Journal articles: 'Advertising and marketing'

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Poltrack, David F., William Meyers, Thomas C. Kinnear, A. Jerome Jewler, and Michael Shudson. "Advertising/Marketing." Communication Booknotes 16, no. 1 (January 1985): 2–4. http://dx.doi.org/10.1080/10948008509488282.

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Smulyan, Susan. "Absence and the advertising historian." Journal of Historical Research in Marketing 8, no. 3 (August 15, 2016): 473–80. http://dx.doi.org/10.1108/jhrm-05-2016-0011.

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Purpose The purpose of this paper is to examine the commonly held idea that American advertising agencies closely supervised their Australian counterparts during the globalization of advertising. Design/methodology/approach The author, a cultural historian based in the USA, searched American archives without finding evidence of the kind of oversight often associated with the Americanization of advertising. Findings The paper concludes that American advertisers paid less attention to Australian advertising than the other way around. In addition, Australian and American advertising industries agreed on the importance of advertising as part of transnational capitalism and did not need to outline, or follow instructions, on how advertising worked. Originality/value Reviewing the history of advertising in a global context reminds scholars that the national advertising industries have different subject positions and yet agree on advertising’s practice and efficacy.

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Agustrijanto, Agustrijanto. "STRATEGI KOMUNIKASI PERIKLANAN BELOW THE LINE (BTL) PT AGHNA (KREANOVA), BANDUNG DALAM MENJALANKAN BISNIS PRINT AD." JURNAL KOMUNIKATIO 8, no. 2 (October 14, 2022): 78–95. http://dx.doi.org/10.30997/jk.v8i2.6711.

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Today the use of advertising in the below-the-line (BTL) media is a big question about the effectiveness and benefits, whether financial and branding corporate, because they are considered outdated, unfavorable, and does not represent the dynamics of digital advertising. On the other hand, digital advertising development has become a trend investor the essential advertising business seen as business advertising. This caused some parties to be sceptical of the company advertising classic BTL, significantly relying on below-the-line orders. Aghna (Kreanova) in Bandung is one of the company’s advertisings concerned with their business advertising in BTL, in the fight business competition advertising, which is moving toward the digital. This study used a qualitative approach to describe the phenomenon of advertising. Aghna (Kreanova) maintains a venture and concept product marketing BTL by combining a marketing approach with the advertising concept that emphasizes marketing strategies. It means of promoting a product BTL with the approach direct selling is still in use to improve the gain on sale of the corporate and existence.

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Busterna, John. "Advertising and Marketing." Communication Booknotes 18, no. 9-10 (September 1987): 91–92. http://dx.doi.org/10.1080/10948008709488201.

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Carver, Blake. "Marketing and Advertising." Journal of Business & Finance Librarianship 8, no. 3-4 (March 2003): 245–52. http://dx.doi.org/10.1300/j109v08n03_11.

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&NA;. "MARKETING AND ADVERTISING." Plastic and Reconstructive Surgery 82, no. 1 (July 1988): 202. http://dx.doi.org/10.1097/00006534-198807000-00061.

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&NA;. "MARKETING AND ADVERTISING." Plastic and Reconstructive Surgery 82, no. 1 (July 1988): 202. http://dx.doi.org/10.1097/00006534-198882010-00061.

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Mandal, Pratap Chandra. "Socially-Responsible Target Marketing and Marketing Communications." International Journal of Social Ecology and Sustainable Development 13, no. 1 (January 2022): 1–16. http://dx.doi.org/10.4018/ijsesd.293247.

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Companies are in business to generate revenues and profits and achieve business excellence. Now-a-days, companies are becoming sensitive towards their social responsibilities of ensuring not only consumer welfare but also the welfare of all stakeholders including the society at large. Companies do target marketing and marketing communications to communicate about their offerings to target markets. They adopt socially responsible target marketing, marketing communications, and advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices in fashion advertising and in cosmetics industry. Companies adopt advertising campaigns for social causes, socially responsible sales promotion, and personal selling. Companies should ensure consumer privacy, safety, and security. Various stakeholders want to be assured that businesses care about their welfare. Businesses should ensure consumer welfare and welfare of the society at large. This will allow them to achieve business excellence and stay ahead in the competition.

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Beard, Fred, Brian Petrotta, and Ludwig Dischner. "A history of content marketing." Journal of Historical Research in Marketing 13, no. 2 (August 31, 2021): 139–58. http://dx.doi.org/10.1108/jhrm-10-2020-0052.

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Purpose Contemporary practitioners of content marketing (CM) often suggest their discipline is an ancient one, yet mainly limit its origins to the custom-published magazines of the late 1800s. The purpose of this paper is to synthesize some of the many definitions of CM and to report the first scholarly history of its development and practice. Design/methodology/approach This study’s purposes led to the following research questions: To what extent were CM strategies and tactics used before the 20th century? How have the uses and characteristics of CM changed or remained the same over time? Sources included general histories focusing on the earliest uses of advertising and promotions and edited book chapters and journal articles on the histories of branding and early print advertising, marketing and advertising practices in ancient and medieval periods and the development of consumer cultures around the world. Findings Research findings support three conclusions: CM existed much earlier than often acknowledged; has emerged as a unique marketing discipline, strategically and tactically distinguishable from the others (e.g. advertising and sales promotion); and possesses objectives, strategies and tactics that have remained remarkably consistent in practice across the millennia. Originality/value The research supports several insights to the history of marketing and the practice of CM. Some of the CM strategies and tactics identified in this paper, for instance, have previously been concluded to be part of advertising’s history. Findings also reveal that many of advertising’s American pioneers actually used CM to persuade 19th-century businessmen to adopt widespread advertising. In addition, the emphasis on interactive, digital media in CM definitions offers a likely explanation for the recent enthusiasm behind CM as a response to global trends in consumer preferences and global competition, as well as why contemporary CM practitioners have often failed to recognize they are practicing a “new” discipline that has actually been in use for thousands of years.

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Li, Xiaofei. "Analysis of Nike's Advertising Marketing Strategy." Advances in Economics, Management and Political Sciences 27, no. 1 (November 10, 2023): 163–68. http://dx.doi.org/10.54254/2754-1169/27/20231247.

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In the age of marketing's predominance, individuals should learn the fundamentals of corporate marketing and the vital components of effective marketing. The paper through a literature review approach, utilizes Nike's 2012 marketing advertisement as an example to discuss the fundamental marketing approaches and techniques incorporated in it. This study's significance is in analyzing and comprehending how to conduct good corporate marketing and how to design marketing strategies to reach sales objectives. Business marketing strategies enable organizations to outperform their competitors, and marketing strategies aid in the creation of products and services that maximize revenues. The primary relevance of this paper is to comprehend how a corporation achieves success through commercial advertising and to provide readers with a rudimentary comprehension of commercial advertising methods.

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Fogel, Gyongyi K., and Lorinda F. Lewis. "Target Marketing and Ethics Brand Advertising and Marketing Campaigns." International Journal of Social Ecology and Sustainable Development 1, no. 4 (October 2010): 10–25. http://dx.doi.org/10.4018/jsesd.2010100102.

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Marketing to a targeted minority can provide a competitive advantage for an organization. However, there are ethical and legal concerns that must be carefully evaluated. Youth, children, and protected minorities, including women and the elderly, are a high target of advertising because of the increasing importance of these segments in making purchasing decisions. Recent population and demographic factors continue to impact marketing to address minority marketing issues with careful attention to ethics and social responsibility. This paper examines ethical concerns of advertising, the use of animated spokes-characters, marketplace discrimination, misleading practices, ethical concerns in minority marketing, and related advertising regulations. The authors conclude with recommendations for future research and implications for advertising and marketing practice. Policy implications are made for socially responsible advertising and marketing.

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Beard, Fred. "Forgotten classics: Motivation in Advertising, by Pierre Martineau (1957)." Journal of Historical Research in Marketing 8, no. 4 (November 21, 2016): 585–94. http://dx.doi.org/10.1108/jhrm-05-2016-0012.

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Purpose The purpose of this paper is to review and summarize Pierre Martineau’s Motivation in Advertising and to assess its status as a valid forgotten classic of the marketing literature. Design/methodology/approach Motivation in Advertising is reviewed and summarized, and its contributions to marketing and advertising history, thought and practice are assessed. Findings Martineau was among a handful of figures behind the “motivation research” movement among marketers and advertisers during the late 1940s to the 1960s. His “new philosophy” regarding communication theory, persuasion and advertising message strategy and tactics remains highly influential and relevant. Written during a period of tremendous growth in consumption in the USA and a revolution in the use of qualitative research in marketing and advertising, Martineau’s book represents much more than a work about his experiences with motivation research, but a significant contribution to advertising communication theory as well. Originality/value Pierre Martineau was the subject of a historical biography (Martin, 1985), which also focused substantially on the principal themes and contributions of Motivation in Advertising. The book was also widely reviewed shortly after its publication. This more recent review and assessment, however, reveals the work’s valuable historical insights into how postmodern consumption evolved and many present-day perspectives of consumer behavior and advertising effects coalesced during the Consumer Revolution and at the outset of modern advertising’s “Golden Age”.

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Olbrich, Rainer, and Carsten D. Schultz. "Multichannel advertising: does print advertising affect search engine advertising?" European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1731–56. http://dx.doi.org/10.1108/ejm-10-2012-0569.

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Purpose – The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly, we examine the effect of print advertising on search engine advertising Design/methodology/approach – Based on advertising data for a three-year period, we test the hypotheses by means of a path model with the aid of partial least squares. Findings – The advertising budget and the degree of keyword matching yield the greatest effect on the number of signed contracts. The click-through rate and the bid amount contribute, to a lesser extent, to explaining this financial target variance. The number of keywords had no significant effect. The study did not yield significant evidence of print advertising, directly affecting the number of search engine advertisement impressions, but showed an indirect effect of print advertising on the number of conversions, induced directly by search engine advertising. Research limitations/implications – The multichannel relationship of print and search engine advertising, including its campaign parameters, provides a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the advertising effects. Practical implications – The multichannel effect needs to be quantified and taken into account when evaluating print advertising and search advertising campaigns and the future advertising mix is planned. Originality/value – The study extends the field of search engine advertising in the direction of multichannel effects. In comparison to previous research, empirical evidence on the multichannel usage of print advertising and search engine advertising, related to an overall economic target, is provided.

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Shafiq, A., A. Haque, K. Abdullah, and M. T. Jan. "Beliefs about Islamic advertising: an exploratory study in Malaysia." Journal of Islamic Marketing 8, no. 3 (September 11, 2017): 409–29. http://dx.doi.org/10.1108/jima-02-2015-0018.

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Purpose This paper aims to explore people’s beliefs towards Islamic advertising. Design/methodology/approach Being exploratory in nature, this paper applies qualitative method of research by adapting thought elicitation technique of data collection. This method rests in the projective techniques of data collection and is also known as “word association technique”. It allows free thinking of respondents that helps in generating rich data which is most required in qualitative studies. Findings Various beliefs regarding Islamic advertising were extracted and categorized into different dimensions. These dimensions pertained to Islamic advertising’s possibility, nature, characteristics, real-time decisions and potential outcomes. Research limitations/implications Being an exploratory study, the data are collected from a small sample, hence raising generalization issues. Though, the same opens avenue for future research in that these dimensions should be subject to validation via large sample size. Practical implications This research will help in developing a scale to measure attitudes towards Islamic advertising, which the researchers can use to find justification for using Islamic advertising. Such application has great implications for businesses, as Islamic advertising concept stands contrary to the contemporary practices. Social implications With a growing concern for business ethics, this research is an attempt to bring Islamic ethics into advertising practice. This will not only eradicate the ill-effects of contemporary advertising but also provide sound evidence for revising advertising policies. Originality/value It adds to the developing field of Islamic marketing, by being the first attempt of its kind in paving the way for Islamic advertising.

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Markham, Scott, Rebecca Gatlin-Watts, and William Bounds. "Internet Advertising vs. Traditional Advertising." Journal of Promotion Management 6, no. 1-2 (March 2001): 3–17. http://dx.doi.org/10.1300/j057v06n01_02.

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Zakia, Richard D., and Mihai Nadin. "Semiotics, advertising and marketing." Journal of Consumer Marketing 4, no. 2 (January 2, 1987): 5–12. http://dx.doi.org/10.1108/eb008192a.

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Tang, Jiayi. "Research Into New Media Marketing Strategy in Advertising." Journal of Education, Humanities and Social Sciences 28 (April 1, 2024): 709–14. http://dx.doi.org/10.54097/wm62wd89.

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Since the rise of new media, new media marketing has become a popular topic. Marketing strategies of new media marketing are relatively different compared to those of traditional media. This article will take advertisement as a representative of new media marketing actions, analyze several different categories of new media advertising actions and look into the business logic behind these actions. New media marketing is special in its graphic nature, real-time interaction with consumers, personalized recommendation system and the propagation of new media information. Then the article analyses five different types of new media marketing advertising strategies: story-telling advertising, hunger marketing advertising, trend-following advertising, non-verbal language advertising and outdoor advertising. Based on the five types of advertising, this article discusses the specialties and innovative theories behind marketing actions. These new media advertising actions meet challenges in the aspects of law, recognition and aesthetic fatigue. It is suggested that the marketing managers of new media be cautious about their marketing strategies and explore the boundaries and methodologies of new media marketing.

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Dimitrijević, Ljiljana, Marija Gojković, and Janez Kolar. "Covert marketing in films and series." Trendovi u poslovanju 12, no. 1 (2024): 136–41. http://dx.doi.org/10.5937/trendpos2401147d.

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Looking at the media, especially television, it is noticeable that marketing and advertising occupy an important segment. Organizations realize the importance of media advertising in order to promote their products and services. And while we are watching a movie or a favorite series, the advertising block and commercials do not bother us at all, and we use that time for other things. Although advertising represents an important segment of marketing, here we see its shortcomings. Modern business gives increasing commercial importance to covert marketing in films and series, and it is becoming an influential form of advertising. Practice records a large number of examples of successful applications of covert marketing (product placement). On the other hand, it is noticeable that covert marketing completely holds the attention of viewers or consumers. Its influence is growing, and through advertising through celebrities, who immediately draw attention to a certain brand or service, its attractiveness is growing. The main purpose of covert advertising is for the manufacturer to put their products and services in the real life context. The viewer identifies with the characters from the film or series, whose actions remind them of their life situations or what they aspire to, thus avoiding promotion through classic advertising blocks or space provided for advertisements, and the believability of the message is greatly increased.

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Komarov, V. M., and M. A. Nikolaeva. "Internet marketing as a promising direction of marketing communications." Lizing (Leasing), no. 6 (December 25, 2023): 18–28. http://dx.doi.org/10.33920/vne-03-2306-03.

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The article discusses the issues related to conducting marketing activities on the Internet. The authors examine the approaches to conducting marketing activities on the Internet and highlight the main strategies for interaction between organizations based on digital platforms. The interaction of organizations with consumers on the Internet is considered within the framework of providing content, a system of customer relationships, as well as search and display advertising. The authors analyze the main models of payment for media advertising on the Internet and conclude that it is necessary to control the advertising activities carried out within the framework of established key performance indicators.

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Caywood, Clarke L., and Ivan L. Preston. "The Continuing Debate on Political Advertising: Toward a Jeopardy Theory of Political Advertising as Regulated Speech." Journal of Public Policy & Marketing 8, no. 1 (January 1989): 204–26. http://dx.doi.org/10.1177/074391568900800114.

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The authors propose that political candidate advertising as a unique form of political speech is in jeopardy of losing its constitutional protection under the First Amendment. Despite the growth of political advertising as a political marketing technique and new legal freedoms for commercial advertising, the paper develops a “jeopardy theory” from seven socio-political variables which independently and cumulatively threaten political advertising's protected status.

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Hosseini, Z., S. Mohammadi, and H. Safari. "An Assessment of the Impact of Information Technology on Marketing and Advertising." Engineering, Technology & Applied Science Research 8, no. 1 (February 20, 2018): 2526–31. http://dx.doi.org/10.48084/etasr.1620.

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

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Opree, Suzanna J., Moniek Buijzen, and Eva A. van Reijmersdal. "The impact of advertising on children’s psychological wellbeing and life satisfaction." European Journal of Marketing 50, no. 11 (November 14, 2016): 1975–92. http://dx.doi.org/10.1108/ejm-06-2015-0393.

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Purpose It is generally believed that children’s advertising exposure decreases life satisfaction. This paper aims to investigate whether and how it does by examining the relation between advertising exposure and life satisfaction (Aim 1), as well as the mediating roles of psychological wellbeing (Aim 2) and its underlying dimensions (Aim 3). Design/methodology/approach Three-wave panel data were collected among 1,133 8-12-year-olds. Psychological wellbeing was measured overall and per dimension (i.e. environmental mastery, personal growth, purpose in life, self-acceptance, autonomy and positive relationships with others). Findings The authors found a nonsignificant total effect of advertising exposure at Wave 1 on life satisfaction at Wave 3: The negative direct effect was annulled by the positive indirect effect via overall psychological wellbeing at Wave 2. Detailed analysis revealed that personal growth and autonomy functioned as positive mediators, and purpose in life as a negative mediator in the relation between advertising exposure and life satisfaction. Social implications This research informs the ethical debate surrounding child-directed advertising, showing it might stimulate children’s sense of control over their environment, openness to new experiences, direction in life and sense of self-agency. Originality/value This study is the first to examine advertising’s effect on life satisfaction and psychological wellbeing simultaneously. The study used a large sample and a longitudinal panel design, allowing conclusions about the specific effects of advertising exposure.

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Uzhanska, Tetiana. "Marketing Communications Decision Research." Integrated communications 14, no. 2 (2022): 38–47. http://dx.doi.org/10.28925/2524-2644.2022.2-14.7.

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The article outlines the specifics of research conducted to make effective decisions in marketing communications. The types and directions of marketing communications research are named. Among them are research related to market study, advertising product testing, ideas for a communicative message, evaluation of the effectiveness of an advertising or PR campaign, and media research. It is emphasized that it is necessary to conduct pre- and post-testing to evaluate the effectiveness of the advertising campaign. Evaluation studies can be conducted several times within the framework of an advertising campaign. The advantages and disadvantages of pre-testing and post-testing of advertisements were described. An indicative survey structure for communication research is provided. The author considers the following methods of evaluating the content of advertising messages: direct assessment, Gallup & Robinson methodology, portfolio test, advertising and communication test, laboratory test, split test, and broadcast research. Research on purchase reactions and other communication methods was also analyzed. The effectiveness of the use of tracking studies and post-testing has been proven. The article describes the main methods of evaluating the economic effectiveness of marketing communications. The following are highlighted: the method of assessing the increase in sales volumes before and after the advertising campaign, the analytical method based on the correlation of advertising costs and sales volume, and the method of experimentation using test and control markets. Features of media studies are represented as one of the most important. They allow us to analyze the issue and choose the most effective strategy comprehensively. It was determined that conducting marketing research is necessary for the company’s development in the market.

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Liu, Zong Jin, Yang Yang, Zheng Fang, and Yan Yan Xu. "A VARX Measurement of Advertising’s Spillover Effect across it Technology and Wireless Communication Technology." Applied Mechanics and Materials 303-306 (February 2013): 2015–21. http://dx.doi.org/10.4028/www.scientific.net/amm.303-306.2015.

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With the booming of wireless communication technology, there is an increasing adoption of mobile advertising. In mobile advertising fields, most spillover effect studies are cross-sectional analysis measuring only immediate effects, which might underestimate total magnitude in the long run. Complementary to these studies, we employ a company archival dataset to explore LBAs’ (Location Based Advertisings) and PUAs’ (Pop-up Advertisings) long term spillover effects in a mobile commerce context. Designed for promoting mobile movie sales, these two advertising channels generate data business sales because of spillover effects. The developed VARX model quantifies spillover effects of LBA and PUA in both short and long terms. These findings advance mobile advertising literatures and make important implications for marketing managers using mobile commerce.

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Hess, Brooklyn, and Barbara J. Phillips. "Exploring Advertising Equity in Fashion Advertising." Journal of Current Issues & Research in Advertising 39, no. 2 (April 5, 2018): 192–205. http://dx.doi.org/10.1080/10641734.2018.1428251.

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La Hope, Aditha Wahyuni, and Antasari Bandjar. "Strategi Harian Ambon Ekspres Dalam Memasarkan Ruang Iklan (Analisis Komunikasi Pemasaran)." Jurnal Ilmu Komunikasi Pattimura 2, no. 1 (June 30, 2023): 384–90. http://dx.doi.org/10.30598/jikpvol2iss1pp384-390.

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This research is a qualitative descriptive study that aims to determine the marketing communication strategy applied by the Daily Ambon Ekspres in marketing its advertising space, including strategy analysis, marketing mix, and advertising space. The research was conducted at the Ambon Ekspres Daily Office in Ambon, Maluku. Primary data was collected through interviews with some informants involved in the advertising space marketing process. The informants are the Head of General Affairs and HR and the Head of Advertising and Promotion. The study result showed that the marketing communication strategy done by the Ambon Ekspres Daily in marketing its advertising space was by conducting collaborative activities with various stakeholders and also carrying out various forms of marketing mix such as through the marketing mix (4P) by Jarome McCarthy, which included product, price, place and distribution, and promotion. The promotion section consists of advertising, personal selling, public relations, sales promotion and direct marketing. Ameks also offers ads space containing display ads, classified ads, costum ads, and inserts. Ameks Daily’s strategy in the marketing advertising space is very good and in accordance with marketing communication theory.

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Farooq, Samiya, and Adeel Maqbool. "Advertising as An Influencing Factor on Consumer Behavior." Revista de Gestão Social e Ambiental 18, no. 9 (May 3, 2024): e06587. http://dx.doi.org/10.24857/rgsa.v18n9-076.

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Objectives: The objective of this study is to examine the role of advertising as a management strategy in contemporary business environments. It aims to explore how advertising interacts with customers and influences both internal and external organizational processes and activities. Additionally, the study seeks to address misconceptions surrounding advertising's purpose and societal impact, particularly regarding its perceived manipulation of consumers for monetary gain. Methods: This study employs a qualitative approach to investigate the role of advertising in modern business practices. It involves a comprehensive review of literature and existing research to analyze the relationship between advertising, consumer behavior, and organizational management strategies. Results: The analysis reveals that advertising serves as a crucial management tool for businesses, facilitating interaction with customers and driving organizational processes. Contrary to misconceptions, advertising is not solely aimed at manipulating consumers for profit but also serves to fulfill customer needs for information about brands, services, and products. Additionally, the study finds that factors such as age, income, and satisfaction with promoted goods after purchase do not significantly influence the impact of advertisements on consumer purchasing decisions. Conclusion: In conclusion, advertising plays a multifaceted role in contemporary business environments, serving as both a communication tool and a management strategy. While it is often misunderstood and criticized for its perceived manipulative nature, advertising remains a fundamental aspect of modern marketing practices. By understanding the complexities of advertising's influence on consumer behavior, businesses can develop more effective marketing strategies and better serve their customers' needs.

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Xu, Yan Yan, Yan Wu Zhao, Zheng Fang, and Yan Dong Ren. "Mobile Adverting: The New Promising Marketing Channel." Advanced Materials Research 774-776 (September 2013): 1987–90. http://dx.doi.org/10.4028/www.scientific.net/amr.774-776.1987.

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As the repaid development mobile phone and mobile internet, the mobile phone is considered as the import interface between brands and consumers by managers. Mobile advertising, Mobile advertising, which is defined as any form of marketing, advertising or sales promotion activity aimed at consumers and conducted over a mobile channel, is becoming the new promising marketing channel. Mobile advertising is getting more and more sophisticated. Thus, how to apply mobile advertising to increase advertising effect is an important challenge for CMOs. To help the CMO to understand the mobile advertising, this paper reviewed recent advances in mobile advertising researches.

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Adawiyah Sis, Atika Robiatun, and Albari ,. "PENGUKURAN EFEKTIFITAS PENGIKLANAN LINGKUNGAN MELALUI IKLAN TELEVISI (PENDEKATAN MODEL AIDA)." KINERJA 19, no. 1 (February 21, 2017): 16. http://dx.doi.org/10.24002/kinerja.v19i1.531.

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Advertising can no longer be simply regarded as one type of marketing communications but it shouldÂ be packaged as one seed strategy in the context of the overall marketing strategy. In the development of theterm advertising or advertising green environment, it is stated as a strategy that tries to create a culture andÂ identity of the consumers who care about the environment. This study measures the environmental importanceof advertising that is linked to the purpose of advertising itself based on AIDA approach. The study is conductedÂ with the involvement of consumers who have seen a particular brand advertising of Drinking Water in Yogyakarta.Â 166 respondents are selected using convenience sampling technique. While the data obtained through theÂ questionnaire are analyzed by using a structural equation modelling (SEM) and the data processing programÂ AMOS 20.0, after going through two stages of testing the validity and reliability. The results show that advertisingÂ environment is positive and gives significant contribution to the AIDA in the case of television advertising. WhileÂ the influence of the greatest predictive total advertising environment happens to consumer desire to buy. It isÂ also concluded that the variables of attention, interest, and desire to serve as a mediator variable influence ofÂ environment on the advertising of interest, desire, and action of consumers to buy.Keywords: environmental advertising, attention, interest, desire, action

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Schorman, Rob. "Claude Hopkins, Earnest Calkins, Bissell Carpet Sweepers and the Birth of Modern Advertising." Journal of the Gilded Age and Progressive Era 7, no. 2 (April 2008): 181–219. http://dx.doi.org/10.1017/s1537781400001869.

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This study of the lives and careers of Claude C. Hopkins and Earnest Elmo Calkins from their boyhood experiences with periodical advertising in the 1870s though their professional contributions to the field at the turn of the century provides a ground-level view of modern advertising's emergence. Among other things, it shows that certain marketing concepts emerged earlier than is often assumed and that these concepts were often developed independent of major advertising agencies and far from the urban centers of advertising production. Calkins and Hopkins had very different philosophies of marketing, and between them they defined a spectrum of advertising message strategy that still characterizes the field. The happenstance that Hopkins and Calkins both wrote ads for the Bissell Carpet Sweeper Company in Grand Rapids, Michigan, provides a symbolic center for this analysis that brings these developments into focus.

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Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (March 31, 2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.

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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 (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of on line advertising and usefulness and the reasons for using online advertisement. For this the study takes percentage and Lickert’s scaling techniques.

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Li, Tongfei. "AI Empowered Personalized Digital Advertising Marketing." Frontiers in Business, Economics and Management 15, no. 2 (May 27, 2024): 439–42. http://dx.doi.org/10.54097/k0wjgk28.

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In the digital era, the extensive application of artificial intelligence (AI) is leading the new trend in digital advertising marketing. This paper aims to deeply explore how AI empowers personalized advertising marketing by analyzing big data and intelligent algorithms to achieve more precise and targeted advertising dissemination. The paper discusses AI's applications in user behavior analysis, recommendation systems, market trend prediction, and how these technologies shape the future of digital advertising marketing. Moreover, it addresses the various challenges AI might face in enhancing advertising effectiveness and proposes corresponding solutions. Through detailed case analyses, this paper attempts to present an understanding of AI-driven personalized advertising marketing and explores the innovations and prospects of AI technology in digital marketing.

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Dolgopolov, R. G., and K. O. Sapinskaya. "TEHNOLOGY VIRTUAL MARKETING." Scientific bulletin of the Southern Institute of Management, no. 4 (December 30, 2016): 81–84. http://dx.doi.org/10.31775/2305-3100-2016-4-81-84.

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In the article the author considers the features and benefits of virtual marketing compared to traditional marketing. Explores the techniques of virtual marketing: promotion of products on the Internet, advertising in social networks, the use of technology search engine optimization, electronic commerce, holding quizzes and competitions on the Internet, presentation of advertising information in the form of games.

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Lutsenko, Oleksandra, and Kateryna Tsymbaliuk. "ANALYSIS OF THE USE OF PROJECT MANAGEMENT TOOLS BY UKRAINIAN COMPANIES." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (December 3, 2021): 288–93. http://dx.doi.org/10.31891/2307-5740-2021-300-6-44.

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The article defines the essence of Internet advertising, analyzes the current state and volume of Internet advertising in comparison with other types of media advertising; the essence and types of Internet promotion, application of Internet promotion tools are considered and their comparison is made. The main indicators of the Internet advertising market in Ukraine are analyzed and the most popular types of online advertising are identified. The main tasks of Internet advertising as an important tool of marketing strategy for any activity are revealed. The classification of advertising on the Internet has been improved, the main types are grouped according to eleven selected features. The essence of each type of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the appropriateness of advertising tools, settings, minimize risks in promotion, rational use of advertising budget, increase performance after the show. Also, a comparative assessment and features of the most popular types of advertising, revealed the advantages and disadvantages of Internet advertising in order to improve its theoretical analysis. The article discusses the theoretical foundations of Internet marketing, analyzes the use of Internet marketing tools, investigates the introduction of innovative Internet marketing trends in the activities of modern enterprises. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, ie search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, and Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to new business conditions are catching up with new trends, think of a quality marketing strategy.

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Mandal, Pratap Chandra. "Socially-Responsible Marketing Communications." Journal of Media Management and Entrepreneurship 3, no. 1 (January 2021): 1–17. http://dx.doi.org/10.4018/jmme.290301.

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Companies require generating revenues and profits to sustain in the competition and to achieve business excellence. At the same time, companies should be aware about and acknowledge the responsibilities towards their target markets and the society at large. Companies do socially responsible target marketing and marketing communications to communicate about their offerings to target markets. They adopt and communicate socially responsible advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices in fashion advertising and in cosmetics industry. Companies adopt marketing communications for social causes which include socially responsible sales promotion and personal selling. Companies should respect consumer privacy and security and ensure consumer safety. Various stakeholders want to be assured that businesses care about their welfare and are working towards ensuring it. Businesses should also ensure welfare of the society at large. This will allow them to achieve business excellence and to stay ahead in the competition.

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Jahn, Josephine, Tobias Vogel, Aaron Heinz, Dorien Duffner-Korbee, Lale Rüther, and Tamara Marksteiner. "Advertising Literacy von Jugendlichen im Kontext von Influencer:innen-Marketing." MedienPädagogik: Zeitschrift für Theorie und Praxis der Medienbildung 57 (April 23, 2024): 127–63. http://dx.doi.org/10.21240/mpaed/57/2024.04.23.x.

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Werbung durch Influencer:innen stellt für Jugendliche eine Herausforderung dar, da sich redaktionelle Inhalte eines Mediums (ohne Verkaufsabsicht) mit persuasiven Inhalten von Werbebotschaften (mit Verkaufsabsicht) verschränken. Der vorliegende Beitrag hat daher das Ziel, ein Erhebungsinstrument zu entwickeln, das die Kompetenz Jugendlicher im Umgang mit Influencer:innen-Marketing erfasst. Hierzu wurden bestehende Skalen zur Advertising Literacy übersetzt, an den Kontext von Influencer:innen-Marketing adaptiert und erweitert. Die resultierenden Items wurden anhand einer Stichprobe von 14- bis 18-Jährigen (N = 248) validiert. Basierend auf faktoranalytischen Ergebnissen wird die Adolescent Advertising Literacy Scale – Influencer Marketing (AALS-IM) vorgeschlagen. Diese Skala unterscheidet in ihrer finalen Fassung zwei Dimensionen der dispositionalen Kompetenz Advertising Literacy: Die konzeptuelle Dimension bezieht sich auf das Wissen über und das Erkennen von Influencer:innen-Marketing, während die evaluative Dimension die persönliche Haltung gegenüber Influencer:innen-Marketing darstellt. Beide Dimensionen werden im Instrument durch acht Skalen abgebildet, die sich aus insgesamt 41 Items zusammensetzen. Eine anwendungsbezogene Dimension, wie sie in der theoretischen Herleitung angenommen wurde, konnte in der empirischen Untersuchung nicht bestätigt werden. Die Betrachtung deskriptiver Statistiken und Schätzungen der internen Konsistenz sowie die Analyse korrelativer Zusammenhänge zwischen und innerhalb der Dimensionen ergänzen die Validierung. Ansätze für weiterführende Untersuchungen von Advertising Literacy im Kontext des Influencer:innen-Marketings werden abschliessend diskutiert.

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CHUKIN, Iliya, Nataliia GERASYMCHUK, and Yanina LISUN. "TRENDS OF THE ADVERTISING AND COMMUNICATION MARKET OF UKRAINE AND PROMOTION OF THE ADVERTISING AGENCY BRAND IN THE SOCIAL MEDIA." Humanities and Social Sciences quarterly 29, no. 3 (September 30, 2022): 17–34. http://dx.doi.org/10.7862/rz.2022.hss.16.

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In this article, authors analyzed the main indicators of the Ukrainian advertising media market functioning between 2017–2022. Particular attention was paid to the segment of the media marketing known as Digital Advertising, as well as to other market sectors, including: PR-market and marketing services, trade marketing, loyalty marketing, consumer marketing, event marketing and sponsorship, and non-standard communications. The authors analyzed the activities of five advertising agencies for their efficiency ratings as creative agencies between the years 2019–2021. A comparative analysis of advertising agency websites is presented, characterizing the presence of advertising agencies of Ukraine on social media. Based on the results of the study, the authors propose a holistic communication system of measures to increase the activity of subscribers to the online presence platforms of the participating advertising agency.

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Wei, Yiling, and Haidong Zhao. "Marketing Strategy of Commercial Micro-Movie Advertising: A Case Study of Laodu." Advances in Economics, Management and Political Sciences 23, no. 1 (September 13, 2023): 302–7. http://dx.doi.org/10.54254/2754-1169/23/20230392.

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With the development of new media and the change in consumer taste, consumers' interest in traditional advertising has decreased. The form of advertising has undergone tremendous changes. This paper highlights the importance of Micro-Movie in contemporary advertising and marketing and presents a case study of the marketing strategy used in LaoDu. Combining cinematic techniques and advertising campaigns, micro-movie advertising provides a condensed but powerful storytelling experience that can evoke emotional resonance and build brand image. However, only some companies can succeed with micro-movie advertising, as it requires balancing commercial objectives with artistic and educational values. The analysis of LaoDu demonstrates the effectiveness of its placement channel selection, narrative strategy, emotional marketing, senior marketing, and word-of-mouth marketing, offering inspiration and guidance for other brands' marketing efforts.

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Zhang, Yiran. "From Seller's Market to Buyer's Market, the Change of the Connotation of Advertising Marketing - Based on the Case Study of Consumer Behavior Reacting to Advertising." Advances in Economics, Management and Political Sciences 62, no. 1 (December 28, 2023): 10–16. http://dx.doi.org/10.54254/2754-1169/62/20231295.

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This article mainly discusses that as the Internet moves into the Web 3.0 era, which is a brand new internet application model, user autonomy has increased. Therefore, the brand marketing is more about how to distinguish itself from the mass of information, and become the information that the user chooses to contact actively. As consumers occupy an increasingly important position in marketing, the form and connotation of advertising marketing are also changing. Through specific case analysis, they are combined with relevant theories of communication and advertising marketing, from product marketing led by magic bullet thinking to price marketing with "expensive" as the brand style, and finally, the brand image marketing of current microfilm advertising. After the increasing proportion of consumer reactions to advertising, the current focus of consumer profiling analysis and advertising marketing is to focus on the growth of advertising conformations to the growth of consumers, and the underlying message is the cultural growth of social progress.

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Putri, Andhita Vidya, and Eriyanto . "MARKETING AND ADVERTISING STRATEGY IN ACHIEVING THE TOP OF MIND (SAMSUNG BRAND CASE STUDY)." Profetik: Jurnal Komunikasi 13, no. 2 (December 31, 2020): 290. http://dx.doi.org/10.14421/pjk.v13i2.1935.

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Technological progress and competition between companies in the globalization era is increasing. New media plays an increasingly important role in advertising and marketing. In addition, the companies’ survival depends on the presence of audiences/consumers. Therefore, determining how to utilize this new media/technology and determining how effective and efficient digital advertising and marketing strategies so that advertising has an appeal to the audience and the products offered are acceptable to the audience and right on target, and in accordance with the specified target is important and interesting to study. To obtain a framework of important concepts and the best strategy of effective marketing and advertising, the author utilizes the literature review method with qualitative approach. In doing advertising and marketing, it is important to pay attention to the objectives, audience, and distribution / media of advertising and marketing. The use of various media such as social media, online advertising, digital signage, and also endorsers are also important factors in advertising and marketing success. Advertising and marketing strategies help to better understand consumers and see how best to engage and empower the audience / consumers to get what they want. Here technology has created a new environment, where power has shifted from advertisers to consumers. This research produced a variety of important strategies and the best media which can succeed advertising and marketing, attract audiences, obtain the AIDA (Attention Interest Desire Action) effect of the audience and finally reach the Top of Mind.

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Bedi, Krunoslav, and Nikolina Žajdela Hrustek. "Marketing vs. Games in Secondary School." International Journal of Innovation in the Digital Economy 4, no. 3 (July 2013): 35–50. http://dx.doi.org/10.4018/jide.2013070103.

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Increases of the Internet users have drastically increased the number of media via which companies promote their products. One of such media are computer games. This paper investigates the perception of secondary school students as to the ads appearing in the games as well as their opinions and the experience they have gathered up to now regarding the advertising in the computer games. The first group of students encountered the term advertising and took part as well in creating a computer game intended to be the main advertising media. The second group did not have such experience. Among other things, the making of the computer game dubbed XcarPerformance was described. The results of the research indicated that the way of advertising in the computer and video games should be changed. Previously acquired knowledge and the present experience in advertising played a crucial role in the perception of advertising.

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Breytenbach, A., and E. J. North. "The role of marketing and advertising in the legal profession." South African Journal of Economic and Management Sciences 3, no. 3 (September 30, 2000): 413–22. http://dx.doi.org/10.4102/sajems.v3i3.2620.

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The majority of South African attorneys do not enjoy the benefits that may be derived from the marketing and advertising of their services. They seem to be unaware or do not make use of marketing and advertising opportunities to promote their firms and the services they render. The lack of marketing knowledge, ignorance of the value of advertising, as well as the perception that advertising will cause unnecessary costs, are reasons why many legal firms are not marketing oriented. This paper reports the results of an empirical study done to determine the role of marketing and advertising in the legal profession in South Africa.

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Rizki, Ayu Mulyana. "Advertising as A Marketing Communication." International Research Journal of Management, IT & Social Sciences 2, no. 5 (May 1, 2015): 36. http://dx.doi.org/10.21744/irjmis.v2i5.65.

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Theoretically delivering the concept and design of marketing and management, serving our clients with the most innovative techniques and ideas essential in today’s competitive market for the success of any brand or product. At Abstract, we believe in superior customer service that is second to none, creating an unforgettable brand value with cutting-edge solutions and connecting your products to the right audience. Advertising as a marketing communication. The most basic concept underlying marketing is a human need. With the changing times, the need developed into a desire to consume a product with certain characteristics. Definition of marketing according to Kotler (2002, 10) marketing is a social process with the process of individuals and groups obtain what they need and want by creating, offering and freely exchanging goods and services of value with others.

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Liu, Lei, Jin Zhang, and Hean Tat Keh. "Event-Marketing And Advertising Expenditures." Journal of Advertising Research 58, no. 4 (October 27, 2017): 464–75. http://dx.doi.org/10.2501/jar-2017-043.

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Pelton, Lou E., and Tim Ambler. "Marketing: From Advertising to Zen." Journal of Marketing 61, no. 3 (July 1997): 115. http://dx.doi.org/10.2307/1251795.

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Radygina, Evgeniya G. "Marketing relations in online advertising." Economic Consultant 36, no. 4 (December 1, 2021): 33–41. http://dx.doi.org/10.46224/ecoc.2021.4.4.

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Introduction. The relevance of the research is due to the fact that the model of communication between customers and suppliers within the online space has long influenced all marketing stages in the introduction of goods and services, starting with customer awareness, attitudes towards customers, soliciting potential customers to testing new products, sales, and customer retention. The purpose of the research is to identify features of the Internet as a space of marketing relationships and formulate the principles of interaction with users. Materials and methods. The reviewed sources included contemporary periodicals: Journal of Targeting Measurement and Analysis for Marketing, Electronic Markets, Marketing, etc. The study of Internet resources was based on the authors’ own data received by analysing the portals WebCanape, WebsiteSetup, Statista, etc. Results. There are nearly half a billion new users on social media; trillions of dollars have been spent in online stores, according to the annual Global Digital 2021 report. As of October 2021, the most popular social networks in the world by the number of active users (in millions) are Facebook (2,894), YouTube (2,291), WhatsApp (2,000), Instagram (1,393), Facebook Messenger (1,300), Weixin/WeChat (1,251), TikTok (1,000), etc. The Internet as a new business environment differs from traditional economic sectors by a higher level of heterogeneity. From the standpoint of marketing, the Internet makes it possible to simultaneously bring a message to a large number of users (mass communication is ensured), on the other hand, to customise the offer for specific consumers according to their needs. Conclusion. Contemporary marketing follows the consumer, i.e. uses the online environment as a point of contact with the consumer to promote and distribute products. Relationship marketing theories are based on the need for companies to invest in relationships between themselves and consumers. Relationship marketing focuses on taking relationships between the company and the consumer from a state of engagement to that of loyalty. Each customer has a personality and his/her relationship with a particular brand becomes the dominant factor influencing his/her decision regarding purchase or service.

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Dwivedi, Yogesh K., Kawaljeet Kaur Kapoor, and Hsin Chen. "Social media marketing and advertising." Marketing Review 15, no. 3 (October 31, 2015): 289–309. http://dx.doi.org/10.1362/146934715x14441363377999.

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Aslay, Cigdem, Wei Lu, Francesco Bonchi, Amit Goyal, and Laks V. S. Lakshmanan. "Viral marketing meets social advertising." Proceedings of the VLDB Endowment 8, no. 7 (February 2015): 814–25. http://dx.doi.org/10.14778/2752939.2752950.

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Amos, A. "Cigarette advertising and marketing strategies." Tobacco Control 1, no. 1 (March 1, 1992): 3–4. http://dx.doi.org/10.1136/tc.1.1.3.

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HARPER, T. "Marketing life after advertising bans." Tobacco Control 10, no. 2 (June 1, 2001): 196–98. http://dx.doi.org/10.1136/tc.10.2.196.

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Journal articles on the topic 'Advertising and marketing'

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