Academic literature on the topic 'Advertising Simulation Methods'
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Journal articles on the topic "Advertising Simulation Methods"
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Golda, N., I. Pinak, and V. Falovych. "Simulation of psychosomatic processes in advertising." Galic'kij ekonomičnij visnik 66, no. 5 (2020): 148–54. http://dx.doi.org/10.33108/galicianvisnyk_tntu2020.05.148.
Full textAbstract:
The features of advertising psychology are investigated and the mechanism of its influence on consumer behavior is simulated in this paper. The basic models of perception of advertising information are considered and supplemented. Advertising has social, cultural, psychological impact on society, as it does not act as a manipulator of public consciousness, but contributes to the formation of relevant, aimed at self-development needs. It gives people knowledge, new experience, enriches their lives. Socio-psychological methods are widely used in advertising making it possible from a qualitative level to choose consumer characteristics of goods, to create the idea about this product consumers. While working on the advertisement production, it is necessary to take into account national trends in psychological theory: perception, memory, thinking, speech. This approach contributes to the creation of advertising product related to the desired image, expressing the right thoughts and is available to the audience for which it is created. In modern society, advertising technologies are widely used for the solution of various problems. We can speak a lot about the advertising psychology, as it directly participates in the formation of psychological attitudes, motivations, images. In order to investigated the effect of advertising message, the psychological mechanisms of the perception process are simulated. This includes the following components: stimulus, attention, interpretation and cognition. Psychological aspects of the process of advertising appeal perception explain how advertising informs and convinces. If we draw a parallel between the goal of the advertiser and the goal of the consumer, then using psychological approach, we get a conformity that takes into account advertising models. Advertising should be based on various advertising models that take into account consumer psychology, because the result achieved by advertising depends directly on the degree of psychological effectiveness of its impact, as the creation of advertising products should contribute to the harmonious development of society, national culture, education of future generations on own spiritual and cultural values, to form the priorities of their own state. In addition to simple advertising principles, there are a lot of more precise mechanisms of advertising effect, based on knowledge of psychology. Simulation of advertising communication processes makes it possible to demonstrate clearly the multi-stage nature of this process, which requires certain assessments for the determination of the effectiveness of advertising impact on consumer behavior. It is noted in this paper that simulation makes it possible to demonstrate clearly the multi-stage process of perception, to build a certain analogue that reflects the real situation and provide necessary information. Modern advertising tries to create conditions for the conscious perception of the buyer's advertising appeal and automatic purchase, ensuring sustainable buying process. All these processes of advertising perception and understanding are processes caused by certain psychological characteristics of advertising appeal consumers, i.e. those people for whom this advertising is intended. Definitely the knowledge of these psychological characteristics and the laws governing them should be the basis for advertising.
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Zhao, Kaifeng, Seyed Hanif Mahboobi, and Saeed R. Bagheri. "Revenue-based attribution modeling for online advertising." International Journal of Market Research 61, no. 2 (May 22, 2018): 195–209. http://dx.doi.org/10.1177/1470785318774447.
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This article examines and proposes several attribution models that quantify how revenue should be attributed to online advertising inputs. We adopt and further develop relative importance methods, which are based on regression models that have been extensively studied and utilized to investigate the relationship between advertising efforts and market reaction (revenue). The relative importance methods aim at decomposing and allocating marginal contributions to the coefficient of determination ( R2) of the regression models as attribution values. In particular, we adopt two alternative submethods to perform this decomposition: dominance analysis and relative weight analysis. Moreover, we demonstrate an extension of the decomposition methods from standard linear models to additive models. We claim that our new approaches are more flexible and accurate in modeling the underlying relationship and quantifying the attribution values. We use simulation examples to demonstrate the superior performance of our new approaches to traditional methods. We further illustrate the value of our proposed approaches using a real advertising campaign data set.
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Wang, Wenrui, Wei Zhou, and Libin Xia. "Dynamic Evolution, Synchronization and Multistability in an Advertising Game Model with Homogeneous Products and Spillover Effect." International Journal of Bifurcation and Chaos 30, no. 10 (August 2020): 2050144. http://dx.doi.org/10.1142/s0218127420501448.
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Advertising competition among firms may give rise to very complex dynamical behaviors. In this article, under the assumption of spillover effects, a two-stage dynamical Cournot game of advertising competition between two firms, which produce homogeneous products, is developed. Then, the local stability of the equilibrium points is discussed, and stability conditions of the equilibrium points are obtained. In order to reveal the complex dynamical behaviors of the model, both analytical and numerical methods are employed. The research results show that the two coordinate axes and the diagonal of the system are invariant manifolds, and one can obtain the dynamical behaviors on the invariant manifolds by analyzing the Logistic map. In addition, it is found that the advertising efforts of these two firms may be synchronized, even if the system is in a chaotic state. Multistability is another topic of focus. It is found that not only two attractors but also three attractors can coexist in the phase space, and contact bifurcation can also occur during the evolution of the attracting basins. Finally, the impact of corporate advertising efforts on corporate profits is analyzed. It is found that too much advertising effort is harmful to the firms, and a firm with low adjustment speed can even earn more when the system is chaotic.
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Kolsarici, Ceren, Demetrios Vakratsas, and Prasad A. Naik. "The Anatomy of the Advertising Budget Decision: How Analytics and Heuristics Drive Sales Performance." Journal of Marketing Research 57, no. 3 (March 24, 2020): 468–88. http://dx.doi.org/10.1177/0022243720907578.
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The authors investigate how heuristics and analytics contribute to the advertising budget decision by decomposing it into four components: (1) baseline spending, (2) adaptive experimentation, (3) advertising-to-sales ratio, and (4) competitive parity. They propose a methodology to estimate and infer the weights of these four components. Applying this methodology to sales and advertising data across eight brands from three categories substantiates for the first time, and uniformly across all brands, that managers depart from optimality through adaptive experimentation, which is in line with dual control theory that suggests they do so to learn about advertising effectiveness. The adaptive experimentation finding, combined with evidence on the use of heuristic methods, suggests that budget decision making is characterized by bounded rationality. Furthermore, budgeting decisions are brand-specific, reflecting the considerations of a brand’s market position and performance. Finally, simulation studies show that brands from categories with high uncertainty in advertising effectiveness can benefit from double-digit revenue lifts by placing higher emphasis on adaptive experimentation.
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Ihsan, Rahma Kahyani, and Fajar Junaidi. "A Content Analysis of Advertising Appeal in Free to Play Mobile Game Ads." Symposium of Literature, Culture, and Communication (SYLECTION) 2022 1, no. 1 (November 3, 2022): 28. http://dx.doi.org/10.12928/sylection.v1i1.11277.
Full textAbstract:
The share of Free-to-Play (F2P) mobile games in the United States has increased in-game advertising to 94%. Entering the era of the heyday of mobile games, many game developers are competing for this market share. The emergence of this intense competition has also suppressed the high use of hype and provocative advertising appeals, so advertising broadcasting in the realm of free mobile games is considered to have experienced a setback. This study aims to reveal the reality of F2P mobile game advertisements through empirical glasses. Using quantitative description content analysis methods, researchers collect F2P mobile game advertisements from 2017-2021 of casual, puzzle, simulation, action, and strategy types. The result shows that 79,67% of 100 samples used emotional appeals containing mostly provocative messages (62,40%, 45,73% were positive, and 33,96% were negative). The rest of the samples (20,31%) applied rational appeals.
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Ihsan, Rahma Kahayani, and Fajar Junaedi. "A Content Analysis of Advertising Appeal in Mobile Game Ads Free to Play." Symposium of Literature, Culture, and Communication (SYLECTION) 2022 1, no. 1 (November 25, 2022): 70. http://dx.doi.org/10.12928/sylection.v1i1.11261.
Full textAbstract:
The share of Free-to-Play (F2P) mobile games in the United States has increased in-game advertising to 94%. Entering the heyday of mobile games, many game developers are competing in this market. The emergence of intense competition suppresses the high use of hype and provocative advertising appeals, so advertising broadcasting in the realm of free mobile games is considered to have experienced a decline. This study aims to reveal the reality of F2P mobile game advertisements through empirical glasses. Using quantitative description content analysis methods, researchers collect F2P mobile game advertisements from 2017-2021 of casual, puzzle, simulation, action, and strategy types. The results found that 79.69% of the 100 samples used emotional appeal, consisting of 45.73% positive and 33.96% negative, with the use of attraction containing provocative messages 62.40%, as well as the use of rational appeal as much as 20.31%.
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Sukhonosenko, Zakhar Viktorovich, and Luybov Vadimovna Gajkova. "AGENT MODELING AS ANALYSIS TOOL IMPLEMENTATION OF INFORMATION AND ANALYTICAL ECOSYSTEMS." Krasnoyarsk Science 8, no. 4 (December 25, 2019): 124–38. http://dx.doi.org/10.12731/2070-7568-2019-4-124-138.
Full textAbstract:
The use of agency modeling in the early analysis of the expected results of integration of the designed software into business processes is considered using the example of information and analytical mo-Delhi, which implements a new approach to the promotion of financial products, as well as problems of low conversion of the Internet and mobile advertising. Purpose: determination of scientifically based approaches to ecosystem performance growth with different values of efficiency of financial products promotion in the consumer market. Methodology: the dialectical method is used as a general scientific method of cognition; Techniques and tools for systemic, comparative, statistical, economic and financial analysis; Simulation methods and tools. Results: described is a new approach to promotion, regarding problems of low conversion of the Internet and mobile advertising of financial products, characterized by using agency simulation as a basis for analytical processing of research results. Scope of results: heads of companies when deciding on favorable and unfavourable conditions of the information and analytical financial ecosystem as one of the components of the business development strategy.
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Kumar, Subodha, Yinliang (Ricky) Tan, and Lai Wei. "When to Play Your Advertisement? Optimal Insertion Policy of Behavioral Advertisement." Information Systems Research 31, no. 2 (June 2020): 589–606. http://dx.doi.org/10.1287/isre.2019.0904.
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Digital advertisements offer a full spectrum of behavioral customization for timing and content capabilities. The existing research in display advertising has predominantly concentrated on the content of advertising; however, our focus is on optimizing the timing of display advertising. In practice, users are constantly adjusting their engagement with content as they process new information continuously. The recent development of emotional tracking and wearable technologies allows platforms to monitor the user’s engagement in real time. The proposed optimal policy regarding the timing of behavioral advertising is based on a threshold policy with a trigger threshold and target level. Analogous to the familiar idea of “price discrimination,” the methods we propose in this study allow the platforms to maximize their revenue by “discriminatory” customization of the timing and length of the advertisement based on the behavior of individual users. Finally, we quantify the benefits of the proposed policy by comparing it with the practically prevalent policies (i.e., preroll, midroll, and a mix of the two) through a simulation study. Our results reveal that, for a wide range of settings, the proposed policy not only significantly increases the platform’s profitability but also improves the completion rate at which consumers finish viewing the advertisement.
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Kanetkar, Vinay, Charles B. Weinberg, and Doyle L. Weiss. "Recovering Micro Parameters from Aggregate Data for the Koyck and Brand Loyal Models." Journal of Marketing Research 23, no. 3 (August 1986): 298–304. http://dx.doi.org/10.1177/002224378602300311.
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The authors investigate the measurement of the sales-advertising relationship with temporally aggregated data. Previous work has produced encouraging results for recovering micro-level parameters of the brand loyal model from data aggregated over time, but the Koyck model has not been studied in this context. The authors develop methods for recovering micro parameters of the Koyck model and extend the results for the brand loyal model. The results are supported by simulation experiments examining both asymptotic and small-sample properties.
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Yamamoto, Takashi, and Tomoyuki Yamaguchi. "Human-to-Human Position Estimation System Using RSSI in Outdoor Environment." Sensors 22, no. 19 (October 8, 2022): 7621. http://dx.doi.org/10.3390/s22197621.
Full textAbstract:
Methods to prevent collisions between people to avoid traffic accidents are receiving significant attention. To measure the position in the non-line-of-sight (NLOS) area, which cannot be directly visually recognized, position-measuring methods use wireless-communication-type GPS and propagation characteristics of radio signals, such as received signal strength indication (RSSI). However, conventional position estimation methods using RSSI require multiple receivers, which decreases the position estimation accuracy, owing to the presence of surrounding buildings. This study proposes a system to solve this challenge using a receiver and position estimation method based on RSSI MAP simulation and particle filter. Moreover, this study utilizes BLE peripheral/central functions capable of advertising as the transmitter/receiver. By using the advertising radio waves, our method provides a framework for estimating the position of unspecified transmitters. The effectiveness of the proposed system is evaluated in this study through simulations and experiments in actual environments. We obtained an error average of the distance to be 1.6 m from the simulations, which shows the precision of the proposed method. In the actual environment, the proposed method showed an error average of the distance to be 3.3 m. Furthermore, we evaluated the accuracy of the proposed method when both the transmitter and receiver are in motion, which can be considered as a moving person in the outdoor NLOS area. The result shows an error of 4.5 m. Consequently, we concluded that the accuracy was comparable when the transmitter is stationary and when it is moving. Compared with conventional path loss, the model can measure distances of 3 m to 10 m, whereas the proposed method can estimate the “position” with the same accuracy in an outdoor environment. In addition, it can be expected to be used as a collision avoidance system that confirms the presence of strangers in the NLOS area.
Books on the topic "Advertising Simulation Methods"
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Naumov, Vladimir. Consumer behavior. ru: INFRA-M Academic Publishing LLC., 2020. http://dx.doi.org/10.12737/1014653.
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The book describes the basic issues concerning consumer behavior on the basis of the simulation of the decision-making process on buying behavior of customers in the sales area of the store and shopping Internet sites.
The classification of models of consumer behavior, based on research in the area of economic, social and psychological theories and empirical evidence regarding decision-making by consumers when purchasing the goods, including online stores. Methods of qualitative and quantitative research of consumer behavior, fundamentals of statistical processing of empirical data.
Attention is paid to the processes of consumers ' perception of brands (brands) and advertising messages, the basic rules for the display of goods (merchandising) and its impact on consumer decision, recommendations on the use of psychology of consumer behavior in personal sales.
Presents an integrated model of consumer behavior in the Internet environment, the process of perception of the visitor of the company, the factors influencing consumer choice of goods online.
Is intended for preparation of bachelors in directions of preparation 38.03.02 "Management", 38.03.06 "trading business" and can be used for training of bachelors in direction of training 43.03.01 "Service", and will also be useful for professionals working in the field of marketing, distribution and sales.
Conference papers on the topic "Advertising Simulation Methods"
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Shmatov, Georgy. "The Simulation of Efficiency Parameters of Periodical Advertising." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-55.
Full textAbstract:
With periodic advertisements, the effective scope changes in time as follows: increasing during the flight, and decreasing during a gap in advertising. This gives rise to the following tasks: research into the dependence of the effective scope of the audience on periodic advertisement placement parameters, i.e. flight duration, advertisement gap duration, memory lag; research into the dependence of flight scope on the quantity of intra-flight periods of ad placements, periodic advertisement budget optimisation. These goals can be achieved by media planning mathematical theory methods developed in the author’s earlier research works. This paper describes methods for analysing some indicators of periodic advertising effectiveness developed within the framework of a mathematical media planning theory, in particular the methodology for managing the level of communicative effectiveness of periodic advertising through changes in the duration of advertisement gap, memory lag, the quantity of intra-flight placements. The developed theory enables the analysis and forecast of the maximum, minimum and average audience scopes of periodic advertising depending on parameters of advertising impact intensity, flight duration, and advertisement gap. With the help of the developed methodologies, it is possible to manage the level of communicative effectiveness of periodicals by finding the optimum ratio of the above mentioned parameters. In addition, these techniques make it possible to optimise the budget for periodic advertising. In particular, the research work proposes a technique of quantitative optimisation of periodic advertisement placement parameters; exemplifying the technique of forecasting the value of the effective scope of a flight. The dependencies of the size of the audience coverage on the number of intra-flight periods are obtained. It has been defined that memory lag parameters limit the maximum attainable flight reach. It has been shown that the optimal advertisement budget at a chosen level of advertising impact intensity and at a preset memory lag depends on the ratio between the flight duration and advertisement gap.
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Heyn, Toby, Andrew Seidl, Hammad Mazhar, David Lamb, Alessandro Tasora, and Dan Negrut. "Enabling Computational Dynamics in Distributed Computing Environments Using a Heterogeneous Computing Template." In ASME 2011 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. ASMEDC, 2011. http://dx.doi.org/10.1115/detc2011-48347.
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This paper describes a software infrastructure made up of tools and libraries designed to assist developers in implementing computational dynamics applications running on heterogeneous and distributed computing environments. Together, these tools and libraries compose a so called Heterogeneous Computing Template (HCT). The heterogeneous and distributed computing hardware infrastructure is assumed herein to be made up of a combination of CPUs and GPUs. The computational dynamics applications targeted to execute on such a hardware topology include many-body dynamics, smoothed-particle hydrodynamics (SPH) fluid simulation, and fluid-solid interaction analysis. The underlying theme of the solution approach embraced by HCT is that of partitioning the domain of interest into a number of sub-domains that are each managed by a separate core/accelerator (CPU/GPU) pair. Five components at the core of HCT enable the envisioned distributed computing approach to large-scale dynamical system simulation: (a) a method for the geometric domain decomposition and mapping onto heterogeneous hardware; (b) methods for proximity computation or collision detection; (c) support for moving data among the corresponding hardware as elements move from subdomain to subdomain; (d) numerical methods for solving the specific dynamics problem of interest; and (e) tools for performing visualization and post-processing in a distributed manner. In this contribution the components (a) and (c) of the HCT are demonstrated via the example of the Discrete Element Method (DEM) for rigid body dynamics with friction and contact. The collision detection task required in frictional-contact dynamics; i.e., task (b) above, is discussed separately and in the context of GPU computing. This task is shown to benefit of a two order of magnitude gain in efficiency when compared to traditional sequential implementations. Note: Reference herein to any specific commercial products, process, or service by trade name, trademark, manufacturer, or otherwise, does not imply its endorsement, recommendation, or favoring by the US Army. The views and opinions of authors expressed herein do not necessarily state or reflect those of the United States Army, and shall not be used for advertising or product endorsement purposes.
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Hikima, Yuya, Yasunori Akagi, Naoki Marumo, and Hideaki Kim. "Online Matching with Controllable Rewards and Arrival Probabilities." In Thirty-First International Joint Conference on Artificial Intelligence {IJCAI-22}. California: International Joint Conferences on Artificial Intelligence Organization, 2022. http://dx.doi.org/10.24963/ijcai.2022/254.
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Online bipartite matching has attracted much attention due to its importance in various applications such as advertising, ride-sharing, and crowdsourcing. In most online matching problems, the rewards and node arrival probabilities are given in advance and are not controllable. However, many real-world matching services require them to be controllable and the decision-maker faces a non-trivial problem of optimizing them. In this study, we formulate a new optimization problem, Online Matching with Controllable Rewards and Arrival probabilities (OM-CRA), to simultaneously determine not only the matching strategy but also the rewards and arrival probabilities. Even though our problem is more complex than the existing ones, we propose a fast 1/2-approximation algorithm for OM-CRA. The proposed approach transforms OM-CRA to a saddle-point problem by approximating the objective function, and then solves it by the Primal-Dual Hybrid Gradient (PDHG) method with acceleration through the use of the problem structure. In simulations on real data from crowdsourcing and ride-sharing platforms, we show that the proposed algorithm can find solutions with high total rewards in practical times.