Academic literature on the topic 'Advertising execution quality'

Purpose – This paper aims to present a commentary on the Armstrong et al. (2015) proposals to use checklists of Armstrong’s “advertising principles” to predict the effectiveness of alternative advertising executions and their tests of validity using paired ads with day-after recall scores. Design/methodology/approach – This paper discusses literature from anecdotal business journalism, cognitive science and behavioral economics that attempt to explain and accurately predict high-impact advertising. The commentary considers the value of using checklists and the relevancy complexity theory for examining whether or not checklists versus other tools are useful for accurately predicting advertising effectiveness. Findings – Anecdotal reports and scientific studies using true experiments support the practical benefits of advertising executives referring to advertising principles in the form of checklists when deciding which advertisement to run. Armstrong, Du, Green and Graefe (ADGG) provide a useful early warning tool that is useful for indicating ads that will not be effective, but their checklist method is unlikely to indicate which ads will have high impact. Researchers and executives should create and test the efficacy of configurations of content and design for identifying highly effective ads; testing should be done in clutter and using behavioroid measures (not seven-point scales); recall measures are inadequate proxies for behavior. Practical implications – By calling attention to the possibilities of using the persuasive advertising principles to test the ability to select specific ads that will most influence behavior such as purchases, ADGG offer a valuable contribution. Too often, advertisers and other decision makers ignore useful readily available information; creating tools useful for improving the quality of decision-making is missing in many marketing management contexts. ADGG indicate that such a tool is possible avoiding ads that are likely to be poor performing, advertising executions. Originality/value – This paper serves to emphasize the substantial value in using rigorous checklists as a step in making complex decisions such as advertising execution selections to avoid undesirable outcomes.

Internet of Things (IoT) enables inters connectivity among devices and platforms. IoT devices such as sensors, or embedded systems offer computational, storage, and networking resources and the existence of these resources permits to move the execution of IoT applications to the edge of the network and it is known as fog computing. It is able to handle billions of Internet-connected devices and is well situated for real-time big data analytics and provides advantages in advertising and personal computing. The main issues in fog computing includes fog networking, QoS, interfacing and programming model, computation offloading, accounting, billing and monitoring, provisioning and resource management, security and privacy. A particular research challenge is the Quality of Service metric for fog services. Thus, this paper gives a survey of cloud computing, discusses the QoS metrics, and the future research directions in fog computing.

At the MRS Conference, 2000, Rupert Howell in a keynote speech attacked the research industry for failing to innovate or adapt to change. The authors take up the challenge of trying to understand the nature of the antipathy that often exists between advertising agency and research people, so as to see how it might be overcome. Analysis of the speech and responses to it make clear that the main contention concerns quantitative pre-testing. Three hypotheses are raised: 1) researchers and planners have different expectations from research; 2) they have different mental models about how advertising works; 3) they are fundamentally different people. Evidence is adduced confirming all three. Mental models quoted include those of Millward Brown, Hall & Partners, HPI, TRBI, low-involvement processing, persuasion shift testing. These researchers’ models are contrasted with opinions from a sample of planners. That researchers and planners are different people is confirmed by results of a survey among senior researchers and planners using the Social Styles Inventory Model (described in appendix) to establish personality type. Ends with a series of recommendations for avoiding the conflict: build long-term relationships with clients, be honest and open, insist on proper briefings, involve the marketing director, understand and explain the advertising strategy and the brand/consumer relationship, ensure that enough time is devoted to the job, how to deliver bad news, understand the difference between idea and execution, use research early in the creative process, avoid delegating too much responsibility to junior people. Clients also need to appreciate the limits of research, understand, respect and trust the researcher, allow enough time and be prepared to pay for quality. Winner of the 2001 ISBA Award.

In Indonesia, motorbikes dominated public transit, making motorcycle sales extremely competitive for a number of brands, particularly Honda and Yamaha. The goal of this research is to identify and assess the effects of pricing perspective qualities, brand advantages, media branding, promotions, after-sales guarantee, products, colors, and designs, as well as fuel consumption as motor product items on consumer behavior. Purposive sampling was used in this investigation, with a total sample size of 194 participants. Using SPSS software, descriptive analysis and multiple linear regression analysis were used to analyze the data. The findings show that Honda's products play a larger role in the execution of its marketing plans, accounting for 87.75 percent of the total, with Yamaha's quality accounting for the remaining 79.40 percent influenced by other factors. This shows that respondents choose motorcycles with the following criteria: Engine, Media Branding, Price, Advertising and Fuel Consumption affect consumer behavior to buy both Honda and Yamaha products.

In recent years, the potential of stem cell research for tissue engineering-based therapies and regenerative medicine clinical applications has become well established. In 2006, Chung pioneered the first entire organ transplant using adult stem cells and a scaffold for clinical evaluation. With this a new milestone was achieved, with seven patients with myelomeningocele receiving stem cell-derived bladder transplants resulting in substantial improvements in their quality of life. While a bladder is a relatively simple organ, the breakthrough highlights the incredible benefits that can be gained from the cross-disciplinary nature of tissue engineering and regenerative medicine (TERM) that encompasses stem cell research and stem cell bioprocessing. Unquestionably, the development of bioprocess technologies for the transfer of the current laboratory-based practice of stem cell tissue culture to the clinic as therapeutics necessitates the application of engineering principles and practices to achieve control, reproducibility, automation, validation and safety of the process and the product. The successful translation will require contributions from fundamental research (from developmental biology to the ‘omics’ technologies and advances in immunology) and from existing industrial practice (biologics), especially on automation, quality assurance and regulation. The timely development, integration and execution of various components will be critical—failures of the past (such as in the commercialization of skin equivalents) on marketing, pricing, production and advertising should not be repeated. This review aims to address the principles required for successful stem cell bioprocessing so that they can be applied deftly to clinical applications.

With the recent development of artificial intelligence along with information and communications infrastructure, a new paradigm of online services is being developed. Whereas in the past a service system could only exchange information of the service provider at the request of the user, information can now be provided by automatically analyzing a particular need, even without a direct user request. This also holds for online platforms of used-vehicle sales. In the past, consumers needed to inconveniently determine and classify the quality of information through static data provided by service and information providers. As a result, this service field has been harmful to consumers owing to such problems as false sales, fraud, and exaggerated advertising. Despite significant efforts of platform providers, there are limited human resources for censoring the vast amounts of data uploaded by sellers. Therefore, in this study, an algorithm called YOLOv3+MSSIM Type 2 for automatically censoring the data of used-vehicle sales on an online platform was developed. To this end, an artificial intelligence system that can automatically analyze an object in a vehicle video uploaded by a seller, and an artificial intelligence system that can filter the vehicle-specific terms and profanity from the seller’s video presentation, were also developed. As a result of evaluating the developed system, the average execution speed of the proposed YOLOv3+MSSIM Type 2 algorithm was 78.6 ms faster than that of the pure YOLOv3 algorithm, and the average frame rate per second was improved by 40.22 fps. In addition, the average GPU utilization rate was improved by 23.05%, proving the efficiency.

The authors review relevant literature and present two new case studies—one of Taiwan's country image campaign and the other of Acer's entry into global markets—to gain a further understanding of two related constructs, country of origin (from the field of international marketing) and animosity (from the field of consumer behavior). The authors formulate four research propositions and discuss them in reference to the two case studies. They show how the Taiwanese government has used various marketing and advertising strategies to create a positive country image and how Acer has mitigated negative country-of-origin effects and animosity in world markets, especially in China.

A survey was conducted in 1993 on the Chief Executive Officers of large Australian companies such as finance companies, advertising agencies and suppliers of software that provide a service to businesses. The aim of the study was to survey the nature and extent of quality management practices with special reference to inhouse care in these organisations. Questionnaires were sent to 428 companies and 219 (51 per cent) responded. CEOs considered an ability to bring out the best in, motivate and communicate with internal customers (the staff) to be important principles of good management. More than two thirds of the responding companies had quality management practices, usually Total Quality Management, in place. However, only 54% had a mechanism in their companies for formally recording complaints made by external customers. Despite the fact that nearly all the CEOs agreed that they should be concerned with providing a good service to external and internal customers, only about half said they conduct formal customer and/or staff satisfaction surveys. Most important, a statistically significant relationship was found between profitability and the conducting of external customer satisfaction surveys. There was also a relationship between profitability and whether or not firms formally registered customers' complaints.

Ever since the modern era has begun, the evolving technological progressions amplified the marketing process of conveying the products and services to the customers where the foremost priority would be based upon their preference and intention to purchase. The key drive of executing this study is to seek the effect of apparel quality, price and digital advertising on the preference of the customers. Moreover, this study involves around four basic dimensions which were used in order to find the influence of independent variables includes price, quality and digital advertisement of apparel brands whereas customer brand preference taken as dependent variable. The following research is quantitative in manner and cast a deductive approach. Further, this study has few questions related to our objective however the solutions of those question is being analyzed through correlation analysis which also express the relationship among the designated variables/dimensions. For the purpose of finding the effect of independent variables on the dependent variable, Regression test was carried out for the prior understanding. With the help of data analysis, it can be conclude that all the dimensions have a significant relationship among them however the significant impact of independent variables on the dependent variable has been found. Eventually, there were 239 respondents taken as sample size of population though the respondents are majorly categorized as those who used the mentioned apparel brands and are the residents of metropolitan cities of Pakistan.

In the current media environment, consumers have access to a wide variety of content at little to no monetary cost, with many content providers having adopted advertisement sponsored business models. Indeed, advertising is nearly ubiquitous online, with consumers indirectly paying for website access via their exposure to advertisements. As researchers have demonstrated that consumer negativity towards advertising can spill over onto their perceptions of the media vehicle, content providers must aim to strike a balance between maximising advertisement revenue and providing value to consumers in order to ensure continued visits. Yet, it is argued here that by hosting valuable advertising, for example those advertisements that provide consumers with information or entertainment, it is possible that the negative effect of advertisements identified in the literature is not only negated but that the advertisements themselves could contribute towards consumer value derived from the media vehicle. This dissertation examines how valuable advertisements can affect consumer perceptions of the value derived from a media vehicle. It proposes that informative or entertaining advertisements contribute to website value, and examines mechanisms by which this can occur, with a particular focus on advertisement exchange value (AEX) and cognitive effort. AEX captures consumer perceptions of the exchange fairness between themselves and advertisers, and is examined in this research as a mediator between advertisement value and consumer perceptions of the value derived from the media vehicle. Similarly, advertisement value is argued to reduce the cognitive effort required in website use through the provision of information and entertainment, and in doing so indirectly influences media vehicle value. Finally, the role of consumer motivations for website use are examined as moderating the effects of advertisement value on media vehicle value perceptions. This research incorporates two phases, namely an exploratory experiment that leads into a field study. The experiment allowed for controlled testing of the effects of advertisement value on media vehicle value perceptions, as well as the indirect effects through the abovementioned mediators. The results confirms that while irritation with advertising negatively influences the value derived from a media vehicle, the information and entertainment value of an advertisement positively influence the utilitarian and hedonic value a consumer derives from a website. In addition, the consumer’s overall perceptions of the website as a service also benefits from advertisement value. These findings provided a foundation for a field study utilising an online survey to explore consumer perceptions of websites that they have visited and the motivations driving their use of these websites. The second study contributes towards a more complete understanding of the effects of advertisement value on media vehicle value in a number of ways. Replicating the study in a field setting allows for a more robust overall conclusion that valuable advertising has a positive effect on the value a consumer derives from a media vehicle. Additionally, the inclusion of consumer motivations for website use as a moderator provides insights into the importance of identifying what drives content consumption, and how advertising can aid in fulfilling a consumer’s content needs. Across both studies, AEX and perceived cognitive effort are highlighted as significant mechanisms through which advertisement value can influence a media vehicle value. In conclusion, this research contributes to advertising knowledge by exploring the effects of advertisement value on the media vehicle in a novel manner. With existing literature having an extensive focus on the negative influence of advertisements, this study is unique in examining the specific influence of advertisement information and entertainment value on the value derived from a media vehicle. It is also the first to explore how valuable advertising can have a positive effect on the perceived cognitive effort required in website use, as well as the perceived fairness of exchange. With consumer attention to advertising the currency of the online environment, the importance of valuable advertising is demonstrated in its effects on consumer perceptions of the value they derive from a website. These findings support calls for the need to understand the flow on effects of advertising, as well as provides practical implications for practice by giving managers guidance on the importance of focussing on the quality of advertisements hosted and not just the quantity.
Thesis (Ph.D.) -- University of Adelaide, Business School, 2016.

Internet of Things (IoT) enables inters connectivity among devices and platforms. IoT devices such as sensors, or embedded systems offer computational, storage, and networking resources and the existence of these resources permits to move the execution of IoT applications to the edge of the network and it is known as fog computing. It is able to handle billions of Internet-connected devices and is well situated for real-time big data analytics and provides advantages in advertising and personal computing. The main issues in fog computing includes fog networking, QoS, interfacing and programming model, computation offloading, accounting, billing and monitoring, provisioning and resource management, security and privacy. A particular research challenge is the Quality of Service metric for fog services. Thus, this paper gives a survey of cloud computing, discusses the QoS metrics, and the future research directions in fog computing.

This chapter assesses the gradual fade out of AM as listeners prefer the finer quality of sound and static-free reception that FM offered. It looks at how commercial broadcasters use the Federal Communications Commission, the power of advertising, and the new power of television to hinder the postwar development of FM. Certainly, no communications executive worked more assiduously than David Sarnoff to cultivate a cordial spirit of cooperation between RCA and members of the commission. Looking to the end of the war and the new era of communications that would come with peace, the chapter then recounts the hearings in the fall of 1944 about frequency allocations in the radio spectrum. It discusses the changes in the allocation of the spectrum and changes in the power of FM stations. The chapter delves into the changes in band frequency allocation, the adoption of the single market plan, and the duplication of AM programs. It then reviews how this dulled the threat of FM to the network broadcast industry and denied Howard Armstrong the chance to collect great sums on his invention.

The evaluation of advertisement effectiveness during the advertisement design phase and pre-launch phase is critical for the advertisement’s success in the targeted market. This evaluation should predict advertisement’s final performance as accurately as possible. In today’s advertisement business, questionnaire-based evaluation methods, such as attitude and opinion rating are widely used. To obtain good survey results, high quality questionnaires and proper interviewing procedures have to be developed with the support of the competent execution and supervision. These activities are usually costly even though some of them can be conducted online. This paper proposes a novel method for assessing the advertisement effectiveness through the automated capturing and analyzing of audiences’ eye movements. This method is based on the assumption that some attributes of audiences’ eye movements are correlated to their visual attention defined in the context of advertisement effectiveness. To validate our research hypotheses, experiments were conducted. In the experiments, subjects were required to watch several advertisements in sequence and the subjects’ eye movement data were collected simultaneously. By analyzing the data patterns and comparing them with the effectiveness evaluation obtained from questionnaire-based method, we found that the proposed method produces similar evaluations to those resulted from the traditional attitude and opinion rating method.