Social media advertising efficiency on higher education programs

Purpose The purpose of this study is to examine the different results and the level of success obtained with advertising campaigns developed on Facebook to promote postgraduate programs to create awareness and engagement. Design/methodology/approach This study combined the data envelopment analysis technique to measure advertising efficiency with multidimensional scaling (MDS) representation, thus offering alternatives for practitioners and organizations on how to evaluate social advertising performance. Findings Investments on social paid advertising are an affordable and effective way both to promote postgraduate programs and create engagement with prospective students. Facebook advertisements maximize visibility, which improves social and online positioning and encourages student recruitment. Practical implications Higher education institutions can efficiently promote their programs with a minimal social investment contributing to dissemination and engagement. Compared to other forms of traditional or digital advertising, social media ads can be efficient and affordable with wider segmentation and targeting options. Moreover, results are immediate and measurable and campaigns can be instantly modified to better suit the audience’s requirements. Originality/value This study is unique as it offers a new, alternative way of measuring efficiency, in addition to the classic ratios of payment models in digital advertising that combine clicks and impressions, on a sector where there are few empirical studies. Moreover, it can be easily applied to many other sectors in public and private organizations.

On Planning Periodic Advertising

With periodic placement of advertisement, the efficient audience coverage changes over time, growing during the flight and reducing during the advertising silence. In this regard, it is incumbent to study the relation between the size of audience coverage and such parameters of periodic advertising as flights duration, advertising silence period and memory lag. It is also required to calculate and forecast the size of average efficient periodic advertising coverage. These tasks can be solved with methods of the mathematical media planning theory developed in author’s earlier works. This paper outlines the methods of analyzing some performance indicators of periodic advertisement placement developed within the mathematical media planning theory. Methods of assessing the efficient audience coverage in case of changes in the abovementioned parameters of periodic advertising are described. The method of managing the level of periodic advertising’s communicative efficiency by changing the advertising silence time, the size of efficient flight coverage, its duration and memory lag is outlined. The obtained results enable the analysis and forecasting of the sizes of maximum, minimum and average audience coverage by periodic advertising depending on parameters of advertising impact intensity, flight duration and advertising silence. The described methods make it possible to solve the tasks of managing the level of periodic advertising’s communication efficiency, which is achieved by finding the optimal ratio of the abovementioned parameters of periodic advertisement placement. Specifically, the paper demonstrates the existence of the optimal ratio between the advertising silence duration and the memory lag that ensure maximum advertising impact enhancement with periodic advertisement placement. The paper introduces the notion of periodic advertising efficiency – the allowable interval of changes in the efficient audience coverage that satisfies the advertisement placement efficiency criterion established by the advertiser. The author presents the method of assessing the sizes of periodic advertising efficiency areas and provides these areas’ dependency on the advertising silence time and memory lag.

Advertising efficiency in the Spanish beer industry: spending too much?

Purpose The purpose of this paper is to estimate advertising efficiency in the Spanish beer industry and to analyse the effects of several environmental variables and brand portfolio scope on advertising efficiency scores. Design/methodology/approach A two-stage double bootstrap procedure is used. In the first stage, advertising efficiency is estimated using a bootstrapped data envelopment analysis on a multiple input-output model of advertising. In the second stage, a bootstrapped truncated regression model is estimated to identify the determinants of advertising efficiency. Both stages are estimated simultaneously. The empirical application is carried out on a sample of Spanish brewers between 2007 and 2014. Findings Results show low advertising efficiency scores and highlight the effects that environment and brand portfolio scope have on these estimates. Originality/values For the first time, this paper analyses the effect of environmental variables and the brand portfolio scope on advertising efficiency in the beer industry.

The Functions of the Narrator in Digital Advertising

Storytelling, which was taken over from traditional advertising, has been continuing existence of it sown in the World of digital advertising. Efficiency of storytelling is intensively used in digital advertisements with the aim of directing attention of consumers to the product and encouraging them to buy product. In digital advertisements, stories are narrated by storytellers. In this study, storytelling in digital advertising and different types of storytellers are examined and traces of storytelling which has existed from past to the present, are followed.

The Functions of the Narrator in Digital Advertising

Storytelling, which was taken over from traditional advertising, has been continuing existence of it sown in the World of digital advertising. Efficiency of storytelling is intensively used in digital advertisements with the aim of directing attention of consumers to the product and encouraging them to buy product. In digital advertisements, stories are narrated by storytellers. In this study, storytelling in digital advertising and different types of storytellers are examined and traces of storytelling which has existed from past to the present, are followed.