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Can Automobile Brands Optimize their Print Advertisements through Eye-Tracking Analysis?

Can Automobile Brands Optimize their Print Advertisements through Eye-Tracking Analysis?

The Representation of Women in Chilean Advertising: Changes and Continuities in the Context of the Establishment of a Consumer Culture (1980–2013)

This paper comparatively analyses the representation of women in Chilean print advertising in 1980 and 2013, years that represent the beginning and consolidation of a modernisation process, in which consumption became one of the main axes of social life and advertising, a major actor in the public space. Notwithstanding the far‐reaching process of modernisation and the major transformations in Chilean society, advertisements in 2013 still depict stereotypical gender representations. For example, women assume passive roles that do not reflect their growing independence as a result of their integration into the labour market.

“Gusto” or “Taste”? Anglicisms Change Perceived Product Risk and Product Appeal in Italian Print Advertising

Abstract This research investigates the influence of anglicisms on the Product Appeal in Italian print advertising. Despite the pervasive use of anglicisms in the Italian advertising industry, little is known about their impact on the precursors to Product Appeal. Two original studies were conducted involving potato chips (convenience product) and stereo speakers (shopping product). The results showed no effect of anglicisms on the relationships between Perceived Product Differentiation, Perceived Price Fairness, Perceived Product Globalness, or Perceived Product Modernity and Product Appeal. However, Anglicisms consistently altered the relationship between Perceived Product Risk and Product Appeal. Specifically, while anglicisms decreased Perceived Product Risk for potato chips, they increased Perceived Product Risk for stereo speakers, suggesting the impact of anglicisms on Perceived Product Risk can operate in an independent mechanism and be product-dependent. This research provides a novel insight on how anglicisms can affect consumer psychology and adds a more nuanced understanding to previous literature regarding language choice in advertising.

Media Promosi Desa Wisata dalam Meningkatkan Kunjungan Wisatawan di Desa Golo Loni, Kecamatan Ranamese, Kabupaten Manggarai Timur, NTT

One of the tourism destinations in the NTT Province's East Manggarai Regency is Golo Loni Village. Finding out which promotional materials the Golo Loni tourist village uses to get more visitors was the aim of this study. A qualitative technique is the research methodology employed. methods for gathering data on the research topic through observations, literature reviews, and interviewing approaches. The study's findings indicated that the Golo Loni tourist village used print and digital advertising, including posters, brochures, websites, Facebook pages, Instagram accounts, and Youtube videos. It was able to draw tourists in thanks to promotions in these media. But the majority of the visitors were exclusively from within the country.

The presence and roles of English in Swedish print advertising: An exploratory study

Despite the ubiquity of English in the Nordic societies, little attention seems to have been paid to the presence of English in advertising texts. Thus, the present study aims to survey the reality of the use of English in Swedish print advertising. A sample of advertisements published in Swedish magazines from different market segments is examined. Drawing on genre analysis and advertising research, this paper looks at the actual presence of English in this genre, at the moves that include English words and phrases, and at the values evoked by those expressions. The results suggest that English may not be so pervasive after all. Some of the roles and functions performed by English are discussed. Finally, questions to be addressed by future studies are presented.

Analysis of sales techniques from the perspective of entrepreneurship in MSMEs (MIPYMEs)

This study analyzes and evaluates sales techniques from the perspective of entrepreneurship in micro, small and medium-sized enterprises (MSMEs) with the objective of identifying effective strategies to improve their competitiveness and commercial performance. Critical to economic development and employment generation, MSMEs face significant challenges, including limited resources and intense competition. The research focuses on traditional and digital sales techniques, highlighting the importance of innovation and entrepreneurship. A quantitative and documentary methodology was used to collect and analyze data from 40 MSMEs. The results indicate that digital techniques, such as social media marketing and e-commerce, have surpassed traditional techniques, such as print advertising and direct sales, in effectiveness. MSMEs that adopt an entrepreneurial and flexible approach show better business performance and higher customer satisfaction. Ongoing training and the use of emerging technologies are crucial to the successful implementation of current sales strategies. However, MSMEs face barriers such as resistance to change and scarcity of financial resources. To overcome these challenges, it is recommended to encourage innovation, invest in staff training, and optimize available resources.

The Power of Metaphor in the Representation of Mental Images in the Language of Tourism Print Advertising: Lakoff and Johnson’s Model of Conceptual Metaphor

The Power of Metaphor in the Representation of Mental Images in the Language of Tourism Print Advertising: Lakoff and Johnson’s Model of Conceptual Metaphor

Consumer Perceptions of Safety Information in Direct-to-Consumer Print Advertisements for Alzheimer Drugs

Consumer Perceptions of Safety Information in Direct-to-Consumer Print Advertisements for Alzheimer Drugs

Comparative analysis of tobacco industry cigarette marketing expenditures in the United States, 2009–2018

Anti-tobacco campaigns face challenges as tobacco marketing consistently outpaces funding for public health presentation initiatives. In 2017, tobacco companies spent around $1 million every hour to promote cigarettes and smokeless tobacco in the US. That same year, they were also mandated to sponsor and disseminate Federal court ordered Corrective Statements (CSs) advertisements in outlets such as newspapers and major television networks. Thus, it is crucial to monitor the marketing activities of the tobacco industry to bolster effective tobacco control efforts. Cigarettes marketing expenditures were obtained from the Federal Trade Commission Cigarettes reports and adjusted for inflation using the Consumer Price Index Inflation Calculator. Temporal trends during 2009–2018 period were assessed using Joinpoint regression at (p < 0.05). The costs of publishing the CSs in print were estimated based on the cost of a full-page advertisement with similar specifications. Between 2009 and 2018, the total adjusted cigarette marketing expenditures exhibited no significant changes (AAPC = −1.5). Spending on print advertisements decreased from 0.43% in 2009 to 0.1% in 2018. Magazine cigarette marketing expenditures underwent a relative percentage decline of 80% (AAPC = −13.5;p < 0.05). In 2018, the tobacco industry allocated approximately $8.5 million for print advertisements to promote cigarettes. We estimated that it cost $5.5 million to disseminate the CSs in print the same year, constituting 0.06% of the overall expenditure on cigarette marketing and promotion. Several traditional cigarettes advertising categories have seen reduced funding over the past decade. Nevertheless, the total marketing expenditure remained unaffected. In response to marketing regulations, tobacco companies shifted their funds to less regulated channels. In 2018, a significant portion of promotional expenditures were directed toward various price discounts, which could potentially expose vulnerable children and youths to cigarette marketing. Lastly, the impact of CSs was weakened by delayed implementation and shift in consumer attention from traditional media to other digital channels.

The exotic image is represented in the print advertisement

The exotic image is represented in the print advertisement

Analysis of Visual Images Using the Social Semiotic

With the continuous progress of the information society, the distance between people in modern society is gradually shortened. Graphics are used as a tool for human beings to communicate their thoughts. More and more people analyze the information conveyed to society and the public by various media through visual communication theory. Therefore, to reflect the value of symbols in information dissemination and communication, it is necessary to analyze the meaning of symbols in images because this can make the information transmission of graphic design more scientific and accurate, the expression more abundant, and able to be used as a method also more and more in the field of artistic creation and graphic design. This paper will collect and analyze a cohesive set of images from a group of McDonald's print advertisements to further explore how symbols express information.

Toolkit for digital agricultural marketing in Post- Covid-19 period

For large and small enterprises, marketing is crucial to success. To increase brand awareness, traditional marketing strategies included a mix of print, broadcast, and outdoor advertisements. The growth and adoption of technology has a big impact on marketing. Companies began utilizing a mix of traditional and digital marketing after the onset of digitalization. To reach and engage web-savvy customers as per their preferences and convenience, technology must be integrated with marketing. Digital marketing is now seen as the component of the marketing mix that is most crucial. It has expanded quickly over the last few years as more and more companies understand the value of having a strong online presence.

Factors influencing patient selection of orthopaedic surgeons for total hip (THA) and total knee arthroplasty (TKA).

The importance of identifying how patients choose their healthcare providers has grown with the prevalence of consumer-centric health insurance plans. There is currently a lack of studies exploring the factors associated with how patients select their hip and knee joint arthroplasty surgeons. The purpose of this study was to determine how patients find their arthroplasty providers and the relative importance of various arthroplasty surgeon characteristics. An electronic mail survey was sent to 3522 patients who had visited our institution for an arthroplasty surgeon office visit between August 2022 and January 2023. The survey consisted of multiple-choice questions, which aimed to inquire about the patients' referral sources for their current arthroplasty surgeon. In addition, patients were requested to rate the significance of 22 surgeon-related factors, on a scale of 1 (Not Important At All) to 5 (Very Important), in choosing their arthroplasty surgeon. Of the 3522 patients that received the survey, 538 patients responded (15.3%). The most common referral sources were physician referral (50.2%), family/friend referral (27.7%), and self-guided research (24.5%). Of those that were referred by a physician, 54.4% of respondents were referred by another orthopaedic provider. Patients rated board certification (4.72 ± 0.65), in-network insurance status (4.66 ± 0.71), fellowship training (4.50 ± 0.81), bedside manner/personality (4.32 ± 0.86), and facility appearance (4.26 ± 0.81) as the five most important factors in picking an arthroplasty surgeon. Television (1.42 ± 0.83), print (1.50 ± 0.88), and online (1.58 ± 0.93) advertisements, along with social media presence (1.83 ± 1.08), and practice group size (2.97 ± 1.13) were rated as the five least important factors. Patients are most likely to select an arthroplasty surgeon based on referral from other physicians, namely orthopedic surgeons, in addition to board certification status, in-network insurance, and fellowship training. Overall, these findings highlight the importance of physician credentials and reputation within the orthopaedic community in order to attract and retain patients.

Medical Advertising as a Polycode Text Genre

This article explores the key features of contemporary medical print advertising in Russia, such as the subject matter, the interplay between words and images, expressive means and their frequency, as well as linguistic and visual indicators associated with medical discourse. A total of 103 Russian medical print advertisements were collected from the Internet by continuous sampling. The analysis of these advertisements confirmed that medical advertising is a form of medical discourse that has specific features. Some of them include the use of medical terms (colloquial rather than nosological), precedent phenomena, and language play. It was also found that medical print advertising relies heavily on the integrative and image-centric connections between the verbal and visual series of a polycode text.

Influence of Cosmetic Advertising on Purchasing Patterns: An Examination of Beauty Product Impact on Female University Students in Punjab

In order to reach the target markets, advertisements are being used as main tool by the marketers. These advertisements present a capitative picture of the world, and usually women become victim of these fascinating advertisements. The main objective of this research was to study university female students’ buying behavior towards cosmetic products. This research was conducted in Lahore city and a survey method was used. Cosmetic companies are which are mostly used in different saloons. The findings show that commercials are effective in raising consumer awareness. Different marketing divisions of cosmetic corporations employ TV commercials and billboards to target above the line through these mediums. This study has both theoretical and practical implications. The study suggests the ongoing utilization of newspaper media for advertising, emphasizing the enduring belief and trust people place in it. Advertisers are encouraged to prioritize creativity in the design of print advertisements.

Featuring Women on Advertisements: Juxtaposing Afrocentric and Eurocentric Idealization of Body Size in Sub-Saharan Africa

ABSTRACT The advertising industry makes use of models that are chosen primarily for their physical attractiveness. The study was done in Zimbabwe. Since the Zimbabwean society is progressively becoming cosmopolitan, there is now a mixture of acceptable idealization of body size: Afrocentric and Eurocentric. The Afrocentric idealization of body size advocate for plus size models, while the Eurocentric idealization vouch for petite models. The study sought to determine the most preferred body size across various demographic factors. A total of 1200 participants were shown two identical print adverts on a poster that only differed on the models they featured, and asked to indicate the one they preferred. A binary logistic analysis was run and the results indicated that the Afrocentric traits of plus size women were preferred by consumers who are mature, males, less educated, and members of the indigenous religion whilst Eurocentric traits of straight size women were preferred by consumers who were young, females, educated, and exotic religious members. The study recommended the dual use of models with Afrocentric and Eurocentric beauty ideals in order to appeal to the diverse customer base.

Analisis Proses Rekrutmen dan Seleksi terhadap Kinerja Karyawan

The aim of this research is to examine the influence of the recruitment and selection process on employee performance in various company contexts. In this study, researchers collected data from several sources, including questionnaires distributed to a number of companies or institutions. Data analysis shows that the recruitment and selection process has a significant effect on employee performance. Quality employee candidates can result from an effective recruitment process, while a careful selection process can ensure that the selected candidates match the company's needs and criteria. In addition, this research also notes that recruitment methods that primarily use recommendations have weaknesses, such as late feedback after interviews. Therefore, it is recommended that companies consider recruitment methods, such as using print or electronic advertisements to publicize available positions. The results of this research have important implications for human resource management and companies in order to optimize the employee recruitment and selection process to improve a company's performance. Apart from that, this research also estimates other factors that influence employee performance, such as education, experience and motivation. Overall, this research helps companies manage their human resources in a competitive business environment more effectively.

Value creation in interdependent digital and analogue markets

ABSTRACT This study investigates how the value propositions in interdependent digital and analogue markets differ from each other. For this purpose, we conducted a content analysis and comparative case-study of four Dutch journalistic platforms that operate in markets for print and online advertising and paying audiences (subscriptions or memberships). First, we find that in digital (online) markets the value propositions on both market sides are more fused than in analogue markets. Second, we find that this is the reason for online platforms that serve the paying audiences, to offer advertising-free content. This suggests that there is not always a mutual dependency of the two market-sides as platform scholars assume, but that there may be a tension arising from interdependency, where some users may actually be attracted to the absence of the other market-side (advertising) and indirect network effect exploitation.

Латентные функции сказки в визуальной культуре

The paper addresses the Russian folk tale, which represents a concentrated centuries-old experience of previous generations. The Russian folk tale, richly saturated with symbols, performs an extensive list of functions, some of which are not immediately noticeable. The author pays attention not only to the existing functions of fairy tales in culture, but also analyzes the functions of the fairy-tale symbols in visual culture, focusing on the hidden functions of fairy-tale symbolism. While analyzing visual messages, the author discovered three latent functions used within the visual culture. The paper detects reasons for the reception of fairy-tale symbolism, which at its root contains archetypes that constantly and unconsciously affect the consciousness of almost any modern person. As an example the author has chosen modern advertising videos, print advertising, as well as visual foreign and domestic political events that somehow, covertly, and sometimes aggressively contain and use fabulous symbols. The study comes to the conclusion revealing the causes of the latent functions of fairy-tale symbolism in visual culture.

The Role of Price of Dasani Water and Advertising on the Consumer Buying Decision in Tanzania

The purpose of this study is to assess the role of the price of commodities and advertising on consumer buying, specifically on Dasani water in Tanzania. The study was conducted in Dar es Salaam and a total of 336 respondents. The study used a descriptive design, where Primary data were collected through questionnaires while secondary data were collected through reviewing various sources such as documents from the internet. Both quantitative and qualitative methods were used to analyse the collected data. The analysis of data obtained through questionnaires was cleared, coded, and analysed with the assistance of Statistical Package for Social Science (SPSS). The findings indicated that, price of Dasani water and advertising has a direct influence on consumer buying decisions as it creates customer awareness and buying habits of Dasani water. Further, the study shows that television and radio advertisements appeared as an influence factor over print and online advertisements. The study recommends that policymakers and companies seeking to make the most from advertising products through the media, especially Television, Radio and online advertisement. Online advertisement has begun to gain the trust of consumers in buying and selling products online, also it is low-priced, faster, easier and accessible worldwide.