Political Advertising Research Articles

REGULATION OF FINANCING OF ONLINE ELECTION CAMPAIGNS: INTERNATIONAL PRACTICE AND ELECTIONS IN KAZAKHSTAN

This study attempts to identify the extent to which current legislation on electoral campaigning is effective in addressing digital forms of campaigning. Ensuring that all forms of campaigning by political parties and candidates adheres to principles of transparency and equality is instrumental in preserving the integrity of elections. The data used for this research includes the analysis of legislation from the European Union, the United Kingdom, the United States and Canada. Research also uses data on campaign advertising regulation introduced in the run-up to the 2023 parliamentary elections in Kazakhstan. Evidence suggests that legislation has been slow to respond to ever evolving forms of digital campaigning. In the context of Kazakhstan, while certain improvements have been introduced in legislation, it mostly relates to extending existing norms aimed at traditional campaign tools (TV and print media). As such, it is insufficient in addressing some of the bigger concerns related to financial accountability during elections. Given the latest developments in technology as it is used in political context, more measures are required for proper regulation.

Platform Convergence or Divergence? Comparing Political Ad Content Across Digital and Social Media Platforms

When it comes to the study of the messaging of online political campaigns, theory suggests that platform divergence should be common, but much research finds considerable convergence across platforms. In this research, we examine variation across digital and social media platforms in the types of paid campaign messages that are distributed, focusing on their goals, tone, and the partisanship of political rhetoric. We use data on the content of paid election advertisements placed on YouTube, Google search, Instagram, and Facebook during the 2020 elections in the United States, examining all federal candidates who advertised on these platforms during the final 2 months of the campaign. We find that YouTube is most distinct from the other platforms, perhaps because it most resembles television, but convergence better describes the two Meta platforms, Facebook and Instagram.

Polarizing the Donorate: Charitable Giving and Negative Political Advertisements

ABSTRACT Does inflammatory political rhetoric undermine the voluntary provision of public goods? This paper addresses this question by combining Form 990 data on charitable giving with Wesleyan Media Project data on political advertising and a text-based measure of charity ideology. Attack advertising creates political polarization, which discourages giving to ideological charities, and encourages giving to non-ideological charities. These results suggest that divisive political rhetoric may actually strengthen nonpartisan civil society.

RHETORICS OF POLITICAL SELF ACRONYM ADVERTISING

<span lang="EN-US">This study aims to reveal the form of rhetoric of self-acronyms on the 2015 political elections in Central Java. Through this research, we can find out the form of rhetoric of the self-acronym used by the regent/mayor candidate partner in the 2015 <em>Pilkada </em>political advertisement. To answer questions and research needs, researchers analyzed the research data in the form of banners and billboards. The 2015 elections in Central Java through observation techniques and referring to the notes on the fragments of the advertising discourse which are allegedly statements that are a form of rhetoric of self-acronyms. Conclusions in this study are that there are acronyms that function as abbreviators and function as slogans. Acronyms that are classified as name abbreviators (initialization), namely the words </span><span lang="EN-US">Asri, Wali, Si Bagus, Mukti, Jati, Nasir Jos, Sukun, Ada, Nurani, Suko, Aman To, Mae, Harjo, Hati Mulya, Si Winner, dan Harus<span>. While those classified as slogans are </span>Dadi, Karismatik, Super Sumeh, Manis Bersyukur, dan Pasti Harum.</span>

Politik Reklam Aracı Olarak Youtube: Türkiye’de 2015 Genel Seçimlerinde Siyasi Parti Reklam Videolarının Çok Modlu Söylem Analizi

Dijital medya siyasal iletişim alanında yaygın olarak tercih edilmekte, politik reklamlara ilişkin analizler önem kazanmaktadır. Bu çalışma; 2015 Genel Seçim döneminde siyasi partilerin YouTube üzerinden paylaşıma sundukları reklam videolarında kolektif kültür ve inançla ilgili hangi egemen söylem ve sembollere yer verdiğini ortaya koymayı amaçlamaktadır. Analiz kapsamında, Türkiye’de Haziran – Kasım 2015 tarihilerinde gerçekleştirilen siyasal seçim kampanya sürecinde TBMM’de grubu bulunan 4 siyasi partinin YouTube’a yüklemiş oldukları ve en çok izlenen reklam videoları, Van Dijk’in eleştirel ideolojik çözümleme kategorileri; Arthur Asa Berger’in çok modlu söylem çözümlemesi yöntemi kullanılarak analiz edilmiştir. Bulgular, her siyasi partinin seçim videolarında konjonktüre uygun bir temayı çeşitli sembol, mitler, renk ve müzikle harmanlayarak seçmen kitlesinin beğenisine sunduklarını ortaya koymuştur.

Legal and Policy Implications in the Age of Social Media in South Africa

Purpose: The aim of the study was to examine the legal and policy implications in the age of social media in South Africa Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study revealed that privacy concerns, copyright infringement, cyberbullying, data protection regulations, content moderation, online political advertising, employer surveillance, and emerging technologies like deepfake, researchers have shed light on the evolving legal frameworks governing social media platforms. The study emphasized the critical need for enhanced privacy protection measures, transparent content moderation policies, comprehensive cyberbullying laws, and stricter regulation of online activities to safeguard users' rights and mitigate potential harms. Unique Contribution to Theory, Practice and Policy: Social Contract Theory, Diffusion of Innovations Theory & Network Society Theory may be used to anchor future studies on legal and policy implications in the age of social media in South Africa. Formulate policies that strike a balance between freedom of expression and the need to curb harmful content such as hate speech, misinformation, and online harassment. Legal frameworks should provide guidance on content moderation practices while safeguarding fundamental rights. Encourage social media companies to adopt ethical principles and practices that prioritize user well-being and societal good over profit maximization. This includes measures to combat online addiction, promote digital well-being, and mitigate the negative impacts of their platforms on mental health and democracy. This contributes to both legal theory and practice by emphasizing the role of corporations in upholding broader societal values.

Invoking Identity? Partisan Polarization in Discussions of Race, Racism, and Gender in 2022 Midterm Advertising in the United States

Context: Media messaging matters for public opinion and policy, and analyzing patterns of campaign strategy can provide important windows into policy priorities. Methods: The authors used content analysis supplemented with keyword-based text analysis to assess the volume, proportion, and distribution of media attention to race-related issues in comparison to gender-related issues during the general election period of the 2022 midterm campaigns for federal office in the United States. Findings: Race-related mentions in campaign advertising were overwhelmingly focused on crime and law and order, with very little attention to racism, racial injustice, and the structural barriers that lead to widespread inequities. In stark contrast to mentions of gender, racial appeals were less identity focused and were competitively contested between the parties in their messaging, but they were much more likely to be led by Republicans. Conclusions: The results suggest that discussions of race and gender were highly polarized, with consequences for public understanding of and belief in disparities and policies important to population health.

English

English

Campaign ads and the differences between soliciting donations and mobilizing volunteers

ABSTRACT Research on political participation has long emphasized differences between Americans who donate money to political campaigns and Americans who perform other kinds of political activity. It’s unclear, however, if there are distinctions in how campaigns use advertisements to solicit donations and mobilize grassroots voters. Analyzing Facebook ad data from thousands of ads, donations, and e-mail sign-ups from a recent statewide gubernatorial campaign, we show that campaigns deploy ad themes that vary in their success at attracting donations and mobilizing grassroots activists. Ad effectiveness varies by region of the state as well. Ideological extremity boosts small donations and campaign sign-ups. However, less ideological campaign messages are also effective, perhaps because recipient lists are already curated to include the candidate’s likely supporters.

Facebook Political Ads and Accountability: Outside Groups Are Most Negative, Especially When Hiding Donors

Facebook Political Ads and Accountability: Outside Groups Are Most Negative, Especially When Hiding Donors

Improving CTR Prediction in Advertising with XGBoost

Click Through Rate (CTR) prediction is crucial in digital advertising for optimizing marketing strategies. This paper presents a review of significant contributions in this field, highlighting methodologies and findings from various studies. Pioneering research laid foundational groundwork for CTR estimation methods, while subsequent analyses explored the impact of ad types and design effects on user engagement. Utilization of data mining techniques and the proposal of advanced prediction models further enhanced CTR prediction accuracy. Additionally, this paper introduces our method utilizing XGBoost, a powerful ensemble learning algorithm, to address existing challenges and enhance CTR prediction accuracy. This review offers valuable insights for marketers aiming to optimize their advertising campaigns in the dynamic landscape of advertising.

Gender stereotypes in Ukrainian advertising texts

Gender discrimination is an urgent problem that affects various aspects of public life, including advertising. In the context of Ukrainian reality, where transformations and changes are taking place, it is important to identify and understand the presence of gender stereotypes and discriminatory practices in advertising. The purpose of the study is to identify signs of gender discrimination in Ukrainian advertising and develop proposals to overcome it. Methods: analysis, generalisation, systematisation, synthesis. The results of a study of gender discrimination in Ukrainian advertising texts indicate the prevalence of gender stereotypes reflected in advertising campaigns. The study also suggests ways to identify gender discrimination in advertising texts, such as analysing roles, images, language use, and stereotypes. However, now in Ukrainian advertising there is a tendency to rethink views on the advertising product. As a result of the study, the main strategies for overcoming gender discrimination were formed, which included expanding roles, using positive stereotypes, emancipation, cooperation with gender organisations, including self-regulation of the advertising industry, and education to raise public awareness. As a result of the study of gender stereotypes, it was established that modern advertisers tend to understand the importance of building a tolerant and fair society and creating advertising content that positively affects the perception of gender roles and contributes to the development of equal rights for women and men. The results of the study can be useful for advertising agencies, creative teams, and marketers working on creating non-stereotypical advertising campaigns.

The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions

Amidst a burgeoning digital landscape, the role of digital marketing in shaping students’ attitudes towards healthcare professions remains relatively unexplored. This study aimed to investigate how digital marketing influences students’ perspectives about healthcare careers, with a specific focus on students in Nueva Ecija, Philippines. Utilizing a quantitative approach, the study involved a survey of 148 students from Nueva Ecija, Philippines. Respondents were asked about their exposure to various forms of digital marketing and their attitudes towards healthcare professions. The study revealed a significant relationship between students’ exposure to digital marketing and their attitudes towards healthcare professions. Notably, higher levels of digital marketing exposure were associated with more positive attitudes towards healthcare careers. Additionally, the findings suggest that targeted advertising campaigns and engaging social media content play a crucial role in shaping these attitudes. The study underscores the potential of digital marketing in addressing the challenges of healthcare workforce shortages and uneven distribution. It highlights the need for educational institutions, healthcare organizations, and policymakers to harness digital marketing strategies effectively to enhance the appeal of healthcare professions among potential students and professionals.

Timing and responsiveness in American political advertising campaigns

AbstractObjectiveThough candidates for political office use their campaigns to appeal to voters, they are unable to do so uninterrupted. Prior research suggests that they must respond to the advertising strategies employed by their opponents when determining their own strategies. How does this responsiveness vary across the campaign cycle?MethodsI test how general election television advertising responsiveness varies over the course of the campaign cycle using data from 256 U.S. Senate and gubernatorial contests.ResultsThe results of my analyses show that candidates' overall, negative, and (to an extent) issue‐based advertising strategies become less informed by their opponents' strategies as Election Day approaches.ConclusionsThese findings suggest that candidates use the early stages of their campaigns to find effective general advertising strategies and become less responsive to their opponents once they have done so. In other words, campaigns appear to stay on message to a greater extent as the campaign unfolds.

Sosialisasi Manajemen Pemasaran Yang Strategis Dalam Pengembangan Pesantren Modern Saifullah An Nahdliyah

This research aims to assess the impact of the implementation of measured marketing strategies in Pesantren Modern An Nahdliyah, particularly in increasing the number of male and female students (santri) and enhancing public awareness nationwide. The research methodology involves both quantitative and qualitative analyses, incorporating data collection from marketing campaigns, feedback from prospective students, and the evaluation of public responses. The findings indicate that the implementation of marketing strategies at Pesantren Modern An Nahdliyah has successfully achieved its objectives, leading to a significant increase in student enrollments and heightened awareness among the public. Digital media, including the official website, social media, and online advertising campaigns, proved to be effective tools in reaching the target audience. The success factors involve strong collaboration between the marketing team and the pesantren management, along with active involvement of the pesantren officials in promotional activities. However, challenges were identified in adapting to changing trends in digital marketing and increasing competition within the pesantren sector. Future opportunities lie in the development of creative content, collaboration with influencers, and the utilization of emerging technologies. Recommendations include enhancing collaboration with media outlets, optimizing online advertising campaigns, and continuous monitoring of digital marketing trends. This research contributes to a better understanding of the effectiveness of marketing strategies in religious educational institutions, with the hope that Pesantren Modern An Nahdliyah continues to thrive and becomes a nationally recognized center for education.

Who Does(n't) Target You?

Political campaigns are increasingly investing in targeted advertising on social media platforms to reach voters. Despite critical implications for citizens and elections, little is known about the targeting strategies deployed by political parties — especially in countries beyond the global north. This paper provides a comprehensive descriptive analysis of political microtargeting practices on Facebook and Instagram across 95 countries during 113 national elections. By analyzing the Meta Ad Targeting dataset, we explore targeting strategies of 54k political advertisers who ran 2.5 million ads between August 2020 and December 2022. The findings indicate that election campaigns worldwide utilize targeted advertising. Most commonly, spending is allocated towards a single targeting criterion, however, in wealthier countries and electoral systems with proportional representation, a greater amount of money is spent on microtargeting by combining multiple criteria. Furthermore, targeting strategies vary along ideological lines of political parties who seek out voters more typically aligned with each side of the political spectrum. Nonetheless, parties use microtargeting irrespective of political ideology. Our findings offer the first comparative analysis of political microtargeting on Meta platforms for countries across all continents. Methodologically, we introduce a semi-automatic method to identify worldwide political advertisers using multiple data sources. Our study deepens the understanding of how country and party contexts explain differences in targeting strategies, highlighting the need for more research beyond the global north. Finally, our results have important implications for policy makers, and other stakeholders who seek to develop regulations to address the challenges posed by political microtargeting techniques.

Citizens’ Acceptance of Data-Driven Political Campaigning: A 25-Country Cross-National Vignette Study

This paper investigates how the acceptance of data-driven political campaigning depends on four different message characteristics. A vignette study was conducted in 25 countries with a total of 14,390 respondents who all evaluated multiple descriptions of political advertisements. Relying on multi-level models, we find that in particular the source and the issue of the message matters. Messages that are sent by a party the respondent likes and deal with a political issue the respondent considers important are rated more acceptable. Furthermore, targeting based on general characteristics instead of individual ones is considered more acceptable, as is a general call to participate in the upcoming elections instead of a specific call to vote for a certain party. Effects differ across regulatory contexts, with the negative impact of both individual targeting and a specific call to vote for a certain party being in countries that have higher levels of legislative regulation.

A STUDY ON PROMOTIONAL STRATEGY AND ITS IMPACT ON CUSTOMERS SATISFACTION TOWARDS E LEARNING AT EDIGLOBE

Education is the cornerstone of societal advancement, serving as a catalyst for economic growth, social mobility, and individual empowerment. However, access to quality education has historically been uneven, particularly in emerging markets where challenges such as limited infrastructure, socioeconomic disparities, and cultural barriers impede progress. In recent years, the intersection of education and technology has ushered in a new era of innovation and opportunity, giving rise to a dynamic sector known as Educational Technology, or EdTech. This introduction sets the stage for an exploration of EdTech startups and businesses in emerging markets, tracing their historical evolution, assessing their current impact, and envisioning their future potential. Through targeted advertising campaigns, Edi Globe aims to reach prospective learners across diverse demographics and geographical locations. Additionally, the company offers promotional discounts, free trials, and referral programs to incentivize enrollment and foster customer engagement. Customer Satisfaction in E-Learning: Customer satisfaction in e-learning hinges on several factors including course content quality, platform usability, instructor expertise, and technical support. Edi globe recognizes the significance of these elements and endeavors to provide a seamless learning experience for its users. By regularly updating course materials, enhancing platform functionality, and offering prompt customer support, Edi globe aims to exceed customer expectations and cultivate loyalty. Impact of Promotional Strategy on Customer Satisfaction: The effectiveness of Edi Globe's promotional strategy in bolstering customer satisfaction is evident in several ways. Firstly, promotional discounts and free trials allow prospective learners to experience the platform firsthand, thereby mitigating apprehensions and increasing enrollment rates. Moreover, targeted advertising campaigns ensure that EdiGlobe reaches individuals genuinely interested in e-learning, leading to higher conversion rates and customer satisfaction. Additionally, referral programs not only attract new customers but also foster a sense of community among existing users, thereby enhancing satisfaction and retention.

اتجاهات الجمهور نحو تأثير التصميم التفاعلي على نجاح الحملات الرقمية: دراسة ميدانية

In the era of modern digital technology, digital campaigns have become an essential tool for communicating with the audience and achieving marketing and advertising goals. Digital campaigns are one of the most important means that marketers use to interact with the target audience and increase awareness and engagement with the brand or product. With the increasing importance of digital campaigns, interactive design is considered one of the main factors that affect the success of these campaigns. This study aims to identify the impact of using interactive design in advertisements on the success of digital advertising campaigns. It also aims to conduct a field study to identify the impact of the interactive design of Saudi Telecom companies’ advertisements (study sample) on the success of digital campaigns, from the perspective of the public in the eastern, western and central regions, who benefit from the services provided by these companies.

A Study on the Role of Mobile Advertising in Reaching and Engaging Rural Consumers in India

The rapid use of mobile technology in contemporary India presents marketers with an unprecedented opportunity to engage and build a relationship with rural consumers. More than 60% of Indians reside in rural areas, thus it's critical for companies trying to expand their market share to comprehend the unique demands of mobile advertising in these contexts. This abstract outline the significance of mobile advertising in reaching and interacting with rural consumers in India and highlights the role that it plays as a strategic tool for bridging the gap between urban and rural consumer access and engagement. This study examines the unique characteristics of the rural Indian market, emphasising factors such as a diversity of cultural backgrounds, limited access to traditional media, and shifting socioeconomic conditions. The findings of the study demonstrate the diverse preferences and usage patterns of rural consumers with regard to mobile advertising. Key findings highlight the importance of individualised messaging to build trust, the applicability of content that is relevant for the local and cultural context, and the role that interactive formats have in encouraging participation. These findings are crucial in creating actionable recommendations for marketers trying to maximise the effectiveness of their mobile advertising campaigns targeting rural customers. Keywords: Mobile advertisement, Rural consumers, purchase decision