Abstract: The objectives of this study is to investigate the impact
of culture on advertising appeals in mobile phone industry via social
media channel in UK, Brazil and India. Content analysis on Samsung
and Nokia commercials in YouTube is conducted. The result
indicates that the advertising appeals are both congruent and
incongruent with cultural dimensions in UK, Brazil and India. The
result suggests that Hofstede and value paradoxes might be the tools
to predict the relationship between cultural values and advertising
appeals.
Abstract: This research’s objectives were to analyze the using of new media in the form of set up candid clip that affects the product and presenter, to study the effectiveness of using new media in the form of set up candid clip in order to increase the circulation and audience satisfaction and to use the earned information and knowledge to develop the communication for publicizing and advertising via new media. This research is qualitative research based on questionnaire from 50 random sampling representative samples and in-depth interview from experts in publicizing and advertising fields. The findings indicated the positive and negative effects to the brands’ image and presenters’ image of product named “Scotch 100” and “Snickers” that used set up candid clips via new media for publicizing and advertising in Thailand. It will be useful for fields of publicizing and advertising in the new media forms.
Abstract: The objectives were to analyze the using of new media in the form of set up candid clip that affects the product and presenter, to study the effectiveness of using new media in the form of set up candid clip in order to increase the circulation and audience satisfaction and to use the earned information and knowledge to develop the communication for publicizing and advertising via new media. This research is qualitative research based on questionnaire and in-depth interview from experts. The findings showed the advantages and disadvantages of communication for publicizing and advertising via new media in the form of set up candid clip including with the specific target group for this kind of advertising. It will be useful for fields of publicizing and advertising in the new media forms at the present.
Abstract: This paper presents results of primary quantitative research on viral advertising with focus on popularity and willingness to share viral video among Czech Internet population. It starts with brief theoretical debate on viral advertising, which is used for the comparison of the results. For purpose of collecting data, online questionnaire survey was given to 384 respondents. Statistics utilized in this research included frequency, percentage, correlation and Pearson’s Chi-square test. Data was evaluated using SPSS software. The research analysis disclosed high popularity of viral advertising video among Czech Internet population but implies lower willingness to share it. Significant relationship between likability of viral video technique and age of the viewer was found.
Abstract: Celebrities are admired, appreciated and imitated all over the world. As a natural result of this, today many brands choose to work with celebrities for their advertisements. It can be said that the more the brands include celebrities in their marketing communication strategies, the tougher the competition in this field becomes and they allocate a large portion of their marketing budget to this. Brands invest in celebrities who will represent them in order to build the image they want to create.
This study aimed to bring under spotlight the perceptions of Turkish customers regarding the use of celebrities in advertisements and marketing communication and try to understand their possible effects on subsequent purchasing decisions. In addition, consumers’ reactions and perceptions were investigated in the context of the product-celebrity match, to what extent the celebrity conforms to the concept of the advertisement and the celebrity-target audience match.
In order to achieve this purpose, a quantitative research was conducted as a case study concerning Mavi Jeans (textile company). Information was obtained through survey. The results from this case study are supported by relevant theories concerning the main subject. The most valuable result would be that instead of creating an advertisement around a celebrity in demand at the time, using a celebrity that fits the concept of the advertisement and feeds the concept rather than replaces it, that is celebrity endorsement, will lead to more striking and positive results.
Abstract: In most industrial compounds are used trapezoidal metal sheets like a roof decks. These trapezoidal metal sheets are exposed by concentrated loads, usually by service loads arise from installation of air distribution, sanitary distribution, sprinkler system or wiring installation. In objects of public facilities (like shopping centre, tennis hall, etc.) they can be used for hanging advertising posters etc, too. These systems work as “building kit”. These anchoring systems are represented by clamps in shape of “V”.
This paper is occupy with recapitulation of installation systems available in trade with focus on load-bearing capacity specified by producer and on possible methods, how exactly define load bearing capacity of trapezoidal sheet loaded by concentrated load. The load bearing capacity was verified at experimental samples to determine real behavior of trapezoidal metal sheets exposed to concentrated loads.
Abstract: Today advertising is actively penetrating into many spheres of our lives. We cannot imagine the existence of a lot of economic activities without advertising. That mostly concerns trade and services. Everyone of us should look better into the everyday communication and carefully consider the amount and the quality of the information we receive as well as its influence on our behaviour. Special attention should be paid to the young generation. Theoretical and practical research has proved the ever growing influence of information (especially the one contained in advertising) on a society; on its economics, culture, religion, politics and even people-s private lives and behaviour. Children have plenty of free time and, therefore, see a lot of different advertising. Though education of children is in the hands of parents and schools, advertising makers and customers should think with responsibility about the selection of time and transmission channels of child targeted advertising. The purpose of the present paper is to investigate the influence of advertising upon consumer views and behaviour of children in different age groups. The present investigation has clarified the influence of advertising as a means of information on a certain group of society, which in the modern information society is the most vulnerable – children. In this paper we assess children-s perception and their understanding of advertising.
Abstract: Web-based systems have become increasingly
important due to the fact that the Internet and the World Wide Web
have become ubiquitous, surpassing all other technological
developments in our history. The Internet and especially companies
websites has rapidly evolved in their scope and extent of use, from
being a little more than fixed advertising material, i.e. a "web
presences", which had no particular influence for the company's
business, to being one of the most essential parts of the company's
core business.
Traditional software engineering approaches with process models
such as, for example, CMM and Waterfall models, do not work very
well since web system development differs from traditional
development. The development differs in several ways, for example,
there is a large gap between traditional software engineering designs
and concepts and the low-level implementation model, many of the
web based system development activities are business oriented (for
example web application are sales-oriented, web application and
intranets are content-oriented) and not engineering-oriented.
This paper aims to introduce Increment Iterative extreme
Programming (IIXP) methodology for developing web based
systems. In difference to the other existence methodologies, this
methodology is combination of different traditional and modern
software engineering and web engineering principles.
Abstract: In the context of introduction of deregulatory policy measures and subsequent wave of mergers and acquisitions (M&A) in Indian corporate sector since 1991, the present paper attempts to examine the welfare implications of this wave. It is found that M&A do not have any significant impact on consumers- welfare. Instead, consumers- welfare is significantly influenced by exports intensity, imports intensity, advertising intensity, technology related efforts, and past profitability of the firms. While the industries with higher exports orientation or greater product differentiation or better financial performance experience greater loss in consumers- welfare, it is less in the industries with greater competition from imports or better technology. Hence, the wave of M&A in Indian manufacturing sector in the post-liberalization era may not be a matter of serious concern from consumers- welfare point of view. Instead, in many cases, M&A can help the firms in consolidating their business and enhancing competitiveness, and this may benefit the consumers in the form of greater efficiency and lower prices.
Abstract: Today-s children, who are born into a more colorful,
more creative, more abstract and more accessible communication
environment than their ancestors as a result of dizzying advances in
technology, have an interesting capacity to perceive and make sense
of the world. Millennium children, who live in an environment where
all kinds of efforts by marketing communication are more intensive
than ever are, from their early childhood on, subject to all kinds of
persuasive messages. As regards advertising communication, it
outperforms all the other marketing communication efforts in
creating little consumer individuals and, as a result of processing of
codes and signs, plays a significant part in building a world of seeing,
thinking and understanding for children. Children who are raised with
metaphorical expressions such as tales and riddles also meet that fast
and effective meaning communication in advertisements.
Children-s perception of metaphors, which help grasp the “product
and its promise" both verbally and visually and facilitate association
between them is the subject of this study. Stimulating and activating
imagination, metaphors have unique advantages in promoting the
product and its promise especially in regard to print advertisements,
which have certain limitations. This study deals comparatively with
both literal and metaphoric versions of print advertisements
belonging to various product groups and attempts to discover to what
extent advertisements are liked, recalled, perceived and are
persuasive. The sample group of the study, which was conducted in
two elementary schools situated in areas that had different socioeconomic
features, consisted of children aged 12.
Abstract: The ever increasing product diversity and competition on the market of goods and services has dictated the pace of growth in the number of advertisements. Despite their admittedly diminished effectiveness over the recent years, advertisements remain the favored method of sales promotion. Consequently, the challenge for an advertiser is to explore every possible avenue of making an advertisement more noticeable, attractive and impellent for consumers. One way to achieve this is through invoking celebrity endorsements. On the one hand, the use of a celebrity to endorse a product involves substantial costs, however, on the other hand, it does not immediately guarantee the success of an advertisement. The question of how celebrities can be used in advertising to the best advantage is therefore of utmost importance. Celebrity endorsements have become commonplace: empirical evidence indicates that approximately 20 to 25 per cent of advertisements feature some famous person as a product endorser. The popularity of celebrity endorsements demonstrates the relevance of the topic, especially in the context of the current global economic downturn, when companies are forced to save in order to survive, yet simultaneously to heavily invest in advertising and sales promotion. The issue of the effective use of celebrity endorsements also figures prominently in the academic discourse. The study presented below is thus aimed at exploring what qualities (characteristics) of a celebrity endorser have an impact on the ffectiveness of the advertisement in which he/she appears and how.
Abstract: This study examines the use of the persuasive strategy
of deixis and personalization in advertising slogans. This rhetorical/
stylistic and linguistic strategy has been found to be widely used in
advertising slogans for over a century. A total of five hundred
advertising slogans of multinational companies in both product and
service sectors were obtained. The analysis reveals the 3 main
components of this strategy as being deictic words, absolute
uniqueness and personal pronouns. The percentage and mean of the
use of the 3 components are tabulated. The findings show that
advertisers have used this persuasive strategy in creative ways to
persuade consumers to buy their products and services.
Abstract: This paper analyzed the perception of e-commerce
application services by construction material traders in Malaysia.
Five attributes were tested: usability, reputation, trust, privacy and
familiarity. Study methodology consists of survey questionnaire and
statistical analysis that includes reliability analysis, factor analysis,
ANOVA and regression analysis. The respondents were construction
material traders, including hardware stores in Klang Valley, Kuala
Lumpur.
Findings support that usability and familiarity with e-commerce
services in Malaysia have insignificant influence on the acceptance of
e-commerce application. However, reputation, trust and privacy
attributes have significant influence on the choice of e-commerce
acceptance by construction material traders. E-commerce
applications studied included customer database, e-selling, emarketing,
e-payment, e-buying and online advertising. Assumptions
are made that traders have basic knowledge and exposure to ICT
services. i.e. internet service and computers. Study concludes that
reputation, privacy and trust are the three website attributes that
influence the acceptance of e-commerce by construction material
traders.
Abstract: This paper proposes a new procedure for analyzing means-end chain data in marketing research. Most commonly the collected data is summarized in the Hierarchical Value Map (HVM) illustrating the main attribute-consequence-value linkages. This paper argues that traditionally constructed HVM may give an erroneous impression of the results of a means-end study. To justify the arguments, an alternative procedure to (1) determine the dominant attribute-consequence-value linkages and (2) construct HVM in a precise manner is presented. The current approach makes a contribution to means-end analysis, allowing marketers to address a set of marketing problems, such as advertising strategy.
Abstract: Advertising today has already become an integral part
of human life as a building block of the consumer community. A
component of the value chain of the media, advertising sector is
struggling increasingly harder to find new methods to reach
consumers. The tendency towards experimental marketing practices
is increasing day by day, especially to divert consumers from the idea
“They are selling something to me.” It is therefore considered a good
idea to investigate the trust in ad media of consumers, who are today
exposed to a great bulk of information from advertising sector.
In this study, the current value of ad media for the young
consumer will be investigated. Data on various ad media reliability
will be comparatively analyzed and young consumers will be traced
by including university students in the study. In this research, which
will be performed on students studying at the Selçuk University
(Turkey) by random sampling method, data will be obtained by
survey technique and evaluated by a statistical analysis.
Abstract: Although a picture can be automatically a graphic
work, but especially in the field of graphics and images based on the
idea of advertising and graphic design will be prepared and
photographers to realize the design using his own knowledge and
skills to help does. It is evident that knowledge of photography,
photographer and designer of the facilities, fields of reaching a
higher level of quality offers. At the same time do not have a graphic
designer is also skilled photographer, but can execute your idea may
delegate to an expert photographer. Using technology and methods in
all fields of photography, graphic art may be applicable. But most of
its application in Iran, in works such as packaging, posters, Bill
Board, advertising, brochures and catalogs are. In this study, we
review how the images and techniques in the chart should be used in
Iranian graphic photo what impact has left. Using photography
techniques and procedures can be designed and helped advance the
goals graphic. Technique could not determine the idea. But what is
important to think about design and photography and his creativity
can flourish as a tool to be effective graphic designer in mind.
Computer software to help it's very promotes creativity techniques
shall graphic designer but also it is as a tool. Using images in various
fields, especially graphic arts and only because it is not being
documented, but applications are beautiful. As to his photographic
style from today is graphics. Graphic works try to affect impacts on
their audience. Hence the photo as an important factor is attention.
The other hand saw the man with the extent of forgiving and
understanding people's image, instead of using the word to your files,
allows large messages and concepts should be sent in the shortest
time. Posters, advertisements, brochures, catalog and packaging
products very diverse agricultural, industrial and food could not be
self-image. Today, the use of graphic images for a big score and the
photos to richen the role graphic design plays a major.
Abstract: Healthcare providers sometimes use the power of
humor as a treatment and therapy for buffering mental health or easing
mental disorders because humor can provide relief from distress and
conflict. Humor is also very suitable for advertising because of similar
benefits. This study carefully examines humor's widespread use in
advertising and identifies relationships among humor mechanisms,
female depictions, and product types. The purpose is to conceptualize
how humor theories can be used not only to successfully define a
product as fitting within one of four color categories of the product
color matrix, but also to identify compelling contemporary female
depictions through humor in ads. The results can offer an idealization
for marketing managers and consumers to help them understand how
female role depictions can be effectively used with humor in ads. The
four propositions developed herein are derived from related literature,
through the identification of marketing strategy formulations that
achieve product memory enhancement by adopting humor
mechanisms properly matched with female role depictions.
Abstract: The study is about the designed and decorative fabric printing that derived from the Five-color porcelain (Benjarong). The
researcher examined the pattern and creativity of the decorative design
of the Five-color porcelain (Benjarong) by the artists in order to apply
for contemporary arts so that young generation will acknowledge the
importance of the Five-color porcelain (Benjarong). The research methodology is both quantitative and qualitative. The researcher
conducted an in-depth interview with the operator of five-color
porcelain (Benjarong) at Ampawa, Samutsongkram. The information
from the interview can be useful and implemented for designing the
fabric patterns. The researcher found that there were many formats
and designs of the Five-color porcelain (Benjarong) from the past to the present. Its unique design can be applied for the fabric patterns
and ready-to-wear clothes properly. After advertising and showing
the work of the Five-color porcelain (Benjarong) publicly, there were
more young people interested in the Five-color porcelain (Benjarong)
than expected which exceeded the objective with positive attitudes
towards the Five-color porcelain (Benjarong).
Abstract: e-mail has become an important means of electronic
communication but the viability of its usage is marred by Unsolicited
Bulk e-mail (UBE) messages. UBE consists of many types
like pornographic, virus infected and 'cry-for-help' messages as well
as fake and fraudulent offers for jobs, winnings and medicines. UBE
poses technical and socio-economic challenges to usage of e-mails.
To meet this challenge and combat this menace, we need to
understand UBE. Towards this end, the current paper presents a
content-based textual analysis of more than 2700 body enhancement
medicinal UBE. Technically, this is an application of Text Parsing
and Tokenization for an un-structured textual document and we
approach it using Bag Of Words (BOW) and Vector Space Document
Model techniques. We have attempted to identify the most
frequently occurring lexis in the UBE documents that advertise
various products for body enhancement. The analysis of such top
100 lexis is also presented. We exhibit the relationship between
occurrence of a word from the identified lexis-set in the given UBE
and the probability that the given UBE will be the one advertising for
fake medicinal product. To the best of our knowledge and survey of
related literature, this is the first formal attempt for identification of
most frequently occurring lexis in such UBE by its textual analysis.
Finally, this is a sincere attempt to bring about alertness against and
mitigate the threat of such luring but fake UBE.
Abstract: Most buildings have been using anchor bolts
commonly for installing outdoor advertising structures. Anchor bolts
of common carbon steel are widely used and often installed
indiscriminately by inadequate installation standards. In the area
where strong winds frequently blow, falling accidents of outdoor
advertising structures can occur and cause a serious disaster, which is
very dangerous and to be prevented. In this regard, the development of
high-performance anchor bolts is urgently required. In the present
study, 25Cr-8Ni-1.5Si-1Mn-0.4C alloy was produced by traditional
vacuum induction melting (VIM) for the application of anchor bolt.
The alloy composition is revealed as a duplex microstructure from
thermodynamic phase analysis by FactSage® and confirmed by
metallographic experiment. Addition of Nitrogen to the alloy was
found to reduce the ferritic phase domain and significantly increase the
hardness and the tensile strength. Microstructure observation revealed
mixed structure of austenite and ferrite with fine carbide distributed
along the grain and phase boundaries.