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Mobile in-app advertising has become one of the most popular business advertising platforms in recent years. This relatively new advertising strategy's annual spending has increased dramatically in recent years. Despite its practical success, the background theory for mobile in-app advertising is still in its infancy. This type of advertising also sees the emergence of new participants, such as ad networks and app publishers, which leads to the development of new theoretical constructs and more nuanced conceptual relationships on top of popularly accepted frameworks, e.g. Mobile Advertising Effectiveness Framework. This study especially looks at app publishers' roles, which have received the least attention in the advertising literature and are almost non-existent in the previous effectiveness frameworks. The empirical goal of this study was to assess the moderating effects of ad space characteristics on the effectiveness of mobile in-app advertising. To test the research's conceptual model, a 24-factorial online experiment was set up. Accordingly, this study established a common goal for participants and a metric to measure that common effectiveness goal. Ultimately, the model was successfully tested by both Moderated Regression Analysis and Multigroup Moderation Analysis techniques with data from over 15,000 ad impressions and over 800 ad clicks from thousands of mobile users in over 160 countries around the world. The study theoretically found that publishers can significantly moderate the effects controlled by advertisers, and users, which can practically help increase the revenue of advertising through designing and delivering ad spaces on their applications. [ABSTRACT FROM AUTHOR]

We consider a communication platform distinguished for its high-quality content, where advertising can take two different forms: traditional and sponsored (also known as native advertising in the marketing literature). Native advertising is a widely used marketing tool that aims to mimic the regular topics of the platform on which it is placed. Due to this striking resemblance, native advertising may be very effective, but at the same time, it may negatively influence the perceived credibility of the media outlet. In our model, a firm allocates investments to both traditional and native advertising on such a platform. Meanwhile, the media outlet must grapple with the trade-off between the profit accrued from publishing native advertising and the ensuing decline in credibility. We formalise this problem as a hierarchical infinite-time horizon linear state differential game, played à la Stackelberg, where the media outlet acts as the leader while the firm is the follower. Finally, we characterise a time-consistent open-loop equilibrium and obtain the conditions that make it optimal for the media outlet to accept native advertising. [ABSTRACT FROM AUTHOR]

Advertisers typically publish in‐feed ads with two types of authorship: brand or influencer, yet little is known about the effectiveness of in‐feed ads between these two authors. In this study, we investigated the interactions and mechanisms of ad authorship (brand vs. influencer) and brand type (luxury vs. mass) on advertising effectiveness, and tested the moderating effect of upward social comparison based on the stereotype content model. A pilot study, by coding the secondary data from Most Liked WeChat Moment Ads, found that a greater proportion of luxury (vs. mass) brands were authored by brands (vs. influencers). Study 1 used eye tracking technique to identify the interactive effect of ad authorship and brand type on visual attention. Study 2 further identified perceived competence and warmth as mediators. Study 3 verified the moderating effect of upward social comparison on the above effects. This paper contributes to the theoretical literature on in‐feed advertising by showing the interactive effect of advertising authorship and brand types on advertising effectiveness. It also offers valuable insights for luxury or mass brands on strategically leveraging the brand itself or influencer for advertising. [ABSTRACT FROM AUTHOR]

With the increase in the number of new drugs and high competition among pharmaceutical companies, medical representatives use Drug promotional literature (DPL) to promote their drugs. DPLs are one of the most accessible means of drug information. Therefore, drug promotion by ethical means is important as it influences rational and ethical prescribing by clinicians. This study was undertaken to evaluate and analyze the various DPLs for their ethical and scientific status as per World Health Organization (WHO) Ethical Drug Promotion Guidelines. This is a cross-sectional, observational study, conducted by evaluating and analyzing 207 DPLs collected randomly over a period of 6 months from various out-patient departments (OPDs) of Jorhat Medical College and Hospital (JMCH). Of the 207 DPLs, a single drug was promoted in 48.31% and 51.69% were drug combinations. Only 60 (28.98%) of the DPLs fulfilled all 11 WHO criteria. References were mentioned in 75.85%; adverse drug reactions, contraindications, precautions, warnings, and drug interactions were listed in 32.85% of brochures, while dosage regimen was mentioned in 64.73% DPLs. The drug cost was highlighted in 7 DPLs (3.38%), while 2 DPLs (0.97%) did not mention the manufacturer’s name. Although 21.74 % literature showed relevant graphs and tables, 3% of brochures had irrelevant pictures. The most commonly promoted drugs were those acting on CNS (15.94%), followed by drugs acting on the cardiovascular system and anti-diabetic drugs (13.04%). In conclusion, majority of the DPLs did not follow the WHO guidelines and hence inadequate and unreliable drug information was promoted; which may mislead and result in irrational or unethical prescriptions. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Modern Science is the property of Alcide De Gasperi University of Euroregional Economy and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This article presents a systematic review of the nostalgia literature (205 articles) using PRISMA protocols. It dwells on three questions: What do we know about nostalgia? What do we need to know about nostalgia? and Where should we be heading? The article examines the evolution of nostalgia, analyzes the definitions of nostalgia (past–memory–yearning–ambivalent emotion), and extends the nostalgia typology of Havlena and Holak (1996). The article also delineates the nostalgic advertising literature; identifies antecedents, moderators, and consequences of nostalgic advertising; and highlights research gaps. Finally, this work offers propositions on nostalgic ad appeals (those that emphasize the attractiveness of and yearning for the past in a bittersweet way) based on four themes: self-restoration, continuity, social relationships, and culture. Specifically, the propositions offer new moderators, such as ads' emotional flow, gender identity, purchase and consumption situation, perceived interactivity, and culture type, that could make some types of nostalgic appeals more effective than others. Our work contributes by being more comprehensive and broad based, extending the typology framework and delineating propositions that lay out a research roadmap for nostalgic advertising. [ABSTRACT FROM AUTHOR]

Preschool children's (ages three to five) advertising exposure is expected to increase over the coming years, mainly due to their changed media use. This increasing exposure might be problematic as research has shown a correlation with unfavorable outcomes, such as obesogenic eating tendencies. However, research on preschoolers and advertising is not unequivocal, and, to the best of our knowledge, no literature reviews are currently available. Therefore, this article aims to provide an in-depth analysis of the academic literature (N = 92) on advertising and preschool children published between 1980 and 2021 and so propose a future research agenda. The analysis revealed that little attention has been paid to preschool children's exposure to and impact from embedded advertising formats (e.g., YouTube advertising). The main interest in the included studies was on preschool children's nutrition, which was reflected in both the constructs studied (e.g., food preferences) and the publication outlets (e.g., Appetite). Further, studies focusing on behavioral outcomes, such as purchase requests, are limited, and therefore little is known about the long-term impact of advertising exposure in preschool children. Finally, most studies do not explicitly disclose a theoretical framework. Future studies should address these issues to catch up with preschool children's advertising reality. [ABSTRACT FROM AUTHOR]

Out-of-home (OOH) advertising is an important and prominent component in many advertising campaigns. Yet the medium is underresearched, and scholarly research is highly fragmented. The purpose of this systematic review is to consolidate the extant OOH advertising literature, identify gaps within and among the disparate and multidisciplinary research streams, and offer a theoretically grounded agenda to stimulate interest in OOH advertising research. The review includes 454 articles spanning 104 years. Research results are divided between ad management and public policy topics, and 20 research questions are presented to move scholarly research forward. [ABSTRACT FROM AUTHOR]

Background: Patient and public involvement and engagement (PPIE) in clinical trials is increasingly recognized as vital for ensuring research relevance and accessibility. Despite its proven benefits, PPIE remains limited, particularly in low- and middle-income countries, and more examples of effective strategies for involvement are needed. This commentary outlines the establishment of a PPIE group for clinical trials in a lower-middle-income country setting with limited research infrastructure. Main Body: We established Pakistan's first ever PPIE group for clinical trials within a new clinical trials unit at Ziauddin University in Karachi. The objectives of our project were focused on group formation, redesign of informed consent documents for trials, and dissemination of trial results to the public. Recruitment strategies involved referrals from clinicians and existing collaborators as well as engagement at public events, distribution of advertising leaflets and social media posts. Ten potential members were selected based on motivation, commitment and ability to contribute critically, with six members continuing their involvement long-term. An existing tool designed to establish the access needs of public partners was adapted to our project to help us document and account for members' expectations and support requirements. The process of using the tool enabled deep engagement, clarified roles, and fostered trust between coordinators and group members. Patient and public members gained confidence about the legitimacy of the project and felt more comfortable participating in the first group meeting. Lessons learned emphasize the importance of wide-ranging engagement efforts and transparent discussions about expectations to build effective collaborative relationships. Conclusion: Our experience demonstrates the feasibility of establishing a PPIE group for clinical trials in Pakistan and highlights strong public interest for research involvement. The use of a formal tool to document needs, prior experiences and expectations encouraged relationship-building and helped coordinators make relevant accommodations for members. This account contributes to the growing body of literature on effective PPIE practices, emphasizing the value of tailored support and transparent communication in facilitating meaningful public involvement in clinical trials. Plain English summary: Working together with patients and members of the public has the potential of making clinical trials better, more person-centered and relevant. Unfortunately, partnerships between trial researchers and the public are still uncommon. It is not known what the best ways are to involve the public in clinical trials, especially when it comes to non-Western populations. We set up the first-ever patient and public involvement and engagement group to support clinical trials in Pakistan. In this commentary, we share our initial experiences of successfully establishing the group and the two main lessons we learned. Ten group members were identified by widely advertising our project to doctors, community organizations, patients and their carers at our hospital. Before the first group meeting, two coordinators met with each potential member to discuss and document their interests, expectations and needs. Both researchers and group members felt that these discussions were a good use of their time and helped make the project a success. The first main lesson learned from our experience was that enough time, funding, staff and resources are needed to identify members and build meaningful collaborative partnerships. The second main lesson learned was that honest discussions are needed at the very beginning of a collaboration about expectations. Our experience shows that involving patients and members of the public in clinical trials in Pakistan is possible and we hope it inspires and helps other researchers in their patient and public engagement efforts. [ABSTRACT FROM AUTHOR]

A precise definition of concepts is a fundamental pillar for constructing valid and reliable knowledge. Consistency in terminology is essential in order to use a common conceptual framework, avoid ambiguities, and facilitate comparability of studies. Following PRISMA guidelines, we ran a systematic literature review searching in Scopus and Web of science databases to identify and analyze the definitions of in-game advertising (IGA). Also, we ran a series of interviews with professionals from the advertising and video game industries in order to understand the professional view of the term. Confusion has been found in the use of IGA and related but different concepts, both in the literature and professional practice. Therefore, we presented a decision tree to facilitate coherent naming in the advertainment area of research and summarized all the research in a redefinition of IGA that synthesizes and updates the previous ones: is the integration of persuasive content, created for a real advertiser, that is part of the playable elements of a video game which has not been developed by the advertiser. This is the first study that uses a systematic approach to define IGA. The decision tree helps scholars and practitioners to clearly classify critical terms related to IGA (i.e., advertainment, advergaming, advergame, product placement, IGA, AGA.) The updated definition and the decision three will help scholars to develop a more coherent literature on IGA and related concepts. [ABSTRACT FROM AUTHOR]

This article examines the influence of framing a brand's concept as functional versus symbolic in the advertising of a new vertical line extension. In this research, we carried out two online experiments and collected data from 415 participants recruited from MTurk to investigate the moderating role of believability on the effect of brand concept framing on consumers' purchase intentions of vertical line extensions. The results indicate that (i) consumers evaluate a vertical extension advertising message more positively when it is framed in a consistent manner with the targeted price/quality segment and not with its parent brand or existing product line and that (ii) this effect is moderated by consumer believability such that an advertising framing effect is found for high, but not low, in believability. Perceptions of category fit mediate the relationship between framing brand concept and the evaluation of the extension. This study contributes to the advertising and marketing literature by exploring how consumers can interpret brand concept framing in advertising messages of vertical line extensions differently depending on their level of believability and, in turn, influence their purchase intentions. [ABSTRACT FROM AUTHOR]

Background: In current clinical practice, pharmaceutical companies use drug promotional literatures (DPLs) as a promotional tool to introduce new products entering into the market to medical practitioners. DPLs play a major role in providing important information about the drug to the health-care professionals and to convince them to prescribe the same. Aims and Objectives: The aims and objectives of the study are to evaluate the appropriateness of DPLs as per the World Health Organization (WHO) criteria for rational drug promotion and for other information such as the pictures given and the presence of self-boasting words, if any. Materials and Methods: A cross-sectional observational study was conducted from December 2022 to May 2023 at a tertiary care teaching institute in southern Rajasthan, India. 330 DPLs, using convenient sampling, were collected in the form of hard and soft copies of flyers, leaflets, brochures, and pamphlets from various registered medical practitioners from a variety of departments and were evaluated based on the WHO guidelines. Results: A total of 330 DPLs were evaluated. Generic name was present in 98.2%, brand name in 97.9%, amount of active ingredient in 90%, name of manufacturer in 100%, and reference to scientific literature in 57.6%. About 75.5% of DPLs depicted photographs and 53% mentioned self-boasting words or phrases. Conclusion: Only few DPLs fulfilled all eleven criteria laid down by the WHO. Hence, doctors should not rely solely on promotional literature and appropriate policies must be made for vigilance of the DPLs. [ABSTRACT FROM AUTHOR]

Transcreation is an inter-cultural and inter-linguistic activity, which has obtained particular academic interest recently. However, few studies have reviewed the current status quo on transcreation systematically, although transcreation has been applied in various fields such as literature and advertising translation. In this study, a systematic literature review is conducted to shed light on this topic by identifying and analysing genres, foci, methods, and theories related to transcreation. The databases cover Scopus, Web of Science and CNKI from 1995 to 2023. A total of 61 publications were identified with PRISMA 2020. The qualitative findings showed that (1) most studies of transcreation focus on literary and advertising, while other fields of audiovisual, news and political, training and interpreting need to be explored; (2) research foci of transcreation strategies, culture and ideology gain more attention while transcreation process and evaluation, localization and persuasion have not been much examined; (3) content analysis is most frequently adopted while other qualitative methods are less used. Besides, there is a lack of using quantitative and mixed methods; (4) systematical functional linguistics is often used as a pointcut to examine strategies of transcreation. Besides, multimodal social semiotics is used to explore transcreation through texts, pictures and videos. Other linguistic theories and cross-disciplinary theories remain unexplored in transcreation. In conclusion, this study provides a review of transcreation and translation studies and reveals some research gaps that could enlighten future studies. [ABSTRACT FROM AUTHOR]

Maintaining a strong online presence is vital for brand recognition and credibility. Facebook and Instagram ads allow businesses to engage better and have wider reach with their audiences with diverse demographics and segmentation. The consistent strategy of brands constantly communicating with their customers through various posts, advertisements, builds brand's trustworthiness and recognizability of brands. It is imperative to understand trends that's working on Facebook, Instagram and gauge consumer behaviour on social media. Facebook spearheaded by providing platform for small businesses. Instagram is known more of a platform for brand engagement rather than brand awareness medium. The research paper is ging to analyse both Facebook as well as Instagram medium and its effectiveness for marketing in India. Many research papers have explored Facebook and Twitter users but little research is done on Instagram and Facebook despite being emerging visual communication medium. This study focuses on identifying the factors that influence the purchase intention through the Instagram and Facebook market. [ABSTRACT FROM AUTHOR]

Volney B. Palmer, the father of the American advertising agency, introduced the idea of systematic advertising in the 1840s, beginning a new chapter of the newspaper advertising business. This study compared advertising content and form in two newspapers in the 1840s, one with Palmer as an ad agent and one without, to explore the impact of advertising agencies on newspaper advertising in ad agencies' early days. This study content analyzed 827 advertisements from twelve issues of two newspapers in 1840, 1845, and 1849 and documented the differences in advertising amount, product categories, advertiser types, locations, and designs over time and between the two newspapers. While the results show significant changes in advertising amount and advertiser types, limited evidence was found to support the ad agency's impact on growing advertisement size, expanding outreach to regional and national markets, and adopting more illustrations in design. The findings call into question generalizations made in the advertising history literature. [ABSTRACT FROM AUTHOR]

With rising market competition, increasing numbers of firms are launching advertising to attract customers and promote product sales. The increase in operating costs caused by advertising places greater pressure on small retail businesses that are prone to capital shortages, leading them to seek financing from upstream firms. However, in the financing process, upstream and downstream firms may not be able to acquire all of one another's real information, which inevitably has a significant impact on their operating strategies. By constructing a Stackelberg game, this paper studies the effects of information asymmetry on the retailer's initial capital and the manufacturer's financing rate on their advertising strategies. We find that in the symmetric information scenario, when the advertising cost coefficient is low, manufacturer advertising is the superior strategy and increases the retailer's and manufacturer's profits and social welfare; when it is moderate, retailer advertising is the superior policy; but when it is high, retailer advertising is more beneficial for the manufacturer's profit and social welfare but is more unfavorable for the retailer's profit. In addition, information asymmetry on the manufacturer's financing rate affects the advertising strategies of the manufacturer and the retailer, but information asymmetry on the retailer's initial capital fails. Additionally, we further extend the model to the Nash game scenario and cooperative advertising scenario and draw some different conclusions. This study contributes to the literature by analyzing the advertising strategies of the retailer and the manufacturer with asymmetric financing information, and guides the design of advertising strategies for companies in practice. [ABSTRACT FROM AUTHOR]

Copyright of Gumushane Universty Electronic Journal of the Faculty of Communication / Gümüshane Üniversitesi Iletisim Fakültesi Elektronik Dergisi is the property of Gumushane Universitesi Iletisim Fakultesi Elektronik Dergisi (e-GIFDER) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: Endorsement marketing has been widely used to generate consumer attention, interest and purchase decisions among targeted audiences. Internet celebrities who become famous on the Internet are dependent on strategic intimacy to appeal to their followers. Our study aims to examine how multiple exposures to Internet celebrity endorsements influence consumers' click and purchase decisions in the context of influencer marketing. Design/methodology/approach: Based on a unique and representative dataset, the authors first model consumers' choices for clicks and purchases with two panel fixed-effect logit models linking clicks and purchases with the frequency of exposure to Internet celebrity endorsement. To further control the endogeneity produced by the intercorrelation between the click and purchase models, the authors also adopt the two-stage Heckman probit structure to jointly estimate the two models using Maximum Likelihood Estimation. Robustness checks confirm the effectiveness of the models. Findings: The results suggest that Internet celebrity endorsement plays a significant role in bringing referral traffic to e-commerce sites but is less helpful in affecting conversion to sales. The impact of repetitive Internet celebrity endorsements on consumers' click decisions is U-shaped, but the role of Internet celebrities as online retailers will "shape-flip" this relationship to a negative linear relation. Originality/value: Our study is the first to investigate the repetitive exposure effect of Internet celebrity endorsement. The results show a contradictory pattern with a wear-out effect of repetition in the advertising literature. This is the first study to show how the endorsing self, which is a common business model in influencer marketing, moderates the effectiveness of influencer marketing. [ABSTRACT FROM AUTHOR]

Political communication scholars who study the persuasive effects of political advertising often assume that the relationship between advertising volume and vote choice is linear. Even though the product advertising literature has long recognized that advertising has both "wear in" and "wear out" effects, few political communication scholars consider this possibility. This study explains why it is both normatively and empirically important to determine the precise relationship between advertising and vote choice. We then use data from two published studies to investigate inductively how persuasion effects vary with different television advertising levels. The findings suggest that political advertisements do indeed have both "wear-in" and "wear-out" effects. We conclude by investigating three ways to model advertising effects in a more parsimonious manner and settle on log transforming the measure of advertising as the preferred method. [ABSTRACT FROM AUTHOR]

This systematic literature review (SLR) seeks to foster the presence of feminism and women's diversity in advertising through a systematic, transparent, and rigorous framework‐based review and the 4Ws1H (What, Where, Why, and HoW) analysis. The study provides three main contributions. First, it offers an innovative conceptual framework for examining female stereotypes and female empowerment in advertising by categorizing the 21st‐century literature into the four evolutive eras of feminism: prefeminism, feminism, postfeminism, and the fourth wave of feminism. Second, this SLR reveals prevailing research trends, predominant research methodologies, frequently explored geographical regions, and industries of focus while providing a roadmap for future research endeavors. Finally, it acknowledges the lasting impact of femvertising as a response to consumer demands during the fourth wave of feminism and its role in promoting diversity and inclusion in advertising, encompassing disabilities, ethnicity, age, and gender identity. The main research trends uncovered in this study encompass the effects of female stereotypes, the sexualization of women in advertising, attitudes related to the brand, and the exploration of female empowerment. Qualitative methodologies emerged as the dominant approach in this research landscape, with a particular focus on countries boasting high gender equality. Furthermore, industries that predominantly target women in their advertising campaigns, such as fashion, luxury apparel, beauty, and personal care, occupy a central position in the existing body of literature. These findings encourage scholars to embark on future research aligned with the proposed research trends, particularly in regions characterized by lower gender equality and within gender‐neutral or male‐dominated industries. [ABSTRACT FROM AUTHOR]

The idea of the armed American woman – a woman in the United States who owns and uses a firearm – appears to have gained legitimacy in recent years. We investigate one aspect of this increased legitimacy by focusing on how she is depicted in gun advertising, which reflects and shapes legitimacy. Using a novel dataset of a sample of gun manufacturers' advertisements in a publicly available gun magazine from 2001–2020, we conduct a content analysis to identify trends and differences between ads featuring men versus women. Next, focusing on ads in the sample featuring armed women, we identify phases of general framing strategies. Finally, analyzing all ads featuring armed women during the final phase, 2016–2020, which coincides with increased legitimacy, we identify specific frames of the armed American woman: the Serious Student, Capable Carrier, Domestic Defender, and Action Hero. Findings contribute to literature on gun advertising, discourses in American gun culture, and market legitimation. [ABSTRACT FROM AUTHOR]

The hypervideo is a selective, user-to-document, and externalexploratory interactive artefact characterised by a video backbone and clickable areas within that allow access to the desired information. Its use in education has been widely studied but there is hardly any research about advertising applications. We have addressed this gap by carrying out a content analysis on a corpus of 148 hypervideos in order to find out what brands and product types are using this tool, the structures employed, the commercial motives that they might fulfil and the appeals dimensions that are present. Our results indicate that highinvolvement products with positive motives are the most frequent. Although a third of the sample can be labelled as shoppable, the majority satisfy the motive of information-seeking by explaining the product characteristics or uses. Sometimes, this information helps to decide which product fits the user’s necessities, as well as fostering the purchase. They present interactive structures described in literature, such as the vector and the tree, but we also identified others. Soft-sell type appeals, particularly humour and storytelling, are more abundant than hard-sell strategies. All in all, this research adds to a growing body of literature on interactive advertising and provides a starting point for further research on these types of videos. [ABSTRACT FROM AUTHOR]

The idea that individuals can create a new beginning, known as the fresh start mindset, is deeply embedded in American culture. This mindset represents an accessible, shared construct that may be particularly relevant for changing attitudes toward two highly stigmatized groups: ex-offenders and drug addicts. While previous advertising literature has suggested that ambiguous or symbolic approaches may help improve consumer response, we show (using four studies) that cultural identity mindset framing (CIMF) can generate more positive affect toward the sponsoring brand and more positive attitudes toward the stigmatized group. Study 1 shows that explicitly referencing a highly stigmatized group leads to a less positive affective response toward the brand. Study 2 reveals that CIMF improves that response. Study 3 uses a real brand to replicate the positive affect toward the sponsoring brand. Study 4 documents a positive attitude shift toward the stigmatized group. Our research opens a new research corridor for explicitly referencing a stigmatized group, expands the stigmatized group discourse to two underrepresented groups, provides empirical evidence for the fresh start message frame, and answers a call to understand whether corporate social responsibility advertising is better than not advertising it at all. [ABSTRACT FROM AUTHOR]

The boundaries between the phenomenon and the context may not be obvious. For this reason, a study of the scientific literature on advertising documentation is carried out, which is considered important to be a deep one, so it is contrasted with a real context to know the situation of the advertising documentation of a Spanish company, Balay, selected for being more than seventy years old and still in force today. It also has a large amount of advertising documentation that reflects the progress of the company and is a reflection of the social, cultural and economic context, in addition to being part of the documentary heritage as has been claimed through other studies. Therefore, once the knowledge of the studies in advertising documentation has been acquired, it is combined from the perspective of information and documentation management to contrast this theory in a real context and to understand the situation, in order to also be able to answer several questions, such as how to know if companies have specialized professional teams, documentalists, in order to apply techniques that make it possible to recover advertising documentation. The study ends with the conclusions and recommendations section. [ABSTRACT FROM AUTHOR]

This research explored the underlying mechanisms of soft-text native advertising's effectiveness, as well as the impact of engagement metrics of social media advertising. An online experiment among Chinese consumers was conducted. The results showed that compared to hard-sell social media advertising, soft-text native advertising is more effective in inducing favorable attitudes toward ads and products as well as greater purchase intentions. This is achieved through inducing higher perceived entertainment, flow experience, ad value and lower perceived irritation. In addition, social media engagement metrics can significantly affect consumers' purchase intentions through influencing perceived ad entertainment. The findings contributed to the native advertising literature and provided practical implications to advertising practitioners. [ABSTRACT FROM AUTHOR]

A systematic review of empirical studies that used quantitative, qualitative, or a mixed-methods approach to content analysis sports betting advertising was conducted. Study attributes were examined including the main findings, key themes, research design, focus of analysis, type of interpretation, use of theory, media type, inter-coder reliability measures, and recommendations for future studies. The findings showed that the studies (N=15) were all published relatively recently (since 2012), predominantly focused on the content of television advertisements, and there was a general lack of reporting on inter-coder reliability. The narratives most commonly identified within sports betting advertisements were friendship and humour. Advertisements were found to be embedded into professional sports games, and this type of advertising occurred more frequently when compared to commercial advertising during televised sporting events. In order to enhance the sports betting advertising literature, researchers need to ensure that they are meeting scientific standards, especially when it comes to reliability measures. Such studies can add to an understanding of how sports betting advertisements are presented to the public and infer what the potential impact of the availability and exposure of these advertisements may be. [ABSTRACT FROM AUTHOR]

This article examines the evaluation of drug promotional literature (DPL) in India using the criteria set by the World Health Organization (WHO). The study collected 300 DPLs from private medical hospitals and pharmaceutical companies in Ahmedabad, India, and found that the majority of them did not meet ethical standards according to the WHO guidelines. The DPLs focused on commercial gain rather than providing unbiased and comprehensive information for prescribers. The study highlights the need for healthcare professionals to critically evaluate DPLs and calls for interventions to improve awareness and understanding of ethical drug promotion. [Extracted from the article]

Agencies depend on client resources to fulfill their value proposition. An inadequate quantity or quality of client resources can negatively influence agency output. Advertising literature reports that agencies are frequently frustrated with deficiencies of information, expertise, and time. However, only a limited number of studies represent the client perspective on resourcing issues. Adopting a paradox perspective, this study explores the competing demands that confront clients when deploying resources during the briefing process. It advances strategies that simultaneously satisfy the requirements of agency and client, often with synergistic effect. Furthermore, the study proposes that these strategies trigger a complementary resource, increasing collaboration and trust, and positively influencing the quality of the client–agency relationship. In addition to contributing to theoretical understanding of resource allocation, the study recommends practical steps for improving the briefing process. [ABSTRACT FROM AUTHOR]

The article in the Journal of Advertising Education discusses the challenges of teaching advertising in a rapidly evolving industry. It highlights the impact of technology on advertising, including the use of consumer data for personalized ads and the rise of ad-blocking tools due to privacy concerns. The text also emphasizes the shifting consumer expectations for ethical and inclusive advertising practices, providing insights and tools for educators to develop responsible advertising professionals. Various research articles and insights in the journal address topics such as advertising ethics training, sustainable advertising practices, and media literacy in advertising education. [Extracted from the article]

While the foregoing remarks give some idea of where I JA i started and where I JA i is now, this editorial would be incomplete were nothing said about I JA i 's first editor, Dan Stewart. Indeed, articles selected for the current issue of I JA i are a testament to just how much advertising topics have expanded since I JA i was first published in 1972. Topics in the first issue of I JA i addressed concerns of advertising as a discipline and current issues of advertising research, theory, and practice. [Extracted from the article]

Despite the ubiquitous use of taste-focused and health-focused advertising messages, the existing advertising literature offers little guidance on how the persuasiveness of such messages might be enhanced through design elements such as color. To address this gap, the current research examines the new congruency of a visual design element (i.e., color) and a verbal design element (i.e., message type) and explores how color may facilitate the persuasion of taste-focused versus health-focused advertising messages. The message–color congruency effect is examined across two studies with between-subjects experimental designs utilizing an Amazon's Mechanical Turk (Mturk) consumer panel. The findings suggest that taste-focused advertising messages combined with color imagery and health-focused advertising messages combined with black-and-white (BW) imagery can effectively boost consumer responses, including attitude toward the ad, attitude toward the restaurant, purchase intention, and willingness to pay (WTP). Furthermore, mediation analyses demonstrate that the proposed message–color congruency effect is driven by consumers' subjective experience of "feeling right" during information processing. Implications for designing advertisements are discussed. [ABSTRACT FROM AUTHOR]

This paper proposes a transatlantic reading of the representation of Kentucky in the literature of the post-revolutionary period through three texts published between 1784 and 1793: The Discovery, Present State and Settlement of Kentucke by John Filson, A Topographical Description of the Western Territory of North America and The Emigrants by Gilbert Imlay. These works contributed to the circulation of the trans-Appalachian landscape in Europe and the Eastern States in cartographic, descriptive and narrative forms. By putting emphasis on how these texts and maps were produced and circulated, this paper shows that late 18th century Kentucky appeared a paradoxical landscape, both localized and idealized, both surveyed and fantasized, an object of land speculation which could simultaneously harbour the political utopias of the time.

Advertising, a form of publicity, can pass on a social message so that people understand their sobligation towards society. The purpose of this study was to look into how consumers responded to socially conscious advertisements. This study conceptualizes the antecedents of attitude towards commercial advertisements that incorporate the social message, including advertising creativity, informativeness, and emotional appeal; each one can influence consumers' behavior. This study also examined the relationship between (i) Attitude towards the ad with a social message and purchase intention of the consumer and (ii) Purchase intention of the consumer and subjective well‐being. The interrelationships in the proposed model were investigated using structural equation modeling (SEM). A quantitative survey of university students was conducted in order to gather the data, which was based on an experiment. A field survey of 395 students was conducted to test the hypotheses. The results of the empirical tests confirm that attitude towards the advertisement positively affects the purchase intention of the consumer and that advertising creativity and emotional appeal are the key predictors of attitude towards the advertisement that highlights a social issue. And, purchase intention positively influences the subjective well‐being of the consumers. This paper contributes to the theory by giving new insight into the advertising literature. It also provides the necessary knowledge to marketers and advertisers on commercial advertisements incorporating a social message and the subjective well‐being of consumers. [ABSTRACT FROM AUTHOR]

A user's online action is often followed, around a second later, by ads being shown to her/him. Much happens in that second, including near-instantaneous auctions (sometimes coordinated by the user's own phone or other device) in which algorithms bid to show particular advertisers' ads. Contributing to the burgeoning social-science literature on online advertising, we examine contending material forms these auctions take in 'open display' advertising. We trace the emergence of Google's centralized auctions, and how they have been challenged by decentralized 'header bidding'. We argue: first, that ad platforms should be seen as 'stack economization' processes, which layer different forms of economization in complex ways; second, that those processes are sometimes fiercely contested, and can be the site of intricate – and currently changing – material politics. [ABSTRACT FROM AUTHOR]

Advertisement plays an important role in influencing the buying behaviour of children. It has the potential to shape the children's buying behaviour, perceptions, and attitudes. The main aim of this study is to examine the impact of advertisement on children, specifically focusing on the multiple dimensions of children's buying behaviour influenced by various advertising techniques. There is a lack of research exploring the impact of digital and social media advertisement on the children's buying behaviour, which is increasingly relevant in the digital age. This study adopts various methods of research design to provide a comprehensive understanding of the impact of advertising on the children's buying decision. The research findings show that food advertisement has a significant impact on the buying behaviour of children. The research analysis revealed a positive correlation between food advertisement and children's attitudes. It emphasises the power of advertisement in shaping children's perceptions and influencing their decision-making process. Finally, this study contributes more to the existing literature on the impact of advertising on children's buying behaviour and provides valuable insights to the marketing practitioners and researchers alike. [ABSTRACT FROM AUTHOR]

I study three areas of visual culture linked to drugs and their relations with the Hispanic- American fin-de-siècle (nineteenth and twentieth centuries) literature: the visibility of drug objects in painting and some literary practices of decadentism; the way in which certain performativity is constituted in the modernist scenarios of consumption, an artistic iconography of drunkenness and the processes of subjectivation associated with the image of a relaxed, meditative or exasperated body; and the examination of drug images in advertising that appear in the magazines of the time and their critical connections with a literary narrative where the ethnographic journey (within the city or in the geopolitical boundaries of the nation) and the exploration of the limits of sensibility are intertwined. I consider it useful to discuss a certain idea of a crossing or border -cultural, geographical, social, sensorial- from the images of painting and advertising, and how these draw thresholds of perception from which diverse sensitive experiences are produced. Similarly, I think it is important to rethink these different aspects of visual culture related to drug use in order to reposition images and texts in a dynamic cultural and sensorial frontier, and thus try to shake up the maps of modernist consumption. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to examine whether consumers' appreciation of promotional gifts exceeds firms' cost of providing these gifts. The paper also compares characteristics of appreciated and unappreciated gifts. Design/methodology/approach: The authors surveyed 1,289 college students in five European countries. The authors use willingness to accept cash (WTA) for an item to assess consumers' appreciation of promotional gifts. They then compare WTA to firms' estimated cost of providing the gifts. Findings: On average, consumers' appreciation of promotional gifts is 2.4 times the estimated cost of these gifts to sellers. Appreciated gifts tend to be less costly, tend to accompany more expensive purchased items and are more likely to complement these items. The results also reveal that more expensive items come with more costly gifts, although the gifts' cost increases less than proportionally with the associated items' price. The gift items are appreciated by men more than women. Originality/value: This study enriches the literature on promotional gifting by introducing a simple measurement that can help firms decide whether to use gifts or discounts to promote their products. [ABSTRACT FROM AUTHOR]

Drawing on the conceptual metaphor theory and national cultural values (masculinity and power distance), a field experiment was conducted to promote an experiential product to 4,108 consumers in the UK and in the US. The research contributions are novel in three ways: first, the digital advertising literature is extended into the international business domain by using metaphoric representations of cultural values; second, consumer digital engagement is examined through a lens of cultural values; and third, a real digital product and actual consumer data were used to conduct a field experiment with real-time data collected across two countries. The findings suggest that consumers do not automatically engage with metaphors that are aligned with their cultural values, but marketers can increase consumer digital engagement by using metaphors to remind consumers of their cultural values. This study has implications in terms of effective digital advertisement designs that engage consumers in different cultural contexts. [ABSTRACT FROM AUTHOR]

This article examines the first emergence of theories of advertising in the psychological language of the nonrational mind in Britain. The theories appeared from the close of the nineteenth century in a new genre of advertising literature: books, essays, pamphlets, course offerings, and periodical publications dedicated to advertising. In dialogue with forgotten 1911 novel by Oliver Onions, Good Boy Seldom: A Romance of Advertisement, the analysis considers the anxieties that attended the new theories, which attributed unusual power to advertising and therefore challenged perceptions of the capitalist economy as disenchanted and disenchanting. It also shows the efforts that professional advertisers made to reconcile their theories with views of consumers as rational, and of the advertising industry itself as a rationalizing force. Their efforts suggest a misinterpretation by Onions and critics of advertising that he foreshadowed, who portrayed advertising professionals as bold canvassers of the public psyche. In fact, they were insecure and uncomfortable with their terms of expertise, and developed them because mounting criticisms levelled at advertising left them little choice. Nonetheless, Onions captured the lasting power of this transformation. Despite their insecurity, early professionals created a myth still harbored today, that advertisers are masters of subliminal control in capitalism. [ABSTRACT FROM AUTHOR]

The Driftless Area is a designation popular in American promotional tourist literature for an area in four contiguous American states, Minnesota, Wisconsin, Iowa and Illinois, that were not glaciated during the latest ice advance. Geographer Lawrence Martin published several articles asserting that geologist William H. Keating first discovered this area in 1823, an error that has crept into subsequent accounts. But historical evidence goes to show that three geologists, Roland D. Irving, Newton H. Winchell and Thomas C. Chamberlin, were simultaneous originators of the concept as we understand it today, about the year 1877. [ABSTRACT FROM AUTHOR]

Objective: To evaluate the rationality of drug promotional literature (DPL) using World Health Organization (WHO) ethical criteria and to evaluate the perception of clinicians regarding DPLs using prevalidated criteria. Methods: The promotional material was collected at a tertiary care teaching hospital over a period of 3 months. The perception of different prescribers has been changed. The data were analyzed using descriptive analysis. Results: 191 DPLs were collected from various outpatient departments at a tertiary care hospital. The information regarding brand name, generic name, and active ingredients was mentioned in 100% of the collected material. Therapeutic uses of the promotional agents were mentioned in only 60.20%; references were cited in only 15.18%. The adverse effects were listed in only 17.80% of the DPLs. The perception regarding DPLs was gathered from 27 physicians at the same institute. The percentage of clinicians who were aware of the WHO criteria used for analyzing DPL was only 37.03%. All healthcare workers have agreed on the necessity of including critical appraisal of the DPLs in the undergraduate curriculum. [ABSTRACT FROM AUTHOR]

In fright tourism, an unusual combination of human emotions such as fun and fear are experienced by tourists through activities such as haunted house visits and ghost tours. This study explores advertising materials for fright tourism attractions, including how business owners design them, and how potential visitors respond to them. The study aimed to examine how fright tourism attractions use text and images to convey the emotions customers may experience at the attraction, and affective response generated in visitors to these advertising materials, specifically tourist brochures. Data were obtained through interviews with business owners of fright tourism attractions and focus groups of potential visitors to discuss fright tourism advertising brochure design, and determine what affective responses were intended and subsequently generated (or not) by the tourism brochures. Findings from the research include that emotions and feelings are ambiguous terms that are often used interchangeably, and generic horror imagery is often used to communicate emotions through fright tourism brochures; however, perceptions of horror are highly subjective. This study helps broaden our understanding of the emotions experienced at fright tourism attractions, and how those emotions can be communicated through advertising materials. [ABSTRACT FROM AUTHOR]

This experimental design is conducted by applying laboratory experiments to investigate the effects of intentional manipulations on participating subjects. In detail, this research attempts to examine the quality of advertising proxies in marketing communication affected by Advertising Format and Advertising Literacy. The first experiment involves 100 participants who are randomly given interactive or non-interactive advertising from a peer. In the second experiment, 226 undergraduate students of Mulawarman University, Indonesia, are randomly assigned to eight designated situations. Looking at this study's results, improving entertaining features (Advertising Format) in advertising is found to deliver a significantly positive effect to attract consumers' attention. The Advertising Literacy variable is discovered to negatively affect the quality of advertising in a weak consumer tie. Hence, this study suggests that advertising literacy expectedly decreases consumers' perceived value of advertising and lessens their intentions to share. This paper will contribute to the marketing and advertising literature to design an online advertisement on Instagram. [ABSTRACT FROM AUTHOR]

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