Advertising Model Research Articles

Tren Teknologi Artificial Intelligence Pengganti Model Iklan Di Masa Depan

The use of technology is increasing rapidly as the times progress and the benefits and influences produced. New digital technologies have dramatically changed the way companies interact with consumers. The development of technology that is developing rapidly today is Artificial Intelligence or AI. Artificial Intelligence is a technology developed for a long time by experts. This technology is made similar to human intelligence so it is often called artificial intelligence. The development of Artificial Intelligence is very rapid growth in the field of media and information. Recently, there began to be a development using the Artificial Intelligence model to be used as an advertising model. This advertising model was enthusiastically welcomed by the public, but artificial intelligence technology can have cultural impact and influence by bringing new globalization. For now some topics can be applied widely to the development of Artificial Intelligence in lieu of advertising models and can be proposed for future research. In the future, the development of the Artificial Intelligence model is considered to eliminate artists who have been in the world of advertising for a long time because by using the human Artificial Intelligence model more freely in regulating the model and considered more practical. Seeing the rapid growth of technology the use of Artificial Intelligence is predicted to replace human jobs in the world of the information media industry. Actually, this has a good positive impact on the industrial world because it can make production performance in the field more quickly resolved but there will be many humans who are difficult to find work because it is replaced by Artificial Intelligence technology.

Advertising Opportunities of the Blogosphere on the YouTube Platform

The largest video hosting service in the world is currently the YouTube platform. Having originated in the USA in 2005 the video hosting service very quickly expanded the scope of its geographical presence due to the ability to use the service in different countries. YouTube's monetization was based on an advertising model from the very beginning. The YouTube Premium service created inside the platform (previously called YouTube Red) allows you to watch content without ads by subscription. But the content model is not developing so rapidly and main financial flows continue to come from advertising. That is why it is worth understanding the possibilities of advertising on YouTube. The research identified integrated advertising on YouTube blogs which were selected according to various criteria: total number of subscribers, broadcast language, regular content publications (at least 1 publication per quarter), genre, ranking position and number of views. Advertisements were found present in all analyzed blogs while the types of advertising varied depending on the genre of the blog. The time a blogger spent on advertising also largely depended on the genre characteristics of the blog. Currently, one of the most popular types of advertising is self-promotion, since it is directly related to third-party bloggers' earnings. In the current research we analyzed advertising in the blogosphere based on monitoring several diverse thematic blogs and identified most common forms of advertising. The attempt to classify advertising opportunities in the video hosting user content seems important to us because it allows us to streamline the terminology and in the future develop a system of interaction between channels and advertisers.

Theoretical and methodological fundamentals of brand management of regions

Methods. The main methods of research are: comparative analysis of existing business models of advertising, grouping data to evaluate them – in systematizing and summarizing research results, as well as informal (intuitive) forecasting methods – when forming a sample for observation and analysis of trends in the formation of business models of advertising. Results. The work is devoted to the study of modern tools for advertising works, goods, services through social networks. The purpose of the study is to determine the trends in the formation of business models for the advertising activities of legal entities in social networks. The main task is to study the tools for promoting goods / services in social networks, increasing loyalty through social networks. The article presents the results of the analysis of trends in the formation of business models of advertising activities of legal entities in social networks. It is shown how a change in the factors of the economy of sustainable development, in particular the age distribution of the population, affects the formation of the advertising policy of a business entity. The contradiction between the meaning of the concept of «social network» and the peculiarities of the organization of advertising activities of legal entities is determined. The role of modern IT technologies, such as the Metauniverse, chat-bot, automated sales funnels and the use of artificial intelligence systems to solve the indicated contradictions, is shown. An attempt was made to evaluate the economic efficiency of using modern tools to form consumer loyalty to the activities of legal entities through social networks by giving the latter the features of socially adapted market entities. Novelty. The paper stresses the necessity of studying modern definitions of «social network», «economic entity and its avatar in a social network». The next step in the development of scientific thought should be the understanding, scientific justification and study of the differences between an individual and his image in the Internet space. Practical value. In accordance with global trends in the institutional protection of consumer personal data on the internet, the expected changes in the behavior of business entities in social networks and the role of technology companies in this process are shown. The indicated trends will objectively influence both the organizational structure of a business entity and the formation of business models of B2C interaction. The results of the study are of interest both to representatives of medium and large businesses, and to the scientific community for the formation of a theoretical scientific basis for modern advertising processes.

Advertising strategy and contract coordination for a supply chain system: immediate and delayed effects

PurposeAfter receiving advertising messages, most consumers rarely purchase the advertised products at once, which results in a delay between advertising exposure and its effect. This paper is devoted to exploring the advertising decision and coordination issues for a supply chain system subject to advertising immediate and delayed effects.Design/methodology/approachBy applying the game theory, the differential game models with delay are constructed for the supply chain to examine the equilibrium advertising efforts, brand goodwill and the optimal profits under the different cooperation situations. A class of transfer payment contracts is designed to achieve the best outcome of the supply chain. Illustrative examples are given to demonstrate the effectiveness of addressed results and provide some managerial perspectives.FindingsIt can be found that the complete cooperation situation can stimulate the advertising investment, drive the product demand and improve the economic profit. Also, a class of transfer payment contracts is designed in this paper, such that the supply chain can perfectly realize the profit maximization, and each member can achieve the Pareto improvement.Research limitations/implicationsThis work does not address the random market environment, which can be filled in the future. Furthermore, this paper has been done in a single supply chain structure. It is an interesting future line of research when taking competitive behavior (e.g. competition among manufacturers, retailers or supply chains) into account.Practical implicationsThis study will help managers make advertising strategies, advise an optimal cooperation way and design the coordination contracts to ensure the economic development of the supply chain. These obtained conclusions may provide a valuable decision-support for marketing management.Originality/valueFor a supply chain, the most previous literature about dynamic advertising models focused on a single advertising effect-immediate effect. This work explores advertising strategy with double advertising effects and investigates the coordinating power of new transfer payment contracts.

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.

Gender Representation in Chinese Tobacco Advertising

The broad development prospects of the Chinese tobacco consumer market have attracted an increasing number of international companies to do business and invest in China. In tobacco marketing campaign, gender representation in advertising is a common and effective means to attract consumers. It has a great significance to marketing practitioners and advertisers, especially in the emerging market of China. A comprehensive understanding of gender representation in Chinese advertising can provide a universal framework for marketing campaign and help establish an academic foundation for market segmentation. This literature review aims to research the portrayal of gender representative images and roles in Chinese advertising, their formation reasons and changing trends. Drawing on huge number of academic journals, research papers and academic books in the online academic literature database, this literature review will critically analyze and summarize the literature related to gender representation in Chinese tobacco advertising. The results show that the characteristics of gender representation in traditional Chinese advertisements are influenced by traditional Chinese culture, socialist political policies and Western value culture, and tend to modern Western advertising models. The gender representation in Chinese online advertising emphasized the concept of self and began to show more Chinese characteristics. In the future, the booming Chinese online advertising will have more variables and more complex trends, and there will be a huge academic gap left for future research.

Social networks usage as a tool for developing an MVP model of advertising and information promotion based on interactive television services

The presence of interactive functions such as pause, rewind, and electronic programming of programs has served to popularize SMART television and gradually replace it with linear television viewing. The need to automate the process of managing the advertising and IP-TV information channel is an urgent task for the provider’s company. In this paper, we consider the integration of the TV platform with the billing and CRM- 1C system: Bitrix 24 as well as the use of social networks as a tool for developing the MVP model.

Accurate Delivery of Online Advertising and the Evaluation of Advertising Effect Based on Big Data Technology

With the rapid development of the global online advertising industry, computational advertising was born. As an advertising model that combines technology and calculation with online advertising decision-making, it is based on a given advertising request, takes into account the advertising context and user characteristics, selects the best match from the potential advertising library through calculation, and then runs deliver ads to target audiences. This article aims to start from the technical level of big data, accurately place online advertisements, and evaluate the effects of advertisements. The sample collection method and statistical analysis method are used to collect samples and set up a data transmission system based on BD-MQ. The experimental results of the research show that there is almost no profit in the study of advertising time between 4 and 8 o’clock, and the users who watched at 16 o’clock reached 34.7%, 18–20 o’clock reached 68.7%, 20–22 o’clock reached 80.1% of the peak, and 22–24 o’clock returned to 40.2%. Compared with the data transmission system based on ActiveMQ, the data transmission system based on BD_MQ designed in the thesis has a speed advantage of about 5%–10%, and the transmission rate changes for a single data with different sizes are more stable. The larger the total amount of data transmitted, the higher the average rate; the larger the single data packet, the higher the average rate. When the size of a single data packet is around 100 kB, the transmission rate reaches the maximum. The research on the precise placement and effect evaluation of online advertising has been completed well.

Differential game model of cooperative advertising in a supply chain with deteriorating items, competing retailers and reference price effects

ABSTRACT The phenomenon of cooperative advertising in the market has always been widespread. Considering a supply chain consisting of one manufacturer and multiple retailers with competitive relationships, we explore advertising strategies for deteriorating items when market demand is affected by reference price. By establishing a differential game model, the equilibrium advertising strategies and supply chain profits under different situations are analysed from a long-term and dynamic perspective under decentralised and centralised control, and the trajectories of goodwill and reference prices over time are presented. The conclusions derived provide implications for managers to design optimal advertising strategies.

Optimal control for uncertain stochastic dynamic systems with jump and application to an advertising model

Randomness is an objective indeterminacy, while uncertainty is a subjective indeterminacy. As an effective methodology, chance theory is applicable for disposing of indeterminacy composing of both uncertainty and randomness. Based on chance theory, the optimal control for uncertain stochastic dynamic systems described by both a stochastic differential equation driven by the standard Wiener process and an uncertain differential equation driven by the Liu process and V−n jumps process is considered. Then the principle of optimality is presented by drawing on the dynamic programming method. Particularly, the equation of optimality is established to solve the proposed problem. Furthermore, the optimal control problems with linear and quadratic objective functions are discussed by using the obtained equation. As an application, an advertising problem is analyzed, the corresponding optimal pricing policies and advertising strategies are provided.

A Joint Dynamic Pricing and Multi-Channel Advertising Model with Stochastic Demand

To attract potential customers and to effectively sell their inventories over time, retailers often invest in different advertising channels and apply dynamic pricing strategies. However, to compose a beneficial marketing mix in dynamic settings is challenging. The high problem complexity is further increased if one seeks to account for stochastic and inventory-dependent demand, which is essential for various practical applications. In this paper, we examine such stochastic dynamic pricing and advertising models under a finite as well as an infinite time horizon. For a fairly general demand formulation with asymmetric advertising channels, we generalize the classical condition of Dorfman-Steiner to dynamic multi-channel advertising. Further, we show how to transform the multi-dimensional control problem into a two-dimensional one, simplifying the analytical complexity. Finally, for well-established cases with isoelastic and exponential demand, we present optimal closed-form solutions, which allow for detailed sensitivity analyses. Using numerical examples, we illustrate and analyze optimally controlled sales processes and infer managerial insights. Our explicit results provide general qualitative and quantitative insights in the complex interplay of marketing mix controls over time.

Marketing Strategies for Improving Customer Attitude Using Airline Advertising Model: Focusing on Corporate Image and Brand Loyalty

Marketing Strategies for Improving Customer Attitude Using Airline Advertising Model: Focusing on Corporate Image and Brand Loyalty

Using human emotion as a conduit for connection in branding and advertising

Traditionally, advertising and marketing have been seen as ‘manipulative, deceptive, and evil’ — when commercials appear on television, people change the channel. When commercials come on the radio, people change the station to try and find music. In today’s world, the traditional model of advertising is dismissed by most consumers. There are underlying subconscious elements, however, that we cannot consciously see but can utilise within marketing and branding. The subconscious areas of the human mind can be leveraged in a way that evokes human emotion to effectively target and build a brand that consumers are proactively looking to engage with. With the introduction of social media, influencers and what I like to call ‘woke advertising’ brands are effectively using ‘emotion’ as a tool to connect with their target audience and not merely create new customers but create customers who are proactively connecting with that brand. It is this emotional connection that allows the brand to take on ‘human-like’ qualities within the eyes of the consumer and create a bond and connection that allow consumers to proactively engage with the brand and create a long-lasting emotional hook. This paper examines how the introduction of new technology and social media allows consumers to ‘talk back’ with brands and have dialogues that create an opportunity for brands to take on human-like characteristics.

Integrative perceived values influencing consumers' attitude and behavioral responses toward mobile location-based advertising: an empirical study in Vietnam

PurposeThe purpose of this paper is to examine a proposed model of location-based advertising (LBA) effectiveness upon the influence of integrative perceived values on consumers' attitude and behavioral responses in the immaturity of LBA in Vietnam.Design/methodology/approachA survey research method was utilized to collect data from mobile users. A real sample of 459 respondents was deemed and the Structural Equation Modeling (SEM) was applied to analyze data.FindingsThe results unveil that contextual offers, social facilitation, and advertising values have significantly positive effects on attitude; in turn, attitude mediates between these factors and purchase intention, information seeking and recommendation behaviors. Moreover, social facilitation is a significant stimulator of purchase intention. Otherwise, perceived encroached risk negatively impacts attitude.Practical implicationsMarketers should capture considerable attention to mobile natives' conscious awareness about a mechanism of tailoring their enthusiasm and behavioral responses at the embryonic stage of LBA growth in emerging countries like Vietnam.Originality/valueThis study fills the gap in the current literature by simultaneously exploring the importance of integrative perceived values to construct a hypothetical framework of consumers' responses and performance based on the uses and gratifications theory, inclusive perceived behavioral control derived from theory of planned behavior, associated with contextual value from the nature of LBA.

ТЕНДЕНЦІЇ АУТСОРСИНГУ МАРКЕТИНГУ В ДІЯЛЬНОСТІ ПІДПРИЄМСТВ

The article considers the stages of origin and development of outsourcing, its theoretical foundations. The types of outsourcing and functions that are most often transferred to third-party specialized organizations are highlighted. The objective reasons for the global spread of outsourcing (technology development, internationalization of businesses, budgetary and legislative constraints) are considered. Outsourcing models based on the criterion of "customer-contractor relationship" are identified. Features and main trends in the use of outsourcing in different countries are considered. A package of criteria for substantiating the decision to use outsourcing has been formed and the advantages and disadvantages of its use have been established. The peculiarities of the use of marketing outsourcing are highlighted due to the need to establish analytics, obtain an objective assessment of marketing activities of enterprises, the introduction of new marketing tools, the inability of a small staff of marketing to have high-quality professionals. Models of the organization of outsourcing in marketing are considered and criteria of a choice of optimum model are allocated.The stages of evolution of outsourcing in marketing and its current trends, which are to outsource the following functions and operations: development of advertising campaigns and promotions, analysis of the effectiveness of advertising campaigns, design and preparation of advertising materials, advertising production, debugging and contextual media support. advertising, advertising on social networks, administration of the company's pages in social networks, technical and content support of the site, SEO-promotion of the site, development of strategy and tactics of marketing activities, comprehensive implementation of marketing functions. Highlighted marketing trends related to outsourcing: focus on low-risk marketing strategies; total and rapid transition of buyers to digital channels; automation of part of marketing processes; rapid spread of software, digitalization of advertising structures; changing the model of content monetization and advertising; personalization of advertising offers; increasing the cost of marketing influence; establishment of stricter control over advertising content by platforms; appearance of Shoppable content; use of socio-ethical concepts of advertising campaigns; taking into account environmental trends.

Online Advertising Security: Issues, Taxonomy, and Future Directions

Online advertising has become the backbone of the Internet economy by revolutionizing business marketing. It provides a simple and efficient way for advertisers to display their advertisements to specific individual users, and over the last couple of years has contributed to an explosion in the income stream for several Web-based businesses. For example, Google’s income from advertising grew 51.6% between 2016 and 2018, to $\$ $ 136.8 billion. This exponential growth in advertising revenue has motivated fraudsters to exploit the weaknesses of the online advertising model to make money, and researchers to discover new security vulnerabilities in the model, to propose countermeasures and to forecast future trends in research. Motivated by these considerations, this paper presents a comprehensive review of the security threats to online advertising systems. We begin by introducing the motivation for online advertising system, explain how it differs from traditional advertising networks, introduce terminology, and define the current online advertising architecture. We then devise a comprehensive taxonomy of attacks on online advertising to raise awareness among researchers about the vulnerabilities of online advertising ecosystem. We discuss the limitations and effectiveness of the countermeasures that have been developed to secure entities in the advertising ecosystem against these attacks. To complete our work, we identify some open issues and outline some possible directions for future research towards improving security methods for online advertising systems.

Gender Portrayal in Outdoor Advertising in Punjab and Khyber Pakhtunkhwa (KPK) Provinces of Pakistan

Gender portrayal and the representations of males and females in advertising remains the core interest of researchers from gender studies and communication research. In advertising scholarship, it is often found that there are differences in gender portrayal specifically due to the cultural contexts. In the present study, we explore the gender portrayal in outdoor billboard advertising of two provinces of Pakistan; Punjab and KPK. Theoretically and conceptually, the study takes roots from cultural studies on advertising and social semiotics studies on gender and advertising. We collect data of 360 billboard advertisements from two cities of Punjab and two cities of KPK. We coded 654 units in these 360 billboards according to the conceptual categories of social semiotics. In the present study we found that female models are portrayed more as compare to the male models in outdoor advertising of both provinces; Punjab and KPK. Although, the dominant pattern of gender portrayal in advertisements of KPK is similar to Punjab, however, it is slightly different from Punjab. In KPK, males are also portrayed as submissive. Females are more associated with nurturing roles as compared to Punjab. Hence, it is concluded that in outdoor advertising of Pakistan, females are objectified and they are mostly used for their glamour and beauty. On the contrary, males are portrayed as dominant and in power.

Comunicación de boca en boca como factor de influencia interpersonal del consumidor:

Los avances tecnológicos en la comunicación han permitido que los consumidores compartan experiencias de productos o servicios que han adquirido en las plataformas virtuales, permitiendo la influencia de compra a través de una comunicación interpersonal. El objetivo del estudio es determinar el tipo de influencia que ejerce el modelo publicidad interactiva en la comunicación boca a boca. El diseño metodológico partió de una revisión sistemática y meta-análisis, tuvo un enfoque cualitativo de corte histórico-hermenéutico, pues se concretó, caracterizó, escrutó y constituyó de la comunicación de boca en boca como factor de influencia interpersonal del consumidor. El método estadístico utilizado fue Prueba de heterogeneidad de Dersimonian y Laird´. El principal resultado es la heterogeneidad que se presenta en las dimensiones del modelo. Se concluye que la influencia de IAM en la comunicación boca a boca es positiva, pues la información compartida de un producto o servicio se ve reflejado en la respuesta del consumidor

Personalized Online Advertisements as A Means of Enhancing Purchase Intention:The Mediating Effect of Advertising Value

The high number of online shopping transactions and the rapid increase in internet users in Indonesia has encouraged many marketers to advertise their products online. The growth of online advertising can no longer be limited or dammed, so efforts to increase the effectiveness of online advertising is a big challenge for marketers. Personalized advertising is one of the innovations that aim to increase the effectiveness of online advertising. This study combines models of web advertising, traditional advertising, smartphone advertising, personalization, and advertising value to understand how the process of personalization in online advertising influences purchase intention. Based on the results of the integration, researchers hypothesize that the advertising value mediates the relationship between personalization of online advertising and purchase intention. This study involved 327 respondents consisting of internet users in Jabodetabek by distributing questionnaires online. Data were analyzed by regression analysis using SPSS 22.0. The results show that personalization significantly influences purchase intention, personalization is significantly related to advertising value, advertising value is significantly related to purchase intention and the relationship between personalization and purchase intention is fully mediated by advertising value.

Gradient boosting learning for fraudulent publisher detection in online advertising

PurposeAnalysis of the publisher's behavior plays a vital role in identifying fraudulent publishers in the pay-per-click model of online advertising. However, the vast amount of raw user click data with missing values pose a challenge in analyzing the conduct of publishers. The presence of high cardinality in categorical attributes with multiple possible values has further aggrieved the issue.Design/methodology/approachIn this paper, gradient tree boosting (GTB) learning is used to address the challenges encountered in learning the publishers' behavior from raw user click data and effectively classifying fraudulent publishers.FindingsThe results demonstrate that the GTB effectively classified fraudulent publishers and exhibited significantly improved performance as compared to other learning methods in terms of average precision (60.5 %), recall (57.8 %) and f-measure (59.1%).Originality/valueThe experiments were conducted using publicly available multiclass raw user click dataset and eight other imbalanced datasets to test the GTB's generalizing behavior, while training and testing were done using 10-fold cross-validation. The performance of GTB was evaluated using average precision, recall and f-measure. The performance of GTB learning was also compared with eleven other state-of-the-art individual and ensemble classification models.