Direct Advertising Research Articles

РЕКЛАМНО-КОМУНІКАЦІЙНА ІНДУСТРІЯ УКРАЇНИ: ВПЛИВ ФАКТОРІВ МАКРОСЕРЕДОВИЩА

The article examines changes in the structure of the advertising market and its synergy with Digital. It was established that the structure of the advertising market, as of 2023, consists of four directions: media advertising, marketing services, digital advertising and PR market. In turn, media advertising includes: TV advertising (direct advertising, sponsorship); digital TV; advertising in the press (national, including sponsorship, regional, specialized); radio advertising (national, regional, sponsorship); OOH Media (outdoor advertising, transport advertising, DOOH, Indoor advertising); advertising in cinemas; Digital (Internet) Media advertising. Marketing services include: Trade marketing (Merchandising, Trade promo, Personnel motivation and control programs); Loyalty marketing (Mailing, DB management, Contact Center); Consumer marketing; Event Marketing and Sponsorship. Digital advertising includes: banner advertising, ads in social networks, rich media; digital video, incl. Youtube; search (paid publication in search engines), including part of GDN; influencer marketing and other digital. Quantitative indicators of the advertising market were studied and significant growth of Digital advertising in 2013-2022 was revealed. The influence of macroeconomic factors, in particular, digital technologies, the COVID-19 pandemic, the Russian-Ukrainian war on advertising and communication activities is analyzed. The study showed that the COVID-19 pandemic contributed to the development and increase of market volumes, and the war led to a significant decrease in the quantitative indicators of the media advertising, marketing services and PR market. The digital market also declined, but only to the indicators of the pandemic period. It was established that the technological factor had a significant impact on the advertising market, not only by changing traditional platforms, but also by additional opportunities in the field of production of advertising materials and creativity. The changes in the legislation of Ukraine introducing the norms of the European legislation into the national legislation through the implementation of certain provisions of the EU legislation in the field of audiovisual advertising are indicated.

Insulina i upadek wieży z kości słoniowej. Rzecz o zmieniających się uwarunkowaniach innowacyjności

Insulin and a fall of the ivory tower. On the changing determinants of innovation The centennial of the discovery of insulin and the fortieth anniversary of the introduction of human insulin into the American market provide a good opportunity to reflect on the circumstances surrounding innovation in high technology branches of industry. The subject of that reflection is the possibility of applying the model of technical, organisational and institutional co-evolution, formulated by Johan Peter Murmann in relation to the artificial dyes industry in nineteenth-century Germany, United Kingdom and United States, to the history of the pharmaceutical industry. An analysis of the evolution of relations between scientists and physicians on the one hand and the pharmaceutical industry on the other leads to the conclusion that the Murmann model must be supplemented with reflection on changes in the role of medical codes of ethics and on the understanding of the social role of science. The achievement of the current status quo in the cooperation between the medical profession and the industry has been possible thanks to the liberalisation of the principles of ethical codes, which have been transformed from a set of strict standards into just a set of guidelines to help physicians in their everyday practice. On the other hand, the industry has gradually adapted its marketing strategies to the requirements of physicians by divulging the composition of medicines, abandoning direct advertising to patients and introducing a new strategy known as scientific marketing. As far as scientists are concerned, the consent to the commercialisation of research results was the consequence of a change in the understanding of the social role of science. In the twentieth century science became one of the many professions pursued to earn a living and scientists no longer came to regard themselves as a special group selflessly explaining the rules of the natural world. It is unfair to blame biotechnology for this shift, as the processes of “disenchantment” of science were well under way before biotechnology was born in the mid-1970s.

Gamification Mechanics Usage for UGC Promotion in Online Library Marketing

The aim of the article is to highlight effective gamification mechanics in the Internet marketing of the information and library industry for stimulating the creation of modern custom content forms, or User Generated Content (UGC), which can improve the position and organic coverage of the official library account in Web 2.0.
 Research methods were based on general scientific principles of theory and practice unity, systematicity, complexity, cognition comprehensiveness. The achievement of this set goal was facilitated by the use of general scientific (description, analysis, synthesis, comparison, generalization), and special (bibliographic, selective observation, grouping, content analysis) methods at the empirical and theoretical research levels.
 Scientific novelty of the study consists in the following: identified gamification mechanics for UGC stimulation that contribute to the Internet marketer’s activity effectiveness in the information and library sphere; suggestions for the use of gamification types approved in other industries, and characteristic features of the game in attracting users to interaction with library institutions in Web 2.0.
 Main conclusions. Among the priority tasks of library Internet marketers is to support the interaction with the existing custom base, and attract new users to information and library institutions. The usage of the latest content formats, as well as the involvement of Web 2.0 customers in its creation and distribution, contribute to these tasks. Regardless of whether the audience is involved in the UGC creation through the gamification activation, other mechanics or its own initiative, the custom content increases the trust in libraries of those people who are tired of direct advertising and do not respond to it. Gamification mechanics are just one of the possible ways to attract an audience to UGC, but the experience of international and Ukrainian companies proves their effectiveness, and the necessity of their usage by Internet marketers of any field, including the information and library industry.

Beberapa faktor yang berhubungan dengan keputusan Pembelian Susu Formula

ABSTRACT
 
 Background The purchase decision is one of the indications that indicates whether or not a product is accepted by consumers. Location determination based on data on the highest number of cases of malnutrition status (BB/U) in Palembang City, namely in the working area of the Nagaswidak Health Center with 370 cases.Objective: To determine the relationship between the price, nutritional knowledge, income level and advertising of milk with the decision to buy formula milk. Method: The study design was in the form of quantitative crosssectional with a sample of 32 mothers who had toddlers aged between 1 to 3 years using Lemeshow calculations plus a 10% reserve selected using purposive sampling techniques. Data collection on formula milk purchasing decisions, prices, nutritional knowledge, income levels, and direct milk advertising is using questionnaires, observations and by taking anthropometric measurements. The data were analyzed univariately and bivariately using the Chi-Square test. Results: The results showed that there was a relationship between price (p<0.001) and income level (p = 0.03) with purchasing decisions and there was no relationship between nutritional knowledge (p = 0.357) and milk advertising (p = 0.169) with consumer decisions.Conclusion: It was concluded that the price of milk and the income of a person contain a positive relationship with the decision to purchase milk and the level of knowledge of the mother is quite an important factor towards the decision to purchase a food.
 
 

Sickening: who is protecting pharma consumers?

In 2022, John Abramson published Sickening: How Big Pharma Broke American Healthcare and How We Can Repair It. The book illustrates how large pharmaceutical companies have become misinformation machines that have corrupted peer-reviewed journals, systematic review authors, and guideline committees. Industry influence includes selective reporting of clinical trial results and selection of control groups likely to enhance benefits and disguise side effects. Other documented forms of influence include clear conflicts of interest for members of guideline committees and even direct intimidation. The book concludes with a series of implementable reforms, such as ensuring the accuracy and completeness of evidence, developing an independent National Health Board, designing clinical research to optimize health outcomes, requiring the posting of research data so that independent scholars can replicate analyses, and ensuring the accuracy of direct consumer advertising. Abramson's book is a must read for students of medicine, public health, and public policy.

Relationship between Promotion Mix and Brand Awareness (Case Study: Dizayn)

Indonesia is one of the most developed countries in Southeast Asia, there are many designers from Indonesia who have achieved success at the international level. The Indonesian fashion industry currently contributes 20% to the creative economy sector. In this case, the government also contributes to developing the country’s fashion industry in various ways by making policies, providing capital support, and carrying out digital transformation. The development of fashion today is quite rapid, various styles of clothing can change quickly. In addition, the use of technology can be said to be inseparable from human life today. Based on data, technology users in Indonesia continue to grow and are expected to continue to increase until 2025. Various kinds of special brands in Indonesia have sprung up to compete with their respective characteristics. Now there are many consumers who buy clothes with various brand choices online, whether in the marketplace or on social media. Marketplace income in terms of clothing is also experiencing a positive impact from sales of fashion products and in 2020, even during a pandemic, people prefer to buy fashion products over other products. Even in Bandung itself, fashion is a sector that contributes to PAD (Pendapatan Asli Daerah). Bandung is also often used as a benchmark for Indonesian fashion, known as Paris Van Java, which on the other hand also attracts tourists to come to Bandung. One brand that utilizes social media and marketplaces to market and sell its products is Dizayn, which was founded in 2018 in Bandung. In running its business, Dizayn experiences problems in terms of brand awareness from the market, this needs to be studied to increase Dizayn’s brand awareness to compete with existing competitors. This study aims to analyze Dizayn’s current condition, propose the right promotion mix for Dizayn and propose an implementation plan for the promotional mix solution that has been made. The promotion mix has 5 (five) variables there are of advertising, sales promotion, personal selling, public relations, and direct marketing. The hypotheses of this study are as follows: H1 advertising has a positive relationship with brand awareness, H2 sales promotion has a positive relationship with brand awareness, H3 personal selling has a positive relationship with brand awareness, H4 public relations has a positive relationship with brand awareness, H5 direct marketing has a positive relationship with brand awareness. This study uses multiple linear regression analysis to see the relationship between the independent variable, namely the promotion mix, and the dependent variable, namely brand awareness. The results shows that advertising, sales promotion, personal selling, and direct marketing have a positive relationship with brand awareness, which means that H1, H2, H3 and H5 are acceptable. The promotion mix that has a positive relationship, direct advertising and marketing has the highest significant value, namely 0.000, where this value is less than 0.05. Meanwhile, public relations have a negative relationship, which means that H4 is rejected or unacceptable, which has a significance value of 0.420. The contribution of this research to science is so that in the future this research can be a reference or reference to see the relationship between promotion mix and brand awareness in different industries and larger companies. So that future research continues to develop according to the times. In addition, the results of this research are also expected to be applied by Dizayn so that he can compete fairly in the fashion industry which in the future can increase the contribution of the fashion industry to the creative economy sector and do not rule out the possibility of adding jobs.

UNDERSTANDING THE IMPACT OF DIRECT AND INDIRECT ADVERTISING ON CONSUMER BEHAVIOR

In order to achieve company objectives, marketing is the strategic process of discovering, promoting, and providing value to customers. It includes a variety of activities like as market research, product development, promotion, and sales, all with the goal of increasing consumer awareness, interest, and loyalty. In today's competitive industry, effective marketing is critical for businesses to engage with their target audience and generate growth. To do so, understanding the distinction between direct and indirect marketing - and tailoring it to their target audience- is vital for businesses to optimize the effectiveness of marketing efforts. Marketing is essential and in the digital age understanding the dynamic between the two advertising methods is of growing relevance, thus making this study of importance. The present study aims to investigate the effectiveness of direct and indirect advertising in persuading consumer behavior. It was conducted using a small sample group belonging to the upper socio-economic background from New Delhi, NCR and Gurgaon, Haryana. Using a questionnaire, their preferences on direct (Billboards, Youtube and Offers) and indirect (Social media, Celebrity endorsement and Product Placement) were analyzed. It was found that direct advertising was rewarded more informative, creative and influential in comparison.

ВЕРБАЛЬНЫЙ КОМПОНЕНТ КРЕОЛИЗОВАННЫХ РЕКЛАМНЫХ ТЕКСТОВ В КОНТЕКСТЕ ПРОБЛЕМЫ КЛИПОВОГО МЫШЛЕНИЯ

In the article, the author considers the problem of clip thinking of a postmodern era person through the prism of advertising communication. The aim of the work is to identify and systematically describe the features of the verbal part of creolized messages in the format of direct and native advertising, which are focused on the addressee with fundamental changes in the cognitive style and the mechanism of perceiving linear text. The sources of the research are the Russian editions of periodical international glossy magazines of various thematic, age and gender orientation published in 2018-2021. The methods of studying the language material are descriptive-analytical, communicative-pragmatic, comparative methods and the method of contextual analysis. As a result of the study, a set of specific tools and techniques were identified that ensure the retention of the recipient’s attention with fragmentary mosaic perception, the speed of decoding information, its compression, segmentation, visualization. It is noted that the verbal component of direct advertising messages tends to minimize and is distinguished by the primitivization of the syntactic structures, the constant switching of the language code, and the regular inclusion of hashtags. The verbal component of advertising texts in the native advertising format is characterized by an increased volume and hybridity of nature, uses language units that create short-lived emotionally expressive and aesthetically perfect images, means that cause positive associations and ensure switching the recipient’s attention (intertexts, bisubstantial sentences, question-answer complexes, perceptual vocabulary, etc.). The author comes to the conclusion that further research of forms of mass communication in the context of the problem of clip thinking should choose the path of interdisciplinarity, joint activity of psychologists, philologists, cultural scientists, philosophers and other specialists.

Продакт-плейсмент как эффективный инструмент маркетинга

In this study, the product placement technology is considered as a key marketing element of the modern market economic system. In the process of studying this phenomenon, the author comes to the conclusion that today product placement technology is a full-fledged, and often much more effective alternative to classical direct advertising. Nevertheless, at the moment in Russian marketing practice, this technology is often regarded by potential customers as a kind of secondary (compared again with direct advertising) a way of communicating with the target audience.

Promoting egg freezing to the public: The price of influence

This article investigates the ethical, social, commercial, and legal implications of social media influencers promoting healthcare services, particularly focusing on a case where an influencer publicly shared her egg-freezing journey at a fertility clinic in Victoria, Australia, under a “paid partnership” arrangement. Key issues identified include potential conflicts of interest, the commodification of healthcare, challenges to informed consent, and possible violations of healthcare advertising regulations. In promoting the clinic's services, the influencer may present biased, incomplete, or misleading information, which could lead to suboptimal healthcare decisions by followers. The commodification of healthcare may encourage impulsive decisions, misrepresent the complexity of treatments, and exacerbate disparities in healthcare access. Informed consent may be compromised when potential patients are swayed by personal narratives and emotional appeals rather than objective, comprehensive information. Additionally, the article highlights the potential legal ramifications of such promotional activities, which might contravene regulations against direct advertising of therapeutic goods and services. The article underscores the need for regulatory bodies to establish and enforce clear guidelines for third-party promotional activities in the healthcare sector, prioritizing patient and public interests, transparency, ethical practices, and informed decision-making.

Impact of FDA endorsement and modified risk versus exposure messaging in IQOS ads: a randomised factorial experiment among US and Israeli adults

BackgroundIQOS was the first heated tobacco product to receive Food and Drug Administration (FDA) authorisation for ‘reduced exposure’ marketing claims, which has been exploited globally.MethodsIn November–December 2021, we conducted a...

The Importance of Indicators : Product Quality Direct Selling and Advertising in Solving The Problem of The Pizza Hut Purchase During The Covid-19 Pandemic

Pizza Hut made various efforts to boost sales in the face of business challenges in the midst of the pandemic. One of the ways to do this is by picking up the ball by selling it on a number of roads ( Gowest.id ). In addition, the strategies used by Pizza Hut are prioritizing delivery order and take away services at Pizza Hut outlets , marketing products on the roadside , holding discount promos; and n create new variants in the Pizza menu and improve the quality of its products . This study aims to determine the effect of product quality, direct selling and advertising on purchasing decisions on Pizza Hut consumers. This research is a quantitative research, taking the place of research at Pizza Hut Serang . The data used in this study are primary and secondary data obtained from distributing questionnaires to Pizza Hut consumers . The sample used is 100 respondents . Data analysis used multiple linear regression technique using SPSS program. The results of this study indicate that product quality has an effect on purchasing decisions . Direct Selling has no effect on purchasing decisions. Advertisement influence on purchasing decisions. and simultaneously variable product quality, direct selling and advertising affect purchasing decisions on Pizza Hut consumers.

How cooperative advertising interacts with distributional contracts in a dual-channel system

With the development of E-commerce, an increasing number of online platforms are conducting advertising campaigns to expand their sales. In some situations, the manufacturer is willing to share the advertising cost, while in others it is not. Additionally, recently, many online platforms have started choosing an agency contract, instead of a wholesale contract, to obtain a predetermined proportion of revenue from the manufacturer to make profits. This paper studies a scenario of a manufacturer selling through both a direct channel and a platform channel to investigate the interaction between a manufacturer’s cooperative advertising strategy and a platform’s distribution contract choice. We develop a stylized model based on game theory to drive the optimal prices and advertising level under different contracts. By using a representative consumer function, we drive the following interesting results. Firstly, under the wholesale contract, a manufacturer prefers cooperating only when the cost-sharing rate is small, but under an agency contract, when the revenue-sharing rate is large, the manufacturer will not choose to cooperate even if the cost-sharing rate is low. Secondly, the platform’s profit does not always increase in the revenue-sharing rate. Finally, under some conditions, the platform would prefer that the manufacturer not share the cost. Specifically, when the competition intensity is small and the revenue-share rate is high, the platform would rather choose an agency contract to cover all advertising costs on its own than a wholesale contract where the manufacturer is willing to share advertising costs. We also consider direct channel advertising as well in an extension, and the qualitative results still hold.

Co-Plot Method: A Research on Tobacco Control in the European Region

BACKGROUND: The aim of this study is to introduce the uncommonly used Co-Plot method which is called the multivariate graphical analysis and to apply this method to a data set including tobacco control in European region.METHODS: This study uses the data from the World Health Organization database according to Human Development Index of European countries. It takes into account variables such as smoking prevalence in young people and adults, the proportion of smoking-related deaths and domestic legislations casespertaining to tobacco products and analyses the data using the Co-Plot method.RESULTS: Results of the study demonstrated that smoking prevalence and restrictions on advertising of tobacco products were highly negatively correlated. The proportion of deaths associated with smoking-related diseases increased parallel to the increase in the smoking prevalence in young people and adults. Norway, France and Finland have enforced legal limitations on direct and indirect advertising, and thus there has been a decline in smoking prevalence among young people andadults. In some countries, including Ireland, Italy and Serbia, the prevalence of smoking among the young has decreased due to the new or increased legal restrictions on the sale distribution of tobacco products. The governments in the Czech Republic, Kazakhstan, Estonia, Croatia, the Netherlands,Belgium, and Poland have placed restrictions on direct and indirect advertising. The distribution of other causes-related deaths and lung cancer-related deaths are high.CONCLUSION: The restrictions on tobacco products were tightened in time with the increased prevalence of smoking and proportion of smoking-related deaths. It can be said that the significantrelationships identified in this study have even more pertinence in developed countries. Consequently, Co-Plot method has enabled deeper data interpretations of the relationships between the countries and the variables in this study.

INTEGRATED MARKETING COMMUNICATIONS DESA WISATA PENGLIPURAN DALAM MENGEMBANGKAN DESTINASI PARIWISATA DI BANGLI

This research is a qualitative research that examines the Integrated Marketing communications of Penglipuran Tourism Village in an effort to develop International Tourism Destinations in Bangli Regency. This research is important because Penglipuran Tourism Village is one of the traditional villages of Bangli Regency. This village is known as a tourist destination because the people who still carry out and preserve traditional Balinese culture with building architecture and land management still apply the Tri Hita Karana concept, and have succeeded in building tourism that improves the economic life of the people without losing the culture and traditions of the traditional village. Various awards have been won, namely as a tourist village in the World's Top 100 sustainable destinationsin 2019 and winning the title of the cleanest village in the world version of the Bombastic International problem in 2016. The research method used is a qualitative research method. To achieve the research objectives, relevant and adequate data are needed. The technique of determining the informants used a purposive sampling model while the data collection techniques used observations, interviews, documentation and literature studies. The research findings include: The reason for the existence of Penglipuran Village as a tourist village is one of the Bali Aga villages which is unique in terms of physical, ecological, socio-cultural life, and traditions. This uniqueness is the potential to be developed as a tourist attraction. Tourism development in Penglipuran Village is carried out by prioritizing the participation of traditional villages and applying the concept of tourism development policies with a populist dimension. Integrated Marketing Communications used include Direct Marketing, Sales Promotion, Public Relations, Advertising, Sponsorship, and Personal Selling. Furthermore, the communication implications of the integrated marketing communication of Penglipuran tourism village, namely: Cognitive Effect Implications, Affective Effect Implications, and Conative Effect Implications

New-Media Advertising and Retail Platform Openness

We have recently witnessed two important trends in online retailing: The advent of new media (e.g., social media and search engines) has made advertising affordable for small sellers, and large online retailers (e.g., Amazon and JD.com) have opened their platforms to allow even direct competitors to sell on their platforms. We examine how new-media advertising affects retail platform openness. We develop a game-theoretic model in which a leading retailer, who has both valuation and awareness advantages, and a third-party seller, who sells an identical product, engage in price competition. We find that the availability of relatively low-cost advertising through new media plays a critical role in influencing the leading retailer to open its platform and to form a partnership with the third-party seller, which is impossible when the cost of advertising is relatively high. Low-cost advertising can increase consumer surplus either directly via the third-party seller’s advertising or indirectly via the partnership on the leading retailer’s platform. We also find that the leading retailer has a greater incentive to open its platform and that the partnership is more likely to be formed when there are network effects, when the leading retailer can control the third-party seller’s exposure on its platform, or when the leading retailer can offer a direct advertising service to the third-party seller. Meanwhile, the constraint on the third-party seller’s advertising budget can reduce the leading retailer’s incentive to open its platform, making a partnership less likely. Our analysis offers important insights into the underlying economic incentives that help explain the emerging open retail platform trend in the era of new-media advertising.

Follow the money: a closer look at US tobacco industry marketing expenditures

IntroductionWhile much of the concern with tobacco industry marketing has focused on direct media advertising, a less explored form of marketing strategy is to discount prices. Price discounting is important...

(De)instrumentalizacija pušenja u savremenoj vizuelnoj kulturi na primjeru arhetipa buntovnika/buntovnice

The idea of 'rebellion/disobedience as an immanence of freedom' is a frequently used concept in storytelling strategies, whether art, marketing, or political activism. This idea can simultaneously or successively permeate all three areas, which is plastically demonstrated by the example of the rebel archetype. Originally used to advertise cigarette brands by celebrities, the archetype served as a means by which the tobacco industry reached new categories of consumers, who saw smoking as an act of liberation from social restraints and prejudices. By strengthening the so-called health agenda, and especially its use for political purposes, there are many bans on both direct consumption and advertising of cigarettes. Instead of directly promoting brands, the tobacco industry opts for indirectly mediating the act of smoking in visual culture, but this time with the use of narratives with a central rebel figure. By additional labeling and marginalization of smokers in public discourse, which often turns out to be a kind of act of political hypocrisy/screen for numerous undemocratic activities, smoking within the visual culture is increasingly presented as an act of rebellion, that is, a symbol of the struggle against political correctness and law-washed repression. In that context, through the historical presentation of the use of the rebel archetype in visual culture, mainly in movies and TV series, that is, through a descriptive-analytical approach to selected figures of smokers-rebels, within this research we will consider the decades-long symbiosis of the tobacco industry and marketing strategies of storytelling, as well as subversive artistic practices that oppose them. The results of the undertaken research indicate that the (de) instrumentalization of smoking in contemporary visual culture turns out to be a very current topic that pretends to anticipate cultural trends in a way and in ranges that go beyond the act of smoking and its direct implications.

Analysis of the Media Image and Presentation of Direct and Hidden Advertising of Alcohol in Selected Czech Mass Communication Media. Study Protocol.

Analysis of the Media Image and Presentation of Direct and Hidden Advertising of Alcohol in Selected Czech Mass Communication Media. Study Protocol.

Point of Sale Advertising and Promotion of Cigarettes, Electronic Cigarettes, and Heated Tobacco Products in Warsaw, Poland-A Pilot Study.

Prevalence of smoking and e-cigarette use among teenagers in Poland is high. Polish law bans most advertising and promotion for cigarettes, e-cigarettes, and heated tobacco products (HTPs). This study investigates marketing for these products at points of sale (POS) near secondary schools in Warsaw, Poland, noting if the advertising and promotion were allowed under current Polish laws. All POS within 250 m radii of five selected secondary schools in each of three Warsaw districts were assessed for tobacco and e-cigarette direct advertising, inside and outside; offers of gifts or promotional discounts; tobacco merchandising, and tobacco displays. Of the 112 POS surveyed, 83% exposed customers to some form of advertising or promotion of cigarettes, e-cigarettes, or HTPs; in 76%, advertising or promotion that violated Polish law was present. More than 80% of POS surveyed displayed tobacco products; in 19%, these products were displayed near products of interest to minors. POS density observed here was 30.3 per km2, higher than in other European cities. In Poland, a high proportion of POS near schools violates the law banning the advertisement and promotion of tobacco and nicotine consumer products through a dense tobacco retailer network.