Search results for "Advertising research"
showing 5 items of 5 documents
Advertising Peer-To-Peer Networks over the Internet
2002
Weber, Matthieu Advertising Peer-to-Peer Networks over the Internet Jyvaskyla: University of Jyvaskyla, 2006, 120 p. (Jyvaskyla Licentiate Theses in Computing ISSN 1795-9713; 7) ISBN 951-39-2329-0 Finnish summary Most peer-to-peer networks nowadays are decentralized or even fully distributed, meaning that they do not require a central authority for proper operation. Joining such networks is however often performed by using a central directory of its members, thus breaking their decentralized characteristic. This work proposes an advertisement system for peer-to-peer networks that does not rely on a central service, nor requires any dedicated infrastructure to be setup, using only already ex…
Digital advertising around paid spaces, e-advertising industry’s revenue engine : A review and research agenda
2017
We develop and describe a framework for research in a particular segment of digital advertising. Internet Advertising Paid Slots and Spaces (IAPS) is a neologism and work almost like a stock exchange for buying and selling advertising in various formats on designated spaces around web and make a significant contribution to Internet advertising revenues. These paid spaces were found to encompass diverse areas of Internet advertising that include search engine marketing, social media advertising and display advertising. Given the complexity of the modern digital advertising eco system, this literature review seeks to provide clarity, up-to-date knowledge and ongoing insights into Internet adv…
Chutzpadik advertising and its effectiveness: Four studies of agencies and audiences
2021
Abstract The creation of advertisements that attract immediate attention and simultaneously provoke thoughts and stimulate ongoing discussions is challenging. Hence, advertisers increasingly use Chutzpadik advertising, which we define as “radical advertising messaging that purposefully transgresses social norms and proscribed topics”. We conduct four studies to identify the dimensions and evaluate the effectiveness of Chutzpadik advertising. The first two studies involve interviews with 12 managers of advertising agencies and 22 members of the Israeli general public (audience members). The interviews reveal Chutzpadik advertising’s dimensions are norm violation, novelty, and audacity. In tw…
Cherish your loved ones – the role of the feeling of care and security in advertising
2014
Advertising practice makes use of emotional cues and addresses consumers' rising desire for social connection. Research has investigated emotions within advertising, but mainly focused on negative or positive emotions. Traditional academic approaches to the analysis of persuasion according to the elaboration likelihood model (ELM) tend to emphasize central processing and thus rational advertising cues. Moreover, the role of motivation within the ELM is underspecified. We introduce the Zurich Model of Social Motivation to the regulation of social distance and investigate the specific feeling of care and security. This feeling may serve as motivational component and emerge as persuasion instr…
The review of internet marketing use in Latvia's companies
2017
Development of new technologies and increasing competition require new solutions in business applications in internet marketing and advertising. The paper deals with issues related to advertising activities in internet marketing. There were presented both theoretical findings and empirical analysis of the survey conducted among Latvia's companies. The survey was carried out with the assistance of telemarketing company (telephone interviews) among companies selected from Register of Enterprises LURSOFT. The analysis of survey results compared companies responses depending on the company size and turnover changes during the last three years. Various statistical indicators were used for this a…