Abstract: In line with changes of consumers modern lifestyle has call for the advertising strategy to change. This research is to find out how game with telepresence and product experience embedded in the computer game to affect users- intention to purchase. Game content developers are urging to consider of placing product message as part of game design strategy that can influence the game player-s intention to purchase. Experiment was carried out on two hundred and fifty undergraduate students who volunteered to participate in the Internet game playing activities. A factor analysis and correlation analysis was performed on items designed to measure telepresence, attitudes toward telepresence, and game player intention to purchase the product advertise in the game that respondents experienced. The results indicated that telepresence consist of interactive experience and product experience. The study also found that product experience is positively related to the game players- intention to purchase. The significance of product experience implies the usefulness of an interactive advertising in the game playing to attract players- intention to purchase the advertised product placed in the creative game design.
Abstract: The goal of this paper is to develop a model to
integrate “pricing" and “advertisement" for short life cycle products,
such as branded fashion clothing products. To achieve this goal, we
apply the concept of “Dynamic Pricing". There are two classes of
advertisements, for the brand (regardless of product) and for a
particular product. Advertising the brand affects the demand and
price of all the products. Thus, the model considers all these products
in relation with each other. We develop two different methods to
integrate both types of advertisement and pricing. The first model is
developed within the framework of dynamic programming. However,
due to the complexity of the model, this method cannot be applicable
for large size problems. Therefore, we develop another method,
called hieratical approach, which is capable of handling the real
world problems. Finally, we show the accuracy of this method, both
theoretically and also by simulation.
Abstract: The study was a case study analysis about Thai Asia
Pacific Brewery Company. The purpose was to analyze the
company’s marketing objective, marketing strategy at company level,
and marketing mix before liquor liberalization in 2000. Methods used
in this study were qualitative and descriptive research approach
which demonstrated the following results of the study demonstrated
as follows: (1) Marketing objective was to increase market share of
Heineken and Amtel, (2) the company’s marketing strategies were
brand building strategy and distribution strategy. Additionally, the
company also conducted marketing mix strategy as follows. Product
strategy: The company added more beer brands namely Amstel and
Tiger to provide additional choice to consumers, product and
marketing research, and product development. Price strategy: the
company had taken the following into consideration: cost,
competitor, market, economic situation and tax. Promotion strategy:
the company conducted sales promotion and advertising. Distribution
strategy: the company extended channels its channels of distribution
into food shops, pubs and various entertainment places. This strategy
benefited interested persons and people who were engaged in the beer
business.
Abstract: The goal of this study was to disclose the core of the advertising research based on the psychological aspects by acquainting with the nature of advertising research and revealing the importance of psychological aspects of advertising during the advertising research. The growing interest in consumer response to advertisement served as an encouragement to make the analysis of psychological aspects of the advertising research, because the information obtained during the advertising research helps to answer the question how advertising really works. In the research analysis focuses on the nature of advertising research. The place of advertising research in advertisement planning process and the advertising research process are unfolded. Moreover, the importance of psychological aspects in the advertising research is being examined. The certain psychological aspects like the particularities of advertising communication process, psychological process that are active at advertising acceptance and awareness process as well as the advertising effects are analysed in more detail.
Abstract: The objective of this research was to study the themes
of alcoholic beverage advertisements in Thailand after the enactment
of the 2008 Alcoholic Beverage Control Act. Data was collected
through textual analysis of 35 television and cinema advertisements
for alcoholic beverage products broadcast in Thailand. Nine themes
were identified, seven of which were themes that had previously been
used before the new law (i.e. power, competition, friendship,
Thainess, success, romance and safety) and two of which were new
themes (volunteerism and conservation) that were introduced as a
form of adaptation and negotiation in response to the new law.
Abstract: Advertising is one of the important marketing
strategies and the choice of media is an important aspect of
effectiveness of advertising media. The two most popular advertising
media, TV and web media are highly effective in creating successful
advertisements as they influence the purchase decision of the
viewers. Although TV and web are electronic media, they are unique
in their features and traits of advertising. Hence, the present study
attempts to analyze the influence of these two media towards buying
behavior of the viewers. The two media are analyzed separately to
determine its level of influence towards buying behavior and finally a
comparative analysis of these media is attempted to find the
difference in their level of influence.
Abstract: Sharing motivations of viral advertisements by
consumers and the impacts of these advertisements on the
perceptions for brand will be questioned in this study. Three
fundamental questions are answered in the study. These are
advertisement watching and sharing motivations of individuals,
criteria of liking viral advertisement and the impact of individual
attitudes for viral advertisement on brand perception respectively.
This study will be carried out via a viral advertisement which was
practiced in Turkey. The data will be collected by survey method and
the sample of the study consists of individuals who experienced the
practice of sample advertisement. Data will be collected by online
survey method and will be analyzed by using SPSS statistical
package program.
Recently traditional advertisement mind have been changing. New
advertising approaches which have significant impacts on consumers
have been argued. Viral advertising is a modernist advertisement
mind which offers significant advantages to brands apart from
traditional advertising channels such as television, radio and
magazines. Viral advertising also known as Electronic Word-of-
Mouth (eWOM) consists of free spread of convincing messages sent
by brands among interpersonal communication. When compared to
the traditional advertising, a more provocative thematic approach is
argued.
The foundation of this approach is to create advertisements that
are worth sharing with others by consumers. When that fact is taken
into consideration, in a manner of speaking it can also be stated that
viral advertising is media engineering.
The content worth sharing makes people being a volunteer
spokesman of a brand and strengthens the emotional bonds among
brand and consumer. Especially for some sectors in countries which
are having traditional advertising channel limitations, viral
advertising creates vital advantages.
Abstract: This research is to study the types of products and
services that employs 'ambient media and respective techniques in its
advertisement materials. Data collection has been done via analyses of a total of 62 advertisements that employed ambient media
approach in Thailand during the years 2004 to 2011. The 62 advertisement were qualifying advertisements of the Adman Awards
& Symposium under the category of Outdoor & Ambience. Analysis
results reveal that there is a total of 14 products and services that
chooses to utilize ambient media in its advertisement. Amongst all ambient media techniques, 'intrusion' uses the value of a medium in
its representation of content most often. Following intrusion is 'interaction', where consumers are invited to participate and interact
with the advertising materials. 'Illusion' ranks third in its ability to subject the viewers to distortions of reality that makes the division
between reality and fantasy less clear.
Abstract: This study examines appearances of brand placement
as an alternative communication strategy in television series by
focusing on Yalan Dünya which is one of the most popular television
series in Turkey. Consequently, this study has a descriptive research
design and quantitative content analysis method is used in order to
analyze frequency and time data of brand placement appearances in
first 3 seasons of Yalan Dünya with 16 episodes.
Analysis of brand placement practices in Yalan Dünya is dealt in
three categories: episode-based analysis, season-based analysis and
comparative analysis. At the end, brand placement practices in Yalan
Dünya are evaluated in terms of type, form, duration and legal
arrangements.
As a result of this study, it is seen that brand placement plays a
determinant role in Yalan Dünya content. Also, current legal
arrangements make brand placement closer to other traditional
communication strategies instead of differing brand placement from
them distinctly.
Abstract: Web intelligence, if made personal, can fuel the process of building communications around the interests and preferences of each individual customer or prospect, by providing specific behavioral insights about each individual. To become fully efficient, Web intelligence must reach a stage of a high-level maturity, passing throughout a process that involves five steps: (1) Web site analysis; (2) Web site and advertising optimization; (3) Segment targeting; (4) Interactive marketing (online only); and (5) Interactive marketing (online and offline). Discussing these steps in detail, the paper uncovers the real gold mine that is personal-level Web intelligence.
Abstract: This study examines the issue of recommendation
sources from the perspectives of gender and consumers- perceived
risk, and validates a model for the antecedents of consumer online
purchases. The method of obtaining quantitative data was that of the
instrument of a survey questionnaire. Data were collected via
questionnaires from 396 undergraduate students aged 18-24, and a
multiple regression analysis was conducted to identify causal
relationships. Empirical findings established the link between
recommendation sources (word-of-mouth, advertising, and
recommendation systems) and the likelihood of making online
purchases and demonstrated the role of gender and perceived risk as
moderators in this context. The results showed that the effects of
word-of-mouth on online purchase intentions were stronger than those
of advertising and recommendation systems. In addition, female
consumers have less experience with online purchases, so they may be
more likely than males to refer to recommendations during the
decision-making process. The findings of the study will help
marketers to address the recommendation factor which influences
consumers- intention to purchase and to improve firm performances to
meet consumer needs.
Abstract: Despite the relatively large number of studies that
have examined the use of appeals in advertisements, research on the
use of appeals in green advertisements is still underdeveloped and
needs to be investigated further, as it is definitely a tool for marketers
to create illustrious ads. In this study, content analysis was employed
to examine the nature of green advertising appeals and to match the
appeals with the green advertisements. Two different types of green
print advertisings, product orientation and organizational image
orientation were used. Thirty highly educated participants with
different backgrounds were asked individually to ascertain three
appeals out of thirty-four given appeals found among forty real green
advertisements. To analyze participant responses and to group them
based on common appeals, two-step K-mean clustering is used. The
clustering solution indicates that eye-catching graphics and
imaginative appeals are highly notable in both types of green ads.
Depressed, meaningful and sad appeals are found to be highly used in
organizational image orientation ads, whereas, corporate image,
informative and natural appeals are found to be essential for product
orientation ads.
Abstract: The paper presents the service learning project titled
DicDucFac (idea-leadership-product), that was planned and
conducted by the team of information sciences students. It was
planned as a workshop dealing with the application of modern social
media (Facebook, YouTube, Gmail) for the purposes of selfpromotion,
free advertising via social networks and marketing own
ideas and/or products in the virtual world. The workshop was
organized for highly-skilled computer literate unemployed youth.
These youth, as final beneficiaries, will be able to apply what they
learned in this workshop to “the real world“, increasing their chances
for employment and self-employment. The results of the project
reveal that the basic, active-learning principles embodied in our
teaching approach allow students to learn more effectively and gain
essential life skills (from computer applications to teamwork) that
can only be learned by doing. It also shows that our students received
the essentials of professional ethics and citizenship through direct,
personal engagement in professional activities and the life of the
community.
Abstract: Automobile Industry has great importance in the
Spanish economy (8,7 % of the active Spanish population is
employed in this sector).The above mentioned sector has been one of
the principal sectors affected by the current economic crisis,
consistently, the budgets in advertising have been severely limited
(46,9 % less in the period of reference), these needs of reduction
have originated a substantial change in the advertising strategy (from
2007 the increase of the advertising investment in Internet is 251,6
%), and increase profitability. The growing use of social media by
consumers therefore makes online consumer conversations an
attractive additional format for Automobile firms to promote
products at a lower cost. This research analyzes the relation between
the activity in Social Media and the design in the car industry,
looking for relations between strategies of design based on Social
Media and sales and a channel of information for companies to know
what the consumer preferences. For this ongoing research we used a
longitudinal withdrawal of information has been used using
information of panel. Managerial and research implications of the
finding are discussed.