Journal articles on the topic 'Internet advertising'
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Wicker, Stephen B., and Kolbeinn Karlsson. "Internet advertising." Communications of the ACM 60, no. 10 (September 25, 2017): 70–79. http://dx.doi.org/10.1145/3048384.
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Markham, Scott, Rebecca Gatlin-Watts, and William Bounds. "Internet Advertising vs. Traditional Advertising." Journal of Promotion Management 6, no. 1-2 (March 2001): 3–17. http://dx.doi.org/10.1300/j057v06n01_02.
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Malchyk, M., and I. Adasiuk. "ADVERTISING IN THE INTERNET: THEORETICAL ANALYSIS AND FEATURES." Journal of Lviv Polytechnic National University. Series of Economics and Management Issues 5, no. 1 (June 1, 2021): 75–85. http://dx.doi.org/10.23939/semi2021.01.075.
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Purpose. The purpose of the article consists of theoretically analyzing advertising on the Internet and determining its species’ characteristics. Design/methodology/approach. The following methods were used in the research process: generalization, synthesis, grouping, induction, deduction, vertical, horizontal, tabular. Findings. This article highlights the analysis of the leading indicators of the Internet advertising market and the most popular advertising types in the network. Internet advertising’s main tasks as an essential tool of the marketing strategy of any kind of activity, a form of enterprise ownership, and business size are revealed. The classification of Internet advertising has been improved, where the main types are grouped according to the eleven features. The essence of every kind of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the feasibility of advertising tools, settings, minimizing risks in promotion, rational use of the advertising budget, and improving performance end of the show. A comparative assessment and features of the most popular types of advertising on the network revealed the advantages and disadvantages of Internet advertising to improve its theoretical analysis. Practical implications. The constant dynamics of the Internet market create an increase in advertising requirements on the part of the advertiser and the target audience. Advertising settings and targeting are systematically updated, some types of advertising are losing popularity, and others are being replaced. There are many problems in promoting products on the Internet, so this topic needs to improve the theoretical and practical approaches to the use of advertising on the Internet as part of enterprises and organizations’ business strategy. Originality/value. The development of the information society and the Internet affect people’s lives and new communication links in the business. Business on the Internet is not an advantage among competitors but a necessary condition in the marketing strategy. There is the growth of Internet users, the emergence of new advertising tools, thematic portals, search engines, websites, advertising platforms contributes have to make effects to the development of the Internet advertising market.
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Robinson, Helen, Anna Wysocka, and Chris Hand. "Internet advertising effectiveness." International Journal of Advertising 26, no. 4 (January 2007): 527–41. http://dx.doi.org/10.1080/02650487.2007.11073031.
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Stotland, Boris Igorevich. "The concept and features of Internet advertising as a result of intellectual activity." Право и политика, no. 2 (February 2022): 52–58. http://dx.doi.org/10.7256/2454-0706.2022.2.37462.
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In the era of digitalization, attracting attention to goods, works and services on the Internet is becoming increasingly difficult. In this regard, Internet advertising is becoming more creative, which may indicate that it should be considered as a result of intellectual activity. The author has studied in detail the signs and criteria of the protectability of advertising distributed on the Internet in order to identify the possibility of recognizing it as a result of intellectual activity. Special attention is paid by the author to the issues of copyright distribution on Internet advertising, which was created using artificial intelligence technology. As a result of the conducted research, the author analyzes and characterizes the signs and such criteria of the Internet advertising's protectability as creative character, originality and objective form in order to recognize it as a result of intellectual activity. The author draws conclusions about the need to recognize Internet advertising as works protected by copyright, if it meets the criteria of protection established by law. The author's special contribution to the research of the topic is the formulation of the definition of Internet advertising as a result of intellectual activity, and the procedure for distributing copyrights to advertising works created with the help of artificial intelligence in order to provide additional legal guarantees to the authors of such works is also proposed.
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Sadykova, Zh M., and A. U. Kussebay. "Advertising on the Internet." Рroblems of engineering and professional education 55, no. 4 (2019): 68–73. http://dx.doi.org/10.32523/2220-685x-2019-55-4-68-73.
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Tao Mei and Xian-Sheng Hua. "Contextual Internet Multimedia Advertising." Proceedings of the IEEE 98, no. 8 (August 2010): 1416–33. http://dx.doi.org/10.1109/jproc.2009.2039841.
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Jugenheimer, Donald W. "Advertising on the internet." New Jersey Journal of Communication 4, no. 2 (September 1996): 161–79. http://dx.doi.org/10.1080/15456879609367305.
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Boudreau, Marie‐Claude, and Richard T. Watson. "Internet advertising strategy alignment." Internet Research 16, no. 1 (January 2006): 23–37. http://dx.doi.org/10.1108/10662240610642523.
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Dimitri, Nicola. "Combinatorial advertising internet auctions." Electronic Commerce Research and Applications 32 (November 2018): 49–56. http://dx.doi.org/10.1016/j.elerap.2018.10.005.
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Fayvishenko, Diana, Oksana Melnichenko, and Kateryna Bogatyrova. "DEVELOPMENT TRENDS OF INTERNET ADVERTISING IN UKRAINE." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 Part 2 (December 2021): 24–27. http://dx.doi.org/10.31891/2307-5740-2021-300-6/2-4.
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The article considers the existing developments on the development of Internet advertising in Ukraine. The authors identified advantages and disadvantages of the development of Internet advertising in Ukraine, and studied the current trends. The article presents the development of Internet advertising in Ukraine. The advantages and disadvantages of the development of Internet advertising in Ukraine are identified, effective channels of interaction with contractors and buyers via the Internet are identified, tools are presented and the main trends and directions of media advertising development are highlighted. The market of advertising and pre-advertising budgets in favor of Internet advertising is analyzed. Emphasis is placed on the existing expert assessments of trends in the Internet advertising market and emphasizes the growing role of non-standard media and advertising in complex advertising and communication campaigns on the Internet. The indicators are analyzed and the results of media advertising research are presented on the basis of cross-analysis of survey data of the most important advertising agencies and advertising holdings, sites and sales houses of Ukraine, where the research results are advertising dynamics other devices. The conclusion is made on the use of non-standard communications in the direction of creative approach, deep knowledge of consumer audiences in the field of advertising on the Internet, adaptation of the target audience to digital platforms, targeting and flexibility of Internet advertising. The summary of the relevance of the direction of redistribution of advertising budgets in favor of Internet advertising is analyzed and summed up.
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Koshksaray, Amir Abedini, and Elnaz Nabizadeh. "Internet Advertising Pleasure and Purchase Intention." International Journal of Innovation in the Digital Economy 8, no. 4 (October 2017): 30–47. http://dx.doi.org/10.4018/ijide.2017100103.
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The purpose of this study is to provide some insights regarding the Internet advertising Pleasure, IAP. The recent negative trends and deficiencies in Internet advertising makes it imperative to study various factors affecting this area of marketing and explain why people have not enough willingness to click on advertisements. This study builds a comprehensive theoretical model explaining the internet advertising pleasure. By administrating a survey, the paper examined the 288 Internet users' reactions in Iran. A structural equation model and AMOS software were used to analyze the data. A total of five latent variables of internet advertising pleasure were examined: prior experience, website pleasure (attitude toward website), and arousal as antecedents; and attitude toward brand and purchase intention as consequences. The paper found that regardless of “Website pleasure” and “Arousal,” these constructs successfully explain Internet advertising pleasure by incorporating advertising relaxedness, advertising happiness, and advertising satisfaction. The prior experience was found to be the most significant for explaining Internet advertising pleasure. This study offers one of the first attempts to build a comprehensive theoretical model explaining Internet Advertising Pleasure, IAP. Second, this study offers a new scale for internet advertising pleasure with higher content validity.
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ARKHYPOVA, Tetiana, and Nataliya AVRAMENKO. "INTERNET ADVERTISING AS A TOOL FOR DIGITAL MARKETING OF THE ENTERPRISE." Herald of Khmelnytskyi National University. Economic sciences 318, no. 3 (May 25, 2023): 63–67. http://dx.doi.org/10.31891/2307-5740-2023-318-3-9.
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The article reveals the peculiarities of using Internet advertising as a tool of digital marketing of the enterprise from a practical point of view. It is defined that Internet advertising is advertising that is placed on the Internet, especially on recommended and popular websites, with the purpose of presenting products on the Internet to a wide audience. The following types of Internet advertising are characterized: social media advertising (works best for businesses that are active on social media and have a large following), paid search advertising (allows businesses to attract the attention of the audience in a more targeted way than with conventional search), native advertising (ads look like “apps” that follow the searcher’s path to discovery), display advertising (ad networks can use data and machine learning to offer businesses more effective targeting strategies and more relevant ads), contextual advertising (works on the “pay-per-click” principle), teaser ad (a standard ad consists of a title, text and image), e-mail marketing (a type of Internet advertising in which letters are sent to the postal addresses of customers), Push notifications (a small rectangular block with images and text that appears in the lower right corner of the screen), advertising in mobile applications (allows you to reach potential customers using smartphones, devices that are actively used during the day), advertising in messengers (the company can advertise its products through group chats or create a community for quick communication with customers), content marketing (involves creating relevant content for the audience that answers their specific requests), video advertising (allows you to tell stories about the company’s activities, in particular about products, emphasize its advantages and demonstrate the individuality of the brand), targeted advertising (delivers advertising messages to customers based on their specific characteristics, interests and preferences). The main trends in the development of digital advertising in Ukraine are highlighted. It was found that in addition to the main types of Internet advertising, in recent years, enterprises began to actively use other types of Internet advertising tools, such as: online games, e-mails, pop-up windows, etc. It has been established that Internet advertising should be called one of the most flexible digital marketing tools for promoting and selling products on the market. It was determined that today Internet advertising is a promising way to widely promote the activities of enterprises in the virtual space. It has been established that Internet advertising has a number of advantages, in particular, a large cycle, rapid dissemination of information, high informativeness, promptness of updating information, the possibility of feedback, unobtrusive advertising links. The purpose of Internet advertising is to use the opportunity to present to the audience such information as text, graphics, sound, video images, thereby providing as much information as possible about products.
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Shij, Tan Dai, and Francis Piron. "Advertising agencies and advertisers' perceptions of internet advertising." International Journal of Advertising 21, no. 3 (January 2002): 381–97. http://dx.doi.org/10.1080/02650487.2002.11104938.
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Hanafizadeh, Payam, and Mehdi Behboudi. "The Right Format of Internet Advertising (RFIA)." Information Resources Management Journal 26, no. 2 (April 2013): 20–42. http://dx.doi.org/10.4018/irmj.2013040102.
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This study was designed to provide some insights into how Iranian marketers can find the right format of Internet advertising. Recent negative trends in Internet advertising, such as “banner blindness” and extremely low click-through rates, make it imperative to study various factors affecting the right format of Internet advertising. Therefore, this study builds a comprehensive theoretical model explaining how marketers are able to find the right format of Internet advertising. Accordingly, seven latent variables related to the right format of Internet advertising were examined: objective ad features, subjective ad features, product type, user types, ad types, advertising strategy, and ICT condition. It was found that these constructs successfully explain how marketers can find the right format of Internet advertising. Product involvement is found to be the most significant antecedent explaining the right format of Internet advertising.
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Konečný, Michal, Róbert Világi, Yaroslava Kostiuk, and František Pollák. "Analysis of the Czech Advertising Market and its Main Players." SHS Web of Conferences 135 (2022): 01006. http://dx.doi.org/10.1051/shsconf/202213501006.
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At a time of global crisis, also at a time of accelerated digitalisation of businesses, sensible investment in communication with their customers is becoming very topical. The paper focuses on the development of investments in Internet advertising in the period 2012-2020. The method used for the research was a comparative analysis, which showed that the amount of money invested in internet advertising increased every year and that, unlike other types of advertising, no year was recorded for internet advertising during the period under review, when the value of investments in a given year would be lower than the value in the previous year. The results show that online advertising is taking an increasing share of total advertising investment. Another finding is that television advertising maintains a dominant position in the advertising market and is not directly affected by the development of investment in Internet advertising. However, the growth of investment in Internet advertising has a direct impact on the volume of investment in print advertising and OOH (Out of Home) advertising. The given types of media showed the largest decrease in terms of market share and negatively copied the development of investments in Internet advertising. In the case of radio advertising, there was also a decrease, but its dependence on Internet advertising has not been proven. However, the question arises as to the development of investments in the coming years. It is possible to anticipate the continuing strengthening of the role of Internet advertising and it will also be interesting to see whether Internet advertising will jeopardize the position of TV advertising. The results of the research will help both researchers and companies in the process of their decision to invest in selected types of advertising.
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Lutsenko, Oleksandra, and Kateryna Tsymbaliuk. "ANALYSIS OF THE USE OF PROJECT MANAGEMENT TOOLS BY UKRAINIAN COMPANIES." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (December 3, 2021): 288–93. http://dx.doi.org/10.31891/2307-5740-2021-300-6-44.
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The article defines the essence of Internet advertising, analyzes the current state and volume of Internet advertising in comparison with other types of media advertising; the essence and types of Internet promotion, application of Internet promotion tools are considered and their comparison is made. The main indicators of the Internet advertising market in Ukraine are analyzed and the most popular types of online advertising are identified. The main tasks of Internet advertising as an important tool of marketing strategy for any activity are revealed. The classification of advertising on the Internet has been improved, the main types are grouped according to eleven selected features. The essence of each type of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the appropriateness of advertising tools, settings, minimize risks in promotion, rational use of advertising budget, increase performance after the show. Also, a comparative assessment and features of the most popular types of advertising, revealed the advantages and disadvantages of Internet advertising in order to improve its theoretical analysis. The article discusses the theoretical foundations of Internet marketing, analyzes the use of Internet marketing tools, investigates the introduction of innovative Internet marketing trends in the activities of modern enterprises. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, ie search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, and Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to new business conditions are catching up with new trends, think of a quality marketing strategy.
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Liman, Vitaly, and Olena Polova. "FEATURES OF INTERNET ADVERTISING OF HOTEL BUSINESS ENTERPRISES IN THE UKRAINIAN INTERNET SEGMENT." "EСONOMY. FINANСES. MANAGEMENT: Topical issues of science and practical activity", no. 4(66) (December 30, 2024): 133–50. http://dx.doi.org/10.37128/2411-4413-2023-4-9.
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The article analyzes the use of the main types of Internet advertising by hotel business enterprises. The peculiarities of the use by hotel business entities in the Ukrainian Internet segment of such types of Internet advertising as search optimization of the hotel website, «Google My Business» service, contextual advertising, partnership with online reservation services, advertising in social networks are given. Basic requirements for the website of the hotel enterprise are generalized. Such indicators of ease of use of the site as easy availability of basic information, cross-browser compatibility, download speed and others are described. Recommendations for the modern design style of the hotel website are given. The expediency of multilingual hotel website is substantiated. The main components of the information content of the website of the hotel enterprise are described - the conditions of booking and accommodation, the appearance of the rooms, information about the location of the hotel, etc. The main requirements for the hotel website were analyzed. On the basis of statistical data of thematic search queries in Ukrainian and foreign languages, the relevance of attracting thematic traffic to the hotel website in both Ukrainian and foreign languages has been proven, and recommendations for the implementation of such attraction have been given. Such means of obtaining foreign language traffic by the site as creating foreign language mirrors of the hotel site and including foreign language key phrases in the metatags and pages of the site are described, which allows to increase the visibility of the site in search engines by expanding its semantic core and increasing positions in thematic search results. The peculiarities of the use of the contextual advertising to attract potential hotel customers were studied and its advantages and disadvantages were described. The specifics of contextual advertising in the Ukrainian Internet segment are determined, in particular, the need for separate adjustment of this type of advertising in the google.com and google.com.ua push systems. Advertising formats and specifics of advertising of the hotel enterprises in social networks are described. The specifics of the using the «Google My Business» service for advertising hotel enterprises are analyzed in detail. Recommendations are given for registering a hotel business enterprise in this service and administering of the created account is made. Reasoned Recommendations regarding the content and completeness of the information in the hotel card in the «Google My Business» service, and the correspondence of this information to the content of the hotel website are justified.
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Aganina, R. N., and T. A. Andronova. "INTERNET-ADVERTISING IN THE AGE OF DIGITALIZATION." Courier of Kutafin Moscow State Law University (MSAL)), no. 7 (September 16, 2020): 44–52. http://dx.doi.org/10.17803/2311-5998.2020.71.7.044-052.
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Due to affordability and wide audience reach, the Internet has become a leader among the ways of advertising distribution. Considering this, the Russian legislator for several years has been trying to resolve issues connected with distribution of advertising on the Internet, but even with a cursory glance at the legal support of this institution, a significant number of «white spots» are found. At present, new types of advertising are also appearing. They are inherent directly to the Internet. In this regard, the article deals with issues connected not only with the new types of Internet advertising, but also with legal regulation of this method of advertising. Analyzing the issue of legal regulation of advertising distribution on the Internet, the authors come to the conclusion that it is necessary to regulate this issue in the Federal Law of March 13, 2006. № 38-FL «On Advertising». The article also considers the numerous types and subspecies of Internet advertising and presents its classification.
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Iha Haryani Hatta, Widarto Rachbini,. "E-Lifestyle And Internet Advertising Avoidance." Jurnal Manajemen 22, no. 3 (October 24, 2018): 435. http://dx.doi.org/10.24912/jm.v22i3.432.
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E-lifestyle behavior towards avoiding internet advertising needs to be known to design an advertisement on the internet, so that the tendency of avoiding internet advertising can be reduced.Therefore, research on e-lifestyle and internet advertising avoidance is needed which aims to find out the influence of each e-lifestyle on Internet advertising avoidance and the behavior of each e-lifestyle towards Internet advertising avoidance activities. The population of this study is Internet users. A sample of 200 Jakarta residents were selected by purposive sampling technique. Data were analyzed using Structural Equation Modeling (SEM). The results obtained after the data were analyzed show that need-driven, interest-driven, entertainment-driven, sociability-driven, and novelty-driven influence the avoidance of Internet advertising. But Importance-driven and concern-driven e-lifestyle have no influence. In addition, entertainment-driven e-lifestyle has the largest factor loading value on average. This indicates that the majority of respondents are entertainment-driven in using the Internet everyday.
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Behboudi, Mehdi, and Amir Abedini Koshksaray. "Online Advertising." International Journal of Innovation in the Digital Economy 8, no. 4 (October 2017): 1–17. http://dx.doi.org/10.4018/ijide.2017100101.
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This study expands previous models of avoidance on online advertising, in particular, Cho and Cheon (2004)'s model, and examines two new dimensions on why people avoid advertising on the Internet. The study presents a comprehensive theoretical model and examines seven exogenous latent variables based on structural equation modeling, SEM. By using SEM the authors found that seven latent variables including user-perceived ad quality, internet life style, primary motives, gender differences (initial ad avoidance), perceived ad clutter, prior negative experience, and perceived goal impediment (further ad avoidance) collectively explain why people avoid advertising on the Internet. The authors found that avoidance has two key dimensions «initial ad avoidance» and «further ad avoidance.”
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Schlosser, Ann E., Sharon Shavitt, and Alaina Kanfer. "Survey of Internet users’ attitudes toward Internet advertising." Journal of Interactive Marketing 13, no. 3 (January 1999): 34–54. http://dx.doi.org/10.1002/(sici)1520-6653(199922)13:3<34::aid-dir3>3.0.co;2-r.
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Schlosser, Ann E., Sharon Shavitt, and Alaina Kanfer. "Survey of Internet users' attitudes toward Internet advertising." Journal of Interactive Marketing 13, no. 3 (1999): 34–54. http://dx.doi.org/10.1002/(sici)1520-6653(199922)13:3<34::aid-dir3>3.3.co;2-i.
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Samahalska, Yustyna. "LEGAL REGULATION OF INTERNET ADVERTISING." Visnyk of the Lviv University. Series Law, no. 66 (May 25, 2018): 208–14. http://dx.doi.org/10.30970/vla.2018.66.8153.
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Lee, Sihoon. "Internet Advertising Standard Organization Design." JOURNAL OF SOCIAL SCIENCES 30, no. 1 (June 30, 2011): 163. http://dx.doi.org/10.18284/jss.2011.06.30.1.163.
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Krishnan, Sandhya G., and Priya Sachdeva. "Brand Promotion Through Internet Advertising." Media Watch 2, no. 2 (July 2011): 28–30. http://dx.doi.org/10.1177/0976091120110205.
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Kropyvko, Viktoriia Vitaliivna. "Political advertising in internet communications." Politicus, no. 1 (2022): 61–65. http://dx.doi.org/10.24195/2414-9616.2022-1.10.
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Stříteský, Václav, and Marek Stříteský. "Demographic Targeting of Internet Advertising." Acta Informatica Pragensia 3, no. 2 (December 30, 2014): 137–53. http://dx.doi.org/10.18267/j.aip.42.
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Ellen Gordon, Mary, and Kathryn De Lima‐Turner. "Consumer attitudes towards Internet advertising." International Marketing Review 14, no. 5 (October 1997): 362–75. http://dx.doi.org/10.1108/02651339710184316.
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Paton, David, and Neil Conant. "Internet advertising by UK firms." Journal of Strategic Marketing 10, no. 2 (January 2002): 115–33. http://dx.doi.org/10.1080/09652540210125279.
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Francis, Shayla, Katarzyna Z. Kozak, Lauren Heilig, Kristy Lundahl, Terri Bowland, Eric Hester, Arthur Best, and Robert P. Dellavalle. "Dermatology Internet Yellow Page advertising." Journal of the American Academy of Dermatology 55, no. 1 (July 2006): 67–70. http://dx.doi.org/10.1016/j.jaad.2006.03.021.
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Thiers, B. H. "Dermatology Internet Yellow Page advertising." Yearbook of Dermatology and Dermatologic Surgery 2007 (January 2007): 281. http://dx.doi.org/10.1016/s0093-3619(08)70568-9.
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Drèze, Xavier, and François-Xavier Hussherr. "Internet advertising: Is anybody watching?" Journal of Interactive Marketing 17, no. 4 (January 2003): 8–23. http://dx.doi.org/10.1002/dir.10063.
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Behboudi, Mehdi, and Hamideh Mokhtari. "Online Advertising." International Journal of Innovation in the Digital Economy 8, no. 3 (July 2017): 49–64. http://dx.doi.org/10.4018/ijide.2017070104.
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The purpose of this chapter is to provide some insights into advertisements on the Iranian websites. Firstly, in publisher side, is the ethic a matter of fact in accepting Internet advertisements to publish? Second, to provide a preliminary insight into the advertising of pleasant and objectionable products, which one is more? Third, what kind of the involvement (rational or emotional) used more to publish Internet advertisements? In pursuing these goals, the content of 649 ads through 205 websites and 751 ads through 138 weblogs was analyzed. Content analysis was used to verify the data. In order to avoid the miscoding of contents, two researchers conducted the analysis and Intercoder reliability used to this goal. The authors found that (1) all 649 analyzed ads in Iranian websites are belonged to ethical ads and no unethical advertisement found at websites, (2) the majority of published advertisements are belonged to “high involvement product with rational appeal”, (3) the “objectionable product ads” at Iranian weblogs (%68) was more “pleasant product ads” (%32). This study by analyzing 1400 advertisements gives managers some insights and solutions regarding to advertising on the Iranian Internet domains. These experimental evidences regarding to ethics, pleasant and objectionable products and the type of involvement in Internet advertising in Iran have attracted little research attention.
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Agboola, AbdulhameedKayode, and Lambe Mustapha. "IMPLICATIONS OF INTERNET ADVERTISING ON NEW MEDIA ENTREPRENEURSHIP: A BOON OR BANE?" International Journal of Research -GRANTHAALAYAH 3, no. 6 (June 30, 2015): 7–16. http://dx.doi.org/10.29121/granthaalayah.v3.i6.2015.2995.
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Internet advertising implies advertising using the internet as a platform. It is a marketing strategy which deals with attracting web traffic and delivering marketing messages to appropriate targets using the internet as a medium. Internet advertising has no doubt positively revolutionized the sector of commerce. It has simplify and made more effective the communication between entrepreneurs and their potential customers. This study discusses among other things the advantages of internet advertising which include: reaching significantly more people than the traditional advertisement media at a cheaper rate for large scale businesses especially the international ones. But on the contrary, internet advertising can expose marketing materials of a competitor which can be copied by anyone and use for purposes detrimental to such competitor’s business. This paper argues that since there is no censorship on the internet, it is difficult or at worst impossible to scrutinize and regulate advertisements online making teenagers and young children to be vulnerable. This study proffers that one major threat that internet advertising may need to combat is policy. It is not that internet advertisement is illegal, but the freedom associated with it becomes limited when policies are formulated day by day. Also, from another perspective, the internet itself has become a threat to internet advertising due to emerging measures to curb and control unsolicited messages and adverts to be specific. This paper concludes that the level of optimism as regards the future of internet advertising is on the rise as it responds rapidly to technological advancement. There seem to be a very bright light at the end of the tunnel as internet is reaching to the nooks and crannies of the globe. So far, internet advertising has the highest ROI and is promising to improve, and at worst to maintain the status quo. Therefore, there is no doubt that alongside potential challenges, internet advertising holds for a bright future.
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Amironesei, Aura-Elena. "Advertising in the metaverse. A quasi-legal overview." SHS Web of Conferences 177 (2023): 02003. http://dx.doi.org/10.1051/shsconf/202317702003.
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Maybe it started as traditionally and old-fashion as possible, just with billboards and postcards. Then radio. Television. Digital billboards on the streets. Telephones. Internet. And from the internet.. things just exploded – an unprecedented explosion. The internet was maybe the Big Bang of the advertising. The moment advertising have started expanding everywhere and in any possible shape: videos, photos, articles, bots, GIFs, voices, online advertising, personalised advertising, targeted advertising, display advertising, search advertising, programmatic advertising, advertising by use of the internet-of-things (IoT). When one could say that the state of arts in advertising was reached and that expanding advertising universe started to cool down, technology went further again. A virtual and limitless world has been created and with it, the potential of advertising has been once again unveiled. Advertising was re-born in a new universe, the metaverse, claimed to be lawless. This paper will focus on how ‘lawless’ is the advertising in the metaverse and what possible legal issues might be encountered by publishers, advertisers, influencers and consumers.
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Sinclair, John, and Rowan Wilken. "Sleeping with the Enemy: Disintermediation in Internet Advertising." Media International Australia 132, no. 1 (August 2009): 93–104. http://dx.doi.org/10.1177/1329878x0913200110.
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The advent of internet advertising has changed the basis of the intermediary role which the advertising agency traditionally has occupied between advertisers and the media. This is disintermediation, or ‘cutting out the middle man’. The intrinsic and distinctive properties of the internet as a commercial medium, and its interactive character, have given rise to the phenomenon of search advertising, which diminishes the need for an advertising agency. This article outlines and analyses the challenge which Google and the other search services pose to advertising agencies, and the strategies which the global advertising industry has been taking up in response. In particular, evidence of Google's steps towards assuming the functions of an advertising agency, and even of a traditional advertising media owner, are canvassed, and set against an account of the global agency groups’ moves into specialist digital companies, and how they are working with the search services.
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Abtahi, Masumeh Sadat, Leila Behboudi, and Hamideh Mokhtari Hasanabad. "Factors Affecting Internet Advertising Adoption in Ad Agencies." International Journal of Innovation in the Digital Economy 8, no. 4 (October 2017): 18–29. http://dx.doi.org/10.4018/ijide.2017100102.
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The purpose of this study is to identify factors affecting adoption of Internet advertising in advertising agencies. The paper provides preliminary insights into why ad agencies are reluctant to recommend Internet advertising to their clients. A theoretical framework was developed by scrutinizing the body of literature. The gathered date was verified by 294 academic and practical experts in the field of marketing and advertising. In pursuing this goal, a questionnaire was designed to validate factors affecting the adoption of Internet advertising. Results indicate that 18 variables in the form of three key factors, namely “technical knowledge of account manager,” “e-commerce readiness of country” and “agencies' ability of Internet adoption” affect adoption of Internet advertising in ad agencies. It was found that e-commerce readiness of a country is the critical factor in adopting internet advertising in ad agencies. This is the first study which addresses the adoption of Internet advertising in ad agencies. This study reports that while government does not provide infrastructure required for the advancement of e-commerce (readiness), the ad agencies still will recommend previous ad channels to their clients.
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Romanova, I., and D. Bolshakova. "IMPACT OF HIDDEN ADVERTISING ON THE INTERNET ON CONSUMER BEHAVIOR CLIENTS OF INTERQUADRUM LLC COMPANY." TRANSBAIKAL STATE UNIVERSITY JOURNAL 28, no. 10 (2022): 111–23. http://dx.doi.org/10.21209/2227-9245-2022-28-10-111-123.
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In the modern world, the traditional promotion of goods and services is losing its effectiveness. Currently, hidden advertising on the Internet is of the greatest interest. The information and communication network has unique opportunities to create the illusion of choice, manage opinions and get the appropriate result - the trust and loyalty of the audience, the growth of interest and, as a result, an increase in sales, an increase in turnover. The relevance of the research topic is due to several factors: – firstly, in conditions of information overload, standard advertising methods no longer bring the expected results, so it is necessary to study the influence of hidden advertising on consumer behavior; – secondly, Russian users have crossed the world average and spend almost 8 hours a day on the Internet, so one of the most convenient platforms for introducing hidden advertising is the Internet; – thirdly, hidden advertising on the Internet appeared relatively recently, and still remains a topic that has not been studied by researchers. The object of the study is hidden advertising on the Internet. The subject of the study is the influence of hidden advertising on the Internet on consumer behavior (on the example of the clients of Interkvadrum LLC). The purpose of the study is to analyze the impact of hidden advertising on the Internet on the consumer behavior of the clients of Interkvadrum LLC based on the research carried out by the author and develop practical recommendations for the company on the use of hidden advertising on the Internet. The purpose of the study determines the formulation and solution of the following tasks: – to study the concept, essence and types of hidden advertising on the Internet; – consider the impact of hidden advertising on the Internet on consumer behavior; – to study technologies and methods of influence of hidden advertising on the Internet on consumer behavior; – describe the types and methods of hidden advertising on the Internet, developed and used by Interkvadrum LLC, and characterize the consumer behavior of its customers; – to organize and conduct a study of the influence of hidden advertising on the Internet on the consumer behavior of the clients of Interkvadrum LLC; – to analyze the impact of hidden advertising on the Internet on the consumer behavior of Interquadrum LLC clients and develop practical recommendations for its application. The methodological basis of the study was general scientific and special research methods. Among the general scientific methods of research, analysis, synthesis, generalization, induction and deduction were used. To achieve the goal of the study, the following special research methods were identified: from field research methods – a sociological quantitative survey method (absentee questionnaire survey of clients of Interkvadrum LLC), from desk research methods – a marketing method of economic and mathematical analysis, which involves the analysis of the sale of goods, about which there was a speech in the hidden advertising messages placed by the company on the Internet. The results of a study of the influence of hidden advertising on the Internet on the consumer behavior of the clients of the LLC Interquadrum company are presented. The effectiveness of the types and methods of hidden advertising on the Internet developed by the author of the study on the basis of socio-psychological methods of influencing the consumer behavior of the clients of Interkvadrum LLC has been experimentally and practically established. Approbation of the influence of the proposed types of hidden advertising on the Internet on the consumer behavior of customers was carried out, which showed the expediency of their use in hidden advertising campaigns of the LLC Interkvadrum company. The problems of using various types and methods of hidden advertising on the Internet on the consumer behavior of the clients of Interkvadrum LLC are identified and practical recommendations for its use are developed
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Tseng, Chung-Hui, and Tseng-Lung Huang. "Internet advertising video facilitating health communication." Internet Research 26, no. 1 (February 1, 2016): 236–64. http://dx.doi.org/10.1108/intr-09-2014-0217.
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Purpose – Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how narrative advertising video on internet, narrator flow and online audience characteristics influence the health communication effects and depression prevention messages of public service advertisements. Design/methodology/approach – This study uses two experimental designs. The first contrasts the effectiveness of persuasion between narrative and argument advertising videos on internet, while the second contrasts the effectiveness of persuasion between narrators with high and low flow. This study employed partial least squares path modeling to validate the research structure hypothesis. Findings – Empirical results indicate that internet narrative advertising video is not direct, but rather draws on flow and positive anticipated emotions to stimulate the production of online audience intention to adopt health risk-reducing behaviors. Compared with narrative advertising video, which influences intention to adopt health risk-reducing behaviors through flow and positive anticipated emotions, narrator advertising video with an emotionally invested high-flow narrator can strengthen online audience intention to adopt risk-reducing behaviors more directly and positively. Practical implications – The study results can provide elements to assist in the design of online advertising video on depression prevention and health promotion. Originality/value – In this study, the dialogue among narrative theory, emotional contagion theory, and anticipated emotions theory is constructed, and an integrated conceptual framework is developed for the relationship between internet advertising video type and the health communication.
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Idemudia, Efosa. "A Comprehensive Summary Review of Internet Advertising and Online Market Places that Provides Detailed Insights and Understanding On What Information Systems Discipline is About." International Journal of Technology Diffusion 5, no. 1 (January 2014): 56–72. http://dx.doi.org/10.4018/ijtd.2014010105.
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To the best of our knowledge there has been no study that has published a literature review of Internet advertising, online market places, and social e-commerce in the Information System discipline journals. Publishing such articles relating to literature reviews of online market places and Internet advertising is extremely important and essential for the following reasons: (1) to provide insights and understanding to social media and online firms on strategies that can be implemented to improve Internet revenues and click-through rates, (2) provide a comprehensive analysis of some of the most influential studies in Internet advertising and social e-commerce, (3) present some of the benefits and limitations of prior studies in Internet advertising and social e-commerce, (4) encourage scholars and researchers in all disciplines to educate and enlighten college students on what Information systems consist of, and (5) present techniques to measure the effectiveness of Internet advertising and the vast monetary value of Internet advertising.
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Eka Santi, Devita. "PERAN ONLINE ADVERTISING PADA PEMASARAN AXIS." SOURCE : Jurnal Ilmu Komunikasi 6, no. 1 (April 28, 2020): 58. http://dx.doi.org/10.35308/source.v6i1.1768.
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Abstract: In this era of the growth of technology, the internet user is significantly increasing each year. During advertising activities, companies start using internet to advertise their products or services. Online advertising activities keep increasing dramatically. Advertising business do much more activities on internet to send message as marketing form to audiences. There are various online advertising using the internet nowadays. Online advertising is done to build awareness until purchase decision of the products or services which has been advertised to the audiences. In this research has been described various types of online advertising that has been done by Axis, such as search engine optimization, search engine marketing, social media advertising, and placement banner. Online advertising which has been done by Axis is to build awareness, consideration, purchase decision to the audiences who access the online advertising. Online advertising is done to reach the target audiences of Axis and instill Axis brand in the mind of the audiences (top of mind) Keywords: Advertising, Online Advertising, Build Awareness, Purchase Decision
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LOZOVSKA, Hanna, Valeriia PROKOPENKO, and Aliona LAZUTKINA. "THE ROLE OF INTERNET ADVERTISEMENTS IN THE COMPANY ADVERTISING MANAGEMENT." Ukrainian Journal of Applied Economics 5, no. 3 (September 7, 2020): 289–96. http://dx.doi.org/10.36887/2415-8453-2020-3-31.
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Introduction. The national problem of timely delivery of goods from production to the population, the formation of demand for them, taking into account the socio-demographic characteristics of certain groups of consumers, the education of the rational needs of people requires advertising. Its role is especially growing in a market economy, competitive environment, constant updating of the range of goods, the complexity of the design of many household goods. Comprehensive information for the population about consumer properties and ways of using goods are the most important tasks of advertising. The purpose of this article is to research features of Internet advertising in the company advertising management. Results. The features of Internet advertising to promote products on the market is considered. The main types of Internet advertising and their features in the company management system are studied. The main advantages of Internet advertising and its shortcomings in the system of marketing tools to promote products on the market are highlighted. The volume of the Internet advertising market, the volume of the search advertising market in Ukraine, the share of social media and messengers, %, the share of Mobile in media Internet advertising, % were studied. It is established that the volume of the Internet advertising market in 2019 in Ukraine amounted to 12.6 billion hryvnias, which exceeds the results of 2018 by 35%, the share of mobile paid search in 2019 increased to 73% compared to 66% in 2018 and 56% in 2017. The share of advertising expenditures in social media and messengers in agencies continues to grow actively and in 2019 the scale was 45.5%, which is 11% more than in 2018. The share of mobile in online Internet advertising continues to grow and reached 47.7% in 2019. The share of digital video has slightly increased compared to 2018. Conclusions. As a means of communication between the company and its consumers, Internet advertising creates new opportunities, in particular related to the personification of contact and dialogue between both stakeholders. As a form of interpersonal communication, online advertising acts both as a means of self-expression and as a means of forming interest groups. Its role is also important in other spheres of society. Keywords: marketing, advertising management, online advertising, targeted advertising, social networks, key performance indicators, cost per click, cost per 1000 impressions.
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Meghna Rishi. "Synergy between Internet Technology and Traditional Media: A Perspective on Indian Marketers." Journal of Technology Management for Growing Economies 2, no. 1 (April 25, 2011): 89–101. http://dx.doi.org/10.15415/jtmge.2011.21005.
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There has been limited research in the Indian Internet advertising space and this paper explores the media preferences of Indian marketers highlighting their attitude towards the new medium. Since Internet penetration is rising in India, the research also identifies whether advertisers prefer a synergy between the traditional mediums and Internet Technology for their advertising campaigns. The paper is based on empirical research conducted amongst 69 Indian marketers/ advertisers belonging to New Delhi and Mumbai (India) and 50 Indian advertising/ online agency professionals. Advertisers have been chosen from industry verticals including Banking and Financial Institutions, Automobile, Fast Moving Consumer Durables (FMCG) and Telecom because they include the top advertising spenders in India (KPMG and FICCI, 2010). Views from advertising agency professionals, published in trade magazines, are considered to further substantiate the research findings through industry inputs. Based on some unique strengths of Internet advertising , Indian marketers respond positively towards including Internet in the media mix and believe in drawing synergy between Internet and traditional mediums. However they are still apprehensive about the efficacy of the medium. Indian advertising agency professionals consider it important to include Internet in the media mix, however they do not push the medium aggressively. The study identifies that Indian marketers and advertisers prefer to use Internet Technology and web advertising, in a campaign\'s media mix only when the campaign is also run on traditional mediums. In seclusion, the medium is not the preferred choice for advertising. The paper pinpoints the reasons for the slow acceptability of Internet advertising amongst Indian marketers and suggests learning of advertising agency professionals to leverage maximum benefit out this interactive medium. The paper also offers insight to academicians who wish to explore the changing dimensions in communication management
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Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (March 31, 2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.
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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of on line advertising and usefulness and the reasons for using online advertisement. For this the study takes percentage and Lickert’s scaling techniques.
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Hassan, Dahir Ahmed, and Sadak Mohamud Hassan. "A Study on the Effect of Internet Advertising on Somali Business." East African Journal of Business and Economics 5, no. 1 (September 30, 2022): 260–68. http://dx.doi.org/10.37284/eajbe.5.1.865.
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The Internet is becoming an important advertising tool in Somali business. While the number of internet users in Somalia has increased in the last ten years, some businesses in Somalia have also focused on internet advertising to increase their customers and have increased their spending on internet advertising to attract Customers. Businesses always focus on young people with an understanding of profit and a desire to turn them into loyal customers. In a way, they want to turn them into “unchanging” customers. Businesses reflect the change in their marketing understanding. Businesses are digitising their understanding of marketing and trying to catch young people in their pockets with the Internet they carry in their pockets. The most effective weapon that can do this is advertising. The change experienced also affects the advertising medium, leaving the traditional understanding of advertising and shifting itself to the digital platform. There is almost no research on internet advertising in Somalia business. For this reason, the aim of this study is to explain the changing marketing and trade understanding of businesses in Somalia and focus on understanding Somali people’s attitudes and behaviours towards internet advertising and online shopping. To facilitate this, 250 participants who are assumed to be more interested in the Internet were selected as a sample and fieldwork were conducted. In the conclusion part of the study, it was seen that Businesses had increased their interest in the Internet in the last ten years and they have found internet advertising effective. As a result, although e-commerce is not very developed in Somalia, it can be said that people have increased their desire to shop online.
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Virotchenko, Svitlana, and Anastasia Zinova. "Interenet ads as a form of Internet communication. Specifics of translation. (based on the material of the Chinese and English languages)." 97, no. 97 (June 28, 2023): 15–21. http://dx.doi.org/10.26565/2786-5312-2023-97-02.
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The aim of the article is to study specifics of Internet advertising as a communicative process in virtual discourse. The relevance of the chosen topic is determined by accelerated technological development, modification of Internet communication with the participation of the latest elements of technology and software, and the evolution of communication processes. The tasks of the research are to consider the theoretical origins of formation of Internet communication; to distinguish the concept of Internet advertising; to analyze the peculiarities of Internet advertising in the context of virtual discourse. The object of the article is Internet advertisements. The subject of the research is elements of translation and adaptation of Chinese and English texts of Internet advertisements in Ukrainian. The article examines the phenomenon of Internet advertising as a form of Internet communication. The theoretical origins of the formation of Internet communication are considered. A general overview of the characteristics of Internet communication is provided, namely, its cross-border nature, expressiveness, illustrativeness of texts, the use of a significant number of graphic elements in messages is examined. It is noted that in the communicative processes inherent in online communication, a widespread combination of oral and written forms of speech appears in order to further improve, modify and obtain new opportunities for the implementation of online forms of communication, which have become an integral part of life of modern society. The concept of Internet communication is defined as a modern communication process that has deeply entered life of society. The concept of Internet advertising is distinguished. It is noted that online advertising is a form of communication process used in cases of finding and selling a product, service or brand through channels determined by the virtual environment. The peculiarities of Internet advertisement as a small-form text that exists separately in virtual space are analyzed. The characteristics of Internet advertisement in the context of virtual discourse, its types and forms are studied.
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Koshksaray, Amir Abedini, and Kambiz Heidarzadeh Hanzaee. "Which E-Lifestyle Avoids Internet Advertising More?" International Journal of Innovation in the Digital Economy 5, no. 4 (October 2014): 22–36. http://dx.doi.org/10.4018/ijide.2014100102.
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This study aimed at finding out which e-lifestyles avoid internet advertising more. To this aim, a survey was conducted on 412 students working with internet. Structural Equation Modeling approach was used for estimating the validity of research constructs and multiple regression was utilized for hypothesis testing. According to the findings, individuals with interest-driven e-lifestyle avoid from internet advertising more than others. Novelty-driven, importance-driven, sociability-driven, need-driven, entertainment-driven, and uninterested or concern-driven e-lifestyles avoid from internet advertising, respectively. This study has considered e-lifestyle's avoidance from internet advertising for the first time. It is the first attempt to investigate which e-lifestyle avoids internet advertising more. Also, it is the first study modifying research data according to the significant effect of “the average hours of using internet” and controlling and analyzing the effect of this variable.
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Bilić, Paško, and Jaka Primorac. "The Digital Advertising Gap and the Online News Industry in Croatia." Medijske studije 9, no. 18 (February 15, 2019): 62–79. http://dx.doi.org/10.20901/ms.9.18.4.
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Internet advertising brought about many changes in communication production, distribution, and consumption. By using critical political economy of communication as the mainstay of our approach, we provide supporting evidence of the ambiguous influence of data-driven advertising dynamic on the news industry and audience habits. We look at what we define as the digital advertising gap, or the difference between the size of the internet advertising market and the total income of digital news’ firms. Digital intermediaries such as Google and Facebook are the final destinations for the majority of internet advertising investments in Europe and Croatia. A multi-sided, internet advertising market creates a fertile ground for the production of untrustworthy journalistic content. The digital advertising gap provides an example of a ‘market failure’ in which the market does not efficiently allocate public information goods. We argue that the confidence in the ability of the market to self-regulate the internet should be re-considered in European and national media policies.
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Yuan, Xiaohui, Abhijit Ghosh, and Dhakir Abbas Ali. "Research on Risk Management of Advertising Projects based on Internet Search Engine." Academic Journal of Management and Social Sciences 6, no. 2 (February 28, 2024): 79–82. http://dx.doi.org/10.54097/hs452c92.
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The rapid growth of the internet advertising industry has brought forth numerous opportunities but also accompanies complex risks and challenges. This study delves into the risk management of advertising projects based on internet search engines, aiming to explore effective ways of mitigating potential risks in advertising projects. We commence by reviewing pertinent literature on advertising project risk management, with a focus on key areas such as risk identification, assessment, control, and monitoring. Subsequently, we introduce a comprehensive risk management framework tailored for internet search engine advertising projects, integrating existing best practices and strategies. The findings of this research reveal the significance of risk management in enhancing the success rate and reducing uncertainty in advertising projects, while highlighting the pivotal role of internet search engines in such projects.