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1
Gong, Linghui, Zhenghao Wang, Keyu Yao e Zhengze Yuan. "Advertising in Companies". Advances in Economics, Management and Political Sciences 14, n. 1 (13 settembre 2023): 12–17. http://dx.doi.org/10.54254/2754-1169/14/20230771.
Testo completoAbstract (sommario):
Nowadays, thanks to the economic development, there are many commodities in the society appeared, so the competitions among different companies become more and more drastic. This essay illustrates the advertising in companies to let people know how they work. In order to make it more specific, we use case analysis and data analysis through the whole article. The result is companies really need to make efforts on making their advertisings more attractive and more profitable. In conclusion, governments also need to regulate the developments of advertisings to maximize the roles. This article has a good reduction effect for all who want to improve the quality of advertising.
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Liu, Zong Jin, Yang Yang, Zheng Fang e Yan Yan Xu. "A VARX Measurement of Advertising’s Spillover Effect across it Technology and Wireless Communication Technology". Applied Mechanics and Materials 303-306 (febbraio 2013): 2015–21. http://dx.doi.org/10.4028/www.scientific.net/amm.303-306.2015.
Testo completoAbstract (sommario):
With the booming of wireless communication technology, there is an increasing adoption of mobile advertising. In mobile advertising fields, most spillover effect studies are cross-sectional analysis measuring only immediate effects, which might underestimate total magnitude in the long run. Complementary to these studies, we employ a company archival dataset to explore LBAs’ (Location Based Advertisings) and PUAs’ (Pop-up Advertisings) long term spillover effects in a mobile commerce context. Designed for promoting mobile movie sales, these two advertising channels generate data business sales because of spillover effects. The developed VARX model quantifies spillover effects of LBA and PUA in both short and long terms. These findings advance mobile advertising literatures and make important implications for marketing managers using mobile commerce.
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Cope, James D. "Nonprescription Drugs and the Regulation of Advertising". Journal of Drug Issues 22, n. 2 (aprile 1992): 257–64. http://dx.doi.org/10.1177/002204269202200206.
Testo completoAbstract (sommario):
Advertising plays an important and distinct role in self-medication. This article briefly reviews the separate, but complimentary, roles of advertising and labeling of nonprescription medicines and some of advertising's limitations. The article moves on to describe six areas of advertising control — including self-regulatory and governmental components — in the regulation of nonprescription medicine advertising.
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Udin, Noor. "Mengkritisi Iklan Layanan Masyarakat (ILM) Kita". Humaniora 2, n. 2 (31 ottobre 2011): 1467. http://dx.doi.org/10.21512/humaniora.v2i2.4025.
Testo completoAbstract (sommario):
Public service advertising is becoming one way to reach communication purpose in Indonesia from both public and private institutions. However, more public service advertisings are having problems in its internal surrounding. For instance, dishonesty factor to be presented, only lips service or to cover weakness of an organization or corporation. The critical review will aim to one balance understanding about how public service advertising presents well from who delivered the message, to what purpose the advertising is delivered and how, and to which community groups the advertising is aiming. Finally, the public service advertising will be the effective way because it has variables that supposed to be had by public service advertising.
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Rozendaal, Esther, e Bernd Figner. "Effectiveness of a School-Based Intervention to Empower Children to Cope With Advertising". Journal of Media Psychology 32, n. 3 (luglio 2020): 107–18. http://dx.doi.org/10.1027/1864-1105/a000262.
Testo completoAbstract (sommario):
Abstract. This study tested the effectiveness of a theory-driven, school-based advertising intervention entitled Ad Masters that aimed to stimulate children’s advertising coping behavior in the current media landscape. A cluster randomized controlled trial was completed among 704 children (7–12 years old) in schools. The schools were allocated to either the intervention group ( n = 399) or control group ( n = 305). Both short-term (directly after the intervention) and long-term effects (3 months after the end of the intervention) were measured. Bayesian mixed-effect analyses showed positive short- and long-term effects of the intervention on children’s understanding of advertising’s tactics. Structural equation analysis showed that the intervention-induced changes in children’s understanding of advertising’s tactics were not related to any changes in their use of advertising coping strategies or their advertising susceptibility. No other intervention effects were found. However, structural equation analyses showed that, regardless of the intervention, motivation and ability to use advertising coping strategies are both associated with children’s actual coping behavior. These findings indicate that motivation and ability to effectively use advertising coping strategies are important empowering factors that should be taken into account in future research on children’s advertising coping behavior and in advertising intervention development.
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Agustrijanto, Agustrijanto. "STRATEGI KOMUNIKASI PERIKLANAN BELOW THE LINE (BTL) PT AGHNA (KREANOVA), BANDUNG DALAM MENJALANKAN BISNIS PRINT AD". JURNAL KOMUNIKATIO 8, n. 2 (14 ottobre 2022): 78–95. http://dx.doi.org/10.30997/jk.v8i2.6711.
Testo completoAbstract (sommario):
Today the use of advertising in the below-the-line (BTL) media is a big question about the effectiveness and benefits, whether financial and branding corporate, because they are considered outdated, unfavorable, and does not represent the dynamics of digital advertising. On the other hand, digital advertising development has become a trend investor the essential advertising business seen as business advertising. This caused some parties to be sceptical of the company advertising classic BTL, significantly relying on below-the-line orders. Aghna (Kreanova) in Bandung is one of the company’s advertisings concerned with their business advertising in BTL, in the fight business competition advertising, which is moving toward the digital. This study used a qualitative approach to describe the phenomenon of advertising. Aghna (Kreanova) maintains a venture and concept product marketing BTL by combining a marketing approach with the advertising concept that emphasizes marketing strategies. It means of promoting a product BTL with the approach direct selling is still in use to improve the gain on sale of the corporate and existence.
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Smulyan, Susan. "Absence and the advertising historian". Journal of Historical Research in Marketing 8, n. 3 (15 agosto 2016): 473–80. http://dx.doi.org/10.1108/jhrm-05-2016-0011.
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Purpose The purpose of this paper is to examine the commonly held idea that American advertising agencies closely supervised their Australian counterparts during the globalization of advertising. Design/methodology/approach The author, a cultural historian based in the USA, searched American archives without finding evidence of the kind of oversight often associated with the Americanization of advertising. Findings The paper concludes that American advertisers paid less attention to Australian advertising than the other way around. In addition, Australian and American advertising industries agreed on the importance of advertising as part of transnational capitalism and did not need to outline, or follow instructions, on how advertising worked. Originality/value Reviewing the history of advertising in a global context reminds scholars that the national advertising industries have different subject positions and yet agree on advertising’s practice and efficacy.
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Wang, Nuannuan. "Advertising and Consumers’ Enthusiasm". Scientific and Social Research 3, n. 2 (13 luglio 2021): 82–85. http://dx.doi.org/10.36922/ssr.v3i2.1108.
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Advertising tends to portray products as a magical power to achieve a happier life, a success in career, or an enhancement in self-esteem, which plays an indispensable role in promoting consumers’ enthusiasm towards products. The aim of this article is to explore the connection between advertising, purchase attitude and behaviors from the semiotic perspective. This involves the significance of advertising’s development and impacts, the persuasive process of advertising, semiotic system, and latent values in advertisements.
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Inco Hary Perdana. "Indonesian Advertising Ethics: Guard of Industry & Protector of Advertising Consumer in Indonesia (Study Case of the Role and Function of the Advertising Regulatory Agency on the 2020 Indonesian Advertising Ethics Amendment)". Proceedings Of International Conference On Communication Science 2, n. 1 (10 novembre 2022): 375–82. http://dx.doi.org/10.29303/iccsproceeding.v2i1.52.
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Advertising is often considered to bring bad impact on society, ranging from consumerism to fraud against consumers. Therefore, Indonesian Advertising Ethics (EPI) becomes a control function to Indonesia’s advertising industry. Since its presence in 2007, which is a refinement of Indonesian Advertising Code of Conduct and Procedures (TKTCPI), there are still lots of violations done within the advertising industry players. The presence of Indonesian Advertising Ethics was due to answer the development of the very dynamic marketing communications world. The purpose of Indonesian Advertising Ethics (EPI) is “self-regulation” to maintain the authority of advertising industry and to protect consumers. For this reason, Indonesian Association of Advertising Companies (P3I) formed a tool to supervise the implementation of Indonesian Advertising Ethics, namely Advertising Standards Committee (BPP) that works right under the central of Indonesian Association of Advertising Companies (P3I). The function of Advertising Standards Committee (BPP) is to supervise advertisings that are considered violating Indonesian Advertising Ethics (EPI) and give reprimands to the perpetrators of these violations. In addition to that, to answer the dynamic of advertising industry, which since ten years ago has widely spreaded to digital platforms, two amendments has done to Indonesian Advertising Ethics (EPI), namely in the year of 2014 – which generated Indonesian Advertising Ethics (EPI) 2014 – and also in the year of 2020 – which generated Indonesian Advertising Ethics 2020. This research aims to find out changes in Indonesian Advertising Ethics 2014 and Indonesian Advertising Ethics (EPI) 2020 to answer the dynamic of advertising industry in Indonesia. This research use advertising concepts related to the relationship between advertising and social condition of society. This research use study case method by extracting data through in-depth interview with the head of Advertising Standards Committee (BPP). The result of this research is expected to become input for Indonesian Advertising Council (DPI) that is currently revising Indonesian Advertising Ethics in the realm of digital advertising.
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Lu, Lu, Yan Wang, Jian Ping Chai e Fu Lian Yin. "Summarize on Evaluation of Advertising Effect". Advanced Materials Research 971-973 (giugno 2014): 2418–23. http://dx.doi.org/10.4028/www.scientific.net/amr.971-973.2418.
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With the rapid development of the society, advertising is self-evident when many products want to enter the market. Advertisers are eager to know whether their advertisements take effect. Therefore, evaluation of advertising’s effect is crucial. In this paper, it introduces the evaluations of online advertising and television advertising, and makes a simple analysis on the advantages and disadvantages of the main methods.
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Farooq, Samiya, e Adeel Maqbool. "Advertising as An Influencing Factor on Consumer Behavior". Revista de Gestão Social e Ambiental 18, n. 9 (3 maggio 2024): e06587. http://dx.doi.org/10.24857/rgsa.v18n9-076.
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Objectives: The objective of this study is to examine the role of advertising as a management strategy in contemporary business environments. It aims to explore how advertising interacts with customers and influences both internal and external organizational processes and activities. Additionally, the study seeks to address misconceptions surrounding advertising's purpose and societal impact, particularly regarding its perceived manipulation of consumers for monetary gain. Methods: This study employs a qualitative approach to investigate the role of advertising in modern business practices. It involves a comprehensive review of literature and existing research to analyze the relationship between advertising, consumer behavior, and organizational management strategies. Results: The analysis reveals that advertising serves as a crucial management tool for businesses, facilitating interaction with customers and driving organizational processes. Contrary to misconceptions, advertising is not solely aimed at manipulating consumers for profit but also serves to fulfill customer needs for information about brands, services, and products. Additionally, the study finds that factors such as age, income, and satisfaction with promoted goods after purchase do not significantly influence the impact of advertisements on consumer purchasing decisions. Conclusion: In conclusion, advertising plays a multifaceted role in contemporary business environments, serving as both a communication tool and a management strategy. While it is often misunderstood and criticized for its perceived manipulative nature, advertising remains a fundamental aspect of modern marketing practices. By understanding the complexities of advertising's influence on consumer behavior, businesses can develop more effective marketing strategies and better serve their customers' needs.
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Caywood, Clarke L., e Ivan L. Preston. "The Continuing Debate on Political Advertising: Toward a Jeopardy Theory of Political Advertising as Regulated Speech". Journal of Public Policy & Marketing 8, n. 1 (gennaio 1989): 204–26. http://dx.doi.org/10.1177/074391568900800114.
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The authors propose that political candidate advertising as a unique form of political speech is in jeopardy of losing its constitutional protection under the First Amendment. Despite the growth of political advertising as a political marketing technique and new legal freedoms for commercial advertising, the paper develops a “jeopardy theory” from seven socio-political variables which independently and cumulatively threaten political advertising's protected status.
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Klymenko, I. V., e A. O. Kozelska. "THE PSYCHOLOGICAL FEATURES OF THE PERCEPTION OF ADVERTISING WITH DIFFERENT GENDER-ROLE MODELS". Ukrainian Psychological Journal, n. 2(16) (2021): 54–69. http://dx.doi.org/10.17721/upj.2021.2(16).4.
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The article considers the problem of gender discrimination and popular gender stereotypes in the advertising, as well as studies the psychological features of the perception of advertising with different gender-role models: in particular, advertising with gender discrimination or with gender stereotypes, the gender-neutral advertising and advertising with signs of femvertising (which challenges such stereotypes). The authors analysed the mechanisms of gender stereotype alimentation in advertising, the main varieties of such stereotypes and types of the stereotyped advertising characters of both sexes, as well as the trends related to anti-sexism and gender stereotype breaking. Particular attention was paid to the analysis of the criteria distinguishing the gender stereotypes or signs of gender discrimination in advertising. The authors present the results of their own study on the psychological features of the perception of advertising with different gender-role models. Advertising that contained gender stereotypes and signs of gender discrimination received the lowest ratings from the respondents compared to other advertisings. The only exception was the evaluation of such advertising with cognitive indicators. However, there was a certain heterogeneity in the perception of such advertising: the more natural a stereotype was for certain people, the more tolerant was their attitude towards such advertising. Gender-neutral advertising was evaluated the highest with all indicators. The only exception was the advertising demonstrating gender neutrality in topics which previously was distinguished clearly by gender: the older men rated such advertising very low. Advertising that challenged gender stereotypes was perceived rather positively, especially emotionally, however, its perception depended significantly on the respondents’ age and gender: young women rated ads with signs of femvertising positively with all indicators, older women assessed such advertising neutrally, but older men had the lowest rating for such ads.
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Tellis, Gerard J., e Claes Fornell. "The Relationship between Advertising and Product Quality over the Product Life Cycle: A Contingency Theory". Journal of Marketing Research 25, n. 1 (febbraio 1988): 64–71. http://dx.doi.org/10.1177/002224378802500106.
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The relationship between advertising and product quality has been a controversial topic in the literature because of conflicting empirical evidence and divergent theories about advertising's effects. The authors present an integrative theory based on consumer response to advertising and the costs of producing quality products. The theory posits that the relationship between advertising and quality is stronger when (1) quality is produced at lower cost and (2) consumers are less responsive to advertising. Such a scenario is more likely during the latter stages of the product life cycle. An empirical test supports this argument.
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Kim, Jung Seek. "National Culture and Advertising Sensitivity to Business Cycles: A Reexamination". Journal of International Marketing 28, n. 4 (21 maggio 2020): 41–57. http://dx.doi.org/10.1177/1069031x20923310.
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The author reexamines the cyclical sensitivity of national advertising expenditure with a longitudinal data set of 59 countries over 35 years. In contrast to prior studies, the author examines the effects of the entire set of Hofstede culture dimensions to study cross-country variation in the advertising sensitivity and investigates how the emergence and growth of online advertising has transformed the cyclical sensitivity of advertising spending. National culture substantially affects advertising’s cyclical sensitivity, but in different ways than hypothesized previously. Consistent with the literature, advertising sensitivity is lower in long-term-oriented and high-uncertainty-avoidant countries and is unrelated to individualism. However, power distance is unassociated with cyclical sensitivity, and masculinity and indulgence—the two dimensions ignored in previous research—reduce cyclical sensitivity. Moreover, there is evidence that culture operates differently for the cyclical sensitivity of online advertising. Advertising expenditure is cyclically much more sensitive than documented previously and has grown more so over time since the advent of online advertising. This study provides initial evidence that online spending is more elastic than traditional advertising and that traditional spending has become more procyclical. The author advances timely and refined empirical generalizations on the cyclical sensitivity of advertising expenditure.
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Liu, Zong Jin, Yang Yang, Zheng Fang e Yan Yan Xu. "Measuring Dynamic Sales Impacts of LBA Using Wireless Communication Technology". Advanced Materials Research 662 (febbraio 2013): 896–901. http://dx.doi.org/10.4028/www.scientific.net/amr.662.896.
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Because of rapid development of wireless communication technology, there is an increasing adoption of mobile advertising, such as location based advertising (LBA). To what extent can LBA improve advertising effectiveness is an important topic in the field of wireless communication technology research. Most researches quantify long term impacts of advertisings by VAR (Vector Autoregressive) model. However, compared to VAR model, VECM (Vector Error Correction Model) is a better method in that it allows one to estimate both a long-term equilibrium relationship and a short-term dynamic error correction process. In this study, we employ VECM to explore LBA’s (Location Based Advertising) and PUA’s (Pop-up Advertising) sales impact in both short and long terms. The developed VECM reveals that LBA’s sales impact is about more than2 times as big as PUA’s in short dynamic term and nearly 6 times bigger than PUA’s in long equilibrium term. These findings add to advertising and VECM literatures. These results can give managers more confident to apply wireless communication technology to advertising.
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Tong, Hairuo. "Analysis of the Advantages and Disadvantages of Public Service Advertising". Communications in Humanities Research 11, n. 1 (31 ottobre 2023): 243–48. http://dx.doi.org/10.54254/2753-7064/11/20231455.
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Advertising plays a crucial role in advocating social values, promoting moral concepts, and shaping standardized social behavior. With its unique form of expression and distinct content, advertising has gained significant influence in contemporary society. As a fusion of social economy and culture, public service advertising has evolved into a distinctive form of television program communication. It not only upholds the technical value of advertising for promoting civilized consumption but also reinterprets the multi-faceted meaning of advertising from a cultural standpoint. This provides a fertile ground for the development of television advertising in real society, distinct from its traditional commercial value. This article aims to explore the social and cultural value of television public service advertisements by analyzing specific communication phenomena. By employing background investigations and data research, this study delves into the role of public service advertising, its advantages and disadvantages, and proposes potential solutions to address these limitations. Through this research, a comprehensive understanding of public service advertisings significance is achieved, enabling the refinement of strategies to tackle current challenges.
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Adawiyah Sis, Atika Robiatun, e Albari ,. "PENGUKURAN EFEKTIFITAS PENGIKLANAN LINGKUNGAN MELALUI IKLAN TELEVISI (PENDEKATAN MODEL AIDA)". KINERJA 19, n. 1 (21 febbraio 2017): 16. http://dx.doi.org/10.24002/kinerja.v19i1.531.
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Advertising can no longer be simply regarded as one type of marketing communications but it should be packaged as one seed strategy in the context of the overall marketing strategy. In the development of theterm advertising or advertising green environment, it is stated as a strategy that tries to create a culture and identity of the consumers who care about the environment. This study measures the environmental importanceof advertising that is linked to the purpose of advertising itself based on AIDA approach. The study is conducted with the involvement of consumers who have seen a particular brand advertising of Drinking Water in Yogyakarta. 166 respondents are selected using convenience sampling technique. While the data obtained through the questionnaire are analyzed by using a structural equation modelling (SEM) and the data processing program AMOS 20.0, after going through two stages of testing the validity and reliability. The results show that advertising environment is positive and gives significant contribution to the AIDA in the case of television advertising. While the influence of the greatest predictive total advertising environment happens to consumer desire to buy. It is also concluded that the variables of attention, interest, and desire to serve as a mediator variable influence of environment on the advertising of interest, desire, and action of consumers to buy.Keywords: environmental advertising, attention, interest, desire, action
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Pryshchenko, Svitlana Valeriivna. "CREATIVE TECHNOLOGIES IN ADVERTISING DESIGN". Creativity Studies 12, n. 1 (24 maggio 2019): 146–65. http://dx.doi.org/10.3846/cs.2019.8403.
Testo completoAbstract (sommario):
The purpose of this article was analyses the existing methodological approaches to art, culture, design, advertising for the further effective designing of advertising products, increasing its positive value orientations and aesthetic level. The research area is the visualization of advertising ideas taking into account of regional specificity and ethno-cultural identification. Scientific study of cultural-aesthetic component in advertising design has the aim to systematize visual means of information and make a complex definition of their functional specifics in contemporary society, which is much wider than thirty years ago. The advertising graphics presented as visual art, visual culture and visual communication. On examples, we considered the creative advertising technologies: metaphors, hyperbole, associations, allegories and metonymies using colour-graphic imaginative means. Orientation of products to regional consumer groups, significant change of market policy presupposed cardinal change in tasks and character of advertising: socio-psychological, cultural and art-aesthetical indices become actual. Definition of imagery as specific tool of creativity on the point of view different aesthetic ideals is a key to understanding the process of art projecting. So, our comprehensive research summarizes stylistics of advertising graphics in the context of cross-cultural communications from posters to new advertisings forms – digital media
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Gilly, Mary C. "Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico, and the United States". Journal of Marketing 52, n. 2 (aprile 1988): 75–85. http://dx.doi.org/10.1177/002224298805200206.
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In the past, research has found that the portrayal of sex roles in advertising has not reflected equality or reality. Further, studies typically have examined only U.S. advertising, leaving open the question of cultural influence on advertising's sex role portrayals. The author offers a new analysis of sex roles in advertising and compares content analysis findings for U.S., Australian, and Mexican television advertisements. Results reveal differences in the portrayal of the sexes in U.S. advertisements. Australian advertisements show somewhat fewer sex role differences and Mexican advertisements show slightly more sex role differences than U.S. advertisements. Stereotypes are found in the advertising of all three countries, but are manifested in different ways.
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Wee-Ming Lau, László Józsa, Yoong-Wai Chan, Yee-Ling Fong, Hiram Ting e Kim-Lim Tan. "Beliefs and Attitude towards Political Advertising During Malaysia's GE14 Political Tsunami". International Journal of Business and Society 21, n. 1 (25 aprile 2021): 285–99. http://dx.doi.org/10.33736/ijbs.3252.2020.
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The recent General Election in Malaysia has seen the opposition alliance form the government for the first time in its history. The tsunami that changed the country's political landscape has largely been attributed to the participation of young voters and the effect of political advertising transmitted through social media. Drawing upon the theory of reasoned action, the study tests the scale of beliefs about political advertising in relation to attitude towards political advertising among young voters. While the first phase of the study validated the belief components, the second phase tested and confirmed the effect of the belief components on attitude. As a result, three belief components of political advertising were extracted, including core values, actual values,andexternal values. The findings indicated that young Malaysian voters hold unfavourablebeliefs aboutpolitical advertising. Moreover, the beliefs about advertising’s core and external values have a direct effect on attitude towards political advertising. Given young voters use social media for nearly every aspect of their lives, the findings underscore the importance of understanding the potential effect of negative political advertising and its external elements during election campaigns.
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Crawford, Robert. "‘Truth in Advertising’: The Impossible Dream?" Media International Australia 119, n. 1 (maggio 2006): 124–37. http://dx.doi.org/10.1177/1329878x0611900112.
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For an industry that deals with the public perception of images, it perhaps ironic that advertising itself has long suffered from a severe image problem. The industry has long been equated with exaggerations, distortions and falsities. Critics and the industry alike have looked to the possibility of truth in advertising to redeem its reputation. The discourse of truth in advertising that occurred in the advertising industry ranks during the early twentieth century provides a revealing insight into the way that the ‘magic system’ of advertising has been constructed. Reaching a high point in the 1920s, concerns about truth would recede over the course of the 1930s and 1940s as the industry moved to embrace new forms of technology. By examining the rise and fall of this discourse, this paper reveals the advertising industry's fervent desire to improve advertising's status whilst illustrating the way in which technological developments not only affected the industry, but also its ability to ever be completely truthful.
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Reynolds, Molly E., e Richard L. Hall. "Issue Advertising and Legislative Voting on the Affordable Care Act". Political Research Quarterly 71, n. 1 (8 agosto 2017): 102–14. http://dx.doi.org/10.1177/1065912917724007.
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During the congressional fight over the Affordable Care Act (ACA), interest groups spent record sums on television issue advertising in targeted efforts to influence members of Congress, but did the money make any difference? We use the literatures on outside lobbying and legislative behavior to develop two hypotheses about issue advertising’s effects on members’ voting decisions. We test the hypotheses using population-weighted, station-level advertising data mapped into congressional districts. We find negligible evidence that issue advertising had a causal effect on either House committee or floor votes on the ACA, even applying forgiving statistical standards. Neither do we find evidence when we ignore the endogeneity bias that should inflate advertising’s effects, employ alternative measures and specifications, or limit the analysis to legislators for whom the probability of vote change was highest. The results justify skepticism that the millions of advertising dollars spent on the ACA had a net effect on members’ voting decisions. In conclusion, we consider several reasons why our hypotheses are not borne out and suggest several avenues for future research.
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Romana Puggelli, Francesca, e Mauro Bertolotti. "Healthy and unhealthy food in Italian television ads for adults and children". Young Consumers 15, n. 1 (14 aprile 2014): 58–67. http://dx.doi.org/10.1108/yc-03-2013-00364.
Testo completoAbstract (sommario):
Purpose – The aim of the research is to investigate how healthy and unhealthy foods (e.g., those of little nutritional value, but high fat and sugar content) are represented in televised advertising, analyzing the differences in persuasive strategies used to promote them. Design/methodology/approach – Content analysis was performed on 62 food advertisings broadcast on the main Italian national TV channels, focusing on target, representation of food consumption, number and gender of the main characters, visual and sound effects (i.e. music jungles etc.) and references to nutritional properties. Findings – Results showed that healthy food products are marketed almost exclusively to adults, using adult-oriented advertising techniques, whereas unhealthy food advertisings rely on communicative formats and appeals more suited for children and adolescents. Originality/value – The research first investigated, with a simple descriptive approach, how television advertising of unhealthy food products relies on specifically crafted communication in order to attract young consumers' attention and, ultimately, affect their buying intentions.
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Walden, Keith. "Advertising Business, Advertising Culture". Canadian Review of American Studies 29, n. 2 (gennaio 1999): 127–34. http://dx.doi.org/10.3138/cras-029-02-06.
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Malchyk, M., e I. Adasiuk. "ADVERTISING IN THE INTERNET: THEORETICAL ANALYSIS AND FEATURES". Journal of Lviv Polytechnic National University. Series of Economics and Management Issues 5, n. 1 (1 giugno 2021): 75–85. http://dx.doi.org/10.23939/semi2021.01.075.
Testo completoAbstract (sommario):
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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Fedorova, Nadiia. "Advertising as an object of copyright". Theory and Practice of Intellectual Property, n. 2 (23 giugno 2022): 33–38. http://dx.doi.org/10.33731/22022.259742.
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Keywords: advertising, advertising elements, copyright, advertising structure
The article reveals questionsregarding such a complex object of copyright as advertising. The current legislationand judicial practice are analysed, it is substantiated that advertising elementsshould be characterized by signs of originality, uniqueness, and uniqueness.As a rule, advertising combines several objects of copyright at once. At the sametime, each separate part of the work (advertising video) can be used independentlyand is considered as a work and is protected in accordance with the Law of Ukraine«Copyright and Related Rights». Given the above, advertising is considered as a complex,multi-layered object of copyright, which includes various independent objects —elements of it. At the same time, in the case of creating advertising as a complex object,it is assumed that intellectual property rights must be transferred to all copyrightobjects that are part of it.Copyright objects what can be used in advertising are usually: drawings, animations,photographs, musical accompaniment, video, design, font, etc.Separate interest as an object of copyright deserves such a component of advertisingas a «slogan». However, Ukrainian legislation does not establish special requirementsfor the use and protection of slogans in advertising.It is determined that individual elements of advertising can receive independentlegal protection both by copyright (in particular, drawings, animations, photographs,musical accompaniment, fonts, design), and outside of copyright. For example, an advertisingslogan, the subject to the requirements of the law, may acquire legal protectionas a sign for goods and services. At the same time, such legal protection of individualelements of the internal structure of advertising does not change its protectionas an integral object of copyright, but can serve as an additional guarantee of the protectionand protection of advertising in the event of a conflict of interest requiring ajudicial decision.
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A.Nithya, A. Nithya. "Advertising Strategy". Paripex - Indian Journal Of Research 2, n. 2 (15 gennaio 2012): 1–3. http://dx.doi.org/10.15373/22501991/feb2013/1.
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Liu, Zong Jin, Yang Yang, Zheng Fang e Jing Cai. "Sales Impacts of Location Based Advertising Using Wireless Communication Technology". Applied Mechanics and Materials 268-270 (dicembre 2012): 1741–47. http://dx.doi.org/10.4028/www.scientific.net/amm.268-270.1741.
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Using wireless communication technology, location-based advertising (LBA) is booming recently. Most LBA researches are cross-sectional analysis studying only contemporaneous impacts, which might seriously underestimate advertisings’ efficacy in the long run. Complementary to these researches, we employ a company archival dataset to explore LBA’s and PUA’s (Pop-up Advertising) sales impact in both contemporaneous and long run terms. The developed dynamic structural equation model reveals that (1)in terms of magnitude, LBA’s efficacy is stronger than that of PUA both contemporaneously and accumulatively; (2) in terms of persistent time, while LBA only have contemporaneous impact, PUA’ s impact lasts for 9 days. Theses empirical findings would help managers to allocate advertising budget efficiently while using wireless communication technology.
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Beard, Fred. "Forgotten classics: Motivation in Advertising, by Pierre Martineau (1957)". Journal of Historical Research in Marketing 8, n. 4 (21 novembre 2016): 585–94. http://dx.doi.org/10.1108/jhrm-05-2016-0012.
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Purpose The purpose of this paper is to review and summarize Pierre Martineau’s Motivation in Advertising and to assess its status as a valid forgotten classic of the marketing literature. Design/methodology/approach Motivation in Advertising is reviewed and summarized, and its contributions to marketing and advertising history, thought and practice are assessed. Findings Martineau was among a handful of figures behind the “motivation research” movement among marketers and advertisers during the late 1940s to the 1960s. His “new philosophy” regarding communication theory, persuasion and advertising message strategy and tactics remains highly influential and relevant. Written during a period of tremendous growth in consumption in the USA and a revolution in the use of qualitative research in marketing and advertising, Martineau’s book represents much more than a work about his experiences with motivation research, but a significant contribution to advertising communication theory as well. Originality/value Pierre Martineau was the subject of a historical biography (Martin, 1985), which also focused substantially on the principal themes and contributions of Motivation in Advertising. The book was also widely reviewed shortly after its publication. This more recent review and assessment, however, reveals the work’s valuable historical insights into how postmodern consumption evolved and many present-day perspectives of consumer behavior and advertising effects coalesced during the Consumer Revolution and at the outset of modern advertising’s “Golden Age”.
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Olbrich, Rainer, e Carsten D. Schultz. "Multichannel advertising: does print advertising affect search engine advertising?" European Journal of Marketing 48, n. 9/10 (2 settembre 2014): 1731–56. http://dx.doi.org/10.1108/ejm-10-2012-0569.
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Purpose – The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly, we examine the effect of print advertising on search engine advertising Design/methodology/approach – Based on advertising data for a three-year period, we test the hypotheses by means of a path model with the aid of partial least squares. Findings – The advertising budget and the degree of keyword matching yield the greatest effect on the number of signed contracts. The click-through rate and the bid amount contribute, to a lesser extent, to explaining this financial target variance. The number of keywords had no significant effect. The study did not yield significant evidence of print advertising, directly affecting the number of search engine advertisement impressions, but showed an indirect effect of print advertising on the number of conversions, induced directly by search engine advertising. Research limitations/implications – The multichannel relationship of print and search engine advertising, including its campaign parameters, provides a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the advertising effects. Practical implications – The multichannel effect needs to be quantified and taken into account when evaluating print advertising and search advertising campaigns and the future advertising mix is planned. Originality/value – The study extends the field of search engine advertising in the direction of multichannel effects. In comparison to previous research, empirical evidence on the multichannel usage of print advertising and search engine advertising, related to an overall economic target, is provided.
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Waisi Kareem, Sarkawt, e Habeeb Ibrahim. "The impact of commercial advertising on the public". Journal of University of Raparin 11, n. 2 (9 luglio 2024): 452–76. http://dx.doi.org/10.26750/vol(11).no(2).paper17.
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Throughout the world, commercial advertising’s have become an art and effective method of communication. It is a recent necessity for all countries, nations, classes, and races. All of them are working on commercial advertising and commercial advertising are the work of all. It is crucial that the Commercial advertisements are used properly and must at a high level, Kurdish satellite channels can live and manage business in this way. Advertisements can provide facilities for citizens and consumers especially when The commercial advertisings were used properly and correctly of the direction and goals of the right and bright way. In Kurdistan Region, commercial advertisements have passed through a short period of time. In the early stages they were at a very low level, until they were within technology development and the emergence of necessary instructions to organize advertising ,becoming more advanced and developed.The significance of this research which is a scientific attempt to demonstrate and determine the effect of the commercial advertisements of The Kurdish Channels in encouraging behavior of transaction by a pattern of This research ambition is to certify the emphasis extent of advertising Commercial advertisements on Kurdish channels. To what extent Kurdish satellite channels encourage consumer’s behavior to acquisitions Goods? Which are the business rhetoric that attracts more consumer attention to buy equipments. This research is a described research, we have used the method of surveying that is the most appropriate The method is set because the most accurate data and information can be obtained in this way. This research in which the theory of relying on practical media tools.It is one of the most significant theories in the domain of media. The society of this research consists of the population of Kurdistan region which consists of 500 individuals of male and female in all four provinces of Region (Erbil ,Sulaymaniyah ,Duhok and Halabja) participated in it. the researcher to collect data and Knowledge and achievement of research studies survey formused it, and in this study, the statistical text known as the SPSS system It's used.The most important results of the research are: the relationship between commercial advertising and Kurdish channels which Are a strong and effective direct connection, and a connection between commercial advertising and buying, it is a strong and effective direct relationship, in addition to commercial advertisements on Kurdish-sourced satellite channels.the importance of user information in selecting the necessary goods and services for the election It's the best choice. In addition, commercial advertising on Kurdish airlines has an important role to play in building trust and agreement with the Kurdistan Regional Government, particularly on topics that have been advertised commercially.
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Demchenko, Ivan, e Anzhela Berzina. "Medicines Advertising: Legal Practice". Law Review of Kyiv University of Law, n. 2 (10 agosto 2020): 233–38. http://dx.doi.org/10.36695/2219-5521.2.2020.41.
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The article explores legal practice in the field of advertising medicines. Medicines advertising is recognized as one of the mosteffective mechanisms of medicines promotion. Factors affecting the spread of medicines advertising: the public’s attitude to advertisingas a reliable source of information about medicines, distrust of doctors and the healthcare system, and, as a consequence, the prevalenceof self-medication practices. In order to protect the interests of consumers and protect economic competition (often second prevailing),the state ensures compliance with the requirements of the legislation in the field of medicines advertising. What is important is hownational courts hear cases regarding medicines advertising.Advertising is information about a person or product, disseminated in any form and by any means and intended to generate ormaintain awareness of the consumer of the advertising and their interest in such person or product. Advertising of medicinal products,like any other advertising, must comply with: the general principles of advertising; general advertising requirements (apply to all products,regardless of their type); special advertising requirements. Specific requirements for medicines advertising are: (a) specificrequirements for the permitted and prohibited medicines advertising; (b) requirements for the content of advertising of medicines (consistingof the requirements that medicines advertising should and should not contain); (c) particularities for advertising for certain ca -tegories of persons.The mandatory content requirements for medicines advertising are almost 100% specific and evaluable, while prohibitions andrestrictions often make it impossible to assess whether this effect is present in the advertising message or how it may affect a particularconsumer. Accordingly, depending on which requirements for advertising have been violated, the public authority can assess whetherthe prohibitions and restrictions have actually been violated and consider bringing those responsible for violating advertising legislationto liability. Further, if the advertisers, producers or distributors of the advertisement do not agree with the decision of the relevant publicauthorities, they can appeal to court. Most often, the plaintiff will be the advertiser, who are the field of advertising of medicines arepharmaceutical companies, drugstores. The respondent – the relevant authority. This is how the jurisprudence in the field of medicinesadvertising is formed.Almost every case about medicines advertising is about false advertising in a form of «spreading misleading information». Caseshave been considered as to the actual dissemination of misleading information and the violation of certain special requirements for themedicines advertising. In particular, cases concerning: medicines «popularization»; «exaggeration» of medicines effect; giving theproducts features of medicines; on the use of physicians’ images in medicines advertising; medicine prices.Not all cases of «spreading misleading information» about medicines go to court. The legal practice in the field of medicinesadvertising is characterized by a certain ambiguity and depends largely on the evidence presented by the parties’ representatives. Thedecisions of the courts are based on the consideration of the circumstances of each case.
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Shafiq, A., A. Haque, K. Abdullah e M. T. Jan. "Beliefs about Islamic advertising: an exploratory study in Malaysia". Journal of Islamic Marketing 8, n. 3 (11 settembre 2017): 409–29. http://dx.doi.org/10.1108/jima-02-2015-0018.
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Purpose This paper aims to explore people’s beliefs towards Islamic advertising. Design/methodology/approach Being exploratory in nature, this paper applies qualitative method of research by adapting thought elicitation technique of data collection. This method rests in the projective techniques of data collection and is also known as “word association technique”. It allows free thinking of respondents that helps in generating rich data which is most required in qualitative studies. Findings Various beliefs regarding Islamic advertising were extracted and categorized into different dimensions. These dimensions pertained to Islamic advertising’s possibility, nature, characteristics, real-time decisions and potential outcomes. Research limitations/implications Being an exploratory study, the data are collected from a small sample, hence raising generalization issues. Though, the same opens avenue for future research in that these dimensions should be subject to validation via large sample size. Practical implications This research will help in developing a scale to measure attitudes towards Islamic advertising, which the researchers can use to find justification for using Islamic advertising. Such application has great implications for businesses, as Islamic advertising concept stands contrary to the contemporary practices. Social implications With a growing concern for business ethics, this research is an attempt to bring Islamic ethics into advertising practice. This will not only eradicate the ill-effects of contemporary advertising but also provide sound evidence for revising advertising policies. Originality/value It adds to the developing field of Islamic marketing, by being the first attempt of its kind in paving the way for Islamic advertising.
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Haghsetan, Leila, Afsane Malkami e Leila Farjoo. "Advertisement and Its Effect on attracting Artists to Participate in Theater Festivals". Journal of Management and Accounting Studies 4, n. 04 (21 luglio 2019): 54–60. http://dx.doi.org/10.24200/jmas.vol4iss04pp54-60.
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Executive organizations and committees usually use promotional activities to attract more artists to theater festivals; however, some organizations believe that advertising is just waste of capital. Therefore, the present study aims to investigate the effect of advertising on attracting artists to participate in theater festivals of the country and rank these advertisings. Methodology: In this research, library method is used in theoretical studies, and in field studies, a questionnaire was distributed among 259 active artists in theater field who were randomly selected from among statistical population (796 artists). The research was done in Iran in the time period of January to March 2016. Results: According to the analysis of the collected data using Spearman and Friedman tests, the effect of advertising, a subset of promotion mix tools, on attracting artists to theater festivals was proved. Conclusion: Therefore, it is suggested to pay due attention to advertising and make investments on it in order to attract artists to theater festivals.
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Moslehpour, Massoud, Jargal Tumurbaatar e Khoirul Amri. "What Do Mongolian Facebook Users Want from Advertisers?" International Journal of Business and Management 11, n. 9 (7 agosto 2016): 51. http://dx.doi.org/10.5539/ijbm.v11n9p51.
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This study is one of its kinds to explore Mongolian Facebook users’ attitudes towards advertising. It uses traditional factors and examines the relationship among the factors to dicover the variables with strongest influence among the Mongolian Facebook users. Moreover, researchers included gender as one of the relevant demographic variables as the moderating variable. This study surveyed 400 Mongolian Facebook active users through the online questionnaire. The research findings indicate that informativeness and entertainment followed by credibility are the most influential factors of Facebook users’ attitudes towards advertising. In addition, gender moderates the relationship between credibility and attitude towards Facebook advertising. For practical implications, this study helps business marketers who are interested in attracting Mongolian customers within the Facebook advertising program. For social implications, social scientists may find the results useful for their study of human behavior and motivation, and how this information may affect attitudes towards the adoption and attraction of advertisings. This study is limited to Mongolian Facebook users.
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Schorman, Rob. "Claude Hopkins, Earnest Calkins, Bissell Carpet Sweepers and the Birth of Modern Advertising". Journal of the Gilded Age and Progressive Era 7, n. 2 (aprile 2008): 181–219. http://dx.doi.org/10.1017/s1537781400001869.
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This study of the lives and careers of Claude C. Hopkins and Earnest Elmo Calkins from their boyhood experiences with periodical advertising in the 1870s though their professional contributions to the field at the turn of the century provides a ground-level view of modern advertising's emergence. Among other things, it shows that certain marketing concepts emerged earlier than is often assumed and that these concepts were often developed independent of major advertising agencies and far from the urban centers of advertising production. Calkins and Hopkins had very different philosophies of marketing, and between them they defined a spectrum of advertising message strategy that still characterizes the field. The happenstance that Hopkins and Calkins both wrote ads for the Bissell Carpet Sweeper Company in Grand Rapids, Michigan, provides a symbolic center for this analysis that brings these developments into focus.
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Mehta, Abhilasha. "Advertising Attitudes and Advertising Effectiveness". Journal of Advertising Research 40, n. 3 (maggio 2000): 67–72. http://dx.doi.org/10.2501/jar-40-3-67-72.
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Markham, Scott, Rebecca Gatlin-Watts e William Bounds. "Internet Advertising vs. Traditional Advertising". Journal of Promotion Management 6, n. 1-2 (marzo 2001): 3–17. http://dx.doi.org/10.1300/j057v06n01_02.
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Johnson, Justin P. "Targeted advertising and advertising avoidance". RAND Journal of Economics 44, n. 1 (marzo 2013): 128–44. http://dx.doi.org/10.1111/1756-2171.12014.
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Connolly-Ahern, Colleen, e Lynda Lee Kaid. "Corporate Advertising as Political Advertising". Journal of Political Marketing 1, n. 4 (6 settembre 2002): 95–99. http://dx.doi.org/10.1300/j199v01n04_06.
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Ducoffe, Robert H., e Eleonora Curlo. "Advertising value and advertising processing". Journal of Marketing Communications 6, n. 4 (gennaio 2000): 247–62. http://dx.doi.org/10.1080/135272600750036364.
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Harvey, Phil. "Product Advertising versus Ideas Advertising". Social Marketing Quarterly 4, n. 4 (dicembre 1998): 32–34. http://dx.doi.org/10.1080/15245004.1998.9961014.
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BARBU, Cristina Mihaela, Ștefan PONEA e Cristiana Luminiţa BOGDĂNOIU. "OFFLINE ADVERTISING VERSUS ONLINE ADVERTISING". Theoretical and Practical Research in the Economic Fields 10, n. 2 (31 dicembre 2019): 118. http://dx.doi.org/10.14505/tpref.v10.2(20).05.
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The starting point of the article is the following: is the online environment appropriate to the requirements and needs for affirmation and efficiency of advertising considered a concern by itself? How effective is this advertising model? How can we demonstrate the effectiveness of online advertising? What new does this "new media" bring?
The present paper aims to define online advertising in the light of the environment in which it is developed but also of the promotion tools and to present the stages of designing an advertising campaign conducted exclusively in the online environment.
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Volkova, Viktoriya Borisovna. "Representation of sexuality in Calvin Klein Jeans advertising campaigns (1980–2016): gender approach". Человек и культура, n. 4 (aprile 2021): 116–33. http://dx.doi.org/10.25136/2409-8744.2021.4.36304.
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The subject of this research is the means of representing sexuality in advertising campaigns for Calvin Klein Jeans (1980 – 2016). The object of this research is the use of gender stereotypes (masculinity/femininity) in advertising as a way to manipulate collective consciousness for solution of marketing tasks. The aim of this article consists in determination of advertising strategies of the Calvin Klein brand for the period 1980 – 2016 and the techniques of representation of sexuality for the effective impact of advertising upon the target audience. Analysis is conducted on Calvin Klein Jeans advertising campaigns for the past 40 years by decade, revealing the methods of suggestive effect on the consumer for promoting the product. The main following conclusions were made: 1) selecting provocation as the advertising strategy since 1980 to the present, the Calvin Klein brand employs diverse methods of suggestive effect on the recipient, programming their needs and behavioral attitudes, thereby manipulating collective consciousness; 2) kinesic, proxemic, coloristic, phonatory, and speech means for representation of sexuality testify to the use of gender stereotype (masculinity/femininity) in order to produce effective impact upon the target audience; Calvin Klein Jeans advertising campaigns feature similar strategies for 40 years, which are intended to solve marketing tasks via provocation. The novelty of this research lies in the fact that the identified provocation techniques in Calvin Klein advertisings based on the use of gender stereotypes allowed creating the “portrait” of the brand and tracing the patterns in arrangement of advertising campaigns. The author's special contribution consists in analysis of the means for representation of sexuality used in jeans advertising, techniques influencing the recipient through arbitrary interpretation of gender stereotypes, as well as manipulative methods of creating Calvin Klein PR-campaigns.
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Calfee, John E., e Debra Jones Ringold. "The 70% Majority: Enduring Consumer Beliefs about Advertising". Journal of Public Policy & Marketing 13, n. 2 (settembre 1994): 228–38. http://dx.doi.org/10.1177/074391569401300204.
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Six decades of survey data consistently indicate that about 70% of consumers think that advertising is often untruthful, it seeks to persuade people to buy things they do not want, it should be more strictly regulated, and it nonetheless provides valuable information. Consumers also tend to find that advertising's benefits outweigh its deficits. These beliefs have remained remarkably stable despite large fluctuations in the scope and vigor of advertising regulation.
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Rozumei, S., I. Nikolaienko e A. Doliuk. "Developing an advertising strategy of new product". Ekonomìka ta upravlìnnâ APK, n. 1 (155) (21 maggio 2020): 129–40. http://dx.doi.org/10.33245/2310-9262-2020-155-1-129-140.
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Modern advertisingof consumer goods is developing at a rapid pace, providing ample opportunity to support for launching thousands of new items into the market. Manufacturers make the signifcant investments in various channels of communication of goods for communication with consumers, so a properly designed advertising strategy and its implementation in business is an indisputable step to achieve success of product’s realization on market. However, there is no unifed approach to the strategic planning of effective advertising support for new product, it remains is open to both academics and practitioners, and needs further development. The paper deals with the general defnitions of scientific concepts: "strategy" and "advertising strategy". The main stages of creating an advertising strategy to achieve the necessary communication effect and to obtain a positive consumer’s response are formed. Given the high level of competition in the consumer market, an analysis of market factors influencing this process is one of the frst stages of developing an advertising strategy. The existing classifcation was analyzed and the modern approach to the distribution of these factors was determined. The second step is choosing the purpose and strategic goals for building an effective advertising strategy. Starting from goals and consumer interests, there are many types of advertising strategies in the advertising market. Was examined the classifcation of advertising strategies and proposed to expand them. Depending on the components of the promotion, it is suggested to divide them into product's and image's. According to this classifcation, was analyzed using of advertising strategies by modern enterprises in 2019. Was determined that a well-formed advertising strategy of the enterprise will allow to expand the target audience when launching a new product on the market. The next important step in developing an advertising strategy is the media planning and budgeting. Was investigated the level of investments into different channels of communication, based on the data of the Ukrainian Advertising Association. Was determined that television is the most effective and expensive media channel. At the same time, the best in the terms of growth of investment relative to previous years is digital channel. Particular should be attentioned the stage of advertising creative making and the choice of the communication platform, which is the largest in period of formation of advertising strategy. The manufacturer needs to investigate and evaluate the buyer's response to the promotional product at all stages of a likely purchase. Was determined that for the correct reading of the idea of advertising, the optimal number of major messages in it should be no more than fve. Has been researched that the effectiveness of the advertising appeal is determined by the observance of psychological neutrality in relation to the whole audience involved in one way or another in the advertising campaign. When the advertising product is ready, advertising can be launched into media space. Choosing effective media channels is tailored to the needs of your target audience. The next step is following an analysis of economic efciency and effectiveness of psychological impact of advertasing strategy. According to the results of this analysis, the stages of developing a new product advertising strategy are adjusted. Key words: advertising strategy, new product, advertising, media planning, budgeting of advertising, digital, media space, effectiveness of advertising.
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Trijayanto, Danang. "Analisis Isi SMS Iklan Layanan Telekomunikasi Telkomsel Berdasarkan Undang-undang No. 11 Tahun 2008 Pasal ke-9 Tentang Informasi dan Transaksi Elektronik Periode 2013". Jurnal Penelitian Pos dan informatika 6, n. 1 (17 ottobre 2016): 79. http://dx.doi.org/10.17933/jppi.2016.060105.
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<span>SMS advertising menjadi salah satu metode pemasaran produk saat ini. Layanan produk telekomunikasi bisa diiklankan melalui pesan iklan. Dalam perundang-undangan terdapat Undang-undang No.11 tahun 2011 tentang Informasi dan Transaki ELektronik yang menjadi payung hukum dalam mengatur aktivitas tersebut, khususnya dalam pasal ke-9 tentang kelengkapan informasi produsen, produk serta syarat kontrak dalam pemasaran melalui media elektronik. Operator Telkomsel merupakan salah satu operator dengan pengguna terbanyak yang sering memanfaatkan sms advertising untuk memasarkan produk layanannya. Penelitian ini melihat kesesuaian sms advertising dengan pasal ke-9 Undang-undang ITE. Metode yang digunakan dengan analisis is isms advertsing pada Telkomsel Simpati dan Telkomsel As. Hasil dari penelitian menunjukkan bahwa isi sms advertisng Telkomsel lengkap pada informasi produsen dan produk, namun kekurangan informasi dalam syarat kontrak.</span>
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Kang, Seongho, Hangeun Lee e Bo Kyung Cho. "The Effects of Mobile Advertising on Advertising Engagement and Advertising Attitude : Evidence from Gamification Advertising". Korea Association of Business Education 34, n. 2 (30 aprile 2019): 283–303. http://dx.doi.org/10.23839/kabe.2019.34.2.283.
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Sulastri, Sulastri. "PENGARUH GREEN PRODUCT DAN GREEN ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN AIR MINERAL MEREK AQUA (STUDI PADA MASYARAKAT DESA RAMBAH TENGAH UTARA KABUPATEN ROKAN HULU)". Hirarki : Jurnal Ilmiah Manajemen dan Bisnis 4, n. 3 (18 ottobre 2022): 782–98. http://dx.doi.org/10.30606/hirarki.v4i3.1552.
Testo completoAbstract (sommario):
Penelitian ini bertujuan untuk mengetahui: green product dan green advertising secara simultan terhadap keputusan pembelian air mineral merek aqua. Populasi penelitian ini adalah semua masyarakat Desa Rambah Tengah Utara Kabupaten Rokan Hulu. Teknik penentuan sampel menggunakan teknik sampling aksidental dengan responden sejumlah 100 responden. Variabel bebas dalam penelitian ini green product (X1), green advertisingk (X2) dan variabel terikat keputusan pembelian (Y). Metode pengumpulan data menggunakan penelitian lapangan dan penelitian kepustakaan. Penelitian lapangan terdiri dari observasi, kuesioner dan wawancara. Uji keandalan instrument meliputi uji validitas dan uji realibilitas, uji asumsi klasik meliputi uji normalitas, uji multikolonieritas dan uji heteroskedastisitas. Analisis data menggunakan analisis regresi linear berganda diperoleh persamaan regresi Y = 2,686 + 0,677 + 0,400. Secara parsial, diperoleh t-hitung green product 14,473 dan green advertising 5,418. Secara simultan, diperoleh F-hitung 1675,987. Hasil penelitian menunjukkan bahwa 97,2% keputusan pembelian dipengaruhi oleh green product dan green advertising, sedangkan sisanya 2,8% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Kesimpulan dari penelitian ini berdasarkan hasil pengujian secara parsial maupaun secara simultan green product dan green advertising memiliki pengaruh yang signifikan terhadap keputusan pembelian.