scholarly journals Electronic Advertising Content of Egyptian Hotels and its Role in Directing Customer’s towards their Brand

2020 ◽  
Vol 18 (1) ◽  
pp. 184-195
Author(s):  
Ahmed Abd El-Karim
Keyword(s):  
Electronic Advertising ◽  
Advertising Content

Creative Strategy Used in Electronic Advertising

GIS Business ◽  
2019 ◽  
Vol 14 (6) ◽  
pp. 597-606
Author(s):  
Dr. Maha Mustafa Omer Abdalaziz
Keyword(s):  
The Internet ◽  
Business Organizations ◽  
Creative Strategy ◽  
Electronic Environment ◽  
Wide Range ◽  
The World ◽  
Technological Developments ◽  
Electronic Advertising

The study aims at the technological developments that are taking place in the world and have impacted on all sectors and fields and imposed on the business organizations and commercial companies to carry out their marketing and promotional activities within the electronic environment. The most prominent of these developments is the emergence of the concept of electronic advertising which opened a wide range of companies and businessmen to advertise And to promote their products and their work easily through the Internet, which has become full of electronic advertising, and in light of that will discuss the creative strategy used in electronic advertising;

Fear of Missing Out as motivation to process information: How differences in Instagram use affect attitude formation online

2021 ◽  
pp. 146144482110118
Author(s):  
Dominik Neumann ◽  
Patricia T Huddleston ◽  
Bridget K Behe
Keyword(s):  
Social Media ◽  
Cognitive Processing ◽  
Online Survey ◽  
Regression Analyses ◽  
Fear Of Missing Out ◽  
Advertising Strategy ◽  
Social Media Platforms ◽  
Advertising Content ◽  
Practical Implications ◽  
Marketing Messages

Marketing on social media has become ubiquitous. Consequently, social media platforms are increasing the level of advertising content that users may later encounter when navigating online shopping websites. It is unclear how this amplification of exposure to marketing messages through social media affects consumers’ attitudes to products online. Furthermore, the roles of social media participation and proneness to experience Fear of Missing Out on product attitude remain largely unexplored. In this research ( N = 1002), we employed an online survey of US Instagram users. These data were submitted to three-way moderation regression analyses with attitude toward the product as the dependent variable. Consumers who are more active on social media and had high (vs low) Fear of Missing Out expressed more favorable attitudes toward online products after being exposed to Instagram content (vs not exposed). The theoretical and practical implications for cognitive processing research and advertising strategy and study limitations are discussed.

scholarly journals Effects of age on memory for pragmatic implications in advertising

2021 ◽  
Vol 15 ◽  
pp. 183449092110004
Author(s):  
Jing Yu ◽  
Xue-Rui Peng ◽  
Ming Yan
Keyword(s):  
Older Adults ◽  
Eye Tracking ◽  
Cognitive Processes ◽  
Time Processing ◽  
Movement Data ◽  
Processing Strategies ◽  
Health Related ◽  
Advertising Content ◽  
Inferential Processing ◽  
Tracking Technology

People employ automatic inferential processing when confronting pragmatically implied claims in advertising. However, whether comprehension and memorization of pragmatic implications differ between young and older adults is unclear. In the present study, we used eye-tracking technology to investigate online cognitive processes during reading of misleading advertisements. We found an interaction between age and advertising content, manifested as our older participants generated higher misleading rates in health-related than in health-irrelevant products, whereas this content-bias did not appear in their younger counterparts. Eye movement data further showed that the older adults spent more time processing critical claims for the health-related products than for the health-irrelevant products. Moreover, the correlations between fixation duration on pragmatic implications and misleading rates showed opposite trends in the two groups. The eye-tracking evidence novelly suggests that young and older adults may adopt different information processing strategies to comprehend pragmatic implications in advertising: More reading possibly enhances young adults’ gist memory whereas it facilitates older adults’ verbatim memory instead.

scholarly journals Marketing and Campaign Management via Social Networks and the Effects of Electronic Advertising

2021 ◽  
pp. 23-31
Author(s):  
Foued Sabbagh ◽  
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Communication Networks ◽  
Social Communication ◽  
Direct Impact ◽  
Campaign Management ◽  
Electronic Products ◽  
Internet Users ◽  
Electronic Marketing ◽  
Electronic Advertising

This paper aims to show that the marketing and management of advertising campaigns have contributed in a positive and growing way since the nineties until now bring in targeted customers and increase sales of electronic products. Social communication networks are transformed into the promoting and marketing advertising forum in order to automatically attract customers without the need for traditional sales methods. In this sense, electronic marketing represents the space of commercial transactions of the future. Therefore, this type of marketing and the management of campaigns promoting social media via social networks have a direct impact on internet users by the effect of electronic advertising.

scholarly journals Management of Television Advertising Content Based on the Value of Health

2019 ◽  
pp. 79-106
Author(s):  
Marzena Barańska
Keyword(s):  
Television Advertising ◽  
Advertising Content ◽  
Value Of Health

Świat, w którym żyje człowiek jest zbiorem wartości, utworzonych przez niego i dla niego. Jako istota wolna, dokonuje ich wyboru, kieruje się nimi w codziennych zachowaniach, postawach, uznając za cenne, godne wysiłku. Uznane społecznie czy indywidualnie wpływają na decyzje podejmowane w sferach: ekonomicznej, estetycznej, moralnej, prawnej, poznawczej czy religijnej. Ich doniosłość i wpływ zauważyli także autorzy komunikatów reklamowych. Odpowiednio dobrane dla danego rynku, kształtują treść komunikatów reklamowych i mają znaczenie w komunikacji przedsiębiorstwa z konsumentami. Szczególnie zaobserwować to można w przekazach rekomendujących leki. Odwoływanie się czy powoływanie wartości szczególnie cenionej, jaką jest „zdrowie”, jest nie tylko uzasadnione, ale pozwala nabywcom na dokonywanie wyboru tych produktów, które w ich ocenie gwarantują osiągnięcie dobrostanu, stanu bezchorobowego. Zarządzanie treścią reklamy poprzez swoistego rodzaju „obrazowanie” zdrowia w reklamach jest konsekwencją stosowania różnych środków perswazyjnych.

scholarly journals Regulation of Alcohol Advertising in Australia: Does the Abac Scheme Adequately Protect Young People from Marketing of Alcoholic Beverages?

2018 ◽  
Vol 18 (1) ◽  
pp. 96 ◽  
Author(s):  
Belinda Reeve
Keyword(s):  
Young People ◽  
Self Regulation ◽  
Code Of Conduct ◽  
Alcoholic Beverages ◽  
Regulatory Regime ◽  
Alcohol Advertising ◽  
Regulatory Processes ◽  
Alcohol Marketing ◽  
Effective Form ◽  
Advertising Content

This paper examines regulation of alcohol advertising regulation in Australia. Specifically, it considers whether the alcohol industry’s code of conduct, the Alcohol Beverages Advertising Code (‘ABAC’) operates as an effective form of industry-based regulation, focusing on provisions that prohibit alcohol advertising in media directed to children and young people, and advertising content or messaging that appeals to minors. The paper sets out a framework for effective self-regulation and applies it to the substantive provisions and regulatory processes established by the ABAC Scheme. The paper finds that the substantive rules found in the ABAC contain a number of significant loopholes, including a failure to adequately restrict the placement of alcohol promotions or to regulate alcohol industry sponsorship. Further, the ABAC Scheme lacks independent administration, systematic monitoring, or meaningful sanctions for responding to non-compliance. Accordingly, regulatory processes lack transparency and accountability, undermining the credibility and efficacy of the Scheme. The paper concludes by outlining a phased or responsive approach to creating a regulatory regime that protects young people more effectively from exposure to alcohol marketing.

scholarly journals The concept of outdoor advertising

2019 ◽  
pp. 14-17
Author(s):  
E. V. Kosirev
Keyword(s):  
Outdoor Advertising ◽  
Advertising Content ◽  
Original Concept

The article consideres the outdoor advertising signs and legislator approaches to it's definition. The article concludes that currently uniformity of outdoor advertising content conception for legislators, law applicators and experts community is absent. The article also includes the «outdoor advertising» original concept.

scholarly journals The Impact of Consumer Search Behavior on Search Advertising in the Hotel Industry

2015 ◽  
pp. 1-15
Author(s):  
Qiang Lu ◽  
Yupin Yang ◽  
Shahriar Akter
Keyword(s):  
Product Information ◽  
Hotel Industry ◽  
Search Behavior ◽  
Competitive Market ◽  
Product Knowledge ◽  
Trade Off ◽  
Travel Agents ◽  
Search Advertising ◽  
Advertising Content ◽  
Price Advertising

This chapter proposes a conceptual framework to encapsulate our understanding of how consumers' search behavior influences the content in search advertising in the hotel industry. We suggest that firms can better match consumers' preferences and needs by embracing a trade-off between price information and product information in search advertising. The dynamics of this trade-off is driven by consumers' prior product knowledge and the type of advertisers in the competitive market. Our framework suggests that travel agents tend to focus more on price advertising in their search ads, whereas hotels do not change their level of price advertising in a competitive market. More interestingly, competition from travel agents and hotels has different effects on the content of search advertising by travel agents and hotels. Our study provides critical insights in responding to different market conditions, which enhance the understanding of firms' behaviors in designing their search advertising content.

scholarly journals PERSUASIVE AND EDUCATIVE ADVERTISING CONTENT OF QUICK RESPONSE CODE INDONESIAN STANDARD IN PANDEMIC ERA

2021 ◽  
Vol 10 (2) ◽  
pp. 301
Author(s):  
Evelyn Kristanti ◽  
Rustono Farady Marta
Keyword(s):  
Content Analysis ◽  
Virus Disease ◽  
Research Problem ◽  
Vital Role ◽  
Quick Response Code ◽  
Technological Advances ◽  
Content Analysis Method ◽  
People’S Attitudes ◽  
Advertising Content ◽  
Recovery Program

The digital payment system had increased rapidly, especially when Corona Virus Disease (COVID-19) entered Indonesia. Increasing technological advances have shifted people's preference towards cashless transaction activities. These days, money is known to have spread viruses such as COVID-19. In order to support the National Economic Recovery program, Bank Indonesia (BI) developed Contactless QRIS, which allows users to make contactless payments with merchants during the COVID-19 pandemic. BI positions its products in the eyes of consumers by using the internet and YouTube social media as a platform that plays a vital role in framing society's paradigm towards a reality, thus influencing people's attitudes. The research problem is aimed to know and analyze the content analysis of advertising "Using Contactless QRIS Practically" on the BI YouTube channel. This study aimed to analyze the content of BI advertising entitled "Using Contactless QRIS Practically." Researchers used Means-End Chain (MEC) Theory. This study used descriptive qualitative research with the content analysis method. The research has shown that based on content analysis, this advertising was persuasive and educative.

Sign in / Sign up

Export Citation Format

Share Document