© World Advertising Research Center 2004 THE ITALIAN ADVERTISING regulators tend to consider minors (all those aged under 18) as the most vulnerable consumers, requiring special protection against any potential attempt to harm their physical and psychological well-being through aggressive marketing techniques. Therefore, during recent years, ever more limitations and restrictions have been set ...

This research studies TV commercial from cultural-conflict view point and tries to analyze mutual relation between parent-child generations. It applies signifier's method for reflecting TV commercials. Signifying qualitative method on the base of General signifies along with "first levels signifiers" and "Second level signifiers" obtained Symbolic displacement. This research shows TV commerci...

BACKGROUND Public health experts raise concerns about adolescents' and black youth's greater exposure to TV advertising for unhealthy foods and beverages compared with children and white youth. OBJECTIVES Examine how television-viewing patterns and rates of advertising during targeted programming contribute to this greater exposure. METHODS Nielsen panel data provided viewing times and amou...

We seek to explain why TV advertising is dominated by a few product categories. We apply a model of the TV industry that encompasses both the product markets and the market for TV viewers to discuss who will advertise on TV. Under the assumption that viewers dislike advertising, entailing a contagion effect in advertising, we find that less profitable firms not only will advertise less than hig...

We seek to explain why TV advertising is dominated by a few product categories. We apply a model of the TV industry that encompasses both the product markets and the market for TV viewers to discuss who will advertise on TV. Under the assumption that viewers dislike advertising, entailing a contagion effect in advertising, we find that less profitable firms not only will advertise less than hig...

Social media, especially the micro-blogging network Twitter, have gained much popularity among users and have thus attracted attention from firms. Social media can serve as advertising media and platforms of online wordof-mouth, because they enable consumers to share their consumption experiences with others easily. When firms advertise their products and services, they usually do not rely on o...

Advergames played on computers can be persuasive forms of advertising, especially when players are highly involved or experience telepresence (‘‘being there’’ in the game). But 30-s TV commercials also deliver high levels of telepresence. Online-video interactive TV commercials, which can combine a TV commercial and an advergame, potentially deliver double the effectiveness of either form of ad...

The goal of the current study is to determine the optimal level of advertising beyond which advertising expenditure will not be justified by revenues. To achieve the goal first different types of media were rated by experts as to the degree of their importance. Then data ware collected by interviewing the managers and reviewing different media resources. The collected data were then analyze...

We analyse the rivalry between two TV-channels competing both on the market for audience and the market for advertising. We identify the nature of TV-programs emerging from this competition, and the quantity of advertising that TV-viewers will have to attend at equilibrium. Finally, we examine how a government’s regulation of this quantity will affect programs’ selection by the channels. CORE, ...