Political Advertising Research Articles

Optimal dynamic advertising policy considering consumer ad fatigue

In the age of digital advertising, consumers are bombarded with an overwhelming number of advertisements from various channels every day. While repeated exposures to advertising can capture consumers' attention and stimulate their purchases, it is crucial to recognize that excessive advertising campaigns can cause consumer fatigue, diminished responsiveness, or even irritation. In the present study, our objective is to formulate the optimal advertising policy considering the effect of consumer ad fatigue. By introducing an attenuation factor that accounts for the negative impact of excessive advertising expenditure, we modify the dynamics of goodwill in the classical Nerlove-Arrow model. This modification results in the advertising response function exhibiting an inverted U-shaped curve with respect to the advertising expenditure. Our analysis indicates that when consumers experience ad fatigue, it is advisable for the firm to proportionally reduce its advertising expenditure in all time periods. However, the firm should maintain its original direction of trajectory of optimal advertising expenditure despite the presence of consumer ad fatigue.

Formulating Global Branding Strategies in the Context of Cultural Differences

The article examines how cultural differences impact the development of global branding strategies, which is critically important in the context of globalization and market integration. It emphasizes that the essence of this issue lies in the need to consider the cultural characteristics of various countries and regions when creating and implementing global branding strategies. The article explores how cultural differences affect brand perception. It notes that what is positively received in one culture may be misunderstood or even offensive in another. It is crucial for brands to adapt their messaging to align with the cultural norms and expectations of their target audience. It is argued that global branding strategies need to be adapted to local conditions, which includes adjusting advertising campaigns, product assortments, packaging, and pricing policies. The article highlights the importance of language barriers and communication, noting that language is a critical component of global branding. Not only can the text of advertising materials, but also brand names, slogans, and even colors carry different meanings across different languages. The article also discusses the significance of cultural norms and values, which can influence consumer reactions to a brand. It stresses the importance of considering legal and ethical norms that may vary between countries, including regulations regarding advertising, consumer rights, and cultural taboos. It is determined that companies have a choice between two main strategies: adaptation or standardization. Adaptation involves modifying branding to fit local cultural conditions, while standardization focuses on maintaining a consistent brand identity on a global scale. The choice between these strategies depends on market characteristics and the company’s business goals. The necessity of thorough market research and analysis of cultural specifics for the successful implementation of global branding strategies is emphasized. This helps in gathering crucial information about consumer preferences, competitors, and market trends, which aids in developing effective strategies. The overall conclusion of the article underscores that accounting for cultural differences is critically important for successful global branding, and companies that can adapt their strategies to the cultural characteristics of their markets gain a significant competitive advantage. The type of article is theoretical.

Priming ideology I: Why do presidential elections affect U.S. judges

Politicians’ behavioral changes as an election nears have typically been attributed to the incentive effects of an election. I document that behavioral changes can occur even for unelected judges, using data from 1925 to 2002 on U.S. appellate judges, who are appointed for life. Exploiting monthly campaign ads in judges’ states of residence, dissents increase with campaign advertisements in states where judges reside. Elections can explain 23 % of all dissents. I rule out a number of incentive-based explanations. Topic of dissents, replication in concurrences (disagreement about reasoning), and placebo checks using milestones of case development support a transient priming mechanism. If elite U.S. judges are in fact susceptible to priming via the partisan nature of electoral cycles, then highly trained individuals may be susceptible to other forms of priming regardless of their professional commitments to be unbiased.

Identifying Effective Components of a Social Marketing Campaign to Improve Engagement With Express Sexual Health Services Among Gay, Bisexual, and Other Men Who Have Sex With Men: Case Study.

Little is known about how best to reach people with social marketing messages promoting use of clinical HIV and sexually transmitted infection (STI) services. We evaluated a multiplatform, digital social marketing campaign intended to increase use of HIV/STI testing, treatment, and prevention services among gay, bisexual, and other men who have sex with men (MSM) at an LGBTQ+ (lesbian, gay, bisexual, transgender, queer, and/or questioning) community health center. We evaluated engagement with a social marketing campaign launched by Open Door Health, the only LGBTQ+ community health center in Rhode Island, during the first 8 months of implementation (April to November 2021). Three types of advertisements encouraging use of HIV/STI services were developed and implemented on Google Search, Google Display, Grindr, and Facebook. Platforms tracked the number of times that an advertisement was displayed to a user (impressions), that a user clicked through to a landing page that facilitated scheduling (clicks), and that a user requested a call to schedule an appointment from the landing page (conversions). We calculated the click-through rate (clicks per impression), conversion rate (conversions per click), and the dollar amount spent per 1000 impressions and per click and conversion. Overall, Google Search yielded the highest click-through rate (7.1%) and conversion rate (7.0%) compared to Google Display, Grindr, and Facebook (click-through rates=0.4%-3.3%; conversion rates=0%-0.03%). Although the spend per 1000 impressions and per click was higher for Google Search compared to other platforms, the spend per conversion-which measures the number of people intending to attend the clinic for services-was substantially lower for Google Search (US $48.19 vs US $3120.42-US $3436.03). Campaigns using the Google Search platform may yield the greatest return on investment for engaging MSM in HIV/STI services at community health clinics. Future studies are needed to measure clinical outcomes among those who present to the clinic for services after viewing campaign advertisements and to compare the return on investment with use of social marketing campaigns relative to other approaches.

Analyzing marketing campaign effectiveness: a comparative approach using traditional and online data analysis methods

Advertising campaign analysis reports are considered an essential tool for marketing analytics. They are used to assess the effectiveness of the marketing activities carried out and to improve future activities. It is necessary to verify whether the actions taken - online and in the public space - align with the intentions and budget, whether they lead to achieving the objectives, and, if not, what the campaign errors are. Due to the ease of collecting and accessing data, analyzing online and social media advertising campaigns is a popular topic. With access to data on the number of clicks, the ad's reach, the number of interactions, and so on, one can move on to the next steps of analyzing the campaign to determine its effectiveness. Online marketing tools have a massive advantage over traditional media channels. When analyzing the results of advertising campaigns, it is necessary to approach the examination of the individual channels and then analyze which of them is the most profitable and in which to invest the most. However, traditional campaigns must be addressed in the analyses. Despite the limited data available, collecting relevant information and analyzing the traditional campaign is worth trying. In the case of conventional campaigns, we can mainly measure the amount of sales resulting from the campaigns. When dealing with an online campaign, we gain many additional indicators, such as the number of ad impressions, clicks, and conversions. In both cases, analysis tools may allow us to isolate factors that significantly influence the success or failure of a campaign and predict the effectiveness of a campaign with given characteristics.

Exploring perceptions of what increased gender diversity might bring to the nursing profession.

To explore university nursing students and academic staff's perceptions of what increased gender diversity might bring to the nursing profession. An exploratory study with students and academic staff from two university nursing schools. Students and staff in two university nursing schools were invited to participate in an anonymous online survey (October-November 2022). The survey focused on gender diversity within nursing and patient care, asking respondents about existing barriers to gender diversity and inviting ideas on increasing gender diversity within nursing. The survey findings helped inform questions, which were used to further explore views and thoughts of gender diversity within nursing through semi-structured one-to-one interviews (January-February 2023). Nearly, two-thirds (64%, n = 69) of survey respondents strongly agreed/agreed that the lack of gender diversity in nursing negatively impacted delivering care to a gender-diverse society. Most (84%, n = 90) strongly agreed/agreed that increased gender diversity within the nursing workforce would positively contribute to nursing. Three-quarters (75%, n = 74) strongly agreed/agreed that working with a more gender-diverse nursing workforce would enrich their experience as a nurse. Three themes emerged from the interview data: shared stereotypes; improved care through knowledge, better relations and the presence of a gender-diverse workforce; a culture of welcome: suggested changes for the future. Most of those who participated in the study believe there are benefits to be gained from greater gender diversity within nursing. This study provides insight into the lack of gender diversity in the nursing environment, highlights how this might impact patient care and suggests actions to make nursing a more inclusive profession. Practical solutions were suggested, including the greater visibility of trans and non-binary persons in advertisement and recruitment campaigns to ensure nursing is viewed as a career choice for "all". Including a space for considered pronouns on university application forms, hospital documentation and name badges. Gender-neutral titles and uniforms should be considered for all nursing staff, and more gender-neutral toilets should be made available for staff and patients in university and hospital settings. This study addressed the lack of gender diversity in nursing and explored what an increase in gender diversity might bring to the nursing profession. The main findings were: (i) Less than a tenth (9%, n = 12) of respondents described their team of colleagues as being "extremely gender diverse". (ii) Most (84%, n = 90) strongly agreed/agreed that increased gender diversity within the nursing workforce would be a positive attribute to nursing. (iii) Three-quarters 75% (n = 74) strongly agreed/agreed that working with a more gender-diverse nursing workforce would enrich their experience as a nurse. (iv) Many stereotypes still exist in nursing and tackling them is important to make the profession more inclusive. (v) A nurse's gender can impact the care they provide. (vi) A more gender-diverse workforce would better reflect the population it serves. (vii) This research will have an impact on the nursing profession globally. The consolidated criteria for reporting qualitative studies (COREQ) was used as a guide throughout data collection and analysis. Every step of the study, including the survey and interview schedule, was co-constructed using an iterative approach with service users, students and staff who had personal experience of gender diversity and were a core part of the study team.

The more you know…? How disclosures, persuasion knowledge training, and political fit impact Cognitive processing of targeted political ads

Scholars and policymakers call for disclosures and educational training to enhance citizens’ critical coping with targeted political advertising. Empirically, however, the effectiveness of such measures remains unclear. Contributing to persuasion knowledge research, this study investigates how targeting disclosures, educational training, and political fit activate targeting knowledge and manipulative intent perceptions and how these, in turn, relate to party evaluation. Results from a 2x2x2 between-subjects experiment (N = 513) suggest that all independent variables increased targeting knowledge. Educational training increased manipulative intent perceptions; political fit decreased them. We found no interaction effects. Targeting knowledge positively correlated with party evaluation. Manipulative intent perceptions negatively correlated with party evaluation when political fit was low. We conclude that 1) targeting disclosures benefit targeting recognition, 2) educational training is not needed for recognizing but evaluating targeting, and 3) for both, individuals rely on political fit despite superior alternatives. Lastly, targeting within their voter base may benefit parties.

Politik Pencitraan Partai PDIP Jawa Barat terhadap Ganjar Pranowo dalam Menghadapi Pilpres 2024

This research investigates the political image strategy adopted by the West Java Indonesian Democratic Party of Struggle (PDIP) towards a potential figure, Ganjar Pranowo, in facing the 2024 Presidential Election. Based on a constructivist paradigm with a qualitative approach, this research uses a case study method with a focus on data triangulation. Involving in-depth interviews, content analysis and participant observation, the research aims to explore the political dynamics of imagery and its impact on public perception. The results of content analysis highlight political communication strategies, development of popular economic discourse, use of social media, and image construction through political advertising. The findings show the need to increase strategic integration with local values, the effectiveness of social media, and the concretization of community economic programs. While providing an in-depth look at the political image of the West Java PDIP, this research also presents insights that can contribute to the understanding of political strategy at the local and national level.

Public Relations Political Advertising Campaign and Voters’ Attitude

The purpose of this work was to assess public relations political advertising campaign in Nigeria’s general elections. Particular emphasis was on its effect on voter attitude in the 2023 general election in southeast region as it concerns voter registration, voter turnout and voters’ acceptance of election outcome. Both descriptive and inferential statistics were used to answer the three research questions. Primary data were generated from a sample of 400 selected respondents from the states using multi-staged sampling techniques. Results from the use of logit model shows that public relations political advertising campaign have made significant effect in changing voter attitude in the region and that a unit increase in the campaign has the odd ration of 4.5 time as large for voter registration, 5.2 time as large for voter turnout and 2.0 times as large for voter’s acceptance of outcome. Hence, the unit increase will create about 4.5, 5.2, and 2.0 more likelihood for potential voters to register, turnout to vote and accept the outcome respectively. The study concluded that public relations political advertising campaign has the capacity to change voter attitude and recommended that every effort should be made to encourage issue based public relations political advertising campaign and for electoral umpires to manage the process well so as to preserve the changes recorded as a result.

A roadmap of retargeting campaigns for SMEs: a case study

PurposeRunning advertising campaigns and attracting the traffic, as well as collecting information from users who have entered the website once, provides the conditions to perform retargeting campaigns and consequently increases website visit rates and sales. The purpose of this research is to design a roadmap of retargeting campaign for small and medium enterprises (SMEs), as well as to compare normal and retargeting advertising campaigns in order to confirm the effectiveness of retargeting campaigns.Design/methodology/approachA single-case-study strategy was adopted by choosing advertising Company-X to design the roadmap of retargeting campaigns and evaluate its effectiveness. Using a purposive sampling, semi-structured interviews were conducted with 14 experts of advertising Company-X. Furthermore, the documents and reports available in the company were also analyzed. Thematic analysis was employed to analyze the interviews and documents. Next, a one-way ANOVA test and a two-sample t-test were used to measure the effectiveness of retargeting campaigns of the Company-X compared to normal campaigns with secondary data of 22 SMEs for a six-month period.FindingsThe qualitative phase led to the presentation of a roadmap for the retargeting campaigns in three stages: preparation, process and implementation. The results of the quantitative phase revealed that the ratio of clicks to impressions (click-through rate) and the ratio of successful purchase tags to clicks (conversion rate) are much higher in the retargeting product campaign. Therefore, the performance of selected SMEs as an example in the product retargeting campaign was better than that of the non-retargeting campaigns. Also, the ratio of cost to the successful purchase tag was higher for the product retargeting campaigns.Originality/valueThis study contributes to the literature of retargeting. First, this study provides SMEs with a successful roadmap for retargeting campaigns. Second, this research reveals the effectiveness and mechanism of retargeting for SMEs.

Examining the Dynamics of Sting vs. Charged in India's Energy Drink Sector: A Case Study on Power Play

POWER PLAY presents a comprehensive case study that scrutinizes the intense competition between PepsiCo's Sting and Coca-Cola's Charged. The study focuses on three key dimensions: the ongoing price war, the strategic innovations taken by Charged to secure market dominance, and its new innovative advertising campaign featuring Amir Khan & how it will impact the landscape of the energy drink segment in India. Through a meticulous analysis of pricing structures, promotional tactics, and market responses, this case study aims to unravel the intricate power dynamics driving the success and resilience of Charged in the competitive landscape of India's energy drink sector. This case provides valuable insights into the competitive strategies employed by Charged, offering a comprehensive understanding of the forces steering India's high-energy drink evolution.

Political Advertising and Data-Driven Campaigning in Australia

There have been breathtaking accounts of the use of data in political campaigns for microtargeting and message testing, among other practices. Most of these examine presidential campaigns in the US. But evidence speaking to the use of data-driven campaigning (DDC) beyond the US is rather thin. Here I examine the use of DDC in Australia, focusing on political advertising specifically. I interview 15 campaign practitioners, asking about several indicators of DDC, including (a) the extent of ad targeting, (b) tailoring of ads to specific audiences, (c) the use of data analytics in ad targeting/tailoring, (d) efforts at online fundraising, and (e) ad testing. I find considerable variation in the use of DDC that stems from differences in resources, different campaign philosophies, and uncertainties about the data. I also find an important role for marketing agencies in supplementing DDC capabilities.

Digital Marketing Strategies and Profitability in the Agri-Food Industry: Resource Efficiency and Value Chains

Agriculture is essential to any country’s economy. Agriculture is crucial not only for feeding a country’s population but also for its impact on other businesses. The paradox of agri-food companies generating substantial profits despite seemingly high product prices is explored in this article, focusing on the role of digital marketing within the agri-food industry. Enhanced digital marketing performance leads to efficient advertising campaigns, through reduced advertising costs and increased resource efficiency. To do so, the authors collected web analytical data from five established agri-food firms with the highest market capitalization. Then, linear regression and correlation analyses were used, followed by the utilization of fuzzy cognitive mapping (FCM) modeling. The analysis revealed that increased traffic through search sources is associated with reduced advertising costs. Additionally, enhanced website engagement contributes to lower advertising expenses, emphasizing the optimization of the user experience. However, it has been discovered that allocating funds for social media advertising eventually results in higher expenses with higher website-abandoning rate. Ultimately, successful management of the balance between product costs and profitability in the agri-food sector lies on the increased use of search sources and greatly reducing the use of social media sources.

A pragmatic study on the Assam tourism promotions-with reference to the ‘Awesome Assam’ advertisement campaign

A pragmatic study on the Assam tourism promotions-with reference to the ‘Awesome Assam’ advertisement campaign

I like Ike: The origins of broadcast presidential campaign advertising

AbstractThe first televised presidential campaign commercials ran in the 1952 electoral contest between Dwight Eisenhower and Adlai Stevenson, specifically as part of the effort to draft and then elect General Eisenhower. These first spot ads were developed not by political parties or the candidates but by an independent citizens group, Citizens for Eisenhower. The group developed two distinct styles of television advertising. The best known of these stemmed from the hard‐sell Madison Avenue tradition of public relations and its advertising innovator, Rosser Reeves, who produced the “Eisenhower Answers America” campaign. Less well known is an ad created by volunteer workers from the Disney Corporation, who produced an animated, musical rendition promising that “We'll Take Ike to Washington.” Unlike Reeves's more substantive ads that focused on issues, the Disney ads emphasized the image and character of the candidate. Using archival sources, this article shows that the televised marketing of the presidency stemmed not only from the public relations experts and Madison Avenue advertisers like Reeves but also from those connected to the entertainment industry who sought to manipulate the public through character appeals.

Political Communication Strategy in the 2024 Indonesia’s Presidential Election

In every election, candidates employ various techniques to communicate their mission and vision to their respective voters. Winning an election depends on how good the candidate employs the various tools of communication, using both traditional mass media and social media. This research examines the political communication strategy used by Anies Baswedan during the Indonesian Presidential Election 2024. The objective of this research is to study the political communication style used by Anies Baswedan as a non-party political leader in garnering public support and winning the Presidential Elections. All the other presidential candidates contesting in the election are representing various political parties. All the feeds that were published in his Instagram account during the election were analysed. The analysed data is later triangulated with data from key informants to get an insight on Anies Baswedan’s political thoughts. Data from the Instagram account indicates that his team of communicators employs hashtags, news feed, political ads and visual styles to increase awareness among his voters, in the hope of influencing his voters. The various content published is found to be relevant and significant with the voters but is insufficient to win an election. Although he run initially as a non-political party candidate before gaining endorsement from a political party to run for President, he lost could be due to the lack of political infrastructure support that is needed to ensure his words spread throughout vast Indonesia archipelago. Keywords: Strategy, communication, politics, new media, Presidential Election 2024.

Identity and Nation in Coca-Cola's Thanda Narratives in India: A Semiotic Study

When Coca-Cola re-entered the Indian market in the era of government-initiated liberalization, privatization, and globalization in the 1990s, one of the major challenges it faced was to again penetrate the Indian soft drinks market and acquire a considerable market share over a period of time in view of the fact that it was a foreign brand which had pulled out of Indian market owing to unfavorable legislations in 1977. Given this scenario, Coca-Cola, despite being a global brand with a high recall value, faced tough competition from popular Indian brands like Thums Up, Limca, and Gold Spot, which enjoyed a larger market share during the early 1990s. To meet this challenge, Coca-Cola launched a series of television commercials in Hindi, the national language of the country, featuring its brand ambassador, Aamir Khan, a popular Indian actor. Considered to be one of the most creative and popular advertisement campaigns of its times, the commercials specifically aimed to create a favorable narrative for Coca-Cola in the minds of Indian consumers. All the different versions of the commercial had a common but powerful punch line, which played a major role in positioning the brand at par with the long-standing Indian brands in the market. This research article undertakes a semiotic analysis of the commercials, particularly with the aim of establishing the narrative(s) they offered and how that narrative was instrumental in giving Coca-Cola the makeover it needed to compete with the Indian brands.

Enjoyment and Appreciation of Political Advertisements: How voters’ Issue Involvement and Congruence with the Sponsor Influence Their Responses and Decisions

This study investigates how voters derive pleasure and meaning from political advertisements by conducting a 3 (sponsorship) × 2 (issue) factorial experiment. It examines the impact of the interaction of issue involvement and congruence between sponsorship and voters’ party affiliation on enjoyment and appreciation of the advertisement. Voters’ real-time emotions (determined by their facial expression) and their attention to the screen (captured via eye-tracking sensor) were measured. Voters’ responses to advertisement were examined in association with their subsequent candidate preference. Advertisements by congruent sponsors are enjoyed and appreciated more than those by incongruent sponsors. Negative and mixed emotions and time spent on the screen are more pronounced among those with higher issue involvement when viewing congruent advertisements. Only enjoyment, appreciation, and expression of positive emotions during advertisement exposure are positively associated with voting decision.

Social media recruitment of participants in a female stress urinary incontinence trial: A feasibility study

ObjectiveThis study explores the opportunities of social media advertisements as a recruitment strategy in women with stress urinary incontinence (SUI). Study designThis feasibility study was part of a larger clinical trial on the effects of a patient decision aid for SUI treatment. We started a 61-day social media advertisement campaign to recruit women for the trial. The primary outcome of our study was enrolment pace. Secondary outcomes involved cost per participant, baseline demographic comparison and ad campaign performance metrics. Additionally, we interviewed recruited participants to identify the facilitators and barriers of our approach. ResultsTen participants were recruited, of whom 8 completed the full study protocol (2 questionnaires 6 months apart). The enrolment pace, 4.0 study participants per month, was faster compared to the average of 2.7 participants per month through conventional methods. The campaign reached 87 clicks on the advertisement per day and 1 % of these women showed interest in our study by contacting us. The overall conversion rate from click to full participation was 0.2 %. The costs per participant were €112. Besides higher age, the demographics of the social media recruited participants were comparable to the conventional inclusions. Qualitative analysis identified more user-oriented enrolment procedures and potential participant benefit as facilitators of social media recruitment. ConclusionThis study shows that social media recruitment can be feasible in trials for women with SUI. It can accelerate recruitment of eligible participants. Optimising the enrolment procedure to better meet participants’ needs and recruitment benefits may improve participation and cost-effectiveness.Trial registrationID 2017-3540

Systematic discrepancies in the delivery of political ads on Facebook and Instagram.

Political advertising on social media has become a central element in election campaigns. However, granular information about political advertising on social media was previously unavailable, thus raising concerns regarding fairness, accountability, and transparency in the electoral process. In this article, we analyze targeted political advertising on social media via a unique, large-scale dataset of over 80,000 political ads from Meta during the 2021 German federal election, with more than billion impressions. For each political ad, our dataset records granular information about targeting strategies, spending, and actual impressions. We then study (i) the prevalence of targeted ads across the political spectrum; (ii) the discrepancies between targeted and actual audiences due to algorithmic ad delivery; and (iii) which targeting strategies on social media attain a wide reach at low cost. We find that targeted ads are prevalent across the entire political spectrum. Moreover, there are considerable discrepancies between targeted and actual audiences, and systematic differences in the reach of political ads (in impressions-per-EUR) among parties, where the algorithm favor ads from populists over others.