Observatory: New interactive advertising formats on television. A proposal for their analysis and classification This article investigates the area of interactive advertising on television, an emerging phenomenon that has not been extensively explored by the literature and with significant potential for development. The findings provided are based on those obtained as part of the research entit...

The role of the mobile terminal in advertising and marketing has attached increasing attention, but the traditional advertising acceptance model does not consider how the characteristics of mobile Internet advertising affect consumer attitudes and decision-making. Based on the technology acceptance model (TAM) and the characteristics of groups of college students, a research model of college st...

Fast-Food Restaurant Advertising on Television and Its Influence on Youth Body Composition We examine the effects of fast-food restaurant advertising on television on the body composition of adolescents as measured by percentage body fat (PBF) and to assess the sensitivity of these effects to using conventional measures of youth obesity based on bodymass index (BMI). We merge measures of body c...

Mobile advertising is a powerful tool for direct and interactive marketing. However effective marketing requires examining consumers’ psyche. This study proposes a hierarchical utility package (in the consumers’ perception) with reference to mobile advertising, thus enhancing its acceptance. Confirmatory factor analysis revealed four consolidated utility dimensions (with reference to mobile adv...

Under the background of the new media era with the rapid development of interactive advertising, this paper used case study method based on the summary of the research of the communication effect of interactive advertising from both domestic and foreign academia. This paper divided interactive advertising into three types to examine ---interactive ads on official website, interactive ads based ...

Despite the expected value of online customer reviews as an emerging advertising medium, the manner of enforcing its effectiveness on customers’ purchase behavior is still a question not well answered. To address the question, we propose a new central route cue called “advertising appeal” to examine attitude and intention to purchase a product or service based on the reasoning of the elaboratio...

Cooperative advertising is a cost-sharing mechanism in which a part of retailers' advertising investments are financed by the manufacturers. In recent years, investment among advertising options has become a difficult marketing issue. In this paper, the cooperative advertising problem with advertising options is investigated in a two-period horizon in which the market share in the second period...