scholarly journals The Advertising Spending Trends: Mobile Vs Traditional Media-- An Empirical Study

2019 ◽  
Vol 6 (2) ◽  
pp. 1
Author(s):  
Chiang-nan Chao ◽  
Yanni Ping ◽  
Yingchun Wang
Keyword(s):  
Empirical Study ◽  
Electronic Commerce ◽  
Driving Force ◽  
Mobile Commerce ◽  
Personal Computers ◽  
Advertising Effectiveness ◽  
Mobile Advertising ◽  
Traditional Media ◽  
The Past ◽  
Advertising Spending

Mobile commerce has become a driving force in retail industry in the past 20 years. Since Apple introduced its firstgeneration of iPhone in 2007, smartphone has penetrated about 70% of US population. Consequently, mobilecommerce has emerged from a supplementary to electronic commerce and has become a powerhouse in retailbusinesses. The American adults spend more time on their smartphones, and do even more commerce on theirsmartphone than on their personal computers. In next few years, US mobile commerce will be a half of the totalecommerce. Marketers have spent more advertising dollars on smartphones, as they can better target smartphoneusers through programmatic advertising, particularly when they find the phone users are interested in particularproducts they browse. This study compares the advertising effectiveness on smartphone users through an empiricalsurvey. The results suggest that smartphone advertising is an effective way to reach and influence the users. Mobileadvertising will continue to work hand-in-hand with traditional media advertising. A strategic shift with more focuson mobile advertising will be more effective.

scholarly journals Digital Advertising: A More Effective Way to Promote Businesses’ Products

2018 ◽  
Vol 3 (2) ◽  
pp. 59 ◽  
Author(s):  
Leonora Fuxman ◽  
I. Hilmi Elifoglu ◽  
Chiang-nan Chao ◽  
Tiger Li
Keyword(s):  
Empirical Study ◽  
Digital Media ◽  
Television Advertising ◽  
Global Market ◽  
Traditional Media ◽  
Young Consumers ◽  
Advertising Spending ◽  
First Time ◽  
Mass Marketing ◽  
Potential Customers

Digital advertising, on internet and mobile gadgets, has outpaced the traditional media advertising and for the first time in 2013 generated more advertising spending than television advertising. Digital advertising is believed to be an effective way to better target potential customers in the global market. Evidence shows that businesses have increasingly switched their advertising focus from traditional to digital media. This research uses an empirical study that explores the effectiveness of digital advertising vs. traditional media advertising along several mass marketing dimensions. The results reveal that while traditional media advertising still holds its ground, digital advertising offers more effectiveness for promoting companies’ products. The results suggest that marketers need to use more digital advertising in order to better target their customers, particularly the young consumers.

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.

scholarly journals Were they really laughed at? That much? Gelotophobes and their history of perceived derisibility

2009 ◽  
Vol 22 (1-2) ◽  
Author(s):  
René T. Proyer ◽  
Christian F. Hempelmann ◽  
Willibald Ruch
Keyword(s):  
Empirical Study ◽  
Large Degree ◽  
Time Span ◽  
Corpus Study ◽  
The Past ◽  
History Of ◽  
University Of Zurich

AbstractThe List of Derisible Situations (LDS; Proyer, Hempelmann and Ruch, List of Derisible Situations (LDS), University of Zurich, 2008) consists of 102 different occasions for being laughed at. They were retrieved in a corpus study and compiled into the LDS. Based on this list, information on the frequency and the intensity with which people recall being laughed at during a given time-span (12 months in this study) can be collected. An empirical study (N = 114) examined the relations between the LDS and the fear of being laughed at (gelotophobia), the joy of being laughed at (gelotophilia), and the joy of laughing at others (katagelasticism; Ruch and Proyer this issue). More than 92% of the participants recalled having been laughed at at least once over the past 12 months. Highest scores were found for experiencing an embarrassing situation, chauvinism of others or being laughed at for doing something awkward or clumsy. Gelotophobia, gelotophilia, and katagelasticism were related about equally to the recalled frequency of events of being laughed at (with the lowest relation to katagelasticism). Gelotophobia, gelotophilia, and katagelasticism yielded a distinct and plausible pattern of correlations to the frequency of events of being laughed at. Gelotophobes recalled the situations of being laughed at with a higher intensity than others. Thus, the fear of being laughed at exists to a large degree independently from actual experiences of being laughed at, but is related to a higher intensity with which these events are experienced.

Adventism, Apocalyptic, and the Cause of Liberty

1994 ◽  
Vol 63 (2) ◽  
pp. 235-249
Author(s):  
Douglas Morgan
Keyword(s):  
Nineteenth Century ◽  
Crucial Role ◽  
Driving Force ◽  
Late Nineteenth Century ◽  
The Past ◽  
Conservative Protestantism ◽  
Late Nineteenth

“I have felt like working three times as hard as ever since I came to understand that my Lord was coming back again,” reported revivalist Dwight L. Moody, the most prominent of nineteenth-century premillennialists. Moody's testimony to the motivating power of premillennialism points to the crucial role of that eschatology in conservative Protestantism since the late nineteenth century—a role delineated by several studies within the past twenty-five years. As a comprehensive interpretation of history which gives meaning and pattern to past, present, and future, and a role for the believer in the outworking of the divine program, premillennialism has been a driving force in the fundamentalistand evangelical movements.

An Integrated Research Framework for Effect of EWOM

2017 ◽  
Vol 5 (4) ◽  
pp. 343-355
Author(s):  
Jie Li ◽  
Wenyi Xue ◽  
Fang Yang ◽  
Yakun Li
Keyword(s):  
Electronic Commerce ◽  
Community Engagement ◽  
Word Of Mouth ◽  
Research Review ◽  
Related Factors ◽  
Research Framework ◽  
The Past ◽  
Reference Information ◽  
Integrated Research ◽  
The Relationship

AbstractWith the development of the electronic commerce, the electronic word-of-mouth (eWOM) has become important reference information for consumer shopping. EWOM has attracted considerable interest from researchers in the past decade. In this paper, a research review is conducted and an integrated framework is proposed on the effect of eWOM. The effect of eWOM are influenced by its characteristics, communicators, and other factors. The characteristics of eWOM include the source, the volume and the valence. The communicators of eWOM refer to the sender, the receiver and the relationship between them. In addition, dispersion and consistency, persistence and observability, anonymity and deception, and community engagement are related factors for the effect of eWOM.

scholarly journals Psychological features of perception of their group in temporal perspective in moldovan youth

2021 ◽  
Author(s):  
Irina Caunenco ◽  
Keyword(s):  
Young People ◽  
Empirical Study ◽  
University Students ◽  
Ethnic Group ◽  
Time Perspective ◽  
Great Variability ◽  
Temporal Perspective ◽  
The Past ◽  
Cultural Transformations ◽  
Psychological Features

The article analyzes the results of an empirical study of Moldovan youth on the perception of their group in the past, present and future. The sample consisted of 200 respondents, Moldovans, university students in Chisinau. The basis for dividing the group of Moldovan youth into “optimists” and “pessimists” was their attitude to the future of their ethnic group. An empirical study of the characteristics of the perception of their group in the time perspective among young people of Moldovans revealed a great variability from “optimists”, who accounted for 43%, to “pessimists”, – 29%, which, according to researchers, is a reflection of the socio-cultural transformations taking place in Moldovan society.

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