Journal articles: 'Ad effectiveness'

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Kim, Tami, Kate Barasz, and Leslie K. John. "Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness." Journal of Consumer Research 45, no. 5 (May 7, 2018): 906–32. http://dx.doi.org/10.1093/jcr/ucy039.

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Rosenkrans, Ginger, and Keli Myers. "Combining Online, Print Increases Ad Effectiveness." Newspaper Research Journal 34, no. 4 (September 2013): 109–17. http://dx.doi.org/10.1177/073953291303400409.

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Taylor, Earl L. "Ad effectiveness in a digital world." Research World 2016, no. 58 (May 2016): 57. http://dx.doi.org/10.1002/rwm3.20380.

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Couwenberg, Linda E., Maarten A. S. Boksem, Roeland C. Dietvorst, Loek Worm, Willem J. M. I. Verbeke, and Ale Smidts. "Neural responses to functional and experiential ad appeals: Explaining ad effectiveness." International Journal of Research in Marketing 34, no. 2 (June 2017): 355–66. http://dx.doi.org/10.1016/j.ijresmar.2016.10.005.

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Ki Heung Jeon. "Effects of Need for Cognition and Ad Type on Effectiveness of Ad." Journal of Product Research 26, no. 2 (June 2008): 153–59. http://dx.doi.org/10.36345/kacst.2008.26.2.013.

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Andrew Roehm Jr., Harper. "Conditions and Causes of Split Ad Effectiveness." Psychology and Behavioral Sciences 10, no. 6 (2021): 247. http://dx.doi.org/10.11648/j.pbs.20211006.19.

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Kinra, N., and V. S. P. Prasad. "Communicative Effectiveness of Comparative Advertising." Vikalpa: The Journal for Decision Makers 15, no. 4 (October 1990): 11–22. http://dx.doi.org/10.1177/0256090919900402.

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How does the communicative effectiveness of explicit comparative advertising vary in contrast to non-comparative, supporting ad copy as well as implied, t>rand X' comparative ad copy? In this research study, N Kinra and V S P Prasad examine this question based on a sample of purchase managers drawn from 129 Indian organizations. Their analysis indicates that explicit comparative advertising is not as rewarding as noncomparative advertising in the Indian context, particularly for new and unknown brands.

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Kim, Juran, and Seungmook Kang. "MCN Parasocial Relationships for Teens and Ad Effectiveness." Korean Journal of Advertising and Public Relations 20, no. 1 (January 31, 2018): 186–213. http://dx.doi.org/10.16914/kjapr.2018.20.1.186.

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Andrews, Michelle, Xueming Luo, Zheng Fang, and Anindya Ghose. "Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness." Marketing Science 35, no. 2 (March 2016): 218–33. http://dx.doi.org/10.1287/mksc.2015.0905.

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Kravchenko, Natalya, and Oleksandr Yudenko. "Visual metaphor in commercial ad: effectiveness or failure?" Cognition, Communication, Discourse, no. 23 (December 31, 2021): 62–71. http://dx.doi.org/10.26565/2218-2926-2021-23-04.

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Based on the modern approaches to the study of multimodal pragmatics, this study focuses on its new facet, identifying the correlation between cognitive and pragmatic features of visual metaphor with reference to visual grammatical analysis and Optimal Innovation Hypothesis added by explanatory tools of the conceptual blending Theory and Relevance Theory along with cooperative principle. The purpose of the article is to analyze the visual message of commercial advertising while assessing its successfulness / failure in accordance with the sequentially applied criteria of “the level of metaphorical polysemanticity and ambiguity”, “the availability of the relevant context of interpretation”, “the level of optimal innovativeness”. The paper reached four principal results. First. The visual metaphor flouts one or few cooperatіve maxims, which triggers discursive implicature. Second. Depending on the level of implicitness and polysemanticity of the visual metaphor, the result of the maxim flouting can be both implicature and explicature. If the inference of the implicature is intended by an advertising message, but requires excessive efforts to process visual information in lack of relevant context, the level of the metaphor interpretation remains explicature. Third. “Explicature” and “implicature” levels of visual metaphor interpretation are associated with different stages of blending processes. Inference of discursive implicature, which constitutes the intended meaning of the metaphor, coincides with the stage of the blend elaboration; Fourth. Depending on the balance between the level of familiarity and innovativeness, the components of a visual metaphor can be ranked on the scale of “attractiveness” for the target client—from optimally innovative to pure innovative devices.

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Rath, Jessica M., Molly P. Green, Donna M. Vallone, Jodie Briggs, Maureen Palmerini, John Geraci, Lindsay Pitzer, and Elizabeth C. Hair. "The Role of Emotions and Perceived Ad Effectiveness: Evidence From the Truth FinishIt Campaign." American Journal of Health Promotion 33, no. 8 (July 23, 2019): 1152–58. http://dx.doi.org/10.1177/0890117119864919.

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Purpose: Examine association between emotional valence and intensity prompted by anti-tobacco advertising messages and perceived ad effectiveness among youth/young adults. Design: Online forced-exposure survey data from a nationally weighted, cross-sectional sample of youth/young adults, collected periodically over a 4-year period. Setting: National. Participants: Thirty-seven cross-sectional surveys conducted online from June 2015 to January 2018; total N = 9534. All participants, aged 15 to 21, were in the intervention; no control group. Intervention: Individuals participating in premarket testing of truth ads were forced exposed to one of 37 anti-tobacco ads. Measures: Emotional response, emotional intensity, and perceived ad effectiveness. Emotional response has been previously studied and measured. Including the discrete measure of “concerned” in positive emotions is unique to our study. It patterned with the other positive emotions when each ad was examined by each emotion. Intensity as measured in this study through the 5-point scale (“how much does this ad make you feel”) is unique in the anti-tobacco ad literature. Although several past studies ranked the degree of emotion elicited by ads, they have not incorporated the intensity of emotion as reported by the participant themselves. The scale was used to determine whether perceived ad effectiveness is similar to those used in previous studies. Analysis: Linear regressions were estimated to assess type of emotional sentiment and level of intensity in relation to perceived effectiveness of the message. Results: All 9534 participants were exposed; no control group. The βs indicate how strongly the emotion variable influences the study outcome of perceived ad effectiveness. Positive emotions (β = .76) were more highly associated with perceived ad effectiveness (β = .06). Higher intensity with positive emotional sentiment and high-intensity negative produced the highest scores for perceived ad effectiveness (β = .30). Conclusion: Eliciting a positive, high-impact emotional response from viewers can help improve perceived effectiveness, and in turn, overall ad effectiveness.

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Alčaković, Slavko, Ana Orlić, and Veljko Đurić. "EMOTIONAL CONTEXT AND EFFECTIVENESS OF TV ADVERTISING." Primenjena psihologija 11, no. 2 (June 25, 2018): 155–70. http://dx.doi.org/10.19090/pp.2018.2.155-170.

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This study examined the impact of emotional context on effectiveness of TV commercials (TVCs). In two experiments, participants were exposed to either emotionally positive or emotionally negative stimuli before watching a TVC. The effectiveness of the TVC was measured by 4 indicators: Ad recall, attitude toward the ad (Aad), attitude toward the brand (Ab), and purchase intent (PI). Results of Experiment 1 revealed that participants who were pre-exposed to a positive emotional context had a more positive Aad, Ab and a higher PI, when compared to those who were pre-exposed to a negative emotional context. Experiment 2 demonstrated that pre-exposure to the positive emotional context was associated with more positive Ab and a higher PI, while preexposure to the negative emotional context led to more negative Aad. In both experiments there was no indication of the influence of the emotional context on Ad recall. However, data from Experiment 2 suggested that both positive and negative emotional contexts positively affected ad recognition, when compared to an emotionally neutral situation. In conclusion, our findings advocate the importance of emotional context in which TVCs are broadcasted to the general public, a fact that has been vastly neglected so far by media planners.

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Rieger, Diana, Franzisca Bartz, and Gary Bente. "Reintegrating the Ad." Journal of Media Psychology 27, no. 2 (April 30, 2015): 64–77. http://dx.doi.org/10.1027/1864-1105/a000131.

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Banner ads – often placed on the right-hand side of a website – are prone to lose their effectiveness due to banner blindness. The current study investigated whether context congruency was able to increase the banner’s impact. Our study tested context congruencies (pictures or text elements or both) and their impact on awareness, retention, and attitude toward an advertisement. We used eye tracking to account for effects on visual attention relative to contact time and further information processing. Results indicated that complete context congruency including both visual and textual elements leads to higher visual awareness, better retention, and better attitudes toward the advertisement.

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Neel Sureshbhai Raval, Sachi Anilkumar Chavda, Dhwanil Nileshkumar Mithaiwala, SP Srinivas Nayak, Mohit Buddhdev, and Gunosindhu Chakraborthy. "Drug information of Aducanumab and its effectiveness for Alzheimer’s disease: A clinical review." International Journal of Biological and Pharmaceutical Sciences Archive 2, no. 2 (December 30, 2021): 072–77. http://dx.doi.org/10.53771/ijbpsa.2021.2.2.0094.

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Alzheimer’s disease (AD) is the main cause of disability in people older than 60 years. More than 1 million cases per year reported in India. AD and other kinds of dementia are more common as individuals become older, affecting 1 in every 14 people over the age of 65 and 1 in every 6 people over the age of 80. ADUHELM (Aducanumab) is a monoclonal antibody, new class of medication needed for treatment of AD. The latest drug used to treat underlying cause of AD and recent studies shown to be efficacious and safe for the AD. Our review emphasizes on the drug information of Aducanumab and its clinical importance in AD.

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Kalro, Arti D., Bharadhwaj Sivakumaran, and Rahul R. Marathe. "The ad format-strategy effect on comparative advertising effectiveness." European Journal of Marketing 51, no. 1 (February 13, 2017): 99–122. http://dx.doi.org/10.1108/ejm-11-2015-0764.

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Purpose Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand” comparisons are more prevalent (Kalro et al., 2010). Moreover, most research focuses on direct comparisons only. Hence, this research aims to investigate the interplay between comparison ad strategy (“market leader”/“multi-brand” comparisons) and comparison ad format (direct/indirect comparisons) on the effectiveness of comparative advertising. Design/methodology/approach This paper uses four 2 × 2 fully crossed factorial designs (comparison ad format: direct vs indirect and comparison ad strategy: market leader vs multi brand) with established and new brands in two categories: powdered detergents and smart phones. All studies were conducted in metropolitan cities of India. Findings By and large, the experiments indicated that direct (indirect) comparisons lowered (heightened) perceived manipulative intent and enhanced (reduced) attitude-toward-the-ad for multi-brand (market leader) comparisons. Practical implications Findings suggest that when advertisers use comparative advertising, they may use direct ads when using multi-brand comparisons and use indirect ones when using market leader comparisons. It could also be argued that when advertisers use multi-brand comparisons because of fragmentation in the marketplace, they may directly compare against these multiple brands. When advertisers need to compare against a market leader, they may do so indirectly. Originality/value This research is among the first to investigate multi-brand comparisons that are widely used in the industry and that too in the context of both direct and indirect comparison formats.

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Verbenko, Georgiy, and Viktoriya Verbenko. "The effectiveness of selank in the treatment of adjustment disorder." Psychosomatic Medicine and General Practice 3, no. 1 (February 8, 2018): e030186. http://dx.doi.org/10.26766/pmgp.v3i1.86.

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Background Adjustment disorder (AD) is one of the most common mental disorders. Considering the social and economic situation in Ukraine at present, in almost 50% of the population, there are non-psychotic mental health disorders, and this number tends to increase. Individual risk factors that are particularly important for the AD development include the experience of a significant stress in childhood, problems with mental health in the past, difficult life circumstances, etc. At the same time, pathogenetically approaches to AD therapy are not fully understood. Pathogenetically oriented therapy of AD should be based on neurotransmitter causes and systemic therapeutic approach. The neurometabolic, anxiolytic, and psycho-stimulating action of the regulatory peptide allows it to be used in the therapy of psychogenic adaptation disorders. Methods Clinical manifestations of the AD were studied in different age groups - 21-34 years (n=153), 35-50 years (n=257), 51-65 years (n=167) using the Patient Health Questionnaire (PHQ) and Questionnaire of Stress Resistance (QSR). For the study on the effectiveness of the selank (a synthetic analogue of the immunomodulatory peptide tuftsin) were included 30 patients with the AD. Main (experimental group) received selank for two weeks; the control group didn’t receive any treatment (wait list). Patients were monitored for additional two weeks after the treatment with an assessment at the end of follow-up. Results According to the study results, selank significantly reduced PHQ score in patients with AD compared to control group. PHQ scores in the selank group after 2 weeks of follow-up were significantly lower for somatic symptoms (mean score 1.2 vs. 3.6; p<0.05), nutritional problems (0.1 vs. 3.4; p<0.05), and alcohol misuses (0.3 vs. 1.5; p<0.05). Conclusion The use of the synthetic analogue of the immunomodulatory peptide tuftsin has a therapeutic effect on the somatic and mental symptoms of the adjustment disorder.

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Khalbous, Slim, and Heifa Bouslama. "Tobacco Socialization and Anti-Tobacco Ad Effectiveness Among Children." Health Marketing Quarterly 29, no. 2 (April 2012): 97–116. http://dx.doi.org/10.1080/07359683.2012.678255.

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Beard, AM, CG Benson, CC Kemp, and PN Smith. "The effectiveness of AD-HOC filtration - gravel bed studies." Journal of Aerosol Science 29 (September 1998): S1177—S1178. http://dx.doi.org/10.1016/s0021-8502(98)90771-6.

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You, Hyang-Suk, Min-Young Yang, Gun-Wook Kim, Hyun-Ho Cho, Won-Jeong Kim, Je-Ho Mun, Margaret Song, et al. "Effectiveness of Specific Sublingual Immunotherapy in Korean Patients with Atopic Dermatitis." Annals of Dermatology 29, no. 1 (2017): 1. http://dx.doi.org/10.5021/ad.2017.29.1.1.

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Ruiz Vargas, Estefanía, Luciano A. Sposato, Spencer A. W. Lee, Vladimir Hachinski, and Lauren E. Cipriano. "Anticoagulation Therapy for Atrial Fibrillation in Patients With Alzheimer’s Disease." Stroke 49, no. 12 (December 2018): 2844–50. http://dx.doi.org/10.1161/strokeaha.118.022596.

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Background and Purpose— Direct oral anticoagulants (DOACs) are safer, at least equally efficacious, and cost-effective compared to warfarin for stroke prevention in atrial fibrillation (AF) but they remain underused, particularly in demented patients. We estimated the cost-effectiveness of DOACs compared with warfarin in patients with AF and Alzheimer’s disease (AD). Methods— We constructed a microsimulation model to estimate the lifetime costs, quality-adjusted life-years (QALYs), and cost-effectiveness of anticoagulation therapy (adjusted-dose warfarin and various DOACs) in 70-year-old patients with AF and AD from a US societal perspective. We stratified patient cohorts based on stage of AD and care setting. Model parameters were estimated from secondary sources. Health benefits were measured in the number of acute health events, life-years, and QALYs gained. We classified alternatives as cost-effective using a willingness-to-pay threshold of $100 000 per QALY gained. Results— For patients with AF and AD, compared with warfarin, DOACs increase costs but also increase QALYs by reducing the risk of stroke. For mild-AD patients living in the community, edoxaban increased lifetime costs by $6603 and increased QALYs by 0.076 compared to warfarin, yielding an incremental cost-effectiveness ratio of $86 882/QALY gained. Even though DOACs increased QALYs compared with warfarin for all patient groups (ranging from 0.019 to 0.085 additional QALYs), no DOAC treatment alternative had an incremental cost-effectiveness ratio <$150 000/QALY gained for patients with moderate to severe AD. For patients living in a long-term care facility with mild AD, the DOAC with the lowest incremental cost-effectiveness ratio (rivaroxaban) costs $150 169 per QALY gained; for patients with more severe AD, the incremental cost-effectiveness ratios were higher. Conclusions— For patients with AF and mild AD living in the community, edoxaban is cost-effective compared with warfarin. Even though patients with moderate and severe AD living in the community and patients with any stage of AD living in a long-term care setting may obtain positive clinical benefits from anticoagulation treatment, DOACs are not cost-effective compared with warfarin for these populations. Compared to aspirin, no oral anticoagulation (warfarin or any DOAC) is cost effective in patients with AF and AD.

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Żak, Magdalena, Hugues Gauchez, Marek Boberski, Anna Stangret, and Agnieszka Kempinska-Podhorodecka. "Effectiveness of Autogenic Drainage in Improving Pulmonary Function in Patients with Cystic Fibrosis." International Journal of Environmental Research and Public Health 20, no. 5 (February 21, 2023): 3822. http://dx.doi.org/10.3390/ijerph20053822.

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The use of autogenic drainage (AD) in patients with cystic fibrosis (CF) has been officially approved; therefore, the purpose of this study was to compare the efficiency of the leading therapeutic techniques based on AD in patients with CF; Among patients with CF assessments were made of spirometric parameters, percent blood oxygen saturation, and the general feeling of the patients (Borg, VAS, and mMRC dyspnea scale) before and after therapy using AD, using AD in connection with a belt or a Simeox device and AD in combination with both a belt and Simeox device simultaneously. The best therapeutic effects were generated by the combination of AD with the belt and with the Simeox device. The greatest improvements were observed for FEV1, FVC, PEF, FET, saturation, and patient comfort. In patients <10.5 years of age, the increase in the level of FEV3 and FEV6 was significant in comparison to older patients. Due to their efficacy, therapies connected with AD should be applied not only in hospital departments but also during daily patient care. Given the particular benefits observed in patients <10.5 years of age, it is important to guarantee real accessibility to this form of physiotherapy, especially in this age group.

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Johnson, Garrett A., Randall A. Lewis, and Elmar I. Nubbemeyer. "Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness." Journal of Marketing Research 54, no. 6 (December 2017): 867–84. http://dx.doi.org/10.1509/jmr.15.0297.

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To measure the effects of advertising, marketers must know how consumers would behave had they not seen the ads. The authors develop a methodology they call “ghost ads,” which facilitates this comparison by identifying the control group counterparts of the exposed consumers in a randomized experiment. The authors show that, relative to public service announcement and intent-to-treat A/B tests, ghost ads can reduce the cost of experimentation, improve measurement precision, deliver the relevant strategic baseline, and work with modern ad platforms that optimize ad delivery in real time. The authors also describe a variant, “predicted ghost ad” methodology, which is compatible with online display advertising platforms; their implementation records more than 100 million predicted ghost ads per day. The authors demonstrate the methodology with an online retailer's display retargeting campaign. They show novel evidence that retargeting can work: the ads lifted website visits by 17.2% and purchases by 10.5%. Compared with intent-to-treat and public service announcement experiments, advertisers can measure ad lift just as precisely while spending at least an order of magnitude less.

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Hensel, Michael, and Achim Menges. "Inclusive Performance: Efficiency Versus Effectiveness Towards a Morpho-Ecological Approach for Design." Architectural Design 78, no. 2 (2008): 54–63. http://dx.doi.org/10.1002/ad.642.

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Cui, Ran. "Study on Ad Effectiveness by Ad and Product Types on Shopping Platforms: Focusing on China’s Pinduoduo." Journal of Humanities and Social sciences 21 14, no. 3 (June 30, 2023): 5529–44. http://dx.doi.org/10.22143/hss21.14.3.396.

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Cho, Chang-Hoan. "The Effectiveness of Banner Advertisements: Involvement and Click-through." Journalism & Mass Communication Quarterly 80, no. 3 (September 2003): 623–45. http://dx.doi.org/10.1177/107769900308000309.

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This study indicates that people who are highly involved with a product are more likely to click a banner ad than those with low product involvement. In addition, this study found an interaction effect of peripheral cues (ad size and animation) and level of product involvement on clicking of banner ads; i.e., the positive relationship between peripheral cues and banner clicking is found to be more pronounced among those with low, rather than high, product involvement.

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Vera, Jorge, and Marco Espinosa. "CONSUMER INVOLVEMENT AS A COVARIANT EFFECT IN RETHINKING THE AFFECTIVE-COGNITIVE RELATIONSHIP IN ADVERTISING EFFECTIVENESS." Journal of Business Economics and Management 20, no. 2 (March 7, 2019): 208–24. http://dx.doi.org/10.3846/jbem.2019.8099.

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The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through attitude towards the ad and advertising cognition. Advertising media type combined with age is tested as a moderating variable (younger/digital vs. older/traditional). With a sample of n = 307 consumers, a structural statistical path model is implemented to empirically test the hypotheses. It is found that involvement has an effect on attitude towards the ad and on ad cognition. Thus, it is established that the ad cognition variable, rather than attitude towards the ad, has a strong statistical effect on behavioural intentions. The model suggests that the level of the consumer’s attention to the ad depends on her/his degree of involvement with the product. Also, the evidence tends to indicate that the cognitive process through which the consumer builds purchase intentions is similar in both communication channels irrespective of age difference.

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Khoiruman, Muhammad, and Ambar Warniati. "CONSUMER DECISION MODEL (CDM) ANALYSIS OF EFFECTIVENESS VIDEOTRON ADVERTISING SERVED IN SURAKARTA." ProBank 2, no. 1 (March 25, 2017): 69–81. http://dx.doi.org/10.36587/probank.v2i1.167.

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This study aims to analyze the effectiveness of Videotron media ads served in Surakarta using the Consumer Decision Model (CDM) Analysis. Viewed ad serving costs in videtron large enough it is necessary to study the effectiveness of the ads served on videtron. The model that is used in measuring the effectiveness of an ad in this research is the Consumer Decision Model (CDM). The research objective was to determine the effect the message of the ad (Information), branding (Brand Recognition), the formation of an attitude (Attitude), the level of confidence in the message (Confidence), and intention to purchase (Intention) market target after seeing ad impressions through Videotron. The study population is a society in Surakarta with sampling method is purposive sampling of 200 respondents Data analysis technique using Structural Equation Modeling (SEM) which resulted in the conclusion that the message of the ad (Information) positive effect but not significant with branding (Brand Recognition), formation attitude (attitude), and the level of confidence in the message (confidence). Brand recognition is positive and significant impact on the confidence and attitude while confidence and attitude positive and significant effect on the intention to purchase (Intention) market target after seeing ad impressions through Videotron. Outcomes of this study are: enrichment of teaching materials, especially marketing management, Scientific publications (national journals) and an input for an advertiser, the advertising company and the Government of Surakarta about the effectiveness of the ads served through Videotron so they can be a policy in the future.Keywords: Videotron, advertising, Consumer Decision Model, Information, Brand Recognition, Attitude, Confidence, and Intention

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Khoiruman, Muhammad, and Ambar Warniati. "CONSUMER DECISION MODEL (CDM) ANALYSIS OF EFFECTIVENESS VIDEOTRON ADVERTISING SERVED IN SURAKARTA." ProBank 2, no. 1 (March 25, 2017): 69–81. http://dx.doi.org/10.36587/probank.v2i1.167.

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This study aims to analyze the effectiveness of Videotron media ads served in Surakarta using the Consumer Decision Model (CDM) Analysis. Viewed ad serving costs in videtron large enough it is necessary to study the effectiveness of the ads served on videtron. The model that is used in measuring the effectiveness of an ad in this research is the Consumer Decision Model (CDM). The research objective was to determine the effect the message of the ad (Information), branding (Brand Recognition), the formation of an attitude (Attitude), the level of confidence in the message (Confidence), and intention to purchase (Intention) market target after seeing ad impressions through Videotron. The study population is a society in Surakarta with sampling method is purposive sampling of 200 respondents Data analysis technique using Structural Equation Modeling (SEM) which resulted in the conclusion that the message of the ad (Information) positive effect but not significant with branding (Brand Recognition), formation attitude (attitude), and the level of confidence in the message (confidence). Brand recognition is positive and significant impact on the confidence and attitude while confidence and attitude positive and significant effect on the intention to purchase (Intention) market target after seeing ad impressions through Videotron. Outcomes of this study are: enrichment of teaching materials, especially marketing management, Scientific publications (national journals) and an input for an advertiser, the advertising company and the Government of Surakarta about the effectiveness of the ads served through Videotron so they can be a policy in the future.Keywords: Videotron, advertising, Consumer Decision Model, Information, Brand Recognition, Attitude, Confidence, and Intention

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Ainun Fitriani, Azizah, and Maylanny Christin. "Pengaruh Daya Tarik, Kualitas Pesan, dan Frekuensi Penayangan Terhadap Efektivitas Iklan." Jurnal Digital Media dan Relationship 1, no. 1 (December 16, 2019): 11–22. http://dx.doi.org/10.51977/jdigital.v1i1.160.

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ABSTRAK Penelitian ini dilakukan untuk mengetahui pengaruh daya tarik, kualitas pesan, serta frekuensi penayangan terhadap efektivitas iklan layanan masyarakat Stunting Itu Penting, baik secara parsial maupun simultan. Penelitian dilakukan terhadap 30 responden berdomisili di Kota Tasikmalaya dengan teknik pengambilan sampel purposive sampling. Metode analisis yang digunakan adalah uji normalitas, uji validitas, uji asumsi klasik, analisis regresi linear berganda, uji T, serta uji F. Dari hasil uji diperoleh persamaan regresi Y= 4,783 + 0,347X1 + 0,585X2 – 0,170X3. Uji T menujukkan kualitas pesan berpengaruh secara signifikan terhadap efektivitas iklan, sementara daya tarik dan frekuensi penayangan tidak memberikan pengaruh secara signifikan. Uji F menunjukkan ketiga variabel independen berpengaruh secara simultan terahadap efektivitas iklan dengan koefisien determinasi sebesar 48,3%. Kata kunci : daya tarik; kualitas pesan; frekuensi penayangan; efektivitas iklan ABSTRACT This research was conducted to find out the effect of attractiveness, message quality, and ad frequency on Stunting Itu Penting PSA, partially and simultaneously. This research used 30 respondents from Tasikmalaya as sample by using purposive sampling technique. The methods used were normality test, validity test, classic assumption test, multiple linear regression analysis, T-test, and F-test. The result shows regression equation as follow: Y= 4,783 + 0,347X1 + 0,585X2 – 0,170X3. T-test shows that message quality affects ad effectiveness significantly, while attractiveness and ad frequency don’t affect ad effectiveness significantly. F-test shows the independent variables affect ad effectiveness simultaneously with coefficient of determination 48,3%. Keywords : attractiveness; message quality; ad frequency; ad effectiveness

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Zhao, Kai. "A Drug for Alzheimer's Disease: Aducanumab." Theoretical and Natural Science 4, no. 1 (April 28, 2023): 476–81. http://dx.doi.org/10.54254/2753-8818/4/20220625.

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Alzheimer's disease (AD) is a problem that has plagued humans for a long time. About 24.3 million people have Alzheimer's disease in the world, and the number is growing at a rate of 4.6 million new patients each year. The prevalence of AD increases with age. As a result, the issue of AD has become increasingly negative in recent years. The purpose of the paper is to examine whether the marketed aducanumab is useful in the treatment of AD and to compare it with several other drugs commonly used to treat AD. This paper will discuss the effectiveness and adverse effects of common medications for AD treatment and why aducanumab has not been effective in treating AD and how to improve the effectiveness of aducanumab for AD patients in the future. In addition, this paper will analyze whether aducanumab is marketed because of commercial considerations or because the drug itself was fully compliant with FDA requirements

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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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김주란. "Influences of VR experiences and empathy on ad campaign effectiveness." Journal of Practical Research in Advertising and Public Relations 11, no. 2 (May 2018): 62–82. http://dx.doi.org/10.21331/jprapr.2018.11.2.003.

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Rossiter, John R., and Steven Bellman. "A Proposed Model for Explaining and Measuring Web Ad Effectiveness." Journal of Current Issues & Research in Advertising 21, no. 1 (March 1999): 13–31. http://dx.doi.org/10.1080/10641734.1999.10505086.

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Kim, Ki-Il, and Sang-Ha Kim. "Effectiveness of Reliable Routing Protocols in Mobile Ad Hoc Networks." Wireless Personal Communications 38, no. 3 (July 6, 2006): 377–90. http://dx.doi.org/10.1007/s11277-006-9047-4.

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Puapong, Devin, David Kahng, Albert Ko, and Harry Applebaum. "Ad libitum feeding: Safely improving the cost-effectiveness of pyloromyotomy." Journal of Pediatric Surgery 37, no. 12 (December 2002): 1667–68. http://dx.doi.org/10.1053/jpsu.2002.36687.

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Mizawa, Megumi, Teruhiko Makino, Hiroaki Hikiami, Yutaka Shimada, and Tadamichi Shimizu. "Effectiveness of Keishibukuryogan on Chronic-Stage Lichenification Associated with Atopic Dermatitis." ISRN Dermatology 2012 (November 14, 2012): 1–6. http://dx.doi.org/10.5402/2012/158598.

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Atopic dermatitis (AD) is a common inflammatory skin disease with recurring episodes of itching and a chronic relapsing course. Keishibukuryogan (KBG) is a traditional herbal medicine, composed of five kinds of medical plants and has been administered to patients with blood stagnation in Japan. This study investigated the effect of KBG on the disease activity in AD () patients. AD patients were administered KBG for 4 to 6 weeks in addition to their prescribed medications. The results showed that the SCORAD index and VAS score were significantly decreased after the administration of KBG (). KBG also decreased the serum LDH level significantly (). The global assessment of the clinical response in SCORAD index showed that 88.5% of the patients with moderate improvement to excellent response () had a high lichenification score (lichenification score ≥2 in SCORAD). On the other hand, only 42.1% of the patients with no improvement to mild improvement () had a high lichenification score. Furthermore, long-term administration of KBG for 9–67 weeks showed a marked improvement in patients with a high lichenification score. Therefore, KBG was found to be effective against AD, particularly in cases presenting with lichenified lesions.

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Huang, Yan, and Hye Jin Yoon. "Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type." Journal of Social Marketing 12, no. 2 (November 17, 2021): 105–23. http://dx.doi.org/10.1108/jsocm-05-2021-0105.

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Purpose Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public service advertising [PSA] vs cause-related brand [CRB] advertising) on the effectiveness of prosocial native advertising on social media. Design/methodology/approach Two experiments were conducted on different social media platforms (i.e. Twitter and Instagram) with varied prosocial issues (i.e. healthy eating and environmental sustainability). Findings Experiment 1 indicated that the congruence between prosocial native ads and social media feeds elicited greater ad involvement and a more favorable ad attitude, regardless of ad position. Experiment 2 revealed that such an impact was contingent on whether the prosocial native ad was a public service ad or a CRB ad. The positive influence of ad-context congruence was pronounced among public service ads but was not observed among CRB ads. Perceived ad involvement mediated the interaction effects between ad-context congruence and ad type on ad attitude and behavioral intention. Originality/value The study extends ad-context congruence research to the context of prosocial native advertising on social media. Moreover, it identifies ad type as a boundary condition for the congruence effects and reveals that increased ad involvement is the mechanism underlying the positive effect of congruent PSA.

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Santoso, Rudi, Martinus Sony Erstiawan, and Angen Yudho Kusworo. "Inovasi Produk, Kreatifitas Iklan Dan Brand Trust Mendorong Keputusan Pembelian." JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS 5, no. 2 (October 23, 2020): 133–45. http://dx.doi.org/10.29407/nusamba.v5i2.14369.

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This research was conducted to reveal consumer behavior in terms of smartphone purchase decisions. The study tries to reveal consumer behavior in terms of deciding on product purchases, especially OPPO brand smartphones. The level of brand trust, innovation, ad creativity, and ad effectiveness are thought to influence consumer decisions in purchasing OPPO brand smartphones. The results showed that Product Innovation (X1), Ad Creativity (X2) and Ad Effectiveness (X3) had a significant effect with each value of β being 0.091; 0.589; and 0.580. Meanwhile Brand Trust (X4) has a negative effect on purchasing decisions. R2 value indicates 0.673, which means that the four variables simultaneously influence 67.3% of the purchasing decision (Y).

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Huang, Yun-Hui, Kai-Lin Chiu, Chuan-Wei Shen, Ming-Jong Bair, and Chung-Yu Chen. "Evaluating Prescription Pattern and Effectiveness of Antihypertensive Drugs in Non-Operated Aortic Dissection Patients." Journal of Clinical Medicine 12, no. 5 (March 1, 2023): 1962. http://dx.doi.org/10.3390/jcm12051962.

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Introduction: Aortic dissection (AD) is a life-threatening disease. However, the effectiveness of different strategies of antihypertensive therapies in non-operated AD patients is still unclear. Materials and methods: Patients were classified into five groups (groups 0–4) based on the number of classes of antihypertensive drugs, including β-blockers, renin-angiotensin system (RAS) agents (angiotensin-converting enzyme inhibitors (ACEIs), angiotensin II receptor blockers (ARBs), and the renin-inhibitors), calcium channel blockers (CCBs), and other antihypertensive drugs, were prescribed within 90 days after discharge. The primary endpoint was a composite outcome of re-hospitalization associated with AD, referral for aortic surgery, and all-cause death. Results: A total of 3932 non-operated AD patients were included in our study. The most prescribed antihypertensive drugs were CCBs, followed by β-blockers and ARBs. Within group 1, compared to other antihypertensive drugs, patients using RAS agents (aHR, 0.58; p = 0.005) had a significantly lower risk of occurrence of the outcome. Within group 2, the risk of composite outcomes was lower in patients using β-blockers + CCBs (aHR, 0.60; p = 0.004) or CCBs + RAS agents (aHR, 0.60; p = 0.006) than in those using RAS agents + others. Conclusion: For non-operated AD patients, RAS agents, β-blockers, or CCBs should be given in a different strategy of combinations to reduce the hazard of AD-related complications compared to other agents.

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BISWAS, INDRANIL, and YOGISH I. HOLLA. "SEMISTABILITY AND NUMERICALLY EFFECTIVENESS IN POSITIVE CHARACTERISTIC." International Journal of Mathematics 22, no. 01 (January 2011): 25–46. http://dx.doi.org/10.1142/s0129167x11006702.

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Let G be a connected reductive linear algebraic group defined over an algebraically closed field k of positive characteristic. Let Z(G) ⊂ G be the center, and [Formula: see text], where each Gi is simple with trivial center. For i ∈ [1, m], let ρi : G → Gi be the natural projection. Fix a proper parabolic subgroup P of G such that for each i ∈ [1, m], the image ρi(G) ⊂ Gi is a proper parabolic subgroup. Fix a strictly anti-dominant character χ of P such that χ is trivial on Z(G). Let M be a smooth projective variety, defined over k, equipped with a very ample line bundle ξ. Let EG → M be a principal G-bundle. We prove that the following six statements are equivalent: (1) The line bundle EG(χ) → EG/P associated to the principal P-bundle EG → EG/P for the character χ is numerically effective. (2) The sequence of principal G-bundles [Formula: see text] is bounded, where FM is the absolute Frobenius morphism of M. (3) The principal G-bundle EG is strongly semistable with respect to ξ, and c2( ad (EG)) is numerically equivalent to zero. (4) The principal G-bundle EG is strongly semistable with respect to ξ, and [c2( ad (EG))c1(ξ)d-2] = 0. (5) The adjoint vector bundle ad (EG) is numerically effective. (6) For every pair of the form (Y,ψ), where Y is an irreducible smooth projective curve and ψ : Y → M is a morphism, the principal G-bundle ψ*EG → Y is semistable.

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Xing, Dongmei, and Zhibin Liu. "Effectiveness and Safety of Traditional Chinese Medicine in Treating COVID-19: Clinical Evidence from China." Aging and disease 12, no. 8 (2021): 1850. http://dx.doi.org/10.14336/ad.2021.0906.

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Kim, Do-Yeop, Hyunsun Park, Soyun Cho, and Hyun-Sun Yoon. "Effectiveness of New 5-Fluorouracil/Salicylic Acid Application Method for Periungual Warts: A Descriptive Study." Annals of Dermatology 32, no. 4 (2020): 345. http://dx.doi.org/10.5021/ad.2020.32.4.345.

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Santoso, Irene, Malcolm J. Wright, Giang Trinh, and Mark Avis. "Mind the attention gap: how does digital advertising impact choice under low attention?" European Journal of Marketing 56, no. 2 (December 31, 2021): 442–66. http://dx.doi.org/10.1108/ejm-01-2021-0031.

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Purpose This study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention. Design/methodology/approach Using two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression. Findings Ad exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective. Research limitations/implications This research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur. Practical implications Intrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication. Originality/value There has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

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Chhina, Harpreet K., Vidula M. Bhole, Charles Goldsmith, Wendy Hall, Janusz Kaczorowski, and Diane Lacaille. "Effectiveness of Academic Detailing to Optimize Medication Prescribing Behaviour of Family Physicians." Journal of Pharmacy & Pharmaceutical Sciences 16, no. 4 (September 12, 2013): 511. http://dx.doi.org/10.18433/j3kk6c.

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PURPOSE. To synthesize current knowledge about the effectiveness and the magnitude of the effect, of Academic Detailing (AD), as a stand-alone intervention, at modifying drug prescription behavior of Family Physicians (FPs) in primary care settings. METHODS. A search of MEDLINE, EMBASE, CENTRAL, and Web of Science databases of all English language articles between January 1983 and July 2010 was conducted. We hand-searched the bibliographies of articles retrieved from the electronic search to identify additional studies. Inclusion criteria were: full-length articles describing original research; randomized controlled trial (RCT), or observational study design with a control group; studies of AD delivered to FPs; AD as a stand-alone intervention; drug prescription as the target behavior. Data extraction was done independently by two reviewers. Outcomes evaluated were: the difference in relative change in prescription rate between the intervention and control groups; the difference in absolute change in prescription rate between the intervention and control groups; and effect size, calculated as the standardized mean difference. RESULTS. 11 RCTs and 4 observational studies were included. Five RCTS described results showing effectiveness, while 2 RCTs reported a positive effect on some of the target drugs. Two observational studies found AD to be effective, while 2 did not. The median difference in relative change among the studies reviewed was 21% (interquartile range 43.75%) for RCTs, and 9% (interquartile range 8.5%) for observational studies. The median effect size among the studies reviewed was - 0.09 (interquartile range 2.73). Conclusion. This systematic review demonstrates that AD can be effective at optimizing prescription of medications by FPs. Although variable, the magnitude of the effect is moderate in the majority of studies. This systematic review also provides evidence supportive of the use of AD as a strategy to promote evidence based prescription of medications or incorporation of clinical guidelines into clinical practice. This article is open to POST-PUBLICATION REVIEW. Registered readers (see “For Readers”) may comment by clicking on ABSTRACT on the issue’s contents page.

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Davis, Kevin C., Jennifer Uhrig, Carla Bann, Doug Rupert, and Jami Fraze. "Exploring African American Women's Perceptions of a Social Marketing Campaign to Promote HIV Testing." Social Marketing Quarterly 17, no. 3 (September 2011): 39–60. http://dx.doi.org/10.1080/15245004.2011.595536.

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We tested the reliability of a new perceived effectiveness scale for HIV testing media messages and examined whether perceived effectiveness of the Take Charge. Take the Test campaign is predictive of downstream outcomes. We used data from an online survey of young, single, African American women ( N = 428), collected from October 2007 to March 2008. Participants were recruited from online web panels maintained by Knowledge Networks and Survey Sampling International. The survey included a baseline and two longitudinal follow-ups at 2 and 6 weeks post-baseline. African American women aged 18 to 24 years, with annual incomes of less than $20,000, children at home, 3 or more sexual partners, and who only occasionally use condoms were more receptive to the materials. Perceived ad effectiveness significantly predicted 6- and 12-month HIV testing intentions at wave 3 of the survey. Perceived ad effectiveness is an important upstream indicator of ad success beyond impact that may occur from exposure alone. Measures of perceived ad effectiveness should be used to quantitatively pretest future HIV/AIDS-focused social marketing campaign messages. This study is also informative for media planning and other similar future interventions in terms of which types of messages and ads may be effective in promoting HIV/AIDS testing intentions and eventual behaviors.

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Ganesan, Muruganantham, and Esther Princess George. "A study on the effectiveness of aesthetically appealing print recruitment advertisement." Management Research Review 42, no. 4 (April 15, 2019): 506–20. http://dx.doi.org/10.1108/mrr-01-2018-0023.

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Purpose The purpose of this paper is to assess the nature of intervention of job seeker’s perception of organizational attraction and attitude toward ad and organization in the application intention produced by aesthetics of print job ads. Design/methodology/approach An aesthetically appealing faculty-opening job advertisement was used as stimuli and around 250 responses to an administered questionnaire were collected from among job seekers in the academic domain. Partial least square structural equation modeling (PLS-SEM) was used to test the hypothesis. Findings According to the results of the study, aesthetic features of print recruitment ad, even though insignificant in directly inducing job seeker intention to apply, significantly enhanced their organizational attraction and attitudes, and thereby, their application intention. Therefore, job seeker’s perception of organizational attractiveness and attitude were found to full mediate this relationship, regardless of the job seekers’ degree of familiarity with the organization. Practical implications This study encourages recruiters in the academic job sectors to design and administer aesthetically appealing job advertisements to maximize the high talent pool of applicants from which to choose. Originality/value This study is the first of its kind in the Indian context in terms of print recruitment advertising. This study is also original in reporting organizational attraction and attitude towards ad and organization as mediators of application intention produced by ad aesthetics.

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Abdelkader, Osama Ahmed. "A study of “forced-ad resistance” leading to “Skip Ad” on YouTube." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 10 (April 28, 2021): 7263–71. http://dx.doi.org/10.17762/turcomat.v12i10.5617.

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The current policy of YouTube forces viewers to watch ads for at least 5 seconds before appearing “Skip Ad” button to continue watching the video. Recent studies show that a large percentage of watchers skip YouTube ads whenever possible but the factors behind such viewers behavior has not been analyzed so far. This paper presents two concepts aiming understanding of YouTube users’ behavior and maximizing the ad effectiveness by exploring; “forced-ad resistance” (FAR) and “ad-characteristics resistance” (ACR) factors. Current study aims to discuss to what extent ad-skipping behavior is affected by the influence of each one of these two factors, and to explore the significant impact of four demographic characteristics: age, gender, education, and income. The data were collected from 2531 of YouTube users through an online questionnaire. The validity and reliability of the results were tested by using a set of statistical measures through SPSS. Based on our findings, recommendations for academics and practitioners in the field of advertising are made.

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Yoon, Hye Jin. "Creating the mood for humor: arousal level priming in humor advertising." Journal of Consumer Marketing 35, no. 5 (August 13, 2018): 491–501. http://dx.doi.org/10.1108/jcm-01-2017-2074.

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Purpose Surprise has been recognized as a key process in humor. Past studies have seldom tested elements that could increase the surprise in humor advertising, subsequently increasing perceived humor and positive ad outcomes. The purpose of this paper was to test the effects of priming a lower arousal baseline before humor ad exposure. It proposed that this would generate greater humor ad surprise because of contrast effects, leading to greater perceived humor and positive ad effects. Design/methodology/approach Three experiments tested the effects of arousal and valence of primes on humor ads. Attention, perceived humor and ad effectiveness of the humor ads were measured. Findings Evidence of lower (vs higher) arousal primes leading to greater humor ad evaluations was found across three experiments. Felt arousal of the ad mediated the relationship between the prime conditions and perceived humor. Originality/value No study has focused on context effects of the unique process of humor ads. This study advanced the arousal theory of incongruity-resolution humor and further emphasized the role of surprise. The findings implicate that the surroundings of the humor ad could increase its effectiveness.

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Hassan, Zahra, Tuka Hassan, and Ahmed Abu-Rghif. "Evaluation the Effectiveness of Phenolic Compound of Salvia Frigida on Induced Atopic Dermatitis in Experimental Mice." Iraqi Journal of Pharmaceutical Sciences ( P-ISSN 1683 - 3597 E-ISSN 2521 - 3512) 31, no. 1 (June 17, 2022): 154–66. http://dx.doi.org/10.31351/vol31iss1pp154-166.

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Abstract To evaluate the effectiveness of Phenolic Compound of Salvia Frigida on induced atopic dermatitis (AD) of mice. Forty mice were included in the study, divided in to four groups (10 mice/group): apparently healthy, induced AD without treatment, induced AD treated with tacrolimus 0.1% ointment, and induced AD treated with Phenolic Compound of Salvia Frigida cream 5%. Examination of histopathology was done and skin homogenates levels also measured. Levels of WBC, Eosinophil, skin tissue homogenate of IL-13 and IL-4, serum IgE, and histopathological scores were significantly increased among induced non treated AD group in comparison with control group. Comparisons of non-treated induced AD group with Salvia Frigida or Tacrolimus treated groups; shows a significant reduction in the levels of all studied parameters’ (WBC, Eosinophil, skin tissue homogenate of IL4- and IL-13, serum IgE, observational severity score, and histopathological scores) after the application of Tacrolimus 0.1% ointment. While after application of phenolic compound cream 5%, its shows a significant reduction in the levels of all parameters except these of (eosinophil, IgE, and IL-13). Comparison between the effect of topical application of tacrolimus and phenolic compound on the studied variables shows that the levels of epidermal thickness was significantly lower after application of phenolic compound among studied groups, while the levels of WBC and inflammatory cell were significantly lower after application of tacrolimus among studied groups. Using of these therapeutic agents that targeting IgE, IL-4 and IL-13 will probably useful in treatment of AD.

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Ha, Ji Min, Han Su Kim, Eun Byul Cho, Gyeong Hun Park, Eun Joo Park, Kwang Ho Kim, Lee Su Kim, and Kwang Joong Kim. "Comparison of the Effectiveness of Nonablative Fractional Laser versus Pulsed-Dye Laser in Thyroidectomy Scar Prevention." Annals of Dermatology 26, no. 5 (2014): 615. http://dx.doi.org/10.5021/ad.2014.26.5.615.

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Journal articles on the topic 'Ad effectiveness'

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