Search results for "advertising"
showing 10 items of 680 documents
Transkreācija reklāmas materiālos Latvijā
2017
Pirms Industriālās revolūcijas reklāma bija fenomens, kas izplatījās vietējā mērogā, taču mūsdienās reklāmdevēji uzskata, ka ir „jādomā globāli, bet jārīkojas lokāli”. Paralēli sarunām, kas noris starp globālas un lokālas reklāmas piekritējiem, reklāmdevējiem ir jāatrod veidi, kā patērētājiem pārdot produktus, un viens no veidiem ir transkreācija. Transkreācija ir salīdzinoši jauns jēdziens un tam ir veltīta neliela pētnieciskā darbība, turklāt latviešu valodā šis termins vēl nav atzīts (lai gan Latvijas reklāmdevēji lieto terminu „adaptācija”). Tādēļ pētījuma mērķis ir noteikt transkreācijas izplatību un īpašības reklāmas materiālos Latvijā. Pētījuma teorētiskajā daļā tiek pētīta reklāmas …
Verbālo un neverbālo līdzekļu lietojums sociālajā saziņā
2017
Komunkācija ir informācijas nodošana, izmantojot dažādus lingvistiskos un nelingvistiksos līdzekļus. Komunikācijai var būt dažādas formas, tā var būt saruna starp mīlētājiem, formāla vēstule vai pat reklāmas kampaņa. Reklāma satur daudz informācijas, un katras reklāmas galvenais mērķis ir nodot šo informāciju auditorijai. Tiek izmantoti dažādi līdzekļi, kas palīdz nogādāt informāciju adresātam. Līdzekļi, kuri nogādā informāciju auditorijai, var tik iedalīti divās grupās: verbālie un neverbālie līdzekļi. Verbālie komunikācijas līdzekļi ietver valodu, kura tiek izmantota vēstījumā, kamēr neverbālie līdzekļi ir bezvārdu līdzekļi, kuri tiek izmantoti, lai sasniegtu auditoriju. Šī pētījuma mērķi…
The effects of two-way communication and chat service usage on consumer attitudes in the e-commerce retailing sector
2018
In e-commerce retailing (e-retailing), where competitors are only one click away and prices are easy to compare, providing superior customer service and reciprocal communication via a company’s website are important aspects of attracting and retaining customers. One increasingly popular solution to improve customer service is a “live chat” interface that allows consumers to have real-time conversations online with customer service agents. As the literature on the impacts of real-time communication via live chat is currently very limited, this study develops and tests a model that demonstrates the moderating effects of a chat service on the relationship between two-way communication (i.e., a…
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…
Using AI to personalise emotionally appealing advertisement
2019
Personal data and information collected online by companies can be used to design and personalise advisements. This chapter extends existing research into the online behavioural advertising by proposing a model that incorporates artificial intelligence and machine learning into developing emotionally appealing advertisements. It is proposed that big data and consumer analytics collected through AI from different sources will be aggregated to have a better understanding of consumers as individuals. Personalised emotionally appealing advertisements will be created with this information and shared digitally using pragmatic advertising strategies. Theoretically, this chapter contributes towards…
Building a political image on Instagram: A study of the personal profile of Santiago Abascal (Vox) in 2018
2020
Due to Instagram’s growing popularity in Spain, politicians have also begun to turn to this social network increasingly more. Accordingly, this paper analyses the visual and textual discourse of 259 posts published throughout 2018 on the personal Instagram profile of Santiago Abascal, the leader of the party Vox. Insofar as he is the Spanish politician with the highest number of followers on Instagram, the aim here is to analyse how he uses this social network in order to identify possible strategies that justify his growing number of followers. In the analysis, special attention was paid to aspects that might have contributed to the (self)presentation of Abascal and the promotion of his pa…
Experiencing ethical retail ideology in the servicescape
2020
Studies of the ideological underpinnings of retail stores have improved our understanding of consumers’ retail experiences in brand and national ideology contexts. In retailing, ideology is manifested in retail spatial settings through tangible and intangible cues in servicescapes. This study expands our knowledge on ethical retail ideology by exploring how servicescapes convey cues that shape consumption experiences and foster ethical consumption. Data from an ethnographic study highlight how consumption experiences in physical retail spaces embedding a particular ethical ideology can be thematised as aesthetics, nostalgia and care. We show that the material and discursive aspects in servi…
Western Australian students' alcohol consumption and expenditure intentions for Schoolies.
2016
In Australia, the immediate post-school period (known as ‘Schoolies’) is associated with heavy drinking and high levels of alcohol-related harm. This study investigated students’ intended alcohol consumption during Schoolies to inform interventions to reduce alcohol-related harm among this group. An online survey was administered to students in their senior year of schooling. Included items related to intended daily alcohol consumption during Schoolies, amount of money intended to be spent on alcohol over the Schoolies period, and past drinking behaviour. On average, participants (n=187) anticipated that they would consume eight standard drinks per day, which is substantially higher than t…
Creating entrepreneurial opportunities : interpretative research about role of POP Advertising Displays in customer purchase decision making
2013
Zagrożenia walorów fizjonomicznych krajobrazu terenów przyległych do dróg o znaczeniu turystycznym przez obiekty reklamy zewnętrznej na przykładzie d…
2019
W artykule przedstawiono ocenę zagrożenia walorów fizjonomicznych krajobrazu wzdłuż drogi krajowej Myślenice – Zakopane, jednej z najważniejszych dróg turystycznych Polski. Podstawą analizy była inwentaryzacja obiektów reklamy zewnętrznej po obydwu stronach drogi w pasmach o szerokości 100 m. Badany obszar ma bardzo istotne znaczenie w percepcji krajobrazów górskich polskiej części Karpat. W wyniku przeprowadzonej analizy stwierdzono bardzo wysoki stopień zagrożenia walorów widokowych przez reklamy. Zinwentaryzowano 1096 obiektów reklamowych, co daje średnie zagęszczenie ok. 18 reklam na 1 km drogi. Na najbardziej zagrożonych odcinkach w Zakopanem i Rabce obiekty reklamowe występują średnio…