Journal articles: 'TV advertising'

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Parker, J. K. A. "Advertising: TV dentists." British Dental Journal 220, no. 7 (April 2016): 322. http://dx.doi.org/10.1038/sj.bdj.2016.236.

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Malthouse, Edward C., Ewa Maslowska, and Judy U. Franks. "Understanding programmatic TV advertising." International Journal of Advertising 37, no. 5 (May 9, 2018): 769–84. http://dx.doi.org/10.1080/02650487.2018.1461733.

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Deng, Yiting, and Carl F. Mela. "TV Viewing and Advertising Targeting." Journal of Marketing Research 55, no. 1 (February 2018): 99–118. http://dx.doi.org/10.1509/jmr.15.0421.

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Television, the predominant advertising medium, is being transformed by the microtargeting capabilities of set-top boxes (STBs). By procuring impressions at the STB level (often denoted “programmatic television”), advertisers can now lower per-exposure costs and/or reach viewers most responsive to advertising creatives. Accordingly, this study uses a proprietary, household-level, single-source data set to develop an instantaneous show and advertisement viewing model to forecast consumers' exposure to advertising and the downstream consequences for impressions and sales. Viewing data suggest that person-specific factors dwarf brand- or show-specific factors in explaining advertising avoidance, thereby suggesting that device-level advertising targeting can be more effective than existing show-level targeting. Consistent with this observation, the model indicates that microtargeting lowers advertising costs and raises incremental profits considerably relative to show-level targeting. Further, these advantages are amplified when advertisers can buy in real time as opposed to up front.

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SKOWRONEK – GRĄDZIEL, Agnieszka. "ABSORPTION OF ADVERTISING EXPENDITURE BY POLISH TELEVISION STATIONS." Scientific Journal of the Military University of Land Forces 162, no. 4 (October 1, 2011): 408–21. http://dx.doi.org/10.5604/01.3001.0002.3312.

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This article is devoted to the major Polish advertising medium: television. The main source of information about this subject comes from advertising expenditure reports provided by all TV advertisers.The purpose of this article is an empirical analysis of existing regularities and the identification of the actual level of development of the TV advertising market in Poland.The author, based on domestic as well as foreign databases, outlines the following:→the importance of television in comparison with other advertising media;→the dynamism of expenditure growth in TV advertising;→the diversity of distribution of TV advertising expenditure in relation to television broadcasters, advertisers as well as trade structures and products.

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Goutama, Albertus Edward. "Games Advertising Vs Tv Advertising Which One Is More Effective In Building Brands?" Jurnal STEI Ekonomi 27, no. 1 (June 1, 2018): 1–9. http://dx.doi.org/10.36406/jemi.v27i1.149.

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There are a many pros and cons regarding which are more effective between TV Advertising and Games Advertising in being a medium of promotion media. As we know TV Advertising and Games Advertising is widely used big companies in promoting a product as well as embed Brand Image and Brand in Mind Set society in general. This article shows a number of pentung points that make TV Advertising is superior to a number of advantages it has , Compared Games Advertising in promoting a product.

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Aji, Hendy Mustiko, and Basu Swastha Dharmmesta. "Subjective norm vs dogmatism: Christian consumer attitude towards Islamic TV advertising." Journal of Islamic Marketing 10, no. 3 (September 9, 2019): 961–80. http://dx.doi.org/10.1108/jima-01-2017-0006.

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Purpose With concern on cross-religion research, this study aims to examine Christian consumer attitude towards Islamic TV advertising in Indonesia. This study includes together both subjective norm and dogmatism in an analysis as moderating variables. Design/methodology/approach An online survey for 186 sample respondents was conducted to test nine hypotheses. Multi-group moderation test was conducted to test the moderation effect of subjective norms and dogmatism on the model. Findings The results indicate that Christian intrinsic religiosity has a significant negative relationship with Islamic TV advertising credibility. Consumers’ attitudes towards Islamic TV advertising are proven to be the consequence of Islamic TV advertising credibility, even if the relationship is inverted. Moreover, this study concludes that subjective norms and dogmatism significantly moderate the relationship between Islamic TV advertising credibility and attitudes towards Islamic TV advertising differently. Subjective norms tend to weaken the relationship, while dogmatism strengthens it. Research limitations/implications During the process of this study, the authors uncovered three research limitations. First, too many measurement items for dogmatism eliminated from the analysis. Second, having balanced proportion for the high and low group has become the concern of this study, Third, a sample size of 186 is not adequate for such a complex model. Practical implications Managers should employ endorsers with multi-faceted images who can be accepted by all segments of society to combat the negative perception and attitudes of Christian consumers on Islamic attributes in TV advertising. Originality/value This paper contributes to the literature on cross-religion marketing research, especially on the topic of advertising, by comparing the internal influence (dogmatism) and external influence (subjective norm) on attitude towards Islamic TV advertising.

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Borchert, Günter. "Drug information in TV advertising." Journal of Consumer Policy 12, no. 3 (September 1989): 371–80. http://dx.doi.org/10.1007/bf00412142.

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Hsu, Jane Lu, Shuen-An Yang, and Li-Chang Su. "WHO IS WATCHING TV? WHO IS LISTENING TO RADIO? CONSUMER PERCEPTIONS OF TV AND RADIO ADVERTISING INFORMATION." Social Behavior and Personality: an international journal 35, no. 2 (January 1, 2007): 157–68. http://dx.doi.org/10.2224/sbp.2007.35.2.157.

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The objective of this study was to analyze consumer perceptions of television and radio advertising information. Four factors were extracted to explain advertising information, including product/selling information, image information, appealing information, and utilization information. For heavy TV watchers, positive attitudes are formed toward the information in television advertising. When consumers spend more time on radio or at least as much as on television, positive attitudes toward the information in radio advertising are generated. Respondents value information that is entertaining, attractive, has strong product images, and assisted memory recall in advertising as important.

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Nilssen, Tore. "The Television Industry as a Market of Attention." Nordicom Review 31, no. 1 (June 1, 2010): 115–23. http://dx.doi.org/10.1515/nor-2017-0124.

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Abstract In this article, I present an economist’s perspective on the TV industry and view it as a so-called two-sided market, with advertisers on the one side benefiting from the presence of TV viewers and TV viewers on the other side having a dislike for advertising on TV. I use this framework to discuss the likely future development of pay TV, in particular how a future increase in competition in the TV industry will affect the prevalence of pay TV over advertising-financed TV.

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Burukina, Olga Alekseyevna. "Russian TV advertising: influencing perception and manipulating consumer consciousness." Тренды и управление, no. 1 (January 2021): 1–21. http://dx.doi.org/10.7256/2454-0730.2021.1.34689.

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The subject of this research is the peculiarities of Russian TV advertising, as well as the functions of advertising with regards to the goals of advertisers, developers of advertising content, and consumers of advertising products. The article explores the specifics of modern Russian TV advertising, and analyzes the existing traditions of selective perception marketing, as well as advances the original concept of divergence of public values by the Russian media. The research employs systematic and axiological approaches, observation, system analysis, case analysis and content analysis of TV commercials, structural-functional and socio-psychological methods, as well as conceptualization and generalization techniques. The study considers 150 TV commercials broadcasted on the central Russian channels over the period from 2017 to 2020. The author reveals the peculiarities of the Russian advertising content, as well as the trends that established thereof in recent decades. The scientific novelty lies in the conclusion that the Russian TV advertising features a unique (compared to Western advertising) transformative function aimed at changing the national value system as the framework of Russian culture and mentality and the pillar of the Russian system of social values. The author also notes that many TV commercial use the techniques of manipulating consumer perception and consciousness. The acquired results can be applied in the area of protecting consumer interests in the Russian Federation, as well as bringing into correlation the interests of advertisers and consumers of advertising content for more effective promotion of products and services in tune with the interests of customers.

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

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

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Holiday, Steven, and Nancy H. Brinson. "The Influence of Perceived Personalization in TV Advertising Targeting Children on Parental Advertising Mediation: Implications for Addressable TV Advertising." Journal of Interactive Advertising 22, no. 1 (January 2, 2022): 75–94. http://dx.doi.org/10.1080/15252019.2022.2037029.

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Liu, Jia, and Shawndra Hill. "Frontiers: Moment Marketing: Measuring Dynamics in Cross-Channel Ad Effectiveness." Marketing Science 40, no. 1 (January 2021): 13–22. http://dx.doi.org/10.1287/mksc.2020.1277.

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This paper provides the first empirical evidence on whether and why TV-moment-based search advertising could be effective for optimizing sponsored search advertising for both TV-advertised brands and their competitors.

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Jennes, Iris, and Wendy Van den Broeck. "Digital TV innovations: industry and user perspective." info 16, no. 6 (September 2, 2014): 48–59. http://dx.doi.org/10.1108/info-06-2014-0027.

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Purpose – This paper aims to focus on how innovative strategies take users into account. On the one hand, it will look at how the different stakeholders in the TV value network implement user behaviour. On the other hand, it will focus on how users perceive traditional advertising and new advertising formats (e.g. personalised advertising, interactive advertising). Design/methodology/approach – The applied research method is a combination of expert interviews with different actors in the TV sector and qualitative user research on viewers’ expectations towards advertising and new advertising formats in a digital era. Findings – This paper looks at customer ownership, (inter-media) audience fragmentation and audience autonomy as important concepts in understanding innovation and strategies within the Flemish commercial TV sector and how user behaviour is implemented. Originality/value – More specifically, ad skipping (zipping) and second-screen applications are studied. To conclude, the findings of the research are linked to relevant policy questions and challenges for audience members and actors within the television industry.

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Yamoah, Daniel A., Jeroen De Man, Sunday O. Onagbiye, and Zandile J. Mchiza. "Exposure of Children to Unhealthy Food and Beverage Advertisements in South Africa." International Journal of Environmental Research and Public Health 18, no. 8 (April 7, 2021): 3856. http://dx.doi.org/10.3390/ijerph18083856.

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Television (TV) is a powerful medium for marketing food and beverages. Food and beverage marketers tend to use this medium to target children with the hope that children will in turn influence their families’ food choices. No study has assessed the compliance of TV marketers with the South African Marketing to Children pledge since the enactment of the 2014 food advertising recommendations by the South African Department of Health and the Advertising Standards Authority. This study investigated the extent and nature of advertising of unhealthy versus healthy food and beverages to children in South African TV broadcasting channels. The date, time, type, frequency and target audience of food advertisements (ads) on four free-to-air South African TV channels were recorded and captured using a structured assessment guide. The presence of persuasive marketing techniques was also assessed. Unhealthy food and beverage advertising was recorded at a significantly higher rate compared with healthy food and beverages during the time frame when children were likely to be watching TV. Brand benefit claims, health claims and power strategies (e.g., advertising using cartoon characters and celebrated individuals) were used as persuasive strategies. These persuasive strategies were used more in unhealthy versus healthy food ads. The findings are in breach of the South African Marketing to Children pledge and suggest a failure of the industry self-regulation system. We recommend the introduction of monitored and enforced statutory regulations to ensure healthy TV food advertising space.

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Goris, Janny M., Solveig Petersen, Emmanuel Stamatakis, and J. Lennert Veerman. "Television food advertising and the prevalence of childhood overweight and obesity: a multicountry comparison." Public Health Nutrition 13, no. 7 (December 17, 2009): 1003–12. http://dx.doi.org/10.1017/s1368980009992850.

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AbstractObjectiveTo estimate the contribution of television (TV) food advertising to the prevalence of obesity among 6–11-year-old children in Australia, Great Britain (England and Scotland only), Italy, The Netherlands, Sweden and the United States.DesignData from contemporary representative studies on the prevalence of childhood obesity and on TV food advertising exposure in the above countries were entered into a mathematical simulation model. Two different effect estimators were used to calculate the reduction in prevalence of overweight and obesity in the absence of TV food advertising in each country; one based on literature and one based on experts’ estimates.SettingSix- to eleven-year-old children in six Western countries.ResultsEstimates of the average exposure of children to TV food advertising range from 1·8 min/d in The Netherlands to 11·5 min/d in the United States. Its contribution to the prevalence of childhood obesity is estimated at 16 %–40 % in the United States, 10 %–28 % in Australia and Italy and 4 %–18 % in Great Britain, Sweden and The Netherlands.ConclusionsThe contribution of TV advertising of foods and drinks to the prevalence of childhood obesity differs distinctly by country and is likely to be significant in some countries.

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Fossen, Beth L., and David A. Schweidel. "Social TV: How Social Media Activity Interacts With TV Advertising." GfK Marketing Intelligence Review 9, no. 2 (November 27, 2017): 30–35. http://dx.doi.org/10.1515/gfkmir-2017-0015.

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Abstract Social TV is the simultaneous consumption of television alongside social media chatter about the programming. This topic is highly relevant for marketers. Usually it is considered as a bad thing for TV advertisers. While there can be distraction from the ads, marketers can also benefit from positive effects. Consumers’ multiscreen activities can be used to attract more viewers, to leverage TV campaigns and to increase sales. This chatter creates free exposure for the brand online, extends the reach of television ad campaigns to the online space, and offers real-time feedback to advertisers on how their ads are being received. To take advantage of social TV, marketers need to develop a social media and ad design strategy for TV shows. Not every “social show” is good for them. Many programs receive a high volume of program-related chatter at the expense of advertiser-related word-of-mouth, but some programs generate high levels of online conversations that can also benefit their advertisers. Marketers are well served to identify those programs that are conducive to advertiser-related chatter. Also, specific ad designs can further encourage buzz.

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Ritagrace, Rogars, and Gerry Batonda. "Effect of Advertising Media on Sales Performance of Cable TV Network Firms in Mwanza City, Tanzania." International Journal of Engineering, Business and Management 6, no. 2 (2022): 83–104. http://dx.doi.org/10.22161/ijebm.6.2.7.

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The study aimed to investigate the impacts of advertising media on sales performance of firms in Cable TV network sector in Mwanza city, Tanzania. Specifically, this study concentrated in determining how digital marketing affects sales performance, determining effect of TV/Radio on sales performance of firms, assessing effect of outdoor (out of home) on sales performance.. This study employed quantitative methodology. The targeted population of the study was about 414 network managers from the six Cable TV network service providers and A sample of 83 network managers, selected from a population of 414 Cable TV network firms and were selected using simple random sampling technique. Questionnaire and documentary review are used to collect data. The study employed descriptive statistics and inferential statistics. The results revealed that all the advertising media namelydigital marketing, TV/Radio and outdoor had a significantly positive effect on sales performance of Cable Network firms. The study further found that mobile marketing had the highest effect of firms’ ales performance followed by outdoor adverting, then social media marketing and lastly TV/Radio. The study lastly recommends that management should create readiness of the company in terms of ensuring products and organization area, and establish a great team. The study also recommended that Cable TV firms should use more of modern advertising especially mobile marketing and social media marketing as they can be accessed by customer 24/7/365 and will reach more people. The marketing/Advertising department should develop marketing plan for advertising to assist measuring effectiveness of each advertising media and hence this can help in developing effective marketing activities.

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Romaniuk, Jenni. "Lifting the Productivity of TV Advertising." Journal of Advertising Research 52, no. 2 (June 2012): 146–48. http://dx.doi.org/10.2501/jar-52-2-146-148.

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Rubinson, Joel. "Empirical Evidence of TV Advertising Effectiveness." Journal of Advertising Research 49, no. 2 (June 2009): 220–26. http://dx.doi.org/10.2501/s0021849909090321.

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Livingstone, Sonia. "Does TV advertising make children fat?" Public Policy Research 13, no. 1 (March 2006): 54–61. http://dx.doi.org/10.1111/j.1070-3535.2006.00421.x.

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Kumar, Ajay, and Ruchi Sharma. "Perceived Influential Aspects of TV Advertising." Paradigm 21, no. 2 (December 2017): 192–210. http://dx.doi.org/10.1177/0971890717736216.

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There are plethora of studies highlighting the impact of advertising on various aspects of consumer behaviour. Still, there is dearth of studies scrutinizing the advertisements by exploring the influential aspects of advertising. This study attempts to find out the various influential aspects of advertisements and how these aspects influence the product selection, lifestyle and children behaviour. Study is carried out in one of the economically developed states of India (Haryana) using stratified convenience sampling. Data is collected from 421 respondents using a structured questionnaire. Results are generated by application of factor analysis and regression analysis. Seven influential aspects of advertisements were identified in the study—influence on children, positive influence on purchase, influence on social status, influence on attitude and behaviour, negative influence, influence on perceived quality and influence on women. Study further highlighted that two influential aspects—negative influence and influence on women—do not contribute to product selection, lifestyle and children behaviour. Rest of the influential aspects were found out to be impacting either product selection, lifestyle and children behaviour.

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Reid, Leonard N., and Karen Whitehill King. "Agency Creatives like TV Advertising Best." Newspaper Research Journal 24, no. 3 (June 2003): 6–22. http://dx.doi.org/10.1177/073953290302400301.

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Potnis, Ashish. "TV Scrolling Advertising Services at Doordarshan." Vision: The Journal of Business Perspective 11, no. 2 (April 2007): 67–70. http://dx.doi.org/10.1177/097226290701100208.

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Soni, Pavleen, and Raghbir Singh. "Mediation of TV advertising to children." Society and Business Review 7, no. 3 (September 28, 2012): 244–59. http://dx.doi.org/10.1108/17465681211271323.

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Wang, Alex. "Branding over Internet and TV Advertising." Journal of Promotion Management 17, no. 3 (July 2011): 275–90. http://dx.doi.org/10.1080/10496491.2011.596125.

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Emery, Sherry L., Glen Szczypka, Lisa M. Powell, and Frank J. Chaloupka. "Public Health Obesity-Related TV Advertising." American Journal of Preventive Medicine 33, no. 4 (October 2007): S257—S263. http://dx.doi.org/10.1016/j.amepre.2007.07.003.

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Quintas-Froufe, Natalia, and Ana González-Neira. "A new challenge for advertising on mobile devices: Social TV." Revista ICONO14 Revista científica de Comunicación y Tecnologías emergentes 13, no. 1 (January 1, 2015): 52–75. http://dx.doi.org/10.7195/ri14.v13i1.755.

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Mobile device advertising is a rapidly growing market due to the penetration of mobile devices in Spanish society. Advertising communication in this digital ecosystem continually poses new challenges. One of these - the subject of this proposal - is the link-up between mobile advertising with social TV. It opens up new possibilities for the development of advertising strategies on mobile devices.The aim of this paper is to describe the challenges faced by the Spanish advertising industry with the recent introduction of Social TV. Spain has one of the most developed Social TV sectors in Europe. It will provide a global overview of this new reality and uncover the new possibilities and main challenges for the development of advertising strategies for mobile devices. To this end we propose an examination of the perception of two of Spain’s major broadcasting empires, Atresmedia and Mediaset España, of this phenomenon.

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McDermott, Dennis. "Advertising industry executives' attitudes and opinions regarding cable TV advertising." Services Marketing Quarterly 8, no. 2 (1993): 187–90. http://dx.doi.org/10.1080/15332969.1993.9985059.

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McDermott, Dennis R. "Advertising Industry Executives' Attitudes and Opinions Regarding Cable TV Advertising." Journal of Professional Services Marketing 8, no. 2 (March 11, 1993): 187–90. http://dx.doi.org/10.1300/j090v08n02_16.

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Branigan, Tony. "How Will New Media Affect Television?" Media International Australia 86, no. 1 (February 1998): 54–62. http://dx.doi.org/10.1177/1329878x9808600107.

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The next two decades will force major changes on existing media and leave them with a significantly smaller share of voice, mind and advertising dollars. Pay TV in various forms will be the main challenge, but the Internet and other interactive media also seem certain to change traditional media use and advertising practices. In the United States, cable television has taken large numbers of viewers from free-to-air TV, and is expanding its share of advertising revenue. Pay TV's prospects in Australia are promising, though the largely American program content of advertiser-supported channels may limit their appeal. Pay TV may be in as many as 20 per cent of homes within three years, but its impact on television viewing levels will be only a fraction of that. Free-to-air viewing may decline by as little as 4 per cent by 2000, while television revenue may be unaffected by Pay TV. In the medium term, digital technology will make various forms of interactivity practicable for both free-to-air and Pay TV. This may prove to be more significant than competition for advertising dollars, as it will allow both media to compete for marketing expenditure currently made outside normal advertising media.

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Kashif, Muhammad, Mubashir Ayyaz, and Sara Basharat. "TV food advertising aimed at children: qualitative study of Pakistani fathers’ views." Asia Pacific Journal of Marketing and Logistics 26, no. 4 (September 2, 2014): 647–58. http://dx.doi.org/10.1108/apjml-04-2014-0063.

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Purpose – There is plethora of advertising research that has highlighted the mothers’ perspective to TV food advertising. However, the fathers’ perspective on children food advertising in societies that score high on masculinity is important but absent from literature. The purpose of this paper is to present opinions of respondents as fathers, concerning the impact of TV food advertisements on children buying and consumption habits. Design/methodology/approach – The qualitative data through semi-structured interviews has been collected from 32 males having at least one child between the ages of seven and 14 years. The respondents were purposefully selected from a private sector university located in the province of Punjab, Pakistan. The collected data have been analysed through thematic analysis. Findings – Thematic analysis revealed six themes; quantity of ads, negative impact of TV food ads, changing buying patterns, positive/productive impact on children, father's perceptions of TV advertising, and advertising changes to be incorporated. The findings have some social, cultural, and managerial implications for core advertising stakeholders. Practical implications – This study is useful for marketing managers whose job is to persuade children and their families into buying their products. They can benefit from the findings of this study to customize the brand communication strategies as per the expectations of respondents as fathers. Furthermore, the study proposes useful insights that will help in devising consumer-led advertising policies in Pakistan. Originality/value – The gender role of males while influencing family decision making with regards to food products marketing has been a new area of research. The study is pioneer in the field of consumer socialization in that it focuses upon the fathers’ perspective on TV advertising to children.

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Brinson, Nancy H., and Steven Holiday. "Understanding the influence of perceived susceptibility to addressable TV advertising targeting children on parents’ purchase intentions." Young Consumers 22, no. 2 (April 11, 2021): 219–36. http://dx.doi.org/10.1108/yc-09-2020-1209.

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Purpose Addressable television is an interactive medium that blends online data personalization with traditional TV content to better address individual consumers and improve advertising outcomes. Drawing on the persuasion knowledge model (PKM) and the influence of presumed influence (IPI), this paper aims to examine parents’ beliefs about the nature and persuasive intent of addressable TV advertising targeting their children, and the intervening influence those beliefs have on the parents’ intentions to purchase the advertised products. Design/methodology/approach The study used an online survey design to examine the influence that addressable TV ads targeting children have on parents’ consumer behaviors. In total, 196 parents of children aged 3 to 12 completed the study. The majority of respondents had one (23%) or two (40.3%) children were primarily in two-parent (73.5%) or one-parent households (21.9%), and 79.6% indicated that they were mothers. Respondents were 23 to 41 years old (M = 37, SD = 8.03); dominantly Caucasian (77.5%; 16.8% African American); had an education of less than a college degree (65.3%); and a median household income of $50,000–$75,000 (73.5%). Findings Findings from this study indicate beliefs that a TV ad personally addressing their children positively influence parents’ purchase intentions, and this influence is partially mediated by perceptions of children’s susceptibility to the ad and perceptions of the likelihood of children’s purchase requests. Beliefs in children’s susceptibility to an ad’s addressability alternatively negatively mediates parents’ purchase intentions when not sequentially mediated by beliefs in the likelihood of children’s purchase requests. Originality/value Currently, there is little published research related to parents’ perceptions about the effects of personalized advertising targeting their children in general, and none that consider addressable TV advertising or the indirect influence this targeted advertising has on parents. Thus, this study provides important insights for scholars interested in theoretical implications related to addressable TV advertising, as well as practitioners seeking to enhance addressable TV advertising outcomes.

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Lobschat, Lara, Ernst C. Osinga, and Werner J. Reinartz. "What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements." Journal of Marketing Research 54, no. 6 (December 2017): 901–13. http://dx.doi.org/10.1509/jmr.14.0625.

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Many firms are allocating increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers’ online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who have not visited the focal firm's website in the previous four weeks (nonrecent online consumers). For these consumers, banner and TV advertisements indirectly increase offline sales through website visits. For consumers who have visited the firm's website in the previous four weeks (recent online consumers), the authors find evidence for a cross-campaign, brand-building effect of banner advertising, and TV ads also directly affect offline purchases. Overall, the findings indicate that for firms that predominantly (or even exclusively) sell offline, banner advertising is most suitable to generate awareness for a firm's new products among nonrecent online consumers, and to build their brand(s) among recent online consumers.

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Wildner, Raimund, and Guido Modenbach. "The Long-Term ROI of TV Advertising in a Digital World." GfK Marketing Intelligence Review 7, no. 1 (May 1, 2015): 54–60. http://dx.doi.org/10.1515/gfkmir-2015-0008.

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Abstract The methods of measuring market success and advertising effect are already quite sophisticated and precise compared to the early age of mass advertising, but identifying cause and effect in the world of marketing is still a challenge. There are so many influential factors, and more and more ommunication channels are becoming available for addressing consumers and promoting one’s brand. So how does good old TV advertising stack up in this environment? Has it become obsolete in the age of social media? Does it belong to the half of the advertising that does not work? If you consider both the short- and longterm effects, the answer is an unequivocal no. That was the result of the calculations of a model developed by Seven One Media, GfK Fundamental Research of GfK Verein and GfK TV Audience Research for determining the return on investment (ROI) of TV advertising.

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Zvegintseva, Irina Anatolievna. "Cinema and Advertising: Enemies or Allies?" Journal of Flm Arts and Film Studies 4, no. 2-3 (September 15, 2012): 262–71. http://dx.doi.org/10.17816/vgik42-3262-271.

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The article considers the ways of cinema and advertising business interaction. Special attention is given to the use of Product Placement technology(placement of a certain trade mark, goods or services in a work of art: film, TV film, series or TV program, literature, play etc) in present-day cinema.

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Shurmina, Irina. "Digital advertising: regulations and challenges in Russia." Interactive Entertainment Law Review 3, no. 1 (September 1, 2020): 59–66. http://dx.doi.org/10.4337/ielr.2020.01.06.

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Advertising on the Internet showed fascinating results in Russia in 2019 – according to the statistics of the Association of Communication Agencies of Russia (ACAR), the Internet was the only growing platform of advertising distribution, while such channels as TV, radio and printed media shortened their advertising profits. Along with growth of the online advertising market the interest and attention to legal aspects of digital advertising is increasing. Cases on digital advertising are always creative just like advertising itself is. The main challenges relate to the application of regular requirements of the advertising law, which are already well understood in the TV or radio business, to the Internet. While doing this, we in Russia also take into account international experience and trends in the field of digital advertising and try to predict further development of legal landscape and practice.

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Duan, Zongshuan, Yu Wang, Sherry L. Emery, Frank J. Chaloupka, Yoonsang Kim, and Jidong Huang. "Exposure to e-cigarette TV advertisements among U.S. youth and adults, 2013–2019." PLOS ONE 16, no. 5 (May 7, 2021): e0251203. http://dx.doi.org/10.1371/journal.pone.0251203.

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Introduction E-cigarette advertising has been shown to increase e-cigarette awareness and use. Although e-cigarette marketing in the early 2010s has been well-documented, little is known about how it has changed in recent years in response to the regulatory scrutiny from the FDA and the Congress to combat youth vaping epidemic. This study aims to examine the exposure to e-cigarette TV advertising among youth and adults in the U.S. from 2013 to 2019, overall and by media market and brand. Methods Quarterly data on e-cigarette TV advertising exposure, measured by target rating points (TRPs), and expenditures from 2013 to 2019 were compiled from the StradegyTM of Kantar Media. Trends of quarterly e-cigarette advertising TRPs were reported by age group, market, and brand. Results Over the study period, overall exposure to e-cigarette TV advertising was higher among adults than among youth. E-cigarette advertising TRPs and expenditures were relatively stable, despite intermittent fluctuations, between 2013 Q1 and 2017 Q1 except for a one-time dip in 2015 Q3, followed by a sharp decline in 2017 Q2 and stayed low till the end of 2018. A resurgence of e-cigarette advertising TRPs occurred in 2019 Q1, led by the advertising from JUUL, Blu, and Vuse, which peaked in the third quarter of 2019, with quarterly TRPs reaching 316.8 for youth and 1,701.9 for adults, and quarterly advertising expenditure totaling $31 million. Conclusions Significant variations, both over time and across media markets and brands, were observed for e-cigarette televised advertising between 2013 and 2019. Following a lull in TV advertising in 2017/18, major e-cigarette companies have substantially increased advertising of their products on American television since early 2019, resulting in a surge in exposure to e-cigarette advertising among both youth and adults. Our findings highlighted the importance of continued monitoring of e-cigarette advertising in the U.S.

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Sepstrup, Preben. "Information content in TV advertising. Consumer policy implications of the growing supply of TV advertising in Europe." Journal of Consumer Policy 8, no. 3 (September 1985): 239–65. http://dx.doi.org/10.1007/bf00380384.

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Livitska, Oksana. "Advertisement as a mean of manipulative influence on the consumer: language and style." Obraz 3, no. 32 (2019): 64–69. http://dx.doi.org/10.21272/obraz.2019.3(32)-64-69.

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Introduction. The study describes different expressive means and devices which are used in TV advertising texts. Advertising has taken a dominant place on television and radio, in newspapers and magazines, and on the Internet. Advertising has become a conglomerate that has covered almost every area of our lives. The relevance of the study. The increasing role of advertising in the modern world has led to an increased interest in the study of this social phenomenon among scholars in various fields. A text is one of the most important components of advertising and a means of manipulation. Creating an effective, influential advertising text, which excites the consumer desire to buy an advertised item, requires the precise selection and a successful combination of words. So we can speak about the relevance of language study of advertising texts, which has a significant impact on the effectiveness, comprehensibility of TV advertisement, and its perception. The methodology. The following methods were used in the study: typological (identification and ordering of expressive means in TV advertising texts); functional (clarifying the role of the above-mentioned means); structural (identification of relationships between components of the common system); hermeneutic (in-depth interpretation of the semantic load of expressive means). Results: different expressive means and devices are used in TV advertising texts in order to provide the success of the advertised product, to create an attractive image of goods, services for potential customers, and to ensure a certain level of demand for goods. In order to attract more attention to their products manufacturers and advertisers take into account the power of words, so they use a large number of tropes: epithet structures, metaphors, hyperbole, comparisons. Such lexical expressive means significantly enrich advertising texts, contribute to their easy memorization, maximize the advertising effectiveness. Conclusions: So epithet structures, metaphors, hyperboles, comparisons are important elements of advertising texts that provide the impact of high-intensity on consumers, creating a certain emotional effect, reduce the distance between the object of advertising and its consumer, show the advantages of the advertised product over others, provide the opportunity to influence on the minds of the audience. Thus, the above means have a high manipulation potential, become the basis for the transfer of the basic idea of the advertisement itself, push the consumer to the right opinion, and therefore motivate to purchase the advertised product or service. Keywords: expressive means, manipulative influence, advertising text, TV advertisement.

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Bellman, Steven, Jamie Murphy, Shruthi Vale Arismendez, and Duane Varan. "How TV sponsorship can help television spot advertising." European Journal of Marketing 53, no. 1 (January 7, 2019): 121–36. http://dx.doi.org/10.1108/ejm-10-2017-0651.

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Purpose This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising. Design/methodology/approach An experimental study tests sponsorship bumpers and 30-s TV spot ads for eight brands, four familiar and four unfamiliar, using realistic stimuli and a sample representative of the US population. Findings Sponsorship boosts ad effectiveness and is measured by ad awareness and ad liking. Both effects were stronger for unfamiliar brands. Research limitations/implications The results show that combining sponsorship with spot advertising has an additive effect. The study design did not allow tests for potential synergy (multiplicative) effects. Practical implications Advertisers can use the results to evaluate investing in sponsorship and advertising packages, which can help unfamiliar brands achieve familiar brand awareness. Originality/value To the authors’ knowledge, this is the first study to compare the effectiveness of sponsorship-boosted ads with sponsorship bumpers alone and with TV spot ads.

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Tousi, Ayda Sabaghzadeh, and Zelha Altinkaya. "Impact of TV Advertising on Children’s Food Choices." International Journal of Marketing Studies 9, no. 6 (November 28, 2017): 24. http://dx.doi.org/10.5539/ijms.v9n6p24.

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This research emphasizes on the impact of TV advertising on children’s food choices. For this reason, a questionnaire was prepared and focused on Food Advertisement, TV Advertisement, School Advertisement, Musical Advertisement, Children’s Consumption Attitudes and analysis children’s opinions who are aging from 8 to 11 years old from primary school. In a college in Avcilar—Istanbul was chosen for the survey area. This study is proposed to discover the effect of TV food advertising on children as a target group. This survey will make use of statistical techniques Hypothesis was conveyed to show the significance ANOVA and factor analysis used. Also, SPSS statistical tool used for analyzing hypothesis.Results show that all of the four factors, food advertisement, TV advertisement, musical advertisement and musical advertisement affects the children’s food consumption behavior, the results emphasis on the reality of this hypothesis and its true, and importance of it and also show that in this research obtained the result which wanted. However, regression equation can be used to estimate. In this case, according to regression analysis, TV Advertisement and Musical Advertising can be used to estimate children’s food consumption behavior scores.

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Lovett, Mitchell J., Renana Peres, and Linli Xu. "Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth." Quantitative Marketing and Economics 17, no. 3 (April 6, 2019): 215–55. http://dx.doi.org/10.1007/s11129-019-09211-9.

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Abstract Paid media expenditures could potentially increase earned media exposures such as social media posts and other word-of-mouth (WOM). However, academic research on the effect of advertising on WOM is scarce and shows mixed results. We examine the relationship between monthly Internet and TV advertising expenditures and WOM for 538 U.S. national brands across 16 categories over 6.5 years. We find that the average implied advertising elasticity on total WOM is small: 0.019 for TV, and 0.014 for Internet. On the online WOM (measured volume of brand chatter on blogs, user-forums, and Twitter), we find average monthly effects of 0.008 for TV and 0.01 for Internet advertising. Even the categories that have the strongest implied elasticities are only as large as 0.05. Despite this small average effect, we do find that advertising in certain events may produce more desirable amounts of WOM. Specifically, using a synthetic control approach, we find that being a Super Bowl advertiser causes a moderate increase in total WOM that lasts 1 month. The effect on online WOM is larger, but lasts for only 3 days. We discuss the implications of these findings for managing advertising and WOM.

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Varmarken, Janus, Hieu Le, Anastasia Shuba, Athina Markopoulou, and Zubair Shafiq. "The TV is Smart and Full of Trackers: Measuring Smart TV Advertising and Tracking." Proceedings on Privacy Enhancing Technologies 2020, no. 2 (April 1, 2020): 129–54. http://dx.doi.org/10.2478/popets-2020-0021.

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AbstractIn this paper, we present a large-scale measurement study of the smart TV advertising and tracking ecosystem. First, we illuminate the network behavior of smart TVs as used in the wild by analyzing network traffic collected from residential gateways. We find that smart TVs connect to well-known and platform-specific advertising and tracking services (ATSes). Second, we design and implement software tools that systematically explore and collect traffic from the top-1000 apps on two popular smart TV platforms, Roku and Amazon Fire TV. We discover that a subset of apps communicate with a large number of ATSes, and that some ATS organizations only appear on certain platforms, showing a possible segmentation of the smart TV ATS ecosystem across platforms. Third, we evaluate the (in)effectiveness of DNS-based blocklists in preventing smart TVs from accessing ATSes. We highlight that even smart TV-specific blocklists suffer from missed ads and incur functionality breakage. Finally, we examine our Roku and Fire TV datasets for exposure of personally identifiable information (PII) and find that hundreds of apps exfiltrate PII to third parties and platform domains. We also find evidence that some apps send the advertising ID alongside static PII values, effectively eliminating the user’s ability to opt out of ad personalization.

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Mohamadou, ADAMOU HADJI, and KUATE KAMGA Sangeniss Leblanc. "Cameroonian Consumers' Attitude towards Tv Advertising Form and Content." GATR Journal of Management and Marketing Review (GATR JMMR) VOL. 6 (3) JULY - SEPTEMBER 2021 6, no. 3 (September 29, 2021): 167–80. http://dx.doi.org/10.35609/jmmr.2021.6.3(3).

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Objective - The research focuses on analysing the TV advertising in an environment dominated by social networks and its ever-increasing cost in order to evaluate the influence of its content and form on consumer attitudes in Cameroon. Methodology/Technique - A survey was conducted with a convenience sample of 337 individuals in the cities of Douala, Yaoundé, and Maroua. Principal component analysis and multiple linear regression were used to assess the results. Findings - The results reveal the significant influence of the content (character and language) and even the form (traditional advertising and placement) of television advertising on consumer attitudes. Novelty - It contributes to the development of the study of television advertising in relation to the attitude of the consumers in Cameroon by integrating the content and form aspect. Type of Paper - Empirical. Keywords: Attitude, Consumer, Advertising content, Advertisement form, Cameroon JEL Classification: D1, M31, M37.

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Mohamadou, ADAMOU HADJI, and KUATE KAMGA Sangeniss Leblanc. "Cameroonian Consumers' Attitude towards Tv Advertising Form and Content." GATR Journal of Management and Marketing Review (GATR JMMR) VOL. 6 (3) JULY - SEPTEMBER 2021 6, no. 3 (September 29, 2021): 167–80. http://dx.doi.org/10.35609/jmmr.2021.6.3(3).

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Objective - The research focuses on analysing the TV advertising in an environment dominated by social networks and its ever-increasing cost in order to evaluate the influence of its content and form on consumer attitudes in Cameroon. Methodology/Technique - A survey was conducted with a convenience sample of 337 individuals in the cities of Douala, Yaoundé, and Maroua. Principal component analysis and multiple linear regression were used to assess the results. Findings - The results reveal the significant influence of the content (character and language) and even the form (traditional advertising and placement) of television advertising on consumer attitudes. Novelty - It contributes to the development of the study of television advertising in relation to the attitude of the consumers in Cameroon by integrating the content and form aspect. Type of Paper - Empirical. Keywords: Attitude, Consumer, Advertising content, Advertisement form, Cameroon JEL Classification: D1, M31, M37.

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Shapiro, Bradley T., Günter J. Hitsch, and Anna E. Tuchman. "TV Advertising Effectiveness and Profitability: Generalizable Results From 288 Brands." Econometrica 89, no. 4 (2021): 1855–79. http://dx.doi.org/10.3982/ecta17674.

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We estimate the distribution of television advertising elasticities and the distribution of the advertising return on investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising elasticities compared to the results documented in the literature, as well as a sizable percentage of statistically insignificant or negative estimates. The results are robust to functional form assumptions and are not driven by insufficient statistical power or measurement error. The ROI analysis shows negative ROIs at the margin for more than 80% of brands, implying over‐investment in advertising by most firms. Further, the overall ROI of the observed advertising schedule is only positive for one third of all brands.

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Lobodenko, Lidia Kamilovna. "Visualization of advertising media text on TV channels’ websites: creative technologies." Journal of Flm Arts and Film Studies 6, no. 1 (March 15, 2014): 124–36. http://dx.doi.org/10.17816/vgik61124-136.

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The article examines the processes of transition to multimedia broadcasting platforms in the Internet introducing creative technology of advertising media text visualization to a new level. Present-day creative technologies provide non-standard use of verbal and nonverbal communication tools driving the audience to advertising media copies. The problem of studying creative technologies of advertising media copy visualization for channel websites is actually underexplored. Nevertheless a new trend in advertising visualization of ad units and messages in the Internet demands of manufacturers pooled knowledge of the advertising product displayed. Thus conventional terrestrial channels acquire both a new business assignment and additional financial support. The article provides theoretical justification of basic concepts, that is "creativity", "creative idea" and "creative technology." Basic elements dominating in development of visualized advertising are distinguished as the guidelines for creative technologies of advertising media text visualization on channel websites, including an exclusive style and advertising image formation technology. Media content of websites of 6 federal (national) TV channels included in the 1st and 2nd multiplexes of interactive digital television in Russia is specially scrutinized as a potent fact. Multimedia broadcasting platforms are shaped in the new informative and communicative environment conditioned by rapidly progressing innovative technologies, which renders to creative technologies of advertising media text visualization both dynamics of transformations and additional advertising product properties: multimediacity, interactivity, onlinity and hypertextuality.

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Romana Puggelli, Francesca, and Mauro Bertolotti. "Healthy and unhealthy food in Italian television ads for adults and children." Young Consumers 15, no. 1 (April 14, 2014): 58–67. http://dx.doi.org/10.1108/yc-03-2013-00364.

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Purpose – The aim of the research is to investigate how healthy and unhealthy foods (e.g., those of little nutritional value, but high fat and sugar content) are represented in televised advertising, analyzing the differences in persuasive strategies used to promote them. Design/methodology/approach – Content analysis was performed on 62 food advertisings broadcast on the main Italian national TV channels, focusing on target, representation of food consumption, number and gender of the main characters, visual and sound effects (i.e. music jungles etc.) and references to nutritional properties. Findings – Results showed that healthy food products are marketed almost exclusively to adults, using adult-oriented advertising techniques, whereas unhealthy food advertisings rely on communicative formats and appeals more suited for children and adolescents. Originality/value – The research first investigated, with a simple descriptive approach, how television advertising of unhealthy food products relies on specifically crafted communication in order to attract young consumers' attention and, ultimately, affect their buying intentions.

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Spielvogel, Julia, and Ralf Terlutter. "Development of TV advertising literacy in children." International Journal of Advertising 32, no. 3 (January 2013): 343–68. http://dx.doi.org/10.2501/ija-32-3-343-368.

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Journal articles on the topic 'TV advertising'

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