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Today's society, defined as the consumer society, marks an intertwining of many different cultures influencing the entire population, mostly the young. Cultural studies explore all aspects of culture, including music, and their ultimate goal is to understand the changes occurring within the framework of contemporary culture. Music has its own cultural value and makes a major impact on consumer behavior, creating and shaping the interests, motivations, and desires. Nowadays, consumerism is the dominant form of a consumer society, and it was proven that music is used in a targeted way to increase consumption. In this paper, will attempt to point out the importance of educating young people about quality music and its benefits for the formation of their musical taste. [For the complete Volume 19 proceedings, see ED613922.]

This volume includes four sections of the 2020 NORDSCI international conference proceedings: (1) Education and Educational Research; (2) Language and Linguistics; (3) Philosophy; and (4) Sociology and Healthcare. Education and Educational Research includes 15 papers covering the full spectrum of education, including history, sociology and economy of education, educational policy, strategy and technologies. This section also covers pedagogy and special education. Language and Linguistics includes 6 papers covering topics related to theoretical, literary and historical linguistics, as well as stylistics and philology. The Philosophy section includes 2 papers and covers the full spectrum of philosophy history, methods, foundation, society studies and the interpretation of philosophy. The Sociology and Healthcare section has 9 papers covering topics related to human society, social structures, and social change, healthcare systems and healthcare services. [Individual papers from the Education and Educational Research section of these proceedings are indexed in ERIC.]

This article analyzes the experience of teaching a foreign language in the field of "Advertising and Public Relations." Taking into account the specifics of the process of training specialists in advertising and public relations, to form a communicative competence that allows graduates to act in the field of public, professional communication effectively is crucial. At the same time, we are talking about the development of communicative competence as a complex concept, which is the first condition for professionally oriented communication. The study of a professional foreign language forms the competence of future specialists in advertising and public relations necessary for the implementation of professional activities. An additional resource for improving the communicative competence of future specialists is revealed -- the correlation of a foreign language with the disciplines of specialization. This contributes to the development of students' cognitive activity, creativity, teamwork, and analytical skills. The course is based on the CLIL methodology. When designing the course, the teacher should take into account such factors as the age of students, their social and linguistic environment, and the degree of familiarity with the study of subjects in a foreign language. Conducting classes in the CLIL format implies increased requirements for a Business English teacher, who will have to be ready to involve colleagues from other subject departments in the preparation and conduct of classes. Nowadays, learning practices change, new resources appear. Mobile learning (mLearning) can be an answer to the challenge of a modern world. In mLearning, the focus is on a variety of problems, from how students' access to content to how the idea of content is defined. When developing the course of Business English, one of the essential pedagogical tasks was the formation of students ' ability to further independent study of a foreign language/languages and business culture, including the use of modern information technologies. We hope that this study will be useful both for researchers and practitioners designing an academic course, "Business English" for students studying advertising and public relations. [For "NORDSCI International Conference Proceedings: Education and Language Edition (Athens, Greece, August 19, 2019). Book 1. Volume 2," see ED603411.]

A significant problem arising in discursive green marketing practices is the growth of greenwashing; companies providing irrelevant, exaggerated or false information regarding a product's sustainable qualities. This has given rise to a number of issues yet has so far fallen short of being rigorously investigated. In this study, focus group discussions are used to provide one of the first assessments of the impact of greenwashing on consumers. The aim of the study is to gain an initial understanding of consumers' evaluation of different corporate green marketing messages both before and after disclosing greenwashing strategies used in the messages, as well as how this affects their perception towards the brands and their purchase intention. The findings from five focus group discussions indicate that the source of the message, eco-labels, brand perception and brand knowledge have a great influence on the perceived credibility of the message. The impact on buying behaviour of disclosing greenwashing strategies is influenced by a number of factors but even in cases where it does not directly result in a change of buying behaviour, consumers felt that being made aware of greenwashing was important to their overall decision making process. More importantly, from a practical tenacity, this research shows evidence that greenwashing influences credibility and opens avenues for further research. [For full proceedings, see ED571459.]

Given the motivational effect of game elements and mechanisms on user experience in various non-game contexts, gamification has widely been used as an effective marketing technique to enhance the performance of business practices. In the past decade, a variety of studies have explored and investigated the value that gamification can provide in consumer-facing marketing activities. However, there is still a dearth of granular understanding of how gamification in marketing has been studied in the current literature. This paper follows the PRISMA literature review process and systematically reviews 93 papers consisting of 111 empirical studies on gamification and marketing management. The synthesized findings provide a holistic picture of the adopted research methods, different investigated gamification affordances and advergames, various gamified industries, and marketing performance indicators regarding products, services, and brands. Five agenda points, mainly relating to methodology and themes, are further suggested. [ABSTRACT FROM AUTHOR]

As the name suggests blockchains are a group of interconnected blocks that contain information. It is a distributed ledger which is open to everyone. It is a chain of data blocks that are sorted sequentially and kept in a decentralized manner across all of the blockchain's participating nodes. Once data is entered inside a blockchain, it becomes very difficult to change it. Every block has three important parameters namely hash data, block hash code and also the block hash code of the preceding block. Therefore, blockchain can be regarded as highly secured and safe. This secure technology can disrupt how business happens and how data is stored across several industries especially the finance sector. However, the impact of Blockchain goes way beyond Banking and finance industry. In the field of marketing, marketers constantly need access to a lot of consumer data to better position their products and create efficient products which match the requirements of the consumers. With data privacy becoming a global issue, several consumers are becoming vigilant while providing their information on the internet. Also, it is becoming increasingly difficult for the advertisers to detect fraud in advertising which is mainly related to inconsistent PPC (Pay Per Click), CPC (Cost Per Click), Impressions and clicks. Ad vendors using illicit methods to gain access to users' personal data for their own gain, in exchange for rewards, and similar scenarios are a serious threat, therefore blockchain was introduced into the digital advertising world to offer users ownership over their data Benefits from Blockchain Marketing Technology, n.d.-a). Several questions have been raised on the methods used by advertising platforms to detect invalid clicks. This research paper adopts a narrative literature review approach where in the use cases of Blockchain in marketing and advertising sector will be analyzed and put forward. This paper will be beneficial to academicians, marketer, advertisers, and all activities related to Marketing and advertising. [ABSTRACT FROM AUTHOR]

This paper examines how new technologies challenge media planning, necessitating the inclusion of ethical, social, and individual-collective value considerations. Through qualitative interviews, it identifies quality, relevance, and social value as key aspects of value media, contributing to a sustainable media planning framework amidst evolving media landscapes. [ABSTRACT FROM AUTHOR]

The rapid advancement of digital technology has redesigned the marketing infrastructure, requiring continuous exploration of innovative strategies for increased consumer engagement. This research intends to comprehensively analyze the impact of personalized marketing techniques for enhanced consumer engagement and behavior. This comparative paper aims to analyze the role of virtual reality (VR) and augmented reality (AR) in enhancing personalized experience. The objectives are imperative to align marketing practices with regulatory frameworks and societal expectations. This study used a multi-faceted approach with advanced analytics and a diverse dataset to analyze responses, preferences and patterns across different consumer segments. The collected data is more focused on psychographic factors, demographic variables and user interactions. The outcomes will provide insights for policymakers, academicians, and practitioners by guiding and deploying refined strategies and ethical considerations in digital marketing campaigns. The outcomes of this research will shape the future course of personalized marketing strategies. Hence, marketers will be able to harness the wide landscape of consumer expectations and technological advancements. [ABSTRACT FROM AUTHOR]

Media is a form of communication to world. Such as print media, publishing, news media, photography, cinema, broadcasting, and advertising etc. In this research Paper reviewed on Modern Media's employment opportunities and challenges in India. [ABSTRACT FROM AUTHOR]

This paper explores the potential of voice assistants (VAs) as influencers and their ability to replace or complement human influencers. VAs are increasingly popular tools for marketing and advertising, providing access to a wide range of information services. VA recommendations have been found to be more effective than consumer reviews in changing consumer behavior when perceived as credible and useful. Nevertheless, existing research has not explored the full potential of VAs in influencing consumer behavior beyond these factors. This paper identifies relevant behavioral factors that affect consumers' decisions to follow VA recommendations. An empirical study of 510 participants revealed that parasocial relationships, peer influence, self-image congruence, and interpersonal attraction positively affect consumers' decisions to follow product purchase recommendations by VAs. The findings extend our understanding of consumers' behavior towards VAs and provide theoretical and practical implications for marketing and information systems research. [ABSTRACT FROM AUTHOR]

Online advertising has a big impact on whether your business succeeds or fails. Because of this, it is crucial to assess your advertisement's effectiveness before posting it online. Finding the Click-Through Rate (CTR) allows for this. Unfortunately, because you must gather user clicks before determining Click-Through Rate, this method is not environmentally friendly. In this situation, CTR prediction is helpful. For forecasting ad Click-Through Rate, user click data is a crucial source of information. Accurate Click-Through Rate prediction for contemporary e-advertising platforms is a challenging and crucial undertaking. Click-Through Rate prediction employs machine learning methods to determine how many times a potential consumer has clicked on an online ad. The more clicks an advertisement receives, the more successful it is. In this paper, we create a machine learning-based Click-Through Rate prediction model. Finding the Click-Through Rate allows for this. Unfortunately, because you must gather user clicks before determining Click-Through Rate, this method is not environmentally friendly. In this situation, CTR prediction is helpful. For forecasting ad Click-Through Rate, user click data is a crucial source of information. Accurate CTR prediction for contemporary e-advertising platforms is a challenging and crucial undertaking. Click-Through Rate prediction employs machine learning methods to determine how many times a potential consumer has clicked on an online ad. The more clicks an advertisement receives, the more successful it is. In this paper, we create a machine learning-based Click-Through Rate prediction model. The proposed study defines a model that produces accurate results with minimal use of computational resources. Three classification methods were used namely logistic regression, decision tree classifier and random forest classifier. Awasu dataset was used for analysis. The click data is generated over a 10-day period and sorted chronologically. This study answers the following question: Considering a user and the page they visit. What is the likelihood that they will click on a particular ad? The Random Forest classifier proved to be the best model with an accuracy score of 96%. [ABSTRACT FROM AUTHOR]

In today's world, Advertising is one of the most effective methods of reaching out to consumers or target audiences, especially online. It contributes to the increase in the value of the company's brand and the subsequent increase in recognition. There are many different types of advertising, and one of the types on which we will be concentrating is online advertising. Online advertising has become the fastest growing and one of the most impactful forms of advertising, and the key to improving its effectiveness is to focus more on the consumer's understanding and growth of the brand, thereby increasing the brand's value and for this purpose, targeted advertising is essential. Target advertising focuses on gaining an understanding of the consumer in order to show them the advertisement that they want to see. Knowing your target audience's characteristics, interests, and behaviour allows you to provide them with the most appropriate products or services. In this paper, we discussed how machine learning can be used to better target advertising. Machine learning is a type of artificial intelligence that makes it possible to obtain a better understanding of how humans work and think. This allows organisations to better understand their customers' requirements and make more accurate future forecasts. In this paper, we shall learn about machine learning-based targeting strategies. We addressed efficiency, potential application and benefits of machine learning in digital marketing and targeted advertising in the future. Additionally, we discussed how AI and machine learning assist in improving personalization and cost reduction through the use of machine learning technologies. Furthermore, we discussed how behavioural targeting works by breaking it down into two components: tailored targeting and retargeting. The primary source of concern in digital marketing, click fraud, has also been addressed. Click Fraud is to generate revenue from the clicks on the ads which is neither seen nor clicked by humans. [ABSTRACT FROM AUTHOR]

Advertising attracts significant attention from various stakeholder groups. It is a powerful tool and impacts all. Recent technological developments have introduced new opportunities, platforms, and tools to communicate with consumers individually and also made it difficult to monitor every communication for truthfulness. This paper examines how the advertising industry in U.S. regulates itself in these changing circumstances and how effective these measures are. [ABSTRACT FROM AUTHOR]

This paper observes that studies on the explanation of recommender systems lack a normative lens. Specifically, it uses Facebook's micro‐targeted advertisement explanations as a case for discussion, and shows how research mostly take a descriptive lens and focus on answering the what and how questions while the normative questions concerning how things should be are under explored. The paper argues that the normative and descriptive lenses are interdependent, and the lack of the normative lens contributes to inconsistent research suggestions. Explicitly putting on a normative lens is how researchers could avoid potential conflict among multiple normative goals. [ABSTRACT FROM AUTHOR]

Gender representation is a very complex system, which, according to a wide body of research, is never static, but rather ever-changing, due to the mediated visual artefacts channelled through advertisements. Research has shown that marketers most often prefer to show females as desirable creatures in decorative roles, while men are typically featured as authoritarian and independent (Reichert & Carpenter, 2004). A growing interest in 'non-stereotypical gender role representation' placed gender under a different light (Chu et al., 2016). The intention of the present paper is to contribute to the enrichment of the identified gap by identifying the expected gender inequalities, the illusional visual portrayals, and the possible negative effects that can come into existence in society. Therefore, the present research aims to explore the changing frequency of male and female presence and the gender role representation with a special focus on the various trait descriptors, physical characteristics, and clothing styles, all of which either strengthen or break stereotypes. Focusing on the interval between 2015 and 2019, the aim is to contrast two main pillars: the first pillar represents six randomly selected commercial advertisements of different international product brands (Audi car, Ariel detergent, Johnson and Johnson's Baby products, Activia yoghurt, Nike sports accessories and Advil painkiller medicine), while the second pillar is based on the five latest Epica Award-winning Grand Prix Films, juried by two hundred international journalists. The research hypothesis suggests that mass-targeted commercial advertisements are more likely to be stereotype-consistent, while jury-targeted commercials, which compete for a professional creative prize, are rather stereotype-inconsistent. The proper operationalization of the collected data required a descriptive method, which offered enough room for the characterization of actions, stylistic features and body language featured in the commercials. Therefore, the qualitative research is built on Charteris-Black's (2019) visual rhetorical content analysis. Results indicate that while the award-winning commercials are more likely to be stereotype-inconsistent, those commercials that are presented for the mass are rather stereotypeconsistent. [ABSTRACT FROM AUTHOR]

The subject of the research is small family hotels in the function of destination branding and brand affiliation in promotion. The paper will study and investigate how small family-run hotels can designate and create a tourist destination. The aim and purpose of this paper is to show how to create a quality brand of a small family hotel in the best possible way and to present it as high quality as possible in the market. By providing quality service, individual access to the guest, excellent advertising and cooperation with all bodies in the tourist destination, a small or family hotel can become, over a period of time, a brand that will be recognized in that tourist destination, for which guests will always return to that tourist destination. The following scientific research methods will be used in this paper: inductive and deductive methods, analysis and synthesis methods, descriptive methods and classification methods. The paper will be divided into three main points, three titles. The first point of the paper deals generally with small family-run hotels, their basic features and characteristics. Furthermore, it discusses the development of small family hotel offerings and characteristics of services in small family hotels, the national association of small family hotels, as well as topics and activities related to the offer of small family hotels. The second part deals with the management of small family hotels, the functions of the management of small family hotels. It also discusses some specifics related to the management of family hotels and the factors that affect the performance of small family hotels and the innovative management of small family hotels. The third part of the paper deals with the branding of small family hotels in a tourist destination, on how and in what way small family hotels can become a trademark of a tourist destination. The authors initially write what the brand is and what are the fundamental characteristics of the brand. After that, the authors write about the peculiarities of the management of the tourism organization and destination and the marketing management of the tourism organization. Finally, the author writes about creating small family hotels in a tourist destination. [ABSTRACT FROM AUTHOR]

With the calls for a target-culture-oriented approach in the localization definitions, to the encouraged foreignization tendencies for the sake of intercultural interaction, it is necessary to look at the approaches followed in reality and to what extent they achieve the intended purpose of localization effectively. This paper aims to find out common approaches used in localizing industry terms and product names. It looks at the conventions in use, the emerging hybrid strategies and how they correspond to the existing localization and translation theories. This corpus-based paper consists of blurbs localized from English into Arabic and taken from 15 international corporate websites. It should pave the way for further research that investigates the internet user's favorable conventions in product naming and translation of terms in the advertising context. The presented results show how language can play different roles, whether to preserve the targeted culture or spread the original culture of the product, all in the framework of localization and marketing online. [ABSTRACT FROM AUTHOR]

Children are beginning to interact and develop rapport with social robots in their homes. These devices pose new concerns around marketing to children. These include questions of how advertisements can and should be embedded in a robot and the robot's persona and which methods of conveying advertisements to the user are deceptive. In this paper, we engage with 62 children ages 9-12 in an activity to design future robot advertising policies. Results demonstrate that children prefer robots to advertise to them through casual conversations, citing a more positive user experience and the benefit of personalized and conversationally relevant advertising. These findings illuminate a tension between child preferences and more deceptive advertising policies. Overall, the work presented in this paper prompts new design and legal policy questions for how and if robots should advertise to children. [ABSTRACT FROM AUTHOR]

This paper presents an application of the Eye-Tracking approach to evaluate some kinds of Sports Drinks Advertisement with using a bottle packaging. It is significant because a lot of advertisements involving mankind especially females for attracting customers to buy the drink. The fact brings out an impression to exploit them and not focusing on the product such that occasionally some customer is dissatisfied with the real product. In order to reveal how attractive advertising model should be, five models of advertisements were analyzed are 'Text and the Sports Drink Product' model, 'One Sports Drink and Other Products' model, 'A Lot of Sports Drink Products' model, 'One Sports Drink and One Different Product' model, and 'Single Sports Drink Product' model on basis fixation time and heat map parameter through Eye-Tracking. Forty experienced respondents in consuming the drink have participated with ages between 19-25 years old. Statistical analysis was conducted to test the hypothesis. The result of this study shows the 'Single Sports Drink Product' advertisement has the highest average fixation time (5,08 seconds) and the heat map is a red spot as the area of the primary interest to the user. This model is valid to be the best attractive advertisement. [ABSTRACT FROM AUTHOR]

Sponsored search ads appear next to search results when people look for products and services on search engines. In recent years, they have become one of the most lucrative channels for marketing. However, solid research is lacking to study why and how this channel works. In this paper, we investigate the mechanism web searchers use when deciding to click on a sponsored search ad. More specifically, we explore aspects of ad features and user characteristics that will influence the web searchers' perceptions on sponsored search ads and their click behaviors. Based on previous literature, we propose a unified research model using Prominence-Interpretation Theory and the Heuristic Systematic Model. Preliminary analysis shows significant relationships between ad features and user characteristics with user perceptions that provide insight on sponsored search ads for researchers and practitioners. [ABSTRACT FROM AUTHOR]

One of the most important and fundamental parts of today's business world is advertising. Advertising is necessary for both business and consumers. We can now observe that the advertising industry has experienced substantial changes and is now employed globally. An advertising company has found this platform to be quite useful for increasing revenue by influencing the online users' behaviour, which may change in either a positive or bad way. Therefore, the primary topic of this study paper is on how internet advertising affects consumers' online behaviour in UiTM Shah Alam. Through surveys, we gathered information about two sets of variables: Internet Users' Behaviour (Purchase Intention, Effective Medium, Frequency of Browsing, and Demographic Variable), and sets of variables Internet Advertising (Webpage Content, Informativeness and Interactivity). To determine the aspects of internet advertising influencing internet users' behaviour, Canonical Correlation Analysis was applied to the data that was gathered. Internet advertising and internet users' behaviour are significantly correlated, according to the results analysis. As a result, Internet advertising plays a big role in influencing consumers' behaviour because of its close connection to their purchasing decisions. Based on findings, it can be concluded that internet advertising plays significant roles in examining internet users' behaviour, which may be advantageous for many industries globally, particularly in current era of digitalization. With information on consumer behaviour both now and in the future, these findings can assist marketers and advertisers in developing more effective online advertising strategies that better engage young adults' attention and influence their behaviour, particularly with regard to purchase intention, leading to a misalignment. It will then be able to create more successful online advertising. [ABSTRACT FROM AUTHOR]

The article offers information on how racial diversity representation in advertising improves consumer preference for stigmatized products. Topics discussed include the influence of diverse group representation on perceptions of inclusion; the role of brand expertise in shaping consumer evaluations; and also mentions about how mixed-race groups in advertisements positively affect responses to stigmatized products.

The article focuses on the negative impact of beauty filters on followers' perceptions of social media influencers, examining how these filters affect attitudes through perceived authenticity and deception. Topics include the relationship between filter usage and follower attitudes; the mediating roles of authenticity and deception; the effects of different types of filters on influencer credibility; and highlight the importance of genuine presentation in influencer marketing.

Examining generative AI in advertising through the lens of the Business Model Canvas, we reviewed literature and interviewed 23 experts. Our findings highlight how generative AI enhances creative and analytical capabilities, transforming advertising agencies' strategies and engagement with advertisers and consumers. [ABSTRACT FROM AUTHOR]

This research investigates a crucial but under-explored pattern of innovators' approach conducive to the generation of innovation, from idea to commercial development; innovators possess the capacity to critically reflect and to, simultaneously, actively manage their environments. "Meta-intelligence" captures the capacity to interrogate and to curate one's environment. Meta-intelligence entails critical reflection on a dynamic situation one is embedded in and, also, actively managing it. Placing oneself in the appropriate context is a signature characteristic of meta-intelligence in action, innovators place themselves in contexts that propel them forwards. Data from interviews were collected through qualitative research and indicate that practitioners of innovation display meta-intelligence in their innovation-generation efforts. Bricolage serves as a key theory as the repertoire of experiential schemata nurtures meta-intelligence. The findings align with dynamic capabilities theory in connection to the innovative capability and the managerial activity of transforming. [ABSTRACT FROM AUTHOR]

This paper presents the results of a qualitative study that aims to understand how senior consumers use digital QS technologies to achieve their priority goals of aging well. Its highlights the potential of these devices to improve the usual means to age well by promoting self-managing and healthy behavioral change. [ABSTRACT FROM AUTHOR]

In the Globalization era, pollution from old vehicles is increasing faster. This may lead to changing the vehicle or to curtail vehicle pollution, which may result in the scrapping of old vehicles. To complement and supplement Government of India passed Vehicle Scrappage Policy in FY2021, a pilot study was conducted to know the public awareness of Vehicle Scrappage Policy. An effective policy related to vehicle scrapping cannot be successfully implemented unless large number of people supports policies on Government intervention. This paper aims to explore the public comprehension and acceptability about Vehicle Scrappage Policy after creating awareness in Bengaluru, India. In this study, methods adopted are Pilot study through market survey, statistical analysis and encompasses relevant literature review. After the survey, people have awareness about the Policy but unsure of fringe benefits one can attain from Government.Therefore, creating awareness and advertisement on the Vehicle Scrappage Programs along with benefits both economically and environmentally to the Country are warranted. [ABSTRACT FROM AUTHOR]

This paper analyses the impact of traditional and digital marketing on consumerperception. Consumer perception of a particular product or a service heavily depends on bothconsumers' age and their individual needs. Consumer perception is a complex process, influenced by various factors. One of marketing's vital functions is continuous monitoring ofconsumer needs and other factors that influence consumer behaviour and their perception onadvertising the products and services. Adaptation to consumer needs will be quicker andmore effective with better understanding of the footprint individual factors have on consumerperception. Traditional marketing is increasingly being replaced with digital marketing, asthroughout the years digital marketing has been made much more accessible to consumers, especially younger generations. The objective of this paper is to determine the importance of both traditional and digital marketing and its affects on consumer perception through the purchase of certain products or services. Data used for the analysis was collected using 'desk research'- research that includes theoretical part. A quantitative survey was also conducted using a survey questionnaire on a representative sample. The analysis found that consumers' age has an affect on perception of traditional and digital marketing. [ABSTRACT FROM AUTHOR]

Augmented reality and Virtual Reality technologies (AR/VR) have been adopted increasingly in recent years by brands for marketing purposes. This paper aims to provide a review on the effectiveness of AR/VR advertising for product and services promotion. For this purpose, we conducted a scoping review, resulting to twenty-two (22) studies, which are compared and analyzed regarding the aim of the study, the methods and sample used and the findings of the studies. The studies mainly followed an experimental design where participants had been exposed to AR/VR advertising and promotional AR/VR environments (AR television advertising, AR print advertising, AR mobile phone applications, and virtual stores). Research findings show that AR/VR integration in advertising means and promotion contributes to positive attitudes toward advertising and the advertised brand, more than traditional advertising. AR/VR advertising can also positively affect consumer behavior by enhancing purchase intention, brand recall, and credibility perceptions of advertisements. AR/VR advertising is more effective for brands, due to its special features such as 3D effects, innovativeness, vividness, interactivity, personalization, telepresence, realism, and real-time interaction. [ABSTRACT FROM AUTHOR]

In today's competitive world 'Advertising' is playing a very major role in creating awareness regarding the product or service among the people. Advertising as an element of promotional mix is attracting greater number of people these days. Advertisements help people form certain beliefs, attitudes, and perception among the public. Choosing an appropriate university or college is often a very stressful time for the students and the parents. They are faced with lots of choices and hence they conduct vigorous research to understand the pros and cons of each option they have in their hand. At this outset, this research paper focusses on impact of Advertis ements on students who are willing to join a private deemed university in Andhra Pradesh after their Intermediate or +2 or in any undergraduate or post graduate course. The research is confined to students of Andhra Pradesh. [ABSTRACT FROM AUTHOR]

Generation Z is the first generation that grew up surrounded by modern technology, the internet, and digital communication. Specific features of this generation include high interactivity, but also exceptional impatience. That is why it is not unusual that their attention for a specific piece of content posted on social media is retained for approximately 8 seconds. Even though this generation is often difficult to understand for those who have not grown up with technology, they already comprise a third of the global population. That is the reason it is important to understand them and to (attempt) to predict their behaviour. On the other hand, the Theory of Planned Behaviour shows a pattern of human behaviour, both in general and in marketing. In this research, the theory which has been consistently confirmed by empirical research for over 30 years has been placed in the context of an unpredictable and a completely different generation and in the context of influence marketing, which is a far more recent concept than the Theory of Planned Behaviour itself. Influence marketing represents modern “word of mouth”, and for Generation Z, this form of communication is one of the most acceptable and most efficient advertising channels. Attitudes, subjective norms, and perceived behaviour control are behavioural predictors comprising the Theory of Planned Behaviour for influence marketing, which is the focus of research in this paper. Apart from that, the paper provides an introduction to Generation Z and influence marketing. The Theory of Planned Behaviour has been researched so far in the context of marketing, but significantly less among Generation Z, while it is impossible to find papers linking the Theory of Planned Behaviour and influence marketing. These are all implications that led the authors to conduct this research and analysis. Based on analysis, guidelines for further research are suggested. [ABSTRACT FROM AUTHOR]

There has been an increasing interest in Linguistic landscape (LL) over the recent years. In multicultural Singapore, where there are four official languages: Mandarin Chinese, English, Malay and Tamil, it has witnessed an increased use of foreign languages in advertisements, shop-signs as well as condominium names. In this paper, the author will display the LL of Telok Kurau district (a residential area located in the east of Singapore) and track its evolution up to 2016. Names of all condominiums in this area will be analysed to highlight the lexical creativity of the developers while respecting the legal requirements regarding the naming of private housing. Perception of autochthonous on this phenomenon will be presented. The gentrification of the Telok Kurau area has some impact on the LL, especially in the housing segment (surveyed in this paper) as more and more condominiums are erected. The trend and increasing use of European names at the expense of local languages will be presented. [ABSTRACT FROM AUTHOR]

The paper deals with the policy and support of the creative industry in the Zilina Region. In the Zilina Region, the major part of the creative industry is represented by the advertising industry. The main aim of the paper is to identify the aspects of the support in the advertising industry in the Zilina Region. To achieve the aim of the paper, the primary research consisting of personal, telephone, and e-mail questioning was carried out. The survey was aimed at the advertising agencies operating in the Zilina Region. Querying, analysis, induction and statistics are methods to be used in primary research. Based on an analysis of the current state of the support in the advertising industry in the Zilina Region, the survey examined these four research areas: public support, human resources, institutional support and funding. Within the research areas, in the means of public support, the survey was focused on finding out whether the advertising agencies use some form of support on the state, regional government, city or municipality level. In the area of human resources, the survey was focused on identifying the employee qualification requirements, the education level, the significant shortcomings from the view of employees, and the possible ways of improving the education level in the advertising industry. In the area of infrastructure, the survey has been focused on identifying the conditions of institutional infrastructure development in the Zilina Region. In the area of financing, the survey was focused on determining the most common and the most important forms of financing used by advertising agencies operating in the Zilina Region. As the main finding may be considered that there are several instruments for support of the advertising industry in the Zilina region, but they are not used sufficiently. The recommendations arising from the paper are focused on the means of the development of the advertising industry in the Zilina Region. [ABSTRACT FROM AUTHOR]

Causally identifying the effect of digital advertising is challenging, because experimentation is expensive, and observational data lacks random variation. This paper identifies a pervasive source of naturally occurring, quasi-experimental variation in user-level ad-exposure in digital advertising campaigns. It shows how this variation can be utilized by ad-publishers to identify the causal effect of advertising campaigns. The variation pertains to auction throttling, a probabilistic method of budget pacing that is widely used to spread an ad-campaign's budget over its deployed duration, so that the campaign's budget is not exceeded or overly concentrated in any one period. The throttling mechanism is implemented by computing a participation probability based on the campaign's budget spending rate and then including the campaign in a random subset of available ad-auctions each period according to this probability. We show that access to logged-participation probabilities enables identifying the local average treatment effect (LATE) in the ad-campaign. We present a new estimator that leverages this identification strategy and outline a bootstrap procedure for quantifying its variability. We apply our method to real-world ad-campaign data from an e-commerce advertising platform, which uses such throttling for budget pacing. We show our estimate is statistically different from estimates derived using other standard observational methods such as OLS and two-stage least squares estimators. Our estimated conversion lift is 110%, a more plausible number than 600%, the conversion lifts estimated using naive observational methods. The full version of the paper : https://arxiv.org/abs/2112.15155 [ABSTRACT FROM AUTHOR]

This paper aims to show how the consumers shape their identities via advertising rhetoric. The contemporary advertising industry is defining and cultivating customers identity, using tactics such as mental simulation and narrative transportation, based on data-driven social profiling. The consumers are lured in constructing the types of persona which marketers strive to establish, engaging in what I call digital bovarism: an idealized, glamorized and, ultimately, fictional representation of themselves, developed through alienating rhetorical visions. This rhetorical process can be understood using symbolic convergence theory and fantasy-theme analysis, as the individual's efforts to be unique result in more similarity via mimetic practices of consumption. [ABSTRACT FROM AUTHOR]

The article focuses on the impact of commission fee reductions on outcomes within user-generated content (UGC) platforms, particularly on advertising strategies and platform profitability. Topics include the shift in ad types and user behavior following fee changes; the effects on revenue sharing and content quality; the broader implications for digital monetization strategies; and highlighting the evolving dynamics of UGC advertising.

With the rising popularity of digital commerce and rising competition of companies with platforms like Amazon, it is especially important for companies to attract customers' attention. Advertising depicts one possibility to do that, but only if the ad can induce a certain interaction with the customer. As prior research shows that the willingness to interact with an ad depends on how the user perceives the ad, we conduct a literature review on factors shaping those perceptions and interactions. The results of 41 papers are structured along the ad delivery process, including advertisers', here the companies in digital commerce, publishers' and customers' perspectives. The results show, that to use advertising successfully to raise customers' attention and induce purchases, companies in digital commerce need to be aware of all three perspectives and need to collaborate closely with publishers to manage the display of ads to customers. We offer a precise research agenda. [ABSTRACT FROM AUTHOR]

Content of conference paper was built on extensive former research of value types defined by S. Schwartz twelve years ago and carried out comparison of the results of the current survey undertaken this year. Some interesting shifts in the values of Czech society were found. These shifts in cultural values were transformed into definition of the appropriate advertising appeals that would reflect these changes and could in terms of cultural types effectively reach the target groups. Significant differences in the results for individual segments indicate the need for more thorough adaptation of creative strategies and defining personas as well as from the perspective of cultural differences within Czech society. This step requires additional, more robust research in this area, which would confirm identified assumptions. [ABSTRACT FROM AUTHOR]

Being fraught with risks, postmodernity forces social actors not only to rationalize their activities and search for fleeting opportunities but also resort to means of influence that help achieve their targets in the minimal amount of time. The field of advertising is not an exception, as copywriters are in constant search for tools that could help them in maximizing the impact of their advertisements and targeting their potential addressees. The paper aims to analyse the provocative aspects of advertising; its aim is to see how provocative techniques may be applied, what social implications they might have, and in which cases such advertising could prove to be dysfunctional in nature. It further considers the negative as well as the positive aspects of provocation in advertising. The methodology of the research is based on case study approach, analysis of creolized advertising materials, the explicit and implicit means of their influence in particular. The potential impact that may be exerted is considered through the analysis of semantics. The paper outlines the area of application of provocation and provocative strategies in advertising as well as the impact it exerts on the addressees in the process of social interaction. Subsequently, it sheds light on how provocation is used in modern advertising. It concludes that negative provocation may be used in advertising to manipulate the addressees’ actions and galvanize them into buying a product or a service, whereas some types of advertising such as social advertising may benefit its addressees and serve the purpose of resolving a number of social issues. [ABSTRACT FROM AUTHOR]

Audio descriptions (ADs) can increase access to videos for blind people. Researchers have explored different mechanisms for generating ADs, with some of the most recent studies involving paid novices; to improve the quality of their ADs, novices receive feedback from reviewers. However, reviewer feedback is not instantaneous. To explore the potential for real-time feedback through automation, in this paper, we analyze 1,120 comments that 40 sighted novices received from a sighted or a blind reviewer. We find that feedback patterns tend to fall under four themes: (i) Quality; commenting on different AD quality variables, (ii) Speech Act; the utterance or speech action that the reviewers used, (iii) Required Action; the recommended action that the authors should do to improve the AD, and (iv) Guidance; the additional help that the reviewers gave to help the authors. We discuss which of these patterns could be automated within the review process as design implications for future AD collaborative authoring systems. [ABSTRACT FROM AUTHOR]

Sustainability has become a hot topic in recent years, and it is essential for businesses to integrate sustainability into their marketing strategies. However, it is not enough to simply communicate messages related to sustainability in advertising. The challenge is to create campaigns that inspire consumers to act in ways that are better for the environment. Currently, many brands are trying to communicate topics related to sustainability in advertising, but not all campaigns will make people want to treat the environment better. It is knowledge from neuromarketing that allows us to better understand consumer motivations and behaviour. Thanks to this, brands can communicate their sustainability messages more effectively. In the article, we focused on a review of existing research that deals with the topics of sustainability in the context of advertising and consumer behaviour. We describe findings that help in the creation of advertising messages in campaigns that aim to motivate the consumer to be environmentally responsible. Neuromarketing research provides valuable insights into the emotional drivers of consumer behaviour, empowering brands to design effective sustainability campaigns. Companies can drive behaviour change and build a more sustainable future. Ultimately, the effective communication of sustainability topics in advertising not only benefits the environment but also helps companies build a stronger relationship with their customers, creating a beneficial scenario for all stakeholders. Our goal is to offer companies recommendations for a better understanding of their consumers and to be able to communicate sustainability topics more effectively so that they have a real impact. [ABSTRACT FROM AUTHOR]

Learning foreign languages in the 21st century is a human necessity, a prerequisite for personal and professional success, an activity impossible to avoid. In addition, learning English, considered a lingua franca, a language so widely spread in the virtual world, mass media, advertising, music, TV shows, etc. can be easy, entertaining and accessible. Starting from the topic of this workshop, based on my own experience as a Foreign Language Teacher and backed up by specialized courses for teachers of English, this paper aims to review, in a development focused manner, several authentic materials that teachers can use in class and to discuss the variety of sources that students can resort to and use individually. On the one hand, teachers can tailor articles or stories from blogs, company websites, brochures, newspapers, magazines, etc, which, although not written for academic purposes, do contain real life situations, case studies, the genuine vocabulary of a specific field. This article will provide practical examples of online texts modified for the level of the students and the variety of activities derived from this adaptation, thus, matching reading, writing, speaking or vocabulary activities. On the other hand, students, fond of and familiar with the virtual world, and who possess the necessary "habits of mind associated with these technologies" (Beetham and Sharpe, "An Introduction to Rethinking Pedagogy for a Digital Age", 2007: 5) should be encouraged to use the World Wide Web wisely in order to improve their language skills. Mobile apps for language learning (such as: http://freerice.com or https://www.duolingo.com/) or the inputs given by http://www.bbc.co.uk/learningenglish/ can be used by students on their own, in the comfort of their home. This paper will analyze the two apps and some Podcasts that can help learners to correct their pronunciation, giving them the confidence they need to express themselves in public. [ABSTRACT FROM AUTHOR]

A geofencing advertisement provides retailers with an increasingly powerful tool to attract consumers into stores and provide them with relevant offers. Although these ads are intended to provide promotional offers that benefit both consumers and retailers, an unintended consequence is that consumers may perceive these ads as intrusive. Therefore, these location-based ads (LBA) have received much attention from consumers, advertisers, policymakers, and scholars. This paper looks at how location- congruent and goal-congruent nature of geofencing ads help reduce the feeling of perceived intrusiveness. Furthermore, it also looks at how consumers with different foci (prevention vs promotion) react to these ads. [ABSTRACT FROM AUTHOR]

The main factor of making a decision or solving a problem is having enough information; the more parameters are given, the easier the solution. The problem considered here is to determine whether to give a credit to an applicant or not. A lot of information about the applicant is needed in order to make this decision. This information can be obtained from the applicant himself or from the agencies specialized in such business. Now, the largest and renewable source of information about people is the social networks. They are an inexhaustible resource, and that is so valuable for advertising companies, banks and lenders, who usually suffer from a lack of data about applicants for a loan and cannot determine the credit scores accurately. In this paper, the authors present a few models that can extract social networks data and use them to predict the statues of an applicant based on the data on similar applicants. The data of social network VKontakte (http://www.vk.com/) are used. [ABSTRACT FROM AUTHOR]

In the era of globalization and intense competition, commercial diplomacy is a growing concern of governments and an important factor of international business development. It provides a government support to internationally expanding companies which helps them to identify and pursue international trade and investment opportunities. The main purpose of this paper is to examine the role and challenges of contemporary commercial diplomacy in business promotion and facilitation of trade and investment between countries. In order to meet this research goals, various methods are used, such as the critical review of existing literature, analysis of relevant legal and official documents and the case study of the Polish model of commercial diplomacy. The research showed, that with transformation of the world's economy and trading system, the scope and focus of commercial diplomacy tends to change. The activity of commercial diplomats increasingly focuses on promoting national brand and strengthening the image of national companies, expanding tourism and attracting FDIs. Moreover, one of the main priorities of commercial diplomacy is to support small and medium companies (SMEs) in the first steps to be made in foreign market. SMEs have a growing capacity to drive the economic development of a nation, but at the same time, in their internationalization process they have a higher exposure to trade and marketing barriers, as compared to large companies. With the technological revolution the function of supplying information has also evolved towards discovering more tailored and "20;hidden"21; information and public relations. Global challenges raise many questions of how to organize commercial diplomacy effectively and efficiently and each country applies its own model of CD services, with specific goals, structures and resources. The Polish organization model of commercial diplomacy is currently undergoing major reform in the course towards improving the government-business relationship and increasing the efficiency of trade and investment promotion activities through eliminating of tasks duplication. The research on commercial diplomacy provides a deeper understanding of its rationale and the complex determinants, and it allows to formulate some indications for governments and businesses on how to better use diplomatic tools in achieving internationalization goals. [ABSTRACT FROM AUTHOR]