Against the backdrop of digital marketing redefining the advertising communication ecosystem,creative strategies have become a core element for enhancing advertising effectiveness.This article focuses on three core ad...Against the backdrop of digital marketing redefining the advertising communication ecosystem,creative strategies have become a core element for enhancing advertising effectiveness.This article focuses on three core advertising creative strategies:emotionalization,personalization,and interactivity,and explores their influence mechanisms on advertising effectiveness.A survey was conducted among 300 digital advertising audiences through structured questionnaires.Descriptive statistics,reliability and validity tests,correlation analysis and multiple linear regression analysis were carried out using SPSS.The results show that the reliability and validity of the questionnaire are good.Emotional,personalized and interactive creativity are all significantly positively correlated with the advertising effect.Regression analysis indicates that all three types of creative strategies have a significant positive predictive effect on the advertising effect,among which emotional creativity has the strongest influence,followed by interactive creativity and personalized creativity.And put forward suggestions such as strengthening emotional creative design,optimizing the accuracy of personalized creativity,designing low-threshold interactive creativity,and establishing a monitoring closed-loop dynamic optimization strategy.The research provides empirical references for companies to optimize their digital advertising creative strategies and enhance marketing effectiveness.展开更多
Pedestrians intercepted near the exits of a subway station in downtown Hong Kong were surveyed using a questionnaire and quota sampling in October 2012. The survey sampled 408 residents and tourists aged 16 and above....Pedestrians intercepted near the exits of a subway station in downtown Hong Kong were surveyed using a questionnaire and quota sampling in October 2012. The survey sampled 408 residents and tourists aged 16 and above. The awareness of the 16 ads. ranged from 18 to 80 percent with an average 43.5 percent. The layouts of the two subway ads. received highest awareness were focused and had a clear distinction between foreground and background. Average ad awareness was comparable to that reported in two similar studies of subway ads. conducted in the 1990s. Average ad awareness of subway ads. was higher than that of outdoor advertising measured using similar methodology in 2010s. Respondents demonstrated positive attitudes toward subway advertising, and reported that subway ads. that drew their attention were those with creative ideas, vivid colors, and large-than-life size execution.展开更多
This study aims to investigate the effectiveness of advertising through social media （i.e., Facebook）. Mie Jupe Jombang has applied using an analytical method called EPIC Model. The population of this study points t...This study aims to investigate the effectiveness of advertising through social media （i.e., Facebook）. Mie Jupe Jombang has applied using an analytical method called EPIC Model. The population of this study points to 5,000 people found as consumers and engaged as facebook friends of Mie Jupe Jombang. Using purposive sampling technique, 100 respondents are collected as the total sample of this study. They are scattered in Jombang regency and engaged with Mie Jupe Jombang＇s Facebook account as friends that apparently seems to advertise Mie Jupe Jombang. This study uses descriptive analysis method with EPIC model （Empathy, Persuation, Impact, and Communication）. The result of analysis shows that the variables of EPIC Model （Empathy, Persuation, Impact and Communication） are found quite effective. Overall, this fmding concludes that the advertising of Mie Jupe Jombang is quite effective.展开更多
Tourism has been a fast growing industry in the world in the past decade. However, research that investigates the effectiveness of outdoor ads targeting to tourists has far lagged behind. This study aims to assess the...Tourism has been a fast growing industry in the world in the past decade. However, research that investigates the effectiveness of outdoor ads targeting to tourists has far lagged behind. This study aims to assess the awareness of outdoor ads and to provide insight into effective advertising that target tourists. Pedestrians intercepted in downtown Hong Kong were surveyed using a questionnaire and quota sampling. They were presented with images of seven outdoor advertisements currently displayed in the neighborhood and their recall and impressions of the ads were surveyed. The survey sampled 465 local residents and tourists aged 15 and above. Among the tourists, the awareness of the seven ads ranged from 19 to 49 percent with an average 30 percent. They displayed more positive perceptions of outdoor advertising than the locals, but had lower awareness. Practical suggestions for outdoor advertisers targeting tourists are proposed.展开更多
Nowadays,the advertising industry is developing apace,especially the online advertisement,which has caught customer’s attention.In era of information explosion,how to accurately capture the needs consumers in a large...Nowadays,the advertising industry is developing apace,especially the online advertisement,which has caught customer’s attention.In era of information explosion,how to accurately capture the needs consumers in a large number of complex information,is the problem faced by enterprises in marketing.The main research problem of this paper is the application of artificial intelligence in the field of advertising and marketing.In the digital age,AI has become a key driver of advertising and marketing.It can not only help enterprises to accurately target the target consumer group to deliver information,but also help enterprises to convey information and improve the effect of marketing activities and advertising.With the vertical deepening of artificial intelligence technology,AI endorsement,interactive advertising and immersive interactive advertising will be the mainstream advertising forms that occupy the market in the future.Therefore,using the AI technology in the fields of advertising and marketing can lead to wealth upgrading.展开更多
Numerous empirical studies show that advertising effort can stimulate demand in both current and future periods, and there is an interaction between pricing, advertising and ordering decisions. How do these decisions ...Numerous empirical studies show that advertising effort can stimulate demand in both current and future periods, and there is an interaction between pricing, advertising and ordering decisions. How do these decisions interact with each other and what is the effect of advertising on pricing and ordering decisions？ To understand this interaction, we consider a newsvendor-type firm that sells a perishable product in a stable market and dynamically determines the joint ordering, pricing and advertising strategies. The problem is modeled as an infmite horizon newsvendor problem with an advertising carryover effect and price-sensitive demand. We characterize the optimal pricing, advertising and inventory strategies and their comparative statics, and consider how this policy differs from the traditional approach without the advertising effect. We show that the optimal effective advertising level is monotonically increasing with the effective advertising level in the previous period, and hence the optimal strategies （advertising, pricing, inventory level） globally converge to the steady states in the long run. We numerically show that the optimal policy can reap significant profit, which underscores the importance of the advertising-driven ordering and pricing strategies.展开更多
文摘Against the backdrop of digital marketing redefining the advertising communication ecosystem,creative strategies have become a core element for enhancing advertising effectiveness.This article focuses on three core advertising creative strategies:emotionalization,personalization,and interactivity,and explores their influence mechanisms on advertising effectiveness.A survey was conducted among 300 digital advertising audiences through structured questionnaires.Descriptive statistics,reliability and validity tests,correlation analysis and multiple linear regression analysis were carried out using SPSS.The results show that the reliability and validity of the questionnaire are good.Emotional,personalized and interactive creativity are all significantly positively correlated with the advertising effect.Regression analysis indicates that all three types of creative strategies have a significant positive predictive effect on the advertising effect,among which emotional creativity has the strongest influence,followed by interactive creativity and personalized creativity.And put forward suggestions such as strengthening emotional creative design,optimizing the accuracy of personalized creativity,designing low-threshold interactive creativity,and establishing a monitoring closed-loop dynamic optimization strategy.The research provides empirical references for companies to optimize their digital advertising creative strategies and enhance marketing effectiveness.
文摘Pedestrians intercepted near the exits of a subway station in downtown Hong Kong were surveyed using a questionnaire and quota sampling in October 2012. The survey sampled 408 residents and tourists aged 16 and above. The awareness of the 16 ads. ranged from 18 to 80 percent with an average 43.5 percent. The layouts of the two subway ads. received highest awareness were focused and had a clear distinction between foreground and background. Average ad awareness was comparable to that reported in two similar studies of subway ads. conducted in the 1990s. Average ad awareness of subway ads. was higher than that of outdoor advertising measured using similar methodology in 2010s. Respondents demonstrated positive attitudes toward subway advertising, and reported that subway ads. that drew their attention were those with creative ideas, vivid colors, and large-than-life size execution.
文摘This study aims to investigate the effectiveness of advertising through social media （i.e., Facebook）. Mie Jupe Jombang has applied using an analytical method called EPIC Model. The population of this study points to 5,000 people found as consumers and engaged as facebook friends of Mie Jupe Jombang. Using purposive sampling technique, 100 respondents are collected as the total sample of this study. They are scattered in Jombang regency and engaged with Mie Jupe Jombang＇s Facebook account as friends that apparently seems to advertise Mie Jupe Jombang. This study uses descriptive analysis method with EPIC model （Empathy, Persuation, Impact, and Communication）. The result of analysis shows that the variables of EPIC Model （Empathy, Persuation, Impact and Communication） are found quite effective. Overall, this fmding concludes that the advertising of Mie Jupe Jombang is quite effective.
文摘Tourism has been a fast growing industry in the world in the past decade. However, research that investigates the effectiveness of outdoor ads targeting to tourists has far lagged behind. This study aims to assess the awareness of outdoor ads and to provide insight into effective advertising that target tourists. Pedestrians intercepted in downtown Hong Kong were surveyed using a questionnaire and quota sampling. They were presented with images of seven outdoor advertisements currently displayed in the neighborhood and their recall and impressions of the ads were surveyed. The survey sampled 465 local residents and tourists aged 15 and above. Among the tourists, the awareness of the seven ads ranged from 19 to 49 percent with an average 30 percent. They displayed more positive perceptions of outdoor advertising than the locals, but had lower awareness. Practical suggestions for outdoor advertisers targeting tourists are proposed.
文摘Nowadays,the advertising industry is developing apace,especially the online advertisement,which has caught customer’s attention.In era of information explosion,how to accurately capture the needs consumers in a large number of complex information,is the problem faced by enterprises in marketing.The main research problem of this paper is the application of artificial intelligence in the field of advertising and marketing.In the digital age,AI has become a key driver of advertising and marketing.It can not only help enterprises to accurately target the target consumer group to deliver information,but also help enterprises to convey information and improve the effect of marketing activities and advertising.With the vertical deepening of artificial intelligence technology,AI endorsement,interactive advertising and immersive interactive advertising will be the mainstream advertising forms that occupy the market in the future.Therefore,using the AI technology in the fields of advertising and marketing can lead to wealth upgrading.
文摘Numerous empirical studies show that advertising effort can stimulate demand in both current and future periods, and there is an interaction between pricing, advertising and ordering decisions. How do these decisions interact with each other and what is the effect of advertising on pricing and ordering decisions？ To understand this interaction, we consider a newsvendor-type firm that sells a perishable product in a stable market and dynamically determines the joint ordering, pricing and advertising strategies. The problem is modeled as an infmite horizon newsvendor problem with an advertising carryover effect and price-sensitive demand. We characterize the optimal pricing, advertising and inventory strategies and their comparative statics, and consider how this policy differs from the traditional approach without the advertising effect. We show that the optimal effective advertising level is monotonically increasing with the effective advertising level in the previous period, and hence the optimal strategies （advertising, pricing, inventory level） globally converge to the steady states in the long run. We numerically show that the optimal policy can reap significant profit, which underscores the importance of the advertising-driven ordering and pricing strategies.
