Articles tagged with Advertising
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.
The study found that exposure to dogs makes consumers more promotion-focused, while exposure to cats makes them more cautious. This effect persists even in pet-unrelated domains, influencing decision-making and judgment.
A new study reveals that tobacco companies have secret contracts with retailers that allow them to give their products prime placement in stores, discount pricing, and target specific demographics. This undermines ongoing public health efforts to decrease tobacco use.
A recent study found that headphones increase perceptions of closeness, warmth, and empathy, making listeners more easily persuaded. The research has significant implications for advertising, remote work, and training programs, suggesting that using headphones can be an effective way to create a sense of attachment with the listener.
A new study found that Transport for London's policy restricting junk food advertising led to a 1,000 calorie decrease in energy from unhealthy products. This corresponds to a reduction of 317.9 kcal per week in chocolate and confectionary purchases.
Yang Wang's research focuses on usability of privacy technologies and artificial intelligence. Researchers will conduct semi-structured interviews, surveys, and co-design sessions with users from India and Bangladesh about their experiences with targeted ads.
A new study by Cornell University reveals that nearly a third of TV ads play to empty rooms, indicating a significant gap between ad exposure and actual viewer engagement. The research found that viewers are more likely to leave the room or change channels than stay engaged with ads.
Researchers used Facebook data to measure cultural similarity between countries, finding associations between immigration patterns and people's food and drink interests. Countries with more immigrants showed higher cultural similarity between origin and destination countries.
A study by Washington University in St. Louis found that slant and consistency of messages in national television ads significantly impact online word-of-mouth chatter and candidate preference. Consistency with the primary message is crucial, even for more partisan messages, suggesting that campaign strategies should focus on building ...
A study by North Carolina State University found that image complexity drives consumer engagement on Instagram. The researchers identified six measures of image complexity and developed a model to determine which combination generates the most positive feedback.
A new study from the University of Otago found that children are exposed to 554 brands per 10-hour day, or nearly a brand a minute. The majority of these exposures occurred in school, at home, and in-store, with most coming from brand labels, product packaging, and commercial signage.
A study of 2018 US midterm election video ads found that ads from the preferred party evoke stronger emotions, while those from opposing parties have little effect. This suggests that political ads primarily motivate party faithful rather than sway undecided voters.
A new study from the University of Notre Dame documents the crucial role of advertising in satellite TV operators' continued success. The study highlights how consumers were sensitive to advertising, particularly that of satellite operators, and how national advertising costs offered an entry advantage for these firms.
A new study found that news media amplified rather than rectified misleading health information from TV personality Dr. Oz, resulting in the further spread of misinformation. The researchers called for government oversight to lessen the risk of spreading inaccuracies.
A Penn State study found that live-streaming ads for alcohol, energy drinks, and junk food significantly increased during the pandemic, targeting young viewers. The researchers discovered that energy drinks made up nearly 80% of marketing, while ads for restaurants and soda were also prevalent.
Researchers at UC3M found that Facebook ads can target a specific person with just four rare and specific interests. This nanotargeting ability exposes users to new risks, including potential identification without consent. The study highlights the need for advertising platforms to protect individual privacy.
Researchers developed an algorithm that combines product popularity and variety to increase customer appeal, resulting in a 30% increase in customer engagement. The study, conducted with Wayfair, also found the algorithm was efficient and required minimal customer data.
A study by Hokkaido University researchers found that Japanese customers prefer traditional restaurants displaying an older year of establishment, leading to improved evaluations and intentions to visit. This effect was observed specifically for traditional foods like soba noodles.
During the 2020 US presidential election, researchers collected data on over 1 million online political ads. The study found that these ads often used manipulative tactics to collect personal information, including fake polls and click-bait headlines. More than 56,000 of these ads were found on conservative-leaning websites.
A new study reveals that consumption in G20 nations causes significant premature deaths worldwide, particularly among infants and elderly populations. The research estimates that the lifetime consumption of 28 people in G20 nations will result in one person's premature death.
A market segmentation approach can improve vaccination campaigns by tailoring the message to specific groups. The study found that those who don't trust the government are more likely to avoid vaccines, and a non-traditional messaging strategy may be more effective.
A study published in the Journal of Marketing found that complimenting a competitor can increase a brand's reputation and sales, particularly among skeptical consumers. The tactic is most effective when done strategically and authentically, signaling a brand's warmth and trustworthiness.
A study by the University of Waterloo suggests that reducing brand imagery and increasing health warnings on cannabis packaging can decrease its appeal to children. The researchers found that products with white backgrounds and limited branding were rated as less harmful and more memorable for warning messages.
A study by New York University researchers found that infant formula websites predominantly discourage breastfeeding and instead tout the benefits of formula feeding. The analysis of five major formula brands' websites revealed that substantial messaging focused on challenges associated with breastfeeding, such as low milk supply or la...
A new study from the University of Pennsylvania and the University of Bristol found that exposure to false tweets about e-cigarettes' harm can deter adult smokers from quitting. The study recruited 2,400 UK and US adults who were not using e-cigarettes and showed them different health-related information on Twitter.
A new Boston University School of Medicine study explores the impact of direct-to-consumer (DTC) advertising on patients seeking cosmetic procedures. The research found that DTC ads often exaggerate benefits while minimizing risks, suggesting that patients may believe that trained medical professionals are not necessary for these proce...
Researchers at the University of Bath found that large food companies and advertisers opposed Transport for London's 2019 ban, challenging its effectiveness and attempting to undermine policy. The ban was implemented despite commercial opposition, and its success sets a positive precedent for other authorities planning similar bans.
Researchers found a positive link between online influence and geographical proximity, with followers more likely to heed an influencer's recommendation when they live closer. This study suggests that local influencers may have a leg up in the influence game due to their proximal connections.
A new study by Cornell University reveals that TV ads significantly influence retail investors' decisions, leading to increased online searches and stock trading volumes. The study found that certain types of ads, such as those airing during prime-time hours or for financial sector products, generated the strongest investor response.
A new study analyzed Italian firms' Twitter conversations during the pandemic, revealing a focus on environmental sustainability and digital transformation. The research highlights the importance of corporate social responsibility and stakeholder engagement on these themes.
A new study found that a digital marketing campaign increased the number of vehicles fixed due to recalls, with a positive impact for airbag inflator-related recalls. The campaign also improved recall compliance for older vehicles, highlighting the effectiveness of digital tools in facilitating consumer access to relevant information.
A recent study by UNF found that black teenage girls prefer inclusive body types in anti-obesity advertising, showcasing diverse girls of different body types and promoting healthy lifestyles instead of a specific body-mass index measure. Researchers recommend utilizing social media platforms for message dissemination.
A recent study by Dr. Yael Bar-Zeev at Hebrew University of Jerusalem found that tobacco companies are exploiting loopholes to market IQOS products near toys, candy, and schools, targeting young consumers. The audit revealed that 70% of stores selling IQOS were within 300 meters of high schools.
A study suggests that Instagram posts borrowing body positive messages from actual users and containing advertising can undermine the movement. Participants who spotted self-promotion or advertising considered the posts less morally appropriate than non-promotional posts.
The fast-food industry's annual ad spending increased by over $400 million since 2012, with children viewing an average of two fast food TV ads per day. The advertisements disproportionately targeted Black and Hispanic youth, groups who already face greater risk for obesity.
Researchers found that firms with a larger advertising share of voice have lower stock price synchronicity, indicating reduced risk of being 'tarred by the same brush' as competitors. Advertising can also provide firm-specific information to investors, reducing information asymmetry and increasing investor willingness to provide capital.
A new study suggests that the most common optimal launch strategy is to offer the paid version first, as it generates download revenues from the first day of sales. The researchers also find that the relative profitability of the free version tends to increase with app age, while that of the paid version declines.
A Flinders University study found participants with an automatic bias towards soft drinks were more responsive to TV ads than those without these tendencies. The researchers suggest targeting people who show cognitive vulnerabilities to reduce consumption of sugary drinks.
Regular gamblers were more than six times more likely to gamble online during lockdown, with usage growing six-fold. The study highlights the need for stricter regulation and awareness to protect vulnerable groups from addictive habits and online exploitation.
A new study published in Pediatrics found that child-targeted TV ads for fast-food meals often overemphasize premiums like toys and games, relative to the actual food being sold. This marketing practice is deceptive and violates industry guidelines aimed at preventing childhood obesity.
Oncotarget, a journal honoring achievements and accomplishments of local businesses, has received the 2021 Best of Orchard Park Award for its exceptional marketing success. The award recognizes companies that enhance the positive image of small business through service to customers and the community.
A new study by University of Oregon researchers reveals that higher theory of mind leads to increased advertising skepticism and reduced attitudes toward products. Transparency in advertising is also crucial in preventing consumer skepticism.
Researchers investigated the effects of excise taxes, public usage restrictions, and anti-smoking ads on cigarette consumption. Strong brands like Marlboro resist tax hikes but lose share with smoke-free policies.
During the pandemic, fewer advertisers supported Nordic news media, while audiences flocked to digital content, leading to record-high state support and increased trust in journalism. The unique structure of each Nordic country's media market was also exposed.
A new audience measurement model is needed for streaming platforms due to changing consumer habits. The study proposes new parameters, including audience retention and popularity metrics, to measure viewership and analyze market position.
New research finds machine learning improves click-through rates by 66.8% over simpler targeting models, with behavioral data offering more accurate targeting in mobile ads. Ad networks may have economic incentives to limit granular behavioral targeting, potentially leading to self-regulation and consumer privacy protection.
A recent study by University of Texas at Dallas researchers investigates the role of recommender systems in e-commerce platforms. The study finds that while these systems increase sales and introduce consumers to new products, they can also cause sellers to decrease prices and reduce their advertising efforts.
A study published in Proceedings of the National Academy of Sciences refutes the concept that a person's position within a network is crucial for information spread. Even with minimal advertising, the influence of individuals across the network becomes more equalized.
A study found that breakfast products targeted at children contain significantly more sugar than those advertised for adults. This can lead to unhealthy eating habits and contribute to rising childhood obesity rates. The experts recommend restricting advertising for certain unhealthy foods aimed at young children.