Articles tagged with Advertising
Researchers from Japan found that cold imagery can positively influence consumer behavior and perception about a product, increasing perceived ambiguity and newness. This study suggests using background images related to coldness in advertisements may be an effective way for marketers to communicate product newness without altering the...
Researchers found that syntactic surprise, a measure of unexpected word arrangement, significantly improves marketing message efficacy. The optimal level of syntactic surprise falls within the middle range, with messages being most effective at a medium level.
Research using artificial intelligence analyzed nearly 400,000 customer reviews to identify key themes and customer sentiment towards airlines. The study found that customers commonly complained about lost luggage, uncomfortable seating and flight cancellations, but praised in-flight entertainment, ground staff and business-class servi...
A new study explores the growing trend of patient influencers promoting prescription drugs on social media, often with close ties to pharmaceutical companies. Despite some good intentions, researchers raise concerns about the lack of medical training and potential for misinformation, highlighting the need for greater regulation.
Research by University of Florida researchers found that disinformation ads on Facebook use a clear recipe with short ad buys, familiar language, and big budgets to reach more people. The most engaging ads were full of positive feelings encouraging good emotions about one's own groups rather than bad emotions towards others.
A randomized controlled trial of MOXIE shows a significant reduction in clinical outcomes, including hospitalizations and all-cause mortality. The intervention improved patient engagement and behavior change, leading to better health outcomes for seniors at elevated risk of cardiovascular events.
Researchers analyzed 140,000 patient records and TV ads from Florida to investigate the effectiveness of DTCA for robotics surgery. The study found that patients exposed to robotic surgery advertising were more likely to choose it over conventional laparoscopic and open surgeries. Additionally, hospital marketers can use DTCA to sway p...
A University of Kansas study analyzed over 1,000 AI-generated ads and found that they are only labeled as ads about half the time, often appealing to consumers in positive ways. The prevalence of AI in programmatic advertising raises concerns about consumer deception and the need for updated guidelines to require transparency.
Researchers analyzed 400 videos from top child-influencers on YouTube, finding branded food and beverages appeared 38% of the time. Candy brands were most frequent, while healthy options made up only 9% of appearances.
Researchers found that consumers are less likely to like, trust and buy a product after a change in branding intended to address racism. Despite being informed of the intention, consumers still exhibit negative reactions to the rebranding.
A new study found that the majority of top-selling prescription drugs in the US have low added benefit, with consumer advertising favoring these products. The analysis revealed a significant shift in promotional spending to direct-to-consumer ads, which may drive patient demand for less effective treatments.
A study examined the relationship between drug characteristics and manufacturer spending on direct-to-consumer advertising. The research found a higher proportion of promotional spending allocated to DTC ads among drugs with lower added benefit and higher total sales, suggesting potential implications for public health policies.
The UK comic Beano promotes unhealthy food brands through quizzes and games on its website, raising concerns among health experts. The company collects data on children's consumption preferences, which is sold to companies, contributing to the problem.
A systematic review of 70 research papers found that exposure to gambling advertising increases intentions to gamble and gambling activity, leading to greater risk of harm. The study also showed that restrictions could particularly benefit children and young people, as well as adults already vulnerable to gambling-related harms.
A new study by University at Buffalo researchers found that US cannabis advertising policies are inconsistent and often lack guidance, leaving vulnerable populations open to exposure. Most states do not address prohibited advertising tactics like glamorization and testimonials, unlike Canada's strict federal Cannabis Act.
Fewer than one-third of commonly advertised drugs show moderate clinical improvement compared to existing therapies. The study analyzed direct-to-consumer TV advertising and found most featured drugs to lack substantial therapeutic benefits.
A new study found that limited information is available on the size of the gambling market, participation, harms, and prevention in Sub-Saharan Africa. The researchers argue that regulation is outdated and ill-equipped for a digital age, with many territories lacking explicit regulation for online gambling.
A new study found that structured visual design properties, such as symmetry and balance, reinforce claims about a brand's utilitarian benefits. In contrast, unstructured designs are associated with hedonic benefits. The research suggests marketers can use perception to influence beliefs about brand performance and consumer choice.
A University of Otago-led study found that television advertisements are more successful when the product is shown first and the brand is revealed later. This approach creates unresolved tension and attention, leading to prolonged processing and positive associations. The results contradict standard marketing theory and practice, highl...
Scientists at the University of Tsukuba discovered a phenomenon where moving a virtual assistant's voice closer to users increases customer rapport, contrasting with traditional ventriloquism effects. This 'mouth-in-the-door' effect can be used to enhance user experience in virtual commerce scenarios.
A study published in Tobacco Control found that alternatives to menthol cigarettes pose significant addiction and health risks. Mentholated pipe tobacco and tubes were the most appealing and addictive options, suggesting they should be included in the proposed ban.
Chung-Ang University researchers propose a new algorithm, MR-UCB and MR-APE, to tackle stochastic multi-armed bandit problems with heavy-tailed noise distributions. The methods guarantee minimal loss for worst-case scenarios with minimal prior information.
A new analysis finds that the US lacks effective government oversight of food marketing and research on children, allowing companies to target unhealthy products at vulnerable populations. The industry's self-regulation efforts have failed to keep pace with modern marketing practices.
A study found that COVID-19-related brand advertising leads to increased social distancing behavior, with a 1% increase in ads resulting in an average of 466 more people staying at home daily. The effect is stronger among educated populations and attenuated in conservative counties.
Research suggests digital marketing of formula milk and commercial baby foods is linked to unhealthy parental feeding practices. Parents exposed to extensive digital marketing were less likely to exclusively breastfeed within the first 6 months and more likely to give their children processed foods and sugary drinks.
A recent investigation by The BMJ reveals dozens of UK companies offering private blood tests with misleading claims, contradicting official medical guidance and potentially harming individuals. Experts argue for regulation to protect consumers and prevent unnecessary costs for the NHS.
Researchers found that content overlap between critic and user reviews increases movie demand, particularly for movies with mediocre review ratings. The study suggests that producers and marketers can leverage this by engaging with both professional critics and general consumers to find commonalities in their reviews.
Researchers found that influencer originality, follower size, and sponsor salience enhance the effectiveness of a message. A balanced approach is most effective, with too little or too much posting hurting engagement. Firms should search for influencers with followers that overlap but aren't an exact match to achieve optimal brand-fit.
The FDA's warning letters issued in 2020 and 2021 revealed that the regulator is failing to target leading tobacco companies and products most popular among young people. Over 90% of warnings were sent to small online retailers, while flavoured refillable e-cigarette liquids accounted for over 90% of the products cited.
A randomized clinical trial found that targeted health-focused advertisements reduced vaping initiation among US adolescents. The study also showed a decrease in cigarette smoking behaviors among participants.
Researchers discovered that influencers with an intermediate follower count create the most engagement, as larger and smaller influencer tiers fail to deliver comparable results. The study also found that content customization and brand familiarity can impact this relationship.
A new study reveals that brand owned social media has a stronger impact on sales than previously thought. To stimulate engagement, brands should focus on emotions in their content, rather than easy-to-measure metrics like likes and comments.
A study of 11,600 adolescents found e-cigarette ads and peer influence significantly associated with starting vape use. Efforts to address youth vaping should consider reducing ad exposure and peer pressure measures.
Recent media releases from UK government agencies and NHS organizations lack objectivity and provide unbalanced information on prescription-only medicines. The Drug and Therapeutics Bulletin expresses concerns over the use of hyperbolic language and omission of key information about potential harms and benefits.
A study conducted by researchers at Hiroshima University found that smartphone users are willing to pay a premium for different surface textures on their phone covers. The study's findings suggest that the commercial viability of surface texture has not been empirically examined, but could be an important aspect of product design.
A new study found that disclosure of advertising spending significantly lowers investor and analyst uncertainty, enhancing firms' valuation. The study analyzed 2,285 publicly listed firms over 25 years and found a moderate negative effect on idiosyncratic risk.
Researchers explore the relationship between brand purpose and consumer eudaimonic well-being, finding that brands addressing key factors such as authenticity and commitment to purpose can secure positive outcomes. By incorporating purpose into their strategy, brands can foster a sense of fulfillment among consumers.
Researchers found that Twitch viewers are more likely to remember, crave, and purchase brands advertised on the platform. The study suggests that up to 15% of participants experienced cravings for advertised products, with 8% reporting purchases. This highlights concerns over the impact of food marketing on young adults' health.
A new analysis suggests that Nutri-Score labeling can help consumers make healthier food decisions by countering misleading sugar claims. The study found that participants were more likely to perceive unhealthy foods as healthier when a Nutri-Score was absent, but the presence of this label reduced misconceptions.
A study published in Patterns shows that five digital medicine companies share browsing data related to health topics with Facebook for lead generation and advertising purposes. The researchers found that two companies targeted ads consistent with their own privacy policies, while the other three did not comply with their policies.
Researchers examined association between direct-to-consumer advertising of prescription drugs and consumer intentions and beliefs related to cardiovascular disease risk. The study found that DTCA may influence consumer attitudes and decisions regarding medication use.
New research finds junk food advertising restrictions have prevented 94,867 fewer obesity cases, 2,857 fewer diabetes cases, and 1,915 fewer cardiovascular disease cases. The policy is estimated to save the NHS £218 million over its lifetime.
The study found that TV ad content drives zapping through irritation, while creativity mitigates zapping by reducing it. Researchers recommend investing in creativity and refraining from too much information to discourage zapping behavior.
A University of Alberta study reveals that stressful childhood environments can lead to a desire for high-energy-dense foods throughout life, contributing to higher obesity rates. Adults raised in harsh socioeconomic conditions were more food-motivated and preferred energy-dense foods.
Research finds that up-tempo major mode music can increase purchase intentions for green products, bridging the gap between consumers' words and deeds. Major mode music is effective in reducing the attitude-behaviour gap by 40-50%, regardless of consumer background or product type.
A Rutgers study found that sales of cigars labeled as 'natural' increased at a faster pace than those without the label from 2017 to 2021. This trend is concerning as it suggests that consumers are perceiving these products differently due to the 'natural' descriptor.
Wealthy individuals are more likely to purchase unsustainable products with higher price tags, feeling entitled to the benefits despite environmental costs. However, when encouraged to think about equality, this effect is diminished.
A NTU Singapore study found that consumers associate higher-pitched commercials with healthier food products. The researchers also discovered a link between more stimulating visuals and consumer perceptions of healthiness.
Researchers found that vaping prevention ads with clear health harms and neutral imagery are more effective, while flavor-related content increases appeal. The study suggests avoiding memes, hashtags, and other 'teen-centric' communication styles.
Researchers found that invoking science in marketing pleasurable products like cookies decreases consumer interest. However, pairing science with practicality makes sense to consumers. The study suggests updating public beliefs about scientists and their approach to make science more acceptable for marketing indulgent goods.
Ads on VAs are better received if VA is a medium, not the source of the ads. Socially motivated users see VAs as companions and respond positively to ads delivered in context.
Research suggests top reviews are a key factor in consumer purchasing decisions when comparing products. The study found that concrete details in reviews can sway consumers, and businesses should focus on responding to negative reviews rather than gaming the rating system.
The partnership between pharma companies and patient influencers has raised concerns about the potential risks and benefits. While some see it as a way to improve disease awareness and treatment options, others worry about misinformation and advertising blurring the lines between opinion and ad content.
Researchers found that negative online comments have little effect on brands with strong consumer relationships, while actually boosting purchase intentions in cases where reviewers are socially distant. Strong brand relationships and display of reviewer profiles are key to managing online reviews effectively.
A new study from the University of Notre Dame confirms that high-energy commercials hold viewers' attention and are related to their psychological state of arousal. The research suggests that advertisers should focus on matching the energy level of ad content with consumers' emotional state to increase acceptance and effectiveness.
A new study by North Carolina State University found that Facebook's interest profiling process is not accurate, resulting in targeted ads that may not align with users' actual interests. Researchers discovered that even simple activities like scrolling through a page can lead to inaccurate interest inference.
Research found that IVF clinics offering money-back guarantees have a higher live-birth success rate and lower multiple birth risks compared to those without MBGs. The study suggests that these programs serve as signals of high-quality care in the field of IVF and other healthcare services.
Researchers found that many medical journal websites use third-party tracking, which could facilitate targeted pharmaceutical advertising. This study highlights the need for transparency and regulation in this area.
Researchers found that social media consumers trust verified accounts less than unverified ones if the content is inconsistent with the influencer's brand. Verified accounts can actually harm trust and may not be more effective at selling products.
Researchers develop an integrative framework capturing the fundamental aspects of creative strategy, finding experiential content produces highest performance increase. Marketers should leverage synergies between content and execution by focusing on one specific dimension and varying composition over time.