Hasil untuk "Advertising"

B. Calder, E. Malthouse, Ute Schaedel

P. Anderson, Avalon de Bruijn, K. Angus et al.

Catherine Tucker

This article investigates how Internet users’ perceptions of control over their personal information affect how likely they are to click on online advertising on a social networking website. The analysis uses data from a randomized field experiment that examined the effectiveness of personalizing ad text with user-posted personal information relative to generic text. The website gave users more control over their personally identifiable information in the middle of the field test. However, the website did not change how advertisers used data to target and personalize ads. Before the policy change, personalized ads did not perform particularly well. However, after this enhancement of perceived control over privacy, users were nearly twice as likely to click on personalized ads. Ads that targeted but did not use personalized text remained unchanged in effectiveness. The increase in effectiveness was larger for ads that used more unique private information to personalize their message and for target groups that were more likely to use opt-out privacy settings.

L. Bottou, J. Peters, J. Q. Candela et al.

This work shows how to leverage causal inference to understand the behavior of complex learning systems interacting with their environment and predict the consequences of changes to the system. Such predictions allow both humans and algorithms to select the changes that would have improved the system performance. This work is illustrated by experiments on the ad placement system associated with the Bing search engine.

George E. Belch, Michael Belch

S. Chapman

Yuping Liu, L. Shrum

V. Venkatraman, A. Dimoka, P. Pavlou et al.

Alexander Bleier, Maik Eisenbeiss

O.V. Toikina

Verbs of speaking are widely represented in modern English and Russian. The group of semantically related speaking verbs in English includes: to say, to speak, to tell, and to talk ; in Russian, this group can include the following words: говорить, сказать, рассказывать, and разговаривать . In both languages, the semantic group of verbs of speaking is much broader and is not limited to the verbs listed above. A significant number of synonyms for speaking appear and disappear under the influence of language style and usage in various historical periods. At the same time, the above-mentioned verbs, which appeared at the time of the emergence of the language, have not only preserved their original meanings but have also significantly expanded them. Therefore, the aim of this study is to identify the features of the development of the semantic meaning of verbs of speaking in English and Russian from both diachronic and synchronic perspectives. The relevance of this study lies in the need to examine the semantic meaning of verbs of speaking in both languages, as they are widely used across a wide variety of subject areas. Data from the British National Corpus show that the four synonymous verbs occur in both spoken and written English and are used in the following subject fields: literature, religion, mathematics, economics and commerce, linguistics, law, telecommunications, and others. According to the Russian National Corpus, these Russian speaking verbs occur in areas such as: fiction, journalism, everyday speech, educational and scientific literature, church and theological texts, electronic communications, official and business documents, advertising, and industrial and technical writing. In addition, these verbs are among the first 1,000 most frequently used words in modern English and Russian.

Krzysztof Król, Tomasz Sidor, Anna Wiśniewska et al.

Advertising campaign analysis reports are considered an essential tool for marketing analytics. They are used to assess the effectiveness of the marketing activities carried out and to improve future activities. It is necessary to verify whether the actions taken - online and in the public space - align with the intentions and budget, whether they lead to achieving the objectives, and, if not, what the campaign errors are. Due to the ease of collecting and accessing data, analyzing online and social media advertising campaigns is a popular topic. With access to data on the number of clicks, the ad's reach, the number of interactions, and so on, one can move on to the next steps of analyzing the campaign to determine its effectiveness. Online marketing tools have a massive advantage over traditional media channels. When analyzing the results of advertising campaigns, it is necessary to approach the examination of the individual channels and then analyze which of them is the most profitable and in which to invest the most. However, traditional campaigns must be addressed in the analyses. Despite the limited data available, collecting relevant information and analyzing the traditional campaign is worth trying. In the case of conventional campaigns, we can mainly measure the amount of sales resulting from the campaigns. When dealing with an online campaign, we gain many additional indicators, such as the number of ad impressions, clicks, and conversions. In both cases, analysis tools may allow us to isolate factors that significantly influence the success or failure of a campaign and predict the effectiveness of a campaign with given characteristics.

Tamara Peneva Todorova, Brikena Myftarallari

We analyze various determinants of the average price level using a strictly mathematical approach. Starting with the microeconomic perspective, we review the effect of demand shifters such as consumer income and the level of advertising on the average price level in a simple partial market equilibrium model. Then, we discuss the effect of supply shifters such as the exogenous tax level, worker wage, rental rate, and technology. We use implicit differentiation and Jacobian determinants. While government spending triggers inflation, taxes have the opposite effect. This is consistent with Keynesian theory. Money supply increases national income and prices while reducing the equilibrium interest rate. Therefore, money supply has pro-inflationary effects. The effect of money demand is the opposite—it increases the equilibrium interest rate, thereby lowering national income and prices. Augmenting the model to the level of international trade, we find that exports raise national income, the interest rate, and the average price level, while the effect of imports is just the opposite. Government spending raises the exchange rate while continuous inflation lowers it.

Abubaker Shaouf, Kevin Lü, Xiaoying Li

Magdalena Ana Sprechmann Gomez

This paper is a preliminary inquiry into the work of Burle Marx in Uruguay between the decades of 1950 and 1980. In this period, he had some piecemeal collaborations with two pioneers of modern design in Uruguay: Luis García Pardo and Walter Pintos Risso. They attempted to materialize pragmatically the idea of Gesamtkunstwerk, i.e. of total artwork, produced for a local bourgeoisie. This was expressed through architecture, gardens, built-in works of art, such as sculptures and murals, designer furniture and advertising graphic design for their own products.   As research methodology, primary sources were revised, such as document resource centers, which are still not public, press of the day and advertising brochures; the works under study were visited and interviews were conducted with people associated with the work of Burle Marx and the above-mentioned Uruguayan architects.

Angela Precup

The Relationship Between the Online Advertising and the Growth of Narcissistic Behaviours in Youth Cyberpsychology analyzed, since the beginning of the 90s, human behaviour in the digital environment and emphasized a few defining effects of this behaviour, such as the online anonymity effect, related to the online uninhibited effect or the online escalation effect. (Aiken 2019, 13) Analyzed from this perspective, online narcissism, exacerbated by the intense social media usage during the Covid-19 pandemic, is a behaviour amplified in the digital environment, compared to its dimensions in the real life. The specialists underline that individuals who use social media excessively develop narcissistic tendencies, and the young manifest oppositional behaviours, aggressive and anxious tendencies, being the most vulnerable category of the online public. The article analyses the relationship between online publicity and the amplification of narcissistic behaviours in young users, using as a case study the campaign #TheSelfieTalk, launched by the brand DOVE in the spring of 2021, as a communication programme meant to fight the young girls’ vulnerability in social media.

Gema Alcolea-Díaz, Carles Marín-Lladó, Laura Cervi

The strategic importance of the internet for television became evident in the early 2000s, even destabilizing its very concept and finally resulting in convergence towards a profound transformation of the sector. The introduction of global over-the-top (OTT) media services into local markets has led to strategic changes in multimedia groups. This study considers the subscription video-on-demand (SVOD) services of Atresmedia and Mediaset España, the two main traditional media organizations in Spain that form a duopoly in the country’s commercial television sector, with the aim of understanding and evaluating their positioning strategy in this market and the results obtained through the diversification of their core business. Based on an analysis of their content, price, and promotion policies and the results in terms of subscriptions and revenues, slight differences emerge regarding the strategy and scope of these two groups in their own environment in the sector. They compete for customers to achieve growth in the audiovisual market while seeking to retain a cross-media, multiplatform audience, as well as expand their core business of commercial linear television against a background of a reduction of advertising spend on television and the expected increase of hybrid financing models.

Joonghwa Lee, Soojung Kim, C. Ham

Vinay Kumar, Shaphali Gupta

Micael Dahlen, S. Rosengren

Umit G. Gurun, Gregor Matvos, Amit Seru