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1
Kim, Tongil “TI”, and Diwas KC. "The Impact of Hospital Advertising on Patient Demand and Health Outcomes." Marketing Science 39, no. 3 (May 2020): 612–35. http://dx.doi.org/10.1287/mksc.2019.1153.
Повний текст джерелаАнотація:
Does hospital advertising influence patient choice and health outcomes? We examine more than 220,000 individual patient-level visits over 24 months in Massachusetts to answer this question. We find that patients are positively influenced by hospital advertising; seeing a television advertisement for a given hospital makes a patient more likely to select that hospital. We also observe significant heterogeneity in patient response depending on insurance status, medical conditions, and demographic factors, like age, gender, and race. For example, patients with more restrictive forms of insurance are less sensitive to advertisements. Our demand model allows us to study the impact of a ban on hospital advertising, which has been recently considered by policy makers. We find that banning hospital advertising can hurt patient health outcomes through increased hospital readmissions. This is because hospital advertisements drive patients to higher-quality hospitals, which tend to advertise more and have lower readmission rates. However, we do not find a significant change in the overall mortality rate.
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Eagle, Bob, and Tim Ambler. "The influence of advertising on the demand for chocolate confectionery." International Journal of Advertising 21, no. 4 (January 2002): 437–54. http://dx.doi.org/10.1080/02650487.2002.11104945.
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Jena, Sarat Kumar, and Deepti Jog. "Price competition in a tourism supply chain." Tourism Economics 23, no. 6 (November 2, 2016): 1235–54. http://dx.doi.org/10.1177/1354816616674611.
Повний текст джерелаАнотація:
In recent trend, advertising is seen to significantly impact channel members’ demand, pricing and profit in tourism supply chain (TSC). Most TSC studies, to date, assumed the market demand to be influenced only by tour price under price competitive environment, not considering the effect of advertising investment. In order to address this problem, two models are established considering decentralized channels: tour operator Stackelberg (TS) and local operator Stackelberg (LS). We analytically show TS model to provide better results than LS model and advertising to strongly influence the channel members’ pricing strategies and profit. Then we generalized the solution considering multiple operators under price competition. We studied two coordination mechanisms, cooperative advertising and two-part tariff, and found the two-part tariff provides better mechanism for improving the profit in LS model compared to cooperative advertisement.
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Kim, Y., and А. Yermekbayeva. "Speech influence in advertising texts." Pedagogy and Psychology 45, no. 4 (December 31, 2020): 106–14. http://dx.doi.org/10.51889/2020-4.2077-6861.13.
Повний текст джерелаАнотація:
This work is devoted to the speech impact of advertising texts, in other words, the language of advertising, the purpose of which is to attract the attention of a potential consumer by making the message as memorable and unusual as possible, lively and catchy, colorful and attractive to a potential listener / buyer. The significance of the work lies in the fact that the author, in the process of analyzing the basic structural elements of the advertising message (slogan and main body), determines the main speech techniques for the influence of advertising texts: expressive means, including metaphors, epithets metonymy, speech turns, paths, various grammatical forms and other forms of influence: nominative, one-part, verb sentences, comparative and superlative adjectives, rhymes, imperative verbs, adverbs, lexical repetition. On specific examples of advertising slogans, evidence is given that the above speech means contribute to increased demand for the advertised product or service. During the study, the author confirms the hypothesis put forward at the beginning of the study: if you skillfully use speech exposure, i.e. to choose words whose harmonious combination lays in the subconscious of a person the information transmitted to him by the manufacturer through high-quality advertising, then such an advertising text can become the key to the success of trade. The work is of great practical importance: the material presented in it can be used by students to improve the culture of speech, improve stylistically differentiated speech, as well as school teachers as methodological material in the Russian language when studying the section «Vocabulary», «Stylistics».
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Kumar, Alok. "Innovation Diffusion-Based Adoption Behavior of New Products and Its Inventory Policies." International Journal of E-Adoption 14, no. 1 (January 2022): 1–28. http://dx.doi.org/10.4018/ijea.297926.
Повний текст джерелаАнотація:
Adoption of new products among social system is largely dependent upon the promotional effort imparted. The promotional effort in the form of advertising plays a pivotal role in the diffusion of products among the social systems. It has been observed that demand of the products and moreover new products largely depends upon the different kinds of advertising effects. Also, it is experienced that demand of new products is highly dynamic. Therefore, to keep pace with the dynamic behavior of demand of new products it becomes important to make strategy over the level of advertising expenditure. The paper describes an inventory model for new products where demand of the products varies with time under the external influence of dynamic advertising effects. The objective of the paper is to develop an optimal schedule of the inventory model for effective supply chain. To encounter with the uncertain environment a fuzzy technique has also been used wherein few parameters have been taken as fuzzy variables.
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Giakoumaki, Christina, George J. Avlonitis, and George Baltas. "Does ingredient advertising work? Some evidence on its impact." Journal of Business & Industrial Marketing 31, no. 7 (August 1, 2016): 901–13. http://dx.doi.org/10.1108/jbim-02-2015-0027.
Повний текст джерелаАнотація:
Purpose The purpose of this study is to examine the effectiveness of ingredient advertising. Specifically, the authors consider the question as to whether ingredient advertising can increase derived demand and favorably influence purchase intentions and attitudes toward the host product that incorporates the advertised B2B ingredient. Design/methodology/approach They conduct experiments in two host product categories using a three-group, between-subjects experimental design. Findings The findings of the study are revealing about the impact of ingredient advertising on the demand for host products, in which the advertised ingredients are incorporated. It is demonstrated that consumer advertising positively affects the attitude and purchase intention toward the host brand that incorporates the advertised industrial product. It is also found that the higher the importance of the advertised ingredient as an attribute of the host product, the greater the advertising effects on the consumer brand. Practical implications The findings imply that ingredient advertising can help marketers to stimulate derived demand in the sense that it makes consumer brands incorporating the advertised industrial product more attractive to consumers. The positive influence of ingredient advertisements is greater for industrial products that are perceived by consumers as very important ingredients of the final product as consumers are more prone to search for and process ingredient-related information and are also more likely to respond to it. Originality/value Despite the implementation of ingredient advertising campaigns by many B2B brands and the vast literature on conventional B2C advertising, there has been no previous attempt to investigate this issue in the empirical literature. This empirical study shows how ingredient advertising works and how it can benefit both buyers and suppliers of the advertised B2B products.
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Вартанов, Сергей. "Модели экономического влияния рекламы: три уровня эффектов". ИЗВЕСТИЯ ДАЛЬНЕВОСТОЧНОГО ФЕДЕРАЛЬНОГО УНИВЕРСИТЕТА. ЭКОНОМИКА И УПРАВЛЕНИЕ, № 3 (2020): 45–66. http://dx.doi.org/10.24866/2311-2271/2020-3/45-66.
Повний текст джерелаАнотація:
Настоящая работа представляет собой первую, вводную часть цикла статей, посвященных обзору существующих моделей, методов и взглядов на эффекты воздействия экономического института рекламы на рынок на всех возможных уровнях. В первой части цикла приводится общий обзор наиболее значимых подходов к изучению рекламной деятельности фирм, влияния рекламы на потребителей и на характеристики экономического равновесия. Построена классификация экономических эффектов рекламы, учитывающая все существующие аспекты ее воздействия и кратко описаны подходы к анализу ее первичных, вторичных и третичных эффектов. The present work is an introduction to a cycle of review articles dedicated to a comprehensive description and analysis of effects caused by advertising as an economic institution on the whole economy on different levels. A general review of most significant approaches to analyze the firms advertising activities is carried out as well as a diversified overview of methods and mathematical apparatus of modelling advertisement influence on consumers and on the characteristics of economic equilibrium. A classification of such influence effects is constructed, based on different characteristics of advertising, including its content, duration, intensity, as well as types of firms’ ad strategies and the level of economy affected by ad influence. From the latter point of view the economic effects of advertising may be divided into three levels. Primary effects involve only the consumers and describe the shift in their demand inspired by advertisement. The emergence of primary effects gives a new tool to operate the demand for the producing firms. For the latter it means that they may develop an optimal strategy, different from the one that fits the “non-ad” case, and this difference forms the essence of the secondary tier of the economic effects of the advertising (secondary effects). Finally, the tertiary effects of advertising deal with the shift in general market characteristics and structure induced by the existence of advertising as an institution such as social welfare change or emergence of new equilibriums or advertising markets as well as advertising-driven intersectoral linkages between production and media industries.
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Brady, Malcolm. "A Game-Theoretic Model of Strategic Interaction Using Advertising: Simulating the Evolution of the Cournot Nash Equilibrium under Different Competitive Scenarios." Games 12, no. 4 (November 1, 2021): 85. http://dx.doi.org/10.3390/g12040085.
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This paper examines the behaviour of two firms competing in a duopoly, where firms can influence demand through use of advertising. The paper simulates the strategic interaction of the two firms based on a game-theoretic Cournot analytical model. The evolution over time of the Nash equilibrium is graphically displayed for a number of different competitive scenarios. The results show that there exist threshold levels of advertising effectiveness at which duopoly behaviour bifurcates, that perfectly cooperative advertising can lead to competitive disadvantage, and that perfectly predatory advertising can lead to stagnation or losses.
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Hiew, Lee-Chea, Chin-Hong Puah, Mohammand Affendy Arip, and Mei-Teing Chong. "Role of Advertising Expenditure as an Influential Non-traditional Regressor in Russia’s Money Demand Specification." International Journal of Financial Research 10, no. 6 (August 8, 2019): 232. http://dx.doi.org/10.5430/ijfr.v10n6p232.
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The term advertising refers to the strategy that affects consumer behaviour and induces higher household final consumption expenditure (HFCE), which is associated with incredibly demanding for money upon transaction usages and a reduction in search costs. The model of money demand that is stable, reliable and well defined is crucial for central banks in formulating their monetary policy to minimise the gap between the supply and demand of money. Hence, this paper examines the influence of expenditure in advertising (ADEX) towards the level of demand for money among the households in Russia. An approach known as Autoregressive distributed lag (ARDL) is opted to model the money demand function (MDF) of Russia and nine years of quarterly data from 2008 to 2016 have been used in the estimation. Empirical findings reveal that ADEX not only positively influences the Russian’s money demand in long term, its MDF also becomes more superior when the ADEX has been added. As such, this study suggests that ADEX can be taken into account as a non-traditional explanatory variable in the formulation of a stable and well-specified MDF for the case in Russia.
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Livitska, Oksana. "Advertisement as a mean of manipulative influence on the consumer: language and style." Obraz 3, no. 32 (2019): 64–69. http://dx.doi.org/10.21272/obraz.2019.3(32)-64-69.
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Introduction. The study describes different expressive means and devices which are used in TV advertising texts. Advertising has taken a dominant place on television and radio, in newspapers and magazines, and on the Internet. Advertising has become a conglomerate that has covered almost every area of our lives. The relevance of the study. The increasing role of advertising in the modern world has led to an increased interest in the study of this social phenomenon among scholars in various fields. A text is one of the most important components of advertising and a means of manipulation. Creating an effective, influential advertising text, which excites the consumer desire to buy an advertised item, requires the precise selection and a successful combination of words. So we can speak about the relevance of language study of advertising texts, which has a significant impact on the effectiveness, comprehensibility of TV advertisement, and its perception. The methodology. The following methods were used in the study: typological (identification and ordering of expressive means in TV advertising texts); functional (clarifying the role of the above-mentioned means); structural (identification of relationships between components of the common system); hermeneutic (in-depth interpretation of the semantic load of expressive means). Results: different expressive means and devices are used in TV advertising texts in order to provide the success of the advertised product, to create an attractive image of goods, services for potential customers, and to ensure a certain level of demand for goods. In order to attract more attention to their products manufacturers and advertisers take into account the power of words, so they use a large number of tropes: epithet structures, metaphors, hyperbole, comparisons. Such lexical expressive means significantly enrich advertising texts, contribute to their easy memorization, maximize the advertising effectiveness. Conclusions: So epithet structures, metaphors, hyperboles, comparisons are important elements of advertising texts that provide the impact of high-intensity on consumers, creating a certain emotional effect, reduce the distance between the object of advertising and its consumer, show the advantages of the advertised product over others, provide the opportunity to influence on the minds of the audience. Thus, the above means have a high manipulation potential, become the basis for the transfer of the basic idea of the advertisement itself, push the consumer to the right opinion, and therefore motivate to purchase the advertised product or service. Keywords: expressive means, manipulative influence, advertising text, TV advertisement.
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Stout, Daniel A. "Newspapers vs. Broadcast: A Comparison of Media Sales Performance." Newspaper Research Journal 7, no. 4 (June 1986): 43–54. http://dx.doi.org/10.1177/073953298600700405.
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Newspapers are compared with radio and television stations to determine the print medium's ability to influence national advertising decisions. Outcomes of responses to a complex media problem from an advertising agency, suggest newspapers are becoming more aggressive marketers. Analysis of a media decisions model shows that newspapers are familiar with the complex media terminology advertisers often demand, and are also adept in their ability to persuade through graphic appeals in printed sales material.
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Jingyan, Liu, and Huang Liwen. "Mobile Advertising Optimization Strategy Based on SICAS Model in China." International Journal of Business and Management 13, no. 11 (October 12, 2018): 169. http://dx.doi.org/10.5539/ijbm.v13n11p169.
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Mobile Internet changes consumer behavior, which also changes marketing. Mobile advertising is an important part of mobile marketing. This paper aims to describes consumer behavior in the mobile internet and provides guidance for mobile advertising. This paper applies inductive and deductive method to analyze mobile advertising’s role in the consumption process based on SICAS model, and then put forward the optimization strategy. Mobile advertising starts with acquiring consumers for products and services, obtains consumer demand through online senses; and realizes interactive connection with consumers to provide the valuable solutions; recommends the brands to meet consumer demands and form the flow from online to offline; feedback online through social sharing after using mobile payment to complete the transaction, to form a complete closed-loop mobile business. Mobile advertising can be be optimized in advertising delivery, advertising content and advertising communication. The precise delivery is achieved through tagged consumer and programmatic purchase. Content advertising, as the core of mobile advertising, is influenced by location, creative experience and scene. Native advertising that content is advertising provides good consumer experience. Cross-screen communication and social communication increases the communication performance of mobile advertising. This paper contributes to the understanding and improvement of mobile advertising, and its findings provide the new thinking perspective for mobile advertising.
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Zheng, Yuqing, and Harry M. Kaiser. "Dairy-borne Disease Outbreak and Milk Demand: A Study Using Outbreak Surveillance Data." Agricultural and Resource Economics Review 38, no. 3 (December 2009): 330–37. http://dx.doi.org/10.1017/s1068280500009588.
Повний текст джерелаАнотація:
We utilize the outbreak surveillance data from the Centers for Disease Control and Prevention (CDC) to examine whether consumer demand is impacted by the outbreak of food-borne disease. An additional person sickened due to the ingestion of tainted cheese products at home is found to decrease per capita milk demand in New York State by 0.13 percent (or 0.07 pound), while milk-and ice cream-borne disease outbreaks, occurring at home or in public places, are found to have no impact on fluid milk demand. Our results imply the existence of word-of-mouth effects, which cannot be tested by the popular information/media index approach used to measure food-borne disease outbreaks. We also find that a 7 percent increase in generic advertising expenditures or a 10 percent increase in expenditures on non-advertising marketing activities can offset the negative influence of one ill person in cheese-borne disease outbreaks at home, while holding other demand factors constant.
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Grochová, Ladislava. "Advertising as a possible determinant of private consumption." Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 59, no. 4 (2011): 97–104. http://dx.doi.org/10.11118/actaun201159040097.
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Private consumption represents an important component of aggregate demand, i.e. private consumption becomes a significant aspect of GDP determination. The objective of this paper is to examine private consumption in terms of a potential short-run influence of advertising on private consumption as one of the factors that determine consumption. GDP (disposable personal income), interest rates, but also advertising may be considered as important factors that can accelerate the development or change the direction of development of private consumption. A debate on effects of these factors is carried on in the paper. Determinants of advertising expenses as well as potential influence of advertising on private consumption will be studied. This general theme will be specified under conditions of American economy and examined during a period of almost 80 years (1929–2008). The GLS method of estimation with application of Cochrane-Orcutt regression is used. Despite of lower statistical significance the model indicates that advertising expenses variable is not an important variable of private consumption at aggregate level on the contrary to disposable personal income and private savings.
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Liu, Donald J., Harry M. Kaiser, Olan D. Forker, and Timothy D. Mount. "An Economic Analysis of the U.S. Generic Dairy Advertising Program Using an Industry Model." Northeastern Journal of Agricultural and Resource Economics 19, no. 1 (April 1990): 37–48. http://dx.doi.org/10.1017/s0899367x00000167.
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The market impacts of generic dairy advertising are assessed using an industry model which encompasses supply and demand conditions at the retail, wholesale, and farm levels, and government intervention under the dairy price support program. The estimated model is used to simulate price and quantity values for four advertising scenarios: (1) no advertising, (2) historical fluid advertising, (3) historical manufactured advertising, and (4) historical fluid and manufactured advertising. Compared to previous studies, the dairy-industry model provides additional insights into the way generic dairy advertising influences prices and quantities at the retail, wholesale, and farm levels.
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Cao, Duanyang, Xumei Zhang, Lingli Yang, and Jian Xiao. "Dynamic cooperative advertising strategy in OAO supply chain with customer return." RAIRO - Operations Research 54, no. 5 (July 23, 2020): 1537–53. http://dx.doi.org/10.1051/ro/2019067.
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Nowadays many manufacturers are increasingly adopting their own online direct channel and the offline retail channel to sell their products as the quick development of e-commerce and third party logistics. To gain more and more market share, the manufacturer and the retailer implement unconditional return strategy, which does not affect secondary sales. We build a differential game model for the optimal advertising and the optimal advertising cost sharing proportion for centralized and decentralized OAO (Online and Offline) supply chain considering customer returns rates. We further analyze how the returns rates affect the optimal decisions of the manufacturer and the retailer. The results show that the returns rates, the brand reputation and the influence factors of retail channel goodwill on demand of online direct channel strongly influence the optimal advertising decisions. Furthermore, the retailer does not support for the manufacturer advertising efforts in Stackelberg game. Compared with the centralized OAO supply chain, the decentralized system results in channel inefficiency. To coordinate the channels, we design a two-way advertising cost-sharing contract. By this contract, each member of the supply chain reaches a win-win situation and is willing to cooperate. Numerical studies verify the conclusions of this paper.
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Ningrum, Ogrivia Ratih Puspa, and Juwono Tri Atmodjo. "PENGARUH PERIKLANAN TOKOPEDIA TERHADAP KEPUTUSAN PEMBELIAN PADA MAHASISWA MERCU BUANA JAKARTA." Jurnal Visi Komunikasi 20, no. 02 (February 26, 2022): 294. http://dx.doi.org/10.22441/visikom.v20i02.14512.
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Internet users are increasing every year and the current pandemic conditions indicate an increase in online shopping transactions. Indonesian consumers remain the most active online shoppers, and around 14% of them shop online using smartphones, tablets or other mobile devices. One of the e-commerce is Tokopedia, in increasing its transactions, it carries out advertising activities with the aim that people are interested in opening the Tokopedia application and making transactions on the application. Waktu Indonesia Belanja program using the K-POP model that is currently in demand by the public has become an advertising program carried out by Tokopedia. The approach to Tokopedia's advertising research is to use the Heuristic Systematic Model for purchasing decisions. This study aims to determine the effect of Tokopedia advertising on purchasing decisions for students at Mercu Buana University Jakarta using the Heuristic Systematic Model. Data analysis in this study was carried out by distributing questionnaires to 384 respondents who became the sample of this study where the sampling technique was proportional stratified random sampling, then further analysis was carried out with multiple linear regression models using the SPSS program. The results showed that there was a positive and significant influence between advertising processing carried out heuristically on purchasing decisions, as well as advertising processing carried out systematically which showed a positive and significant influence on purchasing decisions. The magnitude of the effect of systematic processing on purchasing decisions is greater than that of heuristic processing. Simultaneously, advertising processing which is carried out heuristically and systematically shows a positive and significant influence on purchasing decisions.
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Вартанов, Сергей. "Модели экономического влияния рекламы: первичные эффекты". ИЗВЕСТИЯ ДАЛЬНЕВОСТОЧНОГО ФЕДЕРАЛЬНОГО УНИВЕРСИТЕТА. ЭКОНОМИКА И УПРАВЛЕНИЕ, № 4 (2020): 61–85. http://dx.doi.org/10.24866/2311-2271/2020-4/61-85.
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Настоящая работа представляет собой вторую часть цикла из пяти статей, посвященных обзору существующих моделей, методов и взглядов на эффекты воздействия экономического института рекламы на рынок на всех возможных уровнях. В ней рассмотрен самый нижний уровень влияния рекламы, связанный с изменением под ее воздействием поведения конечных потребителей. Эффекты, оказываемые рекламой на них, являются первичными эффектами, так как именно с них «начинается» цепочка рекламного влияния на рынок. В работе рассмотрены убеждающая и информативная функции рекламы, сопоставлены визуальные и текстовые ее варианты, обсуждаются основные положения когнитивного и поведенческого подходов к анализу воздействия рекламы на формирование потребительского спроса. Кроме того, описаны кратко- и долгосрочные первичные эффекты и особенности их учета и моделирования с помощью функций спроса и основанная на этом методология перехода к анализу поведения фирм, стремящихся использовать рекламное воздействие для достижения своих стратегических целей. The present work continues a cycle of review articles dedicated to a comprehensive description and analysis of effects caused by advertising as an economic institution on the whole economy on different levels. Whereas the introductive part of the cycle gives a general classification of such effects, the current work considers the lowest level of advertising impact associated with changes in the end consumers behavior. This class of effects may be regarded as the primary since they start the chain of advertising impact on the whole market. The paper considers the persuasive and informative functions of advertising, compares its visual and textual variants, discusses the main provisions of the cognitive and behavioral approaches to the analysis of the impact of advertising on the consumer demand formation as well as main models of advertising communication. In addition, short and long-term primary effects and the specifics of their accounting and modeling using demand functions and the methodology based on this for the transition to the analysis of the behavior of firms seeking to use advertising influence to achieve their strategic goals are described.
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Hill, Katerina E., Matthew D. Hill, and G. W. Kelly. "Do market share and demand uncertainty influence the relation between advertising expenditures and shareholder value?" Journal of Business Research 115 (July 2020): 61–69. http://dx.doi.org/10.1016/j.jbusres.2020.04.028.
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Krylov, A. N., G. P. Kuzina, and A. I. Mozgovoy. "TOWARDS THE ISSUE ON DEMAND GENERATION IN THE SERVICE MARKET." Vestnik Universiteta, no. 5 (July 16, 2020): 135–42. http://dx.doi.org/10.26425/1816-4277-2020-5-135-142.
Повний текст джерелаАнотація:
The features of supply and demand in the service market, the main trends in the market of household services, its dynamics for the period from 2010 to the present in the Russian Federation have been considered. The level of influence of marketing tools on the customer’s perception (collaboration, full information about the service, advertising campaign, employee motivation, presentation of new products, etc.) has been studied, the results of the study have been given, the main measures for creating demand for a company providing consumer services, event budget have been defined. An economic assessment of the effectiveness of the proposed measures in the form of an expected increase in revenue and payback periods has been given. Using the proposed set of measures will allow you to actively influence the process of forming the company’s demand in the market of household services.
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Vartanov, S. A. "The Economic Theory of Advertising: The Directions of Formation." Administrative Consulting, no. 8 (September 30, 2020): 157–74. http://dx.doi.org/10.22394/1726-1139-2020-8-157-174.
Повний текст джерелаАнотація:
One of the key tools that are traditionally used in solving media strategizing problems is advertising. The impacts of advertising on the processes taking place in the economy are significant and remarkably diverse, thus raising a big question to the media strategists to systematize and classify both the types of such impacts and the economic theories that study it. This work is devoted to the study of this issue: the most significant approaches to a comprehensive study of advertising at various planning periods (from instant to long-term strategic) are presented. We analyze the informative and persuasive functions of advertisement, compare the influence of its visual and textual forms and discuss key points of cognitive and behavior approaches to understand how advertisement affects the consumers’ demand. We describe basic models of economic equilibrium, which take the advertisement influence on different market structures into account, as well as two-sided models of media markets. It is shown that the less developed field of the economics of advertising is behavior and market influence analysis of the firms whose specialization is creating and distributing media content and advertisement. Due to this, we introduce the way to construct a new class of market models involving three types of economic agents — consumers, media firms and economic goods producers.
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Dojčinović, Nikola, and Samir Ljajić. "Commercials and its impact on consumers: Children abuse in advertising." Ekonomski izazovi 9, no. 17 (2020): 105–17. http://dx.doi.org/10.5937/ekoizazov2017105d.
Повний текст джерелаАнотація:
The modern era of capitalism is characterized by mass production. Consumer society is the target of producers whose demand depends on financial success of companies. An important correlation between consumers and producers is created by advertising and propaganda activities. Traditional and new media through which the advertising message is conveyed play an important mediating role. Marketing agencies nowadays offer advertising creation services, run by an entire team of PR managers. Many commercials are created in a way that approaches the form of art, without taking any care about ethical principles. In this paper, we highlight the manipulative, persuasive influence of advertising and the abuse of children in advertisements.The first part of the paper covers the definition of advertising and the chapter about advertising in the media. In the second part of paper, attention is paid to the impact of advertising on consumers, as well as on the role of children abuse in commercials. Based on the analyzed commercials, it is concluded that children in advertisements are used as a means of achieving economic goals, and that the elements of the analyzed advertisements are used to manipulate children.
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Nikšić, Jasmina. "Tax exemptions for value added tax in the Republic of Serbia with a comparative analysis of tax exemptions in the EU." Ekonomski izazovi 9, no. 18 (2020): 140–49. http://dx.doi.org/10.5937/ekoizazov2018140n.
Повний текст джерелаАнотація:
The modern era of capitalism is characterized by mass production. Consumer society is the target of producers whose demand depends on financial success of companies. An important correlation between consumers and producers is created by advertising and propaganda activities. Traditional and new media through which the advertising message is conveyed play an important mediating role. Marketing agencies nowadays offer advertising creation services, run by an entire team of PR managers. Many commercials are created in a way that approaches the form of art, without taking any care about ethical principles. In this paper, we highlight the manipulative, persuasive influence of advertising and the abuse of children in advertisements.The first part of the paper covers the definition of advertising and the chapter about advertising in the media. In the second part of paper, attention is paid to the impact of advertising on consumers, as well as on the role of children abuse in commercials. Based on the analyzed commercials, it is concluded that children in advertisements are used as a means of achieving economic goals, and that the elements of the analyzed advertisements are used to manipulate children.
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Ewins, Neil. "Variations in American marketing practices of early 19th-century ceramic importers and dealers, reflecting culture and identity." Journal of Historical Research in Marketing 12, no. 3 (June 3, 2020): 345–75. http://dx.doi.org/10.1108/jhrm-07-2019-0024.
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Purpose This paper explores the advertising strategy of crockery importers and dealers in relationship to their origins and backgrounds. This is a departure from earlier ceramic-history literature which tended to focus on the Staffordshire producers, with limited awareness on how the identity of importers and dealers influenced what products were sold, and their individual approaches to marketing. Design/methodology/approach Within a context of historical marketing research, this paper analyses newspaper advertising and commentary. It combines an examination of marketing practices with a wider consideration of the cultural identities of ceramic importers and dealers. The digitalization of historical records, combined with sophisticated search engines, makes it more feasible to examine a broader range of sources. Thus, modern research methods can enhance our understanding of production and demand and reveal how marketing strategy was diverse. Findings Awareness on how advertising was influenced by the backgrounds and socio-political views of importers and dealers demonstrates ways in which Anglo-American ceramic trade could be far more market-led. More significantly, marketing approaches were not necessarily responding to American demand, but rather that importers could engage in commissioning goods which reflected their own views on politics, religion or slavery. Originality/value Examining the advertising of importers demonstrates the complex relationship between production and ceramic demand. This paper opens up debates as to how far the advertising of other merchandise in the USA shows evidence of taking a more individual approach by the 19th century.
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Kumar, Subhash, Meenu Sigroha, Kamal Kumar, and Biswajit Sarkar. "Manufacturing/remanufacturing based supply chain management under advertisements and carbon emissions process." RAIRO - Operations Research 56, no. 2 (March 2022): 831–51. http://dx.doi.org/10.1051/ro/2021189.
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One of the most successful ways to get the word out about a product’s popularity across all types of customers is through advertising. It has a valuable direct influence on increasing product demand. The supply chain model is developed for manufacturer and retailer, where advertisements are dependent on demand. The advertisement rate has been considered a function that has enhanced at a diminishing rate concerning time, although the growth rate slowed. During the manufacturing cycle, the market’s demand is a function of advertisement, and the customer’s demand is a linear function of time. The production rate exceeds the demand rate during manufacturing and remanufacturing; shortages are not faced. It involves a manufacturing/remanufacturing process that quickly delivers consumer products and less waste. To keep the environment clean, the cost of carbon emissions is incorporated into the manufacturer’s and supplier’s holding and degrading costs. The model’s primary purpose is to minimize the overall cost of manufacturing and remanufacturing. The overall cost during the manufacturing cycle is higher than that during the remanufacturing cycle. This study confirms that the increasing cost of advertising provides the continuous increasing value of the total cost. A numerical example is provided, graphical representation and sensitivity analysis determine the function’s behavior and test the model.
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Yang, Dongsheng, and Minghui Xu. "Information-sharing strategy for online platform: the impact of suppliers’ price and advertising competition." Journal of Contemporary Marketing Science 3, no. 3 (October 12, 2020): 365–84. http://dx.doi.org/10.1108/jcmars-08-2020-0032.
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PurposeIn recent years, with the rapid development of the Internet and e-commerce, the online retail business has grown rapidly. E-commerce platforms can track different click data to understand consumer behavior and demand preferences, so as to make better demand forecasts, and strategically share this information with upstream suppliers. When the platform charges a certain fee for the shared data, the suppliers face the question of whether to purchase demand information. This article aims to analyze the influence of price competition and advertising competition on the suppliers' decisions to purchase information and the online platform for data pricing.Design/methodology/approachBy using static game with incomplete information, this paper explores information-sharing strategies of an online platform with two competitive brand suppliers. The authors use Nash game to analyze the suppliers' purchasing information decision and then obtain the optimal information price of the online platform with information-sharing contract.FindingsThis paper shows that demand information sharing benefits both the platform and the suppliers. Without information contracts, the online platform is willing to share demand information with at least one supplier. Especially, when the consumer's sensitivity to advertising is larger and the commission fee charged by the online platform is small, the online platforms will share information with only one supplier. Based on the game outcomes between the suppliers, two pricing strategies for information are proposed under which at least one supplier purchases information. If the consumers are less (more) sensitive to advertising competition, pricing strategy of the online platform induces both suppliers (only one supplier) to purchase information.Originality/valueAt present, most of the information-sharing articles are based on the traditional purchase and sale mode. Based on the background of e-commerce, this paper examines the online platform's information-sharing strategies, which has certain innovation. In addition, the results show that the information-sharing strategy of the online platform is affected by both the price and advertising competitiveness, which provides a new expansion and supplement for the information-sharing literature.
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Zhou, Erfeng, Tinglong Zhang, Lei Ni, and Chang Fang. "Advertising and Pricing Decisions with Reference Price Effect." Journal of Advanced Computational Intelligence and Intelligent Informatics 22, no. 6 (October 20, 2018): 817–22. http://dx.doi.org/10.20965/jaciii.2018.p0817.
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Social perception influences product and brand evaluations. Consumers are especially susceptible to reference price effects when they make purchase decisions for a certain product. Meanwhile, the advertising and pricing are the determinable factors that have impact on consumers’ reference price which also are fundamental marketing strategies. Therefore, how to dynamically set advertising and pricing to maximize firms’ profits are essential tasks. We investigate a duopoly market in a mature product category where two firms compete through time using advertising and pricing as their dominated marketing tools. The firms make the advertising and pricing decisions to maximize their own profits in the planning period. The main results of this paper include the following. (i) The optimal retail price and advertising effort are positively correlated to the initial reference price and basic market size. (ii) When the two firms’ initial basic market size are different, the retail price difference is positive correlated to the initial basic market size difference, so is the advertising effort difference. This conclusion will result to that the strong firm is getting stronger and stronger, however, the weak firm is getting weaker and weaker, this is the situation which happen in the e-commerce market, that is winners take all. (iii) The value of the initial reference price can also determines the reference price effect on the consumer demand rate, that is, when the initial reference price is relatively low, the reference price will have a negative effect on the consumers’ demand of both firms in the whole planning period; when the initial reference price is relatively high, the reference price will have a positive effect on the consumers’ demand of both firms in the whole planning period. Whereas, a moderate initial reference price may lead to different effects on demand.
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Ling, Goh Mei, Elaine Ang Hwee Hin, Tan Seng Huat, and Tay Tiam Poh. "The Influence of Promotional Mix on Female Consumers’ Buying Behaviour." Journal of International Business, Economics and Entrepreneurship 6, no. 2 (December 29, 2021): 36. http://dx.doi.org/10.24191/jibe.v6i2.16653.
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The skin care industry has become very competitive today. The demand for skin care products has grown rapidly due to the growth in the population of working females and the penetration of Korean culture among Malaysians. Hence, this study aims to investigate the influence of promotional mix on buying behaviour of female consumers towards skin care products. This study has recruited 200 female respondents from Melaka using convenience sampling. The data was collected using a set of self-administered questionnaires. Advertising, sales promotion, direct marketing, personal selling and public relations were included in the research model to predict buying behaviour of female consumers towards skin care products. Data analysis which involves measurement model and structural model were performed using PLS-SEM. Sales promotion and public relation both influence buying behaviour significantly. Advertising, direct selling and personal selling, however, were found to be non-significant. The findings have thus implied that sales promotion and public relation are important factors of buying behaviour of female consumers towards skin care products. This study has provided valuable information and insightful input to the marketers of skin care products.
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Richards, Timothy J., X. M. Gao, and Paul M. Patterson. "Advertising and Retail Promotion of Washington Apples: A Structural Latent Variable Approach to Promotion Evaluation." Journal of Agricultural and Applied Economics 31, no. 1 (April 1999): 15–28. http://dx.doi.org/10.1017/s0081305200028740.
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Abstract“Commodity promotion” consists of many activities, each designed to contribute to a consumer's product knowledge or influence tastes. However, both knowledge and tastes are unobservable, or latent, variables influencing demand. This paper specifies a dynamic structural model of fresh fruit demand that treats promotion and other socioeconomic variables as “causal” variables influencing these latent variables. Estimating this state-space model using a Kalman filter approach provides estimates of both the system parameters and a latent variable series. The results show that these latent effects contribute positively to apple and other fruit consumption, while reducing banana consumption.
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Baliun, Оksana, Kristina Tomina, Tetiana Fisenko, Lidiya Smola, and Aelita Lytvyn. "Psychosemantic interpretation of media space video advertising for brands (Mcdonald’s, Coca-Cola, Nestlé, Roshen)." Revista Amazonia Investiga 10, no. 46 (October 25, 2021): 259–72. http://dx.doi.org/10.34069/ai/2021.46.10.26.
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The relevance of the research topic is due to the need to increase the evidence-based studies on enhancing the development effectiveness of audiovisual advertising message, which creates an urgent demand for further scholarly elaboration of such a complex phenomenon as psychosemantic analysis of video advertising. The purpose of the study is to identify opportunities to increase efficiency of audiovisual communication by conducting the psychosemantic study of the perception of video advertising of brands. The methodological basis of the study is a set of marketing, sociological and psychological methods. In particular, the focus group, survey, semantic differential and George Kelly's repertory grid methods were chosen to study the psychosemantic space of the target audience. Correspondingly, the qualitative results of psychosemantic influence of video advertising on consumer consciousness were achieved through mathematical calculations and graphic illustrations. The study presents the results of psychosemantic research of video commercials, which highlight the features of their psychosemantic perception by the consumer. The emphasis is placed on the fact that the previous experience, knowledge and personal values of target audience representatives have an impact on their perception of different types of video advertising of the brand within one advertising campaign. The recommendations for improving the efficiency of audiovisual communication have been developed.
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Wandanaya, Anita B. "PENGARUH PEMASARAN ONLINE TERHADAP KEPUTUSAN PEMBELIAN PRODUK." CCIT Journal 5, no. 2 (January 6, 2012): 174–85. http://dx.doi.org/10.33050/ccit.v5i2.149.
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Progress increasingly global information technology caused a change consumer behavior in buying products. Consumer demand services online marketing viathe Interneteasy, fast and can beaccessed from anywhere and anytime without being tied down at work globally. Basically, consumers always want the convenience if you want to buya product. All they wanted was an advertising information over the Internet canbe accessed from anywhere around the world and at anytime available at the time they need a product. Company, especially marketers realize that they currently can not depend on traditional marketing. To be able to increase sales volume then should marketer be able to implement an advertising program that is the internet with online marketing. By implementing this program is expected to help companies get more profit. The purpose of this paper is to determine whether advertising and marketing programs over the Internet can influence purchasing decisionsof internet user sin buying a product.
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A. Zaitseva, Irina, Alexander Krikunov, and Aleksandr V. Tolochko. "The use of public service advertising for solving social problems." REICE: Revista Electrónica de Investigación en Ciencias Económicas 8, no. 15 (July 5, 2020): 177–95. http://dx.doi.org/10.5377/reice.v8i15.9952.
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Modern society, whose typical features, among other characteristics, are the growth and development of the advertising industry, is more and more interested in public service advertising whose goal is to draw the attention of a wider audience to social problems. The result of public service advertising is the formation of certain moral and value attitudes. Advertising influences the consciousness of people by promoting a certain attitude to life and ensuring the relevance of moral and social values, as well as an active socio-political position. In general, public service advertising is regarded as a means of regulating social processes. Avoiding the extremes of coercion and indifference, public service advertising makes the individual focused on the problems that should be addressed. The research goal is to analyze the experience accumulated by government bodies regarding the use of public service advertising for solving social problems. Methodology. The study was conducted in 2019-2020 at Yelets State Ivan Bunin University (Lipetsk Region). The subject matter of the research was the population of the Lipetsk region (n=1200). The scope of the study was the use of public service advertising in the government activities and the attitude of the population to public service advertising. Results and their analysis. As an instrument of influence on public consciousness and a factor in the formation of certain behavioral models, public service advertising implies interaction among society, public organizations, business, and government bodies. It is a method of targeted impact on society aimed at solving social problems. The development of public service advertising is driven by the changing attitude to social problems, both by government bodies and people, most of whom consider public service advertising to be an effective tool for raising social problems and improving social behavior. Health and family remain important themes of public service advertising. By drawing attention to social phenomena and problems, public service advertising promotes humanity, law, and care in society. Focus on public order, protection of public and personal interests and civil rights increases legal awareness in society. There is still public demand for public service advertising that stimulates people’s interest in certain projects, programs, organizations, usually non-profit. Event advertising successfully informs the audience about upcoming festive events, historical dates, and strengthens common social memory. Public service advertising does not contradict basic social attitudes, and its study is useful for understanding and interpreting public consciousness.
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Bahuguna, Rachana, Atul Jain, Divya Suryavanshi, Hemlata Chauhan, Suleiman A. Khan, and Ruchi Thakur. "Influence of Television Advertising on Behavior of Children across Socioeconomic Backgrounds." Journal of Contemporary Dental Practice 18, no. 1 (January 2017): 52–56. http://dx.doi.org/10.5005/jp-journals-10024-1988.
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ABSTRACT Introduction This research analyzed the influence of television on the behavior of children belonging to urban and rural socioeconomic backgrounds of Bhopal city and its vicinity. Materials and methods About 400 parents with children between 1 and 18 years of age were subjected to a self-designed questionnaire, which sought information regarding the television viewing habits of children. Differences in responses were noted between the subjects of urban and rural areas. Obtained data were subjected to statistical analysis using Pearson's chi-square test to determine the level of significance. Results The urban class showed a dominating pattern in the positive aspects of television viewing, such as significantly better awareness of oral health, more emphasis shown toward oral care adverts, and a higher knowledge of the cause of dental caries. However, the urban class also possessed a poor attitude; the appearance of a dentist on television did not remind them about oral needs, products with gifts pleased their children to a greater extent, they had more demanding children, parents fulfilled their children's demand more, and they relied on the self for selection of toothpaste. Overall, in all aspects, the rural class lacked significantly. Conclusion Television exerts a positive as well as negative influence on children's behavior among urban and rural communities, with the influence being more obvious in the urban class. Clinical significance The results of this study can be utilized in bringing about better and effective advertising oriented toward attaining optimum oral health of children; overall general health through adverts that discourage obesogenic diet and promote a diet rich in protein and fiber can also be focused on. How to cite this article Bahuguna R, Jain A, Suryavanshi D, Chauhan H, Khan SA, Thakur R. Influence of Television Advertising on Behavior of Children across Socioeconomic Backgrounds. J Contemp Dent Pract 2017;18(1):52-56.
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Odilova, Sitora. "ANALYSIS OF COMPETING BRANDS BY CLASSIFICATION OF CONSUMER GOODS, BRAND ADVANTAGES IN THE JUICE MARKET." INNOVATIONS IN ECONOMY 11, no. 3 (November 30, 2020): 71–79. http://dx.doi.org/10.26739/2181-9491-2020-11-10.
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The aim of this study is to study the influence of various characteristics of the FMCG juice market, such as price, quality, taste, advertising, packaging and color, on consumer consumer behavior. The world as well as the juice market in Uzbekistan is briefly described. Consumer preferences and attitudes towards juices in the country are comparable among competing companies. Consumer preferences by brands are analyzed. It found that specific characteristics of a product areimportant indicators of consumer demand.
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Nadlifatin, Reny, Satria Fadil Persada, Josua Hasiholan Munthe, Bobby Ardiansyahmiraja, Anak Agung Ngurah Perwira Redi, Yogi Tri Prasetyo, and Prawira Fajarindra Belgiawan. "UNDERSTANDING FACTORS INFLUENCING TRAVELER’S ADOPTION OF TRAVEL INFLUENCER ADVERTISING: AN INFORMATION ADOPTION MODEL APPROACH." Business: Theory and Practice 23, no. 1 (April 1, 2022): 131–40. http://dx.doi.org/10.3846/btp.2022.13149.
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In the service sector, such as tourism and hospitality, a traveler often tries to find information about their destination digitally, comparing it to alternatives available to have the best option. This demand businesses that are in the tourism and hospitality sector to advertise their destination more creatively and informatively, such as using a travel influencer. The present research was conducted to explore how the public adopts information advertised by a social media influencer that promotes travel or leisure places, better known as a travel influencer. The Information Adoption Model (IAM) was used to explore the factors that could affect people’s perception of Information Usefulness (IU), which then affects Information Adoption (IA). Several hypotheses that were built from the IAM theoretical framework were tested using Partial Least Square Structural Equation Modelling (PLS-SEM) with 150 people as respondents; four out of the seven hypotheses were accepted. From the accepted hypotheses, it was revealed that more dimensions in the Source Credibility construct influence Information Usefulness compared to the dimensions from the Argument Quality constructs.
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Zheludkova, E. G. "The Role of Speech Stereotype in the Formation of Speech Behavior: a Case Study of the French Social Advertising." Bulletin of Kemerovo State University 21, no. 1 (May 29, 2019): 185–90. http://dx.doi.org/10.21603/2078-8975-2019-21-1-185-190.
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The research features the speech stereotype at the stage of its formation. The author observes the way stereotype of socially approved behavior are formed with the help of speech stereotypes united by the concept of "product waste". An analysis of "gaspillage alimentaire" social advertising revealed some speech stereotypes, stereotyping mechanisms, as well as the way they influence the recipient of the social advertising discourse. The author states the key role of the speech stereotype that address the recipient to the existing models of behavior and in the formation of new models that are in demand in the French society. The results of the research contribute to a better understanding of the speech behavior in different cultures and can be used in the courses of cultural linguistics, French language stylistics, and discourse analysis.
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Sekretov, S. S. "A survey on the most in-demand books in Moscow libraries." Voprosy literatury, no. 4 (August 22, 2019): 75–83. http://dx.doi.org/10.31425/0042-8795-2019-4-75-83.
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The article presents a survey of readers’ demand for books and periodicals conducted in Moscow libraries in 2018, which analyzes readers’ tastes and preferences. The most in-demand serious fiction writers include E. Vodolazkin, A. Ivanov, Z. Prilepin, A. Rubanov, D. Rubina and G. Yakhina. The author enumerates the reasons for a particular writer, book or journal to keep their top position in the readers’ ratings over a long period of time. Also described are writers’ advertising strategies, as well as the influence of television and screen adaptations on readers’ demand for new books. Noviy Mirhas long established itself as the main thick literary journal. The article also raises the issue of dwindling circulation of literary journals, and offers advice to writers, editors, publishers and librarians about promoting their products. As a separate topic, the article examines a growing demand for translated literature (published, among others, in Inostrannaya Literatura), as well as for children’s books.
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Baziana, Sotiria, Eirini Tzimitra-Kalogianni, Aristotelis Batzios, and Ourania Tremma. "Consumer Behavior Towards Delicatessen Products and Branding Influence." International Journal of Social Ecology and Sustainable Development 12, no. 4 (October 2021): 39–47. http://dx.doi.org/10.4018/ijsesd.2021100104.
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It is a fact that branding is a tool for the business to get stronger and also embrace sustainability, which can apply to the delicatessen product market. In addition, the demand of delicatessen products has increased as new trends emerged. Greek businesses have successfully entered the market, advertising the superiority of delicatessen products. The aim of this paper is to provide better understanding of consumer behaviour towards delicatessen products. This is achieved through the views of market experts and a research on consumers investigating how branding influences them. The findings show that there are differences between market experts' opinions and consumers' preferences, which can contribute to the holistic development of the delicatessen market. Finally, this study may provide a basis for a survey of a larger sample of delicatessen firms nationwide and contributes important knowledge to enhance further development in the delicatessen sector and in the management and marketing approach of the market of Thessaloniki.
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Zazdravnykh, A. V., and T. V. Gudkova. "Information Differentiation and Barriers to Entry." Zhurnal Economicheskoj Teorii 17, no. 4 (2020): 874–90. http://dx.doi.org/10.31063/2073-6517/2020.17-4.11.
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The economic effects of information differentiation attracted much scholarly attention in the second half of the 20th century. These studies mostly dealt with the impact of differentiation strategies on market structure and the competitive environment. In recent years, however, despite the rapid development of modern technologies used for promotion and communication with consumers and the emergence of new opportunities for using differentiation strategies in competition, there has been a decline in interest in this issue. This article discusses how information advantages of firms are formed and analyzes the influence of differentiation tools on restraints of competition and limitations on entry. The article assesses the influence of information, reputation, and consumer loyalty asymmetry factors on entry barriers and shows the relationship between the level of strategic investment in advertising and market concentration parameters. These factors should be analyzed in order to improve antitrust policies. At the same time, alternative views on the potential of information differentiation as an entry barrier are presented such as the positive impact of the information contained in advertising on the elasticity of demand, consumer awareness, and competition. It is shown that competition agencies should be especially careful when intervening in the advertising strategies of firms. The article also discusses the impact of digitalization processes on modern tools and methods of information differentiation as well as the corresponding entry barriers.
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Adhikari, Nisha Sharma. "Effectiveness of Advertising and Sales Promotion on Buying Decision of Smartphones in Kathmandu Valley." Journal of Business and Social Sciences Research 1, no. 2 (August 31, 2018): 169. http://dx.doi.org/10.3126/jbssr.v1i2.20923.
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<p>Advertising has the most prominent and vital impact on buying behavior of consumers. Smart phones have gained a lot of popularity in Nepal and are considered to be a great multimedia tool. With such growing demand of smartphones, the need for effective advertising has also been raised. This paper centers on the impact of advertising on the sales volume of Smartphones. This work will shed light on how advertising can really affect a consumer’s buying decisions in a growing economy and how successful advertising can keep businesses going even in the midst of a tough competition. The entire data is collected by distributing structured questionnaire to the 150 respondents within Kathmandu valley. The outcome generated from descriptive statistic is that, most of the respondents own Samsung phone followed by iPhone and Online media is considered as the most effective adverting tool among other two. From the findings, we can also examine that there is insignificant relationship between gender and trust of information towards advertisement. Similarly, online, offline and electronic media have a insignificant association between gender, whereas influence through the advertisement of a brand has a significant association among age. Further the correlation analysis shows that there is a significant association among online, offline and electronic media. </p><p>Journal of Business and Social Sciences Research, Vol. 1, No. 2, pp. 169-184</p>
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Giebe, Carsten, Lana Löffler, and Sandra Schneider. "“Take a Knee” Protests in Professional Sports: An Empirical Study about the Influence on Customer Loyalty to Nike in Germany." Business Ethics and Leadership 4, no. 1 (2020): 92–105. http://dx.doi.org/10.21272/bel.4(1).92-105.2020.
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The article deals with the research of opportunities and prospects to use “Take a knee” protest in professional sports for Nike marketing purposes in terms of influencing customer loyalty to that brand. The action “Take a knee” became widely known in 2016, when the coloured quarterback of the San Francisco 49ers, Colin Kaepernick, knelt in protest while singing the national anthem of the United States of America before several games to denounce police violence against blacks and coloured people. In 2017 the European community for professional sports firstly supported that action, when Hertha BSC’s Bundesliga team went down on their knees before the kick-off of a Bundesliga game to demonstrate for diversity, tolerance and responsibility. Since Hertha BSC is equipped with the sporting goods of Nike manufacturer, the article suggested and tested the hypothesis that “Take a knee” could have an impact on customer loyalty growth to the Nike brand. The systematization of the relevant literature sources and approaches to study the demand for sports goods indicates the lack of comprehensive research on the analysis regarding the impact of the atypical advertising measures on consumer behaviour. Based on the systematization of literary sources, the article identifies the controversy of marketing activities with people who engage in politics. Furthermore, the article defines the moral role of individual athletes or teams of different sports using the example of American football and football (also known as soccer). The methodological basis of the study was analytical and comparative methods, methods of analysis, synthesis, and logical generalization. The paper presents the results of an empirical analysis based on a survey of potential customers of sporting goods in Germany in early 2020 with a sample size of 135 respondents. The authors substantiate the importance of continuous and systematic work by the advertising companies aimed at attracting famous people who are politically engaged in advertising companies as a guarantee of increasing customer loyalty. The results of the study can be useful for both business and advertising companies in terms of the choice of marketing communication tools between manufacturer and customer. Keywords: advertising, business ethics, competitiveness, customer loyalty, marketing, Nike, sport and politics, Take a Knee.
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Podvorica, Ganimete, and Fatos Ukaj. "The Role of Consumers’ Behaviour in Applying Green Marketing: An Economic Analysis of the Non-alcoholic Beverages Industry in Kosova." Wroclaw Review of Law, Administration & Economics 9, no. 1 (June 11, 2020): 1–25. http://dx.doi.org/10.1515/wrlae-2018-0061.
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AbstractGreen marketing in Kosova evolved as a means for enterprises to adjust to increased market competitiveness. The objective of the study was to identify how consumers’ environmentally friendly behaviour drove the demand for new eco-value market offerings. Concurrently, the study aimed to prove how domestic producers of non-alcoholic beverages used their capabilities to deliver new eco-value market offerings. The research is based on a survey conducted in Kosova. Analysis focused on statistical correlation testing of consumers’ green marketing awareness, behaviour toward the environment, information search, trust in advertising and labels displaying health benefits of beverages and attitudes towards a willingness to pay more for organic non-alcoholic beverages compared with non-organic ones. Significant findings were the positive influence of family and media in shaping consumers’ environmentally friendly behaviour and, in contrast, consumers’ mistrust in the marketing activities of producers as a consequence of misleading advertising.
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Rashi, Prakriti, Ankur Singh Bist, Ari Asmawati, Mukti Budiarto, and Wahyu Yustika Prihastiwi. "Influence of Post Covid Change In Consumer Behaviour of Millennials On Advertising Techniques and Practices." Aptisi Transactions on Technopreneurship (ATT) 3, no. 2 (September 25, 2021): 85–92. http://dx.doi.org/10.34306/att.v3i2.210.
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The pandemic caused by Covid 19 has kicked off survival strategies from vulnerable groups of people to small businesses, which has challenged the core operating practices and modified consumption patterns. Thus, effective marketing strategies are imperative in these times, that not only convey values of the brand but also resonate with people. Market disruptions are most likely to impact millennials and Gen Z and given the exploration and spending propensity, millennials are most likely to drive demand during the pandemic as well as in the post pandemic world. This research proposal aims to explore how consumer habits have changed during pandemic, how likely these habits will stick in the post pandemic world and how advertising needs to be transformed which relates best with millennials. The methodology involves a detailed analysis of literature and gathering insights from social media sites through big data. This research investigates the impact of avoiding deterministic automatisms purchasing processes, implying the need to understand, from an academic and conceptual standpoint, the utility of the set of business strategies to truly influence consumer purchasing behaviour of Millennials.
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Fauzi, Ahmad, and Ahmad Bukhori. "PENGARUH IKLAN RADIO DAN PERILAKU PENDENGAR STUDI PADA IKLAN RADIO DAN PERILAKU PENDENGAR DALAM ACARA DAKWAH ISLAM DI RADIO RASETA FM MALANG." INTAJ : Jurnal Penelitian Ilmiah 2, no. 01 (April 1, 2018): 120–48. http://dx.doi.org/10.35897/intaj.v2i01.116.
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In the field of marketing, it is in need of adequate media to convey its business promotional messages. The atmosphere of competition makes various promotional patterns to attract consumers as much as possible. Advertising, for example, this one has the characteristics and need a delicate consideration for the selection of suitable media. Advertising media that is common instead of television and print is radio. Radio ads have their own characteristics compared to other media. The company's effort to create satisfaction can be done through the quality of service provided. The maximum quality of service directly can give the maximum consumers' expectation. By having good service quality then they can fulfil all forms of demand for products or services offered to consumers. Quality of service in accordance with the expectations of consumers by itself will support the company's efforts in order to achieve the goals set by the company both short and long-term, including in the business of radio broadcasting. In the end, it can influence the listener behaviour. Da'wah is the way to invite, call and influence people to always adhere to the teachings of Allah SWT in order to obtain the happiness of life in the world and hereafter. Inviting to the way of Allah SWT is our obligation. The success of his invitation reflects the prospect and preservation of future Islamic developments, for the advancement and retreat of religion rests with the adherents of His followers. Keywords: radio advertising, listener behavior, da'wah
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Mirchova, Sophia, and Kalina Durova. "Risk Management of Tourism Demand in South-Western Bulgaria through Correlation Analysis." SHS Web of Conferences 92 (2021): 03017. http://dx.doi.org/10.1051/shsconf/20219203017.
Повний текст джерелаАнотація:
Research background: The geographical location and the favorable natural features in Bulgaria are a solid precondition for the country to establish itself as a traditional tourist destination. Purpose of the article: This research attempts to find out which parameters affect the processes of tourist demand and supply, thus creating the conditions for optimization of the tourist enterprise as an economic indicator. Methods: The aim of the study is to make a quantitative assessment of the strength of the dependence between the factors that influence the tourism demand and receiving economic results via correlation and regression analysis. On the basis of this quantitative assessment, the risk can be managed and valuable conclusions can be drawn to improve the use and management of resources. Findings and Value added: The empirically investigated relationships show whether the level of labor productivity of the analyzed tourist enterprises is affected by the level of employment on the tourist site. It is necessary to intensify the activities for attracting new customers such as advertising, PR., improving the image of the tourist site. All this will have a positive impact on the development of the various forms of tourism and the social situation of the population in the study region. The strong influence of the size of the current expenditures on the economic results, found in all the studied tourist sites, necessitates the improvement of the tourist demand. Managers can apply flexible approaches to managing risk related to expenditures and revenue at the tourist enterprises.
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Samoilyk, I., N. Stebliuk, M. Kucher, and Y. Saihak. "The pandemic influence on the strategy and marketing policy of different types hotel enterprises." Actual Problems of Economics 1, no. 238 (2021): 90–99. http://dx.doi.org/10.32752/1993-6788-2021-1-238-90-99.
Повний текст джерелаАнотація:
Recommendations for the development of hotel business development strategy and marketing policy depending on the types of business entities have been further developed in the article. Analytical data characterizing the impact of the COVID-19 pandemic on the tourism industry and hotel business have been diagnosed. The main strategic decisions made by hoteliers during the crisis have been analyzed. It has been substantiated that the strategy of diversification consisting in the expansion of activity directions; and also restructuring and reengineering � for the big enterprises, and spatial expansion � for small enterprises, are expedient for implementation for effective development of hotel business enterprises. The main priority of the hotel business strategic development should be to increase the level of safety and medical protection of customers. Marketing policy should be based on digital technologies to promote hotel and related services, including advertising and formation of target segments through SMM marketing, as well as optimization of the pricing system according to demand based on SRM management
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Yoga Pratama, Agus Darma, and Ni Komang Purwaningsih. "ANALISIS STRUKTUR IKLAN WARUNG BU KRIS." KULTURISTIK: Jurnal Bahasa dan Budaya 5, no. 1 (January 4, 2021): 51–59. http://dx.doi.org/10.22225/kulturistik.5.1.2739.
Повний текст джерелаАнотація:
This research investigated advertising structure, strategy, and also the impact of advertising promotion on purchasing decisions of Warung Bu Kris’s food. The data in this study were collected through the observation method, namely by observing the use of words, phrases, sentences, icons, and images in food product advertisements and grouping them. The researcher used screenshots as a documentation technique in collecting the data and then categorizing them into groups. The data was analyzed based on the problems raised. The intralingual method used in this research. The finding showed that the structure in the food advertisement of Warung Bu Kris was headline-illustrations-body copy-signature line-standing details and headline-body copy-standing line. The advertising structure reflected the marketing strategy used by Warung Bu Kris’ owner, including establishing credentials, pressure tactics, and also offering incentives. The advertisements on Instagram influenced customer demand for food in terms of attitude towards the ad and click through rates.
Keywords: advertisement; food; promotion; structure
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Fumi, Andrea, Arianna Pepe, Laura Scarabotti, and Massimiliano M. Schiraldi. "Fourier Analysis for Demand Forecasting in a Fashion Company." International Journal of Engineering Business Management 5 (January 1, 2013): 30. http://dx.doi.org/10.5772/56839.
Повний текст джерелаАнотація:
In the fashion industry, demand forecasting is particularly complex: companies operate with a large variety of short lifecycle products, deeply influenced by seasonal sales, promotional events, weather conditions, advertising and marketing campaigns, on top of festivities and socio-economic factors. At the same time, shelf-out-of-stock phenomena must be avoided at all costs. Given the strong seasonal nature of the products that characterize the fashion sector, this paper aims to highlight how the Fourier method can represent an easy and more effective forecasting method compared to other widespread heuristics normally used. For this purpose, a comparison between the fast Fourier transform algorithm and another two techniques based on moving average and exponential smoothing was carried out on a set of 4-year historical sales data of a €60+ million turnover medium- to large-sized Italian fashion company, which operates in the women's textiles apparel and clothing sectors. The entire analysis was performed on a common spreadsheet, in order to demonstrate that accurate results exploiting advanced numerical computation techniques can be carried out without necessarily using expensive software.
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AL-Samydai, Mahmood Jasim, and Rudaina Othman Yousif. "The Role of Demarketing in Reducing Electricity Demand." International Journal of Business and Management 13, no. 1 (December 18, 2017): 209. http://dx.doi.org/10.5539/ijbm.v13n1p209.
Повний текст джерелаАнотація:
The current study aims to examine the influence of demarketing in reducing the demand for electricity in Jordan. According to (Kotler and Levy. 1971) the demarketing is based on three strategies (general demarketing strategy, selective demarketings strategy and ostensible demarketing strategy). The philosophy of demarketing based on creating better and healthier environment for community and it represents an important tool to determine the consumption of a certain product permanently or temporarily.Demarketing considered an important tool that is used to limit demand or consumption, or rationalize its use, of a certain product or service, permanently or temporarily (fuel electricity, water, etc.) due to the rarity of these resources and their importance, economically, to countries. It is used to limit the use of some products that damage public heath, society, and community (like smoking, alcohol, controlled medication and narcotics, etc.). This paper shows the benefit from the general demarketing to influence the demand of electricity.The researchers depended on secondary resources represented by the available literature. In addition, the researcher depended on designing a questionnaire composed of 27 questions that were implemented on a sample of 592 consumers. The information collected was based on a primary exploration study with the purpose of constructing and designing a study model.Many factors were inserted within study model has been developed according to literatures related to the subject. Thus, this study questionnaire consisted of six dimensions, which are the general demarketing strategy, (advertising, campaigns, perception, price, solar energyand and reference group) and the demand of electricity. The development of six hypotheses was based on the dimensions of the study.All six hypotheses were accepted as well as the seventh hypothesis, concerning the relationship of the link between the components of the study model. The statistical analysis has shown that the positive correlation between components consisted of strong correlation (positive relationship) between each component of demarketing and the reducing the demand for electricity. Researchers faced number of difficulties while conducting this study. Many consumers do not agree with the questionnaire, there is no clear understanding of the concept of reverse marketing, and there are not many studies that deal with this field. The importance of this study is reflected through the effective role of demarketing that can play in influencing the reducing of demand for electricity, and improve them, towards rationalization of electricity consumption.
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Bagiyan, A. Yu, and A. G. Monogarova. "Productive Manipulation as an Element of University Advertising Discourse: Pragma-Axiological Analysis." Nauchnyi dialog, no. 12 (December 28, 2021): 30–49. http://dx.doi.org/10.24224/2227-1295-2021-12-30-49.
Повний текст джерелаАнотація:
The article is devoted to the pragma-axiological and partial psycholinguistic analysis of advertising videos of US universities in order to identify the productive manipulative potential of modern advertising university discourse. The relevance of the study is due to both extralinguistically — the great demand for quality education in the modern world, and linguistically — by the study of the processes of productive speech manipulation as one of the fundamental components of quality communication. The novelty of the research is seen in a qualitatively new pragma-axiological approach to the study of discourse and the value component of the suggestive influence exerted by this discourse. The author’s method of conducting pragma-axiological and partial psycholinguistic analysis, used to identify the pragma-axiological charge of the discursive space and its manipulative potential is presented in the article. Particular attention is paid to the interdependence of the addressee’s value-evaluative attitudes, the lexical units-verbalizers of these attitudes, their pragma-axiological charge and the suggestive (productive manipulative) impact provided. The results of the frequency analysis of part-of-speech indicators and the coefficients of discourse emotivity that depend on them are presented. The results, gained in the framework of the pragma-axiological analysis, are confirmed by the coefficients of the emotiveness of the discourse under study, obtained in the course of a partial psycholinguistic analysis. The key axiological components of productive speech manipulation in the modern advertising university discourse of US universities are presented.