Abstract: Online marketplaces are not only digital places where consumers buy and sell merchandise, and they are also destinations for brands to connect with real consumers at the moment when customers are in the shopping mindset. For many marketplaces, brands have been important partners through advertising. There can be, however, a risk of advertising impacting a consumer’s shopping journey if it hurts the use experience or takes the user away from the site. Both could lead to the loss of transaction revenue for the marketplace. In this paper, we present user-based methods for cannibalization control by selectively turning off ads to users who are likely to be cannibalized by ads subject to business objectives. We present ways of measuring cannibalization of advertising in the context of an online marketplace and propose novel ways of measuring cannibalization through purchase propensity and uplift modeling. A/B testing has shown that our methods can significantly improve user purchase and engagement metrics while operating within business objectives. To our knowledge, this is the first paper that addresses cannibalization mitigation at the user-level in the context of advertising.
Abstract: The main purpose of this study was to investigate the effects of animation in offensive product advertising. Experiment was conducted to collect consumer responses toward animated and static ads of offensive and non-offensive products. The study was conducted by distributing questionnaires to the target respondents. According to statistics from Innovative Internet Research Center, Thailand, majority of internet users are 18 – 44 years old. The results revealed an interaction between ad design and offensive product. Specifically, when used in offensive product advertisements, animated ads were not effective for consumer attention, but yielded positive response in terms of attitude toward product. The findings support that information processing model is accurate in predicting consumer cognitive response toward cartoon ads, whereas U&G, arousal, and distinctive theory is more accurate in predicting consumer affective response. In practical, these findings can also be used to guide ad designers and marketers that are suitable for offensive products.
Abstract: Advertising is commonly used to foster sales and reputation of an institution. It is at first the growth of print advertising that has increased the population and number of periodicals of newspaper and its circulation. The rise of Internet and online media has somehow blurred the role of media and advertising though the intention is still to reach out to audience and to increase sales. The relationship between advertising and audience on a product purchase through persuasion has been developing from print media to online media. From the changing media environment and audience, it is the concern of this research to study the impact of online advertising to such a relationship cycle. The content of online advertisements is much of text, multimedia, photo, audio and video. The messages of such content format may indeed bring impacts to its audience and its credibility. This study is therefore reflecting the effectiveness of online advertisement and its influences on generation Y in their purchasing behavior. This study uses Media Dependency Theory to analyze the relationship between the impact of online advertisement and media usage pattern of generation Y. Hierarchy of Effectiveness Model is used as a marketing communication model to study the effectiveness of advertising and further to determine the impact of online advertisement on generation Y in their purchasing decision making. This research uses online survey to reach out the sample of generation Y. The results have shown that online advertisements do not affect much on purchase decision making even though generation Y relies much on the media content including online advertisement for its information and believing in its credibility. There are few other external factors that may interrupt the effectiveness of online advertising. The very obvious influence of purchasing behavior is actually derived from the peers.
Abstract: Digital technologies offer many opportunities in the
design and implementation of brand communication and advertising.
Augmented reality (AR) is an innovative technology in marketing
communication that focuses on the fact that virtual interaction with a
product ad offers additional value to consumers. AR enables
consumers to obtain (almost) real product experiences by the way of
virtual information even before the purchase of a certain product.
Aim of AR applications in relation with advertising is in-depth
examination of product characteristics to enhance product knowledge
as well as brand knowledge. Interactive design of advertising
provides observers with an intense examination of a specific
advertising message and therefore leads to better brand knowledge.
The elaboration likelihood model and the central route to persuasion
strongly support this argumentation. Nevertheless, AR in brand
communication is still in an initial stage and therefore scientific
findings about the impact of AR on information processing and brand
attitude are rare. The aim of this paper is to empirically investigate
the potential of AR applications in combination with traditional print
advertising. To that effect an experimental design with different
levels of interactivity is built to measure the impact of interactivity of
an ad on different variables o advertising effectiveness.
Abstract: The goal of this paper is to identify the main
differences in the way men and women perceive TV ads. This paper
is based on a research project conducted partly as a review of relevant
papers, which deals with gender influence on the cognitive process
and postmodern perception of advertising. In addition to that,
qualitative research was conducted by means of interviews and
structured questionnaires. Furthermore, data acquired from the
research were used to evaluate our objectives and hypotheses. The
goal of this paper is to compare women's and men's perception of
advertisement. Although women are able to perceive more details
than men, men are more susceptible to sexual appeals in advertising.
Significant differences were also found in the perception of sexual
appeals in the context of gender.
Abstract: The paper aims to evaluate the effect of online
advertising on consumer purchase behavior in Malaysian
organizations. The paper has potential to extend and refine theory. A
survey was distributed among Students of UTM university during the
winter 2014 and 160 responses were collected. Regression analysis
was used to test the hypothesized relationships of the model. Result
shows that the predictors (cost saving factor, convenience factor and
customized product or services) have positive impact on intention to
continue seeking online advertising.
Abstract: It’s an era of high competition, dynamism and
complexities which have forced organizations to change dramatically
due to rising customer expectations. Marketers are under constant
pressure to deliver finest to their customers. With the advent of
technology, marketers have identified latest advertising media
options to reach out to target audience. But the conventional ways of
print advertisements still holds a deeper penetration and coverage.
Various researchers and practitioners have studied the area of print
media advertising and have tried to identify and implement
advertisement effectiveness enablers. The purpose of this paper is to
suggest select enablers for print media in Indian context using an
integrated approach of review of literature and investigative
interviews with academicians and experts from the area of
advertising.
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: 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: 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: 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: 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: 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: 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.