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O beber alcoolizado: uma análise semântico-histórica de comerciais de bebidas alcoólicas; The alcoholic drinks: a semantic-historical analisis of the advertising discourse about alcohol

Cortopassi, Leonardo Luiz Figueira
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 28/03/2008 PT
Relevância na Pesquisa
36.77%
Esta dissertação busca analisar processos de produção de sentidos sobre bebidas alcoólicas, utilizando os princípios da Semântica Histórica da Enunciação e da Análise de Discurso. Os usos da língua e os sentidos relacionados às bebidas alcoólicas são socialmente relevantes porque a produção e o consumo de bebidas alcoólicas constituem um setor significativo da economia, além de seus aspectos culturais, ou seja, o consumo tradicional de bebidas alcoólicas em certas ocasiões sociais, a polêmica sobre saúde e álcool e o simbolismo de algumas bebidas como bebidas nacionais. Para realizar nosso objetivo, selecionamos e analisamos um corpus de comerciais brasileiros e britânicos de bebidas alcoólicas para TV. Notando que os comerciais constituem sentidos evidentemente positivos para as bebidas, também incluímos um corpus de textos jurídicos brasileiros e britânicos, cujos sentidos tendem a apresentar as bebidas alcoólicas como perigosas. Para a Semântica Histórica da Enunciação, o sentido é constituído numa interação social que é historicamente determinada. Assim, os conceitos de designação (o sentido de um nome como relação histórico-lingüística) e enunciação (o acontecimento constituído pelo uso da língua)...

A publicidade para o turismo interno: Portugal, que caminho?

Campos, Ana Mafalda Jorge de
Fonte: Escola Superior de Comunicação Social Publicador: Escola Superior de Comunicação Social
Tipo: Dissertação de Mestrado
Publicado em /11/2014 POR
Relevância na Pesquisa
36.63%
Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.; O turismo revela-se um importante setor de atividade económica, capaz de contribuir para o desenvolvimento e criação de riqueza, assim como para o bem-estar físico e psíquico dos cidadãos. Por outro lado, a publicidade atua como espelho da sociedade contribuindo para a mudança de comportamentos através de padrões e símbolos que apelam a desejos e necessidades. Compreendo a potencialidade persuasiva da publicidade, a necessidade de evasão do consumidor associada ao lazer e à ocupação de tempos livres, bem como o elevado potencial de desenvolvimento económico que a atividade turística comporta, importa estudar a publicidade institucional e a forma como esta se posiciona na mente do turista português. Com a presente investigação de cariz qualitativo, procuramos compreender quais as características dos vídeos de publicidade institucional direcionada à prática de turismo interno e de que forma esta se posiciona na mente do turista português. Este estudo contemplou a análise de conteúdo de vinte e quatro vídeos promocionais referentes às campanhas publicitárias realizadas entre 2005 e 2012...

Analyzing the senior consumers’ attitude toward advertising: traditional and new media

Gonçalves, Diogo Francisco Maio
Fonte: Instituto Universitário de Lisboa Publicador: Instituto Universitário de Lisboa
Tipo: Dissertação de Mestrado
Publicado em //2014 ENG
Relevância na Pesquisa
36.83%
Dissertation submitted as partial requisite for the conferral of the degree of Master in Marketing / JEL: M31; M37; Senior consumers have received limited attention from researchers and practitioners. Therefore, advertising managers become reliant on limited research and standing stereotypes to set their strategies. At the same time, more and more people start spending more time in later adulthood than in any other traditional marketing life stage. These senior consumers are healthier and wealthier than their ancestors were at their age. This reality is not exclusive to western countries, in fact in a few years this aging of the population will take over many of the current stars of economic growth: Places like China and South Korea also face serious population aging. This dissertation focuses on the perceptions of seniors about ads presented on the new media. Two studies were conducted to explore the way senior consumers perceive ads presented on TV (traditional media) and YouTube (new media), the first study was a experiment conducted in a senior university which gathered 107 observations, and the second a focus group interview. Firstly, it was discovered that seniors seem to be more efficient at avoiding ads on TV than on YouTube; secondly it was found that due to the different ways and purposes seniors use TV and YouTube for...

A Outra face do horário gratuito: partidos políticos e eleições proporcionais na televisão

Albuquerque,Afonso de; Steibel,Fabro Boaz; Carneiro,Carolina Maria Zoccoli
Fonte: Instituto de Estudos Sociais e Políticos (IESP) da Universidade do Estado do Rio de Janeiro (UERJ) Publicador: Instituto de Estudos Sociais e Políticos (IESP) da Universidade do Estado do Rio de Janeiro (UERJ)
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/01/2008 PT
Relevância na Pesquisa
36.61%
This article analyzes the impact of Free Television Advertising on proportional elections in Brazil, based on an analysis of the data for the Rio de Janeiro City Council elections in 2004. The article discusses the hypothesis raised by Schmitt, Carneiro, & Kuschnir that free TV advertising time allows political parties to organize their candidates hierarchically, establishing informal "slates". The study thus links two types of evidence, concerning: 1) the efficacy of free TV time as an instrument for political communication, whereby more TV time tends to translate into more votes for a candidate and 2) the analysis of different strategies adopted by the political parties to split the free advertising time between the candidates.

A content analysis of food and nutrition television advertisements

Bender, Lorraine D.
Fonte: FIU Digital Commons Publicador: FIU Digital Commons
Tipo: Artigo de Revista Científica Formato: application/pdf
Relevância na Pesquisa
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Television (TV) reaches more people than any other medium which makes it an important source of health information. Since TV ads often offer information obliquely, this study investigated implied health messages found in food and nutrition TV ads. The goals were to determine the proportion of food and nutrition ads among all TV advertising and to use content analysis to identify their implied messages and health claims. A randomly selected sample of TV ads were collected over a 28-day period beginning May 8, 1987. The sample contained 3547 ads; 725 (20%) were food-related. All were analyzed. About 10% of food-related TV ads contained a health claim. Twenty-five representative ads of the 725 food ads were also reviewed by 10 dietitians to test the reliability of the instrument. Although the dietitians agreed upon whether a health claim existed in a televised food ad, their agreement was poor when evaluating the accuracy of the claim. The number of food-related ads dropped significantly on Saturday, but the number of alcohol ads rose sharply on Saturday and Sunday. Snack ads were shown more often on Thursday, but snack commercials were also numerous on Saturday morning and afternoon, as were cereal ads. Ads for snack foods accounted for the greatest proportion of ads (20%) while fast food accounted for only 7%. Alcohol constituted about 9% of all food and nutrition ads.

Australian children's views about food advertising on television

Mehta, K.; Coveney, J.; Ward, P.; Magarey, A.; Spurrier, N.; Udell, T.
Fonte: Elsevier BV Publicador: Elsevier BV
Tipo: Artigo de Revista Científica
Publicado em //2010 EN
Relevância na Pesquisa
46.43%
This study explored children's views about food advertising on television in the light of recent public interest in childhood obesity and obesogenic environments. Thirty-seven children aged between 8 and 11 years, discussed their perceptions of food advertising, in focus groups. The children engaged as consumers of advertising, noticing technical aspects, and expressing their likes and dislikes of particular techniques. While they understood the persuasive intent of advertising, they nevertheless desired products and made purchase requests. They particularly desired energy-dense nutrient-poor foods. The children demonstrated sophisticated levels of advertising literacy through their articulation of problems such as deception, impacts on children's health and wellbeing, and family conflict. They revealed themselves as sentient beings, with the capacity to react, respond and reflect on their experience of advertising. This study makes a contribution to research on consumer socialisation by introducing the perspective of Australian children. As stakeholders in the childhood obesity problem, the views of children should also be of interest to health policymakers.; Kaye Mehta, John Coveney, Paul Ward, Anthea Magarey, Nicola Spurrier and Tuesday Udell

Industry self-regulation and TV advertising of foods to Australian children

Smithers, L.G.; Lynch, J.W.; Merlin, T.
Fonte: Wiley Publicador: Wiley
Tipo: Artigo de Revista Científica
Publicado em //2014 EN
Relevância na Pesquisa
46.47%
Aim: The aim of this study is to examine the amount of non-core (unhealthy) food advertising currently on Australian television (i) during children's programmes and viewing times; (ii) since the introduction of food industry self-regulatory initiatives in 2009; and (iii) whether advertising differs according to signatory status to industry initiatives. Methods: We systematically searched PubMed, Embase.com and JSTOR (media/marketing) databases; grey literature; and reference lists of relevant articles for studies published since 2009 that reported on food advertising on Australian television. Results: The title and abstract of 316 articles were screened, yielding 25 articles considered potentially eligible, of which eight met the pre-defined selection criteria. Meta-analysis was not possible because of temporal and methodological differences across studies. The advertising of non-core foods was found to be negligible during programmes with a C-(children's) classification but ranged from 1.5 to 6.5/h during children's peak viewing times. From 2006 to 2011, non-core food advertising decreased by 0.18 advertisements per hour every year, whereas fast food advertising increased by 0.09/h; however, these analyses are based on one study with only five time points. During children's viewing times...

A representação dos idosos na publicidade televisiva dos canais generalistas portugueses : verdades, estereótipos e ideologias

Ribeiro, Raquel Maria de Sousa
Fonte: Universidade do Minho Publicador: Universidade do Minho
Tipo: Dissertação de Mestrado
Publicado em //2012 POR
Relevância na Pesquisa
36.65%
Dissertação de mestrado em Comunicação, Cidadania e Educação; O principal objetivo do presente estudo é examinar e compreender o modo como o público sénior é representado na publicidade televisiva dos canais generalistas portugueses. Considerando que vivemos numa sociedade marcada pelo consumo de bens e imagens, assumimos a relevância social do anúncio televisivo enquanto espaço fértil para a difusão de estereótipos e ideologias e a sua influência na definição da imagem que os públicos possuem sobre os mais velhos e estes em relação a si mesmos. Para a nossa investigação foi usado de modo coordenado três metodologias complementares: a análise de conteúdo, as entrevistas e o focus groups. Com estas metodologias definimos uma visão panorâmica sobre o conteúdo dos anúncios emitidos durante duas semanas na televisão nacional, complementadas com a opinião de profissionais das áreas do marketing e da gerontologia e ainda a visão específica dos próprios idosos sobre estas matérias. Os resultados revelaram uma clara subrepresentação do público sénior nos anúncios televisivos. Os idosos aparecem representados em apenas 22% dos anúncios diferentes estudados e representam apenas 6% das personagens identificadas...

As dimensões culturais de Hofstede: análise da publicidade em Portugal

Sánchez, Erika Germania Manzo
Fonte: Instituto Politécnico de Lisboa Publicador: Instituto Politécnico de Lisboa
Tipo: Dissertação de Mestrado
Publicado em /11/2013 POR
Relevância na Pesquisa
36.58%
As sociedades estão sendo moldados por estereótipos invasivos, baseados num factor puramente economico ou consumista, deixando de lado aspectos tradicionais, tais como a família, educação, cultura e até mesmo a política. Mediante a publicidade é possível difundir costumes e tradições que se manifestam dentro da sociedade, mas não é possível determinar até que ponto essas manifestações são características próprias da sociedade ou são conductas alheias, próprias de uma sociedade globalizada. Nesta situação surge a questão de saber se a publicidade emitida em contexto nacional reflecte os valores culturais da sociedade portuguesa. Como objectivo geral, procurou-se encontrar características similares nos anúncios publicitários televisivos, emitidos no horário nobre nos canais de maior audiência em Portugal, como são a TVI e a SIC. Estes anúncios foram analizados á luz das dimensões culturais de Hofstede (1997), com base das descrições dadas por de Mooij (2005). Para a análise do corpus (224 anúncios) utilizou-se um método do tipo qualitativo tendo sido considerados três aspectos fundamentais tais como: a mensagem central, o áudio e a imagem. Os resultados revelaram que as dimensões culturais mais usadas são a Masculinidade...

Can anti-smoking television advertising affect smoking behaviour? Controlled trial of the Health Education Authority for England's anti-smoking TV campaign

McVey, D.; Stapleton, J.
Fonte: BMJ Group Publicador: BMJ Group
Tipo: Artigo de Revista Científica
Publicado em /09/2000 EN
Relevância na Pesquisa
36.94%
OBJECTIVES—To evaluate the effectiveness of the Health Education Authority for England's anti-smoking television advertising campaign in motivating smokers to give up and preventing relapse in those who had already given up.
DESIGN—A prospective, controlled trial was conducted in four TV regions in central and northern England. One region received no intervention (controls), two regions received TV anti-smoking advertising (TV media), and one region received TV anti-smoking advertising plus locally organised anti-tobacco campaigning (TV media + LTCN). The TV advertisements were screened in two phases over 18 months; during the first phase the intensity of the advertising was varied between TV regions. 5468 men and women (2997 smokers, 2471 ex-smokers) were selected by two stage random sampling and interviewed before the intervention, of whom 3610 were re-interviewed six months later, after the first phase of the campaign. Only those interviewed at six months were followed to the main end point at 18 months when 2381 subjects were re-interviewed.
MAIN OUTCOME MEASURES—Self reports of cigarette smoking at the 18 month follow up were compared between the three levels of intervention. Odds ratios for intervention effects were adjusted for pre-intervention predictors of outcome and pooled for smokers and ex-smokers using meta-analytic methods.
RESULTS—After 18 months...

By how much would limiting TV food advertising reduce childhood obesity?

Veerman, J. Lennert; Van Beeck, Eduard F.; Barendregt, Jan J.; Mackenbach, Johan P.
Fonte: Oxford University Press Publicador: Oxford University Press
Tipo: Artigo de Revista Científica
EN
Relevância na Pesquisa
36.77%
Background: There is evidence suggesting that food advertising causes childhood obesity. The strength of this effect is unclear. To inform decisions on whether to restrict advertising opportunities, we estimate how much of the childhood obesity prevalence is attributable to food advertising on television (TV). Methods: We constructed a mathematical simulation model to estimate the potential effects of reducing the exposure of 6- to 12-year-old US children to TV advertising for food on the prevalence of overweight and obesity. Model input was based on body measurements from NHANES 2003–04, the CDC-2000 cut-offs for weight categories, and literature that relates advertising to consumption levels and consumption to body mass. In an additional analysis we use a Delphi study to obtain experts’ estimates of the effect of advertising on consumption. Results: Based on literature findings, the model predicts that reducing the exposure to zero would decrease the average BMI by 0.38 kg/m−2 and lower the prevalence of obesity from 17.8 to 15.2% (95% uncertainty interval 14.8–15.6) for boys and from 15.9% to 13.5% (13.1–13.8) for girls. When estimates are based on expert opinion, these values are 11.0% (7.7–14.0) and 9.9% (7.2–12.4)...

La publicidad integrada en el contenido TV : atención visual y reconocimiento cognitivo en los jóvenes y en los adultos mayores

Añaños, Elena; Valli, Anna
Fonte: Universidade Autônoma de Barcelona Publicador: Universidade Autônoma de Barcelona
Tipo: Artigo de Revista Científica Formato: application/pdf
Publicado em //2012 SPA
Relevância na Pesquisa
36.81%
El objetivo principal de este trabajo es llenar un vacío existente en la investigación sobre la eficacia de la publicidad integrada en los contenidos televisivos, estudiando y midiendo de forma objetiva ("Eye Tracker") cómo los espectadores atienden y procesan este tipo de comunicación publicitaria. Los datos muestran en qué medida la atención visual dispensada a los elementos de la publicidad integrada está relacionada con el posterior reconocimiento de la publicidad y de la marca, y si este proceso difiere entre los sujetos jóvenes y los adultos mayores. Los resultados permiten concluir que el proceso atencional a la publicidad integrada se produce en diferentes niveles, de los cuales se constata el primer nivel, el pre-consciente, pre-atentivo e involuntario, en el que las fijaciones oculares del sujeto exploran los elementos publicitarios de forma inconsciente; en función de otros mecanismos de selección, los elementos publicitarios se procesarán en un nivel superior hasta el punto de ser reconocidos por el telespectador. Consideramos la televisión, y en especial la inclusión simbiótica de publicidad integrada, como una herramienta de comunicación muy eficaz para las marcas. Esta herramienta, la publicidad integrada o por extensión...

A "mercadoria" informação: um estudo sobre comerciais de TV e rádio; La "mercancía" información: un estudio de la publicidad en la TV y en la radio; The "commodity" information: a study on TV and radio commercials

Guareschi, Pedrinho Arcides; Romanzini, Lisie Polita; Grassi, Lúcia Biavaschi
Fonte: Universidade de São Paulo. Faculdade de Filosofia, Ciências e Letras de Ribeirão Preto Publicador: Universidade de São Paulo. Faculdade de Filosofia, Ciências e Letras de Ribeirão Preto
Tipo: info:eu-repo/semantics/article; info:eu-repo/semantics/publishedVersion; Formato: application/pdf
Publicado em 01/12/2008 POR
Relevância na Pesquisa
36.58%
O artigo discute a comunicação como publicidade a partir de um enfoque psicossocial e ético. Na dimensão psicossociológica dá-se ênfase à análise da ideologia. Estabelece-se a distinção entre propaganda e publicidade, sendo que na última detém-se na análise crítica de três tipos de comerciais: informacional, testemunhal e merchandising. Exemplos desses três tipos de comerciais são selecionados de diferentes emissoras de TV e rádio, discutidos e interpretados sob os aspectos ideológico e ético. São identificados e analisados diversos mecanismos psicológicos presentes nas informações empíricas coletadas e os aspectos ideológicos nelas contidas. O estudo pretende ser uma contribuição da Psicologia ao campo da educação, principalmente no que se refere à leitura crítica da mídia.; Este artículo discute la comunicación como publicidad, partir de un foco psicosocial y ético. En la dimensión psicosociológica si da énfasis al análisis de la ideología. Hacemos la distinción entre propaganda y publicidad y, en la publicidad, encontramos el análisis crítico de tres tipos de anuncios: informativos, testimonial y merchandising. Ejemplos de esos tres tipos de anuncios fueron seleccionados en distintas cadenas de TV y radio y fueron discutidos e interpretados bajo aspectos ideológicos y éticos. Son identificados y analizados diferentes mecanismos ideológicos presentes en las informaciones empíricas colectadas...

Coelhos na cartola: publicidade e entretenimento na campanha de Sony Bravia; Rabbit out of the hat: advertising and entertainment in Sony Bravia marketing campaign

Furtado, Juliana de Assis
Fonte: Universidade de São Paulo. Escola de Comunicações e Artes Publicador: Universidade de São Paulo. Escola de Comunicações e Artes
Tipo: info:eu-repo/semantics/article; info:eu-repo/semantics/publishedVersion; Formato: application/save
Publicado em 07/06/2010 POR
Relevância na Pesquisa
36.55%
Na publicidade contemporânea, observamos um movimento de certas campanhas para uma direção que exclui a racionalidade. O produto surge desmaterializado, caracterizado por sensações, sons e idéias visuais que, em conjunto, transmitem seu benefício de uma forma intangível. Em muitos casos, ele apenas assina a peça, aliado à força de um conceito que centraliza suas qualidades. O imperativo é ausente, e a persuasão fica por conta de uma imagem de marca pré-construída, que concentra valores invisíveis – mas já cravados no imaginário do público a que se destina. O lúdico toma conta da mensagem, tornando-se a ponte que separa (ou une) publicidade e entretenimento. É o caso da campanha publicitária da TV SonyBravia, que há alguns anos tem seus filmes premiados em festivais pelo mundo. Neste trabalho, analisamos o mais recente deles, ouro em Cannes no ano de 2008. Como acontece a desmaterialização? Pelo que o produto é substituído? Que valores essa construção veicula? São perguntas que buscamos responder.; In contemporary advertising, we observed a movement of campaigns for a direction which excludes the rationality. The product is dematerialized, characterized by sensations, sounds and ideas that, together, transmit the benefit in an intangible way. In many cases...

A Household Level Model of Television Viewing with Implications for Advertising Targeting

Deng, Yiting
Fonte: Universidade Duke Publicador: Universidade Duke
Tipo: Dissertação
Publicado em //2015
Relevância na Pesquisa
57.01%

Television (TV) is the predominant advertising medium, and recent technological advances such as digital video recorders (DVRs) and set-top boxes (STBs) have the potential to transform this industry by enabling household-specific advertising. Since exposure to TV represents a substantial share of consumer time and attention, this potential to micro-target communications represents an enormous opportunity for the TV advertising market.

This paper outlines an approach to facilitate the micro-targeting of TV advertising. We employ a unique dataset, integrating TV program and advertisement viewing at the household level with purchase data, to address the question of how advertisers can achieve better advertising targeting in the digital context. Based on this dataset, we first develop a model of household TV viewing behavior. The viewing model comprises three integrated components: TV show sampling and watching, TV show recording, and advertising viewing. All three components are motivated by the theoretical concept of flow utility, that is, the moment-by-moment enjoyment a household derives from different activities: watching a TV show, watching a TV advertisement, and other non-TV activities. This model has decent out-of-sample prediction power on show choices and time spent on each selected show. We then link household advertising exposure with purchase. Finally...

How could the Foreign Language Teaching and Research Press cooperate with Beijing MTR Corporation to launch a reading promotion program via subway advertising?

Yuan, Yi
Fonte: Universidade Duke Publicador: Universidade Duke
Tipo: Masters' project
Publicado em 22/04/2013
Relevância na Pesquisa
36.84%
POLICY QUESTION (PAGE 1) How could the Foreign Language Teaching and Research Press (FLTRP) cooperate with Beijing MTR Corporation (BJMTR) to launch a reading promotion program via subway advertising? BACKGROUND AND PROBLEM STATEMENT (PAGE 1) Literacy, essential to social and human development, is considered an instrument of empowerment to improve one’s health, one’s income, and one’s relationship with the world (UNESCO). In the past decade, the adult literacy rate has increased at a global level while millions of people are still struggling with this basic skill. Despite the growth of literacy, currently both adults and juveniles seem to be less interested in reading, especially under the influence of the development and popularity of mass media, such as TV, internet and radios. Many countries have launched various national and local campaigns to promote reading among the public. In China, the reading rate of books in 2011 was below the rate in 1999 due to a dramatic decline from 1999 to 2005. Average amount of reading for juveniles in urban areas is much larger than the rate in rural areas; and less than one-third of young children are willing to read independently. Like governments in other countries in the world, the Chinese government also launched campaigns to promote reading since 1997. A policy of Nationwide Reading was implemented by the government in 2006 to enhance citizens’ ideological...

An Exploration of Multimedia Multitasking: How Television Advertising Impacts Google Search

Clipp, Celeste
Fonte: Universidade Duke Publicador: Universidade Duke
Publicado em 18/04/2011 EN_US
Relevância na Pesquisa
46.55%
A 2010 study conducted by Nielson on behalf of Yahoo reveals that three out of every four Americans use television and internet simultaneously, up nearly 20 percent year-to-year. Yahoo concludes that this disproves the myth that “traditional media is dead,” instead affirming “convergence is a reality.” Joo, Wilbur, and Zhu (2010) explore the growing trend of simultaneous online and offline media consumption by measuring the impact of television advertisement on online search, finding that TV advertising is positively associated with consumers’ choice of branded keywords in the financial services category. This paper builds upon their results by extending the analysis to the bundled Internet/TV/phone product category, applying regression analysis to evaluate whether local television advertising expenditure impacts the Google search queries from IP addresses in the same area. The impact of television advertising is found to be both positive and significant in the short-term (same day), with a cumulative effect of more than twice the magnitude of the same day effect. These results suggest numerous practical implications for marketers and companies, as well as a variety of avenues for future research.; Honors Thesis

Comparison of media selection in the U.S. and Indian advertising industries

Potdar, Yashashree
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Tese de Doutorado
EN_US
Relevância na Pesquisa
36.78%
Advertising is necessary to establish a brand and to increase the sale of the products. Media planning is an important phase of any advertising campaign. The purpose of this study was to determine the media types used in the advertising industries in India and in the U.S. Media professionals from five Indian advertising agencies and five U.S advertising agencies were interviewed to find out the media selection in both countries. The identification of media was then followed by the comparison of media selection in India and the U.S. The secondary research was carried out to find out media environment in both countries, which included information about the number of newspaper titles published, TV channels, and radio stations in both countries. The media selection depends upon different factors such as cost, geography and demographics. The secondary research was carried out to find out the differences in geography, demographics and culture between India and the U.S. The TV medium is the most important medium for advertising in both countries. Radio advertising is used in both countries but has become stagnant in India. The Internet is in its initial growing stage in India; however, in the U.S., the Internet has become the second most important medium. The major difference was found in the state of print media in India and in the U.S. In U.S....

Demand for customized communications by advertising agencies and marketing executives

Sorce, Patricia; Pellow, Barbara
Fonte: Printing Industry Research Center at RIT Publicador: Printing Industry Research Center at RIT
Tipo: Monograph Formato: 4729368 bytes; application/pdf
EN_US
Relevância na Pesquisa
36.53%
Mass customization and one-to-one marketing strategies have greatly impacted business practices in the last decade. This has been true in advertising where marketers can effectively customize a message based on the nature of the receiver, deliver it in a cost-effective way, and obtain feedback regarding its effectiveness. The purpose of the present study by the Printing Industry Center at the Rochester Institute of Technology (RIT) is to benchmark the amount of personalization and complexity of personalized advertising in the U.S. Two distinct populations, advertising agencies and marketing executives, were sampled to measure their current usage patterns and their underlying motivations for recommending personalization within the context of media planning and campaign execution. The objectives of the research were: 1. To define the dynamics between the advertising agency, the marketing executive, and the print services provider relative to media decisions and campaign direction. 2. To reveal the current preferences for print or non-print marketing programs and perspectives on the best media options for personalized campaigns. 3. To determine the amount of variable information or personalization used and the degree of complexity of the customized communication. 4. To understand the barriers to and facilitators of the implementation of a personalized communication strategy. 5. To determine who measures the effectiveness of a campaign and how it is done. The advertising agency respondents were drawn from The Red Book list...

The Case for print media advertising in the internet age

Sorce, Patricia; Dewitz, Adam
Fonte: Printing Industry Research Center at RIT Publicador: Printing Industry Research Center at RIT
Tipo: Monograph
EN_US
Relevância na Pesquisa
36.87%
The current landscape of audience fragmentation, Internet advertising, and required accountability for advertising expenditures is exerting great pressure on the ability of main-stream, ad-supported media to survive. How can established media such as printed magazines, newspapers, and printed inserts survive? We start our examination of the topic by reviewing the media usage patterns of U.S. adults and advertising expenditure data from 2004. The average American adult over the age of 18 consumed a total of 9 hours, 35 minutes of media per day (Lindsay, 2006): 44.5% of media time was spent with TV; 27.8% with radio; 5% each with Internet, newspaper and recorded music; and 6% with magazines and books combined. The amount of advertising dollars spent on newspapers, consumer magazines, and business papers ads (including business magazines) accounts for approximately 40% of all media advertising expenditures in 2004 (Veronis Suhler Stevenson, 2004). Broadcast and cable TV and radio represent an additional 44% of the media advertising dollars spent. Although the Internet advertising category (including search and display advertising) was significantly smaller, it grew at a faster rate than all other media. The desire for advertising accountability starts with this question: Does advertising affect consumer buying behavior? The impact of advertising has been measured on a variety of outcome measures such as aggregate sales for a brand...