To see the other types of publications on this topic, follow the link: Advertising campaigns.
Journal articles on the topic 'Advertising campaigns'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Advertising campaigns.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
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.
Full textAbstract:
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.
2
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.
Full textAbstract:
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.
3
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.
Full textAbstract:
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.
4
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.
Full textAbstract:
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
5
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.
Full textAbstract:
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.
6
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.
Full textAbstract:
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.
7
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.
Full textAbstract:
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.
8
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.
Full textAbstract:
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.
9
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.
Full textAbstract:
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.
10
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.
Full text
11
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.
Full text
12
Shao, Alan T. "Standardized Advertising Campaigns." Journal of Promotion Management 1, no. 4 (June 30, 1993): 37–52. http://dx.doi.org/10.1300/j057v01n04_04.
Full text
13
Baker, Anne E. "Help or Hindrance? Outside Group Advertising Expenditures in House Races." Forum 16, no. 2 (July 26, 2018): 313–30. http://dx.doi.org/10.1515/for-2018-0023.
Full textAbstract:
Abstract Super PACs, 501(c)4 social welfare organizations, and 501(c)6 professional associations are now major spenders in House elections. What remains unclear is how the strategic expenditure choices of these respective outside interest groups impact the competitive position of non-incumbent candidates running for the House – specifically do their advertising expenditures undermine or augment the expenditures made by the campaign. Using the Wesleyan Media Project datasets of 2012 and 2014 in combination with campaign finance data in a series of models, I find early television advertising expenditures by the aforementioned 501(c) dark money organizations diminish the effectiveness of non-incumbents’ campaign expenditures – both on television advertising and in general – whereas super PACs’ early television advertising expenditures have no significant impact on campaign spending. A comparison of 501(c) dark money organizations’ and super PACs’ advertising choices in 2012 and 2014 reveals these differential effects likely relate to legal constraints leading 501(c)s, and not super PACs, to devote more resources toward policy advertisements early in the general election cycle. I argue this choice by 501(c) s makes it difficult for non-incumbents’ campaigns to shape the policy agenda early in the race leading the campaign’s expenditures on television advertising and the campaign’s total disbursements to be less effective in terms of improving the candidate’s competitiveness.
14
Wang, Ruitao. "Analysis of Apple's Classic Ads - Strengths and Weaknesses." Highlights in Business, Economics and Management 19 (November 2, 2023): 752–59. http://dx.doi.org/10.54097/hbem.v19i.13578.
Full textAbstract:
Advertising and marketing are one of the key topics of research today. For the company and research, it is important to learn from the past excellent advertising and marketing cases and analyze the shortcomings of the predecessors to improve themselves. The researcher found that there is a good research space for Apple's advertising and marketing cases, and there is still a research gap in the analysis of Apple's classic advertising cases. This study explores the effectiveness of four major Apple Inc. advertising campaigns, understanding their impact on brand image and market positioning. Through comprehensive literature analysis, the study dissects the advantages and shortcomings of the "Macintosh's Introduction in 1984," "Think Different," "Silhouette Campaign," and "Shot on iPhone" campaigns. While these campaigns have been instrumental in creating a distinct brand image, they have exhibited limitations in providing comprehensive product information and broad audience appeal. The study concludes that the emphasis on user engagement, transparency in content selection, and a holistic portrayal of product capabilities could bolster the effectiveness of such campaigns. This article is crucial for devising impactful advertising strategies in technology markets.
15
A.I., Akinrosoye, Adeagbo S.A., Adegbite I.O., and Adunola N.O. "Assessing the Impact of Advertising Agencies on Effective Advertising Campaigns." British Journal of Mass Communication and Media Research 2, no. 1 (March 30, 2022): 71–80. http://dx.doi.org/10.52589/bjmcmr-1m0spe4y.
Full textAbstract:
Advertising agencies are key players in any advertising campaign. They have several roles in the initiation, production and dissemination of commercial messages through a suitable medium. Advertising campaigns are undoubtedly very crucial and require being handled and executed by experts to avoid wasting human and material resources. As such, advertisers engage the services of advertising agencies to help them realize their commercial goals. This paper specifically examines the impact of advertising agencies on successful advertising campaigns. Empirically, this paper adopted a survey method to gather resourceful data from 250 respondents who were accidentally selected among media practitioners, including a certain class of residents of Osun State, for their in-depth knowledge of advertising. Asymmetric Theory and Persuasion Theory, that are relevant to this study, were adopted. In the end, analysis of data collected with the aid of descriptive statistics of frequency, percentage and pie chart, as well as inferential statistics of Chi-square, proved to the fact that the role of advertising agencies on successful advertising campaigns cannot be overemphasized. The study recommends that advertising agencies should put more effort in discharging their duty to clients and should step up and take their place in the present globalization revolution.
16
Ostrianyn, Serhii, and Oleksandr Yakovenko. "PRACTICAL REALIZATIONS OF A GENERALIZED ADVERTISING CYBERNETIC MODEL." Three Seas Economic Journal 2, no. 3 (September 30, 2021): 78–86. http://dx.doi.org/10.30525/2661-5150/2021-3-11.
Full textAbstract:
Nowadays, a big number of various math models of advertising exists, however all of them describe only specific effects of advertising influence, thus, considering most modern advertising campaign utilize multiple ad channels for different purposes and are highly integrated, systematic and complex in its structure, math modelling of such campaigns remains a challenge for practitioners. As for today, there is no such framework that would be flexible and effective enough in solving tasks of advertising campaigns management. Hence, a framework of generalized advertising modelling and illustrations of its practical realizations for particular real cases would be a valuable addition to the research of the topic as well as a useful manual for practitioners. An objective of the current article is to illustrate various cases of generalized advertising model realizations, explain framework and algorithm of building model’s realizations for particular integrated marketing campaigns and show economic effects of proposed approach on an example of a real enterprise. Proposed framework is especially focused on modelling sequential and structured customer journeys and utilizing its systematic effects which become a modern standard of advertising activities among the enterprises. Article also includes considerations of modelling modern marketing tools such as WOMM and its integration into advertising campaigns utilizing more conventional tools which is illustrated for a first time in research literature on the topic. Proposed model supports taking into account indirect advertising tools which are not resulting in purchase directly, however, build awareness or move customers towards a purchase within a customer journey in any other way. Present research uses such methods as synthesis, generalization, case study and a real-field experiment. Results of this research can be useful for marketing practitioners as a guidance for building math models of bespoke advertising campaigns. Provided guide also shows how to turn built model into an optimization one and use it as a support for budgeting decision making process. Cases of practical application of proposed guide show improvement of profitability of advertising campaign ranging between 3.6% and 30% percent depending on market peculiarities.
17
Bray, Janet E., Lahn Straney, Bill Barger, and Judith Finn. "Effect of Public Awareness Campaigns on Calls to Ambulance Across Australia." Stroke 46, no. 5 (May 2015): 1377–80. http://dx.doi.org/10.1161/strokeaha.114.008515.
Full textAbstract:
Background and Purpose— The National Stroke Foundation of Australia has run 12 public awareness campaigns since 2004. Campaign exposure and funding has varied annually and regionally during this time. The aim of this study was to measure the effect of campaigns on calls to ambulance for stroke across Australia in exposed regions (paid or pro bono advertising). Methods— All ambulance services in Australia provided monthly ambulance dispatch data between January 2003 and June 2014. We performed multivariable regression to measure the effect of campaign exposure on the volume of stroke-related emergency calls, after controlling for confounders. Results— The final model indicated that 11 of the 12 National Stroke Foundation campaigns were associated with increases in the volume of stroke-related calls (varying between 1% and 9.9%) in regions with exposure to advertising. This increase lasted ≈3 months, with an additional 10.2% relative increase in the volume of the calls in regions with paid advertising. We found no significant additional effect of the campaigns on stroke calls where ambulance services are publicly funded. Conclusions— The National Stroke Foundation stroke awareness campaigns are associated with increases to calls to ambulance for stroke in regions receiving advertising and promotion. Research is now required to examine whether this increased use in ambulance is for appropriate emergencies.
18
Mráz, Attila. "A Polarization-Containing Ethics of Campaign Advertising." Analyse & Kritik 45, no. 1 (May 1, 2023): 111–35. http://dx.doi.org/10.1515/auk-2023-2007.
Full textAbstract:
Abstract This paper establishes moral duties for intermediaries of political advertising in election campaigns. First, I argue for a collective duty to maintain the democratic quality of elections which entails a duty to contain some forms of political polarization. Second, I show that the focus of campaign ethics on candidates, parties and voters—ignoring the mediators of campaigns—yields mistaken conclusions about how the burdens of the latter collective duty should be distributed. Third, I show why it is fair to require intermediaries to contribute to fulfilling this duty: they have an ultimate filtering position in the campaign communication process and typically benefit from political advertising and polarization. Finally, I argue that a transparency-based ethics of campaign advertising cannot properly accommodate a concern with objectionable polarization. By contrast, I outline the polarization-containing implications of my account, including a prohibition on online targeted advertising, and intermediaries’ duties to block hateful political advertising.
19
Grossmann, Matt. "What (or Who) Makes Campaigns Negative?" American Review of Politics 33 (April 1, 2012): 1–22. http://dx.doi.org/10.15763/issn.2374-7781.2012.33.0.1-22.
Full textAbstract:
Previous work on negative political advertising focuses on candidate characteristics and electoral circumstances; it reveals inconsistencies in the effects of party, incumbency, gender, and competitiveness. I argue that one important set of variables has been excluded: the consulting firms who produce candidate advertising may influence negativity. I explain variation in attack ads and negativity across campaigns for the U.S. House of Representatives in 2002 and 2004, finding that particular consulting firms run more negative campaigns, regardless of electoral circumstances. Idiosyncratic preferences of campaign consultants thus influence the character of campaigns.
20
Kublik, E. I., A. I. Labintsev, M. S. Chipchagov, and M. A. Shilov. "Improving the Effectiveness оf Radio Advertising Campaigns вy Integrating Digital Monitoring Tools." Humanities and Social Sciences. Bulletin of the Financial University 13, no. 5 (December 23, 2023): 121–28. http://dx.doi.org/10.26794/2226-7867-2023-13-5-121-128.
Full textAbstract:
The article discusses the method of increasing the effectiveness of advertising campaigns on the radio through by integrating digital monitoring tools. A methodology for evaluating the effectiveness of an advertising campaign on the radio based on the analysis of the linear regression model coefficients is proposed. The advertiser’s web application traffic, which directly affects the sales volume, is used as a target variable. The investments in various advertising channels for a certain period of time is considered as factors influencing the target variable. A structural model of an advertising campaign is presented. As a result of the research, an advertising system was implemented in the form of a web application (radioskidki.ru), which allows the integration of Internet and radio advertising channels. Traffic measurements were carried out over a time interval of 1 month with sampling in one day. The analysis of the measurement results proved the effectiveness of the proposed methodology and the developed tool. Thus, the proposed technique allows to generate additional web application traffic, and thereby increase the effectiveness of advertising campaigns on the radio.
21
Volkova, Viktoriya Borisovna. "Representation of sexuality in Calvin Klein Jeans advertising campaigns (1980–2016): gender approach." Человек и культура, no. 4 (April 2021): 116–33. http://dx.doi.org/10.25136/2409-8744.2021.4.36304.
Full textAbstract:
The subject of this research is the means of representing sexuality in advertising campaigns for Calvin Klein Jeans (1980 – 2016). The object of this research is the use of gender stereotypes (masculinity/femininity) in advertising as a way to manipulate collective consciousness for solution of marketing tasks. The aim of this article consists in determination of advertising strategies of the Calvin Klein brand for the period 1980 – 2016 and the techniques of representation of sexuality for the effective impact of advertising upon the target audience. Analysis is conducted on Calvin Klein Jeans advertising campaigns for the past 40 years by decade, revealing the methods of suggestive effect on the consumer for promoting the product. The main following conclusions were made: 1) selecting provocation as the advertising strategy since 1980 to the present, the Calvin Klein brand employs diverse methods of suggestive effect on the recipient, programming their needs and behavioral attitudes, thereby manipulating collective consciousness; 2) kinesic, proxemic, coloristic, phonatory, and speech means for representation of sexuality testify to the use of gender stereotype (masculinity/femininity) in order to produce effective impact upon the target audience; Calvin Klein Jeans advertising campaigns feature similar strategies for 40 years, which are intended to solve marketing tasks via provocation. The novelty of this research lies in the fact that the identified provocation techniques in Calvin Klein advertisings based on the use of gender stereotypes allowed creating the “portrait” of the brand and tracing the patterns in arrangement of advertising campaigns. The author's special contribution consists in analysis of the means for representation of sexuality used in jeans advertising, techniques influencing the recipient through arbitrary interpretation of gender stereotypes, as well as manipulative methods of creating Calvin Klein PR-campaigns.
22
YOON, HYUNSUN, and HELEN POWELL. "Older consumers and celebrity advertising." Ageing and Society 32, no. 8 (October 19, 2011): 1319–36. http://dx.doi.org/10.1017/s0144686x1100095x.
Full textAbstract:
ABSTRACTOlder consumers have long been the ‘invisible majority’ in advertising despite the rapid increase in an ageing population. A significant proportion of this population have high levels of disposable income, even in times of recession, but advertisers are not encouraging them to part with it. This paper intends to find out why advertisers have been slow or struggle to target older consumers effectively. The aims of this study are two-fold. First, it explores the portrayal and representation of older consumers in Tesco's ‘Dotty’ campaign and Marks & Spencer's (M&S) ‘Twiggy’ campaign, with special reference to the use of celebrities. The second aim is to demonstrate how the focus has shifted from the more traditional, negative stereotyping (Tesco campaign) to a more progressive approach, presenting aspirational images that older consumers can identify with (M&S campaign). Although both campaigns were effective in terms of increasing profits, this paper suggests that the ongoing M&S example of using older celebrities in advertising campaigns demonstrates a more effective creative strategy that is in tune not only with a growing population of older consumers but is also especially applicable in times of economic uncertainty.
23
Rychert, Marta, and Chris Wilkins. "Referendum Campaigns in Hybrid Media Systems: Insights From the New Zealand Cannabis Legalisation Referendum." Media and Communication 11, no. 1 (January 31, 2023): 56–68. http://dx.doi.org/10.17645/mac.v11i1.6021.
Full textAbstract:
During New Zealand’s 2020 cannabis legalisation referendum, advocacy groups on both sides widely debated the issue, utilising “older” and “newer” media channels to strategically influence voters, including through appearances in traditional media and paid advertising campaigns on Facebook. Comparatively little is known about the campaign strategies used by each camp and how they leveraged the hybrid media environment to advocate for their positions. We analyse the cannabis legalisation referendum campaigns using primary data from our digital ethnographic study on Facebook, a systematic quantitative content analysis of legacy media websites, and a review of published reports from other authors. We show how positive sentiment towards cannabis law reform in the traditional media was amplified via referendum campaigners’ activity on Facebook. While campaign expenses on both sides were similar, money was spent in different ways and via different mediums. The pro-legalisation campaign focused more on new digital media channels, while the anti-legalisation campaign diversified across a range of mediums, with greater attention paid to traditional political advertising strategies, such as leaflets and billboards. The New Zealand case study illustrates how greater engagement with the “newer” media logics may not necessarily secure a favourable outcome during a national referendum campaign. We discuss how the broader media and political environment may have influenced campaigners’ choices to engage (or not) with the different media channels.
24
Sheynina, Maryana A. "Key Aspects of Branding Project Management using audience data in a digital environment." Scientific notes of the Russian academy of entrepreneurship 19, no. 3 (September 20, 2020): 159–74. http://dx.doi.org/10.24182/2073-6258-2020-19-3-159-174.
Full textAbstract:
The development of digital communication tools and promotion methods has changed the approaches to planning and implementing campaigns on the Internet. Campaigns using audience data are implemented with the par-ticipation of technology platforms and data providers. The author proposes an organizational and economic model for the interaction of all participants in the advertising market when implementing campaigns using audience data. The process of implementing online campaigns requires advertisers and agency employees to have new competencies and a deep understanding of the functions of all participants in the campaign implementation process. The article discusses the transformation of the functions of the advertiser and agencies in the management of advertising activity on the Internet.
25
Korgaonkar, Pradeep K., Danny N. Bellenger, and Allen E. Smith. "Successful industrial advertising campaigns." Industrial Marketing Management 15, no. 2 (May 1986): 123–28. http://dx.doi.org/10.1016/0019-8501(86)90053-2.
Full text
26
Connolly, G. N. "Evaluating Antismoking Advertising Campaigns." JAMA: The Journal of the American Medical Association 280, no. 11 (September 16, 1998): 964–65. http://dx.doi.org/10.1001/jama.280.11.964.
Full text
27
Daems, Kristien, Ingrid Moons, and Patrick De Pelsmacker. "Co-creating advertising literacy awareness campaigns for minors." Young Consumers 18, no. 1 (April 18, 2017): 54–69. http://dx.doi.org/10.1108/yc-09-2016-00630.
Full textAbstract:
Purpose This study aims to explore which media 9- and 10-year-old children and 12- and 13-year-old teenagers encounter and which campaign elements (media, spokesperson, appeal and message) are most appreciated by these target groups in awareness campaigns to raise their advertising literacy. Design/methodology/approach The study applies a methodology that is commonly used in design sciences to the field of advertising. Co-creation workshops with minors and professionals are used for the development of awareness campaign stimuli. In the first study, four co-creation workshops with 19 children (11 girls and 8 boys) of the fourth grade and four co-creation workshops with 16 teenagers (10 girls and 6 boys) of the seventh grade were organised. In the second study, nine professionals who work for and/or with minors or have experience in product design or marketing participated in a co-creation workshop. Findings Children are best approached though traditional media, whereas social media are used best to reach teenagers. Children prefer cartoons, whereas the results for the most appealing spokesperson in teenagers are mixed. Humoristic campaigns with a short message are preferred by both target groups. Research limitations/implications The results offer implications for practice and public policy with respect to awareness campaign building and social media marketing campaigns targeted at children and teenagers. To further corroborate the findings of this study, more pupils from different schools and different age groups should be studied. Moreover, the method used in this study can be applied in future research on awareness campaigns aimed at minors for other causes. Originality/value The methodological contribution of the study is the application of co-creation tools and techniques on the development of advertising campaigns for minors.
28
Kornfield, Rachel, Glen Szczypka, Lisa M. Powell, and Sherry L. Emery. "Televised obesity-prevention advertising across US media markets: exposure and content, 2010–2011." Public Health Nutrition 18, no. 6 (July 30, 2014): 983–93. http://dx.doi.org/10.1017/s1368980014001335.
Full textAbstract:
AbstractObjectiveTo examine levels of exposure and content characteristics for recent televised obesity-prevention campaigns sponsored by state and community health departments, federal agencies, non-profit organizations and television stations in the USA.DesignNielsen television ratings for obesity-prevention advertising were collected for the top seventy-five US media markets and were used to calculate household exposure levels for 2010 and 2011. Governmental advertisements were coded for content.SettingUnited States.ResultsAverage household exposure to obesity-prevention campaigns was 2·6 advertisements per month. Exposure increased by 31 % between 2010 and 2011, largely driven by increases in federal advertisements. In 2011, the federal government accounted for 62 % of obesity-prevention exposure, non-profit organizations for 9 %, community departments for 8 %, state departments for 3 %, and television station-sponsored public-service announcements for 17 %. The greatest percentage increase between 2010 and 2011 was in community advertising, reflecting efforts funded by the Communities Putting Prevention to Work (CPPW) programme. Among thirty-four state and community campaigns, the majority advocated both healthy eating and physical activity (53 %). Campaigns typically had positive or neutral emotional valence (94 %). Obesity or overweight was mentioned in 47 % of campaigns, but only 9 % specifically advocated weight loss.ConclusionsExposure to televised obesity-prevention advertising increased from 2010 to 2011 and was higher than previously found in 1999–2003, apart from in 2003 during the federal VERB campaign. Nevertheless, exposure remains low relative to advertising for unhealthy foods. New federal campaigns have increased exposure to obesity-prevention advertising nationally, while CPPW grants have increased exposure for targeted areas.
29
Bode, Leticia, David S. Lassen, Young Mie Kim, Dhavan V. Shah, Erika Franklin Fowler, Travis Ridout, and Michael Franz. "Coherent campaigns? Campaign broadcast and social messaging." Online Information Review 40, no. 5 (September 12, 2016): 580–94. http://dx.doi.org/10.1108/oir-11-2015-0348.
Full textAbstract:
Purpose Despite the growing use of social media by politicians, especially during election campaigns, research on the integration of these media into broader campaign communication strategies remains rare. The purpose of this paper is to ask what the consequences of the transition to social media may be, specifically considering how Senate candidates’ use of a popular social network, Twitter, is related to their messaging via broadcast media in the form of campaign advertising, in terms of content and tone. Design/methodology/approach To address this research question, a unique data set combining every tweet (10,303) and every television ad aired (576,933 ad airings) by candidate campaigns for the US Senate during the 2010 campaign is created. Using these data, tweets and ads are analyzed for their references to issues as well as their overall tone. Findings Findings demonstrate that social messaging often resembles broadcast advertising, but that Twitter nonetheless occupies a unique place in modern campaigns in that its tone tends to be quite different than that of advertisements. Research limitations/implications This sheds light on a larger debate about whether online campaigning has produced a fundamental change in election practices or whether new media simply extend “campaigning as usual.” Originality/value This study uses a novel data set, encompassing the complete universe of ads and tweets distributed by candidates for Senate in 2010.
30
Rumahorbo, Karinda Amilia, and Intan Mutiaz. "Adolescent Responses to the Social Campaign Video on Kemdikbud.RI Account about Cyber-sexual Harassment." IJVCDC (Indonesian Journal of Visual Culture, Design, and Cinema) 2, no. 1 (May 5, 2023): 107–16. http://dx.doi.org/10.21512/ijvcdc.v2i1.8239.
Full textAbstract:
The primary purpose of a social campaign is to change a person's behavior or attitude regarding some social issues under the message conveyed by the communicator. It is described as persuasive communication. Furthermore, this study aimed to analyze the video content of the #GerakBersama social campaign from the cerdasberkarakter.kemdikbud.ri account about cyber sexual harassment and the audience's responses to the campaign related to awareness of this new phenomenon on social media. This study used mixed methods with data collection through in-depth interviews and surveys to obtain a thorough understanding from audiences and advertising experts regarding video advertising messages. The authors used Aristotle's theory of persuasion communication with three main pillars, namely ethos, pathos, logos, and the AISAS communication model to analyze the responses of the campaign video. These theories were processed and modified to obtain conclusions about the target audience's response to social advertisement videos regarding cyber-sexual harassment and to identify persuasive communication strategies in social campaigns as a reference for advertising professionals and academics in responding to new social problems in online media. The study results were also expected to reference further communication strategies and understanding related to persuasive communication in advertising and social campaigns.
31
Hill, John S., and Alan T. Shao. "Agency Participants in Multicountry Advertising: A Preliminary Examination of Affiliate Characteristics and Environments." Journal of International Marketing 2, no. 2 (June 1994): 29–48. http://dx.doi.org/10.1177/1069031x9400200203.
Full textAbstract:
While much attention in the international advertising field has been given to message standardization-adaptation, the scope of multicountry campaigns has been a neglected area. In this 15-agency/344-affiliate survey of transnational advertising activities, smaller, regional campaigns were found to be the most popular form of transnational advertising. Agencies executing these types of campaigns had smaller client bases and implemented fewer multi-country campaigns than those covering more extensive major market or global campaigns. Agency affiliates participating in globally comprehensive campaigns were more likely to be wholly owned than those involved in regional or major market advertising efforts. Parent agencies exercised little influence over affiliate participations in multimarket campaigns.
32
McKelvey, Steve, and Anita M. Moorman. "Bush-Whacked: A Legal Analysis of the Unauthorized Use of Sport Organizations’ Intellectual Property in Political Campaign Advertising." Journal of Sport Management 21, no. 1 (January 2007): 79–102. http://dx.doi.org/10.1123/jsm.21.1.79.
Full textAbstract:
Many 2004 presidential-election campaign advertisements were strategically targeted to appeal to viewers of sporting event telecasts. The Bush–Cheney campaign’s unauthorized use of the termOlympicin advertisements that aired throughout the 2004 Summer Olympic Games telecasts raised novel legal issues at the intersection of trademark law and constitutionally protected political speech. This article provides an analysis of the legal issues surrounding the Bush–Cheney campaign’s unauthorized use of the termOlympic. This article first examines the viability of trademark, unfair competition, and misappropriation-based claims potentially available to the United States Olympic Committee and other sport organizations. The article then examines some state-based regulations and case law regarding false and deceptive political campaign advertising that suggests a possible legal challenge to future political advertising campaigns that use sport organization trademarks without authorization. In addition to providing implications for sport managers, this article suggests that Congress may need to revisit latitudes afforded political speech to prevent a dangerous trend of political candidates’ misrepresenting their association with sport organizations.
33
Mohamed, Ghada Abdallah, Hebatullah Atef Alakhras, Rasha Ahmed Khalil, and Mohamed Ali Mohamed. "Role of Tourism Advertising Campaigns in Improving Destination Image." Journal of Sustainable Tourism and Entrepreneurship 3, no. 1 (September 30, 2021): 75–88. http://dx.doi.org/10.35912/joste.v3i1.1223.
Full textAbstract:
Abstract: Purpose: The current paper aims to study the role of tourism advertising campaigns in improving the destination image and to propose a framework for improving the effectiveness of these campaigns. Research Methodology: This study is a qualitative study and it relied on distributing a questionnaire to a random sample of specialists about advertising campaigns in the tourism sector at the Egyptian Ministry of Tourism. Results: There is a statistically significant effect of advertising campaigns in improving the destination image by defining the type of tourist image and how it can be converted from negative to positive by following the latest and appropriate advertising means to diversify that image. Limitations: The field study data was collected from January to April 2022, in which 135 questionnaires were distributed, and 110 usable answers were received, with a response rate of 81%. Contributions: The study provides instructions for workers in the field of advertising campaigns to follow modern methods when preparing advertising campaigns that increase tourist movement and create a good tourist image. Keywords: 1. Advertising Campaigns 2. Destination Image 3. Tourism
34
P, Flavius Anggara Prawira, and Indrawati. "Analysis Effectiveness Use of Ads through Meta Ads and Google Ads at MSME fashionlabs.id." Journal of Advanced Zoology 44, no. 3 (October 29, 2023): 1005–21. http://dx.doi.org/10.17762/jaz.v44i3.1318.
Full textAbstract:
This study aims to analyze the effectiveness of using advertising through Meta ads and Google ads on Fashionlabs.id msme. This study uses quantitative data with cross-sectional time, within one year, regarding the optimization of digital marketing carried out on the Meta ads (Meta Business) and Google Ads platforms from April 1, 2022, to June 31, 2023. Data was collected using Facebook Ads data and the Google Ads platform. Data analysis was performed with A/B test data from Meta Ads Manager and Google Analytics. The study results show that 1) the target audience is achieved by the UMKM Fashionlabs.id; 2) Google's advertising platform has a higher effectiveness when compared to Facebook ads to attract the interest of Fashionlabs.id's SME audience; 3) the campaign conducted by UMKM Fashionlabs.id in 2023 is more effective than the campaign conducted in 2022; 4) Google's advertising campaign model with more specific campaigns gets more impressions from users than using more general content campaigns.
35
Corrius, Montse, and Eva Espasa. "Is Transcreation Another Way of Translating? Subtitling Estrella Damm’s Advertising Campaigns into English." Íkala, Revista de Lenguaje y Cultura 28, no. 2 (May 26, 2023): 1–21. http://dx.doi.org/10.17533/udea.ikala.v28n2a09.
Full textAbstract:
The current international advertising scenario has led to a new professional profile within advertising translation called transcreator. Transcreation has an explicit call for creativity and semiotic and cultural adaptation. Beer advertising has tried to respond to this call by undergoing significant changes when this product has been internationally marketed in English in global advertising campaigns. For example, Estrella Damm, advertised as “the beer of Barcelona”, has improved its international positioning with its Mediterráneamente campaign, which started in 2009 and has centred on the association of beer with the Mediterranean culture and enjoyment. Since 2019, the campaign has promoted sustainability as “another way of living”. In this article, we examine the English translation strategies used by Estrella Damm’s campaigns between 2009–2021, which are available on the company’s British website and YouTube channel. Specifically, we focus on the following prominent elements: slogans, cultural references, and songs. To do this, we use a descriptive case study methodology, with textual analysis and semi-structured interviews to the creative director and the translators of Estrella Damm commercials. The analysis shows that this campaign uses strategies that are common in advertising translation: internationalisation, envisaged from the start of campaign; dialogue between translators and art directors; some adaptation to the conventions of the target language and culture, and creativity and co-creation. This emphasizes the added value of transcreation in the translation industry.
36
Ivanov, Roman, and Tetiana Grynko. "MODEL ASSESSMENT OF ADVERTISING CAMPAIGN EFFICIENCY IN THE CONDITIONS OF DIGITALIZATION." Actual Problems of Economics 1, no. 263 (May 2023): 90–101. http://dx.doi.org/10.32752/1993-6788-2023-1-263-90-101.
Full textAbstract:
The article is devoted to the study of modern changes in advertising campaign processes in the conditions of digital transformation. A methodology for evaluating the results of an advertising campaign is proposed, which is based on the assumption of a synergistic nature of this process.It has been established that a multi-channel advertising campaign that does not involve a strong integration of individual channels (additive interaction) is not effective enough in some cases. Such an actual organizational form of an advertising campaign as an omnichannel campaign, the implementation of which allows influencing such important results as market share and, as a result, profit, due to greater client orientation (satisfaction of client needs), is studied in detail. The in-depth integration of omnichannel advertising campaign processes was reflected in the multiplicative form of the interaction model. It is characterized by the high efficiency of joint sustainable development even in situations when one of the advertising channels works with less efficiency. This can be explained by the emergence of a pronounced synergistic effect, which is consistent with the results of research by other scientists and practitioners and confirms the effectiveness of omnichannel advertising campaigns. Keywords: advertising campaign, multi-channel advertising campaign, omni-channel advertising campaign, digitalization, efficiency.
37
Kang, Taewoo. "Political Campaigns’ Use of E-mail vs. Television Advertising." Studies in Media and Communication 12, no. 2 (April 17, 2024): 337. http://dx.doi.org/10.11114/smc.v12i2.6683.
Full textAbstract:
This research explores how political campaigns use e-mail and television advertising differently. The data consist of 267,675 television ad airings sponsored, and 2,164 e-mails sent, by the forty-seven U.S. Senate candidates who used both communication channels during the 2014 general election cycle. Major findings include that fundraising requests and get-out-the-vote messages were more commonly found in campaign e-mails than in television ads; that campaigns were more likely to use partisan appeals in their e-mails while they often used bipartisan appeals in their television ads; and that campaigns sometimes mentioned issues owned by the other party more frequently than their opponents did when using television ads whereas they tended to focus on issues owned by their party in their e-mails. Campaigns’ use of multiple communication channels within a single election cycle should be monitored more systematically and thoroughly.
38
Dens, Nathalie, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs, and David Martens. "How consumers’ media usage creates synergy in advertising campaigns." International Journal of Market Research 60, no. 3 (January 12, 2018): 268–87. http://dx.doi.org/10.1177/1470785317751333.
Full textAbstract:
This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers’ media usage. MAM allows to derive optimal media mixes that can be different for different types of media users. The authors provide a proof of concept by analyzing 46,852 responses to 92 beauty care advertising campaigns from 10,972 respondents from the Netherlands, Belgium, Finland, and Hungary and demonstrating the impact of consumers’ combined magazine, television, and Internet usage (i.e., how intensively they use media overall and the relative proportion of each individual medium) on their campaign-evoked brand interest, perceived brand equity, and purchase intention for advertised brands. The results suggest that different patterns of consumer media usage result in different responses to advertising campaigns.
39
Kedrowski, Karen M. "Crowded Airwaves: Campaign Advertising in Elections. Edited. by James A. Thurber, Candice Nelson, and David A. Dulio. Washington, DC: Brookings Institution. 2000. 178p. $39.95 cloth, $16.95 paper." American Political Science Review 96, no. 1 (March 2002): 219–20. http://dx.doi.org/10.1017/s0003055402404327.
Full textAbstract:
The essays in this short volume address three themes: the characterization of political campaign television advertising, the need to measure its effects, and the role and implications of issue advertising. This is an ambitious agenda, but the book makes some important contributions to the literature on campaigns and on political ads specifically.
40
Bush, Alan J., and Victoria Davies. "State Governments’ Response to the AIDS Crisis: An Advertising Perspective." Journal of Public Policy & Marketing 8, no. 1 (January 1989): 53–63. http://dx.doi.org/10.1177/074391568900800105.
Full textAbstract:
AIDS in the United Slates may be the most urgent public health issue facing public policy makers today. Since there is currently no chemical cure or vaccine for the AIDS virus, the only weapons available for prevention are public information and education. This study assesses the role of advertising in disseminating information during the AIDS crisis by interviewing the state AIDS coordinators in each of the 48 contiguous United States. The results of the study summarize what the states are currently doing with their AIDS advertising campaigns. Additionally, state AIDS coordinators’ perceptions are presented on advertising's role during the AIDS crisis, and what can be done to improve current AIDS advertising campaigns. Finally, implications for public policy makers are discussed.
41
Nogueira, Elayne, Elsa Simões, and Ana Isabel Sani. "Victimization Experience and Perceived Benefits of Institutional and Commercial Advertising Campaigns in the Fight against Domestic Violence." Social Sciences 12, no. 10 (September 25, 2023): 536. http://dx.doi.org/10.3390/socsci12100536.
Full textAbstract:
Advertising has played an increasingly relevant role in raising awareness of social problems via institutional campaigns. In the phenomenon of domestic violence, most institutional advertising campaigns are directed at victims, who are often represented as vulnerable people. The general objective of this explorative study was to ascertain, from the point of view of victims of domestic violence, what the contributions of advertising campaigns are in combating this phenomenon. Stemming from a previous study on institutional advertising campaigns on domestic violence, which included a survey with about 500 participants residing in Portugal, a focus group was carried out with 4 participants who declared that they had been victims of domestic violence. The data were subjected to thematic analysis, and two major themes were identified: A: the effectiveness of advertising campaigns on the prevention of domestic violence and B: domestic violence and the fight against it via advertising strategies. The results suggest that advertising is a useful tool for social transformation, which has contributed to the social awareness of the problem of domestic violence. There is no consensus that the shock strategy of certain advertisements has the desired effects nor that campaigns should only focus on victims. It was suggested that the campaigns should be extended to the aggressors and that the theme should also be introduced in schools. The discussion made it possible to question the characteristics of advertising campaigns and to propose new directions in this field for the prevention of the phenomenon.
42
Perić, Nenad, and Ana Jevtović. "Importance of local culture in advertising: Case of Serbia." Bastina, no. 56 (2022): 541–52. http://dx.doi.org/10.5937/bastina32-36823.
Full textAbstract:
The paper explores the importance of local culture in advertising in Southeast Europe, in particular in Serbia. The aim of the research was to examine whether there is any difference in perception among people in Serbia toward brands using local advertising campaign and brands using global advertising campaigns. The research included 520 respondents and the analysis included different statistical methods. The study examined the extent to which the influence of culture on the communication strategy is felt, and whether this impact is the same for all target audiences and for all product categories. The research reveals whether customers from Serbia prefer local or global campaigns, and whether the choice of the local versus the global has a more positive impact on brand perception. The findings showed some interesting and contradictory results: consumers prefer local advertisements rather than global campaign, though other finding indicate strong influence of globalization Serbia as represent of Southeast Europe countries.
43
Fish, N., and K. Gliddon. "Advertising campaigns for cystic fibrosis." Canadian Medical Association Journal 182, no. 14 (October 4, 2010): 1546. http://dx.doi.org/10.1503/cmaj.110-2107.
Full text
44
West, Darrell M. "Television Advertising in Election Campaigns." Political Science Quarterly 109, no. 5 (1994): 789. http://dx.doi.org/10.2307/2152532.
Full text
45
Voorveld, Hilde A. M., and Guda van Noort. "Social Media in Advertising Campaigns." Journal of Creative Communications 9, no. 3 (November 2014): 253–68. http://dx.doi.org/10.1177/0973258614545155.
Full text
46
Efremov, A. A., K. S. Gerashchenko, and M. N. Salapura. "Blockchain Technology in Advertising Campaigns." Digital Transformation 28, no. 4 (February 1, 2023): 28–35. http://dx.doi.org/10.35596/1729-7648-2022-28-4-28-35.
Full text
47
Worden, John K. "Antismoking Advertising Campaigns for Youth." JAMA 280, no. 4 (July 22, 1998): 323. http://dx.doi.org/10.1001/jama.280.4.323.
Full text
48
Goldman, Lisa K. "Evaluation of Antismoking Advertising Campaigns." JAMA 279, no. 10 (March 11, 1998): 772. http://dx.doi.org/10.1001/jama.279.10.772.
Full text
49
Żurawski, Jakub. "Reklama wyborcza w Polsce w początkach XXI wieku: przejście od „starych” mediów do Internetu?" Zeszyty Prasoznawcze 60, no. 1 (2017): 223–38. http://dx.doi.org/10.4467/22996362zp.17.017.6783.
Full textAbstract:
Election advertising in Poland in the early 21st century: the transition from print media to the internet? On the basis of financial reports submitted by the election committees to the National Electoral Commission (PKW) the author investigates the phenomenon of the changes in election advertising spending on traditional printed press (and other “traditional” media, primarily television) and on the Internet. The data on the funding of specific activities of campaign is clear and direct measures of popularity of advertising forms among election committees. Comparing this data will help to answer the key question about the changes of the share of press advertising (or paid TV advertisements) in election campaigns in Poland. There is also another question about the development of the campaign internet advertising market. Such changes may be crucial for the segments of the press (e.g. dailies, news magazines), which traditionally deal with political issues, and are read by people especially interested in politics. Any “transition” of election advertisers and readers from print to the virtual world may also result in the need to modify publishing profiles, pricing policies etc. This latter issue is, however, the subject for further research. This article will be limited to one element that could affect the development of the press: changes of incomes during election campaigns.
50
Leitch, Shirley, and Juliet Roper. "AD Wars: Adversarial Advertising by Interest Groups in a New Zealand General Election." Media International Australia 92, no. 1 (August 1999): 103–16. http://dx.doi.org/10.1177/1329878x9909200112.
Full textAbstract:
During New Zealand's 1996 general election, neo-liberal employment law became the subject of two opposing advertising campaigns. Although the campaigns confined themselves to a single piece of legislation, the Employment Contracts Act, they reflected a deep division within New Zealand society. This article examines the two campaigns which were run by the Engineers' Union and the Employers' Federation. At its core, the Engineers' campaign was a defence of collectivism both in terms of the values underlying trade unionism and, more broadly, of Keynesian social democracy, whereas the Employers' Federation campaign championed the ethic of individualism within a free-market economy. Such a clear ideological positioning was absent from the campaigns of the major political parties who fought for the middle ground during New Zealand's first proportional representation election. This article, then, examines how interest groups used network television to confront voters with a stark choice between an unasked-for neo-liberal present and an apparently discredited Keynesian past.