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Rozendaal, Esther, and Bernd Figner. "Effectiveness of a School-Based Intervention to Empower Children to Cope With Advertising." Journal of Media Psychology 32, no. 3 (2020): 107–18. http://dx.doi.org/10.1027/1864-1105/a000262.
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Abstract. This study tested the effectiveness of a theory-driven, school-based advertising intervention entitled Ad Masters that aimed to stimulate children’s advertising coping behavior in the current media landscape. A cluster randomized controlled trial was completed among 704 children (7–12 years old) in schools. The schools were allocated to either the intervention group ( n = 399) or control group ( n = 305). Both short-term (directly after the intervention) and long-term effects (3 months after the end of the intervention) were measured. Bayesian mixed-effect analyses showed positive short- and long-term effects of the intervention on children’s understanding of advertising’s tactics. Structural equation analysis showed that the intervention-induced changes in children’s understanding of advertising’s tactics were not related to any changes in their use of advertising coping strategies or their advertising susceptibility. No other intervention effects were found. However, structural equation analyses showed that, regardless of the intervention, motivation and ability to use advertising coping strategies are both associated with children’s actual coping behavior. These findings indicate that motivation and ability to effectively use advertising coping strategies are important empowering factors that should be taken into account in future research on children’s advertising coping behavior and in advertising intervention development.
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Варданян, Р. Р. "РОЛЬ ЦВЕТА В РЕКЛАМЕ". Proceedings of the YSU C: Geological and Geographical Sciences 52, № 1 (245) (2018): 56–61. http://dx.doi.org/10.46991/pysu:c/2018.52.1.056.
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Advertising is an integral part of modern life. Essential to the effectiveness of the advertising is the color. The color is kind of a control program. The right choice of colors enables you to control the ratio of advertising to the consumer product. The main task of color in advertising is providing comfort.
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Hang, Haiming, and Cui-Lin Zhang. "Regulatory fit/nonfit and in-game advertising effectiveness on children." Young Consumers 21, no. 4 (2020): 451–61. http://dx.doi.org/10.1108/yc-03-2020-1117.
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Purpose The purpose of this paper is to see whether children’ regulatory fit/nonfit can moderate the implicit influence of in-game advertising. Design/methodology/approach An experiment was done with 418 children (aged 7–11) from three primary schools in a middle-size city in China that voluntarily took part in the experiment. Children were randomly allocated to the following four conditions: playing a game without any brands (a control group), playing the same game and exposed to a subtle in-game advertising (a test control group), playing the same branded game with regulatory fit (regulatory fit group) and playing the same branded game with regulatory nonfit (regulatory nonfit group). Findings The results first suggest exposure to in-game advertising makes children more likely to choose it afterward, despite most of them are not aware being exposed to it. The results further suggest children’s regulatory fit does not further increase children’s choice of the focal brand, suggesting linking the focal brand to fun and engaging game experiences is sufficient to influence their brand choice. However, children’s regulatory nonfit attenuates the implicit influence of in-game advertising. Originality/value By focusing on children’s game strategy, this research complements the extant literature that only focuses on advertising features and/or game character to document the implicit influence of in-game advertising. In addition, by focusing on regulatory fit/nonfit, this paper provides initial evidence how contextual factors such as children’s game strategy may help them cope with advertising influence built on affect transfer.
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Kim, Nam Young. "The Effect Of Advertising Content Control On Advertising Effectiveness In The Different Forced Exposure Circumstance." Journal of Promotion Management 24, no. 6 (2017): 845–62. http://dx.doi.org/10.1080/10496491.2017.1408528.
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Romanchik, Tatiana, and Svitlana Vasyltsova. "MARKETING AUDIT OF ADVERTISING ACTIVITIES ON THE FOREIGN MARKET." Bulletin of the National Technical University "Kharkiv Polytechnic Institute" (economic sciences), no. 2 (March 13, 2023): 59–62. http://dx.doi.org/10.20998/2519-4461.2023.2.59.
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The advertising activity of the enterprise affects the effectiveness of its communication and sales policy and has an impact on the economic results of its activity. Advertising involves significant financial resources, which requires constant control and regulation. This task allows you to solve the marketing audit of advertising activities. The work examines the features of advertising activity that affect the system of its evaluation. Taking into account that advertising has not only an economic, but also a communication impact, the main concept of conducting an audit of advertising activities in the domestic market is presented. Differences between consumers in different countries of the world are defined, which affect the perception of advertising materials and, ultimately, the effectiveness of advertising influence. Taking into account the peculiarities of the foreign audience, the main directions of the advertising audit in the foreign market and the stages of its implementation are formulated. It is emphasized that, in contrast to an advertising audit in the domestic market, in external advertising practice, the conformity of the content and design of the advertising message to the goals of the advertising campaign and the national characteristics of the target audience should be assessed, as well as a media audit should be conducted. The evaluation of the economic effectiveness of advertising campaigns in the international marketing system does not differ in principle from its determination in the conditions of the Ukrainian market. As for the criteria of communication effects from advertising, they are formed precisely on the maximum consideration of the peculiarities of the country in whose market the enterprise operates. The differences between evaluating the effectiveness of advertising campaigns and conducting an audit are given. It is emphasized that the evaluation of advertising effectiveness is a constituent element of its audit. The audit is aimed at identifying and eliminating weaknesses in advertising activities, optimizing the advertising budget and increasing the effectiveness of advertising.
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Kumar, Pradeep, Kuldeep Chaudhary, Vijay Kumar, and Sudipa Chauhan. "Impact of Goodwill on Consumer Buying through Advertising in a Segmented Market: An Optimal Control Theoretic Approach." Axioms 12, no. 2 (2023): 223. http://dx.doi.org/10.3390/axioms12020223.
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Market segmentation is one of the key marketing activities to target the potential market for a product, which allows the firm to have a better understanding of their customers. This paper considers an optimal control problem to determine the dynamic price and advertising policies of a new product introduction in a segment-specific market incorporating advertising-based goodwill. Under differentiated advertising and single-channel advertising, advertising efforts increase the stock of goodwill in each segment. Single-channel advertising starts in all segments with a fixed segment spectrum, while the differentiated advertising process deals with each segment independently. The explicit optimal dynamic advertising effort and price strategies are obtained by applying Pontryagin’s maximum principle, and local stability of equilibria have also been examined. The effectiveness of the proposed method is validated through numerical examples, and a local sensitivity analysis is performed to find the sensitive parameters that can affect the optimal values of price and advertising effort rates.
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Sarvesh V. Joshi, Sarvesh V. Joshi, and Dr Naval Singh Dr. Naval Singh. "The Effectiveness of Social Media Advertising for Businesses." International Journal of Information Technology and Management 16, no. 1 (2024): 29–33. http://dx.doi.org/10.29070/e34pwr34.
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Public announcements, focus groups, and online resources are only the tip of the iceberg whenit comes to social marketing. The goal is to encourage people to make positive behavioral changes thatwill improve their health and well-being. Making the world a better place to live through effectingconstructive social change, For over 25 years, researchers have employed social marketing to tackle awide range of global societal concerns, such as population control, environmental protection, healtheducation, smoking cessation, and civic engagement. Young people are the driving force behind socialchange, and social media is playing a crucial part in getting the word out about social marketing
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Williams, Gary W., and Oral Capps. "Advertising with Supply Control: Some Implications of Norwegian Whitefish Export Promotion." Agricultural and Resource Economics Review 49, no. 3 (2019): 558–85. http://dx.doi.org/10.1017/age.2019.25.
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An issue for generic advertising in agricultural markets with unregulated supplies is that the promotion-induced demand shift could lead to a supply response that substantially attenuates the price effects of the promotion. For the generic promotion of fish exports, however, the concern is generally just the opposite—the possibility that extensive government supply controls could render promotion efforts to expand export sales ineffectual due to little or no supply response. This study considers the effects of government whitefish (cod, haddock, and others) supply controls on the effectiveness of the Norwegian Seafood Council (NSC) whitefish export promotion program. We use an econometric simulation model to measure the effectiveness and returns to NSC whitefish export promotion under a range of possible export supply control conditions. Results indicate that effective supply control maximizes the return to promotion and that ineffectual supply control imposes a potentially large opportunity cost on the promoting industry.
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Chivukula, Varun. "Improvement in Minimum Detectable Effects in Randomized Control Trials: Comparing User-Based and Geo-Based Randomization." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 12 (2024): 1–6. https://doi.org/10.55041/ijsrem16178.
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In digital advertising, randomized control trials (RCTs) are a fundamental method for evaluating campaign effectiveness. The randomization approach, whether user-based or geo-based—can substantially impact the statistical power and precision of detecting treatment effects. This paper explores the influence of these randomization methods on the Minimum Detectable Effect (MDE), focusing on how intra-cluster correlation (ICC) in geo-based randomization inflates variance and increases sample size requirements. Through mathematical modeling and simulation, we demonstrate that user-based randomization is more efficient, particularly for detecting small advertising effects, and offer recommendations for optimizing experimental designs in digital advertising contexts. Keywords: Causal inference, Randomized Control Trials, Digital Advertising, Minimum Detectable Effect
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Dodoo, Naa Amponsah, and Linwan Wu. "Regulatory focus and choice: The impact of control perceptions on advertising effectiveness." Journal of Marketing Communications 27, no. 1 (2019): 69–92. http://dx.doi.org/10.1080/13527266.2019.1671477.
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Witvorapong, Nopphol, Watcharapong Ratisukpimol, and Somtip Watanapongvanich. "Effectiveness of alcohol-prevention social marketing in the presence of alcohol advertising." Journal of Social Marketing 9, no. 3 (2019): 309–28. http://dx.doi.org/10.1108/jsocm-01-2018-0003.
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Purpose The purpose of this paper is to evaluate the effectiveness of a national alcohol-prevention social marketing campaign in Thailand, investigating specifically the competing forces of the campaign vis-à-vis alcohol advertising. Design/methodology/approach Based on repeated cross-sectional, nationally representative data from the 2011-2014 Annual Survey of Buddhist Lent Campaign Evaluation (N = 10,133), a generalized ordered logit (partial proportional odds) model is used. The outcome of interest is self-reported alcohol consumption during the campaign period, compared to before. The main explanatory variables include exposure to the campaign and exposure to alcohol advertising. Findings Results show that exposure to the campaign and exposure to alcohol advertising positively and negatively influence alcohol consumption, respectively. Compared to those with one type of exposure and those without any exposure to alcohol-related messages, drinkers with exposure to both the campaign and alcohol advertising are estimated to have the highest probability of drinking reduction during the campaign period. Originality/value The paper highlights the importance of accounting for a countervailing force (in this case, alcohol advertising) in campaign evaluation studies. It also suggests that alcohol-control social marketing be continued and that the government should disseminate alcohol-prevention messages in a balanced manner, ensuring that both costs and benefits of alcohol consumption are well-understood by the intended audience.
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Li, Chunhui. "An Advertising Recommendation Algorithm Based on Deep Learning Fusion Model." Journal of Sensors 2022 (March 1, 2022): 1–9. http://dx.doi.org/10.1155/2022/1632735.
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With the rapid evolution of the Internet and smart mobile devices, personalized advertising is becoming increasingly acceptive on we-media platforms. Traditional advertising push cannot meet users’ demand for personalized advertising, leading to users’ resistance to advertising. Aiming to realize personalized advertising recommendation, an advertising recommendation algorithm based on deep learning fusion model is proposed. The bipartite graph model is applied to network representation learning method to decompose user and advertising content into two networks. The embedded representations of two types of nodes are obtained by training GraphSAGE model on their respective networks. The relation matrix of two kinds of nodes is obtained by using the crossproduct operation. Finally, feature information is extracted by convolutional neural network to achieve personalized advertising recommendation. Experimental results verify the effectiveness of the proposed algorithm, which also achieves good results in accuracy and convergence speed.
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Kolsarici, Ceren, Demetrios Vakratsas, and Prasad A. Naik. "The Anatomy of the Advertising Budget Decision: How Analytics and Heuristics Drive Sales Performance." Journal of Marketing Research 57, no. 3 (2020): 468–88. http://dx.doi.org/10.1177/0022243720907578.
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The authors investigate how heuristics and analytics contribute to the advertising budget decision by decomposing it into four components: (1) baseline spending, (2) adaptive experimentation, (3) advertising-to-sales ratio, and (4) competitive parity. They propose a methodology to estimate and infer the weights of these four components. Applying this methodology to sales and advertising data across eight brands from three categories substantiates for the first time, and uniformly across all brands, that managers depart from optimality through adaptive experimentation, which is in line with dual control theory that suggests they do so to learn about advertising effectiveness. The adaptive experimentation finding, combined with evidence on the use of heuristic methods, suggests that budget decision making is characterized by bounded rationality. Furthermore, budgeting decisions are brand-specific, reflecting the considerations of a brand’s market position and performance. Finally, simulation studies show that brands from categories with high uncertainty in advertising effectiveness can benefit from double-digit revenue lifts by placing higher emphasis on adaptive experimentation.
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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, Chi-Lun. "The impact of social cues and effectiveness in check-in advertising." Kybernetes 43, no. 7 (2014): 984–1002. http://dx.doi.org/10.1108/k-01-2014-0015.
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Purpose – Check-in based advertising is growing dramatically as the popularity of social media increases. The purpose of this paper is to explore which social cues are appropriate for check-in based advertising in social media based on media richness theory and how content effectiveness affects content generation intention based on achievement motivation theory. Design/methodology/approach – A laboratory experiment was performed to evaluate the effects of social cue strategies on content effectiveness of attitude toward the ad and self-efficacy on recall. The influence of effectiveness on content generation intention are also measured in the experiment. Findings – The results of a laboratory experiment indicated that a strategy of using plentiful social cues has high effectiveness as measured by the concept of attitude toward the ad. Content effectiveness measured by attitude toward the ad and self-efficacy on recall can directly affect user intentions to generating check-in based advertisements. Research limitations/implications – Although check-in based advertising is driven by the customers themselves rather than by the company, companies can encourage their customers to follow an appropriate check-in content generation strategy to improve effectiveness. Practical implications – The findings of this study provide useful information for designing the content of social media designed to facilitate the promotion of products and companies in online marketing. Originality/value – In theoretical contribution, this study integrates media richness theory and achievement motivation theory to explore how users intent to generate check-in advertising according to social cues effectiveness.
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Shvetsov, V. I. "Estimating effectiveness of the outdoor advertising with the use of transport model." Automation and Remote Control 71, no. 9 (2010): 1879–87. http://dx.doi.org/10.1134/s0005117910090109.
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Naik, Prasad A., and Kay Peters. "True Synergy for Real Effects: How to Control Integrated Marketing Successfully." GfK Marketing Intelligence Review 7, no. 1 (2015): 34–41. http://dx.doi.org/10.1515/gfkmir-2015-0005.
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Abstract In integrated marketing, the effectiveness of each activity depends upon all other branding activities when synergies are sought. Synergies arise from each of the following four areas: combining different media types, scheduling their inphase or out-phase timing, using consistent formal designs and creating integrated content across media types. Using a proper mix of multiple media and synchronizing their spending patterns over time are more important than creating and designing advertising content when generating media synergies. In some cases, the effectiveness of one medium increases because of repetition of the brand’s message in a different medium. In other cases, synergies occur because the target segment gets to read, understand and elaborate on the advertised content, thereby reinforcing the brand’s message. Synergies not only influence the effectiveness of advertising but also the budgeting. As synergy increases, the optimal total media budget increases, as well, and the proportion of the media budget allocated to the more effective medium decreases, while that allocated to the less effective medium increases. Sometimes the effects of synergies are surprising, and individual activities need to be seen in a completely different light when combined with others. Managers are welladvised to monitor synergies of their activities and reflect them in their budgets.
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Beuckels, Emma, Snezhanka Kazakova, Veroline Cauberghe, Liselot Hudders, and Patrick De Pelsmacker. "Freedom makes you lose control." European Journal of Marketing 53, no. 5 (2019): 848–70. http://dx.doi.org/10.1108/ejm-09-2017-0588.
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Purpose Past research suggests that heavy media multitaskers (HMMs) perform worse on tasks that require executive control, compared to light media multitaskers (LMMs). This paper aims to investigate whether individual differences between HMMs and LMMs make them respond differently to advertising in a media multitasking context and whether this stems from differences in the ability versus the motivation to regulate one’s attention. This is investigated by manipulating participants’ autonomy over attention allocation. Design/methodology/approach For the first study (n = 85), a between subjects design with three conditions was used: sequential, multitasking under low autonomy over attention allocation and multitasking under high autonomy over attention allocation. This study investigated the inhibitory control of HMMs vs LMMs in a very controlled multitasking setting. The second study (n = 91) replicated the design of study one in a more naturalistic media multitasking setting and investigated the driving role of motivation vs ability for cognitive load differences between HMMs and LMMs and the consequent impact on advertising effectiveness. Findings Study I suggests that HMMs perform worse on a response inhibition task than LMMs after multitasking freely (in which case motivation to regulate attention determines the process), but not after their attention was guided externally by the experimenter (in which case their motivation could no longer determine the process). Study II argues that when motivation to switch attention is at play, cognitive load differences occur between HMMs and LMMs. This study additionally reveals that under these circumstances, HMMs are more persuaded by advertisements (report higher purchase intentions) compared to LMMs, while no differences appear when only ability is at play. Research limitations/implications Executive control exists of different components (Miyake et al., 2000). The current study only focused on the impact of media multitasking frequency on response inhibition, but it would be interesting for future research to investigate whether media multitasking frequency equally affects the other sub-dimensions. Additionally, the impairment of response inhibition has been shown to predict a large number of other behavioral and impulse-control outcomes such as unhealthy food choices and alcohol and drug use (e.g. Friese et al., 2008). Future research should consider investigating other consequences of heavy media multitasking behavior, both advertising related and unrelated. Practical implications From a practical point of view, understanding the mechanisms that are driving the effects of media multitasking on advertising effectiveness for different groups of media-consumers could make it easier for practitioners to efficiently plan their media campaigns. Based on the findings of this study, the authors can derive that HMMs will be more depleted in cognitive resources and inhibitory control when media multitasking compared to LMMs. Consequently, this makes them more prone to advertising messages. This knowledge is of great importance for advertisers who could, based here on, aim to target HMMs more often than LMMs. Originality/value Two experimental studies by the authors confirm and add value to previous academic findings about the negative relation between media multitasking frequency and tasks that demand executive control. This study contributed to the previous by investigating whether individual differences between heavy and light media multitaskers make them respond differently toward advertising and whether the driving mechanism of these differences is a lack of motivation or ability to efficiently shift attention.
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Gallopel-Morvan, Karine, Stanislas Spilka, Carine Mutatayi, Alain Rigaud, Franck Lecas, and François Beck. "France's Évin Law on the control of alcohol advertising: content, effectiveness and limitations." Addiction 112 (October 13, 2016): 86–93. http://dx.doi.org/10.1111/add.13431.
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Hu, Xiaohan, and Kevin Wise. "How playable ads influence consumer attitude: exploring the mediation effects of perceived control and freedom threat." Journal of Research in Interactive Marketing 15, no. 2 (2021): 295–315. http://dx.doi.org/10.1108/jrim-12-2020-0269.
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Purpose The playable ad is a new type of digital advertising that combines interactivity with gamification. Guided by psychological reactance theory, this study aims to explore the psychological processes and effects of playable ads on consumers’ perceived control and product attitudes. Design/methodology/approach This paper conducted two experiments to examine the relationship between playable ads, perceived control and product attitude. This paper also applied psychological reactance theory and investigated whether perceived control triggered by the interactive features of playable ads influenced psychological reactance toward them. Findings Findings from two experiments show that playable ads, compared to video ads, increased consumers’ perceived control, which, in turn, led to more positive attitudes toward the advertised products (Studies 1 and 2). This study also supports psychological reactance theory by revealing that increased perceived control diminished perceived freedom threat and subsequently alleviated consumers’ psychological reactance toward advertising messages (Study 2). Originality/value This study sheds light on the effectiveness of a new type of ad-game integration – playable ads. Different from prior research in gamification of advertising, this paper examined the effectiveness of playable ads in an information processing context in which the ads were not the primary task to focus on. This study also extends psychological reactance theory in the context of interactive marketing by exploring the effect of perceived control afforded by digital message features in mitigating reactance.
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Chmielewska, Aleksandra Maria, and Marcin Tomasz Grabowski. "The prediction model for advertising campaigns in IPTV networks based on the possibilities of displaying geographically targeted messages." Economic and Regional Studies / Studia Ekonomiczne i Regionalne 17, no. 3 (2024): 463–85. http://dx.doi.org/10.2478/ers-2024-0025.
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Abstract Subject and purpose of work This paper presents a novel predictive model for advertising campaigns in IPTV networks that uses the advanced geolocation-based display of advertising messages. Thanks to advanced data analysis and modern geolocation technologies, the proposed model enables the more precise planning and optimisation of advertising campaigns. Advertisers can thus better understand the preferences and behaviours of audiences in different geographical regions. This allows the creation of more tailored and engaging content of programmes and advertisements, leading to higher levels of viewer engagement in the content presented and increasing the effectiveness of campaigns. Materials and methods For the purposes of the project, data from the IPTV advertising campaign covering from 50,000 to 500,000 displays between 23rd January 2024 and 20th March 2024 were used. The TERYT database and the list of counties were used to increase the precision of target group targeting. Viewer rating and interaction data were collected and analysed to assess the effectiveness of the campaign. The methodology included monitoring the number of channel switches, advertising message views, complete views, the average display time of the advertising message and unique reach in different time periods. Results The results of the test of the advertising campaign based on switching channels using a remote control show that increasing the number of ad plays clearly improves the effectiveness of reaching the audience. In the beginning, with fewer displays, the chances of an ad being noticed by viewers are moderate. However, as the number of displays increases, these chances increase exponentially, reaching nearly 45% at 500,000 ad plays.The analysis of these results is very important for the effective planning of advertising campaigns. Thanks to these data, advertisers can determine more accurately the number of displays that needs to be planned in order to achieve their marketing goals. The significant increase in the likelihood of reaching the audience with a bigger number of displays indicates that investing in additional views can be cost-effective and lead to the better use of the advertising budget. Conclusions The project confirmed that precise targeting and optimisation of the number of displays in IPTV advertising campaigns significantly increase the effectiveness of the advertisements. The high rate of complete views and the wide reach of the advertisements attest to the effectiveness of the strategy used. The test results show that smart campaign planning in IPTV can lead to better audience engagement and the more efficient use of the advertising budget. These findings suggest that IPTV has great potential as a modern advertising medium, offering advertisers the tools to effectively reach specific target groups and increase their engagement.
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Iswahyudi, Gatot, Enni Sustiyatik, and Budi Rahayu. "Pengaruh Attention, Interest, Desire, Action Terhadap Efektifitas Perikalan Perbankan Bank Jatim di Jawa Timur Melalui Pengendalian Teknologi Informasi Kompetitif." Jurnal Ilmiah Raflesia Akuntansi 9, no. 1 (2023): 145–57. https://doi.org/10.53494/jira.v9i1.642.
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Bank Jatim has recently won the Indonesia Best Bank Awards 2023 for The Provision of Facilities and Market Access for MSMEs in the category of BPD (BankJatim, 2023). The award recognizes Bank Jatim's financial performance and healthy condition in 2023. The bank's development of online services through the dynamic and competitive brand Jconnect has allowed for more efficient banking operations and increased market penetration. In addition to its commitment to economic growth in the East Java region, Bank Jatim is also dedicated to developing technology and information services for a more personalized and responsive banking experience.This study aims to analyze the effect of Attention, Interest, Desire, and Action (AIDA) and Information Technology Readiness (ITR) on the effectiveness of banking advertisement at Bank Jatim in East Java through competitive technology control. A total of 230 Bank Jatim customers in East Java were randomly selected as respondents for the primary data collected through a questionnaire. Structural Equation Modeling (SEM) was used to analyze the data and test the hypothesized relationships. The findings indicate that ATT, DSR, and EPP have a significant effect on the effectiveness of banking advertisement, whereas ITR and ACT have a significant effect on the effectiveness of banking advertisement through competitive technology control. The results also suggest that Bank Jatim should focus on developing its online services, increasing interaction with customers, and implementing effective advertising strategies to enhance the effectiveness of banking advertisement. In conclusion, the implementation of information technology in banking is crucial for enhancing the quality of services and advertising effectiveness. Bank Jatim should consider the factors that affect online service usage and implement appropriate strategies to improve effectiveness. The findings of this study have implications for other banking institutions seeking to improve their service quality and advertising effectiveness, as well as for researchers and students interested in exploring the interplay of technology and advertising in the banking industry.
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Kvуetnyy, Roman, Yuriy Bunyak, Olga Sofina, et al. "ADVERTISING BIDDING OPTIMIZATION BY TARGETING BASED ON SELF-LEARNING DATABASE." Informatyka, Automatyka, Pomiary w Gospodarce i Ochronie Środowiska 13, no. 4 (2023): 66–72. http://dx.doi.org/10.35784/iapgos.5376.
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The method of targeting advertising on Internet sites based on a structured self-learning database is considered. The database accumulates data on previously accepted requests to display ads from a closed auction, data on participation in the auction and the results of displaying ads – the presence of a click and product installation. The base is structured by streams with features – site, place, price. Each such structural stream has statistical properties that are much simpler compared to the general ad impression stream, which makes it possible to predict the effectiveness of advertising. The selection of bidding requests only promising in terms of the result allows to reduce the cost of displaying advertising.
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Cianfrone, Beth A., Galen T. Trail, James J. Zhang, and Richard J. Lutz. "Effectiveness of In-Game Advertisements in Sport Video Games: An Experimental Inquiry on Current Gamers." International Journal of Sport Communication 1, no. 2 (2008): 195–218. http://dx.doi.org/10.1123/ijsc.1.2.195.
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Sport video games (SVGs) are a popular form of sport media and sponsorship, and advertising in SVGs is increasingly common. This study assessed the effectiveness of SVG in-game advertisements in 3 consumption domains: cognitive, affective, and conative. An experimental study was designed with 89 gamers randomly assigned to 1 of 2 conditions: (a) experimental, playing an SVG with advertisements, or (b) control, playing an SVG without advertisements. Consumption background and identification level were incorporated as covariates to ensure group equivalence. Participants responded to a questionnaire measuring brand awareness, brand attitude, and purchase intentions. MANCOVA revealed that after controlling for the effect of covariate variables, the experimental group had a significantly (p < .05) greater mean brand-awareness score than the control group. Mean brand-attitude and purchase-intention scores were not significantly (p > .05) different between groups. The findings indicated that SVG in-game advertising was effective in creating awareness.
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Indrahayu M Umar Gazali and Maemanah. "Penegakan Hukum terhadap Pelanggaran Izin Reklame di Kota Makassar (Studi Kasus di Kota Makassar)." Jurnal Pustaka Cendekia Hukum dan Ilmu Sosial 2, no. 1 (2024): 105–17. http://dx.doi.org/10.70292/pchukumsosial.v2i1.57.
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This study aims to find out how law enforcement is against violations of advertising permits in Makassar City and to find out what factors influence the effectiveness of law enforcement against violations of advertising permits in Makassar City. the type of research used in this study is empirical research because in this study the data was obtained directly from the field and combined with laws and regulations. Primary data in the form of data obtained from interviews with research subjects and secondary data obtained from local regulations. The results of this study indicate that in general law enforcement carried out by the local government related to the implementation of advertising for those who have permits has been running well, but is still lacking, such as the imposition of sanctions for organizers who do not have permits due to the absence of regulations governing the imposition of sanctions for organizers who do not have permits. In addition, in its implementation, several factors become obstacles in increasing the effectiveness of advertising permit enforcement such as legal products, law enforcers, and the community. However, there are also factors that support the increase in the effectiveness of advertising permit enforcement such as supporting facilities and infrastructure provided by the local government to the Arrangement and Control Team. This study recommends the need to hold socialization or education to increase the level of legal awareness embedded in the community, and the government is expected to make new regulations related to the imposition of sanctions for advertising organizers who do not have permits, and the government can also, if necessary, review the types of sanctions given by advertising organizers by providing heavier/firmer sanctions and not being selective.
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Moon, Hyeonseok, Taemin Lee, Jaehyung Seo, et al. "Return on Advertising Spend Prediction with Task Decomposition-Based LSTM Model." Mathematics 10, no. 10 (2022): 1637. http://dx.doi.org/10.3390/math10101637.
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Return on advertising spend (ROAS) refers to the ratio of revenue generated by advertising projects to its expense. It is used to assess the effectiveness of advertising marketing. Several simulation-based controlled experiments, such as geo experiments, have been proposed recently. This refers to calculating ROAS by dividing a geographic region into a control group and a treatment group and comparing the ROAS generated in each group. However, the data collected through these experiments can only be used to analyze previously constructed data, making it difficult to use in an inductive process that predicts future profits or costs. Furthermore, to obtain ROAS for each advertising group, data must be collected under a new experimental setting each time, suggesting that there is a limitation in using previously collected data. Considering these, we present a method for predicting ROAS that does not require controlled experiments in data acquisition and validates its effectiveness through comparative experiments. Specifically, we propose a task deposition method that divides the end-to-end prediction task into the two-stage process: occurrence prediction and occurred ROAS regression. Through comparative experiments, we reveal that these approaches can effectively deal with the advertising data, in which the label is mainly set to zero-label.
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De Jans, Steffi, Liselot Hudders, and Veroline Cauberghe. "Advertising literacy training." European Journal of Marketing 51, no. 11/12 (2017): 2156–74. http://dx.doi.org/10.1108/ejm-08-2016-0472.
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Purpose This paper aims to examine the immediate and delayed effects of advertising literacy training on children’s cognitive advertising literacy for an embedded advertising format, product placement and, subsequently, its persuasive effects. In addition, this study explored whether this effect is moderated by children’s general advertising liking. The study also investigated whether the effects of training were dependent on children’s ages. Design/methodology/approach The present study is conducted using a three (training session: control condition vs advertising literacy training with immediate ad exposure vs advertising literacy training with ad exposure after one week) by two (age: 7-8 years vs 10-11 years) between-subjects experimental design. Findings The results of the experimental study showed that advertising literacy training increases children’s cognitive advertising literacy for product placement for both younger and older children and both immediately and delayed (measured after one week). In addition, cognitive advertising literacy had an influence on the effectiveness of product placement (i.e. purchase request) when children’s general ad liking was low, though not when it was high. No moderating effects of age were found. Practical implications This study shows that advertising literacy training sessions can improve children’s cognitive advertising literacy for non-traditional, embedded advertising formats. Originality/value This study is one of the first to examine and confirm the immediate and delayed effects of advertising literacy training sessions on children’s cognitive advertising literacy for non-traditional advertising formats.
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Johnson, Garrett A., Randall A. Lewis, and Elmar I. Nubbemeyer. "Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness." Journal of Marketing Research 54, no. 6 (2017): 867–84. http://dx.doi.org/10.1509/jmr.15.0297.
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To measure the effects of advertising, marketers must know how consumers would behave had they not seen the ads. The authors develop a methodology they call “ghost ads,” which facilitates this comparison by identifying the control group counterparts of the exposed consumers in a randomized experiment. The authors show that, relative to public service announcement and intent-to-treat A/B tests, ghost ads can reduce the cost of experimentation, improve measurement precision, deliver the relevant strategic baseline, and work with modern ad platforms that optimize ad delivery in real time. The authors also describe a variant, “predicted ghost ad” methodology, which is compatible with online display advertising platforms; their implementation records more than 100 million predicted ghost ads per day. The authors demonstrate the methodology with an online retailer's display retargeting campaign. They show novel evidence that retargeting can work: the ads lifted website visits by 17.2% and purchases by 10.5%. Compared with intent-to-treat and public service announcement experiments, advertisers can measure ad lift just as precisely while spending at least an order of magnitude less.
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Nizam, Nurul Zarirah, Johanna Abdullah Jaafar, and Siti Hindun Supaat. "Interactive Online Advertising: The Effectiveness of Marketing Strategy towards Customers Purchase Decision." MATEC Web of Conferences 150 (2018): 05043. http://dx.doi.org/10.1051/matecconf/201815005043.
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A growing of IT industry made many companies used Internet as their mediators on advertising platform to control over the promotion materials and it possess greater reliability and flexibility. Internet also becoming an important stop point for customers in finding their needs and wants. This study has been designed to measures how significant is the online advertising effectiveness in terms of attitude towards ads, ability to recall ads and frequency of clicking ads in explaining purchase decision in Malacca, Malaysia. A series of survey was conducted from 200 respondents and were analyzed quantatively. The results showed among the attitude towards ads, ability to recall and frequency of clicking ads had significantly gave impact to the purchasing decision by the customers. For the recommendations discussed to the advertisers to have good understanding on how to advertise effectively (using marketing strategy program) and do some innovation of the products in terms of the products association.
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Yan, Ke, Shuai Liu, Min Zuo, Jiamin Zheng, and Yadong Xu. "Dual-Channel Supply Chain Pricing Decisions under Discounted Advertising Value." Systems 10, no. 3 (2022): 76. http://dx.doi.org/10.3390/systems10030076.
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Retailers advertise on different sales channels. When consumers buy online, the effectiveness of advertising is discounted because they cannot feel the product. Observing this phenomenon, this paper studies the advertising strategy of a dual-channel retailer. In this paper, we build stylized game models for the retailer’s price and advertising levels on online and offline channels, respectively. Our contribution is to provide prescriptions for how dual-channel retailers make price and advertise decisions and determine which channel is more profitable for retailers. We find that advertising discounts are not always harming the retailer’s profits. The level of advertising discounts causes retailers to increase the selling price when consumers engage in online shopping. Also, we derive that retailers can choose the sales channels based on the level of consumers’ channel preference of consumers. Interestingly, an increase in the level of advertising discounts will contribute to the growth of the retailer’s profit. Finally, by numerical analysis, we demonstrate the robustness of the results.
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Kordzaia, Natela R. "ADVERTISING CAMPAIGN OF HIGHER EDUCATION INSTITUTION DEVELOPMENT BASICS." Європейський вектор економічного розвитку 1, no. 32 (2022): 31–37. http://dx.doi.org/10.32342/2074-5362-2022-1-32-3.
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Today in Ukraine there are such processes as the reduction of the number of entrants to higher education institutions due to demographic reasons, due to going to study in other countries or due to reducing the number of budget places and increasing the cost of training. All these processes stimulates the intensification of competition in the market of educational services. The problem of most universities in our country is the lack of a clear strategic approach to managing their competitiveness in today’s market. The main task of developing a competitive strategy of higher education institutions is, first of all, efficient and reasonable distribution of resource potential and adaptation to the external environment in the modern market of educational services. The purpose of the article is to develop proposals for an effective plan for the advertising campaign of higher education institutions. The strategy of the advertising campaign of a higher education institution, today, is determined by the specifics of the university and the peculiarities of its educational process. The main content of the advertising campaign should be informational and explanatory. It is necessary to convey the maximum of special information to the object of advertising influence. All communication within the advertising campaign of a higher education institution is aimed primarily at improving such elements as image, reputation, brand and more. This idea should do everything to make the target audience so interested in the higher that any contact took place. This contact can be, for example, going to a website, going to a social networking group, calling, or even visiting the higher education institution itself. The mechanisms for calculating and translating the values aimed at increasing marketing actions into the exact financial equivalent have not yet been worked out. This should be taken into account when planning activities to assess the effectiveness of the university’s advertising campaign. The algorithm of conducting advertising campaigns of higher education institutions is developed in the article. The stages of this algorithm are as follows: determining the purpose and objectives of the advertising campaign; setting the objectives of the advertising campaign, determining the metrics (performance indicators) of the advertising campaign; characteristics of the target audience; research and analysis of advertising activities of competitors; research of the main channels and carriers of future advertising; conducting media planning (planning of advertising media, budget and deadlines); creating a creative idea of an advertising message; advertising production; control over the placement of advertising; evaluation of the effectiveness of the advertising campaign. The article also reveals the content of each of the stages of the algorithm. Each stage of the algorithm must be carefully thought out and worked out.
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ТАНАСІЙЧУК, Альона, Ольга ГРОМОВА та Анна ШЕВЧУК. "ДОСЛІДЖЕННЯ РОЗВИТКУ РЕКЛАМНОЇ ТА PR-КАМПАНІЇ БРЕНДУ ПІДПРИЄМСТВА У ЦИФРОВОМУ СЕРЕДОВИЩІ". Herald of Khmelnytskyi National University. Economic sciences 334, № 5 (2024): 491–98. http://dx.doi.org/10.31891/2307-5740-2024-334-74.
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The study is aimed at studying the impact of digital technologies and online communications on marketing and branding strategies. The effectiveness of using digital platforms, social networks, and other online tools for brand positioning in the digital space is analyzed. Special attention is paid to interaction with the audience, ways of influencing consumers, as well as monitoring and analyzing the results of digital campaigns. The results of the research will contribute to the improvement of advertising and PR strategies for the successful positioning of the company's brand in the online environment. The study is aimed at analyzing the impact of the digital environment on brand communication, developing effective communication and marketing strategies in the digital space. The paper examines in detail the role of advertising and PR campaigns, strategies in today's environment, including search marketing, social media marketing, banner advertising, crowd marketing and the impact of big data & AI on brand communication. It also explores the use of influencer marketing, hyper personalization and optimization of the advertising budget to achieve optimal results in the digital world. Studying these aspects can help companies improve the effectiveness of their communication strategies and attract target audiences in the virtual space. On the example of a company in the service sector, a general plan for a brand’s advertising and PR company was developed, geotargeting was proposed as an advertising and public relations strategy for the company, the budget allocation of the advertising and PR company plan was carried out by months and channels, which is an important aspect of effective financial management and will allow control and optimize expenses, distributing them rationally and taking into account the needs of each month, identify the most effective ways of promoting services, will contribute to the growth of sales and business profitability.
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Vladimer Tsimakuridze, Vladimer Tsimakuridze. "Possibilities of Practical Use of Artificial Intelligence in Marketing Processes." Economics 106, no. 3-5 (2024): 28–34. http://dx.doi.org/10.36962/ecs106/3-5/2024-28.
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This article discusses the possibilities of practical use of artificial intelligence in marketing processes. It is unambiguous, that marketing has entered a new era of development (marketing control) and day by day, the scale of changes brought by digital transformation becomes visible to the field of marketing, in terms of challenges and changes. No one can definitively say whether human creativity will be replaced by artificial intelligence, especially since artificial intelligence, in terms of content generation, is actively used by leading companies. For instance, it is significant that very recently, literally in front of our eyes, on March 14, 2023, the company OpenAI announced the launch of the 4th generation GPT-4 (Generative Pre-trained Transformer 4) in its artificial intelligence network. According to the company “The latest version of GPT-4 is 50 times smarter than its predecessor. GPT-4 Artificial intelligence will quickly become the future of advertising.” Advertisers are already actively using AI for audience identification and segmentation, for producing creative advertising content and for checking the effectiveness of advertising. Moreover AI assists with correct and improved quality of advertising performance, content details, as well as optimized time and costs - which is the most important in modern marketing and for its processes. Artificial intelligence will carry out advertising communication based on automatically processed analysis, in real time, at any scale. AI will automatically create advertisements, identify the target groups needed for its brand and will carry out testing ads on selected audiences, based on the received feedback, it will improve and strengthen the effectiveness of advertising, penetration and impact of advertising on the target audience. Keywords: Artificial intelligence, Content marketing, Generative Pre-trained Transformer, Google Marketing Platform.
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Castleman, Jane, and Aleksandra Korolova. "Why Am I Still Seeing This: Measuring the Effectiveness of Ad Controls and Explanations in AI-Mediated Ad Targeting Systems." Proceedings of the AAAI/ACM Conference on AI, Ethics, and Society 7 (October 16, 2024): 255–66. http://dx.doi.org/10.1609/aies.v7i1.31634.
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Recently, Meta has shifted towards AI-mediated ad targeting mechanisms that do not require advertisers to provide detailed targeting criteria. The shift is likely driven by excitement over AI capabilities as well as the need to address new data privacy policies and targeting changes agreed upon in civil rights settlements. At the same time, in response to growing public concern about the harms of targeted advertising, Meta has touted their ad preference controls as an effective mechanism for users to exert control over the advertising they see. Furthermore, Meta markets their "Why this ad" targeting explanation as a transparency tool that allows users to understand the reasons for seeing particular ads and inform their actions to control what ads they see in the future. Our study evaluates the effectiveness of Meta's "See less" ad control, as well as the actionability of ad targeting explanations following the shift to AI-mediated targeting. We conduct a large-scale study, randomly assigning participants the intervention of marking "See less" to either Body Weight Control or Parenting topics, and collecting the ads Meta shows to participants and their targeting explanations before and after the intervention. We find that utilizing the "See less" ad control for the topics we study does not significantly reduce the number of ads shown by Meta on these topics, and that the control is less effective for some users whose demographics are correlated with the topic. Furthermore, we find that the majority of ad targeting explanations for local ads made no reference to location-specific targeting criteria, and did not inform users why ads related to the topics they requested to "See less" of continued to be delivered. We hypothesize that the poor effectiveness of controls and lack of actionability and comprehensiveness in explanations are the result of the shift to AI-mediated targeting, for which explainability and transparency tools have not yet been developed by Meta. Our work thus provides evidence for the need of new methods for transparency and user control, suitable and reflective of how the increasingly complex and AI-mediated ad delivery systems operate.
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Dai, Liang, Kejie Lyu, Chengcheng Zhang, et al. "Percentile Risk-Constrained Budget Pacing for Guaranteed Display Advertising in Online Optimization." Proceedings of the AAAI Conference on Artificial Intelligence 38, no. 8 (2024): 7987–94. http://dx.doi.org/10.1609/aaai.v38i8.28636.
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Guaranteed display (GD) advertising is a critical component of advertising since it provides publishers with stable revenue and enables advertisers to target specific audiences with guaranteed impressions. However, smooth pacing control for online ad delivery presents a challenge due to significant budget disparities, user arrival distribution drift, and dynamic change between supply and demand. This paper presents robust risk-constrained pacing (RCPacing) that utilizes Lagrangian dual multipliers to fine-tune probabilistic throttling through monotonic mapping functions within the percentile space of impression performance distribution. RCPacing combines distribution drift resilience and compatibility with guaranteed allocation mechanism, enabling us to provide near-optimal online services. We also show that RCPacing achieves O(sqrt(T)) dynamic regret where T is the length of the horizon. RCPacing's effectiveness is validated through offline evaluations and online A/B testing conducted on Taobao brand advertising platform.
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Hidalgo Villodres, María del Carmen, Fernando Casado Castro, and Patricia García-Leiva. "Communicating climate change: Improving the effectiveness of public campaigns." Escritos de Psicología - Psychological Writings 7, no. 2 (2014): 28–35. http://dx.doi.org/10.24310/espsiescpsi.v7i2.13256.
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Research on climate change highlights the need to develop more effective campaigns to increase citizens’ awareness of this issue, increase their willingness to accept the measures necessary to halt this phenomenon and change their behaviour. This paper describes a study which analyzed the effectiveness of an advertising message that combined informative and motivational variables on proenvironmental attitudes and intended behaviour. The study sample consisted of 180 university students, divided into two equivalent groups. The results supported the initial hypothesis,the participants in the group that received specific behaviour guidelines (to increase perceived control) together with information on economic savings (motivational variable) displayed more changes in self-efficacy, pro-environmental attitudes and intention of behaviour than the group that did not receive this information.
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Gratale, Stefanie K., Erin K. Maloney, and Joseph N. Cappella. "Regulating language, not inference: an examination of the potential effectiveness of Natural American Spirit advertising restrictions." Tobacco Control 28, e1 (2019): e43-e48. http://dx.doi.org/10.1136/tobaccocontrol-2018-054707.
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ObjectiveIn 2017, the United States Food and Drug Administration (FDA) reached an agreement with Santa Fe Natural Tobacco Company (SFNTC) stipulating that SFNTC will remove ‘natural’ and ‘additive-free’ from Natural American Spirit (NAS) marketing to combat misperceptions that NAS is a healthier cigarette. The purpose of this study was to assess experimentally the potential effectiveness of the agreement in addressing NAS misperceptions.MethodsIn an online experiment, 820 current and former smokers were assigned randomly to advertising conditions with existing claims from NAS advertisements, modified claims or a no-exposure control. Advertising conditions included (1) ‘original’ NAS advertising text before the agreement; (2) ‘2017 agreement’ language permissible under the FDA–SFNTC agreement (removing ‘natural’, ‘additive-free’); (3) more restrictive (‘stricter’) language representing additional regulation (removing ‘natural’ from the brand name and the phrases ‘tobacco+water’, ‘no chemicals’). Participants completed outcome measures assessing misinformed beliefs and intentions towards NAS.ResultsOne-way ANOVA showed that relative to the ‘original’ language, the ‘2017 agreement’ language reduced misconceptions about NAS addictiveness, but not about health or constituent composition. Yet ‘stricter’ language significantly reduced all categories of misinformed beliefs, which in turn mediated effects on (lower) intentions to use NAS.ConclusionThe 2017 agreement helps dispel some misconceptions about NAS addictiveness, but does not sufficiently rectify misinformation about health or composition. Since ‘stricter’ language more effectively corrects misinformed beliefs, our results suggest the need for further regulations in addressing misinformation that drives intentions towards NAS.
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Sarmiento López, Alejandra María, and Joel Adonay De Paz Flores. "Advertising and display of tobacco products at points of sale in El Salvador." ALERTA Revista Científica del Instituto Nacional de Salud 2, no. 2 (2019): 92–99. http://dx.doi.org/10.5377/alerta.v2i2.7943.
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Objective. To study the impact of advertising and exposure of tobacco products at point of sale and to identify tobacco products marketing on internet. Methodology. Qualitative study using simple random sampling to studying 125 authorized points of sales for merchandising tobacco products; 1,250 adult consumer population visiting the point of sales and 20 websites that refers to sell tobacco products in El Salvador. Analyses were performed using SPSS version 24.0. Results. In 4% of point of sales were advertising of tobacco products inside. There is a high index of impulse purchase of cigarettes because 80% of smokers have decided to buy tobacco cigarettes standing in front of cash register. In 90.4% of point of sales the tobacco sales represent less than 5% of the global sales of the business. Conclusions. It is required to implement a comprehensive ban on tobacco advertising on point of sales, mainly because it undermines the effectiveness of tobacco control law and the implementation of Article 13 of the WHO FCTC.
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Su, Qiaoqin. "Study on the Willingness of Mobile Advertisement Users Based on TAM Model." IETI Transactions on Data Analysis and Forecasting (iTDAF) 2, no. 1 (2024): 63–71. http://dx.doi.org/10.3991/itdaf.v2i1.49105.
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This study aims to explore the framework of the technology acceptance model (TAM) to examine how subjective norms, perceived precision, and perceived control can positively influence users’ willingness to adopt mobile ads by enhancing perceived usefulness. In the context of the rapid development of the digital era, mobile advertising serves as an important marketing tool. Its user acceptance directly impacts the marketing effectiveness of enterprises. Therefore, a profound comprehension of the key factors that influence user adoption of mobile ads is crucial for designing more effective mobile ad strategies. In this study, we collected the attitudes and responses of users from various backgrounds towards mobile advertising and conducted data analysis using a structural equation model. The study found that subjective norms, perceived accuracy, and perceived control are important factors influencing users’ perceived usefulness. Additionally, perceived usefulness significantly and positively impacts users’ willingness to adopt mobile ads.
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Leão, Teresa, Julian Perelman, Luke Clancy, et al. "Economic Evaluation of Five Tobacco Control Policies Across Seven European Countries." Nicotine & Tobacco Research 22, no. 7 (2019): 1202–9. http://dx.doi.org/10.1093/ntr/ntz124.
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Abstract Introduction Economic evaluations of tobacco control policies targeting adolescents are scarce. Few take into account real-world, large-scale implementation costs; few compare cost-effectiveness of different policies across different countries. We assessed the cost-effectiveness of five tobacco control policies (nonschool bans, including bans on sales to minors, bans on smoking in public places, bans on advertising at points-of-sale, school smoke-free bans, and school education programs), implemented in 2016 in Finland, Ireland, the Netherlands, Belgium, Germany, Italy, and Portugal. Methods Cost-effectiveness estimates were calculated per country and per policy, from the State perspective. Costs were collected by combining quantitative questionnaires with semi-structured interviews on how policies were implemented in each setting, in real practice. Short-term effectiveness was based on the literature, and long-term effectiveness was modeled using the DYNAMO-HIA tool. Discount rates of 3.5% were used for costs and effectiveness. Sensitivity analyses considered 1%–50% short-term effectiveness estimates, highest cost estimates, and undiscounted effectiveness. Findings Nonschool bans cost up to €253.23 per healthy life year, school smoking bans up to €91.87 per healthy life year, and school education programs up to €481.35 per healthy life year. Cost-effectiveness depended on the costs of implementation, short-term effectiveness, initial smoking rates, dimension of the target population, and weight of smoking in overall mortality and morbidity. Conclusions All five policies were highly cost-effective in all countries according to the World Health Organization thresholds for public health interventions. Cost-effectiveness was preserved even when using the highest costs and most conservative effectiveness estimates. Implications Economic evaluations using real-world data on tobacco control policies implemented at a large scale are scarce, especially considering nonschool bans targeting adolescents. We assessed the cost-effectiveness of five tobacco control policies implemented in 2016 in Finland, Ireland, the Netherlands, Belgium, Germany, Italy, and Portugal. This study shows that all five policies were highly cost-effective considering the World Health Organization threshold, even when considering the highest costs and most conservative effectiveness estimates.
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Solodukha, Z. I., and S. V. Leonova. "DIGITAL TOOLS FOR PROMOTING MARKETING AGENCIES IN THE ADVERTISING SERVICES MARKET: A COMPARATIVE ANALYSIS OF GOOGLE ADS AND META APPROACHES." Actual problems of regional economy development 1, no. 21 (2025): 288–96. https://doi.org/10.15330/apred.1.21.288-296.
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In this study, we conduct a comparative analysis of the effectiveness of the Google Ads and Meta advertising platforms for marketing agencies promoting their services in the highly competitive advertising-services market of 2025. The study addresses a significant gap in digital marketing literature regarding service-based marketing agencies' self-promotion strategies in increasingly saturated digital environments. Through a systematic case study analysis of a single marketing agency simultaneously implementing campaigns on both platforms over an eight-month period (August 2024-April 2025), the research controls variables like brand reputation and service offerings that might otherwise influence comparative results. The mixed-methods approach combines quantitative performance metrics analysis with qualitative assessment of strategic positioning and creative execution. Analysis reveals dramatic performance disparities between platforms, with Meta campaigns demonstrating substantially superior performance across virtually all metrics. Meta campaigns exhibited more sophisticated targeting capabilities through 18 distinct campaigns leveraging lookalike audiences and video content, while conversion rates proved substantially higher on Meta platforms. The research introduces a comparative assessment framework for evaluating digital promotion strategies in service-based businesses and establishes metrics particularly relevant to marketing agency promotion effectiveness. The findings provide actionable strategic insights for marketing agencies, supporting a Meta-first investment strategy with precise recommendations: video content prioritization, lookalike audience refinement, regular campaign refreshes, and AI optimization adoption for Meta campaigns; alongside extreme targeting precision, conversion path optimization, and strict budget control mechanisms for any Google Ads implementation. The study's cross-platform integration framework offers practical guidance for leveraging each platform's strengths while maintaining data-driven budget allocation for superior growth and client acquisition efficiency in the competitive advertising services market.
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Iankovets, Tetiana. "Media planning of digital advertising campaigns." Eastern-European Journal of Enterprise Technologies 6, no. 13 (126) (2023): 42–53. http://dx.doi.org/10.15587/1729-4061.2023.293074.
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Under the conditions of digitalization of all sectors of social production, the study of types and features of digital advertising and its media planning acquires special importance and requires in-depth analysis. The object of research is media planning of digital advertising campaigns. The problem is the lack of a holistic scientific and practical approach to the process of media planning of advertising campaigns in the digital environment. The main criteria for the systematization of digital advertising have been identified, and the relationship between its types for the purposes of media planning was substantiated. Based on the comparison of pricing models and key metrics of digital advertising, the digital sales funnel was substantiated as the basis of media planning. The connection of goals and objectives of digital advertising campaigns with digital marketing strategies was proven, with appropriate advertising tools and digital marketing tools suggested. The project approach to media planning of digital advertising campaigns was substantiated. This made it possible to detail goals and tasks for each stage, to highlight the components of media planning. The quantitative result of the study is a fragment of the media plan of an online store of an enterprise that specializes in the production and sale of branded clothing. It has been proven that the media plan is part of the process of preparing a digital advertising campaign. Therefore, it cannot be considered in isolation from other components of this preparation and further implementation of the advertising campaign. The need to use other digital marketing tools during digital advertising campaigns was substantiated. This, due to the synergy effect, could contribute to increasing their predictive efficiency. Practical use of the proposed approach to media planning of digital advertising campaigns will ensure cost optimization due to budget redistribution and improvement of their effectiveness
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Pinto, Mary Beth, and N. Dan Worobetz. "Note on Guilt Appeals in Advertising: Covariate Effects of Self-Esteem and Locus of Control." Psychological Reports 70, no. 1 (1992): 19–22. http://dx.doi.org/10.2466/pr0.1992.70.1.19.
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A 1991 study by Pinto and Priest demonstrated the effectiveness of advertisements employing moderate levels of guilt in inducing guilt responses in subjects. Because individuals' responses to guilt are often influenced by their specific personality characteristics, researchers have pointed to the potential moderating effects of individual difference variables such as level of self-esteem and locus of control on individuals' susceptibility to guilt appeals. A study was conducted to evaluate the possibility that self-esteem and locus of control can act as covariates across three treatment levels of guilt advertising. From a sample of 57 working mothers, advertisements stimulating medium and high levels of guilt elicited significantly greater feelings of guilt in subjects than the control advertisement stimulating low guilt. However, the relationship between susceptibility to guilt appeals and self-esteem and locus of control was not observed to covary.
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Harris, Ciorciari, and Gountas. "Consumer Neuroscience and Digital/Social Media Health/Social Cause Advertisement Effectiveness." Behavioral Sciences 9, no. 4 (2019): 42. http://dx.doi.org/10.3390/bs9040042.
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This research investigated the use of consumer neuroscience to improve and determine the effectiveness of action/emotion-based public health and social cause (HSC) advertisements. Action-based advertisements ask individuals to ‘do something’ such as ‘act’, ‘share’, make a ‘pledge’ or complete a ‘challenge’ on behalf of a brand, such as doing ‘something good, somewhere, for someone else’. Public health messages as noncommercial advertisements attempt to positively change behavioural intent or increase awareness. Australian health expenditure was $180.7 billion AUD (Australian dollars) in 2016/17 with $17 million AUD spent on government health campaigns. However, evaluation of health advertisement effectiveness has been difficult to determine. Few studies use neuroscience techniques with traditional market research methods. A 2-part study with an exploratory design was conducted using (1) electroencephalography (EEG) using a 64 channel EEG wet cap (n = 47); and (2) a Qualtrics online psychometric survey (n = 256). Participants were asked to make a donation before and after viewing 7 HSC digital/social media advertisements and logos (6 action/emotion-based; 1 control) to measure changes in behavioural intent. Attention is considered a key factor in determining advertising effectiveness. EEG results showed theta synchronisation (increase)/alpha desynchronisation (decrease) indicating attention with episodic memory encoding. sLORETA results displayed approach responses to action/emotion-based advertisements with left prefrontal and right parietal cortex activation. EEG and survey results showed the greatest liking for the ManUp action/emotion-based advertisement which used male facial expressions of raw emotion and vulnerability. ManUp also had the highest increased amount donated after viewing. Lower theta amplitude results for the International Fund for Animal Welfare (IFAW) action/emotion-based advertisement indicated that novel (possessing distinct features) rather than attractive/conventional faces were more appealing, while the rapid presentation of faces was less effective. None of the highest peak amplitudes for each ad occurred when viewing brand logos within the advertisement. This research contributes to the academic consumer neuroscience, advertising effectiveness, and social media literature with the use of action/challenge/emotion-based marketing strategies, which remains limited, while demonstrating the value in combining EEG and neuroscientific techniques with traditional market research methods. The research provides a greater understanding of advertising effectiveness and changes in behavioural intent with managerial implications regarding the effective use of action/challenge/emotion-based HSC communications to potentially help save a life and reduce expenditure on ineffectual HSC marketing campaigns.
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Petrenko, Dmytro. "DIGITALISATION IN MARKETING: ANALYSIS OF CHALLENGES AND OPPORTUNITIES." Innovation and Sustainability, no. 3 (September 29, 2023): 96–104. http://dx.doi.org/10.31649/ins.2023.3.96.104.
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The study found that digital marketing is actively developing and gaining wide popularity in Ukraine and the world. Digital marketing (or digital marketing) is a marketing strategy that uses Internet technologies and digital communication channels to promote goods or services. This paper identifies the main components of digital marketing (websites, search engine marketing, social media, email, content marketing, online advertising, analytics and measurement). In order to understand the extent to which digitalisation affects marketing, it is important to analyse the transformation of the main information, strategic and operational marketing activities in the digital revolution. The article establishes that despite the incredible benefits, certain challenges arise on the way to the development of digital marketing (marketing budget management, the possibility of getting lost among competitors, traffic and lead generation, ROI optimisation, multichannel marketing strategies, use of tools and technologies, building and maintaining brand visibility, understanding of your audience) and suggests ways to solve them. The author presents the main statistical indicators of digital marketing and digital advertising. Comparing the three main digital advertising markets - the USA, China and Europe, the USA can be considered the largest, as it accounts for more than a third of global digital advertising spending. The presented correlation and regression model allowed to establish the relationship between the indicators of digital advertising and the indicator of the overall advertising media market. It is determined that the key ways of digital marketing transformation include personalised, interactive and real-time marketing. Eight key opportunities of digital marketing have been allocated, in particular: global reach, target audience and personalisation, customer loyalty, cost-effectiveness, multiplier effect, control, measurable results in real time, brand development.
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Пуліна, Т. В., Н. М. Шмиголь, Jan Polcyn, and І. С. Варламова. "WAYS TO ENHANCE MARKETING COMMUNICATIONS AND ADVERTISING FOR BUSINESSES ON THE INTERNET." Управління змінами та інновації, no. 7 (September 26, 2023): 7–11. http://dx.doi.org/10.32782/cmi/2023-7-1.
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This article addresses the pressing issue of discussing the significance of integrated marketing communications for modern businesses and offers recommendations for their effective utilization on the Internet. It emphasizes the pivotal role of electronic communications in engaging with contemporary consumers and provides practical advice for optimizing marketing strategies and advertising efforts to achieve greater efficiency and impact on the target audience in the online environment. The importance of utilizing banner and contextual advertising, as well as other tools for enhancing the effectiveness of marketing communications on the Internet, is examined. The focus is placed on the use of online chat and email marketing to attract interest and interaction with consumers. Additionally, guidance is given on optimizing websites and content for effective engagement with consumers in the online environment. The article discusses the use of messengers for information distribution, participation in partner programs, optimization for search engines (SEO), the application of crowd technologies, and other methods to enhance digital marketing communications. Key recommendations are also provided for creating effective advertising materials and interacting with consumers online to achieve better results in the fields of marketing and advertising for businesses on the Internet. The main conditions for achieving efficiency in managing marketing communications for a trade enterprise on the Internet are outlined. Among them, the need to formulate a communication strategy, distribute the budget wisely, engage in professional promotion, control deadlines, and adapt messages to changes in the business environment are highlighted. It is demonstrated that the effectiveness of these measures largely depends on thorough market analysis and the response of the target audience. Continuous monitoring and strategy adaptation are identified as key components of successful management of marketing communications on the Internet.
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Sims, Michelle, Ruth Salway, Tessa Langley, et al. "Effectiveness of tobacco control television advertising in changing tobacco use in England: a population-based cross-sectional study." Addiction 109, no. 6 (2014): 986–94. http://dx.doi.org/10.1111/add.12501.
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Lee, Sookyoun, and Haejung Chun. "Analysis of the Effectiveness of Administrative Sanctions on False and Exaggerated Real Estate Advertisements." Korean Institute for Aggregate Buildings Law 53 (February 28, 2025): 1–26. https://doi.org/10.55029/kabl.2025.53.1.
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The purpose of this study is to empirically analyze the effectiveness of government policies in Administrative Sanctions on False and Exaggerated Real Estate Advertisements on real estate brokerage platforms. This was done by investigating the number of licensed real estate agents who were actually penalized for advertising false listings, using a difference-in-differences (DID) analysis. Additionally, a multiple regression analysis was conducted, with independent variables including false and exaggerated advertisements and economic variables such as the industrial production index, the Chunsei price index, the status of construction starts, and housing transaction volumes. The DID analysis results indicated that the government policy had a positive(+) effect, with a decrease in false listings following the implementation of the policy. When control variables were used, the experimental group showed a negative(-) trend over time, indicating a reduction in the number of agents advertising falsely. The interaction variable showed a significant reduction in false and exaggerated advertisements within a 0.01 significance level, demonstrating that the government policy of imposing fines was highly effective. The result of the multiple regression analysis indicates that the variable showing a positive relationship with the number of penalized licensed real estate agents. This indicates that more false and exaggerated real estate advertisements occur when real estate transactions are active. Based on these findings, it is necessary for the government to continuously monitor actual real estate transaction volumes to reduce false and exaggerated real estate advertisements.
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Popovych, K. G. "Legal regulation of advertising (civil aspect)." Uzhhorod National University Herald. Series: Law 1, no. 78 (2023): 216–20. http://dx.doi.org/10.24144/2307-3322.2023.78.1.35.
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The article is devoted to the analysis of scientific approaches concerning the defenition of the concept of advertising. The peculiarities of state regulation of advertising are revealed. An analysis of the current Ukrainian legislation in this area has been carried out.In modern economic conditions, it is significant to determine the algorithm of introducing the business and the perspective of a particular enterprise (in order to improve the marketing company). This issue is caused by the fact that the analysis of the marketability of any scope of activity can be carried out with the help of a clearly defined strategy for the promotion of advertising. In other words, the choice of the most successful advertising option will increase competition among domestic enterprises and provide a chance to achieve the set strategic goals.In 2023, advertising can be described as an active influence on the market. The subject would be interested in advertising when there is an active setting up and encouragement of demand for a particular product or even service. Seeing as, the legal relations which regulate the provision of services, both production (material: production, storage, sale, consumption) and non-production (intangible: sale – simultaneous production and consumption), are now play a major role in the current civil law, in our case, a vivid example will be the placement of advertising. Wide distribution of advertising is carried out with the help of social networks, but the legislative adaptation of this issue is not sufficiently regulated nowadays. This issue in the civil sphere gives rise to numerous studies.With the purpose to ebhance the effectiveness of advertising management, from the point of view of civil law, the author presents the definition of the concept of advertising in the objective sense and the way the consumer interprets this phenomenon and the consequences of using advertising. Regulation at the legislative level of objects such as transactions carried out with the help of Internet advertising entities is not regulated (hence the question of the lack of control mechanisms and responsibility for the implementation of these transactions is arised). There is also a problem of the specifics of consumers’ civil protection who create this advertisement or use it (including objects of intellectual property in the field of advertising). The matter comes up about the development, as in the foreign legal system, of broad legal regulation of advertising on the Internet (in order to obtain a key business result and to protect the individualization of economic activity).The need for complementary regulation of such advertising relations on the Internet as a giveaway has been proven.The concept of the subject of an advertising contract, its classification and the customer’s rights to advertising have been justified.
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Hu, Zhengzhi. "Factors that Affect Advertising Effectiveness: The Publication Time Might Influence the Specific Type of Advertisement." Advances in Economics, Management and Political Sciences 13, no. 1 (2023): 315–22. http://dx.doi.org/10.54254/2754-1169/13/20230726.
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In this article, the research analyzed the different emotions that different times of the year bring to consumers to analyze the best time to place advertisements to gain maximum benefit. In the process of this research, there is a questionnaire asking people about their emotions, consumer impulses, and other results when they see an advert at different times of the year. to find out which types of products matched best at different times of the year. As a result, it was found that major events, weather, etc. at different times of the year produced different factors that led to changes in consumer sentiment and therefore consumer desire. With the help of this article, the influence of environmental and temporal factors in the placement of advertisements can be reduced, and in subsequent studies on the effectiveness of advertising, the findings of this article can be used to control for different temporal variables to more accurately document the research data.