Advertising Education at a Crossroad

The changes in the advertising industry are rapid and dizzying. The advertising industry is going through structural change and advertising education faces a daunting challenge in keeping up with the real world. Advertising educators must recognize the urgency of revising the curriculum to address this challenge. If not, while the industry transitions into a different chapter, advertising education will be left behind. This article discusses major changes in the advertising industry, and calls for thought leadership to bridge the gap between academia and the industry and to initiate proactive changes in advertising education

Joint Advertising and Brand Congruity: Effects on Memory and Attitudes

This research examined how brand congruity in joint advertising affects individuals’ processing of advertising messages. An experiment was conducted whereby ads promoting two congruent or incongruent brands were presented to subjects under low versus high processing load. Results showed that advertising messages for congruent brands were better remembered under both high and low processing loads. However, ads with congruent brands led to positive attitudes only when subjects’ processing resources were constrained. These findings suggest congruent brands that appear in joint ads have a clear advantage over incongruent brands. The results have both practical and theoretical implications

When Do Consumers Believe Puffery Claims? The Moderating Role of Brand Familiarity and Repetition

In the United States, exaggerated advertising claims for products and services, known as “puffery,” make up a considerable proportion of all claims in the marketplace. Legally, advertisers do not need to substantiate the puffery claims because it is believed that consumers would not be deceived by such exaggerated claims. This research reports two experiments that examined the moderating role of brand familiarity and repetition on puffery claims. Results indicated that while puffery generally led to weak main effects, it had significant interaction effects with brand familiarity (Study 1) and claim repetition (Study 2) on the dependent variables

Do Web Users Care About Banner Ads Anymore? The Effects of Frequency and Clutter in Web Advertising

This study investigates the effects of frequency of exposure to banner ads and ad clutter in web pages upon online users’ psychological responses. In a 7 (frequency 1 through 7) x 2 (clutter vs. non-clutter) between-participants factorial experiment, participants (N = 250) were randomly assigned to one of fourteen news websites, each with 20 separate pages of news stories and animated banner ads downloaded from various websites. Results indicated that frequency of exposure is a powerful psychological cue affecting users’memory, attitudes, and behavior. However, contrary to expectation, banner clutter does not lead to negative effects on recall, attitudes, and behavior. Negative impact of banner clutter was significant only on ad recognition

Exploring wearin and wearout in web advertising: the role of repetition and brand familiarity

One of the most researched variables in advertising is repetition. Due to its theoretical and practical importance, repetition has received substantial attention from researchers. However, on the web, there has been little empirical evidence as to how repetition affects advertising effectiveness. This research reports an experiment that examined the effects of repetition and brand familiarity in the web advertising environment. The participants were exposed to 1 of 12 experimental conditions via the web. The results showed that while repetition had weak main effects across the dependent variables, it interacted with brand familiarity on attitudes and purchase intention. Polynomial trend analyses also identified the potential wearin and wearout patterns as a function of repetition when the brand was unfamiliar, but not when the brand was familiar

Ad-induced affect: The effects of forewarning, affect intensity, and prior brand attitude

Emotion in marketing communication is important because it influences the manner consumers process information. Using emotional appeal ads, a between-subjects experiment was conducted to examine the role of forewarning of persuasive intent, affect intensity, and prior attitude. Results indicate that forewarning of persuasive intent of the advertiser had negative attitudinal effects on the dependent variables regardless of experimental conditions. Forewarning of persuasive intent had negative attitudinal effects even among participants who had positive attitudes toward the company, and those who had high affect intensity. Results also indicate that participants who already had negative attitudes toward the brand were not influenced by ad-induced affect

A Flexible Privacy-preserving Framework for Singular Value Decomposition under Internet of Things Environment

The singular value decomposition (SVD) is a widely used matrix factorization tool which underlies plenty of useful applications, e.g. recommendation system, abnormal detection and data compression. Under the environment of emerging Internet of Things (IoT), there would be an increasing demand for data analysis to better human's lives and create new economic growth points. Moreover, due to the large scope of IoT, most of the data analysis work should be done in the network edge, i.e. handled by fog computing. However, the devices which provide fog computing may not be trustable while the data privacy is often the significant concern of the IoT application users. Thus, when performing SVD for data analysis purpose, the privacy of user data should be preserved. Based on the above reasons, in this paper, we propose a privacy-preserving fog computing framework for SVD computation. The security and performance analysis shows the practicability of the proposed framework. Furthermore, since different applications may utilize the result of SVD operation in different ways, three applications with different objectives are introduced to show how the framework could flexibly achieve the purposes of different applications, which indicates the flexibility of the design.Comment: 24 pages, 4 figure

Iterative Equalization Using Improved Block DFE for Synchronous CDMA Systems

Iterative equalization using optimal multiuser detector and trellis-based channel decoder in coded CDMA systems improves the bit error rate (BER) performance dramatically. However, given large number of users employed in the system over multipath channels causing significant multiple-access interference (MAI) and intersymbol interference (ISI), the optimal multiuser detector is thus prohibitively complex. Therefore, the sub-optimal detectors such as low-complexity linear and non-linear equalizers have to be considered. In this paper, a novel low-complexity block decision feedback equalizer (DFE) is proposed for the synchronous CDMA system. Based on the conventional block DFE, the new method is developed by computing the reliable extrinsic log-likelihood ratio (LLR) using two consecutive received samples rather than one received sample in the literature. At each iteration, the estimated symbols by the equalizer is then saved as a priori information for next iteration. Simulation results demonstrate that the proposed low-complexity block DFE algorithm offers very good performance gain over the conventional block DFE