Cooperative or conflicting:The influence of endorsers' relationship types in group endorsement on advertising effectiveness

2017 ◽  
Vol 49 (10) ◽  
pp. 1344
Author(s):  
Xuefang WANG ◽  
Hongxia ZHANG ◽  
Zhenjie CHEN
Keyword(s):  
Advertising Effectiveness ◽  
Relationship Types

PENETAPAN KEBIJAKAN PERIKLANAN ATAS DASAR PERILAKU KONSUMEN (Studi Kasus : Produk Shampoo)

2018 ◽  
Vol 1 (01) ◽  
pp. 01
Author(s):  
Ismulyana Djan
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Advertising Effectiveness ◽  
Target Market

There are three things that should be into consideration in advertising certain product, ic,; the extent of similar products advertised at the same target market and media, cost of advertising, and difficulty in measuring advertising effectiveness. These three factors force management people to launch a market research concerning consumer behavior.Research carried out on 110 respondent asking them to mention: the brand of shampoo they used from ten different alternatives, seven usefulness of that product, and the kind of advertising media that is most often seen, heard, or read, shows that advertising shampoo product should pay attention to the: characteristic of the shampoo user, objective of advertising, target market to be achieved, advertising theme, press media used, and coordination with other marketing factors.That conclusion become the basic formulation on considering advertising policy of shampoo product that pay attention to consumer behavior.

The Impact of Sports Ad’s Presence, Flow on Advertising Effectiveness: Comparison between 2D and 3D

2017 ◽  
Vol 56 (4) ◽  
pp. 301-318 ◽  
Author(s):  
Jun-Phil Uhm ◽  
Jee-In Yoon ◽  
Jin-Wook Han
Keyword(s):  
Advertising Effectiveness ◽  
2D And 3D ◽  
The Impact

scholarly journals Toward a Coronavirus Knowledge Graph

Genes ◽  
2021 ◽  
Vol 12 (7) ◽  
pp. 998
Author(s):  
Peng Zhang ◽  
Yi Bu ◽  
Peng Jiang ◽  
Xiaowen Shi ◽  
Bing Lun ◽  
...  
Keyword(s):  
Drug Discovery ◽  
Angiotensin Converting Enzyme ◽  
Information Sources ◽  
Knowledge Graph ◽  
Converting Enzyme ◽  
Related Information ◽  
Relationship Types ◽  
Entity Disambiguation ◽  
Public Datasets ◽  
Biological Entities

This study builds a coronavirus knowledge graph (KG) by merging two information sources. The first source is Analytical Graph (AG), which integrates more than 20 different public datasets related to drug discovery. The second source is CORD-19, a collection of published scientific articles related to COVID-19. We combined both chemo genomic entities in AG with entities extracted from CORD-19 to expand knowledge in the COVID-19 domain. Before populating KG with those entities, we perform entity disambiguation on CORD-19 collections using Wikidata. Our newly built KG contains at least 21,700 genes, 2500 diseases, 94,000 phenotypes, and other biological entities (e.g., compound, species, and cell lines). We define 27 relationship types and use them to label each edge in our KG. This research presents two cases to evaluate the KG’s usability: analyzing a subgraph (ego-centered network) from the angiotensin-converting enzyme (ACE) and revealing paths between biological entities (hydroxychloroquine and IL-6 receptor; chloroquine and STAT1). The ego-centered network captured information related to COVID-19. We also found significant COVID-19-related information in top-ranked paths with a depth of three based on our path evaluation.

scholarly journals Twitch user perceptions, attitudes and behaviours in relation to food and beverage marketing on Twitch compared with YouTube

2021 ◽  
Vol 10 ◽  
Author(s):  
Catherine C. Pollack ◽  
Diane Gilbert-Diamond ◽  
Jennifer A. Emond ◽  
Alec Eschholz ◽  
Rebecca K. Evans ◽  
...  
Keyword(s):  
Social Media ◽  
Negative Emotions ◽  
Food Marketing ◽  
Advertising Effectiveness ◽  
Chat Rooms ◽  
User Perceptions ◽  
Future Studies ◽  
Food And Beverage

Abstract Influencer marketing may be amplified on livestreaming platforms (e.g., Twitch) compared with asynchronous social media (e.g., YouTube). However, food and beverage marketing on Twitch has not been evaluated at a user level. The present study aimed to compare users’ self-reported exposure to food marketing and associated attitudes, consumption and purchasing behaviours on Twitch compared with YouTube. A survey administered via social media was completed by 621 Twitch users (90 % male, 64 % white, 69 % under 25 years old). Of respondents, 72 % recalled observing at least one food or beverage advertisement on Twitch. There were significant differences in the recall of specific brands advertised on Twitch (P < 0⋅01). After observing advertised products, 14 % reported craving the product and 8 % reported purchasing one. In chat rooms, 56 % observed conversations related to food and 25 % participated in such conversations. There were significant differences in the number of users who consumed various products while watching Twitch (P < 0⋅01). Of users who frequented YouTube (n 273), 65 % reported negative emotions when encountering advertising on YouTube compared with 40 % on Twitch (P < 0⋅01). A higher proportion felt Twitch's advertising primarily supported content creators (79 v. 54 %, P < 0⋅01), while a higher proportion felt that YouTube's advertising primarily supported the platform (49 v. 66 %, P < 0⋅01). The findings support that food marketing exposures on Twitch are noticeable, less bothersome to users and influence consumption and purchasing behaviours. Future studies are needed to examine how the livestreaming environment may enhance advertising effectiveness relative to asynchronous platforms.

A Field Study of Corrective Advertising Effectiveness

1986 ◽  
Vol 5 (1) ◽  
pp. 146-162 ◽  
Author(s):  
Kenneth L. Bernhardt ◽  
Thomas C. Kinnear ◽  
Michael B. Mazis
Keyword(s):  
Field Study ◽  
Advertising Effectiveness
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