Advertising Strategies Research Articles

A Study on Advertising Strategies of Yana Travels, Bengaluru

Advertising strategies referto the overall plan or approach that a business or organization usesto promote its products or services to a target audience. These strategies are designed to create awareness, generate interest, and ultimately persuade potential customers to take specific actions, such as making a purchase, signing up for a service, or engaging with a brand. Advertising strategies refer to the planned approach businesses use to promote their products or services to target audiences, aiming to achieve specific marketing objectives such as brand awareness, customer engagement, and sales growth. In this study, we delve into the advertising strategies adopted by travel companies, examining how these firms design and execute campaigns to stand out in a highly competitive industry. With the rise of digital platforms and evolving consumer preferences, travel companies are now leveraging diverse advertising channels, including social media, influencer partnerships, search engine optimization (SEO), and paid online ads, alongside traditional media such as television and print. This article explores how these strategies are crafted to resonate with various customer segments, addressmarket seasonality, and enhance brand visibility. The research also evaluates the impact of these advertising efforts on customer engagement, brand loyalty, and return on investment (ROI). By offering insights into successful marketing approaches, this study aims to guide travel companies in refining their advertising strategies to stay competitive in a rapidly changing marketplace.

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.

Store Advertising Strategy In Tuban In Increasing Product Appeal

Advertising strategy of Ceker Gobyozz Byozz Tuban Shop and its impact on business growth. Using the Diffusion of Innovation Theory by Everett M. Rogers, this study identifies how innovation in products and advertising strategies can be applied to small businesses. This shop utilizes the trend of spicy food that is popular among young people as the main innovation, accompanied by promotions through social media such as Instagram, Facebook, and WhatsApp, as well as print media in the local community. This strategy is implemented in stages, starting from word-of-mouth (WOM) promotion to the use of more modern media. The results of the study show that a well-integrated advertising strategy can significantly increase the number of visitors. This shop is able to attract around 50-70 visitors per branch per day, with a total turnover of 120 million rupiah per month. In addition, involvement in the local community accelerates the diffusion of innovation and helps the shop reach a wider market. Consumer adoption decisions are influenced by product quality and positive experiences at the shop, which creates customer loyalty. In conclusion, an innovative and targeted advertising strategy is the key to the success of Ceker Gobyozz Byozz Shop, providing important insights for small businesses in developing their businesses through effective promotions.

Innovation of Corporate Advertising Strategy in the Context of Globalization: A Case Study of Apple

This paper examines Apple Inc. as a case study to explore how advertising innovation strategies can drive enterprise success in a globalized world. It delves into the evolution of Apple’s advertising approach, transitioning from an initial focus on product features to prioritizing emotional resonance and value delivery. The paper identifies key challenges in advertising innovation, offering strategic recommendations to address data privacy concerns while optimizing targeted advertising. It underscores the necessity for continuous content innovation to keep audiences engaged and highlights the complexities of navigating cultural differences in a global marketplace to enhance advertising effectiveness. The study emphasizes aligning advertising with consumer privacy preferences and leveraging creativity to connect with diverse audiences, ensuring messages are culturally sensitive and relevant. By respecting cultural nuances and fostering brand affinity, businesses can build stronger relationships with their global customer base. Ultimately, the paper highlights the profound implications of adopting innovative advertising strategies, which are essential for companies striving to maintain a competitive edge in today’s interconnected world. Through strategic advertising innovation, businesses like Apple can not only enhance their market presence but also build lasting brand loyalty across different cultural landscapes.

Investigating the impact of advertising spending on brand equity dimensions in Kosovo: A comprehensive market analysis

This research paper examines the impact of advertising spending on three crucial aspects of brand equity—brand awareness, perceived quality, and consumer purchase intention—in Kosovo's unique market environment. The study aims to offer a detailed analysis of both the actual advertising expenditures and consumers' perceptions of these expenditures, exploring their influence on brand-related metrics. This approach not only fills a significant gap in the literature concerning advertising spending in Kosovo—a developing economy facing substantial economic challenges—but also provides practical insights for businesses to optimize their advertising strategies even in times of economic downturns. The research encompasses a diverse array of 24 brands from sectors such as banking, microfinance, insurance, furniture retail, and supermarkets, thus presenting a comprehensive view of advertising's role in shaping consumer behavior. Employing a robust quantitative framework, the study integrates both secondary and primary data through statistical models like ordinary least squares and Probit, highlighting the strategic value of advertising investments and offering a contextually rich perspective on its effectiveness in enhancing brand equity elements within a challenging economic landscape.

An eye-tracking study: do consumers’ gender, ethnicity, and fashion interest affect their visual attention to fashion models in advertisements?

ABSTRACT This study examined how consumer characteristics affect their actual visual attention to models in fashion advertisements. A total of 120 college students in the US participated in this study. Eye-tracking technology and a follow-up survey were employed to analyze participants’ visual attention and responses. The research questions were addressed through heatmap results and ANOVA results. The findings compared the responses of participants from various groups and indicated that men’s attention is more focused, while women’s attention is more extensive. In addition, participants of different ethnicities exhibited various viewing patterns, with a tendency to focus on models representing their skin tone. The results offer valuable insights for fashion retailers seeking to develop effective advertising strategies tailored to their target market, thereby enhancing the effectiveness of their fashion advertisements. Furthermore, this study contributes to the existing body of literature on eye-tracking in fashion research and provides suggestions for future research.

Determinants of intention to purchase online eco-friendly items amongst university students in Nilai, Malaysia

This study investigates the determinants of intention to purchase online eco-friendly items among university students in Nilai, Malaysia. This research builds upon previous studies regarding consumers' intentions to buy environmentally friendly items digitally. The theory of planned behavior (TPB) is used in this study since its concepts are applicable and relevant to understanding people's intentions to buy environmentally friendly goods digitally in Malaysia. The present research examined the variables influencing consumers' intentions to buy various environmentally friendly goods digitally and evaluated how well they fit into the Malaysian industry. Surveys were sent as part of the project's quantitative analysis methodology to gather data. With an expected sample population of 361 learners, this study's approach entails data collection through purposive sampling. The results of this research indicated that each independent factor employed has an impact on people's decisions to buy environmentally friendly products online in Nilai, Malaysia. It provided input on elements that might help businesses organize their advertising strategies. The findings have an impact on research as well as practice. Corporations may execute viable concepts by drawing the link between the desire to buy and acquiring knowledge about the purchasing patterns of young customers. Thus, a company's market worth and income in Malaysia may increase. The research also adds to the body of knowledge regarding people's intentions to buy eco-friendly products via the internet by offering insightful information. By addressing a gap in the existing literature, the research's focus on this specific setting advances our comprehension of how people behave while making online purchases of environmentally friendly items within the Malaysian context. So, this study helps in building a resilient eco-system aimed at sustainable growth.

A Multi-Modal Study of Persuasive Strategies in Native and Non-Native School Advertisements

The current study investigates how private schools target native and non-native English speakers through YouTube advertisements using a multi-modal discourse analysis approach. The study examines persuasive strategies, how ads appeal to viewers, and influence decision making in native and non-native private school ads. Native school ads may emphasize communicating in English, prestige of private school, and high academic standards. Non-native ads may emphasize diversity of students and resources for learners.Native school ads may use formal, dramatic language while non-native ads use inclusive, accessible language. Ads reflect assumptions about language, education, values and status - native schools emphasize fluency, non-native emphasize inclusive learning. Ads use humor and emotion differently - native ads use culture-specific humor while non-native appeals to shared values like diversity. The study analyzed ads using models from Kress and van Leeuwen(2006), and Halliday(1979) then draw conclusions that verify the hypothesis. Both ad types aim to present a nurturing school but native ads use clearer language while non-native use aspirational, indirect language. Native ads value honesty, respect, collaboration while non-native value inclusiveness, diversity, cultural diversity. The study concludes that ads have similar visual, textual strategies but values and language use varies based on native or non-native audience.

Consumer interaction and privacy: the impact of in-feed lead generation ads on self-disclosure intention

PurposeAmidst the growing emphasis on privacy protection, this study aims to investigate how online interaction introduced in Lead Generation Ads (LGAs) affects consumers' Self-Disclosure Intention (SDI), particularly in the context of the Chinese advertising market.Design/methodology/approachThis research employs two scenario-based online surveys to analyse in depth the impact of LGAs on consumers' SDI. The first study collects valid feedback from 220 consumers through an online questionnaire to assess the direct effect of perceived interactivity on SDI. The second study, using an experimental design with a sample of 265 participants, further explores the mediating roles of perceived control and perceived vulnerability in the relationship between perceived interactivity and SDI and examines the moderating effect of privacy invasion experience (PIE).FindingsThis study reveals the significant and positive influence of perceived interactivity on SDI, with perceived control acting as a mediator that enhances this effect. Conversely, perceived vulnerability weakens the positive impact of perceived interactivity on SDI. Additionally, we explore the moderating role of PIE and find that it significantly influences the relationship between perceived interactivity and SDI. These findings underscore the importance of considering consumer privacy sensitivity, particularly in the design of interactive marketing strategies and within highly interactive advertising environments.Research limitations/implicationsOur research uncovers consumer privacy attitudes and behaviours in the Chinese market, providing insights into its unique dynamics of privacy and information disclosure. However, the geographical and cultural specificity of our study may limit its generalizability. Future studies should expand into various cultural and market contexts, considering the impact of digital technologies on consumer interactions and information disclosure, thereby enhancing the depth and applicability of global marketing strategies.Practical implicationsAdvertising platforms should explore online interactive communication methods to enhance consumers' perceived interactions and alleviate privacy concerns. Also, platforms should be designed with system security in mind to prevent the leakage and misuse of consumer data, thus increasing consumers' SDI.Social implicationsThe study provides insights for marketers on designing more effective and privacy-sensitive online advertising strategies in the Chinese market. Understanding the factors influencing consumers’ willingness to share personal information can lead to more effective engagement in digital marketing campaigns.Originality/valueBy integrating interactivity theory with privacy computing theory, this research provides a new perspective on the role of online interaction in consumer privacy protection and information disclosure decisions. The findings not only enrich the theoretical frameworks of interactive marketing and privacy protection but also offer empirical support for marketing practitioners in regard to designing interactive advertising strategies, especially balancing consumer privacy protection with the enhancement of shopping intentions.

Design of Advertising Strategy Through Google Ads to Increase Export Sales of PT Kian Eka Cipta

This era of globalization makes increasing the competitiveness of local products in the international market significant, especially for SME companies such as PT Kian Eka Cipta which is engaged in exporting furniture and handicrafts. Despite having high-quality products, the company faces challenges finding international buyers and marketing its products effectively. This research aims to design an advertising strategy through Google Ads to increase PT Kian Eka Cipta's export sales. The method used is descriptive qualitative with a case study approach. SWOT analysis and keyword analysis were applied to identify the company's strengths, weaknesses, opportunities, and threats and determine relevant keywords for advertising. The results showed that the potential market that can be developed through Google Ads is the United States. The strategy is focused on targeting specific audiences based on location, demographics, and interests. It is expected that the implementation of this strategy can increase PT Kian Eka Cipta's export sales by the predetermined targets.

The effect of standardized advertising, managerial ties and born global orientation on export performance

Purpose Given the contradictory findings of standardization/adaptation of marketing strategy in explaining export performance in the extant research, this study aims to examine the contingent effects of managerial ties and born global orientation in the standardized advertising-export performance conceptualization. Design/methodology/approach The study used two-respondent method in the survey research by a sample of 155 exporting firms operating in the industrial marketing based in Australia and New Zealand and applied hierarchical regression analysis to test the hypotheses. Findings The findings demonstrate that standardized advertising has a significant effect on export performance and this relationship is positively moderated by business ties. Such effect is particularly enhanced for born global firms (than nonborn global firms). However, political ties negatively influence the impact of standardized advertising on performance and such effect is stronger for born global firms. Research limitations/implications A broader perspective of contingent variables should be included to examine the underlying relationship between standardized advertising and export performance in capturing the dynamism in international marketing contexts, such as institutional frameworks or sociocultural environments in host countries. Practical implications Standardized advertising is critical for born global firms’ export performance as it can increase efficiency and speed up internationalization processes. Such positive impact of standardized advertising on export performance is further enhanced if born global firms allocate resources to develop strong business ties with host country partners instead of building political ties with host country governments, because smooth business networking can facilitate standardized advertising on industrial marketing, yet justifiable political relations require intricate negotiations that often prolong internationalization progress. Originality/value This study incorporates managerial ties and born global orientation as contingent factors in fixing the theoretic interlock between standardization advertising strategy and export firm performance.

Host language, guest language or hybrid? Language strategy in destination advertising

ABSTRACT Language constitutes an integral part of destination culture and tourists’ experiences. Although the importance of using host language in destination marketing has been highlighted, the effectiveness of the language strategy in forming potential tourists’ visit intention remains unrevealed. Built on optimal arousal theory, this research examines whether and how the hybrid of host and guest languages (called hybrid language display hereafter) in destination advertising is more useful in attracting tourists. Two experiments were conducted using Xizang and Macau as contexts. Results reveal that the ad featuring hybrid language display works better than monolingual ads (either host or guest language only) in attracting potential tourists. Specifically, hybrid language display in a destination ad increases potential tourists’ visit intention because of higher perceived uniqueness of the destination and then curiosity about it. This language strategy in destination advertising is effective regardless of potential tourists’ self-efficacy though especially useful for increasing visit intention of those who are low in self-efficacy. Accordingly, theoretical and practical implications are offered.

Roundtable on the Challenges of Doing Intersectional Work in Advertising

Abstract: This roundtable brings together advertising, business, and communication experts who unpack the complexities of conducting intersectional work within the advertising industry. The discussion highlights the challenges of addressing power dynamics, privilege, and systemic oppression while striving for authentic representation in marketing practices. The participants explore how intersectionality, as initially theorized by Black feminists and activists and coined by Kimberlé Crenshaw, has been misapplied in the corporate world, often reduced to a tool for market segmentation rather than a framework for addressing structural inequalities. Through critical reflections on the industry's current practices, the roundtable emphasizes the need for a deeper understanding and application of intersectionality that transcends surface-level diversity initiatives. The conversation also underscores the importance of context, both in academic and practical settings, and calls for ongoing dialogue and critical examination of how intersectionality is integrated into advertising and branding strategies.

Advertising strategies of one e-commerce platform and competitive sellers in a supply chain under agency mode

As the internet traffic dividend disappears, the growth of e-commerce platforms slows and competition among sellers increases. We examine whether the sellers choose to cooperate with the e-commerce platform in advertising. This paper considers advertising strategies in a supply chain with one e-commerce platform and two competitive sellers, where each seller can choose either cooperative advertising or independent advertising in a strategic game. This paper shows that the cooperative advertising strategy is a unique Nash equilibrium. Only when a seller has a relatively high revenue share ratio in the cooperative venture, and competition with the other seller is low, will the seller obtain higher profits with cooperative advertising than independent advertising. After competition increases to a certain level, the sellers fall into the prisoner’s dilemma. Cooperative advertising can increase the profits of the platform. It is better for the platform to cooperate with two sellers than with only one seller. Besides, a seller’s market share can also impact its advertising strategy. Previous studies were mainly based on traditional supply chains in the wholesale mode where the platform acts as a retailer. Our paper considers the supply chains under the agency mode where sellers compete on price and advertising.

BLACKPINK Endorsement Effect: Luxury Perfume Brand Image and Consumption Behavior of Chinese College Students

This study explores the impact of K-pop stars on the brand image of luxury perfumes, with a particular focus on how Chinese university students perceive and behave towards perfumes endorsed by BLACKPINK members. This study employs a combination of textual analysis and questionnaire surveys to analyze the advertisements of four luxury perfume brands - Celine, Dior, YSL, and Tamburins- endorsed by BLACKPINK members. Through a survey of 117 Chinese university students, the relationship between the brand image conveyed by the advertisements and the consumers' brand perception is examined. The results indicate a high consistency between the visual and textual elements of the advertisements (such as the presentation style and emotional tone of the endorsers) and the perceived brand image by consumers. Moreover, the study reveals the synergistic effect of visual and textual elements in advertisements, which not only enhances the efficiency of brand information transmission but also improves consumers' overall perception and emotional connection with the brand. This study not only demonstrates the powerful influence of K-pop star endorsements but also provides important strategic insights for luxury brands in choosing endorsers and designing advertising strategies. By leveraging celebrity influence effectively, brands can achieve marketing goals and deepen the connection between consumers and the brand. Future research could further explore the relationship between different endorsers and different types of products, and how this relationship influences brand loyalty and purchasing behavior among various consumer groups.

Does Tiktok's Short Video Marketing Increase Product Purchasing Power among Young Consumers

This paper delves into the profound influence of TikTok, a rapidly evolving social media platform, on the purchasing behaviours of the younger demographic, primarily Generation Z. Focusing on the platform's brief video advertising strategies, the study investigates how TikTok has become a nexus for brand promotion, product exploration, and consumer engagement. By examining the platform's capabilities, its alignment with the preferences of youthful consumers, and real-life instances such as successful marketing campaigns like the e.l.f. Cosmetics #eyeslipsface challenge, the article illustrates TikTok's significant impact on shaping purchasing decisions. However, it also acknowledges the limitations and challenges faced by TikTok's marketing influence, emphasizing the need for continued innovation and differentiation to sustain its competitive edge in the evolving landscape of social media marketing.

Unveiling the web of interactions: Analyzing dynamic customer engagements across multiple websites

Online customers exhibit unique dynamic patterns during their journey. In the early phases, customers gather different information from multiple websites. Collectively, the information serves as references, helping customers to make informed decisions. Further, inferior options are eliminated until the journey converges on a single website for conversion. In this study, we examine the dynamic interactions among online customers and websites. To capture the dynamics, we propose a metric, momentum of information-building and incorporate the measure into a dynamically and mutually exciting marked point process model. We apply the proposed model to clickstream data for hotel bookings and find strong evidence of dynamic behavior. Also, we show that ignoring the dynamics may lead to bias in estimating the carryover and spillover effects and diminish the prediction accuracy of website visits and conversions. Furthermore, we offer recommendations for effective advertising strategies focusing on key aspects such as advertising density, timing, and targeting.

Optimizing positive goal framing in advertising: differential consumer responses to new product categories

PurposeThis research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new products (INPs) and really new products (RNPs). It moves beyond the traditional binary evaluation of advertising effectiveness, offering a more intricate analysis of consumer engagement based on product novelty.Design/methodology/approachEmploying a comprehensive dataset encompassing 461 digital video advertisements from six leading technology-centric firms, this study employs content analysis alongside hierarchical polynomial regression to dissect the dynamics between the volume of positive goal framings and consumer engagements. This examination is contextualized within the spectrum of product innovation, offering insights into the differential consumer behaviors elicited by INPs and RNPs.FindingsThe investigation uncovers a non-linear, inverted U-shaped correlation between the volume of positive goal framings and consumer responses. This relationship exhibits variability in its intensity between INPs and RNPs, with INPs demonstrating a more pronounced response variability around a higher inflection point on the curve. This pattern underscores the complex interplay between goal framing and product novelty in shaping consumer perceptions and actions.Originality/valueThis study pioneers the exploration of goal framing within the realm of product advertising, shifting the analytical lens from its traditional roots in health and medicine to the intricacies of consumer behavior in response to advertising. By introducing a distinctive classification of product newness through INPs and RNPs, the research augments current understanding of effective advertising strategies, delivering profound insights for marketers and advertisers in tailoring their campaigns to align with consumer expectations and product characteristics.

Social networks - help or hindrance in patient care

Abstract Background/Introduction After the pandemic, there has been a significant rise in the time people dedicate to social networks. Throughout periods of local and international lockdowns, these platforms became recognized as quicker and more effective tools for communication across various fields. Purpose We aimed to conduct a study to assess the effectiveness of deploying an information system to improve the communication process between patients and healthcare specialists. Methods A questionnaire consisting of 20 questions was utilized, completed by 43 patients or their relatives admitted between January 1, 2024, and January 31, 2024 in a cardiology ward of a tertiary centre. Results Among all participants, a proportion of 65% was represented by middle-aged women from urban areas, with 68.4% holding higher education degrees and 31.6% with secondary education. A vast majority (98%) reported using at least one social network daily for both professional and personal reasons. Eighty-three percent believe that doctor-patient interactions on social networks are ethical and regard it as a secure and effective method for communicating with healthcare professionals. Feedback from social networks did not significantly influence the selection of doctors or medical institutions. However, social network advertising notably affects the choice of medical specialists or institutions, with 48% of respondents indicating they sought out the most prominently featured hospitals or doctors on these platforms. Despite this, 72% of respondents were unaware of personalized advertising strategies or that such messages are often crafted by public relations firms. Most found social network communication with medical staff suitable for follow-ups (92%) but not for initial assessments or determining diagnostic procedures (81%). Still, there was reluctance to rely exclusively on social networks for choosing medical services. Conclusions Patients and their families are open to receiving medical information and communicating with healthcare providers through social networks. However, a limited understanding of the technologies employed to boost the visibility of specific content or endorse procedures on social media could expose patients to skewed information. Responsible regulation of medical information and advertising is imperiously needed.

Sustainability communication in marketing: a literature review

Purpose This study aims to explore the foundations and current research streams of sustainability communication (SC) within the marketing field through a comprehensive analysis of the existing literature. Furthermore, it identifies promising areas, gaps, and guides for future contributions in SC literature. Design/methodology/approach This study relies on a sample of 103 articles published in high-ranked marketing journals. Through co-citation and qualitative thematic analyses, it examines a network over the foundations and central themes in current literature. Findings In the marketing field, the foundations of SC rest on institutional and stakeholder theories, corporate social responsibility (CSR) communication and its effectiveness, green advertising, ethical consumerism and marketing strategies, and social marketing for sustainable consumption. Additionally, the analysis reveals four core current themes: reporting sustainability, sustainability advertising, consumer reactions, and promoting pro-sustainable behaviour. Research limitations/implications This paper defines the foundations and boundaries of SC in marketing based on a comprehensive evaluation of existing research. By doing so, it offers a valuable reference for future research, enabling scholars to understand better the past and current state of SC in marketing and to identify areas for further investigation. Practical implications Businesses and marketers can use the findings to develop more effective SC strategies and to focus on the main topics that require their attention. Social implications This research is of societal importance because it deepens our understanding of SC in marketing. It illuminates uncharted territory and helps decision-makers across sectors create a more sustainable future. In essence, this research enriches society by promoting sustainability awareness and guiding the development of practices that emphasize the value of SC. Originality/value This study advances previous literature reviews on SC in the marketing field by providing a roadmap for researchers to delve deeper and contribute to the field of SC in marketing, advancing our understanding of the importance of organizations effectively communicating their sustainability strategies to stakeholders.