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关键词： qualitative   alcohol   brand advertising   brand sharing   Thailand  

摘要： Introduction and Aims The dominant Thai alcohol companies have strategically employed brand advertising and brand sharing (using a very similar branding for both alcoholic and non-alcoholic products) to circumvent restrictive alcohol advertising regulations. As empirical evidence confirms that exposure to alcohol advertisements increases youth drinking, young Thais could be at risk of constant and incidental exposure to alcohol advertising, hence leading to increased alcohol consumption. This study aims to explore young people's perceptions of these alcohol branding strategies and to examine how exposure to such advertising strategies affect their attitudes towards alcohol use. Design and Methods Seventy-two university students aged 20-24 years participated in 1.5-h semi-structured focus groups conducted in Bangkok and a peripheral province. Logos of two domestic alcohol brands were also used as part of projective techniques to elicit information. Thematic content analysis was used to analyse data. Results Despite a range of alcoholic and non-alcoholic products under the same branding, participants associated the logos primarily with beer-the flagship product. Branding strategies seemed to successfully increase young people's brand familiarity and affected their brand recognition and brand awareness. Participants had a high awareness of the alcohol companies' commercial activities but regarded alcohol advertisements to be indifferent to advertisements of other ordinary products. Discussion and Conclusions Brand advertising is a dynamic tool that affects young people's attitudes towards the advertised brands and alcohol use. Due to early exposure to the brands, brand sharing increases brand familiarity and, among other factors, potentially affects drinking attitudes and purchase intentions.

关键词： ADVERTISING   PRODUCT management   FALSE news (Social media)   UNITED States presidential election   2016   DISINFORMATION   IDEOLOGY   TRUTHFULNESS & falsehood   DIGITAL media  

摘要： The article discusses the authors’ views about the relationship between fake news and advertising as of 2019, and it mentions issues involving brand management, programmatic advertising, and the 2016 U.S. presidential election. Ideological disinformation and advertisers’ control are examined, along with digital advertising, the impact of fake news on brand integrity, falsehoods, and organizational advertising.

关键词： TELEVISION advertising   PRODUCT management   SMARTPHONES   KNOWLEDGE gap theory   TELEVISION viewers   LIVE television programs   MOBILE apps   INTERNET usage monitoring  

摘要： The article discusses the author’s views about knowledge gaps in television audience measurement, the value of television advertising, and brand building as of 2019. Statistics are provided which examine weekly and daily usage rates for mobile apps and the Internet on smartphones, the Internet on computers, and live television. The advantages of television advertising are assessed, along with generational shifts in the behaviors of television audiences.

关键词： Celebrity worship   India   marketing   structure equation modeling  

摘要： The celebrity worship considered as an anomalous psychological behavior with major consequences on personality development of an individual is examined with the important constructs of marketing namely, brand attitude, advertisement attitude and purchase intention. The study is carried out with a sample size of 386 respondents. The model is tested using structure equation modeling where celebrity worship is studied by examining its three dimensions individually as well as in aggregate implementing an existing celebrity worship scale. The study reveals some interesting findings with celebrity worship having a direct positive relationship with advertisement attitude and purchase intentions, whereas brand attitude is found to be significantly negatively associated with celebrity worship. The future research scope for the study and its practical implications are discussed based on the findings of the study. © 2018, © 2018 Taylor & Francis.

关键词： Advertising   Attention   Biology and life sciences   Blindness   Cognitive psychology   Cognitive science   Communications   Computer and information sciences   Computer networks   Computer vision   Eye movements   Internet   Marketing   Medicine and health sciences   Neuroscience   Ophthalmology   People and places   Physiology   Population groupings   Professions   Psychology   Research Article   Sensory perception   Sensory physiology   Sensory systems   Social sciences   Sociology   Target detection   Vision   Visual impairments   Visual system  

摘要： Global investments in online advertising rise quickly but Internet users often avoid looking at ads due to established banner blindness. Demographic targeting is expected to overcome this tendency by attracting users' attention to more self-relevant ad content. However, little is known about the effect of demographically targeted versus non-targeted ads on users' actual attention allocation during exposure to webpages. The present study aimed to further fill this empirical gap by clarifying whether demographic targeting attracts visual attention and to exploratively examine whether it also affects brand attitude and website evaluation, as suggested by previous studies. Eye tracking data revealed that demographic targeting can have medium- to large-sized effects on several eye movement parameters when inter net users are in a free-viewing mode. In contrast, demographic targeting did not influence brand attitude and website evaluation. We conclude that attention for personally relevant advertisement can be strong. However, attention, although being a necessary condition for subsequent judgment formation according to the model of human information processing, is not sufficient to elicit positive effects at the level of subjective judgments.

关键词： 广告植入   品牌   好感度  

摘要： 随着人们对电影消费需求的提升,电影植入广告越来越被广告商所重视。植入式电影广告的传播效果不仅优于传统营销效果,而且能提升品牌好感度、品牌档次和顾客对广告的接受度。电影的曝光率与观众对品牌的好感度不一定成正比,同时还存在数量过多、意图过于明显、次数过于频繁等问题。要想增加观众对植入品牌的好感度,提升品牌影响度,需要做到以下几点:植入广告要注意与电影剧情相适应,即与情节高度契合;注意植入的频率,不要反复出现以引起观众反感;控制植入广告数量。