Evaluation Of Ads Research Articles

Asserting the pertinence of the interdependent use of seismic images and wireline logs in the evaluation of selected reservoirs in the Osland field, offshore Niger Delta, Nigeria

This study presents a correct time and depth correlations with enhanced velocity analysis, based on two reservoir horizons mapped across two wells (Osl-1 and Osl-2). It involves the use of high-resolution images to delineate the complex geological structures associated with Reservoir A-horizon (R-Ah) and Reservoir B-horizon (R-Bh) based on 3-D seismic sections and wireline logs. It focuses on showcasing magnified images of the well to seismic tie (W-ST), to enhance appropriate times and depths posting to aid correct determination of the pay thicknesses (Pt), drainage areas (Ad) and the mapping of other probable areas within the hydrocarbon field. The idea is to magnify the points of interested at very close intervals (≤2 feet) to enable the mapping of the actual positions and times of events within the reservoirs. The aim is to enhance better results and confidence in the interpretation, as such, reduce the uncertainty regarding hydrocarbon viability and volume estimation. R-Ah is tracking below 9550 feet and 2.460 s in Osl-1. It is below 9510 feet at 2.450 s in Osl-2. Similarly, R-Bh is tracking below 10550 feet at 2.655 s in Osl-1 and below 10520 feet at 2.650 s in Osl-2. R-Ah is about 70 feet (21.34 m) thick across Ols-1 and Osl-2 while R-Bh is 70 feet (21.34 m) thick and 100 feet (30.48 m) in Osl-1 and Osl-2 respectively. In total, Ad is 172 acres (69.6 × 104 m2) for R-Ah and 206 acres (83.4 × 104 m2) for R-Bh while the Pt is 140 feet (42.67 m) for R-Ah and 170 feet (51.82 m) for R-Bh. Possible wellbore positions to aid future developmental activities could be within the south-east, south-west and north-west directions of Osl-1 and Osl-2. The field is viable with regards to hydrocarbon availability, and the use of high-resolution images has aided accurate evaluation of Pt and Ad, hence, increased the confidence in the results of the interpretation.

The effect of media multitasking on ad memory: the moderating role of program-induced engagement and brand familiarity

The purpose of this study was to investigate the effect of program-induced engagement on the amount of media multitasking (MM) and its subsequent impact on ad memory. It explored how brand familiarity attenuates or aggravates the detrimental effects of MM on cognitive evaluation of ads. Two lab-based experiments were conducted. The findings of the experiment were three-fold. First, the findings indicate that when the programs were affectively engaging, programs with a high level of cognitive engagement led to a lower level of overall media multitasking than programs with a low level of cognitive engagement. This occurred not only during the programs, but also during the commercial breaks. Second, the findings indicate that even in the same media multitasking situation, people who watched a program with high cognitive engagement reported a higher level of ad memory than people who watched a program with low cognitive engagement suggesting an attention spillover effect. Third, the findings suggest the possible moderating role of brand familiarity. Brands with a high level of familiarity seem to have reduced the memory deficit effect of media multitasking.

Applying post-processing techniques of computed tomography imaging in diagnosing aortic dissection

Post-processing techniques of computed tomography imaging are playing a dominant and critical role in evaluation of AD. It is vivid for showing the whole contour of aorta, from different view. Post-processing techniques not only provide information of location, but also provide information of invading range. It is referred as preferred investigative modality for the diagnosis of aortic dissection, and has been widely used in clinic. Recently, it has become the first choice for clinical to diagnose AD, then it could provide important information for clinical selection of AD of surgical methods.

National Identity Activation in Discrete Contexts and Consumer Response to Patriotic Ads in South Korea

This study aims to explore how discrete contexts of activating national identity influence Korean consumers’ responses to patriotism-themed ads. Specifically, this study proposes that (1) national identity activation will influence Korean consumers in responding to patriotism-themed ads; and (2) positive versus negative context of activating national identity would have different impacts on consumer responses to patriotism-themed ads. Findings from this study suggest that while both positive and negative context of activating national identity improve consumer evaluation of ads with a patriotic theme, such an effect was significantly stronger in the positive context.

A 2020 perspective on “Online ad effectiveness evaluation with a two-stage method using a Gaussian filter and decision tree approach”

Abstract Online ads create opportunities for advisers to discover potential customers by delivering marketing massages through the Internet. Effectiveness evaluation of online ads is useful so they can save unnecessary costs and increase their profitability. The task of early removal of ineffective online ads is a key aspect of effectiveness evaluation. Few studies have focused on early removal of ineffective online ads though. To address this problem, we propose a two-stage method based on a Gaussian filter and a decision tree (M-GFDT). Our method uses a Gaussian filter to adjust distribution of business data in the first stage and builds a decision tree classifier to remove ineffective online ads and at the same time achieve high accuracy for predicting effective online ads. The second stage involves validation of our method experimentally, with data from a cross-border e-commerce firm. The research evaluation results demonstrate that our method is able to achieve high accuracy in predicting effective online ads. It also aids in the removal of ineffective online ads as early as possible. The prediction results of M-GFDT and the method itself are useful for helping advertisers to optimize their ad strategies.

Clinical research progress on ocular fundus changes occur in Alzheimer’s disease

Alzheimer's disease is a common neuro-degenerative disease. The clinical diagnosis mainly depends on the patient's complaint, the score of mini-mental state examination and Montreal cognitive assessment scale, and the comprehensive judgment of MRI and other imaging examinations. Retina is homologous to brain tissue, and their vascular systems have similar physiological characteristics to small blood vessels in the brain. Numerous studies found that the thickness of retinal nerve fiber layer, visual function, retinal blood vessels and retinal oxygen saturation were changed in AD patients to different degrees. To explore the formation mechanism and significance of ocular fundus changes in AD patients will be helpful to select specific, sensitive and simple methods for early observation and evaluation of AD. Key words: Alzheimer's disease; Retina/physiopathology; Review

A benchmark photoelectron spectroscopic and theoretical study of the electronic stability of [B12H12]2.

We report a joint benchmark study on the electronic stability of closo-dodecaborate [B12H12]2- employing negative ion photoelectron spectroscopy and high level electronic structure methods. The photoelectron spectra of [B12H12]2-, measured at 266, 193, and 157 nm, yield the Adiabatic and Vertical Detachment Energies (ADE and VDE) of this dianion at 0.93 ± 0.05 eV and 1.15 ± 0.05 eV, respectively, along with a ∼3 eV Repulsive Coulomb Barrier (RCB) against electron detachment. Theoretical calculations at various levels of electronic structure theory confirm the high stability of this dianion. The ADE and VDE values calculated at the coupled cluster with single, double and a perturbative estimate of triple excitations/aug-cc-PVQZ level are 0.92 and 1.16 eV, in excellent agreement with the experimental benchmark values. The comparison between the experimental and the theoretical values obtained at different levels of theory indicate that the PBE0 density functional represents a cost-effective method of sufficient accuracy to describe the molecular properties of this dianion and associated compounds. The theoretical RCB was modeled after the electrostatic potential (ESP) and point charge method (PCM) along three different detachment pathways, viz., along the B-H bond, perpendicular to a B-B bond, and normal to a B-B-B triangle. It was found that detachment of the electron along the B-H bond is preferred, as this pathway is associated with RCBs between 2.3 eV (PCM) and 3.3 eV (ESP), values that bracket the experimental estimate of ∼3 eV.

Online ad effectiveness evaluation with a two-stage method using a Gaussian filter and decision tree approach

Abstract Online ads play create opportunities for advisers to discover potential customers by delivering marketing messages through the Internet. Effectiveness evaluation of online ads is useful so they can save unnecessary costs and increase their profit. The task of early removal of ineffective online ads is a key aspect of effectiveness evaluation. Few studies have focused on early removal of ineffective online ads though. To address this problem, we propose a two-stage method based on a Gaussian filter and a decision tree (M-GFDT). Our method uses a Gaussian filter to adjust distribution of business data in the first stage and builds a decision tree classifier to remove ineffective online ads and at the same time achieve high accuracy for predicting effective online ads. The second stage involves validation of our method experimentally, with data from a cross-border e-commerce firm. The results demonstrate that our method is able to achieve high accuracy in predicting effective online ads. It also aids in the removal of ineffective online ads as early as possible. The prediction results of M-GFDT and the method itself are useful for helping advertisers to optimize their ad strategies.

Effects of Gay-Themed Advertising among Young Heterosexual Adults from U.S. and South Korea

Little research has been conducted to explain the effects of gay-themed advertising in a cross-cultural context. Such research has been particularly scarce in South Korea. This study is designed to investigate the effects of cultural orientation, gender, and types of gay-themed advertising in evaluation of gay male and female lesbian print ads. The study results indicate that Korean college students (i.e., collectivists) had lower tolerance of homosexuality than did U.S. college students (i.e., individualists). The study also finds that gender-role beliefs lead males to have lower tolerance of homosexuality. However, gender did not have statistically significant impacts on advertising and brand evaluation. Lastly, the study also found that lesbian imagery print ads could lead to greater tolerance of homosexuality and more favorable evaluations of the advertising and brand than could gay male imagery print ads. The current study sheds some light on the characteristics of U.S. consumers and Korean consumers on tolerance of homosexuality and gay-themed ads. Limitations and areas for further research are discussed.

Does patriotism work in persuasion across countries? Consumer response to ads with a patriotic theme in South Korea and the U.S.

This study aims to explore how consumers' chronic and momentarily activated national identity affect their responses to patriotism-themed ads across countries. Specifically, this study examines (1) how consumer response to patriotism-themed ads varies across cultures in terms of chronic level of national identification; (2) how the activation of national identity influences consumer response to patriotism-themed ads and how this influence varies across cultures. Findings from this study suggest that consumers' cultural orientations influenced their responses to patriotism-themed ads. And, this influence was mediated by the chronic level of national identification. Specifically, Koreans (collectivistic) were likely to respond to patriotism-themed ads more favorably than were Americans (individualistic) due to their higher level of national identification. Results from this study further showed that, when national identity was made salient through an identity prime, consumers' evaluation of the patriotism-themed ads were increased significantly, regardless of their cultural backgrounds. However, such an effect of national identity activation was found to be significantly stronger among Koreans than among Americans.

Does Humour Influence Perceptions of the Ethicality of Female-Disparaging Advertising?

This article responds to calls for further research on ethical issues in advertising. The study examines whether advertising strategies which use female-disparaging themes are perceived as ethical, and what effect this has on ad and brand attitudes. It also examines whether or not humour assuages ethical evaluations of female-disparaging ads. The findings from an experimental research design, which included 336 British respondents, show that non-disparaging and non-humorous ads are considered to be the most ethical, while disparaging ads (regardless of the level of humour) are considered the least ethical. Across the board, female-disparaging ads are not perceived as ethical; however, high benevolent sexists appear to favour them most. Finally, an ad’s perceived ethicality mediates the relationship between ad disparagement and ad attitudes; likewise, an ad’s perceived ethicality and ad attitudes mediate the relationship between an ad’s female disparagement and brand attitudes. Female-disparaging ads should be avoided given that they are perceived as less ethical and given the impact that advertising has on behaviour, as well as on societal and moral values. Advertisers should also avoid using female-disparaging advertising themes, even light-hearted ones, since they constitute a risky strategy for the ad and the brand as they can backfire and alienate consumers.

Consumer Attitudes Toward Human-Like Avatars in Advertisements: The Effect of Category Knowledge and Imagery

ABSTRACTDespite the importance and the growing use of avatars in online and offline advertising, investigations on the effectiveness of avatar-based advertising remains scant. This article attempts to narrow this gap by examining several factors that influence consumers’ evaluations of human-like avatar-based ads. Based on mental schema theory, the authors theorize that avatars elicit categorization tension, a feeling of incongruence between avatar and expected human features. This tension is reflected in negative attitudes toward the ad and low purchase intention. Two experiments supported these contentions and demonstrated how product category knowledge and imagery moderate these effects. This investigation contributes to theory by employing a mental schema framework to explain and predict how and when consumers form positive evaluations of human-like avatar-based ads. The research findings also offer several recommendations for advertising professionals. The findings suggest that human-like avatars are more likely to generate negative evaluations among novice or less knowledgeable consumers. To minimize this effect, advertisers can encourage consumers to imagine the consumption experience.

Culture is in the “I” of the beholder: Identity confirmation in tourist advertisements

Consumers tend to self-confirm; they prefer, search for, and interpret information to confirm their beliefs. For example, consumers who think themselves adventurous will seek out adventure-filled activities. Thus, advertisements that contradict or question consumers' self-identity may be unappealing. The studies herein focus on the nexus of cultural identity (distinct from other identities) and self-confirmation, and examine how consumers evaluate tourism advertisements based on their cultural similarity. The results show that people respond less favorably to tourism ads perceived as incongruent with their identity (Study 1). Yet even when a tourism advertisement is congruent with consumer identity (e.g. Austin ad for U.S. citizens), geographic distance impedes self-confirmation decisions (Study 2). Studies 3 and 4 show that cultural self-identity priming can attenuate the negative effect of distance on consumer evaluations of tourism ads, by either making cultural identity salient or increasing the cultural relevancy of distant ads.

Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising

Drawing from the affect–reason–involvement model, we examine how misleading advertising about the environmental features of products, or greenwashing, affects how consumers perceive ads and brands. Using data from two experimental studies with quota-based samples in the United States (N = 486) and Germany (N = 300), we compare nondeceptive claims with two types of claims often used in greenwashing: vague claims and false claims. We also identify the presence of pleasant nature-evoking images and test for interaction effects with two types of environmental involvement: environmental concern and environmental knowledge. Results indicate that while vague claims do not enhance consumers' perceived greenwashing regardless of their environmental knowledge or concern, false claims do, which consequently harms consumers' attitudes toward those ads and brands. In the United States, consumers' environmental knowledge moderates that effect, whereas all consumers in Germany could identify false claims as attempts at greenwashing. Moreover, associating greenwashing claims with nature-evoking images activates an affective persuasive mechanism that appeals to consumers' affinity for nature, which not only positively influences their evaluations of ads and brands but also influences their attitudes toward ads and brands more strongly than perceived greenwashing. In closing, we discuss the theoretical and practical implications of these findings.

Same-Sex Couples in Advertisements: An Investigation of the Role of Implicit Attitudes on Cognitive Processing and Evaluation

This research examined how implicit attitudes are associated with cognitive processing and self-reported evaluation of advertisements featuring same-sex couples. Hypotheses were posited using the theoretical framework of social identity theory (Tajfel and Turner 1986) and perspectives on implicit attitudes. In Study 1, participants watched and evaluated 10 television advertisements while physiological measures of cognitive and affective processing were collected. Ads varied such that half used same-sex couples as protagonists while the other half used other-sex couples. Participants demonstrated less positive responses to ads featuring same-sex couples. Physiological and self-reported responses were associated with implicit attitudes toward homosexuality Negative implicit attitudes toward homosexuality were associated with more negative affect, less attention, less positivity, and less liking for ads featuring same-sex couples. Two subsequent studies replicated these findings in nonstudent samples, indicating that participants preferred ads with other-sex couples (Study 2) and that implicit attitudes were associated with this response (Study 3). This research suggests that implicit attitudes affect processing and evaluation of ads featuring same-sex couples in ways unaccounted for by explicitly measured attitudes. Results are discussed in terms of advancing theory, furthering understanding of the dynamic processing of ads featuring in-group and out-group members, and practical implications.

The Sniffing Effect: Olfactory Sensitivity and Olfactory Imagery in Advertising

The authors examine the influence of olfactory sensitivity on the effectiveness of olfactory imagery in advertising. Findings reveal that the use of olfactory imagery can negatively impact ratings for ads, the product advertised, and likelihood to buy, especially for individuals sensitive to smell. The authors demonstrate that the act of sniffing can reverse the negative effects of olfactory imagery in olfactory sensitive individuals. An event-related potential (ERP) study provides evidence of emotions triggered during sniffing and forming olfactory imagery, explaining the underlying mechanism behind the observed behavioral and perceptual effects. Results show that olfactory imagery has an impact on the evaluation of ads, with a possible negative impact for sensitive individuals. Furthermore, the article demonstrates that these effects can be reversed by introducing sniffing cues in the ad. Thus, the use of a multimethod approach, combining behavioral and neuroscience experiments, provides insight into the effectiveness of advertising strategies in consideration of individual differences in consumer olfactory sensitivity. This article provides support for advertisers to consider incorporating sniffing cues (to trigger positive scent-associated emotions) in the construction of scent-relevant ads to enhance positive ratings of ads.

How Encouraging Niceness Can Incentivize Nastiness: An Unintended Consequence of Advertising Reform

Enacted in an effort to discourage negative political advertising, American regulations mandate that candidates endorse their ads (“My name is ___, and I approve this message.”). Four studies suggest that mandatory endorsements enhance the perceived credibility of some ads these regulations were designed to discourage. This research tests for what types of messages mandatory endorsements have this effect, and why. Mandatory endorsements boosted evaluations of policy-focused attack ads—those typically plagued by overcomeable skepticism—but had no consistent effect on positive or character-focused ads. Mandatory endorsements boost ad believability—largely outside of participants' awareness—for two reasons: (1) the tagline offers a legitimizing association with regulation and (2) the candidates' own personally delivered endorsement language offers an implicit promise of the ads' truth value. The authors discuss how these findings bring order to and extend previous work on mandatory endorsements and ironic effects of communications requirements. Finally, they consider how regulations could be reformed to promote the public good by informing (without misleading) the electorate.

The Effect of Narrative Transportation on the Narrative-Relevant Ad Evaluation

The Effect of Narrative Transportation on the Narrative-Relevant Ad Evaluation

Country-of-Origin Effects and Consumer Evaluations of Ads Within the Context of Economic Crises

ABSTRACTIn the current economic climate, select countries, previously stable, are finding themselves in economic crisis. When going through these crises, countries risk an even worse situation if foreign consumers develop negative perceptions of their country that lead to reduced interest in purchasing their goods. This study examines the impact of country economic crisis status on product purchase likelihood while considering the ability of advertising strategies to attenuate the negative crisis effects. Empirical results suggest that when compared to economically healthy countries, those facing economic crisis are also plagued by negative country of origin (COO) effects resulting in reductions in product purchase likelihood.

THE EFFECT OF GREENWASHING INFORMATION ON AD EVALUATION

Thesis statement: Greenwashing based on the intention of the companies to mislead customers and partners in order to show up themselves or their own products more environmental-friendly than they really are. The purpose of this paper is to examine how additional greenwashing information can change the evaluation of ads of H&M and The Body Shop for the consumers and whether the extent of change is influenced by the general skepticism toward ads or by the environmental concern of the respondents. Methodology: This quantitative survey is based on online questionnaire, in which respondents evaluated the ads of H&M and The Body Shop before and after giving additional greenwashing info in connection with the companies. Besides that, the moderating effect of environmental concern and skepticism toward ads (in general) were examined. Results: The first hypothesis tested the worsening evaluation of ads (both self- and objective referential items). Surprisingly, the lower ad skepticism didn’t mean higher change in ad evaluation. It was explored that respondents showing higher environmental concern showed higher change in ad evaluation but only for H&M ad. Conclusions and Implications: Results show that unfolded greenwashing actions influence the evaluation of ads negatively – not only for those who have high environmental concern. Keywords: greenwashing, ad evaluation, ad skepticism, H&M, The Body Shop