with no doubts: yes, advertisement did existed in the most ancient strongest cultures. Advertisement is as old as the humane civilization. There have always been the objects to be advertised, and different methods appeared to reach those goals.Advertisement techniques and topics appear, get forgotten and appear again in other places and other times. Sometimes the author of advertisement image has no idea about his forerunners and believes he is the discoverer. A skillful designer with high level of professionalism deliberately uses images from past centuries. The professional is easily guided by historical prototypes.But there is another type of advertisement, its prototypes cannot be found in museums. It does not suppose any respect, because it is built on scornful attitude towards the spectator.However, basically the advertisement is made by professional designers, and in this case ignorance is inadmissible. Even if we many times appeal to Irkutsk designers to work on raising their cultural level of advertisements, anyhow, orders will be always made by those who pay. Unless Its Majesty Ruble stands for Culture, those appeals are of no use.

  6. Design of an audio advertisement dataset

    Science.gov (United States)

    Fu, Yutao; Liu, Jihong; Zhang, Qi; Geng, Yuting

    2015-12-01

    Since more and more advertisements swarm into radios, it is necessary to establish an audio advertising dataset which could be used to analyze and classify the advertisement. A method of how to establish a complete audio advertising dataset is presented in this paper. The dataset is divided into four different kinds of advertisements. Each advertisement's sample is given in *.wav file format, and annotated with a txt file which contains its file name, sampling frequency, channel number, broadcasting time and its class. The classifying rationality of the advertisements in this dataset is proved by clustering the different advertisements based on Principal Component Analysis (PCA). The experimental results show that this audio advertisement dataset offers a reliable set of samples for correlative audio advertisement experimental studies.

  7. A historical overview of advertising in Serbia

    Directory of Open Access Journals (Sweden)

    Ognjanov Galjina

    2016-01-01

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

  8. Apples and oranges in disguised advertising: differentiation and terminological determination of brand usage in program content

    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

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

    OpenAIRE

    Alina GHIRVU

    2012-01-01

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

  10. Alcohol Advertising and Motor Vehicle Fatalities

    OpenAIRE

    Henry Saffer

    1994-01-01

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

  11. ADVERTISING AVOIDANCE PADA IKLAN DI MEDIA TELEVISI

    OpenAIRE

    Indah Dwi Pratama; Ujang Sumarwan; Hari Wijayanto

    2016-01-01

    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 p...

  12. Analisis Usaha Industri Advertising di Kota Pekanbaru

    OpenAIRE

    Aqualo, Nobel; Indrawati, Toti; Setiawan, Fery

    2014-01-01

    Advertising industry has a good prospects when compared with the past and the present. This research is done for look at the feasibility of the advertising industry with Break Even Point analysis. This study consists of 48 advertising industry existing Pekanbaru in 2012. As for the resulting product is silk screening, billboard, banner, and advertismenrt (web line advertising). The results of the study showed that the total production which is derived from business advertising to average prod...

  13. A historical overview of advertising in Serbia

    OpenAIRE

    Ognjanov Galjina

    2016-01-01

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

  14. Advertising in Modern and Postmodern Times

    OpenAIRE

    Odih, Pamela

    2007-01-01

    How does advertising position itself in consumer culture? In what ways does it 'create' desire and wants? This richly illustrated, incisive text produces the most complete critical introduction to advertising culture.\\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...

  15. Negotiations and Exclusivity Contracts for Advertising

    OpenAIRE

    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...

  16. Impact of Advertising Appeals on Purchase Intention

    OpenAIRE

    Predrag Jovanović; Tamara Vlastelica; Slavica Cicvarić Kostić

    2016-01-01

    Companies use various appeals in their advertising practice to impact consumers’ attitudes and purchase intention by an advertisement. Advertising appeals can be divided into rational or emotional, depending on whether companies want to influence the rational or the emotional motives of the consumer to purchase of the advertised product. Since there is no general pattern for the use of appeals and the success of an advertising message, this study aims to explore the impact of the emotional an...

  17. Determinants of Temporal Variations in Advertising Effectiveness

    OpenAIRE

    Chung, Chanjin; Kaiser, Harry M.

    1998-01-01

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

  18. User experiences and efficiency of Instagram Advertising

    OpenAIRE

    Pessala, Irene

    2016-01-01

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

  19. Connecting Mobile Game Advertising with Local Stores

    OpenAIRE

    Wen, Yanzhao

    2016-01-01

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

  20. Has Internet Changed Anything in Advertising?

    Directory of Open Access Journals (Sweden)

    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.

  1. Optimizing direct response in Internet display advertising

    OpenAIRE

    Aksakallı, Vural

    2013-01-01

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

  2. Key Success Factors in Internet Advertising

    OpenAIRE

    Papadopoulos, Symeon

    2009-01-01

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

  3. Vagueness in Advertising Discourse and its Motivations

    Institute of Scientific and Technical Information of China (English)

    丁琪

    2008-01-01

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

  4. 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.

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

    Science.gov (United States)

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

    2006-12-01

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

  6. Transcreation in Marketing and Advertising

    DEFF Research Database (Denmark)

    Pedersen, Daniel

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

  7. Understanding advertising in pet nutrition.

    Science.gov (United States)

    Brown, R G

    1994-04-01

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

  8. SOCIOLINGUISTIC PECULIARITIES OF ADVERTISEMENT LANGUAGE

    Directory of Open Access Journals (Sweden)

    Savina, N.A.

    2017-03-01

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

  9. Categorization of Mobile Advertising Campaigns

    OpenAIRE

    Pousttchi, Key; Wiedemann, Dietmar Georg

    2006-01-01

    The result of this contribution is a categorization and thus a description model for mobile advertising campaigns using the morphological method. For identification of the characteristics 32 case studies were analysed and relevant literature was sighted.

  10. ADVERTISING COMMUNICATION AND GENDER STEREOTYPES

    OpenAIRE

    DALIA PETCU; SORIN SUCIU; VASILE GHERHEŞ; CIPRIAN OBRAD

    2012-01-01

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

  11. INTERNET ADVERTISING AT A GLANCE

    Institute of Scientific and Technical Information of China (English)

    2006-01-01

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

  12. The Rise of native advertising

    OpenAIRE

    Marius MANIC

    2015-01-01

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

  13. Broadcast scheduling for mobile advertising

    OpenAIRE

    De Reyck, B.; Degraeve, Z.

    2003-01-01

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

  14. Advertising styles in different cultures

    OpenAIRE

    Krasulja Nevena

    2003-01-01

    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 st...

  15. Advertising assessment -- myth or reality?

    OpenAIRE

    C D Beaumont; K Geary; C Halliburton; D Clifford; R Rivers

    1989-01-01

    In this paper the topic of advertising assessment is revisited, given the widespread availability of low-cost microcomputer modelling developments. It is recognised that when regression analysis became popular in the 1970s with the advent of the mainframe computer, much hype and little marketing benefit ensued. It is argued that simply speeding up the old practices of the 1970s, which rightly fell from favour, will provide no benefit to the advertising industry. 'What is new', the 'benefits' ...

  16. Search Help

    Science.gov (United States)

    Guidance and search help resource listing examples of common queries that can be used in the Google Search Appliance search request, including examples of special characters, or query term seperators that Google Search Appliance recognizes.

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

    OpenAIRE

    S, venkatesh; N, senthilkumar

    2015-01-01

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

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

    OpenAIRE

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

    2009-01-01

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

  19. 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.

  20. `Googling' Terrorists: Are Northern Irish Terrorists Visible on Internet Search Engines?

    Science.gov (United States)

    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

  1. Framatome's 1997 advertisement campaign

    International Nuclear Information System (INIS)

    Tonnac, Alain de

    1998-01-01

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

  2. [Governance of drug advertising control: assessment of misleading advertising penalties].

    Science.gov (United States)

    Chakroun, R

    2013-04-01

    Loyal promotion of the pharmaceutical industry has been challenged by stakeholders. Drug advertising is the easiest point to assess. Based on the agency theory, our objective was to describe the governance of advertising control when it was misleading and the terms of penalties within the framework of the contradictory process between the industry and the regulatory authorities. We conducted a thorough analysis of the contents of the minutes of the Board of Control of advertising from April 2007 to May 2010. The amounts of penalties were analyzed according to three criteria: the timing of the examination procedure (first session versus second session), the nature of the penalty (ban versus notice of change) and the company's defense strategy (written response versus presence of company representatives). Thirty-nine reports involving 62 projects to ban advertisements were analyzed. The first two causes of penalties were off label promotion and non-objective use of study results to support claims. The Committee issued 47 advertising bans (76%) and 15 formal notices of change (24%). When the defense strategy of the company involved the presence of representatives, there was a significant reduction of votes in favor of a ban (68% versus 81%, Pstrategy did not influence the nature of the penalty (Chi(2)=2.05; P=n.s). These results should be put into perspective considering the fact that the qualitative composition of the commission was not free of potential conflicts of interest and that, moreover, only 10% of the penalty projects were reviewed. In addition, advertising control does not address the issue of the loyalty of the sales forces. Finally, our results open perspectives for research and managerial applications for the governance of advertising controls. Copyright © 2013. Published by Elsevier Masson SAS.

  3. [Criminal implication of sponsoring in medicine: legal ramifactions and recommendations].

    Science.gov (United States)

    Mahnken, A H; Theilmann, M; Bolenz, M; Günther, R W

    2005-08-01

    As a consequence of the so-called "Heart-Valve-Affair" in 1994, the German public became aware of the potential criminal significance of industrial sponsoring and third-party financial support in medicine. Since 1997, when the German Anti-Corruption Law came into effect, the penal regulations regarding bribery and benefits for public officers were tightened. Due to the lack of explicit and generally accepted guidelines in combination with regional differences of jurisdiction, there is a lingering uncertainty regarding the criminal aspects of third-party funding and industrial sponsoring. The aim of this review is to summarize the penal and professional implications of third-party funding and sponsoring in medicine including recent aspects of jurisdiction. The currently available recommendations on this issue are introduced.

  4. Criminal implication of sponsoring in medicine: legal ramifactions and recommendations

    International Nuclear Information System (INIS)

    Mahnken, A.H.; Guenther, R.W.; Theilmann, M.; Bolenz, M.

    2005-01-01

    As a consequence of the so-called ''Heart-Valve-Affair'' in 1994, the German public became aware of the potential criminal significance of industrial sponsoring and third-party financial support in medicine. Since 1997, when the German Anti-Corruption Law came into effect, the penal regulations regarding bribery and benefits for public officers were tightened. Due to the lack of explicit and generally accepted guidelines in combination with regional differences of jurisdiction, there is a lingering uncertainty regarding the criminal aspects of third-party funding and industrial sponsoring. The aim of this review is to summarize the penal and professional implications of third-party funding and sponsoring in medicine including recent aspects of jurisdiction. The currently available recommendations on this issue are introduced. (orig.)

  5. Extensive advertising. Turkey.

    Science.gov (United States)

    Yaser, Y

    1993-12-01

    The Turkish Family Health and Planning Foundation set out with the support of the US Agency for International Development in 1988 to develop a contraceptive social marketing program. It was designed to increase the availability and use of condoms and low-dose pills, while maximizing the participation of the private sector. The program would build a market using existing infrastructure; collaborate and participate with 4 major pharmaceutical companies; use all commercial products and nothing donated; and negotiate for commercial product prices without subsidy. Full cost recovery and self-sufficient operation was projected to be realized by the 4th year of sales. The OK condom brand was created for the program and marketed through television, open air advertisements, gifts, and sponsorship from mid-1991. 4.46 million units were sold over the period May-December 1991 and 5.76 million over January-November 1992; these figures were 127% and 115% above sales targets, respectively. The OK brand dominated the market of everusers with 41.1% having employed the brand. Data suggest that the condoms are effectively being used by the urban and comparatively poor segments of society. Sales volumes were so robust that the commercial sector expanded the product line on its own to offer OK Extra.

  6. Whatalotwegot--the messages in drug advertisements.

    Science.gov (United States)

    Ferner, R E; Scott, D K

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

  7. 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.

  8. Pharmaceutical advertising in emergency departments.

    Science.gov (United States)

    Marco, Catherine A

    2004-04-01

    Promotion of prescription drugs represents a growing source of pharmaceutical marketing expenditures. This study was undertaken to identify the frequency of items containing pharmaceutical advertising in clinical emergency departments (EDs). In this observational study, emergency physician on-site investigators quantified a variety of items containing pharmaceutical advertising present at specified representative times and days, in clinical EDs. Measurements were obtained by 65 on-site investigators, representing 22 states. Most EDs in this study were community EDs (87% community and 14% university or university affiliate), and most were in urban settings (50% urban, 38% suburban, and 13% rural). Investigators measured 42 items per ED (mean = 42; median = 31; interquartile range of 14-55) containing pharmaceutical advertising in the clinical area. The most commonly observed items included pens (mean 15 per ED; median 10), product brochures (mean 5; median 3), stethoscope labels (mean 4; median 2), drug samples (mean 3; median 0), books (mean 3.4), mugs (mean 2.4), and published literature (mean 3.1). EDs with a policy restricting pharmaceutical representatives in the ED had significantly fewer items containing pharmaceutical advertising (median 7.5; 95% CI = 0 to 27) than EDs without such a policy (median 35; 95% CI = 27 to 47, p = 0.005, nonparametric Wilcoxon two-sample test). There were no differences in quantities of pharmaceutical advertising for EDs in community compared with university settings (p = 0.5), rural compared with urban settings (p = 0.3), or annual ED volumes (p = 0.9). Numerous items containing pharmaceutical advertising are frequently observed in EDs. Policies restricting pharmaceutical representatives in the ED are associated with reduced pharmaceutical advertising.

  9. A Pragmatic Analysis of Person Deixis in Advertising Language

    Institute of Scientific and Technical Information of China (English)

    张路路

    2017-01-01

    Person deixis is widely used in adverting language, the usage of person deixis in advertising language can reduce psychological distance between potential consumers and advertiser, have a conversation between potential consumers and advertiser and make an advertisement more believable.

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

    NARCIS (Netherlands)

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

    2017-01-01

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

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

    Science.gov (United States)

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

    2018-04-25

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

  12. Tobacco advertising through French TV in 2005: frequent illicit broadcasting; its impact on teenagers and young adults.

    Science.gov (United States)

    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.

  13. Advertising by academic medical centers.

    Science.gov (United States)

    Larson, Robin J; Schwartz, Lisa M; Woloshin, Steven; Welch, H Gilbert

    2005-03-28

    Many academic medical centers have increased their use of advertising to attract patients. While the content of direct-to-consumer pharmaceutical advertisements (ads) has been studied, to our knowledge, advertising by academic medical centers has not. We aimed to characterize advertising by the nation's top academic medical centers. We contacted all 17 medical centers named to the US News & World Report 2002 honor roll of "America's Best Hospitals" for a semistructured interview regarding their advertising practices. In addition, we obtained and systematically analyzed all non-research-related print ads placed by these institutions in their 5 most widely circulating local newspapers during 2002. Of the 17 institutions, 16 reported advertising to attract patients; 1 stated, "We're just word of mouth." While all 17 centers confirmed the presence of an institutional review board process for approving advertising to attract research subjects, none reported a comparable process for advertising to attract patients. We identified 127 unique non-research-related print ads for the 17 institutions during 2002 (mean, 7.5; range, 0-39). Three ads promoted community events with institution sponsorship, 2 announced genuine public services, and 122 were aimed at attracting patients. Of the latter group, 36 ads (29.5%) promoted the medical center as a whole, while 65 (53.3%) promoted specific clinical departments and 21 (17.2%) promoted single therapeutic interventions or diagnostic tests. The most commonly used marketing strategies included appealing to emotions (61.5%), highlighting institution prestige (60.7%), mentioning a symptom or disease (53.3%), and promoting introductory lectures or special offers likely to lead to further business (47.5%). Of the 21 ads for single interventions, most were for unproved (38.1%) or cosmetic (28.6%) procedures. While more than half of these ads presented benefits, none quantified their positive claims and just 1 mentioned potential harms

  14. 14 CFR 151.51 - Performance of construction work: Sponsor force account.

    Science.gov (United States)

    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...

  15. Exclusion of pregnant women from industry-sponsored clinical trials.

    Science.gov (United States)

    Shields, Kristine E; Lyerly, Anne Drapkin

    2013-11-01

    The lack of human data available to inform evidence-based treatment for illness during pregnancy has led to calls for greater inclusion of pregnant women in research, but the extent of their current representation is poorly characterized. Our objective was to measure the current exclusion of pregnant women from industry-sponsored clinical trials as a baseline for future comparison. We compiled data from studies enrolling women of childbearing potential posted on www.ClinicalTrials.gov between 1 October 2011 and 31 January 2012. The review was limited to open United States-based phase IV interventional studies sponsored by the pharmaceutical industry evaluating treatment of conditions that may be experienced by but are not limited to pregnant women and did not involve a medication classified as potentially teratogenic. If there was no mention of pregnancy in the inclusion or exclusion criteria, we contacted a study representative to confirm that pregnant women could be enrolled. Of 558 qualifying industry-sponsored studies, five (1%) were designed specifically for pregnant women. Of 367 phase IV clinical trials with verified inclusion and exclusion criteria, 348 (95%) excluded pregnant women and 19 (5%) did not. We found the exclusion of pregnant women from industry-sponsored clinical trials to be common practice. Moving beyond reflexive exclusion and developing thoughtful criteria for inclusion of pregnant women in clinical research would likely advance the evidence base to inform treatment decisions during pregnancy and lead to better health outcomes for women and children.

  16. A Commentary on Literacy Narratives as Sponsors of Literacy

    Science.gov (United States)

    Brandt, Deborah

    2015-01-01

    This brief commentary first clarifies Brandt's concept of sponsors of literacy in light of the way the concept has been taken up in writing studies. Then it treats Brandt's methods for handling accounts of literacy learning in comparison with other ways of analyzing biographical material. Finally it takes up Lawrence's argument about literacy…

  17. Highlight: IDRC sponsors Caribbean symposium on impact of ...

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

    12 mai 2015 ... An IDRC-sponsored symposium exploring the impact of the Internet on economic ... Le symposium commandité par le CRDI, qui a eu lieu à Saint Andrew, ... Une nouvelle recherche fait état d'arguments convaincants pour ...

  18. Undergraduates with Employer-Sponsored Aid: Comparing Group Differences

    Science.gov (United States)

    Faulk, Dagney G.; Wang, Zhenlei

    2014-01-01

    Tuition assistance offered by employers is an understudied area of financial aid research. The purpose of this study is to compare the demographic, socioeconomic, academic and financial aid characteristics of college students who receive employer-sponsored financial aid with students who receive traditional financial aid (institutional, state, or…

  19. 14 CFR 152.309 - Availability of sponsor's records.

    Science.gov (United States)

    2010-01-01

    ... (CONTINUED) AIRPORTS AIRPORT AID PROGRAM Accounting and Reporting Requirements § 152.309 Availability of... the purposes of accounting and audit. (b) The sponsor or planning agency shall allow appropriate FAA...-term retention value, the FAA may require transfer of custody of those records to the FAA. ...

  20. 76 FR 2807 - New Animal Drugs; Change of Sponsor

    Science.gov (United States)

    2011-01-18

    .... FDA-2010-N-0002] New Animal Drugs; Change of Sponsor AGENCY: Food and Drug Administration, HHS. ACTION: Final rule. SUMMARY: The Food and Drug Administration (FDA) is amending the animal drug regulations to...., Cambridge, MA 02141 has informed FDA that it has transferred ownership of, and all rights and interest in...

  1. 22 CFR 42.31 - Family-sponsored immigrants.

    Science.gov (United States)

    2010-04-01

    ... 22 Foreign Relations 1 2010-04-01 2010-04-01 false Family-sponsored immigrants. 42.31 Section 42.31 Foreign Relations DEPARTMENT OF STATE VISAS VISAS: DOCUMENTATION OF IMMIGRANTS UNDER THE IMMIGRATION AND NATIONALITY ACT, AS AMENDED Immigrants Subject to Numerical Limitations § 42.31 Family...

  2. Risk sharing between competing health plans and sponsors

    NARCIS (Netherlands)

    E.M. van Barneveld (Erik); W.P.M.M. van de Ven (Wynand); R.C.J.A. van Vliet (René)

    2001-01-01

    textabstractIn many countries, competing health plans receive capitation payments from a sponsor, whether government or a private employer. All capitation payment methods are far from perfect and have raised concerns about risk selection. Paying health plans partly on the basis

  3. 7 CFR 225.14 - Requirements for sponsor participation.

    Science.gov (United States)

    2010-01-01

    ... 225.14 Agriculture Regulations of the Department of Agriculture (Continued) FOOD AND NUTRITION SERVICE, DEPARTMENT OF AGRICULTURE CHILD NUTRITION PROGRAMS SUMMER FOOD SERVICE PROGRAM Sponsor and Site Provisions... Youth Sports Program; and (5) Private nonprofit organizations as defined in § 225.2. (c) General...

  4. Recycling: Establishing a Citizen-Sponsored Reclamation Center.

    Science.gov (United States)

    Keep America Beautiful, Inc., New York, NY.

    This booklet applies the Clean Community System (CCS) of Keep America Beautiful, Inc. to the development of citizen-sponsored recycling projects. Six initial steps in establishing a reclamation center are given and include information gathering, market analysis, legal requirements, and site location. Suggestions are included for recruiting staff…

  5. School-Sponsored Health Insurance: Planning for a New Reality

    Science.gov (United States)

    Liang, Bryan A.

    2010-01-01

    Health care reform efforts in both the Clinton and Obama administrations have attempted to address college and university health. Yet, although the world of health care delivery has almost universally evolved to managed care, school health programs have not. In general, school-sponsored health plans do little to improve access and have adopted…

  6. 76 FR 48714 - New Animal Drugs; Change of Sponsor; Moxidectin

    Science.gov (United States)

    2011-08-09

    ... DEPARTMENT OF HEALTH AND HUMAN SERVICES Food and Drug Administration 21 CFR Parts 520, 522, and 524 [Docket No. FDA-2011-N-0003] New Animal Drugs; Change of Sponsor; Moxidectin AGENCY: Food and Drug Administration, HHS. ACTION: Final rule. SUMMARY: The Food and Drug Administration (FDA) is amending the animal...

  7. Media exposure and sponsor recall: Cricket World Cup 2003 | Van ...

    African Journals Online (AJOL)

    This paper reports on a study into the relationship between media exposure and sponsor recall relating to an international event, namely the Cricket World Cup 2003 (CWC 2003). The application of sponsorship as a communication construct and recall as a media vehicle effect is investigated. Recall has been widely ...

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

    OpenAIRE

    Okumuş, Abdullah; Çetintürk, Naim; Çetin, Eyüp

    2012-01-01

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

  9. Health and nutrition content claims on websites advertising infant formula available in Australia: A content analysis.

    Science.gov (United States)

    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.

  10. General principles of advertising practices and consumer protection

    OpenAIRE

    Slánská, Martina

    2008-01-01

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

  11. Organization and advertising activities of commercial enterprises

    OpenAIRE

    Potolokova Mariia Olegovna

    2013-01-01

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

  12. Morphing advertising to improve online campaign success

    NARCIS (Netherlands)

    G. Liberali (Gui)

    2014-01-01

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

  13. Manipulating meanings. [Advertising by the nuclear industry

    Energy Technology Data Exchange (ETDEWEB)

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

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

  14. Advertising in accounting firms: Empirical Perspective

    OpenAIRE

    Kusuma, Hadri

    2016-01-01

    Advertising becomes an interesting tool for the accounting profession in the face of increased competition. Accounting firms today realize that advertising will play an important role in their overall success.

  15. Cultural stereotypes in Nigerian print media advertisements ...

    African Journals Online (AJOL)

    Cultural stereotypes in Nigerian print media advertisements. ... Abstract. This study set out to examine the extent to which cultural stereotype roles are depicted in print advertisements in Nigeria. It specifically ... AJOL African Journals Online.

  16. 48 CFR 803.570 - Commercial advertising.

    Science.gov (United States)

    2010-10-01

    ... 48 Federal Acquisition Regulations System 5 2010-10-01 2010-10-01 false Commercial advertising. 803.570 Section 803.570 Federal Acquisition Regulations System DEPARTMENT OF VETERANS AFFAIRS GENERAL... Commercial advertising. ...

  17. Advertising effects in Sznajd marketing model

    OpenAIRE

    Christian Schulze

    2002-01-01

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

  18. Advertising in the Sznajd Marketing Model

    Science.gov (United States)

    Schulze, Christian

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

  19. Are Celebrities Criminally Responsible For Deceptive Advertising?

    Institute of Scientific and Technical Information of China (English)

    2010-01-01

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

  20. 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...

  1. Food advertising and eating behavior in children

    NARCIS (Netherlands)

    Folkvord, F.; Anschutz, D.J.; Boyland, E.J.; Kelly, B.; Buijzen, M.A.

    2016-01-01

    Systematic research reviews have repeatedly shown that food advertising affects children's eating behavior. Given that most food advertising promotes unhealthy, palatable, and rewarding food products, it is considered to be a significant contributor to the current obesity epidemic. This review

  2. 27 CFR 6.84 - Point of sale advertising materials and consumer advertising specialties.

    Science.gov (United States)

    2010-04-01

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

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

    Science.gov (United States)

    Sweeney, John M.

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

  4. DISSONANCE OF ADVERTISING AND REALITY

    DEFF Research Database (Denmark)

    Layton, Roslyn; Khajeheian, Datis

    2018-01-01

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

  5. Psychoactive drug advertising: content analysis.

    Science.gov (United States)

    Mastroianni, Patrícia C; Vaz, Amanda Cristina R; Noto, Ana Regina; Galduróz, José Carlos F

    2008-10-01

    The goal of this study was to describe the human figures portrayed in psychoactive drug advertising in terms of gender, age, ethnic group, and social context. Content analysis for 86 new pieces of printed advertisements released in 2005 was carried out. Fisher exact test was used to analyze the association between categories. There was a preponderance of women (62.8%) who were four times more present in advertisements for antidepressants and anxyolitics than men. Most of the people shown were Caucasian (98.8%) young adults (72%). These people were pictured in leisure activities (46.5%), at home (29%), or in contact with nature (16.2%). The message conveyed was that the drugs treat routinely felt subjective symptoms of discomfort, inducing in an irrational appeal that may affect drug prescription.

  6. Viral Advertising: Branding Effects from Consumers’ Perspectives

    OpenAIRE

    Jiang, Yueqing

    2012-01-01

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

  7. Advertising effectiveness: the role of content

    OpenAIRE

    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...

  8. Advertising and the Seven Sins of Memory

    DEFF Research Database (Denmark)

    Percy, Larry

    2004-01-01

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

  9. Antecedents to Consumers' Acceptance of Mobile Advertisements

    DEFF Research Database (Denmark)

    Rajala, Risto; Westerlund, Mika

    2010-01-01

    The paper presents a hierarchical construct PLS structural equation model to analyze mobile advertisement acceptance. Hypotheses are established and tested about the hierarchical structure and the effects of the factors that precede consumers' behavioral intention to accept mobile advertisement....... The results suggest that valuable content and trust in advertisers are key predictors of mobile device users' acceptance of mobile advertising. In addition, subjective value of the ads and subjective norms mediate these antecedent-acceptance relationships. The results are invaluable to both scholars...

  10. Developments in the Regulation of Broadcasting Advertising

    OpenAIRE

    Morris, Yvonne; Randle, Paul

    2005-01-01

    This Intervention provides a review of developments in the regulation of broadcast advertising within the UK. The piece focuses on the implications of media convergence on broadcast advertising, and provides a brief history and analysis of the regulation of broadcast advertising within the UK. The piece also reviews Advertising Codes and provides an overview of regulatory bodies such as OFCOM and the ASA, and their respective roles.

  11. Semiotic Analysis of Canon Camera Advertisements

    OpenAIRE

    INDRAWATI, SUSAN

    2015-01-01

    Keywords: Semiotic Analysis, Canon Camera, Advertisement. Advertisement is a medium to deliver message to people with the goal to influence the to use certain products. Semiotics is applied to develop a correlation within element used in an advertisement. In this study, the writer chose the Semiotic analysis of canon camera advertisement as the subject to be analyzed using semiotic study based on Peirce's theory. Semiotic approach is employed in interpreting the sign, symbol, icon, and index ...

  12. Competitive targeted advertising with price discrimination

    OpenAIRE

    Esteves, Rosa Branca; Resende, Joana

    2013-01-01

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

  13. Research trends on music and advertising

    OpenAIRE

    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...

  14. Evaluation of Military Service Youth Advertisements

    Science.gov (United States)

    2002-03-01

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

  15. Advertising media strategies in the film industry

    OpenAIRE

    Elliott, Caroline; Simmons, Robert

    2011-01-01

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

  16. Key factors of teenagers' mobile advertising acceptance

    OpenAIRE

    Martí Parreño, José; Sanz Blas, Silvia; Ruiz Mafé, Carla; Aldás Manzano, Joaquín

    2013-01-01

    Purpose – The purpose of this paper is to analyse key drivers of teenagers’ attitude toward mobile advertising and its effects on teenagers’ mobile advertising acceptance. Design/methodology/approach – A proposed model of affective (irritation and entertainment) and cognitive (perceived usefulness) antecedents of attitude toward mobile advertising and its effects on mobile advertising acceptance is analysed. The sample consisted of 355 Spanish teenagers. The model was tested us...

  17. Alcohol Advertising and Alcohol Consumption by Adolescents

    OpenAIRE

    Henry Saffer; Dhaval Dave

    2003-01-01

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

  18. Internet advertising effectiveness by using hierarchical model

    OpenAIRE

    RAHMANI, Samaneh

    2015-01-01

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

  19. Persuasive and Informative Advertising: A Classroom Experiment

    OpenAIRE

    Beth A. Freeborn; Jason P. Hulbert

    2009-01-01

    This paper outlines a pair of classroom activities designed to provide an intuitive foundation to the theoretical introduction of advertising in monopoly markets. The roles of both informative and persuasive advertising are covered. Each student acts as a monopolist and chooses the number of (costly) advertisements and price. The experiments are intended for intermediate microeconomics or industrial organization courses, though may be utilized in any course that covers advertising models.

  20. Significant Decline in Celebrity Usage in Advertising

    DEFF Research Database (Denmark)

    Schimmelpfennig, Christian; Hollensen, Svend

    2016-01-01

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

  1. Costly advertising and the evolution of cooperation

    OpenAIRE

    Brede, Markus

    2013-01-01

    In this paper, I investigate the co-evolution of fast and slow strategy spread and game strategies in populations of spatially distributed agents engaged in a one off evolutionary dilemma game. Agents are characterized by a pair of traits, a game strategy (cooperate or defect) and a binary 'advertising' strategy (advertise or don't advertise). Advertising, which comes at a cost [Formula: see text], allows investment into faster propagation of the agents' traits to adjacent individuals. Import...

  2. A Stylistic Research of Western Advertisements

    Institute of Scientific and Technical Information of China (English)

    翟蕾

    2014-01-01

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

  3. comparison of english and chinese advertisement slogan

    Institute of Scientific and Technical Information of China (English)

    张悦

    2011-01-01

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

  4. Stylistic analysis of songs in beverage advertisement

    Institute of Scientific and Technical Information of China (English)

    周双卉

    2012-01-01

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

  5. Impact of Celebrity Credibility on Advertising Effectiveness

    OpenAIRE

    Sadia Aziz; Usman Ghani; Abdullah Niazi

    2013-01-01

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

  6. "Prime" Advertising Space: Measuring Implict Memory Online

    OpenAIRE

    Barratt, Madeleine

    2012-01-01

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

  7. Towards new advertising models for situated displays

    OpenAIRE

    José, Rui; Soares, Ana Maria

    2010-01-01

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

  8. Music, advertising and transmedia storytelling

    Directory of Open Access Journals (Sweden)

    Cande SÁNCHEZ-OLMOS

    2017-07-01

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

  9. Laconism in the advertisement discourse

    Directory of Open Access Journals (Sweden)

    João Marcos Mateus Kogawa

    2014-11-01

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

  10. Men who advertise for sex.

    Science.gov (United States)

    Lumby, M E

    1978-01-01

    This content analysis of 1,111 paid ads in the Advocate identifies 17 self-descriptive categories in the "Personals" (PER) and "Models, Masseurs, and Escorts" (MME) sections of the "Trader Dick" supplement. Advertisers place primary emphases on sex and masculinity. Among MME, youthfulness, handsomeness, and sexiness are important, promoting versatility in place of specificity when mentioning sexual acts. PER advertisers, however, indicate concerns about age, race, and finding lovers. They also detail specific sexual interests and reject a variety of unacceptable behaviors.

  11. 77 FR 14811 - Draft Guidance for Industry on Direct-to-Consumer Television Advertisements-the Food and Drug...

    Science.gov (United States)

    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.

  12. The impact of initiatives to limit the advertising of food and beverage products to children: a systematic review.

    Science.gov (United States)

    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.

  13. Advertising and Women's Changing Work Roles.

    Science.gov (United States)

    Rutz, Linda Robinson

    A study was conducted to determine how well the advertising industry portrays the changing work roles of women. Four advertising executives were interviewed to find out their feelings about the changes in women's work roles and what action they were taking to adapt advertising to these changes, while 11 women were interviewed with similar…

  14. Practitioner Perceptions of Advertising Education Accreditation.

    Science.gov (United States)

    Vance, Donald

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

  15. 36 CFR 5.1 - Advertisements.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 1 2010-07-01 2010-07-01 false Advertisements. 5.1 Section 5.1 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...

  16. University Advertising and Universality in Messaging

    Science.gov (United States)

    Diel, Stan R.; Katsinas, Stephen

    2018-01-01

    University and college institutional advertisements, which typically are broadcast as public service announcements during the halftime of football games, were the subject of a quantitative analysis focused on commonality in messaging and employment of the semiotic theory of brand advertising. Findings indicate advertisements focus on students'…

  17. Advertisement Analysis: A Comparative Critical Study

    Science.gov (United States)

    Abdelaal, Noureldin Mohamed; Sase, Amal Saleh

    2014-01-01

    This study aimed at analyzing two advertisements, and investigating how advertisers use discourse and semiotics to make people and customers buy into their ideas, beliefs, or simply their products. The two advertisements analyzed are beauty products which have been selected from internet magazines. The methodology adopted in this study is…

  18. Attitudes toward Advertisements of the Older Adults

    Science.gov (United States)

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

    2010-01-01

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

  19. 36 CFR 1005.1 - Advertisements.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertisements. 1005.1 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...

  20. Perceptions of Advertising Influence on Broadcast News.

    Science.gov (United States)

    Brown, Hubert W.; Barnes, Beth E.

    2001-01-01

    Finds that while students (studying broadcast journalism or advertising) and practitioners (station news directors and agency media directors) were in agreement on the majority of opinion statements discussing advertising's influence on broadcast news content, except students were less bothered by advertising's influence on news content than were…