Television Advertising Research Articles

Inference Analysis of Video Quality of Experience in Relation with Face Emotion, Video Advertisement, and ITU-T P.1203

This study introduces an FER-based machine learning framework for real-time QoE assessment in video streaming. This study’s aim is to address the challenges posed by end-to-end encryption and video advertisement while enhancing user QoE. Our proposed framework significantly outperforms the base reference, ITU-T P.1203, by up to 37.1% in terms of accuracy and 21.74% after attribute selection. Our study contributes to the field in two ways. First, we offer a promising solution to enhance user satisfaction in video streaming services via real-time user emotion and user feedback integration, providing a more holistic understanding of user experience. Second, high-quality data collection and insights are offered by collecting real data from diverse regions to minimize any potential biases and provide advertisement placement suggestions.

Special Effects Novelties used in Television Advertising

Special Effects Novelties used in Television Advertising

Quảng cáo lan truyền: Phản ứng cảm xúc, thái độ và dự định chia sẻ của người xem

This research applied Lang’s model of limited intermediate information processing ability (2000, 2006, 2009) to test the impact of different emotional reactions to attitudes towards viral video advertising, brand attitude and sharing intention of Vietnamse viewer after watching viral video ads. Experimental Research Design is used to test the relationships between independent variables and dependent variables. Research results show that viral advertising brings a pleasant emotional response that will positively influence viewers’ attitudes toward the brand and their intention to share it with others. On the contrary, with unpleasant emotional reactions (unpleasant), viral advertising will make the viewer’s attitude towards the brand more negative and the intention to share will therefore be very low. For the rest, with viral video ads that bring a neutral feeling (coactive), its impact on viewer attitudes, brands as well as sharing intentions is only average, relatively. The research results will contribute to marketing knowledge studying emotions and attitudinal responses to advertising by conceptualizing emotional tone in a multidimensional perspective that allows for not only positive or negative but also mixed cooperative emotional tone.

Factors influencing patient selection of orthopaedic surgeons for total hip (THA) and total knee arthroplasty (TKA).

The importance of identifying how patients choose their healthcare providers has grown with the prevalence of consumer-centric health insurance plans. There is currently a lack of studies exploring the factors associated with how patients select their hip and knee joint arthroplasty surgeons. The purpose of this study was to determine how patients find their arthroplasty providers and the relative importance of various arthroplasty surgeon characteristics. An electronic mail survey was sent to 3522 patients who had visited our institution for an arthroplasty surgeon office visit between August 2022 and January 2023. The survey consisted of multiple-choice questions, which aimed to inquire about the patients' referral sources for their current arthroplasty surgeon. In addition, patients were requested to rate the significance of 22 surgeon-related factors, on a scale of 1 (Not Important At All) to 5 (Very Important), in choosing their arthroplasty surgeon. Of the 3522 patients that received the survey, 538 patients responded (15.3%). The most common referral sources were physician referral (50.2%), family/friend referral (27.7%), and self-guided research (24.5%). Of those that were referred by a physician, 54.4% of respondents were referred by another orthopaedic provider. Patients rated board certification (4.72 ± 0.65), in-network insurance status (4.66 ± 0.71), fellowship training (4.50 ± 0.81), bedside manner/personality (4.32 ± 0.86), and facility appearance (4.26 ± 0.81) as the five most important factors in picking an arthroplasty surgeon. Television (1.42 ± 0.83), print (1.50 ± 0.88), and online (1.58 ± 0.93) advertisements, along with social media presence (1.83 ± 1.08), and practice group size (2.97 ± 1.13) were rated as the five least important factors. Patients are most likely to select an arthroplasty surgeon based on referral from other physicians, namely orthopedic surgeons, in addition to board certification status, in-network insurance, and fellowship training. Overall, these findings highlight the importance of physician credentials and reputation within the orthopaedic community in order to attract and retain patients.

Political Campaigns’ Use of E-mail vs. Television Advertising

This research explores how political campaigns use e-mail and television advertising differently. The data consist of 267,675 television ad airings sponsored, and 2,164 e-mails sent, by the forty-seven U.S. Senate candidates who used both communication channels during the 2014 general election cycle. Major findings include that fundraising requests and get-out-the-vote messages were more commonly found in campaign e-mails than in television ads; that campaigns were more likely to use partisan appeals in their e-mails while they often used bipartisan appeals in their television ads; and that campaigns sometimes mentioned issues owned by the other party more frequently than their opponents did when using television ads whereas they tended to focus on issues owned by their party in their e-mails. Campaigns’ use of multiple communication channels within a single election cycle should be monitored more systematically and thoroughly.

Analysis of Weibo Short Video Advertising Creation: A Case Study in the Fashion and Beauty Industry

In order to explore the creative characteristics of short video advertisements in the field of fashion and beauty on Weibo, this study uses short videos containing advertisements as sample materials. Based on literature review, it establishes classification indicators for short video advertisements, which are categorized into Unboxing review, Product placement, Item recommendation, and Brand customization. Based on the above classification, this study employs content analysis method to explore the creative patterns and underlying reasons of short video advertisements in the field of fashion and beauty on Weibo from four dimensions: Product information, Video information, Advertisement design, and Appeal strategy. Two creative recommendations for short video advertisement creation are proposed: (1) Mining brand concepts and product characteristics to craft comprehensive short video advertisements. (2) Creating innovative short video advertisements through refined narrative strategies.

The Effect of Short Video Advertisements on Consumers' Purchase Intention

With the rapid development of the Internet, short video advertisements, a new way of selling has appeared in the public's view. Some researchers have found that under this short video marketing mode, short video advertisements have a certain influence on consumers' purchase intention, however, the formation mechanism and influence range behind it still lack a unified explanation. This paper collects data is based on a social platform questionnaire published between November 20 and November 21, 2023, and uses the AIDA model to analyze the data and then investigate the relationship between short video ads and consumers' purchase intention. The research in this paper found that consumers more favor products with novel content, high cost-effectiveness and good reputation through short-video delivery, and consumers are more willing to pay for publicity; while the over-exaggerated publicity, clichéd content and too long time of short-video advertisements will have a negative impact on consumers' willingness to buy.

Kajian Struktur dan Fungsi Bahasa Pada Produk Makanan dan Minuman Iklan Televisi Berdasarkan Analisis Wacana

The highest position at the linguistic level is discourse. Discourse is said to be the most complete unit of language. Discourse analysis is the study of message structure in communication. This research describes the structure and function of food and beverage products in television advertising. Researchers use a discourse analysis approach, with a qualitative research type. This research method is descriptive analysis, using listening and note-taking techniques. The data source in this research was obtained through food and drink advertisements. The research results show that there is an advertising structure consisting of the main points of the advertisement consisting of four propositions, namely: (a) providing benefits for potential consumers; (b) the title and subtitle sentences are product brands with foreign terms or seem unique; (c) question sentences to consumers; (d) orders to potential consumers to do something. The explanatory items consist of three propositions, namely: (a) subjective reasons; (b) objective reasons; (c) a mixture of subject and objective reasons. The closing points of the advertisement were developed into: hard techniques, soft techniques, and a mixture of hard and soft techniques. Apart from that, researchers obtained language functions which include: information function, persuasive function, and image building function for a product.

Gendered Agenda-Building: How Female Candidates Communicate Heterogeneous Issue Agendas

ABSTRACT This study investigates the extent to which the issues emphasized by female political candidates in American congressional elections vary based on the media platforms used to promote their messages. We develop a framework of gendered agenda-building, arguing that the pressures women face on the campaign trail are rooted in gender stereotypes and will lead women to curate more heterogeneous issue agendas compared to their male counterparts. Our framework also argues that women’s issue agendas will more likely vary across campaign communication platforms. We use an original and novel dataset of House of Representatives candidates’ communication across Twitter and television advertisements to examine the dynamics of agenda-setting for female House candidates. We find that contrary to our predictions, women are no more likely than men to have more heterogeneous agendas.

Millennials’ Behavioural Intention of Sharing Online Video Advertising (OVAs): Mediating Role of Company Reputation Perspective

Online Video Advertisings (OVAs) have become more popular due to the increasing number of people who use the internet to search for information and buy things. This study examines three components of Theory Planned Behaviour (TPB): attitude (ATT), subjective norm (SN), and perceived behavioural control (PBC), and how they relate to sharing OVAs. The study investigates how company reputation impacts the correlation between these variables. A total of 208 millennials in Selangor were given questionnaire to gather the data. Partial least squares-structural equation modelling technique was used to examine the data. The findings show that ATT and SN have an impact on millennials’ intention to share OVA. The mediation result indicates that company reputation partially mediates the relationship between PBC and the intention to share OVAs. The results of this study add to the body of knowledge while giving practitioners, particularly marketers, practical knowledge about efficient marketing strategies.

Features of the implementation of speech strategies and tactics in the slogan of television food advertising

The article is devoted to the study of speech strategies and tactics in the slogan of television food advertising. The slogan as an element of the advertising text plays a significant role in influencing the consciousness and behavior of the addressee. Slogans implement various speech strategies and tactics to ensure the success of advertising communication. The difficulty of studying this phenomenon lies in a short formulation with great strategic potential and its uncertain relationship with the main text of television advertising. The relevance of this study is related to the importance of the slogan in the advertising text and the prospects for studying speech strategies and tactics in the slogan of television food advertising. The article aims to identify the features of speech strategies and tactics in the slogan of television food advertising. The method of linguistic and pragmatic analysis was used in the work, which makes it possible to identify speech strategies and tactics in the slogan of television advertising of food products and describe the linguistic features of their implementation. The novelty of the research lies in a comprehensive examination of speech strategies and tactics in the slogan, taking into account the main advertising text. As a result of the analysis, corporate slogan, product slogan and festive slogan were highlighted in television advertising. The slogans of television food advertising highlight presentation strategy, convincing strategy, persuading strategy and reminiscent strategy, as well as tactics and techniques within the framework of relevant strategies. The linguistic means of verbalization of techniques used within the framework of appropriate speech strategies and tactics in television advertising of food are described. The correlation of their implementation with the main advertising text has been established. The slogan of a TV advertisement usually implements several strategies and tactics at the same time. The implementation of the convincing strategy in a product slogan is relevant to the main advertising text. The implementation of other strategies in the slogan is not related to the main advertising text.

INFLUENCING FACTORS OF CONSUMERS’ BRAND PREFERENCE OF POWDERED MILK

Oghenenyerhovwo Rita Inoni E-mail: oghenenyerhovwo.inoni@dou.edu.ng Ph.D, Dennis Osadebay University Asaba. Delta State, Nigeria https://orcid.org/0000-0002-3656-2000 Justice Taiwo Ogundare E-mail: justice.ogundare@dou.edu.ng Ph.D., Dennis Osadebay University Asaba. Delta State, Nigeria https://orcid.org/0000-0002-8622-9206 Abstract: Consumer brand preference (CBP) is a precursor to a consumer’s final purchase decision of a product, and is an important area in the field of consumer buying behaviour. This is particularly so owing to the multitudinous array of competing products in the market place. Thus, the purpose of this study is to investigate the variables that influence consumers' brand preferences for powdered milk in the study area. In order to realise the objectives of the study, data were drawn from a sample of 381 milk consumers in Delta and Edo States in Southern Nigeria, using stratified and purposive sampling methods. The data generated were analysed with descriptive and inferential statistics including frequency tables, cross tabulation, ANOVA and multiple regression. The results of the cross-tabulation of monthly income and milk brands reveal that ‘Dano’is the most preferred (17.3%) powdered milk brand, while ‘Milksi’ is the least preferred (5.8%) by consumers across all income groups. The multiple regression results indicate that CBP for milk powder is significantly influenced by consumers’ attitude, reference groups, product quality, consumption emotions, television advertisement and product price, with positive consumption emotions as the dominant predictor. The study also found significant variation in CBP with respect to educational status, household size and income. Therefore, milk producing companies should adopt pragmatic pricing and marketing strategies to reach desired target segments in order to sustain customers’ patronage and ensure they remain loyal to their brands. Keywords: consumer brand preference; purchase decision; consumption emotions; powdered milk; Nigeria JEL classification: D12, M30, M31

Public perceptions of television and online political advertising

Public perceptions of television and online political advertising

Knowledge and perceptions of pelvic floor disorders and the impact of television advertisement on women in a major metropolitan area

Knowledge and perceptions of pelvic floor disorders and the impact of television advertisement on women in a major metropolitan area

Femvertising: A Multimodal Discourse Study of Female Video Advertisements from the Perspective of Visual Grammar

Femvertising: A Multimodal Discourse Study of Female Video Advertisements from the Perspective of Visual Grammar

Analisis Design Thinking Iklan KPU di YouTube Menjaring Pemilih Pemula Pemilu 2024

The government, through the official institution responsible for elections, the General Election Commission (KPU), seeks to ensure the success of elections to be participated by all eligible citizens. The KPU has conducted socialization, one of which is to attract beginner voters, who are young, inexperienced and have limited knowledge about politics, especially elections. Through public service advertisement videos on YouTube. This study aims to examine whether this advertisement effectively reach out to beginner voters by analyzing the themes and content of the messages. The approach used is descriptive-qualitative analysis using the design thinking concept by Tim Brown. The research findings on the rationale behind this advertisement. The concept of this advertisement version " Gunakan Hak Pilihmu di TPS," with a romantic setting, demonstrates the ad creator's cleverness in linking the election date, February 14, known worldwide as Valentine's Day. This serves as an entry point in developing the advertisement idea. Election messages are conveyed through the teenage couple’s conflicts, leading to a happy ending and urging them to exercise their voting rights in 2024 election. The conclusion from this research is the theme and message content of this advertisement are appropriate and capable to attracting and capturing beginner voters.

Advertisement design in dynamic interactive scenarios using DeepFM and long short-term memory (LSTM).

This article addresses the evolving landscape of data advertising within network-based new media, seeking to mitigate the accuracy limitations prevalent in traditional film and television advertising evaluations. To overcome these challenges, a novel data-driven nonlinear dynamic neural network planning approach is proposed. Its primary objective is to augment the real-time evaluation precision and accuracy of film and television advertising in the dynamic interactive realm of network media. The methodology primarily revolves around formulating a design model for visual advertising in film and television, customized for the dynamic interactive milieu of network media. Leveraging DeepFM+long short-term memory (LSTM) modules in deep learning neural networks, the article embarks on constructing a comprehensive information statistics and data interest model derived from two public datasets. It further engages in feature engineering for visual advertising, crafting self-learning association rules that guide the data-driven design process and system flow. The article concludes by benchmarking the proposed visual neural network model against other models, using F1 and root mean square error (RMSE) metrics for evaluation. The findings affirm that the proposed model, capable of handling dynamic interactions among images, visual text, and more, excels in capturing nonlinear and feature-mining aspects. It exhibits commendable robustness and generalization capabilities within various contexts.

Lexical features and persuasion techniques in the selected Philippine television advertisements

The language of advertising is powerful in persuading consumers to purchase the product. It is how the advertiser uses language to attract and grab the interest of the people. This research aims to identify and reveal the lexical features and persuasion techniques used in the selected Philippine television advertisements. This will determine how the lexical features are interrelated to the persuasion techniques that the advertiser uses in promoting their products. To obtain the data needed for these objectives, qualitative and content analysis were employed in this research method. Specifically, categorical data were used to categorize data based on each advertisement (Personal Hygiene, Medicine and Vitamins, and Food Products). Based on the findings, personal hygiene advertisements dominantly use hyperbole, while medicine and vitamin and food advertisements both dominantly use familiar language; personal hygiene advertisements belong to the competitive stage as manifested by the dominant lexical feature used which is hyperbole, while medicine and vitamin, and food belong to the pioneering stage as reflected by the dominant lexical feature used which is familiar language. Hence, the output of this study will serve as new learning instructional materials for English teachers in determining the usage of the language in an advertisement. In addition, the researchers recommend finding another framework for lexical features and persuasion techniques in advertisements and creating another material in the language in advertisements.

Impact of Television Advertising for Freemium Services on Consumer Purchases:

Impact of Television Advertising for Freemium Services on Consumer Purchases:

Impact of TV Advertising on Decision-Making of Consumers in Pakistan

Television advertising has proven to be an effective tool for introducing new products and influencing customer behavior and decision-making processes. This study analyzes the "Impact of Television Advertisement on Consumer Decision Making in Pakistan." The researcher collected data using the survey method and a questionnaire. 300 female consumers were chosen from three regions of Lahore (Karim Park, Gulshan e Ravi, and Defense) based on demographics such as age, education, and income. The data was examined using univariate and bivariate methods of statistical analysis, and conclusions were drawn. The hypothesis was verified using the test for statistical significance, Chi-Square, which confirmed that 'More Nesvita TV ads, more acceptances in actual life among customers'. It was discovered that television advertising had a significant impact on consumers' cognitive functions such as searching for information and alternative selection. The findings provide useful information about the efficiency of Nestlé Nesvita TV advertisements and their impact on consumer decision-making processes in the Pakistani market.