The Influence of Informational and Emotional Advertising Appeals on Advertising Effectiveness – Consumers’ Perspective on the Over-the-Counter Product Advertisements in Finland

Consumers face enormous amounts of promotional messages daily whereas the pharmaceutical companies among other industries spend considerable time and money developing effective advertising strategies. There are multiple possible ways to appeal the target customer in order to increase the effectiveness of the advertisement. In spite of the various possibilities to categorize persuasive communication, the informational and the emotional appeals are the typical approaches. This study assesses the influence of the informational and emotional advertising appeals on the advertising effectiveness in the context of OTCs in Finland. The research method applied in this study is a quantitative survey. The data consists of 461 responses from the target population of 18–80 years old Finnish speaking consumers. The results from the marketing research indicate that the positive correlations of the emotional appeals are much stronger than the positive correlations of the informational appeals relating to the advertising effectiveness. However, on average the Finnish consumers experience the OTC advertisements relying on the informational appeals more effective than the OTC advertisements relying on the emotional appeals. Furthermore, within emotional appeals there is a much greater variety in the experienced advertising effectiveness not providing as stabile and consistent experienced advertising effectiveness compared to the informational appeals. Thus, the OTC advertisement relying more on the emotional appeals are much more risky in terms of advertising effectiveness. There are also differences with the experienced advertising effectiveness between the Finnish consumer groups and the information can be utilised when designing tailored OTC advertisements. The Finnish men consider humorous advertisements more effective than the Finnish women. In addition, the people living outside Uusimaa Region experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people living in Uusimaa Region. In similar vein, the people with lower education experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people with high education. Additionally, the older generation perceive an OTC advertisement with a middle-aged celebrity more effective than the younger consumers

Automated Collection of Sign Inventory Information by Integrating Global Positioning System (GPS) with Videologging Data Collection Activities, 1995

Advances in communication, navigation and imaging technologies are expected to fundamentally change methods currently used to collect data. Electronic data interchange strategies will also minimize data handling and automatically update files at the point of capture. This report summarizes the outcome of using a multi-camera platform as a method to collect roadway inventory data. It defines basic system requirements as expressed by users, who applied these techniques and examines how the application of the technology met those needs. A sign inventory case study was used to determine the advantages of creating and maintaining the database and provides the capability to monitor performance criteria for a Safety Management System. The project identified at least 75 percent of the data elements needed for a sign inventory can be gathered by viewing a high resolution image.

Positioning Australia’s contemporary health and physical education curriculum to address poor physical activity participation rates by adolescent girls

Mistranslations of Film Titles: Between Fidelity and Advertising

In the paper, the authors present and analyse examples of mistranslated film titles into the Polish language, selected from a database of over 1,100 titles and presented on the sample of the film genre comedy with all its subgenres. The authors discuss various film title translation strategies and procedures with reference to the literature on the subject. In the conclusions, the authors attempt to explain the reasons for the selection of certain translation procedures, with special focus on the free formulation of titles as the least transparent.

A comparison of the physiological demands of rugby union match-play when determined by absolute (ABS) or individual (IND) velocity bands in Global Positioning System (GPS) analysis

Since turning professional in 1995 there have been considerable advances in the research on the demands of rugby union, largely using Global Positioning System (GPS) analysis over the last 10 years. A systematic review on the use of GPS, particularly the setting of absolute (ABS) and individual (IND) velocity bands in field based, intermittent, high-intensity (HI) team sports was undertaken. From 3669 records identified, 38 studies were included for qualitative analysis. Little agreement on the definition of movement intensities within team sports was found, only three papers, all on rugby union, had used IND bands, with only one comparing ABS and IND methods. Thus, the aim of this study was to determine if there is a difference in the demands within positions when comparing ABS and IND methods for GPS analysis and if these differences are significantly different between the forward and back positional groups. A total of 214 data files were recorded from 26 players in 17 matches of the 2015/2016 Scottish BT Premiership. ABS velocity zones 1-7 were set at 1) 0-6, 2) 6.1-11, 3) 11.1-15, 4) 15.1-18, 5) 18.1-21, 6) 21.1-15 and 7) 25.1-40km.h-1 while IND zones 1-7 were 1) <20, 2) 20-40, 3) 40-50, 4) 50-70, 5) 70-80, 6) 80-95 and 7) 95-100% of player’s individually determined maximum velocity (Vmax). A 40m sprint test measured Vmax using OptaPro S4 10 Hz (catapult, Australia) GPS units to derive IND bands. The same GPS units were worn during matches. GPS outputs analysed were % distance, % time, high intensity efforts (HIEs) over 18.1 km.h-1 / 70% max velocity and repeated high intensity efforts (RHIEs) which consists of three HIEs in 21secs. General linear model (GLM) analysis identified a significant difference in the measurement of % total distance covered, between the ABS and IND methods in all zones for forwards (p<0.05) and backs (p<0.05). This difference was also significant between forwards and backs in zones 1, shown as mean difference ± standard deviation (3.7±0.7%), 6 (1.2±0.4%) and 7 (1.0±0.0%) respectively (p<0.05). Percentage time estimations were significantly different between ABS and IND analysis within forwards in zones 1 (1.7±1.7%), 2 (-2.9±1.3%), 3 (1.9±0.8%), 4 (-1.4±0.8%) and 5 (0.2±0.4%), and within backs in zones 1 (-10±1.5%), 2 (-1.2±1.1%), 3 (1.8±0.9%) and 5 (0.6±0.5%) (p<0.05). The difference between groups was significant in zones 1, 2, 4 and 5 (p<0.05). The number of HIEs was significantly different between forwards and backs in zones 6 (6±2) and 7 (3±2). RHIEs were significantly different between ABS and IND for forwards (1±2, p<0.05) although not between groups. Until more research on the differences in ABS and IND methods is carried out, then neither can be deemed a criterion method. In conclusion, there are significant differences between the ABS and IND methods of GPS analysis of the physical demands of rugby union, which must be considered when used to inform training load and recovery to improve performance and reduce injuries.

Development of a brand and implementation of a promotional campaign for the products of Ria de Aveiro focus on brand identity and brand positioning

Directed internship

Progettazione e Implementazione di una piattaforma di Geofencing per il Context-Aware Advertising

La diffusione di smartphone e dispostivi mobili a cui si è assistito nell’ultima decade ha portato con sé lo sviluppo di nuovi sistemi e tecnologie basate sulla localizzazione. Questi sistemi vengono chiamati Location Based Systems (LBS) ed il loro successo è stato reso possibile dai sensori come GPS, antenna WiFi e accelerometro che hanno permesso agli sviluppatori di creare contenuti e servizi basati sulla posizione dell’utente. Una delle tecnologie su cui si basano i LBS è chiamata Geofencing e consiste nella creazione di aree virtuali (dette geofence) per delimitare luoghi di interesse (Point of Interests) e notificare l’utente quando entra, esce o si trova nelle vicinanze di una delle aree delimitate. Questa caratteristica viene utilizzata soprattutto per realizzare applicazioni che ricordano all’utente di svolgere delle azioni, per esempio un’app di promemoria che ricorda all’utente di comprare il latte quando si trova vicino ad un supermercato. Dal punto di vista economico, uno degli utilizzi piu` promettenti `e il co- siddetto Context Aware Advertising: i possessori di dispositivi mobili che si trovano a camminare nelle vicinanze di un negozio o un centro commer- ciale possono essere considerati possibili clienti e ricevere delle notifiche con pubblicit`a o questionari. Nel seguente lavoro verrà analizzato nel dettaglio cos’è il Geofencing, le sue applicazioni e le tecnologie sulla quale si basa. Verranno presi in considerazione alcuni problemi relativi all’utilizzo delle tecnologie di posizionamento, con particolare attenzione ai consumi di batteria. Verrà inoltre descritta la progettazione e l’implementazione di una piattaforma che permette ai possessori di attività commerciali di creare e gestire dei POI nonché di monitorare gli spostamenti dei possibili clienti. Dopo aver installato l’applicazione mobile sul proprio smartphone, i clienti potranno ricevere notifiche una volta oltrepassati i confini di un geofence.

Akzeptanz und Wahrnehmung von In-Game-Advertising

Das Ziel der vorliegenden Bachelorarbeit ist es zu überprüfen in wie weit Werbung und Videospiele miteinander vereinbar sind und ob Wahrnehmung und Akzeptanz im Zusammenhang stehen (in Bezug auf In-Game-Advertising). Zunächst erfolgt eine Recherche der theoretischen Grundlagen über In-Game-Advertising. Hierbei werden als erstes Begriffe und Rahmenbedingungen definiert und erklärt. Weiter wird die Geschichte der Videospielindustrie erläutert. Anschließend wird das aktuelle Nutzungsverhalten von Videospielen behandelt und die Zielgruppe analysiert. Danach erfolgt eine Analyse des Marktes. Dabei werden Daten verwendet, welche sich auf die Vergangenheit und Gegenwart beziehen. Eine kurze Prognose ist auch enthalten. Das Potenzial in der Videospielbranche wird kurz geklärt. Die Begrifflichkeiten Wahrnehmung und Akzeptanz werden im Anschluss erläutert. Bevor am Ende die Kernhypothese überprüft werden kann, wird In-Game-Advertising anhand von zwei Videospielen beschrieben. Diese bilden die Grundlage für die empirische Analyse. Der letzte Teil beschäftigt sich mit dieser empirischen Analyse. Anhand der Antworten eines Onlinefragebogens werden die Hypothesen, welche sich unter anderen aus der Recherche ergeben haben, erörtert. Dabei stellte sich heraus, dass Wahrnehmung und Akzeptanz im Zusammenhang stehen, aber nicht so stark wie angenommen. In-Game-Advertising hat eine Zukunft, wenn bestimmte Rahmenbedingungen im Vorfeld der Implementierung beachtet und eingehalten werden. Am Ende der Arbeit erfolgt ein Fazit, in dem die Arbeit kurz zusammengefasst wird, mit einer kurzen Prognose in Sachen In-Game-Advertising.

Effectively positioning water loss event in smart water networks

With the eye-catching advances in sensing technologies, smart water networks have been attracting immense research interest in recent years. One of the most overarching tasks in smart water network management is the reduction of water loss (such as leaks and bursts in a pipe network). In this paper, we propose an efficient scheme to position water loss event based on water network topology. The state-of-the-art approach to this problem, however, utilizes the limited topology information of the water network, that is, only one single shortest path between two sensor locations. Consequently, the accuracy of positioning water loss events is still less desirable. To resolve this problem, our scheme consists of two key ingredients: First, we design a novel graph topology-based measure, which can recursively quantify the "average distances" for all pairs of senor locations simultaneously in a water network. This measure will substantially improve the accuracy of our positioning strategy, by capturing the entire water network topology information between every two sensor locations, yet without any sacrifice of computational efficiency. Then, we devise an efficient search algorithm that combines the "average distances" with the difference in the arrival times of the pressure variations detected at sensor locations. The viable experimental evaluations on real-world test bed (WaterWiSe@SG) demonstrate that our proposed positioning scheme can identify water loss event more accurately than the best-known competitor.

An empirical study of the recreationalexpressive and referential roles of the cell phone among young students and their potential applications to advertising

The cell phone has become a means of finding persuasive content, making friends and accessing information. For this reason it is of great interest in analyzing is use by young people during their formative years. Regarding this point, the objectives of the research are: to obtain percentage data on the distraction call phones cause among students; to define their habits re fun activities and their study responsibility in their personal and academic lives; and to identify leisure-expressive and referential trends. It was decided to analyze the Spanish discourse found on Twitter. To do so, a quantitative and qualitative methodology was used, with a linguistic pattern extraction tool which allows us to obtain categories of meaning. The sample was 10,000 tweets in Spanish, with key words such as “cell” and “study” and all possible derivatives. The data were gathered between 30 May and the 6 June 2014, which coincides with the start of the exam period in Spain. Finally, the potential applications of the research to the specific field of publicity and advertising is discussed as a possible solution to the current needs of the brands, which have to find participative formats taking into account the students’ leisure trends.

Indoor positioning system for mobile devices using radio frequency and perfect sequences

Recent advancements in the area of nanotechnology have brought us into a new age of pervasive computing devices. These computing devices grow ever smaller and are being used in ways which were unimaginable before. Recent interest in developing a precise indoor positioning system, as opposed to existing outdoor systems, has given way to much research heading into the area. The use of these small computing devices offers many conveniences for usage in indoor positioning systems. This thesis will deal with using small computing devices Raspberry Pi’s to enable and improve position estimation of mobile devices within closed spaces. The newly patented Orthogonal Perfect DFT Golay coding sequences will be used inside this scenario, and their positioning properties will be tested. After that, testing and comparisons with other coding sequences will be done.

Plan de medios y posicionamiento digital

El principal objetivo de este trabajo de grado ha sido diseñar un plan estratégico de medios digitales para el lanzamiento de un nuevo producto para una compañía. En este trabajo, se han establecido parámetros como presupuesto, qué tipos de medios digitales serán usados y el porqué de ellos, se estableció las actividades por cada red social a usar y se muestra la relación costo – beneficio de realizar pauta publicitaria en redes sociales.

Mercadeo farmacéutico de productos bajo prescripción: efectos de las estrategias Direct-to-Consumer-Advertising en el comportamiento de los consumidores y de prescripción de los médicos

Este proyecto se origina en el interés de analizar las estrategias actuales de promoción de productos farmacéuticos, en el marco del debate sobre el efecto persuasivo o informativo que la publicidad directa tiene sobre los consumidores. El objetivo es determinar el efecto de las estrategias de promoción directa para consumidores (Direct to Consumer Advertising [DTCA]) sobre el comportamiento de compra de pacientes y las prescripciones que formulan los médicos en el mercado de productos bajo receta en Estados Unidos. Para tal fin se propuso realizar una monografía que incluyera una revisión de literatura de carácter argumentativo, consultando información de nivel secundario en bases de datos científicas cuyos contenidos obedecieran a criterios metodológicos determinados por la naturaleza argumentativa del estudio. Adicionalmente, se analizó el debate sobre estos anuncios a la luz de dos estudios realizados a pacientes con cáncer de seno, próstata y colon, liderados por el Pennsylvania Cancer Registry con los productos biofarmacéuticos Avodart® y Flomax®. Finalmente, la investigación se fundamentó en la relación del mercado farmacéutico en Estados Unidos con cada uno de los agentes que interactúan en él; consumidores, médicos prescriptores y empresas farmacéuticas, así como el valor que estos comparten través de dichas interacciones. Se concluye que el comportamiento de compra de los consumidores está determinado por la naturaleza de la patología que padecen y el comportamiento de los profesionales que prescriben a sus pacientes se ve influenciado por los anuncios DTCA.