Relevant bibliographies by topics / Advertising campaigns

Contents

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

Academic literature on the topic 'Advertising campaigns'

Author: Grafiati
Published: 4 June 2021
Last updated: 29 July 2024

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Journal articles on the topic "Advertising campaigns"

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Kolesnyk, Bohdan, and Iuliia Kostynets. "MEASURING DIGITAL ADVERTISING EFFECTIVENESS ON FACEBOOK AS PART OF A NATIONAL BRAND ADVERTISING CAMPAIGN." ECONOMICS, FINANCE AND MANAGEMENT REVIEW, no. 3 (September 30, 2023): 68–82. http://dx.doi.org/10.36690/2674-5208-2023-3-68-82.

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The subject of the study is the problem of assessing the effectiveness of digital activations (advertising campaigns) on Facebook and social media in general; finding ways to measure the impact of digital activations and the causal link of online information campaigns on a brand. The purpose of the study is to find out whether it is possible to reach the necessary target groups as part of a national brand image campaign using Facebook advertising; to monitor key indicators, results, and outcomes; to formulate key Facebook indicators that can be demonstrate the effectiveness of online campaigns; to study the issues of assessing the effectiveness of such digital advertising campaigns. This paper uses the dialectical method of scientific cognition, the method of analysis and synthesis, the comparative method, the method of data generalization, the method of expert evaluation, and the monitoring method. This paper defines the place and role of Facebook activations in the digital toolkit as part of a national advertising campaign in the context of the war in Ukraine and uncertainty in society. On the example of a relevant advertising campaign of an international brand present on Ukrainian market, the authors outline strategies and approaches to conducting national campaigns to inform and improve the brand image. The study also considers assessment of the brand impact of a Facebook advertising campaign, provides examples of efficiency assessment and proposals for conducting relevant marketing research. The authors characterize Facebook metrics, its algorithm for evaluating advertising on this platform and conduct a comparative analysis of approaches to Facebook advertising methods based on the experimental experience of cooperation with representatives of medium and large businesses. Proposals for analysing the effectiveness of digital campaigns on Facebook are presented. The results of the study are as follows: a set of strategies for effective conduct of a national digital advertising campaign on Facebook is identified, which can be applied to international brands in the face of market uncertainty; possible measures for analysing the effectiveness of a campaign are proposed.
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Acatrinei, Carmen. "A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies." Studia Universitatis „Vasile Goldis” Arad – Economics Series 25, no. 3 (August 1, 2015): 23–34. http://dx.doi.org/10.1515/sues-2015-0019.

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Abstract The present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and content sponsorship). The specialists argued about the most relevant and efficient online advertising format that they use. From their personal experience, the professionals were asked to mention which are the elements / attributes that have a significant impact on: search, display, video, social media and mobile advertising campaigns. All the respondents mentioned that their companies use remarketing campaigns. The budget of an online advertising campaign is settled differently among the formats used. The purpose of the paper is to analyze the views of professionals regarding the Romanian online advertising market and this study precedes a quantitative research among Romanian consumers exposed to online advertising campaigns in order to make a comparison between the results obtained in both studies and propose a model of online advertising campaign as close to consumers‟ wants.
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Liakh, Іnna O., and Dmytro V. Hryhaluinas. "The Problems and Prospects for the Development of Advertising Campaigns in Ukraine." Business Inform 3, no. 542 (2023): 241–46. http://dx.doi.org/10.32983/2222-4459-2023-3-241-246.

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The aim of the study is to diagnose problems in the development of advertising campaigns in Ukraine and propose new approaches to their formation. To achieve this goal, the following tasks were performed: the concept, essence and principles of formation of the advertising campaign of the enterprise are generalized; the structure, stages of formation and objectives of the advertising campaign are considered; the novel advertising campaign tools are proposed. The practical significance of the publication is that the proposed tools can be used to improve the advertising campaign of almost any enterprise, this purpose is also underpinned by the formulated proposals for the application of certain marketing tools and techniques, taking into account the impact of business digitalization. An advertising campaign is a plan that helps a business stay in the market. Before you start developing a campaign, you need to have a clear understanding of what kind or classification is exactly needed for the enterprise. It is necessary to carefully analyze competitors, market, product or service, your own company, related markets and companies, in order to have a clear idea of the desired result. An advertising campaign has a long way of formation, including various stages of development. For a certain market and the situation in which the company is found, an individual advertising campaign is recommended. To improve their individual advertising campaigns, businesses should apply not only traditional methods and tools, but pay more attention to the developments on the social network. The key to the success of advertising campaigns will be a more active introduction of digital marketing. Digital tools will help you better understand the clients and find a special approach to every one of them. Based on the analysis of the state of advertising campaigns in Ukraine, the following directions for improving activities are proposed: use of novel technologies; creation of a system of communication with own customers; modernization of traditional methods; creating a unique advertising campaign.
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Iankovets, Tetiana. "Media planning of digital advertising campaigns." Eastern-European Journal of Enterprise Technologies 6, no. 13 (126) (December 28, 2023): 42–53. http://dx.doi.org/10.15587/1729-4061.2023.293074.

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Under the conditions of digitalization of all sectors of social production, the study of types and features of digital advertising and its media planning acquires special importance and requires in-depth analysis. The object of research is media planning of digital advertising campaigns. The problem is the lack of a holistic scientific and practical approach to the process of media planning of advertising campaigns in the digital environment. The main criteria for the systematization of digital advertising have been identified, and the relationship between its types for the purposes of media planning was substantiated. Based on the comparison of pricing models and key metrics of digital advertising, the digital sales funnel was substantiated as the basis of media planning. The connection of goals and objectives of digital advertising campaigns with digital marketing strategies was proven, with appropriate advertising tools and digital marketing tools suggested. The project approach to media planning of digital advertising campaigns was substantiated. This made it possible to detail goals and tasks for each stage, to highlight the components of media planning. The quantitative result of the study is a fragment of the media plan of an online store of an enterprise that specializes in the production and sale of branded clothing. It has been proven that the media plan is part of the process of preparing a digital advertising campaign. Therefore, it cannot be considered in isolation from other components of this preparation and further implementation of the advertising campaign. The need to use other digital marketing tools during digital advertising campaigns was substantiated. This, due to the synergy effect, could contribute to increasing their predictive efficiency. Practical use of the proposed approach to media planning of digital advertising campaigns will ensure cost optimization due to budget redistribution and improvement of their effectiveness
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Поляков, V. Polyakov, Фомичева, and Irina Fomicheva. "Particular Models of Options Planning of Promotional Campaigns." Economics 4, no. 2 (April 18, 2016): 16–21. http://dx.doi.org/10.12737/18960.

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The concept of advertising stream as a kinematic characteristic in media planning is given. The classification of advertising streams from the standpoint of deciduous interval. The analysis of stream models of advertising campaign is presented. Particular qualities of streams depending on the types of structural compositions of advertising campaigns are showed. Conflicting situations in optimizing the process of media planning of an advertising campaign is considered.
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Lou, Shanshan. "Applying Data Analytics to Social Media Advertising: A Twitter Advertising Campaign Case Study." Journal of Advertising Education 21, no. 1 (May 2017): 26–32. http://dx.doi.org/10.1177/109804821702100106.

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This paper presents a class case study of an assignment that asked students to use a Twitter follower report to design a Twitter advertising campaign. The purpose of this case study is to immerse students in a real social media environment and help them become familiar with analyzing social media data to develop advertising campaigns. Students' interview responses suggest that incorporating a project that requires social media analytics techniques in an advertising class can help them better understand the role of secondary research and database analysis in developing consumer profiles and making campaign decisions. The findings also suggest that students have a strong desire to work with secondary data in designing social media advertising campaigns. The advantages of data analytics should be further explored in advertising campaign classes to help students become successful campaign designers. Limitations and future research direction are also discussed.
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Rotfeld, Herbert Jack. "Misplaced marketing The social harm of public service advertising." Journal of Consumer Marketing 19, no. 6 (November 1, 2002): 465–67. http://dx.doi.org/10.1108/07363760210444841.

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The power of advertising is presumed and people behind most public service advertising campaigns see advertising itself as the solution. An advertising campaign that aims to serve a social goal faces many pragmatic obstacles. Advertising professionals contribute to this problem. Just because advertising sometimes can help generate consumer interest in specific brand names does not also mean that every advertised effort will get people to make significant changes in their behavior. The Advertising Council, “dedicated to using the great resources of the advertising industry” to serve the public interest is the largest producer of public service mass communications, campaigns in the USA. Free public service work from anyone is admirable and the Advertising Council’s dedication to public service is a wonderful credit to business groups supporting it. In other countries that lack the traditions of the US Advertising Council, the advertising‐based campaigns draw on government tax funds or limited resources of a public group.
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Khokhlov, D. A. "Development of rules for budget allocation and methods for evaluating media plans for the digital space." Vestnik Universiteta, no. 8 (September 21, 2023): 137–47. http://dx.doi.org/10.26425/1816-4277-2023-8-137-147.

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The article studies methods of advertising campaign budget allocation in digital space using advertising hypotheses. The author proposes a new approach based on the use of advertising hypotheses as an advertising medium. A form of media plan specifically designed for digital space has been presented. Special attention is paid to two types of advertising campaigns: those that pay for clicks or impressions and those that use direct marketing tools (SMS, mobile notifications and email newsletters). A way to evaluate media plan effectiveness has been suggested. The author believes that the main task at the stage of media planning is to determine whether the developed advertising hypothesis is able to achieve the planned indicators. This approach can improve advertising campaigns effectiveness in digital space and ensure more accurate budget allocation. The results of the study can be useful for marketers and advertising agencies, helping them make informed decisions when planning and optimizing advertising campaigns in digital space.
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Romanіuk, Iryna, and Svitlana Kucherenko. "Development of marketing communications and organization of advertising campaigns in tourist enterprises." University Economic Bulletin, no. 55 (December 29, 2022): 70–76. http://dx.doi.org/10.31470/2306-546x-2022-55-70-76.

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The subject of research is theoretical and practical aspects of marketing communications management, including organization of advertising campaigns in the field of tourist enterprises. The purpose of the article is to substantiate ways of improving the management of marketing communications of tourist enterprises through the organization of PR activities and advertising campaigns. The methodological basis of the article is the theoretical provisions of the economy of enterprises, a set of general scientific and special research methods, including: systemic approach, monographic, statistical and economic, analysis and synthesis of economic information. Results of the article. It was determined that the management of marketing communications is an important component of the activities of tourist enterprises. Its elements are advertising campaigns and PR management tools. Therefore, the development of the structure and budget; determination of tools and implementation locations; selection of target audiences; evaluation of results are important areas of management improvement. The correct development of an advertising campaign for tourist enterprises is an important direction for improving the management of their activities. It means establishing its priority goals; development of an advertising budget, a list of advertising means; determination of the most effective place and time for placing advertising messages; monitoring and control of results; adjustment of management methods and tools if necessary. Field of application of results. The results can be used by tourism enterprises, territorial communities, regional and state authorities, public organizations, individual entrepreneurs and activists, institutions of higher education, scientific institutions. Conclusions. Advertising campaigns and other means of PR activity are an important part of marketing communications of tourist enterprises and their management. An advertising campaign allows you to control the promotion of tourist services, make adjustments to sales activities, create and consolidate among consumers a stable understanding of the advantages of the services of this particular tourist company. It is important to emphasize that, as shown by the experience of the advertising campaigns of the world's leading tourism companies, advertising must take into account the peculiarities of the country, region, social and political situation in society. Thus, the correct development of an advertising campaign involves establishing the priority goals of the campaign, its budget, and determining the most effective place and the time of placing advertising messages, the target audience – is one of the most important and relevant directions of improving the management of the development of tourist enterprises and their marketing communications.
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Bekmurzaeva, Zarina Kh, and Georgy E. Batagov. "Planning advertising campaigns." Vestnik of North-Ossetian State University, no. 4(2020) (December 25, 2020): 142–50. http://dx.doi.org/10.29025/1994-7720-2020-4-142-150.

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Dissertations / Theses on the topic "Advertising campaigns"

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Wen, Wei-Chun. "A functional analysis of the 2000 Taiwanese presidential campaign discourse : advertisments and speeches /." free to MU campus, to others for purchase, 2002. http://wwwlib.umi.com/cr/mo/fullcit?p3060159.

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Vassilieva, Ekaterina. "What lies beneath the milk mustache? : rhetorical analysis of the "got milk?" advertising campaign /." free to MU campus, to others for purchase, 2004. http://wwwlib.umi.com/cr/mo/fullcit?p1421165.

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Dicorato, Alessia. "Transcreation: a Fundamental Tool in Global Advertising Campaigns." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2021.

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This dissertation explores the potential of transcreation, a translational practice specially directed at advertising texts. It is aimed at demonstrating that in multiple cases transcreation represents the only possible way to translate texts whose purpose is to persuade their readers to buy a certain product. Hence, it constitues a fundamental resource for all companies willing to access global markets. In an attempt to prove it, this dissertation is divided into three chapters. While the first chapter develops theoretical arguments on transcreation, ranging from its function to language strategies, the second one illustrates the practice of transcreation through fifteen selected advertisements alongside their briefs. The third chapter is intended to comment decisions taken on the transcreated and translated texts supported by the theories analysed in the first chapter.
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Rajanna, Kanchen. "Promotional program for the Center for Graphic Design History /." Online version of thesis, 1991. http://hdl.handle.net/1850/11286.

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Brazeal, LeAnn M. "A functional analysis of television advertising in congressional campaigns, 1980-2000 /." free to MU campus, to others for purchase, 2002. http://wwwlib.umi.com/cr/mo/fullcit?p3074379.

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Rosenstock, Anita J. "Planning Integrated Advertising Campaigns : Multinational enterprises acting on national markets." Thesis, University of Gävle, Department of Business Administration and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-197.

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This research paper reviews the topic of Planning Integrated Advertising Campaigns – Multinational enterprises acting on national markets. It examines the relevant theoretical background, the country of Sweden and a concrete business case of the multinational enterprise Dr. Oetker and its activities on the Swedish market. After an introduction, the first section of this work outlines the theoretical framework which is a necessary base for the research topic. Resultant, two models are developed: one regarding campaign phases and another concerning influences on national environments. These frame the theoretical findings in a concentrated form. In the following section, the empirical findings regarding the country of Sweden and the investigated company Dr. Oetker are depicted. The focus lies on Dr. Oetker’s company structure and the consequential influence on the manner of advertising and on the operations on the Swedish market. The analysis reveals information which can be split into two parts. Initially the empirical findings are evaluated based on the theoretical framework. Subsequently, a phase model which combines the two previous models with the empirical findings is developed. Its objective is to guide multinational enterprises through the planning process for successful national advertising campaigns. After this thorough analysis, a conclusion and recommendations for further theoretical and practical studies are given.

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Wright, Gena. "Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns." Thesis, University of Canterbury. Marketing, 2015. http://hdl.handle.net/10092/10817.

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This thesis aims to increase understanding of what motivates consumer-to-consumer (C2C) sharing of co-creative advertising campaigns on social media platforms. Consumer use of the Internet has increased immensely, and affects organisations due to the growth of consumer-to-consumer interactions, such as word-of-mouth. Word-of-mouth is a powerful form of advertising because of consumer trust in their social media networks, therefore, it is crucial for organisations to increase C2C sharing as a form of advertising, and in particular, co-creative advertising campaigns. To achieve this aim, this study used a grounded theory approach, to gather a comprehensive amount of data to discover theoretical propositions about the phenomenon. A total of ten unstructured depth interviews were conducted before theoretical saturation was reached. The results of the study found that consumer motivations to share co-creations online were pride, and to connect with others, conceptualised by social media self-presentation, and a consciousness of others. Whilst consumer motivations to participate in co-creative advertising campaigns were escapism and self-interest. The primary implication of these findings is understanding how organisations can influence consumer motivations to share co-creations online, hence, organisations advertising, by increasing personal connections that consumers can use to connect with others in consumer-to-consumer platforms online.
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Wang, Shan. "EMPOWERING WOMEN THROUGH ADVERTISING: A CONTENT ANALYSIS ON 'FEMVERTISING' CAMPAIGNS." OpenSIUC, 2018. https://opensiuc.lib.siu.edu/theses/2318.

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This study selects and content analyzes a sample of 40 femvertising videos, aims to explore what messages are delivered by the videos, and whether the campaigns actually break down the cliched ways in which media present women as the companies claim. The messages of the videos sent to viewers are qualitative content analyzed to provide a general description of the campaign videos. Women’s representations in the campaign videos are quantitively coded in terms of how women look like (i.e. physical characteristics), what age groups they are in, what traits they possess, and what roles they play in the advertisements. Also, given the fact that some parent companies promoted inconsistent images of women through its brands, and that some campaign videos produced by certain companies are controversial, this study conducts case studies on the companies that are worthy of in-depth investigations, trying to explore the marketing policies of these companies. The findings reveal that almost all the campaign videos deliver the message that girls/women are no less than boys/men. And the majority of the chosen videos show women in nontraditional roles, traits, and in non-skinny body types. However, most of the ads still present young and facial flawless women, which deserves a further discussion.
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Contreras, R. Sandra V. "Strategic aesthetics in advertising campaigns : implications for art direction education." Thesis, Queensland University of Technology, 2012. https://eprints.qut.edu.au/53222/1/Sandra_Romero_Thesis.pdf.

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For over half a century art directors within the advertising industry have been adapting to the changes occurring in media, culture and the corporate sector, toward enhancing professional performance and competitiveness. These professionals seldom offer explicit justification about the role images play in effective communication. It is uncertain how this situation affects advertising performance, because advertising has, nevertheless, evolved in parallel to this as an industry able to fabricate new opportunities for itself. However, uncertainties in the formalization of art direction knowledge restrict the possibilities of knowledge transfer in higher education. The theoretical knowledge supporting advertising art direction has been adapted spontaneously from disciplines that rarely focus on specific aspects related to the production of advertising content, like, for example: marketing communication, design, visual communication, or visual art. Meanwhile, in scholarly research, vast empirical knowledge has been generated about advertising images, but often with limited insight into production expertise. Because art direction is understood as an industry practice and not as an academic discipline, an art direction perspective in scholarly contributions is rare. Scholarly research that is relevant to art direction seldom offers viewpoints to help understand how it is that research outputs may specifically contribute to art direction practices. This thesis is dedicated to formally understanding the knowledge underlying art direction and using it to explore models for visual analysis and knowledge transfer in higher education. The first three chapters of this thesis offer, firstly, a review of practical and contextual aspects that help define art direction, as a profession and as a component in higher education; secondly, a discussion about visual knowledge; and thirdly, a literature review of theoretical and analytic aspects relevant to art direction knowledge. Drawing on these three chapters, this thesis establishes explicit structures to help in the development of an art direction curriculum in higher education programs. Following these chapters, this thesis explores a theoretical combination of the terms ‘aesthetics’ and ‘strategy’ as foundational notions for the study of art direction. The theoretical exploration of the term ‘strategic aesthetics’ unveils the potential for furthering knowledge in visual commercial practices in general. The empirical part of this research explores ways in which strategic aesthetics notions can extend to methodologies of visual analysis. Using a combination of content analysis and of structures of interpretive analysis offered in visual anthropology, this research discusses issues of methodological appropriation as it shifts aspects of conventional methodologies to take into consideration paradigms of research that are producer-centred. Sampled out of 2759 still ads from the online databases of Cannes Lions Festival, this study uses an instrumental case study of love-related advertising to facilitate the analysis of content. This part of the research helps understand the limitations and functionality of the theoretical and methodological framework explored in the thesis. In light of the findings and discussions produced throughout the thesis, this project aims to provide directions for higher education in relation to art direction and highlights potential pathways for further investigation of strategic aesthetics.
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Schmid, Jill. "White backlash revisited : consumer response to model's race in print advertisements /." Thesis, Connect to this title online; UW restricted, 2000. http://hdl.handle.net/1773/6142.

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Books on the topic "Advertising campaigns"

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E, Barnes Beth, ed. Strategic advertising campaigns. 4th ed. Lincolnwood, Ill., USA: NTC Business Books, 1995.

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Shoebridge, Neil. Great Australian advertising campaigns. Sydney: McGraw-Hill, 1992.

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(Firm), Mono, ed. Advertising. Crans-Près-Céligny: RotoVision, 2001.

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Hensley, Laura. Advertising attack. Chicago, Ill: Raintree, 2011.

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Laws, Steve. The advertising campaign. Scunthorpe: Desktop Publications, 1990.

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Ind, Nicholas. Great advertising campaigns: Goals and accomplishments. Lincolnwood, Ill: NTC Business Books, 1993.

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E, Rice Ronald, and Atkin Charles K, eds. Public communication campaigns. 3rd ed. Thousand Oaks, Calif: Sage Publications, 2001.

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Hensley, Laura. Advertising attack. Chicago, Ill: Raintree, 2010.

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1976-, Franz Michael M., ed. Campaign advertising and American democracy. Philadelphia: Temple University Press, 2007.

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Avery, Jim. Advertising campaign planning: Developing an advertising-based marketing plan. 3rd ed. Chicago: Copy Workshop, 2000.

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Book chapters on the topic "Advertising campaigns"

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Klapdor, Sebastian. "Overview on Online Advertising." In Effectiveness of Online Marketing Campaigns, 7–27. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_2.

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Van Looy, Amy. "Online Advertising and Viral Campaigns." In Social Media Management, 63–85. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-21990-5_4.

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Perloff, Richard M. "Political Advertising in Presidential Campaigns." In The Dynamics of Political Communication, 393–431. Second edition. | New York : Routledge, 2017.: Routledge, 2017. http://dx.doi.org/10.4324/9781315624426-13.

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Van Looy, Amy. "Online Advertising and Viral Campaigns." In Social Media Management, 69–96. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-99094-7_4.

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Klapdor, Sebastian. "Study I: Effectiveness of Multichannel Online Advertising." In Effectiveness of Online Marketing Campaigns, 51–74. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_4.

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Klapdor, Sebastian. "Study II: Effectiveness of Search Engine Advertising." In Effectiveness of Online Marketing Campaigns, 75–101. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_5.

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Perloff, Richard M. "Political Advertising in Presidential Election Campaigns." In The Dynamics of Political Communication, 385–424. 3rd ed. New York: Routledge, 2021. http://dx.doi.org/10.4324/9780429298851-18.

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Blakeman, Robyn. "Campaigns, and Visual and Verbal Uniformity across Multiple Mediums." In Advertising Design by Medium, 206–17. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003255123-19.

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Nielek, Radosław, Dariusz Parzych, Damian Sepczuk, Adam Wierzbicki, and Jakub Wysoczanski. "Forecasting Online Advertising Campaigns in the Wild." In Lecture Notes in Business Information Processing, 1–14. Berlin, Heidelberg: Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-39808-7_1.

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Hughes, Andrew. "Weapons of Mass Consumption: Social and Digital Media in Political Campaigns." In Market Driven Political Advertising, 61–78. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-77730-6_4.

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Conference papers on the topic "Advertising campaigns"

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Isoraite, Margarita, and Nikolaj Ambrusevic. "Social advertising features in Lithuania." In 23rd International Scientific Conference. “Economic Science for Rural Development 2022”. Latvia University of Life Sciences and Technologies. Faculty of Economics and Social Development, 2022. http://dx.doi.org/10.22616/esrd.2022.56.017.

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The article analyses the meaning of social marketing, discusses the main social marketing tools, investigates social marketing models, and presents a case study of social advertising campaigns in Lithuania. The article highlights the role of social advertising by drawing attention to social challenges that require actions in order to address specific problems. In short, social advertising is used as a means for introducing an important problem to the society. The problem-solving process by using social advertising campaigns is effective when a campaign includes specific memorable characteristics; therefore, the main social advertising features are a topical subject. The authors of the article aim to investigate social advertising features in Lithuania and observe the main social marketing campaign elements that evoke strong feelings and encourage representatives of various audience groups to change behavioural pattern. The paper relies on scientific literature overview, statistical data analysis, and a case study. A case study as a research method is selected in order to investigate social advertising campaigns that were launched in Lithuania during the last decade (before and after the pandemic) as well as to perform a comparative analysis of the main elements and models used. As a result of the article, four main goals for social marketing advertising for Lithuanian market are distinguished: (1) to encourage changes in behaviour, (2) to spread information, (3) to form a public need, (4) to develop and support the promoted idea. Moreover, the performed analysis reveals the importance of publicity and strong emotional response evoked by shocking images as the main elements of Lithuanian social marketing campaigns launched during the last decade.
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Girgin, Sertan, Jeremie Mary, Philippe Preux, and Olivier Nicol. "Advertising Campaigns Management: Should We Be Greedy?" In 2010 IEEE 10th International Conference on Data Mining (ICDM). IEEE, 2010. http://dx.doi.org/10.1109/icdm.2010.78.

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Sizov, Sergej, and Sarah Piller. "Economic value of web keyword advertising campaigns." In WebSci '16: ACM Web Science Conference. New York, NY, USA: ACM, 2016. http://dx.doi.org/10.1145/2908131.2908158.

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Callejo, Patricia, Ruben Cuevas, Angel Cuevas, and Mikko Kotila. "Independent Auditing of Online Display Advertising Campaigns." In HotNets-XV: The 15th ACM Workshop on Hot Topics in Networks. New York, NY, USA: ACM, 2016. http://dx.doi.org/10.1145/3005745.3005752.

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Remzina, Natalia. "FEATURES OF ADVERTISING CAMPAIGNS DEVELOPMENT IN TOURISM." In Перспективи стабільного економічного розвитку та економічної безпеки: світовий досвід та вітчизняні реалії. Publishing house “Liha-Pres”, 2023. http://dx.doi.org/10.36059/978-966-397-335-7-18.

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Mei, Yan, Weiliang Zhao, and Jian Yang. "Maximizing the Effectiveness of Advertising Campaigns on Twitter." In 2017 IEEE International Congress on Big Data (BigData Congress). IEEE, 2017. http://dx.doi.org/10.1109/bigdatacongress.2017.19.

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Blašková, Veronika, and Luboš Střelec. "Firm marketing strategy based on analysis of advertising campaigns." In CENTRAL EUROPEAN SYMPOSIUM ON THERMOPHYSICS 2019 (CEST). AIP Publishing, 2019. http://dx.doi.org/10.1063/1.5114417.

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Bergemann, Dirk, Alessandro Bonatti, and Nicholas Wu. "Managed Campaigns and Data-Augmented Auctions for Digital Advertising." In EC '23: 24th ACM Conference on Economics and Computation. New York, NY, USA: ACM, 2023. http://dx.doi.org/10.1145/3580507.3597807.

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Jha, Arti, Pratyut Sharma, Ritik Upmanyu, Yashvardhan Sharma, and Kamlesh Tiwari. "Machine Learning-Based Optimization of E-Commerce Advertising Campaigns." In 16th International Conference on Agents and Artificial Intelligence. SCITEPRESS - Science and Technology Publications, 2024. http://dx.doi.org/10.5220/0012456700003636.

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Thomaidou, Stamatina, Konstantinos Leymonis, Kyriakos Liakopoulos, and Michalis Vazirgiannis. "AD-MAD: Automated Development and Optimization of Online Advertising Campaigns." In 2012 IEEE 12th International Conference on Data Mining Workshops. IEEE, 2012. http://dx.doi.org/10.1109/icdmw.2012.144.

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Reports on the topic "Advertising campaigns"

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

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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Vaskivskyj, Yurij. STATE AND PROSPECTS OF THE DEVELOPMENT OF RUSSIAN-UKRAINIAN WAR: PERSONNEL ASPECT. Ivan Franko National University of Lviv, March 2024. http://dx.doi.org/10.30970/vjo.2024.54-55.12144.

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The article analyzes the state of development of Ukrainian advertising in the conditions of the Russian-Ukrainian war. Studying the work of Ukrainian advertising agencies during the war is a unique experience of Ukrainian specialists during the war. The article emphasizes that Ukrainian advertising agencies have become an example for global corporations with their resilience and courage. The study of the place of Ukrainian advertising agencies in the world system made it possible to state that the domestic industry is developing in step with the world one. This was facilitated by the fact that Ukrainians quickly adapt to modern technologies and catch global trends. In some areas of advertising, Ukrainian agencies are one step ahead of European and American ones. Communication with Ukrainian heads of advertising campaigns, marketers and target specialists, who were directly involved in the “rescue” of companies at the beginning of the war, made it possible to find out how the business development strategy changed, what tactical solutions they used at the beginning of the war, and how they optimized the work of the team. The results of the research give grounds for asserting that in the conditions of the Russian-Ukrainian war, many brands have developed new rules for content and communication in social networks. The content strategy of brands needs maximum adaptation to new realities. The traditional division of content into branded, selling, fan and interactive content is losing its relevance. This market niche is occupied by social, supportive and useful content. In particular, as an example of social brand content, we can name: the national position of an advertising agency, support of the Armed Forces of Ukraine, assistance to consumers, new adapted services, HR information about agency support, assistance to temporarily displaced persons, volunteering. Ukrainian advertising agencies were able to quickly adapt to the conditions of the war, entered international markets, took care of their employees and continue their work. Keywords: advertising, agencies, Russian-Ukrainian war, social networks, work with clients, personnel problems.
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Ho, Lisa, Emily Breza, Marcella Alsan, Abhijit Banerjee, Arun Chandrasekhar, Fatima Cody Stanford, Renato Fior, et al. The Impact of Large-Scale Social Media Advertising Campaigns on COVID-19 Vaccination: Evidence from Two Randomized Controlled Trials. Cambridge, MA: National Bureau of Economic Research, November 2022. http://dx.doi.org/10.3386/w30618.

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Gibson-Grant, Amanda. Energy efficiency public service advertising campaign. Office of Scientific and Technical Information (OSTI), June 2015. http://dx.doi.org/10.2172/1184799.

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Coate, Stephen. Political Competition with Campaign Contributions and Informative Advertising. Cambridge, MA: National Bureau of Economic Research, December 2001. http://dx.doi.org/10.3386/w8693.

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Bohuslavskyj, Oleh. UKRAINIAN-CANADIAN NEWSPAPER “NEW PATHWAY”: WINNIPEG PERIOD (1941-1977). Ivan Franko National University of Lviv, February 2022. http://dx.doi.org/10.30970/vjo.2022.51.11391.

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The subject of the study is the ideological, financial, economic and socio-social conditions of the publishing house and the editorial board of the magazine “New Pathway” Winnipeg period 1941-1977. The main objectives is to determine the peculiarities of the conditions of publishing a Ukrainian magazine in exile, which provides for the systematization and introduction into scientific circulation of factual material on creative and material activities of the “New Pathway” and socio-political environment that influenced the information and ideological and business policy of the publication. The basis of the research methodology is axiological, cultural, systemic approaches; methods of historicism, analysis, synthesis, generalization were used. The study provides not only a description of the historical path of the publication in this period, but also the reasons for miscalculations and successes, both financial and economic and socio-political, which allowed not only to stay in the information field and market for more than ninety years, technical circumstances of its existence, the political struggle in the new wave of emigration after World War II, changes in demographic and linguistic situation among the Ukrainian diaspora in Canada. The reasons for the situational increase and decrease in the activity of the publication’s subscribers were identified; the mechanisms of expanding the readership, attracting new readers and authors are analyzed; confirmed that the efforts of editors and directors of the publishing house at the initial stage of the Winnipeg period created and strengthened the material and technical base of the publishing house, conducted advertising campaigns and direct work to attract new subscribers and readers; The significance of the study is that for the first time in Ukraine the information about the Winnipeg period of the Ukrainian-Canadian weekly “New Pathway”, its financial and financial problems and creative and editorial successes was analyzed and summarized, thus filling another page in the history of Ukrainian diaspora periodicals.
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Larreguy, Horacio, John Marshall, and James Snyder. Leveling the Playing Field: How Campaign Advertising Can Help Non-Dominant Parties. Cambridge, MA: National Bureau of Economic Research, December 2016. http://dx.doi.org/10.3386/w22949.

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Miller, Eric T. Financial Services in the Trading System: Progress and Prospects. Inter-American Development Bank, January 1999. http://dx.doi.org/10.18235/0008609.

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In the winter of 1996, Canada's third largest financial institution, the Bank of Montreal, launched a now infamous advertising campaign in which it asked the question: Can a bank change? While the resulting ads naturally responded in the affirmative, many other large financial institutions were asking themselves the same question. The dramatic acceleration since the mid-to-late 1980's of the rate at which banks are establishing branches and/or investing in financial institutions outside of their home markets combined with the dismantling by governments around the world of many traditional regulatory restrictions is resulting in the re-making of the financial services industry in its entirety. Central to this process has been a wave of mergers and alliances, many of which increasingly cut across the classical sectoral sub-divisions (commercial banking, securities, insurance etc.). The end result has been the gradual emergence of singular financial amorphisms capable of offering any service globally. In addition to these structural changes, an important result of this wave of mergers, alliances and foreign investment has been that financial institutions have become global players in terms of market presence, rather than just loan portfolios. This, in turn, has meant that the volume and importance of international trade in financial services has substantially increased in recent years. As the international trade of financial services has developed, governments have sought to establish a framework of rules to govern it. However, this process has not occurred in a vacuum. Over the past 15 years, international trade in goods has become substantially freer, international trade in services (of which financial services constitute a part) has grown dramatically, and international capital flows have become more open. While volumes have been written about both international trade in goods and international capital flows and a burgeoning literature exists on trade in services, comparatively little has been written specifically about international trade in financial services. This paper is designed to help fill this void. The core of the paper consists of three specific cases: (1) the Canada-United States Free Trade Agreement (CUSFTA); (2) the North American Free Trade Agreement (NAFTA); (3) the World Trade Organization (WTO) Agreement on Trade in Financial Services. These selections constitute a logical progression. The CUSFTA was the first trade agreement ever to include provisions on financial services. The NAFTA, negotiated shortly thereafter contains the most far-reaching provisions in the world in this area. Finally, the WTO Financial Services Agreement marks the first time that such disciplines have been successfully negotiated on a global level. In order to make an examination of an Agreement consisting of 56 different schedules possible, this section will focus on the commitments of a number of sample countries in a specific region of the world, namely Latin America.
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Math Is Power public service advertising campaign. Final report, March 1994--October 1996. Office of Scientific and Technical Information (OSTI), March 1997. http://dx.doi.org/10.2172/532521.

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