New Form Of Advertising Research Articles

How the Social Media Effect Consumer Behavior?

Internet platforms has become the main marketing strategy. The purpose of this study is to study the impact of social media advertising on consumer behavior in order to understand the role of advertising in the digital age. As a new form of advertising, social media advertising has unique characteristics, including personalization, sociality and immediacy. Compared with traditional media advertising, social media advertising may have different impact mechanisms and effects. This change has triggered a profound reflection on the importance of the relationship between consumer behavior and advertising, because the interaction between the two directly affects the marketing effect. This study adopts the method of literature review, systematically sorts out relevant literature, sorts out the influencing factors of social media advertising on consumer behavior, and analyzes the main findings of previous studies. Through this method, the research questions will be answered comprehensively and deeply, and the influence mechanism of social media advertising on consumer behavior will be revealed. Through literature review, it is found that social media advertising has a significant impact on stimulating consumers' purchase intention and shaping brand awareness. These major findings will provide support for the expansion of marketing theory, guide enterprises to formulate advertising strategies more accurately, and improve the effectiveness of advertising on social media. This is of great significance for enterprises to obtain market competitive advantages in the digital era.

The regulation of digital advertising under the DSA: A critical assessment

This article critically assesses to what extent the Digital Services Act (DSA) protects consumers in relation to three important developments in digital advertising: (i) the rise of influencer marketing as a new form of native advertising (ii) the personalisation of advertising and (iii) hybrid ads as advertising solutions that find themselves at the intersection of influencer marketing and personalised advertising. We describe and analyse these developments to better understand whether and how they are governed by the DSA. While the DSA specifically left influencer marketing outside of the material scope of its advertising rules, new forms of advertising (i.e. on-platform influencer marketing, which we refer to as hybrid ads) challenge this choice, as we argue they may fall under the DSA's advertising rules, just as personalised advertising. The resulting regulatory choice of differentiating between advertising practices on social media is odd at best, since it does not take into account the characteristics of these practices or the essential role of social media platforms in other forms of advertising than personalised advertising. The paper critically reveals three main pitfalls related to the way in which the DSA tackles consumer protection concerns in relation to the selected digital advertising developments: coherence/fragmentation; little consumer benefits; and limited future-proofing.

Ecological Concept of Basic Computer Vision and Visual Communication of Advertising under the Concept of Ecological Design

With the importance people attach to the harmony of ecosystem in modern society, the concept of ecological design has been adopted in some industries and is gradually being valued and recognized by people. In real life, advertising design and production is an important field of art design. With the rapid development of society and the continuous updating of network information technology, network advertising and visual communication design inevitably collide. As a new form of advertising, network advertising had become a part of people’s network life. This paper analyzes the technical characteristics of image transformation, image enhancement, image restoration, image coding, and image recognition in computer vision processing. Through the image processing algorithm and program of computer, the advertising image can be processed to realize the functions of recognition, restoration, coding, enhancement, and transformation of advertising image. This thesis had studied the visual communication design in modern online advertising under the concept of ecological design. Using computer vision processing technology, this thesis had studied how to process the ecological concept and advertising visual communication content through computer vision technology, which will help to better improve the configuration of online advertising and create a more pleasant visual environment. It is of great significance to promote the rapid development of online advertising industry.

Diferenciranje publike i strategija oglašavanja na interaktivnoj televiziji

Starting from the assumption that Serbia is in arrears with the implementation of the concept of interactive television and the creation of new forms of advertising, the author studies the transformation patterns of media content consumption using a multi-strategy research method of the habits of the young audience. Combining survey and in-depth interview techniques with qualitative content analysis, the author concludes that traditional TV advertising in the digital environment multiplies in terms of content, which is especially noticeable in the sphere of marketing communications. Young people increasingly apply different media technologies, switching from one device to another or using them simultaneously. Based on the analysis of the behaviour of the student population in the consumption of today's television in Serbia, we have created a model of interactive television as a multifunctional portal in the context of advertising messages.

The Nature of the Future: Agriculture, Science, and Capitalism in the Antebellum North

The Nature of the Future: Agriculture, Science, and Capitalism in the Antebellum North

The Art of Ephemera: Typographic Innovations of Nineteenth-Century Midland Jobbing Printers

ABSTRACT During the nineteenth century jobbing printers in Britain played an important role in the history of printing. In the skilled hands of the provincial printer, new display types were composed into new forms of advertising, contributing to the education and societal orientation of the emergent middle classes. Jobbing printers of the Midlands contributed to the advancement of British typography, making significant innovations in the composition of printed ephemera. This article considers the craft and invention of three influential nineteenth-century jobbing printers in the region: William Joesbury (1838–1919) of Birmingham, and the two members of the Gitton family, George (1746–1825) and George Robert (1801–85) of Bridgnorth. Joesbury printed Timothy Worsey Watton’s Outline Charts of General History (1848), an early example of progressive visual education for grammar schools; and the Gittons printed ephemera of Bridgnorth is a valuable record of the town’s industry and of its social culture.

The interactive mobile social media advertising: An imminent approach to advertise tourism products and services?

Marketing tourism products traditionally were confined to conventional advertising tools. With the enhancement of mobile technologies and the emergence of social networking sites, a new platform of advertising has emerged. Mobile social media advertising refers to the use of social networking sites on mobile devices to advertise tourism products and services. However, many tourism organizations are skeptical, particularly if tourists are ready to accept this new form of advertising. Therefore, this study proposes an integrated framework that consists of Mobile Technology Acceptance Model, personal factors (i.e., mobile self-efficacy and technology self-efficacy), and Interactivity Theory to understand consumers’ intention to adopt mobile social media advertising in receiving tourism-related advertisements. 459 valid data were analyzed by the Partial Least Squares Structural Equation Modelling technique. Surprisingly, most structural paths are consistent with past literatures except for the relationship between personal factors and intention. This study has valuable contributions to academicians, practitioners, and society.

Multi-Period Optimal Capacity Strategy Based on Consumer Behavior Involved in Social Media

AbstractSocial media and consumer behavior are increasingly important in business nowadays. As a new form of advertising, social media do facilitate the increase in demand and bring a challenge to manufactures. While researchers demonstrated that insufficient capacity generates the loss in the process of sales, an opposite conclusion has been obtained that the profit is larger in insufficient capacity. This study investigates this situation of a manufacturer. We develop a multi period model of insufficient capacity concerning with social media and consumer behavior. An calculation of the model indicates that a great change appears in the demand of each period. To ensure the maximum profit, the capacity of each period is computed. And the profit is almost 8 times larger than that we do not consider social media and consumer behavior. We discuss the implications of our findings for both theory and practice.

The cultural and economic power of advertisers in the business press

Media studies scholarship on advertising has traditionally fallen into two camps. Cultural analysis emphasizes the signals advertisements send to consumers, focusing primarily on the role of advertising creatives. Economic analysis emphasizes advertising’s impact on media companies’ financial performance, focusing on the role of sales managers and proprietors. Both approaches minimize the role of reporters, against whose work advertisers place their messages. This article draws on interviews, as well as financial analysis, at six newsrooms to examine the impact of advertising practices on the editorial independence of reporters. Combining cultural and economic analysis, the article highlights the unique threat advertiser influence poses to critical business reporting, which takes as its subject the very firms who must choose to advertise against it. The article argues that the new forms of advertising, where branded content is presented alongside, and intended to mimic, reported content, increase the threat of advertiser capture. At four legacy outlets studied, investigative business coverage has declined as media organizations react to the changed operating environment with practices that compromise the divide between news and advertising staff. At two online startups studied, where new advertising formats have always been part of strategy, news and sales staff remain separate. Yet there is limited appetite at these outlets for conducting critical business journalism, which is not seen as key to organizational mission. The article concludes with policy recommendations to safeguard the viability of critical business journalism.

Which New Forms of Television Advertising Are Most Strongly Recalled? A Quantitative Analysis

ABSTRACTIn recent years the loss of effectiveness of television advertising based on traditional spots has led to the development and consolidation of new forms of advertising. In this article, the authors analyze the recall effectiveness of three new television advertising formats (television billboards, internal telepromotions, and external telepromotions). We use a representative sample of Spanish television audiences to compare the advertising recall generated by each new form of advertising. The empirical analysis, carried out by means of a probit model, shows that television billboards generate better recall than external or internal telepromotions.

Virtual reality as a way to good business

A virtual economy is the emergent property of the interaction between participants in a virtual world. As businesses compete in the real world, they also compete in virtual worlds. Many companies now incorporate virtual world as a new form of advertising. There are many advantages to using these methods of commercialization. The use of advertising within virtual world is a relatively new idea, due to Virtual World as a relatively new technology. According to trade media company Virtual Worlds Management, commercial investments in the virtual sector were in excess of USD 425 million in 2007, and USD 594 million in 2008. During the last year, investments made were approximately 1 billion US $. Investment in marketing and virtual commercials, in Republic of Serbia was about 840 million euros during the last few years.

The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework

The Internet has given rise to many new forms of advertising. Scientific studies have focused on individual reactions to specific advertising forms in isolation and have offered little guidance for aggregate-level budget allocation decisions, which are typically based on simple rules. This article compares the long-term effectiveness of nine forms of advertising—seven online and two offline—by means of a structural vector autoregressive model and restricted impulse responses. For five product categories, we investigate how these forms of advertising generate traffic, affect conversion, and contribute to revenue. We find that content-integrated advertising is the most effective form, followed by content-separated advertising and firm-initiated advertising. Although online advertising forms have similar power to drive traffic, content integration dominates content separation in the area of progression toward purchase. Last-click attribution underestimates content-integrated activities and suggests online advertising budget allocations that yield 10%–12% less revenue than the status quo, whereas the model's proposed online advertising budget allocation yields a 21% revenue increase over the status quo. These results highlight the payoffs for companies that integrate content into online media.

가상광고 규제의 문제점 및 방향에 관한 연구

새로운 기술 환경과 광고 환경을 바탕으로 탄생한 새로운 광고형태인 가상광고가 최근 본격적으로 집행되고 있다. 가상광고는 이전에 없었던 형태의 광고이며, 쉽게 프로그램 콘텐츠에 변화를 줄 수 있기 때문에 적절한 규제는 가상광고의 성장에 있어 매우 중요하다. 또한 시기적으로도 그 동안의 운용 결과를 바탕으로 전반적인 보완이 필요할 시점이다. 이러한 배경에서 2010년 이후 본격 진행되고 있는 가상광고의 규제에 대해 연구하였다. 먼저 가상광고의 성장과 효과에 대해 살펴보고 국내외의 가상광고 규제 현황을 파악하였으며, 가상광고 규제 관련 주요 쟁점들을 도출하여 보았다. 이를 바탕으로 향후 바람직한 가상광고 규제 방향을 제안하였다. 본 연구를 통하여 국내 가상광고 시장이 바람직한 방향으로 새로운 도약을 할 수 있는 계기가 되고 장기적인 성장을 이룰 수 있기를 기대해 본다. The virtual advertising which emerged in new technology environment and new advertising environment has been executed lately. The right regulation of virtual advertising is very important to the growth of it, because virtual advertising is new form of advertising and it can change program contents easily. In addition, it's time for considering the overall supplementation of virtual advertising regulation, based on the results so far achieved. In this sense, this article examined the regulation of virtual advertising which has been executed since 2010. It first examines the characteristics of advertising in digital media convergence environment and the growth and effect of virtual advertising. Then, research problems were suggested. Based on the research problems, it examines the status of virtual advertising regulation for each country. Then, it analyzes and discusses the major issues related to today's virtual advertising regulation. The article concludes with policy recommendations.

Online In-Game Advertising Effect: Examining the Influence of a Match Between Games and Advertising

ABSTRACTOnline in-game advertising (IGA) may be the most promising of all new forms of advertising. This study examines the influence of the match between a game and advertising on the online IGA effect, using an 18-day experiment in which 562 online game players participated. The results indicate positive and significant effects of all three matching dimensions (congruity, integration, and prominence) on both interest in and the purchase intentions of players for the IGA. Moreover, players’ interest has a positive effect on their purchase intentions during play. These findings have significant implications and suggest areas for further research.

Comunicação eletrônica: as transformações nas organizações

As organizações passam por transformações de ordem diversas. No que tange à comunicação, a informatização está transformando a comunicação dirigida escrita impressa em dirigida escrita eletrônica. Seis empresas entrevistadas mostram a realidade dessa comunicação eletrônica, ressaltando que a mesma trouxe agilização, mas que ainda não descartaram totalmente a forma escrita impressa, acrescentando que, do ponto de vista das relações humanas, a forma eletrônica tem isolado as pessoas. Para essa nova forma de veicular, este trabalho propõe, no seu texto original, uma formatação padronizada desse tipo de comunicação aos seus usuários, pois o setor está carente e tem chamado tudo de “e-mail”, por falta de conhecimento de como caracterizá-la.

Branding Public Service

In recent years, U.S. public television, an ostensibly noncommercial system founded on public service principles, has become increasingly integrated into the commercial broadcasting industry. This article examines the new, market-oriented business practices within American public television that emphasize the building of brand identity. Since the mid-1990s, the Public Broadcasting Service (PBS) has sought to extend its brand beyond broadcast television and cash in on consumer loyalty to PBS. This branding strategy targets an audience of consumers, and it sells both "content" and an image to these consumers. This is part of a broader strategy aimed at leveraging the PBS brand to create new revenue streams by licensing the PBS logo, selling new forms of advertising, and developing several PBS brandname product lines. After mapping the contours of this new strategy, the article explores the consequences of the brand-building approach for the future of public service broadcasting.

Discours critique ou marketing

The author examines the crisis of semiotics in the 1980's. Semioticians recognized the ambiguity of their situation when they realized that the marketing professions had harnessed their techniques for their own ends. Critical discourse began to waiver. A new social role needs to be defined for semioticians. Should they help the salesman sell or rather continue research amidst the anarchy of connotations? For Kim Schroder future research needs to be directed towards the reception of publicity messages and to studying the emergence of the new forms of advertising.

The oldest Dutch commercial œuvre lists in print

AbstractBook lists in early books are a well-known phenomenon. Yet they have still received little scholarly attention. In this article, one particular type is named, classified, and its origins and early history investigated: the commercial oeuvre list. This is a list of all available books written, translated, or edited by the author of the publication in which the list appears, and commercially issued by the relevant publisher. As a result of this last attribute, the list also came to function as an announcement of forthcoming publications. Properly considered, the commercial oeuvre list formed an entirely new development in the advertising technique of the book trade: the reader elevated from purchaser to a determining factor for the advertisement. The first to make use of such a list was the Amsterdam publisher Marten Jansz Brandt. In 1622, he issued the earliest known commercial oeuvre list. It concerned the popular and prolific writer, Willem Teellinck, father of the Dutch Reformed pietist movement, the Further Reformation. Given the concordance between the anthropological leanings of Teellinck's writings and the user-friendliness of the new form of advertising, it is no surprise to find them linked. At any rate, Brandt aimed at a specific reading-public: that of the pietist readers. Over a period of more than forty years, no less than fifteen lists appeared concerned with Teellinck's works. The longest contained 53 items. This long duration and large number of lists and items make it possible to study the various developments of the commercial oeuvre list in the first period of its existence. It turns out that the content was regularly updated up to and including the tenth list (1647) in accordance with what was in stock, and a reprint was introduced as soon as an edition was sold out. Brandt was responsible for eight of the fifteen known lists. The publishers Anthony de Later in Vlissingen and Theunis Jacobszoon Lootsman in Amsterdam followed his example in 1632 and 1647 respectively. For all three, when they first introduced commercial lists of Teellinck's works, it was a case of wanting to become his regular publisher. In other words, behind such lists were not only booksellers' but also publishers' interests. Oeuvre lists serve as trustworthy evidence to identify an author, translator, or editor of anonymous or pseudonymous publications. They therefore demand an intensive and far-reaching study. The register of book lists in books at the STCN office of the Royal Library, The Hague, recently made accessible, can therefore be of great service. That three of the fifteen lists examined - including the oldest! - are known only from copies in private hands, indicates in addition that these locations can't be left out of consideration in future research.