Use Of Advertising Research Articles

PELATIHAN BAHASA INGGRIS DALAM PEMASARAN ONLINE GUNA MEMBANGUN JIWA ENTREPRENEURSHIP

The aim of this service activity is to improve the ability to promote products by creating advertisements in English that are easy to understand. Advertising is a way to market goods or services with the aim of making customers familiar with the goods or services. Marketing products in English via websites or blogs is part of this activity. This service is provided through training methods to MSME residents in Cokrogaten, Bimomartani, Ngemplak, Sleman. Thursday, July 13 2023, training was carried out in residents' homes. One of the results of this activity is that the training participants gain a better understanding of entrepreneurship and the appropriate choice of language to use in advertisements made in English for product marketing. Apart from that, this training also improves participants' skills in making advertisements using English.

The effect of advertising television broadcast migration on the attitude of television users

Background: This research was motivated by ratifying the Job Creation Law, which was related to implementing television broadcasts in Indonesia, which were initially analogue to digital. This transition has implications for the progress of the digital television broadcast industry in overcoming inefficiencies in the analogue TV broadcasts that have been used so far. Purpose: This study aims to assess how advertising affects viewers’ cognitive, emotional, and conative attitudes as it transitions from analogue to digital TV broadcasts in the media. Method: The research method uses descriptive methods with a quantitative approach. Data collection techniques include distributing questionnaires and conducting literature studies. This research involved 100 respondents who were obtained using the probability sampling technique in the random sampling category. Results: The study’s findings indicate that the use of advertisements to promote the switch from analogue to digital TV broadcasts has a significant impact on the attitudes of television viewers in the Garut Regency with regard to cognition, affect, and conative thinking. These attitudes are demonstrated by the audience’s acceptance of new information or knowledge (cognitive), their feelings of trust following exposure to these advertisements (affective), and their desire to switch to digital TV broadcasts right away (conative). Conclusion: Indicators of advertising exposure through frequency, duration, and attention have a strong influence in influencing audiences, especially cognitive, affective, and conative aspects, where the information provided can provide new perceptions and knowledge for people who constantly see advertising broadcasts transitioning to digital TV broadcasts on television. Implications: The results of this research can provide understanding and insight regarding the transition to digital TV broadcasting and how important information is so that one day, television users who read the results of this research can pay attention to the advertisements shown on television to understand and implement the information they receive.

The ‘consequence of an advertisement’: intermediation in the eighteenth-century credit market

Abstract This article examines the changing nature of intermediation in the market for private credit. Intermediaries used the impersonal medium of newspaper advertisements to demonstrate the value of their role and their abilities in a credit market apparently still reliant on personal reputation and standing. They then sought to turn these initial, impersonal, transactional contacts into more personal, profitable relationships. While this use of advertisements suggests a move towards a market in which credit transactions were less personal, the realities of contact in the increasingly fragmented provision of private finance were more complex and social relationships remained important in intermediation.

Analysis of Pepsi Brand Advertising Implementation Using #Betterwithpepsi for Fast Food Brands

Pepsi's recent advertisement campaign, which features the tagline #BetterWithPepsi, was launched in honor of National Burger Day. The campaign has been promoted across all social media platforms and showcases portraits of fast-food packaging that incorporate Pepsi's signature colors into the branding of popular fast-food chains such as Burger King, McDonald's, and Wendy's. This advertisement has been analyzed using semiotic theory by Roland Barthes, who suggests that the use of the advertisement is akin to a collaboration or combination between fast food and drinks that complement each other, such as Pepsi. The tagline #BetterWithPepsi implies that the public will consume food and drinks that are always together, thereby creating a mindset that associates the consumption of food with the use of Pepsi. The advertisement's use of semiotics is evident in the incorporation of Pepsi's colors into the branding of other fast-food chains, which creates a visual association between the two. This association is further reinforced by the tagline, which suggests that the consumption of food is incomplete without the addition of Pepsi. The advertisement's effectiveness can be attributed to its ability to tap into the public's desire for convenience and the need for a complete dining experience. By positioning Pepsi as an essential component of the fast-food experience, the advertisement creates a sense of loyalty and brand recognition among consumers.

Pengaruh Iklan Blackpink Sebagai Brand Ambassador Terhadap Minat Beli dalam Platform Tokopedia

Technology in this modern era has an important role in the running of a business activity. One of the applications of technology that we often find is the use of advertisements with brand ambassadors to increase consumer interest in buying products. Tokopedia is one of the leading e-commerce companies in Indonesia that implements promotional strategies with advertisements using brand ambassadors to increase consumer buying interest on their platform. Blackpink, one of the biggest names in Korea, was appointed by Tokopedia to be one of their brand ambassadors in 2021. When these brand ambassadors succeed in attracting the attention of consumers, it will indirectly increase consumer buying interest. Therefore, the researcher intends to find the significance between Blackpink's role as a brand ambassador in Tokopedia advertisements and purchase intention on the Tokopedia platform. The data analysis method used is Simple Linear Regression using the SPSS version 25 program. Based on the results of data analysis, a correlation or relationship value (R) of 0.548 (54.8%) is obtained, this value indicates that the correlation or relationship between advertising and interest is a fairly strong relationship. The results of hypothesis testing and it is known that tcount > ttable, which is 2.761 > 1.987. Thus, Tokopedia advertisements featuring Blackpink as brand ambassadors significantly influence buying interest in the Tokopedia platform.

Training and Assistance in Digital Marketing Strategies for Managing SMEs Business at Melasti Beach in Ungasan Village

The problem faced by the MSMES group (Local Culinary) is their inability to utilize digital media to promote the culinary culture of the community in Ungasan Village, Kuta Selatan Sub-district, and Badung Regency. The purpose of this activity is to provide social media training to the MSMES group (Local Culinary) to enable them to use digital media professionally. The expected benefits are that the MSMES group (Local Culinary) will be able to increase their product sales online and expand their market share. The methodology of this activity includes providing digital marketing training and giving an understanding of all the activities that can be done by the MSMES group (Local Culinary), from creating photo and video content with captions to making content calendars and using them. Advertising through social media and email to promote their business. The results of this activity are the creation of professional product image and video content, planned content calendars, and the use of advertisements to promote their products. This activity also benefits Politeknik Negeri Bali as the implementing institution by sharing knowledge with the wider community.

‘She Died from Grief’: Trauma and Emotion in Information Wanted Advertisements

ABSTRACT This article examines formerly enslaved people’s use of Information Wanted advertisements to reconnect with lost family after the American Civil War. This article argues that physical reunification with loved ones was not the sole purpose of the advertisements of the post-emancipation era, since the advertisements both testified to the cruelty of family and kinship group separations and were radical first-person observations recording – and bearing witness to – the suffering of loved ones in enslavement. In safeguarding Black genealogies through the use of the advertisements, formerly enslaved people asserted family strength and power by publicly memorializing those they had lost. Formerly enslaved people thus employed emotion as a mechanism of resistance, within the advertisements, to protest the white emotional regime of the post-emancipation era.

The Marketing Strategy of Google

The form of advertisements has evolved drastically these past few decades, from printing ads in newspapers and getting flyers to having personalized advertisements being displayed to people on a convenient screen. People nowadays rarely look at any flyers or newspaper, without something that they are interested in capturing their eye, they would most likely just look past any kind advertisement. However, Google has been able to progress and lead the industry with their innovative use of advertisement, capturing the attention of many. This paper explains how Google is able to captivate their users with advertising whenever a user goes online onto Google’s search engine. Google uses a marketing strategy that one of the aspects they focus heavily on is advertising. Google uses their user data and uses different formats of advertising to their advantage. They constantly find innovative ways to reach new audiences along different platforms. Through their wide reach of networks and platforms, Google allows businesses of all sorts to have access to their advertising platform. Google, through selling their own advertisement space and having a heavily populated platform allows them to continue to dominate the field of marketing.

Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising

PurposeThis study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers.Design/methodology/approachAn experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment.FindingsYoung consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement.Practical implicationsFirst, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks.Originality/valueTo the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.

Advertising and financial performance: insight from a competitive market in Africa

PurposeThis study aims to examine the relationship between advertisement expenditure and firm performance as well as the moderating effects of firm age and size on this relationship.Design/methodology/approachTwenty-eight selected companies listed on the Nigerian stock exchange were examined. The study used multiple regression, a quantitative research method, to capture both the direct and moderating effects.FindingsThe findings show that advertisement has a positive relationship with sales but an insignificant relationship with return on asset. Furthermore, the results indicate that larger firms outperform smaller ones when using advertisements to enhance their sales. On the contrary, there is no significant difference between the use of advertisement by young and older firms in improving financial performance.Originality/valueDue to the often-wrong use of resource base view in the advertisement–performance relationship and contradiction in research findings, this paper re-conceptualize advertisement as a necessary investment (just like plant and equipment) but not an investment that provide strategic value. The paper also makes novel argument by theorizing a negative relationship between advertisement and firms’ performance in the Nigerian context.

Pengaruh Penggunaan Iklan dan Celebrity Endorser di Instagram terhadap Minat Beli Followers (Studi Kasus pada Followers Aktif Akun Instagram @merche.id)

The purpose of this study was to analyze and find out the effect of the use of advertising and celebrity endorsers on Instagram on the buying interest of followers of the @merche.id Instagram account. The data was collected by distributing questionnaires to 100 respondents who were active followers of the @merche.id Instagram account. The sampling was carried out using the Slovin formula. The analytical tools used were simple linear regression, multiple linear regression, and classical assumption tests, carried out as requirements that must be met in performing linear regression analysis (simple and multiple). The hypothesis testing was carried out simultaneously using the F test and partially using the T-test. The results showed that there was a significant effect of the use of advertisements and celebrity endorsers on followers' buying interest, which was 84.9% and the rest was influenced by variables that were not investigated further.

Are Brachycephalic Dogs Really Cute? Evidence from Online Descriptions

ABSTRACT Brachycephalic dog breeds have become increasingly popular in recent years, despite showing a high incidence of conformation-related disorders and early mortality. It has been suggested that this popularity might be explained by public perceptions of these short-muzzled dogs as looking particularly infant-like or “cute.” Here, the hypothesis that short-muzzled breeds are especially likely to be described as cute was investigated by analyzing the word contents of advertisements for dogs and puppies being sold online. The ages and breeds of dogs being advertised were considered, in addition to whether the text of each advertisement included the word “cute” or two associated words: “adorable” and “sweet.” Analyses of the entire sample of advertisements (n = 43,312) indicated that younger dogs were more likely to be advertised as “cute” and “adorable,” while older ones were more likely to be advertised as “sweet.” Short-muzzled, brachycephalic breeds (cranio-facial ratio < 0.5) were more likely to be advertised as “cute,” with brachycephalic puppies under 6 months of age being particularly likely to be called “cute” and also “adorable.” However, breed size had a larger and wider effect on word use in advertisements, with smaller dogs being advertised more frequently using all three words: “cute,” “adorable,” and “sweet.” When data for adult dogs only were considered (n = 11,400), and continuous muzzle shortening and age data were used, a somewhat different and more complex pattern of results were found. Use of the words “cute” and “adorable” were not associated with degree of muzzle shortening among these adult dogs, but “sweet” was used more often in advertisements for longer-muzzled breeds. We conclude that the present dataset provides partial support for the assertion that short-muzzled dogs are described as more “cute” than longer-muzzled ones, but that small size is a better predictor of the use of “cute” and its synonyms.

Digital marketing and its role in achieving customer’s happiness: Evidence Jordanian five-star hotels

The study aimed at bridging or reducing the knowledge gap between digital marketing di-mensions and customer’s happiness, by diagnosing both the level of digital marketing adoption and the level of customer’s happiness achievement, determining the nature of the relationship between digital marketing and customer’s happiness, and recognizing the level of effect and contribution of digital marketing dimensions in achieving customer’s happiness. This is based on the main idea that digital marketing activities are the main basis for achieving customer’s happiness, when designing digital services. Opinions of (360) customers in Amman five-star hotels were surveyed and viewed to achieve this direction, by designing and distributing a questionnaire. The most important results of the study showed that all digital marketing dimensions positively affect customer’s happiness, as well, the level of using dimensions of both digital marketing, and achieving customer happiness is lower than the required level, by five-star hotels in Amman. The most important recommendations were using of distinguished digital channels tools to respond to attract customers, such as the use of advertisements that accustom customers to use of products or services based on virtual reality or through the applications that use live streaming marketing system (photos or video) in order to bring customers close to what services the hotel offers. Using creative, and effective methods in communicating with customers through human emotions to create delicious marketing for customers, which makes them engaged with the offers they receive, whether through e-mail or SMS. Interest in providing real and effective content to digitally marketed service, in order not to create a gap between hotel and its customers as a result of the mismatch between what is advertised and what is actually provided. Determining success indicators of a hotel digital marketing campaigns by knowing customer’s feelings and their happiness (i.e. through customers’ positive feedback).

The Effectiveness of Using Advertisements to Enhance Pragmatic Language Skills among EFL Learners

Pragmatics, a rarely explored area in language teaching, offers the necessary competencies for an understanding and interpretation of the meaning beyond words. The current study aimed to identify the effectiveness of using advertisements in language teaching to enhance students’ pragmatic language skills by exploring their opinions and observing their progress. A descriptive-analytical research method was implemented and the researcher made use of a questionnaire consisting of 14 items to generate the participants views about the effect of advertising in the Department of Languages and Translation, Northern Border University, Kingdom of Saudi Arabia, to explore the use of advertisements as a tool to enhance the pragmatic language skills of 70 female first-year English as a foreign language student studying language skills. All aspects of this research led us to the usefulness of advertisement in EFL classroom teaching. This study results proved that advertisements can be used as a promising instructional approach with maximum possibilities to enhance the English Language Development and the development of Pragmatic skills. The research recommended paying much attention to the value of advertisement in the teaching and learning process.

The Verbal and Non-verbal Signs of “For Women by Women: IDÔLE Lancôme” Advertisement

The study is intended to identify the verbal and non-verbal signs used in the advertising “For Women by Women: IDÔLE Lancôme.” Humans employ both verbal and non-verbal communication techniques to engage, including messages, sounds, visuals, and gestures. This study is designed using a descriptive qualitative method. Data is gathered through observation methods. The analysis of verbal and non-verbal signs is done based on Saussure’s semiotic theory. As a result, there are three verbal and three non-verbal signs found. Besides that, the advertiser also wants to provide the audience with a relevant message or piece of advice, emphasizing that ladies should have the courage to follow their vast aspirations. The commercial has nonverbal that may be examined in the form of an image or graphic and appear in terms of color. Through this study, researchers recommend scholars research to explore the vocabulary and grammatical use in advertisements.

A Genre-Based Analysis of Classified Advertisements in Pakistani English Newspapers

The current study analyzing the genre of classified advertisement in Pakistani English Newspapers explains how classified ads actually achieve the objectives of selling and buying. The study also supports how the linguistic features are arranged in ads to persuade the buyers. The Move-structure for sales promotion letters of Bhatia (1993) has been adapted to analyses a corpus of 1008 classified ads in Pakistani English newspapers. The classified advertisements represent three moves; out of them, only Move 3 is optional. The linguistic and structural interpretation of the text ensures the communicative purpose of the texts. The use (100 Percent)of adjectives, intensifiers, nominal, imperatives, and nouns by nominative and objective cases and digits is represented as the most common linguistic feature. But only 10.41 Percent of the use of the pronouns 'you' or 'your’ indicates that the classified advertisements serve as a communicative medium to provide information portals for potential customers. Cook (1992) claims that the linguistic use of advertisement is to provide information for a reason/s.The current study can be a source of literature in the field of research on the classified advertisement and pedagogical material in the field of ESP.

Audience Perception of Outdoor Advertisement use by Herbal Remedies Providers in South-east Nigeria

This study investigated how residents of South-East Nigeria felt about the use of outdoor advertisement by herbal remedies providers to persuade patronage. The survey research method was used to study 384 respondents selected across the five South East states using the purposive sampling technique. The objectives of study are to find the level of exposure of residents in South-East Nigeria to outdoor advertisements made on herbal remedies, to know the extent to which those exposed to the advertisements understand their message as to persuade trails and use, to ascertain how receivers of the advertisements on herbal remedies react to presented messages, and to know if outdoor advertisement of herbal remedies persuade product consumption as measurement for patronage. The study found that oudoor advertsiemnts on herbal remedies persuaded residents of South East States to patronize the products. Among the reecommendations are attractive and infromative packaging of advertised herbal products should be used to differentiate the products and awareness should be created on specific herbal products to make it easier for audience members to make purchasing decision

Celebrity Use in Advertisements: Content Analysis for Effie Award Turkey Advertisements

Reklamlarda tüketicilerin dikkatini çekmek ve markanın tüketicilerin zihninde yer edinmesini sağlamak amacıyla çeşitli yöntemlerden faydalanılmaktadır. Bu yöntemlerden biri olan reklamlarda ünlü kişilere yer verilmesi (star stratejisi) aracılığıyla markalar tüketicileri etkilemeyi, ürün, hizmet ya da markalarına olan talebi artırmayı amaçlamanın yanı sıra aynı zamanda ünlü kişiler aracılığıyla marka imajı oluşturmak ve markalarına bir ruh ve kişilik kazandırmayı da planlamaktadır. Bu çalışmada Effie Türkiye Reklam Etkinliği Yarışması’nın 2014-2021 yılları arasında yayınlanan reklamları arasından, içinde ünlülerin yer aldığı 117 televizyon reklamı incelenmiştir. Bu reklamlar kullanılan reklam çekicilikleri, yaratıcı stratejiler, mesaj stratejileri, anlatım türleri, anlatım formatları, ünlünün sunulduğu karakter ve ünlünün reklamdaki rolü gibi özelliklere göre değerlendirilmiştir. Araştırmaya göre en fazla kullanılan reklam çekiciliği kalite, en çok kullanılan yaratıcı strateji marka imajı stratejisi, en sık kullanılan mesaj stratejisi işlevsel çekiciliktir. Son olarak en çok kullanılan anlatım türü dolaylı anlatımdır ve incelenen reklamlarda ünlüler daha çok film/ dizi yıldızı/fenomen olarak ve ana karakter rolünde yer almıştır.

Afiş tasarımında mizah yaratma yöntemleri ve çağdaş grafik tasarımındaki yansıması

Today, the use of advertisements that use humor in their designs has become increasingly important. The effort of graphic designers is to provide a blue print for creativity and the message to capture the audience’s attention, and to communicate the message clearly. No specific structure can be considered for creativity. This is why unique advertisements have emerged from unframed thinking. Designers can take advantage of all kinds of charm and creativity. The most common of these is the use of humor. The growth of the media has led to the growth of humor in advertising. The aim of this research is to better understand the humor category in the posters designed by determining the advantages and disadvantages using a descriptive-analytical method. The information collection method, on the other hand, was a literature review and benefited from the library environment. Advertising posters were selected in the research and analyzed qualitatively. The results of the research revealed that the methods of using humor determine the amount and type of humor in poster advertisements. Also, there are many advantages of using humor in advertising banners, For example, the notification made the messages more fun and catchy. In addition, changing the format of both national and international posters has been the most widely used method to provide humor in posters.

A Prevalence Study of Delusive Advertisements in India and Its Regulation

Did drinking Horlicks make you taller and sharper? Is this true or were you sold a lie? In times of rising competition in the world of business, most companies have resorted to advertisement campaigns aimed at luring consumers to buy their products. There is increased use of advertisements to market products and increase the purchasing power of consumers worldwide. However, the strategy is used at the expense of the consumers through the propagation of misleading information. Although adverts are free to be creative with their advertisements, they must not exceed the boundaries of fairness. Food advertisements in India are under the control of FSSAI and the Advertising Standards Council of India ASCI. Section 24 of the FSS Act, 2006 strictly prohibits the use of deceiving claims for the promotion and sale of products and is a punishable offence. Under Section 10 of the Consumer Protection Act, 2019, the Central Government has the power to deal with complaints related to misleading advertisements and false claims. The FSSAI has put many products under its radar over misleading claims and has begun prosecution proceedings in more than 100 cases under the FSS Act. In order to protect consumer interest, the government should establish more stringent laws and be a watchdog in regulating misleading advertisements. There is also a rising need of educating consumers about advertisements, their standards and legislation. Consumers and their organizations must exercise their rights against dishonest advertising and bring such cases to the notice of enforcement groups.