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Acatrinei, Carmen. "A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies." Studia Universitatis „Vasile Goldis” Arad – Economics Series 25, no. 3 (August 1, 2015): 23–34. http://dx.doi.org/10.1515/sues-2015-0019.
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Abstract The present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and content sponsorship). The specialists argued about the most relevant and efficient online advertising format that they use. From their personal experience, the professionals were asked to mention which are the elements / attributes that have a significant impact on: search, display, video, social media and mobile advertising campaigns. All the respondents mentioned that their companies use remarketing campaigns. The budget of an online advertising campaign is settled differently among the formats used. The purpose of the paper is to analyze the views of professionals regarding the Romanian online advertising market and this study precedes a quantitative research among Romanian consumers exposed to online advertising campaigns in order to make a comparison between the results obtained in both studies and propose a model of online advertising campaign as close to consumers‟ wants.
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Curta, Ioana-Adela. "From the advertising campaign to the election campaign - online evolution." Sæculum 47, no. 1 (July 1, 2019): 202–8. http://dx.doi.org/10.2478/saec-2019-0019.
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AbstractThe present study looks at how to structure an election or commercial advertising campaign in the online environment, the strategy it must follow in promoting it, without neglecting: the large or small frequency of interventions on social networks, the type of message, the target audience and the effects sought. All these stages are found in both business and online policy. In the election campaign, the most important goal is how we can turn into voices the likes received on the social network media. During the commercial advertising campaigns, the main goal is to achieve profit by strengthening the image of the brand. The success or failure of a campaign depends, to an overwhelming extent, on the way in which the message and image of the company or the politician / party has been seen on the online environment.
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Lobschat, Lara, Ernst C. Osinga, and Werner J. Reinartz. "What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements." Journal of Marketing Research 54, no. 6 (December 2017): 901–13. http://dx.doi.org/10.1509/jmr.14.0625.
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Many firms are allocating increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers’ online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who have not visited the focal firm's website in the previous four weeks (nonrecent online consumers). For these consumers, banner and TV advertisements indirectly increase offline sales through website visits. For consumers who have visited the firm's website in the previous four weeks (recent online consumers), the authors find evidence for a cross-campaign, brand-building effect of banner advertising, and TV ads also directly affect offline purchases. Overall, the findings indicate that for firms that predominantly (or even exclusively) sell offline, banner advertising is most suitable to generate awareness for a firm's new products among nonrecent online consumers, and to build their brand(s) among recent online consumers.
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Okubo, Kyota, and Kazumasa Oida. "A Successful Advertising Strategy over Twitter." Computer and Information Science 10, no. 3 (July 10, 2017): 10. http://dx.doi.org/10.5539/cis.v10n3p10.
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Large information cascades over online social networks have attracted a great deal of attention. The life times of most cascades are quite short, whereas recent advertising campaigns sometimes generate long-lived ones by employing effective dissemination strategies (instant-win, reminders, etc.). This paper reports one such campaign, YOGUR STAND, on the Twitter network in Japan. The data analysis shows that the campaign popularity has two interesting features. (1) It shows elastic behavior in that the impact of the destructive earthquake on the popularity was quite temporary. (2) It exhibits stationary behavior in that the campaign account gained approximately 2,000 new followers every day.The analysis also demonstrates that there were communities in the campaign participants. The campaign was successful because about 2.4 million Twitter users received the campaign retweets every day and 10-15% of them received the retweets for the first time.
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Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (March 31, 2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.
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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of on line advertising and usefulness and the reasons for using online advertisement. For this the study takes percentage and Lickert’s scaling techniques.
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Ballard, Andrew O., D. Sunshine Hillygus, and Tobias Konitzer. "Campaigning Online: Web Display Ads in the 2012 Presidential Campaign." PS: Political Science & Politics 49, no. 03 (July 2016): 414–19. http://dx.doi.org/10.1017/s1049096516000780.
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ABSTRACTAlthough much of what we know about political advertising comes from the study of television advertising alone, online advertising is an increasingly prominent part of political campaigning. Research on other online political communication—especially candidate websites, blogs, and social media—tends to conclude that these communications are aimed primarily at turning existing supporters into campaign donors, activists, and volunteers. Is a similar communication strategy found in online display ads—those ads placed adjacent to website content? In one of the first systematic analyses of the nature, content, and targets of online display advertising, we examined 840 unique online display ads from the 2012 presidential campaign. We show that the policy content, ad location, and interactive elements of the ads varied based on the audience, with persuasive appeals aimed at undecided or persuadable voters and engagement appeals aimed at existing supporters. Comparing ad content across candidates also found that each side focused on those issues for which the candidate had a strategic advantage. As a consequence, and in contrast to the conclusions of previous research that examines television advertising, we found minimal issue engagement in online advertising.
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Franz, Michael M., Erika Franklin Fowler, Travis Ridout, and Meredith Yiran Wang. "The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign." American Politics Research 48, no. 1 (September 16, 2019): 175–96. http://dx.doi.org/10.1177/1532673x19875722.
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Theories of campaign issue emphasis were developed in a pre-digital era. How well do these theories explain spending in the current era, when digital media allow for targeting of specific types of voters? In this research, we compare how the 2016 campaigns, both primary and general election, deployed television advertising with how they deployed online advertising. We suggest that, because online messages are targeted to specific viewer profiles much more than television messages, television ads should be more likely to discuss highly salient issues and valance issues than online ads. To test these ideas, we rely upon data from the Wesleyan Media Project, which tracked all televised political ads that aired in 2016, and our coding of data from Pathmatics, a company that tracks online advertising. We find, contrary to our expectations, that the predictors of issue discussion online and on television are largely similar.
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Braun, Joshua A., John D. Coakley, and Emily West. "Activism, Advertising, and Far-Right Media: The Case of Sleeping Giants." Media and Communication 7, no. 4 (December 17, 2019): 68–79. http://dx.doi.org/10.17645/mac.v7i4.2280.
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This study examines the international activist movement known as Sleeping Giants, a social-media “campaign to make bigotry and sexism less profitable” (Sleeping Giants, n.d.). The campaign originated in the US with an anonymous Twitter account that enlisted followers in encouraging brands to pull their online advertising from <em>Breitbart News</em>. The campaign achieved dramatic success and rapidly spread to regions outside the US, with other anonymously run and loosely allied chapters emerging in 15 different nations (as well as a regional chapter for the EU). Many of these were initially created to take on <em>Breitbart</em> advertisers in their home countries, but in a number of cases they subsequently turned their attention to disrupting financial support for other far-right news media in—or impacting—their home countries. Based on interviews with leaders of eight Sleeping Giants chapters, as well as the related UK-based Stop Funding Hate campaign, this study examines the Sleeping Giants campaign with respect to its continuity with media activism of previous eras, while also seeking to understand its potential as one of the first high-profile activist campaigns to grapple with the impacts of programmatic advertising on the news ecosystem. In particular, we consider how the campaign’s interventions speak to the larger debate around the normative relationship between advertising and the performance of the news ecosystem.
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Murashova, E. P. "Online Political Advertising in the Modern Political Competition (A Comparative Analysis of the 2008 And 2016 U. S. Presidential Campaigns)." Journal of International Analytics, no. 3 (September 28, 2017): 26–35. http://dx.doi.org/10.46272/2587-8476-2017-0-3-26-35.
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The article suggests an empirical analysis of online political advertising in the modern political struggle. Nowadays, due to the ongoing informatization of political processes, online technologies are used alongside with traditional media (TV, radio, etc.) for disseminating political advertisements. The development of online political advertising is tracked through time since the mid-1990s, when webtechnologies began to be applied in politics, up to today. The author conducts a comparative analysis of the 2008 and 2016 U.S. presidential campaigns to reveal the effectiveness and feasibility of online technologies in the political struggle. The analysis yielded the following results. First, the candidates of the two presidential races took into account both the positive and negative experience of the participants of the preceding election campaigns to elaborate their own marketing strategies. Second, concurrent use of traditional and online means of political advertising can contribute to the effectiveness of an election campaign. Third, an emphasis on online technologies increases a candidate’s chance to win the elections. Fourth, use of social networks and adaptation of existing genres of political advertising to the cyberspace appear to be promising ways of a candidate’s self-presentation.
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Bode, Leticia, David S. Lassen, Young Mie Kim, Dhavan V. Shah, Erika Franklin Fowler, Travis Ridout, and Michael Franz. "Coherent campaigns? Campaign broadcast and social messaging." Online Information Review 40, no. 5 (September 12, 2016): 580–94. http://dx.doi.org/10.1108/oir-11-2015-0348.
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Purpose Despite the growing use of social media by politicians, especially during election campaigns, research on the integration of these media into broader campaign communication strategies remains rare. The purpose of this paper is to ask what the consequences of the transition to social media may be, specifically considering how Senate candidates’ use of a popular social network, Twitter, is related to their messaging via broadcast media in the form of campaign advertising, in terms of content and tone. Design/methodology/approach To address this research question, a unique data set combining every tweet (10,303) and every television ad aired (576,933 ad airings) by candidate campaigns for the US Senate during the 2010 campaign is created. Using these data, tweets and ads are analyzed for their references to issues as well as their overall tone. Findings Findings demonstrate that social messaging often resembles broadcast advertising, but that Twitter nonetheless occupies a unique place in modern campaigns in that its tone tends to be quite different than that of advertisements. Research limitations/implications This sheds light on a larger debate about whether online campaigning has produced a fundamental change in election practices or whether new media simply extend “campaigning as usual.” Originality/value This study uses a novel data set, encompassing the complete universe of ads and tweets distributed by candidates for Senate in 2010.
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Chinchanachokchai, Punjaporn, and Sydney Chinchanachokchai. "Write Your Own Luck Campaign: Pentel’s Successful Advertising Strategy Based on Superstitious Beliefs in Thailand." Journal of Advertising Education 25, no. 2 (October 7, 2021): 96–120. http://dx.doi.org/10.1177/10980482211042520.
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The Pentel case study exhibits a success case of a global firm’s ability to incorporate cultural-specific values into an advertising campaign. Pentel used superstitious beliefs in the Thai culture to create the Write Your Own Luck campaign. The company launched a limited pen collection designed to be carried as lucky charms. Each pen version represented a unique type of luck it brought to its user. The campaign targeted Thai teens who were heavy users of social media. The campaign was launched through offline and online channels and received significant attention and awareness from the target audience. This case study represents a campaign that incorporates cultural beliefs and values of local consumers into an effective advertising campaign. The company achieved its goal of raising brand awareness and online engagement among the target audience.
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Malei, A., T. Serada, and A. Malei. "ONLINE VIDEO ADVERTISING: MEANING, TYPOLOGY AND EFFICIENCY ASSESSMENT." Vestnik of Polotsk State University. Part D. Economic and legal sciences, no. 13 (December 1, 2021): 74–80. http://dx.doi.org/10.52928/2070-1632-2021-58-13-74-80.
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The purpose of the study, is to formulate the concept of "online video advertising " as an object of online marketing, to generalize its types and build a system of performance evaluation indicators. Based on the study of interpretation and content of the definition of "advertising" and its types, presented by different scientific domestic and foreign schools and scientists, the authors derived the definition of "online video advertising" by highlighting the features of advertising, and also presented the typology of video advertising on the Internet based on the proposed classification attributes: the location, technical execution, and task of video advertising. The authors also proposed a system to assess the effectiveness of online video advertising based on two groups of metrics: primary (determined based on the actions of online users) and targeted (aimed at assessing the specific goals of the marketing campaign), which can objectively evaluate the success and productivity of video advertising.
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Oscario, Angela, Hagung Kuntjara, and Agus Adhityatama. "Advertising Campaign Strategy Based on The Communication Objective: A Case Study at Tokobagus Advertising Campaigns (2011-2014)." Humaniora 7, no. 2 (April 30, 2016): 155. http://dx.doi.org/10.21512/humaniora.v7i2.3511.
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Article focused on advertising as one of the most important parts of marketing communication in one of the online shop, TokoBagus. Advertising communicated a message from a certain brand to the target audience through a particular medium. The aim of this research was making advertising with a powerful message, so it was able to become a captain of consciousness that could play an important role in economic and social systems of modern society. Because of its potential power, the creative advertising workers had a big responsibility in their hands. It was not only to explore the creativity visually or verbally to a creative worker, but also, they should understand the purpose of communication, the communication strategy, and the creative strategy. In this case, TokoBagus run this in making advertisement campaign to promote its brand. The method used in this research was the qualitative method and inductive model. Data were collected through an interview, literature, and visual data. Those collected data were analyzed using a qualitative-verificative strategy and case study method. The case study was Toko Bagus advertising campaign from the year 2011 to the year 2014 when finally its name changes into OLX. It finds that the advertisements only become beautiful works of art, but it does not solve the problem of the brand. Therefore, this research is important to document the communication strategy and the creative strategy of an advertising campaign so it can be a reference for a young designers or students.
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Sheynina, Maryana A. "Key Aspects of Branding Project Management using audience data in a digital environment." Scientific notes of the Russian academy of entrepreneurship 19, no. 3 (September 20, 2020): 159–74. http://dx.doi.org/10.24182/2073-6258-2020-19-3-159-174.
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The development of digital communication tools and promotion methods has changed the approaches to planning and implementing campaigns on the Internet. Campaigns using audience data are implemented with the par-ticipation of technology platforms and data providers. The author proposes an organizational and economic model for the interaction of all participants in the advertising market when implementing campaigns using audience data. The process of implementing online campaigns requires advertisers and agency employees to have new competencies and a deep understanding of the functions of all participants in the campaign implementation process. The article discusses the transformation of the functions of the advertiser and agencies in the management of advertising activity on the Internet.
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Hughes, Christian, Vanitha Swaminathan, and Gillian Brooks. "Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns." Journal of Marketing 83, no. 5 (June 4, 2019): 78–96. http://dx.doi.org/10.1177/0022242919854374.
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Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The findings suggest that sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content, which are further moderated by social media platform type and campaign advertising intent. When a sponsored post occurs on a blog, high blogger expertise is more effective when the advertising intent is to raise awareness versus increase trial. However, source expertise fails to drive engagement when the sponsored post occurs on Facebook. When a sponsored post occurs on Facebook, posts high in hedonic content are more effective when the advertising intent is to increase trial versus raise awareness. The effectiveness of campaign incentives depends on the platform type, such that they can increase (decrease) engagement on blogs (Facebook). The empirical evidence for these findings comes from real in-market customer response data and is supplemented with data from an experiment. Taken together, the findings highlight the critical interplay of platform type, campaign intent, source, campaign incentives, and content factors in driving engagement.
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Paulson, Courtney, Lan Luo, and Gareth M. James. "Efficient Large-Scale Internet Media Selection Optimization for Online Display Advertising." Journal of Marketing Research 55, no. 4 (August 2018): 489–506. http://dx.doi.org/10.1509/jmr.15.0307.
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In today's digital market, the number of websites available for advertising has ballooned into the millions. Consequently, firms often turn to ad agencies and demand-side platforms (DSPs) to decide how to allocate their Internet display advertising budgets. Nevertheless, most extant DSP algorithms are rule-based and strictly proprietary. This article is among the first efforts in marketing to develop a nonproprietary algorithm for optimal budget allocation of Internet display ads within the context of programmatic advertising. Unlike many DSP algorithms that treat each ad impression independently, this method explicitly accounts for viewership correlations across websites. Consequently, campaign managers can make optimal bidding decisions over the entire set of advertising opportunities. More Importantly, they can avoid overbidding for impressions from high-cost publishers, unless such sites reach an otherwise unreachable audience. The proposed method can also be used as a budget-setting tool, because it readily provides optimal bidding guidelines for a range of campaign budgets. Finally, this method can accommodate several practical considerations including consumer targeting, target frequency of ad exposure, and mandatory media coverage to matched content websites.
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Pragarauskaitė, Julija, and Gintautas Dzemyda. "Visual decisions in the analysis of customers online shopping behavior." Nonlinear Analysis: Modelling and Control 17, no. 3 (August 22, 2019): 355–68. http://dx.doi.org/10.15388/na.17.3.14061.
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The analysis of the online customer shopping behavior is an important task nowadays, which allows maximizing the efficiency of advertising campaigns and increasing the return of investment for advertisers. The analysis results of online customer shopping behavior are usually reviewed and understood by a non-technical person; therefore the results must be displayed in the easiest possible way. The online shopping data is multidimensional and consists of both numerical and categorical data. In this paper, an approach has been proposed for the visual analysis of the online shopping data and their relevance. It integrates several multidimensional data visualization methods of different nature. The results of the visual analysis of numerical data are combined with the categorical data values. Based on the visualization results, the decisions on the advertising campaign could be taken in order to increase the return of investment and attract more customers to buy in the online e-shop.
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Horrell, Lindsey N., Allison J. Lazard, Amrita Bhowmick, Sara Hayes, Susan Mees, and Carmina G. Valle. "Attracting Users to Online Health Communities: Analysis of LungCancer.net’s Facebook Advertisement Campaign Data." Journal of Medical Internet Research 21, no. 11 (November 4, 2019): e14421. http://dx.doi.org/10.2196/14421.
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Background With growing numbers of adults turning to the internet to get answers for health-related questions, online communities provide platforms with participatory networks to deliver health information and social support. However, to optimize the benefits of these online communities, these platforms must market effectively to attract new members and promote community growth. Objective The aim of this study was to assess the engagement results of Facebook advertisements designed to increase membership in the LungCancer.net online community. Methods In the fall of 2017, a series of 5 weeklong Facebook advertisement campaigns were launched targeting adults over the age of 18 years with an interest in lung cancer to increase opt ins to the LungCancer.net community (ie, the number of people who provided their email to join the site). Results The advertisements released during this campaign had a sum reach of 91,835 people, and 863 new members opted into the LungCancer.net community by providing their email address. Females aged 55 to 64 years were the largest population reached by the campaign (31,401/91,835; 34.29%), whereas females aged 65 and older were the largest population who opted into the LungCancer.net community (307/863; 35.57%). A total of US $1742 was invested in the Facebook campaigns, and 863 people opted into LungCancer.net, resulting in a cost of US $2.02 per new member. Conclusions This research demonstrates the feasibility of using Facebook advertising to promote and grow online health communities. More research is needed to compare the effectiveness of various advertising approaches. Public health professionals should consider Facebook campaigns to effectively connect intended audiences to health information and support.
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Yuchen, Zhu, Mao Jia, and Wang Xi. "Gender Representation in Chinese Tobacco Advertising." Tobacco Regulatory Science 7, no. 5 (September 30, 2021): 2687–700. http://dx.doi.org/10.18001/trs.7.5.1.39.
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The broad development prospects of the Chinese tobacco consumer market have attracted an increasing number of international companies to do business and invest in China. In tobacco marketing campaign, gender representation in advertising is a common and effective means to attract consumers. It has a great significance to marketing practitioners and advertisers, especially in the emerging market of China. A comprehensive understanding of gender representation in Chinese advertising can provide a universal framework for marketing campaign and help establish an academic foundation for market segmentation. This literature review aims to research the portrayal of gender representative images and roles in Chinese advertising, their formation reasons and changing trends. Drawing on huge number of academic journals, research papers and academic books in the online academic literature database, this literature review will critically analyze and summarize the literature related to gender representation in Chinese tobacco advertising. The results show that the characteristics of gender representation in traditional Chinese advertisements are influenced by traditional Chinese culture, socialist political policies and Western value culture, and tend to modern Western advertising models. The gender representation in Chinese online advertising emphasized the concept of self and began to show more Chinese characteristics. In the future, the booming Chinese online advertising will have more variables and more complex trends, and there will be a huge academic gap left for future research.
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Mowery, Andrea, Paul Riedesel, Marietta Dreher, Barbara A. Schillo, and Jessie E. Saul. "Using Online Message Testing to Evaluate TV Ads, Select Effective Messaging, and Improve Public Health Campaigns." Social Marketing Quarterly 22, no. 3 (January 25, 2016): 179–99. http://dx.doi.org/10.1177/1524500416628527.
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Background: This article describes two examples of online ad testing used to assess effectiveness of tobacco control ads in Minnesota (United States). The U.S. Centers for Disease Control and Prevention (CDC) recommends mass-media campaigns to change tobacco-related attitudes and encourage quitting. ClearWay MinnesotaSM uses online surveys to test ads with target audiences, select the most effective ads, and complement traditional evaluations of its campaigns. Two examples in this article demonstrate the method and how results have been used. Methods: Example 1 used an online survey to test two ad campaigns with 600 tobacco users. Participants were randomly assigned to evaluate two CDC Tips From Former Smokers ads and two ClearWay Minnesota QUITPLAN® Services ads for motivational effectiveness. In Example 2, 805 adult Minnesotans evaluated three of ClearWay Minnesota’s Still a Problem educational ads to determine whether the campaign was having the intended effect on its target audience. Results: Results for Example 1 revealed CDC’s ads were more effective than QUITPLAN Services ads in motivating tobacco users to seek help. Results for Example 2 demonstrated that the Still a Problem campaign was having the intended effect on the target audience. Discussion: Example 1 results compelled ClearWay Minnesota to tag CDC’s ads with the QUITPLAN Services brand and buy more advertising time. Observed service volumes increased. Example 2 results suggested no need for adjustments to change the Still a Problem campaign because it was working as intended. Traditional evaluation requires longer time frames than online testing. Online message testing can inform social marketing and educational campaign development in real time, typically for less cost than traditional methods. Conclusions: Online message testing is an efficient way to test ads, improve program effectiveness, and protect investments in public health marketing campaigns.
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Zhao, Kaifeng, Seyed Hanif Mahboobi, and Saeed R. Bagheri. "Revenue-based attribution modeling for online advertising." International Journal of Market Research 61, no. 2 (May 22, 2018): 195–209. http://dx.doi.org/10.1177/1470785318774447.
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This article examines and proposes several attribution models that quantify how revenue should be attributed to online advertising inputs. We adopt and further develop relative importance methods, which are based on regression models that have been extensively studied and utilized to investigate the relationship between advertising efforts and market reaction (revenue). The relative importance methods aim at decomposing and allocating marginal contributions to the coefficient of determination ( R2) of the regression models as attribution values. In particular, we adopt two alternative submethods to perform this decomposition: dominance analysis and relative weight analysis. Moreover, we demonstrate an extension of the decomposition methods from standard linear models to additive models. We claim that our new approaches are more flexible and accurate in modeling the underlying relationship and quantifying the attribution values. We use simulation examples to demonstrate the superior performance of our new approaches to traditional methods. We further illustrate the value of our proposed approaches using a real advertising campaign data set.
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Akbar, Azdin. "Analisa Perbandingan Strategi Visual Iklan Brand Marketplace Bukalapak dan Tokopedia." Business Economic, Communication, and Social Sciences (BECOSS) Journal 2, no. 1 (January 28, 2020): 115–30. http://dx.doi.org/10.21512/becossjournal.v2i1.6168.
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In the social media era that has become part of life of today's society makes buying and selling activity through online media also become a commonplace. People are getting more comfortable making transactions through online media. The rise of online marketplace that sprung became an evidence that many people nowadays have no doubt selling or shopping on the internet. This research aims to study the visual strategy of BukaLapak and Tokopedia advertising campaigns. This study used the method of content analysis by collecting uploaded BukaLapak and Tokopedia video ads in their social media, especially Youtube channel. This study analyzes the visual strategies applied by BukaLapak and Tokopedia. The data collected are in the form of visual advertising campaign within the specified period of time. This research is expected to show how is the correlation between visual strategy used and its impact on user engagement on BukaLapak and Tokopedia Youtube channel.
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Zhu, Yuqing, Jing Tang, Xueyan Tang, and Lei Chen. "Analysis of influence contribution in social advertising." Proceedings of the VLDB Endowment 15, no. 2 (October 2021): 348–60. http://dx.doi.org/10.14778/3489496.3489514.
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Online Social Network (OSN) providers usually conduct advertising campaigns by inserting social ads into promoted posts. Whenever a user engages in a promoted ad, she may further propagate the promoted ad to her followers recursively and the propagation process is known as the word-of-mouth effect. In order to spread the promotion cascade widely and efficiently, the OSN provider often tends to select the influencers, who normally have large audiences over the social network, to initiate the advertising campaign. This marketing model, also termed as influencer marketing, has been gaining increasing traction and investment and is rapidly becoming one of the most widely-used channels in digital marketing. In this paper, we formulate the problem for the OSN provider to derive the influence contributions of influencers given the campaign result, considering the viral propagation of the ads, namely influence contribution allocation (ICA) . We make a connection between ICA and the concept of Shapley value in cooperative game theory to reveal the rationale behind ICA. A naive method to obtain the solution to ICA is to enumerate all possible cascades delivering the campaign result, resulting in an exponential number of potential cascades, which is computationally intractable. Moreover, generating a cascade producing the exact campaign result is non-trivial. Facing the challenges, we develop an exact solution in linear time under the linear threshold (LT) model, and devise a fully polynomial-time randomized approximation scheme (FPRAS) under the independent cascade (IC) model. Specifically, under the IC model, we propose an efficient approach to estimate the expected influence contribution in probabilistic graphs modeling OSNs by designing a scalable sampling method with provable accuracy guarantees. We conduct extensive experiments and show that our algorithms yield solutions with remarkably higher quality over several baselines and improve the sampling efficiency significantly.
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Durkin, Sarah J., Kate Broun, Matthew J. Spittal, and Melanie A. Wakefield. "Impact of a mass media campaign on participation rates in a National Bowel Cancer Screening Program: a field experiment." BMJ Open 9, no. 1 (January 2019): e024267. http://dx.doi.org/10.1136/bmjopen-2018-024267.
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Objectives and designThis field experiment aimed to compare bowel cancer screening participation rates prior to, during and after a mass media campaign promoting screening, and the extent to which a higher intensity campaign in one state led to higher screening rates compared with another state that received lower intensity campaign exposure.InterventionAn 8-week television-led mass media campaign was launched in selected regions of Australia in mid-2014 to promote Australia’s National Bowel Cancer Screening Program (NBCSP) that posts out immunochemical faecal occult blood test (iFOBT) kits to the homes of age-eligible people. The campaign used paid 30-second television advertising in the entire state of Queensland but not at all in Western Australia. Other supportive campaign elements had national exposure, including print, 4-minute television advertorials, digital and online advertising.Outcome measuresMonthly kit return and invite data from NBCSP (January 2012 to December 2014). Return rates were determined as completed kits returned for analysis out of the number of people invited to do the iFOBT test in the current and past 3 months in each state.ResultsAnalyses adjusted for seasonality and the influence of other national campaigns. The number of kits returned for analysis increased in Queensland (adjusted rate ratio 20%, 95% CI 1.06% to 1.35%, p<0.01) during the months of the campaign and up to 2 months after broadcast, but only showed a tendency to increase in Western Australia (adjusted rate ratio 11%, 95% CI 0.99% to 1.24%, p=0.087).ConclusionsThe higher intensity 8-week television-led campaign in Queensland increased the rate of kits returned for analysis in Queensland, whereas there were marginal effects for the low intensity campaign elements in Western Australia. The low levels of participation in Australia’s NBCSP could be increased by national mass media campaigns, especially those led by higher intensity paid television advertising.
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Behboudi, Mehdi, Hossein Vazifehdoust, Kobra Najafi, and Mina Najafi. "Using rational and emotional appeals in online advertisements for Muslim customers." Journal of Islamic Marketing 5, no. 1 (March 4, 2014): 97–124. http://dx.doi.org/10.1108/jima-07-2012-0039.
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Purpose – The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran. Design/methodology/approach – By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants. Findings – Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign. Research limitations/implications – The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size. Originality/value – This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.
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Kislyakov, Alexey. "Structuring advertising campaign costs considering the asymmetry of users’ interests." Business Informatics 14, no. 4 (December 31, 2020): 7–18. http://dx.doi.org/10.17323/2587-814x.2020.4.7.18.
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This work is devoted to the highly topical problem of structuring costs for contextual and targeted advertising on the Internet. The choice of the ad campaign financing structure is considered from the point of view of violating the principle of symmetry of user interest in ads. The purpose of this work is to develop a methodology for structuring advertising campaign costs based on cluster analysis, taking into account the asymmetry of user interest in advertising. The key feature of the research is the description of the possibility of using the asymmetry of user interest in application solutions, such as online advertising. The Gini coefficient is used as an indicator of the degree of imbalance in the manifestation of a feature in clustering, and the features of using the lift coefficient and the Lorentz curve to evaluate the effectiveness of contextual and targeted advertising for various groups of customers are also considered. Using the Gini index and cluster analysis, you can analyze the possibilities of increasing ad revenue and compare it with the absence of any policy for structuring advertising costs. Identifying such patterns in consumer groups allows you to identify the main directions of product development and customer interest in it. The method described here should be used to improve the effectiveness of banner advertising and clustering algorithms. This approach does not improve banner clickability, but allows you to implement an individual approach to advertising products with the current number of clicks and more effectively structure the cost of various types of advertising.
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Zhu, Yuqing, Jing Tang, and Xueyan Tang. "Pricing influential nodes in online social networks." Proceedings of the VLDB Endowment 13, no. 10 (June 2020): 1614–27. http://dx.doi.org/10.14778/3401960.3401961.
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Influential nodes with rich connections in online social networks (OSNs) are of great values to initiate marketing campaigns. However, the potential influence spread that can be generated by these influential nodes is hidden behind the structures of OSNs, which are often held by OSN providers and unavailable to advertisers for privacy concerns. A social advertising model known as influencer marketing is to have OSN providers offer and price candidate nodes for advertisers to purchase for seeding marketing campaigns. In this setting, a reasonable price profile for the candidate nodes should effectively reflect the expected influence gain they can bring in a marketing campaign. In this paper, we study the problem of pricing the influential nodes based on their expected influence spread to help advertisers select the initiators of marketing campaigns without the knowledge of OSN structures. We design a function characterizing the divergence between the price and the expected influence of the initiator sets. We formulate the problem to minimize the divergence and derive an optimal price profile. An advanced algorithm is developed to estimate the price profile with accuracy guarantees. Experiments with real OSN datasets show that our pricing algorithm can significantly outperform other baselines.
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Meghna Rishi. "Synergy between Internet Technology and Traditional Media: A Perspective on Indian Marketers." Journal of Technology Management for Growing Economies 2, no. 1 (April 25, 2011): 89–101. http://dx.doi.org/10.15415/jtmge.2011.21005.
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There has been limited research in the Indian Internet advertising space and this paper explores the media preferences of Indian marketers highlighting their attitude towards the new medium. Since Internet penetration is rising in India, the research also identifies whether advertisers prefer a synergy between the traditional mediums and Internet Technology for their advertising campaigns. The paper is based on empirical research conducted amongst 69 Indian marketers/ advertisers belonging to New Delhi and Mumbai (India) and 50 Indian advertising/ online agency professionals. Advertisers have been chosen from industry verticals including Banking and Financial Institutions, Automobile, Fast Moving Consumer Durables (FMCG) and Telecom because they include the top advertising spenders in India (KPMG and FICCI, 2010). Views from advertising agency professionals, published in trade magazines, are considered to further substantiate the research findings through industry inputs. Based on some unique strengths of Internet advertising , Indian marketers respond positively towards including Internet in the media mix and believe in drawing synergy between Internet and traditional mediums. However they are still apprehensive about the efficacy of the medium. Indian advertising agency professionals consider it important to include Internet in the media mix, however they do not push the medium aggressively. The study identifies that Indian marketers and advertisers prefer to use Internet Technology and web advertising, in a campaign\'s media mix only when the campaign is also run on traditional mediums. In seclusion, the medium is not the preferred choice for advertising. The paper pinpoints the reasons for the slow acceptability of Internet advertising amongst Indian marketers and suggests learning of advertising agency professionals to leverage maximum benefit out this interactive medium. The paper also offers insight to academicians who wish to explore the changing dimensions in communication management
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Белоконская, Елена Геннадьевна, and Наталья Андреевна Чумакова. "FEATURES OF THE ORGANIZATION OF CONTEXT ADVERTISING OF THE HIGHER EDUCATIONAL INSTITUTION." «Izvestia vyssih uchebnyh zavedenij. Seria «Ekonomika, finansy i upravlenie proizvodstvom», no. 4 (46) (December 29, 2020): 52–59. http://dx.doi.org/10.6060/ivecofin.2020464.508.
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Contextual advertising is one of the most popular internet marketing tools. In the article, the authors investigate the problem of how it is possible to apply online advertising to promote the university and educational services. The traditional tools of marketing communications used by educational institutions are considered, as well as the most relevant communication channels using the Internet. The promotion strategy through contextual advertising of a higher educational institution has been developed to solve the problem of attracting applicants. Recommendations for launching an advertising campaign for an educational institution using the Yandex.Direct service are given
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Rasyid, Mohammad Ichsan. "The Advertising Message and Approach Analysis of the Halal Toothpaste Product Category in Indonesia." RSF Conference Series: Business, Management and Social Sciences 1, no. 6 (December 20, 2021): 40–48. http://dx.doi.org/10.31098/bmss.v1i6.466.
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This study aims to understand how the latest Advertising message and approach of the existing Halal Toothpaste Products in the Indonesian market. This study was conducted to provide Advertising Strategy recommendations. To Analyse the Advertising message and approach, this study used the Elaboration Likelihood Model as the analysis framework and utilize various Advertising approaches in executing Advertising Creative Strategy as references. This qualitative descriptive research tries to describe and compare the message and the approach of the latest Advertising campaign materials of Halal Toothpaste Products. Data were collected from the relevant documents, literatures and various online publications. The analysed Advertising campaign Materials were collected from YouTube. The Result shows that all the existing Halal Toothpaste products Advertising messages and approaches utilized the central route of mental process that elaborate the product ingredients and their benefit. The Halal attribute communicated verbally and visually, and was mainly driven by the product ingredients that were associated with Islamic culture in Indonesia. Practically, this study result will be a reference for Advertising practitioners on how to communicate Halal through Advertising. Academically, this study will be a reference for further thinking and research ideas on Halal Product Marketing Communication, Halal Product Advertising, and Halal Product Advertising Strategy.
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Aragbuwa, Adetutu, and Victor O. Adejumo. "Covid-19 #Takeresponsibility: A Multimodal Discourse Analysis of Select NCDC’s Online Public Health Advertising Campaign." Journal of Language and Literature 21, no. 2 (September 19, 2021): 267–80. http://dx.doi.org/10.24071/joll.v21i2.3044.
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This article examines the Nigerian Center for Disease Control’s (henceforth, NCDC) Covid-19 #TakeResponsibility online public health advertising campaign. This is with a view to exploring how the representational, interactive and compositional resources are realized in these advertising visuals as well as their communicative functions. Forty purposively selected data samples, which were subjected to qualitative analysis, are examined from a multimodal discourse analytical approach. The analysis reveals that the narrative, transactive, action, offer, and the frontal resources, among others, are realized in the adverts. These resources interactively perform the directive, informative, reinforcing, preventive, cautionary and collective functions. Thus, the representational, interactive and compositional resources deployed in the NCDC’s Covid-19 #TakeResponsibility online visuals discursively cohere as multimodal public health campaign strategies geared towards sensitizing the Nigerian populace on the safety guidelines to adhere to in containing the spread of Covid-19 in Nigeria.
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Sahni, Navdeep S., Sridhar Narayanan, and Kirthi Kalyanam. "An Experimental Investigation of the Effects of Retargeted Advertising: The Role of Frequency and Timing." Journal of Marketing Research 56, no. 3 (March 29, 2019): 401–18. http://dx.doi.org/10.1177/0022243718813987.
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In collaboration with an online seller of home-improvement products, the authors conduct a large-scale randomized field experiment to study the effects of retargeted advertising, a form of internet advertising in which banner ads are displayed to users after they visit the advertiser’s website. They find that switching on experimental retargeting causes 14.6% more users to return to the website within four weeks. The impact of retargeting decreases as the time since the consumer first visited the website increases—indeed, 33% of the effect of the first week’s advertising occurs on the first day. Furthermore, the authors find evidence of the existence of complementarities in advertising over time: the effect of advertising in week 2 of the campaign is higher when the user was assigned to a nonzero level of advertising in week 1. The authors discuss mechanisms that can explain their findings and demonstrate a novel low-cost method that can be applied generally to conduct valid online advertising experiments.
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Newell, Jay, and Jeffrey Layne Blevins. "Transparency in Political Advertising: Assessing the Utility and Validity of the FCC's Online Public Inspection File System." Journal of Information Policy 8, no. 1 (March 1, 2018): 417–41. http://dx.doi.org/10.5325/jinfopoli.8.1.0417.
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Abstract This research explores the usability of the Federal Communication Commission's (FCC's) online Public Inspection Files to measure the sources and quantities of political advertising on broadcast television. We compared data from FCC files with data purchased from a commercial vendor in a presidential caucus campaign that stretched across nine months, including advertising sponsored by over 40 groups and totaled tens of millions of dollars. The FCC-derived and commercial data were consistent in reporting the quantity of advertising, but sponsor identification was inconsistent between data sources, raising concerns about the FCC's ability to disclose reliable information about political ad spending.
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Anam, Moh Khoirul, and Nurhayati Nurhayati. "CDA OF GUS IPUL’S POLITICAL ADVERTISING IN 2018-EAST-JAVA-REGIONAL ELECTION." Profetik: Jurnal Komunikasi 12, no. 2 (March 25, 2020): 261. http://dx.doi.org/10.14421/pjk.v12i2.1693.
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Recent campaign models tend to change from the traditional model which commonly happened in the past. If in the past the campaign was identical to speeches, flags, marches, etc., nowadays the campaign can be done by utilizing the digital world as a media, even though the old model is still used today in a fewer portion. Therefore, this study aims to analyze the digital campaign advertisement of Gus Ipul in East Java Election 2018. Using the Systemic Functional Grammar (SFG) theory and Critical Discourse Analysis (CDA) approach of Fairclough three-dimensional model, researchers want to reveal what message is behind the advertisements. The data in this study are five political campaign videos obtained from online video service providers, www.youtube.com. The videos are downloaded, then transcribed so that the textual data is obtained. These data are analyzed using the SFG theory. From the analysis, the results of the present study show that Gus Ipul’s political advertising is included in advocacy and contrasting advertising. Also, there are two objectives of Gus Ipul's political advertising. The first is to satire political opponents, and the second is to provide information. The information conveyed is by providing positive information, namely by using the lexicon like pengalaman - experience, paham - understanding and amanah -trustworthiness. From the political advertisement model, it can also be obtained that there are four strategies used in advertising viz emphasizing our good things, emphasizing their bad things, de-emphasizing our bad things, and de-emphasizing their good things.
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Chan, Lilian, Blythe O'Hara, Philayrath Phongsavan, Adrian Bauman, and Becky Freeman. "Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns." Journal of Medical Internet Research 22, no. 8 (August 11, 2020): e17432. http://dx.doi.org/10.2196/17432.
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Background Mass media campaigns for public health are increasingly using digital media platforms, such as web-based advertising and social media; however, there is a lack of evidence on how to best use these digital platforms for public health campaigns. To generate this evidence, appropriate campaign evaluations are needed, but with the proliferation of digital media–related metrics, there is no clear consensus on which evaluation metrics should be used. Public health campaigns are diverse in nature, so to facilitate analysis, this review has selected tobacco control campaigns as the scope of the study. Objective This literature review aimed to examine how tobacco control campaigns that use traditional and digital media platforms have been evaluated. Methods Medicine and science databases (Medical Literature Analysis and Retrieval System Online [MEDLINE], EMBASE, PsycINFO, Cumulative Index to Nursing and Allied Health Literature [CINAHL], and Scopus), and a marketing case study database (World Advertising Research Center) were searched for articles published between 2013 and 2018. Two authors established the eligibility criteria and reviewed articles for inclusion. Individual campaigns were identified from the articles, and information on campaigns and their evaluations were supplemented with searches on Google, Google Scholar, and social media platforms. Data about campaign evaluations were tabulated and mapped to a conceptual framework. Results In total, 17 campaigns were included in this review, with evaluations reported on by 51 articles, 17 marketing reports, and 4 grey literature reports. Most campaigns were from English-speaking countries, with behavioral change as the primary objective. In the process evaluations, a wide range of metrics were used to assess the reach of digital campaign activities, making comparison between campaigns difficult. Every campaign in the review, except one, reported some type of engagement impact measure, with website visits being the most commonly reported metric (11 of the 17 campaigns). Other commonly reported evaluation measures identified in this review include engagement on social media, changes in attitudes, and number of people contacting smoking cessation services. Of note, only 7 of the 17 campaigns attempted to measure media platform attribution, for example, by asking participants where they recalled seeing the campaign or using unique website tracking codes for ads on different media platforms. Conclusions One of the key findings of this review is the numerous and diverse range of measures and metrics used in tobacco control campaign evaluations. To address this issue, we propose principles to guide the selection of digital media–related metrics for campaign evaluations, and also outline a conceptual framework to provide a coherent organization to the diverse range of metrics. Future research is needed to specifically investigate whether engagement metrics are associated with desired campaign outcomes, to determine whether reporting of engagement metrics is meaningful in campaign evaluations.
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Ridlo, Ilham Akhsanu, and Rizqy Amelia Zein. "#CondomEmoji." Health Education 118, no. 5 (August 6, 2018): 386–401. http://dx.doi.org/10.1108/he-02-2018-0010.
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Purpose The purpose of this paper is to explore participants’ attitudes and receptivity to a #CondomEmoji campaign insofar as investigating whether attitudes and receptivity were important predictors for brand impression and intention to buy. Design/methodology/approach This study involved 206 research participants who live in Jakarta and Surabaya and who answered online questionnaires to measure attitudes, receptivity to #CondomEmoji advertising, brand impression and intention to buy condoms. Questionnaires were circulated on several social media platforms and instant messaging apps. The participants were asked to watch the #CondomEmoji advertising video before proceeding to fill out the questionnaires. Findings Research findings suggested that participants mostly held negative attitudes and receptivity to the campaign. Non-sexually active participants were more likely to perceive the advertising as offensive. Attitudes and receptivity were good predictors for brand impression, yet attitude was not significantly attributed to intention to buy condoms. The result was stronger in sexually active participants. Research limitations/implications Non-sexually active young people need to be more informed about healthy sexual behavior so that they would not feel embarrassed to discuss and ask about sexual behavior. A socially acceptable condom-use advertising campaign needs to be conducted to lessen the resistance of conservative audiences. Originality/value This paper offers an insight into how conservative audiences may respond to social-media-based campaign of safer sex.
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Šoltés, Erik, Janka Táborecká-Petrovičová, and Romana Šipoldová. "Targeting of Online Advertising Using Logistic Regression." E+M Ekonomie a Management 23, no. 4 (December 1, 2020): 197–214. http://dx.doi.org/10.15240/tul/001/2020-4-013.
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Recently, the internet became the dominant medium in marketing and comparing the development of expenditures into advertising indicates the dominance of online advertising will be inevitably stronger. Internet advertising compared to traditional media advertising has plenty of advantages hence online marketing exhibits a huge expansion in recent era. To fully utilize the potential of online marketing, it is necessary to effectively target activities of relevant internet users with the real presumption they will purchase promoted products or services. The paper is focused on demographic targeting by the mean of logistic regression models. Explanatory variables in presented application are arising from affinities of internet webpages visited by particular users and areas of their interests that are identified from their online behaviour. Our paper provides binomial logistic mode whose role is to predict the gender of internet user and multinomial logistic model constructed for the estimation of age category the user may be assigned to. The only variables exploited in the model by the mean of stepwise regression are variables with significant influence. The impact of particular factors is quantified via odds ratios that are used for the identification of areas of interests typical for women, men and for considered age categories. The paper demonstrates how it is possible to utilise estimated logistic models for the estimation of probabilities that the internet user is from a target group – in our case, women aged 25–44 years old. Prediction quality of models is assessed by the set of classification measures arising from confusion matrix that is generally acceptable in machine learning. Presented analyses are conducted in statistical software SAS Enterprise Guide on data provided from the real advertising campaign. More than 160,000 statistical units enabled the confirm results gained on training dataset of a relatively huge validation dataset.
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Molotkova, N. V., M. A. Blum, N. A. Inkova, and D. S. Yarastov. "Concept Design to Manage an Online Advertising Campaign on the Basis of Neuromarketing." Voprosy sovremennoj nauki i praktiki. Universitet imeni V.I. Vernadskogo, no. 2(72) (2019): 094–116. http://dx.doi.org/10.17277/voprosy.2019.02.pp.094-116.
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Romberg, Alexa R., Morgane Bennett, Shreya Tulsiani, Bethany Simard, Jennifer M. Kreslake, Dionisios Favatas, Donna M. Vallone, and Elizabeth C. Hair. "Validating Self-Reported Ad Recall as a Measure of Exposure to Digital Advertising: An Exploratory Analysis Using Ad Tracking Methodology." International Journal of Environmental Research and Public Health 17, no. 7 (March 25, 2020): 2185. http://dx.doi.org/10.3390/ijerph17072185.
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Many mass media campaigns aimed at changing young people’s health behavior air on digital platforms rather than on broadcast media (e.g., television), given the intended audience’s preference for web-based communication. While research suggests self-reported ad recall correlates with exposure to television advertising, it remains unclear whether self-report measures are correlated with exposure to digital advertising. This study examined the association between an objective measure of digital ad exposure and self-reported recall of digital ads from the truth® tobacco prevention campaign. Digital ad tracking methodology was employed to identify members of an online panel (ages 18−34) who had been exposed to ads during their regular web browsing. Demographics of exposed participants were used to develop a matched control group of non-exposed panel members. Members of the Exposed group (n = 458) and matched Control participants (n = 506) were surveyed on recall of truth ads, media use, and demographics. Results indicated that Exposed participants had significantly higher odds of reporting ad recall compared to Control participants. With each additional ad exposure, the odds of self-reporting higher frequency of ad exposure increased by 8% (OR = 1.08, 95% CI = 1.01−1.16). Findings suggest self-reported measures of ad recall are a valid measure of campaign exposure in a digital media environment.
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Feng, Yang, and Quan Xie. "Measuring the content characteristics of videos featuring augmented reality advertising campaigns." Journal of Research in Interactive Marketing 12, no. 4 (October 8, 2018): 489–508. http://dx.doi.org/10.1108/jrim-01-2018-0027.
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Purpose Over the past few years, advertisers have adopted augmented reality (AR) technology in advertising campaigns. To overcome the geographic limit, advertisers record the interaction between people and virtual objects in AR campaigns and upload promotional videos on social media, such as YouTube. This study aims to develop and validate a measurement instrument to gauge the content characteristics of YouTube videos featuring AR ad campaigns. Design/methodology/approach To this end, possible items were generated via a review of prior literature, and supplemented by content analysis and a free association task. The measurement instrument was then refined and validated using a pretest of a general consumer sample, and further validated using a second general consumer sample with two online experiments. Findings Results indicate that the content characteristics of YouTube AR campaigns can be measured using a 15-item, four-construct (informativeness, novelty, entertainment and complexity) instrument. This study also found the direct and indirect relationships between each content characteristic and ad efficacy variables. Practical implications The measurement instrument provides practitioners with a broad measure of the content characteristics of YouTube AR campaigns. The results also reveal the effect of different content features of YouTube AR campaigns on the outcome of successful advertising execution. Originality/value This study contributes to the body of knowledge in marketing communications via exploring the primary content characteristics of AR advertising campaign videos uploaded on YouTube. It also develops an understanding of the impact of AR technology on consumer behavior and on the experience that it delivers.
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Um, Namhyun. "Impact of Parasocial Interaction, Perceived Ad Message Authenticity, and Match-Up between Brand and Celebrity in Evaluation of Instagram Celebrity-Based Brand Endorsement." Sustainability 14, no. 5 (March 2, 2022): 2928. http://dx.doi.org/10.3390/su14052928.
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Within the context of Instagram celebrity-based brand endorsement, this study investigates the effects of parasocial interaction, perceived ad message authenticity, and the match-up between brand and celebrity. An online survey was administered to 253 college students taking introductory advertising or PR courses. Respondents, in return, received course credits. As hypothesized, study results reveal that parasocial interaction positively influences perceived ad message authenticity, the match-up between brand and celebrity, and attitude toward ads. In addition, perceived ad message authenticity and the match-up between brand and celebrity have a positive impact on consumers’ attitudes toward ads. The current study provides advertising practitioners with implications when it comes to creating advertising campaign messages and selecting celebrity endorsers.
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Miklosík, Andrej, Peter Starchon, Dana Vokounova, and Marína Korcokova. "The Future of TV Advertising Targeting Young Slovak Consumers." Marketing and Management of Innovations, no. 2 (2020): 122–38. http://dx.doi.org/10.21272/mmi.2020.2-09.
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The consumer preferences and behavior should be considered with the purpose to implement marketing strategies in today's world successfully. It is crucial to understand how consumers find information and how the consumer decision-making process develops in time. Therefore, for advertisers, considering the behavior of their target audience is of paramount importance. Integrated marketing communication programs reflect the way online search and traditional and new media, such as smartphones, TV, and social media, influence consumer decision-making. Young consumers, often referred to as generations Y and Z, are very different from previous generations in terms of multimedia content consumption and their perception of television advertising. This paper aims at providing insights into this behavior, including actions that follow-up as a response to television advertising. Results of a quantitative study performed on a sample of 135 university students from Slovakia using a six-component behavior explanation model. The results reveal that it still can be beneficial to include television advertisements in the communication mix aimed at these young consumers. The investments in TV advertising campaigns could pay off. The advertisers and their agencies should respect the role of high search visibility in this process. In this case, the messages contained in TV advertisements have the potential to influence the purchasing behavior of young consumers. Thanks to achieving top ranking for the relevant brand, product, and campaign-related keywords, communication campaigns can become truly integrated. Thus, the component of search visibility directly influences the efficiency of marketing communication, contributing to enhanced business performance. Suggestions towards the optimization of the delivery of communication campaigns featuring TV advertising should target these consumers are presented based on the generated knowledge about their attitude towards and consumption of TV ads and subsequent behaviors. Keywords: consumer behavior, information research, integrated marketing communication, search visibility, television advertising, Slovakia.
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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 (December 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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Lysenko, Yuliya, Tat'yana Buhtiyarova, Galina Butko, and Yuriy Belokonov. "Features of management of advertising activities of an agricultural holding." Agrarian Bulletin of the, no. 13 (January 29, 2021): 61–69. http://dx.doi.org/10.32417/1997-4868-2021-13-61-69.
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Abstract. Relevance. Currently, agroholdings actively use advertising to increase the recognition of agro-products, since advertising effectively affects the target segment, gives consumers new knowledge and opportunities to choose alternative products, which in turn increases satisfaction from purchase. Purpose. The article presents the main provisions of the development of measures aimed at improving the advertising activities of agricultural holdings (using the example of grain specialization). Methods. Among the common promotion methods, the authors distinguish the following: printing materials, online advertising, service, gift certificates, promotions, outdoor advertising. The current system of intra-company advertising was diagnosed and recommendations were made to improve the organization and planning of grain specialization advertising: the development of social networks, creative outdoor advertising. The main research methods are horizontal and vertical analysis, comparison and grouping methods. The proposed recommendations are supported by calculations, the forecast values of indicators and their relationship with the sale of agricultural products are indicated. Scientific novelty. In the analysis of intra-company advertising, it was established that a decrease in the use of advertising funds leads to the fact that the invested funds in advertising do not bring the expected results and show a decrease in the effectiveness of advertising. To solve the problem, the author developed a system of events: the creation of a creative advertising campaign in a magazine, creative outdoor advertising. Results. With increased investment in advertising, the return on investment ratio increases at a much faster pace, which indicates the advantage of online advertising and an increase in the number of visitors and buyers, an increase in profitability by more than 15 percent, and an increase in the level of attention of buyers to advertising will increase to 61 percent by 2022.
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Hswen, Yulin, John S. Brownstein, Xiang Xu, and Elad Yom-Tov. "Early detection of COVID-19 in China and the USA: summary of the implementation of a digital decision-support and disease surveillance tool." BMJ Open 10, no. 12 (December 2020): e041004. http://dx.doi.org/10.1136/bmjopen-2020-041004.
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ObjectivesRapid detection and surveillance of COVID-19 is essential to reducing spread of the virus. Inadequate screening capacity has hampered COVID-19 detection, while traditional infectious disease response has been delayed due to significant demands for healthcare resources, time and personnel. This study investigated whether an online health decision-support tool could supplement COVID-19 surveillance and detection in China and the USA.SettingDaily website traffic to Thermia was collected from China and the USA, and cross-correlation analyses were used to assess the designated lag time between the daily time series of Thermia sessions and COVID-19 case counts from 22 January to 23 April 2020.ParticipantsThermia is a validated health decision-support tool that was modified to include content aimed at educating users about Centers for Disease Control and Prevention recommendations on COVID-19 symptoms. An advertising campaign was released on Microsoft Advertising to refer searches for COVID-19 symptoms to Thermia.ResultsThe lead times observed for Thermia sessions to COVID-19 case reports was 3 days in China and 19 days in the USA. We found negative cross-correlation between the number of Thermia sessions and rates of influenza A and B, possibly due to the decreasing prevalence of influenza and the lack of specificity of the system for identification of COVID-19.ConclusionThis study suggests that early deployment of an online campaign and modified health decision-support tool may support identification of emerging infectious diseases like COVID-19. Researchers and public health officials should deploy web campaigns as early as possible in an epidemic to detect, identify and engage those potentially at risk to help prevent transmission of the disease.
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McDonnell, Diana D., Hyun-Ju Lee, Gene Kazinets, and Joel M. Moskowitz. "Online Recruitment of Targeted Populations: Lessons Learned from a Smoking Cessation Study among Korean Americans." Social Marketing Quarterly 16, no. 3 (August 26, 2010): 2–22. http://dx.doi.org/10.1080/15245004.2010.500441.
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Korean Americans (KAs) have among the highest smoking rates in the United States. They are unlikely to participate in conventional evidence-based smoking cessation programs, preferring to quit on their own. Since KAs have good Internet access, the study's community advisory board recommended evaluating the efficacy of an online cessation program. In conjunction with the board, an Internet-based, self-help program was adapted to ensure that it was culturally and linguistically appropriate and was evaluated with a randomized trial. This article describes the real-world experience recruiting 1,261 KA participants, primarily through online methods. Paid online advertising was essential to the recruitment effort. The 31 months of advertising cost approximately $84,000, or $66.50 per study enrollee. Based on self-reports, most participants learned about the study from either a text link such as Google AdWords (44%) and/or a graphic link such as an online newspaper ad (35%). Among the methods used, Google AdWords' cost-per-click content site ads were the most cost-effective. Other types of outreach, including unpaid Internet ads, cable television, newspapers, fliers, and word of mouth, had very low reach. Geographically dispersed, linguistically unique, and privacy-oriented communities can be recruited for eHealth studies and interventions. However, a paid advertising campaign may be necessary.
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Himelboim, Itai, and Guy J. Golan. "A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers." Social Media + Society 5, no. 3 (July 2019): 205630511984751. http://dx.doi.org/10.1177/2056305119847516.
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The diffusion of social networking platforms ushered in a new age of peer-to-peer distributed online advertising content, widely referred to as viral advertising. The current study proposes a social networks approach to the study of viral advertising and identifying influencers. Expanding beyond the conventional retweets metrics to include Twitter mentions as connection in the network, this study identifies three groups of influencers, based on their connectivity in their networks: Hubs, or highly retweeted users, are Primary Influencers; Bridges, or highly mentioned users who associate connect users who would otherwise be disconnected, are Contextual Influencers, and Isolates are the Low Influence users. Each of these users’ roles in viral advertising is discussed and illustrated through the Heineken’s Worlds Apart campaign as a case study. Providing a unique examination of viral advertising from a network paradigm, our study advances scholarship on social media influencers and their contribution to content virality on digital platforms.
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Benton-Greig, Paulette, Dhakshi Gamage, and Nicola Gavey. "Doing and denying sexism: online responses to a New Zealand feminist campaign against sexist advertising." Feminist Media Studies 18, no. 3 (September 15, 2017): 349–65. http://dx.doi.org/10.1080/14680777.2017.1367703.
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Xu, Yan Yan, Pin Jia Zou, and Zheng Fang. "Boost Keywords Conversion of Search Engine." Advanced Materials Research 834-836 (October 2013): 1803–6. http://dx.doi.org/10.4028/www.scientific.net/amr.834-836.1803.
Full textAbstract:
more and more people are used to purchase online. And companies also want to pay for the keyword on big search engine, such as Baidu, Google. So the strength of the competition plays a significant role in the efficiency of an online advertising campaign. Models for keyword auctions usually assume that, the value of a click is fixed and independent of the other sponsored ads in the auctions result, for the advertiser. In china, the big Online shopping mallTmall. Consumers can search products and service through Tmall Search Engine, a search engine allows consumers search in the Tmall. And we employ a zero-inflated Poisson regression to model the conversion of keywords.
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Zou, Pin Jia, Yang Cheng, Yan Yan Xu, and Zheng Fang. "Boost Keywords Conversion of Search Engine." Advanced Materials Research 915-916 (April 2014): 1332–35. http://dx.doi.org/10.4028/www.scientific.net/amr.915-916.1332.
Full textAbstract:
more and more people are used to purchase online. And companies also want to pay for the keyword on big search engine, such as Baidu, Google. So the strength of the competition plays a significant role in the efficiency of an online advertising campaign. Models for keyword auctions usually assume that, the value of a click is fixed and independent of the other sponsored ads in the auctions result, for the advertiser. In china, the big Online shopping mallTmall. Consumers can search products and service through Tmall Search Engine, a search engine allows consumers search in the Tmall. And we employ a zero-inflated Poisson regression to model the conversion of keywords.