scholarly journals Features of speech influence in advertising educational services on the Internet

2021 ◽  
Vol 8 (1) ◽  
pp. 71-82
Author(s):  
Elena V. Sergeeva ◽  
◽  
Hong Ngok Vu ◽  
Keyword(s):  
Characteristic Feature ◽  
Goal Setting ◽  
Positive Emotions ◽  
Online Advertising ◽  
Educational Institution ◽  
Educational Services ◽  
The Internet ◽  
Rhetorical Figures ◽  
The Impact ◽  
Imperative Mood

The article is devoted to the features of speech influence in online advertising of educational services. Educational advertising is a type of advertising aimed at promoting educational services, which aims to form the addressee’s belief in the need to use the services of the advertised educational institution. It is argued that the specificity of pedagogical advertising discourse is determined by the goal setting, the importance of the offer to the recipient, the characteristics of the advertised object and the difficulty of carrying out manipulative influence due to the verifiability of the result. Informational, admonishing, and reminiscent ads are highlighted. Pedagogical advertising is characterized by specific features of methods of speech influence and manipulative tactics. Among the methods of speech influence, the most effective is the method of persuasion. No less important is the role played by the methods of inducement, suggestion and imitation. A characteristic feature of educational advertising is the active use of logical arguments when creating arguments. Using emotional arguments helps to increase the impact of an advertisement’s message. By influencing consumer’s emotions, the addresser offers not only educational services, but also positive emotions. When building an emotional argument in educational advertising, emotional and emotional-evaluative vocabulary is used primarily to arouse positive emotions associated with an educational institution in the recipient. It has been determined that the most frequent means of speech influence in pedagogical advertising are positive evaluative vocabulary and vocabulary with emotional and expressive coloring, a verb in the imperative mood, rhetorical means of expression, and above all tropes and figures. The article reveals that advertising texts in the educational sphere have a large number of expressive syntactic constructions and rhetorical figures (first of all, repetition, question-answer constructions, rhetorical appeal, rhetorical exclamation, antithesis). Manipulative speech influence in educational advertising is not frequent. In the pedagogical advertising text, two main manipulative tactics are distinguished: manipulations based on weaknesses and manipulations based on needs.

scholarly journals FEATURES OF THE ORGANIZATION OF CONTEXT ADVERTISING OF THE HIGHER EDUCATIONAL INSTITUTION

2020 ◽  
pp. 52-59
Author(s):  
Елена Геннадьевна Белоконская ◽  
Наталья Андреевна Чумакова
Keyword(s):  
Online Advertising ◽  
Educational Institution ◽  
Internet Marketing ◽  
Educational Institutions ◽  
Educational Services ◽  
The Internet ◽  
Promotion Strategy ◽  
Contextual Advertising ◽  
Higher Educational ◽  
The University

Contextual advertising is one of the most popular internet marketing tools. In the article, the authors investigate the problem of how it is possible to apply online advertising to promote the university and educational services. The traditional tools of marketing communications used by educational institutions are considered, as well as the most relevant communication channels using the Internet. The promotion strategy through contextual advertising of a higher educational institution has been developed to solve the problem of attracting applicants. Recommendations for launching an advertising campaign for an educational institution using the Yandex.Direct service are given

FORMATION AND IMPROVEMENT OF THE POSITIVE IMAGE OF DOMESTIC EDUCATIONAL INSTITUTIONS

2017 ◽  
Author(s):  
Oksana Khymych ◽  
◽  
Olena Bilyk ◽  
Oleksandra Korchynska ◽  
Viktoriia Pariichuk ◽  
...  
Keyword(s):  
Educational Institution ◽  
Economic Conditions ◽  
Educational Institutions ◽  
Educational Services ◽  
Image Management ◽  
Internal Environment ◽  
Domestic Science ◽  
Factors Influencing ◽  
Educational Potential ◽  
The Impact

In recent decades, in world and domestic science there has been an increased interest in the study of problems that are somehow related to the phenomenon of the image of the educational institution. The growing interest in these issues is understandable for the following reasons. There is a formation of new socio-economic conditions of the organization, reforming the education system, globalization of the market of educational services and as a consequence of increased competition. The level of values that previously guided consumers of educational services is also changing. Which in turn affects the formation and development of the educational institution, as well as creates a need for effective image management of the organization. In this regard, each educational institution faces the task of maintaining autonomy and increasing educational potential through the use of modern management technologies. One of the important factors influencing the formation of the preferences of the target audience is the image of the educational institution. Due to the fact that intangible factors and tools are becoming increasingly important, they influence the choice of potential consumers of the educational institution. The article considers the main definitions of the concept of the image of the educational institution, its components, the impact of the image on the competitiveness of the educational institution and the main problems in image formation. Ways to improve the image in relation to the external and internal environment of the school are summarized.

scholarly journals Pokolenia X, Y i Z wobec reklamy internetowej

2019 ◽  
Vol 28 ◽  
pp. 297-311
Author(s):  
Agnieszka Sadowa
Keyword(s):  
Social Networks ◽  
Great Britain ◽  
21St Century ◽  
Quantitative Research ◽  
New Technologies ◽  
Online Advertising ◽  
The Internet ◽  
Purchasing Behavior ◽  
Virtual Communication ◽  
The Impact

W pierwszych dwóch dekadach X XI wieku zauważa się wyraźne przemiany w zachowaniach nabywców pod wpływem internetu. Powszechna stała się wirtualna komunikacja, która znacząco wpłynęła na zmianę struktury wydatków na reklamę — permanentnie zwiększa się udział reklamy internetowej w torcie reklamowym. Reklama online niewątpliwie oddziałuje na przedstawicieli pokoleń X, Y i Z, które wyodrębnia się w literaturze ze względu na odmienne cechy charakteru, poglądy, zachowania, a także stosunek do nowych technologii. W pracy wykorzystano wycinek pierwotnych badań ilościowych autorki, przeprowadzonych na przełomie roku 2017 i 2018 na próbie respondentów w Polsce 487 i Wielkiej Brytanii 173. Generations X, Y and Z towards online advertisingIn the last 20 years the two decades of the 21st century, there have been visible changes in the behavior of buyers under the influence of the Internet. Virtual communication has become widespread, which has significantly changed the structure of advertising expenditures — the share of online advertising in the advertising pie is constantly increasing. Online advertising undoubtedly affects the representatives of generations X, Y and Z, which are distinguished in the literature due to different character traits, views,  behaviors, as well as the attitude to new technologies. The aim of the considerations is to recognize the impact of online advertising on the purchasing behavior of representatives of generations X, Y and Z in Poland. Two research hypotheses were formulated. First of all, online advertising affects the purchases of all the generations analysed. Secondly, the generations Y and Z most commonly  tend to be inclined to purchase by advertisements posted on social networks. To achieve the goal a section of the author’s original quantitative research was used, which was carried out at the turn of 2017 and 2018 on a sample of 660 respondents in Poland 487 and Great Britain 173.

scholarly journals Targeting of Online Advertising Using Logistic Regression

2020 ◽  
Vol 23 (4) ◽  
pp. 197-214
Author(s):  
Erik Šoltés ◽  
Janka Táborecká-Petrovičová ◽  
Romana Šipoldová
Keyword(s):  
Logistic Regression ◽  
Online Advertising ◽  
Confusion Matrix ◽  
Internet User ◽  
Online Marketing ◽  
Validation Dataset ◽  
The Internet ◽  
The Real ◽  
The Mean ◽  
The Impact

Recently, the internet became the dominant medium in marketing and comparing the development of expenditures into advertising indicates the dominance of online advertising will be inevitably stronger. Internet advertising compared to traditional media advertising has plenty of advantages hence online marketing exhibits a huge expansion in recent era. To fully utilize the potential of online marketing, it is necessary to effectively target activities of relevant internet users with the real presumption they will purchase promoted products or services. The paper is focused on demographic targeting by the mean of logistic regression models. Explanatory variables in presented application are arising from affinities of internet webpages visited by particular users and areas of their interests that are identified from their online behaviour. Our paper provides binomial logistic mode whose role is to predict the gender of internet user and multinomial logistic model constructed for the estimation of age category the user may be assigned to. The only variables exploited in the model by the mean of stepwise regression are variables with significant influence. The impact of particular factors is quantified via odds ratios that are used for the identification of areas of interests typical for women, men and for considered age categories. The paper demonstrates how it is possible to utilise estimated logistic models for the estimation of probabilities that the internet user is from a target group – in our case, women aged 25–44 years old. Prediction quality of models is assessed by the set of classification measures arising from confusion matrix that is generally acceptable in machine learning. Presented analyses are conducted in statistical software SAS Enterprise Guide on data provided from the real advertising campaign. More than 160,000 statistical units enabled the confirm results gained on training dataset of a relatively huge validation dataset.

scholarly journals FORMATION OF A MANAGEMENT SYSTEM MARKETING OF EDUCATIONAL SERVICES

2021 ◽  
Vol 26 (1(86)) ◽  
Author(s):  
Irina Kanevska
Keyword(s):  
Higher Education ◽  
Educational Institution ◽  
Services Marketing ◽  
Educational Process ◽  
Information Resources ◽  
Marketing Management ◽  
Educational Services ◽  
The Internet ◽  
Consumer Orientation ◽  
Management Functions

Scientificapproachestothe definition of "marketing of educational services" are studied. It is determined that the marketing of educational services as a promising area should be used for the development of educational institutions and meet the needs of: individuals; educational institution; organizations, enterprises; society; states. It turns out that the leading factor in marketing is consumer orientation. It is proved that to meet the requirements of consumers it is necessary to: constantly study the challenges of the market and the educational needs of consumers; forecast demand and manage its formation; to regulate the production and supply of educational services; to form a positive image of the institution. A conceptual model of educational services marketing management is proposed, which, unlike the existing approaches, includes: types of management activities grouped into educational services marketing management functions: 1) planning includes defining tasks and developing ways to solve them. The tasks include: research; communication; organization of an effective educational process; assessing the level of quality of educational services; feedback; 2) the organization includes the implementation of special measures, the use of computer information resources, management decisions, duties and responsibilities: first, special measures include: research of the market of educational services; maintaining contacts with graduates, potential employers and stakeholders, cooperation with recruitment and recruitment agencies; conducting advertising campaigns, organizing annual exhibitions "Modern institutions of higher education", round tables "My future profession"; active participation in scientific, pedagogical, social and cultural activities aimed at the development of higher education institutions; secondly, computer information resources include: Internet marketing and OLV (online video); PR - activity on the Internet; conferences, webinars, round tables on-line; exhibitions on the Internet; posting information on your own website, social networks; 3) motivation includes the provision of such an organizational environment that motivates employees to perform their duties in the best way; 4) control includes supervisory and regulatory activities aimed at ensuring the implementation of tasks, comparison of planned and actual results, correctionofdeviations.

Unboxing the Black Box: Demystifying the Impact of Consumers’ Psychological Motivations on Their Perception of Online Advertising

2021 ◽  
pp. 097226292110393
Author(s):  
Seema Singh ◽  
Sarika Ahlluwalia
Keyword(s):  
Social Interaction ◽  
Literature Review ◽  
Conceptual Framework ◽  
Psychological Factors ◽  
Online Advertising ◽  
Black Box ◽  
Information Value ◽  
The Internet ◽  
Entertainment Value ◽  
The Impact

In a quest to reap the potential of the internet as an advertising media, marketers are increasing the share of online advertising in their promotion mix. But very less is known about factors impacting the consumers’ perception of online advertising. Psychological factors play an important role in developing the consumers perception, the present study extends the concept in the domain of online advertising. For this, the present study has developed a hypothesized model containing two layers. Layer one consists of a conceptual framework based on the literature review and second layer comprised of testing the relationships between consumers psychological motivations and their perception of online advertising. For the purpose, information, convenience, entertainment and social interaction are considered as psychological motivations of using the internet. The consumers’ perception of online advertising has been measured in terms of information value, entertainment value, trustworthiness, offensiveness and incentives. A purposive survey was conducted in Delhi NCR and the data was analysed using SEM in SAS Proc Calis (9). The findings suggest that psychological motivations of using the internet significantly impact the consumers’ perception of online advertising.

The Impact of a Highly Publicized Celebrity Suicide on Suicide-Related Online Information Seeking

Crisis ◽  
2017 ◽  
Vol 38 (3) ◽  
pp. 207-209 ◽  
Author(s):  
Florian Arendt ◽  
Sebastian Scherr
Keyword(s):  
Suicide Prevention ◽  
Information Seeking ◽  
The Internet ◽  
Online Information ◽  
Search Queries ◽  
Related Information ◽  
Search Terms ◽  
Celebrity Suicide ◽  
Online Information Seeking ◽  
The Impact

Abstract. Background: Research has already acknowledged the importance of the Internet in suicide prevention as search engines such as Google are increasingly used in seeking both helpful and harmful suicide-related information. Aims: We aimed to assess the impact of a highly publicized suicide by a Hollywood actor on suicide-related online information seeking. Method: We tested the impact of the highly publicized suicide of Robin Williams on volumes of suicide-related search queries. Results: Both harmful and helpful search terms increased immediately after the actor's suicide, with a substantial jump of harmful queries. Limitations: The study has limitations (e.g., possible validity threats of the query share measure, use of ambiguous search terms). Conclusion: Online suicide prevention efforts should try to increase online users' awareness of and motivation to seek help, for which Google's own helpline box could play an even more crucial role in the future.

A study of Leakage Ratio for increasing performance of online keyword search advertising

2019 ◽  
Vol 118 (1) ◽  
pp. 36-41
Author(s):  
Jung-Woo Lee ◽  
Seung-Cheon Kim ◽  
Sung-Hoon Kim ◽  
Jin-Ho Lim
Keyword(s):  
Online Shopping ◽  
Keyword Search ◽  
Online Advertising ◽  
The Internet ◽  
Shopping Malls ◽  
Portal Site ◽  
Internet Portal ◽  
Search Advertising ◽  
Large Size ◽  
Low Efficiency

Background/Objectives: In this study, research to improve efficiency of online advertising market, we would like to propose a new performance index called "Leakage Ratio" which can increase the efficiency of advertisement. Methods/Statistical analysis: Naver, the Internet portal site in Korea, is the most influential medium for online keyword search advertising. In this study, Leakage Ratio management is applied to online keyword search ads for five medium and large size online shopping malls at Naver. Based on the performance trend of each search keyword, we tried to improve the efficiency of the whole advertisement by changing the bid of the low efficiency keyword.

A study of Leakage Ratio for increasing performance of online keyword search advertising

2019 ◽  
Vol 118 (8) ◽  
pp. 308-314
Author(s):  
Jung-Woo Lee ◽  
Seung- Cheon ◽  
Sung-Hoon Kim ◽  
Jin-Ho Lim
Keyword(s):  
Online Shopping ◽  
Keyword Search ◽  
Online Advertising ◽  
The Internet ◽  
Shopping Malls ◽  
Portal Site ◽  
Internet Portal ◽  
Search Advertising ◽  
Large Size ◽  
Low Efficiency

In this study, research to improve efficiency of online advertising market, we would like to propose a new performance index called "Leakage Ratio" which can increase the efficiency of advertisement. Methods/Statistical analysis: Naver, the Internet portal site in Korea, is the most influential medium for online keyword search advertising. In this study, Leakage Ratio management is applied to online keyword search ads for five medium and large size online shopping malls at Naver. Based on the performance trend of each search keyword, we tried to improve the efficiency of the whole advertisement by changing the bid of the low efficiency keyword.

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