Types Of Ads Research Articles

Influence of Consumers’ Temporary Affect on Ad Engagement: A Computational Research Approach

This study examined the influence of consumers’ temporary affective states during ad exposure on their engagement with different types of ads that are categorized based on theoretically derived attention-grabbing characteristics. A computational research approach was used, cross-analyzing proxy measures of real-time affective fluctuation of viewers during the 2019 Super Bowl broadcast and their tweets regarding the ads aired during the Super Bowl. The results demonstrated significant impact of consumers’ temporary affective states, induced by the performance of the team they cheer for, on their engagement with different types of ads, even when they were exposed to the same set of ads during commercial breaks. Specifically, consumers in the positive affective state showed greater tendency to be drawn to engage with high semantic-affinity ads than those in the negative affective state. Consumers in the negative affective state showed greater tendency to be drawn to engage with more positively valenced ads than those in the positive affective state. This study provides theoretical contributions regarding the role of consumers’ affect in their engagement with ads and practical implications for ad targeting and ad placement strategies based on consumers’ temporary affect.

Abusive advertising of food and drink products on Brazilian television.

In Brazil, any advertising strategies that take advantage of the child’s judgment or induce consumers to make harmful health choices are considered abusive. However, the efficacy of restrictions on their use on television (TV) food advertising remains poorly understood. This study analysed the extent and nature of abusive techniques according to national regulations and patterns in their use in food-related ads. Cross-sectional studyrecorded the programming of the three most popular TV channels (6 am–12 am), during eight non-consecutive days, in April 2018. Data collection was based on the INFORMAS protocol and two national regulations. Descriptive analyses were used to describe the types of food ads and abusive techniques used in ultra-processed products (UPP) ads. Principal component analysis was applied to identify patterns of abusive marketing techniques and to relate them to specific food groups. More than 90% of food ads included at least one UPP. Overall, 10.1% of UPP ads targeted children and 57.7% used some kind of abusive technique directed to children and adolescents. Most ads contained messages inducing harmful health choices did not present adequate and clear information about the product and contained more than one type of abusive technique. Four out of five patterns in the use of abusive techniques in UPP ads were specifically directed to children, and fast-food meals were associated with three out of five patterns. The high abusiveness of food advertising in UPP ads should be considered a public health concern given their impact on children’s food choices and health.

Using food pictorial metaphor in the advertising of non-food brands: An exploratory investigation of consumer interpretation and affective response

Using visual metaphors in ads is one of the communication techniques that brands have adopted to grab consumers' attention. The phenomenon of using food pictorial metaphors in non-food brand ads has spread in recent years, and given food's sensory nature, using this cue for a non-food brand can affect the way in which consumers interpret such ads. This research seeks to understand whether and how consumers perceive and process such a rhetorical figure. An exploratory qualitative approach is taken in two studies by using semi-structured interviews to explore consumers' reactions to different types of ads with food visual metaphors. The results reveal the predominance of congruency as a key processing mechanism of the ad at three levels: (a) between the food pictorial metaphor and the brand product category, (b) between the food visual metaphor and the brand itself, and (c) between the visual metaphor and the headline. Moreover, the food appetizing dimension, ad creativity, aesthetic appreciation of the ad, and consumers' aesthetic sensitivity are all revealed to play major roles in attitudes toward the ad.

A Content Analysis of the Ads Appearing in the Front of Convenience Stores in Lower Versus Higher Income Neighborhoods

Abstract Objectives To examine the ads appearing in the front of a random sample of convenience stores in the greater Sacramento, California area by levels of neighborhood income. Methods A sampling frame of all convenience stores in the greater Sacramento area was developed from web-based searches. Census data were used to record the median household income of the zip code of each store, subsequently dichotomized as lower versus higher (≥ $46,083). Undergraduate students traveled to 95 randomly sampled stores to photograph all ads displayed from the front (main entrance) of the stores. Using a standardized coding sheet and instructions, trained students coded store characteristics and the content of 693 ads from the photographs. Results Chain (versus independent) stores represented 61.0% of the sample. A greater proportion of independent stores were found in lower (54.3%) versus higher (33.6%) income neighborhoods. Most (82.7%) of the products advertised were brand names, as opposed to generic (e.g., “Beer Sold Here”). Sugar-sweetened beverages represented the most frequent (21.2%) type of product advertised, followed by tobacco (20.3%), lottery (19.3%), and alcohol (17.5%). Overall, a higher proportion of alcohol ads appeared in lower-income neighborhoods. When examining the data by store type we found that, for independent stores, a higher proportion of SSB ads appeared in lower (17.8%) versus higher (10.7%) income neighborhoods. Conclusions Considering independent convenience stores, which were more likely to appear in lower-income neighborhoods, the proportion of ads for SSBs exceeded the quantity of ads that appeared in higher-income neighborhoods. A possible explanation is that the owners of independent convenience stores have greater control over the types of ads that are placed on site than do owners of chain stores. These findings may partially explain the increased consumption of alcohol and SSBs in lower-income areas. However, as with most content analyses, we cannot make valid assumptions on the effects of the content. Another limitation of our study is that it only focused on ads appearing in the front of stores. Funding Sources None.

Does Cultural Brand Sponsorship Pay Off?

This study aims to find out whether a company's cultural sponsorship activities contribute to improving the consumers' attitude toward the company's product ads. To do so, the researchers adopted three intermediate factors such as corporate image, self-brand congruity, and self-monitoring. This study found that consumer attitude toward cultural sponsorship significantly affects corporate image. Self-brand congruity significantly mediates between attitude toward cultural sponsorship and the company's product ad attitude measured for two types of ads: image-based ad and product-based ad. This study also found that self-monitoring with cultural sponsorship activities significantly moderate between self-brand congruity and ad attitude. The finding that not only the corporate image but the attitude toward cultural sponsorship contributed to a positive ad attitude through brand congruity sheds significant strategic insights for brand management.

A Study on the Intertextuality of Entropy in Print Advertisements Focusing on three types of intertextual print ads

A Study on the Intertextuality of Entropy in Print Advertisements Focusing on three types of intertextual print ads

Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study

Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we modify the types of ads shown on Google’s results pages using the regulatory focus and fit and message framing theory to study attentional and behavioral responses with eye-tracking technology and cognitive responses from self-report measures. The results confirm a negative bias towards ads and a preference for organic results. Although promotion-framed ads seem to be more persuasive than neutral and prevention-framed ads, it was not possible to prove compliance with regulatory fit in this field through survey-based studies.

The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study

The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, in which the participants were presented with eight types of online banner ads comprising three content elements—namely brand, discount rate and image—while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement.

When and how do advertisements affect investors’ processing of online financial information?

We conduct three experiments that examine when and how advertisements affect investors’ processing of financial information in an online environment. Our first experiment investigates the effects of peripheral advertisements with benign content. We do not observe differences in investment judgments when such ads are present, and a follow up eye tracking study confirms that investors generally avoid looking at these types of ads. Our second experiment investigates the effects of advertisements when they are more difficult to distinguish from relevant content. We find that investors’ efforts to avoid advertisements result in lower recall of graphically presented financial information when advertisements that interrupt the relevant content are present. Our third experiment investigates peripheral advertisements with content that elicits a negative emotional response and finds that these ads affect investment judgments via their effects on investor mood and the perceived tone of nearby financial information. Overall, our findings suggest that investors successfully ignore benign peripheral advertisements, but other types of advertisements, such as intrusive or emotionally laden advertisements, affect investors’ processing of nearby financial information.

The role of attitudes towards specific types of ads on decisions regarding the search for a position

L'attitude envers un type spécifique d'annonces (AST) génère des décisions fatales et rapides. L'incorporation de l'attitude à l’égard de la publicité en général (AAG) échoue en raison de l'acceptation anticipée d'AST. Les appels de peur, d'intrusion et de défi de ceux cherchant leur propre poste dans leur future carrière ont été utilisés pour trouver AST. L'objectif était d'opérationnaliser la rétention des sujets émergents en fonction des attitudes trouvées envers des types spécifiques d'annonces. Trois études de cas ont observé l'effet de la pression stipulée d'une part, des annonces intrusives et instructives d'autre part, des entretiens d'embauche, et troisièmement, des offres d'emploi. Premièrement, les attitudes opposées des jeunes et des moins jeunes permettent à ces derniers de résister à la pression de l'AG due à l'accumulation d'expériences en termes d’affects et d’émotions. Deuxièmement, les entretiens d'embauche ont montré que les groupes à style managérial démocratique acceptent l'AST des stoïciens et les épicuriens acceptent l'AST le style managérial libéral. Troisièmement, les messages AST testés sur les publicités sont en concurrence avec la gestion du personnel. Par conséquent, les campagnes AST peuvent augmenter la productivité des managers si elles sont utilisées.

Facebookʼs Latest Attempt To Address Vaccine Misinformation — And Why Itʼs Not Enough

On October 13, 2020 Facebook announced the adoption of a series of measures to promote vaccine trust “while prohibiting ads with misinformation that could harm public health efforts.” In the post written by Kang-Xing Jin (head of health) and Rob Leathern (director of product management), the company explained that the new measures were designed with an emphasis on encouraging widespread use of this yearʼs flu vaccine, as well as in anticipation of potential COVID-19 vaccines becoming available in the near future.The changes focus mainly on the establishment of a multiprong informational campaign about the seasonal flu vaccine, which includes directing users to vaccine-related content from public health organizations and providing sharable vaccination reminders. Moreover, Facebook announced that it was adopting a policy of rejecting ads explicitly “discouraging people from getting vaccinated.” Some vaccine-related ads, specifically those advocating “for or against legislation or government policies around vaccines—including a COVID-19 vaccine—are still allowed.” These types of ads have to be authorized by Facebook and display a label indicating who paid for the ad.Facebookʼs newest set of vaccine-specific measures constitutes an improvement over the status quo, especially by providing an educational campaign tailored to an ongoing seasonal event. However, it leaves the problem of the circulation of vaccine misinformation—the dissemination of inaccurate content—largely untouched and does virtually nothing to remove the well-established sources of vaccine misinformation within the Facebook network. While Facebook is not the only social media platform where levels of vaccine misinformation have escalated dramatically in recent years, it constitutes the most popular social media venue for the sharing and consumption of anti-vaccine and anti-vaccination content. This post explores the vaccine misinformation landscape against which Facebook announced its new policy and explains why this policy is insufficient as a meaningful deterrent to the spread of vaccine misinformation.

Influence of Native Video Advertisement Duration and Key Elements on Advertising Effectiveness in Mobile Feeds

This research investigated the influence of advertisement (ad) duration and key elements (titles, logos, and texts) on advertising effectiveness in mobile feeds. We recruited 40 participants (27 men and 13 women) who are aged from 20 to 43 years (M = 29.33, SD = 6.67). The participants were assigned randomly to four groups to watch four different types of ads: 6-second ads with key elements, 15-second ads with key elements, 15-second ads without key elements, and 30-second ads without key elements. We measured advertising effectiveness from four aspects: users’ attention, emotion, memory, and attitudes. During the experiment, a researcher recorded participants’ electroencephalography and eye movements. After the experiment, participants were required to complete a questionnaire and were interviewed. Results showed that participants felt more positive when watching 6-second duration ads in mobile feeds than the 15-second and 30-second ads; however, their memory of the ads was worse. The participants paid more attention to the key elements rather than the content of the ads. This research elucidated the features of native video ads in mobile feeds and provided some useful suggestions for advertisers who design video ads.

Television marketing of food and beverage targeted to children, Italy

Abstract Aim According to the World Health Organization (WHO), 40 million children aged < 5 and 131 million of children aged 5-9 are overweight or obese. Growing evidence is focusing on the association between number of hours spent watching television (TV) and children's food behaviour. Our aim was to assess the amount of TV food marketing targeted to Italian children, and to qualitatively analyse the ads. Methods The 5 most viewed TV channels were selected and recorded for 20 days (non-consecutive, both week and week-end days) and analysed through the WHO's tool to asses food -beverage multimedia marketing targeted to children. The analysed exposure variables were: type of product, viewing time, channel's target and broadcasting company (for all types of ads), duration of each food ad, type of programme, and target of the advertised product (only for food and beverage). Power of persuasion variables were assessed only for food marketing. Lastly, for each food product showed, the food category and if it was a core vs non-core product was assessed. Differences between groups were assessed using the chi-square test and t-test. Results During 320 hours of broadcasting TV, a total of 9,069 ads were identified, (51.7 hours). Food products were the second most frequently advertised (19.4%). On average, 5.4 food ads were displayed during non-peak viewing time/hour (6 during peak). The time slot of 3 pm had the highest rate of food ads (23.8%). Channels targeted to the general public had a higher rate of food ads compared to channels targeted to children (p = 0.000). Private channels transmitted a higher number of food ads compared to public channels (p = 0.000). Humour was the most frequently persuasive technique used in food ads and in ads targeted to whole population (14.3%). Conclusions Children usually watch TV programs that have a high rate of food ads, mainly promoting unhealthy products with captivating techniques. Legislators should advocate for a healthier food marketing. Key messages Children are exposed to a high amount of TV food commercials daily. Food marketing should be strictly regulated in accordance with the WHO Nutrient Profile model.

Consumer Sense Making of Political Front Group Messages

This study looks at how highly educated, politically literate individuals make sense of political front group advertising. Using the concepts of the persuasion knowledge model and Malmelin's model of advertising literacy, the study explores the knowledge base needed for individuals to be literate in reading these types of political ads. The study uses in-depth interviews with both self-identified liberal and conservative voters. The insights suggest that even the politically literate are not equipped to fully understand a front group ad. Suggestions for ways to enhance political advertising literacy are discussed.

Maximizing Response Rates to Ads for Free At-Home HIV Testing on a Men-for-Men Geosocial Sexual Networking App: Lessons Learned and Implications for Researchers and Providers

Internet-based recruitment can be effective in reaching large numbers of geographically diverse individuals. Geosocial sexual networking apps on smartphones have emerged as the modal way in which men who have sex with men (MSM) meet sex partners, and as venues for sexual health research. We report on the performance of three types of ads-text-only, text with male figure (no face), and text with male figure (with face)-used on a geosocial sexual networking app to advertise free at-home HIV testing and to enroll in an online study. We ran five 2-week-long ads on a popular MSM geosocial app between fall 2017 and spring 2018 (~2.19 million impressions). Ads were evaluated in terms of the click-through rate (CTR = advertisement clicks/advertisement impressions), conversion rates (CR = number of enrolled participants/ad-generated clicks), cost per enrolled participant, and demographic composition of survey respondents. We enrolled n = 4,023 individuals, n = 2,430 of whom completed HIV testing-$6.21 spent on advertising per participant enrolled and $10.29 spent for everyone who completed HIV testing. Cost per enrolled participant was associated with the content of the ad used-ads featuring male figures (with or without a face shown) were more cost efficient than ads featuring text alone. These ads also outperformed text-only ads across a range of metrics, including responsiveness among younger MSM as well as MSM of color. Advertising materials that combine text with images may have greater appeal among priority populations.

The Influence of Green Message Types on Advertising Effectiveness for Luxury and Budget Hotel Segments

This study aims to broaden knowledge about the effects of green (environmentally responsible) advertising images on consumer behavior in the context of the hotel industry. A 5 (ad type: non-green vs. green with text vs. green with logos vs. green with visuals vs. green with the combination of all) × 2 (hotel segment: luxury vs. budget) between-subjects experimental design was developed. The purpose of this research, within the foundations of dual coding theory, is to investigate the influence of different types of green (textual, visual, green certification logos, and combination of all) versus non-green ads on advertising effectiveness operationalized as attitude toward the ad (AAd), attitude toward the hotel (AHot), and purchase intention (PI) for budget and luxury hotel segments while controlling the effects of environmental involvement. The results demonstrate that green text, green certification logo, green with visual cues, and green combination ads were more effective than non-green ads in terms of AAd, attitude toward the brand, or PI. The study also reveals that the effectiveness of green hotel ads will vary with the budget and luxury hotels as the results provide encouraging results for luxury hotels to increase ad effectiveness via using green certification in their advertising strategy. Overall, the findings provide implications for budget and luxury hotels in terms of designing green and sustainability messages in their communication strategies.

Fear or Humour in anti-smoking campaigns? Impact on perceived effectiveness and support for tobacco control Policies.

Several anti-smoking campaigns have been used for decades to reduce smoking consumption. However, so far, there is no consensus regarding the effectiveness of inducing distinct emotions in reducing smoke consumption. This study tested the effects of two types of anti-smoking ads, inducing fear or humor, on emotions, perceived effectiveness, support for tobacco control policies, urges to smoke, and susceptibility to smoke. Participants (N = 108; 54 smokers) of both genders were randomly assigned to one of the two following emotion ads condition: fear (N = 52) or humor (N = 56). During exposure, the continuous flow of their emotions by self-report and physiologically was collected. Measures of ads impact on emotions, perceived effectiveness, urges and susceptibility to smoking, and support for tobacco policies were applied after exposure. The results have shown that fear ads were perceived as more effective and reduced the urges to smoke in smokers. Non-smokers were more supportive of tobacco control policies. In conclusion, this study showed that fear campaigns can reduce the urge to smoke among smokers and are perceived to be more effective. This perceived effectiveness can be partially explained by feelings of fear, regardless the other emotions it also triggers, and of the smoking status.

Capitalizing on Faith: A Cross-Cultural Examination of Consumer Responses to the Use of Religious Symbols in Advertising

The use of religious symbolism in advertising is increasingly ubiquitous, and has extended beyond the promotion of religiously-associated products to products in general. However, limited attention has been given by the scholars to the use of such symbols for promotional purposes, and rarely in a cross-cultural context. In this article, the authors examine the attitudes of Christian and Muslim consumers in Egypt and the United States toward religious symbolism in advertisements. The results indicate that a consumer’s religion, country, and level of religious commitment, as well as an ad’s level of symbolism explicitness directly influence attitudes toward religious symbols in advertising. However, some of the relationships between religious affiliation and attitudes toward these types of ads is moderated by country, and Christians and Muslims differ in the extent to which their cultural context and minority religious status influences their attitudes toward ads containing religious symbols.

Investigating the Effect of Use and Social Cues in Food Advertisements on Attention, Feelings of Social Support, and Purchase Intention

ABSTRACT In an effort to understand how different types of food cues in food ads are automatically encouraging unhealthy eating behaviors, the current study examined how the presence of actual food consumption behaviors (use cues) and presence of multiple individuals indorsing food products (social cues) in fast food ads would influence individual attentional and behavioral responses. A use cue (2) x social cue (2) x repetition (3) fully within-subjects factorial design experiment with young adults (N = 164) was conducted. Findings demonstrated that participants paid greater attention to the fast food ads which contained multiple people (group cue) eating the advertised food products (use cue) when compared to other types of fast food ads. In addition, participants also self-reported greater social support and purchase intention when seeing use and group cues in ads. Understanding how these cues function in food advertising to encourage unhealthy eating may help health practitioners and individuals create more helpful intervention strategies. Further, applying these marketing tactics to ads for food products that are healthier (i.e., less energy dense and more nutrient dense) may help to maximize healthy food palatability, thereby increasing motivation for viewers to make autonomous decisions about eating healthier.

Faktor-faktor Iklan yang Dapat Menarik Penonton Untuk Menonton Iklan Skip-Ads di Youtube Sampai Selesai

Along with the changing times, technology plays an important role in the marketing world. The increasing use of the internet has led to the shift of marketing using print media into online media. Deployment of marketing strategies can be found through various platforms such as websites and social media. One popular website is used as a means to market your product or service is YouTube. If someone is using YouTube certainly will often encounter many types of ads, but the most common and often comes up is true view in-stream ads that are usually will appear before the video starts. The ad will run for 5 seconds before it was finally has available options for in-skip.
 The problem that occurs is the lack of enthusiastic viewers to watch ads are marked with the number of viewers that will be to skip even before watching the commercials and this becomes a problem that hurt the company because it can not deliver the message properly. Therefore, researcher will find out the factors that can make viewers watch ads up to completion that are divided by age and gender.
 The method used in this study is exploratory research and based on the goals of this research it is an applied research because it will be used as a solution to solve the existing problems. The data collection will be done in two (2) methods: literature review and depth interview.
 The results showed the existence of some differences and some similarities between groups that will be presented in tabular form, analysed in qualitative method.
 Keyword: Online Advertising, YouTube, True View In-stream Ads, Exploratory Research, Depth Interview