Advertising Practices Research Articles

EXPRESS: Does Location Familiarity Increase Response to Mobile Ads?

Targeting ads based on consumers’ real-time locations has evolved into a practice worth billions of dollars in the advertising industry. Yet, the implications of repeated mobile ad exposure are poorly understood, primarily due to the confounding effects of locational context. This paper seeks to bridge this gap. Using two large datasets comprising more than three million observations from a major European mobile telecommunication company, we investigate how ad repetition and location revisits (i.e., returning to a previously visited location) jointly determine consumer response to mobile display advertising. Our empirical strategy leverages coarsened exact matching combined with a logit model with fixed effects at the consumer-location level. We find that the click rate through ads is more than 26 percent higher at revisited locations compared to locations visited for the first time. However, mobile ad repetition decreases click rates, and this effect is amplified at revisited locations. Our results contribute to the theory and practice of mobile advertising.

The Evolution of Advertising in Nigeria: Promoting Local Content for Sustainable Development

The complex relationship between advertising and local content promotion in Nigeria is one of the huge challenges to sustainable development. Cultural oversimplification, misrepresentation, and dominance of the West do significant damage to the representation of Nigerian culture authentically in the practice of advertising. This paper, therefore, reviews this relationship by incorporating historical evolution, and technological, cultural, and regulatory dynamics. The qualitative research design followed in this study generated primary data through the use of in-depth interviews conducted on key players in the Nigerian advertising industry. The primary data collected underwent a thematic analysis, while the historical analysis was supported by multiple sources, including historical records, publications from the industry itself, and scholarly literature. This research shall, therefore, be located within the understanding of the Cultural Imperialism Theory and the Development Media Theory as a lens to critically analyse the complexity of representations of local content in advertising. The results showed that there were positive and negative perceptions toward the integration of local content in Nigerian advertisements, as most consumers appreciate culturally authentic content. It identifies challenges and also shows how to use opportunities: bridging Nigeria's multicultural identity and digital platforms for sustainable development. This research underlines the need for a balance between global advertising practices and the local cultural nuances of impactful, sensitive campaigns that shall help lead the course of sustainable development and preserve the rich cultural heritage of this great nation.

The influence of social media and video-on-demand platforms on the appeal and consumption of tobacco and emerging tobacco products: A cross-sectional study.

Digital platforms serve as an avenue for the tobacco industry to promote both conventional tobacco and emerging products, with a notable focus on capturing the attention of young people through sophisticated marketing campaigns. This research aims to analyze the prevalence of different advertising strategies on digital platforms and to assess the impact of exposure to these strategies on the probability of use initiation and increased consumption of conventional tobacco and new tobacco products among young Spaniards. An online survey was conducted on a representative sample of 1730 young Spaniards aged 16-21 years in November 2022 using a comprehensive approach, considering all possible relevant factors and perspectives regarding the issue of the study. A descriptive analysis and two adjusted logistic regression models were employed to explore the association of exposure to digital platforms with the likelihood of conventional tobacco and new tobacco product use among this population. Among the participants, 83.2% reported witnessing individuals smoking, 61.6% observed identifiable logos or explicit advertisements, and 77.6% encountered indirect product placement on social media. Notably, exposure to conventional tobacco product placement (AOR=1.71; 95% CI: 1.27-2.30) emerged as the variable most significantly associated with an increased probability of tobacco use. Furthermore, exposure to advertising related to new tobacco products (AOR=2.47; 95% CI: 1.90-3.21) was linked to a heightened likelihood of subsequent use. Similarly, the direct promotion of these novel products is also associated with a higher probability of conventional tobacco use (AOR=1.58; 95% CI: 1.21-2.07). A reciprocal impact was identified, with the promotion of vaping being associated with an elevated probability of engaging in conventional tobacco smoking. Urgent attention is warranted for formulating public policies to mitigate the adverse effects of such insidious indirect advertising practices on digital platforms.

The Influence of Blockchain Technology on Digital Advertising Practices

Blockchain technology, widely recognized for its impact on the financial industry, is now revolutionising digital advertising practices. This paper delves into the ways blockchain technology improves transparency, reduces fraud, and enhances data security in digital advertising. By conducting a thorough analysis of existing research and real-life examples, we evaluate the influence of blockchain technology on different parties involved, such as advertisers, publishers, and consumers. Blockchain technology in advertising and marketing could provide a straightforward solution to the issue of high costs and lack of transparency, thanks to its decentralised ledger system that allows for cost-saving and real-time data aggregation. The results indicate that blockchain has the potential to bring about substantial advantages, but it also encounters obstacles that need to be overcome in order to fully harness its capabilities within the digital advertising landscape.

EXTENTION OF THE SEMANTIC FIELD OF MYTHONIM “ODYSSEY” IN THE ADVERTISING DISCOURSE OF ITALY 2000-2021

The object of this article is mythonyms that move into another class of proper names - pragmatonyms or verbal trademarks. The subject of the article was chosen mythonyms from the ancient Greek poem “The Odyssey” by Homer, which are widely used in modern advertising and commercial practice in Italy to name various products: furniture, interior items, clothing, jewelry, food, technical and medical equipment. The purpose of the article is to refute the generally accepted idea that the meaning of an onym (in our case, a mythonym) is impoverished during transonymization into a verbal trademark. The article identified mythonyms from the Odyssey that most often become pragmatonyms - Odysseus, Penelope, Polyphemus. As a result of their analysis, it was demonstrated that peripheral semes of meaning that are not relevant in the mythonym are actualized in the Italian advertising discourse of 2000-2021. Thus, the semantic field of the mythonym, functioning as a trade name, expands and enriches, and not vice versa. The article highlighted the following updated components of meaning: Odysseus - masculinity and freedom, Penelope - thriftiness and beauty, Polyphemus - creative force in the service of man. In the last mythonym, the core meaning of “the destructive power of the savage” completely changed the meaning to “civilizational power of creation”, and the vector of assessment changed. In this case, advertising discourse reflects the linguistic and cultural tendency that exists in Southern Italy to master and appropriate the symbolic space of Mediterranean culture not so much through the figure of Odysseus, but through the Sicilian Polyphemus. The study used a two-stage corpus analysis method: a continuous sample of product names to identify mythonyms from the Odyssey (68 product names) and a representative sample of products with the names Odysseus, Penelope, Polyphemus.

Now Everybody is a Friend; How Native Advertising Influences Indonesian Journalistic Field

Native advertising is increasingly the primary practice of online news media to gain economic benefits. The nature of native advertising resembling news content is considered effective in influencing the public. The media study in Indonesia focused heavily on media democratization following the authoritarian media system for more than three decades. However, Indonesian media's economic competition is becoming more challenging, and media personnel are looking for new ways to earn money from native advertising. This study investigates the contemporary development of Indonesian journalism concerning the increased native advertising practice. It utilizes the field theory of Pierre Bourdieu's journalistic and journalism social responsibility approach. Data was collected through semi-structured interviews of fifteen personnel from three Indonesian online news media. The study showed that Indonesian online news media highly practice native advertising to earn revenue. The increasing practice of native advertising in Indonesia urges journalists to be involved in advertising content production and dissemination. There is resistance from media personnel in native advertising practice. However, native advertising has become irresistible because most media are in an economic crisis. Native advertising drives media to make friends with every prospective client, including the Government. The media has become less independent and less concerned about their social responsibility as a watchdog because the Government and state apparatus are their clients. The media develop new norms and traditions to accommodate native advertising. Keywords: Indonesian journalism, journalistic field, media social responsibility, native advertising, online news media.

E-Commerce and Live Stream Slip-Ups: Sic Transit Gloria Italian Top Influencer Chiara Ferragni. Uncovering New Attitudes in both Consumer Behavior and Brand Strategies

For those unacquainted with Latin brocards, the title alludes to the downfall of the Italian influencer Chiara Ferragni, currently embroiled in a significant scandal. In contemporary times, numerous international brands resort to influencers to endorse and bolster the sales of their products. Among the various prominent figures, such as footballers, singers, and actors, the 36-year-old Chiara Ferragni distinctly stands out as one of the most renowned fashion bloggers, a designated celebrity, and an influential opinion leader on the global stage. In a span of just a few years, Ferragni successfully established an extensive economic and commercial empire, facilitating the launch and sale of products bearing her name. Moreover, she became a pivotal figure for numerous luxury companies, leveraging her media influence to enhance their profitability, constituting the foundational underpinning of social influencer marketing. Over time, Ferragni endorsed a myriad of products from renowned brands, spanning clothing, female beauty accessories, and food products, amassing a current fortune of 45 million euros. However, on December 15, 2023, the Italian Antitrust Authority (AGCM) imposed a fine of over 1 million euros on Ferragni for deceptive advertising practices and consumer deception. According to the AGCM, the influencer omitted pertinent information in her online advertisements, disseminated false information, and employed forms of undue influence. Subsequently, Ferragni also faced suspicions of alleged criminal fraud. This qualitative research paper aims to explore the ongoing investigations, Ferragni’s defense strategies, and the reactions of her followers and clients. The findings reveal a trend where numerous significant brands are severing ties with Ferragni as sponsors, leading to an erosion of consumer trust in the influencer category, and prompting a shift towards a more discerning consumer attitude.

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.

Why does advertising work? exploring the neural mechanism of concreteness and emotional effects of donation advertising slogans

Advertising is methods to encourage donations, and text is one of the most crucial fundamental elements in advertising. Therefore, we chose advertising slogans as the focus of this study. The main goal of this research is to investigate how the emotional and concrete aspects of advertising slogans can impact information processing procedures and neural mechanisms, ultimately influencing advertising effectiveness. We conducted a two-factor experiment with a 2 × 2 design, using the ERPs experimental paradigm. The results reveal that slogans with an emotionally positive appeal outperformed in terms of advertising memory (recognition response time) and audience intention (liking, acting, and sharing). Emotional-negative advertising slogans performed better in eliciting early attention (P1). Concrete advertising slogans excelled in enhancing advertising memory (recognition response time, correct recognition rate), as well as in the later stages of information processing stage (N400 and LPC). Furthermore, abstract advertising slogans performed better in capturing early attention (P2) and influencing action intention. We introduce a framework comprising five distinct phases for individuals to process the advertising slogans and emphasize the foundational role of emotions in individual cognition and the processing of advertising. These findings uncover the underlying mechanism behind the effectiveness of donation advertising and provide valuable insights for the design of philanthropic advertising practices.

A Comprehensive Analysis of Misleading Food and Beverage Advertisements, with a Special Emphasis on Television Commercials regarding Women’s Health and Wellness

This research paper delves into the dynamic landscape of contemporary advertising, acknowledging its profound impact on daily experiences in the evolving journey of human civilization. Whether individuals are commuting or in the sanctuary of their homes, exposure to advertisements has become an omnipresent aspect of modern life, extending seamlessly into the digital realm through platforms such as YouTube, Facebook, and Twitter. Advertisements have metamorphosed into a formidable force, not only shaping our immediate environment but also exerting a substantial influence on lifestyles and the formation of identities. In light of this, a critical examination of the accuracy of advertisers’ claims becomes imperative, particularly when focusing on the intricate domain of food and beverages. The food and beverage industry, marked by intense competition, witnesses entities ardently promoting and selling their products. In this highly competitive marketplace, companies strive to establish market dominance, often resorting to misleading and faulty advertising practices. Navigating the intricacies of the food and beverage sector necessitates a discerning evaluation of the claims propagated by advertisers.

AI-Generated Ads: A Framework for Understanding Responses to Manipulated Advertising

Analog tools and human labor have historically been used in the creation and distribution of advertising material. The advertising industry can now automate many advertising processes and create “synthetic ads,” or ads that contain content that is created artificially and automatically through data modification and production. This is made possible by technological advancements in the advertising sector. Using a variety of Artificial Intelligence (Al) techniques, including deep fakes and Generative Adversarial Networks (GANs), the growing practice of synthetic advertising, which is currently the most sophisticated form of ad manipulation, automatically generates content that presents an artificial, albeit convincing, version of reality. A broad framework is developed in this study to gain a better understanding of how consumers react to various types of ad manipulation and how they feel about more complex synthetic ad formats like deep fakes. An agenda for research in this field is created, with an emphasis on the areas of manipulated advertising: originality, consumer response, and ad falsity. Moreover, consideration is given to the implications for theory and industry.

How do leading Japanese cosmetic brands use consumer culture positioning strategies in China? Investigating six Japanese brands’ advertisements on Weibo

China is the world’s second-largest cosmetic market and is dominated by foreign brands. However, little is known about Japanese cosmetic brands marketing communication in China. Consumer culture positioning is deemed a promising framework for understanding international advertising. This study examines six Japanese cosmetic brands’ consumer culture positioning (CCP) strategies in their global advertisements to see how they implement CCP strategies in China. 756 video-format ads were collected from their official accounts on Weibo. Content analysis was conducted to analyse how ad executional elements communicate CCP strategies. Results show that these Japanese brands generally implement mixed CCP strategies, but that certain ad executions focus on a specific singular CCP strategy. The results document CCP strategies in international advertising practices, offering essential insights into what advertising executional elements can be employed to communicate different CCPs for cosmetics in China. Important theoretical and practical implications for marketers are also discussed.

Exploring User Attitudes Toward Online Behavioral Advertising: Insights into Trust, Transparency and Privacy

This study explores the dynamic relationship between user acceptance and Online Behavioral Advertising (OBA). It aims to unravel how trust, transparency, and privacy concerns shape user attitudes and behaviors in the realm of personalized advertising. Employing a mixed-methods approach, the research integrates quantitative data from online surveys with qualitative insights from semi-structured interviews. The findings reveal that trust in advertisers and perceived transparency play important roles in influencing user acceptance of OBA. Interestingly, while privacy concerns negatively impact trust, they paradoxically enhance perceptions of OBA's effectiveness. The study further explores the nuanced interaction between transparency and trust, indicating that their combined effect differs from their individual influences. These insights are vital for advertisers and policymakers, underscoring the need for strategies that prioritize user-centric values like transparency and trust while addressing privacy concerns. The research contributes to the broader discourse in digital marketing, offering guidelines for ethical and effective personalized advertising practices.
 
 Received: 1 December 2023 / Accepted: 15 February 2024 / Published: 5 March 2024

Role of Emotional Appeals in International Advertising Campaigns in Cameroon

Purpose: The aim of the study was to assess the role of emotional appeals in international advertising campaigns in Cameroon. 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: Research on the role of emotional appeals in international advertising campaigns in Cameroon indicates that emotions play a significant role in influencing consumer behavior and brand perception. Emotional appeals, such as humor, nostalgia, and empathy, have been found to effectively capture consumers' attention and evoke positive attitudes toward advertised products or services. However, cultural nuances and socio-economic factors must be considered when crafting emotional appeals for international advertising in Cameroon. While certain emotions may resonate universally, others may vary in effectiveness depending on cultural values and preferences. Therefore, successful international advertising campaigns in Cameroon require a careful balance of emotional appeals that align with local cultural norms and resonate with the target audience's emotions, ultimately leading to increased brand engagement and purchase intent. Implications to Theory, Practice and Policy: Cultural dimensions' theory, elaboration likelihood model and cross-cultural consumer behavior framework may be use to anchor future studies on assessing the role of emotional appeals in international advertising campaigns in Cameroon. Marketers should prioritize crafting emotionally resonant narratives that are tailored to specific cultural nuances while maintaining a cohesive brand message. Policymakers should advocate for policies that promote cultural sensitivity and inclusivity in international advertising practices.

Sustainable Practices and Demarketing: An Interview with Philip Kotler

Abstract: This article presents a conversation between Laurence Minsky and Philip Kotler focused on sustainability, societal marketing, and the evolving role of businesses in fostering a more sustainable future. Kotler, a preeminent marketing scholar, delves into the concepts of societal and social marketing while emphasizing the importance for businesses to prioritize sustainability to achieve profitability and positive societal impact. He advocates for demarketing strategies to discourage harmful consumer behaviors and highlights the significance of branding in delivering value and fostering customer loyalty. Minsky and Kotler explore the challenges brands face in a politically divided world while covering the benefits of degrowth as a way to balance economic and population growth with environmental needs. Kotler critiques traditional business models focused on endless growth and advocates for stakeholder (over shareholder) centric approaches. He also sees potential change through the integration of ethical considerations into business education and recognizing and rewarding sustainable practices in advertising. The interview underscores the critical need for a unified approach among businesses, academia, and governments. It also supports the pivotal role of marketing and advertising in promoting positive behavioral change to address societal and environmental challenges.

The Ethical and Unethical Background of Advertising Practice

This paper highlights the dual nature of advertising: while its purpose is to increase sales and profit, some practices within it can be unethical. Ethical advertising practices build trust, enhance reputation, and foster long-term customer relationships, leading to loyalty and sustained success. Despite the pervasive influence of advertising on consumer behaviour, it's crucial to critically evaluate messages to make informed choices. Manipulative tactics in advertising can be subtle, requiring consumers to develop discernment to protect against impulsive decisions. Additionally, in a society promoting excessive consumption, being mindful of its impact on individuals and the environment is vital. Cultivating responsible consumption habits can lead to a more balanced life and mitigate negative societal and environmental effects.

Disclosing AI’s Involvement in Advertising to Consumers: A Task-Dependent Perspective

The use of artificial intelligence (AI) in the advertising industry is widespread, yet there is no consensus on whether consumers should be informed of AI’s involvement in ad placement and ad creation. In light of the importance of digital literacy, we believe that consumers have a right to know about the technology behind the ads they encounter and that scholars should lead the discussion on the issue of AI disclosure. To this end, we conducted three experimental studies to investigate how the disclosure of AI affects consumers’ word-of-mouth (WOM) intent in relation to ads. Our findings suggested that participants were more likely to share an ad placed by AI than an ad created by AI when they believed AI is capable of performing high-complexity tasks. This effect was mediated by the sequence from perceived task objectivity to machine heuristic. Our studies have important implications for both theory development and the practice of AI advertising.

The Influence of Online Advertising on Student Preferences towards Smartphone Brands: A Case of the Students at University of Iringa

The purpose of the study was to assess the influence of online advertising on student preferences towards smartphone brands. Specifically, the study intended to examine the influence of social media influencer endorsements, advertisement credibility and electronic word of mouth for the students of University of Iringa. The research employed a quantitative research approach. Cross- sectional design was used to gather data and descriptive design used to analyze and summarize the results to answer the research problem. The targeted population was 5262 students from University of Iringa where a sample size of 98 was drawn out of it. Simple random sampling technique was used to select respondents who are the students of University of Iringa. Data analysis was conducted using descriptive statistics via SPSS version 20 software. The findings highlighted the significant influence of electronic word of mouth and online advertising credibility on student preferences for smartphone brands. However, social media influencer endorsements exhibited a moderate influence. Students displayed a preference for credible and transparent advertising content, valuing their purchasing experiences and relying on peer feedback through electronic word of mouth. Nevertheless, the study also revealed a level of skepticism and limited impact of social media influencer endorsements on student preferences for smartphone brands. This detailed understanding underscores the importance for firms to craft genuine and transparent influencer partnerships, and leveraging credible advertising practices to resonate with student discerning preferences in the competitive smartphone market. While price is one of the significant factors influencing consumer preferences, the study also recommends that manufacturers should prioritize innovation, efficient supply chains, and sustainability for competitive

Ideologies Celebrities Represent in Television Advertisement in Kenya: A Case of Downy Lavender

This study focuses on the ideologies that celebrities convey in television advertisement in Kenya. Celebrity endorsements have become pervasive mode of communication in advertising. The idea is intended to shape consumer perceptions on purchasing decisions. Assessing the effectiveness of existing regulatory frameworks in ensuring responsible portrayal of ideologies by celebrities in television advertisement, is crucial for promoting ethical advertising practices. The study therefore analyzes the modes of signification (visual and verbal cues) to uncover the underlying messages communicated through the portrayal of Lulu Hassan (news anchor) in the advertisement of Downy Lavender. By adopting a multimodal discourse analysis approach, the study investigates the linguistic and visual strategies employed to construct celebrity personas to convey specific ideologies. The study examines how the celebrity is depicted in the advertisement and the messages the celebrity endorses to influence consumer attitude and behavior. The findings reveal that the celebrity is represented in the television advertisement of Downy lavender, to highlight themes such as luxury, sophistication, freshness, and trustworthiness. These depicts the ideologies of gender norms, attitude towards luxury, beauty standards, social status and aspirations for advancement. These findings contribute to understanding the complex dynamics of advertising in Kenya’s media landscape, using celebrities. The findings are intended to provide valuable insights to advertisers on creating content for advertisement.

The extent of “deceptive” advertising by wine retailers: caveat venditor

PurposeThe purpose of this study is to assess the presence of deceptive advertising practices in wine retailers’ e-mails and, if identified, to analyze the extent and content of these deceptive advertisements.Design/methodology/approachThe study follows an observational research design to examine the accuracy of two claims that were made in 258 marketing e-mails from two major wine retailers in New Jersey, USA: (1) that all wines have 90+ scores; and (2) that these wines are offered at a deeply discounted price.FindingsThe study found that only 3.9% of cases accurately supported both major claims made: the wines having 90+ scores and being offered at a discounted price. Both claims were inaccurate in 64.7% of cases. Nearly half (49.3%) of the advertised wines had concealed critic’s scores below 90 points. Recipients were told they could save 37.2% by purchasing from the advertising retailer, but they could have actually saved 12.7% more by buying the wines elsewhere.Research limitations/implicationsThe study’s limitations include the small sample size. Variations between different wine retailers and their advertising practices require further investigation.Practical implicationsAdvertised discounts and scores may be inaccurate or incomplete, causing consumer confusion and disappointment, erosion of wine advertisements’ as well as wine retailers’ and wine experts’ credibility.Social implicationsDeceptive advertising can erode consumer trust and lead to unfair practices. Consumers may make purchasing decisions based on misleading information. Deceptive practices create an uneven playing field, giving businesses that engage in them an unfair advantage, hindering market transparency and ethical businesses. Policymakers should develop regulations to protect consumers and ensure fair competition.Originality/valueAn investigation of deceptive advertising practices in the wine industry has not been done before. This exploratory study contributes to consumer awareness and highlights the importance of truthful and transparent marketing practices.