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Over the past decade, political advertising via social media has grown rapidly, spurred by microtargeting, which looks to deliver specific messages to tightly defined audiences. Microtargeting strategies have been claimed to be effective, but questions remain around their cost, when looking to optimise impressions for a given budget. We analyse 11,837 ads aired on Snapchat over a two-year period leading up to the 2020 presidential election in the United States, which differ in the number of targeting criteria applied. We compare the number of impressions and the spend per ad placement (measured in CPM), whilst also considering the length of advertising schedule. We find that using fewer targeting criteria and longer schedules increases impressions with comparable or lower spend than microtargeting. These findings are in line with those from traditional broadcast media, such as TV, highlighting the relevance of existing media scheduling knowledge from traditional platforms for political advertising on newer, digital media. [ABSTRACT FROM AUTHOR]

Recent innovations in online advertising facilitate the use of a wide variety of data sources to build micro-segments of consumers, and delegate the manufacture of audience segments to machine learning algorithms. Both techniques promise to replace demographic targeting, as part of a post-demographic turn driven by big data technologies. This article empirically investigates this transformation in online advertising. We show that targeting categories are assessed along three criteria: efficiency, communicability, and explainability. The relative importance of these objectives helps explain the lasting role of demographic categories, the development of audience segments specific to each advertiser, and the difficulty in generalizing interest categories associated with big data. These results underline the importance of studying the impact of advanced big data and AI technologies in their organizational and professional contexts of appropriation, and of paying attention to the permanence of the categorizations that make the social world intelligible. [ABSTRACT FROM AUTHOR]

Since social media such as Facebook and X (formerly known as Twitter) have permeated various aspects of daily life, people have strong incentives to influence information dissemination on these platforms and differentiate their content from the fierce competition. Existing dissemination strategies typically employ marketing techniques, such as seeking publicity through renowned actors or targeted advertising placements. Despite their various forms, most simply spread information to strengthen user impressions without conducting formal analyses of specific influence enhancement. And coupled with high costs, most fall short of expectations. To this end, we ingeniously formulate the task of social media dissemination as poisoning attacks, which influence specified content's dissemination among target users by intervening in some users' social media behaviors (including retweeting, following, and profile modifying). Correspondingly, we propose a novel poisoning attack, Influence-based Social Media Attack (ISMA) to generate discrete poisoning behaviors, which is difficult to achieve with existing attacks. In ISMA, we first contribute an efficient influence evaluator to quantify the spread influence of poisoning behaviors. Based on the estimated influence, we then present an imperceptible hierarchical selector and a profile modification method ProMix to select influential behaviors to poison. Notably, our attack is driven by custom attack objectives, which allows one to flexibly design different optimization goals to change the information flow, which could solve the blindness of existing influence maximization methods. Besides, behaviors such as retweeting are gentle and simple to implement. These properties make our attack more cost-effective and practical. Extensive experiments on two large-scale real-world datasets demonstrate the superiority of our method as it significantly outperforms baselines, and additionally, the proposed evaluator's analysis of user influence provides new insights for influence maximization on social media. [ABSTRACT FROM AUTHOR]

In programmatic advertising, bids are increasingly based on knowledge of the surrounding media context. This shift toward contextual advertising is in part a counter-reaction to the current dependency on personal data, which is problematic from legal and ethical standpoints. The transition is accelerated by developments in artificial intelligence (AI), which allow for a deeper semantic analysis of the context and, by extension, more effective ad placement. We survey existing literature on the influence of context on the reception of an advertisement, focusing on three context factors: the applicability of the content and the ad, the affective tone of the content, and the involvement of the consumer. We then discuss how AI can leverage these priming effects to optimize ad placement through techniques such as reinforcement learning, data clustering, and sentiment analysis. This helps close the gap between the state of the art in advertising technology and the AI-driven targeting methodologies described in prior academic research. [ABSTRACT FROM AUTHOR]

The digital revolution has driven a profound transformation in the media landscape and has shaken advertising media planning to its roots. In this context, this paper makes three contributions. First, by analysing investment data, it confirms the importance that advertising media planning maintains in the digital age. Secondly, it details the most important changes that digitalization and the proliferation of media have produced in advertising and, specifically, in media planning. Finally, it argues the necessary integration of strategy, creativity and media planning in the process of creating and executing an advertising campaign. From this premise, it redefines the profile of the media planner and determines the technical and transversal skills it requires. [ABSTRACT FROM AUTHOR]

This study proposes a method to reduce the cost for acquiring impressions for location-based, mobile advertising firms. Such firms act on behalf of advertisers to execute mobile, in-app, ad campaigns. Ad space is sold on ad exchanges that auction impressions one-at-a-time, on a real-time basis. In this paper, we examine whether ad firms should work with one or multiple ad exchanges to minimize the total procurement cost (equal to the cost incurred to acquire impressions plus the computing cost). By working with more ad exchanges, the ad delivery firm can bid lower on each exchange and potentially save on the total procurement cost. However, ad exchanges typically require ad firms to spend a minimum amount on the exchange. Hence, it is not smart to work with an exchange but acquire very few impressions from this exchange. Working with multiple exchanges also incurs a higher computing cost, corresponding to the computing capacity needed to support the bidding architecture. We solve an optimization problem to determine the optimal number of ad exchanges to use to acquire impressions and the optimal bidding policy on each of these exchanges. We also propose a novel, selective bidding strategy where some bid requests are returned with a zero bid. That is, the ad firm deliberately passes on some opportunities to win impressions. Doing so reduces the computing cost (because returning a zero bid expends minimal computing resources). However, the firm needs to bid higher on other opportunities to meet its demand. We find the optimal selective bidding strategy in addition to the optimal number of ad exchanges and the optimal bidding strategy when non-zero bids are returned. Finally, we demonstrate our solution for a real ad firm (Cidewalk) where the firm is shown to reduce its total cost by 33% by working with multiple ad exchanges (instead of working with a single ad exchange) and the use of selective bidding (instead of returning a nonzero bid for every bid request). We consider an ad firm that acts on behalf of advertisers to execute mobile, in-app, ad campaigns. The firm commits to provide an advertiser a specified number of ad placements (impressions) on mobile apps, usually in a specified location, and within a specified time horizon. The supply for ad space arrives, in real time, in the form of bid requests from one or more mobile ad exchanges. The ad firm needs to bid on each impression in such a way that the goals of several ongoing campaigns are met at minimum cost. The ad firm needs to execute multiple campaigns simultaneously and get its supply (for ad space, or impressions) from multiple mobile ad exchanges. By working with more than one ad exchange, the direct cost of procuring the necessary impressions can be lowered. However, this lower cost needs to be balanced with the cost of the additional computing resources needed to work with multiple mobile ad exchanges and the (possible) extra cost of meeting the minimum spend (or participation fee) imposed by each ad exchange. Here, there are two key decisions that the firm needs to make. First, it needs to select the set of mobile ad exchanges to obtain its supply; each mobile ad exchange is characterized by specific supply uncertainties, location dependent bid curves, and a participation fee. Second, for each ad exchange and location, the ad firm needs to determine its bidding policy, that is, how much to bid for each bid request. We show that the proposed near-optimal bidding strategy, the strategy to bid at each exchange-location combination, is state independent. We first solve a general problem of selecting among multiple nonidentical ad exchanges. We next analyze the special case with identical mobile ad exchanges and show that, depending on the particular parameter setting, the near-optimal number of ad exchanges and the near-optimal bid amount can be weak complements or substitutes. Finally, we propose a cloud-based architecture to procure impressions where the ad firm uses a selective bidding strategy that can further lower procurement costs. The ideas of this paper are applied to a real problem and the savings from our approach (about 33% lower cost) are demonstrated. History: Giri Kumar Tayi, Senior Editor; Martin Bichler, Associate Editor. Supplemental Material: The online appendices are available at https://doi.org/10.1287/isre.2023.1221. [ABSTRACT FROM AUTHOR]

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

The Journal of Advertising (JA) is a leading journal devoted to the development of advertising theory and practice. In celebration of JA's 50th anniversary, this article presents an in-depth retrospective of the journal and compares it with the other leading advertising journals, such as Journal of Advertising Research (JAR), International Journal of Advertising (IJA), and Journal of Current Issues and Research in Advertising (JCIRA). To do so, this article conducts a bibliometric review using performance analysis and natural language processing (NLP) as a means for co-word analysis on bibliometric information retrieved from Scopus. Using performance analysis, this article demonstrates that JA is the leading advertising journal in terms of research influence (h-index) and impact (g-index), as the journal receives the highest average and total citations despite publishing 11% less than its closest peers (JAR and IJA). Using NLP as a means for co-word analysis, this article reveals eight clusters or themes (1972–2020) that avail in JA's body of knowledge (i.e., advertising appeals, advertising involvement, advertising credibility, advertising brands, advertising impact, advertising modeling and strategies, advertising communication and engagement, and advertising response) as well as nine clusters or themes (2000–2020) that reflect the four leading advertising journals' collective contributions to the body of advertising knowledge (i.e., community advertising, responsible advertising, digital and social media advertising, product placement advertising, advertising impact, advertising credibility and persuasiveness, gamification and signaling in advertising, sponsorship advertising, and attitudes toward advertising). The article concludes with key takeaways and suggestions for prospective authors interested to publish in JA. [ABSTRACT FROM AUTHOR]

Introduction: The importance of media planning in advertising is confirmed by its turnover, which in 2021 exceeded eleven billion euros, which is equivalent to 0.96% of Spanish GDP. However, creativity is the object of study that is most admired by both advertising professionals and students, giving this competition most of the credit for the success or failure of advertising campaigns. Methodology: The hypothesis is proposed that creativity does not have to be a competence that is limited to professionals who work in the creative and art departments of advertising agencies, but rather that it must be postulated as a transversal competence for different profiles and departments. It reflects on how, within the framework of media hybridization and transmediality and the extensions of the narrative universes as necessary brand discourses, the increasingly complex media planning is dealt with. As a methodology, a questionnaire (quantitative technique) has been carried out to academics and professionals dedicated to creative and art tasks, as well as those responsible for media planning. Results: The results support that, given the current increasingly complex and digitized media landscape, it is reasonable for media planning functions to draw on these creative skills from the early stages of the process to achieve, in this way, the campaign objectives, in a media ecosystem marked by liquid and multiplatform communication. Conclusions: However, the sector is not headed in this direction and agencies still follow excessively conservative processes and structures in a sector where technology is key to segmenting audiences and offering them a personalized message at the right time. [ABSTRACT FROM AUTHOR]

Under the conditions of digitalization of all sectors of social production, the study of types and features of digital advertising and its media planning acquires special importance and requires in-depth analysis. The object of research is media planning of digital advertising campaigns. The problem is the lack of a holistic scientific and practical approach to the process of media planning of advertising campaigns in the digital environment. The main criteria for the systematization of digital advertising have been identified, and the relationship between its types for the purposes of media planning was substantiated. Based on the comparison of pricing models and key metrics of digital advertising, the digital sales funnel was substantiated as the basis of media planning. The connection of goals and objectives of digital advertising campaigns with digital marketing strategies was proven, with appropriate advertising tools and digital marketing tools suggested. The project approach to media planning of digital advertising campaigns was substantiated. This made it possible to detail goals and tasks for each stage, to highlight the components of media planning. The quantitative result of the study is a fragment of the media plan of an online store of an enterprise that specializes in the production and sale of branded clothing. It has been proven that the media plan is part of the process of preparing a digital advertising campaign. Therefore, it cannot be considered in isolation from other components of this preparation and further implementation of the advertising campaign. The need to use other digital marketing tools during digital advertising campaigns was substantiated. This, due to the synergy effect, could contribute to increasing their predictive efficiency. Practical use of the proposed approach to media planning of digital advertising campaigns will ensure cost optimization due to budget redistribution and improvement of their effectiveness. [ABSTRACT FROM AUTHOR]

TV drama, through synchronization with social phenomena, allows the audience to resonate with the characters and desire to watch the next episode. In particular, drama ratings can be the criterion for advertisers to invest in ad placement and a predictor of subsequent economic efficiency in the surrounding areas. To identify the dissemination patterns of social information about dramas, this study used machine learning to predict drama ratings and the contribution of various drama metadata, including broadcast year, broadcast season, TV stations, day of the week, broadcast time slot, genre, screenwriters, status as an original work or sequel, actors and facial features on posters. A total of 800 Japanese TV dramas broadcast during prime time between 2003 and 2020 were collected for analysis. Four machine learning classifiers, including naïve Bayes, artificial neural network, support vector machine, and random forest, were used to combine the metadata. With facial features, the accuracy of the random forest model increased from 75.80% to 77.10%, which shows that poster information can improve the accuracy of the overall predicted ratings. Using only posters to predict ratings with a convolutional neural network still obtained an accuracy rate of 71.70%. More insights about the correlations between drama metadata and social information dissemination patterns were explored. [ABSTRACT FROM AUTHOR]

Advertising is one of the important initiatives in introducing, providing information, selling and building a brand of a product and service. Good advertising can benefit the advertiser/entrepreneur. In the digital age nowadays there are a variety of advertising media that can be found. The method used is qualitative descriptive. This method aims to describe the data obtained by observing the phenomena directly. The object of the research is a grabmart advertisement of an irretrievable love edition that can be accessed on youtube. This research focuses on messages contained in pieces or ad scenes using an emotional approach. In those ads the scenes are shown not far from the family's day-to-day life. Love for your children, for yourself, and also for your loved ones, the excitement of friends can't be delayed either. Marketers or communicators can use emotional appeals in creating creative designs on their ads, especially to show how the characters in those ads get the emotional result or benefit from the brand of goods or services they offer. [ABSTRACT FROM AUTHOR]

The internet advertising market is a multibillion dollar industry in which advertisers buy thousands of ad placements every day by repeatedly participating in auctions. An important and ubiquitous feature of these auctions is the presence of campaign budgets, which specify the maximum amount the advertisers are willing to pay over a specified time period. In this paper, we present a new model to study the equilibrium bidding strategies in standard auctions, a large class of auctions that includes first and second price auctions, for advertisers who satisfy budget constraints on average. Our model dispenses with the common yet unrealistic assumption that advertisers' values are independent and instead assumes a contextual model in which advertisers determine their values using a common feature vector. We show the existence of a natural value pacing–based Bayes–Nash equilibrium under very mild assumptions. Furthermore, we prove a revenue equivalence showing that all standard auctions yield the same revenue even in the presence of budget constraints. Leveraging this equivalence, we prove price of anarchy bounds for liquid welfare and structural properties of pacing-based equilibria that hold for all standard auctions. In recent years, the internet advertising market has adopted first price auctions as the preferred paradigm for selling advertising slots. Our work, thus, takes an important step toward understanding the implications of the shift to first price auctions in internet advertising markets by studying how the choice of the selling mechanism impacts revenues, welfare, and advertisers' bidding strategies. This paper was accepted by Itai Ashlagi, revenue management and market analytics. Supplemental Material: The online appendix is available at https://doi.org/10.1287/mnsc.2023.4719. [ABSTRACT FROM AUTHOR]

Synced advertising is a relatively new strategy in which ads are personalized based on concurrent media usage. The aim of this study was to explore whether the sequence in which TV commercials and tablet ads were shown in synced advertising affected consumers' memory and attention toward advertisements in both media. Because of public debate about privacy concerns related to personalized advertising, we examined the moderating role of consumers' privacy concerns as a personal factor. An eye-tracking experiment (N = 118) showed that, overall, synchronizing ads across media results in the most favorable cognitive responses. The placement of a tablet ad simultaneous to (versus before or after) a TV commercial for the same brand resulted in the most attention toward both ads. However, consumers with higher (versus lower) privacy concerns paid less attention to the tablet ad when it was shown simultaneously with the TV commercial, compared to consumers with lower privacy concerns. The results show that synced advertising is a promising personalized advertising strategy for the industry but at the same time it might be less effective for people with higher privacy concerns. [ABSTRACT FROM AUTHOR]

Nowadays online or digital marketing is the key player in modern product promotion. It allows everyone to promote their own product online easily and at the lowest cost than any other way of marketing. But people face difficulties in promoting their product online. Organizations ranging from small to big often tend to waste money in online ad placement or it may be less effective to the budget they made. The proposed system can identify the right audience and platform in which to be promoted for the product that is to be promoted. This system is so precise in achieving this through data mining and data optimization. Here we use the firefly algorithm for data optimization. The system outputs the platform that can be targeted and the countries where the customers are interested in the product. [ABSTRACT FROM AUTHOR]

The influence of Internet marketing has grown so much that producers must now reconfigure their businesses from offline operation to online presence simply to meet user expectations. Thus, the development of an intelligent information system for product promotion online is quite relevant. It may lead to automatized selection of competing products and advertising content, a subsequent increase in the effectiveness of advertisements, and a decrease in costs for Internet ad placements. The paper presents the approach for creating an intelligent information system for product promotion in online spaces that makes it possible to reduce advertising costs. A methodology is based on outcomes of own previous studies as well as the flow nature and semantics of data streams. The framework of the proposed intelligent system includes the four key procedures and functions: intelligent formation of keywords for advertising content based on feedback, intelligent formation of product catalogs of online stores, generation of advertising content, and generation of improved advertising content and its targeting generation of text based on keywords. An experimental study confirmed that the effectiveness of posts on social media increased by at least 125%, while the price decreased by 87%. [ABSTRACT FROM AUTHOR]

Background: The prevalence of non-communicable diseases (NCDs) and the status of nutritionally high-risk behaviors in the country are not promising. Because of undeniable impact of media advertising on food choices, to combat the problem some regulations on food advertisements are developed in the country. However, the high prevalence of NCDs warns of the possibility that either the laws are not given the necessary attention or they are not implemented properly. Therefore in the present review, all studies on how the country's visual and written mass media comply with regulations related to food product advertisement were systematically reviewed. Methods: We searched all studies, including Persian and English articles, dissertations, and research projects, published and unpublished reports in eight domestic and international databases and search engines during the years 1996 to December of 2020 (25 years). Then, the content of the eligible studies was extracted, evaluated, and reported. Results: A total of 18 eligible studies (articles and reports) were included in the review. The results indicated violations of rules and regulations including displaying food products of low nutritional value and obese people, misleading/exaggerating claims, award offers, induction of gluttony, consumerism, and inconsistency with scientific facts. Most of the studies (55%) had, implicitly or explicitly, targeted children and adolescents. Conclusions: The results of this study indicated a violation of the rules and regulations of health policies, mainly in the field of promoting foods of low nutritional value during the study period. Violations of the ban on advertising for children were also reported in more than half of the studies. [ABSTRACT FROM AUTHOR]

This work aims to know the evolution of purchase prices of advertising slots in conventional media in the last decade and discover the conditioning factors that facilitate a good advertising negotiation. A double methodology is used: quantitative by analyzing secondary sources and qualitative through a panel of experts. The results show a decreasing amount for the purchase of advertising slots, despite the increase in official rates and the scope of the medium or support. Profitability and management time are the determining factors of a good advertising negotiation. We also noted a change toward a more flexible purchase focused on results beyond brand visibility. The research shows the shift from all-media marketing toward a purchase similar to the programming used online. [ABSTRACT FROM AUTHOR]

This article is oriented on conducting a study of advertising media used in automotive dealerships in Guasave, Sinaloa, Mexico, to analyse the advertising media they use, the method used was mixed, with a descriptive approach, and data collection was carried out from November to December 2022. The results showed that automotive dealers increased the implementation of advertising resources through the Internet, adapting to the changes of consumers. However, they expressed that it is advisable to make a combination of both traditional and digital, to improve the massification of advertising information. The analysis obtained relevant information on the advantages and disadvantages of each advertising medium used, which supports companies in making decisions concerning media planning. [ABSTRACT FROM AUTHOR]

Researchers in the marketing and operations management literature have investigated the issue of making optimal media planning decisions for advertising. Brand marketers have recently begun using online intent advertising (OIA), which is online advertising such as search or display advertising targeted at consumer intent, for brand building. Unlike traditional media advertising, OIA is sold through an auction of indicators of consumer intent such as keyword phrases. This practice raises questions about how media planners should incorporate OIA in their decision making. We analyze this critical issue using a model of horizontally differentiated competing firms. Our analysis finds that traditional advertising spending strategically affects online ad bids in a way that is new to the literature. We find that even when traditional and OIA have similar benefits, a firm may optimally bid more for OIA per consumer reached than the maximum cost it would pay for reaching a consumer in a world with only traditional media. We also find that interestingly, a firm may be willing to pay more for traditional advertising when OIA is an option than when it is unavailable. [ABSTRACT FROM AUTHOR]

The purpose of the present study was to investigate the mediating role of media, perceived parental and perceived peer influence separately in the relationship between perceived body image with thin ideal internalization, it also aimed that Media advertisement is a stronger mediator of thin-ideal internalization than perceived parental and perceived peer influence among 400 College and Universities students, housewives and working women within the age range of 18 to 42 (M= 27.5; SD= 5.63) years from various cities of Punjab, Pakistan. The data was collected using self-report questionnaires. Pearson Product Moment Correlation and Structural Equation Modeling using AMOS were carried out to investigate the relationship between study variables and a possible mediating role of media, perceived parental and perceived peer influence. The findings revealed the stronger mediating role of media advertisements in the relationship between perceived body image and thin ideal internalization while perceived peer influence is the second most pertinent mediator for the explanations of that relationship. Moreover, perceived parental influence was neither a significant mediator nor a predictor of thin-ideal internalization for the current sample. [ABSTRACT FROM AUTHOR]

The evolution and consumers' acceptance of podcasts has been on the rise. Scholars argue that this rapid rise is due to the ability of podcasts to offer content that consumers find valuable. This has resulted in brands following consumers on the podcast platforms and attempting to reach them through podcast advertisements. The last decade has seen a tremendous rise in the podcast advertising budgets of brands. However, the nature of such podcast advertisements and their effect on consumer-brand relationships and behavioral intention are understudied. The present study explored the efficacy of podcast advertisements by utilizing the theoretical framework of advertising value and their effect on attitude toward Ads (AaD), attitude toward brand (AB), formation of purchase intent, and brand eWOM. The moderating role of the ad placement, through pre, post, and mid roll podcast advertisements, was observed while assessing the effect of podcast advertising on AaD. Data was collected through a structured survey instrument; in total, 389 millennial consumer responses were obtained. SmartPLS3 software was used for data analysis. The results empirically established that podcast advertisements were effective in creating consumer-brand relationships, while informative podcast ads were the most effective of the lot. [ABSTRACT FROM AUTHOR]

Companies frequently place out-of-home advertisements in locations hoping their brand becomes associated with that environment's favorable attributes. However, prior research using U.S. subjects suggested that these associative benefits do not actually transfer onto the advertised brand. We faithfully replicate this earlier research using a non-Western sample and find that culturally based communication and cognitive processing models may explain the lack of results in the earlier study and affirmative results in our study. Three experimental conditions are used: single exposure, multiple exposures, and high involvement. We find that a billboard's external environment does influence brand evaluations but only in the single-exposure condition. A possible explanation for why results were not evident in the multiple exposure and high involvement conditions may be related to the amount of message elaboration across study conditions. [ABSTRACT FROM AUTHOR]

Copyright of FinanzRundschau is the property of De Gruyter and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

In order to explore the influence and mechanism of advertising push methods on consumers′ clothing purchase intention under the new media environment, based on the theory of perceived value and S-O-R model, a model of the relationship between advertising push mode, perceived value and purchase intention was constructed, and relevant hypotheses were proposed. The hypotheses were verified by questionnaire survey and analysis. The results show that APP launch page ads, topic ads and other push methods have a positive impact on consumers′ purchase intention, while information flow ads, soft placement ads and other push methods have no significant impact on consumers′ purchase intention, and perceived value plays a mediating role. [ABSTRACT FROM AUTHOR]

Copyright of Revista Fotocinema is the property of Revista Fotocinema and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Estudios sobre el Mensaje Periodistico is the property of Universidad Complutense de Madrid and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Obnovljeni zivot is the property of University of Zagreb, Society of Jesus and Faculty of Philosophy & Religious Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Amantis [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to show how sonic logos, despite their brief exposure time, resonate with consumers' emotions and attitudes in a manner that until now has been attributed to only longer background music in advertising. The moderating role of sonic logo placement within the ad (beginning versus ending) and the mediating role of emotion felt after exposure to the brand and advertisement are also explored. Design/methodology/approach: An expansion on sonic logo research is completed through two experiments testing nine hypotheses. A pretest is also conducted to create two orthogonal sonic logos (sad sonic logo and happy sonic logo) which are then used in the two experiments. Findings: Participants had higher attitude scores for an advertisement that had a happy sonic logo over the ad that had a sad sonic logo. These consumer attitudes are mediated by emotion felt because of the exposure to the brand and advertisement and are moderated by placement of the sonic logo within the ad. Placement drove more positive consumer attitudes of a sad sonic logo at the beginning and a happy sonic logo at the end of the advertisement. Practical implications: Given the short nature of a sonic logo, sonic logo placement in the advertisement is shown to change consumer perceptions. This effect uncovers an important aspect of placement of the sonic logo in the advertisement which gives practitioners a means of application. Furthermore, consumer emotions drive these strong attitudes despite the short exposure times of the sonic logo. Originality/value: This paper expands upon the limited sonic logo research and shows how the short exposure time of a sonic logo can have the same emotional qualities as long-form music, previously reserved for background music in advertising. In addition, by uncovering the mediating relationship of emotion felt after exposure to the brand and advertisement, it is shown how these short audio branding elements can help shape emotion and consumer attitude toward brands. Finally, altering placement of the sonic logo can enhance consumer attitudes of the advertisement and brand. [ABSTRACT FROM AUTHOR]

In today’s digital market, the number of websites available for advertising has ballooned into the millions. Consequently, firms often turn to ad agencies and demand-side platforms (DSPs) to decide how to allocate their Internet display advertising budgets. Nevertheless, most extant DSP algorithms are rule-based and strictly proprietary. This article is among the first efforts in marketing to develop a nonproprietary algorithm for optimal budget allocation of Internet display ads within the context of programmatic advertising. Unlike many DSP algorithms that treat each ad impression independently, this method explicitly accounts for viewership correlations across websites. Consequently, campaign managers can make optimal bidding decisions over the entire set of advertising opportunities. More Importantly, they can avoid overbidding for impressions from high-cost publishers, unless such sites reach an otherwise unreachable audience. The proposed method can also be used as a budget-setting tool, because it readily provides optimal bidding guidelines for a range of campaign budgets. Finally, this method can accommodate several practical considerations including consumer targeting, target frequency of ad exposure, and mandatory media coverage to matched content websites. [ABSTRACT FROM AUTHOR]

Despite the highly touted potential for synergies in cross-media advertising, much has yet to be discovered about how the effects of multiple media combine to shape sales response. Two challenges related to the investigation of media interaction effects are their complex nature and their specification in a sales response model. The authors adopt a flexible modeling approach, multivariate adaptive regression splines (MARS), which captures parsimoniously complex interaction effects and facilitates their measurement and interpretation. Analysis of multiple data sets on brand sales and media spending points to the following typology of media interaction effects: (1) synergistic (positive interactions), (2) antagonistic (negative interactions), and (3) asymmetric, where each medium does not contribute equally to the interaction. The findings show that 44% of media spend produces synergistic effects, whereas 21% produces antagonistic effects. Hence synergy is not the de facto outcome of cross-media advertising. Interestingly, low-budget media play a key role in producing interaction effects. [ABSTRACT FROM AUTHOR]

In advertising agencies, insight is frequently sought to solve advertising problems. However, the ideation process of the account planner is not well understood. Viewing account planning through a lens of absorptive capacity suggests that planning is about identifying and assimilating external information about consumers for use in the creative process. Account planners thus need to search deliberately for insight and work hard to express it to the creatives, who then exploit it to develop powerful creative ideas. The study adopts an in-depth grounded theory investigation of the insight phenomenon among 20 Sydney-based account planners. The findings reveal that identifying and applying insight is a highly creative process. The account planner uses research, personal knowledge domains, challenging conventions, borrowed sources, and central narrative extension to search for insights. However, because not all insights are equal, this study also uncovered what account planners consider quality insight. These include attributes of originality, relatability, usability, and vision. These findings provide guidelines for marketers and account planners who seek insight in framing an advertising message. [ABSTRACT FROM AUTHOR]

Background: Advertising media are frequently employet as promotial media to disseminate information about produducts. The aspect of celebrity endorser's profile is their level of attractiveness, another aspect their credibility and domain knowledge. Purpose: This study aims to examine the effect of attractiveness, credibility, and expertise of celebrity endorsers on purchasing decisions. Method : Experimental research techniques are 59 participants were utilize as the experimental and 60 participants as the control. The data for this study were derived from responses of participants who had received various treatments prior to the distribution of the questionnair. Result : The variable attraction (X1) of the celebrity endorser to the purchase decision (Y) has a value of 0.011 and a significant t-count value of 4.891 at = 0.05 (one-way) ttable value of 1.986. The t-count value > the t-table. The credibility variable (X2) of the celebrity endorser to the purchase decision (Y) has a value of 0.085 and a significant t-count value of 3.426 at = 0.05 (one-way) table t value of 1.986. The tcount value > the t-table. The skill variable (X3) of the celebrity endorser to the purchase decision (Y) has a value of 0.051 and a t-count value of 2.416 is significant at = 0.05 (one-way) t-table value 1986. T-count value > t -table. Conclusion: The results in this study showed that the celebrity endorser variable (X1), credibility variable (X2) and skill variable (X3) had a positive and significant correlation effect on purchasing decisions (Y). [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to examine the differential effects of the type of gift (material vs experiential) offered on Snapchat and Instagram (Study 1) and how the impacts of gift type and message type (informational vs emotional) vary by the two different image-sharing social media platform in a business-to-consumer (B2C) gift-giving context (Study 2). Design/methodology/approach: Study 1 used a two (social media: Snapchat vs Instagram) by two (gift type: material vs experiential) between-subject factorial design, whereas Study 2 used a two (social media: Snapchat vs Instagram) by two (gift type: material vs experiential) by two (message type: informational vs emotional) between-subject factorial design. A series of analyses of covariance was conducted to test the suggested hypotheses. Findings: Study 1 demonstrated that the promotion of material gifts was more effective on Snapchat than on Instagram, while the promotion of experiential gifts was more effective on Instagram than on Snapchat. Study 2 showed that the impacts of gift type and message type varied by social media platform. The promotion of an experiential gift with an emotional ad appeal was found to be more effective on Instagram than on Snapchat, while the promotion of a material gift using an informational ad appeal was found to be more effective on Snapchat than on Instagram. Research limitations/implications: This research used a college student sample for the experiments. However, to extend the generalizability of the results, it is recommended that future experiments be conducted with nonstudent samples. Also, the current research manipulated the two different social media conditions, Snapchat vs Instagram, by enforcing participants to use their social media and then provided experimental stimuli in a different screen from their social media account. If the stimuli were distributed through participants' real social media account, the external validity of this research could be enhanced. Finally, future research should apply this framework to other countries with different social media platforms to confirm the generalizability of the study's findings. Practical implications: This research can thus contribute to the development of new guidelines for planning social media marketing in the business gift-giving context. By leveraging findings that the fit effect of gift types and advertising appeals differs based on social media platform, practitioners can create a more effective social media plan for their advertising campaigns. Given that copywriting and media plans are among the most important and difficult work in the business of advertising, this study's findings would assist advertising practitioners in planning and executing the most effective advertising campaigns. Originality/value: The findings of this study provide valuable insights for the development of effective brand promotion strategies for B2C gift-giving via social media. [ABSTRACT FROM AUTHOR]