Advertising Strategies Research Articles

THE USE OF HYPERBOLIC EXPRESSIONS IN ADVERTISEMENTS

Summary. This article is dedicated to studying the issue of the functioning of hyperbole in English-language advertising texts and its stylistic and pragmatic features. The research is conducted on the material of advertising texts dedicated to perfumery-cosmetic products, hygiene and health products, and slogans of an airline company. The relevance of the study is determined by the significant role of advertising in modern society and the insufficient study of stylistic devices that serve the main persuasive-communicative advertising strategies. The main function of hyperbole is to intensify the concepts of quality, exclusivity, and impact in order to implement leading persuasive strategies. Key words: hyperbola, advertisement, overstatement, text, aim

Competition and cooperation in a platform-based business ecosystem within complementary partners

In today’s competitive business landscape, adopting business ecosystems has emerged as a pivotal strategy to enhance supply chain efficiency. This study employs a game-theoretic framework to investigate the dynamics of a manufacturer establishing a business ecosystem by collaborating with a partner on a supply chain platform. The partner, in turn, offers complementary products to consumers, thereby fostering a symbiotic relationship within the ecosystem. Motivated by the need to understand the implications of such business ecosystems, this study explores their effects on firms operating in the competitive market. Additionally, we examine the impacts of two distinct advertising strategies: product-focused and platform-oriented advertising strategies. Our analytical results reveal several interesting findings. First, forming a business ecosystem based on a supply chain platform increases profits for both the manufacturer and the partner. Furthermore, our findings demonstrate that the manufacturer should selectively adopt a platform-oriented advertising strategy based on the magnitude of the platform advertising effect. Moreover, we uncover that the partner’s product-focused advertising strategy fosters a win-win outcome for all firms in the market, ensuring economic sustainability, particularly in the face of intermediate-level market competition. This research provides insightful recommendations for understanding the dynamics of the supply chain, shedding light on the strategic decisions and advertising strategies that drive efficiency within such ecosystems.

Optimalisasi Teknologi Digital Untuk Mencapai “UMKM Naik Kelas” Studi Kasus Toko Kelontong Kecamatan Genteng

For grocery stores in the Genteng area of Surabaya, digital technology, particularly in branding and digital marketing, can address the challenges faced by micro, small, and medium businesses in promoting and showcasing their products to potential customers. These stores have significant potential due to Genteng's strategic location and dense population. However, a major obstacle is the lack of understanding of digital advertising strategies and nuances, which hampers the growth of grocery stores and their ability to compete with modern retail companies. Observations and discussions with grocery store owners revealed this issue, prompting researchers to develop a research methodology and analysis of the existing challenges. Solutions offered include logo improvements, support with design and management of social media accounts and content, creation and management of marketplace accounts, and providing insights on Instagram advertising to business owners. With these various solutions, it is anticipated that grocery store entrepreneurs can compete effectively and keep pace with the rapid advancements in technology.

Revolutionizing consumer insights: the impact of fMRI in neuromarketing research

This study performs a comprehensive bibliometric (performance analysis) and thematic content analysis of global research in "neuromarketing or consumer neuroscience" and "functional magnetic resonance imaging or fMRI." Utilizing the PRISMA framework and R package software, we analyzed thirty-six Scopus-indexed articles. The USA and California Institute of Technology emerged as leading contributors, with Rangel, A., and Reimann, M., as notable authors. Prominent themes include 'advertising,' 'product,' 'price,' and 'brand', with the “Journal of Consumer Psychology” and “Journal of Neuroscience” being key publications. The most cited article is "Marketing actions can modulate neural representations of experienced pleasantness," with 620 citations. In addition, fMRI has been used to study consumer behavior (impulsiveness, reward, emotion, decision-making, and memory) toward marketing stimuli such as price (WTP), advertising (celebrity endorsement, MSV), product (packaging design), and brand (Halal logo, label, and personality). This study provides an invaluable literature review matrix and detailed insights into the current trends in global neuromarketing research utilizing fMRI. This study highlights the significant impact of fMRI in both academic and commercial realms, offering new insights for targeted marketing and consumer behavior research. It provides valuable guidance for developing more effective advertising strategies, understanding consumer decision-making processes, enhancing business performance, and collaborating academically.

The Role of Advertising in Shaping Consumer Perceptions of Sustainable Brands

This research investigates the pivotal role of advertising in shaping consumer perceptions of sustainable brands, delving into the intricate mechanisms by which advertising strategies influence consumer attitudes and behaviors towards sustainability. Through an extensive review of literature, empirical findings, and prospective research directions, this study illuminates the nuanced landscape of sustainability advertising and its profound implications for marketers and consumers. The research underscores the burgeoning significance of sustainable branding within contemporary marketing paradigms, propelled by the escalating consumer interest in sustainability and ethical consumption. Empirical investigations affirm a robust positive correlation between advertising exposure to sustainable brands and consumer perceptions, underscoring the substantial impact of advertising on molding attitudes and driving purchase behavior. The researcher explores the influence of advertising on consumer perceptions of sustainable brands, through a comprehensive review of literature, qualitative and empirical analysis, investigates the mechanisms by which advertising strategies impact consumer attitudes and behaviors towards sustainable brands, explore theories and concepts that provide insights into the mechanisms by which advertising strategies impact consumer attitudes and behaviors towards sustainable brands. Additionally, present the findings of empirical analysis, which further elucidates these relationships and sheds light on the significant role of advertising in shaping perceptions of sustainability and provide insights for marketers aiming to promote sustainable products and initiatives.

Impact of urban and rural residents medical insurance on self-rated health of residents in China: a panel study from the China family panel studies national baseline survey.

This study aimed to investigate the health performance of the Urban and Rural Residents Medical Insurance (URRMI) scheme in China and to make practical recommendations and scientific references for its full implementation in China. This is a panel study that uses data from the China Family Panel Studies from 2018 to 2020, which is separated into treated and control groups each year, utilizing the key approach of propensity score matching and difference-in-difference (PSM-DID). Using 1-to-1 k-nearest neighbor matching, we proportionate the baseline data. Using difference-in-difference model, we examine the mean treatment impact of the outcome variables. Using a 500-time random sample regression model, we validate the robustness of the model estimation. The result was credible after matching, minimizing discrepancies. Good overall performance of self-rated health with an average Hukou status of, respectively, 0.8 and 0.4 in the treated and control group, primarily in rural and urban regions separately. The participation of URRMI significantly impacted self-rated health of residents, with a 0.456-unit improvement probabilities observed (p < 0.1). Additionally, the individuals are categorized into urban and rural, and those with urban hukou had a 0.311 expansion in the probability of having better health status compared to rural hukou (p < 0.05). Other factors, such as age, highest education, annual income, medical expenditure, hospital scale, clinic satisfaction, and napping, also impacted self-rated health. Moreover, elder individuals, higher education levels, and higher medical expenditure having a higher probability of improvement. The study utilized a placebo test to verify the robustness of the URRMI regression. The estimated coefficients showed that basic medical insurance did not significantly improve the health of insured residents under the URRMI scheme. The study demonstrates the crucial role of PSM-DID in determining the influence of URRMI on self-rated health status. It indicates that purchasing in URRMI has a favorable influence on the health of residents, advancing enhanced self-rated health effectiveness. It does, however, reveal geographical disparities in health, with urban dwellers faring far better than those who live in the suburb. Study suggests expanding URRMI coverage, narrowing urban-rural divide, increasing insurance subsidies, reforming laws, and developing effective advertising strategies.

USE OF CONSUMER DATA FOR BEHAVIOURAL ADVERTISING WITHIN MARKETPLACE PLATFORMS

Advertising plays an important role in consumer market, as it can awaken previously non-existent needs in the consumer and, due to its too much economic potential, has encouraged the creation and use of various engagement strategies. Some marketplace platforms store consumers’ data without proper consent and uses them for the development of advertising according to their behavior. Thus, the issue is based on the absence of regulation regarding such advertising strategy in the Brazilian legal system, since this conduct may violate the privacy of consumers, besides enabling a disproportionate advantage over other suppliers. It seeks to demonstrate what are the legal limits for the development of this practice, as well as to relate the Law of Consumer Relations to the Competition Law, since behavioral advertising unbalances the use of data allowing a non-egalitarian development of the trading system. Therefore, the methodological procedures used for this analysis consist of applied research, with a qualitative and hypothetical-deductive approach and descriptive objective, given to socioeconomic applicability. It is concluded, in view of this, that although behavioral advertising does not yet have a specific regulation in the Brazilian consumer microsystem, when the collection of data is not expressly authorized by consumers, this conduct can be considered abusive, based on Article 39 of the CDC, due to the violation of consumer privacy and the configuration of unfair competition.

A REVIEW ON THE INFLUENCE OF ADVERTISING ON SUSTAINABLE CONSUMPTION AMONG CHINA'S GENERATION Z

This paper critically examines the influence of advertising on unsustainable consumption and aims to identify advertising solutions with the potential to promote sustainable consumption among Chinese Generation Z. By conducting a literature review synthesis across four databases, 63 articles were analyzed to understand the dynamics of sustainable consumption, advertising design, strategy, and communication. The findings reveal a dearth of research on the key groups shaping sustainable consumption in China, particularly among Chinese Generation Z consumers. The study highlights the need for social organizations to integrate sociology and semiotics in sustainable consumption communications targeted at this group. Additionally, it emphasizes the importance of exploring a wider range of Sustainable Consumption Advertising (SCA) strategies to align advertising practices with human interests and social progress across different consumer groups and contexts. This research contributes to the ongoing effort to promote sustainable consumption and encourages future studies to focus on diverse subcultural consumer groups to advance advertising practices aligned with sustainable values and social well-being.

The use of artificial intelligence and machine learning in e-commerce marketing

The object of this research is the use of artificial intelligence (AI) and machine learning (ML) in e-commerce marketing strategies. Traditional e-commerce marketing approaches often lack a personalized customer experience and find it difficult to adapt to changing consumer behavior. The integration of artificial intelligence and machine learning offers a solution to these problems, enabling real-time marketing initiatives and data analysis. Studies have shown that the use of artificial intelligence and machine learning in e-commerce marketing has led to improved customer relationship management, increased operational efficiency, and more customer-centric advertising strategies. In addition, technologies such as visual search, virtual personal shoppers, and real-time product targeting have changed the e-commerce landscape by providing interactive and personalized shopping experiences. Artificial intelligence and machine learning algorithms analyze vast amounts of customer data to identify patterns, preferences and trends, enabling e-commerce businesses to conduct targeted marketing campaigns and optimize product offerings. Using advanced technologies, companies can streamline operations, increase customer satisfaction and stay ahead of the competition in the digital marketplace. This data suggests that integrating artificial intelligence and machine learning into e-commerce marketing strategies can benefit businesses by improving customer engagement, increasing sales, and gaining a competitive advantage. However, a successful implementation requires access to quality data, a robust AI infrastructure, and ongoing monitoring and optimization to ensure effectiveness and relevance in a dynamic marketplace.

REKLAMA MATNLARIGA MADANIYATNING TA’SIRI

This article provides a thorough analysis of the influence of culture on the creation and effectiveness of promotional texts. The impact of culture on language, values, colors, symbols, and product adoption will be considered in detail. Each aspect is explained by how it can shape advertisement strategies and content, as well as discussing how the adoption and interpretation of these elements can be different in different cultures.

The best advertising strategy to communicate about the Paralympic Games?

The best advertising strategy to communicate about the Paralympic Games?

Understanding the optimal strategy of carbon labelled product advertising delivery: A dynamic differential equation analysis

In the rapidly evolving landscape of sustainable marketing, the advertising of carbon labelled products represents a critical intersection of environmental awareness and marketing strategy. Existing studies have mainly discussed optimization strategies for content and forms of advertising. Less attention has been paid to optimization strategies related to the quantity of advertising delivery. Setting an advertiser's optimal advertising intensity is a problem that has puzzled researchers for a long time. To this end, we investigate the optimal strategy for advertising delivery based on a differential equation analysis of advertising dynamics to maximize market size for advertisers with regard to carbon labelled products. We first show that the vitality index can reflect the carryover effect of advertisers, and that there exists an optimal advertising intensity to maximize market size if competition is not taken into account. We then find that current and global solutions of optimal strategies are consistent, from which we can determine the sustainability of an advertiser's carbon labelled product market by calculating the equilibrium vitality index. Moreover, we provide numerical experiments that illustrate the quantitative relationship that exists between greenness and the proportion of green consumers jointly determining the feasibility of the optimal strategy and the sustainability of advertisers in management practices. This research not only charts a course for optimal advertising strategy but also equips managers with data-driven tools to navigate the complexities of eco-conscious marketing.

Exporting Beekeeping Products: Importance of Detailed Market Analysis and Brand Positioning

To strengthen the export potential of Georgian bees and intervene in international markets, it is necessary to make a comprehensive and profound analysis. The article discusses the influences of market segmentation, consumers’ preferences, international trading agreements, legal regulations, product certification, technological innovations and competition on the development of marketing and branding strategies, supporting the efficient positioning of the high-quality Georgian bee products on the international markets and increase in export. Competition evaluation is critical for determining market possibilities and positioning Georgian beekeeping on global markets. The physiological and qualitative functions of the Georgian mountain grey bee must be emphasized: its gentleness, excessive productivity, and resistance to ailments. The article additionally mentions the importance of a strategic method to boost export capability in integrating technological improvements and contemporary advertising strategies, which include digital technology and database analytics, which will have an instantaneous effect on increasing the charm of beekeeping products. Determining purchaser preferences, cooperation with international organizations and obtaining first-rate certificates are crucial for the global reputation of Georgian beekeeping manufacturers and gaining agreement with customers. Market analysis, contemporary branding, and dynamic marketing are considered the basis for the hit export of Georgian beekeeping products and their established order in international markets.

Differences in advertising’s effectiveness across age groups

Our research explores differences in cognitive evaluative measures of consumer buying behaviour and advertising’s effectiveness across age groups. We seek to ascertain if older segments show dissimilar memory structures and cognitive processes than younger targets, or if modern advertising approaches are simply lacking reach among older consumers. Our main measure of interest is mental availability—i.e. the ease at which a brand comes to mind in buying situations. We compare the scores of three underlying mental availability metrics across age groups and find differences primarily for associative penetration, a proxy for advertising reach. We then examine differences in other important cognitive evaluative measures of advertising’s effectiveness, such as the purchase funnel (narrowing down of alternatives for purchase) and product category knowledge. We detect additional differences that further illustrate why there are likely limits to advertising’s reach amongst older consumers. Hence, we stress the importance of using these cognitive evaluative measures to appraise the effectiveness of inclusive, cross-age advertising strategies in theory and practice.

Research on cooperative advertising strategies for dual channel supply chain of fresh agricultural products considering carbon reduction efficiency under retailer leadership.

With the development of low-carbon economy and the dominant position of retailers, through the establishment and comparison of three cooperative advertising models: model of supplier's independent advertising, model of supplier's independent advertising and model of retailer's and supplier's cooperative advertising, this paper studies the cooperative advertising decision-making of fresh agricultural products supply chain with two channels, and the demand of both channels is affected by the level of advertising investment, the proportion of advertising cost sharing and the efficiency of carbon emission reduction. The results show that when supplier and retailer adopt the two-way cooperative advertising mode, the demand and profit level of the two channels reach the optimal level. Numerical analysis shows that carbon emission reduction efficiency has an important impact on profits and market demand, which is closely related to cooperative advertising strategy.

PKM Strategi Digital Marketing Dalam Pemasaran Produk Daun Kelor Pada Home Industry Glamori Meto

In the online era, marketing opportunities using digital technology are very profitable, apart from sellers not having to have a shop, sellers also don't have to go anywhere to sell. The objectives of this activity are (1) Organizing guidance and training for marginalized communities to produce commercial products based on appropriate technology and local resources as well as opportunities to gain access to funding for Micro, Small and Medium Enterprises, (2) Increasing the number of applications of science and technology for the community. This activity was carried out in the first three stages of program socialization and forum group discussion (FGD). The service team planned all the needs that would be used in implementing the service. The service team carried out FGD (Forum Group Discussion) and a cooperation MoU. Second Stage Creating Social Media Accounts Workshop and mentoring on IT knowledge. The third stage of evaluation is carried out to correct any deficiencies found during the service. The main goal is to increase understanding of various social media platforms, effective advertising strategies and ad performance measurement. The method is to use the PKM method with questionnaires and outreach. The results show an increase in home industry players' understanding of the benefits of social media in digital marketing. They are starting to realize the potential of the online market without high advertising costs. This socialization has the potential to increase the application of digital marketing in the home industry. It is recommended that home industry players continue to develop digital marketing capabilities and collaborate to share experiences in managing advertising on social media.

The evolution and impact of Multi-Armed Bandit algorithms in social media

This paper examines the transformative impact of Multi-Armed Bandit (MAB) algorithms on user experiences across social media platforms. Initially conceptualized in the 1930s and formalized in the 1950s, MAB algorithms have become foundational to the evolution of digital interactions and content personalization. These algorithms adeptly navigate the trade-off between exploration and exploitation to maximize user engagement and satisfaction. By scrutinizing their implementation from early adopters like Yahoo to contemporary giants such as Facebook, Instagram, and TikTok, this analysis elucidates the algorithms' prowess in tailoring content recommendations, refining advertising strategies, and bolstering overall platform engagement. Moreover, this study addresses the ethical dimensions of MAB algorithms, with a particular emphasis on concerns surrounding user privacy and the perpetuation of echo chambers. Through an extensive synthesis of theoretical insights and empirical applications, this paper highlights the pivotal role of MAB algorithms in shaping the digital and social media landscape, advocating for future research focused on improving algorithmic transparency and ethical governance.

Auto-Bidding and Auctions in Online Advertising: A Survey

In this survey, we summarize recent developments in research fueled by the growing adoption of automated bidding strategies in online advertising. We explore the challenges and opportunities that have arisen as markets embrace this autobidding and cover a range of topics in this area, including bidding algorithms, equilibrium analysis and efficiency of common auction formats, and optimal auction design.

Strategic advertising in the aftermath of a corporate scandal

AbstractThis paper contributes to the literature on how firms change their advertising strategies after a corporate scandal by providing both a theoretical model and an empirical evaluation based on the idea that advertising acts as a signal of the product quality that is modulated by the number of competing substitutes in the market. This result is new to the literature and helps to explain cases in which, possibly counter‐intuitively, a firm affected by a corporate scandal may optimally decide to reduce its advertising expenditures, rather than increase it, in an attempt to restore its reputation as quickly as possible. We find empirical support for this result in the Volkswagen Group's response to the Dieselgate scandal.

Assessing the impacts of videoconferences on domestic business flights in Brazil’s post-pandemic era

During the COVID-19 pandemic, society realized that many activities could be conducted remotely, achieving similar or superior results. Several trends were anticipated and consolidated, such as remote work and hybrid activities. In this context, the air transport market was also profoundly affected, and we are still trying to understand the size and depth of the ongoing changes. It has become crucial for airline market strategies to evaluate how the behavior of business passenger demand has changed, considering the new conditions created and the intensified use of information and communication technology (ICT) tools, particularly videoconferencing. The article aims to identify and analyze the factors that have influenced the number of domestic business flights in Braziĺs post-pandemic era, focusing on the increased use of ICT. It applied a logit model to a database collected at Congonhas Airport in São Paulo, the second busiest airport in the country and the seventh in Latin America, which operates only domestic flights and is used mainly for business trips. Findings showed that the most significant variables influencing reduced travel for work were the number of trips made, the company’s market segment, and travelers’ perceptions about how the company dealt with topics such as productivity, employee well-being, videoconference use, and airline ticket purchases. With this understanding, airlines can develop more effective advertising strategies, enhance ticket sales, and prospect customers in more promising market niches.