Effectiveness Of Advertising Research Articles

Optimization of the Effect of Network Information Flow Advertising Based on User Behavior Data Encryption and Deep Learning

Existing network information flow advertising mostly relies on user behavior data, which is easy to cause user privacy leakage and low precision of advertising delivery. This article combines user behavior data encryption and deep learning technology to propose a method for optimizing the effect of network information flow advertising. The user behavior data is encrypted using Paillier homomorphic encryption technology. Then, the stacked auto encoder (SAE) is used to extract high-order nonlinear features, and the shallow features are automatically combined based on Field-aware Factorization Machines (FFM) to construct a SAE-FFM comprehensive model. At the same time, dropout is used to reduce model overfitting, and the advertising effect is optimized through two-stage pre-training and fine-tuning. The experimental results show that when the number of impressions is 10,000, the average advertising click through rate and conversion rate of the SAE-FFM model are 4.50% and 0.59% respectively, and the information leakage rate is 0.052%. The results show that the SAE-FFM model can greatly improve the click through rate and conversion rate of advertisements, prevent privacy leakage, and help the development of the information flow advertising industry.

The effectiveness of aquatic and leisure facility advertising: an older adult perspective

ABSTRACT Local governments in Australia invest significant public funds in aquatic and leisure facilities (ALFs) to support leisure-time physical activity (LTPA). LTPA advertising including imagery attempts to counter trends toward physical inactivity and present LTPA opportunities. Online advertising offers a promising mode of delivery to disseminate information about LTPA opportunities and encourage participation. Guided by visual ageism and the information environment theory, this article examines older adult’s perceptions of ALF website images. The study utilized semi-structured interviews with (n = 18) older adults (M = 71 years of age) and a deductive thematic analysis. Participants raised concerns regarding the portrayal of older adults as ill, incapable, and the ‘grouping’ of older adults in images. Additionally, participants encouraged age diversity in imagery as there are shared health and fitness goals across all age groups. The paper concludes by recommending ALF management adopt ‘design for dynamic diversity’ principles and increase older adult participation in advertising design.

Sequential Confidence Intervals for Comparing Two Proportions with Applications in A/B Testing

This article addresses the use of fixed-width confidence intervals (FWCIs) for comparing two independent Bernoulli populations in A/B testing scenarios. Two sequential estimation procedures are proposed: one for estimating the difference in log probabilities of success and the other for log odds ratios. Both methods showcase great efficiency, as established via theoretical analysis and Monte Carlo simulations. The practical utility of these methods is demonstrated through two real-world applications: analyzing retention rates in mobile game Cookie Cats and evaluating the effectiveness of online advertising.

Effectiveness of tobacco advertising, promotion and sponsorship bans on smoking prevalence, initiation and cessation: a systematic review and meta-analysis

BackgroundBans on tobacco advertising, promotion and sponsorship (TAPS) have the potential to influence smoking behaviour. However, many countries are yet to implement such strategies.ObjectiveThis study aimed to synthesise contemporary evidence...

Evaluating the Effectiveness of Short Video Advertisements in Fostering Virtual Identity Security Awareness Among Youth

Evaluating the Effectiveness of Short Video Advertisements in Fostering Virtual Identity Security Awareness Among Youth

Center of Portugal Tourism: Effects of Video Advertisements on Positive Emotions and Narrative Transportation

Center of Portugal Tourism: Effects of Video Advertisements on Positive Emotions and Narrative Transportation

Under the lens of ads: Digital surveillance and pre-roll advertising avoidance dynamics

Programmatic advertising operates within a surveillance framework that monitors consumer behaviour and generates personalised content to deliver more targeted advertisements to audiences. While this framework analyses large-scale data from users and has the potential to enhance the relevance of advertisements, it can also negatively impact the user experience. This study examines the factors influencing avoidance behaviours towards pre-roll video advertisements by analysing the relationships between perceived marketing surveillance, ad clutter, skippable ad irritation, and perceived autonomy. For this purpose, data collected from 547 participants were analysed using structural equation modelling (SEM). The study's findings show that increasing the relevance of advertisements mitigates surveillance-induced negative attitudes and reduces viewers' tendency to avoid skippable ads. The results underscore the importance of granting viewers greater autonomy to improve the user experience and minimise ad avoidance. Furthermore, the study highlights the necessity of developing more balanced and ethical advertising strategies that enhance consumers' sense of control and alleviate the intrusive effects of programmatic advertising's surveillance nature.

The Effect of Advertisements on Consumer Behavior

With the world’s technology evolving day by day, and the complex economy affecting the purchasing behaviors of consumers in various ways, businesses are focusing on their marketing and advertising more than ever. There are various ways of advertising, each business often has to decide which ones they would use, and how much money they would spend on it. This essay examines the key factors that affect consumer behavior, especially when it comes to advertisements. A linear regression analysis was performed with the existing data from Ankit Kumar. Where 200 unique identifiers were provided with their budgets allocated for advertisements through TV, Radio, and Newspaper and their sales in that time. By comparing advertisement of differing forms and how their benefits and correlations in sales, these various means of advertisements’ effectiveness can be compared against one another. This allows businesses to make well informed and smart decisions during their marketing and promotions.

The Influence of Digital Advertising and Attractiveness on The Interest of Floating Market MSMEs Actors In Southern Kalimantan

This study aims to analyze the effect of digital advertising and attractiveness on the interest of MSME players in the Floating Market of South Kalimantan. Digital advertising has become a strategic tool in increasing the visibility of MSMEs, especially in the Floating Market which is a local cultural icon. However, the unique traditional appeal of the market remains a dominant factor in maintaining the interest of business actors. This study uses a quantitative approach with multiple linear regression methods to measure the relationship between variables. The results showed that simultaneously, digital advertising and attractiveness have a significant effect on the interest of MSME players. However, partially, only the attractiveness variable has a significant effect, while digital advertising does not show a significant impact. The local cultural attractiveness factor proved to be the dominant variable in motivating entrepreneurs to run their businesses in the South Kalimantan Floating Market.

Increasing the Effectiveness of Job Advertisements: How the Use of Imagery Language Impacts Perceived Organizational Attractiveness

Although effective job advertisements play a critical role in generating sufficient interest in potential applicants to actively pursue further relations with a public organization, insights on how such job advertisements need to be formulated in order to impact organizational attractiveness are limited. Therefore, this study examines if and how the use of imagery language in mission statements embedded in job advertisements is a valuable pathway to increase the effectiveness of job advertisements. The focus on mission statements is motivated by the fact that the service and society-oriented focus of public organizations is a distinguishing characteristic that can be a strength in a competitive job market. Based on two randomized survey-experiments using the same design (196 bachelor and 703 final-year students), we found that imagery language in mission statements initiates an underlying motivational process in which person-organization fit and mission valence are reinforced, resulting in higher levels of perceived organizational attractiveness.

Living an Immersion Experience: Are First-Person Narratives Always Effective for Potential Travelers?

ABSTRACT Video blogs (or vlogs), which are gradually becoming the mainstream way for young people to record their travels during the COVID-19 pandemic, are convenient for introducing a travel destination through a selfie or a first-perspective long shot. This study investigates how narrative perspectives influence advertising effects, and explores the moderating effect of tourists’ affective risk perceptions. Two experimental studies were conducted to test the proposed hypotheses. Study 1 investigates the relationship between narrative perspectives, media types, and advertising effects. The results show that the media type acts as a moderating variable, affecting the advertising effects produced by different narrative perspectives. Study 2 indicates that affective risk perceptions have a mediating effect between narrative perspectives and advertising effects, and epidemic prevention measures have a moderating effect between narrative perspectives and affective risk perceptions. The research findings provide theoretical and managerial implications for online marketing of tourism in the context of the pandemic.

Strategies for the Future Development of Television Advertising

This study examines the current status and future development strategies of television advertising regarding economic development. Firstly, it points out that the rapid development of the mobile Internet has profoundly impacted the decline in audience demographics, competitiveness, changes in ratings, and economic revenues of traditional television advertising. It then analyses the impact on the TV advertising economy of the changing social environment, the extensive use and updating of media technologies, the preferences of the millennial generation, and the rising costs and declining effectiveness of advertising. Finally, it proposes development strategies that should actively utilise the unique characteristics of TV advertising, expand advertising channels, reduce costs, and innovate content and formats. This study comprehensively analyses the challenges faced by TV advertising. It proposes strategies to address them, which are of great reference value for understanding the current development of the TV advertising market and formulating future development strategies.

Is It Transparent or Surveillant? The Effects of Personalized Advertising and Privacy Policy on Advertising Effectiveness

Consumers encounter personalized ads while online, some of which are excessively tailored and reflect consumers’ past online activities. This degree of personalization can feel invasive, prompting websites to provide their privacy policies. Across two studies, we explored the effects of online behavioral advertising (OBA) with transparent privacy policy on consumers’ evaluations of advertisements. In the first study, we hypothesized that an OBA campaign with a gain- or loss-framed transparent privacy policy would affect advertising effectiveness through perceived transparency and surveillance. Study 1 revealed that personalized advertising with a transparent privacy policy message can invoke both perceived transparency and surveillance, which have positive and negative relationships with advertising effectiveness, respectively. However, the anticipated gain and loss framing of privacy policy disclosure did not adjust the perceptions of transparency and surveillance. In Study 2, we explored the effects of personalized ads with anthropomorphic privacy policy messages on algorithmic awareness, as an underlying factor of personalization, to explain the mixed feelings. Results showed that anthropomorphic privacy policy messages moderated the effect of personalized ads on algorithmic awareness, leading to perceptions of transparency and surveillance. These findings emphasize the nuanced interplay between transparency messages and algorithmic awareness in shaping advertising effectiveness. Our data offer design insights for transparent messages that inform data collection and processing, aiming to improve the consumer experience in OBA.

The Influence of Advertisements of Insurance Policies on Consumer Behavior of Pakistani Citizens

In this global economy, the effectiveness of advertisements especially in influencing consumer behavior plays a central role towards the success of marketing strategies. This thesis aims at examining the impact of insurance policy advertisements on individuals regarding their behavior in the social context of Pakistani society and adopts the Theory of Planned behavior (TPB) as the theoretical foundation. The research is a quantitative one using a cross-sectional survey method; participants are 200, aged between 18 and 60 years, located in Pakistan. In order to analyze the effects of these feelings and attitudes on the beliefs of the consumers and their decision-making process about advertisements toward insurance policies, the research makes use of statistical packages such as SPSS. The results suggest that perceived persuasive tones of insurance advertisements have direct impact on attitude and behavioral intentions which translate to behaviors. More so, the evaluations are more favorable when the advertisements are a good fit for the prevailing norms and beliefs of the consumers towards insurance policies. Therefore, these findings offer support for the application of TPB to examine consumers’ responses to insurance advertisements and supply valuable guidelines for advertising practitioners in the insurance industry. The study points out on the revelation of how an advertisement should be related to the users’ attitudes which in return assist in the formulation of better advertisement techniques. The findings of the study are crucial for the improvement of consumer knowledge specifically in the insurance sector of Pakistan and pave the way for further research to explore other dominating factors and differences in different demographics.

The effectiveness of advertising and price during conflict delistings

The effectiveness of advertising and price during conflict delistings

Metaverse advertising and promotional effectiveness: The route from immersion to joy

Metaverse advertising and promotional effectiveness: The route from immersion to joy

The Effect of Recipients’ Social Comparison Tendency on the Effectiveness of Indirect Advertising in TV Dramas : Moderated Mediating Effects of Advertising Skepticism and Advertising Avoidance

The Effect of Recipients’ Social Comparison Tendency on the Effectiveness of Indirect Advertising in TV Dramas : Moderated Mediating Effects of Advertising Skepticism and Advertising Avoidance

A Moderating Effects of Islamic Advertising in the Relationship of Islamic Branding and Purchase Intention: The Case of Wardah Sunscreen Serum

A Moderating Effects of Islamic Advertising in the Relationship of Islamic Branding and Purchase Intention: The Case of Wardah Sunscreen Serum

THE EFFECT OF IN-GAME ADVERTISING AS A MARKETING TECHNIQUE ON THE PURCHASING BEHAVIOR OF GENERATION Z IN TURKEY

The purpose of this study is to investigate the effect of in-game advertisements, which are a marketing technique, on the purchasing behaviors of Muslim youth and the purchasing behaviors of these youth in Generation Z. The survey of the study was prepared by Betül Başer and Özgün Arda Kuş, a 31-question survey was applied to 250 volunteer students by e-mail after receiving permission from the researchers and receiving approval from the ethics committee. The survey data was uploaded to the SPSS 25 program and the frequencies and percentages of the data were obtained. In the study, analyses were conducted using quantitative research methods such as variance analysis (ANOVA), t-test and Tukey test. According to the results of the research, significant differences were determined among Generation Z according to gender, age and education level. In order to make Islamic production and investments according to new trends, it is necessary to know the characteristics of the generations well and to develop Islamic applications and software suitable for these characteristics. Since Generation Z cares about games and the advertisements they encounter during the game, it is important for Islamic investments and productions to be developed in a way that has Islamic characteristics.

A Study on Targeted Advertising Strategies for Virtual Goods on Social Media: Exploring Ways to Increase Consumers' Willingness to Purchase in Games

Social media platforms have become key channels for promoting game products and selling virtual goods, but how to develop effective advertising strategies, achieve precise targeting, and enhance users' purchase intent in the face of massive information and fierce market competition is a problem faced by both game developers and social media platforms. This study explores the advertising marketing strategies for game products' virtual goods on social media platforms, particularly by comparing the effects of official and unofficial promotional videos and constructing user profiles for precise targeting. It provides practical guidance and theoretical support for optimizing advertising effects for game developers and social media platforms. This study employs a combination of qualitative and quantitative research methods, by capturing comment data from new game promotion on Bilibili for word frequency analysis and sentiment analysis to reveal the differences in user feedback between official and unofficial videos. Additionally, a questionnaire survey was designed and distributed to collect users' opinions on different types of promotional videos, further verifying the existence of user preferences, and statistical software such as SPSS was used for data analysis. The study found that official videos often receive more negative feedback from users, while unofficial videos are more likely to receive positive discussion from users; users have a higher willingness to watch official collaborative blogger promotional videos but have a lower willingness to watch official videos; official videos have a greater negative impact on users' consumption intent, while unofficial videos are more likely to have a positive impact.