Contextual Advertising Research Articles

Purpose in Marketing and Advertising: Developing a Definition and Framework for Future Research

The responsibility of businesses has changed drastically over the past 50 years. Long gone are the days when corporations only focused on stockholder value. Today, businesses are expected to engage in purpose. However, the definition of purpose is muddled, particularly within the context of marketing and advertising. Indeed, practitioners employed in purposeful agencies have yet to come to a consensus regarding what is the “purpose” of purpose. This manuscript seeks to develop a clear definition of purpose that is rooted in business theory. Further, this article extends the concept to marketing and advertising and develops a new understanding of tools available to practitioners under the umbrella of purpose. The goal in taking this step is to lay a foundation that future research in purposeful marketing and advertising may utilize, as well as outline potential paths that practitioners may take should they wish to pursue more purposeful practices. Directions for future research are outlined.

Biometric Tools in a Computational Advertising Context: An Overview of Use and Application

Biometrics advertising research describes various measures of consumers’ physiological responses to advertising messages that often use computational methods to make inferences about consumers’ psychological processing of these messages. These measures can also be used to fill gaps in our understanding of consumer psychological processes left by the use of traditional computational methods. In this article, we articulate which biometric resources are available to advertising researchers, which psychological processes these measures assess and how they do it, how biometric resources can be applied in advertising research, relative advantages and disadvantages of these measures compared with self-report measures, and how computational processes facilitate their use in advertising research. To frame their application, we organize our discussion of biometric application within a traditional advertising framework, the hierarchy of advertising effects within the attention–interest–desire–action (AIDA) model. We end our discussion by considering laboratory set-up, research design, and data collection considerations, as well as recommendations for advancing advertising research using biometric resources.

Etika Periklanan dan Perlindungan Anak dalam Iklan Mie Sedaap Papa Hidup Lagi

In Indonesia's advertising context, upholding ethics is a crucial aspect for practitioners. The Indonesian Advertising Council recognizes the importance of ethics in creating advertisements that are not only creative but also ethical. As a strategic instrument in marketing communication, advertising must prioritize ethics when conveying messages to the public. Creating ethical ads requires specific methods to conform to established standards. This article evaluates ethical violations in the 'Papa Hidup Lagi' edition of Mie Sedaap's advertisement. This study will examine scenes that allegedly violate the advertising code of ethics in detail. This study uses a qualitative approach with content analysis techniques and data validity is strengthened with supporting related reference sources. Based on the research results, it was found that the 'Papa Hidup Lagi' edition of Mie Sedaap's advertisement violated Indonesian Advertising Ethics, especially Chapter. III A, article 3.1, sub-article 3.1.2 deals with depicting children in situations that are misleading or inappropriate to be shown. In addition, this advertisement violates the Chapter. III A, point 1.27 states that the benefits of a product must be conveyed honestly, correctly, and responsibly, and not add other benefits beyond the product's capabilities.

Drug advertising in Brazil

Researchers from various scientific fields have been dedicated to investigating the multiple characteristics of the pharmaceutical sector. Aiming to contribute to this debate and provide a basis for discussion, this study set out to analyze the history and current context of drug advertising in Brazil. Through an extensive collection of data and information, it was noted that the pharmaceutical sector is among the largest investors in marketing in the country. In the last few years, three or four pharmaceutical companies have appeared on the list of the ten biggest advertisers in Brazil, some of which have invested more than R$1 billion in a single year. A brief historical review of pharmaceutical marketing in the country has revealed the presence of several deceptive advertisements since the beginning of the 20th century. These included cases in which harmful substances, such as cocaine, were promoted as remedies for various illnesses and ineffective medicines were presented with unfounded promises of cures for diseases. Nowadays, advertising and marketing strategies have become increasingly complex and sophisticated. Multi-million dollar studies and sponsorships have ensured the insertion of advertising on several platforms, especially television and the Internet. The emergence of digital marketing strategies, driven by improved algorithms, social networks and influencers, along with advertising campaigns that are potentially harmful to public and collective health, highlight a challenging scenario.

Marketing Strategies in the Era of Mobile Applications: The Use of Geolocation and Contextual Advertising

"This comprehensive study embarks on an exploration of contemporary marketing strategies within the dynamic landscape of mobile applications, particularly emphasizing the utilization of geolocation and contextual advertising. The crux of this research lies in dissecting the effectiveness and inherent challenges of these cutting-edge marketing tactics. By systematically analyzing various case studies and current literature, the study unveils the substantial impact of geolocation-based marketing and contextual advertising on enhancing customer engagement and driving sales, underscoring the significant return on investment these strategies offer. However, this exploration is not without its complexities. The study investigates the technical challenges, including issues of data accuracy and platform integration, and critically examines the ethical and privacy concerns that are increasingly coming to the fore in the digital marketing domain. The research highlights the delicate balance marketers must maintain between leveraging innovative technologies and respecting consumer privacy, especially in light of stringent regulatory landscapes like GDPR and CCPA. A unique aspect of this study is its forward-looking approach, offering strategic recommendations for marketers to harness these technologies effectively. It also identifies and suggests areas for future research, particularly focusing on the evolving nature of privacy regulations and the potential impact they hold on shaping future marketing strategies. This study not only contributes to the academic discourse in digital marketing but also serves as a strategic guide for practitioners in the field, paving the way for responsible and efficient use of technology in marketing."

IMPROVING MARKETING STRATEGY BY USING MACHINE LEARNING AND GPS TRACKING

"Hawkar and Vendor is a remarkable software program that utilizes Global Positioning System (GPS) or radio frequency identification (RFID) to define geographical boundaries. Essentially, Hawkar and vendor create a virtual barrier known as geofencing, which is an innovative technology enabling an online marketplace for proactive contextual services. This technology allows users to easily discover and subscribe to interesting services, while enabling providers to offer their services for a variety of applications such as electronic toll collection, contextual advertising, or tourist information systems, without the need for additional infrastructure. The primary objective of this research was to explore how the use of spatial data can enhance advertising performance for customers. Tracking systems and monitoring, based on global navigation services by satellite and including geofencing functionality, could also contribute to pinpointing the exact location of an institution or company, thereby enhancing sales and business prospects efficiently. This shift allows for advertising on smartphones as an economically and accurately tested alternative to large billboards." Key Words: Hawkars &Vendors, Special offer ,Machine learning, Blind people

Implementation on Location-Based Services Using Geofencing

Geo-fencing (geofencing) is an innovative technology that utilizes the Global Positioning System (GPS) to create virtual boundaries, enabling various applications such as electronic toll collection, contextual advertising, and tourist information systems. This system aims to explore the effectiveness of spatial data in enhancing advertising performance. By leveraging tracking systems and monitoring based on satellite navigation services, including the geofencing function, businesses can accurately pinpoint their locations, boost sales, and improve overall efficiency. Geofencing facilitates remote monitoring of defined geographic areas through virtual fences, allowing for automatic detections when tracked mobile objects enter or exit these areas. This paper introduces the fundamental concepts of geofencing and explores its applications in the transportation and logistics sector. Key Words: Geofence boundaries, Shopping app, User preferences, Geofence triggers, GPS technology, User notifications, Marketing strategy, Mobile commerce, Location-aware technology, Mobile user engagement, Retail industry.

AI-Driven Contextual Advertising: Toward Relevant Messaging Without Personal Data

In programmatic advertising, bids are increasingly based on knowledge of the surrounding media context. This shift toward contextual advertising is in part a counter-reaction to the current dependency on personal data, which is problematic from legal and ethical standpoints. The transition is accelerated by developments in artificial intelligence (AI), which allow for a deeper semantic analysis of the context and, by extension, more effective ad placement. We survey existing literature on the influence of context on the reception of an advertisement, focusing on three context factors: the applicability of the content and the ad, the affective tone of the content, and the involvement of the consumer. We then discuss how AI can leverage these priming effects to optimize ad placement through techniques such as reinforcement learning, data clustering, and sentiment analysis. This helps close the gap between the state of the art in advertising technology and the AI-driven targeting methodologies described in prior academic research.

Understanding Digital Campaign Competence: Conceptualizing Data-Driven Political Advertising Literacy

ABSTRACT Technological advancements create new ways of informing and persuading citizens in the political advertising context. Insights are limited regarding how citizens deal with data-driven political advertising (DDPA). This is problematic because the collection and combination of large amounts of data render them vulnerable to information and power asymmetries. Using multidisciplinary perspectives, this article discusses the digital campaign competence of voters. We look at the interplay of literacy components, offer a typology, and predict campaign behavior, such as ad engagement and ad avoidance. We use data from a multiple-wave panel survey (N W1 = 1914, N W3 = 1303) conducted during the 2021 German federal elections. A latent profile analysis reveals five voter profiles with varying levels of DDPA literacy (i.e. conceptual understanding and evaluative perceptions). People mostly evaluate DDPA as neutral or negative, highly differ in their level of objective conceptual understanding, and underestimate the effectiveness of DDPA. We find no differences between the five profiles in their ad engagement but find differences concerning ad avoidance. The results deepen our understanding of a digitally campaign-competent electorate and highlight areas in which citizen empowerment is needed in light of the inequalities that DDPA has produced.

Maximizing the Success Probability of Policy Allocations in Online Systems

The effectiveness of advertising in e-commerce largely depends on the ability of merchants to bid on and win impressions for their targeted users. The bidding procedure is highly complex due to various factors such as market competition, user behavior, and the diverse objectives of advertisers. In this paper we consider the problem at the level of user timelines instead of individual bid requests, manipulating full policies (i.e. pre-defined bidding strategies) and not bid values. In order to optimally allocate policies to users, typical multiple treatments allocation methods solve knapsack-like problems which aim at maximizing an expected value under constraints. In the specific context of online advertising, we argue that optimizing for the probability of success is a more suited objective than expected value maximization, and we introduce the SuccessProbaMax algorithm that aims at finding the policy allocation which is the most likely to outperform a fixed reference policy. Finally, we conduct comprehensive experiments both on synthetic and real-world data to evaluate its performance. The results demonstrate that our proposed algorithm outperforms conventional expected-value maximization algorithms in terms of success rate.

Гейміфікація програм лояльності споживачів

Increased competition in the digital enviro­nment leads to the search for effective tools to attract targeted traffic to websites. Search engine marketing (SEM), which includes search engine (contextual) advertising (SEA) and search engine optimization (SEO), allows toachieve this aim by means of technical settings and consideration of marketing aspects in creating user experiences. The effectiveness of search engine marketing is tested in practice with the help of web analytics, which allows real-time tracking of traffic, its sources, and user actions, which helps identify the most effective tools and advertising campaigns. In the context of the emerging impression economy, improving the user experience of potential and existing customers at every touchpoint depends on the speed and convenience of achieving user goals in the digital environment. Search engine marketing is based on users’ search queries in the face of actualized demand. Therefore, websites that are quickly accessible in search and contain a value proposition in accordance with the search queries of potential customers will be convenient for users, have a competitive advantage by providing positive impressions based on an improved customer experience. This approach ensures that the interests of both users and businesses are satisfied, thus achieving the goals of digital marketing and business efficiency in general. The aim of the recearh is to substantiate the relationship between search contextual advertising and search engine optimi­zation as search engine marketing tools and to identify their synergistic impact on creating positive user experiences, increasing targeted traffic and increasing website conver­sion. In the reseach, the general scientific methods of analysis and synthesis, system-structural analysis, comparison, systematic, logical generali­zation were used. Based on the semantic mechanism of working with search queries, the article substantiates the relationship between search engine advertising and search engine optimi­zation as search engine marketing tools and reveals their synergistic impact on creating positive user experiences, increasing targeted traffic and increasing website conver­sion. The proposed algorithms for search engine adver­tising and internal search engine optimi­zation, taking into account the technical and marketing aspects of the implementation of these digital marketing tools, help in this regard.

Пошуковий маркетинг у створенні вражень користувачів вебсайтів

Increased competition in the digital environment leads to the search for effective tools to attract targeted traffic to websites. Search engine marketing (SEM), which includes search engine (contextual) advertising (SEA) and search engine optimization (SEO), allows toachieve this aim by means of technical settings and consideration of marketing aspects in creating user impressions. The effectiveness of search engine marketing is tested in practice with the help of web analytics, which allows real-time tracking of traffic, its sources, and user actions, which helps identify the most effective tools and advertising campaigns. In the context of the emerging impression economy, improving the user experience of potential and existing customers at every touchpoint depends on the speed and convenience of achieving user goals in the digital environment. Search engine marketing is based on users’ search queries in the face of actualized demand. Therefore, websites that are quickly accessible in search and contain a value proposition in accordance with the search queries of potential customers will be convenient for users, have a competitive advantage by providing positive impressions based on an improved customer experience. This approach ensures that the interests of both users and businesses are satisfied, thus achieving the goals of digital marketing and business efficiency in general. The aim of the recearh is to substantiate the relationship between search contextual advertising and search engine optimization as search engine marketing tools and to identify their synergistic impact on creating positive user impressions, increasing targeted traffic and increasing website conversion. In the reseach, the general scientific methods of analysis and synthesis, system-structural analysis, comparison, systematic, logical generalization were used. Based on the semantic mechanism of working with search queries, the article substantiates the relationship between search engine advertising and search engine optimization as search engine marketing tools and reveals their synergistic impact on creating positive user impressions, increasing targeted traffic and increasing website conver­sion. The proposed algorithms for search engine advertising and internal search engine optimi­zation, taking into account the technical and marketing aspects of the implementation of these digital marketing tools, help in this regard.

Cost and Time Efficiency Analysis of Manual and e-Procurement Systems in Roads and Highways Department: Tender Advertising Issue Perspective

Public procurement is a vital process to procure goods, works and services, ensuring accountability that ensures cost and time-savings. Roads and Highways Departments (RHD) is a big department chosen as a target population for this study. All RHD Procurement Entities (PE) use manual and e-procurement tendering systems. However, cost and time reduction is a considerable barrier to RHD procurement. The manual tendering procedure is costly and time-consuming since it requires big-size tender advertisements in print media like daily papers. In RHD, however, no comparative analysis of the efficiency in the cost and time context of tender advertising has been explored. Therefore, using a stratified sampling method, the RHD's e-Procurement-related PE officers were chosen as a sample. The mean value of advertisement cost and time of the e-tender system and the manual tender system as a continuous normally distributed variable was utilized to compare two groups using the independent samples t-test model. The study's novel contribution is the comparison of efficiency in terms of cost and time context between two sets of manual and e-tender advertisements. According to the survey results, the e-procurement system showed lower cost and time involved in the tender advertising comparing manual tender. The results will also aid academicians and students and improvements to e-GP policy standards.

An Investigation into Psychological Influence Techniques Using Language and Visuals in Milk Advertising in English and Vietnamese

This study delves into the realm of advertising psychology, specifically focusing on the employment of psychological influence techniques in milk advertisements in both English and Vietnamese. In the contemporary advertising landscape, where consumers are constantly bombarded with messages, understanding the nuances of psychological tactics becomes imperative for marketers. The research explores various elements integral to advertising effectiveness, including language, imagery, color, headlines, design style, brand logos, messages, and calls to action. Emphasizing the pivotal role of imagery, the study investigates how visuals create initial impressions and captivate viewer attention. Additionally, it scrutinizes the impact of advertising language, a specialized form of communication designed to elicit specific reactions and behaviors from the target audience. Drawing on a theoretical foundation rooted in Halliday's social semiotics, the research builds upon Leeuwen's advancements in semiotic theory, proposing 33 techniques that leverage language and imagery to influence consumer psychology. To provide empirical insights, the study utilizes a system of techniques put forth by the authors: Andrews, Van Leeuwen, Van Baaren (2013). Through the analysis of English and Vietnamese milk advertisements, this investigation aims to elucidate the nuanced effects of language and imagery in shaping consumer perceptions and behaviors within the context of milk advertising.

Approaches for the companies’ promotion in the modern business environment

In today's competitive market, promoting goods and services online is crucial to most companies' business strategies. Therefore, it's essential to understand and systematise digital marketing tools' principles, advantages, and disadvantages to optimize marketing strategies effectively. These tools allow businesses to adapt to market changes quickly, ensuring efficient use of the advertising budget and high returns on investment. Additionally, Internet marketing enables the creation of personalised approaches to customer interaction, boosting their loyalty and satisfaction. Internet marketing, or digital or online marketing, includes all activities promoting goods and services via the Internet. It involves using various online channels and platforms to interact with the target audience to increase brand awareness, sales, and customer loyalty. This article examines the unique aspects of using digital marketing tools and how to optimise their application. By analysing the theoretical and practical principles of modern digital marketing tools, the study categorises the benefits and drawbacks of various digital marketing techniques. The paper analysed the dynamic growth of Internet users worldwide and in Ukraine. The growth in Internet users is driving the development of digital marketing in Ukraine. Brands are actively implementing modern marketing technologies, such as SEO, SMM, content marketing, contextual advertising and email marketing, to reach their audience. The primary tools examined include Search engine optimisation (SEO), Content marketing, Social media marketing (SMM), Contextual advertising (PPC), Email marketing, Video marketing, Mobile marketing, and Influencer marketing. The authors stress the importance of using artificial intelligence to personalise marketing campaigns' target audiences. Automation allows companies to plan and execute marketing campaigns in advance, ensuring efficient management of time and resources, particularly for large companies with extensive marketing networks. The authors concluded that modern marketing technologies based on artificial intelligence and automation are the key to successful online brand promotion, ensuring the competitiveness and efficiency of businesses in the face of constant change.

Цифрові маркетингові інструменти в рекламній кампанії на зовнішніх ринках

This article reviews advertising tools and analyzes their importance. The advantages of advertising media have been researched and their characteristics have been provided. Attention is also paid to modern advertising campaign tools that companies use to promote their products and services in foreign markets. With an emphasis on the dynamics of globalization and digitalization, the latest trends and innovations in the field of marketing and advertising are analyzed, allowing to effectively reach target audiences in different parts of the world. Particular attention is paid to how companies adapt their advertising strategies to changing consumer requirements and preferences in international markets and, further, how technological innovations affect the choice of tools for advertising campaigns. Various tools are described, including digital media, social media networks, influencer marketing, contextual advertising, SEO optimization, and other digital channels that currently are at the forefront of advertising activity. There is a strong focus on the interactive and personalized aspects of digital marketing, which provide businesses with the opportunity to build deeper and more emotional connections with their customers. Previously unexplored parts of the general problem are highlighted, in particular, the difficulties of measuring the effectiveness of various advertising tools in international markets and the adaptation of marketing strategies to the cultural characteristics of different countries. The aim of the article is to determine the most efficient modern tools of the advertising campaign for the international market and to develop recommendations for companies seeking to expand their presence abroad; outlining the methodological and practical aspects of the process of managing marketing tools at enterprises. The efficiency of each tool was evaluated on the basis of information obtained from scientific sources, using observational and abstract methods, as well as comparative analysis. Different levels of strategies are considered, along with the main tools for each level. The major performance indicators of the marketing campaign are analyzed in order to determine further directions for improving the campaign. When implementing any marketing campaign in the digital space, digital tools create many opportunities and threats for companies that need to be considered in order to minimize possible setbacks at launch.

Açık Hava Reklamcılığında Basım Sektörünün Yeri

Advertising is the most effective communication tool that businesses use to market their products. Many advertising tools are used in advertising. Outdoor advertising is delivered to target audiences through various methods such as large-sized billboards, large-sized posters, digital billboards, and car wrapping in outdoor areas where people are denser. Thanks to this, great advantages are achieved in terms of brand awareness and preferability. In addition to these advantages, displaying them outdoors requires outdoor advertising products to be more resistant to natural conditions. Outdoor advertising tools can be more effective, leave a strong impression on the target audience, and be resistant to natural conditions only with high-quality printing and production. A healthy cooperation between outdoor advertising and the printing industry is of great importance, as increasing the impact of the advertising product will increase the advantages of businesses in the market. In this study, the tools used in outdoor advertising and the relationship between this field and the printing industry have been tried to be disclosed. In this context, the place and future of outdoor advertising in advertising is mentioned. While carrying out the study, different sources in this field were researched, and a compilation study was created by evaluating the current studies. As a result, it has been determined that the printing industry has an important place in the effective realization of outdoor advertising. It has been concluded that the use of digitalization in the printing industry combined with traditional methods is important in the production of effective products in outdoor advertising. In this way, the market shares of the institutions serving the sector will increase in the products produced. However, it was concluded that they should give importance to the search for new alternative materials in order to ensure the sustainability of the waste rates generated during the production stages.

Protection of Trademark Rights on E-commerce Platforms: An Updated Outlook

The rise of e-commerce platforms has revolutionized the way businesses operate and engage with consumers. However, this digital landscape has brought about new challenges, particularly in the protection of trademark rights. With the increasing prevalence of counterfeit products and unauthorized sellers, it is crucial to address the issue and explore effective strategies to safeguard intellectual property in the online marketplace. This article aims to provide an updated outlook on the violation of trademark rights on e-commerce platforms. It delves into the complexities surrounding the identification, prevention, and enforcement of trademark infringement in the rapidly evolving digital ecosystem. By examining recent cases and developments in legal frameworks, this article seeks to shed light on the strategies employed by both brand owners and platforms to combat these infringements. This study examined and discussed the main types of trademark infringements in the online environment, such as selling counterfeit goods or gray imports, cybersquatting, domain infringements, illegal use of the trademark on the Internet, violations of the trademark rights on the website and etc. The article discusses whether the search engine will be held liable for placing contextual advertising using a keyword in the form of someone else's trademark. The article also analyzes issues of trademark infringement in the online environment in China by analyzing a couple of notable case studies, while exploring the issue of website blocking. As a result of the study, the authors proposed certain measures to combat the distribution of counterfeit products in the online environment to prevent further trademark infringement.

ТЕНДЕНЦІЇ РОЗВИТКУ МАРКЕТИНГОВОЇ КОМУНІКАЦІЇ В УКРАЇНІ

The article examines the trends in the development of marketing communication in Ukraine, because with the emergence of search engines such as Yahoo, AltaVista, and later Google, new opportunities for promotion in the network appeared. As a result, the concept of search engine optimization (SEO) and contextual advertising arose. Since then, companies have started optimizing their websites to improve their search engine rankings. The concept of innovation and features of marketing communication are defined, the essence of electronic business and electronic commerce is considered. Types and features of virtual goods (stores) are considered: corporate virtual stores and intermediary virtual stores. An analysis of online marketing, as well as the number of Internet users worldwide for a certain period, was carried out. We considered the reasons for the growing popularity of online marketing and expanding the possibilities of its use. It is analyzed how the war affected the e-commerce market and the development of marketing communication in Ukraine. The scope of the e-commerce market in Ukraine is considered. The article analyzes the costs of Internet advertising in Europe. The concepts and features of interactive advertising are defined. Progressive methods for the latest communication technologies are evaluated, such as: social networks, wearables – mobile devices, youtubers, content marketing, crowdsourcing and co-creation, experimental and reverse marketing, holistic marketing, Lovemarks marketing, viral and guerilla marketing. Customer relationship management, the use of new technologies in modern marketing, individual video content, Beacon – Proximity, accessibility of social networks, 3D printers, visual Internet, mobile applications, smart sensors and geoentertainment are characterized. It was analyzed that every year marketing communications continue to develop, new technologies, strategies and approaches appear to meet changes in consumer behavior and technology. Successful marketing requires constant improvement and adaptation to change, and companies that are open to new ideas and willing to experiment will have a better chance of success in the future.

Factors influencing attitude toward advertisements in location-based services and the mediation effect of advertisement context value

Factors influencing attitude toward advertisements in location-based services and the mediation effect of advertisement context value