Journal articles: 'Traditional advertising'

1

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.

Full text

APA, Harvard, Vancouver, ISO, and other styles

2

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.

Full text

APA, Harvard, Vancouver, ISO, and other styles

3

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.

Full text

APA, Harvard, Vancouver, ISO, and other styles

4

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

5

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.

Full text

Abstract:

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)

APA, Harvard, Vancouver, ISO, and other styles

6

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

7

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

8

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

9

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

10

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

11

Zeki, Tawfik Saeed. "The Traditional Marketing Advertising Impact Global Warming." IOSR Journal of Business and Management 19, no. 02 (March 2017): 115–19. http://dx.doi.org/10.9790/487x-190203115119.

Full text

APA, Harvard, Vancouver, ISO, and other styles

12

Chao, Chiang-nan, Yanni Ping, and Yingchun Wang. "The Advertising Spending Trends: Mobile Vs Traditional Media-- An Empirical Study." Management and Organizational Studies 6, no. 2 (May 12, 2019): 1. http://dx.doi.org/10.5430/mos.v6n2p1.

Full text

Abstract:

Mobile commerce has become a driving force in retail industry in the past 20 years. Since Apple introduced its firstgeneration of iPhone in 2007, smartphone has penetrated about 70% of US population. Consequently, mobilecommerce has emerged from a supplementary to electronic commerce and has become a powerhouse in retailbusinesses. The American adults spend more time on their smartphones, and do even more commerce on theirsmartphone than on their personal computers. In next few years, US mobile commerce will be a half of the totalecommerce. Marketers have spent more advertising dollars on smartphones, as they can better target smartphoneusers through programmatic advertising, particularly when they find the phone users are interested in particularproducts they browse. This study compares the advertising effectiveness on smartphone users through an empiricalsurvey. The results suggest that smartphone advertising is an effective way to reach and influence the users. Mobileadvertising will continue to work hand-in-hand with traditional media advertising. A strategic shift with more focuson mobile advertising will be more effective.

APA, Harvard, Vancouver, ISO, and other styles

13

Huang, Jinsong, Song Su, Liuning Zhou, and Xi Liu. "Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising." Journal of Interactive Marketing 27, no. 1 (February 2013): 36–46. http://dx.doi.org/10.1016/j.intmar.2012.06.001.

Full text

APA, Harvard, Vancouver, ISO, and other styles

14

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

15

Carretero Velasco, María José, and Celia Rangel Pérez. "Comunicación estratégica integral frente a publicidad tradicional." aDResearch ESIC International Journal of Communication Research 15, no. 15 (January 1, 2017): 32–53. http://dx.doi.org/10.7263/adresic-015-02.

Full text

APA, Harvard, Vancouver, ISO, and other styles

16

Hixson, Thomas Kim. "Internet Advertising and the Decline in Trust and Use of Traditional Advertising Media." International Journal of Technology, Knowledge, and Society 1, no. 7 (2006): 21–32. http://dx.doi.org/10.18848/1832-3669/cgp/v01i07/55511.

Full text

APA, Harvard, Vancouver, ISO, and other styles

17

Arrazola, María, José de Hevia, Pedro Reinares, and Ricardo Reinares Lara. "Do new forms of television advertising occasion better recall than traditional advertising spots?" International Journal of Advertising 32, no. 2 (January 1, 2013): 281–300. http://dx.doi.org/10.2501/ija-32-2-281-300.

Full text

APA, Harvard, Vancouver, ISO, and other styles

18

Sayedi, Amin, Kinshuk Jerath, and Kannan Srinivasan. "Competitive Poaching in Sponsored Search Advertising and Its Strategic Impact on Traditional Advertising." Marketing Science 33, no. 4 (July 2014): 586–608. http://dx.doi.org/10.1287/mksc.2013.0838.

Full text

APA, Harvard, Vancouver, ISO, and other styles

19

Lee, Pui Yuen, and Kung Wong Lau. "From an “idea generator” to a “solution facilitator”." Career Development International 24, no. 1 (February 11, 2019): 2–17. http://dx.doi.org/10.1108/cdi-03-2018-0080.

Full text

Abstract:

PurposeThe rise of social media marketing has brought significant implications for advertising industry and its organizations. The traditional role of advertising professionals had been changing from a clear identity to an unclear one. However, previous research has studied relatively little about advertising professionals’ roles and identities or how they may be changing in the social media marketing era. The paper aims to discuss these issues.Design/methodology/approachA qualitative, interpretive approach was taken in this study. It involved 32 in-depth interviews with advertising professionals in advertising organizations differing in size, digital focus and ownership in different multinational full-service advertising organizations and digital organizations.FindingsThe findings indicated that the role of advertising professionals is innovating from a traditional “idea generator” to a “solution facilitator” in response to the social media marketing.Originality/valueThis study identified the key experiences of advertising professionals that they were found to have divergent role identities linked to their identification with traditional and digital organizations.

APA, Harvard, Vancouver, ISO, and other styles

20

Desrochers, Debra M. "Advertising to Children in Traditional and New Media." Journal of Children and Media 9, no. 2 (March 16, 2015): 272–75. http://dx.doi.org/10.1080/17482798.2015.1021198.

Full text

APA, Harvard, Vancouver, ISO, and other styles

21

Moslehpour, Massoud, Jargal Tumurbaatar, and Khoirul Amri. "What Do Mongolian Facebook Users Want from Advertisers?" International Journal of Business and Management 11, no. 9 (August 7, 2016): 51. http://dx.doi.org/10.5539/ijbm.v11n9p51.

Full text

Abstract:

This study is one of its kinds to explore Mongolian Facebook users’ attitudes towards advertising. It uses traditional factors and examines the relationship among the factors to dicover the variables with strongest influence among the Mongolian Facebook users. Moreover, researchers included gender as one of the relevant demographic variables as the moderating variable. This study surveyed 400 Mongolian Facebook active users through the online questionnaire. The research findings indicate that informativeness and entertainment followed by credibility are the most influential factors of Facebook users’ attitudes towards advertising. In addition, gender moderates the relationship between credibility and attitude towards Facebook advertising. For practical implications, this study helps business marketers who are interested in attracting Mongolian customers within the Facebook advertising program. For social implications, social scientists may find the results useful for their study of human behavior and motivation, and how this information may affect attitudes towards the adoption and attraction of advertisings. This study is limited to Mongolian Facebook users.

APA, Harvard, Vancouver, ISO, and other styles

22

Pryshchenko, Svitlana. "Prospects for development of advertising graphics in the traditional and digital media." Research and methodological works of the National Academy of Visual Arts and Architecture, no. 29 (December 17, 2020): 54–59. http://dx.doi.org/10.33838/naoma.29.2020.54-59.

Full text

Abstract:

The visualization is becoming an increasingly important area of research and has a wide range of applications. The aim of this article is to compare the visual means of advertisements from traditional (print advertising, poster, outdoor) to digital media (internet ads). The trans system and multimodal methodological approaches are applied, which made it possible to using system-structural, socio-cultural, and comparative methods. The style and prospects for the development of Advertising Graphics in the first half of XXI cent. have been determined. Based on the analysis of modern trends, the stylistics of Advertising Graphics are noted: the preservation of distinct styles and monocultures; the dominance of compromise options (fusion, mixing, conscious eclecticism, variability of perception); the simultaneous coexistence of many styles (polystylism); the conceptual search for new styles; and conscious return to the origins of ethno-cultures, further rethinking of folk themes, generalization and decorativeness of Folk Art. We predict in Future the priority of functional, minimalist and polygonal styles, for some categories and services — ethno style (for food, clothing, footwear, accessories, tourism, etc.). Metaphor and other methods of visualization (hyperbole, metonymy, allegory, association) will remain the art-stylistic devices in Advertising. It is obvious that traditional media, in particular posters, will be preserved, but at the same time,there will be a gradual disappearance of print advertising and outdoor transformation towards increasing digitalization. The scientific results obtained will be great importance at the theoretical, practical and educational levels, and in general, will promote the development of Advertising Design in Ukraine. The author emphasizes that the Poster retains the position of the main advertising media, despite the rapid development of computer technologies and virtual space, and considers media design as a qualitatively new stage in the socio-cultural designing of communications and the most promising type of Design.

APA, Harvard, Vancouver, ISO, and other styles

23

Li, Hongni. "Visual Communication Design of Digital Media in Digital Advertising." Journal of Contemporary Educational Research 5, no. 7 (July 29, 2021): 36–39. http://dx.doi.org/10.26689/jcer.v5i7.2312.

Full text

Abstract:

With the continuous development of modern science and technology, great changes have taken place in the advertising media industry where the traditional form of advertising has gradually changed into digital ones. Compared with the traditional advertising, digital advertising has more flexibility and has a variety of forms in its advertising creation according to product itself. In addition, visual communication design plays a critical role where it is an important way to improve digital advertising. Therefore, it is necessary to optimize visual communication design in order to improve the quality of digital advertising. In this way, this article carries out an in-depth research and analysis on the visual communication design of digital media in digital advertising and put forward some reasonable suggestions and measures, aiming to further promote the development of China’s advertising media industry.

APA, Harvard, Vancouver, ISO, and other styles

24

Sinclair, John, and Rowan Wilken. "Sleeping with the Enemy: Disintermediation in Internet Advertising." Media International Australia 132, no. 1 (August 2009): 93–104. http://dx.doi.org/10.1177/1329878x0913200110.

Full text

Abstract:

The advent of internet advertising has changed the basis of the intermediary role which the advertising agency traditionally has occupied between advertisers and the media. This is disintermediation, or ‘cutting out the middle man’. The intrinsic and distinctive properties of the internet as a commercial medium, and its interactive character, have given rise to the phenomenon of search advertising, which diminishes the need for an advertising agency. This article outlines and analyses the challenge which Google and the other search services pose to advertising agencies, and the strategies which the global advertising industry has been taking up in response. In particular, evidence of Google's steps towards assuming the functions of an advertising agency, and even of a traditional advertising media owner, are canvassed, and set against an account of the global agency groups’ moves into specialist digital companies, and how they are working with the search services.

APA, Harvard, Vancouver, ISO, and other styles

25

De Jans, Steffi, Liselot Hudders, and Veroline Cauberghe. "Advertising literacy training." European Journal of Marketing 51, no. 11/12 (November 14, 2017): 2156–74. http://dx.doi.org/10.1108/ejm-08-2016-0472.

Full text

Abstract:

Purpose This paper aims to examine the immediate and delayed effects of advertising literacy training on children’s cognitive advertising literacy for an embedded advertising format, product placement and, subsequently, its persuasive effects. In addition, this study explored whether this effect is moderated by children’s general advertising liking. The study also investigated whether the effects of training were dependent on children’s ages. Design/methodology/approach The present study is conducted using a three (training session: control condition vs advertising literacy training with immediate ad exposure vs advertising literacy training with ad exposure after one week) by two (age: 7-8 years vs 10-11 years) between-subjects experimental design. Findings The results of the experimental study showed that advertising literacy training increases children’s cognitive advertising literacy for product placement for both younger and older children and both immediately and delayed (measured after one week). In addition, cognitive advertising literacy had an influence on the effectiveness of product placement (i.e. purchase request) when children’s general ad liking was low, though not when it was high. No moderating effects of age were found. Practical implications This study shows that advertising literacy training sessions can improve children’s cognitive advertising literacy for non-traditional, embedded advertising formats. Originality/value This study is one of the first to examine and confirm the immediate and delayed effects of advertising literacy training sessions on children’s cognitive advertising literacy for non-traditional advertising formats.

APA, Harvard, Vancouver, ISO, and other styles

26

Tay, Pek San. "Keyword Advertising: Challenging the Traditional Concept of “Use” under Malaysian Trade Mark Law." Asian Journal of Comparative Law 4 (2009): 1–17. http://dx.doi.org/10.1017/s2194607800000399.

Full text

Abstract:

AbstractKeyword advertising involves the sale of keywords, sometimes comprising the trade marks of others, by search engine providers so that the keyword purchasers' advertisements are triggered as sponsored results whenever Internet users type in any of the keywords as search terms. This method of online advertising is new and novel and has been embraced widely by many businesses. However, its legality, particularly in the sale of keywords comprising the trade marks of others, has been challenged in a number of major jurisdictions. This article examines the approach of the courts in the U.S. and the UK with regard to the practice of keyword advertising with particular emphasis on the concept of “trade mark use.” With these foreign decisions serving as a useful guide, this article analyses and evaluates whether the practice of keyword advertising is legal under Malaysian trade mark law as embodied in the Trade Marks Act 1976.

APA, Harvard, Vancouver, ISO, and other styles

27

Kerr, Gayle, Don E. Schultz, Philip J. Kitchen, Frank J. Mulhern, and Park Beede. "Does Traditional Advertising Theory Apply to the Digital World?" Journal of Advertising Research 55, no. 4 (December 2015): 390–400. http://dx.doi.org/10.2501/jar-2015-001.

Full text

APA, Harvard, Vancouver, ISO, and other styles

28

Maddox, Lynda M., and Wen Gong. "Effects of URLs in traditional media advertising in China." International Marketing Review 22, no. 6 (December 2005): 673–92. http://dx.doi.org/10.1108/02651330510630285.

Full text

APA, Harvard, Vancouver, ISO, and other styles

29

Bærug, Jan Richard, and Halliki Harro-Loit. "JOURNALISM EMBRACING ADVERTISING AS TRADITIONAL JOURNALISM DISCOURSE BECOMES MARGINAL." Journalism Practice 6, no. 2 (April 2012): 172–86. http://dx.doi.org/10.1080/17512786.2011.616647.

Full text

APA, Harvard, Vancouver, ISO, and other styles

30

Żurawski, Jakub. "Reklama wyborcza w Polsce w początkach XXI wieku: przejście od „starych” mediów do Internetu?" Zeszyty Prasoznawcze 60, no. 1 (2017): 223–38. http://dx.doi.org/10.4467/22996362zp.17.017.6783.

Full text

Abstract:

Election advertising in Poland in the early 21st century: the transition from print media to the internet? On the basis of financial reports submitted by the election committees to the National Electoral Commission (PKW) the author investigates the phenomenon of the changes in election advertising spending on traditional printed press (and other “traditional” media, primarily television) and on the Internet. The data on the funding of specific activities of campaign is clear and direct measures of popularity of advertising forms among election committees. Comparing this data will help to answer the key question about the changes of the share of press advertising (or paid TV advertisements) in election campaigns in Poland. There is also another question about the development of the campaign internet advertising market. Such changes may be crucial for the segments of the press (e.g. dailies, news magazines), which traditionally deal with political issues, and are read by people especially interested in politics. Any “transition” of election advertisers and readers from print to the virtual world may also result in the need to modify publishing profiles, pricing policies etc. This latter issue is, however, the subject for further research. This article will be limited to one element that could affect the development of the press: changes of incomes during election campaigns.

APA, Harvard, Vancouver, ISO, and other styles

31

Masocha, Reginald. "Contrasting Contemporary Advertising Media Strategies of Small Retail Firms:." Journal of Economics and Behavioral Studies 10, no. 6(J) (December 22, 2018): 162–70. http://dx.doi.org/10.22610/jebs.v10i6(j).2606.

Full text

Abstract:

This paper is an investigation contrasting modern and traditional advertising media from the perspective of small retail firms in Limpopo province of South Africa. Prior studies established juxtaposition in terms of media choices which continuously challenges businesses at large, per se, small retail businesses. A cross-sectional survey, through a purposive sampling technique of a subsequent sample size of 236 owners and managers of small retail firms was utilised in this research. Descriptive statistics, correlation and exploratory factor analysis (EFA) were used in data analysis. Furthermore, structural equation modelling (SEM) was used in hypotheses testing. The findings of the study posit that traditional advertising media have no significant influence on communication effectiveness and the performance of small retail SMEs. Contrarily, modern advertising media was found to positively and significantly influence the performance of retail SMEs. The practical implications of this study primarily pertain to the demise of traditional advertising media in the contemporary environments which business people need to consider. Theoretically, the study posits a review of the theory that pertains to the use of traditional media juxtaposed to modern media in contemporary advertising.

APA, Harvard, Vancouver, ISO, and other styles

32

Masocha, Reginald. "Contrasting Contemporary Advertising Media Strategies of Small Retail Firms:." Journal of Economics and Behavioral Studies 10, no. 6 (December 22, 2018): 162. http://dx.doi.org/10.22610/jebs.v10i6.2606.

Full text

Abstract:

This paper is an investigation contrasting modern and traditional advertising media from the perspective of small retail firms in Limpopo province of South Africa. Prior studies established juxtaposition in terms of media choices which continuously challenges businesses at large, per se, small retail businesses. A cross-sectional survey, through a purposive sampling technique of a subsequent sample size of 236 owners and managers of small retail firms was utilised in this research. Descriptive statistics, correlation and exploratory factor analysis (EFA) were used in data analysis. Furthermore, structural equation modelling (SEM) was used in hypotheses testing. The findings of the study posit that traditional advertising media have no significant influence on communication effectiveness and the performance of small retail SMEs. Contrarily, modern advertising media was found to positively and significantly influence the performance of retail SMEs. The practical implications of this study primarily pertain to the demise of traditional advertising media in the contemporary environments which business people need to consider. Theoretically, the study posits a review of the theory that pertains to the use of traditional media juxtaposed to modern media in contemporary advertising.

APA, Harvard, Vancouver, ISO, and other styles

33

Pashna, Mohsen, Mohammad Rahim Esfidani, and Seyed Mohammad bagher Jafari. "The Role of User Involvement, User Involvement Types, Product Category Involvement and Advertising Appeals in Social Media Advertising Effectiveness: A Middle East Context (Iran)." Journal of Creative Communications 14, no. 2 (July 2019): 85–117. http://dx.doi.org/10.1177/0973258619851987.

Full text

Abstract:

Until now, no study has proposed strategies for social media advertising, scrutinizing the differential interaction of user involvement, different kinds of user involvement, product category involvement, and advertising appeals considering the unique characteristics of social media users in the Middle East. The present study addresses this issue by introducing two detailed advertising effectiveness grids in 20 situations for social media advertising in the Middle East context (Iran) and revised the previous grids and findings proposed for Western and Eastern countries in the area of traditional media advertising effectiveness. In all, 552 students of the University of Tehran, who are social media users were randomly selected, and questionnaires were distributed via an online platform. In order to explore the hypotheses, a mixed 2 × 2 × 2 factorial design was employed, followed by assessment of the validity and reliability of the measures. Surprisingly, some findings were contrary to traditional findings and grids both in the West and in the East and suggest different and new strategies; however, some were in line with traditional studies.

APA, Harvard, Vancouver, ISO, and other styles

34

Lawlor, Margaret-Anne, Áine Dunne, and Jennifer Rowley. "Young consumers’ brand communications literacy in a social networking site context." European Journal of Marketing 50, no. 11 (November 14, 2016): 2018–40. http://dx.doi.org/10.1108/ejm-06-2015-0395.

Full text

Abstract:

Purpose While substantial scholarly attention has been given to children’s understanding of advertising in the context of traditional advertising channels, there is a gap in the literature with regard to children’s commercial awareness in the context of online social networking sites. This paper aims to seek to explore the nature and extent of advertising literacy among young consumers in the context of their use of social networking sites, namely, Facebook and Bebo. Design/methodology/approach A three-stage study was conducted with 12 to 14-year-old girls, using focus group discussions, participant observation and in-depth interviews. Findings The study illustrates that the increasingly blurred line between online advertising and other forms of online brand-related content is militating against the development of advertising and marketing literacy in young consumers. A key issue which is discussed is the extent to which the traditional conceptualisation of advertising literacy is “fit for purpose” in an online context. Originality/value The authors propose an alternative to the advertising literacy concept, namely, the Online Brand Communications literacy framework. This framework recognises the convergence of traditional online advertising and other forms of online brand content and also acknowledges that the messaging around a brand may originate from the brand owner in a variety of overt and covert forms. Equally, online consumers may also act as brand promoters when they engage in brand-related word-of-mouth.

APA, Harvard, Vancouver, ISO, and other styles

35

Reid, Leonard N., and Karen Whitehill King. "A Demand-Side View of Media Substitutability in National Advertising: A Study of Advertiser Opinions about Traditional Media Options." Journalism & Mass Communication Quarterly 77, no. 2 (June 2000): 292–307. http://dx.doi.org/10.1177/107769900007700205.

Full text

Abstract:

Intermedia battles for advertising dollars are waged on the assumption that mass media are interchangeable in media schedules. However, there are both practical and empirical reasons to suspect that media are not seen as completely interchangeable by advertising experts. This study utilized survey and interviewing methods to examine top-level advertising managers' opinions of the substitutability of seven media options within the context of national advertising planning. Examination of the media substitutability assumption among these experts provides a buyer-side (demand) perspective called for in the literature. Contrary to expectations of little, if any, perceived substitutability among the media options, a degree of interchangeability was found. When the question of substitution arises in national advertising media planning, it would appear national advertising managers put traditional media in certain perceptual boxes. For example, cable TV was considered replaceable with broadcast TV and magazines with newspapers. Radio was perceived as a reasonable replacement not only for TV, but also for newspapers and billboards as well. Cable TV was judged an acceptable substitute for broadcast TV, radio, and magazines whereas newspapers were seen as a reasonable substitute for magazines and radio. Practical and research implications of the results are discussed.

APA, Harvard, Vancouver, ISO, and other styles

36

SCHULZE, CHRISTIAN. "ADVERTISING IN THE SZNAJD MARKETING MODEL." International Journal of Modern Physics C 14, no. 01 (January 2003): 95–98. http://dx.doi.org/10.1142/s0129183103004255.

Full text

Abstract:

The traditional Sznajd model, as well as its Ochrombel simplification for opinion spreading, is applied to marketing with the help of advertising. The larger the lattice, the smaller the amount of advertising is needed to convince the whole market.

APA, Harvard, Vancouver, ISO, and other styles

37

Barakaeva, Dilbar. "THE TECHNOLOGY IN ADVERTISING OF MARKETING AS AN INNOVATIVE METHOD." INNOVATIONS IN ECONOMY 4, no. 3 (March 30, 2021): 32–36. http://dx.doi.org/10.26739/2181-9491-2021-3-4.

Full text

Abstract:

This article shows the effective role technology of advertising, when you start your business in brand-new ways. Today, modern trends in global advertising are showing a clear shift towards a more integrated and generally more responsive method of communication than the traditional advertising approach. This new approach and technology offers new ways of interacting with their target market. Therefore,the article pays special attention to advertising services

APA, Harvard, Vancouver, ISO, and other styles

38

Greer, Jennifer D. "Advertising on traditional media sites: Can the traditional business model be translated to the Web?" Social Science Journal 41, no. 1 (March 1, 2004): 107–13. http://dx.doi.org/10.1016/j.soscij.2003.10.009.

Full text

APA, Harvard, Vancouver, ISO, and other styles

39

Robinson, Bryan K., and Erica Hunter. "Is Mom Still Doing It All? Reexamining Depictions of Family Work in Popular Advertising." Journal of Family Issues 29, no. 4 (April 2008): 465–86. http://dx.doi.org/10.1177/0192513x07310311.

Full text

Abstract:

This study examines a sample of 299 advertisements from 4 of the top 10 circulated magazines of 2005 to see how contemporary advertising depicts household labor. Modeling after previous studies that examined the depiction of gender in family advertising, this study seeks to determine whether advertising reflects the changes in families that have occurred in contemporary American culture. The authors use Hochschild's (1989) typology of traditional, transitional, and egalitarian families to examine whether advertisements' portrayal of men and women in family situations resemble traditional (male breadwinner, female caregiver) or more contemporary parenting ideologies (men providing care, women in the labor force, etc.).

APA, Harvard, Vancouver, ISO, and other styles

40

Evans, Malcolm, and Michael Harvey. "Decoding Competitive Propositions: A Semiotic Alternative to Traditional Advertising Research." International Journal of Market Research 43, no. 2 (March 2001): 1–12. http://dx.doi.org/10.1177/147078530104300202.

Full text

APA, Harvard, Vancouver, ISO, and other styles

41

Wilbur, Kenneth C. "How the Digital Video Recorder (DVR) Changes Traditional Television Advertising." Journal of Advertising 37, no. 1 (April 2008): 143–49. http://dx.doi.org/10.2753/joa0091-3367370111.

Full text

APA, Harvard, Vancouver, ISO, and other styles

42

Eken, Begüm. "Interactive Digital Displays for Outdoor Advertising." New Trends and Issues Proceedings on Humanities and Social Sciences 4, no. 11 (December 27, 2017): 85–92. http://dx.doi.org/10.18844/prosoc.v4i11.2853.

Full text

Abstract:

As we live in a period called the ‘Information Age’, new communication technologies are enabling newer possible ways for advertisers to interact differently with customers. High-technology televisions, the Internet, touch screens and such technologies are changing the media environment. Therefore, it changes the ways of communication. Nowadays, interactive digital displays are more commonly used for outdoor advertisements such as shop displays, billboards and on public transport. This research explores the impacts of interactive digital displays for outdoor advertising and how efficiently they engage with customers. Advertising media is evolving into a whole new level with upcoming developments. However, it still needs a full adaptation by customers. While relatively young customers adapt more easily with the interactive displays, certain kinds of customers still prefer traditional media. This research seeks to find how effective interactive display use for advertising is, while comparing customer adaptation of new media technologies with traditional media. Keywords: Interactive displays, outdoor advertising, digital signage.

APA, Harvard, Vancouver, ISO, and other styles

43

Kang, Hyunjin, and Matthew P. McAllister. "Selling You and Your Clicks: Examining the Audience Commodification of Google." tripleC: Communication, Capitalism & Critique. Open Access Journal for a Global Sustainable Information Society 9, no. 2 (June 23, 2011): 141–53. http://dx.doi.org/10.31269/triplec.v9i2.255.

Full text

Abstract:

Using a political economy perspective, this paper argues that Google’s surplus value from advertising results from its extensive and transformative commodification of users. The unique features of Google as an advertising venue intensify the commodification of its users as compared to traditional media in several ways. First, the simplified valorization process of Google’s advertising methods enables Google to earn significantly more surplus value than those of traditional media. Also, Google’s personalized advertising strategies, its precise measurement of advertising costs based on users’ behaviors represented as “the number of clicks,” and the unclear distinction between advertisements and serviced content commodify its users’ online activities. Lastly, this essay asserts that Google commodifies the aggregated consciousnesses of its users because it sells keywords for advertisers to attach advertisements to search-data output, which are priced in accordance with their popularity. This “click-through” form of behavioral commodification has significant implications for the future of media.

APA, Harvard, Vancouver, ISO, and other styles

44

Kang, Hyunjin, and Matthew P. McAllister. "Selling You and Your Clicks: Examining the Audience Commodification of Google." tripleC: Communication, Capitalism & Critique. Open Access Journal for a Global Sustainable Information Society 9, no. 2 (June 23, 2011): 141–53. http://dx.doi.org/10.31269/vol9iss2pp141-153.

Full text

Abstract:

Using a political economy perspective, this paper argues that Google’s surplus value from advertising results from its extensive and transformative commodification of users. The unique features of Google as an advertising venue intensify the commodification of its users as compared to traditional media in several ways. First, the simplified valorization process of Google’s advertising methods enables Google to earn significantly more surplus value than those of traditional media. Also, Google’s personalized advertising strategies, its precise measurement of advertising costs based on users’ behaviors represented as “the number of clicks,” and the unclear distinction between advertisements and serviced content commodify its users’ online activities. Lastly, this essay asserts that Google commodifies the aggregated consciousnesses of its users because it sells keywords for advertisers to attach advertisements to search-data output, which are priced in accordance with their popularity. This “click-through” form of behavioral commodification has significant implications for the future of media.

APA, Harvard, Vancouver, ISO, and other styles

45

Busby, Linda J., and Greg Leichty. "Feminism and Advertising in Traditional and Nontraditional Women's Magazines 1950s-1980s." Journalism Quarterly 70, no. 2 (June 1993): 247–64. http://dx.doi.org/10.1177/107769909307000202.

Full text

Abstract:

In this study researchers content coded advertising images in traditional and nontraditional women's magazines in 1959, 1969, 1979 and 1989 to determine the impact of the feminist movement on consumer imagery. This timeframe allowed analysis from several historical vantages: 1959 (pre-feminist movement), 1969 (developing feminist ideology), 1979 (social implementation of ideology), 1989 (post feminist movement). The data were analyzed from the perspective of three major variables, the first being time (a specific decade); the second being magazine type (traditional or nontraditional women's magazines); and the third being product category. The study answers a primary research question: To what extent do ads in women's magazines (traditional and nontraditional) reflect the goals of the second feminist movement? A secondary research question is explored: Are advertising and the feminist movement incompatable, thus dooming “feminist publications” depending on ad dollars to demise?

APA, Harvard, Vancouver, ISO, and other styles

46

Boshoff, Christo. "The advertising of legal services: A comparison of the perceptions of attorneys and of the public." South African Journal of Business Management 23, no. 1 (March 31, 1992): 1–7. http://dx.doi.org/10.4102/sajbm.v23i1.878.

Full text

Abstract:

Practitioners in the so-called classical professions are increasingly facing competition from non-professionals in what, traditionally, was accepted as 'their' business domains. Non-professionals are, however, not hamstrung by restrictive professional association regulations to the same degree as professionals. Such regulations have limited professionals in their efforts to counteract the 'invasion' of their traditional markets. One such regulation prohibits professionals from advertising. Attorneys in particular have been affected by increased competition in their markets and have questioned the legitimacy of the prohibition on advertising. The issue of advertising has been addressed by both provincial law societies and the Association of Law Societies, but no firm decision has as yet been taken. One concern among attorneys is the possible reaction of the public to advertising by individual attorneys. In this article an attempt is made to shed some light on the issue, by comparing practising attorneys' perceptions of the implications of legal services advertising with those of members of the public. It is suggested that attorneys and members of the public differ significantly in their perceptions of the implications of legal service advertising. Significant differences exist between the two groups in respect of 36 of the 69 aspects investigated.

APA, Harvard, Vancouver, ISO, and other styles

47

Li, Yujie. "User Perception Affects Search Engine Advertising Avoidance: Moderating Role of User Characteristics." Social Behavior and Personality: an international journal 47, no. 4 (April 1, 2019): 1–12. http://dx.doi.org/10.2224/sbp.7855.

Full text

Abstract:

Researchers have examined avoidance of traditional media advertising (e.g., television advertising) and general Internet advertising (e.g., banner advertising), but less attention has been paid to search engine advertising (SEA) avoidance, particularly in the Chinese context. Therefore, I analyzed the effects of 3 components of user perception of SEA (perceived goal impediment, perceived advertising clutter, and prior negative experience) and 2 components of user characteristics (monthly income and advertising location awareness) on SEA avoidance in a sample of 348 working professionals who use Chinese search engines. Results showed that user perception had a significantly positive impact on SEA avoidance, monthly income attenuated the positive impact of perceived advertising clutter but intensified the positive impact of prior negative experience on SEA avoidance, and advertising location awareness enhanced the positive impact of perceived advertising clutter on SEA avoidance. Implications of the findings for effective advertising on search engines are discussed.

APA, Harvard, Vancouver, ISO, and other styles

48

Wright, Elizabeth, Nile M. Khanfar, Catherine Harrington, and Lee E. Kizer. "The Lasting Effects Of Social Media Trends On Advertising." Journal of Business & Economics Research (JBER) 14, no. 3 (June 30, 2016): 75–82. http://dx.doi.org/10.19030/jber.v14i3.9747.

Full text

Abstract:

Americans are exposed to an astounding number of advertising messages every day. The result of this bombardment of advertising on society is that consumers have become increasingly resistant to traditional forms of advertising. After spending millions of dollars on mass advertising that consumers tend to block out and ignore, marketers have re-evaluated their advertising methods and are following holistic marketing concepts that focus on customer relationship marketing and more creative, understated ads instead of in-your-face billboards and loud television segments. This paper explores social media trends, including social media opportunities and mobile marketing, and the potentially lasting effects that these trends have on advertising.

APA, Harvard, Vancouver, ISO, and other styles

49

Yau, Amy, Jean Adams, Emma J. Boyland, Thomas Burgoine, Laura Cornelsen, Frank de Vocht, Matt Egan, et al. "Sociodemographic differences in self-reported exposure to high fat, salt and sugar food and drink advertising: a cross-sectional analysis of 2019 UK panel data." BMJ Open 11, no. 4 (April 2021): e048139. http://dx.doi.org/10.1136/bmjopen-2020-048139.

Full text

Abstract:

ObjectivesTo explore sociodemographic differences in exposure to advertising for foods and drinks high in fat, salt and sugar (HFSS) and whether exposure is associated with body mass index (BMI).DesignCross-sectional survey.SettingUK.Participants1552 adults recruited to the Kantar Fast Moving Consumer Goods panel for London and the North of England.Outcome measuresSelf-reported advertising exposure stratified by product/service advertised (processed HFSS foods; sugary drinks; sugary cereals; sweet snacks; fast food or digital food delivery services) and advertising setting (traditional; digital; recreational; functional or transport); BMI and sociodemographic characteristics.ResultsOverall, 84.7% of participants reported exposure to HFSS advertising in the past 7 days. Participants in the middle (vs high) socioeconomic group had higher odds of overall self-reported exposure (OR 1.48; 95% CI 1.06 to 2.07). Participants in the low (vs high) socioeconomic group had higher odds of reporting exposure to advertising for three of five product categories (ORs ranging from 1.41 to 1.67), advertising for digital food delivery services (OR 1.47; 95% CI 1.05 to 2.05), traditional advertising (OR 1.44; 95% CI 1.00 to 2.08) and digital advertising (OR 1.50; 95% CI 1.06 to 2.14). Younger adults (18–34 years vs ≥65 years) had higher odds of reporting exposure to advertising for digital food delivery services (OR 2.08; 95% CI 1.20 to 3.59), digital advertising (OR 3.93; 95% CI 2.18 to 7.08) and advertising across transport networks (OR 1.96; 95% CI 1.11 to 3.48). Exposure to advertising for digital food delivery services (OR 1.40; 95% CI 1.05 to 1.88), digital advertising (OR 1.80; 95% CI 1.33 to 2.44) and advertising in recreational environments (OR 1.46; 95% CI 1.02 to 2.09) was associated with increased odds of obesity.ConclusionsExposure to less healthy product advertising was prevalent, with adults in lower socioeconomic groups and younger adults more likely to report exposure. Broader restrictions may be needed to reduce sociodemographic differences in exposure to less healthy product advertising.

APA, Harvard, Vancouver, ISO, and other styles

50

Grishcheva, E. S. "LINGUISTIC INTERPRETATION OF THE ADVERTISING: BASIC TRENDS OF RESEARCH." Review of Omsk State Pedagogical University. Humanitarian research, no. 28 (2020): 69–72. http://dx.doi.org/10.36809/2309-9380-2020-28-69-72.

Full text

Abstract:

Currently, media linguistics is actively studying the functioning of the language in the field of mass communications, including advertising. The article examines the advertising phenomenon in the linguistic aspect through its interpretation in such traditional areas of knowledge as rhetoric, stylistics, speech culture, communication theory, text linguistics. The emphasis is made on the specifics of determining the status of advertising in the framework of the named sciences, basic concepts, categories, properties and problems of advertising, which is significant for each field of knowledge.

APA, Harvard, Vancouver, ISO, and other styles

Journal articles on the topic 'Traditional advertising'

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles