Top PDF Launch! Advertising and Promotion in Real Time

Launch! Advertising and Promotion in Real Time

Launch! Advertising and Promotion in Real Time

So the team came up with a big idea: create a habit to instill a feeling of disgust when people use the toilet, so that the emotional reaction would cue the use of soap. While many of us don’t hesitate to grimace at the thought of a less-than-sparkling bathroom, in many places in the developing world any toilet is a symbol of cleanliness, because flush toilets have replaced pit latrines. So the task was to create commercials to teach the audience to feel disgust after they went to the bathroom. The solution: the team shot ads of mothers and children walking out of bathrooms with a glowing purple pigment on their hands that contaminated everything they touched. These spots didn’t sell soap use, but rather disgust. Soap was almost an afterthought—one fifty-five-second television commercial only showed soapy hand washing for four seconds. Still, the link between disgust and its removal via soap was clear: the team’s follow-up research showed a 13 percent increase in the use of soap after the toilet, while the number of Ghanaians who reported washing their hands with soap before they eat rose by an impressive 41 percent. [4] This is no soap opera: advertising can save lives when it’s used creatively and when it thoughtfully applies what social scientists understand about human behavior.
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THE REAL WORLD OF REAL-TIME ADVERTISING

THE REAL WORLD OF REAL-TIME ADVERTISING

Audience Analytics tools helped publishers define who was consuming content at a given time and create demographic profiles of their readers to help advertisers choose media placements. The next evolution of this tactic was the ad network, which was the original high-volume, low-price option for serving display ads at scale. An ad network serves as the “middleman” between publishers and advertisers, selling a portion of the publisher’s leftover inventory and monetizing inventory it couldn’t otherwise sell. The network segments ad impressions under content categories so that advertisers can purchase inventory that aligns with their target verticals.
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Promotion mix & advertising

Promotion mix & advertising

tournament to advertise its products. Broadcast advertising – Television, Radio and the Internet Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles.
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Chapter. Advertising and Promotion

Chapter. Advertising and Promotion

The most important factor in determining the optimal mix is identifying the target market. This can be determined through exten- sive market research. Once a company knows its target market, it can then research its use of various media outlets in order to come up with the best combination of marketing materials to reach the defined tar- get. For example, if the target market is stay-at-home moms, an organi- zation might find that television advertisements during certain daytime television shows are most effective for reaching them. If the target market is a young professional, the marketer might find that us- ing billboards in a downtown commercial district and morning drive- time radio advertisements are effective for getting the message to this target market.
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Promotion & Advertising Guide

Promotion & Advertising Guide

Use these guidelines and the timeline on page 5 to develop your own unique plan. Keep in mind that these are very generic, so tailor them to your company’s unique marketing needs and goals to generate the best results. Most important, plan to get your message out to prospective buyers before they decide how to spend their time at IWF. • Review the information in this Promotion and Advertising Guide for some ideas on publicity, press coverage, pre-show, online and on-site promotion and advertising opportunities and the New Product Showcase.

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Advertising and Sales Promotion

Advertising and Sales Promotion

Once the company has approved the basic global media strategy and plan the central media planner will look for regional or multinational media. If magazines are part of the plan the media buyer may purchase advertising space in Time, Newsweek' The Economist' Reader's Digest, and other magazines with international editions. The International Herald Tribune and the wall street Journal newspapers are published simultaneously in a number of major cities using satellite technology. Magazines published by international airlines for their passengers are another option Multinational satellites, such as British Satellite Broadcasting in Europe and Star in Hong Kong, also provide opportunities to place the same message before a target audience at the same time across national boundaries if the audience is targeted for a consumer product, local planning and purchase are required. This is accomplished through an international advertising agency (or international consortium of agencies) or through an international media-buying service If these two methods are not used, the media executive must execute the plan through a multitude of local, national, or regional media-buying services or advertising agencies. International media-buying services usually work effectively for smaller international companies that do not have well-developed agency relationships in each country in which they operate. Regional media-buying services, such as Carat of France, are gaining great strength in Europe.
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Promotion & Advertising Guide

Promotion & Advertising Guide

This can be a good way to communicate important events to your club members such as camps or balls. As with any direct contact, don’t send a whole heap of messages, as people will not take kindly to having multiple text messages about your ball if they don’t intend to go. To access a service provider do a Google search for ‘free online texting service’. You’ll get a few options – take your time to read the terms & conditions, and their privacy policies. If in doubt, don’t do it.

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Advertising and product launch strategies in the light of tobacco advertising legislation

Advertising and product launch strategies in the light of tobacco advertising legislation

Although we conclude that the advertising strategies adopted by the tobacco companies in the face of tougher future advertising restrictions seem sensible, the public policy implications of the above results also need to be considered. If governments seek to ban or minimise tobacco advertising then the length of time between the announcement of legislation and the date when any legislation passed becomes effective should also be minimised. Although our results suggest that the tobacco industry as a whole may not significantly increase advertising expenditures prior to additional advertising restrictions being imposed, significant additional advertising of new products has been identified. Alternatively, governments may wish to consider restricting the number of new products entering the cigarette market in the period between legislation being introduced and coming into force. However, this may be difficult to achieve, and raises issues regarding the extent to which governments should restrict firms‟ strategies. Governments must also consider the breadth of advertising restrictions in the face of suggestions that tobacco firms continue to promote products in the face of advertising bans. “BWM‟s advertising brief for Imperial was for „below the line‟ marketing activity, including point of sale material, packaging, events management, and relationship marketing.”, Harper (2001).
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REAL-TIME ADVERTISING BEST PRACTICES FOR TRAVEL ADVERTISERS

REAL-TIME ADVERTISING BEST PRACTICES FOR TRAVEL ADVERTISERS

websites as and when those cookied users appear online. However, just because they are retargeting users does not mean that all vendors are doing so efficiently. An article that appeared on Advertising Age in 2010 titled “The Pants That Stalked Me on the Web” describes Michael Learmonth’s experience of being bombarded with ads for a pair of shorts that he placed in an online shopping basket and subsequently abandoned. The strategy employed by the advertiser was to remain top-of-mind as Michael had not bought the shorts; however, in reality the tactics used by the retargeting vendor were too aggressive, and Michael could have ended up resenting the brand and electing to purchase his shorts from an alternative brand. Both retail and travel companies tread a very fine line with consumers valuing their relationship with the brand as well as price and should not risk alienating themselves from consumers through excessive retargeting.
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Real-Time Bidding by Reinforcement Learning in Display Advertising

Real-Time Bidding by Reinforcement Learning in Display Advertising

† Shanghai Jiao Tong University, ‡ University College London, \ MediaGamma Ltd, ] Vlion Inc. {hcai,kren,wnzhang}@apex.sjtu.edu.cn, j.wang@cs.ucl.ac.uk ABSTRACT The majority of online display ads are served through real- time bidding (RTB) — each ad display impression is auc- tioned off in real-time when it is just being generated from a user visit. To place an ad automatically and optimally, it is critical for advertisers to devise a learning algorithm to clev- erly bid an ad impression in real-time. Most previous works consider the bid decision as a static optimization problem of either treating the value of each impression independently or setting a bid price to each segment of ad volume. How- ever, the bidding for a given ad campaign would repeatedly happen during its life span before the budget runs out. As such, each bid is strategically correlated by the constrained budget and the overall effectiveness of the campaign (e.g., the rewards from generated clicks), which is only observed after the campaign has completed. Thus, it is of great inter- est to devise an optimal bidding strategy sequentially so that the campaign budget can be dynamically allocated across all the available impressions on the basis of both the immedi- ate and future rewards. In this paper, we formulate the bid decision process as a reinforcement learning problem, where the state space is represented by the auction information and the campaign’s real-time parameters, while an action is the bid price to set. By modeling the state transition via auction competition, we build a Markov Decision Process framework for learning the optimal bidding policy to opti- mize the advertising performance in the dynamic real-time bidding environment. Furthermore, the scalability problem from the large real-world auction volume and campaign bud- get is well handled by state value approximation using neural networks. The empirical study on two large-scale real-world datasets and the live A/B testing on a commercial platform have demonstrated the superior performance and high effi- ciency compared to state-of-the-art methods.
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Real-time bidding for online advertising: measurement and analysis

Real-time bidding for online advertising: measurement and analysis

It uses per impression context and targets the ads to spe- cific people based on data about them, and hence dramat- ically increases the effectiveness of display advertising. In this paper, we provide an empirical analysis and measure- ment of a production ad exchange. Using the data sam- pled from both demand and supply side, we aim to provide first-hand insights into the emerging new impression selling infrastructure and its bidding behaviours, and help identi- fying research and design issues in such systems. From our study, we observed that periodic patterns occur in various statistics including impressions, clicks, bids, and conversion rates (both post-view and post-click), which suggest time- dependent models would be appropriate for capturing the repeated patterns in RTB. We also found that despite the claimed second price auction, the first price payment in fact is accounted for 55.4% of total cost due to the arrangement of the soft floor price. As such, we argue that the setting of soft floor price in the current RTB systems puts advertisers in a less favourable position. Furthermore, our analysis on the conversation rates shows that the current bidding strat- egy is far less optimal, indicating the significant needs for optimisation algorithms incorporating the facts such as the temporal behaviours, the frequency and recency of the ad displays, which have not been well considered in the past.
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GUIDELINES ON ADVERTISING & PROMOTION OF MEDICINES

GUIDELINES ON ADVERTISING & PROMOTION OF MEDICINES

Introduction These guidelines constitute general principles for ethical standards relating to advertising and promotion of medicines. Generally, these guidelines should be applied to medicines in the categories of prescription and non-prescription modes of distribution, including herbal medicines as appropriate, and to any other product promoted as a medicine or for medicinal purposes. The guidelines are meant to be used by people in all walks of life, by governments, pharmaceutical industry (manufacturers, wholesalers and retailers), the promotion industry(advertising agencies, market research organisations), health professionals involved in prescription, dispensing, supply and distribution of medicines, universities and other teaching institutions, professional associations, patients’ and consumer groups and the media including professional media such as publishers and editors of medical journals and related publications. All these are encouraged to use these guidelines as appropriate to their spheres of competence, activity and responsibility and at the same time endeavour to develop their own sets of ethical standards in their own field relating to promotion of medicines. All companies, organisations or individuals supplying medicines, herbal medicines and related substances in Zambia are subject to registration by the Pharmaceutical Regulatory Authority
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9 Tobacco advertising and promotion

9 Tobacco advertising and promotion

Tobacco advertising and promotion Henry Saffer If tobacco advertising and promotion increase cigarette consumption, they are issues for public health policy. Although public health advocates assert that tobacco advertising does increase cigarette consumption, there is a significant empirical literature that finds little or no effect of tobacco advertising on smoking. In this chapter, these empirical studies are examined more closely with several important insights emerging from the analysis. The chapter also provides new empirical research from 102 countries on the effect of tobacco advertising. The primary conclusion of this research is that a com- prehensive set of tobacco advertising bans can reduce tobacco consumption and that a limited set of advertising bans will have little or no effect. The policy options that have been proposed for the control of tobacco advertising include limitations on the content of advertisements, restrictions on the placement of advertising, restrictions on the time that cigarette advertising can be placed on broadcast media, total advertising bans in one or more media, counter-advertising and the taxation of advertising. This analysis concludes that neither restrictions on the content and placement of advertising, nor bans in only one or two media, are effective. However, comprehensive control programs, including comprehensive advertising bans, do reduce cigarette consumption. Counter- advertising, which is the use of media to promote public health, also reduces cigarette consumption. The taxation of advertising also reduces total advertising with the additional advantage of raising revenue that could be used to fund counter-advertising.
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Norway: Ban on Advertising and Promotion

Norway: Ban on Advertising and Promotion

One may ask where the opponent was, where was the tobacco industry when the political parties were drafting their manifestos? At that time the industry remained fairly silent on the issue. Perhaps the industry failed to see the writing on the wall and the upcoming political conven- tions. Or perhaps its communication with the international industry was inadequate, so that the threat was not appar- ent. It also is possible that Norway was looked upon as a remote market of minor importance, so that the snowball- effect on other countries was disregarded. In any case, the industry’s low profile in 1969 is surprising, at least compared with the international industry’s strong attempts today to present the Norwegian law as a failure. And as we shall see in section “Counter attack”, the Norwegian industry’s concern changed markedly shortly after 1969.
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MARK 237: Advertising & Promotion Strategy

MARK 237: Advertising & Promotion Strategy

& Promotions and others as well as to provide exposure to and experience with the mechanics of operationalizing marketing strategy to plan and implement advertising and promotion campaigns. The goal is to provide as much hands-on, real-world experience developing advertising and promotion experience as well as industry speaker presentations as possible to give you a better idea of what it is like to work in the industry than a typical course would provide. With a mix of classroom discussion, industry guest speakers, hands-on case study, in-class case studies, relevant and timely readings and an actual project with a real-world client, the course aims to provide an in-depth look at the elements of creating strategic and compelling advertising and promotion with the most effective use of creative design and media selection.
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Types and Extent of Tobacco Advertising and Promotion

Types and Extent of Tobacco Advertising and Promotion

less than $15 million was spent on video games as an advertising vehicle. 70 In 2003–2004, Nielsen data recorded a significant drop in television viewership among young males, seemingly in favor of video games. This has triggered a major initiative on the part of the advertising industry to explore the use of video games for marketing purposes. In fact, video games are becoming a significant part of the advertiser’s media planning strategy. Major marketers, including McDonald’s, PUMA, P&G, AT&T Wireless, Nokia, Coca Cola’s Sprite, and Nestlé’s Butterfinger, have embedded their brands into some of the most popular video games. 69 Massive, a firm in partnership with Viacom, is developing a system for inserting ads into video games and tracking their impact. 71 The firm conducted a survey of gamers 12–36 years of age. Of these, 70% thought ads in video games would greatly enhance the quality and realism of the gaming experience and indicated they would feel more positive about a brand or product advertised in a video game. 72 A 2004 survey of nearly 1,000 males aged 18–34 years, conducted by Activision and Nielsen Entertainment, found that 52% of “heavy gamers” like games to contain real products and 35% of male gamers agree that advertising in video games helps them decide which products to buy (http://news.gamewinners.com/
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Themes and Targets of Tobacco Advertising and Promotion

Themes and Targets of Tobacco Advertising and Promotion

Young Adults In the late 1970s, the term young adult began to replace terms such as youth and young smoker in the tobacco industry’s internal documents. Cummings and colleagues concluded that this shift was in part an effort by the tobacco industry to dodge claims that tobacco marketing targeted youth, despite stated plans to promote cigarettes near high schools and other youth-oriented locations. 83 Young adult was more than simply a euphemism for youth. There has been keen tobacco industry interest in the 18- to 25-year-old target population because this age range is a time of transition and experimentation and because most new smokers stay with the brand they first use regularly. 4,98,99 There is even an acronym found in tobacco industry documents—FUBYAS—that refers to young adult smokers who are choosing their first usual brand. 60 A successful tobacco brand must attract young smokers who will ideally (from the manufacturer’s perspective) go through a series of stages leading from experimentation, to loyalty to a particular brand, to increased consumption as they age and become mature smokers. 100,101 Because every day approximately 4,000 adolescents between the ages of 12 and 17 initiate cigarette smoking, 102 the early years are critically important in helping young adult smokers settle on a brand for life, thus helping tobacco companies gain total brand share.
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Real Time Bid Optimization with Smooth Budget Delivery in Online Advertising

Real Time Bid Optimization with Smooth Budget Delivery in Online Advertising

835 Main Street, Redwood City, CA 94063 {klee,ajalali,adasdan}@turn.com ABSTRACT Today, billions of display ad impressions are purchased on a daily basis through a public auction hosted by real time bidding (RTB) exchanges. A decision has to be made for ad- vertisers to submit a bid for each selected RTB ad request in milliseconds. Restricted by the budget, the goal is to buy a set of ad impressions to reach as many targeted users as possible. A desired action (conversion), advertiser specific, includes purchasing a product, filling out a form, signing up for emails, etc. In addition, advertisers typically prefer to spend their budget smoothly over the time in order to reach a wider range of audience accessible throughout a day and have a sustainable impact. However, since the conversions occur rarely and the occurrence feedback is normally de- layed, it is very challenging to achieve both budget and per- formance goals at the same time. In this paper, we present an online approach to the smooth budget delivery while opti- mizing for the conversion performance. Our algorithm tries to select high quality impressions and adjust the bid price based on the prior performance distribution in an adaptive manner by distributing the budget optimally across time.
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Statistical modelling of clickstream behaviour to inform real-time advertising decisions

Statistical modelling of clickstream behaviour to inform real-time advertising decisions

We will model the dependent variable that counts the number of clicks for a key- word, based on a number of key covariates. We select the variables in Table 4.3, where the target variable y kt , ClicksDelta (a count outcome), or ˜ y kt , Clicks (a binary outcome), depending on the model type. The explanatory variables that we consider are driven from the data exploration, from which we know that to obtain a click for a keyword, impressions of the advert must be served to users, x kt . We also know that there are two main types of keyword, m kt , an exact or broad match. We manually set the maximum price we will pay for a click, c kt , so we will determine if this affects the performance. The performance metrics for a keyword are obtained over time, t, and we will use the hour to look for time-based effects on clicks. We have discretised the time variable into 6-hour intervals, h kt , to represent different parts of the day as shown in Table 4.3. While finer discretisations would preserve more information from the original variable, a model that updates every hour would not be practical to implement. As a compromise, discretising into 6 or 12 hours windows could pro- vide insights into the morning, afternoon, evening and night time behaviours. For the majority of observations, we do not have a value for the creative quality score, q kt , however we know from the data exploration that a high score correlates with high keyword performance. A covariate that we could explore in future research is a transformation of the count of impressions, x kt , to a binary variable of zero impres- sions or at least one impression. However, in this application the advertiser pays per click, emphasising the importance of the impression count, hence predicting a count over a binary outcome would be more useful in practice.
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Real-time bidding with multi-agent reinforcement learning in display advertising

Real-time bidding with multi-agent reinforcement learning in display advertising

Bidding in display advertising is often regarded as an episodic process [1]. Each episode includes many auctions and each auction is about one consumer’s page view in a very specific context. Auc- tions are sequentially sent to the bidding agents. Each merchant’s goal is to allocate its budget for the right consumers at the right time to maximize its KPI such as revenue and ROI. All the mer- chants competing together forms a multi-agent game. However, when budgets are limited, the game of merchants’ bidding may result in a suboptimal equilibrium. For example, the merchants compete severely in early auctions and many merchants have to quit early, and the low competition depth in the late bidding results in low matching efficiency of consumers and merchants. Therefore, all merchants setting bids for different consumers in appropriate time according to various competition environments is essential for Taobao ad system to achieve a socially optimal situation.
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