Types Of Ads Research Articles

Interactive vs transactional: how social media ads engage consumers with disparate regulatory orientation and lay rationalism

PurposeThe growing number of firms leveraging social media ads highlight the urgent need for firms to understand social media ads and their effects on consumer perceptions and attitudes. This research examines whether and how different types of social media ads exert influences on ad engagement and how consumers’ psychological characteristics including regulatory orientation and lay rationalism moderate the influence of social media ads on ad engagement.Design/methodology/approachThis research conducts three quasi experiments featuring two types of social media ads – interactive and transactional – to collect empirical evidence. Results are analyzed using ANOVA and Process in SPSS.FindingsThis research reveals that interactive ads lead to higher perceived enjoyment and perceived responsiveness, which further lead to higher ad engagement. Promotion focus moderates the effect of social media ads (interactive vs transactional ads) on perceived enjoyment and perceived responsiveness, and lay rationalism moderates the effect on perceived responsiveness, while prevention focus has no such effect.Originality/valueFirst, this research establishes the connection between ad types and ad engagement in social media, which offers a new perspective to understand ad engagement. Second, it explores the underlying mechanisms of processing different types of social media ads. Third, it justifies the moderating effects of consumers’ regulatory orientation and lay rationalism on the effects of ad types on ad engagement, providing the first evidence on the moderating role of consumers’ lay rationalism in ad processing. This research helps firm marketers to fine-tune their social media ads according to consumer characteristics.

The Impact of Cosmetic and Beauty Campaigns on Women’s Mentality

The main objective of this research is to explore how modern beauty and cosmetic marketing campaigns and advertisements affect women’s health, emotionally and mentally. In three studies, participants were shown an assortment of ads related to cosmetics and beauty ideals that focus on cosmetics and beauty. Ads were categorized as “positive beauty/real beauty” or “guilt-inducing/pressurized beauty ideals” to show underlying issues that women face after repeatedly coming into contact with advertisements concerning beauty ideals. Studies 1A and 1B were distributed to college-aged, cis-gendered females (i.e. 18–25 years) in the U.S. concerning their evaluation, attitudes, and emotions toward two types of ads and showed that the positive (vs. negative) effect of real beauty ads (vs. guilt-inducing ads) on confidence (vs. feeling of insecurity) is stronger for ads featuring the body compared to the face. In Study 2, we replicated the findings and showed that confidence and the feeling of insecurity mediate individuals’ attitudes toward these ads. Our findings contribute to the understanding of women’s mentality living alongside pressurized beauty ideals and how beauty/cosmetic brands can take back the narrative of what real women look like.

How do mobile app users react to embedded advertising? A perspective from psychological reactance theory

ABSTRACT This study investigated the effects of in-app advertisements (in-app ads) on user responses based on psychological reactance theory. Three types of in-app ads were categorised: banners, pop-up graphics and pop-up video clips. The study also examined the moderating effect of prior negative experiences on the relationship between in-app ad appearance and advertising clutter and in-app ad appearance and advertising scepticism. A total of 1,343 valid questionnaires were collected for each type of in-app ad. Structural equation modelling (SEM) analysis revealed that the duration and frequency of different ads had distinct effects on users' negative psychological reactance, leading to behaviours of ignoring and resisting the ads. Moreover, advertising clutter not only positively influenced advertising scepticism but also increased advertising avoidance, subsequently impacting both the tendency to ignore and resist the advertised content. Prior negative experiences played a moderating role in the banner and pop-up graphic ad models. In conclusion, this study recommends that app developers avoid overwhelming sensory stimulation when displaying ads to reduce the complexity of visual perception. Improving content innovation can help minimise users perceiving the ads as obtrusive. Furthermore, emphasising the relevance of advertisements by integrating them effectively with app functions can increase user ad acceptance.

Stabilization of Loose Soils as Part of Sustainable Development of Road Infrastructure

In the context of growing demand for road infrastructure expansion, sustainability is of key importance. Enhancing road construction technology ensures efficient, durable transportation infrastructure, vital for economic growth. Responsible road construction, especially in areas of historical and environmental significance, is essential. Preserving ecosystems and local heritage in road planning protects valuable areas and supports regional sustainability. Rural roads, often in forested areas, should maintain natural aesthetics. Economic challenges require flexible, efficient roads. Many existing unpaved roads, especially in rural and forest environments, fail to meet increasing traffic and load of heavy agricultural and maintenance vehicles. Soil stabilization methods, discussed in various publications, offer sustainable solutions. Research on ecofriendly binding additives provides the opportunity to reduce cement consumption and CO2 emissions. Such innovations enhance road efficiency, reduce maintenance costs, and benefit the environment. Investing in modern road technologies mitigates climate change effects by reducing emissions and protecting ecosystems. Our research indicates that soil stabilization technologies significantly improve road strength and durability. Additives can increase compressive strength by over 50% with minimal cement content. Continued research into road quality and durability is vital for sustainable transport infrastructure development. The results presented in this paper were obtained after two periods of solidification: after 7 and 30 days, with three types of ads (ion-exchangeable, chemical, and polymeric) to cement. In all tests, compaction strength improved by at least 35% in samples with the lowest cement content.

A systematic two-sample and bidirectional MR process highlights a unidirectional genetic causal effect of allergic diseases on COVID-19 infection/severity

BackgroundAllergic diseases (ADs) such as asthma are presumed risk factors for COVID-19 infection. However, recent observational studies suggest that the assumed correlation contradicts each other. We therefore systematically investigated the genetic causal correlations between various ADs and COVID-19 infection/severity.MethodsWe performed a two-sample, bidirectional Mendelian randomization (MR) study for five types of ADs and the latest round of COVID-19 GWAS meta-analysis datasets (critically ill, hospitalized, and infection cases). We also further validated the significant causal correlations and elucidated the potential underlying molecular mechanisms.ResultsWith the most suitable MR method, asthma consistently demonstrated causal protective effects on critically ill and hospitalized COVID-19 cases (OR < 0.93, p < 2.01 × 10–2), which were further confirmed by another validated GWAS dataset (OR < 0.92, p < 4.22 × 10–3). In addition, our MR analyses also observed significant causal correlations of food allergies such as shrimp allergy with the risk of COVID-19 infection/severity. However, we did not find any significant causal effect of COVID-19 phenotypes on the risk of ADs. Regarding the underlying molecular mechanisms, not only multiple immune-related cells such as CD4+ T, CD8+ T and the ratio of CD4+/CD8+ T cells showed significant causal effects on COVID-19 phenotypes and various ADs, the hematology traits including monocytes were also significantly correlated with them. Conversely, various ADs such as asthma and shrimp allergy may be causally correlated with COVID-19 infection/severity by affecting multiple hematological traits and immune-related cells.ConclusionsOur systematic and bidirectional MR analyses suggest a unidirectional causal effect of various ADs, particularly of asthma on COVID-19 infection/severity, but the reverse is not true. The potential underlying molecular mechanisms of the causal effects call for more attention to clinical monitoring of hematological cells/traits and may be beneficial in developing effective therapeutic strategies for allergic patients following infection with COVID-19.Graphical

Novel conditionally replicating adenovirus-mediated efficient detection of circulating tumor cells in lung cancer patients.

Circulating tumor cells (CTCs) are present in the blood of cancer patients from the early stage of cancer development, and their presence has been correlated with patient prognosis and treatment responses. Accordingly, CTCs have been attracting attention as a novel biomarker for early detection of cancer and monitoring of treatment responses. However, since patients typically have only a few CTCs per milliliter of blood, development of an accurate and highly sensitive CTC detection method is crucial. We previously developed a CTC detection method using a novel conditionally replicating adenovirus (Ad) that expresses green fluorescence protein (GFP) in a tumor cell-specific manner by expressing the E1 gene using a tumor-specific human telomerase reverse transcriptase (hTERT) promoter (rAdF35-142T-GFP). CTCs were efficiently detected using rAdF35-142T-GFP, but GFP expression levels in the CTCs and production efficiencies of rAdF35-142T-GFP were relatively low. In this study, in order to overcome these problems, we developed four types of novel GFP-expressing conditionally replicating Ads and examined their ability to visualize CTCs in the blood samples of lung cancer patients. Among the four types of novel recombinant Ads, the novel conditionally replicating Ad containing the 2A peptide and the GFP gene downstream of the E1A gene and the adenovirus death protein (ADP) gene in the E3 region (rAdF35-E1-2A-GFP-ADP) mediated the highest number of GFP-positive cells in the human cultured tumor cell lines. Titers of rAdF35-E1-2A-GFP-ADP were significantly higher (about 4-fold) than those of rAdF35-142T-GFP. rAdF35-E1-2A-GFP-ADP and rAdF35-142T-GFP efficiently detected CTCs in the blood of lung cancer patients at similar levels. GFP+/CD45- cells (CTCs) were found in 10 of 17 patients (58.8%) for both types of recombinant Ads.

Strategic fit revelation with advertising

Consumers are often uncertain about how a product fits their individual preferences before purchase. To resolve such uncertainty, firms can use fit-revelation activities such as sampling, product demonstration, and virtual showrooms. Recently, there is an emerging trend of combining product sampling with advertising (e.g., Amazon’s sampling-advertising initiative). Empirical research has shown that fit-revelation may enhance or weaken the effect of advertising. We contribute to the literature by developing an analytical model that links these interactions with the firm’s strategic decisions. We find that, interestingly, when fit-revelation enhances the effect of advertising, these two instruments are not necessarily complementary. Our study further characterizes the firm’s strategy space of whether to conduct fit-revelation alone, advertising alone, or both. We show that advertising may reverse the firm’s decision on whether to facilitate fit-revelation. Moreover, how complementarity/substitutability affects the optimal strategy depends on the types of ads. While substitutability denies the optimality of the joint strategy under informative ads, it fails to do so under persuasive ads. On the other hand, complementarity is necessary for the joint strategy to be optimal under informative ads, which is not the case under persuasive ads. Finally, we extend our analysis to targeted fit-revelation/advertising with heterogeneous consumers ex ante, in which case the firm may find it optimal to target low-valuation consumers. Given the latest trends and growing interest in the deployment of joint advertising and sampling, our study offers timely insights for practitioners.

Digital Advertising Preference and Marketing Performance of Automobile Products in Rivers State, Nigeria

The study examined the relationship between Digital Advertising Preference and Marketing Performance of Automobiles in Rivers State. The study adopted the correlational research design; the population of 30 automobile firms in Port Harcourt. 150 staff members made up the population of the unit. According to the research's population of thirty (30), the study used a census technique and looked at all thirty vehicle companies with a particular emphasis on the personnel. Each business received five (5) copies of the questionnaire, which were dispersed in this manner. For the research, a total of 150 respondents were employed as participants. The structured questionnaire was used as a tool for gathering data. At a significance level of 0.05, the Pearson's Product Moment Correlation was utilized to evaluate the hypotheses. According to the research of the study, Rivers State's preference for digital advertising has a big impact on how well cars are marketed there. The study came to the conclusion that automakers must continually investigate digital advertising cues like email and social media advertisements because these types of ads have the power to draw customers in, encourage purchases, and keep them coming back for more. The research suggests that automakers in Rivers State employ email advertisements to boost sales and profitability in a few specific supermarkets, and they should use social media platforms to advertise their brands and get more clientele.

Elucidating the impact of cognitive and behavioral responses to web banner-ad frequency

ABSTRACT The impact of banner advertisement frequency on consumers’ cognitive (i.e., brand recall) and behavioral responses (i.e., click-through) is investigated, and a (4 × 2) between-participants factorial design matrix is developed. Applying logistic regression to a sample of 200 respondents, it was found that frequency of exposure is a powerful psychological cue affecting users’ cognition and behavior. Results indicated that the impact of banner advertisement frequency on both click-through and brand recall generates a response curve similar to a U-shaped curve; however, the effect varies in strength for different types of banner ads. Finally, we discuss theoretical and managerial implications of our research and identify future research directions, and explore the application of advanced AI techniques such as Deep Neural Networks (DNN) in banner-ad frequency.

When it pays to be clear: the appeal of concrete communication under uncertainty

This research demonstrates that the persuasiveness of concrete versus abstract communication in advertisers’ promotional messages depends on how (un)certain people feel. Three lab experiments and one study conducted in a natural setting provide converging evidence that uncertainty (versus certainty) increases the appeal of products advertised concretely (i.e. more specific, tangible, less open to interpretation) rather than abstractly, while keeping content similar. We demonstrate the effect across different types of uncertainty, product ads and slogans, three different languages, and a range of products, increasing the external validity of the findings. The results indicate that the effectiveness of concrete communication is critically determined by the level of (un)certainty people experience, which provides important insights for advertisers and communication officers.

Patterns of Everyday Exchange: Big Historical Data and the Case of the Basel Advertisement Paper, 1729–1844

Abstract With concepts like the consumer revolution or the industrious revolution, the changing behaviour of private households in the 18th and early 19th centuries has become of great interest. The article suggests a new way to observe intentions and decisions, by utilizing a database of 850,000 classified ads from the Basel Avisblatt over a span of 116 years. Changes in food prices constantly altered the discretionary income of households, which forced budget-related decisions. By cross-correlating indicators of discretionary income with the changing number of different types of ads, patterns of utilizing the Avisblatt can be identified, and strategies to stabilize discretionary income deduced.

No Slogan versus with Slogan: The Different Message Strategies for New Product Digital Video Ads

ABSTRACT Purpose Interestingly, some new product digital video ads use slogans, while some do not. This study aims to identify the similarities and differences between the message strategy elements used in two types of new product video advertisements (no slogan vs. slogan). In addition, it attempts to examine how product innovation newness may moderate the influence of video advertising (no slogan vs. slogan) on the presentation frequency of various elements of the message strategy. Methodology/Approach This study employed content analysis method to confirm the special features of the message strategy for the digital video ads. 1070 digital video advertisements of six technology-driven companies’ new products published on the YouTube website’s corporate accounts in the two-year period from 2018–2019 were collected. Findings This study clarified the ambiguous relationship between message strategy and creative strategy and confirmed the theoretical framework of an advertising message strategy. The results of a content analysis revealed that the presentation frequency of elements of the message strategies for the two types of new product digital video ads (no slogan vs. slogan) were significantly different and confirmed the moderation effect of the product innovation newness. Research Implications Extant literature has mostly confirmed the theoretical value and practical significance of advertising slogans. However, there are few studies on advertising message strategies with or without slogans. Our research attempts to provide a theoretical basis for new product video advertising message strategies with or without advertising slogans. Practical Implications When designing video ad copy, advertisers should have the awareness of integrating the four elements of message strategy for systematically planning. When the advertisers choose to use video ads with slogans, they should adopt more rational appeals, creative elements, information cues, and execution elements. The video advertisements of the two groups of new products (INP vs. RNP) differ significantly in the elements presented by the message strategy in the context of whether there are advertising slogans. Originality/Value/Contribution This is the first study that examines the similarities and differences between the presentation frequency of various message strategic elements of the two types of digital video advertisements (no slogan vs. slogan). In addition, it examined the influence mechanism of advertising slogans on the four elements of message strategy.

Pi Hole on SOE Computer Network using Raspberry Pi 3 Model B+ to Optimize Bandwidth Management and Improve Employee Performance

State-Owned Enterprises (BUMN) are government agencies that currently have computer networks and are supported by internet services, which are always used in the work process of BUMN employees. Along with the development of the Internet of Things (IoT) devices, good internet service is very much needed by BUMN as it will affect the performance of BUMN employees. However, the problem that often occurs in internet services in BUMN is slow internet speed, which hinders the work process of BUMN and decreases the performance of BUMN employees. It should be noted that good internet service depends on the bandwidth used, so it is very important to have good bandwidth management applied to the BUMN computer network. So far, BUMN have done several things related to bandwidth management, ranging from access restrictions, even distribution of bandwidth, and the implementation of an authentication system to connect to the BUMN internet network. However, some of these things are still not enough to guarantee no wasteful use of bandwidth, which occurs because when operating some work-supporting websites, various types of digital ads will automatically appear, consuming a significant amount of bandwidth. Therefore, in this Action Research study, a Pi Hole to control digital ads was implemented that can automatically appear and use large amounts of bandwidth. By using Raspberry Pi 3 Model B+, the development of Pi Hole will limit digital ads from appearing when accessing websites or other IoT devices used by BUMN so that bandwidth usage will be more optimal in BUMN work processes. This will also improve the performance of BUMN employees, where with maximum bandwidth, the work process of BUMN can be accelerated.

Fraud in Online Classified Ads: Strategies, Risks, and Detection Methods: A Survey

Because of today’s tremendous economic growth, social, and technological advances, the world has seen the formation of economic blocs. The intensity of the rivalry between domestic and foreign products has increased to improve their capacity in terms of quality and price, while e-commerce has grown in popularity, both with exhibitors and consumers. The citizens can search the internet for their needs at any time, in any country, but new risks have emerged that threaten the consumer who purchases and concludes contracts electronically, such as fraud risks, misrepresentation, commercial extortion, and piracy, as well as the consumer’s inability to truly inspect the contractual object, and so on. In this survey, we give a study that clarifies the types of deceptive ads that are made online, whether through spam or popular advertising sites like Craigslist or online dating, and we show what action may be taken to prevent ad fraud.

СОЦИАЛЬНАЯ РЕКЛАМА В ЧАСТНЫХ ПЕРИОДИЧЕСКИХ ИЗДАНИЯХ ТОМСКОЙ ГУБЕРНИИ (1884-1913 гг.)

The purpose of the article is to review and systematize the information content of social advertising in periodicals of Tomsk province in the late XIXth - early XXth century. The author has made an attempt to highlight certain types of social ads in newspapers. The periodicals presented advertising publications about theatrical productions, concerts, literary, musical and dance parties, masquerades, festivities, sales, allegri lotteries, public lectures and other events, the proceeds from which were partially or completely received by the funds of various charitable societies.

Effects of conflicting prescription drug information from direct-to-consumer advertising and drug injury advertising on patients' beliefs and medication adherence.

Patients are often exposed to contradictory information about pharmaceutical products from various types of advertising. For example, direct-to-consumer advertising (DTCA) tend to emphasize a drug's benefits, while drug injury advertising emphasizes the worst side effects. Regarding DTCA as a drug information source, many researchers in pharmacy field focus on investigating the misinformation in DTCA and corrective advertising. However, no prior research has examined the effects of such contradictory advertising messages on patients' prescription medicine-related beliefs and medication adherence. This is a significant gap in the research literature on pharmaceutical advertising effects and medication adherence. This is aimed to examine how exposure to DTCA and drug injury advertising would influence patients' chronic accessibility of drug-related beliefs and their medication adherence behavior. An online survey was conducted with a sample of 213 patients taking prescription blood thinners. The findings from this study did not support the predicted relationship between exposure to DTCA and consumers' drug-related belief accessibility or their medication adherence. However, this study found a significant interaction effect of exposure to DTCA and exposure to drug injury ads on patients' medication adherence. The analysis results demonstrate that, for those who were exposed to drug injury ads, a significant negative relationship emerged between DTCA exposure and medication adherence. This study provides important empirical evidence of a negative interaction effect of exposure to DTCA and drug injury ads on patients' medication adherence, which demonstrates that the influence of DTCA and drug injury ad exposures on patients' medication adherence is not independent, separate process but an interactive process. A communication campaign with corrective advertising could alleviate the negative interaction effect of exposure to contradictory information from different types of pharmaceutical ads on patients' medication adherence.

The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science.

We conducted a scoping systematic review with respect to how consumer engagement with interactive advertising is evaluated and if interactive features influence consumer recall, awareness, or comprehension of product claims and risk disclosures for informing regulatory science. MEDLINE, PsycINFO, Business Source Corporate, and SCOPUS were searched for original research published from 1997 through February 2021. Two reviewers independently screened titles/abstracts and full-text articles for inclusion. Outcomes were abstracted into a structured abstraction form. We included 32 studies overall. The types of interactive ads evaluated included website banner and pop up ads, search engine ads, interactive TV ads, advergames, product websites, digital magazine ads, and ads on social network sites. Twenty-three studies reported objective measures of engagement using observational analyses or laboratory-based experiments. In nine studies evaluating the association between different interactivity features and outcomes, the evidence was mixed on whether more interactivity improves or worsens recall and comprehension. Studies vary with respect to populations, designs, ads evaluated, and outcomes assessed.

Beyond Virality: A Study of Indonesia's Viral Video Ads

Abstract. Customers' and companies' strong interest in dynamic advertisements makes brands focus on creating video advertisements that will be viewed and shared by many consumers. However, being “viral” is not the complete picture of a brand's objective. Brands need to find a more valuable virality that focuses not only on the number of shares but also on brand evaluation and sales. Using collections of Indonesia's most popular ads from YouTube Indonesia, the study aims to understand how emotional combinations in ads can affect valuable virality. Results indicate two emotional combinations in the ads, one that focuses strongly on the emotions of joy and surprise (positive ads) and another with the more complex and contrasting emotions of sadness and joy (mixed ads). An experiment showing different types of ads to two groups of a single population further demonstrates how different types of ads can create different effects on valuable virality. Mixed ads outperform positive ads in brand-related outcomes. No difference is found between the effects of positive and mixed ads on sharing intention. The findings shed light on Indonesia's viral ads and how companies can create emotional combinations in video ads to maximize their objectives. Keywords: Viral marketing, advertising, online content, social transmission, video sharing

The Influence of Social Eating Norms on Motivational Responses When Processing Fast Food Advertisements

ABSTRACT Social norms play a key role in dietary behaviors. This study tested the underlying mechanism behind social norm effects in the context of the influences of social eating cues (individual vs. group eating cues) in fast food advertisements on motivational responses. Our results indicated that food ads with group eating cues elicited stronger appetitive activation resulting in greater orbicularis oculi activation and greater skin conductivity level, indicating more positive emotional feelings and more sympathetic arousal, compared to food ads with individual eating cues. Group eating cues also led to more favorable self-reported attitudes toward the advertised food products and brands. Overall, findings from this study suggest that exposure to food ads with group eating cues yield greater appetitive responses toward these types of ads and their products, likely creating a stronger degree of perceived social support. Implications are discussed.

How Food Marketing on Instagram Shapes Adolescents' Food Preferences: Online Randomized Trial.

BackgroundWorldwide obesity rates have prompted 16 countries to enact policies to reduce children’s exposure to unhealthy food marketing, but few policies address online advertising practices or protect adolescents from being targeted. Given adolescents spend so much time online, it is critical to understand how persuasive Instagram food advertisements (ads) are compared with traditional food ads. To strengthen online food marketing policies, more evidence is needed on whether social media ads are more persuasive than other types of ads in shaping adolescents’ preferences.ObjectiveThis study examined whether adolescents could identify food companies’ Instagram posts as ads, and the extent to which Instagram versus traditional food ads shape adolescents’ preferences.MethodsIn Part 1, participants aged 13-17 years (N=832) viewed 8 pairs of ads and were asked to identify which ads originated from Instagram. One ad in each pair was selected from traditional sources (eg, print; online banner ad), and the other ad was selected from Instagram, but we removed the Instagram frame—which includes the logo, comments, and “likes.” In Part 2, participants were randomized to rate food ads that ostensibly originated from (1) Instagram (ie, we photoshopped the Instagram frame onto ads); or (2) traditional sources. Unbeknownst to participants, half of the ads in their condition originated from Instagram and half originated from traditional sources.ResultsIn Part 1, adolescents performed worse than chance when asked to identify Instagram ads (P<.001). In Part 2, there were no differences on 4 of 5 outcomes in the “labeled ad condition.” In the “unlabeled ad condition,” however, they preferred Instagram ads to traditional ads on 3 of 5 outcomes (ie, trendiness, P=.001; artistic appeal, P=.001; likeability, P=.001).ConclusionsAdolescents incorrectly identified traditional ads as Instagram posts, suggesting the artistic appearance of social media ads may not be perceived as marketing. Further, the mere presence of Instagram features caused adolescents to rate food ads more positively than ads without Instagram features.