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It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

Starting from the premise that digital screens are pervading our everyday urban and social environments to serve a variety of purposes, the purpose of this paper is to show how screens can be made aware of what is happening around them and – based on specific strategies – adapt accordingly the advertisement flow to supply to users more engaging contents.

The paper presents an overview of future pervasive advertisement scenarios, and sketches the architecture and implementation of a system for adaptive context‐aware pervasive advertisement. Subsequently, with the help of a simulation environment, the paper evaluates the performances of several adaptive context‐aware advertisement strategies, and compares them against non‐adaptive ones.

The paper demonstrates that, in a wide range of conditions, an advertisement system based on adaptive context‐aware strategies leads to a gain in terms of commercial value with respect to traditional non‐adaptive strategies for advertisement broadcasting.

A system for pervasive advertisement could be easily brought to life, leading advertisement companies to a much more targeted exploitation of the screen resource and, eventually, to higher revenues.

Adaptive advertisement systems can offer notable commercial advantages over traditional advertisement systems even when visitors demonstrate poor collaboration towards the system.

The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media.

This study examines the characteristics of recent mobile advertisements such as brand attitude and context awareness value, which have not been considered in studies on non-mobile advertisements, to address purchase intention through smartphone advertisements using structural equation modeling.

The results are as follows. Together with entertainment, information, irritation, and personalization in non-mobile advertisements, timing and location in mobile advertisements are the main factors for establishing consumers’ purchase intention. Further, although mobile advertisements’ context awareness value strongly impacts consumers’ advertising attitude and brand attitude, purchase intention receives greater impact from brand attitude than from advertising attitude because the products/services lack feel and touch.

These results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements.

The purpose of this study is to analyse the impact of perceived enjoyment in advertising response in online social networks (OSN). The authors propose and test a structural model explaining response to OSN advertisements embracing perceived enjoyment, social influence and advertising-related variables.

Data were gathered through the application of a structured questionnaire to a sample of 126 students of the same scientific area (marketing and communication studies).

The results validate the proposed model and support nine out of ten hypotheses. The study supports the role of perceived enjoyment as a predictor of both social identity and group norms. Furthermore, social identity and group intention have a positive impact on perceived advertisement relevance. Finally, group intention towards advertisements and perceived advertisement relevance have a positive impact on perceived advertisement value, which in turn impacts positively on response to OSN advertisements.

The main limitation relates to the fact that the study mainly covered a population aged between 18-35 years old. Despite its relevance as a segment of OSN users, some caution needs to be taken in generalizing findings to a broader population.

These results provide important indications for firms aiming at fully exploiting the computer-mediated communication of OSNs. Specifically, we confirm the role of perceived enjoyment in reinforcing group dynamics and shaping group intentions towards advertising.

The main contribution of this study lies in the focus on perceived enjoyment as a predicting variable of social influence and advertising variables, thus impacting response to OSN advertisements.

The aim of this study was to develop a theoretical model of email advertising effectiveness and to investigate differences between permission‐based email and spamming. By examining different types of email (i.e. permission‐based email and spamming), the present study empirically tested the theoretical linkage between email advertising values, perceived instrusiveness, and the attitudinal‐behavioural dispositions towards email advertising.

A survey was conducted using 221 respondents from Taiwan. Two scenarios were designed for the present study. The questionnaires were equally divided into two sets, with the first half containing a scenario depicting permission‐based email, and the other half containing a scenario describing a spamming email. Each respondent only received one set of the survey.

Results from a survey of 221 Internet users in Taiwan indicate that values and attitudes toward, and the perceived intrusiveness of, email advertising significantly affect consumers’ behavioral dispositions toward email advertising. The results suggest that permission‐based email is more effective as compared to spam email advertising. For solicited email, consumers perceived less intrusiveness if the email advertisement offered them financial incentives.

The authors acknowledge four limitations in this study. These limitations however provide further direction for future studies in the discipline. The discussion of these limitations is provided.

Importantly, this study yields significant theoretical and managerial implications. Concerned with the context of email advertising, the authors’ work provides theoretical support for both constructs of advertising values and perceived intrusiveness as important. Concerned with the advertisers, this study renders important implications for better planning of marketing mix strategy using email.

This study provides new theoretical insights into factors influencing consumers’ acceptance of email advertising by incorporating perceived intrusiveness as a mediator in the relationship between advertising values and attitudinal‐behavioral dispositions. By empirically comparing the different types of email advertisements of permission‐based email and spamming, the present study also offers better understanding and extending of the current literature on email advertising research.

To describe contemporary US society based on the dominant themes featured in magazine advertisements.

From eight general circulation magazines, 2,158 full‐page advertisements are examined using content analysis. The analysis includes the examination of ad characteristics, creative strategies and a critical literary analysis.

The results show evidence that US cultural values are embedded in popular magazine advertisements. In particular, individualism, low context communication patterns and action/achievement values are most common.

This study represents a snapshot in time. Neither culture nor media options are static. As a result, future work in this area should examine these changes.

Since only a few cultural dimensions are dominant in the sample, the results suggest that advertisers need not embed all social values in ads.

This paper provides evidence that an adaptive advertising strategy may be more effective than a global approach.

This paper aims to use the signaling theory and the person‐organization fit framework as a rationale to study value‐related information prospective applicants receive from employers through the communication in job ads.

The authors analyzed the content of 1,768 job advertisements published in two national and two regional Dutch‐speaking magazines in Belgium. Four independent judges coded all information in the offer section and categorized it into five content categories adopted from Lyons and colleagues. Since important sectoral distinctions exist in terms of structural‐operational as well as value‐related characteristics, this study examines how profit and nonprofit organizations portray themselves in the offer section of the job advertisements they send out.

Generally inconsistent with the authors' assumptions, the results show that intrinsic and prestige values are more intensively reported in job ads from the profit sector, whereas altruistic and extrinsic values are brought up more in job ads from the nonprofit sector. However, because nonprofit organizations print smaller, often non‐colored ads in the national language, additional analyses controlling for these factors confirmed only one of the sectoral differences. Nonprofit organizations seem to compensate for values that are obvious in their sector (i.e. altruistic and intrinsic) by more intensively emphasizing extrinsic values (e.g. insurance and fringe benefits) compared to profit organizations.

Only part of the information provided in the earliest phase of the recruitment process reflects the values one would expect based on organizational theory and empirical evidence. This, obviously, engenders an important threat to the establishment of person‐organization fit.

This study investigates two important research questions. First, does YouTube advertising create value for customers to activate their inspired-by state (motivation), or does customer engagement in advertised brands have a mediating role? Second, does the inspired-by state influence customers’ inspired-to state (action) to purchase the advertised brand?

This study employs Ducoffe’s advertising value model to investigate how customers’ engagement mediates perceived advertising value and their inspired-by state. The authors split customer inspiration into two primary states: inspired-by (i.e. the early interest in taking action) and inspired-to (i.e. the intention to act), demonstrating that the latter is positively influenced by the former. The study employs SmartPLS V3.2.9 to analyze survey data from 360 respondents in Pakistan – an emerging market.

This study found that informativeness, entertainment, creativity and incentives exerted a significant positive impact on perceived advertising value. The perceived advertising value of YouTube ads fails to influence customers’ inspired-by state directly; however, customer engagement positively mediates the relationship between the perceived advertising value of YouTube and customers’ inspired-by state. Finally, the customers’ inspired-by state is successfully converted into an inspired-to state.

This study has numerous practical implications for advertisers and marketers seeking to optimize social media advertising and marketing performance.

YouTube ads shape consumer behavior, empowering informed choices; authentic engagement transforms the advertising landscape.

This study is the first to examine the perceived advertising value of YouTube ads for eliciting customers’ inspired-by state, assessing the mediating role of customer engagement as a mechanism. Moreover, the authors examine the role of customers’ inspired-by state as a predictor of the inspired-to state.

Since its inception in 2009, the growth of real-time bidding (RTB) advertising has been dramatic. Yet, there is a dearth of research in the information system (IS) literature despite the potential for negative e-commerce outcomes. The purpose of this paper is to identify salient antecedents of users’ attitude toward RTB advertisements.

A research model was constructed and tested with data from 437 respondents. SmartPLS 3.0, a partial least square (PLS) structural equation modeling (SEM) tool, was used to evaluate the research model and test the hypotheses.

The findings indicate that user attitude is determined by opposing influences from the cognitive and affective attributes of an RTB advertisement. A surprise is found to elicit greater perception of advertisement personalization, timeliness and relevance, as well as privacy and intrusiveness concerns. While RTB advertisement relevance appears to lessen the effect of advertisement intrusiveness, privacy concern is exacerbated when the advertisement is more personalized. The authors discuss the implications of this study for click-through intentions and e-commerce.

At this point in the evolution of RTB advertising, the findings indicate that the surprise generated by the appearance of an RTB advertisement is not currently a “bad” surprise. In addition, the formation of positive user attitude toward RTB is complex because cognitive factors interact with users' concerns to strengthen or weaken the negative effects. The authors also demonstrate that attitude and stimulus–organism–response (S–O–R) theories are useful theoretical bases for the development of causal models to predict RTB attitude and click-through intentions.

The purpose of this study is to construct consumer value structures for clothing.

Using content analysis, a total of 301 advertisements from the New Yorker and Esquire magazines are analyzed during one representative year out of each of the last four decades.

Consumer values reflected in clothing ads are identified as functional, social, emotional and epistemic. Functional value dominated throughout the 1970s, 1980s, and 1990s, but showed a decreasing trend. By the 2000s, emotional value had overtaken functional value in emphasis. Consumer consequences and product attributes, which fell under each of the consumer values, are also revealed. Of all the consumer consequences, high quality was connected the most frequently with functional value. At the same time, high quality served as an intermediary qualifier for symbols of social status, a consequence of social value. Fabric was the attribute linked most frequently to functional and social consequences.

Clothing companies can use the values, consequences and attributes presented here to differentiate between values, to determine the most effective attributes to emphasize, and to target certain audiences for their marketing and advertising strategies.

The essential contribution of this paper is that this study reveals a hierarchical dimension to clothing value and is the first study which attempts to construct a means‐end chain through the content analysis of advertisements.