Form Of Advertising Research Articles

Analysis of Promotion Strategies Through Advertising Media in Increasing Consumer Loyalty

UD. Talenta faces several weaknesses in marketing catering services, such as a lack of diversification in promotional methods which still rely on traditional methods and word of mouth, which limits market reach. In addition, limited access to technology and the internet hinders the use of digital platforms for promotions, while increasingly tight competition with similar competitors causes difficulties in distinguishing ourselves, so that sales levels experience fluctuations, especially in the midst of unstable economic conditions. This research uses a qualitative approach with methods. field study. Data collection techniques were carried out by means of interviews, observation and documentation using the Milles and Huberman data analysis approach. The research results showed that UD. Talenta relies on marketing strategies that include promotion through social media, print, word of mouth recommendations, and local event participation to expand the reach of its services. Despite facing resource constraints and intense competition, advertising strategies, especially on social media, are considered quite effective in expanding the market and increasing consumer loyalty. Promotional effectiveness is influenced by message clarity, visual appeal, and brand image consistency, although challenges remain in maintaining customer loyalty and overcoming budget constraints. UD. Talenta continues to innovate and evaluate strategies to improve its advertising campaigns. To strengthen consumer loyalty, UD. Talenta need to focus on clarity of information in advertisements, as well as improving the consistency and quality of advertisements with content innovation that is creative and relevant to consumer needs.

HEALTH ADVERTISING ON INSTAGRAM: IS IT EFFECTIVE WHILE FOLLOWING ETHICAL GUIDELINES?

Background: Given the popularity of digital marketing in business today, every hospital can start utilizing it by establishing a social media account. Instagram is a social media platform that focuses on photographs. The AISAS (Attention, Interest, Search, Action, and Share) model can be used to assess the efficacy of marketing communications. Regardless, there are issues regarding legal and ethical issues. Therefore, a question emerges: How can health advertisements be effective while following ethical guidelines? Aims: The purpose of this research is to analyze the content of healthcare advertisements on Instagram Methods: This study uses the quantitative descriptive content analysis method. The samples are Instagram advertisements for health services. Search them using the hashtags (#) #dokterjogja, #klinikjogja, #klinikyogyakarta, and #rumahsakitjogja. Using convenience sampling, the researcher randomly scrolls and stops on Instagram. The data were assessed by two coders using a checklist to ensure objectivity. The checklist contains three indicators, in this case, the AIA (Attention, Interest, Action) indicator, and the other indicators were obtained from the Regulation of the Minister of Health of the Republic of Indonesia (PERMENKES) number 1787 of 2010 Results: The highest score of the AIA (Attention, Interest, Action) indicator is 12, and there are a total of 34 advertisements (coder 1), and 84 advertisements (coder 2) violate The Regulation of the Minister of Health (PERMENKES) No.1787/2010 Conclusion: This study finds that effective advertising is almost certain to violate the regulation. An educational health information advertisement that introduces the services provided is a good way to promote healthcare providers while remaining ethical. Keywords: advertising, AISAS, ethics, health, social media

Exploring the dynamics of consumer engagement in social media influencer marketing: from the self-determination theory perspective

Influencer advertising has emerged as an integral part of social media marketing. Within this realm, consumer engagement is a critical indicator for gauging the impact of influencer advertisements, as it encompasses the proactive involvement of consumers in spreading advertisements and creating value. Therefore, investigating the mechanisms behind consumer engagement holds significant relevance for formulating effective influencer advertising strategies. The current study, grounded in self-determination theory and employing a stimulus-organism-response framework, constructs a general model to assess the impact of influencer factors, advertisement information, and social factors on consumer engagement. Analyzing data from 522 samples using structural equation modeling, the findings reveal: (1) Social media influencers are effective at generating initial online traffic but have limited influence on deeper levels of consumer engagement, cautioning advertisers against overestimating their impact; (2) The essence of higher-level engagement lies in the ad information factor, affirming that in the new media era, content remains ‘king’; (3) Interpersonal factors should also be given importance, as influencing the surrounding social groups of consumers is one of the effective ways to enhance the impact of advertising. Theoretically, current research broadens the scope of both social media and advertising effectiveness studies, forming a bridge between influencer marketing and consumer engagement. Practically, the findings offer macro-level strategic insights for influencer marketing.

The role of the analyst: comparative analysis of applied performance analyst job advertisements in the UK and Ireland (2021-2022)

ABSTRACT This study examined the key roles, responsibilities, and skills sought when advertising for the recruitment of Applied Performance Analysts (APAs) in UK and Irish professional sports settings. Deductive and inductive content analysis of the job descriptions and personal specifications of 130 job advertisements from 2021 to 2022 across the entire APA spectrum was undertaken. This encompassed 21 different specific role titles. Despite unified advertisement formats, noticeable variations emerged regarding length and content focus, regardless of First-team or Academy positions. The findings revealed a greater focus on Sports Performance Analysis (SPA), sports, and technical expertise coupled with professional behaviours in APA advertisements, with less priority shown to relationship-building skills. First-team positions particularly requested more skill-specific analysis expertise. Academy APAs were expected to focus on collecting data, facilitating feedback, in addition to creating and approving infrastructure for various age groups. Comparatively, First-team roles involved more complex data analysis tasks, including interrogating data, trend identification, and stakeholder reporting. The analysis not only highlights role discrepancies but also serves as a potential framework for employers when creating job advertisements, assists applicants in identifying the key skills to highlight, and informs curriculum and training programmes to cover the entire APA spectrum.

The Influence of Facilities and Service Quality on Visitor Satisfaction in the New Normal

This research discussed the influence of Facilities and Service Quality on Visitor Satisfaction (Case Study of Taman Bunga Baturaja in the New Normal). The population of this study was 100 visitors to Taman Bunga Baturaja. The analytical method used was a quantitative method with t count for each variable Facility (X1) of 3,656 and Service Quality (X2) of 2,954 stating that all variables had a significant influence on visitor satisfaction at Baturaja Flower Park. The calculated F value of 14,623 was greater than F table 3.09 which stated that together the facilities and service quality had a significant influence on the satisfaction of visitors to Taman Bunga Baturaja. The value of the coefficient of determination (R Square) of 0.232 means that in this case the contribution of the influence of Facilities and Service Quality on Visitor Satisfaction was 23.2% while the remaining 76.8% was influenced by other variables not mentioned in this case such as as the resulting product, Emotional Factors, Interesting and informative advertisement.

МАРКЕТИНГОВІ СТРАТЕГІЇ У ЗОВНІШНІЙ РЕКЛАМІ: ХИТРОЩІ МАРКЕТОЛОГІВ – ОГЛЯД ТА АНАЛІЗ ОСНОВНИХ

This article examines the main marketing strategies used in today's outdoor advertising, and also reveals and analyzes the tricks and techniques that marketers use to effectively attract the attention of consumers. The modern advertising market requires marketers to constantly increase their creativity and ingenuity. The following key aspects are considered in the article: One of the ways to attract the consumer's attention is to use emotional aspects in advertising. The article analyzes in detail how marketers create advertising campaigns aimed at evoking specific feelings and emotions in the target audience. Referring to examples of successful advertising campaigns, the article analyzes how marketers create memorable images and meaningful symbols that contribute to increasing brand recognition. Marketers actively use sociocultural trends, events and symbols in advertising to strengthen the perception of their product or service in society. The article analyzes how this happens and what examples can be given. Modern technological solutions and innovations in the field of advertising are reviewed, such as the use of virtual reality, interactive advertising formats, etc. Through a detailed analysis of these aspects, the article aims to understand how marketers create successful advertising campaigns and use different strategies to achieve their goals in today's market. It will help both specialists in the field of marketing and everyone who is interested in the marketing aspects of outdoor advertising.

Attitudes of students who study in different departments against body donation

Objective: As technology continues to advance, alternative methods of cadaver education have emerged in anatomy lessons. However, cadaver dissection remains a fundamental component of medical education curricula worldwide. Material and Methods: This research was conducted among students enrolled in health sciences and other disciplines at İzmir Bakırçay University. A total of five hundred and eighty-four students took part in the study. The survey aimed to gather information on students' sociodemographic attributes and their perspectives regarding the potential donation of their and their family members' bodies for use as cadavers after their passing. Resuts: The analysis of the study's data revealed that students in both groups expressed a reluctance to donate their own bodies or those of their family members. Nonetheless, a majority of students emphasized the significance of cadaveric education, indicating that the willingness to donate cadavers could potentially rise with increased exposure to informative advertisements and comprehensive awareness campaigns. Conclusion: Despite the prevalent Islamic faith in Turkish society, survey findings indicate that religious beliefs do not significantly impede body donation. The study reveals that the primary deterrent to body donation in Turkey is the perceived lack of professionalism within the institutions accepting such donations. To enhance body donation rates in the country, a promising strategy involves launching comprehensive body donation campaigns through mass media, effectively showcasing the competence and professionalism of the parties involved in these initiatives.

Joint dynamic pricing and marketing‐mix strategies for revenue management applications with stochastic demand

AbstractTo attract potential customers and to effectively sell their inventories over time, retailers often invest in different marketing levers and apply dynamic pricing strategies. However, composing a profitable marketing mix in dynamic settings is challenging. The high problem complexity increases further if one seeks to account for stochastic and inventory‐dependent demand, which is essential for various practical applications. In this paper, we examine such stochastic dynamic pricing and marketing models under a finite as well as an infinite time horizon. We assume that marketing dimensions, such as information advertising, design quality, and the like, are substitutes only if they are all positive; otherwise, the demand vanishes. For a reasonably general demand formulation with asymmetric multidimensions marketing, we show how to transform the multidimensional optimal control problem into a two‐dimensional one, simplifying the analytical complexity. Further, for well‐established cases with isoelastic and exponential demand, we present optimal closed‐form solutions allowing detailed sensitivity analyses. Using numerical examples, we illustrate and analyze how optimally controlled sales processes are influenced by different model parameters and infer managerial insights. Our results provide general qualitative and quantitative insights into the complex interplay of marketing‐mix controls over time.

The role of media sources in the formation of opinions regarding the anti-COVID-19 vaccination

The purpose of the research presented in this article was to measure the influence of information from the mass media on the decisions to vaccinate against COVID-19 of the citizens of the Republic of Moldova. The basic hypothesis assumed that the citizens of the Republic of Moldova who administered the anti-COVID-19 vaccine obtained information from official sources (TV, radio, online media channels, official information advertising, official information carriers, etc.). Citizens who did not get vaccinated against COVID-19, were influenced by speculative information, unofficially disseminated through social networks, fake news, did not contact officially argued sources and evidence, etc. The research group was made up of 100 people, taking into account age, sex, place of residence, level of education, marital and occupational status. In order to collect the experimental data, the survey method was used, applied through Google Forms. The research estimated the predictors of the willingness of citizens of the Republic of Moldova to get vaccinated against COVID-19: 1) trust in the official media, in government and medical institutions involved in the management of the pandemic crisis; 2) concern about the real danger caused by the SARS-Cov-2 virus; 3) the ability of medical institutions as bearers of official messages to debunk misinformation from the electronic media, especially from social networks. Age, gender, and area of residence are also significant predictors of availability for anti-COVID-19 vaccination: adults, men, and urban residents are more likely to receive the vaccine.

The Effects of In-Stream Video Advertising on Ad Information Encoding: A Neurophysiological Study

Although in-stream video advertising is common, its effects on advertisement (ad) information encoding remain unclear. We investigated the effects of in-stream video advertising by comparing two groups: those watching mid-roll (between the program) ads and those watching pre- and post-roll (before and after the program, respectively) ads. To elucidate how advertising content is encoded in the context of in-stream video advertising, we integrated two theoretical frameworks: the negative emotion–memory model (NEMM) and the limited capacity model of motivated–mediated message processing (LC4MP). We used electroencephalography (EEG) to assess negative emotions and bottom-up attention during advertisement viewing. The findings indicate that the first mid-roll ad induced negative emotions, but these feelings were attenuated during subsequent mid-rolls. In addition, negative emotions induced by mid-roll ads attenuated the role of bottom-up attention in the information encoding process. However, the pre- and post-roll ads were not accompanied by negative emotions; thus, bottom-up attention played a major role in the information encoding of these ads. The results also suggest that despite the negative emotions experienced during mid-rolls, such transient negative reactions did not affect purchase intention for the advertised products.

A Social Media–Based Public Health Campaign to Reduce Indoor Tanning in High-Risk Populations

Indoor tanning beds cause more than 450,000 new skin cancers each year, yet their use remains common, with a global indoor tanning prevalence of 10.4%. Social media provides an opportunity for cost-effective, targeted public health messaging. We sought to direct Instagram users at high risk of indoor tanning to accurate health information about the risks of indoor tanning and to reduce indoor tanning bed use. We disseminated a public health campaign on Instagram on April 6-27, 2022 with 34 video and still-image advertisements. We had 2 target audiences at high risk of indoor tanning: women aged 18-30 years in Kentucky, Nebraska, Ohio, or Tennessee interested in indoor tanning and men aged 18-45 years in California interested in indoor tanning. To evaluate the impact of the campaign, we tracked online metrics, including website visits, and conducted an interrupted time-series analysis of foot traffic data in our target states for all tanning salons documented on SafeGraph from January 1, 2018 to 3 months after the campaign. Our indoor tanning health information advertisements appeared on Instagram feeds 9.1 million times, reaching 1.06 million individuals. We received 7,004 views of our indoor tanning health information landing page (Average Time on Page of 56 seconds). We did not identify a significant impact on foot traffic data on tanning salons. We show the successful use of social media advertising to direct high-risk groups to online health information about indoor tanning. Future research quantifying tanning visits before and after indoor tanning interventions is needed to guide future public health efforts.

Adult-focused sharenting does not pay out: Sharenting in sponsored posts elicits negative ethical attitudes if the product is adult-related, but not when it is child-related

ABSTRACT Influencer marketing has become a mainstream advertising format on the internet. However, only a handful of studies focused on its ethical dilemmas. This experimental work examines the effect of sharenting – sharing content about one’s child on social media – in sponsored social media posts on the ethical perception and the evaluation of the posts. Results indicated that both student and parent respondents perceived the post featuring the child as less ethical when the post promoted an adult-related product. This effect was mediated by more negative ad and brand attitudes and was related to a lower purchase intent for the advertised product. It appears that sharenting in sponsored posts leads to negative ethical attitudes that diminish the advertising effectiveness of influencer marketing when the product is adult-related. However, we did not observe the same effect among parents when the advertised product is child-related.

Online newspapers and banner Ads

Rapid growth in online advertising revenues indicates that World Wide Web advertising is viable as an alternative to traditional media. In this new environment, academics and practitioners acknowledge the importance of establishing credibility and providing informative information in commercials. The current study analyzes the effectiveness of banner advertising and examines the impacts of (1) advertiser credibility and (2) informative advertisement on consumer attitudes toward advertisements and brands advertised on the online newspaper website detik.com. A survey of 104 respondents aged 16-35 was conducted using self-administered structured questionnaires. Structural equation modeling was then used to test and refine a model representing correlated relationships among the variables. The findings implied that advertiser credibility and the substance of informative advertising influenced attitudes toward advertising, whereas attitudes toward brands were affected by all variables investigated. For business practitioners, this study suggested that to improve customer attitudes toward advertisements and brands advertised; advertisers should assess the credibility and information delivered in advertisements.

SDBGPChain: A decentralized low complexity framework to detect and prevent the BGPattacks using SDN with smart contract based Dendrimer tree blockchain

The Border Gateway Protocol (BGP) helps to exchange the information over the internet. However, BGP is susceptible to malicious attacks and misconfigurations meanwhile BGP does not focus on providing security during routing information advertisement. The secure BGP environment provides constant routing services on the internet, but existing works does not provide an optimal solution for BGP router security. To overcome these issues, we proposed decentralized low complexity framework for providing security to BGP attacks using deep learning and blockchain technologies. The proposed SDBGPChain (SDN based BGP using dendrimer tree blockchain) model whereas the SDN provides network management, flexibility and scalability for BGP environment, the proposed work includes three processes such as entity authentication, low complexity BGP attack detection and prevention, and deep learning-based route update validation. Initially, users and BGP routers are authenticated using Enhanced Blowfish and Elliptical Curve Cryptography (EB-ECC) which generated the unique key using EB algorithm and the unique is encrypted by enhanced ECC for improving security. Every Autonomous System (AS) is constructed as a graph structure using Directed Acyclic Graph (DAG) which improves the scalability and interoperability of the network. Secondly, we perform BGP attack detection using Dual Agent based Twin Actor Twin Delayed Deep Deterministic Policy Gradient (DA-T2TD3) algorithm by performing both proactive and reactive methods. Finally, we perform route update validation by Gated Recurrent Unit (GRU) by considering update message tuples which validate the updates by identifying misconfigurations and errors in the updated messages. Here, updated messages are passed to the blockchain for validation using the DiemBFT consensus algorithm which improves high security. The simulation of the proposed SDBGPChain model is conducted by OMNET++ simulation tool, and the performance of this work is evaluated based on various performance metrics such as Packet drop ratio (0.22), Throughput (39.8 bits/sec), Block validation time (20.2 s), Detection accuracy ((no. of attacks 92.5%) and (no of anomalies 93%)), and Network traffic (27.6%) which proved that the proposed work achieved superior performance compared to state-of-the-art works.

Mediating Effect of Creative Information Advertising on Online Marketplace, Market Reach, and Influencer Marketing Toward Product Sales

Purpose: This study aims to determine the effect of creative information advertising as a mediation between market expansion and influencer marketing on the number of sales in the online market. Theoretical framework: The design of creative information advertising is expected to be able to mediate the expansion of market reach and the use of influencer marketing techniques for sales of goods/products, where the expansion of market reach alone is not able to directly and significantly affect sales of goods/products, as well as influencer marketing techniques in the online market. With signaling theory, it can be understood that the wider the market reach, the more diverse the characters, cultures, and capabilities of customers. Design/methodology/approach: This is a quantitative research using purposive sampling conducted on 398 online marketers in Indonesia. Data is processed with SEM-Amos and SPSS. Findings: This research provides benefits by building a theoretical model to understand online marketing which raises new findings related to the Signal Theory Point of View, namely the expansion of market reaches whose effect becomes significant when using influencer marketing. Research, Practical & Social implications: The concept of creative information advertising is able to solve problems that occur between market expansion and insignificant/negative value sales. Originality/value: This research was conducted with the aim of bridging the negative influence between market reach on product sales by including creative information advertising as an intervening variable. Therefore, the concept of creative information advertising which is a novelty for this research is tested on online marketers of micro and small businesses that use 3rd party marketplaces in Indonesia.

Influence of Online Advertising in Formation of Attitudes – A Study with Reference to Indian Consumers

Influence of Online Advertising in Formation of Attitudes – A Study with Reference to Indian Consumers

Environmental regulation with preferences for social status

Continuously increasing consumption of material goods drives current resource and environmental crises, including climate change and loss of biodiversity. Although technology offers solutions, their development and adoption is not at the speed required to address these crises. Therefore, demand side responses have to be triggered using policies, with economists suggesting mainly the use of price signals. However, both the effectiveness and the political acceptability of taxation have been questioned, especially since increases in fuel prices during the last decade in both Europe and North America have not yielded the expected reductions in the fuel economy and after the vigorous opposition to the ambitious increases in fuel taxes, for example in France. The present paper offers an explanation for the reduced effectiveness of environmental taxation by focusing on relatively high-income individuals whose consumption of highly polluting material goods is driven by motivations to improve their social status. Furthermore, the paper shows that complementing the tax with information provision aiming at moderating status seeking overconsumption improves social welfare. Decoupling consumption of highly polluting material goods from social status in individuals’ well-being, through informative advertisement campaigns, could have a substantial environmental effect directly and also indirectly by improving the effectiveness of taxation.

Podcasting as Advertising Channel: Understanding the Context Effect

ABSTRACT The engaging and relational nature of podcast listening creates a special media environment for brands. Guided by media context effect perspectives, this study employs a national survey to examine how content engagement, host–audience relationship, and advertising format associate with listeners’ brand attitudes, as moderated by advertising receptivity. The findings reveal that content engagement could play both positive and negative roles. The host–audience relationship, including both relational perceptions and actual online interactions, and the host-read advertising format are positive predictors. In addition, advertising receptivity could either enhance or reverse some of the associations. Finally, the identified patterns differ by podcast genre.

Avoiding pre-roll ads: Predictors of online video consumption

Pre-roll ads are the most prevalent online video advertising format. They are often compulsory and may induce advertising avoidance. The current study introduces two new variables into an existing advertising avoidance model to delineate the avoidance phenomenon in pre-roll ads. The results of a survey with a national sample of 513 individuals showed that prior negative experiences, perceived goal obstacles, ad length, ad clutter, and the presence of others influenced online video advertising avoidance. In addition, social factors influenced ad avoidance, both online and offline. The theoretical and managerial implications of these findings are considered.

Assessment of the changing trends in maternal knowledge about management of fever and antibiotic use in the last decade in Türkiye.

The wrong attitudes of parents on fever create a basis for unnecessary drug use and increased workload. The study was conducted to evaluate the knowledge and attitudes concerning fever and antibiotic use and demonstrate the changes in the last decade. This cross-sectional study was composed of two parts, and a total of 500 participants were included. Group 1 (the new group, 50.0%) consisted of 250 participants who participated in the study between February 2020 and March 2020 and Group 2 (the old group, 50.0%) consisted of 250 participants who participated in the study between February 2010 and March 2010. All participants share the same ethnic properties and had been visiting the same center for similar reasons. A validated, structured questionnaire assessing the management of fever and antibiotic use was administered to all mothers. According to the fever assessment scoring, maternal knowledge of fever and its management in children significantly increased (p < 0.001). The antibiotic assessment score also increased in 2020 (p = 0.002). The public spotlight on the erroneous use of antibiotics and the management of febrile illnesses seems to be promising. Improving maternal/parental educational status and informational advertisements can enhance parental knowledge concerning fever and antibiotic use.