Advertising Model Research Articles

한국 연예인 광고모델 속성이 중국 의류제품과 전자제품 광고효과에 미치는 영향

This study examined the effects of Korean celebrity advertising models on the advertising effectiveness for Chinese brands by comparing apparel products with electronic products. In addition, this study explored the effects of gender and monthly expenses on the evaluation of Korean celebrity advertising models. This study targeted 388 Chinese university students in China. The results show that Korean advertising models consist of five attributes (familiarity, visibility, credibility, similarity, and attractiveness) and that advertising effectiveness consists of three factors (attitude toward the advertisement, attitude toward the brand, and purchase intention). The impact of these five advertising model attributes on advertising effectiveness differ for apparel and electronic products. The results also indicate gender and expense differences in the evaluation of Korean celebrity models. We discuss the theoretical and managerial implications of the results along with potential limitations and future research directions.

Designing Promotion Strategy of Malang Raya’s Tourism Destination Branding through Audio Visual Media

This study examines the suitability concept of destination branding with existing models of Malang tourism promotion. This research is qualitative by taking the data directly in the form of existing promotional models of Malang, namely: information portal sites, blogs, social networking, and video via the Internet. This study used SWOT analysis to find strengths, weaknesses, opportunities, and threats on existing models of the tourism promotion. The data is analyzed based on destination branding’s concept indicators. Results of analysis are used as a basis in designing solutions for Malang tourism promotion through a new integrated tourism advertising model. Through the analysis we found that video is the most suitable media that used to promote Malang tourism in the form of advertisements. Videos are able to show the objectivity of the fact that intact better through audio-visual form, making it easier to associate the viewer thoughts on the phenomenon of destination. Moreover, video creation of Malang tourism as well as conceptualized ad is still rare. This is an opportunity, because later models of audio-visual advertisements made of this study is expected to be an example for concerned parties to conceptualize the next Malang tourism advertising. Keywords : Advertise, SWOT Analysis, Malang City, tourism promotion

An Empirical Analysis of the Value of Information Sharing in the Market for Online Content

This paper studies the importance of consumer-related information to the market for display advertising and, in turn, to the publishers who produce and distribute online content. Our study is based on two primary data sets. The first is a large, impression-level database of advertising placements during a one-week period in August 2013, provided by two anonymous companies that operate advertising exchanges with automated bidding. These data form the basis for an econometric analysis that allows us to measure the premium paid by advertisers for ads served to customers with cookies, and ultimately to assess the added economic value generated by information sharing in the online content market. The second data set, provided by Adomic, measures the relative prevalence of ads generated by different advertising models based on observations of display ad placements for the top 4000 publishers. This data set allows us to assess the relative significance of third party advertising technology models to the industry in general, and to smaller, “long-tail” web sites in particular.

“I’d like to be that attractive, but at least I’m smart”: How exposure to ideal advertising models motivates improved decision-making

The use of idealized advertising models has been heavily criticized in recent years. Existing research typically adopts a social comparison framework and shows that upward comparisons with models can lower self-esteem and affect, as well as produce maladaptive behavior. However, the alternative possibility that consumers can cope with threatening advertising models by excelling in other behavioral domains has not been examined. The present research draws on fluid compensation theory (Tesser, 2000) and shows that idealized models motivate improved performance in consumer domains that fall outside that of the original comparison. These more positive coping effects operate through self-discrepancies induced by idealized models, rather than self-esteem or negative affect. Specifically, self-discrepancies motivate consumers to improve decision-making by: 1) making more optimal choices from well-specified consideration sets, and 2) better self-regulating indulgent choices. More broadly, the current research integrates and extends theories of fluid compensation and self-discrepancy, as well as provides a more complete picture of the ways in which consumers cope with idealized advertising models.

Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization

Thirty-five percent of US adults own a smartphone and more than seventy-three percent of the population in South Korea owns a smartphone in the first quarter of 2013. The number of people that use a smartphone has radically increased. Smartphone users always maintain connectivity, and frequent and swift communication with others. As the mobile advertising market is drastically expanded, advertisers and companies should be more attentive to effective smartphone advertising. This study suggests a comprehensive advertising model that combines a Web advertising model, personalization and flow theory in understanding the antecedents of purchase intention and influence processes in the context of smartphone advertisements. The results show that personalization has a positive association with informativeness, credibility, and entertainment of the advertising message while having a negative association with irritation. Purchase intention is increased by advertising value and flow experience. Advertising value has a positive relationship with credibility, entertainment, and incentives. Flow experience is positively associated with credibility, entertainment, incentives. Irritation negatively affects flow experience but advertising value. This study theoretically contributes to the application of the smartphone advertising model and practically contributes influential factors for effective advertising to marketers and advertisers.

스포츠 브랜드 광고 모델과 브랜드 인지도, 자기관에 따른 소비자의 호의도에 관한 연구

As economy is growing and income level is increasing, more people are pursuing relaxation and leisure in their life. As the sports market in Korea is flourishing, sports wear companies have begun to focus marketing their brand by carefully selecting advertising models in order to get more exposure for their brands. The purpose of this study was to analyze, the effects of the advertising model types had on the company`s brand recognition, and consumer subjectivity on consumer`s preference and purchasing intention were studied. The subjects for the study were 260 men and women in their 20~30s living in Seoul and Gyunggi province. Three-way ANOVA was conducted for the data analysis. The results showed significant interactions between the three independent variables on preference. Although there were various advertising model types due to the improvement of media, (brand advertisement employing) the well known celebrity model was more effective for raising consumer brand awareness compared to non-celebrity models.

Why do Caucasian advertising models appeal to consumers in Taiwan?

To test the influence of model ethnicity on advertising effectiveness in East Asia, this research proposed a cue-triggered value-expressive model, according to which positive attitudes towards western models help consumers with independent self-concepts express themselves. Western models generated more favourable ad responses (ad credibility, diagnosticity and attitudes), promoted stronger self–brand connections and led to more favourable brand attitudes than did Asian advertising models among independent respondents in Taiwan. In contrast, consumers with interdependent self-concepts did not exhibit such differences. Independent self-concepts also consisted of two sub-dimensions: horizontal individualism focused on the desire to be different, and vertical individualism centred on the desire to be superior. The former dimension accounted for the enhanced effects of western models. Three experiments confirmed that expressing positive attitudes towards these advertising models served value-expressive functions among consumers with uniqueness self-concepts when they read ads promoting products that were publicly (Study 1 and 3) or privately (Study 2) consumed.

Manufacturer's pricing strategies in cooperative and non-cooperative advertising supply chain under retail competition

A B S T R A C T This article studies the manufacturer's pricing strategy in a supply chain with a single manufacturer and two competing retailers. The manufacturer, as a Stackelberg leader specifies wholesale prices to two retailers who face advertisement dependent demand. Based on this gaming structure, two mathematical models are developed - the cooperative advertising model where manufacturer shares a fraction of retailers' advertising costs and the non-cooperative advertising model where manufacturer does not share any retailer's advertising expenses. The optimal strategies of the manufacturer and retailers are determined and a numerical example is taken to illustrate the theoretical results derived. We show that cooperative advertising policy is beneficial not only for the participating entities but also for the entire supply chain.

Fashion/Social Advertising. What Happens When Fashion Meets Social Issues

96 Normal 0 14 false false false IT JA X-NONE “Fashion/social advertising”, as the name suggests, is a composite phenomenon, combining the peculiarities of two specific districts of the advertising empire: “fashion advertising” and “social advertising”. Today, it represents one of the most interesting phenomena in the wide scenario of advertising, because it gives rise to an effective and efficient advertising model in terms of values , texts and practices . However, although social advertising should be grounded on “thinking ethically”, often this “thinking ethically” doesn’t turn into “talking ethically”. This paper aims to understand virtues and vices of the fashion/social phenomenon through two different researches. The first one aims to highlight what is fashion/social advertising and how fashion/social ads talk to the public . The second one focuses on the decisions of Italian Istituto dell’Autodisciplina Pubblicitaria about fashion/social ads, aiming to understand when and how fashion/social advertising doesn’t talk ethically .

Highly Attractive Models in Advertising: What Causes Negative Affect?

Highly attractive models (HAMs) have been popularly used in advertising to impact psychologically on the message receiver in the hopes of increasing the advertisement’s effectiveness. The marketing literature is replete with evidence of the positive effects of using HAMs. However, support for their effectiveness is somewhat conflicted. The research attempts to add to the body of knowledge, specifically through exploring individual difference variables (model characteristics, product types, comparison motives, and culture) impact on negative affect. This study also investigates whether advertising skepticism determined by culture has an impact on negative affect as a result of a HAM comparison. The methodology uses a 3 (beauty types) x 2 (product types) x 2 (comparison motives) between-subjects experimental design. Respondents for the main study are female students across cultures from international programs and universities in Vietnam. The results supported all hypotheses; except product types shown having no impact on negative affect. The research also confirmed there are interrelationships between culture and skepticism. These findings have implications regarding the potentially negative influence of advertising including HAMs for practitioners, academics and public policy makers.

The Impact of Third Person Effects on Regulation of Alcohol Advertising Model

The Impact of Third Person Effects on Regulation of Alcohol Advertising Model

Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Year-Old Children

This paper investigates (1) whether the physical attractiveness stereotype applies to children, (2) whether children’s self-perception is influenced by the attractiveness of an advertising model, (3) whether children’s attitudes towards an ad and buying intentions for a non-beauty-related product are influenced by the attractiveness of an advertising model, and (4) whether age affects (1), (2), and (3). Results of two experimental studies with respectively 8–9-year-old (N = 75) and 12–13 year old (N = 57) girls and boys confirm the presence of the physical attractiveness stereotype in children. The presence of a moderately attractive (vs. less attractive) model has a negative influence on general self-worth for 8–9-year-old boys, but not for girls, nor for 12–13-year-old children. Exposure to a moderately attractive (vs. less attractive) model also has a positive influence on perceived physical appearance of 8–9-year-old girls, but this effect does not occur for boys, nor for 12–13-year-olds. The studies also show that moderately attractive (vs. less attractive) models increase attitudes and buying intentions for 8–9-year-olds, but not for 12–13-year-old boys and girls.

Cooperative advertising and pricing models in a dynamic marketing channel

This paper studies dynamic pricing and cooperative advertising strategies in a two-member channel of distribution. We propose differential game models that incorporate the carryover effects of advertising over time for both manufacturer and retailer. Two different models are studied. Firstly, we discussed a non-cooperative differential game which the manufacturer supports partially the cost of the promotion activities. Secondly, both channel members cooperatively determine their respective strategies. In these two cases, dynamic cooperative advertising and pricing strategies are characterized. Then numerical simulation method is applied to analyze the sensitivity of main model parameters and compare the main results of the two models. The simulation results show that the cooperative model achieves better coordination than the non-cooperative model with the following features: all channel members achieve higher advertising efforts and profit level in the cooperative case rather than in the non-cooperative case.

Premium Brand Launching of Advertising Model Photo Shoot Make-up De

Premium Brand Launching of Advertising Model Photo Shoot Make-up De

Cooperative advertising models in supply chain management: A review

This paper reviews articles on cooperative advertising, a topic which has gained substantial interest in the recent years. Thereby, we first briefly distinguish five different definitions of cooperative advertising which can be found in operations research literature. After that, we concentrate on vertical cooperative advertising, which is the most common object of investigation and is understood as a financial agreement where a manufacturer offers to pay a certain share of his retailer’s advertising expenditures. In total, we identified 58 scientific papers considering mathematical modeling of vertical cooperative advertising. These articles are then analyzed with regard to their general model setting (e.g., the underlying supply chain structure and design of the cooperative advertising program). After that, we explain the different demand and cost functions that are employed, whereupon we distinguish between static and dynamic models. The last dimension of our review is dedicated to the game-theoretic concepts which are mostly used to reflect different forms of distribution of power within the channel.

Moderately thin advertising models are optimal, most of the time: Moderating the quadratic effect of model body size on ad attitude by fashion leadership

The authors hypothesize and find that an advertising model’s body size has an inverted U-shaped relationship with ad attitude in the apparel product category, in which moderately thin advertising models are optimal. They assess the moderating effect of consumers’ fashion leadership on this quadratic relationship, proposing that this moderation may shift the optimum and/or create a flatter inverted U-shape. In the empirical studies, the authors find both types of moderation may occur and that there may be conditions under which slightly larger, intermediate sized models are most effective for fashion followers and that under other conditions model body size seems to be irrelevant for fashion leaders. As expected, the authors find a positive effect of ad attitude on brand attitude and purchase intentions.

Cooperative Advertising Model in Two-stage Supply Chain: A Game Theory Approach

Cooperative Advertising Model in Two-stage Supply Chain: A Game Theory Approach

The impact of advertising regulation on industry: the cigarette advertising ban of 1971

This article studies the impact of the 1971 TV/radio advertising ban on the cigarette industry. Data indicate that industry advertising spending decreased sharply immediately following the ban but recovered and actually exceeded the preban level within five years. A dynamic oligopoly model of advertising is developed to incorporate two potential explanations. The estimated model fully accounts for the puzzling trend, with 74% of the postban advertising spending increase explained by industry dynamics, and 26% explained by learning. Furthermore, this article uses the new concept of nonstationary oblivious equilibrium to handle intractable state space and accelerate equilibrium computation.

Mobile Advertising Model in N-Screen Environment for CSCW

People have multiple smart devices these days, such as smart phones, tablet computers and smart TVs among others. So now it is possible to offer advertisements everywhere. There is also an emerging technology with public Smart Digital Displays, which can be interacted with by smart mobile devices, by using the displays' touchscreen and other ways. Those displays offer a great chance for different companies to provide useful and interactive advertising for the customers. This is made possible by the Computer-Supported Cooperative Work and N-Screen technologies. And with the help of those technologies, it is possible to spread the advertisements to many more potential customers, because customers can share their experiences with their friends.

Maximizing the performance of advertisements diffusion: A simulation study of the dynamics of viral advertising in social networks

In the era of web2.0, marketers are eager to benefit from viral advertising. In this paper we propose a computational network model of viral advertising to examine the maximization of influence within social networks. For our network model we combine both the independent cascade model and the threshold model. We use a spreading threshold to trigger the cascading process, to examine the ways in which advertisements spread across the social network. We also investigate the procedures for choosing an initial set of people to maximize the performance of advertisement spreading. Furthermore, we analyse the impact of network structures on the dynamics of diffusion, and a strategy for combining viral advertising with mass marketing in e-commerce. We also run simulations using a real dataset to check the diffusion of advertisements in an online social network. Ultimately we discovered that a combination of viral advertising and mass marketing is better to diffuse advertisements than either method wholly by itself. Using an optimal algorithm improves diffusion performance, but using ‘degree’ is also an alternative way of choosing initial nodes when the whole structure of network is unknown. Integrating simulations to build a real-time decision support platform will make the diffusion of advertisements more efficient.