270,895 research outputs found
Does Exposure and Receptivity to E-cigarette Advertisements Relate to E-cigarette and Conventional Cigarette Use Behaviors among Youth? Results from Wave 1 of the Population Assessment of Tobacco and Health Study
Background: E-cigarettes (EC) are the most commonly used tobacco product among youth. Additionally, youth EC users are progressing to smoking conventional cigarettes (CC). Although known to target youth, there are no current restrictions in the US on EC marketing, including advertising. The purpose of this study is to evaluate the relationship between EC advertisements and youth EC and CC use behaviors.
Methods: This study analyzed data from youth (12-17 years) aware of EC in Wave 1 (2013-2014) of the Population Assessment of Tobacco and Health (PATH) study (n=12,199). Weighted logistic regression models assessed whether exposure and receptivity to any of five randomized EC ads (two TV and three print) were associated with the outcomes of EC and CC behaviors of ever use, current (past 30 day) use, and susceptibility to future use. Additional analyses determined whether EC advertising exposure and EC and CC behaviors associations were moderated by EC advertising receptivity. All models were adjusted for sociodemographics, other combustible tobacco product use, and parent smoking.
Results: EC advertisement exposure was significantly associated to ever and current EC use as well as susceptibility to EC and CC (p
Conclusion: These findings demonstrate exposure to EC advertisements are particularly associated with EC use behaviors, but could play a role in future CC use as well. Youth who are receptive to EC advertisements appear particularly vulnerable. Further studies should focus on the role of receptivity to EC advertisements among youth in order to support regulatory policy targeting EC advertising
PENGARUH KREATIVITAS IKLAN DAN KREDIBILITAS ENDORSER TERHADAP EFEKTIFITAS IKLAN (Studi Kasus Pada Iklan Olay Natural White Di Kota Semarang)
Olay personal product performance data in 2011 showed that TOM of Olay
brand was 3.8 lower than the advertising TOM 11.0, which means that consumer
recall of Olay ad is much higher compared to its products itself, it means
consumers are more aware of its brand than the product itself. This indicates a
problem in the advertising effectiveness of the Olay brand. Based on these
findings the research problem formulated is "How to improve the advertising
effectiveness through advertising creative and advertising endorser by taking
advertising attractiveness factor into account."
To answer the problem, data about the credibility of the endorser,
advertising creativity, effectiveness of advertising, and advertising appeal is
required. The data is obtained through interviews with 100 women respondents
who lives in the city of Semarang and ever see / know the Olay face whitening ad.
The data then is analyzed using Structural Equation Modeling analysis
techniques.
The test result using the analysis techniques of Structural Equation
Modeling indicates that the model is fit to population data. While from hypothesis
testing showed that all five hypotheses can be accepted and proven in this study,
namely that the effectiveness of advertising is influenced by endorser credibility
and advertising creativity and advertising attractiveness is influenced by
endorser credibility, advertising creativity, and advertising attractiveness
FiBiNET: Combining Feature Importance and Bilinear feature Interaction for Click-Through Rate Prediction
Advertising and feed ranking are essential to many Internet companies such as
Facebook and Sina Weibo. Among many real-world advertising and feed ranking
systems, click through rate (CTR) prediction plays a central role. There are
many proposed models in this field such as logistic regression, tree based
models, factorization machine based models and deep learning based CTR models.
However, many current works calculate the feature interactions in a simple way
such as Hadamard product and inner product and they care less about the
importance of features. In this paper, a new model named FiBiNET as an
abbreviation for Feature Importance and Bilinear feature Interaction NETwork is
proposed to dynamically learn the feature importance and fine-grained feature
interactions. On the one hand, the FiBiNET can dynamically learn the importance
of features via the Squeeze-Excitation network (SENET) mechanism; on the other
hand, it is able to effectively learn the feature interactions via bilinear
function. We conduct extensive experiments on two real-world datasets and show
that our shallow model outperforms other shallow models such as factorization
machine(FM) and field-aware factorization machine(FFM). In order to improve
performance further, we combine a classical deep neural network(DNN) component
with the shallow model to be a deep model. The deep FiBiNET consistently
outperforms the other state-of-the-art deep models such as DeepFM and extreme
deep factorization machine(XdeepFM).Comment: 8 pages,5 figure
Influence of Ethnocentric Billboard Advertising Messages on Product Consumption in Nigeria: A study of Hero Lager
This study takes an empirical dive into the enormous use of ethnic and cultural appeal as an emerging advertising trend in Nigeria, using Ebonyi state and the Hero Lager as case studies. A survey research method was adopted, and a structured questionnaire was used to gather responses from 383 respondents. The purposive sampling method was used to select the respondents who filled out the questionnaire. The study's findings reveal that most Hero Lager consumers are significantly aware of the use of ethnocentrism by the brand in their billboard advertising and agree they patronise the Hero beer brand based on ethnocentricity. This study establishes that ethnocentric billboard advertising messages significantly influence product consumption in Nigeria, especially on the Hero Lager beer brand. As a result of the findings, the researchers recommend that manufacturers should adopt the ethnocentric advertising approach to increase product sales and that since the brand's use of ethnocentric advertising messages has recorded huge success in Ebonyi state - an Igbo-speaking part of Nigeria, they should extend the application of this advertising strategy to other ethnic regions as a way of enhancing brand awareness and ensuring optimal dominance in the Nigerian market
Relationship between product factors, advertising, and purchase intention of halal cosmetic
More customers are aware of Halal products, especially among Muslim customers living in multi-religious societies such as Malaysia. The trend is customers are also becoming
more conscious about the permissibility (Halal) of a wide range of products ranging from food, financial and non-financial products, to tourism and health products. This apparently has prompted marketers operating in food, cosmetics, and pharmaceutical products to revise their strategies. The purpose of this paper is to investigate the relationships between five product factors; namely, brand, price, quality, ingredients and labelling and purchase
intention of Halal cosmetic and toiletry products. The study also examined the role of advertising in the relationship between product factors and purchase intention. For this purpose, a structured questionnaire was designed based on items adapted from previous studies. Data were collected from 200 adult Muslim respondents using a convenience sampling method. Pearson Correlation and multiple regression analysis were used to test the proposed model. The results indicated that all product factors are significantly correlated with purchase intention. The results further indicate that advertising is a mediator for
price-purchase intention relationship, but not a mediator to other product factors-purchase intention relationships. This study provides insights into how consumers behave in
purchasing Halal products, given five product factors of brand, price, quality, ingredients and labelling. It is argued in this research that the presence of advertising may not change the intention to purchase Halal products but price may influence purchase intention
Product Placement and the Effects of Persuasion Knowledge
This study examines the effect of persuasion knowledge and cognitive busyness on attitude toward a brand embedded in a popular movie. Product placement is filling an increasingly important role in marketing strategy as conventional techniques have been rendered ineffective by their own ubiquity. Cognitive busyness was hypothesized to cause a product placement message to be processed on a superficial, peripheral level. If joined with persuasion knowledge, the subject’s lack of ability to devote resources to critically evaluate the message would activate compartmentalized knowledge of products and brands increasing the ease of this information’s mental accessibility and thus aid the formation of favorable brand attitudes. A controlled laboratory experiment reveals that when viewers watch the movie in a natural setting, viewers with persuasion knowledge exhibit lower attitude toward the placed brand than viewers without persuasion knowledge. However, such backlash brand-damaging effects are absent, if not reversed, when viewers watch the movie in a cognitively busy setting
AutoPoster: A Highly Automatic and Content-aware Design System for Advertising Poster Generation
Advertising posters, a form of information presentation, combine visual and
linguistic modalities. Creating a poster involves multiple steps and
necessitates design experience and creativity. This paper introduces
AutoPoster, a highly automatic and content-aware system for generating
advertising posters. With only product images and titles as inputs, AutoPoster
can automatically produce posters of varying sizes through four key stages:
image cleaning and retargeting, layout generation, tagline generation, and
style attribute prediction. To ensure visual harmony of posters, two
content-aware models are incorporated for layout and tagline generation.
Moreover, we propose a novel multi-task Style Attribute Predictor (SAP) to
jointly predict visual style attributes. Meanwhile, to our knowledge, we
propose the first poster generation dataset that includes visual attribute
annotations for over 76k posters. Qualitative and quantitative outcomes from
user studies and experiments substantiate the efficacy of our system and the
aesthetic superiority of the generated posters compared to other poster
generation methods.Comment: Accepted for ACM MM 202
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