Indirect Advertising Research Articles

The influence of social media and video-on-demand platforms on the appeal and consumption of tobacco and emerging tobacco products: A cross-sectional study.

Digital platforms serve as an avenue for the tobacco industry to promote both conventional tobacco and emerging products, with a notable focus on capturing the attention of young people through sophisticated marketing campaigns. This research aims to analyze the prevalence of different advertising strategies on digital platforms and to assess the impact of exposure to these strategies on the probability of use initiation and increased consumption of conventional tobacco and new tobacco products among young Spaniards. An online survey was conducted on a representative sample of 1730 young Spaniards aged 16-21 years in November 2022 using a comprehensive approach, considering all possible relevant factors and perspectives regarding the issue of the study. A descriptive analysis and two adjusted logistic regression models were employed to explore the association of exposure to digital platforms with the likelihood of conventional tobacco and new tobacco product use among this population. Among the participants, 83.2% reported witnessing individuals smoking, 61.6% observed identifiable logos or explicit advertisements, and 77.6% encountered indirect product placement on social media. Notably, exposure to conventional tobacco product placement (AOR=1.71; 95% CI: 1.27-2.30) emerged as the variable most significantly associated with an increased probability of tobacco use. Furthermore, exposure to advertising related to new tobacco products (AOR=2.47; 95% CI: 1.90-3.21) was linked to a heightened likelihood of subsequent use. Similarly, the direct promotion of these novel products is also associated with a higher probability of conventional tobacco use (AOR=1.58; 95% CI: 1.21-2.07). A reciprocal impact was identified, with the promotion of vaping being associated with an elevated probability of engaging in conventional tobacco smoking. Urgent attention is warranted for formulating public policies to mitigate the adverse effects of such insidious indirect advertising practices on digital platforms.

담배 제품의 간접광고 금지와 WTO 규정과의 일치성 검토

Purpose: This paper examines whether the ban on indirect tobacco advertising is a potential legal issue under the relevant WTO agreements and explores interpretative solutions. Research design, data, and methodology: In a strict sense, prohibiting brand extension and partnership can be judged as a violation of Articles 15.1 and 15.4 of the Intellectual Property Rights Agreement on Trademark Registration Obligations (hereinafter referred to as the TRIPS Agreement). On the other hand, with Article 20 of the TRIPS Agreement and Article III:4 of the GATT, this study reviewed many aspects of consistency with the provisions of the GATS and TBT agreements. Results: Particular attention should be paid to legal issues related to regional trade agreements (Mega-FTA and investment treaties) or the constitutions of individual countries (freedom of expression), including Korea, and additional legal foundations must be established. Conclusions: This paper finds that governments face fewer legal challenges based on WTO-related trade rules than legal challenges based on regional trade agreements or domestic constitutions. A review of the relevant international trade rules of the WTO does not appear to pose the greatest obstacle to member countries adopting a ban on product placement for tobacco products.

넷플릭스와 아마존 사례연구에서 나타난 스트리밍 커머스의 편의성, 유희성, 상호작용성

Background/Objectives: This study explores the intricate dynamics of convemence, playfulness, and interactivity of streaming commerce, as exemplified by the prominent platforms such as Netflix and Amazon. The study strategically examined two emblematic cases, namely, Netflix's “Get Organized with the Home Edit” and Amazon's “Making the Cut.”
 Methods: Through a systematic approach based on Yin' s (2017) methodology, the study unfolded in three discernible stages according to established research protocols. Starting with a meticulous literature review, this study laid the groundwork for establishing propositions underpinning the essence of convenience, playfulness, and interactivity within s treaming commerce. Subsequently, to dissect the nuances of the selected cases, a meticulous case analysis was conducted, thereby providing a holistic understanding of their operational mechanisms. Finally, interpretations were drawn, juxtaposing the findi ngs with rival explanations to strengthen the robustness of the derived propositions.
 Results: Both cases showcased a s trategic focus on elevating shopping convenience by leveraging multifaceted channels, effectively immersing consumers in engaging playful content, and employing compelling storytelling strategies to maintain las ting interest in the showcased products. Furthermore, this study emphasized these platforms' pivotal role in fostering greater interaction among consumers while fostering communal bonds. A critical aspect of this study was the meticulous consideration and subsequent dismissal of rival explanations that posited the cases as mere products of product placement or indirect advertising. This rigorous examination and rejection of alternative interpretations solidified the credibility and authenticity of the derived propositions.
 Conclusion/Implications: This study enriches the field of streaming commerce by uncovering the key aspects of convenience, playfulness, and interactivity. Moreover, it establishes a robust methodology for future case studies and offers actionable insights to improve consumer engagement in streaming commerce.

Shifting the gaze on implementation: examining the association between the implementation of tobacco control laws and prevalence of tobacco using data from a nationally representative survey

BackgroundTobacco use and the associated health burden is a cause of concern in India and globally. Despite several tobacco control policies in place, their sub-optimal and variable implementation across Indian states has remained a concern. Studies evaluating the real-world implementation of policies such as Cigarettes and Other Tobacco Products (COTPA) or National Tobacco Control Program (NTCP) in India and its association with reductions in tobacco use are limited. In this paper, we analyse data from a nationally representative survey to examine how policy implementation is associated with the tobacco use prevalence in India.MethodsWe analysed data from the Global Adult Tobacco Survey (GATS 2016–17) India using multivariable logistic regression. The dependent variables were the use of smoked tobacco, smokeless tobacco, and tobacco in any form. The independent variables were proxies of implementation of the COTPA and the NTCP. We followed a step-wise backward elimination technique to reach the best fit models.ResultsPeople exposed to no-smoking signages had lower odds of using tobacco (OR = 0.70, p < 0.001). People exposed to second-hand smoke (OR = 1.51, p < 0.001) and tobacco product advertisements (OR = 1.23, p < 0.001) had greater odds of using tobacco. Exposure to tobacco advertisements was associated with higher odds of using smokeless tobacco (OR = 1.23, p < 0.001), and smoked (OR = 1.33, p < 0.001) forms of tobacco.ConclusionWe find significant association between the implementation of tobacco control laws/programs and tobacco use in India. Our findings highlight the potential that policy implementation holds in reducing population-level tobacco use thus drawing attention towards the implementation phase of policies. The findings have implications on prioritising enforcement of specific tobacco control measures such as smokefree laws, modifying COTPA signages to encompass all tobacco products including against smokeless tobacco use and strengthening indirect advertising restrictions. Future research could focus on developing and validating predictors specific to policy implementation to support policy evaluation efforts.

GEORGIAN CONSUMERS' PERCEPTION OF BRAND PLACEMENT IN SOCIAL MEDIA

The paper shows that modern companies actively use digital technologies to advance their products on the market. In this regard, the use of marketing strategies for product (brand) placement on social media is particularly noteworthy. In the article, based on the analysis of literary materials, the main determinants (variables) of brand placement in social media are established, among which are the acceptance of brand placement, consumer awareness of placed brands, brand recall, and electronic word-of-mouth (eWOM). Relevant items are formulated for the mentioned variables, on the basis of which the research hypotheses are formulated and the research conceptual model is developed. In order to determine the impact of the named variables on Georgian consumers, a marketing research was conducted, which included the population of Georgia over 18 years of age. A total of 654 respondents from different regions of Georgia were interviewed. The results of the study were processed using the statistical program SPSS 27. The analysis showed that the measures used in the study have a high level of reliability. The fact that Georgian consumers' views on traditional advertising are changing and they pay more attention to non-traditional methods of promotion was also shown. As such, based on the research, product placement on social media is Regression analysis was used to test the hypotheses and determine the relationship between the above-mentioned variables. As a result of such an analysis, statistically significant values have been obtained, which prove the connections between the variables related to brand placement on social media by Georgian consumers. The theoretical and practical considerations obtained as a result of the research are useful for companies operating in the Georgian market who are trying to promote their brands to local consumers through indirect advertising. Keywords: Social media, brand placement, consumer behavior, marketing research.

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.

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...

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.

That’s So Instagrammable! Understanding How Environments Generate Indirect Advertising by Cueing Consumer-Generated Content

This article explores how firms, through characteristics of physical environments, can inspire consumers to engage in creating and posting environment-cued indirect advertising, or what is commonly known as “Instagramming.” The first study is used to qualitatively understand what makes an environment “Instagrammable” from the designer perspective. Emergent themes are used to inform a second study, a quantitative analysis of 43,004 instances of indirect advertising gathered by scraping Instagram postings from 97 environments in four prominent pop culture museums. After manually sorting the data, both artificial intelligence (AI)-enabled computer vision and manual coding are used to quantify multiple environment characteristics. Analysis reveals how different environment characteristics affect the creation of indirect advertising. Environments that use more interactive props, color, and brightness are associated with greater indirect advertising. Except in limited cases, most design themes have no effects—or negative effects—on indirect advertising. This article also contributes to the emerging literature on computer vision by showcasing how AI can offer insight for better understanding shared digital content.

PRACTICAL REALIZATIONS OF A GENERALIZED ADVERTISING CYBERNETIC MODEL

Nowadays, a big number of various math models of advertising exists, however all of them describe only specific effects of advertising influence, thus, considering most modern advertising campaign utilize multiple ad channels for different purposes and are highly integrated, systematic and complex in its structure, math modelling of such campaigns remains a challenge for practitioners. As for today, there is no such framework that would be flexible and effective enough in solving tasks of advertising campaigns management. Hence, a framework of generalized advertising modelling and illustrations of its practical realizations for particular real cases would be a valuable addition to the research of the topic as well as a useful manual for practitioners. An objective of the current article is to illustrate various cases of generalized advertising model realizations, explain framework and algorithm of building model’s realizations for particular integrated marketing campaigns and show economic effects of proposed approach on an example of a real enterprise. Proposed framework is especially focused on modelling sequential and structured customer journeys and utilizing its systematic effects which become a modern standard of advertising activities among the enterprises. Article also includes considerations of modelling modern marketing tools such as WOMM and its integration into advertising campaigns utilizing more conventional tools which is illustrated for a first time in research literature on the topic. Proposed model supports taking into account indirect advertising tools which are not resulting in purchase directly, however, build awareness or move customers towards a purchase within a customer journey in any other way. Present research uses such methods as synthesis, generalization, case study and a real-field experiment. Results of this research can be useful for marketing practitioners as a guidance for building math models of bespoke advertising campaigns. Provided guide also shows how to turn built model into an optimization one and use it as a support for budgeting decision making process. Cases of practical application of proposed guide show improvement of profitability of advertising campaign ranging between 3.6% and 30% percent depending on market peculiarities.

Cultural Exportation, Digital Distribution, and Penetration of K-Dramas in Turkey

South Korea has pursued a multidimensional public diplomacy strategy in which Korean television exports and capitalization have emerged as a public and commercial cultural diplomacy tool over the last two decades. This article examines the widespread influence of Korean television content, including digital serial delivery, cultural exportation, cultural interactions, and capitalization—that is, content sales, indirect advertising, and media-induced tourism. Empirical data was obtained from Turkey’s audience members using the online survey tool. As a result of the social and cultural impact, the respondents’ opinions on Korean serials are both animated and rational. The creation of audience members’ social, psychological, and cultural experiences with K-Dramas clarifies their intimacy and activeness. Unlike local or other international content, a significant number of respondents claim that Korean TV serials are not only a source of entertainment but also have profound edifying aspects. According to the results, “Cultural Proximity” and “Content Availability” are two of the most important factors in choosing Korean TV serials over foreign content. The “content availability” is based on the emergence and expansion of Streaming TV; however, in cultural proximity, similarities in family norms and values in both nations are notable.

Viewers’ perception of indirect advertising discriminatory regulation

Viewers’ perception of indirect advertising discriminatory regulation

ДОСЛІДЖЕННЯ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ У СФЕРІ РОЗДРІБНОЇ ТОРГІВЛІ В УМОВАХ COVID-19

The approaches to the interpretation of the concept of «marketing communication» in modern business conditions are singled out. The authors propose to consider this concept as an enterprise activity related to advertising, sales promotion, event sponsorship, public relations, direct, interactive, referral marketing, omnichannel interaction with consumers, digital transformation of the enterprise and fintech ecosystems. The development trends of the essential commodities market and some aspects of goods promotion in retail networks in the conditions of Covid-19 are analyzed. The turnover of retail trade in Ukraine and Lviv region in January-September 2021, monthly expenses for home food in Ukraine in the first quarter of 2021 are studied. It is established that for the 1st quarter of 2021 the equivalent total soaring per person averaged UAH 91.55. for one day. The dynamics of prices for basic necessities in Ukraine in 2021 is presented (in% from December 2020 to September 2021). Analyzing the prices of essential goods from December 2020, it was proved that egg prices fell sharply to -20% from May to August, and prices for sunflower oil rose sharply from March to September 2021. Online and offline tools for promoting retail networks in Ukraine are systematized. It is important to use and develop the system of online tools for promoting local product networks in the conditions of Covid-19, in particular «blogging», prize drawing and promotional offers in social networks, mail advertising related to loyalty programs, posting projects on crowdfunding platforms (indirect advertising) with the possibility to attract investments, sms-advertising or viber-advertising through the CRM-system of the enterprise, Internet advertising. The peculiarities of the functioning of the marketing communications system in the sphere of retail trade in the context of digital transformation and the CRM-systems using of enterprises are investigated. The authors propose to understand the development process of marketing communication system in the conditions of Covid-19 pandemic through the prism of the triad «health-security-mutual aid».

Indirect tobacco advertising, promotion and sponsorships in the Indian Premier League 2020: Tobacco Industry's continuous presence in Indian cricket

BackgroundIndian Premier League (IPL) cricket tournament - a shorter version of the sport which is played between assorted company-owned or individual owner teams - has grown immensely popular over the last decade. There is long history of tobacco advertisement, promotion and sponsorship (TAPS) in cricket. While direct and indirect TAPS is completely prohibited under the Cigarettes and Other Tobacco Products Act (COTPA), 2003 the nexus between tobacco industry and cricket in India continues. We monitored any tobacco product and allied brand or surrogate advertisement, promotion, sponsorship (TAPS) or placement during every match played in the IPL-13 season in the year 2020. MethodsUsing an investigative approach, 60 match highlights during IPL-13 (during September 19 to November 10, 2020) were monitored for TAPS (both on-site i.e. sportswear and/or in stadia) shown on the official website (www.iplt20.com). All sponsors and advertisers were validated using brand names or logos from their respective official website. ResultsTwo IPL teams (Rajasthan Royals and Royal Challengers Bangalore) were sponsored by major tobacco industry owned brands. Violations by a major smokeless tobacco company promoting their brand extension product i.e. Vimal Elaichi, on the official telecast websites (www.espncricinfo.com and www.cricbuzz.com) and television channels (www.Zeenews.india.com/Gujarati) was observed. Tobacco companies i.e. Kamla Pasand and ITC Limited were also listed as associate sponsors for the 2020 championship. ConclusionDespite comprehensive ban under India's tobacco control law (COTPA, 2003), sponsorship by tobacco industry was found widespread in IPL-13. Advertisement and logos of tobacco companies are persistent during the telecast and promotion of the IPL events, in clear violation of India's tobacco control legislation and Article 13 of WHO's Framework Convention on Tobacco Control (WHO-FCTC) and its guidelines. Given that India and South Asia comprise the largest audience for televised cricket, strong exclusion criteria is needed by the international cricket authority and national cricket associations to ensure compliance with the national law and global good practice, making the cricketing world truly tobacco free.

A study on the effects of digital content marketing in OTT (Over The Top) service platform: focusing on indirect advertising types

A study on the effects of digital content marketing in OTT (Over The Top) service platform: focusing on indirect advertising types

Outsmarting regulation: how tobacco websites and social media targeting young people

This paper aims to describe the content of tobacco company websites and social media then evaluates whether they have complied with the regulation or not. As addictive product cigarette has become one of the most regulated product in the world, including in Indonesia. While almost all countries in the world have a total ban on tobacco advertising, promotion, and sponsorship (TAPS) in all media; Indonesia only limits TAPS, not totally bans it. The methods in this research are observing five websites from the five biggest tobacco companies in Indonesia and their social media, between May-June 2019, focusing on outlook; content; updating frequency; and link to other media. The result shows that the tobacco industry’s websites and social media are a form of indirect tobacco advertising. The five sites practicing brand stretching strategy. The sites and social media are targeting young people by focusing their content on activity, product, lifestyle, and profile of upper and middle-class young people with their typical language. By doing so, the companies normalize their brand into young people’s life. The conclusion of the research shows tobacco industry promotion strategy through new media seems to outsmart the TAPS regulation, whereas, in practice, this promotion is conducting several violations on existing regulation in Indonesia.

Жанрова палітра публіцистичних матеріалів на літературну тематику

У статті висвітлено і проаналізовано форми опосередкованої реклами та промоції художньої літератури у ЗМК, до яких віднесено публіцистичні матеріали на літературну тематику. Розглянуто та охарактеризовано жанри репортажу, звіту, біографічного або портретного нарису, есе та блогу, зокрема відео- і фотоблогу. Визначено їх потенціал у популяризації читання та промоції літератури. Простежено жанрові трансформації публіцистичних матеріалів на літературну тематику, досліджено виникнення нових жанрів опосередкованої реклами, зокрема букстаграму. Метою статті є дослідження жанрової палітри публіцистичних матеріалів на літературну тематику та визначення їх ролі у промоції книжкової продукції та популяризації читання. На основі аналізу сучасної вітчизняної та зарубіжної наукової літератури з проблем читання доведено, що популяризація читання на сучасному етапі передбачає широке використання новітніх інформаційних технологій і впровадження нових форм і методів промоції книги. Також актуалізовано продуктивність засобів опосередкованого впливу на аудиторію, спрямованих на підвищення статусу читання як соціально-культурного інституту, формування позитивного іміджу людини, яка читає. Доведено потенціал ЗМК у популяризації читання і налагодженні ефективної комунікації між різноманітними соціальними інститутами, що беруть участь у цьому процесі. Наукова новизна розвідки полягає у комплексному дослідженні журналістських жанрів, що використовуються для висвітлення літературної тематики. Матеріалом дослідження стали сучасні публіцистичні матеріали літературної тематики українських інтернет-ЗМК. Результати дослідження можуть доповнити навчальні курси «Масова комунікація та інформація», «Журналістика», «Теорія соціальних комунікацій», «Теорія і практика видавничої справи», «Книжкові видання», а також бути задіяні для оптимізації роботи мережевих видань.

Smokeless tobacco industry’s brand stretching in India

Smokeless tobacco (SLT) is a global public health concern because it is used in 140 countries.1 The 200 million SLT users in India represent about two-thirds of the global SLT...

Direct and Indirect Brand Comparisons, Message Framing and Gender Effects in Advertising

With increased brand competition, companies use brand comparisons via comparative advertising. Using Regulatory Focus Theory predictions, this research examines the effects of direct and indirect comparative advertising, message framing, and gender for their individual and joint impact on consumer response to advertising for analgesic painkillers. Results show that the type of brand comparison (direct vs indirect), comparison framing (prevention vs promotion) and the consumer’s gender have significant impacts on responses to messages, individually and jointly. Managerially, the results underscore the strategic importance of varying message strategy by audience and comparative advertising tactic used, among other implications for the UK sample.

A Multimodal Analysis of H&amp;M Video Commercial “A Magical Holiday”

In indirect advertising, an advertisement does not boldly show the products on the video. The object of the study in this thesis is a video advertisement of a clothing line, H&amp;M, consisting a story about a family in the holiday season. This thesis aims to show that commercials of H&amp;M “A Magical Holiday” uses multimodality in order to attract the audience through six modes: linguistic, audio, spatial, oral, visual, and gestural modes. In this study, I analyzed the modes by Multimodal Discourse Analysis by Kress and Leeuwen onto the six modes to analyze the advertisement, using the study by Chan and Chia on modes in multimodality. This research is using qualitative analysis by Schreier (2012) since it deals with the connection between all the semiotic modes to bring the message of the advertisement. I analyzed the data by putting the scenes into 6 tables based on the modes. After that, I analyzed the interrelation between each modes. Based on the analysis, the modes helped the advertisers to convey the real message of the video. Beyond the moral message of the story, the advertisement is a marketing tool to promote their products. Key Words: indirect advertising, multimodal discourse analysis, semiotic modes, H&amp;M