Evaluation Of Ads Research Articles

The Impact of the 2020 BLM Resurgence on the Racial Representations of Ads and Ad Evaluations: Analysis of Super Bowl Ads

Using ads from four Super Bowl broadcasts (2019–2022), we examined the impacts of the 2020 Black Lives Matter (BLM) resurgence on the ad representations of diverse racial groups and the evaluations of ads featuring Black models. Findings show increases in quantitative representations (number and duration) for Black ad models, but this improvement was not linked to qualitative representations (portrayal, prominent role, and hierarchy status). Findings also show the limited influence of the 2020 BLM resurgence on evaluations of advertisements featuring Black models. We also examined how the impact of the 2020 BLM resurgence on advertising shifted from 2021 to 2022.

Is Personality Key? Persuasive Effects of Prior Attitudes and Personality in Political Microtargeting

Messages that are designed to match a recipient’s personality, as enabled by microtargeting, have been found to influence political reasoning and even voting intentions. We extended these findings by adding prior attitudes to a microtargeting setting. Specifically, we examined what role different microtargeting approaches play in political reasoning by conducting an online experiment with a 2 (extraverted vs. introverted communication) × 2 (attitude-congruent vs. attitude-incongruent statement) between-subject design (<em>N</em> = 368). In line with the assumptions of the theory of motivated reasoning, attitude position matching emerged as an effective microtargeting strategy, and attitude strength moderated the effect of attitude congruency on recipients’ evaluations of political ads. While extraverted messages had no direct effect, that was unrelated to attitude congruency, recipients’ level of extraversion moderated the effect of extraverted communication on their evaluation of an ad. Interestingly, the intention to vote was significantly higher when an attitude-incongruent statement was phrased in an introverted rather than an extraverted manner, suggesting that information that challenges prior attitudes might be more persuasive when it is delivered in a more temperate way. In sum, the study indicates that matching message with personality alone might not be the most effective microtargeting approach within democratic societies.

Designing Instagram Advertisement Content: What Design Elements Influence Customer Attitude and

Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology to market their products by creating attractive visual advertising to acquire their consumers. This study empirically investigates purchase behavior and evaluation of Instagram content ads from the visual elements of advertising (color, product image, design, and typography). A total of 496 online consumers participated in the survey. The findings further show that, except for color, all visual elements of advertising directly affect consumer attitude. Our results also confirm that actual purchases are formed by attitudes and purchase intentions. Theoretically, this study furthers the literature on consumer behavior, social media advertisement, and digital marketing. Moreover, it provides practical insights into designing attractive advertisement content on Instagram, which benefits marketers and content/graphic designers.

Effects of Issue- and Character-Based Narrative Political Ads on Ad Evaluations

Abstract: The purpose of the present study is to explore how narrative political ads interact with other message strategies in affecting recipients’ ad responses. To accomplish that, we conducted a 2 × 2 × 2 between-subjects experiment whereby participants viewed political ads manipulated by message format (non-narrative vs. narrative), message valence (negative vs. positive), and message focus (issue vs. character). Results suggested that narrative political ads elicited favorable advertising evaluations via increased transportation and reduced counterarguing. Moreover, when political ads attacked the competing candidate’s character, the narrative message led to higher levels of empathy and lower levels of counterarguing than the non-narrative message. Reduced counterarguing was the mechanism through which favorable ad evaluations were generated. These findings have both theoretical and practical implications.

Performance evaluation of Various Ad hoc routing protocols in IP, throughput and FIFO using Qualnet in hilly Terrains for VANET

VANET in hilly terrains suffers frequent signal breakdown, interferences and other hinderances, affecting QoS (Quality of service). In this paper various Ad hoc routing protocols are compared for IP, Throughput and FIFO taking in to consideration various parameters of real traffic scenarios like altitude, nodes, speed, data size & weather mobility model using Qualnet as a simulation tool at higher altitude of 1970m. Since network layers covers IP, Throughput and FIFO, hence comparison of various Ad hoc routing protocols like AODV and DYMO (Reactive), OLSR (Proactive) and ZRP (hybrid) taking IP, Throughput and FIFO as comparison parameters helps to make right selection of protocols to improve QoS in hilly terrains. Varying parameters of VANET shows that in the real traffic scenarios proactive protocol performs more efficiently

APOE effects on regional tau in preclinical Alzheimer’s disease

BackgroundAPOE variants are strongly associated with abnormal amyloid aggregation and additional direct effects of APOE on tau aggregation are reported in animal and human cell models. The degree to which these effects are present in humans when individuals are clinically unimpaired (CU) but have abnormal amyloid (Aβ+) remains unclear.MethodsWe analyzed data from CU individuals in the Anti-Amyloid Treatment in Asymptomatic AD (A4) and Longitudinal Evaluation of Amyloid Risk and Neurodegeneration (LEARN) studies. Amyloid PET data were available for 4486 participants (3163 Aβ-, 1323 Aβ+) and tau PET data were available for a subset of 447 participants (55 Aβ-, 392 Aβ+). Linear models examined APOE (number of e2 and e4 alleles) associations with global amyloid and regional tau burden in medial temporal lobe (entorhinal, amygdala) and early neocortical regions (inferior temporal, inferior parietal, precuneus). Consistency of APOE4 effects on regional tau were examined in 220 Aβ + CU and mild cognitive impairment (MCI) participants from the Alzheimer’s Disease Neuroimaging Initiative (ADNI).ResultsAPOE2 and APOE4 were associated with lower and higher amyloid positivity rates, respectively. Among Aβ+ CU, e2 and e4 were associated with reduced (−12 centiloids per allele) and greater (+15 centiloids per allele) continuous amyloid burden, respectively. APOE2 was associated with reduced regional tau in all regions (-0.05 to -0.09 SUVR per allele), whereas APOE4 was associated with greater regional tau (+0.02 to +0.07 SUVR per allele). APOE differences were confirmed by contrasting e3/e3 with e2/e3 and e3/e4. Mediation analyses among Aβ+ s showed that direct effects of e2 on regional tau were present in medial temporal lobe and early neocortical regions, beyond an indirect pathway mediated by continuous amyloid burden. For e4, direct effects on regional tau were only significant in medial temporal lobe. The magnitude of protective e2 effects on regional tau was consistent across brain regions, whereas detrimental e4 effects were greatest in medial temporal lobe. APOE4 patterns were confirmed in Aβ+ ADNI participants.ConclusionsAPOE influences early regional tau PET burden, above and beyond effects related to cross-sectional amyloid PET burden. Therapeutic strategies targeting underlying mechanisms related to APOE may modify tau accumulation among Aβ+ individuals.

“Authentic Warmth in These Uncertain Times”: The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses

This study investigated the impact of the perceived authenticity of brands’ COVID-19 advertisements on consumers’ perception of brand warmth and the subsequent responses on brand attitude and engagement intention. An online survey was used to acquire consumers’ evaluations of COVID-19 video ads published between March and August in 2020. Results showed that the message authenticity significantly increased consumers’ perception of brand warmth, brand attitude, and engagement intention. Furthermore, the serial mediation results revealed the underlying mechanism that authentic ads evoked positively valenced emotional responses, which increased perceived brand warmth and further resulted in positive brand attitudes and engagement intentions. Practical implications and theoretical advancement are also discussed.

Evaluation and integral analysis of ADS and CMT failures during AP1000 SBLOCA with ASYST VER 3 simulation code

Abstract This research focuses on verifying the importance of the ADS and the CMT, by using the ASYST code. We evaluated the role of these two components by postulating the failure of the ADS as a single failure approach and the failure of the CMT with ADS failure as multiple failures approach during hypothetical SBLOCA conditions. These accidents acted as confounding factors distorting the AP1000 PSS. We investigated the reactor and safety system behavior during the SBLOCA. We evaluated the importance and effectiveness of two components in reducing and mitigating the consequences of the accident. We checked the effectiveness of these components by comparing the importunity-related issues with and without these components during the accidents. We found that the ADS decreased the pressure, allowing natural circulation to quench the reactor core during the LOCA. During the failure of ADS, the vapor bubbles formed in the reactor vessel covering the fuel rods increased their temperature. The CMT borated water feeding quenched the actinides decay heat. The non-existence of the CMT resulted in decreasing the RCS. ASYST was compared to NOTRUMP to validate it capability to analyze thermal phenomena during accidents. It was found that in the AP1000, the ADS and CMT were considered as the overall importunity of the others PSS.

Distribution of Cortical Atrophy Associated with Cognitive Decline in Alzheimer's Disease: A Cross-Sectional Quantitative Structural MRI Study from PUMCH Dementia Cohort.

Quantitative measures of atrophy on structural MRI are sensitive to the neurodegeneration that occurs in AD, and the topographical pattern of atrophy could serve as a sensitive and specific biomarker. We aimed to examine the distribution of cortical atrophy associated with cognitive decline and disease stage based on quantitative structural MRI analysis in a Chinese cohort to inform clinical diagnosis and follow-up of AD patients. One hundred and eleven patients who were clinically diagnosed with probable AD were enrolled. All patients completed a systemic cognitive evaluation and domain-specific batteries. The severity of cognitive decline was defined by MMSE score: 1-10 severe, 11-20 moderate, and 21-30 mild. Cortical volume and thickness determined using 3D-T1 MRI data were analyzed using voxelbased morphometry and surface-based analysis supported by the DR. Brain Platform. The male:female ratio was 38:73. The average age was 70.8 ± 10.6 years. The mild: moderate: severe ratio was 48:38:25. Total grey matter volume was significantly related to cognition while the relationship between white matter volume and cognition did not reach statistical significance. The volume of the temporal-parietal-occipital cortex was most strongly associated with cognitive decline in group analysis, while the hippocampus and entorhinal area had a less significant association with cognitive decline. Volume of subcortical grey matter was also associated with cognition. Volume and thickness of temporoparietal cortexes were significantly correlated with the cognitive decline, with a left predominance observed. Cognitive deterioration was associated with cortical atrophy. Volume and thickness of the left temporal-parietal-occipital cortex were most important in early diagnosis and longitudinal evaluation of AD in clinical practice. Cognitively relevant cortices were left predominant.

Performance Evaluation of Vehicle Ad hoc Networks Under Wi-Fi-6 Technology

Vehicle ad hoc networks are considered mobile networks where the nodes are mobile objects and can change their positions within an environment over time. These objects can be connected at any time according to a predefined strategy. Simulating this kind of network needs high attention to many details. Moreover, the literature lacks works that describe the requirements of simulating such networks. Therefore, this work tries to describe the requirements of simulating vehicle networks (VANETs). Moreover, the goal is to determine what is needed to simulate vehicle networks in terms of the distribution of vehicles, the movement patterns, and the routing protocols used. The simulation results show interesting facts about the VANET networks and the best strategies to minimize the consumption of network resources. Finally, this work considers two communication technologies among network nodes; Wi-Fi 5 and Wi-Fi 6.

Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram

Growing awareness of the fashion industry’s negative impact on people and the environment has led to considerable growth of the sustainable fashion market. At the same time, Black Friday purchases increase annually as the sales event develops into a global phenomenon. As sustainable fashion brands are choosing to participate in the event, many communicate their offers via the social media platform Instagram. To gain a competitive advantage and maintain their sustainable corporate images, some brands use greenwashing and/or bluewashing strategies. The first part of this study explores which strategies were employed in Instagram content posted by sustainable brands, using quantitative and qualitative content analysis. We propose a research-based model of nine greenwashing/bluewashing strategies. The second part of the study examines predictive factors for consumer evaluations of Black Friday ads by sustainable brands, using an online survey and a stepwise multiple regression analysis. Findings show that consumers’ critical attitude towards Black Friday and high ad skepticism predict positive evaluations while sustainable purchase behavior predicts negative evaluations. These insights suggest that ‘sustainable’ Black Friday campaigns may appeal to consumers who show a general concern for the environment and issues of social sustainability, but not to those who exhibit actual sustainable behavior.

What is the glamor of black‐and‐white? The effect of color design on evaluations of luxury brand ads

AbstractVisual esthetic stimuli are believed to be an important factor in increasing luxury brands attitudes. However, less attention has been given by existing research to how the presence or absence of color (i.e., color vs. black‐and‐white) influences consumers' perceptions of products and evaluations toward luxury ads. Drawing on the perspective of esthetic meaning and the theory of psychological distance, this study provides key evidence for addressing this gap. Three studies have found that black‐and‐white (BW) (vs. color) is associated with the luxuriousness of products and evaluations of luxury brand ads. Specifically, Study 1 shows that BW (vs. color) design can enhance consumers' evaluations of luxury brand ads by enhancing the perceived luxuriousness of products. In addition, Study 2 indicates that ad appeal plays a moderating role in the link between color design (BW vs. color) and ad evaluations such that the effect of BW designs (vs. color design) will be higher for consumers when ads focus on hedonic (vs. utilitarian) appeals. Study 3 further shows that BW is more effective for luxury brand ads than both iconic and noniconic colors. In sum, our results extend the existing literature and provide valuable management strategies for luxury brand marketing management in visual esthetic design.

Sexual ad appeals in social media: effects and influences of cultural difference and sexual self-schema

A multi-method approach was employed to investigate the effects and prevalence of sexual appeals in social media. First, a content analysis examined the presence of graphic sexual appeals in posts for the most followed fashion brands on Instagram, and the extent to which the number of likes and comments on these posts were related to the graphic nature of the appeal. Second, a set of experiments utilizing national consumer panels examined how consumer evaluations of graphic sexual ads on social media differ from those of non-sexual ads, and to what extent the evaluations are influenced by sexual self-schema (SSS) and respondent country (US vs Korea). The results indicate that the use of sexual appeal is primarily limited to sexually positioned brands, but graphic sexual appeals can increase the number of likes and comments on their branded SNS contents. Moreover, while consumers are somewhat reluctant to click “like” and “share” the sexual SNS contents, their intentions to like and share can be positively enhanced by their SSS level and cultural orientation of individualism.

Diagnosis of Alzheimer's disease based on regional attention with sMRI gray matter slices

BackgroundAlzheimer's disease (AD) is the most common symptom of aggressive and irreversible dementia that affects people's ability of daily life. At present, neuroimaging technology plays an important role in the evaluation and early diagnosis of AD. With the widespread application of artificial intelligence in the medical field, deep learning has shown great potential in computer-aided AD diagnosis based on MRI. New methodIn this study, we proposed a deep learning framework based on sMRI gray matter slice for AD diagnosis. Compared with the previous methods based on deep learning, our method enhanced gray matter feature information more effectively by combination of slice region and attention mechanism, which can improve the accuracy on the AD diagnosis. ResultsTo ensure the performance of our proposed method, the experiment was evaluated on T1 weighted structural MRI (sMRI) images with non-leakage splitting from the ADNI database. Our method can achieve 0.90 accuracy in classification of AD/NC and 0.825 accuracy in classification of AD/MCI, which has better diagnostic performance and advantages than other competitive single-modality methods based on sMRI. Furthermore, we indicated the most discriminative brain MRI slice area determined for AD diagnosis. Comparison with existing methodsOur proposed method based on the regional attention with GM slice has a 1%−8% improvement in accuracy compared with several state-of-the-art methods for AD diagnosis. ConclusionsThe results of experiment indicate that our method can focus more effective features in the gray matter of coronal slices and to achieve a more accurate diagnosis of Alzheimer's disease. This study can provide a more remarkably effective approach and more objective evaluation for the diagnosis of AD based on sMRI slice images.

Effects of Affect: How Mood and Arousal Influence Consumer Evaluation of Search Engine Result Page (SERP) Ad Snippets

An experiment was conducted with the goal of determining how mood and arousal influence the way consumers process ad information in a search engine result page (SERP) environment. By focusing on the relationships among mood, arousal, and search ad snippet length, the study shows that mood and arousal states influence information processing (heuristic vs. systematic) on search pages both independently and jointly. Using the heuristic-systematic model, the present research explains how information processing modes triggered by mood and amplified by arousal shape the processing and evaluations of search ads with different snippet lengths. Both theoretical and practical implications are discussed.

An extended source attractiveness model: the advertising effectiveness of distinct athlete endorser attractiveness types and its contextual variation

ABSTRACT Research question According to past research, the effectiveness of athlete endorsements of advertised products is low on average and strongly depends on the context. This article extends the source attractiveness model to examine two research questions: (1) How do multiple unexplored types of an athlete endorser’s attractiveness affect customer equity drivers? (2) How do these effects vary by the fit of an athlete endorser with the endorsed product and with the consumer’s gender and sports experience? Research methods This research uses hierarchical linear modeling of 1319 consumer evaluations of athlete-endorsed ads in Japan. Results and finding Among multiple types of an athlete’s attractiveness, an athlete’s success appeal, personality appeal, and athlete-product similarity, but not sex appeal, positively affect customer equity drivers. Due to gender roles, success appeal and personality appeal have stronger effects and athlete-product similarity has weaker effects for male athletes. Contrary to conventional wisdom, sex appeal is not more influential for female athletes. Reflecting sexual preferences in opposite-gender evaluations, a female athlete’s sex appeal has a stronger positive influence on male consumers, whereas a male athlete’s success appeal has a stronger positive influence on female consumers. A consumer’s sports experience enhances the influence of an athlete’s success appeal. Implications This research identifies a set of contextual moderators (athlete-product fit; athlete-consumer fit in gender and sports experience) of the effectiveness of different attractiveness types in athlete endorsements of advertised products. It provides guidelines on how to enhance the effectiveness of athlete endorsements by using different types of athlete attractiveness in different contexts.

AdPerf: Characterizing the Performance of Third-party Ads

Online advertising (essentially display ads on websites) has proliferated in the last decade to the extent where it is now an integral part of the web. In this paper, we apply an in-depth and first-of-a-kind performance evaluation of web ads. Unlike prior efforts that rely primarily on adblockers, we perform a fine-grained analysis of the web browser's page loading process to demystify the performance cost of web ads. We aim to characterize the cost by every component of an ad, so the publisher, ad syndicate, and advertiser can improve the ad's performance with detailed guidance. For this purpose, we develop a tool, adPerf, for the Chrome browser that classifies page loading workloads into ad-related and main-content at the granularity of browser activities. Our evaluations show that online advertising entails more than 15% of browser page loading workload and approximately 88% of that is spent on JavaScript. On smartphones, this additional cost of ads is 7% lower as we observe mobile pages include fewer and well-optimized ads. We also track the sources and delivery chain of web ads and analyze performance considering the origin of the ad contents. We observe that 2 of the well-known third-party ad domains contribute to 35% of the ads performance cost and surprisingly, top news websites implicitly include unknown third-party ads which in some cases build up to more than 37% of the ads performance cost.

AdPerf

Monetizing websites and web apps through online advertising is widespread in the web ecosystem, creating a billion-dollar market. This has led to the emergence of a vast network of tertiary ad providers and ad syndication to facilitate this growing market. Nowadays, the online advertising ecosystem forces publishers to integrate ads from these third-party domains. On the one hand, this raises several privacy and security concerns that are actively being studied in recent years. On the other hand, the ability of today's browsers to load dynamic web pages with complex animations and Javascript has also transformed online advertising. This can have a significant impact on webpage performance. The latter is a critical metric for optimization since it ultimately impacts user satisfaction. Unfortunately, there are limited literature studies on understanding the performance impacts of online advertising which we argue is as important as privacy and security. In this paper, we apply an in-depth and first-of-a-kind performance evaluation of web ads. Unlike prior efforts that rely primarily on adblockers, we perform a fine-grained analysis on the web browser's page loading process to demystify the performance cost of web ads. We aim to characterize the cost by every component of an ad, so the publisher, ad syndicate, and advertiser can improve the ad's performance with detailed guidance. For this purpose, we develop a tool, adPerf, for the Chrome browser that classifies page loading workloads into ad-related and main-content at the granularity of browser activities. Our evaluations show that online advertising entails more than 15% of browser page loading workload and approximately 88% of that is spent on JavaScript. On smartphones, this additional cost of ads is 7% lower since mobile pages include fewer and well-optimized ads. We also track the sources and delivery chain of web ads and analyze performance considering the origin of the ad contents. We observe that 2 of the well-known third-party ad domains contribute to 35% of the ads performance cost and surprisingly, top news websites implicitly include unknown third-party ads which in some cases build up to more than 37% of the ads performance cost.

A 3D densely connected convolution neural network with connection-wise attention mechanism for Alzheimer's disease classification

PurposeAlzheimer's disease (AD) is a progressive and irreversible neurodegenerative disease. In recent years, machine learning methods have been widely used on analysis of neuroimage for quantitative evaluation and computer-aided diagnosis of AD or prediction on the conversion from mild cognitive impairment (MCI) to AD. In this study, we aimed to develop a new deep learning method to detect or predict AD in an efficient way. Materials and methodsWe proposed a densely connected convolution neural network with connection-wise attention mechanism to learn the multi-level features of brain MR images for AD classification. We used the densely connected neural network to extract multi-scale features from pre-processed images, and connection-wise attention mechanism was applied to combine connections among features from different layers to hierarchically transform the MR images into more compact high-level features. Furthermore, we extended the convolution operation to 3D to capture the spatial information of MRI. The features extracted from each 3D convolution layer were integrated with features from all preceding layers with different attention, and were finally used for classification. Our method was evaluated on the baseline MRI of 968 subjects from ADNI database to discriminate (1) AD versus healthy subjects, (2) MCI converters versus healthy subjects, and (3) MCI converters versus non-converters. ResultsThe proposed method achieved 97.35% accuracy for distinguishing AD patients from healthy control, 87.82% for MCI converters against healthy control, and 78.79% for MCI converters against non-converters. Compared with some neural networks and methods reported in recent studies, the classification performance of our proposed algorithm was among the top ranks and improved in discriminating MCI subjects who were in high risks of conversion to AD. ConclusionsDeep learning techniques provide a powerful tool to explore minute but intricate characteristics in MR images which may facilitate early diagnosis and prediction of AD.

Distant Temporal Distance and Creative Thinking: The Mediating Role of Promotion Motivation.

The present study examined the effect of distant temporal distance on creative thinking and the underlying motivation mechanism. We tested our hypotheses in four studies. In Studies 1–4, participants in the distant temporal distance opposed to the proximal temporal distance performed better on a series of creative thinking tasks: the Verbal Divergent Thinking Test (Study 1), the Chinese Remote Associates Test (Study 2), the Toy Design Task (Study 3) and the Ad Evaluation Task (Study 4). Moreover, Studies 2 and 3 found that promotion motivation mediated the beneficial effect of distant temporal distance on the performance of the two creative thinking tasks. In conclusion, distant temporal distance facilitated creative thinking, and promotion motivation mediated this beneficial effect.