scholarly journals Using mixture‐amount modeling to optimize the advertising media mix and quantify cross‐media synergy for specific target groups

2019 ◽  
Vol 35 (5) ◽  
pp. 1228-1252
Author(s):  
Peter Goos ◽  
Nathalie Dens ◽  
Patrick De Pelsmacker ◽  
Leonids Aleksandrovs
Neuróptica ◽  
2020 ◽  
pp. 249-252
Author(s):  
Julia Rigual Mur
Keyword(s):  

Reseña del libro: HERNÁNDEZ PÉREZ, M., Manga, anime y videojuegos. Narrativa cross-media japonesa, Zaragoza, Prensas Universitarias de Zaragoza, 2017.


2021 ◽  
pp. 109634802110116
Author(s):  
Jun Wen ◽  
Edmund Goh ◽  
Chung-En Yu

Suicide travel, in which potential suicide candidates visit certain destinations to perform physician-assisted suicide (PAS), is an emerging topic in tourism. Despite noted discrepancies between suicide travel and traditional definitions of tourism, PAS practices in tourism have gained the attention of scholars and practitioners. This type of travel is inherently complex, and its segmentation remains ambiguous. This study examines a sample of PAS-related videos and viewer comments to identify relevant travel segments. Based on two rounds of thematic content analysis, the resultant segmentation offers a preliminary perspective on this emerging market. Theoretically, this study is among the first to provide a comprehensive overview of the roles of PAS practices in tourism in terms of specific target groups. Practically, the findings offer novel insight for industry practitioners and policy makers.


2009 ◽  
Vol 9 (2) ◽  
pp. 103-118 ◽  
Author(s):  
Pamela Wicker ◽  
Christoph Breuer ◽  
Tim Pawlowski

2017 ◽  
Vol 51 (1) ◽  
pp. 65-81 ◽  
Author(s):  
Jenni Romaniuk ◽  
Nicole Hartnett

Purpose This paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning. Design/methodology/approach The study’s longitudinal research design tracks individuals before and after possible exposure to advertising and/or positive WOM (PWOM) to model the effects of both paid versus earned media on behaviour. Findings This study provides contrary evidence to previous research that suggests that WOM has more influence on consumers than advertising. By controlling for viewers’ benchmark probabilities of viewing the TV programme, the effect of receiving PWOM becomes insignificant, whereas the effect of TV advertising remains unchanged. Because WOM is commonly exchanged between people with shared interests, it reaches an audience that is already highly disposed to view the TV programme. Research limitations/implications The findings implicate that we need to reinvestigate the power of WOM to avoid misattribution of effects. This study is only study in one category, which means replication and extension to more categories are needed. The limitations of the study include the inability to control for creative differences in the execution of programme promotions or examine possible cross-media synergies for multimedia campaigns. Practical implications Findings have implications for how much to invest in WOM-generating activities. Findings also have wider implications for cross-media research and media-mix models, as different media may reach audiences with differing predispositions to act. Originality/value This is one of the rare individual-level, longitudinal studies that investigate the influence of WOM in comparison to advertising.


2020 ◽  
Vol 30 (Supplement_5) ◽  
Author(s):  
E Fioretti ◽  
L Palandri ◽  
G Fantuzzi ◽  
F Facchinetti ◽  
E Righi

Abstract Background Recently the Italian Ministry of Health, following WHO and ACOG example, recommend that healthy pregnant women practice at least 150 minutes per week of moderate intensity activity (3-6 METs). The study aimed to evaluate if women meet guidelines and to identify potential target groups for public health intervention. Methods From November 2015 to November 2017, 390 women completed, just after delivery at an Italian hospital, a questionnaire about sports and exercise before and during pregnancy. Physical activity (PA) was classified according to intensity in Metabolic Equivalent Task (MET). Women were considered sufficiently active when reaching the recommended PA levels. Results 52% of women practiced any sport at anytime during pregnancy, with a higher prevalence in the II trimester (45%), while only 30% of women kept exercising throughout all trimesters. When including time and sport intensity, only 4,6%, 6,4% and 4,6% of women reached the recommended PA levels in the I, II and III trimester. Sufficiently active women practiced mainly swimming and walking, two highly recommend sports in pregnancy. Factors favour PA practice were Italian nationality, higher educational level, work, BMI, attending birthing classes and being active before pregnancy. However, even without contraindications, 26% of women active before pregnancy stopped exercising in pregnancy and only 15% achieved recommended PA levels. 58% of sedentary women before pregnancy, kept being sedentary in pregnancy. Conclusions Although half of women practiced sport during pregnancy, only a few were sufficiently regular and active. As pregnancy is an ideal time to adopt or to reinforce a healthy lifestyle, public health interventions should be strengthen considering also specific target groups. Key messages Effective public health policies should be identified and implemented to favour an active lifestyle during pregnancy. Specific target groups less prone to meet PA guidelines should also be addressed.


2012 ◽  
Vol 20 ◽  
Author(s):  
Andrea Berger ◽  
Jutta Croll

With the progress of Digital Inclusion, it becomes important to address marginalised groups that face specific barriers in being part of the information society. From 2009 to 2011 within the framework of the nation-wide Initiative Internet erfahren, funded by the German Federal Ministry of Economics, Stiftung Digitale Chancen has accompanied three pilot projects and researched the hindrances and motivations of specific target groups including young migrants from Russia, women in the low-wage sector and disabled elderly people, regarding their use of information and communication technology and related skills. This article describes the teaching methodologies in the training provided in nonformal education settings, exposes the different evaluation methods and sums up the results. A special focus in the discussion is given to the role of the teacher and the relationship between teacher and students as there turned out to be similarities in all three target groups. Understanding the balance between the training and abilities and preferences of the learners will facilitate the further development of training appropriate to those who are still digitally excluded.Keywords: specific target groups in Digital Inclusion; migrants; disabled persons; low-wage sector; barriers towards formal education and technology; student motivation; trainer student relationship(Published: 19 December 2012)Citation: Research in Learning Technology 2012, 20: 18700 - http://dx.doi.org/10.3402/rlt.v20i0.18700


Sign in / Sign up

Export Citation Format

Share Document