Communication strategies in public service advertising

Ezhova, Elena N.; Zamozhnykh, E.

doi:10.1109/comsds.2018.8354955

Cited by 6 publications

(5 citation statements)

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“…Secondly, only when the advertising content has a high degree of quasi-social involvement will the level of advertising immersion affect the effect of perceptual advertising marketing. In the case of high quasi-social engagement and high disclosure, the higher the engagement, the better the advertising marketing effect; In the case of high quasisocial engagement and low disclosure, the lower the engagement, the better the advertising marketing effect [9]. The last part of the conclusion is consistent with the existing research that "the attractiveness, credibility and interestingness of videos do not directly affect consumers' purchase intention unless the role in videos can produce positive quasisocial interaction with the audience" (Gao Yongling, 2021).…”

Section: Discussionmentioning

confidence: 99%

Research on the Influence of Disclosure Cues on Advertising Marketing Effect Based on SPSS

Zhao¹

2022

Atlantis Highlights in Intelligent Systems

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With the development of mass media, the themes and forms of emotional advertising have been enriched. In order to expand publicity and enhance competitiveness, many advertisers have carried out a series of "flow wars" and "topic wars", using the "star effect" of spokespersons to improve advertising revenue. Moreover, whether an advertisement is successful or not cannot only rely on the heat of the spokesperson; Consumers' quasi-social involvement in spokespersons does not necessarily lead to purchase behaviour. This paper explores the interactive effects of quasi-social engagement, atmosphere cues and disclosure cues on advertising's final marketing effect through two reasonable experimental studies. In our study, the interactive influence of advertising atmosphere cues and disclosure cues on the final marketing effect was discussed, and the reliability of the purchase intention scale of the product was re-tested.

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Section: Discussionmentioning

confidence: 99%

Research on the Influence of Disclosure Cues on Advertising Marketing Effect Based on SPSS

Zhao¹

2022

Atlantis Highlights in Intelligent Systems

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“…Taking edge path as the main object, we investigated the mechanism of the effects of different edge cues (quasi-social involvement, immersive atmosphere cues, and spokesperson disclosure) on the edge path effect. This method provides some guidance and suggestions for advertisers in advertising content design and spokesperson selection [9].…”

Section: Multivariate Anova Of Consumers' Purchase Intention Under Va...mentioning

confidence: 99%

Effect of Edge Cues on Perceptual Advertising Marketing-- Based on SPSS Analysis

Ye¹

2022

Atlantis Highlights in Computer Sciences

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With the development of mass media, the themes and forms of emotional advertising are increasingly enriched. Many advertisers want to expand publicity and enhance competitiveness. Advertising companies have launched a series of "flow war" and "topic war", using the "star effect" of spokesmen to improve advertising revenue. To find the best design scheme for emotional advertisement, we start from several basic edge cues (quasi-social interaction involvement, immersion cues, disclosure cues) and use SPSS analysis to explore the effect of the above factors on the advertising effect. This study can provide some references for advertising designers and business marketing.

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“…Analysis of the structural features of the headline of newspapers is carried out in the following studies: Adyasova and Gridina (2017), Bagmanova (2013), Ezhova and Zamoznykh (2018), Makaruk (2018), Koçyiğit (2019), Terskikh (2020) and others (the speech influence of the headings of media texts on the minds of readers), Safonov (1981), Milovanova (2010) Lazareva (2006), Bogoyavlenskaya (2018), Shinelev (2019), Dementyev (2020), Kosyakova (2020) and others (structure of headings and their speech influence).…”

Section: Purpose Of the Studymentioning

confidence: 99%