Evaluation Of Ads Research Articles

The carryover effect of national identity activation on consumers' evaluations of ads with patriotic appeals

This study examined how the activation of national identity (NI) in diverse contexts influenced how consumers subsequently evaluated ads featuring patriotic appeals. Specifically, this study proposed that the activation of NI through different priming contexts would influence the comparative persuasiveness of patriotic ad messages framed by two different regulatory foci. Findings from this study suggest that (a) when a negative NI prime (Study 1) aroused fear (vs. sadness), consumers responded more favorably to patriotic ads with a prevention-focused (vs. promotion-focused) patriotic appeal and that (b) when a positive NI prime (Study 2) aroused happiness or relief, consumers showed more favorable attitude toward the promotion-focused (vs. prevention-focused) patriotic appeal. Theoretical and practical implications are discussed.

I’ll laugh, but I won’t share

PurposeThis paper aims to investigate the experience of darkness on people’s evaluation of humorous taboo-themed ads and their willingness to share these ads digitally with others.Design/methodology/approachMultiple studies are conducted to demonstrate the connection between darkness and humor. Another experiment was conducted to investigate people’s willingness to share taboo-themed ads.FindingsThe results demonstrate that people in dark settings (vs light) found controversial, taboo-themed ads to be more humorous. Three studies demonstrate that people in the dark (vs light) condition found taboo-themed ads to be more humorous. More importantly, despite finding taboo-themed ads to be more humorous, people in dark settings (vs light) were less inclined to share these ads on social media platforms.Practical implicationsWhen using humorous taboo-themed ads, advertisers are encouraged to show these ads in dark settings. If the physical environment is uncontrollable, marketers may still benefit by cueing consumers about darkness (e.g. through their products) or reminding them of nightly activities which may also yield similar effects. However, the cautionary tale is that, although people in the dark may enjoy these ads, they may not be willing to share it with others.Originality/valueMarketers utilize taboo-themed ads to increase consumer interest. Despite its controversial content, darkness enhances people’s evaluation toward these taboo-themed ads. However, if one of the goals of advertisers is to create an ad that is amenable to sharing, developing a humorous taboo-themed ad may not be the most rewarding strategy.

Advance care planning and palliative care consultation for stem cell transplant patients.

113 Background: Advance care planning (ACP) in stem cell transplantation (SCT) is particularly challenging given the potential for cure for patients with blood cancers despite an increased risk of suffering and even death. Data regarding ACP and palliative care (PC) integration in SCT is limited. Methods: A retrospective chart review was conducted of patients with hematologic malignancies who underwent SCT at UCSD from January 2011 to December 2015. The primary objective was to determine the medical discipline of the initial and last code status documentation. Secondary objectives included evaluation of AD and/or POLST completion, PC consultation, hospice enrollment, and location of death. Data were compiled from a single electronic medical record and descriptive statistical analyses performed. Results: A total of 633 SCT were performed from 2011 to 2015 including 39% (n = 245) allogeneic and 61% (n = 388) autologous transplants (n = 29 patients had 2 transplants). Mean age of SCT patients was 55 years (±13). All but one (n = 632) had code status documentation, and 0.8% (n = 5) were initially DNR. The initial code status was documented outpatient for 3% (n = 17), and by the primary SCT physician for 1 patient. The final code status was documented outpatient for 22% (n = 14), and by the primary SCT physician for 0.9% (n = 6). Nearly half (44%, n = 279) had an AD and/or POLST completed. PC consultation occurred for 19% (n = 121) with the majority (83%, n = 101) completed inpatient. PC consultation requests were made by the primary SCT physician (18%, n = 22), inpatient SCT team (68%, n = 82), critical care (8%, n = 10), or other (5%, n = 6).The most common reason for consultation was symptom management (80%, n = 94). As of January 2016, 20% (n = 127) of SCT patients died with a mean time from transplant of 312 days (± 317). Of those that died, the majority (83%, n = 106) died in the hospital, 15% (n = 19) were full code, 48% (n = 62) had an AD and/or POLST, and 14% (n = 18) were enrolled in hospice. Conclusions: These single center data suggest ACP and PC integration in SCT is limited. Opportunities exist to expand integration to the outpatient setting and earlier in the course of illness.

Korea out of the closet: effects of gay-themed ads on young Korean consumers

ABSTRACTThis study examines the effects of gay-themed ads on young Korean consumers. In its evaluation of such ads, the study investigates how attitude toward ads, attitude toward brands, and purchase intention are influenced by gender (male vs. female), tolerance of homosexuality (low vs. high tolerance), and self-construal (independent vs. interdependent self-construal). Findings suggest that a gay-themed ad does not impact how young Korean heterosexual consumers evaluate the ad, the brand, or their purchase intention. Regarding brand evaluation and purchase intention, no statistically significant differences were found between males and females. Concerning a person's tolerance, those with high tolerance tend to evaluate the ads and brands more favorably and have higher purchase intentions than do those with low tolerance. Concerning a person's self-construal – independent versus interdependent – the study found no main effects but did discover interaction effects between gender and self-construal and between tolerance and self-construal. Theoretical and practical implications of this study are discussed.

Calling It Out: The Impact of National Identity on Consumer Response to Ads With a Patriotic Theme

This study examined how ethnic minorities negotiate between ethnic and national identities and respond to ads that intend to appeal to consumers through patriotism. Specifically, this study proposed that activating ethnic minorities' national identity through a prime would affect their evaluation of ads with a patriotic theme. Further, this effect among ethnic minorities would be different from that among the majority. Findings from this study suggest that (1) Caucasian Americans (the majority group) responded more favorably to ads with a patriotic theme than did Asian Americans (ethnic minorities); (2) both Caucasian and Asian Americans became more positive in their ad evaluations when their American national identity was made momentarily salient through a national identity prime; and (3) the effect of national identity activation on evaluation of ads was greater among Asian Americans than among Caucasian Americans.

Intramedium Interaction and the Third-Person Effect: How Partisans Respond to YouTube Ads and Comments.

As digital media technologies have evolved and become more powerful, the prevalence of mixed-media content-that is, content that mixes multiple media such as text and video-has increased considerably. Perhaps nowhere is this more apparent than YouTube, now the Web's third most trafficked site. YouTube provides for video sharing in an environment otherwise dominated by textual titles, descriptions, and comments. As such, it is an ideal venue in which to examine the impact of intramedium interaction on message evaluation. This study uses a survey experiment to test first-person and third-person evaluations of campaign ads from the Obama and Romney campaigns, and the comments posted about them on YouTube, using two real ads and one set of fake comments. Findings suggest that partisan perceptions of the manipulated ads transfer to the constant comments, and that the contextual cue of the YouTube environment reciprocally impacts partisan evaluation of the ads themselves.

The impact of health literacy on involvement and attitude toward pharmaceutical print ads

Purpose: This article investigates the level of health literacy on consumers' attitude and involvement toward Direct-to-Consumer pharmaceutical ads.Design/methodology/approach: This study adopted the newest vital sign (NVS) test as a measure for health literacy. Sixty-one college students first took the NVS test measuring their literacy level, then were exposed to a hypothetical print ad for prescription allergy medication and finally completed a questionnaire measuring their attitude, involvement and evaluation toward the ad.Findings: Participations in the higher health literacy were not involved with the ad and therefore not interested in the allergy medication. They showed negative attitude toward pharmaceutical ads. The higher the literacy, the more they agree with that pharmaceutical companies should not advertise to the general public. Results also indicate significant positive correlations between health literacy and evaluations of ads. The more literature the consumer, the more cognitively they processed the information from the ad.Research limitations/implications: The research was limited by the use of convenience sample. A more diverse sample across different age groups would provide a wider range of health literacy and more conclusive evidence. In addition, this study only examined print ads in a specific drug category. Other media and pharmaceutical products may provide different results.Practical implications: Our findings provide some guidance on pharmaceutical print ads. Results show that consumers with higher literacy are likely to process the ads cognitively and to be able to evaluate the ads. Given the nature of pharmaceutical products, companies need to understand health literacy levels of their intended target audience.Originality/value: Although health literacy has received attention among academicians and practitioners, its relationship with consumers' processing of pharmaceutical advertising is not clear. Our findings help provide some evidence of how health literacy affects consumers attitude and evaluation toward pharmaceutical advertising.

Is Your Product Facing the Ad's Center? Facing Direction Affects Processing Fluency and Ad Evaluation

This research investigates a frequently encountered and important decision faced by advertisers: how to face profile images of products in advertisements. Three empirical studies find support for a profile-fluency effect: Profile images of products facing inward (versus outward) toward the center (versus edge) of an ad are easier for consumers to process and result in more positive consumer evaluations. In addition, there is evidence that this effect depends on the shopping goal of the consumer. The results have clear implications for current practices in advertising and offer opportunities for future research.

Checking the Fact-Checkers in 2008: Predicting Political Ad Scrutiny and Assessing Consistency

Which types of political ads are most likely to draw criticism from fact-checkers? Are fact-checkers consistent in their evaluations of political ads? Examining general election television ads from the 2008 U.S. presidential race, and based upon the evaluations of FactCheck.org, PolitiFact.com, and the Washington Post's Fact Checker, this study demonstrates it was the attack ads from candidates that were most likely to draw scrutiny from the fact-checkers. Most importantly, a high level of agreement between the fact-checkers indicates their success at selecting political claims that can be consistently evaluated. While political advertisers are increasingly using evidence to support their claims, what may be more critical in drawing evaluations from fact-checkers is the verifiability of a claim. The implications of consistent fact-checking on the public, political actors, journalism and democracy are discussed. With the revelation that fact-checking can be consistently practiced, localized efforts at fact-checking need encouragement, particularly as political TV ads increasingly drown out other potential sources of information for the public and increasingly are used in downballot races, local initiatives, referendums and judicial races.

A Unified NET-MAC-PHY Cross-layer Framework for Performance Evaluation of Multi-hop Ad hoc WLANs

Most of the existing works have been evaluated the performance of 802.11 multihop networks by considering the MAC layer or network layer separately. Knowing the nature of the multi-hop ad hoc networks, many factors in different layers are crucial for study the performance of MANET. In this paper we

Cross-Layer Congestion Control to Optimize the Performance of Wireless Ad Hoc Network

Wireless Ad hoc network become an emerging research area among researchers due to their flexibility and independence of network infrastructures. Ad hoc Networks are very useful in emergency search-and rescue operations, meetings or conventions in which persons wish to quickly share information, and data acquisition operations in inhospitable terrain. Also, in case of disaster or natural calamities, the deployment of a fixed infrastructure is neither feasible nor economically profitable for establishing communication among the rescue members, this paper briefly discusses the Rate Adaptation Scheme (RAS) and Congestion Control Scheme (CCS) using the DSDV Ad hoc routing protocol for wireless Ad hoc network. To improve the performance for Wireless Ad hoc Network, we propose a cross-layer design for congestion control which includes MAC/PHY and Network protocol stack. The MAC layer adaptively selects a transmission data rate based on the channel signal strength information from PHY layer and congestion information from Network Layer. The MAC layer utilization gathered at MAC layer is sent to DSDV as a congestion aware routing metric for up-to-date route. Implementation of Congestion Control is in Network Simulator 2 (NS 2). Finally we simulate the performance evaluation of DSDV and DSR Ad hoc routing protocols in terms of Throughput, Packet Delivery Ratio and End-to-End Delay which shows the performance of the network benefited from overall.

Vibrationally Resolved Photoelectron Spectroscopy of the Model GFP Chromophore Anion Revealing the Photoexcited S1 State Being Both Vertically and Adiabatically Bound against the Photodetached D0 Continuum

The first excited state of the model green fluorescence protein (GFP) chromophore anion (S1) and its energy level against the electron-detached neutral radical D0 state are crucial in determining the photophysics and the photoinduced dynamics of GFP. Extensive experimental and theoretical studies, particularly several very recent gas-phase investigations, concluded that S1 is a bound state in the Franck-Condon vertical region with respect to D0. However, what remains unknown and challenging is if S1 is bound adiabatically, primarily due to lack of accurate experimental measurements as well as due to the close proximity in energy for these two states that even sophisticated high-level ab initio calculations cannot reliably predict. Here, we report a negative ion photoelectron spectroscopy study on the model GFP chromophore anion, the deprotonated p-hydroxybenzylidene-2,3-dimethylimidazolinone anion (HBDI(-)) taken under low-temperature conditions with improved energy resolution. Despite the considerable size and low symmetry of the molecule, resolved vibrational structures were obtained with the 0-0 transition being the most intense peak. The adiabatic (ADE) and vertical detachment (VDE) energies therefore are determined both to be 2.73 ± 0.01 eV, indicating that the detached D0 state is 0.16 eV higher in energy than the photon excited S1 state. The accurate ADE and VDE values and the well-resolved photoelectron spectra reported here provide much needed robust benchmarks for future theoretical investigations.

Offering of a Veneer of Legitimacy: An Ironic Consequence of Political Advertising Regulation

Enacted in an effort to discourage negative political advertising, American regulations mandate that candidates endorse their ads (“My name is _____, and I approve this message…”). Four studies suggest that mandatory endorsements ironically enhance the credibility of some ads these regulations were designed to discourage. We test when (i.e., for what types of ads) and why (by distinguishing seven accounts) mandatory endorsements have this effect. Mandatory endorsements boosted evaluations of policy-focused attack ads — those typically plagued by overcomeable skepticism — but had no consistent effect on positive or character-focused ads. We found that mandatory endorsements boost ad believability for two reasons: 1) the tagline offers a legitimizing association with regulation, and 2) the specific endorsement language (“I approve this message”) offers assurance of the ads’ truthfulness. We discuss how these findings bring order to and go beyond seemingly discrepant findings on the influence of mandatory endorsements, compare and contrast these findings to previously-documented unintended effects of communications requirements, and discuss new ideas for how to best promote the greater good by informing (without misleading) the electorate.

Research on Gibbs Mobility Model for Ad Hoc Networks in the Contingency-Responding Battle

Mobile Ad Hoc Network (MANET) because of its flexible, networking fast, strong anti-destroying ability and other characteristics, is widely used in military, disaster relief, interim meetings and other scenes[1]. Simulation is the primary means of mobile Ad Hoc network research and evaluation of performance, while mobility model is an important component of the performance simulation of Ad Hoc networks. The authenticity of device nodes’ movement in the manner, directly affects the network to evaluate the effectiveness and reliability of the simulation. This paper selects Gibbs group mobility model, and simulate the characteristics of the nodes’ mobility in contingency-responding scene.

Research on Survivability Evaluation of Ad Hoc Network Connectivity

Connectivity is the basis and premise of the network services. Ad hoc network has the property of topological changes, which makes the connecting reliability the basis of its survivability evaluation. To compute the connecting reliability of Ad hoc network, it needs to analyze the whole system and evaluate the probability of keeping links available. Therefore, by applying the Markov process in Ad hoc network system modeling, the paper analyzes the connection availability of stead-state links when there are system exceptions. When the exception is thrown, it can analyze the phenomenon of instantaneous packet losses and delay at a network node by means of queuing theory. With a combination of steady-state availability analysis and nodes instantaneous non-response, the paper can draw a conclusion that evaluation indicators like connecting probabilities, packet losses and delay, can be used in survivability evaluation of Ad hoc network.

Pharmaceutical advertising practitioners' approach to trust and emotion

PurposeStudies of direct‐to‐consumer pharmaceutical advertising (DTCA) have examined the views of consumers and healthcare providers but the perspective of pharmaceutical advertisers has been largely absent. This study sought to fill that gap by exploring the perspectives of advertising professionals working on pharmaceutical brands.Design/methodology/approachInterviews were conducted among 22 advertising professionals regarding the use of emotion in DTCA and considerations about consumer distrust and ad credibility.FindingsResults suggest emotion is used to gain attention, increase involvement, and enhance information processing. Consumer trust of pharmaceutical companies was recognized as an issue, and various thoughts were provided on trust‐building strategies. However, several respondents expressed doubt that negative opinions of the industry translated into negative evaluations of the specific ads or brands with which consumers were familiar.Research limitations/implicationsBased on participants' assertions, this paper poses a number of specific avenues for future research regarding the effects of emotion on response to DTCA and consumers' conflicting sense of trust within the pharmaceutical category.Originality/valueWhile scholars examining the design and effects of DTCA have inferred the motivations of pharmaceutical advertisers, this study provides insight on practitioners' actual intentions behind the messages created for DTCA.

Effects of national identity salience on responses to ads

This paper investigates the effect of national identity salience on responses to ads in two contexts: national identity activated through media context, and national identity activated through advertising appeals. The results remain consistent with the idea that heightening national identity leads individuals to react more positively to representations of that identity. The salience manipulations serve to influence respondents' evaluations of ads and purchase intentions. Respondents present more favorable evaluations of ads and intentions to purchase the advertised products when the ads explicitly pair the advertised product with national identity symbols or rhetoric, as compared to when no such explicit pairing occurs. Further, the activation of individuals' national identity through media context affects the response to embedded ads, even when those ads do not explicitly pair the product with national symbols or rhetoric.

Effects of Similarity of Parent Brand-Extended Products in Evaluation of Ads: Moderating Effects of Need for Cognition

Effects of Similarity of Parent Brand-Extended Products in Evaluation of Ads: Moderating Effects of Need for Cognition

An Empirical Evaluation of Ad boost Extensions for Cost-Sensitive Classification

An Empirical Evaluation of Ad boost Extensions for Cost-Sensitive Classification

Evaluation of Proactive, Reactive and Hybrid Ad hoc Routing Protocol for various Battery models in VANET using Qualnet

In VANET high speed is the real characteristics which leads frequent breakdown, interference etc. In this paper we studied various Ad hoc routing protocols, Reactive, Proactive & Hybrid, taking in to consideration various VANET parameters like speed, altitude etc in real traffic scenario and evaluated them for various battery models for energy conservation.. The AODV and DYMO (Reactive), OLSR (Proactive) and ZRP (hybrid) protocols are compared for battery models Duracell AA(MX1500),Duracell AAA(MN-2400),Duracell AAA(MX-2400), Duracell C-MN(MN-1400),Panasonic AA standard using Qualnet as a Simulation tool. Since Energy conservation is main focus area now days. Hence performance of the protocols with various battery models counts and helps to make a right selection. Varying parameters of VANET shows that in the real traffic scenarios proactive protocol performs more efficiently for energy conservation.