Online Advertising Research Articles

Collaborative efforts of the Joint Action PreventNCD and the WHO Europe to protect children from harmful marketing

Abstract Control and counter the effects of advertisements and online marketing is one of the policy actions that will be explored within the JA Prevent NCD that has the overall aim to “reduce the burden of cancer and other NCDs and common risk factors, both at a personal and societal level, and support member states by taking a holistic approach for the prevention of cancer and other NCDs, through coordinated action”. The work that will be building on the JA Best-ReMaP sustainability framework recommendations to improve the effective implementation of policies to reduce harmful marketing of unhealthy food, would at the same time comprehensively address also tobacco and alcohol maketing. Thirteen different countries are involved in the work package on regulation and taxation that has the overall objective to “improve compliance, coherence, wider implementation and enforcement of fiscal and regulative measures targeting major NCD-risks factors.” This includes a broad range of tasks from mapping existing policies and frameworks, accumulating knowledge on health taxes and fiscal policies, promoting the use of joint nutrient profile models, assessing the impact of labelling on products to create healthier behaviors, supporting the implementation of policies to reduce the impact of harmful marketing, strengthening regulations towards hazardous substances and developing monitoring indicators for policies for prevention of NCD. An overview of the concrete collaborative actions to support the implementation of the marketing regulation will be given: (1) on JA work with the MSs and especially presidency countries, to allow for the discussions on the development of the EU regulation for reduction of the harmful marketing; (2) on the EU stakeholders positions regarding marketing regulation; (3) on the collaborative actions in scaling up the KidAd app. (5) the development of an algorithm to detect alcohol, tobacco and nicotine-containing products will be jointly developed and piloted.

Leveraging Behavioural Insights to Create Healthier Online Environment for Children

Abstract Issue/Problem The proliferation of digital marketing poses a significant threat to children’s health and well-being, necessitating innovative solutions grounded in cross-disciplinary systems approach. Description of the problem Children’s exposure to harmful digital marketing is pervasive, influencing their preferences, behaviours, and health outcomes. Traditional regulatory approaches often fall short in addressing the dynamic nature of online advertising, exacerbating the challenge. Without effective interventions, children remain vulnerable to the detrimental effects of marketing for unhealthy products and services, undermining public health efforts. Results Integrating behavioural sciences with public health suggests promising avenues for addressing the complexities of harmful digital marketing to children. The WHO KidAd app is a ground-breaking tool designed for objective monitoring of digital marketing. Coupled with evidence-based behavioural strategies such as nudges, choice architecture, and social norms, policymakers can influence decision-making in favour of healthier choices, thereby reducing the impact of harmful marketing. By understanding the decision-making processes and behavioural patterns involved, policymakers can design targeted interventions to mitigate exposure and protect children. Lessons Learned The application of behavioural sciences in public health policy-making yields valuable lessons. Firstly, personalized and contextually relevant interventions resonate more effectively with target audiences, enhancing their efficacy. Secondly, leveraging behavioural insights allows for the design of interventions that complement existing regulatory frameworks, filling gaps in enforcement and compliance. Thirdly, interdisciplinary collaboration between public health experts, policymakers, and behavioural scientists is essential for developing evidence-based strategies tailored to the digital landscape’s evolving challenges. [Grant: APVV-22-0587] Speakers/Panelists Amandine Garde Law & Non-Communicable Diseases Unit, Liverpool, UK

Innovative tools from WHO Europe to protect children from digital marketing of unhealthy products

Abstract Children in the WHO European Region are extensively exposed to marketing of unhealthy products, including tobacco, alcohol, HFSS foods, and gambling, which negatively influences their dietary choices, behaviors, and perceptions of a norm, threatening their health rights. Recognizing the urgency to protect children’s developmental potential and rights, WHO has actively addressed this issue both within Europe and globally. In 2010, WHO issued recommendations for Member States on marketing foods and beverages to children. Building on these efforts, the CLICK framework for monitoring digital marketing to children was introduced in 2018. In 2023, WHO released guidelines urging countries to adopt comprehensive, mandatory policies to protect children from HFSS food marketing. Despite political commitments and policies, children and adolescents continue to be exposed to unhealthy product marketing, increasing their risk of NCDs as online activity rises. At the same time, while efforts have focused on restricting specific products, rapid changes in digital marketing strategies necessitate broader measures. Emerging trends include promoting brand loyalty among young children through brand characters and logos. Tools and support are urgently needed to monitor and implement WHO recommendations in online settings, including brand marketing. Despite WHO recommendations, few countries have implemented mandatory policies. Reliable monitoring mechanisms are essential. To address this gap, the WHO Regional Office for Europe developed the KidAd platform to monitor children’s exposure to digital advertising.

Balancing Innovation and Profitability: Technological Diversification in Iran’s Insurance Industry

Abstract This study explores how technological diversification affects financial performance in Iran’s insurance industry. Using semi-structured interviews with six experts, including CEOs and faculty members, key indicators of technological diversification were identified, such as new underwriting software and digital advertising platforms. A 33-item questionnaire was developed based on these insights and distributed to top managers of Iranian insurance companies, with secondary financial data sourced from the Central Insurance of Iran. The study employes regression analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the impact of technological diversification on financial performance, controlling for firm size, debt ratio, and company age. Findings indicate a significant negative relationship between technological diversification and both Return on Equity (ROE) and Return on Assets (ROA), suggesting that the costs of adopting new technologies may outweigh their short-term financial benefits. Additionally, high debt ratios were found to adversely affect ROA, highlighting the financial risks of excessive borrowing.

PENGARUH SENI KALIGRAFI DALAM MENUMBUHKAN KEMANDIRIAN FINANSIAL BAGI MAHASISWA

The art of calligraphy plays a significant role in fostering financial independence among students. Through intensive practice and meticulous attention to detail, this art form strengthens skills such as precision, patience, and creativity, crucial for personal financial management. This article explores how calligraphy can serve as an effective educational tool to enhance students' understanding of the importance of discipline, planning, and financial stewardship. Implementing calligraphy practices within higher education enriches visual culture and positively influences students' attitudes toward financial autonomy and responsibility. The method used in this research is qualitative, where the researcher collected data through online interviews and observations with informants. Additionally, the researcher referenced various theories from literature reviews such as scientific journals, books, and reliable information. The research findings indicate that the marketing strategy employed towards the informants involved online marketing strategies, including platforms like Facebook, Instagram, and WhatsApp. Through these strategies, they experienced increased sales. Furthermore, the informants implemented changes in product quality and sales services to ensure customer comfort and loyalty.

The Influence of Influencer Marketing, Content Marketing, and Online Advertising on Skincare Product Purchase Decisions on the Tiktok Application (Case Study on Palembang City Students)

This study aims to analyze the influence of Influencer Marketing, Content Marketing, and Online Advertising on the purchase decision of skincare products on the TikTok application, with a focus on students in the city of Palembang. Using quantitative methods and accidental sampling techniques from a population of 80 people, the data was collected through questionnaires and analyzed using SEM-Smart-PLS 3.0 for Windows. The findings of the study show that Influencer Marketing has a positive but insignificant effect, while Content Marketing and Online Advertising have a positive and significant influence on purchase decisions. Simultaneously, these three variables influenced the purchase decision with an R Square value of 0.841, indicating that 84.1% of the purchase decision variables could be explained by these three factors.

Research on Marketing Strategies for Optimizing Entertainment Products Using the Internet

Abstract: The rapid development of science and technology has profoundly altered the way people live and consume. As a significant aspect of cultural consumption, the marketing approach to entertainment products has undergone a profound transformation in response to the Internet. The traditional marketing of entertainment products is mainly reliant on the use of television advertisements, newspaper publicity, and other offline activities. Though these methods have achieved notable results over time, their reach and marketing power are constrained, making it challenging to meet the diverse and personalized needs of todays consumers. The paper aims to explore the potential of the Internet and online media to enhance product marketing strategies in the entertainment industry in the digital age. Through a comprehensive analysis of literature reviews, case studies and data studies, this paper explores the concept and current status of online marketing, as well as the application of online marketing in entertainment industries such as movies, music and games, and how existing data analysis can be used to help the modern entertainment industry optimize its existing online marketing strategies. The results show that by rationally applying online marketing strategies and adapting them to local conditions, not only can audience and user engagement be increased, but sales performance and brand image can also be significantly improved.

The Impact of New Media Strategies on Luxury Marketings: A Case Study of LVMH and Dior

Abstract: With the rapid development of digital technology, the traditional communication model of luxury brands is facing great challenges. There is an urgent need for luxury companies to explore new communication modes to break the limitations of traditional models and increase brand influence. This study explores the impact of new media marketing strategies adopted by LVMH on luxury brand perception and product sales. Taking Dior as an example, as part of the LVMH group, it has actively explored the corporate strategy of utilizing new media for marketing, especially through virtual fashion shows' novel new media marketing strategy. The article analyses how LVMH uses new media platforms such as social media, online advertising and content marketing to engage with its target audience. It assesses the impact of these strategies on brand perception and sales performance. It also discusses the challenges faced by LVMH in new media marketing. It proposes solutions and recommendations to promote the substantial development of the luxury industry in the new media era.

MARKETING IN THE SPHERE OF PUBLIC ADMINISTRATION

The article reveals the relevance of using marketing tools in the field of public administration. The concept of «marketing» is analyzed, the approaches of modern scientists to this concept are considered. Today, there are about 2,000 definitions of the concept of «marketing», in which the main tasks, processes and concepts of marketing are reflected in various combinations. A significant impact on the variety of definitions of marketing was made by the variety of points of view on the goals, objectives and content of marketing and marketing activities. Quite often, definitions of marketing are based on concepts of an economic nature (for example, profit maximization, increasing income, market, competitiveness, etc.), on management concepts (planning, regulation, organization, etc.). Emphasis is placed on a large number of derivative concepts of marketing, including «state marketing», «territorial marketing», «regional marketing», etc. It is indicated that marketing in the field of public administration is, first of all, an approach in public administration that puts the satisfaction of consumers and producers of public services in a prominent place, which acts as a specific form of marketing implementation. More specifically, this is the marketing activity of management bodies and/or their representatives who act as producers, consumers or intermediaries (suppliers) in the processes of exchange of goods, services, ideas and other values. The tools of state marketing were proposed, and the results of the use of the tools were analyzed. An analysis of the main types of marketing in the field of public administration was carried out: macro-marketing; direct state marketing; state internet marketing; de-marketing This classification is generally correct, as it takes into account the subject composition and various goals of marketing in the field of public administration. It has been proven that marketing in the field of public administration is based on real mechanisms of market functioning, and is also focused on achieving the maximum social effect from increasing the degree of satisfaction of the needs of the country's population. It is proven that the state uses marketing tools in its policy. However, so far it has a single character, and the use of such tools should be systematic. The application of marketing in the field of public administration and the activities of public bodies can be a means of achieving and increasing the competitiveness of both the national economy and the entire national state.

Relationship Between Organisational Innovation and Organisation Performance: A Study of Nigeria Bottling Company

In an increasingly competitive business environment, the role of organisational innovation as a driver of performance is more crucial than ever. This study investigates the relationship between organisational innovation and organisational performance with a specific focus on Nigeria Bottling Company. Using a mixed-methods approach, the study explores how innovations in product development, processes, and management systems contribute to enhanced operational efficiency, market share, and financial outcomes. The study adopts a descriptive cross-sectional survey. The target population for this study consisted of two hundred and forty-five (245) staff members from Nigeria Bottling Company. Data was collected through structured questionnaires with key personnel across various departments within the organisation and analysed using descriptive statistics and regression analysis for the hypotheses. The study revealed that film size innovation is vital for a company's success in today's highly competitive business environment and leads to higher productivity, meaning that the same input generates a greater output. Innovatiocontributeste to firms’ success in terms of better performance in the form of higher profits, lower production costs, more efficient working procedures, and better relationships with customers. Furthermore, finding shows that creativity and innovation helps and improves the work of employees together with improving organisational performance. The study concludes that fostering a culture of continuous innovation is essential for sustaining competitive advantage in the beverage industry. It is therefore recommended that technological innovation be incorporated at all levels. The management of the organisation has to design an effective and timely market innovation strategy and communicate it to all staff members to enhance organisational performance and productivity. Organisations should consider innovation that is either market, product or organisation-based to improve and increase the organisational performance as innovation is significant to new product development, product modification and creation of a new market as experienced in new product lines like increase in online marketing, online purchase of different products and global connection of markets into one.

Pharmaceutical Advertising and Public Perceptions in Saudi Arabia

Introduction: As the pharmaceutical advertising landscape evolves with digital advancements, this study examines public awareness and perceptions of medication advertisements in Saudi Arabia. It focuses on the effects of regulatory frameworks and evaluates how they influence public understanding and attitudes toward these advertisements. Method: A cross-sectional study was conducted using an electronic survey in Saudi Arabia in December 2023. The survey was distributed on social media platforms and reached a diverse sample of 440 participants. It covered public perception and attitudes toward drug advertisements, knowledge of regulatory laws, and preferences regarding advertising mediums. Results: Out of the 440 participants in the study, who were primarily employees with bachelor’s degrees, there was a clear awareness of drug advertisements. The average age of the group was 33 years, and a significant portion (71.1%) held a bachelor’s degree, with 51.1% being employed. The findings revealed that 25.5% of participants frequently noticed drug ads, while 22.7% saw them very often. Although many found the ads informative, there were significant concerns about unrealistic expectations and the risk of overmedication; 89.8% believed the ads set unrealistic expectations about the effectiveness of medications. Additionally, 60.7% thought that celebrity endorsements might mislead the audience, and 91.1% felt that ads should provide more detailed information about potential risks and side effects. Regarding preferred advertising platforms, mobile apps and websites were favored (47%), followed closely by social media (46.4%). A striking 93.2% of participants believed that drug ads on social media should be subject to stricter regulations, and 96.4% wanted more proactive monitoring of online advertising. Many also reported using other sources, such as medical review sites, to verify medication information. Conclusions: Pharmaceutical advertising in Saudi Arabia must balance ethical transparency with educational value. The influence of digital platforms underscores the necessity for stricter regulation and accurate information dissemination. A collaborative approach is essential to align advertising practices with public health interests and regulatory standards.

توظيف التكنولوجيا في تصميم الإعلان الرقمي وتمثلاتها الإبداعية في نتاجات طلبة التربية الفنية

The research dealt with the topic of (employing technology in the design of digital advertising and its creative representations in the products of art education students). The research contained four chapters. The first chapter dealt with: the methodological framework of the research, represented by the research problem that was revealed in the following question: How has technology contributed to employment in the design of digital advertising? They have no role in enriching the creative process and are represented in their artistic productions. The researcher determined the limits of the research, which were represented by the products of the students of the Department of Art Education - First Stage / College of Fine Arts/ University of Baghdad for the academic year (2020-2021), and then the researcher moved to the second semester, which included two sections. The title of the first section was employing technology artistically for advertising, and the section included the second is the creative process and aesthetic standards in the artistic achievement, and the researcher extracted a number of indicators that resulted from the theoretical framework: 1. The use of digital technical methods in employing shapes by following the technique of assembling and composing photographs, and generating a main rhythm between images and color values, served the functional aspect and the creative process of the advertising poster. 2. The computer showed a kind of diversity and excitement in the use of letters and their formal formulation in the design space. Among the most important conclusions is that the use of digital technology in the field of art education for practical academic subjects has given students the ability to diversify the styles of artistic production and facilitate the procedures used in producing these artistic works.

Strategic Capabilities and Competitive Advantage of Microfinance Institutions in Rwanda: A Case of Duterimbere-IMF Plc

Unique Contribution to Theory, Practice and Policy: The study recommends that Duterimbere Microfinance Institution should continue to refine its marketing strategies and enhance its technological capabilities to stay ahead of competitors. Duterimbere Microfinance institution should continue refining its marketing strategies and investing in technological advancement that enhances operational efficiency, customer satisfaction, and data-driven decision-making to stay ahead of competitors. Technical capabilities like digital platforms, mobile banking, and online marketing tools should also be leveraged to support the efforts in marketing.

Meta Ads digital advertising in social networks

A progressive tool for achieving the marketing goals of retail enterprises in digital advertising in social networks, taking into account the current situation in Ukraine, is Meta Ads. Advanced targeting parameters based on demographics, interests and own audience make Meta Ads a powerful tool for digital advertising professionals, allowing them to reach a wide audience with targeted messages. The study was conducted using the following methods: data analysis, synthesis and logical generalization of results; systemic, structural and statistical analysis with the use of graphical methods. The main sources of information are scientific papers, the results of marketing research, expert blogs in the field of digital advertising, and official statistical information from Internet resources. In the article there were considered the functions of generative artificial intelligence in Meta Ads, such as image enhancement, background generation, and ad text variations, which can reduce the time required to create advertising materials. Advantage+ tools that automate the process of creating advertising campaigns and targeting have been analysed, in particular Advantage+ Shopping Campaigns and Advantage+ Creative. The development trends of Meta Ads in the Ukrainian market, which will affect the results and efficiency of work with digital advertising, are substantiated. It was determined that the use of existing artificial intelligence technologies will allow enterprises to better find the target audience and work with advertisements

Buddy4Study: Technology-Driven CSR Initiative

Buddy4Study, under the leadership of Burnwal, aimed to extend its reach to thirty million students across India, mainly targeting those in remote and underserved regions. Recognizing the challenges of reaching such a vast and diverse population, Burnwal enlisted the expertise of Mr Gitesh Sharma to develop a strategic plan. Sharma’s approach involved leveraging traditional and digital media to maximize visibility, including newspapers, television, radio and internet marketing. He also proposed innovative grassroots initiatives, such as engaging MBA students in internship programmes to lead village educational awareness campaigns. Additionally, Sharma recommended forming partnerships with NGOs to further amplify these efforts in rural areas, where access to educational resources is often limited. Digital marketing was identified as a key tool, focusing on platforms like Facebook and LinkedIn and on mobile-based ads to reach a broader student audience. Sharma also emphasized the importance of meticulously planned digital platforms—such as mobile apps and websites—that offer clear, detailed guidance for scholarship applicants. Burnwal considered whether these strategies would effectively help Buddy4Study reach its ambitious target and impact the educational landscape in India.

Comparing The Effectiveness Of Multiple-Answer And Single-Answer Multiple-Choice Questions In Assessing Student Learning

ABSTRACT Driven by technological innovations, continuous digital expansion has transformed fundamentally the landscape of modern higher education, leading to discussions about evaluation techniques. The emergence of generative artificial intelligence raises questions about reliability and academic honesty regarding multiple-choice assessments in online education. In this context, this study investigates multiple-answer questions (MAQs) versus traditional single-answer questions (SAQs) in online higher-education assessments. A mixed-methods study involving quantitative field experiments and qualitative interviews was conducted with students enrolled in an online Marketing M.Sc. program. The students were divided randomly and assessed using either SAQs or MAQs, and the impacts on test performance of variables such as grade averages, study times, perceived workload, and difficulty were evaluated using independent-sample t-tests and ordinary least-squares regression analysis. The results show that although grades were lower and MAQs were perceived as being more difficult, study times and perceived workload did not differ significantly between the two formats. These findings suggest that despite their challenge, MAQs can promote deeper understanding and greater learning retention. Furthermore, even with their higher perceived difficulty and impact on performance, MAQs hold potential for dealing with academic-integrity concerns related to artificial intelligence.

Community learning for marketing management and digital marketing of Jasmine Rice by Nong Hin Housewives Group, Ratchaburi Province

Background and Aim: The Nong Hin Housewives Group has been instrumental in cultivating and marketing Jasmine rice, a product renowned for its quality. However, the group faces challenges in adopting modern marketing strategies, particularly in the digital realm. This study aims to analyze the current marketing practices, identify gaps in digital marketing skills, and develop a framework for effective community learning. By leveraging digital tools, the group can enhance its marketing efforts, reach a broader audience, and increase product sales. Materials and Methods: This study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews. Surveys were distributed to 200 community members across different generations to assess their digital media usage and preferences. In-depth interviews were conducted with key members of the Nong Hin Housewives Group to understand their marketing challenges and aspirations. Data were analyzed using statistical methods for the survey responses and thematic analysis for qualitative data. Results: The findings reveal a significant disparity in digital media usage among different generations, with Facebook emerging as the most popular platform. The data indicate that 66.50% of respondents actively use Facebook for marketing purposes. The study also identified challenges related to digital literacy within the community, affecting the effective use of online marketing tools. Despite these challenges, there is a strong interest in learning and adapting to digital marketing strategies. Conclusion: The research underscores the importance of community learning in enhancing the marketing management and digital marketing capabilities of the Nong Hin Housewives Group. By investing in digital literacy training and developing tailored marketing strategies, the group can significantly improve its outreach and sales of Jasmine rice. The study emphasizes the need for ongoing support and resources to facilitate the transition into effective digital marketing practices.

Research on the Social Media Marketing on Beauty Product: Based on Questionnaire Method

With the rapid development of the Internet, network broadcast and product marketing advertisements are gradually integrated into our lives. As the main force of consumption, women's consumption behavior has also become the focus of attention. This paper takes the social platform marketing of beauty products as an example, and conducts a directional analysis of consumer behavior through the research method of questionnaire survey. The survey results show that the main group of online consumption is concentrated in young people. From the perspective of regional distribution, most consumers come from southeast China, that is, the more economically developed areas, and the first-tier cities are mostly. Consumers prefer actual demand and are influenced by Internet celebrities and online comments. The research results of this paper can be used as a reference for cosmetics companies to formulate more targeted marketing strategies, help cosmetics brands to improve sales and performance, and provide references for the direction of social network publicity.

Research on the Marketing Strategies of International Bestsellers in the Digital Age: A Case Study of It Ends with Us

In the digital age, the rapid development of new technologies and new media has introduced fresh ideas for book marketing by publishers. It has become increasingly important for publishers to utilize new media and technology, understand the strengths and preferred content of various platforms, and develop targeted marketing strategies. The advantages of online marketing, such as timeliness, diversity, strong social interactions, quick feedback, and the ability to integrate with offline activities, can be leveraged to activate user engagement, enhance emotional investment from fans, and strengthen the connection between fans, books, and authors. Using the international bestseller It Ends with Us as a case study, this paper explores new pathways for marketing bestsellers in the digital era.

Peculiarities of digital promotion of educational programs of higher education institutions

The rapid digitization of modern society is connected not only with the development of digital and Internet technologies. Restrictions introduced in many countries in 2020 because of Coronavirus pandemic accelerated this process. Generation Z youth satisfy their communication needs mostly with the help of social media. Traditional tools are often powerless to reach this target audience and influence their behavior. Taking into account the need to achieve results in this particular group, universities need to have a clear online marketing strategy and use digital tools effectively. But it should be taken into account that Internet marketing of various institutions, companies and areas of activity have their own peculiarities. The presented research is a practical case of the digital promotion campaign of the educational program Digital Media of Oles Honchar Dnipro National University. On the example of this case, the peculiarities of the Internet marketing strategy of the educational program of the institution of higher education are demonstrated. The stages of the promotional campaign are considered. It is emphasized that the implementation of the developed program, in particular, the created landing page with an automated function, and a series of creative banners placed for five months in selected digital communication channels in accordance with the content plan, led to proper coverage and high-quality information of the target audience about the new educational program. Feedback automatization made it possible to create a database of enrollees interested in studying under this educational program and establish personal communication with them. As a result, these activities helped to achieve the set goal of recruiting a student group for the first year of study. The practical significance of this case is that the presented marketing program does not require large financial costs and can be implemented by any institution of higher education. The program uses metrics that allow to monitor the effectiveness of each tool in online mode and provide an opportunity to implement operational management of the marketing campaign.