Advertising Research Articles

Meta Ads digital advertising in social networks

A progressive tool for achieving the marketing goals of retail enterprises in digital advertising in social networks, taking into account the current situation in Ukraine, is Meta Ads. Advanced targeting parameters based on demographics, interests and own audience make Meta Ads a powerful tool for digital advertising professionals, allowing them to reach a wide audience with targeted messages. The study was conducted using the following methods: data analysis, synthesis and logical generalization of results; systemic, structural and statistical analysis with the use of graphical methods. The main sources of information are scientific papers, the results of marketing research, expert blogs in the field of digital advertising, and official statistical information from Internet resources. In the article there were considered the functions of generative artificial intelligence in Meta Ads, such as image enhancement, background generation, and ad text variations, which can reduce the time required to create advertising materials. Advantage+ tools that automate the process of creating advertising campaigns and targeting have been analysed, in particular Advantage+ Shopping Campaigns and Advantage+ Creative. The development trends of Meta Ads in the Ukrainian market, which will affect the results and efficiency of work with digital advertising, are substantiated. It was determined that the use of existing artificial intelligence technologies will allow enterprises to better find the target audience and work with advertisements

Certified Ethical Advertising Executive: An Online Tool for Teaching Advertising Ethics

This study examines the value of a new certification program designed to teach nine principles of ethical advertising. The Certified Ethical Advertising Executive (CEAE) certificate course was added to the curriculum in two undergraduate marketing courses in Fall of 2023. The same courses were taught by the same instructors in the semester prior (Spring 2023). The only substantive difference between the two semesters was that students in the Fall semester were required to complete the CEAE course as a course assignment. An online survey was used to measure students’ attitudes toward advertising ethics at the end of each semester. Results showed significant shifts on 9 of 12 survey metrics. The authors conclude that the CEAE course is an effective tool for teaching ethical advertising principles in the university setting.

Exploring Alternative Health Facebook Groups in the COVID-19 Pandemic: An Automated Content Analysis Through Structural Topic Modeling.

Alternative health (AH) has an important role in public health across cultures, as the World Health Organization acknowledges. Using structural topic modeling, we analyzed 25,561 posts from public Facebook groups that contained AH-related content during the COVID-19 pandemic over 3 years. Thirty-one topics emerged, and they were categorized into six major themes, including (1) sharing information regarding AH treatment for COVID-19, (2) spiritual and mental healing in the pandemic, (3) news and information about COVID-19, (4) commercial content related to AH treatment, (5) COVID-19 precautions suggestions, and (6) caution against treating AH as a cure-all. We found that these Facebook groups served as digital spaces for AH content by playing a dual role: (1) disseminating information on COVID-19 and AH for both laypeople and experts and (2) providing spiritual connections and commercial content to alleviate anxiety during the pandemic. While accurate information and social support were shared, a notable part of commercial messages and AH treatments offered for COVID-19 included misleading and unverified claims. Findings shed light on the nature and extent of misleading AH content and why engagement with AH media may contribute to increased belief in health misinformation. We further discuss the complexity and diversity of content on AH media.

Intelligent systems and consumer neuroscience in the age of computational advertising

Abstract The main goal of this article is to provide an overview of the use and characteristics of intelligent systems and neuroscience tools applicable in the field of contemporary advertising. The newly emerging field of computational advertising is undergoing dynamic development, and this concept is now placed in the context of advanced intelligent systems, artificial intelligence, and virtual reality. According to the specified parameters, a systematic literature search of scientific publications was carried out and subsequently evaluated. The research questions are focused on the identification of intelligent systems and current consumer neuroscience tools finding application in the current trend of computational advertising. It follows from the processed systematic literature review that there are currently a number of intelligent systems and also a number of tools in the field of consumer neuroscience that can find application within the broader concept of computational advertising. These more or less intelligent systems and neuroscientific tools are already affecting all phases of the advertising life cycle. At the same time, a number of ethical issues associated with the use of both these technologies and tools have been found, which still need to be explored. The article attempts to fill the gap in the lack of literature dealing with this issue. Last but not least, the article contains a critical view of these new technological possibilities and also describes a number of new ethical challenges arising in this area.

PRACTICE MANAGEMENT: The Business of Neurofeedback: Keys to a Successful Practice

Establishing a successful neurofeedback practice requires not only clinical expertise, but also strong business acumen. Many of the suggestions in this article apply to those with biofeedback and related practices as well. This article reviews tips on leveraging resources from national organizations and local economic development options. Building a compelling brand with professional logos and adhering to ethical advertising standards are essential. A robust web presence, bolstered by effective search engine optimization, enhances visibility. Tracking client inquiries and analyzing referral sources can guide strategic decisions. Additionally, managing finances prudently and optimizing time-management skills are crucial for sustained success and personal fulfillment in this specialized field.

An Ethical Analysis of the Online Content of Assisted Reproductive Technology Centers in Bangladesh.

Assisted reproductive technologies (ARTs) have become a widely utilized medical technology for treating infertility worldwide. However, societies and countries have applied these technologies in accordance with their cultural practices and belief systems. This paper presents an overview of ART providers in Bangladesh and analyzes their online content in addressing potential infertile couples. Examining the topic within the context of socio-economic and public health challenges in Bangladesh, particularly overpopulation, poverty, and lack of education, the research conducted a web content analysis of ART providers in Bangladesh from July 1 to September 1, 2023. Twenty active ART providers were identified using Google searches and an exploratory key. The analysis considered locations, landing page information, ethical standards, quality certification, foreign affiliations, and success rates. The findings revealed a concentration of centers in urban areas, raising concerns about equitable access. The absence of regulation and guidelines, coupled with the lack of ART clinic registration, highlighted potential risks to patient well-being. Landing page statements utilized highly emotive language and ambiguous terms, raising ethical concerns. The absence of explicit mention of quality standards, including ISO 9001:2000 certification, indicated potential gaps in transparency. Foreign affiliations were employed for credibility, raising concerns of misleading advertising. Limited and ambiguous reporting of success rates posed challenges for informed decision-making. Evident exploitative and commercialized practices raised concerns about potentially commodifying reproductive services. The study emphasizes the need for regulatory frameworks, transparency in reporting, adherence to ethical advertising, and increased cultural sensitivity to enhance the ethical standards of ART providers in Bangladesh.

Women in Mass Media in Under the Silver Lake (2018): A Saussure’s Semiotics Study

This study examines the portrayal of women in the mass media in a movie Under the Silver Lake (2018). This study used a qualitative method and Saussure’s semiotic theory to analyze women in the mass media in the movie, particularly on the connection between the portrayal of women and its meaning based on social conception. There are two types of mass media in the movie that are analyzed: print ads and magazines. The first focuses on the 1969 Tipalet print ads, and the second is from the 1970 Playboy magazine. The findings indicate that women in mass media are not merely portrayed as models or figures to promote a product. Instead mass media is inclined to use their portrayal as a medium to promote the ideas of women objectification. The portrayal of women in those mass media; thus, they often appear objectified, exploited, and undervalued. They are depicted in their most sexual appearance, which does not account for them as equal human beings. Such portrayals of women in conventional mass media provide the most harmful and unequal representation of women.

“It’s changing our lives, not for the better. It’s important that we have a say”. The role of young people in informing public health and policy decisions about gambling marketing

BackgroundMarketing has a significant impact on the normalisation of gambling for youth across the globe. This has included shaping positive attitudes towards gambling, as well as increasing the social and cultural acceptance of gambling – particularly aligned with valued activities such as sport. Because of this, public health experts argue that gambling marketing poses a significant risk to the health and wellbeing of youth. While young people are increasingly exposed to, and impacted by marketing for gambling products, they are rarely consulted about policy issues and options. This study aimed to explore young Australians’ perceptions of current policy responses to gambling advertising, whether they thought young people should be involved in discussions and decisions about gambling marketing regulations, and their perceptions of the duty of governments to protect young people from gambling industry marketing strategies.MethodsQualitative focus groups (n = 22) were held with n = 64, 12–17 year olds in the Australian states of Victoria and New South Wales. Participants were asked to reflect on current gambling policies, particularly relating to marketing, what they thought should be done about gambling marketing, and if and how young people should be included in public health responses to gambling. An interpretivist ‘Big Q’ approach to reflexive thematic analysis was used.ResultsYoung people highlighted the need for more effective regulations around the content and frequency of gambling marketing. They also wanted to see more realistic representations of the negative impacts of gambling to counter persistent positive commercial marketing messages. Most thought that young people should be given an opportunity to have a say about responses to gambling due to their unique experiences. Participants identified mechanisms to increase young people’s engagement in decision making, such as direct lines of communication to different levels of government, involvement in research, and diversifying ways of engagement. Specific recommendations included more regulatory action such as bans on gambling advertising.ConclusionsCreating formal structures that facilitate the inclusion of young people’s perspectives in decisions made about gambling can result in more innovative and effective strategies to prevent the harms from gambling industry products, promotions, and practices.

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.

Health Claims for Sports Drinks-Analytical Assessmentaccording to European Food Safety Authority's Scientific Opinion.

In Europe, sports food supplements (SSFs) are subject to specific laws and regulations. Up to 70% of athletes are highly influenced by the information on the label or the advertisement of the SSF, which often does not correspond to the scientific evidence, such as health claims. The aim is to analyze such claims relating to sports drinks (SDs) in commercial messages. To this end, an observational and cross-sectional study was conducted based on the analysis of the content and degree of adequacy of the health claims indicated on the labelling or technical data sheet of the SDs with those established by the European legislation in force according to the European Food Safety Authority (EFSA). The SSFs were searched for via Amazon and Google Shopping. A total of 114 health claims were evaluated. No claim fully conformed with the recommendations. A total of 14 claims (n = 13 products) almost conformed to the recommendations; they were "Maintain endurance level in exercises requiring prolonged endurance", "Improve water absorption during physical exercise", and "Improved physical performance during high intensity, high duration physical exercise in trained adults", representing 12.3% of the total (n = 114). The vast majority of the claims identified indicated an unproven cause-effect and should be modified or eliminated, which amounts to food fraud towards the consumer.

Language distinctions in Russophone groups of the Polish segment of Facebook

The article examines the distinctions of the Russian language used by Ukrainians living in Poland. The study is based on the analysis of Facebook groups in the Polish segment, where both private and commercial messages are posted. The article presents the findings of an analysis of language insertions from the Polish language and other linguistic features of messages in online groups, specifically focusing on the use of toponyms and elements of speech etiquette of the Russian language. Additionally, data on the dynamics of changes in the number of group members and the frequency of Russian and Ukrainian language use in these groups from January to September 2022 are presented.

My feed is what I eat? A qualitative study on adolescents' awareness and appreciation of food marketing on social media.

Adolescents spend much of their time online and hence are exposed to a lot of non-core (energy-dense, nutrient-poor) social media food marketing (SMFM). This may influence their dietary choices and health. This present study aimed to investigate adolescents' perceptions towards SMFM; that is, their recognition and appreciation of SMFM. Semi-structured one-on-one interviews were conducted with Dutch adolescents aged 13-16 years (n = 16), on Skype. Examples of food promotions on Instagram, Snapchat, TikTok and YouTube were discussed with adolescents. Adolescents' reasons for recognising and appreciating or liking SMFM were often related to the level of product integration. Factors that determined participants' recognition of SMFM included product focus (e.g., brand or product prominence), sponsorship disclosure, type of content (paid, influencer and peer-generated content) and promotional strategy (e.g., discounts, promotional texts, layout). Participants' appreciation of SMFM was determined by the format of a post (image, video, text, pop-up), trustworthiness of the source (brand, celebrity, friend/peer), type of product promoted (core, non-core) and appearance or layout of a post (e.g., professionalism, appeal). The present study contributes to the ongoing debate on how to increase adolescents' resilience to commercial messages that promote non-core foods. Adolescents mostly enjoy watching non-core video content from peers or influencers and do not perceive this as food marketing. It is recommended that future studies investigate the effects of earned social media marketing formats (i.e., unpaid peer and influencer endorsements) promoting non-core foods on adolescents' dietary intake, and how they can be made more critical towards such types of SMFM.

Consumer Behavior and Preferences Shift: The Impact of Boycotting Imported Brands on Local Product Demand

This study investigates the impact of boycotting imported brands on local product demand, focusing on how customer sentiments (CS), perceived quality (PQ), social norms (SN), and advertising (AD) influence attitudes towards imported products (ATIP) and subsequently local product demand (LPD). Using a cross-sectional design and convenience sampling, data were collected via an online survey of social media users aged 18 and above. Structural Equation Modeling (SEM) using Smart PLS was employed to analyze the data. The results show that negative customer sentiments and strong social norms significantly reduce ATIP while increasing LPD. Advertising also negatively impacts ATIP and positively affects LPD. Perceived quality directly boosts LPD without significantly affecting ATIP. Mediation analysis reveals that ATIP mediates the relationships between CS, SN, AD, and LPD but not between PQ and LPD. The study's findings highlight the critical roles of sentiments, social norms, and advertising in shifting consumer preferences towards local products. Limitations include the use of convenience sampling, the cross-sectional nature of the study, and reliance on self-reported data, which may introduce biases. Future research should employ random sampling, longitudinal designs, and consider additional influencing factors like cultural and economic variables. Expanding the geographic and cultural scope of studies and utilizing diverse analytical techniques will provide a more comprehensive understanding of consumer behavior in the context of boycotting imported brands. These insights can guide policymakers and marketers in developing strategies to promote local products and sustain shifts in consumer preferences.

Benefit–Cost Analysis of the HHS COVID-19 Campaign: April 2021–March 2022

This study estimated the benefits and costs of the U.S. Department of Health and Human Services' We Can Do This COVID-19 public education campaign (the Campaign) and associated vaccination-related impacts. Weekly media market and national Campaign expenditures were used to estimate weekly first-dose vaccinations that would not have occurred absent the Campaign, weekly Campaign-attributed complete vaccinations, and corresponding COVID-19 cases, hospitalizations, and deaths averted. Benefits were valued using estimated morbidity and mortality reductions and associated values of a statistical life and a statistical case. Costs were estimated using Campaign paid media expenditures and corresponding vaccination costs. The net Campaign and vaccination benefit and return on investment were calculated. Analyses were conducted from 2022 to 2024. Between April 2021 and March 2022, an estimated 55.9 million doses of COVID-19 vaccines would not have been administered absent the Campaign. Campaign-attributed vaccinations resulted in 2,576,133 fewer mild COVID-19 cases, 243,979 fewer nonfatal COVID-19 hospitalizations, and 51,675 lives saved from COVID-19. The total Campaign benefit was $740.2 billion, and Campaign and vaccination costs totaled $8.3 billion, with net benefits of approximately $732.0 billion. For every $1 spent, the Campaign and corresponding vaccination costs resulted in benefits of approximately $89.54. The We Can Do This COVID-19 public education campaign saved more than 50,000 lives and prevented hundreds of thousands of hospitalizations and millions of COVID-19 cases, representing hundreds of billions of dollars in benefits in less than one year. Findings suggest that public education campaigns are a cost-effective approach to reducing COVID-19 morbidity and mortality.

AN ANALYSIS OF INDIAN SOCIAL MEDIA MARKETING

"Social media marketing" is the process by which a company promotes its website or goods using different social media sites. Marketers in India are moving quickly to seize the "new normal" opportunity. Social media has given companies a new channel to communicate with their target audience, allowing them to bypass traditional advertising middlemen and achieve unprecedented levels of success. To this day, most Indian marketers rank expanding their consumer base as their number one objective. Social media, email, and search engine marketing were the three most effective online investment channels in 2011, according to well-known Indian marketers. Half of all successful marketers think it's critical to mix social media with email marketing. This is why nearly every business on the planet is investigating social media marketing tactics. More important than "sending the message out" is the slogan "start engaging with customers" that now dominates contemporary advertising. Within consumer internet communities, "listening posts" and "dialogue hubs" are replacing the old "batch and blast" marketing role. Marketers are shifting from discrete, pure-play platforms to more integrated multi-channel strategies in order to fulfill the demands of modern customers across all devices and channels. Marketing professionals in India are making extensive use of a wide variety of platforms and technologies, including email, SMS, and social media. With the help of data on consumers' attitudes toward brand management on social media, this article will take a look at the present and future of social media marketing in India, as well as discuss its possibilities. Keywords:- Social Media , Marketing ,

Contemporary advertising and Peircean semiotics: a methodological proposal

Este artigo pretende apresentar a contribuição da semiótica de Charles Sanders Peirce para um entendimento mais amplo e menos superficial da publicidade atual, compreendendo-a como uma modalidade de linguagem que permeia ininterruptamente a vida e o mundo. Entendemos que o legado teórico-metodológico de Peirce cresce em relevância para refletir as transformações por que passa a comunicação publicitária na contemporaneidade, tanto no seu plano expressivo, quanto nas suas lógicas mais profundas. Para isso, propomos uma metodologia de análise semiótica publicitária que vai além de esmiuçar elementos constituintes de uma peça específica, incorporando a referencialidade cada vez mais expandida da publicidade e sua surpreendente potência de geração de sentido.

EXPOSURE OF ADOLESCENTS TO FOOD AND BODY CARE INFLUENCER MARKETING

Introduction: Constant exposure to sponsored content by influencers has a direct impact on the eating habits of minors, as well as emotional and self-esteem implications. Methodology: Thus, we aim to understand the type of advertising that teenagers in Spain receive regarding food and body care through influencers by conducting an online survey of 1055 minors aged 11 to 17 years. Results: Nearly 45% of minors confirmed that they receive advertising for unhealthy foods, and although fashion (48.7%) is the sector of body care from which they receive the most promotional inputs, exposure to cosmetic and beauty products (33.1%), fitness and gym products (23.2%), and aesthetic procedures (13.5%) is also notable. Differences based on gender, age, and socioeconomic level were also observed. Discussion: This information reveals that the measures described, such as the PAOS code or self-regulation codes, are not sufficient to reduce minors' exposure to promotion of unhealthy and/or age-inappropriate products. Conclusions: It is essential to continue promoting advertising literacy among minors to enhance their critical thinking skills and enable them to responsibly deal with these commercial messages.

Oculometric responses to high emotional impact advertising stimuli: a comparison with autonomic and self-report measures

Covid-19 affected people’s social lives and advertising (ADV) behavior. This study used implicit (oculometric and autonomic) and explicit (self-report) measures to understand the consumer’s emotional and attentional involvement with ADV. Twenty participants watched Covid-19- related and neutral ADVs (No-Covid-19 stimuli) in two different exposure orders. Oculometric, autonomic, and self-report data were collected. Participants were randomly divided into two groups that watched Covid stimuli followed by No-Covid stimuli (Order 1) or the opposite (Order 2). Oculometric data showed a decrease in Time to First Fixation, Fixation Count, and Fixation Duration sum for the Covid compared to the No-Covid condition, suggesting the Covid stimuli were more salient. Lower cardiovascular mean values for Covid condition in Order 1 were interpreted as a parasympathetic inhibitory mechanism linked to a potential freezing effect. Self-report data confirmed eye-tracking and autonomic evidence. Given the emotional impact of Covid stimuli, using Covid-themed ADV can be a helpful marketing strategy.

A Comprehensive Analysis of Misleading Food and Beverage Advertisements, with a Special Emphasis on Television Commercials regarding Women’s Health and Wellness

This research paper delves into the dynamic landscape of contemporary advertising, acknowledging its profound impact on daily experiences in the evolving journey of human civilization. Whether individuals are commuting or in the sanctuary of their homes, exposure to advertisements has become an omnipresent aspect of modern life, extending seamlessly into the digital realm through platforms such as YouTube, Facebook, and Twitter. Advertisements have metamorphosed into a formidable force, not only shaping our immediate environment but also exerting a substantial influence on lifestyles and the formation of identities. In light of this, a critical examination of the accuracy of advertisers’ claims becomes imperative, particularly when focusing on the intricate domain of food and beverages. The food and beverage industry, marked by intense competition, witnesses entities ardently promoting and selling their products. In this highly competitive marketplace, companies strive to establish market dominance, often resorting to misleading and faulty advertising practices. Navigating the intricacies of the food and beverage sector necessitates a discerning evaluation of the claims propagated by advertisers.

EVOLVING DYNAMICS: A COMPARATIVE ANALYSIS OF DIGITAL MARKETING AND TRADITIONAL MARKETING STRATEGIES IN RESHAPING BRAND CUSTOMER RELATIONSHIPS

The dynamic evolution of marketing strategies from traditional to digital methodologies has fundamentally reshaped the landscape of brand-customer relationships. This paper presents a comprehensive comparative analysis of digital marketing and traditional marketing strategies, focusing on their respective impacts on brand-consumer interactions. Traditional marketing, rooted in tangible mediums like print ads and television commercials, operated on a broadcast model with limited customization. In contrast, digital marketing harnesses the power of online platforms, social media, and data analytics to engage with consumers on a personal level, offering unparalleled opportunities for targeted advertising, real-time interaction, and measurable campaign effectiveness. The significance of integrating digital marketing into overall business strategies is highlighted, emphasizing advantages such as targeted marketing, real-time performance tracking, cost-effectiveness, deeper customer connections, and global reach. Case studies of successful transitions from traditional to digital marketing by companies like Nike and Dove illustrate the transformative impact of embracing digital strategies to cultivate authentic brand-consumer relationships. Moreover, the paper delves into the rise of digital marketing catalysts, including the accessibility of the internet, democratization of information, data analytics, and mobile technology, driving innovation and connectivity in marketing practices. It underscores the importance of integrating traditional and digital marketing strategies to create cohesive, omnichannel campaigns that resonate with diverse audiences. Additionally, the paper discusses the significance of personalized experiences, ethical considerations, and the need for agility in navigating the evolving digital landscape. Future research avenues include exploring emerging technologies like AR, VR, and blockchain in marketing, as well as addressing ethical implications such as data privacy and algorithmic bias.