Relevant bibliographies by topics / Traditional advertising

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Traditional advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 5 February 2022

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Journal articles on the topic "Traditional advertising"

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

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Dahlén, Micael, and Mats Edenius. "When is Advertising Advertising? Comparing Responses to Non-Traditional and Traditional Advertising Media." Journal of Current Issues & Research in Advertising 29, no. 1 (March 2007): 33–42. http://dx.doi.org/10.1080/10641734.2007.10505206.

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Ponnan, Ramachandran, and Azween Abdullah. "Technology Acceptance Theory and Its Modeling of Advertising: Traditional Advertising or Mobile Advertising." British Journal of Applied Science & Technology 20, no. 3 (January 10, 2017): 1–16. http://dx.doi.org/10.9734/bjast/2017/32898.

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Kim, Jung Seek. "National Culture and Advertising Sensitivity to Business Cycles: A Reexamination." Journal of International Marketing 28, no. 4 (May 21, 2020): 41–57. http://dx.doi.org/10.1177/1069031x20923310.

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The author reexamines the cyclical sensitivity of national advertising expenditure with a longitudinal data set of 59 countries over 35 years. In contrast to prior studies, the author examines the effects of the entire set of Hofstede culture dimensions to study cross-country variation in the advertising sensitivity and investigates how the emergence and growth of online advertising has transformed the cyclical sensitivity of advertising spending. National culture substantially affects advertising’s cyclical sensitivity, but in different ways than hypothesized previously. Consistent with the literature, advertising sensitivity is lower in long-term-oriented and high-uncertainty-avoidant countries and is unrelated to individualism. However, power distance is unassociated with cyclical sensitivity, and masculinity and indulgence—the two dimensions ignored in previous research—reduce cyclical sensitivity. Moreover, there is evidence that culture operates differently for the cyclical sensitivity of online advertising. Advertising expenditure is cyclically much more sensitive than documented previously and has grown more so over time since the advent of online advertising. This study provides initial evidence that online spending is more elastic than traditional advertising and that traditional spending has become more procyclical. The author advances timely and refined empirical generalizations on the cyclical sensitivity of advertising expenditure.
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Chan, Kara, Lennon Tsang, and Yanni Ma. "Consumers’ attitudes toward advertising by traditional Chinese medicine practitioners." Media and communication as antecedents to the transformation agenda in Malaysia 25, no. 2 (December 7, 2015): 305–22. http://dx.doi.org/10.1075/japc.25.2.11cha.

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This study investigated consumers’ attitudes toward advertising by traditional Chinese medicine (TCM) practitioners, and how attitudes varied among different demographic groups and user experiences in TCM. A survey using quota sampling was conducted. Altogether 1,039 adults aged 20 or above in Hong Kong filled in an online questionnaire in March 2014. Factor analysis found that attitudes toward TCM advertising consisted of four underlying dimensions: information value of TCM advertising; benefits of TCM advertising; confidence in financial aspects of TCM; and doubts about TCM advertising. Consumers’ attitudes toward TCM practitioners were in general favorable. Respondents appreciated information value of TCM advertising, but held some skepticism and worries about it. Respondents perceived strongly that advertising by medical professionals would lead to increase in the cost of services. Respondents with TCM consultation experience demonstrated a more positive attitude toward TCM advertising than respondents without TCM experience. Practical implications and limitations were discussed. (149 words)
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Пономарев and Vladimir Ponomarev. "Innovative Aspects of Advertising in Traditional Media." Socio-Humanitarian Research and Technology 4, no. 4 (December 20, 2015): 44–49. http://dx.doi.org/10.12737/17197.

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Traditional media play an important role in the modern information society life. It is common practice to consider radio, television, outdoor advertising and print publications as the main traditional media. The importance of identifying of traditional media’s innovative aspect as indispensable stage of their efficiency increasing is emphasized in this paper. Two essentially different areas of print advertising are considered: specialized newspapers and glossy magazines. Major innovative approaches to press advertising are reveals as follows: synchronization of printing issue and web-site content (for specialized newspapers), and use of a magazine PDF-version, E-INK-technologies and magalogs (for glossy magazines). Differences in innovative advertising technologies applying depending on media size are pointed out, and examples for outdoor advertising are provides as follows: use of wind resistant large-sized billboards («ribbon technologies») and holographic images for posters. Innovative solutions for various media are offered as follows: Internet-radio stations’ projects and broadcasting sponsorship (for radio advertising), possibility for television broadcasts viewing from a TV-channel corporate web-site, and virtual product placement (for television). Innovative approaches to the old media are considered in detail in the paper. The innovative advertising technologies’ role in the traditional media in a context of modern information environment is defined.
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Korenkova, Marcela, Milan Maros, Michal Levicky, and Milan Fila. "Consumer Perception of Modern and Traditional Forms of Advertising." Sustainability 12, no. 23 (November 30, 2020): 9996. http://dx.doi.org/10.3390/su12239996.

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If a company wants to succeed in a tough competitive environment, it must consider all the options to be more visible. One of these possibilities is advertising, which exists in a considerable variety of forms. Therefore, our goal was to conduct a survey on the attitude of customers in Slovakia to several modern and traditional forms of advertising, which are used by companies for their visibility. Data were obtained from the questionnaires filled in by 244 respondents. We were interested in opinions on advertising oversaturation, the influence of advertising, annoyance by advertising, and credibility of advertising. In each of four topics, we investigated opinions on 21 different types of advertising, using non-parametric tests to determine the significance of differences, which means we used inductive statistics. According to respondents, the advertising on social networks has a higher influence than most other types of advertising. At the same time, it is not one of the most trusted forms, nor one of the most bothering forms. The right marketing strategy choice concerning time, money, form, and efficiency is a key factor to companies. Therefore, it is important for companies to use the right form or combination of forms of advertising to make themselves known depending on the type of product and its target group. To increase the sustainability of a company in the market, it is important to use the right form or combination of forms of advertising considering the product and the target group.
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Chung, Yessica C. Y., Hung-Hao Chang, and Yukinobu Kitamura. "Digital and traditional media advertising and business performance of agribusiness firms – Empirical evidence in Japan." Agricultural Economics (Zemědělská ekonomika) 67, No. 2 (February 25, 2021): 51–59. http://dx.doi.org/10.17221/393/2020-agricecon.

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Can digital media advertising strategies benefit agribusiness farms? This study addresses this issue by investigating the extent to which digital and traditional media advertising strategies affect agribusiness performance and the underlying factors associated with agribusiness farms' adoption decisions. We estimate a non-linear simultaneous equation system and use a population-based survey data of agricultural processing farms in Japan. We find that female and younger farm operators', as well as incorporated agribusiness farms, are more likely to adopt digital media advertising. The sales value of digital media advertising users is higher by 51% than that of non-users. Moreover, the effect of digital advertising is not equally distributed among farms. Family farms and farms located in rural areas benefit more from the adoption of digital media advertising.
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Fuxman, Leonora, I. Hilmi Elifoglu, Chiang-nan Chao, and Tiger Li. "Digital Advertising: A More Effective Way to Promote Businesses’ Products." Journal of Business Administration Research 3, no. 2 (May 10, 2018): 59. http://dx.doi.org/10.5430/jbar.v3n2p59.

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Digital advertising, on internet and mobile gadgets, has outpaced the traditional media advertising and for the first time in 2013 generated more advertising spending than television advertising. Digital advertising is believed to be an effective way to better target potential customers in the global market. Evidence shows that businesses have increasingly switched their advertising focus from traditional to digital media. This research uses an empirical study that explores the effectiveness of digital advertising vs. traditional media advertising along several mass marketing dimensions. The results reveal that while traditional media advertising still holds its ground, digital advertising offers more effectiveness for promoting companies’ products. The results suggest that marketers need to use more digital advertising in order to better target their customers, particularly the young consumers.
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Lemanski, Jennifer L. "Traditional and emerging ethical concerns in advertising." Annales. Etyka w Życiu Gospodarczym 21, no. 4 (March 19, 2018): 21–29. http://dx.doi.org/10.18778/1899-2226.21.4.03.

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Ethical issues surrounding advertising have been well-discussed. However, over time and alongside societal and media changes, different questions have moved to the forefront in the discussion on advertising ethics. This paper presents an overview of traditional ethical issues of importance in the United States, and analyzes the changes that have come about as a result of newer, more interactive media for ad placements. Although many of the traditional ethical dilemmas remain, the more personalized and interactive nature of new media and an expanded landscape for advertisers to stake their claims have introduced new issues that were previously not of concern, such as privacy.
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Dissertations / Theses on the topic "Traditional advertising"

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Kailing, Danielle W., and Peggy PhD Cantrell. "TRADITIONAL MASCULINITY & ADVERTISING IMAGE APPROVAL." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/honors/191.

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This project investigates the relationship between adherence to traditional masculinity and approval of selected advertising images. Because traditional masculinity includes characteristics supportive of aggression and dominance; I hypothesize that an increase in adherence to traditional masculinity will correlate with approval of the violence found in some print advertisements. Participants include 259 men who completed an anonymous, online, survey. Adherence to masculinity is measured using the Male Role Norm Inventory-Revised (MRNI-R) (Levant, et. al, 2007). Each picture is scored on a 5-point Likert Scale. As hypothesized, an increase in total MRNI-R score, is significantly correlated with an increase in the approval of the depiction of women, men and male/female interactions, with (r=.340, a=0.01) (r=.244, a=0.01) (r=.360, a=0.01), respectively. The results indicate that men reporting adherence to traditional masculinity also see violence in advertising positively. Future research should further examine marketing and its relationship with gender role acquisition, and violence in intimate partners.
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Kovachki, Simeon, and Ventsislav Marinov. "Consumers’ perception of Traditional vs. Non-traditional Advertising in Bulgaria : A case of Kaufland Bulgaria." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39699.

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Title: Consumers’ perception of Traditional vs. Non-traditional Advertising in Bulgaria.A case of Kaufland BulgariaLevel: Master Thesis in International MarketingAuthors: Simeon Kovachki and Ventsislav MarinovTutor: Sarah WiknerDate: 21st of May, 2018Keywords: Advertising, Marketing, Traditional Advertising, Non-Traditional Advertising, Communication Process, Decision-Making Process, PerceptionsBackground: There are different ways to promote a brand, products or services. The researchers attempted to understand the traditional and non-traditional messages of different types of advertisements. The focus of this research is on print advertising, billboards, TV commercials and online advertisement.The purpose of this study is to better understand the perceptions that the Bulgarian customers have towards the advertising messages that are sent on traditional and non-traditional channels by one of the hypermarkets in Bulgaria.Method: In order to answer the research questions and fulfill the purpose the researchers conducted qualitative and quantitative research. The primary data was collected by carrying out a semi-structured interview with one of the Kauflands’ managers in Bulgaria and an online survey that was distributed through one of the social media channels. The secondary data was collected by using online sources such as websites that are considered trustworthy and also companies annual reports which have been reviewed in order to better understand the position of Kaufland on the Bulgarian market.Conclusion: The authors found that both traditional and non-traditional advertising plays a major role. However, traditional advertising is still a big convincer towards a purchase. The merge between traditional and non-traditional advertising elevates classic advertising into the “new classic advertising”. The perception towards both ways of advertising is relatively positive, where brochures are the most preferred way when talking about hypermarkets.
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Lynch, Chris R. "The Death of the Traditional Ad Agency: Why Traditional, Full-Service Advertising Agencies Crash and Burn." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1437061910.

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Patriksson, Johan, David Javette, and Gustav Levin. "Revising Arising Advertising : A study on Generation Y’s perception to traditional and alternative advertising on news sites." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30305.

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Abstract Background Online Advertising is a continuously developing phenomenon, which helps several websites stay financially alive. However, online advertising tends to often be avoided by the consumers exposed to it, due to a number of perceived issues linked to online ads. One group of websites that are particularly dependent on advertising revenue are online news sites. Research on why people avoid ads have been conducted, but is limited to traditional online advertising approaches and older consumer segments, creating a gap which this thesis strives to fill. Purpose The purpose of this research is to investigate Generation Y’s perception of traditional advertising as well as in contrast to the new emerging alternatives. As a result of this, one main research question was formulated alongside with three subquestions. Method The research approach of this study consists of an exploratory research conducted through a multi-method approach with in-depth interviews and focus groups in order to find out how, why and what the subjects experience and perceive when exposed to advertising. Deciding on how to select the sample for the empirical study, the authors heavily focused on finding the appropriate number of participants that also fit suggested profile. In order to analyze the data, the framework analysis’ method and triangulation through multiple analysts was used. Conclusion This study came to the conclusion that most perceived issues, as those described in previous literature, remain for the most part accurate. The perceived issues of Goal Impediment and Ad Irritation are the major influencers for online ad avoidance. Native Advertising is successful in diminishing the perceived issues of Goal Impediment and Ad Irritation, but increased the negative perception of Ad Skepticism. Whitelist indicates to be a initiative that could diminish the issues resulting in Ad Avoidance, but lacks practical implementations.
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Dillavou, Laura Jean. "Cognitive responses, attitudes, and product involvement of female consumers to traditional and non-traditional models in beauty advertising." [Ames, Iowa : Iowa State University], 2009.

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Källbäck, Joel. "Examines the benefits of social media marketing in contrast to traditional advertising." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74324.

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In the recent year’s internet have grown rapidly, and the digital world have grown along with it. This have led to new marketing methods such as social media marketing has developed which have shown to be good tool for building relationship with consumers and increase brand awareness. In the same time traditional advertising, which is a good tool for creating brand awareness, is losing its effectiveness for it. The purpose with this study is therefore to examine why companies continue using traditional advertising for brand awareness when the digital world is growing, and more people spend their time on internet and social media. This study was an exploratory with a qualitative and deductive approach. Expert interviews were chosen as research strategy and the candidates that was interviewed had a marketing manager position or similar that was from different branches and hade much knowledge about the topic. The findings in this study gave some interesting insights and new knowledge regarding social media marketing and traditional advertising. Like one of the big advantages with social media marketing have shown not be true anymore. In this study’s findings it is shown that traditional advertising can still be an effective marketing method to use if companies want to reach the older generation. But the findings also show that it is maybe more important to have advertising that is of high quality in order to not annoy consumers instead of finding the best marketing channel. This study’s theoretical contribution is more knowledge on the advantages and disadvantages between social media marketing and traditional advertising. The study also contribute how companies can work with the challenge of decreasing consumers annoyance of advertising. Another theoretical contribution is the knowledge that advertising annoyance is happening both in traditional advertising and social media marketing and that it is not only important to know the best marketing channel. The practical contribution that this study have is the knowledge to companies that are struggling with the decision to start using social media marketing or not. This study also give knowledge on why social media marketing is good and how companies can use social media marketing to establish brand awareness.
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Smith, Shaquilla Nicole. "Successful Marketing Strategies Employed by Traditional AM/FM Radio Stations." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6126.

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An increase in Internet radio adverting spending is negatively affecting the revenue of traditional radio stations. Some general managers and sales directors at traditional radio stations lack marketing strategies to compete effectively with Internet radio. Grounded by the attitude toward the ad theory, the purpose of this qualitative case study was to explore marketing strategies that successful general managers and sales directors used at traditional radio stations to compete effectively with Internet radio. The population consisted of 8 general managers and sales directors at traditional radio stations located in southeast Florida, who demonstrated success in developing marketing strategies to compete with Internet radio. Data were collected from semistructured face-to-face interviews and marketing campaign literature. The process of member checking improved the credibility of the analysis and interpretations. Data were analyzed using thematic analysis to identify keywords, phrases, and concepts. The process led to the following 4 key themes: (a) evolution of Internet radio, (b) traditional radio and Internet media platforms, (c) marketing strategies to yield results, and (d) effectiveness of marketing tactics. The findings from the study may contribute to positive social change by providing knowledge useful in improving the lives of consumers by providing targeted messages regarding needed goods and services through free media.
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Kaston, Josh. "The Functions of Traditional and New Media In the Push Towards Impact- Based Advertising." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10848.

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The study covers both new and traditional media channels in relation to impact based advertising. It creates a new eight factors model that attempts to highlight the stregths and weaknesses of ten different media types. The study also focuses on the current and future trends of marketing.
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Fan, Fei. "Consumers' perceptions and responses to advertising with product endorsements by traditional celebrities and online influencers : a relational approach." HKBU Institutional Repository, 2020. https://repository.hkbu.edu.hk/etd_oa/888.

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The practice of celebrity endorsement has been widely adopted in advertising industries around the world. In the Chinese advertising world, celebrity endorsement has been a commonly used strategy since 2010. Celebrities from the entertainment and sports industries have been frequently employed to promote messages about advertised brands or products. This is a traditional way of celebrity endorsement. Recently, however, the development of new media has led to the emergence of self-made micro-celebrities, termed 'online influencers' in this dissertation. Facing the popularity of online influencers in the digital world, marketing communication practitioners have started using them to advertise brands and products, and to engage target audiences in advertisements. A new way of celebrity endorsement has developed. As a result, advertisers need to make decisions on whether to adopt traditional celebrity endorsement or online influencer endorsement. In this regard, it is necessary to figure out which celebrity endorsement method, traditional celebrity or online influencer endorsement, is more persuasive. Our study aims to explore how celebrity-audience relational motives (information, entertainment, and involvement motives) interact with celebrity endorser's typology (traditional celebrities or online influencers) to determine the persuasiveness of celebrity endorsement appeals in advertising. The study's conceptual framework hypothesized that celebrity-audience relational motives play a determining role in the audiences' attitudes toward celebrities, whereas celebrity typology adjusts the impact of celebrity-audience relational motives on the audience's attitude toward celebrities. Also, it was theorized that audiences' attitudes toward celebrities would influence the persuasiveness of advertisements containing celebrity endorsements. In this causal relationship, the celebrity-product fit moderates its impact. A mixed methodology was applied in this dissertation. The first method used was qualitative personal interviews, conducted with 15 Chinese respondents between August 2018 and February 2019. This exploratory study's purpose was to get audience's insights on their perceptions of traditional celebrity and online influencer endorsement, and to develop a conceptual framework based on the empirical data. Results in the first exploratory study revealed that compared with online influencers, a much closer relationship was found between interviewees and traditional celebrities. Also, the overall affective evaluation of traditional celebrities and their endorsement appeal was found to be more positive than that of online influencers. The second study confirms that celebrity-audience relational motives significantly determine the audience's attitude toward celebrity endorsers. The stronger the relational motives are, the more positive audience's attitude could be. Besides, celebrity typology effectively moderates the impact of entertainment motive on attitude toward celebrity endorsers. Moreover, if audiences evaluated celebrity endorsers positively, the persuasiveness of advertising with celebrity endorsement would be significantly improved on both affective and behavioral levels. Furthermore, the celebrity-product fit further enhances the advertising persuasiveness. Based on the findings, theoretical and marketing communication implications are suggested to enlighten communication practitioners on how to select celebrity endorsers and what factors to consider to guarantee the persuasiveness of advertising through celebrity endorsement appeals.
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DeLong, Ellen Elizabeth. "Advertising Domesticity: A Content Analysis of Traditional Messages in Seventeen Magazine, 1946-1948." University of Akron / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=akron1216912746.

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Books on the topic "Traditional advertising"

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Ashiq, Shabana. The internet as a new advertising medium and its impact on traditional advertising media. London: University of East London, 2000.

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Silverberg, Beverly R. Transit advertising revenue: Traditional and new sources and structures. Washington, D.C: National Academy Press, 1998.

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Inc, Aspatore. Recent developments in advertising law: Leading lawyers on applying traditional laws and policy guidance to emerging technologies and advertising media. Boston, Mass.]: Aspatore, 2013.

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Goodman, Victoria. Are the changing roles in society reflected in the portrayal of gender in advertising: Are the traditional stereotypes in advertising an effective form of communication. London: LCPDT, 1998.

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Zhongguo lao qi pao: Lao zhao pian lao guang gao jian zheng qi pao de yan bian =Chinese traditional cheongsam. Beijing Shi: Guang ming ri bao chu ban she, 2006.

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Oversight of the 2000 census: Examining the America Counts Today (ACT) initiatives to enhance traditional enumeration methods : hearing before the Subcommittee on the Census of the Committee on Government Reform, House of Representatives, One Hundred Sixth Congress, first session, March 2, 1999. Washington: U.S. G.P.O., 1999.

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Dellmann, Sarah. Images of Dutchness. NL Amsterdam: Amsterdam University Press, 2018. http://dx.doi.org/10.5117/9789462983007.

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Why do early films present the Netherlands as a country full of canals and windmills, where people wear traditional costumes and wooden shoes, while industries and modern urban life are all but absent? Images of Dutchness investigates the roots of this visual repertoire from diverse sources, ranging from magazines to tourist brochures, from anthropological treatises to advertising trade cards, stereoscopic photographs, picture postcards, magic lantern slide sets and films of early cinema. This richly illustrated book provides an in-depth study of the fascinating corpus of popular visual media and their written comments that are studied for the first time. Through the combined analysis of words and images, the author identifies not only what has been considered Ÿtypically DutchŒ in the long nineteenth century, but also provides new insights into the logic and emergence of national clichés in the Western world.
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Qu, Sha-Liu. The evolution of the Chinese advertising industry with its roots in ancient traditions has led to changes in its formality and increasing variety by following its very own path. London: LCPDT, 1998.

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Ginzburg, Sergey. English-Russian explanatory dictionary of hockey terms. ru: INFRA-M Academic Publishing LLC., 2017. http://dx.doi.org/10.12737/24257.

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The dictionary contains more than 5000 eponymous, acronymic and figurative terms used in such a modern and popular sport in Russia and abroad as ice hockey. Special attention is paid to terms from the field of game technology, its history and rules. The dictionary includes figurative expressions that are actively used in modern hockey. Terminology from the field of sports medicine is widely presented-names of symptoms, syndromes, diseases, injuries that occur in hockey. The dictionary is provided with historical excursions-description of rules, traditions adopted in hockey, stories about famous players of the past, awards given in their honor. The dictionary also contains modern and historical names of hockey arenas in the world, indicating the names of the clubs that play on them, and the main technical characteristics of the arenas. The dictionary provides a wide range of typologies of hockey clubs currently playing and clubs that have become history. The publication contains a large number of examples of the use of hockey terms in modern sports journalism and scientific literature. These examples are taken from articles by North American sports journalists describing each national hockey League championship game. The book is based on more than thirty years of experience of the author-a professional translator who has been a passionate fan of ice hockey since childhood. The dictionary is intended for students of higher educational institutions who are studying in bachelor's and master's degrees in the areas of Linguistics, Journalism, Philology, International relations, Advertising and public relations, and Physical culture, as well as for teachers of these areas. This dictionary can also be useful for professional hockey players, coaches, referees, hockey commentators, and specialists. The publication will also be of interest to a wide range of readers who are interested in such a popular and actively developing sport around the world as ice hockey.
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Jaffe, Joseph. Life after the 30-Second Spot: Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising. Wiley & Sons, Incorporated, John, 2007.

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Book chapters on the topic "Traditional advertising"

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Wilson, Rick T., and Brian D. Till. "Managing Advertising in Non-Traditional Environments." In Advertising Theory, 109–23. Second edition. | Abingdon, Oxon ; New York, NY : Routledge, 2019. | Series: Routledge communication series |: Routledge, 2019. http://dx.doi.org/10.4324/9781351208314-7.

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Mogaji, Emmanuel. "Advertisements shared through traditional media." In Introduction to Advertising, 131–55. Abingdon, Oxon; New York, NY: Routledge, 2021.: Routledge, 2021. http://dx.doi.org/10.4324/9781003008729-8.

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Leiss, William, Stephen Kline, Sut Jhally, Jacqueline Botterill, and Kyle Asquith. "From Traditional to Industrial Society." In Social Communication in Advertising, 27–50. 4th ed. Fourth Edition. | New York : Routledge, 2018. | Revised edition of Social communication in advertising, 2005.: Routledge, 2018. http://dx.doi.org/10.4324/9781315106021-2.

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Marshall, P. David, and Joanne Morreale. "Traditional and Ambient Advertising: Targeting Children through Cereal." In Advertising and Promotional Culture, 65–84. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-02625-5_5.

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Mattes, Robert, and Ian Glenn. "The Rise of Television Advertising in a Traditional Campaign Environment." In Routledge Handbook of Political Advertising, 389–401. New York, NY: Routledge, 2017.: Routledge, 2017. http://dx.doi.org/10.4324/9781315694504-31.

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Castellanos, Mª Concepción, José Manuel Ausin, Jaime Guixeres, and Enrique Bigné. "Emotion in a 360-Degree vs. Traditional Format Through EDA, EEG and Facial Expressions." In Advances in Advertising Research IX, 3–15. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22681-7_1.

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Raggiotto, Francesco. "Thrill Me! Advertising Effectiveness in Extreme Versus Traditional Sports." In Consuming Extreme Sports, 63–88. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-40127-6_3.

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Martinez, Jennifer, Marla B. Royne, and Christine Kowalczyk. "Facebook vs. Traditional Print Advertising: Examining Influence Over Information." In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…, 786. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-10912-1_244.

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Wottrich, Verena M., and Hilde A. M. Voorveld. "Creative vs. Traditional Media Choice: Effects on Word-of-Mouth and Purchase Intention." In Advances in Advertising Research (Vol. VI), 325–35. Wiesbaden: Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-10558-7_25.

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Panic, Katarina, Verolien Cauberghe, and Patrick De Pelsmacker. "Promoting Dental Care to Children Using Traditional and Interactive Mng Tedia Followihreat Appeals." In Advances in Advertising Research (Vol. III), 331–40. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4291-3_25.

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Conference papers on the topic "Traditional advertising"

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Li, Qianyi, Jing Huan, and Zhiqiang Luan. "Comparative Research on Traditional Advertising and Mobile Phone Advertising." In 2014 International Conference on e-Education, e-Business and Information Management (ICEEIM 2014). Paris, France: Atlantis Press, 2014. http://dx.doi.org/10.2991/iceeim-14.2014.63.

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Căpraru, Mădălina. "TRADITIONAL CULTURAL CAPITAL ELEMENTS IN ADVERTISING – CASE STUDY: NAPOLACT AND COVALACT." In NORDSCI International Conference. SAIMA Consult Ltd, 2020. http://dx.doi.org/10.32008/nordsci2020/b2/v3/08.

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The advertising of Romanian brands has known a sterling `invasion` of traditional themed messages. One of the most prominent adverts belongs to the `Undelemn de la Bunica` brand, which took off in the 1998. The creators of this brand were the ones that set a trend of using traditional themed messages in the field of advertising. The communist era has forced a fake, populist traditional image to justify its political discourse. In a society fed up with such traditional populist messages, a new brand that uses the idyllic `Bunica (Grandma)` appears. `Undelemn de la Bunica` brings forth the childhood existence of the grandmother that makes food better than `mama makes it`, using only natural and trustworthy ingredients Even though the basic message was not clearly traditional, the `bunica` was closely linked to the world of the typical Romanian grandmother, with ties to traditions, rituals and, most importantly, to the rural world. `Bunica` has started a race of `authenticity` in publicity, race in which other brands like `Boromir`, `Pate Ardealul`, `Napolact`, `Covalact` and so on, entered. From the years of 2000, the national brands’ marketing messages have begun to introduce new and more complex traditional symbols in their communication strategies. Good examples of such elements are the usage of the collocations `tradițional (traditional)`, `ca la țară (from the rural village)’, of images or symbols from the local folklore ornamentics, of brand characters which `conjure` tradition. The main purpose of this paper is to identify the relations between traditional cultural capital elements, the brand’s communication efforts and the receiving public. For the research conducted in this article, two local dairy brands, with tradition in Romania, have been chosen. The data analyzed is collected from secondary sources.
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Sumita, Hanna, Yasushi Kawase, Sumio Fujita, and Takuro Fukunaga. "Online Optimization of Video-Ad Allocation." In Twenty-Sixth International Joint Conference on Artificial Intelligence. California: International Joint Conferences on Artificial Intelligence Organization, 2017. http://dx.doi.org/10.24963/ijcai.2017/60.

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In this paper, we study the video advertising in the context of internet advertising. Video advertising is a rapidly growing industry, but its computational aspects have not yet been investigated. A difference between video advertising and traditional display advertising is that the former requires more time to be viewed. In contrast to a traditional display advertisement, a video advertisement has no influence over a user unless the user watches it for a certain amount of time. Previous studies have not considered the length of video advertisements, and time spent by users to watch them. Motivated by this observation, we formulate a new online optimization problem for optimizing the allocation of video advertisements, and we develop a nearly (1 − 1/e)-competitive algorithm for finding an envy-free allocation of video advertisements.
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Wang, Dan. "The Application of Traditional Aesthetic Thoughts in the Online Advertising Design of Local Enterprises." In Proceedings of the 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/iccessh-19.2019.191.

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Cheredniakova, Anna, Lidia Lobodenko, and Irina Lychagina. "A Study of Advertising Content in Digital Communications: the Experience of Applying Neuromarketing and Traditional Techniques." In 2021 Communication Strategies in Digital Society Seminar (ComSDS). IEEE, 2021. http://dx.doi.org/10.1109/comsds52473.2021.9422887.

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Zhou, Shu, and Jie’en Guo. "The Influence and Transformation of Advertising Media in the Era of Mobile Network over Its Traditional Forms." In Proceedings of the 2nd International Conference on Art Studies: Science, Experience, Education (ICASSEE 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/icassee-18.2018.142.

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Jin, Shize, Yong Zeng, and Chun Wang. "Assessment of Advertising Effectiveness Through Audience’s Eye Movements." In ASME 2010 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. ASMEDC, 2010. http://dx.doi.org/10.1115/detc2010-28197.

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The evaluation of advertisement effectiveness during the advertisement design phase and pre-launch phase is critical for the advertisement’s success in the targeted market. This evaluation should predict advertisement’s final performance as accurately as possible. In today’s advertisement business, questionnaire-based evaluation methods, such as attitude and opinion rating are widely used. To obtain good survey results, high quality questionnaires and proper interviewing procedures have to be developed with the support of the competent execution and supervision. These activities are usually costly even though some of them can be conducted online. This paper proposes a novel method for assessing the advertisement effectiveness through the automated capturing and analyzing of audiences’ eye movements. This method is based on the assumption that some attributes of audiences’ eye movements are correlated to their visual attention defined in the context of advertisement effectiveness. To validate our research hypotheses, experiments were conducted. In the experiments, subjects were required to watch several advertisements in sequence and the subjects’ eye movement data were collected simultaneously. By analyzing the data patterns and comparing them with the effectiveness evaluation obtained from questionnaire-based method, we found that the proposed method produces similar evaluations to those resulted from the traditional attitude and opinion rating method.
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Peng, Li, and Zhou Daifang. "Decipher the success stories of U.S advertising in China's market — To see the charm of traditional Chinese culture." In 2010 International Symposium on Computer, Communication, Control and Automation (3CA). IEEE, 2010. http://dx.doi.org/10.1109/3ca.2010.5533835.

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Bölükbaşı, Selahattin. "The Example of Fanatik Newspaper Within the Context of The Evolution of Communication From Traditional Media to New Media Tools During the Covid-19 Pandemic." In COMMUNICATION AND TECHNOLOGY CONGRESS. ISTANBUL AYDIN UNIVERSITY, 2021. http://dx.doi.org/10.17932/ctcspc.21/ctc21.024.

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Fanatik Newspaper has been chosen as a sample in explaining the evolution of communication from traditional media to new media tools during the Covid-19 pandemic period, as Fanatik uses both media platforms efficiently. During the pandemic period, in which people didn’t go out or even avoid meeting their relatives, it’s been harder to reach daily newspapers to be informed about developments. After the 1990s, humanity has already become acquainted with internet journalism, which led to a decrease in the purchase of newspapers, and people started following the developments mostly from other platforms such as computers and mobile phones. And the advent of Covid-19 increased people’s dependence to digital platforms as a result of the restrictions implemented by the states. This study includes a video interview with Ömer Necati Albayrak, who has been the editor of Fanatik since 2012, and the data collected about newspapers and online journalism during the pandemic. The meeting was originally planned to be held face-to-face, yet because of the pandemic, it had to be held over Zoom, one of the relatively new media applications. The questions asked in the interview were prepared in line with the location feature that’s in social networks (URL-1). Both qualitative and quantitative analysis methods were used in this study. With the content analysis performed with quantitative methods, information about the circulation and advertising revenues of the newspapers in Turkey in the last ten years were collected. As a result of both studies, it has been recorded that people mostly follow the news from the internet sites, however; the circulation of the newspapers, which declined at the beginning of the pandemic, increased again later. In consequence of the findings, although the evolution of communication from traditional media to new media seems to have been completed during the pandemic, it has been detected those newspapers are preferred more when it comes to advertising revenue.
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Kutluk, Aysegül. "Guerilla Marketing on the Internet and an Evaluation on the Tourism Industry." In International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00765.

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At the present time, managements which can see and use alterations, they can remain stand and strive with their competitors. Changes are in managements only able to possible by using new strategies, that can make a management comperior under the competition clause. These strategies are: last trends, fun promotions, flash mobbings, guerrilla advertising and even the viral applications that can make people unwittingly a marketer. On the other hand, at the first times, while guerilla marketing was a method that small scale enterprise can struggle against the big bussiness, nowadays it is a very simple method which every management can apply easily.The aim of guerilla marketing is to make more sales, like traditional marketing. But, the methods that used, are different from eachother. This method try to find with very low budget some works, that will take place more higher from other traditional marketing methods' effects. This works have to be effective, different, enjoyable and unforgetable. That is possible to see them in out,on ethernet and somewhere of our life. Especially, these activities are organized contemplated by advertising agencies; diversified according to the imagination of the creators. Guerilla marketing and the other similar marketings are done especially online network in tourism sector of Turkey. The purpose of this study; is increasing the awareness of guerilla marketing as an alternative method in academic and sectorel context, that can increase the sales of tourism managements and at the same time can provide quickly and easily reach to their target group.
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Reports on the topic "Traditional advertising"

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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