Time: It’s On Your Side

Tap ◽  
2017 ◽  
Author(s):  
Anindya Ghose

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: time. It addresses questions such as: How can advertisers use time to their advantage to reach their target audience? Now that smartphones give advertisers the opportunity to reach an individual consumer in real time, what is the secret to getting the timing and the ad right? What is the best way to deliver a timely advertisement that will trigger a positive response? The chapter discusses advertising effectiveness based on time of day, advertising effectiveness based on day of the week, effectiveness of coupon redemption windows, the relationship between redemption windows and geography, and mobile advertising and its effect on different stages of the purchase funnel.

Tap ◽  
2017 ◽  
Author(s):  
Anindya Ghose

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: trajectory. An individual's trajectory is the physical, behavioral trace of his or her offline movements. Firms can measure when we walk past their physical stores, when we come through the front door, when we walked up to the second floor, and so on. Trajectory has three dimensions: time, route, and velocity. Time includes the starting and ending point of the trajectory and the day of the week. Route is not location itself, but rather a way to determine how similar someone's spatial trajectory is to others. Velocity contains information about how fast the individuals are moving. Underlying these three dimensions is a fourth and far more granular dimension called semantics. Semantics takes a number of factors into account, such as the likelihood that someone may visit a certain store, how much time they spend there, how much time they spend moving to another location, and how related or unrelated those two stores are.


Tap ◽  
2017 ◽  
Author(s):  
Anindya Ghose

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: location. For many decades, location-based marketing usually meant being able to target users at the level of ZIP codes. Every consumer in the same ZIP code received the same offer, presumably because they had homogeneous preferences stemming from similar socioeconomic and demographic backgrounds. However, in today's mobile economy, firms can know in real time which store someone is visiting, which aisle in the store someone is standing in, and in some cases estimate shelf location of the product someone is staring at. Consumers' location histories are very predictive of their product preferences. This means their locations will influence their responses to marketing offers.


2013 ◽  
Vol 11 (4) ◽  
pp. 1-18
Author(s):  
Gözem Güçeri-Uçar

This article aims to explain how involvement and peer influence may enhance mobile advertising effectiveness by increasing consumers’ intention to participate in SMS-based mobile marketing campaigns. Both individual and joint effects of these variables on marketing campaign participation intentions of Turkish consumers are analyzed. Findings indicate that involvement is not necessarily a strong predictor of campaign participation intentions in the context of mobile marketing. Peer influence, on the other hand, was shown to have a significant effect on intention to participate in an m-marketing campaign, as well as being a moderator of the relationship between involvement and campaign participation intention. A unique contribution of this study is the linking of involvement and peer influence in a unified framework to demonstrate how these two variables can jointly be used to increase m-marketing campaign participation numbers.


1973 ◽  
Vol 33 (2) ◽  
pp. 364-366 ◽  
Author(s):  
Peter J. Berman ◽  
Anne W. Davis ◽  
E. Lakin Phillips

Telephone calls from Rap Id Rescue, a volunteer hotline, were consolidated into 4 major categories and analyzed. The results indicate the distribution of calls in each category for each month, the time of day the calls were received, and the day of the week the calls were made. A comparison between the number of Rap Id Rescue calls per month and the number of new clients coming into the Counseling Center each month was made in order to discover the relationship, if any, between the 2 services.


2013 ◽  
Vol 03 (06) ◽  
pp. 15-29
Author(s):  
Hui-Fei Lin ◽  
Benjamin Yeo ◽  
Yen-Shen Chen

Various studies have examined the effects of SMS (e.g. Carroll, Barnes, and Fletcher, 2007; Varnali, Yilmaz, and Toker, 2012). However, the effectiveness of MMS, especially those focusing on how features such as localized search and real time services influence the psychological aspects of users, has received little attention. Moreover, due to the ubiquitously accessible and portable features as well as highly personal devices, it would be valuable to gain insights into consumers’ perceptions of the impact of mobile advertising. Taken together, the goal of this study is to explore effect of mobile advertisements on persuasion. A two (type of mobile ads: SMS vs. MMS) × two (location feature: with location-based service vs. without location-based service) × two (timeliness feature: with immediate message vs. non-immediate message) between-subjects design was set up. The results showed that mobile phone users have greater attention, interest, desire and exhibit more favorable attitude for the brand as well as greater purchase intention when exposed to MMS with location-based and timely services than MMS with location-based but have no timely service. Interestingly, irritation mediates the relationship between the type of mobile advertisement and (1) attention, (2) interest, (3) desire, (4) attitude toward the brand and (5) purchase intention.


Author(s):  
V. Нolovan ◽  
V. Gerasimov ◽  
А. Нolovan ◽  
N. Maslich

Fighting in the Donbas, which has been going on for more than five years, shows that a skillful counter-battery fight is an important factor in achieving success in wars of this kind. Especially in conditions where for the known reasons the use of combat aviation is minimized. With the development of technical warfare, the task of servicing the counter-battery fight began to rely on radar stations (radar) to reconnaissance the positions of artillery, which in modern terms are called counter-battery radar. The principle of counter-battery radar is based on the detection of a target (artillery shell, mortar mine or rocket) in flight at an earlier stage and making several measurements of the coordinates of the current position of the ammunition. According to these data, the trajectory of the projectile's flight is calculated and, on the basis of its prolongation and extrapolation of measurements, the probable coordinates of the artillery, as well as the places of ammunition falling, are determined. In addition, the technical capabilities of radars of this class allow you to recognize the types and caliber of artillery systems, as well as to adjust the fire of your artillery. The main advantages of these radars are:  mobility (transportability);  inspection of large tracts of terrain over long distances;  the ability to obtain target's data in near real-time;  independence from time of day and weather conditions;  relatively high fighting efficiency. The purpose of the article is to determine the leading role and place of the counter-battery radar among other artillery instrumental reconnaissance tools, to compare the combat capabilities of modern counter-battery radars, armed with Ukrainian troops and some leading countries (USA, China, Russia), and are being developed and tested in Ukraine. The method of achieving this goal is a comparative analysis of the features of construction and combat capabilities of modern models of counter-battery radar in Ukraine and in other countries. As a result of the conducted analysis, the directions of further improvement of the radar armament, increasing the capabilities of existing and promising counter-battery radar samples were determined.


Sensors ◽  
2021 ◽  
Vol 21 (12) ◽  
pp. 4237
Author(s):  
Hoon Ko ◽  
Kwangcheol Rim ◽  
Isabel Praça

The biggest problem with conventional anomaly signal detection using features was that it was difficult to use it in real time and it requires processing of network signals. Furthermore, analyzing network signals in real-time required vast amounts of processing for each signal, as each protocol contained various pieces of information. This paper suggests anomaly detection by analyzing the relationship among each feature to the anomaly detection model. The model analyzes the anomaly of network signals based on anomaly feature detection. The selected feature for anomaly detection does not require constant network signal updates and real-time processing of these signals. When the selected features are found in the received signal, the signal is registered as a potential anomaly signal and is then steadily monitored until it is determined as either an anomaly or normal signal. In terms of the results, it determined the anomaly with 99.7% (0.997) accuracy in f(4)(S0) and in case f(4)(REJ) received 11,233 signals with a normal or 171anomaly judgment accuracy of 98.7% (0.987).


2021 ◽  
Vol 11 (11) ◽  
pp. 5067
Author(s):  
Paulo Veloso Gomes ◽  
António Marques ◽  
João Donga ◽  
Catarina Sá ◽  
António Correia ◽  
...  

The interactivity of an immersive environment comes up from the relationship that is established between the user and the system. This relationship results in a set of data exchanges between human and technological actors. The real-time biofeedback devices allow to collect in real time the biodata generated by the user during the exhibition. The analysis, processing and conversion of these biodata into multimodal data allows to relate the stimuli with the emotions they trigger. This work describes an adaptive model for biofeedback data flows management used in the design of interactive immersive systems. The use of an affective algorithm allows to identify the types of emotions felt by the user and the respective intensities. The mapping between stimuli and emotions creates a set of biodata that can be used as elements of interaction that will readjust the stimuli generated by the system. The real-time interaction generated by the evolution of the user’s emotional state and the stimuli generated by the system allows him to adapt attitudes and behaviors to the situations he faces.


2020 ◽  
Vol 41 (Supplement_2) ◽  
Author(s):  
W Suzuki ◽  
Y Nakano ◽  
H Ohashi ◽  
H Ando ◽  
K Waseda ◽  
...  

Abstract Background Normal mitral annulus morphology is known to be saddle shape. There are a few reports regarding the relationship between flattening of the mitral annular saddle shape and mitral regurgitation. However, the relationship between aortic stenosis (AS) and mitral annulus morphology is unknown. Purpose To assess the impact of AS on mitral annular saddle shape using 3-dimentional transesophageal echocardiography. Methods A total of consecutive 83 subjects including 44 patients with severe AS (AS group) and 39 patients without AS (control group), who underwent real-time 3-dimentional transesophageal echocardiography of the mitral valve, were enrolled. The 3-dimentional geometry of the mitral annulus apparatus was evaluated by the parameters analyzed using dedicated quantification software such as anteroposterior diameter (APD), commissural width (CW), annular height (AH), mitral annulus (MA) area and annular height to commissural width ratio (AHCWR) as shown in Figure. We assessed the impact of severe AS on AHCWR, which is the key parameter showing flattening of the mitral annular saddle shape. These parameters were adjusted by body surface area (BSA). Exclusion criteria included left ventricular ejection fraction <50%, the presence of aortic regurgitation, mitral valve disease, pericardial or congenital diseases, endocarditis, cardiomyopathy, prior myocardial infarction, and paroxysmal or persistent atrial fibrillation. Results Comparisons of mitral valve geometry between AS group and control group are summarized in Table. AH/BSA and AHCWR were significantly lower in AS group compared with control group. Multiple linear regression analysis revealed severe AS to be a significant and independent predictor of lowering AHCWR (β=−0.39, t=−4.04, p<0.001) (adjusted with MA area, selected by stepwise analysis). Conclusions Severe AS might contribute to flattening of the mitral annular saddle shape, lead to the mitral annular structural remodeling. Assessment of the mitral annulus morphology might help evaluating severe AS. Mitral annulus 3-dimensional geometry Funding Acknowledgement Type of funding source: None


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