Native Advertising and Disclosure

This paper reviews the growing combination of advertising and editorial content in the converged paid media form of native advertisements. Because native advertisements have the potential to negatively impact the credibility of traditional news organizations by misleading consumers through hidden persuasion attempts, this text reviews native advertisements in five prominent online newspapers for disclosure and source credibility. Through a content analysis of 130 online newspaper native ads, this paper reviews disclosure according to FTC guidelines for native advertising proximity and placement, prominence, reputation, and language. In addition, this text reviews source credibility by attribution and source status: executives, professionals, public relations personnel, workers, celebrities, organizations, and students. This paper adds to research by its application of Agenda-Setting Theory in its sorting of native ads by their newspaper category and subject matter to determine which newspaper sections are utilizing native ads most frequently and ultimately driving the editorial agenda

Video design adaptation to youtube advertising formats

Este trabajo en curso analiza cómo diferentes diseños publicitarios en términos de arousal (intensidad emocional) pueden contribuir a mejorar la efectividad de la video publicidad online. La literatura previa sugiere que un final con alto arousal puede incrementar la efectividad publicitaria. Para comprobar esta proposición, nuestra investigación combina diferentes metodologías: neurociencia aplicada al comportamiento del consumidor; un estudio de campo basado en una campaña publicitaria en YouTube y un estudio final. Los primeros resultados sugieren que el diseño publicitario ha de adaptarse a los nuevos formatos de video publicidad interactiva en función de los objetivos de los anunciantes.This work in progress analyzes how different arousal advertising design may enhance online video advertising effectiveness. Previous research suggests that arousing ending designs could increase ad effectiveness. To test this proposition, our research combines different methodologies: a consumer neuroscience pretest is used to identify high and low arousal sequences; a field study based on a YouTube ad campaign is used as an exploratory study which helps to determine the experimental scenarios to be used in the final study with a large sample size. Preliminary results suggest that ad design need to be adapted to new formats of interactive advertising depending on the advertisers’ goals

The 4s web-marketing mix model

This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the framework in online environments: the drastically diminished role of the Ps and the lack of any strategic elements in the model. Next to identifying the critical factors of the Web marketing, the paper argues that the basis for successful E-Commerce is the full integration of the virtual activities into the company’s physical strategy, marketing plan and organisational processes. The four S elements of the Web-Marketing Mix framework present a sound and functional conceptual basis for designing, developing and commercialising Business-to-Consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of field projects; two of them are presented as case studies in the paper.\ud \u

The Web 2.0 as Marketing Tool: Opportunities for SMEs

The new generation of Internet applications widely known as Social Media or Web 2.0 offers corporations a whole range of opportunities for improving their marketing efficiency and internal operations. Web 2.0 applications have already become part of the daily life of an increasing number of consumers who regard them as prime channels of communication, information exchange, sharing of expertise, dissemination of individual creativity and entertainment. Web logs, podcasts, online forums and social networks are rapidly becoming major sources of customer information and influence while the effectiveness of traditional mass media is rapidly decreasing. Using the social media as a marketing tool is an issue attracting increasing attention. The hitherto experience is that large public corporations are more likely to make use of such instruments as part of their marketing and internal operations (McKinsey, 2007).The paper defines the Web 2.0 phenomenon and based on the experience of large corporations examines how SMEs could engage the various Web 2.0 instruments in order to efficiently market their products, improve customer relations, increase customer retention and enhance internal operations

Investigating marketing of children's food stuff and methods of advertising in Iran

Marketing of food stuff to increase sale is possible with different methods. Capillary marketing is one of the most influential techniques in the issue of more sales in organizations especially in terms of selling food stuff. Food stuff should be sold in a short time due to the short durability. People who make better use of capillary marketing to supply their products and services can sell better and faster. Dependency of Iran's economy on oil incomes and affectability of such incomes from political, economic and international issues cause vulnerability and fragility of the economy. One of the ways of coping with this situation is developing new products that improves inland economic condition and causes an increase in non oil exports. Meanwhile, in addition to the role of food stuff in inland economic development, it can have a determining role in non oil export. Most of the families don't have financial ability to respond steamy needs of their children. Such children are just happy with watching colorful food and being influenced by messages they don't tend to traditional food. In fact, advertisements tell children what to wear play and eat. In this study we are going to discuss marketing of children's food stuff and its advertising methods in Iran. Mitra Zarea Nemati "Investigating marketing of children's food stuff and methods of advertising in Iran" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-1 | Issue-4 , June 201

Gambling and the Law®: An Introduction to the Law of Internet Gambling

This article brings to gaming researchers, with or without a legal education, a roundup of major issues and problems in the unsettled field of Internet gaming. By citing laws, cases, articles and treatises this annotated essay leads the reader through the maze of confusion and contradiction that now clutters the legal scene. Topics touched on include: elements of gambling, Federal, state and local gambling regulation, organized crime implications, extraterritorial jurisdiction, police power and advertising. Conclusions are addressed to businesses considering the risks of operating Internet gambling web sites

Audiovisual economics: Audiovisual markets in the European Union

Focusing on economic aspects of audiovisual industries, this article analyses some of the key EU policy initiatives affecting the sector –the AVMS Directive; the MEDIA Programme; competition and state aid for PSB; and also media ownership and pluralism– in the context of changing technologies and changing markets in Europe. It is notable that the policy ambitions surrounding audiovisual media are varied and do not always pull in the same direction. This article examines the threats and opportunities caused by digitisation and new value chain configurations but argues that conflicting agendas remain a substantive challenge for policy-making at EU lev

Plurality of Public Service Provision in the UK and Beyond

This article discusses Public Service Broadcasting (PSB) and pluralism in the United Kingdom broadcasting market, and critically assesses the regulator Ofcom's developing ideas with regard to provision of PSB in the digital age. It then moves on to outlining the state of plurality of PS providers and PS programming in other European territories. The main point is that although the PSB is under strain across Europe due to licence fee limits, and regulatory and social changes, the debate on plurality of institutions, plurality of channels and plurality of sources of funding is well advanced in the United Kingdom, but in the rest of Europe PSB is still primarily defined in terms of internal pluralism and most European countries have mainly focused on pluralism within the PSB, rather than between different providers. There is no historical precedent or current thinking for licence fee revenue being used to fund the creation of content on channels beyond the incumbent PSB