Hasil untuk "Advertising"

Melody M. Tsang, Shuchun Ho, Ting-Peng Liang

M. Holbrook, R. Batra

Robert J. Lavidge, Gary A. Steiner

Stacy Landreth Grau, Y. Zotos

The purpose of this paper is to highlight the historical context of gender stereotypes in advertising and then examine the scholarship related to gender stereotypes. Gender portrayals in advertising have been examined extensively in the last five decades and still remain an important topic. Changing role structure in the family and in the labor force has brought significant variation in both male and female roles and subsequently how it is reflected in advertising. It has been noted that there is a culture lag. Sexes for a long period of time were depicted in advertising in more traditional roles. Women were presented in an inferior manner relative to their potential and capabilities, while at the same the data indicated a shift towards more positive role portrayals. The changing role of men is the area that has seen the greatest interest in the past few years. Men are depicted in advertising in ‘softer’ roles, while interacting with their children. Men are also shown in more egalitarian roles. The paper finally attempts to outline the future research direction of gender portrayals in advertising. First, research should focus on examining gender portrayals in online platforms, and find ways to modify current coding schemes to digital formats. Second, companies and the media are beginning to pay attention to a once largely ignored segment the lesbian/gay/bisexual/transgender (LGBT) consumer. Third, recent advertising has focused on the ‘empowered’ women called femvertising.

Yiyan Xu, Ruoxuan Xia, Wuqiang Zheng et al.

With the rapid growth of online video consumption, video advertising has become increasingly dominant in the digital advertising landscape. Yet diverse users and viewing contexts makes one-size-fits-all ad creatives insufficient for consistent effectiveness, underlining the importance of personalization. In practice, most personalized video advertising systems follow a retrieval-based paradigm, selecting the optimal one from a small set of professionally pre-produced creatives for each user. Such static and finite inventories limits both the granularity and the timeliness of personalization, and prevents the creatives from being continuously refined based on online user feedback. Recent advances in generative AI make it possible to move beyond retrieval toward optimizing video creatives in a continuous space at serving time. In this light, we propose NextAds, a generation-based paradigm for next-generation personalized video advertising, and conceptualize NextAds with four core components. To enable comparable research progress, we formulate two representative tasks: personalized creative generation and personalized creative integration, and introduce corresponding lightweight benchmarks. To assess feasibility, we instantiate end-to-end pipelines for both tasks and conduct initial exploratory experiments, demonstrating that GenAI can generate and integrate personalized creatives with encouraging performance. Moreover, we discuss the key challenges and opportunities under this paradigm, aiming to provide actionable insights for both researchers and practitioners and to catalyze progress in personalized video advertising.

Kaiyuan Ji, Yixuan Gao, Lu Sun et al.

Advertising images significantly impact commercial conversion rates and brand equity, yet current evaluation methods rely on subjective judgments, lacking scalability, standardized criteria, and interpretability. To address these challenges, we present A^3 (Advertising Aesthetic Assessment), a comprehensive framework encompassing four components: a paradigm (A^3-Law), a dataset (A^3-Dataset), a multimodal large language model (A^3-Align), and a benchmark (A^3-Bench). Central to A^3 is a theory-driven paradigm, A^3-Law, comprising three hierarchical stages: (1) Perceptual Attention, evaluating perceptual image signals for their ability to attract attention; (2) Formal Interest, assessing formal composition of image color and spatial layout in evoking interest; and (3) Desire Impact, measuring desire evocation from images and their persuasive impact. Building on A^3-Law, we construct A^3-Dataset with 120K instruction-response pairs from 30K advertising images, each richly annotated with multi-dimensional labels and Chain-of-Thought (CoT) rationales. We further develop A^3-Align, trained under A^3-Law with CoT-guided learning on A^3-Dataset. Extensive experiments on A^3-Bench demonstrate that A^3-Align achieves superior alignment with A^3-Law compared to existing models, and this alignment generalizes well to quality advertisement selection and prescriptive advertisement critique, indicating its potential for broader deployment. Dataset, code, and models can be found at: https://github.com/euleryuan/A3-Align.

Johannes Knoll

Manijeh Haghighinasab, Samira Narimanyfandoghloui, Nazila Niakan Lahiji

Abstract Considering the global and competitive market that exists in the tourism industry, the managers and decision makers of this field are forced to pay attention and use new tools to attract more tourists to their tourist attractions and places, which is one of these tools. New is virtual reality.the purpose of the current research is to measure the impact of virtual reality through the sense of presence on the intention to book tourist destination hotels. which is practical in terms of purpose and descriptive-survey in terms of method. The statistical population of the research was the students of the universities of Tehran city, using the available sampling of 120 people according to the type of virtual tour display (smartphone or computer and virtual reality glasses) and the use or non-use of auditory stimuli in the form of four company groups. they did the instrument of data collection is a questionnaire whose validity and reliability were tested. The obtained data were analyzed by structural equation technique and two-way analysis of variance test with mutual influence. The findings indicated that the type of display and the presence or absence of sound affect the sense of presence in the virtual environment, while they do not have an interactive effect in creating a sense of presence. Also, the sense of presence with the impression of the virtual tour display and sound, through visual appeal and easy visualization, have an effect on the intention to book tourist destination hotels. Keywords: Sense of Presence, Booking Intention, Virtual Tourism, Auditory Stimulus 1. Introduction Tourism is one of the most dynamic economic activities of today. Between 1995 and 2019, the number of international tourists has been increasing almost continuously. The largest and most unprecedented global drop began in the spring of 2020. At that time, almost all countries imposed severe travel restrictions due to the Corona epidemic, which caused a decrease in income and a significant drop in the number of tourists internationally. In order for organizations to be able to resist the changes caused by such crises, they should refrain from common methods and increase their attention towards new technologies so that they can adopt new solutions according to the circumstances. One of the emerging areas of technology is virtual reality, which digitizes all aspects of human life, and will undoubtedly change the behavior of buyers, brands, and retailers. Virtual tourism transcends the limitations of space and time and opens up a new opportunity for It provides the development of tourism activities. With the advancement of technology and the expansion of people's access to it, the applications of virtual reality in the tourism sector are also developing. In the tourism industry, virtual reality can act as a complete and perfect tool to inspire tourists and travelers. For example, hotels can provide personal services to their guests and attract the young generation of consumers. use this technology. Despite the high cost and difficulty of integrating virtual reality technology with the existing workflow, virtual reality can be a powerful tool for marketing and advertising and lead to increased guest satisfaction and improved efficiency during reservation times.Therefore, the current research was conducted with the aim of investigating the effect of virtual tour through the sense of presence on the intention to book tourist destination hotels, so that the results can help destination marketers and managers to understand the response of potential tourists to virtual reality stimuli as a new tool. Help in the marketing of tourism destinations. This study will help managers of tourist destination hotels to use the results of this research in the field of tourism destination marketing. 2. Methodology The present study examines the impact of virtual reality on the intention to reserve a tourist destination hotel. The research is philosophically positivist and practically applied, with a quasi-experimental field study design and a descriptive research objective. The research population includes all students of Tehran universities. Sampling is done using the available method, with a minimum sample size of 120 participants distributed among four experimental groups. Data collection involves both library research and fieldwork. The research employs a 2 × 2 experimental design to investigate the role of VR displays and the influence of sensory stimuli on spatial presence and behavioral intentions. Data analysis is conducted using structural equation modeling with partial least squares and two-way ANOVA. Reliability is assessed using Cronbach's alpha, and validity is established through content and convergent validity measures. 3. Results The data analysis revealed that the sense of presence has a positive effect on visual attractiveness. Additionally, visual attractiveness also has a positive impact on booking intention. Moreover, the sense of presence positively influences ease of visualization, acting as a mediator for its effect on booking intention. The results of the two-way analysis of variance indicate that both display type and the presence or absence of auditory stimuli have a significant effect on the sense of presence. But, no interactive effect between these two variables was observed. 4. Conclusion The role of virtual reality in visualizing destinations and post-experience behavioral intentions aligns with the developed findings. These studies indicate that prior familiarity with a destination elevates personal knowledge and attitudes toward it. Consequently, positive behavioral inclinations such as physical visits and word-of-mouth advertising are encouraged, leading to increased visitor numbers and economic enhancement in tourist destinations. Moreover, virtual experiences of destinations can increase the likelihood of purchasing and tourist attention.

Abdelmoneim Ahmed Eltohamy, Shereen Aly Hussien Aly Abdou

This study investigates the moderating role of perceived utility on the relationship between the advertising mix and mobile app adoption in Egypt, an emerging market. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT), the research explores how perceived utility, defined as the extent to which consumers believe a mobile app enhances their performance or provides value, influences the effectiveness of various advertising mixes in mobile app adoption. Using a quantitative research design, data were collected from 418 Egyptian consumers exposed to mobile app advertisements. The findings reveal that the advertising mix and perceived utility significantly impact mobile app adoption, with perceived utility as a positive moderator. Specifically, the study demonstrates that when consumers perceive higher utility in a mobile app, the effectiveness of the advertising mix in mobile adoption increases. This research contributes to the marketing literature by extending UTAUT to include the advertising mix as a determinant of technology adoption in emerging markets. It also provides actionable insights for marketers and policymakers, emphasising the importance of tailoring advertising strategies to enhance perceived utility and improve adoption rates in culturally and economically diverse contexts.

Zhe Zhang, Young Kwark, Srinivasan Raghunathan et al.

The use of sponsored product listings in prominent positions of consumer search results has made e-commerce platforms, which traditionally serve as marketplaces for third-party sellers to reach consumers, a major medium for those sellers to advertise their products. On the other hand, regulators have expressed anti-trust concerns about an e-commerce platform's integration of marketplace and advertising functions; they argue that such integration benefits the platform and sellers at the expense of consumers and society and have proposed separating the advertising function from those platforms. We show, contrary to regulators' concerns, that separating the advertising function from the e-commerce platform benefits the sellers, hurts the consumers, and does not necessarily benefit the social welfare. A key driver of our findings is that an independent advertising firm, which relies solely on advertising revenue, has same or lesser economic incentive to improve targeting precision than an e-commerce platform that also serves as the advertising medium, even if both have the same ability to target consumers. This is because an improvement in targeting precision enhances the marketplace commission by softening the price competition between sellers, but hurts the advertising revenue by softening the competition for prominent ad positions.

Harang Ju, Michael Zhao, Sinan Aral

Prior spending shutoff experiments in search advertising have found that paid ads cannibalize organic traffic. But it is unclear whether the same is true for other high volume advertising channels like mobile display advertising. We therefore analyzed a large-scale spending shutoff experiment by a US-based mobile game developer, GameSpace. Contrary to previous findings, we found that paid advertising boosts organic installs rather than cannibalizing them. Specifically, every $100 spent on ads is associated with 37 paid and 3 organic installs. The complementarity between paid ads and organic installs is corroborated by evidence of temporal and cross-platform spillover effects: ad spending today is associated with additional paid and organic installs tomorrow and impressions on one platform lead to clicks on other platforms. Our findings demonstrate that mobile app install advertising is about 7.5% more effective than indicated by paid install metrics alone due to spillover effects, suggesting that mobile app developers are under-investing in marketing.

Sepehr Asgarian, Qayam Jetha, Jouhyun Jeon

In the competitive landscape of advertising, success hinges on effectively navigating and leveraging complex interactions among consumers, advertisers, and advertisement platforms. These multifaceted interactions compel advertisers to optimize strategies for modeling consumer behavior, enhancing brand recall, and tailoring advertisement content. To address these challenges, we present MindMem, a multimodal predictive model for advertisement memorability. By integrating textual, visual, and auditory data, MindMem achieves state-of-the-art performance, with a Spearman's correlation coefficient of 0.631 on the LAMBDA and 0.731 on the Memento10K dataset, consistently surpassing existing methods. Furthermore, our analysis identified key factors influencing advertisement memorability, such as video pacing, scene complexity, and emotional resonance. Expanding on this, we introduced MindMem-ReAd (MindMem-Driven Re-generated Advertisement), which employs Large Language Model-based simulations to optimize advertisement content and placement, resulting in up to a 74.12% improvement in advertisement memorability. Our results highlight the transformative potential of Artificial Intelligence in advertising, offering advertisers a robust tool to drive engagement, enhance competitiveness, and maximize impact in a rapidly evolving market.

M. Dehghani, Mojtaba Khorram Niaki, Iman Ramezani et al.

Dhruv Grewal, Yakov Bart, Martin Spann et al.

Yan-ju Zhou, Maojing Bao, Xiao-hong Chen et al.

Fereshteh Mohamadpour, Gary Groot, Ardalan Askarian et al.

Abstract Background Advertising is one of the most important solutions that health centers and medical services around the world use to try to encourage public opinion to create a positive attitude towards preventive measures and vaccination. This study has been done with the aim of text analysis of billboards and infographics related to promoting preventive behaviors and vaccination against the coronavirus pandemic and providing solutions and models for preventive information and advertising in the field of health. Methods The study method in this research is a combination of qualitative and content analysis. Data collection was done in a targeted manner. The sample size includes 33 advertising billboards and infographics. Data collection has been done through searching the sites and websites of health networks and medical education centers in Iran, taking pictures of infographics and billboards in public places, and also receiving archive files of pictures from the public relations of health networks and medical services. The data was collected from February 19, 2020 to December 30, 2022 (the time frame of the pandemic and public vaccination program in Iran). The data was analyzed based on the three-dimensional discourse analysis theory of Fairclough. Then, an online survey about promoting preventive behaviors and vaccination against the coronavirus pandemic in the format of billboards and infographics was designed in SurveyMonkey and its link was provided to the audience through virtual networks and other platforms. The age group of people was selected from 18 to 70 years. Considering that the number of participants should be representative of the entire community under investigation, therefore, based on Cochran’s formula, the sample size was equal to 350 people. Finally, users’ opinions were analyzed using descriptive statistics. The assessment of validity involved experts in infection control and linguistics. The reliability of the measurement, determined through the Cronbach’s alpha internal consistency coefficient, yielded a coefficient of 0.968. Results The results show that among the four linguistic components of words, syntax, coherence and text structure; “live metaphors”, “pronoun “we”, “collocation and reference”, and “attitude markers” have the most impact on the audience. The frequency percentage of the data shows that these language elements have tremendous power in attracting the audience to perform preventive behaviors. The results show that the language reflects the culture, opinions and needs of people in the society. Also, the results show that encouraging people to perform preventive behaviors should be through the integration of medical information with motivational linguistic factors in order to attract the audience more. Conclusions It can be concluded that the use of the appropriate pattern of medical advertising discourse and correct communication strategies, will help public participation in the field of epidemic control. The language of effective health education and health communication during an epidemic must be related to the ways of thinking and speaking of ordinary people. Also, words with metaphorical and ironic meanings have a high potential to influence the health performance of people in society and increase public awareness of health communication. Therefore, using them to create a new value system with the aim of controlling and overcoming the consequences of the epidemic is very effective.

Javier Marin

Understanding how consumers respond to business advertising efforts is essential for optimizing marketing investment. This research introduces a new modeling approach based on the concepts of symmetries and scaling laws in physics to describe consumer response to advertising dynamics. Drawing from mathematical frameworks used in physics and social sciences, we propose a model that accounts for a key aspect: the saturation effect. The model is validated against commonly used models, including the Michaelis-Menten and Hill equations, showing its ability to better capture nonlinearities in advertising effects. We introduce new key parameters like Marketing Sensitivity, Response Sensitivity, and Behavioral Sensitivit, that offer additional insights into the drivers of audience engagement and advertising performance. Our model provides a rigorous yet practical tool for understanding audience behavior, contributing to the improvement of budget allocation strategies.

A. Freud

Carolyn A. Lin, Tonghoon Kim

Rahmat Saleh, Hawaizza Qanitta Permana, Novi Susilawati et al.

Usaha  Mikro  Kecil  dan  Menengah  (UMKM)  adalah  salah  satu  penggerak  utama perekonomian pada negara berkembang seperti Indonesia. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran yang digunakan oleh UMKM Bitata Food dalam memasarkan produk-produknya di Kota Banda Aceh. Konsep Integrated Marketing Communication (IMC) adalah salah satu bauran pemasaran yang digunakan dalam penelitian ini. Jenis penelitian ini bersifat kualitatif dan penentuan informan dilakukan dengan teknik purposive sampling. Data diperoleh melalui wawancara dengan tiga informan. Hasil penelitian menunjukkan bahwa Bitata Food melakukan berbagai jenis pendekatan dan strategi seperti penjualan langsung, periklanan, hubungan masyarakat, produk yang bervariasi, penyesuaian tempat produk dipasarkan, harga yang bervariasi, dan pemanfaatan brand ambassador sebagai strategi promosi. Hal ini dilakukan UMKM Bitata Food agar target pasar yang ingin mereka capai sesuai dan konsumen dapat dengan mudah mengenal produk-produk Bitata Food di pasaran. Secara tidak langsung, Bitata Food telah menerapkan strategi komunikasi pemasaran terpadu dalam memasarkan produknya, dan membuat UMKM ini terlihat lebih unggul dari segi teknik pemasaran.   Micro, Small, and Medium Enterprises (MSMEs) are one of the main economic drivers in developing countries such as Indonesia. This study aims to determine the marketing communication strategy used by Bitata Food in marketing their products in Banda Aceh. The concept of Integrated Marketing Communication (IMC) is one of the marketing mixes used in this study. This study employed qualitative research and determined the informants using purposive sampling. Data were obtained using interviews with three participants. The finding showed that Bitata Food carried out various approaches and strategies such as direct sales, advertising, public relations, a variety of products, adjusted marketing places, a variety of prices, and the utilization of brand ambassadors as a promotional strategy. This is conducted by Bitata Food so that the expected potential target is appropriate and consumers can easily recognize Bitata Food products in the market. Indirectly, Bitata Food has implemented an integrated marketing communication strategy in marketing its products, making these MSMEs look superior in marketing techniques.