Effectiveness Of Advertising Research Articles

Online Reviews Meet Visual Attention: A Study on Consumer Patterns in Advertising, Analyzing Customer Satisfaction, Visual Engagement, and Purchase Intention

This study aims to bridge the gap between traditional consumer behavior analysis and modern techniques by integrating big data analysis, eye-tracking technology, and survey methods. The researchers considered that understanding consumer behavior is crucial for creating effective advertisements in the digital age. Initially, a big data analysis was performed to identify significant clusters of consumer sentiment from online reviews generated during a recent seasonal promotional campaign. The key factors were identified and grouped into the “Product”, “Model”, “Promo”, and “Effect” categories. Using these clusters as a foundation, an eye-tracking analysis measured visual attention metrics such as the fixation duration and count to understand how the participants engaged with the different advertisement content. Subsequently, a survey assessed the same participants’ purchase intentions and preferences related to the identified clusters. The results showed that the sentiment clusters related to products, promotions, and effects positively impacted the customer satisfaction. The eye-tracking data revealed that advertisements featuring products and models garnered the most visual attention, while the survey results indicated that promotional content significantly influenced the purchase intentions. This multi-step approach delivers an in-depth understanding of the factors that affect customer satisfaction and decision-making, providing valuable information for optimizing marketing strategies in the Korean skincare market. The findings emphasize the importance of integrating consumer sentiment analysis with visual engagement metrics to develop more effective and compelling marketing campaigns.

Marketing communication and enterprise performance: A focus on the use of new media advertising in sales of products

This study examined the effect of new media advertising on performance of small and medium enterprises: A focus on selected manufacturing firms in Delta State, Nigeria. The study's specific objectives were to investigate how social network advertisements affect the performance of small and medium enterprises, to determine the effect of web-based advertisements on the performance of small and medium enterprises, and to determine how the placement of advertisements on customers' online forums affects the performance of small and medium enterprises. The study used a survey research design. The survey included 250 participants from chosen telecommunications businesses in Asaba, Delta State. The sample size is one hundred fifty-four (154) utilising Taro Yamani. Respondents were chosen from each of the designated Asaba telecommunications enterprises using a stratified sample approach. The study found that social network ads, web-based advertisements, ad placement, and social media communication all had an impact on brand performance. The study finds that clients should be continually astonished rather than bored when it comes to social media material, thus they must believe that the effort is ongoing and that something is occurring at all times. The report suggests that businesses assess their social media marketing KPIs. For example, if they want to measure awareness, they could track growth, likes, subscribers, and brand awareness. Engagement, influence, and recommendations are important factors to consider when assessing loyalty. Engaging clients online to request recommendations would also provide the organisation with insights into co-innovation. Keywords: New Media, Advertising, Social Network Advertisements, Web-Based Advertisements, Small And Medium Enterprises.

Decoding viewer emotions in video ads

Understanding and predicting viewers’ emotional responses to videos has emerged as a pivotal challenge due to its multifaceted applications in video indexing, summarization, personalized content recommendation, and effective advertisement design. A major roadblock in this domain has been the lack of expansive datasets with videos paired with viewer-reported emotional annotations. We address this challenge by employing a deep learning methodology trained on a dataset derived from the application of System1’s proprietary methodologies on over 30,000 real video advertisements, each annotated by an average of 75 viewers. This equates to over 2.3 million emotional annotations across eight distinct categories: anger, contempt, disgust, fear, happiness, sadness, surprise, and neutral, coupled with the temporal onset of these emotions. Leveraging 5-second video clips, our approach aims to capture pronounced emotional responses. Our convolutional neural network, which integrates both video and audio data, predicts salient 5-second emotional clips with an average balanced accuracy of 43.6%, and shows particularly high performance for detecting happiness (55.8%) and sadness (60.2%). When applied to full advertisements, our model achieves a strong average AUC of 75% in determining emotional undertones. To facilitate further research, our trained networks are freely available upon request for research purposes. This work not only overcomes previous data limitations but also provides an accurate deep learning solution for video emotion understanding.

Disinformation and fake news as externalities of digital advertising: a close reading of sociotechnical imaginaries in programmatic advertising

ABSTRACT Disinformation researchers suggest that the digital advertising market has been used to divert brand budgets to monetise misinformation and fund fake news. Despite mounting evidence from journalists and whistleblowers, it remains unclear why advertisers and marketing academics overlook the harmful effects of online advertising. This study explores the techno-social imaginaries that frame harmful outcomes as externalities unrelated to the market. By analysing how marketing agencies describe programmatic advertising, three imaginaries emerge: (1) an ideological justification, (2) the disassociation of adverts from publishers, and (3) selecting marketers as the sole stakeholders. The sociotechnical imaginaries conceal likely outcomes, including ad fraud, the proliferation of AI-generated synthetic users (social bots), and the monetisation of incendiary content. The article urges digital marketers to establish oversight over advertising technology firms (AdTech).

To Study the Effectiveness of Youtube and TV Advertisements on Consumer Purchasing Intention of Mobile Product in Ahmedabad

HR Solutions LLP, a reputable Ahmedabad-based HR consulting firm, is provided in this report. The study's objectives are to examine the range of services offered, the technology employed, and the effectiveness of these services in enhancing organizational performance. Using a mixed-methods approach, this study integrates qualitative data from semi-structured interviews with key stakeholders with quantitative data from structured customer surveys. Research indicates that Head Quest HR Solutions LLP employs several strategies that are tailored to meet the unique requirements of its customers. These methods improve organizational development, talent management, and employee engagement despite obstacles like assessing long-term effects and integrating advice with customer culture

The Impact of Different Types of Short Video-Linked Advertisements on Consumer Avoidance Behavior: A Case Study of Douyin Advertisements

With the rapid growth of the Internet, short videos have become increasingly significant in the advertising industry. Advertising linked to short videos has progressively emerged as a primary marketing strategy. However, certain categories of customers cannot be accurately targeted with advertisements, leading to dissatisfaction among some viewers of short videos. Consequently, ads associated with videos often result in consumer avoidance behavior. This article investigates and analyzes the impact of different types of short video-linked advertisements on consumer avoidance behavior, drawing on a variety of previous studies. The findings highlight the demographic traits and behaviors of consumers who tend to avoid product-related marketing in short videos. In an effort to address this issue, the study also provides comprehensive solutions and strategies to mitigate consumer avoidance and improve the effectiveness of short video advertisements. Moreover, the growth of online shopping has influenced consumer behavior and preferences, further emphasizing the need for effective advertisement strategies. By understanding the factors that contribute to ad avoidance and tailoring advertisements to meet consumer needs better, advertisers can enhance viewer satisfaction and engagement. This research contributes to the broader understanding of advertising dynamics in the digital age and offers practical insights for marketers aiming to optimize their short video advertising campaigns.

Research on Intelligent Advertising Precision Placement in the New Media Era

In the era of new media, advertising placement has undergone a revolutionary change from the traditional mass push to personalized intelligent advertisement precise placement. The intelligent advertising precision placement strategy, based on the 4I theory, has significant advantages in the new media era. By incorporating the principles of amusement and interactivity, immediacy strategy, and personalization strategy, brands can enhance user engagement, improve the communication effect of advertisements, and achieve higher conversion rates and return on investment (ROI). The findings of this study hold great importance for brands’ advertising strategies in the new media era.

Collaborative efforts of the Joint Action PreventNCD and the WHO Europe to protect children from harmful marketing

Abstract Control and counter the effects of advertisements and online marketing is one of the policy actions that will be explored within the JA Prevent NCD that has the overall aim to “reduce the burden of cancer and other NCDs and common risk factors, both at a personal and societal level, and support member states by taking a holistic approach for the prevention of cancer and other NCDs, through coordinated action”. The work that will be building on the JA Best-ReMaP sustainability framework recommendations to improve the effective implementation of policies to reduce harmful marketing of unhealthy food, would at the same time comprehensively address also tobacco and alcohol maketing. Thirteen different countries are involved in the work package on regulation and taxation that has the overall objective to “improve compliance, coherence, wider implementation and enforcement of fiscal and regulative measures targeting major NCD-risks factors.” This includes a broad range of tasks from mapping existing policies and frameworks, accumulating knowledge on health taxes and fiscal policies, promoting the use of joint nutrient profile models, assessing the impact of labelling on products to create healthier behaviors, supporting the implementation of policies to reduce the impact of harmful marketing, strengthening regulations towards hazardous substances and developing monitoring indicators for policies for prevention of NCD. An overview of the concrete collaborative actions to support the implementation of the marketing regulation will be given: (1) on JA work with the MSs and especially presidency countries, to allow for the discussions on the development of the EU regulation for reduction of the harmful marketing; (2) on the EU stakeholders positions regarding marketing regulation; (3) on the collaborative actions in scaling up the KidAd app. (5) the development of an algorithm to detect alcohol, tobacco and nicotine-containing products will be jointly developed and piloted.

Managing Pharmaceutical Promotion Mix in the Rise of Social Media

ABSTRACTA manufacturer of a branded prescription drug typically uses traditional promotional tools to communicate with consumers (i.e., direct‐to‐consumer advertising) and physicians (i.e., detailing, sampling, and journal advertising). These promotions seek to enhance brand drug visibility and, eventually, increase brand sales. As medical communication norms generally dictate how healthcare information is communicated, the emergence of social media challenges such norms and potentially inflates (or deflates) the efficacy of pharmaceutical marketing communication. In such situations, a crucial research question revolves around how marketers will adjust their promotional strategies. In this study, the authors analyze the longitudinal data of 41 brand drugs from 7 therapeutic classes between 2007 and 2014. Through the lens of signaling theory, they empirically show that the volume and valence of social media posts can enhance or hinder the sales impacts of different promotional activities. Specifically, the volume and valence of social media posts have the potential to amplify the sales impact of detailing and direct‐to‐consumer advertising, while diminishing the effects of sampling and journal advertising. The volume and valence of brand drug mentions as well as consumer passion toward the brand drug display similar effects on the efficacy of pharmaceutical promotions. The findings shed new light on conventional pharmaceutical promotion practices in the presence of social media and provide novel implications for promotion mix management.

The role of theory of mind and edutainment messages in recognizing native advertising: a test of the CARE model

The use of native advertising (a.k.a. sponsored content) posing as journalistic content is a controversial practice. In particular, there are substantial concerns that ordinary news consumers are unable to recognize that such content is intended to be persuasive. Recent theorizing via the Covert Advertising Recognition and Effects (CARE) model suggests that news consumers need the motivation and/or ability to recognize these messages. This study tested these elements of the CARE model in an experiment with 567 college students. Specifically, this study examined whether increased ability to recognize advertising via theory of mind skills and updated format knowledge about native advertising affected participants ability to recognize native advertising as persuasive messaging. Results showed that participants were only successful in recognizing persuasive content when they had both higher theory of mind abilities and exposure to the edutainment message about native advertising. These findings provide key insights into how adults process native advertising.

Occurrence, non-carcinogenic and carcinogenic risk assessment of trace elements in rainwater in the vicinity of a cement factory in northeastern Nigeria

Rapid industrialization and urbanization result in atmospheric pollution with trace elements precipitated and deposited by rain, affecting human health. This study determined the concentrations and non-carcinogenic and carcinogenic risks associated with trace elements in rainwater in the vicinity of the Ashaka cement factory. Samples were collected using a bulk sampler fitted with a high-density polythene funnel. A total of 140 samples were collected in 2020 and analyzed for 15 trace elements using ICP-OES. Multivariate analysis was used to identify the sources of the rainwater trace elements. The results show that the abundance of trace elements in the collected samples was in the following order: Fe > Sb > Cu > Ba > V > Sc > Sr > Mn > Zn > Ti > Hg > Al > Mo > Co. Crustal enrichment factors (EFc) indicated that the samples were extremely enriched with Hg, Sb, Cu, and Mo, moderately enriched with Zn, Ba, V, Co, Sr, Cr, and Sc, and unenriched with Fe, Mn, Ti, and Al. Chronic daily intake (CDI) for both the ingestion and dermal pathways was in the order Fe > Cu > Ba > Cr > V > Mn > Zn > Hg > Mo. The hazard index (HI) was > 1 through the ingestion pathway, indicating a likely non-carcinogenic advertising effect. Similarly, the carcinogenic risk (CR) exceeded the (1.0 × 10–4—1.0 × 10–4) acceptable limit for children and adults, indicating the likely development of cancer among consumers. This revealed that the elements present in rainwater are anthropogenic and are brought about by cement production.

Impact of death-related media information on the effectiveness of in-feed advertising: A compensatory consumption perspective

With the increasing availability of news related to unexpected and catastrophic events, such as public health issues, natural disasters, murder cases, and terrorist attacks, the coexistence of death-related media information and commercial advertising has become prevalent in media platforms. This study is to clarify whether, when, and why death-related media information impacts the effectiveness of in-feed advertising. We conducted a field study along with three laboratory experiments. Results indicated that users are more likely to click in-feed advertising when it was exposed to death-related information compared to information unrelated to death. Moreover, this positive effect would be amplified when the ads framing is loss (vs. gain) or the ads image brightness is high (vs. low). The findings not only enrich literature on death-related information but also contributes to practice regarding how to improve the effectiveness of in-feed advertising.

Analysis of Influencer Marketing on Social Media Platforms

Influencer marketing is a key factor of organisation advertising and marketing techniques, driven by the sizable use of social media platforms. This research was carried out to examine the determining factors and effect of influencer advertising and marketing on social media structures. We analyzed information accumulated from various social media channels to apprehend the impact of metrics together with likes, remarks, and stocks on logo communique. We additionally utilized social community evaluation to become aware of Key Opinion Leaders (KOLs) and carried out text and multimedia content analysis to delve deeper into the outcomes of content. The consequences display considerable differences in affect factors throughout systems, highlighting the need for tailor-made influencer advertising techniques. This take a look at contributes to the literature on influencer advertising and marketing and offers valuable insights for groups aiming to conduct centered social media advertising.

The Analysis of The Consumption Transformation and Degradation in China

Due to the negative influence of the COVID-19 pandemic on Chinese people’s daily lives, it is important to understand the changes in China’s economy and consumption behaviour. The purpose of this article is to reveal the actual situation that is facing by China now, as well as the similar situation that the whole world is facing, which is called the consumption degradation. Thus, the findings of this article will offer some actual help to improve the situation in consumption. The article analyses relevant literature about China’s economy, such as the economic condition that being influenced by the pandemic. Further, this paper analyses people’s living habits that are changed by the pandemic, such as the phenomenon that people start to buying goods online and a tendency of purchasing cheaper products. The article suggests that to improve the consumption level of the whole economy, the producers could set some rules such as minimum purchasing requirement along with effective advertisement to allow further promotion in the aggregate consumption.

(Not) the right time for social media ads? Exploring the impact of social media detox on attention to the ad

Social media takes up a large part of consumers’ daily time. In response, social media detox is on the rise, such that consumers set time constraints or even take complete social media time-outs. Research into the effects of such detox phases on the effectiveness of advertising is critical but lacking. Two qualitative studies identify motivations for social media detox (n = 36) and explore its effects on ad reception (n = 22). Then, two mobile eye-tracking experiments, conducted under realistic viewing conditions, reveal that time-outs decrease attention to social media ads aired after the detox phase, whereas time constraints exert no impact (n = 50; n = 80). Thus, social media platforms should track the time-outs taken by their users, and advertisers should avoid airing ads immediately after social media time-outs to increase ad effectiveness.

Spokesperson effectiveness in B2B advertising: spokesperson characteristics and posture using eye-tracking

PurposeThis study aims to investigate the nuances of celebrity spokesperson effectiveness in business-to-business (B2B) advertising. Specifically, the study addresses the question of endorser effectiveness in the presence of product complexity (high vs low) and how this effect is moderated by endorser gender. In addition, the study also explores whether the way an endorser is placed in the advertisement (product-facing vs audience-facing) would have differential effects on the buyer.Design/methodology/approachThe present study uses experimental design to fulfil the study objectives. Two experiments are conducted (total n = 201) on employees in a purchasing role in organisations, with the dependent variable being dwell time (captured using an eye-tracking device).FindingsMajor findings indicate that celebrity gender has a moderating effect depending on the product complexity. Results also indicate a significant effect of how the celebrity is placed in the advertisement on the buyer.Research limitations/implicationsThe findings emphasise the role of the spokesperson in B2B advertising using neuro-behavioural data. It also contributes to the theoretical nuances of spokesperson gender in B2B advertising and the role of kinesics in advertising using spokespersons.Practical implicationsThe study provides guidelines on the choice of the spokesperson and their physical posture in the advertisement for B2B advertisers that may lead to communication effectiveness.Originality/valueThe present study is in a domain that is scarcely researched in B2B and adds novelty as it uses physiological data instead of self-reported measures.

The effect of standardized advertising, managerial ties and born global orientation on export performance

PurposeGiven the contradictory findings of standardization/adaptation of marketing strategy in explaining export performance in the extant research, this study aims to examine the contingent effects of managerial ties and born global orientation in the standardized advertising-export performance conceptualization.Design/methodology/approachThe study used two-respondent method in the survey research by a sample of 155 exporting firms operating in the industrial marketing based in Australia and New Zealand and applied hierarchical regression analysis to test the hypotheses.FindingsThe findings demonstrate that standardized advertising has a significant effect on export performance and this relationship is positively moderated by business ties. Such effect is particularly enhanced for born global firms (than nonborn global firms). However, political ties negatively influence the impact of standardized advertising on performance and such effect is stronger for born global firms.Research limitations/implicationsA broader perspective of contingent variables should be included to examine the underlying relationship between standardized advertising and export performance in capturing the dynamism in international marketing contexts, such as institutional frameworks or sociocultural environments in host countries.Practical implicationsStandardized advertising is critical for born global firms’ export performance as it can increase efficiency and speed up internationalization processes. Such positive impact of standardized advertising on export performance is further enhanced if born global firms allocate resources to develop strong business ties with host country partners instead of building political ties with host country governments, because smooth business networking can facilitate standardized advertising on industrial marketing, yet justifiable political relations require intricate negotiations that often prolong internationalization progress.Originality/valueThis study incorporates managerial ties and born global orientation as contingent factors in fixing the theoretic interlock between standardization advertising strategy and export firm performance.

The Influence of Artificial Intelligence on Modern Marketing

This paper explores how Artificial Intelligence (AI) is reshaping the marketing landscape, using data primarily sourced from Statista. By analysing global trends up to March and July 2023, we aim to provide a clear understanding of AI's impact on marketing strategies and outcomes. We begin by examining the rapid growth of AI in marketing, including its market size, revenue, and the preferences of users worldwide. We also highlight the popularity of leading AI text tools among users, giving insights into their market dominance and adoption rates. In addition, we investigate the funding landscape for AI marketing-related startups, showcasing the industry's investment trends and innovation potential. Furthermore, we identify the most effective ways marketers are using AI and marketing automation, offering practical insights for professionals seeking to leverage these technologies. Our study also looks at where AI is being used in marketing, revealing the diverse applications that are shaping strategies globally. We delve into the tools and platforms driving AI integration in marketing and advertising, as well as the main tasks undertaken by professionals using generative AI. A key focus is on AI-assisted writing, where we outline how marketers are employing AI for content creation and its impact on efficacy. We also explore the perceived benefits of AI tools according to marketing professionals, providing actionable insights for decision-making. Lastly, we assess the effectiveness of chat-based search advertising, particularly among paid search marketers in the United States. Through a concise summary of our findings, this paper aims to offer a comprehensive view of AI's transformative role in marketing, providing practical insights for industry stakeholders navigating this evolving landscape. In conclusion, this research serves as a roadmap for marketers, entrepreneurs, and industry professionals, guiding them through the integration of AI technologies into marketing strategies and operations. By understanding the current trends and potential benefits of AI, stakeholders can adapt and thrive in an increasingly AI-driven marketing environment.

Debiasing the Conversion Rate Prediction Model in the Presence of Delayed Implicit Feedback.

The recommender system (RS) has been widely adopted in many applications, including online advertisements. Predicting the conversion rate (CVR) can help in evaluating the effects of advertisements on users and capturing users' features, playing an important role in RS. In real-world scenarios, implicit rather than explicit feedback data are more abundant. Thus, directly training the RS with collected data may lead to suboptimal performance due to selection bias inherited from the nature of implicit feedback. Methods such as reweighting have been proposed to tackle selection bias; however, these methods omit delayed feedback, which often occurs due to limited observation times. We propose a novel likelihood approach combining the assumed parametric model for delayed feedback and the reweighting method to address selection bias. Specifically, the proposed methods minimize the likelihood-based loss using the multi-task learning method. The proposed methods are evaluated on the real-world Coat and Yahoo datasets. The proposed methods improve the AUC by 5.7% on Coat and 3.7% on Yahoo compared with the best baseline models. The proposed methods successfully debias the CVR prediction model in the presence of delayed implicit feedback.

Advance selling policies with stochastic consumer valuations and advertising effects: dynamic pricing and inventory decisions

Advance selling enables consumers to order new products before their release, ensuring prompt deliveries upon release. Retailers benefit from advance selling by boosting total sales and mitigating excess or insufficient inventory costs. In practice, various advance selling policies are designed and applied. Standard Advance Selling, Advance Selling with Price Guarantee, and Advance Selling with a Deposit are often seen and successfully implemented policies by different retailers. However, given the stochastic demands and consumer valuations, whether advance selling is always desirable for retailers is unclear. If advance selling is beneficial, what are the optimal prices and ordering quantities and which policy is the best remain interesting questions. This paper aims to provide analytical solutions for optimal pricing and inventory decisions under the three advance selling policies mentioned above. The results show that the performance of the advance selling policies relies on the proportion of high-valuation consumers. The critical values of the proportion of high-valuation consumers are identified. Further, we extend the problem to consider the effects of advertising. The advertising affects the information diffusion and indirectly affects the demands of the product. Moreover, the analytical and numerical study compares the performances of different advance selling policies. Finally, multiple managerial insights are summarized.