Hasil untuk "Advertising"

J. Zaichkowsky

P. Nelson

Bartosz W. Wojdynski, Nathaniel J. Evans

W. Leiss

Paola Cardinali, Stefania Guasco, Fabio Boero et al.

Adolescent gambling is an increasing public health concern, posing risks to emotional and social development. Despite legal prohibitions, the normalization of gambling through advertising and informal contexts promotes cognitive distortions and unrealistic expectancies among youth. Evidence-based preventive programs using participatory and engaging methods are therefore crucial. This pilot study evaluated Game in Lab, a cluster-randomized school-based intervention co-developed by universities, local health services, and the third sector. The program employed board game activities and guided debriefing to enhance awareness, critical thinking, and emotional reflection on risk, aiming to deconstruct gambling-related misconceptions. A total of 210 students participated, and 129 completed pre- (T0) and post-intervention (T1) measures. Classes were randomized to intervention or control conditions. Quantitative outcomes included the Gambling Related Cognitions Scale (GRCS) and Gambling Expectancy Questionnaire–Modified (GEQ-MOD); qualitative data were collected through three focus groups with intervention students. Descriptive analyses indicated reductions in cognitions and expectancies across groups, but cluster-adjusted ANCOVAs did not confirm additional effects for the intervention group, which maintained slightly higher post-test scores. Conversely, thematic analysis showed increased critical thinking about probability, greater emotional awareness, and improved understanding of gambling risks. Overall, findings suggest that board games are a feasible and engaging tool for school-based gambling prevention. While quantitative results were mixed, qualitative evidence highlights their potential to foster reflection and awareness among adolescents. Future larger-scale studies with follow-ups are recommended.

Nina Åkestam, S. Rosengren, Micael Dahlen

Manijeh Haghighi Nasab, Hamid Reza Yazdani, Fatemeh Goli

ObjectiveThe lack of perceived fairness in pricing can lead to various negative consequences, including diminished trust in the seller and the prices, reduced demand, lower customer satisfaction, negative word-of-mouth advertising, loss of customer loyalty to the company or brand, increased complaints, and a reluctance to make future purchases. Considering all the mentioned destructive consequences, it is necessary to design a perceived fairness model for dynamic pricing. Accordingly, this study to present the perceived fairness model of dynamic pricing using a meta-synthesis approach. MethodologyThis research is descriptive in terms of its practical purpose, data collection, and qualitative approach. The method used in this study is qualitative. Meta-synthesis involves several steps: searching, evaluating, synthesizing, expressing, and partially interpreting both quantitative and qualitative research. Transcombination can be performed using various methods; in this study, the 7-step model of Sandelowski and Barso was employed. The data collection tool consisted of past documents, including 32 articles. Content analysis was used as the method for data analysis. FindingsThe findings indicated the drivers affecting the perceived fairness of dynamic pricing in three categories: customer-related factors (demographic characteristics, price knowledge, price expectation, consumption and behavioral experience, familiarity with dynamic pricing), company-related factors (pricing transparency, communication with customers, trust), and market-related factors (price position, price dispersion). These drivers are the set of factors that affect the perceived fairness of dynamic pricing. The drivers include various factors. Perceived fairness of dynamic pricing includes two dimensions: emotional fairness and cognitive fairness. Customers who expect low prices will be suspicious and unfair about price increases. The actions taken by companies to raise customer awareness about the reasons for price increases, the timing of price changes, and similar actions in past periods significantly influence customers' accurate understanding of the price changes, preventing them from perceiving them as unfair. Perceived fairness consequences of dynamic pricing are categorized into two categories: positive consequences (customer satisfaction, customer loyalty, repurchase intention) and negative consequences (negative feelings, negative behaviors, and negative advertising by customers). ConclusionAny price difference should be based on a logical reason and serve as a tool for segmentation. While pricing policies inevitably influence consumers' purchase intentions, they should not undermine the perceived fairness from the customer's perspective. The identified drivers of perceived fairness in dynamic pricing, when applied to pricing the same goods under different conditions, provide a foundation for pricing decision-makers within companies.

Yu Chen^*+, Haoyi Liu^*+, Shiyu Liu^*+ et al.

Introduction Adolescent tobacco use has become a serious global public health problem, and effective tobacco control public service advertisements (PSAs) are crucial for reducing adolescent smoking rates. The study aims to employ a mixedmethods approach combining quantitative surveys and qualitative focus groups to evaluate the effectiveness of different types of tobacco control PSAs among Chinese adolescents, identify effective advertising characteristics and content elements, and provide empirical evidence for optimizing youth tobacco control communication strategies. Methods A total of 125 students aged 10–18 years were recruited from six primary and secondary schools in Beijing and Kunming from November 2020 to April 2021. Participants completed Likert-scale ratings measuring advertisement effectiveness after viewing eight tobacco control PSAs and participated in focus group interviews. Quantitative data were analyzed using independent samples t-tests, Spearman correlation analysis, and multivariable logistic regression analysis, while qualitative data were analyzed using thematic analysis. All statistical tests were two-tailed with significance set at p<0.05. Results Quantitative analysis revealed that PSAs employing ‘testimonials’ and ‘disease’ frameworks were most strongly associated with prevention intentions, while those using ‘celebrity endorsement’, ‘humor’ and ‘appearance damage’ frameworks showed the weakest associations. Kunming adolescents showed significantly higher advertisement acceptance scores than Beijing adolescents (mean difference=0.21; 95% CI: 0.04–0.38, p<0.05). The 10-item effectiveness scale demonstrated good internal consistency (Cronbach’s α=0.82). Qualitative analysis identified effective characteristics including presentation of specific health hazards, use of testimonials, and fear appeals; ineffective characteristics included non-specific harm presentation, use of humorous elements, and appearance damage content. Conclusions Tobacco control PSA design should consider strategies combining disease warnings with real-life testimonials, avoid humorous advertisements and industry-sponsored messaging, and consider regional cultural differences. Distribution through online and social media platforms frequently used by adolescents may enhance reach. Future longitudinal research with broader geographical sampling is needed to confirm these findings.

Veronika A. Khlyupina, Svetlana V. Golovanova, Eduardo Pontual Ribeiro

Broadcast TV is a well-known example of a two-sided platform where cross network effects on the viewer and advertising sides interact. Like many platforms, it is advertiser-financed. While the literature shows that viewers dislike advertising, we explore a unique data set and distinguish between paid and non-paid (informative) ads. Cross-network effects’ estimates show that the latter carry a positive network effect on viewership. We also explore a significant change in public interest for more information in TV content in Russia in 2022 to estimate structural changes to cross-network effects. The results indicate that negative paid ads’ cross-network effects on viewership demand become stronger while positive non-paid (information) ads cross-network effects become weaker, even conditional on TV programing changes. Symmetrically, on the other side of the platform, advertisers value viewership less after the preference change.

Igor Bragado, Miles Gertler

This graphic essay reflects on the concepts developed for Common Accounts’ installation Have a Nice Day, a solar canopy and artificial sun presented at MUDAC’s Solar Biennale in 2025. The essay intersperses images of the installation with transcripts of narration sourced from influencer testimonials and Georges Bataille’s “The Accursed Share,” staging a critical encounter between contemporary domestic therapeutic devices and Bataille’s theory of excess solar energy. Through this juxtaposition, “A Case for Sunbathing” examines how artificial sunlight has been theorized in popular consumer advertising and wellness-oriented social media for applications as diverse as cellular rehabilitation, anti-aging, and enhanced fertility. Taking Have a Nice Day as a conceptual scaffold, the paper follows how the installation troubles psycho-social associations with the sun in an age of climate anxiety, channeling them into sensible, energetic encounters in the gallery and tracing their entanglement with optimization, self-design, planetarity, technology, and daily life.

Kyle Hogan, Alishah Chator, Gabriel Kaptchuk et al.

In this work, we model the end-to-end pipeline of the advertising ecosystem, allowing us to identify two main issues with the current trajectory of private advertising proposals. First, prior work has largely considered ad targeting and engagement metrics individually rather than in composition. This has resulted in privacy notions that, while reasonable for each protocol in isolation, fail to compose to a natural notion of privacy for the ecosystem as a whole, permitting advertisers to extract new information about the audience of their advertisements. The second issue serves to explain the first: we prove that \textit{perfect} privacy is impossible for any, even minimally, useful advertising ecosystem, due to the advertisers' expectation of conducting market research on the results. Having demonstrated that leakage is inherent in advertising, we re-examine what privacy could realistically mean in advertising, building on the well-established notion of \textit{sensitive} data in a specific context. We identify that fundamentally new approaches are needed when designing privacy-preserving advertising subsystems in order to ensure that the privacy properties of the end-to-end advertising system are well aligned with people's privacy desires.

S. De Jans, Veroline Cauberghe, L. Hudders

Sponsored vlogs (video blogs that embed advertising) are increasingly targeting young adolescents and challenging their abilities to critically process advertising. This study examined the impact of an advertising disclosure on young adolescents’ advertising literacy (i.e., advertising recognition and affective advertising literacy) for sponsored vlogs. In addition, the underlying mechanisms, including advertising literacy and influencer effects (i.e., influencer trustworthiness and parasocial interaction [PSI]), that can explain the influence on advertising effects (i.e., purchase intention) were examined. Finally, the moderating impact of a peer-based advertising literacy intervention was investigated through an informational vlog about advertising. The results of a 2 × 2 between-subjects experimental study (advertising disclosure: no disclosure versus disclosure; peer-based advertising literacy intervention: regular versus informational vlog) with 160 young adolescents (ages 11 to 14) showed that an advertising disclosure increased young adolescents’ recognition of advertising and their affective advertising literacy for sponsored vlogs, and that only affective advertising literacy negatively affected influencer effects (influencer trustworthiness and PSI) and subsequently purchase intention. Regarding the moderating role of this peer-based advertising literacy intervention, this study showed that an advertising disclosure can also have positive effects on the influencer and subsequently on advertising effects when young adolescents are informed about advertising through an informational vlog.

Y. Liu-Thompkins

Since the appearance of the first banner ad, online advertising has evolved significantly and now accounts for a substantial portion of all advertising spending. As online advertising tools proliferate, academic research in this area has also matured over time. To capture these developments, this article offers a synthesis of more than 300 articles on online advertising published in major advertising and marketing journals over the past 10 years. The key literature is summarized around six themes: (1) online advertising effectiveness; (2) online advertising mechanisms; (3) creative elements in online advertising; (4) the role of context in online advertising; (5) online personalization; and (6) search advertising. Knowledge gaps in existing research are identified, and important future research questions are suggested.

Bradley T. Shapiro

Tsai-Feng Kao, Yi-Zhan Du

Abstract In the discussion on advertising effect, the self-reference effect and argument quality are regarded as the factors affecting consumption judgment. This research aims to discuss the advertising effect of advertising design and the environment-protecting emotion of graphic configuration of self-reference and argument quality, as well as their effect on advertising effect. With the use of the quasi-experimental research method, this research adopts the Between Subject Factorial Design of advertising design (with self-reference and strong arguments, with self-reference and weak arguments, with no self-reference and strong arguments, and with no self-reference and weak arguments), and environment-protecting emotion (positive and negative) is adopted, with a total of 4 experimental situations, in order to manipulate the variables and measure the advertising effect. The results find that the advertising design with self-reference and strong argument has the best advertising effect; positive moral emotion and social emotion have better advertising effect; and under the action of emotion, the subjects’ preference for advertising design will also change. This research is helpful to establish and optimize the green advertising design to understand the relationship between factors affecting the advertising effect and the benefits of green marketing.

Anna E. Bazanova, Mohamed Alsadig Hamid Musa

The concept and phenomenon of a language game, its main functions, types and application in commercial advertising is a way to attract the attention of consumers and promote a product. Examples of phonetic, morphological and syntactic wordplay in the texts of English-language commercial advertising are analyzed. The purpose of the article is to analyze the techniques of a language game and identify their functional features at various levels in an English-language advertising text. In this article, the following methods were used: descriptive-analytical method, interpretation method, search method. When choosing a material for analysis, the method of continuous sampling was used. As the material of the research, we used English-language advertisements in various resources, such as from magazines and newspapers and videos, in which a language game was revealed. Thus, the language game implemented in advertising texts is an important phenomenon, since it contributes to the maximum impact on the consumer, since the recipient, thanks to his techniques and functions, draws attention to this advertisement. In addition, an advertisement in which a language game as present is an indicator of a high level of the consumer’s language competence.

Ermis Soumalias, Michael J. Curry, Sven Seuken

The next frontier of online advertising is revenue generation from LLM-generated content. We consider a setting where advertisers aim to influence the responses of an LLM to align with their interests, while platforms seek to maximize advertiser value and ensure user satisfaction. The challenge is that advertisers' preferences generally conflict with those of the user, and advertisers may misreport their preferences. To address this, we introduce MOSAIC, an auction mechanism that ensures that truthful reporting is a dominant strategy for advertisers and that aligns the utility of each advertiser with their contribution to social welfare. Importantly, the mechanism operates without LLM fine-tuning or access to model weights and provably converges to the output of the optimally fine-tuned LLM as computational resources increase. Additionally, it can incorporate contextual information about advertisers, which significantly improves social welfare. Through experiments with a publicly available LLM, we show that MOSAIC leads to high advertiser value and platform revenue with low computational overhead. While our motivating application is online advertising, our mechanism can be applied in any setting with monetary transfers, making it a general-purpose solution for truthfully aggregating the preferences of self-interested agents over LLM-generated replies.

Bingzhe Wang, Ruohan Qian, Yuejia Dou et al.

The autobidding system generates huge revenue for advertising platforms, garnering substantial research attention. Existing studies in autobidding systems focus on designing Autobidding Incentive Compatible (AIC) mechanisms, where the mechanism is Incentive Compatible (IC) under ex ante expectations. However, upon deploying AIC mechanisms in advertising platforms, we observe a notable deviation between the actual auction outcomes and these expectations during runtime, particularly in the scene with few clicks (sparse-click). This discrepancy undermines truthful bidding among advertisers in AIC mechanisms, especially for risk-averse advertisers who are averse to outcomes that do not align with the expectations. To address this issue, we propose a mechanism, Decoupled First-Price Auction (DFP), that retains its IC property even during runtime. DFP dynamically adjusts the payment based on real-time user conversion outcomes, ensuring that advertisers' realized utilities closely approximate their expected utilities during runtime. To realize the payment mechanism of DFP, we propose a PPO-based RL algorithm, with a meticulously crafted reward function. This algorithm dynamically adjusts the payment to fit DFP mechanism. We conduct extensive experiments leveraging real-world data to validate our findings.

Heejun Lee, Chang-Hoan Cho

Abstract New digital technologies have dramatically changed the way firms communicate and interact with consumers via digital media. In this digital era, what does the future of advertising look like? How can scholars enhance research on digital advertising? And how can firms and agencies maximize their return on advertising? This article defines digital advertising by examining what it is—and will be. We identify key trends relevant to digital advertising, such as a move toward data-driven marketing communication, the impact of artificial intelligence on advertisement production, and the effect of big data on advertisement execution. In the context of these trends, six propositions are posited concerning the management of future digital advertising and the methods and systems for delivering targeted advertisements to consumers. Several topics that can be widely applied to digital advertising are proposed for future research.

Xuebing Qin, Zhibin Jiang

Knowing that the demand for advertising in a growing e-commerce market cannot be sufficiently addressed in a traditional advertising operation model, advertisers and e-commerce platforms apply artificial intelligence (AI) technologies in advertising to improve efficiency and meet the market demand. From observations in the Chinese advertising market over the past five years, the authors gain insight into how AI technologies are applied in the advertising process and propose that the advertising process powered by AI technologies is composed of four steps: consumer insight discovery, ad creation, media planning and buying, and ad impact evaluation. This new advertising process, which is supported by a data-based platform with algorithms at its core, is tool based, synchronized, and highly efficient. AI has reorganized and upgraded the traditional advertising process and improved advertising efficiency; however, the new process is still born out of the traditional process and is not yet a reengineered one.