TV Advertising Research Articles

Consumers can learn and can forget – Modeling the dynamic decision procedure when watching TV

Facing the challenge of attracting consumers and winning market share under the proliferation of TV stations and channels, the traditional TV stations often make some marketing strategies. However, how to evaluate the effectiveness of different strategies and select the best one is a key issue. This study proposes to resolve this problem. We develop an innovative structural model to simulate the dynamic choices consumers make under two interactive behaviors: learning and forgetting. Learning behavior refers to updating programme quality assessment by using experience, while forgetting behavior prevents the use of previous experience. The Bayesian rules are employed to model learning behavior, and they are extended by incorporating an exponential decay function to measure the effect of forgetting behavior. The structural model is tested and validated by using Hong Kong television viewing data. The empirical results show that when modeling consumer choice decisions, considering learning and forgetting behavior significantly improves the performance of the model in regard to rating prediction and marketing strategy evaluation. Five cases are simulated to show how the model is used to evaluate marketing strategies. Managerial implications are then discussed to guide the decision-making of traditional TV broadcasters and advertisers.

The Reaction of Vietnam’s Generation Z to Online TV Advertising

The paper examines the reaction of the Z-Vietnam generation to online TV advertising (TVC), which elements of online TV advertising has a positive influence, which factors do not affect or negatively affect their consumption decisions for the advertised goods. Data for the study was collected from 300 Vietnam's Generation Z in Ho Chi Minh City through live interviews or questionnaires through Google Docs Forms, with over 30 questions. The six basic factors that influence the reactions of Generation Z consumers are information, entertainment, irritation, credibility, interaction, and advertising value. The research results show that, due to the influence of social media and generational characteristics, most consumers of the Generation Z in Vietnam have a favorable attitude towards online TV advertising, and they appreciate this form of advertising. Information element, irritation, credibility and entertainment have a strong and positive impact on TVC. The other two factors are advertising value and interaction, which does not significantly affect the reaction of this generation. This study needs to be checked and reviewed by subsequent studies on a larger scale and in a wider scope because the study only conducted random sampling on a small scale, did not meet the requirements for representation and generality.

TV 광고회피의 심리 요인 유형과 개선방향

TV 광고회피의 심리 요인 유형과 개선방향

Impact of farming awareness based roguing, insecticide spraying and optimal control on the dynamics of mosaic disease

Control interventions and farming knowledge are equally important for plant disease control. In this article, a mathematical model has been derived using saturated response functions (nonlinear infection rate) for studying the dynamics of mosaic disease with farming awareness based roguing (removal of infected plants) and insecticide spraying . It is assumed that the use of roguing and spraying depend on the level of awareness about the disease. The model possesses three equilibria namely the trivial, which is always unstable, the disease-free equilibrium which is stable if the basic reproduction number is below unity and the coexisting which may be stable or can exhibit Hopf-bifurcation under certain condition. Finally, we have opted an optimal control problem introducing three control parameters for determining the optimal level of roguing, spraying and cost regarding media awareness for cost-effective control of mosaic disease. Numerical simulations establish the main results suggesting that the awareness campaigns through radio, TV advertisement are important for eradication of the disease. Also, awareness campaign, roguing and spraying should be incorporated with optimal level for cost effective control of mosaic disease.

M222. SURVEY RESULTS FROM TURKEY: KNOWLEDGE ABOUT SCHIZOPHRENIA, PUBLIC STIGMA AND DISCRIMINATION BECAUSE OF SCHIZOPHRENIA

BackgroundThis study aims to investigate the perception of schizophrenia, knowledge level about schizophrenia, stigma, discrimination because of schizophrenia and related factors among Turkish people with a representative, public-based large sample.MethodsThe survey was conducted between 4 and 26 September 2019 with a representative sample of 1,030 adults. The interviews were carried out through Computer Assisted Personal Interviewing (CAPI) methodology by a total of 32 experienced interviewers who were given sensitivity training about the mental illness prior the beginning of the fieldwork. The interviews took place in the households of the participants. The sample consisted of participants from 12 nomenclature of units in Turkey, the number of the participants in each region was determined proportional to the population aged 18+ in each city. Additional quotas were set on age, gender, employment and socio- economic status in order to achieve a representative sample of the public opinion. The questionnaire was designed by a committee of academics who are all well experienced in their field and has worked on the stigmatization problem extensively. Statistical analysis was conducted with the use of SPSS. Frequency analysis, cross tabulation and significance testing were conducted.ResultsThe sample of the study was consisting of 50% female (n=515) and 50 % male (n=515) participants. In the scope of the research, 1030 participants were asked what mental illness was first thought: schizophrenia was the second mental illness that came to mind first (24,9%) after depression. 95% of the participants reported that they have awareness of schizophrenia as a mental illness which indicates that schizophrenia is the second mental illness among most known mental illnesses. “Do you have knowledge about schizophrenia” question was responded as “yes” by the 61,7% of the participants and they declared their knowledge resources as relatives/friends (44,4%), social media (40,6%), family (37,6%), TV advertisements (34,2%) and internet (23.0%). Some of striking responses to the statements related, public attitudes, social distance and perception of schizophrenia as follow: “Schizophrenia is caused by evil spirits (cins) and black magic” statement was responded as “I agree” by 18.6% of the participants; “I don’t know” by 31.7% of the participants and “I don’t agree” by 49.7% of the participants. “Patients with schizophrenia are generally dangerous and violent” statement was responded as “I agree” by 39,4% of the participants; “I don’t know” by 37.2% of the participants and “I don’t agree” by 23,4 % of the participants. “If I were an employer, I wouldn’t want an employee with schizophrenia” statement was responded as “I agree” by 38,6% of the participants; “I don’t know” by 37.8% of the participants and “I don’t agree” by 23,6 % of the participants. “I wouldn’t like to someone with schizophrenia lived next door to me” statement was responded as “I agree” by 29,1% of the participants; “I don’t know” by 35.0% of the participants and “I don’t agree” by 35,9 % of the participants.DiscussionTo the best of our knowledge, this is the first study analyzing public stigma and discrimination towards people with schizophrenia in Turkey. In this poster presentation, the results of the study which revealed salient findings related stigmatization attitudes among Turkish people will be demonstrated in detail and implications of the study will be discussed.

UNVEILING THE LAYERS OF THE L.O.L. SURPRISE DOLL: A LINGUISTIC ANALYSIS THROUGH THE GRAMMAR OF VISUAL DESIGN

The L.O.L. Surprise doll was created in 2016 by MGA Entertainment inspired by the YouTube trend of “unboxing” videos, in which children and adults open toys packages, or other objects, and show to the viewers how it works or what it does. Being a collectible toy with the possibility of more than a hundred surprise dolls, L.O.L. Surprise, which is a best seller, explores playing from the unwrapping of the several layers involved in the unboxing of the doll’s package. The marketing of L.O.L. Surprise does not involve TV advertisements and all its strategy is focused on YouTube videos showing kids unboxing the toy. It is possible to perceive that opening the package, and consequently finding the doll, is part of the experience/play of L.O.L. Surprise. Since the rise of the North American doll L.O.L. is a trend not only in Brazil but all around the world (FROMM, 2019), it is a rising successful trend in last years (GREEN, 2018), this study aims at describing and analyzing the multimodal features of the layers of the doll’s package, perceiving how the surprise element is constructed through it. Therefore, to analyze the layers of the package, we will draw on Kress & Van Leeuwen’s Grammar of Visual Design (2006 [1996]) and its visual metafunctions, which derive from Halliday’s Systemic Functional Linguistics (1978). The description and analysis reveal a stimulus to children’s curiosity, enhanced by the interactive aspect perceived through the verbal and visual language, as well as a tendency towards consumerism and social media engagement.

PENGARUH KOMUNIKASI POLITIC ENTERTAINMENT MELALUI IKLAN TERHADAP TINGKAT KETERPILIHAN PARTAI POLITIK PADA PEMILIHAN UMUM 2019

Globalization demands the development of communication media, which is TV advertisment. Indonesian political dynamics is one of the most unique and fresh studies discussed in various perspectives. It concerns ondecision making and ethical political differentiation that empirically influences the political legitimacy in political representation. Digital politics is very popular within the society it could be categorized as swing voters. Digital politic is growing close to the 2019 general election as the effort of low politics tendencies that can be analyzed using the cultural value. Political parties have a polarization to use TV advertisement to be a media for socialization their political goals. The implementation of this style is usually called politics entertainment. This research explains the influence of digital political style and entertainment politics with TV advertisement on the level of electability of political parties in the general election 2019 through data interpretation method. The research is conducted as a means to explain the understanding ofmass polarization in online setting. Additionally, it is also purposed to know the effectiveness of digital politics and entertainment politics in its use in the 2019 general election.

The features and factors influencing the effectiveness of advertising activities and TV companies of Sughd region of the Republic of Tajikistan

The essence of television advertising has been considered and the main factors, that can affect the efficiency of advertising activities of companies, have been identified. During the study, the rating of TV companies operating in the Sughd region of the Republic of Tajikistan has been determined, indices of conformity of these channels to the target audience by sex and age categories have been found. Also, by the analysis of viewing time in the context of age and gender of TV viewers, the time of the best out of advertising on the air has been set, that is, the time interval when the maximum number of viewers gathers at their TV sets. For the study region, prime time is in the morning from 6:00 to 8:00, in the evening-from 18:00 to 22:30. It has been established that the performance of TV advertising is influenced by the cost of one spot of advertising. Therefore, it has been evaluated and the rating of state and independent television channels by audience has been determined, and the technology for calculating advertising costs, which determine the effectiveness of advertising activities of companies, has been proposed. Peculiarities of organization of effective advertising activity of companies of Sughd region of the Republic of Tajikistan on oligopolistic market of body and radio services have been revealed. A methodology for calculating indicators characterizing the main factors affecting the efficiency of advertising activities of companies in the Sughd region of the Republic of Tajikistan has been developed. The results of the study can be used in the processes of planning and developing the broadcasting network of TV channels, as well as with success can be applied by players in the market to obtain the best effect of advertising on their products. In addition, the results of the study can be used for the purpose of state regulation of the oligopolistic market of TV and radio services in the Republic of Tajikistan.

The TV is Smart and Full of Trackers: Measuring Smart TV Advertising and Tracking

Abstract In this paper, we present a large-scale measurement study of the smart TV advertising and tracking ecosystem. First, we illuminate the network behavior of smart TVs as used in the wild by analyzing network traffic collected from residential gateways. We find that smart TVs connect to well-known and platform-specific advertising and tracking services (ATSes). Second, we design and implement software tools that systematically explore and collect traffic from the top-1000 apps on two popular smart TV platforms, Roku and Amazon Fire TV. We discover that a subset of apps communicate with a large number of ATSes, and that some ATS organizations only appear on certain platforms, showing a possible segmentation of the smart TV ATS ecosystem across platforms. Third, we evaluate the (in)effectiveness of DNS-based blocklists in preventing smart TVs from accessing ATSes. We highlight that even smart TV-specific blocklists suffer from missed ads and incur functionality breakage. Finally, we examine our Roku and Fire TV datasets for exposure of personally identifiable information (PII) and find that hundreds of apps exfiltrate PII to third parties and platform domains. We also find evidence that some apps send the advertising ID alongside static PII values, effectively eliminating the user’s ability to opt out of ad personalization.

Divergent temporal courses for liking versus wanting in response to persuasion.

Liking and wanting are two foundational processes underlying the individual's reward system. Whereas the differences between liking and wanting have been studied extensively in the context of substance addiction, there have been few empirical studies of their manifestation in ordinary, nonaddictive contexts of behavior. In particular, previous research showed a temporal divergence of liking and wanting over repeated exposures to drugs; however, the temporal progression of liking versus wanting in response to ordinary stimuli remains less understood. This research tests the temporal divergence of liking versus wanting responses in a prevalent domain-namely, in response to persuasive messages-using a highly powered field experiment involving over 1,000 real-life stimuli and 100,000 subjects. Subjects were exposed to sequences of TV advertisements in random orderings and indicated how much they liked the persuasive messages and wanted the promoted items. We found, not surprisingly, an overall positive correlation whereby greater message liking was associated with greater wanting of the item. However, underlying the overall correlation, we found a sharp divergence with respect to the serial progression of liking versus wanting. Specifically, message liking was highest early in the sequence, whereas wanting of the promoted item was highest late in the sequence. We posit and provide evidence that this divergence is due to an appetizing effect for wanting, in contrast to a habituation and reference adaptation effect for liking. We discuss the implications of our results for theories of liking versus wanting for addictive as well as ordinary substances. (PsycINFO Database Record (c) 2020 APA, all rights reserved).

TV Advertising - Factors of Influence

Except the audience performances of the television channels and the known advantages of this communication mean, the transmission of the advertisement spots thought television is done in a different manner, also depending on the reception method, the number of the TV channels from a television network and depending on the coverage area of the respective television network. Thus we distinguish: the advertisement realized by the network television, the advertisement realized through the local television and the advertisement realized by cable television. The choice of one of these methods by the announcers is made depending of the advantages or/and the limits that each of these are present it.

Television Advertisement of Bangladesh: Viewers Attitudes and Behavior

Television advertisements have become an imperative medium of advertisements to all types of products and services. TV channels are performing business in the monopolistic competition market. Different TV channels are telecasting different programs at their scheduled time having sponsorship from different advertisers. The effectiveness of advertisements depend on how many viewers are watching the particular advertisement with full attention and receiving the messages manufacturers are sending to their target customers. The paper reveals that 82 percent respondents agree with don’t watch TV ads with full attention; 89.13 percent respondents agree with TV ads are frequently irritating, and statistically found strong relationship via chi-square. In this case the viewers showing varieties of their attitudes towards the TV commercials both positive and negative. TV advertisements will be meaningful when the mass people will enjoy the advertisements and feel attraction to have their necessary information rather than irritating.

Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products

This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for high involvement products. This study will fill this knowledge gap. This study aimed at measuring the impact of creativity in Ads on Attitude toward Advertisement, Unaided Recall and Purchase intention. It involved 94 university students in an experimental research. Paired sample t-test was used for evaluating creative and control Ads. Data analysis reveals that creative Ads are better than control Ads in generating favorable attitude toward ad and high Ad recall but equally ineffective in persuading customers to buy. Binary logistic regression showed small role of creativity in causing high Ad recall while multiple regression analysis confirmed the supremacy of creative Ads for forming a favorable attitude toward Ad.

Phonological Problems of Translating English Advertisements into Arabic

An advertisement is a form of communication intended to promote the sale of a product or service, influence public opinion, gain political support, or to elicit some other response. It consists of various type, including style, target audience, geographic scope, medium, or purpose. An advertisement should catch a person's attention and quickly create a memorable impression. The main aim of the present paper is to investigate the phonological problems of translating English international TV advertisements into Arabic. It deals with the most common and popular TV advertisements. The importance of such advertisements lies not in its information content rather than in the achievement of the desired impact on the receivers. When translating such ads, certain linguistic elements (especially the phonological aspects like rhyme, rhythm, alliteration, etc.) are necessary to duplicate the impact an ad has on the domestic market in the foreign exchange. To conclude, translating international TV advertisements is a challenge since they cannot be translated 100% successfully without a loss in meaning or form. Since both English and Arabic belong to different language systems, it is difficult to maintain both form and sense which should have priority as it provides the message of the source language (SL) text and the translator should attempt to render form (particularly such sound devices as rhyme, rhythm, alliteration) as far as possible and be faithful to the SL message.

My new normal: A patient's perspective on polymyalgia rheumatica

My new normal: A patient's perspective on polymyalgia rheumatica

Does TV Advertising Increase Online Sales: The Role of Inter-temporal Substitution

Digital technologies lead consumers to engage with companies online after they see TV ads. The measurability of such interactions is attractive to firms, but it is hard to know over what window of time to measure the effect of such interactions. On the one hand, firms might use a very narrow window to try and measure a causal effect. On the other hand, this shorter window might lead firms to miss the broader picture. To investigate this, we use data from a field test by an online travel agent. In the test, the company ran TV advertising in one region of the country while shutting off TV advertising for the remainder of the country. This allows the untreated region to serve as a control group when analyzing the effect of TV advertising on online browsing and sales in the treatment region. TV advertising leads to an instantaneous increase in online browsing and sales. However, we also document evidence for inter-temporal substitution: consumers appear to move forward in time their online activities in response to TV advertising, leading to lower browsing and lower sales at times when no ad is airing. We further document that TV advertising appears to shift consumers away from owned channels to paid channels and that TV advertising may attract consumers without the firm having to resort to price promotions.

Understanding the Influence of TV Advertisements on Children’s Purchase Behaviour

In this research paper the authors have studied the perception of children towards advertisement and its influence on purchase decisions. The authors visited different schools in Visakhapatnam and checked the responses of children on time spend on TV in weekdays and weekends. Random sampling technique was used to select children from different schools. A total of 400 questionnaires were circulated, and 383 questionnaires were validated. The data collected was analysed through descriptive statistics, Weighted Average Ranking Method and ANOVA to test the hypotheses. The tests support the hypotheses that the perception towards advertisement among children plays a key role in influencing the family purchase decisions. The findings in the research will enable marketing teams in understanding how the thought process takes place in the minds of these young consumers. This will help marketers create content for their advertisements.

Commercial Advertisements Scheduling Problem

An important source of revenues for Channel 4 comes from the campaign advertisement during commercial breaks. Given a set of campaigns (TV advertisements) and a set of breaks with air times, the Campaign Allocation Problem (CAP) is to determine how campaigns’ spots should be allocated to a subset of breaks in order to maximize total revenue and evenness with respect to all business rules and constraints.

TV Advertisement and Menstrual Hygiene Management

Menstruation is an absolute natural-normal biological process of adolescents though it is unfortunately accompanied with different taboos in the society of Bangladesh. A significant number of adolescent girls have considerable lacuna of knowledge on menstruation as well as menstrual hygiene management. Thus, the aim of the study is to know how the issue of menstruation is presented on TV advertisement and what roles TV advertisements play in shaping the knowledge, attitude, and practice of girls and their parents on menstruation and menstruation hygiene management. Both content analysis and questionnaire survey have been used to present the realities of the role of TV advertisement in menstrual hygiene management process in Bangladesh. At present, about 70 percent girls are inspired to use sanitary napkin watching TV advertisement. TV advertisements play vital role to break the shackle of menstrual taboo and also provide essential information about menstruation as well as menstrual hygiene management.

디지털 미디어 시대의 TV 광고 평가 모델 도출과 측정 지표에 관한 연구

디지털 미디어 시대의 TV 광고 평가 모델 도출과 측정 지표에 관한 연구