Semantic Analysis on Online Apple Advertisements

This research is entitled A Semantic Analysis on Online Apple Advertisements. It is a study of the analysis of meaning in online advertisements contained on the official Apple website. The researchers examine the type of meaning and the function of associative meaning with the aim of finding its relationship with the company’s advertising and sales activities. This research uses descriptive qualitative as a research method. From this analysis, the researchers found 10 data that matched the research criteria and considered as the latest data to complete the research. Connotation becomes the most dominant type of meaning used. As for the function of speech whose meaning is adapted to the context of the ad sentence, assertive and expressive are the most commonly used because it displays facts succinctly. Keywords: advertisements, apple, types of meaning

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

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.

Modern Auction Mechanisms for the Media Market

Online advertising is one of the most dynamically developing forms of advertising in the Polish market. This paper aims to review existing auction mechanisms for pricing and selling online advertisements. The analysis of the available solutions, including their advantages and disadvantages, such as usefulness in determining the advertisers’ willingness to pay, allows for the indication of practical recommendations for the use of specific auction mechanisms for the media market in Poland. The presented solutions can be considered an alternative to the traditional method of concluding purchase/selling transactions of advertising space

Consumer processing of interactive online advertisements

<p>The internet is a computer mediated environment that facilitates the interaction between firms and consumers. This inherent interactivity gives marketers the opportunity to provide consumers with more engaging advertisements. Instead of a largely passive audience characteristic of broadcast and print media, advertising on the internet involves interaction between marketer and consumer, resulting in a consumer that is more active in the communication and persuasion process. In an interactive medium, the consumer can also interact with marketing messages in real time. This was not possible with print and broadcast advertising, therefore, understanding how this interaction influences advertising persuasiveness is important. The key research question for this study is what effect does interactivity within an online advertisement have on consumers’ attention to, processing of and attitude towards the ad? This research applies established information processing theory in an online context to develop a conceptual model of the effects of interactivity on consumer processing of advertisements. Using an online experiment to collect data this study manipulates interactivity within an online banner advertisement and tests the conceptual model using structural equation modelling. The results indicate that consumers pay more attention to online advertisements that are interactive and that the increased attention leads to an increase in processing of the advertisement and a more favourable attitude towards the ad. In addition those who interacted with the advertisement had more favourable thoughts about the advertisement. Previous effects of interactivity on processing and attitude towards the advertisements were not observed. A possible explanation is the assumption of attention to the advertisement made in previous studies. Instead this study suggests that interactivity cannot influence consumer processing of advertisements without the consumer first paying attention to the advertisement. The findings of this study contribute to the domains of interactivity and information processing theory through clarifying questions about the ability of interactive advertising to engage consumers and demonstrating the effectiveness of information processing theory to explain how consumers process interactive messages. Future research directions are outlined that include investigating what interactive features in advertisements are most engaging for consumers and combining self-report measures with more objective methods to provide a more comprehensive understanding of how consumers process interactive messages.</p>

Consumer processing of interactive online advertisements

<p>The internet is a computer mediated environment that facilitates the interaction between firms and consumers. This inherent interactivity gives marketers the opportunity to provide consumers with more engaging advertisements. Instead of a largely passive audience characteristic of broadcast and print media, advertising on the internet involves interaction between marketer and consumer, resulting in a consumer that is more active in the communication and persuasion process. In an interactive medium, the consumer can also interact with marketing messages in real time. This was not possible with print and broadcast advertising, therefore, understanding how this interaction influences advertising persuasiveness is important. The key research question for this study is what effect does interactivity within an online advertisement have on consumers’ attention to, processing of and attitude towards the ad? This research applies established information processing theory in an online context to develop a conceptual model of the effects of interactivity on consumer processing of advertisements. Using an online experiment to collect data this study manipulates interactivity within an online banner advertisement and tests the conceptual model using structural equation modelling. The results indicate that consumers pay more attention to online advertisements that are interactive and that the increased attention leads to an increase in processing of the advertisement and a more favourable attitude towards the ad. In addition those who interacted with the advertisement had more favourable thoughts about the advertisement. Previous effects of interactivity on processing and attitude towards the advertisements were not observed. A possible explanation is the assumption of attention to the advertisement made in previous studies. Instead this study suggests that interactivity cannot influence consumer processing of advertisements without the consumer first paying attention to the advertisement. The findings of this study contribute to the domains of interactivity and information processing theory through clarifying questions about the ability of interactive advertising to engage consumers and demonstrating the effectiveness of information processing theory to explain how consumers process interactive messages. Future research directions are outlined that include investigating what interactive features in advertisements are most engaging for consumers and combining self-report measures with more objective methods to provide a more comprehensive understanding of how consumers process interactive messages.</p>

Reducing the Negative Impact of Pop-up Advertisements on Users and Improving Potential Purchase Intention

With the development of the internet, online pop-up advertisements (hereinafter, referred to as pop-up ads) have emerged. However, online users may disdain and reject online advertisements, which affects online purchase intention. This study is on reducing the negative impact of pop-up ads on users and improving the commercial effect. Self-administered questionnaires were used to survey online users and website designers. The data collected were analyzed using SPSS and the open answers were sorted out by thematic analysis. The results revealed that attractive storylines, background music, and exquisite visual presentations are effective in reducing users’ rejection to pop-up ads as well as advertisement customization. It is better for pop-up ads to appear in the middle or end of videos. The VIP system is also a choice for users to eliminate them. Designers are supposed to keep a balance between users and advertisers. In addition, internet regulation needs to be strengthened to reduce eroticism and violence in pop-up ads as well as avoid the negative impact of these kind of pop-up ads on minors.

Online-to-offline advertisements as field experiments

Online advertisements have become one of today’s most widely used tools for enhancing businesses partly because of their compatibility with A/B testing. A/B testing allows sellers to find effective advertisement strategie,s such as ad creatives or segmentations. Even though several studies propose a technique to maximize the effect of an advertisement, there is insufficient comprehension of the customers’ offline shopping behavior invited by the online advertisements. Herein, we study the difference in offline behavior between customers who received online advertisements and regular customers (i.e., the customers visits the target shop voluntary), and the duration of this difference. We analyze approximately three thousand users’ offline behavior with their 23.5 million location records through 31 A/B testings. We first demonstrate the externality that customers with advertisements traverse larger areas than those without advertisements, and this spatial difference lasts several days after their shopping day. We then find a long-run effect of this externality of advertising that a certain portion of the customers invited to the offline shops revisit these shops. Finally, based on this revisit effect findings, we utilize a causal machine learning model to propose a marketing strategy to maximize the revisit ratio. Our results suggest that advertisements draw customers who have different behavior traits from regular customers. This study demonstrates that a simple analysis may underrate the effects of advertisements on businesses, and an analysis considering externality can attract potentially valuable customers.

A Critical Discourse Analysis for Advertisements in Instagram: Calvin Klein, Tommy Hilfiger and H&M

Online Advertising has a significant influence in this modern century; because of this, famous companies effectively use online advertisements to introduce their products. Such as Calvin Klein, H&M, and Tommy Hilfiger are some famous brand companies that use advertisements on social media for their marketing strategies. Those companies have influential followers on Instagram, and they reach many people around the world. Thus, they use online media to sell their products and deliver their cultural values to reach the target audiences. Namely, famous brand companies want to be part of the social changes. Because of this, they use visual and verbal discursive strategies for their advertisements to influence and change socio-cultural values and stereotypes of people. In other words, advertisers use discursive language to persuade people to buy beliefs, values, and ideas besides commercial products. The visual and verbal language in online advertisements reveals the hidden meanings of stereotypes: body image, racism, and LGBT rights. Therefore, the qualitative analysis method uses to analyze the brands' advertisements. As a qualitative method, the writer applies the Critical Discourse Analysis to reveal the hidden meanings of Tommy Hilfiger, H&M, Calvin Klein’s Instagram Advertisement Photos. The analysis and interpretation reveal that advertisers use different people to show that those companies think about everyone and want to reach everyone. The body type is not essential, and consumers can find different sizes of clothes. In addition, advertisers promote different body images to shape society's ideas to purchase their products and show like celebrities, who are confident, happy with their color, body size, sexual orientation, and ethnic minorities. Even visual and verbal languages show that differences are beautiful and make you forget/remove your boundaries to be free.

Empirical Investigation of Factors That Influence Website Performance

Rapid advancements in digital technology have had a significant influence on businesses' websites. Organizations with well-designed websites have the potential of attracting customers, generating revenues, and increasing market share. Nevertheless, many organizations that are investing billions of US dollars on websites and page development are not attracting customers or generating revenues, incomes, and profits as expected. The study focuses on bounce rate as a key performance measure of website effectiveness. The research focus is on the factors that influence bounce rate to provide insights to advertisers and websites' designers to predict the effectiveness and quality of online advertisements before these ads are shown to both web users and online visitors. The authors investigated the influence of page view, unique page view, average time on page, entrances, and percent exit on bounce rate. The study shows that unique pageviews, average time on page, entrance, and percent exit have a positive and significant effect on bounce rate and have practical and research implications.

Multi-armed bandits for bid shading in first-price real-time bidding auctions

Online advertisements are bought through a mechanism called real-time bidding (RTB). In RTB, the ads are auctioned in real-time on every webpage load. The ad auctions can be of two types: second-price or first-price auctions. In second-price auctions, the bidder with the highest bid wins the auction, but they only pay the second-highest bid. This paper focuses on first-price auctions, where the buyer pays the amount that they bid. This research evaluates how multi-armed bandit strategies optimize the bid size in a commercial demand-side platform (DSP) that buys inventory through ad exchanges. First, we analyze seven multi-armed bandit algorithms on two different offline real datasets gathered from real second-price auctions. Then, we test and compare the performance of three algorithms in a production environment. Our results show that real data from second-price auctions can be used successfully to model first-price auctions. Moreover, we found that the trained multi-armed bandit algorithms reduce the bidding costs considerably compared to the baseline (naïve approach) on average 29%and optimize the whole budget by slightly reducing the win rate (on average 7.7%). Our findings, tested in a real scenario, show a clear and substantial economic benefit for ad buyers using DSPs.