Search results

The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly, we examine the effect of print advertising on search engine advertising

Based on advertising data for a three-year period, we test the hypotheses by means of a path model with the aid of partial least squares.

The advertising budget and the degree of keyword matching yield the greatest effect on the number of signed contracts. The click-through rate and the bid amount contribute, to a lesser extent, to explaining this financial target variance. The number of keywords had no significant effect. The study did not yield significant evidence of print advertising, directly affecting the number of search engine advertisement impressions, but showed an indirect effect of print advertising on the number of conversions, induced directly by search engine advertising.

The multichannel relationship of print and search engine advertising, including its campaign parameters, provides a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the advertising effects.

The multichannel effect needs to be quantified and taken into account when evaluating print advertising and search advertising campaigns and the future advertising mix is planned.

The study extends the field of search engine advertising in the direction of multichannel effects. In comparison to previous research, empirical evidence on the multichannel usage of print advertising and search engine advertising, related to an overall economic target, is provided.

Allocating budget optimally to marketing channels is an increasingly difficult venture. This difficulty is compounded by an increase in the number of marketing channels, a rise in siloed data between marketing technologies, and a decrease in individually identifiable data due to legislated privacy policies. The authors explore the rich attribution modeling literature and discuss the different model types and approaches previously used by practitioners and researchers. They also investigate the changing landscape of marketing attribution, discuss the advantages and disadvantages of different data handling approaches (i.e., aggregate vs. individualistic data), and present a research agenda for future attribution research.

Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.

Based on theories related to metaphors in advertisements, cognitive comprehension by children, promotional appeals, and presentation techniques, the research for this study comprised a content analysis of 1,980 online banner advertisements with reference to use of metaphors, promotional appeals, creative content, and selling techniques.

The research study concludes that online advertising to children, in contrast to traditional advertising vehicles, is characterized by (a) a vibrant visual metaphor, (b) surfeit of animated content, (c) interactive features, (d) myriad product types, and (e) creative content for a mixed audience of adults and children.

This study argues that the impact and content of the Internet as a new advertising medium are distinctly different from traditional characteristics of television and print.

This paper studies how multichannel retailers choose the product quality level and decide which attribute to make prominent in their physical store in a competitive environment.

This paper develops a game theoretic model, in which multichannel retailers' decisions are made in three stages. Using prominent experiential attributes (e.g. functionality) in their offline store and product quality decisions, multichannel retailers are capable of transferring the sales between different channels.

This analysis shows that making different attributes prominent in their physical store may be an equilibrium, and each multichannel retailer chooses the highest quality level for the prominent attribute. However, the prominent attribute of the highest quality level is not always optimal. Under certain conditions, multichannel retailers may make the experiential attribute prominent in their respective physical stores, which can result in equilibrium.

The results indicate that multichannel retailers should avoid blindly highlighting high-quality attributes in a competitive environment, or falling into price completion.

From the perspective of prominent attributes, this study designs the optimal product line based on channel characteristics. The results of the research can provide practical implications for multichannel retailers to increase sales.

In 2013, Under Armour had $2.3 billion in sales yet only $500 million came from its women’s apparel, and the company was ready to expand into the female market segment. The “I Will What I Want” global women’s marketing campaign was the largest Under Armour had ever run. Founder Keven Plank and his team launched the campaign on a multichannel platform, with social media at its core. The campaign’s success surpassed what Plank had imagined, and he is left wondering where to take Under Armour’s advertising and marketing next. This case has been used successfully in a marketing course and would be suited for any class with a focus on interactive media, technology, and multichannel marketing.

The purpose of this paper is to identify patterns of medium preference for loyalty programs (LPs) among members to support the case for segmenting customers based on their medium preference.

A survey of nearly 2,000 customers who are enrolled in at least one supermarket LP was employed. LP members are segmented based on a latent class clustering model and then profiled in terms of socio-demographic variables by means of a multinomial logit regression model.

Medium preference is heterogeneous and differs at the customer segment and at the LP touchpoint level. Five segments emerge which display different medium preference patterns. LP medium preference is associated with age, gender, affluency and number of different LPs the customer is enrolled in.

Retailers, e-tailers and brands can benefit from this customer segmentation when faced with the challenges of adding online features or migrating their LPs online. Marketers should differentiate their investment in online and offline LP touchpoints according to the medium preference for each LP touchpoint of the customer segments of interest.

Retailers, e-tailers and brands are today introducing online marketing strategies and tactics, such as LPs, that have been traditionally used offline. So far, however, they have failed to answer the question whether online and offline LPs and related touchpoints have the same preference among consumers. Literature on LPs has not explored customer preference for the LP medium or the consumer characteristics related to medium preference. This work is unique in providing an overview of medium preference for LPs and their touchpoints.

Childhood obesity is a serious health concern (World Health Organization (WHO), 2013) and advertising exposure is known to be a contributing factor (Institute of Medicine (IOM), 2006). In recent years consumers have expressed an increased interest in products appearing healthy and food companies have committed to changing their child-targeted marketing practices to promote a healthy lifestyle. The purpose of this paper is to examine depictions of physical activity in food advertising and assess how recognition of a promoted food’s healthy and unhealthy traits influences dietary selections among youth in Southern Arizona in the USA.

A content analysis of food advertisements aired during 2009-2013 (n=534 and 354, respectively) identified changes to child-targeted food marketing messages. A structured interview determined differences in recognition of “juxtaposed beliefs” (i.e. that are contradictory and both healthy and unhealthy e.g. connecting exercise with a food high in sugar) among younger children, five to six years of age (n=34) and older children, ten to 11 years of age (n=34). Children were offered snacks to determine how this ability to recognize juxtaposition related to their dietary selections.

There has been an increase in the frequency with which physical activity is depicted in advertisements for high-sugar foods. When presented with such advertising, a greater number of older than younger children recognized juxtaposed beliefs. Those younger children who showed recognition were more likely to select the advertised item, although this was not the case with older children.

The findings from this research relate to children’s responses to advertisements for sugared cereal that depict physical activity and may not be generalizable further.

Children who are able to recognize both the healthy and unhealthy aspects of food are paradoxically likely to find it more appealing. Given the increased practice of associating high-sugar foods with physical activity in child-targeted food marketing, this raises concerns for nutrition education strategies, and the regulation of food marketing to children.

Little research has examined the depiction of physical activity in food marketing targeting children, nor children’s ability to recognize, and react to, juxtaposed beliefs regarding a product’s healthfulness.

The purpose of the current study is to identify the extent to which promotional strategies and attention elements appear in a sample of children's food commercials.

The research was a content analysis study of 147 commercials that examined 20 separate promotional strategies and 20 different attention elements. The sample of commercials included those appearing on five US broadcast networks during children's programming blocks.

Findings show that the most frequently used promotional strategies were the use of jingles/slogans, showing children with the food, and the use of product identification characters. The use of animation, “real children,” and animal characters were the most used attention elements in the commercials.

The sample of commercials used in this analysis was obtained from broadcast networks and did not include cable network programming; however, the commercials represent commercials from a wide variety of food products and food product categories. Although not determined empirically, the same commercials appeared to air on the broadcast and cable networks.

Health and nutrition educators can draw on this study's findings by applying this information in creating more effective nutrition and health promotion messages designed to counter promotional strategies and attention elements in advertising messages that are addressed in this study.

Although specific promotional strategies and attention elements found in children's food commercials have been identified, there have been no studies addressing the frequency of these strategies/elements among a sample of commercials.

Limitations of producing energy and the increasing demands in the electricity market in Iran have not only drawn the attention of authorities in the energy industry toward optimization of energy consumption, but also created marketing approaches toward these objectives. In this respect, it is important and even necessary to modify energy consumption behaviors. The purpose of this study is to examine the impact of the criteria of an effective Internet advertisement for modification of energy consumption.

To provide a detailed understanding of customers’ perceptions of energy consumption advertising, a survey study was conducted. The research model is first validated and the formulated hypotheses are tested using the structural equation model (SEM).

The results showed that the audience’s attention, interest and desire for a piece of advertisement can predict their consumption behavior.

This study is one of the pioneer studies that highlights the importance of advertising toward modification of energy consumption. It seems that, the identification of the causal relations among attention, interest, desire and action, has not yet been clearly validated in the previous literature. This research contributes to the literature by developing and testing a comprehensive research model using SEM. So, the current paper offers vital guidelines to social marketers who are planning to modify energy consumption.

The goal of this study was to assess the use of “health” messages in food advertising in the USA which target children. The aim was to determine if these messages indicate the promotion of a healthful product or are a marketing tactic to promote unhealthy items, potentially undermining nutrition education efforts.

A content analysis of food advertisements (n=534) in children's television shows (n=141) was performed to identify three types of health messages. The type of products promoted with such messages and the nutritional value of those products were assessed.

Over half of food advertisements targeting children use “health” messages, with commercials for fast foods and sugared cereals most likely to include them. The majority of advertisements for nutritionally poor foods include a “health” message.

The findings from this research cannot be used to predict the impact health messages have on young viewers, but rather describe the content. Quantification of this content then provides the basis for tracking changes to marketing practices over time.

This study raises concern that food advertisements targeting children may prime misleading perceptions of a food's actual nutritional value. Educators should be aware of the need to assist children in adequately interpreting “health” messages in advertising.

Little research to date has examined the “health” related messages presented in food advertisements targeting children. To our knowledge this is the first study to examine not only the presence of “health” messages but the actual nutritional quality of foods promoted to children with such messages.