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Full-Text Articles in Business
Generating Clicks: Display Advertising Within Social Media, Ronda Mariani, Thomas Tanner, Loreen Powell
Generating Clicks: Display Advertising Within Social Media, Ronda Mariani, Thomas Tanner, Loreen Powell
Atlantic Marketing Journal
This research study developed a comprehensive social community prototype and tested a variety of display advertising scenarios to determine which scenario motivated social media users to click. Empirical research based upon 503 users of social media led to the development of several independent variables, which were identified in the study as display advertising scenarios. The display advertising scenarios tested in the study were video, animation, engagement, and brand familiarity, as well as the size and location of the display advertising within each social media prototype web page. Data collected identified which display advertisement scenarios motivated a social media user to …
The Impact Of Insult Ad Reads On Podcast Listeners, Jason L. Snyder, Mark D. Cistulli
The Impact Of Insult Ad Reads On Podcast Listeners, Jason L. Snyder, Mark D. Cistulli
Atlantic Marketing Journal
Audio podcasts have grown in popularity. Forty-six million Americans tune into an average of six podcasts each week (Nielson, 2020) and ad revenues are projected to top $4 billion by 2024 (IAB, 2022). To enhance the appeal of ads, many podcasters use humor in their ad reads. Although humor can be effective (Weinberger & Gulas, 1992) and reinforce the parasocial relationship between podcaster and audience, are there times when that humor has negative consequences? In this study, we are concerned primarily with the use of insult advertising in which the podcaster uses humor that targes the brand/product being endorsed. Participants …