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This research analyzes how ad formats are incorporated into the structure of radio programming and provides a scheme for classifying advertisements in light of the overall organization of the radio programming schedule.

This chapter consists of three parts. The first part presents the main ad formats aired on the radio. The second discusses the challenges for classifying ad formats based on the characteristics usually employed in most studies. Finally, the third part of the chapter proposes a new taxonomic basis for the classification of radio advertising. Scholars from Spain and the United States provide the theoretical framework that serves as a main foundation for this work. However, Brazilian data forms the empirical basis for the classification of the ad formats in this research.

The approach moves the description of ad formats from an individual definition of each type of announcement – the ad formats – toward a broad analysis of radio advertisements, which groups the set of compositions in ad meta formats. The meta formats are distinguishable by the distribution mode or insertion mode of the ads in the radio programming.

The chapter presents an original taxonomy, which allows the development of a general framework regarding the advertising typology aired on the radio.

Future research could use this taxonomy to attend to the new landscape created by the changing electronic media and its influence on the analog radio programming.

The current study examines a novel model that examines how the online and offline or general personality of the same person predicts social identification with the endorser in a message and their subsequent online behaviors (e.g. ad-skipping) on social media, both differentially and simultaneously.

Real-time ad-skipping behaviors were tracked and analyzed across three online experiments.

The results supported the model explicating the dual and simultaneous influence of offline and online personalities on ad-skipping behaviors. Specifically, in response to a skippable video ad, online and offline personalities respectively increase and decrease viewers’ identification with the endorser. Consequently, the higher or lower the identification, the lower or higher the rate of ad-skipping behaviors.

The current study will benefit from a larger set of real-world data (i.e. big data) to enhance the generalizability of the findings, supporting the model.

With the growing prevalence of the gap between online and offline self-identities driven by social media usage, this paper suggests that the ad message needs to address the dual influence of both online and offline identities on ad-skipping behaviors.

The current study tests a novel model that shows that the online and offline personalities of the same person concurrently influence one’s behavior on the Internet, rather than separately.

Studying the effect of social media advertising on consumer engagement, this study analyzes the impact of shared-experience versus personal message strategies, informational versus transformational creative appeals and low-involvement products versus high-involvement products. It aims to determine how best to combine ad elements to affect consumer engagement on different levels.

Using an online survey among 448 Facebook users, an experimental factorial design of 2 (message strategy conditions) X 2 (creative appeal conditions) X 2 (product types: TV vs. frozen pizza) was used. Each advertisement was evaluated on three facets of engagement: cognitive, psychological and behavioral.

Results indicate that informational appeal is preferable for all conditions. The effectiveness of message strategy differs by product type, and interactions between message and appeal are significant only for the high-involvement product. Additionally, it indicates that message strategy is most significant in affecting behavioral engagement and not necessarily cognitive or psychological engagement.

To develop effective Facebook ads, practitioners should use a personal/informational combination when working with high-involvement products and a shared-experience/informational combination when working with low-involvement products.

An original grid for integrating message strategy and creative appeal is constructed in this paper. Besides behavioral engagement, it also evaluates cognitive and psychological engagement. By comparing products with a high and low involvement level, it provides marketers with actionable recommendations to increase social media campaign effectiveness.

Automatic dependent surveillance-broadcast (ADS-B) is the foundational technology of the next generation air transportation system defined by Federal Aviation Authority and is one of the most precise ways for tracking aircraft position. ADS-B is intended to provide greater situational awareness to the pilots by displaying the traffic information like aircraft ID, altitude, speed and other critical parameters on the Cockpit Display of Traffic Information displays in the cockpit. Unfortunately, due to the initial proposed nature of ADS-B protocol, it is neither encrypted nor has any other innate security mechanisms, which makes it an easy target for malicious attacks. The system is vulnerable to various active and passive attacks like message ingestion, message deletion, eavesdropping, jamming, etc., which has become an area of concern for the aviation industry. The purpose of this study is to propose a method based on modified advanced encryption standard (AES) algorithm to secure the ADS=B messages and increase the integrity of ADS-B data transmissions.

Though there are various cryptographic and non-cryptographic methods proposed to secure ADS-B data transmissions, it is evident that most of these systems have limitations in terms of cost, implementation or feasibility. The new proposed method implements AES encryption techniques on the ADS-B data on the sender side and correlated decryption mechanism at the receiver end. The system is designed based on the flight schedule data available from any flight planning systems and implementing the AES algorithm on the ADS-B data from each aircraft in the flight schedule.

The suitable hardware was developed using Raspberry pi, ESP32 and Ra-02. Several runs were done to verify the original message, transmitted data and received data. During transmission, encryption algorithm was being developed, which has got very high secured transmission, and during the reception, the data was secured. Field test was conducted to validate the transmission and quality. Several trials were done to validate the transmission process. The authors have successfully shown that the ADS-B data can be encrypted using AES algorithm. The authors are successful in transmitting and receiving the ADS-B data packet using the discussed hardware and software methodology. One major advantage of using the proposed solution is that the information received is encrypted, and the receiver ADS-B system can decrypt the messages on the receiving end. This clearly proves that when the data is received by an unknown receiver, the messages cannot be decrypted, as the receiver is not capable of decrypting the AES-authenticated messages transmitted by the authenticated source. Also, AES encryption is highly unlikely to be decrypted if the encryption key and the associated decryption key are not known.

Implementation of the developed solution in actual onboard avionics systems is not within the scope of this research. Hence, assessing in the real-time distances is not covered.

The authors propose to extend this as a software solution to the onboard avionics systems by considering the required architectural changes. This solution can also bring in positive results for unmanned air vehicles in addition to the commercial aircrafts. Enhancement of security to the key operational and navigation data elements is going to be invaluable for future air traffic management and saving lives of people.

The proposed solution has been practically implemented by developing the hardware and software as part of this research. This has been clearly brought out in the paper. The implementation has been tested using the actual ADS-B data/messages received from using the ADS-B receiver. The solution works perfectly, and this brings immense value to the aircraft-to-aircraft and aircraft-to-ground communications, specifically while using ADS-B data for communicating the position information. With the proposed architecture and minor software updates to the onboard avionics, this solution can enhance safety of flights.

Investigates the relationship between the fast‐forwarding of pre‐recorded television ads by consumers, known as zipping, and how this interacts with consumers seeing ads repeated while watching television. An issue which is yet to be examined in the literature. Reports on an experiment which studies the effects of ad zipping and repetition. Shows how these variables operate in an independent fashion for a New Zealand sample. These findings provide new insight for advertising strategists and also support previous empirical research. Discusses how zipped ads generate ad recognition, and repeated ads result in the higher recall of ad content.

Explores gender specific attitudes toward the ad and attitudes toward the brand under varying degrees of female nudity in ad treatment conditions. Shows that while female nudity is extremely common in women′s magazines, men are not only far more positive than women in their attitude toward an ad using explicit female nudity, but also stronger in their positive feelings toward the product and the brand. Finds that women are far more tense than men when exposed to overt female nudity in ads. Discusses implications for advertising strategy.

This paper aims to explore the effectiveness of ethnically targeted ads in developing consumer–brand relationships through an application of social identification theory and elaboration likelihood model among African American consumers in the service sector.

Study 1 used a 2 (service type: hedonic vs utilitarian) × 2 (strength of ethnic identification: high vs low) between-subjects experimental design. Study 2 used the same experimental design, procedure and ads as Study 1.

Taken together, the findings from these two studies demonstrate how ethnically targeted advertising, in conjunction with service type, can influence consumer–brand relationships. The results showed that those with high strength of ethnic identification had more brand love, as well as higher intentions to spread positive word-of-mouth, purchase intention and brand loyalty for hedonic services, but that this effect was not significant for utilitarian services.

The environments in which advertisements appear (e.g. in an in-store display or a magazine advertisement) is important, and consumers’ reactions to targeted ads in various environments should be considered in future research. Future studies should also examine the role of individuals’ personality traits and level of acculturation in determining their relationships with brands.

Across two studies, the authors demonstrated that ethnic ads are more effective for African American individuals with high level of ethnic identification especially for hedonic services.

Entering and exiting the Pandemic Recession, the author study the high-frequency real-activity signals provided by a leading nowcast, the ADS Index of Business Conditions produced and released in real time by the Federal Reserve Bank of Philadelphia. The author tracks the evolution of real-time vintage beliefs and compares them to a later-vintage chronology. Real-time ADS plunges and then swings as its underlying economic indicators swing, but the ADS paths quickly converge to indicate a return to brisk positive growth by mid-May. The author shows, moreover, that the daily real-activity path was highly correlated with the daily COVID-19 cases. Finally, the author provides a comparative assessment of the real-time ADS signals provided when exiting the Great Recession.

The purpose of this research is to study the moderating role of the personality trait Discomfort With Ambiguity (DWA) on the processing of mixed emotions in advertising. Two experiments were conducted. In the first experiment, the emotions between the medium context and the embedded advertisement were mixed. In the second experiment, the emotions in an advertisement were mixed by manipulating emotions in the text and picture. Results indicate that DWA, being a proxy for how well people are able to deal with mixed emotions, has a moderating effect on advertising processing. Individuals having a high DWA appear to respond less positively to mixed emotions.

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.