Internet Ads Research Articles

Research Challenges in Internet Ad Markets: Vignettes on Complex Environments

Internet ad markets have been a great source of motivation and challenging problems for the Economics and Computation community. The practical design of these ad markets has also greatly benefited from advances in the Economics and Computation community. Through a series of vignettes, we aim to highlight interesting challenges in modern internet ad markets, born out of a Google perspective. In this first article, we focus on a few particular auction design and optimization questions motivated by the Sponsored Search and Display Ads markets. We hope these articles spur further progress in the research community and in industry.

Fireside Chat on the Asian American, Native Hawaiian, and Pacific Islander Special Edition of the Health Equity Journal Featuring Authors.

Fireside Chat on the Asian American, Native Hawaiian, and Pacific Islander Special Edition of the Health Equity Journal Featuring Authors.

A comparative impact of cause-related marketing and sponsorship leveraged internet display advertising

Cause-related marketing (CRM) and sponsorship activities have become an increasingly popular corporate social responsibility (CSR) strategy, whereby firms partner with non-profit organisations (NPOs) to achieve varieties of business objectives, while still supporting NPOs social causes. Advances in internet technology and e-commerce activities have facilitated the widespread use of internet CRM and sponsorship advertisement frames targeting potential donors and online customers. Typically, firms communicate through ads in a variety of ways, such as offering a precise donation amount (PDA) to the charity organisation in question, or by declaring mutually beneficial collaboration of the firms brand with the non-profit organisation (NPO), by stating an imprecise donation (IDA)offer. This study compares the effectiveness of PDA ads (both at low and high donation amounts) with imprecise donation amount (IDA) internet display advertisement frames, in terms of attitude and purchase intention from a fundraising perspective. Using a web-based experimental survey design involving the national representative sample, the results of the ANCOVA analysis revealed that there is no significant difference in attitudes between precise and imprecise donation ad frames(PDA & IPA). However, PDA advertisements were found to indicate higher purchase intention than the IDA ad frame; regardless of the perceived donation amounts were either low or high. Furthermore, PDA ads with higher donation amounts (versus low donation amount) engender greater purchase. This study contributes to the understanding of the effective use of cause-related and sponsorship internet ads, for consumer segmentation and targeting.

THE FEATURES OF TRADITIONAL AND DIGITAL MARKETING IN AGRICULTURE

The article highlights specific features of marketing in agriculture. It is emphasized that key condition for successful development of agricultural marketing is the orientation of farms to ensure their own competitive advantages. Essence of the category «marketing» is revealed. In general, the latter is characterized as a process of promoting goods from producer to buyers, at the level of an individual enterprise – as a mechanism to ensure ways of planning of activity, pricing and distribution of products. The core principles are presented, on the basis of which the algorithm of agro marketing functioning is developed. It is substantiated that during their own activity agricultural enterprises should take into account the following marketing features: dependence of production volumes on natural and climatic conditions; the importance of products for the population; seasonality of production; variety of forms of ownership and management; different levels of marketing activity; imperfect legislative base. It is committed a brief overview of the current economic situation in the Ukrainian agricultural sector. We believe that the improvement of the state of development of the domestic agricultural sphere will be facilitated by more active involvement of digital approaches in product promotion. It is approved that the introduction of digital marketing at foreign agricultural enterprises provides great benefits for their successful activity. It is founded, that digital marketing is a marketing strategy to improve the sale of goods and services based on use of digital channels (advertising on radio, contextual internet ads) to attract and retain customers. Structural components of digital marketing are considered and systematized. The key advantages of digital marketing are revealed. It is clarified that the most convenient means for agricultural producers regarding the improvement of degree of brand recognition is social networks and messengers, as they can be used to establish targeted advertising to neighboring towns or villages and provide feedback in a dialog format with consumers. It is concluded that traditional and digital marketing are a structural mechanism for promoting products on the platform of various communication channels.

The Impact of Television Advertisements on Student Decision-Making Process for College Admission: An exploratory study in India

COVID-19 drove universities throughout the world forcing Higher Education Institutions (HEIs) to go online or virtual. Admissions advertising and student recruitment were two of the sectors that were severely hit. Internet-based advertising has to entirely replace the old advertising environment. Although certain institutions were still able to conduct virtual tours, forums, and information sessions, the amount of involvement differed among colleges and universities. An exploratory study was conducted to investigate how effective Internet advertisements were in influencing students' admission decisions. During the academic year, 2020-21 at several institutions in India's western region, data were collected using the snowball sampling approach on 930 freshly enrolled students. The findings show that the efficacy of Internet ads for university admission is negatively correlated with the student's age group. Surprisingly, the study discovered that both rural and urban students were equally interested in online ads, and that family background had no impact on receptiveness to internet advertisements. (*The paper was presented at the 2nd Conference on Business Data Analytics: Innovation in emerging trends in management data analytics. Apeejay School of Management, Dwarka, Delhi, India. November 2021)

Adolescent exposure to cannabis marketing following recreational cannabis legalization in Canada: A pilot study using ecological momentary assessment

ObjectiveThe goal of this pilot study was to assess the feasibility of a 9-day, smartphone-based ecological momentary assessment (EMA) protocol for tracking the frequency of Canadian adolescents’ exposures to cannabis marketing, their reactions to such exposures, and the context in which exposures occur in the real-world and in real-time. MethodParticipants were n = 18 adolescents between the ages of 14 and 18 years of age. They used an EMA application to capture and describe cannabis marketing exposures through photographs and brief questionnaires assessing marketing channel and context. Participants also rated their reactions to each exposure in real-time. ResultsResults showed that participants were generally compliant with the protocol. Participants recorded 40 total exposures to cannabis marketing, representing an average of 2.2 (SD 2.3) exposures per participant during the 9-day study. Exposures tended to occur in the afternoon (45.0%) or evening (37.5%), and while participants were at home (70%) and alone (52.5%). Most exposures occurred through promotion by public figures (27.5%) or explicitly marked internet ads (27.5%). ConclusionThis is the first study to demonstrate the feasibility and utility of EMA to capture adolescent exposures to cannabis marketing as it occurs in participants’ natural environments. Our research offers an early look at the predictable wave of cannabis advertising targeting youth and a promising approach for studying its impacts in a post-legalization context, as well as a strategy for assessing policies, such as advertising restrictions, intending to mitigate the harms of early cannabis use among youth.

How Resiliency and Hope Can Predict Stress of Covid-19 by Mediating Role of Spiritual Well-being Based on Machine Learning.

Nowadays, artificial intelligence (AI) and machine learning (ML) are playing a tremendous role in all aspects of human life and they have the remarkable potential to solve many problems that classic sciences are unable to solve appropriately. Neuroscience and especially psychiatry is one of the most important fields that can use the potential of AI and ML. This study aims to develop an ML-based model to detect the relationship between resiliency and hope with the stress of COVID-19 by mediating the role of spiritual well-being. An online survey is conducted to assess the psychological responses of Iranian people during the Covid-19 outbreak in the period between March 15 and May 20, 2020, in Iran. The Iranian public was encouraged to take part in an online survey promoted by Internet ads, e-mails, forums, social networks, and short message service (SMS) programs. As a whole, 755 people participated in this study. Sociodemographic characteristics of the participants, The Resilience Scale, The Adult Hope Scale, Paloutzian & Ellison’s Spiritual Wellbeing Scale, and Stress of Covid-19 Scale were used to gather data. The findings showed that spiritual well-being itself cannot predict stress of Covid-19 alone, and in fact, someone who has high spiritual well-being does not necessarily have a small amount of stress, and this variable, along with hope and resiliency, can be a good predictor of stress. Our extensive research indicated that traditional analytical and statistical methods are unable to correctly predict related Covid-19 outbreak factors, especially stress when benchmarked with our proposed ML-based model which can accurately capture the nonlinear relationships between the collected data variables.

Prospects for development of advertising graphics in the traditional and digital media

The visualization is becoming an increasingly important area of research and has a wide range of applications. The aim of this article is to compare the visual means of advertisements from traditional (print advertising, poster, outdoor) to digital media (internet ads). The trans system and multimodal methodological approaches are applied, which made it possible to using system-structural, socio-cultural, and comparative methods. The style and prospects for the development of Advertising Graphics in the first half of XXI cent. have been determined. Based on the analysis of modern trends, the stylistics of Advertising Graphics are noted: the preservation of distinct styles and monocultures; the dominance of compromise options (fusion, mixing, conscious eclecticism, variability of perception); the simultaneous coexistence of many styles (polystylism); the conceptual search for new styles; and conscious return to the origins of ethno-cultures, further rethinking of folk themes, generalization and decorativeness of Folk Art. We predict in Future the priority of functional, minimalist and polygonal styles, for some categories and services — ethno style (for food, clothing, footwear, accessories, tourism, etc.). Metaphor and other methods of visualization (hyperbole, metonymy, allegory, association) will remain the art-stylistic devices in Advertising. It is obvious that traditional media, in particular posters, will be preserved, but at the same time,there will be a gradual disappearance of print advertising and outdoor transformation towards increasing digitalization. The scientific results obtained will be great importance at the theoretical, practical and educational levels, and in general, will promote the development of Advertising Design in Ukraine. The author emphasizes that the Poster retains the position of the main advertising media, despite the rapid development of computer technologies and virtual space, and considers media design as a qualitatively new stage in the socio-cultural designing of communications and the most promising type of Design.

Case studies on using natural language processing techniques in customer relationship management software

How can a text corpus stored in a customer relationship management (CRM) database be used for data mining and segmentation? In order to answer this question we inherited the state of the art methods commonly used in natural language processing (NLP) literature, such as word embeddings, and deep learning literature, such as recurrent neural networks (RNN). We used the text notes from a CRM system which are taken by customer representatives of an internet ads consultancy agency between years 2009 and 2020. We trained word embeddings by using the corresponding text corpus and showed that these word embeddings can not only be used directly for data mining but also be used in RNN architectures, which are deep learning frameworks built with long short term memory (LSTM) units, for more comprehensive segmentation objectives. The results prove that structured text data in a CRM can be used to mine out very valuable information and any CRM can be equipped with useful NLP features once the problem definitions are properly built and the solution methods are conveniently implemented.

Religiosity and discrimination against same-sex couples: The case of Portugal's rental market

We measure and analyze discriminatory behavior against same-sex couples trying to rent an apartment in Portugal and pay special attention to the role of religiosity. This is the first correspondence field experiment investigating discrimination against this minority group in Portugal, and the first one to highlight religion as a factor of importance. In our experiment, four type of applicants varying in gender (male and female) and modality (same and opposite sex) reply to Internet ads to express interest in renting an apartment in the metropolitan areas of Porto and Lisbon. All applicant couples are presented as married, stable and professional. The main finding is that male same-sex couples face significant discrimination: The probability of getting a positive reply is 7–8 percentage points, or 23–26 percent, lower for them compared to opposite-sex couples. Interestingly, this effect is decreasing in the religiosity of a parish, suggesting that the more religious, Catholic and religiously homogenous people residing there are (with certain qualifications), the less discrimination of male same-sex couples there is. Further results reveal that discrimination is stronger when the population is older and when the rent and the square-meter price of apartments are higher. The present study extends the literature to a southern European, Catholic setting, validates previous research documenting worse treatment of same-sex couples in the housing market and demonstrates a mitigating effect of religiosity under certain conditions.

Sources of awareness, perceptions, and use of JUUL e-cigarettes among adult cigarette smokers.

IntroductionGiven JUUL e-cigarettes’ potential for smoking cessation and its drastically increased sales in the U.S., more evidence is needed to understand the antecedents of JUUL use among adult cigarette smokers. This study assessed the relationships between awareness sources, perceptions about using JUUL, and JUUL use behavior.MethodsIn an online study with adult smokers who were aware of JUUL e-cigarettes (n = 341), respondents reported their sources for learning about JUUL, perceptions of using JUUL versus Vuse (a competitor brand), and ever and past-30-day (current) JUUL use. Multivariable logistic regressions were used to examine the associations between awareness sources, perceptions, and JUUL use, adjusting for covariates.ResultsLearning about JUUL through internet ads was associated with positive perceptions about JUUL compared to Vuse, including JUUL was more fun to use (AOR = 2.04, 95% CI = 1.21, 3.42) and tastier (AOR = 1.96, 95% CI = 1.19, 3.22). Perceiving JUUL as being tastier (AOR = 2.07, 95% CI = 1.23, 3.49), more helpful for quitting smoking (AOR = 2.07, 95% CI = 1.22, 3.53), and cooler (AOR = 2.07, 95% CI = 1.21, 3.56) than Vuse was associated with ever using JUUL. Only perceiving JUUL as being tastier (AOR = 1.98, 95% CI = 1.10, 3.59) than Vuse was associated with current use of JUUL.DiscussionAdult smokers may be more likely to focus on the sensory and social experience of using JUUL rather than JUUL’s smoking cessation benefits. These positive perceptions are likely to be influenced by internet ads in general instead of JUUL’s official marketing outlets. They are also more likely to sustain JUUL use than JUUL’s perceived smoking cessation benefits.

Evaluating Adolescents’ Responses to Internet Ads: Role of Ad Skepticism, Internet Literacy, and Parental Mediation

In this article, we first compare adolescents’ responses to two formats (easily recognizable versus not easily recognizable) Internet ads. We find that Internet literacy and ad skepticism are necessary for adolescents to effectively apply persuasion knowledge to identify both ad formats. Second, we demonstrate that parental mediation and parents’ levels of Internet skills are critical for children’s development of Internet literacy. As a result, this article advances our understanding of adolescents’ responses to different Internet ad formats and the influential role of parental mediation in facilitating children’s development of such skills.

Abstract 1756: Electronic cigarettes induce DNA damage in the oral epithelium of users

Abstract Background: The use of electronic cigarettes (e-cigs) has skyrocketed among adolescents and young adults. E-cigs are promoted as safer than combustible cigarettes but their long term effects on human health are still unknown. E-cig aerosols contain significantly lower number of chemicals than tobacco smoke, however they also contain known carcinogens, reactive oxygen species (ROS), and unique chemicals poorly studied. In vitro and animal studies revealed that e-cig aerosols increases DNA damage and reduces DNA repair. There have been no studies assessing e-cig-induced DNA damage in human subjects. This reflects, at least in part, technical limitations that make it quite challenging to measure the in vivo steady-state levels of DNA damage, particularly for relatively low levels of genotoxic exposure. Our lab has previously developed and validated a novel quantitative primer anchored DNA damage detection assay (q-PADDA) to quantify in vivo DNA damage. We have also reported that, in an in vitro setting, q-PADDA has high sensitivity to detect e-cig-induced DNA damage. Here, we take advantage of this assay to start assessing the potential long-term impact of e-cig use on human health. Aim: To determine whether e-cig users have higher levels of DNA damage on oral epithelial cells than non-users. Methods: Ethics Committee approval was obtained. Participants were recruited through internet ads, leaflets, flyers and word-of-mouth. After written informed consent, a total of 35 individuals were included in this study: 20 exclusive e-cigarette users and 15 individuals reporting no e-cig or tobacco use. Self-report of tobacco use was biochemically confirmed by salivary cotinine and by measuring exhaled carbon monoxide (CO). Oral mucosa samples were collected by cytobrush and used for DNA extraction and damage quantification. DNA damage was quantified by q-PADDA within p53, the most frequently mutated gene in human cancer. Plasma nicotine levels were analyzed by liquid chromatography-mass spectrometry. Data was analyzed by Student’s t test. Results: The study including participants using high and low voltage e-cig devices. E-cig users (33 ± 8) and non-users (33 ± 7) had similar age distribution. We observed that oral epithelial cells collected from e-cig users have significantly higher levels of DNA damage in both transcribed and non-transcribed DNA strands of the p53gene when compared to never users. Conclusion: Our work is the first study to measure DNA damage in e-cig users. Our study shows for the first time that e-cig users have significant levels of DNA damage in their oral mucosa epithelium. These data has major clinical implications and suggest that e-cig users might have an increased cancer risk. Further studies are urgently needed to expand these kind of studies and to characterize the molecular mechanisms underlying e-cig induced DNA damage which may leads to cancer. Citation Format: Vengatesh Ganapathy, Theodore Wagener, Lurdes Queimado. Electronic cigarettes induce DNA damage in the oral epithelium of users [abstract]. In: Proceedings of the American Association for Cancer Research Annual Meeting 2019; 2019 Mar 29-Apr 3; Atlanta, GA. Philadelphia (PA): AACR; Cancer Res 2019;79(13 Suppl):Abstract nr 1756.

Perceptual quality evaluation of synthetic pictures distorted by compression and transmission

Measuring visual quality, as perceived by human observers, is becoming increasingly important in a large number of applications where humans are the ultimate consumers of visual information. Many natural image databases have been developed that contain human subjective ratings of the images. Subjective quality evaluation data is less available for synthetic images, such as those commonly encountered in graphics novels, online games or internet ads. A wide variety of powerful full-reference, reduced-reference and no-reference Image Quality Assessment (IQA) algorithms have been proposed for natural images, but their performance has not been evaluated on synthetic images. In this paper we (1) conduct a series of subjective tests on a new publicly available Embedded Signal Processing Laboratory (ESPL) Synthetic Image Database, which contains 500 distorted images (20 distorted images for each of the 25 original images) in 1920 × 1080 resolution, and (2) evaluate the performance of more than 50 publicly available IQA algorithms on the new database. The synthetic images in the database were processed by post acquisition distortions, including those arising from compression and transmission. We collected 26,000 individual ratings from 64 human subjects which can be used to evaluate full-reference, reduced-reference, and no-reference IQA algorithm performance. We find that IQA models based on scene statistics models can successfully predict the perceptual quality of synthetic scenes. The database is available at: http://signal.ece.utexas.edu/%7Ebevans/synthetic/.

Environmental claims in Indian print advertising: an empirical study and policy recommendation

PurposeEnvironmental claims in advertising (green ads) provide competitive advantage to firms. This study aims to understand what kinds of environmental claims advertisers make in a developing nation like India. Further, implications for policymakers and advertisers are discussed.Design/methodology/approachA content analysis of 279 green print advertisements was conducted using a comprehensive list of claim categories identified from the advertising literature. These categories included advertiser profile; ad promotions – type, sector, appeal; claim – nature, type, focus, validity, emphasis; executional elements – illustration setting, presenter, format/structure and environmental issue, identified from past studies and practitioner interviews.FindingsThe findings suggest that majority of the advertisers using green ads are manufacturers. Consumer durables, real estate and power sector together constitute one-third of the total green ads. Further, most of the green ads are aimed at influencing consumer behaviour. Though most of the ads contain strong emphasis on environmental attributes, they are ambiguous. A large proportion of claims are credence in nature and lack product identification through environmental certifications. This study also identifies areas of concern including interpretation of the term green, use of multiple certifications, greenwashing and advertisers showing environmental responsiveness through event-based green advertising. Policy recommendations are made based on green advertising regulations governing them across developed and other developing countries.Research limitations/implicationsThe content analysis of the green advertisements in this study was limited to newspaper advertisements within the print media. Future studies may use advertisements from different media types, such as the internet ads and television commercials, to examine the effect of media type on the nature of green advertisements. It would also be interesting to examine the role of regulations as a moderator, influencing the claims made in green advertisements.Practical implicationsThe findings of this study provide a comprehensive overview of the nature of green advertisements in India. Marketers may use these insights to design effective green advertising strategies.Originality/valueMost of the extant literature has examined environmental claims in the context of developed nations, where regulations are well established. Very few studies have examined this issue in the context of developing countries. In addition, most of the previous studies have focused on specific issues like greenwashing, appeals and execution elements. The present study contributes to green advertising by examining environmental claims in case of a developing nation like India using a comprehensive list of claim categories. This study also identifies areas of concern and suggests recommendations for policymakers and advertisers.

A Study on the Effect of Perceived Intrusiveness of Internet pop-up ads Interrupting Editorials on Attitude Toward pop-up ads - Focused on the Moderating Effect of Emotion Elicited by Internet News Articles -

A Study on the Effect of Perceived Intrusiveness of Internet pop-up ads Interrupting Editorials on Attitude Toward pop-up ads - Focused on the Moderating Effect of Emotion Elicited by Internet News Articles -

Recruitment strategies and challenges in a large intervention trial: Systolic Blood Pressure Intervention Trial.

The Systolic Blood Pressure Intervention Trial is a multicenter, randomized clinical trial of 9361 participants with hypertension who are ≥50 years old. The trial is designed to evaluate the effect of intensive systolic blood pressure control (systolic blood pressure goal <120 mm Hg) compared to standard control (systolic blood pressure goal <140 mm Hg) on cardiovascular events using commonly prescribed antihypertensive medications and lifestyle modification. To describe the recruitment strategies and lessons learned during recruitment of the Systolic Blood Pressure Intervention Trial cohort and five targeted participant subgroups: pre-existing cardiovascular disease, pre-existing chronic kidney disease, age ≥75 years, women, and minorities. In collaboration with the National Institutes of Health Project Office and Systolic Blood Pressure Intervention Trial Coordinating Center, five Clinical Center Networks oversaw clinical site selection, recruitment, and trial activities. Recruitment began on 8 November 2010 and ended on 15 March 2013 (about 28 months). Various recruitment strategies were used, including mass mailing, brochures, referrals from healthcare providers or friends, posters, newspaper ads, radio ads, and electronic medical record searches. Recruitment was scheduled to last 24 months to enroll a target of 9250 participants; in just over 28 months, the trial enrolled 9361 participants. The trial screened 14,692 volunteers, with 33% of initial screens originating from the use of mass mailing lists. Screening results show that participants also responded to recruitment efforts through referral by Systolic Blood Pressure Intervention Trial staff, healthcare providers, or friends (45%); brochures or posters placed in clinic waiting areas (15%); and television, radio, newspaper, Internet ads, or toll-free numbers (8%). The overall recruitment yield (number randomized/number screened) was 64% (9361 randomized/14,692 screened), 77% for those with cardiovascular disease, 79% for those with chronic kidney disease, 70% for those aged ≥75 years, 55% for women, and 61% for minorities. As recruitment was observed to lag behind expectations, additional clinics were included and inclusion criteria were broadened, keeping event rates and trial power in mind. As overall recruitment improved, a greater focus on subgroup recruitment was implemented. Systolic Blood Pressure Intervention Trial met its overall projected recruitment goal using diverse, locally adapted enrollment strategies to specifically target persons with cardiovascular disease, chronic kidney disease, ≥75 years old, women, and minority subgroups. The trial exceeded its recruitment goal for minorities but found it a challenge to meet the competing demands of the targeted goals for recruiting into the remaining four subgroups. Important lessons include the imperative to monitor the recruitment process carefully, decide early to add new clinics or modify inclusion and exclusion criteria if recruitment lags, and consider limiting enrollment to subgroups only. We found benefit in using multiple recruitment sources simultaneously; mass mailing produced the largest number of participants, but referrals resulted in the greater randomization yield.

The extreme primacy of location: Beijing's underground rental housing market

This article analyzes Beijing's subterranean housing market within the context of the city's larger housing supply system. The emergence of this widespread market of rooms for rent in bomb shelters and basements indicates a demand for housing attributes that neither the mainstream private housing market nor public housing programs yet supply. The study collected market data about these rental units from internet ads during October 2012–September 2013 and mapped their locations, displaying their general spatial distribution. Next, a hedonic price model was deployed on this data which reveals the relative priorities and preferences in price levels, location, and housing amenities of the middle–lower income population, particularly migrants who do not possess hukou, Chinese urban residence rights.

A Study on Factors Influencing the Click Through Rate, CTR, of Internet Ads by the Charging Mode of CPM (Cost per Mile) Based on Information Transfer

A Study on Factors Influencing the Click Through Rate, CTR, of Internet Ads by the Charging Mode of CPM (Cost per Mile) Based on Information Transfer

Gender and Age Differences in Triple Media Usage Related to Outdoor Apparel Purchases

Abstract This study defines the concept of triple media and examines various marketing media that influence a con-sumer's purchase of outdoor fashion brands. We explore the effects of gender and age on information searchesrelated to outdoor fashion brands and purchase criteria related to outdoor clothing. A survey of consumerswho visited stores was conducted. We targeted consumers between the ages of 15 and 50 and analyzed 764questionnaires. The results show that triple media involve eight factors: five factors (printed ads or radio ads,campaign ads, Internet ads, TV ads, and store ads) in paid media, one factor (direct marketing) in ownedmedia, and two factors (channels of social network services, channels of direct promotion) in earned media.Further, the evaluation/appraisal criteria of outdoor clothing consist of four attributes (practicality, promotionalactivities, product power, and customer service). The teenager group showed significantly low usage of cam-paign ads, direct marketing, and direct promotion, while the use of Internet ads is particularly high amongteenagers compared to other age groups. Moreover, teenagers are least likely to rely on practicality whenevaluating clothing and are most likely to value product power. Additionally, women show significantly highusage of direct marketing. In terms of the clothing appraisal criteria, women assign higher value to practicalityand promotional factors than men. The theoretical and managerial implications of the findings are discussed.Key words: Triple media, Paid media, Owned media, Earned media, Clothing appraisal criteria