Search results for "Advertising"
showing 10 items of 680 documents
Homeopathic remedies and mass advertising in Spain: 1880-1910
2020
La homeopatía se introdujo en España en la década de 1830, pero vivió su época dorada a finales del siglo XIX. Tradicionalmente se había dicho que la causa era la buena respuesta de los remedios homeopáticos frente a las epidemias de cólera que sobrevinieron en las décadas de 1880 y 1890. Aquí se demuestra que la publicidad de masas actuó a gran escala para legitimar los productos homeopáticos. En primer lugar, apareció la publicidad vinculada a empresas norteamericanas que pretendían abrir un mercado global. A continuación, fue una publicidad impulsada por farmacéuticos locales convertidos en fabricantes de producos homeopáticos. A través de estas dos fases, la publicidad de masas alteró l…
An adaptive approach to learning the preferences of users in a social network using weak estimators
2012
Published version of an article in the journal: Journal of Information Processing Systems. Also available from the publisher at: http://dx.doi.org/10.3745/JIPS.2012.8.2.191 - Open Access Since a social network by definition is so diverse, the problem of estimating the preferences of its users is becoming increasingly essential for personalized applications, which range from service recommender systems to the targeted advertising of services. However, unlike traditional estimation problems where the underlying target distribution is stationary; estimating a user's interests typically involves non-stationary distributions. The consequent time varying nature of the distribution to be tracked i…
QUALITY ANALYSIS REGARDING ADVERTISEMENTS OF SMALL AND MEDIUM–SIZED ENTERPRISES
2012
The aim of the paper is to determine and analyse the quality of advertisements created by small and medium–sized enterprises (SMEs) of Latvia. SMEs often devote unreasonably little attention to the quality of making an advertisement regardless of the restrictions faced by SMEs in their activity: lack of resources, lack of marketing experience, scope of business activity, as well as tactical and strategic customer–oriented problems. The owners of SMEs do not have the required knowledge and experience in making efficient advertisements, entrepreneurs do not believe in the effect, which may be obtained from marketing communications by laying greater emphasis on other marketing activities and, …
Impact and Evaluation of Major Sporting Events
2006
Ever more cities and countries are bidding to stage major sporting events. One of the main reasons for this is the economic benefit expected by decision makers and citizens. From the perspective of...
LA INFLUENCIA DE LA IMPLICACIÓN CON EL ANUNCIO EN EL PROCESO DE FORMACIÓN DE ACTITUDES
2001
Taking as its core the attitude toward the advertisement, this study attempts to determine the mechanisms through which advertising influences consumers' attitudes and buying behaviour. These mechanisms are analysed in terms of involvement with the message and with the execution of the ad, and in terms of the strength of the arguments used in the ad. The study finds that the involvement with the message and with the execution of the ad, determinates the antecedents and consequences of the ad. But the strength of the arguments does not explain these relations. En la presente investigación se pretende tomando como núcleo central de la misma la actitud hacia el anuncio, determinar los mecanism…
Segmentation, involvement and the reach-engagementrelationship: evidence from a QR code advertising campaign
2013
This paper presents a procedure that practitioners must follow before assessing the reach-‐engagement relationship in a “pull” campaign. It is suggested to check for the independence between this relationship and that between segmentation and product involvement. If the two relationships are independent, then segmentation becomes less relevant when assessing the reach-‐engagement relationship. Otherwise, an unobservable segmentation variable must be accounted for in the reach-‐engagement relationship. These aspects of segmentation are never mentioned in the extant literature, which treats segmentation in “pull” campaigns the same way in which targeting is designed in “push” campaigns. Th…
The Effect of the Return of Serve on the Server Pair’s Movement Parameters and Rally Outcome in Padel Using Cluster Analysis
2019
Purpose: The pressure exerted on racket sports players by the service has been well documented. Whilst the return of serve has been suggested through qualitative interviews as being of similar importance there is a dearth of quantitative data to support this contention. This study analyzed time, speed, and distance parameters related to the outcome of the return of serve (ROS) in Padel, a sport similar to tennis but played on a court bounded by walls and played in doubles format only. Methods: Matches (n = 18) at two tournaments, sanctioned by the Valencian Federation, in 2012 were recorded and processed using Tracker software. ROS shot type (flat or lob), ball location, players’ positions …
News Selection Within Customer Magazines
2017
Customer magazines blur the boundaries between journalistic reporting and organizational information. On the one hand, customer magazines are intended to communicate the interests, brands, products, and services of an organization. On the other hand, their topics, style, and layout resemble those of journalistic publications, from which readers expect independent and objective reporting. While customer magazines are distributed in high numbers throughout different industries and play an increasingly important role in the media landscape, they have hardly been the focus of researchers to date. It is therefore quite unclear how editorial decisions are made within these publications. This stud…
The radium Era: radioactivity and advertising of miracle products in the dawn of the 20th century in Spain
2020
El descubrimiento de la radiactividad a finales del siglo XIX proporcionó el conocimiento de un nuevo fenómeno natural que fue utilizado como reclamo sin validación científica en un repertorio de productos, remedios y terapias que en el primer cuarto del siglo XX se anunciaron profusamente en la prensa española. Las experiencias de los manantiales con el agua radiactiva o los emanatorios urbanos fueron algunos de los casos más frecuentes de esas terapias o productos milagro en los que la publicidad de la época utilizaba la ciencia desde el abuso, el desconocimiento o las falsas atribuciones para prometer curaciones para todo tipo de dolencias sin ninguna efectividad práctica. The discovery …
Today's news — tomorrow's context: A dynamic model of news processing
1997
We are proposing a feedback model of news processing, assuming that news reception is guided by media input as well as by existing cognitive structures. However, these structures are in turn shaped by former media coverage. In our study we examine viewers’ processing of TV news, comparing objective news content (content analysis) to subjective meaning of news stories (viewer interviews). Results show that viewers interpret information about new events in the context of past events, themselves mainly a reflection of former media coverage.