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2022 ◽  
Vol 40 (3) ◽  
pp. 1-28
Author(s):  
Yadong Zhu ◽  
Xiliang Wang ◽  
Qing Li ◽  
Tianjun Yao ◽  
Shangsong Liang

Mobile advertising has undoubtedly become one of the fastest-growing industries in the world. The influx of capital attracts increasing fraudsters to defraud money from advertisers. Fraudsters can leverage many techniques, where bots install fraud is the most difficult to detect due to its ability to emulate normal users by implementing sophisticated behavioral patterns to evade from detection rules defined by human experts. Therefore, we proposed BotSpot 1 for bots install fraud detection previously. However, there are some drawbacks in BotSpot, such as the sparsity of the devices’ neighbors, weak interactive information of leaf nodes, and noisy labels. In this work, we propose BotSpot++ to improve these drawbacks: (1) for the sparsity of the devices’ neighbors, we propose to construct a super device node to enrich the graph structure and information flow utilizing domain knowledge and a clustering algorithm; (2) for the weak interactive information, we propose to incorporate a self-attention mechanism to enhance the interaction of various leaf nodes; and (3) for the noisy labels, we apply a label smoothing mechanism to alleviate it. Comprehensive experimental results show that BotSpot++ yields the best performance compared with six state-of-the-art baselines. Furthermore, we deploy our model to the advertising platform of Mobvista, 2 a leading global mobile advertising company. The online experiments also demonstrate the effectiveness of our proposed method.


2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Christopher Long ◽  
Bridget Whittle

Purpose The purpose of this paper is to discuss the history and contents of an archival resource that is of interest to scholars of historical marketing. The Pirate Group Inc. archive, held by McMaster University Library’s William Ready Division of Archives and Research Collections consists of over 27,000 sound recordings and 84 metres of textual records, documenting the work of Pirate, an award-winning Toronto-based advertising company founded in 1990. The comprehensiveness of the archives, which includes tens of thousands of advertising “spots”, gives researchers unprecedented access to the creative forces behind some of the most memorable advertisements produced in Canada. Design/methodology/approach This paper aims to answer the following questions: what is the Pirate Group Inc. and what is their documentary legacy? How can scholars of marketing history benefit from the records contained within the Pirate Group Inc. archive? How can researchers access the material at McMaster University Library’s William Ready Division of Archives and Research Collections? Findings The authors assert that the Pirate Group Inc. archive may be of particular interest to scholars engaged in research on the following topics: Canadian nationalism in marketing campaigns, the advertising history of companies whose histories are under-studied due to a lack of archival resources and the recent history of radio and television political ad campaigns. Originality/value The paper contributes to historical research in marketing by asserting that the Pirate Group Inc. archive has continuing value for further research. The Pirate archive, which allows for unprecedented access into the study of Canadian advertising due to its comprehensiveness and its uniqueness among archival collections from the contemporary era, makes it a strong primary source for marketing historians.


Author(s):  
Наталія Шматько ◽  
Михайло Пантелєєв ◽  
Марина Кармінська-Бєлоброва ◽  
Тетяна Мирошник

Branding is an integral part of an enterprise's marketing activities and can be analyzed in various aspects. Brand management – is the process of creating and managing a brand that is based primarily on the sale of goods. The main components in this process are brand ideas, market analysis, strategy development, organization of an advertising company. In addition, to date, branding policy is one of the elements of marketing, it determines the positions of other types of policy, because today the role of brand for the enterprise is a determining factor of competitiveness and survival of the enterprise in the market. When forming a brand, it is necessary to formulate problems related to needs, supply and demand, as they fully reflect the specifics of the functioning of the product market. The process of brand management is differentiated into blocks; methods for determining the brand value of an enterprise are proposed. The prerequisites for changing brand management are related to the processes and cycles that occur in the economy such as: globalization of business, development of scientific and technological progress, changes in the external environment and society, and even the expansion of market boundaries, so a comparison of the dynamics of brand- enterprise management; brand management concepts are compared. The strategic brand management process is important for creating and maintaining brand equity. Developing a strategy that successfully supports or enhances brand awareness, strengthens brand associations, emphasizes brand quality and use, is part of brand management. In today's world, in order to maintain a competitive position, every leader must first and foremost consider the value of his or her brand in developing its strategy and pay attention to branding and find key points for winning the position.


Author(s):  
Sawita Yousukkee ◽  
Nawaporn Wisitpongphan

<span id="docs-internal-guid-f908fd2e-7fff-1849-4fda-c2cf9baed97e"><span>Live streaming is becoming a popular channel for advertising and marketing. An advertising company can use this feature to broadcast and reach a large number of customers. YouTube is one of the streaming media with an extreme growth rate and a large number of viewers. Thus, it has become a primary target of spammers and attackers. Understanding the behavior of users on live chat may reduce the moderator’s time in identifying and preventing spammers from disturbing other users. In this paper, we analyzed YouTube live streaming comments in order to understand spammers’ behavior. Seven user’s behavior features and message characteristic features were comprehensively analyzed. According to our findings, features that performed best in terms of run time and classification efficiency is the relevant score together with the time spent in live chat and the number of messages per user. The accuracy is as high as 66.22 percent. In addition, the most suitable technique for real-time classification is a decision tree.</span></span>


Author(s):  
Polina Sokol ◽  
Diana Blizniuk ◽  
Olga Pivovarova

The article outlines the main approaches to advertising in the field of travel services, highlights the main leading tourism enterprises, and investigates the effectiveness of their advertising activities. The main types of advertising in tourism have been investigated, the effectiveness of the use of each of them has been analyzed. The main trends and aspects of the advertising product of tourism enterprises are highlighted. The features of the choice of advertising activities depending on the budget of the advertising company and the goals of the communication policy are investigated. The article considers theoretical approaches to the category of "effectiveness" of advertising, which characterizes the competitiveness of a tourist enterprise. It was found that the effectiveness of the advertising campaign of enterprises with different approaches to advertising management is almost the same due to the high purchasing power. Mass consumption makes even such promotional activities as a simple reminder of a service to a customer effective. The income and expenses of the surveyed company, as well as advertising costs for 2019-2020 were calculated. The features of marketing communications of the enterprise are considered. The analysis of recent studies and publications on this topic was carried out and it was revealed that today there are changes in the advertising of travel services, namely, advertising on the Internet and positive customer reviews about the company gains a greater influence on the consumer's consciousness. The features of advertising in the tourism sector are considered. The advertising activities of the investigated enterprise are analyzed and its effectiveness is determined. A survey of respondents was carried out in order to determine modern approaches to advertising that effectively influence the consciousness of the consumer. Analyzed and highlighted the main competitors of the studied company. The competitive advantages and disadvantages of the presented real tourist enterprise are determined. An expert assessment of the enterprises of the city of Dnipro was carried out, the position of the investigated company in the market of tourist services was determined. Practical recommendations have been developed for the selection of effective means of advertising in the field of tourism.


2021 ◽  
Vol 1 (3) ◽  
pp. 5-12
Author(s):  
Anastasia Sergeevna Mordacheva ◽  
◽  
Mafura Kusmanovna Uandykova ◽  

Conversion in advertising – the ratio of the number of ad impressions to the number of hits to the advertiser; Conversion in Internet marketing is the ratio of site visitors who performed the desired action (clicked on a link, voted, bought) to the total number of site visitors. As a result of the work of an advertising company, many indicators are recorded in an organization. The datasets collected in this way can be further processed by means of mathematical modeling and tools for working with big data. The result is unique predictive and classification models that are the physical representation of error correction. The current work presents econometric data analysis using the RStudio correlation and regression analysis tools. As a result, it is expected to obtain a model for assessing the results of advertising campaigns or their intermediate stages for the prompt adjustment of the product promotion policy. Data analysis collected during the period of advertising campaigns is an indepth study of advertising using web analytics and established metrics. Tools such as Google Adwords or Yandex.Direct provide a number of tools for analyzing the effectiveness of advertising for company products (in our case, these are educational services) on the Internet.


Prologia ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 402
Author(s):  
Andre Wijaya ◽  
Muhammad Adi Pribadi

Marketing communication activities carried out to be able to increase sales and introduce a brand to the wider community, in the current technological era social media plays an important role in conducting marketing communication. Lots of people use social media, this is an opportunity to do marketing communication through social media. PT. MicroAd Indonesia is an advertising company engaged in digital. PT. MicroAd Indonesia has its own way of marketing communication that is different from other advertising companies. Symbolic interactions also affect the marketing communication of PT. MicroAd Indonesia. This research uses a qualitative methodology with ethnographic methods. Data collection was carried out using participant observation, in-depth interviews with several teams at PT. MicroAd Indonesia, and also document analysis. The conclusion of this study is that there are several stages of marketing communication planning consisting of first meeting with clients, Kick Off, Doing research such as searching for key messages, Content Pillar and Content Mapping and then creating content for on social media such as Instagram, Facebook and Twitter to the final stage that is Monitoring.Kegiatan komunikasi pemasaran dilakukan untuk dapat meningkatkan penjualan dan memperkenalkan sebuah merek kepada masyarakat luas, di era teknologi saat ini media sosial sangat berperan penting dalam melakukan komunikasi pemasaran, Banyak sekali orang-orang yang menggunakan media sosial, ini merupakan suatu kesempatan untuk melakukan komunikasi pemasaran melalui media sosial. PT. MicroAd Indonesia adalah suatu perusahaan periklanan yang bergerak dibidang digital. PT. MicroAd Indonesia memiliki cara tersendiri untuk melakukan komunikasi pemasaran yang berbeda dengan perusahaan periklanan lainnya. Interaksi simbolik juga mempengaruhi komunikasi pemasaran PT. MicroAd Indonesia. Penelitian ini menggunakan metodologi kualitatif dengan metode etnografi. Pengumpulan data dilakukan dengan menggunakan observasi partisipan, wawancara mendalam dengan beberapa tim di PT. MicroAd Indonesia, dan juga analisis dokumen. Kesimpulan dari penelitian ini yaitu terdapat beberapa tahapan perencanaan komunikasi pemasaran yang terdiri dari pertemuan pertama dengan klien, Kick Off, Melakukan riset seperti mencari key message, Content Pillar dan Content Mapping lalu pembuatan konten untuk di media sosial seperti Instagram, Facebook dan Twitter hingga ketahap akhir yaitu adalah Monitoring.


Respati ◽  
2020 ◽  
Vol 15 (2) ◽  
pp. 26
Author(s):  
Danny Ong

INTISARI                 Teknologi yang terus berkembang dari waktu ke waktu telah menjadi suatu perkembangan yang harus diterima oleh semua pihak dan juga secara tidak langsung mengubah sudut pandang dan juga cara interaksi manusia dari seluruh bidang seperti sosial dan ekonomi. Basis penggunaan sistem yang awalnya bertuan untuk menjaring interasksi sosial seperti pertemanan, berbagi foto dan juga kelompok interasi saat ini juga sudah banyak digunakan untuk mendukung basis ekonomi seperti pemasaran produk hingga penjualan. Pemanfaatan basis sistem sosial sudah banyak dilakukan oleh beberapa pihak dari sisi masyarakat biasa, atlet, artis hingga perusahaan yang memiliki pengikut atau fan base yang digunakan untuk menarik perhatian dan minat dari masyarakat dunia. Kemudahan pelaksanaan dan juga biaya yang sangat rendah bahkan bisa gratis juga salah satu point dasar utama mengapa banyak pihak yang memanfaatkan sistem sosial media untuk menaikan pemasaran dan penjualan. Hal ini dikarenakan berbanding terbalik dengan iklan menggunakan media cetak ataupun iklan dari televise yang memakan cukup banyak biaya sehingga untuk kalangan UMKM, hal tersebut tentunya akan sangat memberatkan terlebih lagi untuk produk yang masih belum banyak dikenal oleh banyak masyarakat. Kenyamanan dari sisi pengguna juga menjadi kepedulian utama karena pengguna bebas melihat suatu produk yang dipasarkan tanpa adanya ikatan waktu dan juga interupsi dari berbagai pihak sehingga pengguna memiliki banyak waktu untuk menentukan pilihan produk yang diinginkan. Pemasaran dan penjualan produk memanfaatkan sistem media sosial juga dapat memberikan keleluasaan bagi pemasar dan penjual produk tersebut untuk dapat mempublish produknya secara bebas dari sisi design, harga dan juga waktu tanpa adanya ikatan kontrak dengan pihak ketiga sehingga proses pemasaran produk akan lebih cepat ditayangkan pada akun sosial media bersangkutan dan pengguna dapat secara langsung melihat produk yang dipasarkan secara real time tanpa harus ada persetujuan seperti penandatanganan kontrak, waktu penanyangan dan hal-hal lainnya yang bersifat komersil. Kebutuhan terakhir yang terpenting adalah dengan pemanfaatan sosial media tersebut tergolong sangat mudah untuk dilakukan karena pemasar cukup memiliki jaringan pertemanan di sosial media yang banyak dan juga dapat melakukan posting terhadap produk yang akan dipasarkan dan dijual dengan melakukan pengolahan kata-kata agar content produk tersebut banyak dilihat dan juga yang terpenting adalah dengan memanfaatkan sosial media, pengguna juga dapat melakukan share informasi ke pengguna lainnya sehingga secara tidak langsung iklan yang awalnya dipasarkan oleh pemasar dapat tersaring ke pihak-pihak lainnya dengan bantuan pengguna sosial media tersebut yang tentunya akan membuat transaksi dan informasi menjadi lebih besar dan luas Kata kunci— Sosial Media, Pemasaran , Penjualan, Informasi, Sharing, Kenyamanan                                  ABSTRACTIn this era, the technology keep growing day by day and that technology now has became development that everyone has to be accepted by everyone and indirectly change a perception and also the interaction of people in all field like social and economy. The platform of system using is beginning to make a filter of social interaction like a friendship, sharing photo each other and group communication but right now that social interaction like or not is used for supporting economy like marketing and sales.Utilization of social media system for supporting economy has been used by many type of citizen like ordinary citizen, sportstman, public figure even a big company itself that have many of followers or fan base to be used for attention attraction and world desire of the people. The implemention is easy and does note make expense so much money even free is one of many aspect reason that’s why so many side using this platform to do promote their product and make selling for ther product. It is contradictive to use advertising in newspaper, tabloid even television because is very expensive for the startup and people who start their business from below to middle. It’s very difficult especially for the product has not been known by people yet. The convenience of people by using that platform is also become the main concern because people can be free to see a product that has been promoted by company without limited by time so people can have so much tme to make a decision of product choosing. Marketing and sales has used social media can promote their product effectively and efficieny from design, price and even time without do a contract with advertising company. Because all of these people can do promote product could be show real tme for social media and user directly see the product without must have approval like contract sign, the showing time and everything have commercial scent has been dismished. And the last thing is very important is using social media system platform is very easy because what must to do is just having many sosial friend or follower in the social account and make good words promotion, posting photo of product and share product information to other user so indirectly that information could be shared to other user and can be a great help to make that product information grow bigger that just one type of promotion and become expand from mouth to mouth by sharing each other. Kata kunci— Social Media, Marketing, Sales, Information, Sharing, Convenience


Author(s):  
Azaze-Azizi Abdul Adis ◽  

The new and creative marketing strategies came into existence to attract consumers towards the brand by marketing agencies. One of these innovative marketing tools is mobile advergame which is observed as an attractive marketing tactic to enhance product awareness. The present study aims to identify the use of mobile advergame as a brand communication tool in Malaysia. A total of 366Malaysian gamers were taken into consideration as respondents of this study. A structured online based questionnaire wasdesigned for the study and self-brand congruity measurement was adopted to measure an association between consumer’s self-image and characteristics of brand’s value among gamers. The participants were asked about their experiences related to the advertisements occurred during the game. The findings revealed a positive relationship between self-brand congruity’s brand recall, brand attitude and purchase intention, entertainment brand recall, and brand attitude. As the main purpose of mobile advergame is to enhance the brand awareness; therefore, a consistency between the product and game content should be identified by the advertising company.


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