Single Advertisement Research Articles

Semiotic: Analysis of Verbal and Nonverbal Signs of Canggu Weekly Advertisement

An advertisement is a form of communication used to persuade an audience (viewers, readers, or listeners) to take some action concerning the product, the ideas, or the service. This study focuses on a single advertisement; The Canggu weekly advertisement Strongly conveys promotion Using verbal and nonverbal signs. The study Determined to find out the verbal and nonverbal signs in used in the advertisement and their meaning. The study uses a qualitative descriptive method and two theories in analysing the data. The first was the theory of Semiotic by Saussure (1893), and the theory of meaning by Barthes (1977). The findings show that the signs in this advertisement typically have a literal or denotative meaning in explaining the product. The same thing in the nonverbal signs the dominant meaning used was denotative meaning. It is because the literal meaning is making the reader easier to catch the message delivered by a print advertisement or an online advertisement.

Is a “6-second” advertisement reasonable? Acceptable mobile advertisement length for consumers

The increasing number of mobile video advertisements has led consumers declining to watch them, making it essential that companies work to reverse this trend. A short-length advertisement platform has been launched to address this problem, but reducing the advertisement length would reduce the effectiveness of the advertising. As such, this study quantitatively analyzes the acceptable length of an advertisement, the attributes affecting consumer acceptance, and the extent to which they affect consumer acceptance. We use a mixed logit model with data collected from a choice experiment, and analyze consumers’ willingness to receive monetary rewards to watch mobile advertisements using the concept of willingness to accept (WTA). The results show that consumers’ marginal WTA for watching a single advertisement is KRW 2.389 (USD 0.00212) and WTA for one second of advertisement is KRW 0.484 (USD 0.00043). Therefore, we can derive that the appropriate length of one mobile advertisement, from the consumer’s perspective, is 4.94 s. Furthermore, we analyze the effect of advertisement length on consumers’ utility using individual characteristics. Based on the results, advertising companies can provide customized advertisement lengths to meet consumer characteristics, reducing consumer avoidance behavior and improving the efficiency of advertisements.

The Celebrity Family Endorsement on Instagram Product Advertisement (Case: The Hermansyah)

<p>The main purpose of this study is to analyze the consumer’s perception of single celebrity endorsement and celebrity family endorsement in the context of Instagram advertising. Instagram is selected as the research context due to the application has become a new trend in Asia and there are abundant people who use it as a media for promotion. The object of this research is Anang and Ashanty family business. They are a famous celebrity couple in Indonesia which successfully established numerous product lines, as well as a variety of brands and, interestingly, both Anang and Ashanty (along with their children), are the advertisement models of all of their product in the Instagram. The paper comprises of two separate studies. The first study would use 2 x 2 factorial design to compare the Instagram user’s response towards four stimuli of Instagram advertisements. Two stimuli would depict Instagram advertisement of single celebrity endorser (represents by Ashanty) and the other two stimuli would depict Instagram advertisement of celebrity family endorser (represents by Anang and Ashanty family). The stimulus is taken from the original advertisement from the couple’s product lines which represents by one cake product and one acne cream product. The second study is a consumer’s opinion survey which measures respondent’s opinion towards the advertisements. Based on the survey results of 547 Instagram users in Indonesia, it is revealed that celebrity family advertisement emerged higher than single celebrity advertisement for the acne cream product. Hence, it can be concluded that the consumer does value celebrity family endorsement more than individual or single celebrity endorsement. However, further analysis reveals that the engagement only exists in the initial stage (attention) and the middle stage (desire and search) of consumer’s psychological process to purchase a new product due to all of the advertisement is lacking information about the price.</p><p><strong>Keywords:</strong> Family Business Branding, Single Celebrity Endorsement, Celebrity Family Endorsement, Instagram.</p>

Advertisement vs. Monetary Subsidy: Which is Better for Remanufacturing?

The government subsidy plays an important role in the recycling and remanufacturing process of a closed-loop supply chain. This paper focuses on the impacts of different patterns of government subsidy on the chain members’ profits and the environment. Furthermore, we develop three models in a supply chain including a manufacturer, a retailer and a collector, namely (1) the government invests public service advertisement to stimulate the remanufacturing process (Model AS); (2) the government offers only monetary subsidy to the collector (Model MS); (3) the government allocates the subsidy into two parts, namely both advertisement and monetary subsidy (Model HS). We find that, no matter which subsidy pattern the government adopts, both the manufacturer and the collector are beneficiaries of the government subsidy, and that such subsidizing activity is definitely conducive to the environmental sustainability. Taking into account the chain members’ profits and the environmental impact, the optimal hybrid subsidy scheme (Model HS) is more beneficial than that in both Model MS and Model AS, which can be attributed to the combination of the incentives provided by the public service advertisement and the price attraction by the monetary subsidy. We also find that, for single advertisement and monetary subsidy, the amount of government subsidy will decide their merits and demerits. The direct monetary subsidy in Model MS will have a greater influence regarding to the supply quantity of used products than the mere advertisement subsidy in Model AS when the subsidy is relatively large.

A Philip Morris advertisement for its heated tobacco product IQOS sets a troubling precedent

Philip Morris was allowed to market its IQOS brand of heated (or 'heat-not-burn') tobacco in the USA in April 2019 after receiving a marketing order from the Food and Drug...

An evaluation of the 2016 influenza vaccination in pregnancy campaign in NSW, Australia.

Mixed methods. We searched Factiva, ProQuest Global Newsstream and Google News for news articles relevant to the 2016 campaign. We reviewed information provided by NSW Health about NSW Health-initiated social media activity relevant to the campaign, and also assessed engagement with campaign messages using publicly available information. Between September and October 2016, we surveyed pregnant women at the antenatal clinic of a large tertiary hospital in Sydney to estimate influenza vaccine uptake during pregnancy, identify key information sources, and understand knowledge and attitudes regarding influenza vaccination. Thirty-one news articles were published in traditional media between April and August 2016. A single campaign advertisement on the NSW Health Facebook page had 449 609 impressions, with a click-through rate to the NSW Health website of 0.4%percnt;. Sixteen sponsored articles were posted on Facebook and six sponsored images were posted on Instagram, with relatively limited engagement. A total of 71 pregnant women participated in the survey. Of these, 90%percnt; were aware that pregnant women can receive an influenza vaccine during pregnancy, with 54%percnt; reporting that they had been vaccinated in their current pregnancy. Fifty-five per cent had read a brochure about influenza vaccination in pregnancy. Many women, particularly those who were unvaccinated, were uncertain about the effectiveness and safety of influenza vaccination in pregnancy. Both traditional and social media platforms can be used to promote influenza vaccination for pregnant women, although there are challenges to achieving high reach of messages via both methods. Self-reported vaccination coverage in our study was higher than previous NSW estimates, but still suboptimal. Further efforts are required to understand and address provider and patient attitudes and concerns about influenza vaccination in pregnancy, especially regarding effectiveness and safety. Our findings and recommendations should be of interest to healthcare providers and public health agencies Australia-wide, to inform campaigns and programs to improve uptake of antenatal influenza vaccination.

PELATIHAN MENGHADAPI SELEKSI KERJA

The access toward education is not in line with the targeted job access. In the field, most of job vacancies were contradicted to the job seekers’ education background (Kompas, 15-6-2019, Pg 6). This Society Partnership Program was intended to boost trainees’ confidence to apply their targeted job. Based on the data revealed by Statistic Centre, per February 2019, 6.82 million out of 136,18 million people were jobless (Kompas, 27-7-2019). This situation led to abundant responses on one single job advertisement. From this, we can see that finding a targeted job was not easy at all. This situation, indeed, is challenging for fresh graduates who have less job experience but possess high expectation. Responding to this situation, the writers intended to equip the candidate of job seekers with special training. The subjects of the training were the sixth semester students of Business and Administration Department and English Department at State Polytechnic of Madiun. The training gave the trainees some skills. Those skills cover How to Write a Professional Application Letter, How to Write an-Online Application Letter, How to Face Psychological Test, and How to Behave and Answer Question during Job Interview. The writers hoped that the provided literacy could enhance the trainees’ motivation to find their targeted job and stay optimistic when they apply their desired job.

Impact of web banner advertising frequency on attitude

PurposeThe purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising frequency and consumer attitudinal response.Design/methodology/approachA laboratory experiment involving 400 participants was conducted to test for the moderating effect. Factorial ANOVA is used to measure brand attitude.FindingsThe results identified that the web banner advertisement type acted as a moderator between frequency and brand attitude. However, the moderating effect of banner advertisement appeal was found to be insignificant at a single banner advertisement frequency (i.e. exposure) but significantly different at a higher frequency. The study findings provide better directives for online marketers.Practical implicationsThe major limitation is the fact that the impact of banner advertisement frequency was manipulated from one to five exposures. Future research needs to determine what happens after the fifth exposure, perhaps ten exposures or more, to determine the wear-out effect and in turn, to decide on the optimal frequency level in an effort to design more appropriate web communication strategies.Social implicationsThe result shows that pop-up banner advertisements are intrusive, and that high level of exposures to pop-up banner advertisement could annoy online users. Thus, online advertisers should avoid repeating the pop-up banner advertisements because this could adversely affect the attitude towards the online advertising in general, and could also negatively influence attitudes towards the brand and ultimately effect online purchase.Originality/valueThis study contributes to the theory by providing more insights into the repetition effect, and comprehensive conclusions can be drawn based on the manipulation of banner advertisement frequency on different frequency levels. The research identifies that if the communication objective is to generate brand attitude, different strategies can be adopted depending on the banner advertisement type (pop-up vs static) and banner advertisement appeal (emotional vs rational).

The TV advertisements scheduling problem

A TV channel has a single advertisement break of duration h and a convex continuous function $$f{:}\;[0,h] \rightarrow \mathbb {R}^+$$ representing the TV rating points within the advertisement break. Given n TV advertisements of different durations $$p_j$$ that sum up to h, and willingness to pay coefficients $$w_j$$ , the objective is to schedule them on the TV break in order to maximize the total revenue of the TV channel $$\sum _j w_j \int _{c_j-p_j}^{c_j} f(t) dt,$$ where $$[c_j-p_j,c_j)$$ is the broadcast time interval of TV advertisement j. We show that this problem is NP-hard and propose a fully polynomial time approximation scheme, using a special dominance property of an optimal schedule and the technique of K-approximation sets and functions introduced by Halman et al. (Math Oper Res 34:674–685, 2009).

Measuring Audience Reach Of Outdoor Advertisements

ABSTRACT Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated. The use of Bluetooth logging has been applied successfully to tracking human movement, which demonstrates its potential for measuring the reach of outdoor advertising. Bluetooth can provide researchers with a method of obtaining unique and anonymous IDs for passersby, which leads to detailed measurements for the frequency and reach of outdoor advertising. A proof of concept using a single outdoor advertisement is provided, although the method could be expanded to multiple sites and for longer durations.

Visual Perception by Drivers of the Advertisements Located at Selected Major Routes

This article characterizes the research based on the analysis of the eye fixation points on the advertisements. The research has been realized in real road and traffic conditions. The group of 12 drivers was equipped with the glasses occulometric measurement system mounted on the driver’s head. The participants were driving their private cars. The analysis was concentrated on the fixations on the advertisement tables located along the selected national roads in Rzeszów area (Poland). For better recognition if the advertisements have distracted the drivers the number of fixations on the advertisements has been compared with the fixations on the road signs. The active drivers have observed many visual attractors like advertisements, road signs and cars being ahead and on another lane. Passive drivers have low number of fixations on road signs and advertisements. Their fixations typically have been localized on survey and they probably used the peripheral vision in order to recognition of road sign shapes. The results show, that: the percentage of fixations on the advertisement and road signs is different for each participants; the highest percentage of fixated advertisements was on the section with small number of advertisements, but in the city area, when a group of advertisements was on the road, the participants selected some of them, yet no participant fixated all advertisements localized in a small distance between them; the single advertisement visible from the long distance strongly attracts the visual perception; the percentage of the fixated advertisements was higher than road signs.

Youth Exposure to Alcohol Advertising in National Magazines in the United States, 2001-2011.

To update public health surveillance of alcohol advertising to underage populations by assessing alcohol industry compliance with their voluntary guidelines for US magazine advertisements from 2001 to 2011. Using advertising industry standard sources The Nielsen Company and MediaMark, we evaluated youth exposure to alcohol advertising, and relative advertising exposure of youths versus adults, in 168 national magazines. From 2001 to 2011, magazine alcohol advertising seen by youths declined by 62.9%, from 5.4 billion impressions (single person seeing a single advertisement) to 2.0 billion impressions. Most alcohol advertising (65.1% of ads) was for spirits (e.g., vodka, whiskey). Since 2008, alcohol companies achieved 100% compliance with their limited guidelines. However, youths were overexposed to magazine advertising relative to adults on average 73% of the time. Despite improving compliance with placement guidelines in national editions of the 168 measured magazines, most youth exposure to magazine alcohol advertising exceeded adult exposure, per capita. If alcohol companies adopted stricter guidelines based on public health risk assessments, youths would not be overexposed to alcohol advertising in magazines.

Comparative advertising: citing or not the leading brand and its price

PurposeThe purpose of this research is to examine the influence of direct comparative advertising on brand information processing and purchase intentions compared with that of indirect comparative advertising in non‐forced exposure conditions.Design/methodology/approachThe overall sample of 240 female consumers (aged between 25 and 51 years, and representative of French women in terms of region and profession) was divided into two equal groups. These two groups viewed a televised montage that followed GfK's pretest methodology for TV advertising (a 20‐minute television show, an advertising break with seven commercials, a short questionnaire, a 20‐minute television show, an advertising break with four commercials, and a longer questionnaire), which favors a low involvement context in laboratory conditions. These two groups were respectively exposed to two 20‐second ads for a well‐known challenger brand (identical except for whether they name the leading brand and its price or “brand X” without price information).FindingsThis research provides original evidence that the comparative ad that cites the name and price of the leading brand increases purchase intentions for the sponsored brand, more than an equivalent that uses brand X. This effect operates through an increased probability of message processing, which in turn enhances the perceived compelling character of ad content.Originality/valueDespite the many studies of comparative advertising in existing literature, little research has been devoted to the potential alternative of replacing a “brand X” designation with the name of a competing brand. Moreover, previous research often includes participants (e.g. students) engaged in deliberate processing of a single advertisement in conditions of artificial exposure.

Gentrifying Climate Change: Ecological Modernisation and the Cultural Politics of Definition

Gentrifying Climate Change: Ecological Modernisation and the Cultural Politics of Definition

Advertising, the matchmaker

We empirically study the informational role of advertising in matching consumers with products when consumers are uncertain about both observable and unobserved program attributes. Our focus is on the network television industry, in which the products are television shows. We estimate a model that allows us to distinguish between the direct effect of advertising on utility and its effect through the information set. A notable behavioral implication is that exposure to informational advertising can decrease the consumer’s tendency to purchase the promoted product. The structural estimates imply that an exposure to a single advertisement decreases the consumer’s probability of not choosing her best alternative by approximately 10%. Our results are relevant for industries characterized by product proliferation and horizontal differentiation.

Shallow-water spinal injuries - devastating but preventable

Shallow-water diving injuries have devastating consequences for patients and their families, requiring intensive use of resources in both the acute and rehabilitative phases of injury. With the final clinical outcome often poor, the question is raised as to whether a target group can be identified for whom to implement a preventive programme. To evaluate the demographics, clinical features and outcomes of shallow-water diving injuries in an acute spinal cord injury (ASCI) unit. All patients admitted to the ASCI unit with diving-related injuries were entered into the study. Data regarding demographics, injury profile and subsequent management were collated. All case notes and X-rays were reviewed. Ethical approval was obtained. Forty-six patients were reviewed from 19 April 2003 to 8 February 2009. A steady annual increase in diving injuries was noted. A very specific patient profile was identified: 91% male incidence, average age 23 years, 37% admitted alcohol use, with a summer-time prevalence. Compression-flexion type injuries were most prevalent, with an orthopaedic level of C5 and neurological level of C4 being the most common injury sites. A third of diving injuries occurred in the sea, 20% in swimming pools, 20% in rivers, 11% in tidal pools and 4% in dams. A very specific patient profile was identified, and the severity of shallow-water diving injuries was confirmed. No current preventive programme exists except for a single television advertisement. These data will be used to motivate further educational and preventive programmes for reducing the incidence of diving-related injuries.

Informative Advertising and Consumer Search in a Differentiated-Products Duopoly

This paper analyzes informative advertising in a duopoly market with differentiated products when consumer search is costless. If consumers are fully rational, exposure to a single advertisement is sufficient for them to obtain complete market information. In this case, firms undersupply advertising compared to the social optimum because of free-riding. If consumers are not fully rational, they may ignore the existence of another firm when the only advertisement they receive quotes the monopoly price. In this case, both firms advertise the monopoly price, and the market may produce too much or too little advertising compared to the social optimum.

Point of sale tobacco advertisements in India

The effect of any legislation depends on its implementation. Limited studies indicate that tobacco companies may tend to use such provision for surrogate advertising. The point of sale advertisement provision has been placed in the Indian Tobacco Control legislation. The study was undertaken to assess the Indian scenario in this regard. To assess if there are any violations related to provision of point of tobacco sale advertisements under India's comprehensive tobacco Control legislation in different parts of India. Boards over various shops showing advertisements of tobacco products were observed in the cities of Delhi, Mumbai, Kolkata, Trivandrum and Jaipur, between September 2005 and March 2006. The point of sale advertisements mushroomed after the implementation of 2004 tobacco control legislation. Tobacco advertisement boards fully satisfying the point of sale provision were practically non-existent. The most common violation of point of sale advertisements was the larger size of the board but with tobacco advertisement equal to the size indicated in the legislation and remaining area often showing a picture. Invariably two boards were placed together to provide the impression of a large single repetitive advertisement. More than two boards was not common. Tobacco advertisement boards were also observed on closed shops/ warehouses, shops not selling tobacco products and on several adjacent shops. The purpose of the point of sale advertisements seems to be surrogate advertisement of tobacco products, mainly cigarettes.

Evaluating smokers' reactions to advertising for new lower nicotine quest cigarettes.

Quest cigarettes are a relatively new (2003) product that has been marketed as a way for smokers to gradually reduce the nicotine they receive from cigarettes in order to, according to marketing materials, become nicotine free. However, despite lower levels of nicotine, Quest cigarettes do not have reduced tar levels and, thus, still pose health hazards. This study evaluated beliefs about Quest cigarettes following exposure to a single print advertisement among 200 regular smokers who had never heard of the brand itself. Descriptively, smokers made several specific false inferences about Quest cigarettes after exposure (i.e., lower in tar, healthier, less likely to cause cancer). Two individual-differences variables, need for cognition and perceived vulnerability, moderated smokers' health beliefs about Quest cigarettes.

Courtship Calls and Behavior in Two Species of Chorus Frogs, Genus Pseudacris (anura: Hylidae)

We studied the courtship behavior of two species of chorus frogs, Pseudacris illinoensis and P. triseriata, in western Illinois. We report observations of courtship behavior and describe courtship calls for each species. These calls were given in response to both male and female conspecifics entering the calling spaces of resident males. Courtship calls given in response to an intruder were never followed by aggressive behaviors from the resident or the intruder, and courtship calls were never given in response to playbacks of conspecific advertisement calls. Thus, these calls do not appear to be used in an aggressive context. Courtship calls of P. illinoensis are longer in duration than advertisement calls. Courtship calls in P. triseriata consist of multiple notes compared to single note advertisement calls. These courtship calls have higher pulse rates and lower dominant frequencies, and they are given at faster calling rates than advertisement calls. Courtship calls of both species are more variable in structure within males than advertisement calls. Like two other species of chorus frogs for which courtship calls have been reported, courtship calls in P. illinoensis and P. triseriata are modifications of the advertisement call. Courtship calls in the genus that have been described so far do not appear to share a common structure. The recognition of courtship calls in a chorus may play a useful role in long-term monitoring of anuran breeding activity, especially in remotely determining the presence of gravid females.