• Title/Summary/Keyword: International Advertising

Search Result 260, Processing Time 0.022 seconds

Systematic Approach to Involving the Tools of Digital Marketing as a Guarantee of the International Business Development

  • Chernenko, Oksana;Kovalchuk, Svitlana;Perevozova, Iryna;Fayvishenko, Diana;Zaburmekha, Yevgena
    • International Journal of Computer Science & Network Security
    • /
    • v.22 no.2
    • /
    • pp.311-317
    • /
    • 2022
  • The research is devoted to the substantiation of the system approach to the involvement of digital marketing tools as a guarantee of international business development. It is proved that digital marketing, as a type of marketing based on the use of digital technologies allows to make a profit, to promote the brand, as well as goods and services in the market. The digital marketing toolkit system is a set of elements with existing relationships that ensure the effectiveness of the entire digital marketing, which in total is greater than its individual components. The implementation of a systems approach involves the implementation of the philosophy of digital marketing in general, its functions in the form of systems analysis, formation of strategic development goals and entry and promotion in the international market, preparation and implementation of tactical and strategic development plans.The use of such digital marketing tools as: content marketing, social media marketing, Email-marketing, targeted advertising, contextual advertising, media advertising, Search Engine Optimization, affiliate programs and the company's website is analyzed in detail.

Content Analysis of Food Advertising Directed at Korean Children

  • Kim, Sora;Han, Eun-Jin
    • International Journal of Human Ecology
    • /
    • v.13 no.2
    • /
    • pp.101-111
    • /
    • 2012
  • Children have become the target of intense and specialized food advertising efforts. This study examines the content of TV food advertising and discussed possible concerns from the perspective of children. A total of 102 ads were collected from two cable networks aimed at children. Most of the food ads used emotional appeals and did not provide information clues such as nutrition values. Ads with high sales pressure and celebrity endorsements appeared frequently and the ads for snack foods and high-carbohydrate bakery products were dominant. Understanding food ads can be a significant indicator to establish the orientation of consumer ad education and build educational programs appropriate for children. The issue that appears conspicuous in child targeted advertising and marketing is the childhood obesity and food advertising relation; subsequently, there is a need to evolve advertising that targets children into a positive educational information source.

The Effects of Social Media Influencers' Advertising Disclosure on Consumer Responses on Instagram

  • Abdullahi, Fartun
    • International Journal of Contents
    • /
    • v.16 no.1
    • /
    • pp.10-24
    • /
    • 2020
  • As many brands use social media influencers (SMIs) on Instagram to advertise, not disclosing advertised content affects how consumers perceive these influencers. The purpose of this study was to investigate two objectives: 1) recent advertising disclosure types on Instagram and 2) the factors that affect consumer responses towards Instagram influencers posting advertised content. Using an experimental 2x2 between-subjects design (N=200), the findings show that "sponsored" and "paid partnership with" are two recent types of ad disclosures. However, both factors are insignificantly different from each other. Also, ad disclosure condition enhances the trustworthiness of the influencer than no disclosure. Ad skepticism, source credibility, and the level of persuasion strongly relate to how consumers perceive Instagram influencers advertising for brands. These factors enable consumers to assess if the influencer is a reliable source of information when faced with advertisement. Ultimately, using disclosure gives full information to consumers about the persuasive intent, as well as increases positive consumer responses towards the influencer who discloses, thereby, enhancing the ethical use of the influencer advertising strategy and long-term consumer relationship.

Comparison of Vietnamese Consumer Response to Advertisements of Korean Companies and Vietnamese Companies: Focusing on Balance Theory (한국 기업과 베트남 기업의 광고에 대한 베트남 소비자 반응에 관한 비교연구: 균형이론을 중심으로)

  • Han, Sangpil
    • Journal of the Korea Convergence Society
    • /
    • v.12 no.10
    • /
    • pp.161-167
    • /
    • 2021
  • This study was conducted for the purpose of comparing the advertising effect of Korean companies and Vietnamese domestic companies by applying the balance theory to Vietnamese consumers emerging as a new market for Korean companies. An experiment was conducted on female university students, and cognitive, emotional, and behavioral responses to advertisements in the two countries were investigated. The results showed that there was no difference in the cognitive dimension of Vietnamese consumers' evaluation of advertisements in Korea and Vietnam, but there is a difference in the emotional dimension and the behavioral dimension. This study contributed theoretically to the possibility of applying the balance theory to the study of international advertising effects, and the implications of international advertising of Korean companies in the underdeveloped markets were discussed.

The Impact of Moving Pharmaceutical Products from Prescription Only to Over-the-Counter Status on Consumer Exposure to Advertising

  • Yang, Hae-Kyung
    • International Journal of Human Ecology
    • /
    • v.12 no.2
    • /
    • pp.1-12
    • /
    • 2011
  • Many pharmaceutical products are available through prescription (Rx) only status. As a result, access to physicians and insurance coverage play a key role in the use of these products, and therefore may affect the population to whom advertising is targeted at. The movement of pharmaceutical products from prescription (Rx) to Over-the-Counter (OTC), or Rx-to-OTC switch changes the cost of acquiring the drug and therefore may change the incentives manufacturers have at targeting particular population segments. This study examines whether Rx-to-OTC switch changes the frequency and the distribution of who is exposed to pharmaceutical advertising. Using an archive of pharmaceutical advertisements and National Consumer Survey, this study examines how individuals with particular demographic characteristics are exposed to pharmaceutical advertisements before and after drugs are moved from Rx to OTC. The results provide evidence that individual's advertising exposure increases after Rx-to-OTC switch. Moreover, the increase in advertising exposure is greater for the low socioeconomic status (SES) consumers which implies they may get more information about the disease, treatment and product after the Rx-to-OTC switch through advertising. If low SES consumers have more exposure to the advertising after products switched to OTC, then FDA policies regulating this switch should recognize the potential role of advertising providing access to health-related information.

A Study on Advertising Attitude, Brand Change Behavior and Information Acquisition Source for Airline SNS Content Marketing

  • PARK, Hye-Yoon;PARK, So-Yeon;KIM, Hye-Jin
    • The Journal of Economics, Marketing and Management
    • /
    • v.10 no.2
    • /
    • pp.23-39
    • /
    • 2022
  • Purpose: This study aims to examine the effect of SNS, an important advertising means of airlines, on advertising attitudes and brand change behavior. It is intended to present practical implications by empirically analyzing demographic differences according to the source of SNS information acquisition. Research design, data and methodology: The questionnaire was revised to the contents of this study based on previous studies. It was conducted from June 15 to September 15, 2021. 297 copies were confirmed as valid samples and empirically analyzed. The proposed model was analyzed through path coefficient estimation. Results: SNS advertisement content has a positive effect on advertising attitude and brand change behavior. Advertising attitude has a positive effect on brand change behavior and has a mediating effect between advertising content and brand change behavior. There was a difference according to the source of information acquisition. Conclusions: This study suggested that when airlines engage in advertising using SNS, knowing and utilizing SNS content should be considered very important for airlines because it affects advertising attitudes and brand change behavior differently. This study is meaningful in that it can present the characteristics of SNS contents that can enhance advertising attitudes and brand change behavior when conducting marketing using SNS.

Effect of SNS sports advertisement Engagement on advertising attitude, product trust, and purchase intention of sports participants with disabilities

  • Lee, Kwang-Woo
    • International journal of advanced smart convergence
    • /
    • v.10 no.4
    • /
    • pp.14-21
    • /
    • 2021
  • The purpose of this study is to investigate the effect of consumers' engagement through SNS sports advertisements on purchase intention through advertising attitudes and product trust for the disabled. In other words, it was intended to investigate how the disabled people's intention to purchase products is formed by acting on various sports product advertisements that are seen during SNS activities. Accordingly, a survey was conducted on 300 people with disabilities participating in sports for the disabled. As a result, it was found that functional engagement had a positive effect on both advertising attitude and product trust, and advertising attitude and product trust had a positive effect on purchase intention. However, emotion engineering and communal engineering were found to have a negative effect on advertising attitudes and not on product trust.

The Effect of SNS Beauty Advertising Characteristics on Voluntary Word-of-Mouth Intention: Focusing on S-O-R Theory

  • Hee-Young CHO;Yoon-Hwang JU
    • The Journal of Economics, Marketing and Management
    • /
    • v.12 no.1
    • /
    • pp.65-75
    • /
    • 2024
  • Purpose: Through this study, first, we try to understand the characteristics of SNS beauty advertising using SNS. Second, focusing on S-O-R Theory, we aim to confirm the impact of SNS beauty advertising characteristics on positive emotions, commitment, and voluntary word-of-mouth intentions. Third, we intend to suggest measures related to effective SNS beauty advertising operation. Research design, data and methodology: To analyze the data collected of 308 questionnaires, the SPSS and AMOS statistical program was used, and the SNS beauty advertising characteristics were reclassified after analyzing the credibility and validity of the responses. Results: It was found that all SNS beauty advertising characteristics (interactivity, entertainment, credibility, and irritation) had a significant effect on positive emotions. However, entertainment and irritation did not have a significant effect on commitment. In addition, it was found that positive emotions had a positive effect on commitment, and commitment had a positive effect on voluntary word-of-mouth intentions, and positive emotions had no significant effect on voluntary word-of-mouth intentions. Conclusions: In order to improve consumers' commitment in SNS beauty advertising, it is important to secure trust through interaction, and it is judged that the more commit in SNS beauty advertising through positive emotions, the more spontaneous and positive word-of-mouth effect can be created.

Advertising in Korea and Japan : a Comparative Study ″TV commercial expressions 1998-1992 in international acculturation ″ (한국과 일본의 광고비교 연구 (문화접변현상이 대두되는 1992-1998 TV광고표현을 중심으로))

  • 이영희
    • Archives of design research
    • /
    • v.14 no.2
    • /
    • pp.127-136
    • /
    • 2001
  • The aim of this study is to examine and compare Koreans and Japanese creativities in advertising. It was to analyze empirically their creativities appreciated in 200 TV commercials broadcasted between 1992 and 1998. The content analysis, was a useful process, provided very important clues for comparative analysis. Many difference were found in the examined TV commercials in Korea and Japan. It showed major difference in ways in which the level of noise, the using of cuts, social space, camera work, etc. except preference of jingle, colors, elements of tradition. The most distinctive difference is that the Japanese TV commercials deal with atmosphere than the Korean commercials. This result may help to explain a common social phenomenon of not losing the original culture in each society, as a result of "international acculturation" and the subsequent "indigenization by adaptive change"

  • PDF

A Study on the Effects of the effect of University Advertising and Realization on to Apply and Choice University (대학 홍보요인의 인식경로가 대학의 지원과 선택에 미치는 영향에 관한 연구)

  • Ha, Jang Jin;Moon, Jae Young
    • Journal of Korean Society for Quality Management
    • /
    • v.41 no.1
    • /
    • pp.69-78
    • /
    • 2013
  • Purpose: The purpose of this study is to find that university advertising and PR which are five factors influence on prep students are choosing university. Methods: The collected data through the survey using causal effect relationship. Results: The results of this study are as follows; First university advertising positive influence on choosing university. Especially, high school visiting and recommend of home room teacher are strong influence on the university choosing Conclusion: Today, regional universities are now intense competition between schools to attract students. Thus they must suggest short-and long-term strategy, vision of university, IEP, industrial-educational cooperation, international program and others for prep students through university advertising and PR.