scholarly journals Research on Effect Evaluation of Online Advertisement Based on Resampling Method

2020 ◽  
Vol 2020 ◽  
pp. 1-15
Author(s):  
Heyong Wang ◽  
Canxin Lin
Keyword(s):  
Online Advertising ◽  
Rapid Development ◽  
Evaluation Index ◽  
Effect Evaluation ◽  
Advertising Effect ◽  
Advertising Strategies ◽  
Resampling Method ◽  
Online Advertisements ◽  
Online Advertisement ◽  
C5.0 Decision Tree

With the rapid development of the Internet, the online advertising market has become larger and larger. Online advertisers often execute their advertising strategies based on the effect of online advertisements, so it is necessary to evaluate the advertising effect because it determines whether advertisers can display effective advertisements continually and remove ineffective advertisements timely. In practical scenarios, the quantity of ineffective online advertisements is always larger than that of effective online advertisements. The imbalanced distribution of them will bring serious bias to the evaluation models. We propose an improved undersampling method based on clustering (termed UBOC) to overcome the data imbalance. It can balance the advertising data into a more suitable data distribution. In addition, we adopt a new evaluation index for the effect evaluation of online advertisements based on C5.0 decision tree. Experimental results indicate the excellent performance of UBOC and the practical application of evaluation index for online advertisements. They can provide an effective evaluation of online advertisements and achieve the early removal of ineffective advertisements for advertisers, which will greatly increase the revenue brought by advertisements.

Summarize on Evaluation of Advertising Effect

2014 ◽  
Vol 971-973 ◽  
pp. 2418-2423
Author(s):  
Lu Lu ◽  
Yan Wang ◽  
Jian Ping Chai ◽  
Fu Lian Yin
Keyword(s):  
Online Advertising ◽  
Rapid Development ◽  
Television Advertising ◽  
Simple Analysis ◽  
Advertising Effect ◽  
Advantages And Disadvantages

With the rapid development of the society, advertising is self-evident when many products want to enter the market. Advertisers are eager to know whether their advertisements take effect. Therefore, evaluation of advertising’s effect is crucial. In this paper, it introduces the evaluations of online advertising and television advertising, and makes a simple analysis on the advantages and disadvantages of the main methods.

Using rational and emotional appeals in online advertisements for Muslim customers

2014 ◽  
Vol 5 (1) ◽  
pp. 97-124 ◽  
Author(s):  
Mehdi Behboudi ◽  
Hossein Vazifehdoust ◽  
Kobra Najafi ◽  
Mina Najafi
Keyword(s):  
Latent Variables ◽  
Online Advertising ◽  
Product Involvement ◽  
Content Type ◽  
Factors Affecting ◽  
Advertising Appeals ◽  
Emotional Appeals ◽  
Advertising Strategies ◽  
Larger Sample ◽  
Selection Of

Purpose – The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran. Design/methodology/approach – By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants. Findings – Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign. Research limitations/implications – The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size. Originality/value – This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.

scholarly journals The Effectiveness of Online Advertising on Consumers’ Mind – An Empirical Study

2018 ◽  
Vol 7 (2.11) ◽  
pp. 48
Author(s):  
Md Rashid Farooqi ◽  
Md Faiz Ahmad
Keyword(s):  
Social Science ◽  
Empirical Study ◽  
Positive Impact ◽  
Online Advertising ◽  
Time Frame ◽  
Statistical Techniques ◽  
Online Advertisement ◽  
Structured Questionnaire

This paper helps to investigate the effectiveness of online advertisement on consumers' mind. The data, which has been obtained from the respondents of Hyderabad, showed an impact on the consumers’ perception about the online advertising. A survey was conducted through structured questionnaire to obtain the data from the respondents of University of Hyderabad (UoH) and Maulana Azad National Urdu University (MANUU) situated in Hyderabad. A sample of 200 respondents were gathered with in a time frame of one month and their responses were analyzed with the help of Statistical Package for Social Science (SPSS) by using different statistical techniques in order to know the effectiveness of online advertisement on consumer mind. The outcome shows a positive impact of advertising on consumer’s mind.  

scholarly journals Illocutionary Acts in Online Airline Advertising Slogans

Lexicon ◽  
2018 ◽  
Vol 5 (1) ◽  
Author(s):  
Isnain Arrosid ◽  
Aris Munandar
Keyword(s):  
Online Advertising ◽  
Dominant Type ◽  
Illocutionary Acts ◽  
Illocutionary Act ◽  
Online Advertisements ◽  
Research Show

This research attempts to examine the illocutionary acts used in airline slogans taken from online airlines advertisements and investigate the most dominant illocutionary acts used in the slogans. The data were collected from online advertisements from November 2015 until January 2016. The results of the research show that four types of illocutionary acts are used in the slogans: directives, expressives, commissives and assertives with three patterns of illocutionary acts: Assertives entailing expressives, commissives entailing expressives and directives entailing expressives. Based on the findings, the most dominant type of illocutionary acts used was assertives with 40 occurrences (70%). Claiming is an assertive illocutionary act that was used most frequently in the slogans. This is in line with the main aim of advertising, i.e., persuading people. No declarative illocutionary act was found in the slogans since it is hard to fill the mode of achievement of a declarative in online advertising which changes the hearer’s status.

scholarly journals Research on Advertising Marketing in E-sports Competition in China

2021 ◽  
Vol 235 ◽  
pp. 03040
Author(s):  
Xi Guo
Keyword(s):  
Social Marketing ◽  
Rapid Development ◽  
Advertising Strategies ◽  
Exhibition Industry ◽  
League Of Legends

With the rapid development of the exhibition industry and the economy, e-sports is undoubtedly one of the most popular exhibition projects nowadays. The rise of E-sports has also led to the development of E-sports advertising marketing. This article is to discuss the advertising marketing in e-sports competition in China and the prospect of the market, especially the advertising strategies used by major brands and the example of League of Legends. It is claimed that it is the era of digitization and precision now. Only by sufficient researching, reasonable technology and conducting social marketing, precision marketing and personalized marketing, can advertising marketing be fully developed. Several suggestions have been put forward in this article.

scholarly journals EFEKTIFITAS IKLAN GO-JEK PENGGUNA MEDIA SOSIAL KOTA PADANG

2020 ◽  
Vol 6 (2) ◽  
Author(s):  
Tri Irfa Indrayani ◽  
Asrizal Asrizal ◽  
Nurdiah Shalat
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Online Advertising ◽  
Effective Range ◽  
Average Value ◽  
Data Analysis Technique ◽  
Analysis Technique ◽  
Online Advertisements

Abstract : Research Objectives to measure and analyze the effectiveness of Go-Jek online advertising on social media. This study uses a sample to residents who live in Padang City and are social media users. Sampling was done by Purpose sampling with 100 respondents. The data analysis technique used is the EPIC method, which consists of; empathy (empathy), persuasion (persuasion), impact (impact), and communication (communication). The EPIC analysis results partially for each variable are in the "effective" range because the average value of empathy = 3.9375, persuasion = 3.9273, impact = 3.8175, and communication = 3.92. And the EPIC rate which is the average value of the whole variable is at 3.9. This value is in the "effective" range on the effectiveness scale. This shows that Go-Jek online advertisements through social media are considered effective in attracting audience empathy, effective in influencing audience buying interest, effective in leaving a good impression on the audience, and effective in delivering messages clearly, well, and correctly. Keywords: Effectiveness, EPIC Method

Effects of online advertising on automobile sales

2014 ◽  
Vol 52 (5) ◽  
pp. 834-851 ◽  
Author(s):  
Jianping Peng ◽  
Guoying Zhang ◽  
Shaoling Zhang ◽  
Xin Dai ◽  
Jing Li
Keyword(s):  
Online Advertising ◽  
Content Type ◽  
Search Advertising ◽  
Positive Effects ◽  
Advertising Strategies ◽  
Automobile Sales ◽  
Advertising Spending ◽  
The Relationship ◽  
Practical Implications ◽  
Allocation Strategies

Purpose – The purpose of this paper is to explore the effects of online advertising spending on automobile sales through both search and non-search advertising. Design/methodology/approach – Sales data of the top 52 vehicle models were collected in two consecutive years in China. The advertising spending data of both formats were collected from a leading consulting company and a major search engine company. Then several empirical models were proposed to evaluate the effects of online advertising on automobile sales. Two extended models were further investigated for search advertising. Findings – The results revealed that both formats of online advertising have significantly positive effects on automobile sales. However, excessive spending on non-search advertising does not help sales and a moderate budget is preferred. On the other hand, spending on search advertising has no such constraint to improve the vehicle sales. Practical implications – The empirical findings have proved the importance of online advertising to the automobile companies and thus can help companies improve their decision making in online advertising allocation strategies. Originality/value – This study provides a better understanding of the relationship between online advertising spending and automobile sales, and helps business to define sophisticated online advertising strategies to improve sales performance.

RAMIFICATION OF ONLINE ADVERTISEMENTS& HEDONIC VALUE VIA SOCIAL MEDIA PLATFORM ON IMPULSE BUYING FOR INDIAN STREET FOOD

2021 ◽  
Vol 14 (8) ◽  
pp. 188-196
Author(s):  
Mansi Tiwari ◽  
Himanshu Shrivastava ◽  
Yuvika Gupta
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Marketing Strategies ◽  
Impulse Buying ◽  
Street Food ◽  
Hedonic Value ◽  
Impact Impulse ◽  
Online Advertisements ◽  
Media Platform ◽  
Geographical Locations

This study investigated how online advertising via social media & hedonic value impact impulse buying especially for Indian street food. The current study is focused on college students to see how impulse buying takes place for Indian street food when online advertising via social media is being done. The current study is based on the sample of 460 responses from people of Gandhinagar &Ahmadabad, Gujarat. To investigate the mentioned aim data has been analyzed through a variance-based SEM approach. The result shows that there is a positive & significant impact of online advertisements on impulse buying among people for street food. The major contribution through current research is to highlight how a new market for Indian street food has emerged. It has gained popularity & position as a separate food junction at low prices with due thanks to social media. They are reaching at every corner & creating hedonic motivation among food lovers & taking them up-to-the buying level. The current study has realistic implications which show the growing value for marketing via social media. This study will help in understanding & promoting even a small food vending outlet across different geographical locations. This opens up new wings to marketing strategies in targeting new customers.

Internet Advertising Strategies

2012 ◽  
pp. 140-158
Keyword(s):  
Online Advertising ◽  
Low Cost ◽  
New Technology ◽  
Integrated Model ◽  
New Method ◽  
Internet Advertising ◽  
Behavioral Reaction ◽  
Broad Concept ◽  
Advertising Strategies ◽  
Fast Access

Advertising is a broad concept; in this book, the authors have presented a precise look at its practical domains. Modern advertising has become low-cost with fast access to target users, transferring a persuasive concept to customers and getting a positive behavioral reaction. The last part of their definition is indicative of a new method of advertising, which goes a step further than other methods. A positive reaction embedded in an advertising function comes from advertisers’ use of new communicational practices to transfer and receive messages. The emergence and application of new technology necessitates using the appropriate tools. In this chapter, the authors first define these new tools (strategies). Then, they discuss the differences between online and traditional advertising strategies, and offer an integrated model of Internet advertising strategies. Finally, the authors introduce different kinds of appropriate Internet advertising strategies. The purpose of this chapter is to focus on online advertising strategies and provide a fundamental understanding of their relationship to marketing practices. They examine why firms must use online advertising strategies and give some examples of how online advertising strategies can help companies make sound marketing decisions.

Self-Expressiveness as Consumers' Motivation to Share Online Video Advertisements in Jakarta

2017 ◽  
Vol 8 (1) ◽  
pp. 38-50
Author(s):  
Adilla Anggraeni ◽  
Sarah Diandra
Keyword(s):  
Digital Media ◽  
Mineral Water ◽  
Online Advertising ◽  
Product Category ◽  
Marketing Manager ◽  
Promotion Strategy ◽  
Advertising Industry ◽  
Different Types ◽  
Online Advertisement ◽  
Phone Service

This study is a replication study of Self-Enhancement as a Motivation for Sharing Online Advertising by David G. Taylor, David Strutton, and Kenneth Thompson (2012). This study involves two different types of advertisement; one for low involvement product (mineral water) and one of high involvement product (mobile phone service provider). The result of this study shows that product category involvement increases consumer self-expressiveness. The regression output provides indication that there is a direct positive linear relationship between product category involvement and self-expressiveness. The findings of this study would be beneficial for managers in advertising industry especially in online advertising industry. It provides the marketing manager with helpful information to formulate online advertisement that aims to go viral by maximizing the use of digital media. It helps the marketer to better understand the consumer motives behind their decision to share advertisement. This could be useful in designing the appropriate promotion strategy.

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