Advertising Marketing Research Articles

Using Offensive Words as Unethical Advertising in Viral Marketing at Angkringan West Semarang

Communication strategy is the main factor for doing marketing. Likewise, what was conducted by Angkringan West in order to increase the number of followers and customers in its culinary business, a communication strategy was chosen using offensive words which were considered controversial. The purpose of this study was to analyze the marketing communication strategy concept of the owner of Angkringan West interested in using offensive words in conducting marketing communications, to analyze the considerations and the expected impact of using offensive words as unethical advertising on Angkringan West. This research was conducted using a type of qualitative research. As for the results of the study, it was found that 1) the consideration of using offensive words was adapted to use the language of social communication, namely the Semarangan language which flows spontaneously; 2) choosing the strategy of using offensive words is not to cause discomfort, impolite or unethical in trading, but the acceptance of offensive words depends on the demographics of the audience and the willingness to join the Angkringan West community. Conclusion: offensive words are an appropriate marketing strategy to use with certain marketing targets.

The effect of product market advertising on the risk of falling stock prices in companies listed on the Tehran Stock Exchange

Objective: This study aimed to investigate the effect of product market advertising on the risk of falling stock prices in companies listed on the Tehran Stock Exchange. Method: This research was of a descriptive type, and in terms of the purpose of the applied research, and in terms method of the descriptive-post-event research method. The statistical population consisted of managers and experts of companies admitted to the Tehran Stock Exchange, 73 companies were selected as the research sample during the 5 years of 2018-2022 by systematic elimination method. In order to collect the required information, the research was based on the library data collection method. The research data has been collected from the published reports of the documents and documents by the companies admitted to the stock exchange by Rahavard Novin software. In order to analyze the data, descriptive and inferential statistics methods were used with EXCEL, SPSS, and EVIEWS software. Results: The results showed that product market advertising affects the risk of falling stock prices in companies listed on the Tehran Stock Exchange. Also, the results showed that advertising costs, advertising intensity and advertising compression affect the risk of falling stock prices in companies listed on the Tehran Stock Exchange. Conclusion: The results indicate that the research model is well-fitted and has a good meaning. Investors and stock market players should consider product market advertising as a factor influencing the risk of falling stock prices in order to make correct decisions.

Competition concerns in digital advertisement markets: Consolidating the regulatory approach for India

The digital advertisement market has brought many changes to the approach through which companies engaged in multifarious sectors endeavour to increase the outreach of their products and services. In light of the benefits provided by digital advertisement as opposed to traditional advertisement, companies have been shifting towards digital advertisement, which also has simultaneously increased the competition concerns in this segment. Since these markets prima facie seem to be characterised by technological complexities and lack of transparency, it has been difficult for antitrust regulators throughout the world to scrutinise the activities in this market. However, the recent probes launched by the European Commission into the alleged anti-competitive activities carried out by Google and Meta in this market have the potential of carving some landmark changes in the approach of antitrust authorities to pay increasing attention to the activities carried out by these market players. In furtherance, we have provided an analysis of the approach adopted by various antitrust authorities, and the competition concerns that emanate from this market. Further, we have also elucidated India’s position to regulate competition in digital advertisement markets and have also analysed some policy recommendations which can be implemented by the antitrust authorities.

3d Printing Applications in Creative Advertising Marketing: A Review

3d Printing Applications in Creative Advertising Marketing: A Review

Causal aware parameterized quantum stochastic gradient descent for analyzing marketing advertisements and sales forecasting

Nowadays, all marketing companies are focusing on advertisements to maximize their sales and profit. Media mix models are used by advertisers to measure how advertisements would effectively, attract and motivate the consumers to buy their brands. However, due to large number of media mix variables, it is difficult to use these media mix models for producing reliable approximation, extending these approximations to infer causation (not as correlation), and parameterizing these models to handle the complex marketing interactions between consumers. In this work, we develop a novel model integrating causal inference analysis with a parameterized quantum stochastic gradient descent model to assess the relation between the marketing advertisements and sales forecasting. The proposed causal aware PQSGD model is experimented on two different media mix variables datasets. The proposed model outperforms the existing quantum approaches (Quantum linear/lasso regression, Quantum decision tree, Quantum LightGBM, Quantum random forest regressor) by achieving the MSE values of 4.36 for Dataset 1 and 19.24 for Dataset 2.

Identifying and categorizing influencers on Instagram with eye tracker

Purpose This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing. Design/methodology/approach The data are evaluated using statistical tests, correlation and cluster analysis. Findings It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates. Research limitations/implications The generalizability of the results across different regional settings requires further investigation. Practical implications Good labeling of native advertising leads to greater success. Originality/value This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.

Analysis of the state and development trends of the targeted advertising market in Ukraine

The aim of the article. The article is aimed at clarifying the current conditions of functioning and identifying the tendency of development of the targeted advertising market in Ukraine. Analyses results. The article analyzes the state of the Ukrainian market of targeted advertising and what direction of development it is. For the study, an analysis of secondary sources of information on the targeted advertising market in Ukraine was conducted. The essence of the concept of «targeted advertising» is considered and the main researchers of the tool targeted advertising are provided. A review of the state of use of the Internet and digital advertising in Ukraine and in the world is conducted. Aggregated data on digital advertising expenditures in the world and in Ukraine. The rating of social networks by the number of users divided by gender in Ukraine is graphically constructed and described. The main characteristics of the work of specialists in targeted advertising in Ukraine are provided. An analysis of the rating of IAB Ukraine of digital agencies of Ukraine providing services for conducting targeted advertising campaigns has been carried out. The main directions of activity of the top 10 agencies providing the service of creating targeted advertising in Ukraine are analyzed. On the basis of the obtained results, conclusions are made about the status and trends of the targeted advertising market in Ukraine. The scientific novelty of the obtained research results lies in the fact that such deep and versatile marketing research of the market of targeted advertising in Ukraine has not been conducted. The practical application of the obtained research results covered in this article is the use by enterprises to organize their marketing activities and scientists in their works. The methodology and results of the research carried out in work can be the basis for further research and the basis for improving the targeted advertising market in Ukraine. Conclusions and directions for further research. The analysis proves that digital advertising in the world and in Ukraine is constantly growing and has optimistic growth forecasts for the coming years. This is directly facilitated by the development of Internet accessibility, as it allows enterprises to increase their target audience and communicate with it. Social networks that broadcast targeted advertising are also increasing the number of their users and improving tools for advertisers. The most popular social networks in Ukraine are Facebook, Instagram, and YouTube. Ukrainian advertisers use the services of digital agencies more to carry out communications with targeted advertising. The analysis of the top 10 performance marketing agencies shows which advertising platforms market leaders focus on and which businesses they focus on. The results of the study suggest that the targeted advertising market in Ukraine is in demand among advertisers and has significant prospects and opportunities for development. Further research of the targeted advertising market in Ukraine will be aimed at collecting and analyzing primary information using marketing research tools, about the state of the market and providing conclusions based on the information received.

Price Dispersion and Legacy Discounts in the National Television Advertising Market

We document dispersion in firms’ costs to advertise nationally, finding that advertisers with established relationships receive favorable prices for equivalent ad inventories.

Coordinating traditional media advertising and online advertising in brand marketing

Researchers in the marketing and operations management literature have investigated the issue of making optimal media planning decisions for advertising. Brand marketers have recently begun using online intent advertising (OIA), which is online advertising such as search or display advertising targeted at consumer intent, for brand building. Unlike traditional media advertising, OIA is sold through an auction of indicators of consumer intent such as keyword phrases. This practice raises questions about how media planners should incorporate OIA in their decision making. We analyze this critical issue using a model of horizontally differentiated competing firms. Our analysis finds that traditional advertising spending strategically affects online ad bids in a way that is new to the literature. We find that even when traditional and OIA have similar benefits, a firm may optimally bid more for OIA per consumer reached than the maximum cost it would pay for reaching a consumer in a world with only traditional media. We also find that interestingly, a firm may be willing to pay more for traditional advertising when OIA is an option than when it is unavailable.

Uncovering Insights for New Car Recommendations with Sequence Pattern Mining on Mobile Applications

This study employs sequential pattern mining to analyze browsing behaviors and aid mobile app service providers in effectively promoting and recommending new products. We collected browsing history data from 66,004 mobile app users for new car info in Taiwan, totaling 1,263,614 records over two months. By utilizing sequence pattern mining, we identified frequent browsing sequences on the app that can indicate subsequence product interests and suggest new items to potential customers. The proposed method can improve the user experience for mobile app users and facilitate the development of the potential market for advertising. The study highlights the effectiveness of sequence pattern mining in recommending new products to car app users, benefiting small app vendors, improving user experience, and informing product development decisions in the automobile industry. Furthermore, the findings emphasize the importance of considering the sequential relationships between events or items in pattern mining, particularly in mobile app development. In conclusion, the proposed approach offers a cost-effective solution for small app vendors to recommend new products and improve the overall user experience, providing valuable insights for the automobile industry.

The digital divide in the journalism sector

This article argues that the digital sphere has maintained the offline hierarchal forms of political, economic, and cultural powers, taking the Arab journalism sector as a topical case study. The article explores the potential of digital platforms as a new source of revenue for Arab news media and a new site for disseminating informative content that helps push the freedom of speech in the region. It demonstrates the difficulty of achieving either goal partly due to the monopoly of Big Tech over the digital advertising market and partly due to the competition among Arab media outlets to use clickbait content to lure audiences and hence increase superficial metrics such as clicks and shares. The article draws on different forms of evidence, including articles penned by Arab journalists, in which they reflect on their experiences in the digital sphere, papers by Arab scholars, in addition to informal conversations with selected Arab journalists.

Exploring the Effects of Social Media Influencer on Consumers Hotel Decision in China

Accompany with fast-pace development of technology, people start to use social media for travel information, while companies also invest at social media influencer advertisement for better revenu. As the number of media user search tourism content on social media platform consisten increase, influencer advertisement market effects of consumer behaviour is inevitable, however, most of previously research are only focus on general effects, the specific aspect research like effects on hotel is rare been done. Because the research topic is rare been research, this essay use qualitative method, obsevation and focus group as research method. The focus group result naturally points out that social media influencer did affect consumers hotel preference, but it did not create new general factor that vital for judge hotel experience and hotel selection, most of the media user only take influencer generated tourism content as one of the reference source, they will make independent decision after crtical compare between different resource. Furthermore, there are two suggestion of commercial decision and consumer decision at the end of the essay, which suggest hotel focus on quality control first, then invest at truthful advertisement, and consumer need to develop ability of indentify fake or exaggerate social media influencer tourism content.

Analyzing Social Media on Advertising Markets: A Game Theory Perspective

Analyzing Social Media on Advertising Markets: A Game Theory Perspective

PELATIHAN PEMBUATAN IKLAN PEMASARAN PRODUK BERSERTA AUDIO DENGAN FORMAT WAV DAN APLIKASI WIDEO DI SMK BM BUDI AGUNG MEDAN

Marketing advertisements usually introduce and promote a product publicly in the form of images and sounds to the public as a sales strategy to expand sales targets throughout the world. This advertising activity is a very important part of expanding sales reach by using social media platforms, one of which is multimedia-based advertising, which is a combination of graphics, animation, sound, and user interactivity. This training is aimed at students at SMK Budi Agung majoring in multimedia-based marketing in the form of practical knowledge using flash to display animation and sound using the Wideo application in WAV format. Implementation of this training as a community service program as tridharma higher education in the field of education as a routine every semester.

Yield and Volatility of Service Industry in Long-term Uncertain Market: a Post-pandemic Era Perspective

The service industry, where hotels, restaurants, and tourism have experienced a cliff-like decline due to the Covid-19 pandemic. This paper evaluates the impact in both China and oversea situations on service industries. We build a VAR model to analyze the changes in returns and the ARMA-GARCH model which analyzes the changes in volatility in these service industries. This paper focuses on previous stock returns to predict the future influence of volatility in hotel, tourism, and catering industries. It finds out that pandemic outbreaks have a negative influence on service industry’s rate of return in both the short term and long term as the epidemic gradually normalizes. Therefore, if service industry wants to have a sustainable return, it must come up with new business models to attract customers both in person and online. In addition, market advertising and improving consumer experiences also play important roles since now a lot of young consumers care much about their living experiences.

Attention‐aware spatio‐temporal learning for multi‐view gait‐based age estimation and gender classification

AbstractRecently, gait‐based age and gender recognition have attracted considerable attention in the fields of advertisement marketing and surveillance retrieval due to the unique advantage that gaits can be perceived at a long distance. Intuitively, age and gender can be recognised by observing people's static shape (e.g. different hairstyles between males and females) and dynamic motion (e.g. different walking velocities between the elderly and youth). However, most of the existing gait‐based age and gender recognition methods are based on Gait Energy Image (GEI), which loses the capability of explicitly modelling temporal dynamic information and is not robust to the multi‐view recognition that inevitably happens in a real application. Therefore, in this study, an Attention‐aware Spatio‐Temporal Learning (ASTL) framework is proposed, which employs a silhouette sequence as input to learn essential and invariable spatial‐temporal gait representations. More specifically, a Multi‐Scale Temporal Aggregation (MSTA) module provides an effective scheme for dynamic gait description by exploring and aggregating multi‐scale temporal interval information, which is a core supplement to spatial representation. Then, a Multiple Attention Aggregation (MAA) module is designed to help the network focus on the most discriminatory information along temporal, spatial and channel dimensions. Finally, a Multimodal Collaborative Learning (MCL) block gives full play to the advantages of different modal features through a multimodal cooperative learning strategy. The mean absolute error (MAE) for the age estimation and the correct classification rate (CCR) for the gender classification on OU‐MVLP achieve 6.68 years and 97%, respectively, demonstrating the superiority of the method. Ablation experiments and visualisation results also prove the effectiveness of the three individual modules in their framework.

Gain or loss? The congruence effect of message framing and mindset on consumers’ willingness to pay a premium for pro-environmental hotels

Based on prospect and mindset theories, this study explores the joint effects of gain (vs. loss) message framing and fixed (vs. growth) mindset on the “willingness of consumers to pay a premium” (WTPP) for pro-environmental hotels. The findings of three studies indicate a congruence effect between message framing and mindset. Specifically, there is an increased likelihood that consumers with a “fixed” mindset will pay more when they are presented with loss-framing advertisements, whereas customers with a “growth” mindset are more convinced by gain-framing advertisements. These effects are mediated by guilt and moral obligation. This study enriches the research associated with pro-environmental hotels and advertisement marketing by proving that the persuasiveness of pro-environmental hotel advertisements depends on the joint effects of message framing and mindset. Practically, pro-environmental hotel managers could utilize these findings to target consumers with specific mindsets and deliver a matching advertising message to maximize marketing impact.

Using strengths to attack weaknesses - The effect of comparative advertising on purchasing intention of green products.

Firms increasingly use comparative advertising in green marketing to convey information of green products to consumers, but there is still a lack of research on the effect and mechanism of comparative advertising in the green products field. Across four experimental studies, we show that comparative advertising facilitates consumers' purchase intention of green products (PIGP), because comparative advertising lead to higher perceived diagnosticity of Information. Yet, comparative advertising does not always bring high intention to buy green products. When using egoistic appeals, the perceived diagnosticity of information and purchase intention of green products were higher in comparative advertising than in non-comparative advertising. When utilizing altruistic appeals, there was no significant difference between the two kinds of advertising. In addition, individual differences of consumers also affect the effect of comparative advertising. The positive effect of comparative advertising on the purchase intention of green products is weakened for consumers with high green involvement. Our findings advance existing knowledge about the use of comparative advertising in green marketing and provide enlightening suggestions for how firms can promote consumers to buy green products.

A close look at research on pursuing the right formula for cause-related marketing advertising

In a typical cause-related marketing (CRM) campaign, a company donates a percentage of product sales to a charity or nonprofit related to the chosen cause. This paper provides a comprehensive review of the literature on this subject, and briefly discusses common antecedents of CRM advertising effectiveness. The exploration of the CRM literature starts with advertising and reviews two factors: emotional appeal and execution style. We further discuss contextual elements such as cause factors, company factors, and factors related to CRM activities. This paper integrates research findings across studies to develop a coherent and comprehensive picture of the extant CRM research conducted in the advertising field. Practitioners can use these insights to communicate with their target markets and enhance acceptance of their CRM campaigns. The paper further shows the growth and evolution of the topics covered in marketing-related journals and in the International Journal of Advertising. Lastly, the paper discusses under-researched topics, and important upcoming trends and research avenues.

Analysis of Profit Model of Bilibili under Post Epidemic Era - Taking Advertising Marketing as Example

In this article, through screening Bilibili 5 years(2018-2022) in the first quarter of positive advertising revenue overall revenue in the annual report data mining sector revenue data bi li bi commercialization trend of miles, through the two plates data policy interpretation, combined with the analysis of the existing advertising marketing model B stand UP main business single, advertising the advantages and disadvantages of take-off, video invitation, Put forward strategic advertising marketing suggestions, and carry out combined advertising marketing under the premise of realizing multi-win, de-marketing formalization and content tolerance, to reverse its profit status and provide direction for Bilibili’s future development.