Hasil untuk "Advertising"

Scott B. MacKenzie, R. Lutz, George E. Belch

Paul R. Milgrom, John E. Roberts

Andrew Mitchell, J. Olson

H. Ibarra

James A. Roberts

Jieun Lee, I. Hong

Colin Campbell, Kirk Plangger, S. Sands et al.

Abstract Traditionally, the production and distribution of advertising material has relied on human effort and analog tools. However, technological innovations have given the advertising industry digital and automatic tools that enable advertisers to automate many advertising processes and produce “synthetic ads,” or ads comprising content based on the artificial and automatic production and modification of data. The emerging practice of synthetic advertising, to date the most sophisticated form of ad manipulation, relies on various artificial intelligence (AI) techniques, such as deepfakes and generative adversarial networks (GANs), to automatically create content that depicts an unreal, albeit convincing, artificial version of reality. In this article, a general framework is constructed to better understand how consumers respond to all forms of ad manipulation. It is anticipated that this article will help explain how consumers respond to the more sophisticated forms of synthetic ads—such as deepfakes—that are emerging at an accelerating rate. To guide research in this area, a research agenda is developed focusing on three manipulated advertising areas: ad falsity, consumer response, and originality. Furthermore, the implications for theory and industry are considered.

Brett R. Gordon, Florian Zettelmeyer, N. Bhargava et al.

Observational methods often fail to accurately recover the treatment effects generated from randomized advertising experiments on Facebook.

Charles Jebarajakirthy, Haroon Iqbal Maseeh, Zakir Morshed et al.

The purpose of this research is to review the extant literature on mobile advertising systematically and to carry out a comprehensive analysis of research in this emerging field. Accordingly, this paper synthesises the literature on mobile advertising in terms of theories, contexts, characteristics and methodology to analyse the development of mobile advertising research over time. The literature review shows that mobile advertising research has transitioned from text message-based SMS advertisements into internet-based smartphone advertising. Furthermore, based on the synthesis, we have developed a conceptual framework that shows the antecedents, mediators and consequences of mobile advertising. Additionally, we have identified some overlooked areas and proposed some insightful research directions to advance this field of research. This review contributes to the mobile marketing literature, specifically to the mobile advertising literature.

Priska L. Breves, J. Amrehn, A. Heidenreich et al.

Abstract With the rise of social media, social media influencers (SMIs) have steadily gained importance as brand endorsers by establishing strong parasocial relationships (PSRs) with their followers. These PSRs, however, have been neglected in previous experimental studies on SMIs because they used non-followers as their study participants. This paper, therefore, analyzes the impact of SMIs on their respective followers and reports the results of two experiments. The first experiment (N = 144) confirmed that follower status (non-followers/followers) affected the strength of PSRs, source credibility, and evaluation of a sponsored Instagram post. The second experiment (N = 157) additionally included the presence or absence of an advertising disclosure. Although there were no group differences in conceptual persuasion knowledge, the results indicated that followers, who had established a strong PSR with the SMI, reported lower evaluative persuasion knowledge. Furthermore, followers reported enhanced purchase intentions and brand evaluations, especially when the posts contained advertising disclosures.

Jia Yuan Yu

We consider a causal inference problem frequently encountered in online advertising systems, where a publisher (e.g., Instagram, TikTok) interacts repeatedly with human users and advertisers by sporadically displaying to each user an advertisement selected through an auction. Each treatment corresponds to a parameter value of the advertising mechanism (e.g., auction reserve-price), and we want to estimate through experiments the corresponding long-term treatment effect (e.g., annual advertising revenue). In our setting, the treatment affects not only the instantaneous revenue from showing an ad, but also changes each user's interaction-trajectory, and each advertiser's bidding policy -- as the latter is constrained by a finite budget. In particular, each a treatment may even affect the size of the population, since users interact longer with a tolerable advertising mechanism. We drop the classical i.i.d. assumption and model the experiment measurements (e.g., advertising revenue) as a stopped random walk, and use a budget-splitting experimental design, the Anscombe Theorem, a Wald-like equation, and a Central Limit Theorem to construct confidence intervals for the long-term treatment effect.

LEILA MASOUDIYEKTA, PARNIAN REZAEIAMJAD, FARIBA ASGHARI et al.

Introduction: Physician advertising is an important topic in the medical field. It is an important tool for attracting new patients, increasing awareness of medical services, and promoting the brand of physicians and medical centers. Therefore, this study investigated the surgeons’ attitudes toward physician advertising.Methods: This cross-sectional descriptive-analytical study was conducted on 136 surgeons selected from four teaching hospitals and two private hospitals in Tehran using convenience sampling. A researcher-made questionnaire was used to measure the surgeons’ attitudes towards physician advertising. The survey included scales validated by a group of experts, and questionnaire validation methods were performed using a 5-point Likert scale. Data were analyzed using SPSS 18 software. Descriptive statistics were used to summarize the data, and inferential statistical tests, including chi-square, Fisher’s exact test, and independent t-tests, were used to examine the associations.Results: The mean age of the study physicians was 36.99±0.9 years. Regarding the physicians’ perceptions of advertising, 89% fully concurred that physician advertising enhanced their revenue.Conversely, 76.5% of physicians contended that advertising did not foster increased competition or enhance services. Most participants (84.6%) entirely refuted the assertion that advertising undermined the reputation of physicians. Furthermore, 86% expressed complete dissent about the prohibition of advertising by physicians. Seventy-five percent of surgeons said that paying the media to invite physicians to educational seminars was the most improper way for doctors to advertise. Conversely, 88.2 percent of them said that posting instructional information on theirvirtual profiles was the best approach. Statistical testing demonstrated that the judgment of the positive attitude toward physician advertising strongly correlated with age (p=0.002). The status of physician advertising in the community was deemed entirely proper for those under 30 years old, whereas it was deemed wholly inappropriate for those aged 30 to 45 and above.Conclusion: The results of this study showed that physicians’ attitudes towards advertisements by physicians in society were evaluated favorably in terms of ethical aspects and the dignity of the medical profession.

Yang Li, Yuchao Ma, Qi Qi

Online advertising is a vital revenue source for major internet platforms. Recently, joint advertising, which assigns a bundle of two advertisers in an ad slot instead of allocating a single advertiser, has emerged as an effective method for enhancing allocation efficiency and revenue. However, existing mechanisms for joint advertising fail to realize the optimality, as they tend to focus on individual advertisers and overlook bundle structures. This paper identifies an optimal mechanism for joint advertising in a single-slot setting. For multi-slot joint advertising, we propose \textbf{BundleNet}, a novel bundle-based neural network approach specifically designed for joint advertising. Our extensive experiments demonstrate that the mechanisms generated by \textbf{BundleNet} approximate the theoretical analysis results in the single-slot setting and achieve state-of-the-art performance in the multi-slot setting. This significantly increases platform revenue while ensuring approximate dominant strategy incentive compatibility and individual rationality.

Maria Titova

How does targeted advertising influence electoral outcomes? This paper presents a one-dimensional spatial model of voting in which a privately informed challenger persuades voters to support him over the status quo. I show that targeted advertising enables the challenger to persuade voters with opposing preferences and swing elections decided by such voters; under simple majority, the challenger can defeat the status quo even when it is located at the median voter's bliss point. Ex-ante commitment power is unnecessary -- the challenger succeeds by strategically revealing different pieces of verifiable information to different voters. Publicizing all political ads would mitigate the negative effects of targeted advertising and help voters collectively make the right choice.

N Harsha Vardhan, Ponnurangam Kumaraguru, Kiran Garimella

This paper investigates advertising practices in print newspapers across India using a novel data-driven approach. We develop a pipeline employing image processing and OCR techniques to extract articles and advertisements from digital versions of print newspapers with high accuracy. Applying this methodology to five popular newspapers that span multiple regions and three languages, English, Hindi, and Telugu, we assembled a dataset of more than 12,000 editions containing several hundred thousand advertisements. Collectively, these newspapers reach a readership of over 100 million people. Using this extensive dataset, we conduct a comprehensive analysis to answer key questions about print advertising: who advertises, what they advertise, when they advertise, where they place their ads, and how they advertise. Our findings reveal significant patterns, including the consistent level of print advertising over the past six years despite declining print circulation, the overrepresentation of company ads on prominent pages, and the disproportionate revenue contributed by government ads. Furthermore, we examine whether advertising in a newspaper influences the coverage an advertiser receives. Through regression analyses on coverage volume and sentiment, we find strong evidence supporting this hypothesis for corporate advertisers. The results indicate a clear trend where increased advertising correlates with more favorable and extensive media coverage, a relationship that remains robust over time and across different levels of advertiser popularity.

Sara Vinyals-Mirabent, Emma Rodero, Isabel Rodríguez-de-Dios et al.

External crises create opportunities to strengthen companies’ commitment to society through CSR claims; however, consumers often perceive them as opportunistic. This study leverages the unique setting of COVID-19 to determine the power of consumer self-centered factors (i.e., concern about the crisis, personal impact, and political ideology) to predict situational skepticism towards CSR communication during a large-scale external crisis. An online survey of 1,000 consumers, analyzed using structural equation modeling, revealed that self-centered variables are key determinants to predict skepticism during external events. This effect is mediated by the inferential process of attributing motives. Their predictive power is consistent across the four CSR domains (i.e., customer, environment, employees, philanthropy). This study moves forward on the egocentric pattern projection and the attribution theories by addressing reactive CSR to external crises, a type of crisis that has been overlooked, and supports managerial decisions to mitigate CSR skepticism for potential external crises to come.

Sun Joo Grace Ahn, Jooyoung Kim, Jaemin Kim

Abstract The concept of the metaverse was first coined in the science fiction novel Snow Crash published 30 years ago, serving as the pregenesis concept of the next groundbreaking development in communication and technology fields for several decades. Today, the concept of the metaverse is complicated and often discussed as a multidimensional notion, generally referring to multiple interconnected virtual worlds where large numbers of users can simultaneously interact in embodied form. In this article, we propose the bifold triadic relationships model to help advertising scholars understand how advertising may work in the metaverse and to guide future research endeavors. Although the metaverse as a concept has yet to fully form, we hope that this primer presents a clearer layout of how advertising can be studied at the unit level of triadic relationships among consumer, media, and engagement behaviors in the metaverse space. Using what we know thus far about immersive virtual environments and how they relate to advertising practice and scholarship, the present article serves as an impetus for new directions in advertising theory and research in the metaverse in the years to come.

M. Eisend, Adrienne F. Muldrow, S. Rosengren

Abstract Diversity in advertising research refers to the portrayal of people with distinct attributes in advertising, while inclusion refers to the valuation of their presence and perspectives in advertising. The most commonly investigated diversity attributes in advertising research are gender, ethnicity, sexual orientation, and age. Extant research indicates a mis- and underrepresentation of certain groups in society but shows that diverse and inclusive advertising can have favorable brand and social effects. Future research should include other diversity attributes (e.g., disabilities, gender identity, and religion), consider multiple diversity attributes and intersectionality, and include an advertiser perspective to understand why advertising sometimes is neither diverse nor inclusive.

Kyeongwon Kwon, Jaejin Lee, Cen Wang et al.

Abstract In view of increasing demand for environmental initiatives from consumers, corporations have actively created green advertising to demonstrate their commitment to the environment. This study conducted a systematic content analysis of green advertising by leading global corporations on social media in 2019, 2020, and 2021. By replicating and extending the seminal study by Carlson, Grove, and Kangun in 1993, we explored changes in green advertising and deceptiveness of advertising claims and executional framework. Although corporations responded to consumer demand by actively promoting their efforts with regard to the environment, more than 70% of the claims were misleading. The findings contribute to green advertising literature not only by providing evidence of greenwashing in recent years but also by suggesting that advertisers and lawmakers take proactive steps when designing green advertising.

S. Rosengren, M. Eisend, Scott Koslow et al.

Although creativity is often considered a key success factor in advertising, the marketing literature lacks a systematic empirical account of when and how advertising creativity works. The authors use a meta-analysis to synthesize the literature on advertising creativity and test different theoretical explanations for its effects. The analysis covers 93 data sets taken from 67 papers that provide 878 effect sizes. The results show robust positive effects but also highlight the importance of considering both originality and appropriateness when investing in advertising creativity. Moderation analyses show that the effects of advertising creativity are stronger for high- (vs. low-) involvement products, and that the effects on ad (but not brand) reactions are marginally stronger for unfamiliar brands. An empirical test of theoretical mechanisms shows that affect transfer, processing, and signaling jointly explain these effects, and that originality mainly leads to affect transfer, whereas appropriateness leads to signaling. The authors also call for further research connecting advertising creativity with sales and studying its effects in digital contexts.