Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot.

Advertising Colonial Romance and Imperial Masculinity: The Promotion of Philip Meadows Taylor's Novels in Britain

The comments of Charles Kegan Paul, the Victorian publisher who was involved in publishing the novels of the nineteenth-century British-Indian author Philip Meadows Taylor as single volume reprints in the 1880s, are illuminating. They are indicative of the publisher's position with regard to publishing - that there was often no correlation between commercial success and the artistic merit of a work. According to Kegan Paul, a substandard or mediocre text would be commercially successful as long it met a perceived want on the part of the public. In effect, the ruminations of the publisher suggests that a firm desirous of acquiring commercial success for a work should be an astute judge of the pre-existing wants of consumers within the market. Yet Theodor Adorno, writing in the mid-twentieth century, offers an entirely distinctive perspective to Kegan Paul's observations, arguing that there is nothing foreordained about consumer demand for certain cultural tropes or productions. They in fact are driven by an industry that preempts and conditions the possible reactions of the consumer. Both Kegan Paul's and Adorno's insights are illuminating when it comes to addressing the key issues explored in this essay. Kegan Paul's comments allude to the ways in which the publisher's promotion of Philip Meadows Taylor's fictional depictions of India and its peoples were to a large extent driven in the mid- to late-nineteenth century by their expectations of what metropolitan readers desired at any given time, whereas Adorno's insights reveal the ways in which British-Indian narratives and the public identity of their authors were not assured in advance, but were, to a large extent, engineered by the publishing industry and the literary marketplace.

Trademark Licensing in Keyword Advertising

This article examines the use of trademarks as keywords in sponsored links campaigns - in particular the impact of such usage on consumer confusion. It is thus important to highlight that there are a number of reasons why a consumer uses search engines. For example, it may be that a consumer searches for a type of product or service that appeals to them; the consumer may engage in comparison-shopping; or the consumer may already know the specific brand that he or she intends to purchase. Secondly, this article explores the possibility of infringement on other functions of trademarks in the case of the double-identity rule. Thirdly, the article discusses the negative aspects of broadening the concept of taking advantage and isolates this concept from the possibilities of confusion, detriment to the distinctive character, or the reputation of the trademark. Lastly, the article proposes possible remedies to the current situation – in particular the introduction of licensing models for the use of trademarks in keyword advertising and the application of the law on comparative advertising regarding the way the licensee uses those trademarks.

Get the Word Out: Public relations tips for transportation agencies

This booklet, financed through the Local Technical Assistance Program (LTAP) in Iowa, provides public relations tips for transportation agencies. Information is provided on how to deal with the media, especially how to develop story ideas, where to send them, and how to write more effective news releases. Also included is information on handling complaints, speaking to the public, and working with elected officials.

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

The politics of establishing catchment management agencies in South Africa: the case of the Breede-Overberg Catchment Management Agency

We reflect on the politics of establishing catchment management agencies in South Africa with a specific focus on the Breede-Overberg Catchment Management Agency (BOCMA), which was recently replaced by the Breede-Gouritz Catchment Management Agency (BGCMA). We do so by applying the framework of adaptive comanagement and its institutional prescriptions: collaboration, experimentation, and a bioregional approach. We start by introducing the history of this catchment management agency (CMA) and then describe the establishment of CMAs in South Africa in general and that of BOCMA in particular. We follow the framework for rule types and types of river basin organizations set out by the editors of this special feature with reference to adaptive comanagement where applicable. We then discuss the politics and strategies involved in the introduction of the CMA concept to the National Water Act and the latest developments around these institutions in South Africa. This is followed by reflections on what can be surmised about BOCMA’s democratic functioning and performance to date. We conclude by reflecting on the future of operations of the new BGCMA and CMAs in South Africa in general. While our research shows that BOCMA’s establishment process has featured several elements of adaptive comanagement and its institutional prescriptions, it remains to be seen to what extent it is possible to continue implementing this concept when further developing and operationalizing the BGCMA and the country’s other CMAs.

Federal, state and local agencies concerned with housing in Iowa, 1935

The Iowa State Planning Board is a fact finding group, these reports on the functions of the various organizations have been gathered and are presented with the purpose of showing the extent of their activities in the state of Iowa This is a summary of the activities, programs, policies, and progress of the federal agencies interested in housing and taken as a brief from reports included in "Housing Officials' Yearbook - 1935", published by the National Association of Housing.

Portfolios, departments and agencies : tinkering with the machinery-of-government map

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.

Transcript on the subject of the Bureau of Employment Agencies, and Assembly bill 3181 (Kapiloff), and Assembly bill 3297 (Sieroty) : public hearing on October 26, 1976, State Capitol, Room 4202, Sacramento, California /

Cover title.

Multi-level, Multi-stage and Stochastic Optimization Models for Energy Conservation in Buildings for Federal, State and Local Agencies

Energy Conservation Measure (ECM) project selection is made difficult given real-world constraints, limited resources to implement savings retrofits, various suppliers in the market and project financing alternatives. Many of these energy efficient retrofit projects should be viewed as a series of investments with annual returns for these traditionally risk-averse agencies. Given a list of ECMs available, federal, state and local agencies must determine how to implement projects at lowest costs. The most common methods of implementation planning are suboptimal relative to cost. Federal, state and local agencies can obtain greater returns on their energy conservation investment over traditional methods, regardless of the implementing organization. This dissertation outlines several approaches to improve the traditional energy conservations models. Any public buildings in regions with similar energy conservation goals in the United States or internationally can also benefit greatly from this research. Additionally, many private owners of buildings are under mandates to conserve energy e.g., Local Law 85 of the New York City Energy Conservation Code requires any building, public or private, to meet the most current energy code for any alteration or renovation. Thus, both public and private stakeholders can benefit from this research. The research in this dissertation advances and presents models that decision-makers can use to optimize the selection of ECM projects with respect to the total cost of implementation. A practical application of a two-level mathematical program with equilibrium constraints (MPEC) improves the current best practice for agencies concerned with making the most cost-effective selection leveraging energy services companies or utilities. The two-level model maximizes savings to the agency and profit to the energy services companies (Chapter 2). An additional model presented leverages a single congressional appropriation to implement ECM projects (Chapter 3). Returns from implemented ECM projects are used to fund additional ECM projects. In these cases, fluctuations in energy costs and uncertainty in the estimated savings severely influence ECM project selection and the amount of the appropriation requested. A risk aversion method proposed imposes a minimum on the number of “of projects completed in each stage. A comparative method using Conditional Value at Risk is analyzed. Time consistency was addressed in this chapter. This work demonstrates how a risk-based, stochastic, multi-stage model with binary decision variables at each stage provides a much more accurate estimate for planning than the agency’s traditional approach and deterministic models. Finally, in Chapter 4, a rolling-horizon model allows for subadditivity and superadditivity of the energy savings to simulate interactive effects between ECM projects. The approach makes use of inequalities (McCormick, 1976) to re-express constraints that involve the product of binary variables with an exact linearization (related to the convex hull of those constraints). This model additionally shows the benefits of learning between stages while remaining consistent with the single congressional appropriations framework.

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.

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.