The influence of advertising on children's buying behaviour: a case study in Slovakia

Advertising is an essential tool in influencing the customer's buying behavior. However, customers tend to have various levels of understanding and decoding advertising messages. Even though children do not have purchasing power themselves, they still create a key customer segment that can influence the purchase decision of the whole family. The paper focuses on how media usage by children and their attitudes towards advertisements determines their buying behavior. The main purpose of the research is to present and describe how children's advertising literacy develops and its connection with the concept of the theory of mind. The relevance of the decision of this scientific problem is that according to several types of research, children are increasingly targeted through various advertising media. Even though their advertising literacy is not fully developed yet. However, nowadays, there is a growing importance of media in our lives and a need to socialize children as consumers because they represent a huge market for advertisers. An empirical study was carried out by designing a questionnaire filled by Slovak children between the ages of 11 and 15. The advertising impact and the degree of impact of the selected types of advertising media on children's consumer behavior were evaluated. The study involved the online method of computer-assisted web interviewing to investigate the influence of advertising media. The authors assessed the degree of the disruptive effect of the selected advertising media on children and the perception of a chosen medium within gender. The most and the least influential type of media were identified. The findings showed no significant difference within gender in the case of advertising media perception by children. The research empirically confirmed and theoretically proved commercial messages aimed at children through different kinds of traditional and electronic media. According to the results, children's buying behavior is mostly influenced by advertising on social media platforms. This type of media mostly integrates sponsored content which has a huge influence on decision making and forming future preferences. The research results can be helpful for further research of commercial messages of social media aimed at children and how those messages affect the whole family and children's future preferences.

Sacramento 3,073 Miles

Over a five-year period, photographic and experiential data was collected about signage design, placement and context along America’s iconic legacy US highways. Over 10,000 miles were traveled and more than 15,000 photographs were taken to represent the broad range of signs, placements, and contexts representing current tastes, norms and trends, but also the nearly 100-year history of highway signage as an essential form of American visual communication. This work captures the use and evolution of road signage to communicate public safety, wayfinding, and commercial messages along historic highways routes, and establishes the special importance of the specific environmental context in which the signs are situated for determining how effectively they communicate their messages. Analyses of the signage using visual attention software tools show that identical signs with identical placement will capture visual attention differently depending on the specific characteristics of the visual context.

Strategi Kreatif Menulis Advertorial Menggunakan Microsoft Word

AbstrakAdvertorial merupakan jenis iklan yang dikemas dalam gaya jurnalistik dan ditulis dalam bentuk editorial atau artikel yang memuat informasi mengenai kegiatan perusahaan atau review keunggulan sebuah produk disertai fakta empiris dan informasi yang berguna. Tujuan penulisan iklan ini adalah untuk menyatukan berita dan pesan komersil, sehingga menjadikan alat pemasaran ini bersifat lebih kredibel dan efektif. Advertorial dapat digunakan untuk melakukan promosi aktivitas perusahaan maupun promosi produk, yang pada dasarnya berusaha menggiring pembaca untuk menyakini bahwa perusahaan atau produk tersebut memberikan manfaat, serta menjadi solusi bagi permasalahan yang mereka hadapi. Pelatihan penulisan advertorial yang diselenggarakan Fakultas Komunikasi dan Bahasa Universitas BSI bertujuan menambah pengetahuan dan ketrampilan peserta di bidang penulisan, khususnya advertorial. Hal ini akan mempermudah dan memperlancar urusan kedinasan maupun promosi produk-produk bagi yang mengelola usaha sendiri. Berdasarkan evaluasi terungkap, bahwa sebagian besar peserta belum pernah menggunakan komputer dalam kegiatan penulisan, baik dalam menulis informasi yang dipasang di papan pengumuman, surat menyurat, maupun menulis pesan promosi untuk produk-produk yang mereka jual. Peserta juga belum pernah secara khusus mengikuti pelatihan penulisan, baik untuk keperluan pribadi maupun kedinasan. Selain itu, peserta juga tidak mengenal advertorial sebagai salah satu sarana promosi yang bertujuan sama seperti iklan konvensional yang biasa ditayangkan di media massa. Namun, setelah mengikuti pelatihan, para peserta kini mampu melakukan penulisan menggunakan Microsoft Word, dan memadukannya dengan gambar-gambar yang tersedia di aplikasi tersebut. Selanjutnya, diharapkan peserta akan terus menerapkan dan meningkatkan ketrampilan menulis yang dimiliki agar dapat menghasilkan tulisan yang lebih menarik dan bervariasi, baik yang bersifat informatif maupun persuasif. Kata Kunci: Strategi Kreatif, Iklan, Advertorial Abstract Advertorial is a type of advertising in a journalistic style and written in an editorial or article form that contains information about company activities or reviews of qualities of a product along with empirical facts and beneficial information. Writing an advertorial aims to integrate news and commercial messages with the result that this marketing tool will be more credible and effective. An advertorial can be used to promote activities of a company as well as products, which basically attempts to lead readers to assume that the company or products provide benefits and a solution to the problems they face. An advertorial writing training organized by the Faculty of Communication and Language of BSI University intended to enhance knowledge and skills of participants in writing, especially an advertorial. This will simplify and accelerate the official charges and promoting products for those who manage their own businesses. Based on the evaluation, it was revealed that most participants have never used computers in writing information posted on bulletin boards, correspondence, as well as promotional messages for the products they sold. Participants also have never specifically participated in any writing training, either for personal and official purposes. Another fact is that participants are also unfamiliar with advertorial as a means of promotion that has the same goal as conventional advertising which usually broadcast in mass media. However, after the training, participants are now able to do the writing applied on Microsoft Word, then integrate it with images/figures on the application. Furthermore, it is expected that participants will keep on implementing and enhancing their writing skills to write more interesting and varied writings, both informative and persuasive.Keywords : Creative Strategy, Advertising, Advertorial

Producing a Radio Housewife

This article examines how the writers and publicists behind the pioneering radio serial Clara, Lu 'n' Em circulated representations of gendered labor in early prime-time and daytime network radio. Through their satiric impersonations of “syntax-scrambling” midwestern housewives, the careful promotion of the three young stars, and their sale of Super Suds to American housewives, they established gender norms for both the production and the consumption of commercial messages in early radio. The creative team supporting Clara, Lu 'n' Em helped write the script for how broadcasters and sponsors could negotiate economic pressures and cultural concerns about women's paid work in the young medium. By embracing domesticity, the program negotiated the division then developing between prime-time and daytime programming, modeled modern consumer behavior for a mass female audience, and pledged its support for gendered spheres of labor.

The Impacts of Deceptive Advertising on Women Consumer

Every day, consumers are exposed to hundreds of commercial messages. The ultimate goal of advertising is to robustly attract consumers by giving them product-related information, application of the products, demonstrate the uses of the products, and guide them to purchase the products. It is absolutely necessary to ensure that consumers perceive advertising as something positive and not otherwise. Consumers’ positive attitudes towards advertising can generate profit for companies, and that is only if advertising can promote products that the consumers needs. Advertising should follow ethical guidelines. Some actions that are quite unethical include women exploitation, influencing consumers to buy a product without providing them with adequate knowledge on what is to be bought, and deceptive advertising, involving false claims and other issues which could lead to moral deterioration of the society. This paper is an effort to find out the impacts of these types of deceptive advertisements on women.

Advertising

3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, to pre-roll on YouTube videos and native advertising on mobile news apps. These commercial messages are so pervasive that we cannot help but be affected by perpetual come-ons to keeping buying. Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content. It's easy to see why. As we have become smarter at avoiding ads, advertisers have become smarter about disguising them. Mara Einstein exposes how our shopping, political and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know® helps us combat the effects of manipulative advertising, and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of Big Data. Most importantly, it awakens us to advertising's subtle and not so subtle impact on our lives-both as individuals and as a global society. What ideas and information are being communicated to us-and to what end?

To Click or Not to Click? Investigating Antecedents of Advertisement Clicking on Facebook

Using its technological capabilities, Facebook has introduced customized and more relevant commercial messages for its growing number of advertisement-savvy users. We empirically examined the factors that influence the way in which users respond to Facebook-based advertising, using the perceived advertising values posited by Ducoffe's model and Facebook usage behavior as a basis. The results of an online survey that involved 758 participants show that users are more likely to click on Facebook-based advertising if they perceive it as informative rather than irritating. Moreover, the extent to which users depend on Facebook and participate as "fans" on brand pages positively impacts the likelihood that they will click on advertising.