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Objectives: With mounting evidence on health risks caused by e-cigarette consumption, it is of great necessity to explore not only smokers' but also nonsmokers' responses to e-cigarette marketing messages, such as online commercials. Employing both psychophysiological and self-report measures, this study examined nonsmoking young adults' cognitive, emotional, and attitudinal reactions to two major message features used in e-cigarette commercials: argument quantity and endorsement type. Method: The experiment used a 2 (endorsement type: celebrity and average citizen) × 2 (argument quantity: low and high) × 2 (message repetition) within-subjects design. Continuous heart rate (indicative of attention) and skin conductance activity (indicative of emotional arousal) were measured during ads viewing. Self-reported ad liking and vaping urge were assessed immediately after participants finished watching each commercial. Results: Results showed that compared to high argument quantity, low argument quantity elicited more attention, evoked higher emotional arousal, and generated stronger ad liking and vaping urge. Additionally, compared to average-citizen endorsement, the presence of celebrity endorsement elicited higher attention and lower emotional arousal in nonsmoking young adults. There was a significant interaction effect of endorsement type and argument quantity on ad liking. Conclusions: For nonsmoking young adults, low argument quantity commercials might have the greatest impact in initiating vaping behavior, which has implications for regulatory policies regarding e-cigarette. Celebrity endorsement was effective in catching nonsmokers' attention but had limited effects on emotional involvement and product adoption. The implications of the findings were finally discussed in more details in the manuscript. [ABSTRACT FROM AUTHOR]

Late Stuart London hosted a variety of semipublic feasts; the most common were for those born in a particular county or town, but others fêted alumni or those sharing a patronymic. Although the antecedents of these feasts extend to the early seventeenth century, the number of such feasts expanded from the 1650s onward. And the printed ephemera associated with these feasts—newspaper advertisements, sermons, printed tickets or forms, poems, songs, and even a playbook—were new. This essay explores the performative roles of this feast ephemera, from publicizing feasts, to commemorating the event, to providing charity circulars, to creating a wider community than that formed solely by commensality. [ABSTRACT FROM AUTHOR]

Background: Although some have noted that combining technical and marketing content is precarious, technical communication professionals are increasingly involved in content marketing, which includes the creation of white papers. Literature review: The little existing literature on white papers provides conflicting guidance about managing the combination of technical and marketing content. Both soft-sell and hard-sell marketing approaches have been recommended. One source of such inconsistent guidance may be the lack of agreement about definitions. Research on print advertisements has described hard and soft selling as multidimensional rather than binary aspects of persuasive appeals. Research question: Which dimensions of hard- and soft-sell appeals are predominant in white papers? Research methodology: To complete our descriptive study, we collected a corpus of documents labeled as white papers in TechRepublic, and then selected and trained three raters to complete a series of judgments about dimensions of persuasive appeals in the corpus. We aggregated those ratings, calculating the mean and standard deviation for the dimensions to describe their distribution across the corpus. Results/discussion: Overall, hard-sell dimensions were more prevalent than soft-sell dimensions. However, the soft-sell category of “implicitness” was also dominant. Conclusion: Our results demonstrate the value of treating hard and soft selling as multidimensional, complementary, and combinatory marketing appeals that allow, for example, a single white paper to be both “subjective” (soft sell), and “precise” (hard sell), or both “creative” (soft sell) and “informative” (hard sell). [ABSTRACT FROM AUTHOR]

Several factors affect customers' decisions regarding service selection. Two of the essential factors are the price and the service quality. The seller's credibility is also among the influential factors in selecting a service that is reinforced by advertising. The emergence of the Internet has led to increasing attention by sellers to advertising through online group buying (OGB) platforms. Sellers aim to attract new customers by offering discounts on OGB platforms. In this paper, the seller can sell its service through offline and online channels during two current and future courses. The aim is to determine the optimal strategy for the seller when deciding to join the OGB platform. All parameters of the problem are determined as fuzzy variables. Accordingly, this paper develops a fuzzy mathematical model to simultaneously determine price, service quality, and advertising level in a dual channel supply chain. A cooperative game between the seller and the OGB platform is developed under different refunding and revenue sharing scenarios for the centralized model. The optimal solutions of the problem are then defined using the game and fuzzy sets theories for each scenario. A numerical example is presented to indicate the effectiveness of the theoretical results of the models and developing management insights. In addition, sensitivity analyses also provide the effect of changes in essential parameters on the seller's decisions. [ABSTRACT FROM AUTHOR]

It becomes apparent that Preeti's only connection to her Indian roots is the convenient fact she speaks Hindi (a production necessity perhaps, given the film's national audience) and demonstrates complete ignorance towards any of the spiritual, historical or scriptural learning Bharat is keen to instil. Recalling Preeti's ability to speak Hindi as perhaps a production strategy to make her intelligible to the audience, actress Amy Jackson is unable to speak Hindi. The similarities between the two films are striking with regards their movement from the dangerous West to the serene Punjab (remembering that Preeti narrowly escaped a rape attempt in London and Sara has been threatened with kidnap in Romania). As Indian actresses assert themselves in non-Indian film industries and exploit their racial fluidity and universal beauty aesthetic, white actresses are establishing themselves in roles beyond those previously afforded them in popular Hindi film. [Extracted from the article]

Airports throughout the world are remodelling, expanding and upgrading to handle increasing travel demand and Salt Lake International Airport (SLC) is no exception. In 2020, SLC opened the first new hub airport built in the USA in the 21st century. There were many challenges along the way, such as a worldwide pandemic and an earthquake with an epicentre just miles away from the airport. Perhaps the most monumental task was to build a 4 million square foot airport adjacent to an operating one. But beyond navigating construction and operations, building support for a new airport — when the existing airport was so beloved in the community — created additional challenges. SLC's communication and marketing team was tasked with crafting messages to help the community navigate this change, while also educating, informing and engaging the public. This paper discusses how, in order to provide a roadmap for communicating through the massive construction project, a Strategic Communication and Marketing Plan was developed for The New SLC Redevelopment Program that outlined goals and audiences, messaging, branding, marketing, traditional and social media and video production. The paper presents how the campaign was rooted in research and continually adjusted based on feedback and other evaluation mechanisms. The first step in developing a comprehensive communication plan was to conduct research by surveying SLC's audiences prior to undertaking a branding programme. An important research component was to identify key audiences and stakeholders, including internal audiences — such as employees and tenants — to help spread the project's message through grass-roots efforts. Once feedback from the survey was compiled, a brand was developed that resonated with the intended audiences. Just as important was to develop strategic messaging to inform audiences, while also educating and engaging. Next, determining the most effect ways to deliver the message was key, and was done through a combination of advertising, events, press conferences and traditional and social media. [ABSTRACT FROM AUTHOR]

This paper critically explores the use of satire and humour by fast-foods outlets in South Africa and Zimbabwe to advertise and market their menu through digital media platforms, Facebook and Twitter. Using Nando's South Africa and Mambo's Chicken, in Zimbabwe, as case studies, we examine how satire and humour are used as advertising strategies, and as a reflection of these countries' economic and political environments. Consumers are overwhelmed with information coming from different sources such as Television, radio, newspapers and Internet. The paper's theoretical approach is gleaned from advertising and satire. We argue that through their encounter with food, consumers tend to understand the reason behind their 'empty stomach', and mediate on prevailing socio-political and economic issues. [ABSTRACT FROM AUTHOR]

Introduction Methods Results Discussion and Conclusions Reducing alcohol availability and restricting alcohol advertising are effective ways to reduce harm from alcohol. Implementation of public health policies involves collaboration between different stakeholders, and is influenced by public opinion. This paper explores public and professional stakeholders' perceptions of alcohol advertising and availability policies. It is the first to capture consensus and divergence in narratives of these stakeholders.We conducted semi‐structured interviews with 14 stakeholders from third sector organisations, government, public health and alcohol licensing in Scotland. We conducted 11 online focus groups with 45 participants, living in neighbourhoods in Scotland characterised by varying levels of urbanity, deprivation and retail density change. We gave participants a list of policies and discussed their views on acceptability, feasibility and likely success.Despite general consensus that regulation of alcohol advertising is an important priority, public stakeholders were concerned about the feasibility of advertising interventions and potential unintended consequences. While professional stakeholders were in favour of regulating alcohol availability, public stakeholders had misgivings about feasibility and effectiveness. When prompted to discuss specific interventions, similar views about protecting children and achieving cultural change emerged.This study highlights the importance of policy makers and other stakeholders to consider public stakeholders' opinions on alcohol policy and understanding that their views may be influenced by competing framings of alcohol problems. Attempts to increase support for alcohol control policies need to consider people's concerns about the effectiveness and potential unintended consequences of these policies, and the wider social context of alcohol consumption. [ABSTRACT FROM AUTHOR]

This paper comparatively analyses the representation of women in Chilean print advertising in 1980 and 2013, years that represent the beginning and consolidation of a modernisation process, in which consumption became one of the main axes of social life and advertising, a major actor in the public space. Notwithstanding the far‐reaching process of modernisation and the major transformations in Chilean society, advertisements in 2013 still depict stereotypical gender representations. For example, women assume passive roles that do not reflect their growing independence as a result of their integration into the labour market. [ABSTRACT FROM AUTHOR]

Long-term use of anabolic-androgenic steroids (AAS) might lead to distressing withdrawal symptoms following cessation. This paper aims to share challenges in recruiting patients to a pilot intervention study with parallel substance use disorder (SUD) treatment and to explore barriers to participation among AAS forum members. Eligible AAS-dependent men were recruited to receive hormone therapy for 16 weeks, and exclusion reasons were registered. Audience engagement from social media advertisements was measured. Information about the study was posted in an AAS online forum, and discussion among forum members was thematically analyzed. Twelve of 81 potential participants were included, whereas ten completed the intervention. Participants were excluded due to residency outside the study area, illicit substance use or severe medical conditions. Challenges in recruitment were linked to the COVID-19 pandemic, funding and advertisements on social media. AAS forum members suggested modifications to the intervention, were skeptical to the SUD-patient requirement, feared prosecution or other negative outcomes and/or preferred to seek online advice on self-initiated testosterone replacement therapy or post cycle therapy. AAS-related online recommendations among peers, criminalized AAS use setting and obligatory SUD treatment might have affected recruitment. Based on lessons learned, recommendations for future similar studies are presented. [ABSTRACT FROM AUTHOR]

• Between 30–56 % of Australians view cyclists as less than 100 % fully human. • Posters using graphic design were more clear and memorable, but. • Posters showing cyclists in photos were more humanising than posters using graphics. • Campaigns portraying cyclists should take care in the design and portrayal of people on bikes. Although riding a bicycle is an efficient, healthy and sustainable mode of travel, in low-cycling countries there continues to be negative attitudes, harassment and aggression toward riders. Recent studies have found that part of this hostility could be due to dehumanization – the belief that cyclists are lesser humans. These beliefs are relatively common, yet we don't yet know how we could reduce or counteract dehumanizing beliefs. In this paper we hypothesize that a 'humanizing' ad campaign may improve attitudes and reduce dehumanization relative to 'non-humanizing' campaigns. Using a survey of cyclists and non-cyclists in the Australian Capital Territory, in this study we developed four version of a static campaign poster, portraying cyclists either from in front (humanizing) or behind (non-humanizing), as a photo (humanizing) or graphic design (non-humanizing). We found that posters using photographs were more humanizing than graphic design, but design had no effect on attitudes. However, photographic posters were seen as less clear, memorable and effective than graphic posters. Showing cyclists from the front vs. the back had no significant effect on dehumanization, attitudes or effectiveness. This study suggests that if the aim of a campaign is to humanize cyclists, that photographic images may help with this effort. Given the high baseline rates of dehumanizing beliefs among the population, it would be counter-productive if safety campaigns failed to humanize this group. [ABSTRACT FROM AUTHOR]

This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of electronic advertising in Saudi Arabia. The main purpose of this research is to explore the impact of internet advertising on companies' visits to stores through an exploratory study. The systematization of literary sources and approaches for solving electronic advertising problems indicates that new mediating and moderating variables could have an impact on the relation between Internet advertising and visits to stores. In this research, the disposition to visit the point of sale is assimilated as a mediating construct rather than an implication with the product as a moderating variable. The relevance of this scientific problem decision is that this investigation of the consequences of electronic advertising for offline customer comportment in Saudi Arabia is unprecedented research that seeks to address this interesting question. The investigation of the role of online advertising and the impact of mediating and moderating variables on the visit to the store in the paper was carried out in the following logical sequence: the data were collected via an electronic survey. Of the 500 randomly selected Internet users in Saudi Arabia, only 350 responses were valid. This research used a structural equation model and multigroup analysis to examine the direct and indirect influences of variables. This paper presents the results of an empirical analysis that revealed a positive relation between internet advertising and visits to points of sale. The disposition to visit the point of sale mediates the relationship between Internet advertising and concrete visits to the store. The effect of the product moderates the effect of internet advertising on the disposition to visit the point of sale in Saudi Arabia. The research empirically confirms and theoretically proves that Saudi shoppers fine online advertising to be attractive when this advertising must have some actions and concepts flash. Therefore, Saudi directors should follow this form and use an effective mixture of content and animation. The e-shoppers who are involved are persons who have little engagement; for this reason, they are simply concerned about the tools of the publicity communication. [ABSTRACT FROM AUTHOR]