Exploring the Connections Between Age, Advertising Effectiveness and Purchase Intention in a Traditional Media Setting (Magazines) Versus a Digital Media Setting (Digital Magazines) (in México)

2016 ◽  
Author(s):  
Jorge Vera Martínez ◽  
Marco Espinosa Mascarua
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Advertising Effectiveness ◽  
Traditional Media

Point of Involvement, Purchase and Consumption

2011 ◽  
pp. 300-313 ◽  
Author(s):  
Neal M. Burns
Keyword(s):  
New Media ◽  
Digital Media ◽  
21St Century ◽  
Advertising Effectiveness ◽  
The Internet ◽  
Traditional Media ◽  
Global Marketplace ◽  
The Past ◽  
Technological Base ◽  
Measures Of Effectiveness

Advertising effectiveness and its measurement has characteristically been a subject of concern and debate and with the availability and access of the Internet and digital technology the issue is still elusive and complex. This chapter provides a review of the measures that were frequently used to determine the audience that was impacted with traditional media resources as well as those media and message processes generally called new or “alternative” - in that they are different than the traditional electronic, print and out-of home that have been used by advertisers and their agencies for more than 100 years. The chapter reviews and discusses which measures are simply cost indices and which are measures of effectiveness. The emphasis reflects the interests of both those working in the field as practitioners as well as those involved in its research and instruction. In a profession in which decisions in the past were built upon cost per thousand (CPT or CPM), cost per point (CPP) and the challenges of ROI and share fight, the metrics for new media must be precisely defined, valid and reliable. Assessing advertising effectiveness is–as has been said–challenging. The need to inform, persuade and sell in a global marketplace with a technological base that incorporates all we have used in the past plus the networks and mobile delivery now available have already served to make this aspect of communication a compelling set of opportunities. Digital media and delivery are revolutionary and their impact will be profound. Ideally, the problems to be solved will bring those doing the research and those in practice closer than they have been in the past. The metrics to be developed and the narratives that will follow will reflect the ways in which we relate to products and services and to each other in the 21st Century.

Indigenous language newspapers and the digital media conundrum in Africa

2021 ◽  
pp. 026666692098340
Author(s):  
Kevin Onyenankeya
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Digital Transformation ◽  
Qualitative Approach ◽  
Indigenous Language ◽  
Technological Determinism ◽  
Traditional Media ◽  
Digital Revolution ◽  
The Future ◽  
Major Factors

The future of journalism is being shaped by the convergence of technology and societal shifts. For indigenous language press in Africa battling to stay afloat amidst stiff competition from traditional media, the pervasive and rapidly encroaching digital transformation holds both opportunities and potential threats. Using a qualitative approach, this paper examined the implication of the shift to digital media for the future of the indigenous language newspaper in Africa and identifies opportunities for its sustainability within the framework of the theories of technological determinism and alternative media. The analysis indicates poor funding, shrinking patronage, and competition from traditional and social media as the major factors facing indigenous newspapers. It emerged that for indigenous language newspapers to thrive in the rapidly changing and technology-driven world they need to not only adapt to the digital revolution but also explore a business model that combines a futuristic outlook with a practical approach.

scholarly journals Online News and Protest Participation in a Political Context: Evidence from Self-Reported Cross-Sectional Data

2021 ◽  
Vol 7 (1) ◽  
pp. 205630512098445
Author(s):  
Nora Kirkizh ◽  
Olessia Koltsova
Keyword(s):  
Digital Media ◽  
Regression Models ◽  
Online News ◽  
Political Context ◽  
Government Control ◽  
Multilevel Regression ◽  
Traditional Media ◽  
Cross Sectional ◽  
Internet Media ◽  
The Relationship

Availability of alternative information through social media, in particular, and digital media, in general, is often said to induce social discontent, especially in states where traditional media are under government control. But does this relation really exist, and is it generalizable? This article explores the relationship between self-reported online news consumption and protest participation across 48 nations in 2010–2014. Based on multilevel regression models and simulations, the analysis provides evidence that those respondents who reported that they had attended a protest at least once read news online daily or weekly. The study also shows that the magnitude of the effect varies depending on the political context: surprisingly, despite supposedly unlimited control of offline and online media, autocratic countries demonstrated higher effects of online news than transitional regimes, where the Internet media are relatively uninhibited.

scholarly journals THE IMPACT OF CONTEXTUAL MOBILE ADVERTISING ON CONSUMER PURCHASE INTENTION

2021 ◽  
Author(s):  
SONG-SONG ZHAO
Keyword(s):  
Purchase Intention ◽  
Past Research ◽  
Advertising Effectiveness ◽  
Mobile Advertising ◽  
Purchasing Intention ◽  
Development Direction ◽  
Contextual Advertising ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Practical Implications

Contextual mobile advertising, which has the advantages of strong interactivity and immersive experience, will be the development direction of Internet advertising in the future. Although past research has explored the effects of contextual mobile advertising, little research has studied the effect on consumers’ behavior from the perspective of contextual advertising traits. Thus, this study combined the Scene Theory and the Theory of Planned Behavior to construct the model of advertising effectiveness mechanism. By analyzing survey data from a representative sample of 340 mobile consumers, the validity of the model was proved. The results showed that contextual stimulation, contextual interaction, and content accuracy, as contextual factors in mobile advertising, can positively influence consumers’ attitudes toward mobile advertising, which in turn stimulate purchasing intention. The theoretical and practical implications of these findings were also discussed.

scholarly journals Visual form beyond traditional media——On the expression and construction of watercolor art in digital painting

2020 ◽  
Vol 189 ◽  
pp. 03013
Author(s):  
Shan Li
Keyword(s):  
Digital Media ◽  
Digital Image ◽  
Construction Process ◽  
Aesthetic Value ◽  
Traditional Media ◽  
Traditional Form ◽  
Digital Painting ◽  
New Space ◽  
The Aesthetic ◽  
The Relationship

In the context of the development of digital image era and digital media art, watercolor art, as a traditional form of painting, will inevitably experience a subversive change and transformation of painting methods and ideas. By analyzing the artistic expression and construction process of watercolor art in digital painting, this paper finds out the aesthetic value and significance of watercolor art in digital painting, discusses the relationship between traditional watercolor painting and digital painting and the new space of watercolor development in the future.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

Conclusion

2020 ◽  
pp. 248-268
Author(s):  
Craig Allen
Keyword(s):  
Digital Media ◽  
Public Awareness ◽  
50Th Anniversary ◽  
Formative Period ◽  
Spanish Language ◽  
Third Generation ◽  
Traditional Media ◽  
History Of ◽  
The Moment ◽  
The U.S

Univision celebrates the 50th anniversary of Spanish-language television in 2012. The moment is occasioned by the first widespread public awareness of Spanish-language television and the large U.S. population is reaches and impacts. The first extensive criticism ensues. Conservative politicians attack the endeavor for dividing traditional U.S. society and for an alleged liberal bias. Believing it impedes Latinos’ success in the U.S., Governor Arnold Schwarzenegger urges them to turn off the Spanish TV set. Closer observers complain that banal and distant foreign programming fails to address the interests and needs of U.S. Latinos. They scorn Univision and Telemundo for reconfiguring U.S. Latinos of diverse nationalities into a “Pan Latinidad.” Many of the criticisms are not supported by the endeavor’s history. Yet at the time of the anniversary, more pertinent than the criticisms are unresolved questions. Latinos’ increasing preference for interactive digital media is fragmenting the audiences that Univision and Telemundo as traditional media once had amassed. Slowly foreseen is potentially the largest challenge, that the preponderance of younger “third generation” Latinos increasingly are inclined to speak English. Regardless of the future, the history of Spanish-language television will remain important as a light on a “television age” that is essential to understanding a U.S. that changed during a highly formative period in the nation’s history.

scholarly journals Campaign-Specific Information and Media Effects

2017 ◽  
Vol 42 (4) ◽  
Author(s):  
Jean-Francois Daoust ◽  
Katherine V.R. Sullivan
Keyword(s):  
Digital Media ◽  
Selection Bias ◽  
Political Information ◽  
Specific Information ◽  
Bias Effect ◽  
Specific Knowledge ◽  
Traditional Media ◽  
Electoral Democracy ◽  
Nous Utilisons

Background  This article aims to revisit the role of digital media in acquiring campaign-specific information.Analysis  We use datasets from the Making Electoral Democracy Work project that include campaign-specific questions to analyze six regions in three democracies (Canada, Spain, and France).Conclusion and implications  Results demonstrate that voters have a moderate level of campaign-specific knowledge and that traditional media are, at first glance, more useful to acquire political information. Nevertheless, when in interaction with partisanship, traditional media display a surprisingly greater selection bias effect and appear less useful to acquire information. We thus argue that digital media are in fact not more vulnerable to potential echo chambers that would lead to a homogenous information environment.Contexte  Cet article cherche revoir le rôle numériques des medias dans l’acquisition d’information de campagne.Analyse  Nous utilisons les données du projet Making Electoral Democracy Work qui inclut des question d’information politique spécifiques de campagnes électorales pour analyser six regions dans trois démocraties (Canada, Espagne et France).Conclusion et implications  Les résultats démontrent que les électeurs ont un niveau modéré d’information politique de campagnes électorales et que les medias traditionnels sont, à première vue, plus utiles pour en faire l’acquisition. Néanmoins, en interaction avec les individus partisans, ces médias traditionnels sont l’objet d’un biais de sélection plus important et apparaissent donc moins utiles. Nous soutenons donc que les médias numériques ne sont pas plus vulnérable aux de chambre d’écho qui mènerait à un environnement d’information homogène.

Digital Media Experiments in China: “Revolutionizing” Persuasion under Xi Jinping

2019 ◽  
Vol 239 ◽  
pp. 679-701 ◽  
Author(s):  
Maria Repnikova ◽  
Kecheng Fang
Keyword(s):  
Digital Media ◽  
Rapid Decline ◽  
Xi Jinping ◽  
Traditional Media ◽  
The Public ◽  
Number Of Factors ◽  
Local Officials ◽  
Media Outlet ◽  
Party State ◽  
Cross National

AbstractWith the rapid decline of traditional media in China, the party-state faces the growing challenge of shaping public opinion online. This article engages with one response to this challenge – a state-sanctioned digital media experiment aimed at creating a new form of journalism that appeals to the public and helps to disseminate Party propaganda. We analyse the emergence of a national success story, Shanghai-based model media outlet Pengpai, and its diffusion across different regions. We argue that the synergy between local officials and media entrepreneurs has propelled Pengpai’s national fame. We further demonstrate that while there has been a cross-national attempt to diffuse this model, it has produced mixed results owing to a number of factors, including the superficial commitment of local officials and media professionals. These findings demonstrate that state-sanctioned decentralized experimentation can deliver unpredictable results in the sphere of media policy, and they further question the capacity of the party-state to effectively reinvent public persuasion in the digital age.

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