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Journal articles on the topic 'Advertising media planning'
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1
Iankovets, Tetiana. "Media planning of digital advertising campaigns." Eastern-European Journal of Enterprise Technologies 6, no. 13 (126) (December 28, 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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Lancaster, Kent M., John D. Leckenby, and Judith A. Stern. "Teaching Advertising Media Planning Using Interactive Media Models." Journal of Marketing Education 7, no. 1 (April 1985): 22–28. http://dx.doi.org/10.1177/027347538500700106.
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Поляков, V. Polyakov, Фомичева, and Irina Fomicheva. "Particular Models of Options Planning of Promotional Campaigns." Economics 4, no. 2 (April 18, 2016): 16–21. http://dx.doi.org/10.12737/18960.
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The concept of advertising stream as a kinematic characteristic in media planning
is given. The classification of advertising streams from the standpoint of deciduous
interval. The analysis of stream models of advertising campaign is presented.
Particular qualities of streams depending on the types of structural compositions
of advertising campaigns are showed. Conflicting situations in optimizing the
process of media planning of an advertising campaign is considered.
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Kim, Yeusung, and Sheetal Patel. "Teaching Advertising Media Planning in a Changing Media Landscape." Journal of Advertising Education 16, no. 2 (November 2012): 15–26. http://dx.doi.org/10.1177/109804821201600203.
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Esteban, Lola, and José M. Hernández. "Advertising Media Planning, Optimal Pricing, and Welfare." Journal of Economics & Management Strategy 25, no. 4 (March 27, 2016): 880–910. http://dx.doi.org/10.1111/jems.12173.
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Komarova, A. A., V. G. Novikov, and M. Yu Zakharov. "The role of sociological research in the planning of advertising campaigns." Vestnik Universiteta, no. 2 (April 7, 2019): 145–49. http://dx.doi.org/10.26425/1816-4277-2019-2-145-149.
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The role of sociological research in the strategy of planning advertising campaigns has been has been considered. Sociological research is the main supplier of data on the behavior of the target audience, its quantity, and the structure of its media consumption. On the basis of sociological data, a decision-making process is taking place on the choice of the required type of media, or media mix, the start time of the campaign and the frequency of advertising. With the assistence of sociological measurements delivered on an ongoing basis, calculate the efficiency of media indicators of advertising goods and services. One of the research areas is the evaluation of the content of advertising communication by consumers, the quality of creativity and the way of presenting information, the recognition of the key idea of advertising communication. For the needs of the advertising market, both qualitative and quantitative sociological studies are used.
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Ляпина, Innara Lyapina, Блажко, and Svetlana Blazhko. "Internet media planning: features and tools." Journal of Public and Municipal Administration 5, no. 1 (March 28, 2016): 76–81. http://dx.doi.org/10.12737/18852.
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The process of media planning is the traditional means of transmitting information to advertisers, but the media planning on the Internet has its own characteristics, technologies and principles. The basic tools of media planning on the Internet are examined; the companies with experience in the planning of online advertising are characterized.
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Lloyd, Carla V., Jan Slater, and Brett Robbs. "The Advertising Marketplace and the Media Planning Course." Journalism & Mass Communication Educator 55, no. 3 (September 2000): 4–13. http://dx.doi.org/10.1177/107769580005500302.
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Rozumei, S., I. Nikolaienko, and A. Doliuk. "Developing an advertising strategy of new product." Ekonomìka ta upravlìnnâ APK, no. 1 (155) (May 21, 2020): 129–40. http://dx.doi.org/10.33245/2310-9262-2020-155-1-129-140.
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Modern advertisingof consumer goods is developing at a rapid pace, providing ample opportunity to support for launching thousands of new items into the market. Manufacturers make the signifcant investments in various channels of communication of goods for communication with consumers, so a properly designed advertising strategy and its implementation in business is an indisputable step to achieve success of product’s realization on market. However, there is no unifed approach to the strategic planning of effective advertising support for new product, it remains is open to both academics and practitioners, and needs further development. The paper deals with the general defnitions of scientific concepts: "strategy" and "advertising strategy". The main stages of creating an advertising strategy to achieve the necessary communication effect and to obtain a positive consumer’s response are formed. Given the high level of competition in the consumer market, an analysis of market factors influencing this process is one of the frst stages of developing an advertising strategy. The existing classifcation was analyzed and the modern approach to the distribution of these factors was determined. The second step is choosing the purpose and strategic goals for building an effective advertising strategy. Starting from goals and consumer interests, there are many types of advertising strategies in the advertising market. Was examined the classifcation of advertising strategies and proposed to expand them. Depending on the components of the promotion, it is suggested to divide them into product's and image's. According to this classifcation, was analyzed using of advertising strategies by modern enterprises in 2019. Was determined that a well-formed advertising strategy of the enterprise will allow to expand the target audience when launching a new product on the market. The next important step in developing an advertising strategy is the media planning and budgeting. Was investigated the level of investments into different channels of communication, based on the data of the Ukrainian Advertising Association. Was determined that television is the most effective and expensive media channel. At the same time, the best in the terms of growth of investment relative to previous years is digital channel. Particular should be attentioned the stage of advertising creative making and the choice of the communication platform, which is the largest in period of formation of advertising strategy. The manufacturer needs to investigate and evaluate the buyer's response to the promotional product at all stages of a likely purchase. Was determined that for the correct reading of the idea of advertising, the optimal number of major messages in it should be no more than fve. Has been researched that the effectiveness of the advertising appeal is determined by the observance of psychological neutrality in relation to the whole audience involved in one way or another in the advertising campaign. When the advertising product is ready, advertising can be launched into media space. Choosing effective media channels is tailored to the needs of your target audience. The next step is following an analysis of economic efciency and effectiveness of psychological impact of advertasing strategy. According to the results of this analysis, the stages of developing a new product advertising strategy are adjusted. Key words: advertising strategy, new product, advertising, media planning, budgeting of advertising, digital, media space, effectiveness of advertising.
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Lazarus Valens Eldiantino and Febiana Tania. "Perancangan Strategi Periklanan Serta Desain Media Promosi Merek Klote pada Media Shopee." JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan 3, no. 1 (April 2, 2024): 25–37. http://dx.doi.org/10.56910/jumbiwira.v3i1.1369.
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The purpose of this study is to analyze and design an advertising plan and strategy for the Klote brand. In the digital age and an increasingly competitive business environment, advertising media plays a vital role in building brand awareness and reaching target audiences if the media is used properly. The research takes a qualitative approach, conducts interviews with founders and relevant sources, and analyzes consumer and market behavior. The results provide detailed insight into the preferences and characteristics of Klote's target audience, as well as the factors that influence the effectiveness of his Shopee homepage as an advertising vehicle. Based on these findings, appropriate planning and design strategies for advertising materials are developed, from media selection to formulating appropriate messages. The study should organize the structure, present the brand and product, and provide information about the product from the design created so that the advertising strategy and the planned concept can work together and support each other. Especially since he has a shop by Klote himself. The Shopee platform setup still needs to be revised in terms of advertising strategy and concept.
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FARENIUK, Yana, and Galyna CHORNOUS. "PRINCIPLES OF EFFECTIVE PLANNING OF ADVERTISING ACTIVITY IN THE 21ST CENTURY." Economy of Ukraine 2023, no. 2 (February 24, 2023): 55–72. http://dx.doi.org/10.15407/economyukr.2023.02.055.
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The paper contains a description of the key twelve principles of advertising planning, which can be used in the period of media strategy preparation. Such principles will help to solve the tasks of media mix selection and strategic work with different advertising tools. The aim of the research is to determine the key principles of effective planning of advertising activity, which will be actual for media planning in the 21st century. The main principles of ad planning contain reach maximization, multi-media mix increases synergy effects, online plus TV as these communication channels perfectly complement each other, online video is another TV channel, the display provides the additional frequency of contact with potential consumers, mobile thinking, adaptation of creatives, considering of regional specificity, optimization of campaign building architecture, performance is not only online, programmatic is audience targeting and brand safety is the protection of the brand environment. The research results will be useful for marketing practitioners, strategic managers, and scientific society for the improvement of advertising planning and future development of marketing principles, considering all changes which will appear in the 21st century. The proposed principles of media planning make it possible to increase the validity of marketing decisions and improve business and advertising results, so they are recommended for implementation in Ukrainian and international companies.
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Reid, Leonard N., and Karen Whitehill King. "A Demand-Side View of Media Substitutability in National Advertising: A Study of Advertiser Opinions about Traditional Media Options." Journalism & Mass Communication Quarterly 77, no. 2 (June 2000): 292–307. http://dx.doi.org/10.1177/107769900007700205.
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Intermedia battles for advertising dollars are waged on the assumption that mass media are interchangeable in media schedules. However, there are both practical and empirical reasons to suspect that media are not seen as completely interchangeable by advertising experts. This study utilized survey and interviewing methods to examine top-level advertising managers' opinions of the substitutability of seven media options within the context of national advertising planning. Examination of the media substitutability assumption among these experts provides a buyer-side (demand) perspective called for in the literature. Contrary to expectations of little, if any, perceived substitutability among the media options, a degree of interchangeability was found. When the question of substitution arises in national advertising media planning, it would appear national advertising managers put traditional media in certain perceptual boxes. For example, cable TV was considered replaceable with broadcast TV and magazines with newspapers. Radio was perceived as a reasonable replacement not only for TV, but also for newspapers and billboards as well. Cable TV was judged an acceptable substitute for broadcast TV, radio, and magazines whereas newspapers were seen as a reasonable substitute for magazines and radio. Practical and research implications of the results are discussed.
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Khokhlov, D. A. "Development of rules for budget allocation and methods for evaluating media plans for the digital space." Vestnik Universiteta, no. 8 (September 21, 2023): 137–47. http://dx.doi.org/10.26425/1816-4277-2023-8-137-147.
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The article studies methods of advertising campaign budget allocation in digital space using advertising hypotheses. The author proposes a new approach based on the use of advertising hypotheses as an advertising medium. A form of media plan specifically designed for digital space has been presented. Special attention is paid to two types of advertising campaigns: those that pay for clicks or impressions and those that use direct marketing tools (SMS, mobile notifications and email newsletters). A way to evaluate media plan effectiveness has been suggested. The author believes that the main task at the stage of media planning is to determine whether the developed advertising hypothesis is able to achieve the planned indicators. This approach can improve advertising campaigns effectiveness in digital space and ensure more accurate budget allocation. The results of the study can be useful for marketers and advertising agencies, helping them make informed decisions when planning and optimizing advertising campaigns in digital space.
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Aggarwal, Sugandha, Anshu Gupta, Arshia Kaul, Mohan Krishnamoorthy, and P. C. Jha. "Multi-product dynamic advertisement planning in a segmented market." Yugoslav Journal of Operations Research 27, no. 2 (2017): 169–204. http://dx.doi.org/10.2298/yjor170117016a.
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In this paper, a dynamic multi-objective linear integer programming model is proposed to optimally distribute a firm?s advertising budget among multiple products and media in a segmented market. To make the media plan responsive to the changes in the market, the distribution is carried out dynamically by dividing the planning horizon into smaller periods. The model incorporates the effect of the previous period advertising reach on the current period (taken through retention factor), and it also considers cross-product effect of simultaneously advertising different products. An application of the model is presented for an insurance firm that markets five different products, using goal programming approach.
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Khokhlov, D. A. "The concept of advertising media in the digital marketing." Vestnik Universiteta, no. 10 (November 27, 2022): 97–104. http://dx.doi.org/10.26425/1816-4277-2022-10-97-104.
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The article examines the main factors affecting the effectiveness of promotion in the digital marketing. The problems of determining the advertising media and the distribution of the budget in the media plan for the digital environment are examined in the article. Four main factors influencing effectiveness of digital promotion are revealed through the analysis of advertising campaigns and web analytics systems. Based on the results of the study, the actual advertising media for the digital marketing is determined, an advertising hypothesis, consisting of the characteristics of the audience, advertising message, channel and format of the advertising message is described. It is between advertising hypotheses that the author recommends distributing the budget when planning digital advertising campaigns. In conclusion, directions for the development of the topic raised are set and the need to study the topic of site conversion and its dependence on advertising channels is emphasized.
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Bob Hester, Joe. "Book Review: Advertising media planning: A brand management approach." Journal of Advertising Education 8, no. 2 (November 2004): 47–48. http://dx.doi.org/10.1177/109804820400800210.
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Bigné, Enrique. "Advertising Media Planning in Spain: Models and Current Usages." International Journal of Advertising 9, no. 3 (January 1990): 205–18. http://dx.doi.org/10.1080/02650487.1990.11107149.
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Kovalskyi, B. M., T. S. Holubnyk, M. M. Dubnevych, and Z. M. Selmenska. "Research of quality in media planning of advertising appeal." Scientific Papers (Ukrainian Academy of Printing) 2, no. 67 (2023): 51–57. http://dx.doi.org/10.32403/1998-6912-2023-2-67-51-57.
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Kang, Moon Young. "Advertising allocation and impact of advertising on event ticket sales: Which product, where, and when." International Journal of Market Research 62, no. 4 (April 17, 2019): 483–98. http://dx.doi.org/10.1177/1470785319835380.
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When planning for advertising, an accurate assessment of the impact of advertising is important so that managers can allocate their budgets to maximize the return on each advertising dollar. In particular, the managers need to understand the impact of advertising on different products, media types, and time periods. This study develops a simultaneous model to measure the impact of advertising on product sales using weekly ticket sales data and to capture managers’ decision using the data on advertising budget allocation at a performing arts center. This article provides managerial recommendations for advertising decision in terms of the product, media, and time dimensions.
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Ellen, John, and Liz Ferrier. "Media Planning and Buying: An Insider's View." Media International Australia 105, no. 1 (November 2002): 77–83. http://dx.doi.org/10.1177/1329878x0210500112.
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John Ellen is a media planning and buying consultant and former managing director of AIS Media in Brisbane. He speaks here about the emergence of specialised media (planning and buying) shops in Australia, commenting that the role of media planners and buyers needs to be understood in terms of the history of the advertising industry in Australia before and after the Trade Practice Commission's inquiry in 1995 and the subsequent deregulation of the industry. John was interviewed by Liz Ferrier, who also introduces this article.
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Lugo Hernández, Lourdes Teresa, Lizbeth Beltran Lugo, Aldo Alan Cuadras Berrelleza, Radamés Castro Rivera, and Esteban Otoniel Moreno López. "Analysis of advertising media in automotive dealerships in Guasave, Sinaloa, México." Technium: Romanian Journal of Applied Sciences and Technology 10 (May 22, 2023): 51–62. http://dx.doi.org/10.47577/technium.v10i.8951.
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This article is oriented on conducting a study of advertising media used in automotive dealerships in Guasave, Sinaloa, Mexico, to analyse the advertising media they use, the method used was mixed, with a descriptive approach, and data collection was carried out from November to December 2022. The results showed that automotive dealers increased the implementation of advertising resources through the Internet, adapting to the changes of consumers. However, they expressed that it is advisable to make a combination of both traditional and digital, to improve the massification of advertising information. The analysis obtained relevant information on the advantages and disadvantages of each advertising medium used, which supports companies in making decisions concerning media planning.
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Mande, Samaila, Olaide Taofeek, and Francisco Oko. "NEW MEDIA, INTERNET AND DIGITAL MEDIA: A NEW TRENDS IN ADVERTISING INDUSTRY IN DEVELOPING COUNTRIES (STUDY OF OMEL ARTS AND ADVERTISING AGENGY)." International Journal of Advanced Studies in Economics and Public Sector Management 11, no. 1 (April 4, 2023): 19–28. http://dx.doi.org/10.48028/iiprds/ijasepsm.v11.i1.03.
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The study investigates the impact of new media, internet, and digital media as a new trend in advertising industry in developing countries. A total of 60 questionnaires were used in collecting data for the study and descriptive methodology was adopted and SPSS and Pearson product moment correlation was used to test the formulated hypotheses. The study’s findings showed that, there is significant impact of new media in advertising industry as it ensures return on investment, creativity and innovations in the industry and effective planning and execution of media campaign. Based on the findings of the study concluded that new media, internet and digital media assist the advertising agencies in innovating good quality advertisements ,ensures companies and customers interaction and conveyed messages fast to the specified target audience ,and is wider reach .The study recommended that ,advertising agencies in developing countries should adopt the use of internet advertising ,new and digital media as one of the marketing communication tools in developing countries and policy on creativity and innovations in new digital media and internet advertising using innovative and sophisticated digital technologies .Also ,world Federation of advertisers must ensure collaboration and co-operation of developed and developing countries advertising regulators so as to tap wealth of knowledge and experiences in new digital media practices and usage regarding new media ,internet advertising and digital media.
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Adinda, Arli, Hanafi Wibowo, and Enci Zarkasih. "THE USE OF ADVERTISEMENT IN SOCIAL MEDIA TO ENRICH STUDENTS’ VOCABULARY." Lingua 17, no. 2 (December 31, 2021): 209–17. http://dx.doi.org/10.34005/lingua.v17i2.1681.
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This study aims to at improving the vocabulary mastery in students' vocabulary by using advertisement media for grade 9 at SMPN 168 Jakarta. This research is a Classroom Action Research conducted, each cycle consists of 4 stages, namely: planning, action, observation and reflection with the research process (1) learning by using advertising media (2) planning the form of action in cycle 2 based on the results of cycle 1 reflection. research indicators show an increase in student learning outcomes. The research subjects were grade 9 students at SMPN 168 Jakarta in the odd semester 2021/2022, totaling 18 students. The results showed that in the cycle. The results showed that in the first cycle only 11 students (61.2%) achieved the KKM score (75), while 7 students (38.8%) were below the KKM score. The second cycle showed that only 2 people (11.4%) did not reach the KKM score. Meanwhile, 16 students (88.6%) whose scores exceed the KKM. The description of learning outcomes through advertising media for grade 9 students based on the results of the second cycle test, namely in the complete category reaching 88.6 percent and only a few students having learning outcomes through advertising media, namely 11.4 percent, in the first cycle students who completed only 61.2 percent and not completed as much as 38.8 percent. This illustrates that learning with the learning model with advertising media has been going well and can support increasing vocabulary with advertising media on social media. Therefore, it is recommended that teachers in teaching subject matter should prioritize the use of cooperative learning models using advertising media on social media.
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Rawlins, Kara Gust. "A Review of “Advertising Media Planning: A Brand Management Approach”." Journal of Business & Finance Librarianship 14, no. 3 (July 15, 2009): 295–97. http://dx.doi.org/10.1080/08963560802450859.
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Naik, Prasad A., Murali K. Mantrala, and Alan G. Sawyer. "Planning Media Schedules in the Presence of Dynamic Advertising Quality." Marketing Science 17, no. 3 (August 1998): 214–35. http://dx.doi.org/10.1287/mksc.17.3.214.
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Widiastuti, Tuti. "MEDIA DISCOURSE ANALYSIS ON PROFEMINISM ISSUE OF INDONESIAN FAMILY PLANNING AND HEALTH REPRODUCTIVE PROGRAMS." ICCD 1, no. 1 (December 20, 2018): 400–407. http://dx.doi.org/10.33068/iccd.vol1.iss1.71.
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The core of studybeing conducted is the text within public service advertising in which depicts the idea of profeminism in media. According to the intertextuality analysis derived by the social construction of reality theory by Berger and Luckmann, as well as the hegemony theory by Gramsci in which became the theoretical framework, both of which are utilized to integrate three level analytical framework model by Fairclough. Based on that fact, this type of study lies under the research method of ‘single case multilevel analyses. The reason for selecting framing analysis approach from Pan and Kosicki on the text level is because the meaning and value of profeminism in public service advertising of Indonesia family planning and health reproduction programs could produce interesting discourses if analyzed from the angle of communication and social reality construction in media. The finding of data proved that the symbolic reality for profeminism being constructed through public service advertising of Indonesia family planning and healthy reproduction programs only has the artificial nature. The symbolic reality only enhances and perpetuates the gender bias in the patriarchal society. So it can be concluded that there is a distortion in the meaning and value of the public service advertising profeminism in family planning and health reproductive programs.
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Tirtayani, I. Gusti Ayu, I. Made Wardana, Putu Yudi Setiawan, and I. Gusti Ngurah Jaya Agung Widagda K. "Determinants of Purchase Intention in Social Media Advertising." Revista de Gestão Social e Ambiental 18, no. 6 (March 26, 2024): e04793. http://dx.doi.org/10.24857/rgsa.v18n6-016.
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Purpose: This study aims to explore the relationship between social media advertising, habit, privacy concern, and purchase intention among social media users interested in travel and leisure. Theoretical reference: The study draws upon theories related to consumer behavior, advertising effectiveness, and habit formation, as well as literature on privacy concerns in online environments. Method: Purposive sampling was employed, resulting in a sample size of 298 respondents. Data analysis techniques, likely including correlation and regression analysis, were utilized to examine the relationships between social media advertising, habit, privacy concern, and purchase intention. Results and Conclusion: The analysis revealed a statistically significant positive relationship between social media advertising and purchase intention, as well as between habit and purchase intention. However, the impact of privacy concern on purchase intention was positive but not statistically significant. Furthermore, habit was found to partially mediate the effect of social media advertising on purchase intention but was unable to mediate the effect of privacy concern on purchase intention. Implications of research: The findings underscore the importance of high-quality advertising on social media platforms and the cultivation of positive habits related to travel and leisure activities. Moreover, while privacy concerns positively influence purchase intention, the role of habit in mediating the effect of social media advertising demonstrates its significance in shaping purchase intention. Practically, these insights can aid companies in refining their advertising strategies and better understanding the behavioral dynamics of social media users, including their habits and privacy concerns. Originality/value: This research contributes to the existing literature by specifically examining the interplay between social media advertising, habit formation, privacy concerns, and purchase intention within the context of travel and leisure. The study offers valuable insights into the complexities of consumer behavior in online environments and provides practical implications for companies aiming to enhance their marketing strategies in the social media landscape.
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Abe, Makoto. "A Household-Level Television Advertising Exposure Model." Journal of Marketing Research 34, no. 3 (August 1997): 394–405. http://dx.doi.org/10.1177/002224379703400308.
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The author proposes a household-level television advertising exposure model for media planning that is based on household exposure records. Consistent with the industry practice, managerial input of advertising for the model is gross rating points (GRP) for each “daypart” and week. Exposures of each household within each daypart during each week follow a Poisson process with a distinct rate, which is inferred from the household's past exposure history after accounting for the advertising intensity. Because exposure pattern is computed at the household-level, the model accounts for audience accumulation of dayparts combination, which has a considerable managerial importance in media planning. The model is shown to fit the observed exposure pattern well at both disaggregate and aggregate levels. Applications illustrate the effect of changing the level of GRP on reach and frequency and advertising efficacy of different day-parts. The author implements reallocation of the current level of GRP among dayparts using the “greedy algorithm” to improve reach.
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Andrew, Heather, Helen Haines, and Shaun Seixas. "Using neuroscience to understand the impact of premium digital out-of-home media." International Journal of Market Research 61, no. 6 (June 17, 2019): 588–600. http://dx.doi.org/10.1177/1470785319851316.
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In this article, Heather Andrew and Dr Shaun Seixas of Neuro-Insight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people’s emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens. With reference to visual attention, emotional intensity, desirability, and memorability, they describe a program of research that investigated brain response to the latest generation of outdoor advertising locations, and which explains the cognitive processes that underlie their success, not just in the context of out–of-home advertising, but in the broader digital world. The conclusions have implications that are fundamental to the planning, design, and development of media campaigns, identifying the role that outdoor advertising can play vis a vis other media, and how different media platforms can work together to the benefit of advertisers.
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Qiu, Luyi, Aro I, Timothy J. Lee, and Jinok Susanna Kim. "How Sustainable Social Media Advertising Affect Visitors’ Decision to Attend a Festival Event?" Sustainability 13, no. 17 (August 30, 2021): 9710. http://dx.doi.org/10.3390/su13179710.
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This research aims to investigate the possibilities of event visitors being persuaded to purchase tickets by music festival advertising on social media. Music festival and social media in general were chosen to be analyzed in two major areas: advertising formats and persuasion. Moreover, general perception towards music festival advertising on social media and the relationship between social media advertising with tactics were examined. The main objective of this research was to investigate the relationship between the use of social media advertising and the purchase of music festival tickets. To investigate the analysis of how consumers perceived music festival advertising on social media and the possibilities of being persuaded to purchase the festival ticket, a quantitative offline questionnaire method was adopted and applied. It was identified that general perception toward music festival advertising on social media is positive. Furthermore, it was found that being persuaded by social media advertisement to purchase music festival ticket is positive as well. The findings of this study concluded that consumers might be persuaded to purchase the music festival ticket although different conditions were applied to the social media advertising.
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Slater, Jan S., Brett Robbs, and Carla B. Lloyd. "Teaching the Advertising Media-planning Course: Trying to Serve Two Masters." Journal of Advertising Education 6, no. 2 (November 2002): 9–19. http://dx.doi.org/10.1177/109804820200600204.
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Heidary Dahooie, Jalil, Mehrdad Estiri, Mahshid Janmohammadi, Edmundas Kazimieras Zavadskas, and Zenonas Turskis. "A novel advertising media selection framework for online games in an intuitionistic fuzzy environment." Oeconomia Copernicana 13, no. 1 (March 30, 2022): 109–50. http://dx.doi.org/10.24136/oc.2022.004.
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Research background: The critical role of online games in e-commerce and the great competition among providers to enhance market share has significantly increased the need to use effective advertising patterns, techniques, and tools to attract users. There are two significant challenges to planning online media game selection. The first challenge is that there is no agreement on media selection criteria for online game advertising. The second challenge relates to the complexity of choosing advertising media. Purpose of the article: Given the multidimensionality and uncertainty in evaluating and selecting advertising media, especially in the case of online games, the need to provide a systematic framework for evaluating and selecting media is critical. Methods: The present study aims to provide a systematic framework based on multi-attribute decision-making (MADM) methods to evaluate and select the appropriate media for online game advertising. For this purpose, first, by reviewing the literature, a relatively comprehensive list of media selection criteria for online game advertising was extracted and then provided to experts in online game marketing and advertising in the fuzzy Delphi questionnaire. Then, based on their opinions, a localized decision model was obtained. Also, the Step-wise Weight Assessment Ratio Analysis (SWARA) method helped to determine the criteria? importance. In the next step, a preliminary list of online game advertising media was prepared and evaluated by experts based on the criteria obtained in the previous step. Finally, the media was ranked using the Additive Ratio ASsessment (ARAS) method. Findings & value added: Awareness of the criteria affecting the selection of online game advertising media and having a systematic framework for applying these criteria in advertising media selection decisions play a vital role in practical decisions. This research addresses one of the main gaps in the field of study by proposing a quantitative methodology for integrating information based on the knowledge of experts in the decision-making processes select advertising media for online games. Most traditional media selection processes are based solely on experience and estimation, and in practice, they are unable to systematically prioritize the alternatives due to the multiplicity of media available and the complexity of the decision-making process Interval-valued triangular fuzzy numbers (IVTFNs) can address the shortcomings of previous research while considering the uncertainties in this decision-making process. The findings of this framework can be good support for e-commerce managers and online game advertising practitioners.
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Ferrier, Liz. "Bring Out the ‘Backroom Boys’: The Role of Media Planners and Buyers in the New Knowledge Economy." Media International Australia 105, no. 1 (November 2002): 66–76. http://dx.doi.org/10.1177/1329878x0210500111.
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This paper outlines the relatively recent emergence of a specialised field of media services that come under the title of media planning and buying. It details the kinds of work this field involves, and the position it occupies in relation to other branches of the advertising industry, noting its increasing centrality in advertising and growing profile in the press. The history of its emergence and development as a separate field in Australia is closely linked to changes in the structure and regulation of the advertising industry. The paper examines challenges currently facing this area of advertising, including the global downturn in advertising, fragmentation of media audiences, and changes in technologies of audience measurement. It suggests that there has been increased value placed on the media planners' and buyers' specialised expertise, especially as audiences have become more segmented and fragmented, as traditional media loses its reach, and as clients have come to expect more accountability in relation to their advertising investment. The emergence of specialist media planners and buyers is situated alongside other changes occurring in the advertising industry, in the national context of particular institutional practices (commissioning system, accreditation and deregulation of the industry), and in the broader context of global economic restructuring and the emergence of the informational mode of development. The challenges faced by the advertising industry, articulated in the 2001 ratings debate, demonstrate Castells' point that ‘the diffusion of new technologies under the new mode of development calls into question the very processes and organizational forms that were at the basis of demand for information technologies’.
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Hoefges, R. Michael, and Kent M. Lancaster. "The Critical Role of Advertising Media Planning in Federal Rule 23 Class Action Notice." Journal of Public Policy & Marketing 19, no. 2 (September 2000): 201–12. http://dx.doi.org/10.1509/jppm.19.2.201.17126.
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Federal judges frequently must use mass media advertising to provide legal notice in class actions to meet requirements of court rules and constitutional due process. Unlike most marketing situations, in which relatively low but sustained target audience coverage by advertising can help support long-term sales and profits, court rules and constitutional due process demand high class coverage within a relatively short time frame, often spanning 30 to 90 days. Yet judges and attorneys typically lack the expertise to determine the number of class members who are exposed to and read a mass media notice, and case law and official judicial guidelines provide minimal and thus inadequate information. The use of mass media notice without sufficient analyses of likely notice coverage among class members can jeopardize the rights of class members and the legal integrity of the proceedings. Therefore, courts should demand the use of state-of-the-art media planning procedures, as demonstrated in this study, to forecast due process performance of alternative notice plans.
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Perlado-Lamo-de-Espinosa, Marta, Natalia Papí-Gálvez, and María Bergaz-Portolés. "From media planner to media expert: The digital effect in advertising." Comunicar 27, no. 59 (April 1, 2019): 105–14. http://dx.doi.org/10.3916/c59-2019-10.
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The increase in online audience and the development of Big Data in organizations modify the media planning activity and, consequently, the profile of the planner. Following the digital expansion, more information has become available to perform this task, but also, more complexity is observed in the work processes and in their agents’ structures. This paper analyzes the changes produced in the management of the media planner within the digital society. Through triangular research, comprising quantitative and qualitative methods, including a questionnaire that was administered to 140 media planners, and 5 interviews conducted with agency experts we examine the variations that have occurred in this professional role in terms of knowledge, the tools used and the skills they have had to maintain or update. It is noted that the adaptation to the digital context has required a substantial change in their work mechanics, the integration of off- and online strategies and digital specialization. Furthermore, with the help of current technology, immediate actions and reviews are implemented. Consequently, the media expert activity requires mastery of digital media planning tools, greater doses of innovation, analysis, business acumen and the ability to work effectively in multidisciplinary teams for multimedia environments. El incremento de la audiencia «online» y el desarrollo del «big data» en las organizaciones modifican la actividad de la planificación de medios y, en consecuencia, el perfil del planificador. Tras el avance digital se dispone de mayor información para ejercer esta labor, pero, igualmente, se observa más complejidad en los procesos de trabajo y en las estructuras de sus agentes. Este trabajo analiza los cambios producidos en la gestión del planificador de medios en la sociedad digital. A través de una investigación triangular que incluye métodos cuantitativos y cualitativos, donde se utiliza un cuestionario aplicado a 140 planificadores de medios y la realización de 5 entrevistas a expertos de agencias, se examinan qué variaciones se han producido en este rol profesional respecto a los conocimientos, herramientas utilizadas y competencias que han tenido que mantener o actualizar. Se constata que la adaptación al contexto digital supone un cambio sustancial en las mecánicas de trabajo, la integración de estrategias «off» y «online» y la especialización en digital. Asimismo, con la ayuda de la tecnología vigente, se implementan acciones y revisiones inmediatas. En consecuencia, la actividad del experto en medios exige el dominio de herramientas de planificación de medios digitales, mayores dosis de innovación, análisis, visión comercial y trabajar eficazmente en equipos multidisciplinares para entornos multimedia.
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Babst, Melanie, Thérèse Roux, and Johan De Jager. "Measuring the effectiveness of out-of-home advertising campaigns in South Africa." Communicare: Journal for Communication Studies in Africa 39, no. 1 (October 6, 2022): 33–55. http://dx.doi.org/10.36615/jcsa.v39i1.1527.
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Out-of-home advertisers demand measurable and reliable results to better determine and controlthe success both before and after the launch of an advertising campaign. The evaluation of outof-home media effectiveness as part of advertising campaigns remains a largely unexploredfield of study, especially in an emerging market like South Africa’s. By analysing the contents ofout-of-home advertising campaigns’ media planning strategies and results, this study aimed toinvestigate whether the effectiveness of out-of-home media formats are evaluated and validlyconfirmed by South African advertisers. Findings of the study revealed the general lack ofeffective evaluation techniques for reliably measuring out-of-home media formats’ effectiveness inachieving stated communication objectives. Furthermore, results confirm the significant campaignevaluation opportunities provided by the integration of out-of-home media with technology andother mechanisms to receive on- or offline interactivity from audiences with advertised brands.This is particularly useful while the development of reliable out-of-home media measurementmetrics is still underway across the globe.
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Malefyt, Timothy deWaal. "The Privatisation of Consumption: Marketing Media through Sensory Modalities." Media International Australia 119, no. 1 (May 2006): 85–98. http://dx.doi.org/10.1177/1329878x0611900109.
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Marketers have heralded a major shift in the way products and brands are currently marketed to consumers. Rather than marketing a product or brand on its rational or functional attributes, such as touting a car's horsepower, agility or smooth ride, marketers now sell brands on their experiential or emotional dimensions, such as the sensations offered from driving the car brand. This shift towards ‘experiential marketing’ has not only affected the advertising end-product of executions, the advertising research process, but has also spurred new modes and models for advertising media planning. To wit, the linear and sequential model of media persuasion is being replaced by more open-ended, experiential models. Have marketers tapped into a new personalised way to approximate the consumer, or are these merely revised means of objectifying the consumer? This paper explores these dimensions and looks at what the changes in media models and consumer representations mean to marketers.
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Naik, Prasad A., and Kalyan Raman. "Understanding the Impact of Synergy in Multimedia Communications." Journal of Marketing Research 40, no. 4 (November 2003): 375–88. http://dx.doi.org/10.1509/jmkr.40.4.375.19385.
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Many advertisers adopt the integrated marketing communications perspective that emphasizes the importance of synergy in planning multimedia activities. However, the role of synergy in multimedia communications is not well understood. Thus, the authors investigate the theoretical and empirical effects of synergy by extending a commonly used dynamic advertising model to multimedia environments. They illustrate how advertisers can estimate and infer the effectiveness of and synergy among multimedia communications by applying Kalman filtering methodology. Using market data on Dockers brand advertising, the authors first calibrate the extended model to establish the presence of synergy between television and print advertisements in consumer markets. Second, they derive theoretical propositions to understand the impact of synergy on media budget, media mix, and advertising carryover. One of the propositions reveals that as synergy increases, advertisers should not only increase the media budget but also allocate more funds to the less effective activity. The authors also discuss the implications for advertising overspending. Finally, the authors generalize the model to include multiple media, differential carryover, and asymmetrical synergy, and they identify topics for further research.
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Радькова, Наталья, and Natalya Radkova. "THE ORETICAL ASPECTS OF MASS MEDIA PLANNING." Bulletin of Bryansk state technical university 2016, no. 5 (December 30, 2016): 277–85. http://dx.doi.org/10.12737/article_58f9c4da062a22.97116398.
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The purpose of any advertizing campaign is a cer-tain impact on potential consumers of goods or service. For achievement of this task, first of all, it is necessary to make this information available to the necessary audience within the desirable term. Accuracy of "mes-sage delivery" depends on quality of work on such stage of advertizing campaign as mass media planning. The term mass media planning has been "russified" for the first time at the end of 1994 at the scientific seminar held by the research center "V-ratio" at the Institute of sociology of RAS. The name of new discipline was developed by the experts of leading Moscow advertizing agencies engaged in advertizing research and development of advertizing campaigns plans.
The American word "media" means a set of ways for advertising including any mass media and outdoor advertizing. At the same time experts have combined the term "media" with the word "planning". As a result of it, when merging the two words a standard term has appeared reflecting interrelation of optimum planning of the advertizing budget and the choice of advertizing channels.
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Saputra, Wisnu Edi, and Asmar Yulastri. "Development Of Putu Bendera Promotional Media." Jurnal Pendidikan Tata Boga dan Teknologi 5, no. 1 (October 31, 2023): 1. http://dx.doi.org/10.24036/jptbt.v5i1.11031.
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This research was motivated by the absence of putu bendera promotional media in the form of making putu bendera advertising videos. The purpose of development in this study is to develop putu bendera promotional media in the form of putu bendera advertising videos so that putu bendera is better known to the wider community.This type of research is development research with the development model used is Planning, Production, and Evaluation (PPE). The trials in this study consist of 3, namely validity tests, practicality tests and effectiveness tests. While the data analysis technique used is a descriptive data analysis technique, namely by describing the validity, practicality, and effectiveness of using putu bendera ad videos.The results of this development conclude as follows; (1) Expert validation is declared very valid with an average value categorized as very valid (2) The practicality of the putu bendera ad video based on the practicality test on the putu bendera maker is declared very practical (3) The effectiveness of the putu bendera ad video based on the effectiveness test to the community in Barus District with the effective category. The conclusion of this study is that this putu bendera advertising video is valid, practical, and effective to increase public attraction to putu flag.
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Fotis, John, Dimitrios Buhalis, and Nicos Rossides. "Social Media Impact on Holiday Travel Planning." International Journal of Online Marketing 1, no. 4 (October 2011): 1–19. http://dx.doi.org/10.4018/ijom.2011100101.
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The impact of social media on the travel industry is predicted to be tremendous, especially on its holiday travel segment. Although there is a plethora of studies concentrating on the role and impact of social media in travel related decisions, most of them are medium and community specific, or focus on a specific stage of the decision making or the travel planning process. This paper presents a comprehensive view of the role and impact of social media on the travel planning process: before, during and after the trip, providing insights on usage levels, scope of use, level of influence, and trust. The study was conducted through an online structured questionnaire on a sample of 346 members of an online panel of internet users from Russia and the other Former Soviet Union (FSU) Republics who had been on holidays in the previous 12 months. Findings reveal that social media are predominantly used after holidays for experience sharing. It is also shown that there is a strong correlation between level of influence from social media and changes made to holiday plans. Moreover, it is revealed that user-generated content is more trusted than official tourism websites, travel agents, and mass media advertising.
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Dagdandorj, Amgalanbaatar, and Batnasan Namsrai. "Efficient Planning and Selection of Media Advertising Using Linier Programming and Machine Learning Methods." Theoretical and Practical Issues of Journalism 11, no. 1 (April 6, 2022): 144–57. http://dx.doi.org/10.17150/2308-6203.2022.11(1).144-157.
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Due to rapid development of information technology and drastic innovations in technology that change customers' media use behavior, it is necessary to analyze the data and make systematic predictions in media planning and selection. Our research used linear programming method to plan and select media and put forward the most effective way to deliver advertising to the most targeted users at the lowest cost. In this study we used data from 2,451 households in 9 districts of Ulaanbaatar, 17 local aimags*, and 26 soums* in the 2020 National Syndicate Survey to determine the lifestyle of Mongolians, as well as data from more than 300 media outlets of 9 types, including such as television, internet, and social media. The study examined the factors that influence amount of time spent on television, website, social media, and FM radio using multinomial logit and multinomial probit models. However, the fact that consumers spend a lot of time on a media outlet does not mean that their purchasing decision will be affected. Therefore, we used the feature selection method based on 16 indicators to determine which media channel ad the customer viewed and made a purchase. We analyzed media users based on 54 data mining and classification indicators, including age, gender, and location. As a result of the study we developed a framework, highlighted the national media use behavior, and proposed a media planning methodology for businesses. The principal author of the article Mr. Amgalanbaatar Dagdandorj is a doctoral student at the Department of Marketing and International Trade of the Business School, National University of Mongolia. He is a CEO of the research and consultation company Mongolian Marketing Consulting group. He developed a research methodology for the National media use syndicate survey and received the copyright certificate. The current research analyzed the survey data implemented during the last eight consecutive years in Mongolia within the dissertation framework of “Efficient planning and selection of media advertising using linear programming and machine learning methods” as a requirement for a degree of Doctor in Business Administration. As for this work, D. Amgalanbaatar, as the principal author of the article, worked on the research data analysis, developed a methodology and modeling as well as media planning model and recommendations for its application. The last author of this article, Dr. Batnasan Namsrai, works as a Professor at the Marketing and International Trade Department of the Business School, National University of Mongolia. He is the academic advisor of the doctoral student and worked as a consultant in developing the methodology and design of the National media use syndicate survey. As the last author of the current article, he formulated a general methodology and developed the logic and format of a scientific article. The findings and the planning model developed on its basis can be the primary source for effective planning of the country's marketing and advertising activities of Mongolian business, government and media organizations.
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Clarke, D. B., and M. G. Bradford. "Competition between Television Companies for Advertising Revenue in the United Kingdom: The Independent Television Regions Prior to Deregulation." Environment and Planning A: Economy and Space 24, no. 11 (November 1992): 1627–44. http://dx.doi.org/10.1068/a241627.
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This paper provides a contribution to the geographies of advertising and the media. The authors examine the ways in which commercial television companies try to attract advertising to their regions; advertising being their main source of revenue. Competition based on the cost of advertising in particular regions is effectively restricted. This market failure results in regionally uneven allocations of advertising money, and hence an uneven regional pattern of TV company revenues. Other forms of competition are used to attempt to change this. TV companies promote their regions to advertisers and advertising agencies in ways varying from the production of ‘hard’ data to full-blown campaigns designed to promote or alter regional ‘images’. They also provide various services and cost incentives. It is argued that the deregulation of commercial television, which introduces intraregional competition, will not correct the market failure and will, if anything, reinforce the uneven allocation of advertising monies and media revenues. It is also suggested that intraregional competition will reduce regional promotion, the main competitive strategy that has been used to try to offset regional differences.
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Kordzaia, Natela R. "ADVERTISING CAMPAIGN OF HIGHER EDUCATION INSTITUTION DEVELOPMENT BASICS." Європейський вектор економічного розвитку 1, no. 32 (June 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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Vartanov, S. A. "The Economic Theory of Advertising: The Directions of Formation." Administrative Consulting, no. 8 (September 30, 2020): 157–74. http://dx.doi.org/10.22394/1726-1139-2020-8-157-174.
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One of the key tools that are traditionally used in solving media strategizing problems is advertising. The impacts of advertising on the processes taking place in the economy are significant and remarkably diverse, thus raising a big question to the media strategists to systematize and classify both the types of such impacts and the economic theories that study it. This work is devoted to the study of this issue: the most significant approaches to a comprehensive study of advertising at various planning periods (from instant to long-term strategic) are presented. We analyze the informative and persuasive functions of advertisement, compare the influence of its visual and textual forms and discuss key points of cognitive and behavior approaches to understand how advertisement affects the consumers’ demand. We describe basic models of economic equilibrium, which take the advertisement influence on different market structures into account, as well as two-sided models of media markets. It is shown that the less developed field of the economics of advertising is behavior and market influence analysis of the firms whose specialization is creating and distributing media content and advertisement. Due to this, we introduce the way to construct a new class of market models involving three types of economic agents — consumers, media firms and economic goods producers.
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Plotnikov, V. Al, and O. A. Shamina. "PROBLEMS AND TRENDS OF FUNCTIONING OF PRINT MEDIA IN MODERN MEGAPOLISES." ECONOMIC VECTOR 3, no. 34 (September 2023): 25–31. http://dx.doi.org/10.36807/2411-7269-2023-3-34-25-31.
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The article lists the functions of the metropolis; Threats for print media in St. Petersburg were identified: lack of sales opportunities for printed products, decline in popularity, emergence of similar niche media on the market, worsening of the general economic situation, intensification of rivalry from direct and indirect competitors, imitation of technologies for creating rating media by competitors, increasing demand for online publications; analyzed the advertising market of print media in St. Petersburg; estimated the volume of advertising in the means of its distribution in St. Petersburg over the past 12 years; describes the history of changes in the cost of print media; revealed the dynamics of development of enterprises in the industry; options for solving problems and neutralizing negative trends are proposed: increasing the revenue side of the print media budget by selling advertising space through an increase in demand for their products in the market, clearer segmentation of their target audience and, accordingly, developing an appropriate content strategy, increasing reader loyalty, increasing productivity through more detailed planning of the employee motivation system, income growth in the digital media segment, growth in the cost of services associated with limited supply.
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Titova, A. Y. "INNOVATIVE APPROACH TO SOLVING THE PROBLEM OF ADVERTISING MEDIA PLACEMENT IN URBAN SPACE: PLANNING, SOCIALLY USEFUL ADVERTISING, IMPLEMENTATION." Bulletin of Russian academy of natural sciences 21, no. 3 (2021): 76–78. http://dx.doi.org/10.52531/1682-1696-2021-21-3-76-78.
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L. Finn, Rachel, and Kush Wadhwa. "The ethics of “smart” advertising and regulatory initiatives in the consumer intelligence industry." info 16, no. 3 (May 6, 2014): 22–39. http://dx.doi.org/10.1108/info-12-2013-0059.
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Purpose – This paper aims to study the ethics of “smart” advertising and regulatory initiatives in the consumer intelligence industry. Increasingly, online behavioural advertising strategies, especially in the mobile media environment, are being integrated with other existing and emerging technologies to create new techniques based on “smart” surveillance practices. These “smart” surveillance practices have ethical impacts including identifiability, inequality, a chilling effect, the objectification, exploitation and manipulation of consumers as well as information asymmetries. This article examines three regulatory initiatives – privacy-by-design considerations, the proposed General Data Protection Regulation of the EU and the US Do-Not-Track Online Act of 2013 – that have sought to address the privacy and data protection issues associated with these practices. Design/methodology/approach – The authors performed a critical literature review of academic, grey and journalistic publications surrounding behavioural advertising to identify the capabilities of existing and emerging advertising practices and their potential ethical impacts. This information was used to explore how well-proposed regulatory mechanisms might address current and emerging ethical and privacy issues in the emerging mobile media environment. Findings – The article concludes that all three regulatory initiatives fall short of providing adequate consumer and citizen protection in relation to online behavioural advertising as well as “smart” advertising. Originality/value – The article demonstrates that existing and proposed regulatory initiatives need to be amended to provide adequate citizen protection and describes how a focus on privacy and data protection does not address all of the ethical issues raised.
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Fornazarič, Milena. "Covid-19 and Marketing; the Case of Slovenian Media Ad Spend." YMER Digital 21, no. 07 (July 7, 2022): 296–302. http://dx.doi.org/10.37896/ymer21.07/22.
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The epidemic introduced many unknowns into marketing. It was not clear how consumers would react to the sudden crisis, specifically whether brands would increase or decrease the amount of their advertising. Covid-19 influenced some core marketing concepts, among them media ad spend. Covid-19 and the related crisis have changed the nature of advertising towards digitalization, changed communication, and strengthened marketing power. The Slovenian media ad spend, which changed remarkably over two years, was influenced by the uncertain situation concerning advertisers, measures taken by the health authorities and, consequently, the reactions of consumers, citizens, and customers. After the initial decline in 2020, the gross media pie in Slovenia was already larger in 2021 than before the crisis. Keywords: Covid-19, marketing, advertising, media ad spend, consumer behavior
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Zeng, Lingling, and Muhammad Asif. "Advertisement design in dynamic interactive scenarios using DeepFM and long short-term memory (LSTM)." PeerJ Computer Science 10 (March 27, 2024): e1937. http://dx.doi.org/10.7717/peerj-cs.1937.
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This article addresses the evolving landscape of data advertising within network-based new media, seeking to mitigate the accuracy limitations prevalent in traditional film and television advertising evaluations. To overcome these challenges, a novel data-driven nonlinear dynamic neural network planning approach is proposed. Its primary objective is to augment the real-time evaluation precision and accuracy of film and television advertising in the dynamic interactive realm of network media. The methodology primarily revolves around formulating a design model for visual advertising in film and television, customized for the dynamic interactive milieu of network media. Leveraging DeepFM+long short-term memory (LSTM) modules in deep learning neural networks, the article embarks on constructing a comprehensive information statistics and data interest model derived from two public datasets. It further engages in feature engineering for visual advertising, crafting self-learning association rules that guide the data-driven design process and system flow. The article concludes by benchmarking the proposed visual neural network model against other models, using F1 and root mean square error (RMSE) metrics for evaluation. The findings affirm that the proposed model, capable of handling dynamic interactions among images, visual text, and more, excels in capturing nonlinear and feature-mining aspects. It exhibits commendable robustness and generalization capabilities within various contexts.