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Iosif Viktoratos and Athanasios Tsadiras
A domain that has gained popularity in the past few years is personalized advertisement. Researchers and developers collect user contextual attributes (e.g., location, time, history, etc.) and apply state-of-the-art algorithms to present relevant ads. A ...
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Enrique Rus-Arias, Pedro R. Palos-Sanchez and Ana Reyes-Menendez
The evolution of digital advertising, which is aimed at a mass audience, to programmatic advertising, which is aimed at individual users depending on their profile, has raised concerns about the use of personal data and invasion of user privacy on the In...
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Wei-Min Cheng and Sheng-Ming Wang
Due to the limitations of mobile phone positioning technology in the past, it is difficult for an advertising system to obtain users? locations. Although there are many advertising delivery ideas in the market, time and location-based advertising deliver...
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S Luckyardi, C N Albar, N N Supriatna
Pág. 6 - 12
The purpose of this research is to analyse the influence of e-advertising on consumers. The case study was conducted on culinary product by performing literature study method and questionnaires. Purposive sampling technique was used with two criteria nam...
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Stylianos S. Mamais and George Theodorakopoulos
Online Behavioural Advertising (OBA) enables promotion companies to effectively target users with ads that best satisfy their purchasing needs. This is highly beneficial for both vendors and publishers who are the owners of the advertising platforms, suc...
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Stylianos S. Mamais and George Theodorakopoulos
Service commissions, which are claimed by Ad-Networks and Publishers, are susceptible to forgery as non-human operators are able to artificially create fictitious traffic on digital platforms for the purpose of committing financial fraud. This places a s...
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Stylianos S. Mamais and George Theodorakopoulos
Online Behavioural Advertising (OBA) enables promotion companies to effectively target users with ads that best satisfy their purchasing needs. This is highly beneficial for both vendors and publishers who are the owners of the advertising platforms, suc...
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Stylianos S. Mamais and George Theodorakopoulos
Service commissions, which are claimed by Ad-Networks and Publishers, are susceptible to forgery as non-human operators are able to artificially create fictitious traffic on digital platforms for the purpose of committing financial fraud. This places a s...
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Atma Citalada, Atim Djazuli, Sri Palupi Prabandari
Pág. 44 - 50
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Elizabeth Wright, Nile M. Khanfar, Catherine Harrington, Lee E. Kizer
Americans are exposed to an astounding number of advertising messages every day. The result of this bombardment of advertising on society is that consumers have become increasingly resistant to traditional forms of advertising. After spending...
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Il?ia A. Bykov,Tatiana A. Cherkashchenko,Andrei Y. Dorskii,Elena A. Kaverina
Pág. 116 - 120
The article deals with the problems of government regulation of advertising industry in the member states of the Eurasian Economic Union (EAEU). The main purpose of the study includes evaluation of attitudes to the moral issues in advertising practice as...
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Wan Yu Chang and I Ying Chang
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Bogdan Nichifor
Advertising as a form of impersonal communication aimed at a wide and diffuse audience, is the ideal tool to promote products targeting large markets in which consumers are not strong differentiated in terms motivations, preferences, attitudes, etc. Curr...
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Stacey Sharpe
Pág. 1 - 17
Do firms adjust advertising spending around accounting-based brand scandal events such as fraudulent restatement announcements? To address this question, this study presents an empirical assessment of firm-level advertising spending around fraudulent res...
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Vinh Nguyen Xuan Truong,Mathews Nkhoma,Wanniwat Pansuwong
Advertising in mobile apps has recently become one of the most popular advertising channels for businesses when its annual revenue has rapidly increased year over year. On this kind of advertising, the app publishers do not only play a critical role in t...
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Zeynep Bayazit,Elif Guneren Genc
Pág. 41 - 47
In today?s interconnected global economy, advertising plays a crucial role. Advertising, as the most effective marketing communication tool, generates informative value, consumer demand, company visibility, awareness to public, clear market positioning a...
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Radovan Madlenak, Roman Chinoracky, Natalia Stalmasekova and Lucia Madlenakova
This study aims to investigate the impact of outdoor advertising on consumer behaviour by using eye-tracking analysis while drivers travel specific routes in ?ilina, Slovakia. This research combines questionnaire inquiry and A/B testing to assess the con...
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Du?an Ljubicic
Pág. 83 - 88
In this paper we shall consider grosso modo actual opinions regarding advertising and advertising ethics. The emergence of the Internet aroused hope that advertising ethics is not the ultimate oxymoron (Beltramini, 2003). In spite of a negative connotati...
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Elizabeth Adaobi Oputa,Fakhrorazi bin Ahmad
Pág. 38 - 45
This paper presents a theoretical discussion regarding how semiotic advertising is adopted by international firms. The semiotic advertising concept as explained in this study is defined as an advertising approach or method based on the use of signs and s...
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Elizabeth Adaobi Oputa,Fakhrorazi Ahmad
Pág. 79 - 88
The paper presents an empirical analysis to demonstrate the influence of semiotic advertising efficacy on generation-y purchase intent of smart phone. Semiotic advertising is an effective, modern approach to advertising that focuses on the use of differe...
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