Advertising is a very important tool in influencing the customer´s buying behaviour. However, customers tend to have various levels of understanding and decoding advertising messages. Even though children do not have purchasing power themselves, they still create a key customer segment that can influence the purchase decision of the whole family. The paper focuses on how media usage by children and their attitudes towards advertisements determines their buying behavior. We analyze the development of their advertising literacy and the most important predictors of this development. The empirical study was carried out by designing a questionnaire which was filled by Slovak children between the age of 11 and 15. We evaluated the impact of advertising and the degree of influence of the selected types of advertising media on children's consumer behavior. We also evaluated the degree of the disruptive effect of the selected types of advertising media on children and the perception of a selected medium within gender. We identified the most and the least influential type of media and we found out that there is no significant difference within gender in the case of advertising media perception by children. According to the results, we can state that children´s buying behaviour is mostly influenced by advertising on social media platforms. Therefore, the study recommends for marketers also take into account children as consumers when they employ an advertising strategy on social media.

Short-form video has taken over social media and attracted attention from advertisers. As brands shift their advertising spending to short-form video social platforms, doubts remain about the advertising efficacy on these platforms, especially given the skyrocketing advertising costs in recent years. In a large-scale randomized experiment on ByteDance in collaboration with an automobile brand, we show a significant effect of the advertising campaign on ByteDance, compared with effects reported in other studies. Exposed users are eight times more likely to convert from outside than from within ByteDance, which raises the importance of information sharing between the platform and brands. When considering conversions outside ByteDance, the average cost per conversion, which brands commonly use to evaluate the cost of campaigns, shrinks by 5 or 25 times, depending on the methods used to calculate it. Information sharing can also affect a brand’s targeting strategy. While commonly used demographic variables by the automobile brand are effective for target marketing with only platform data, they are not when considering conversions outside ByteDance. Instead, a behavioral variable proposed herein (prior brand home page visits) effectively moderates the advertising effect but has no effect when including only platform data in the analysis.

In 2023, the technological landscape witnessed an unprecedented surge of transformative innovations, including Web 3.0 and machine learning, poised to revolutionize various aspects of our daily lives. At the forefront of this revolution stands artificial intelligence (AI), which has evolved from a concept once confined to science fiction into an indispensable force reshaping industries on a global scale. Notably, recent years have seen remarkable strides in AI functionalities, particularly in machine learning, computer vision, and natural language processing. These advancements have empowered AI to generate diverse interactions and media autonomously. This study ultimately provides invaluable insights into the dynamic intersection of AI and Advertising, con-tributing to a deeper comprehension of this evolving field. This study conducts a comprehensive review of Artificial Intelligence within the advertising domain, employing network analysis. By meticulously examining the evolution of AI through co-occurrences of terms, keywords, and co-authorship analysis, we aim to unveil the relationship of AI & Advertising through the lens of Generative models to identify pivotal trends, core concepts, and seminal studies that have profoundly influenced the industry. The analysis charts the trajectory leading to the emergence of Generative Artificial Intelligence (GenAI), a transformative development poised to revolutionize advertising practices and consumer engagement. In tandem with these objectives, the results highlight vital trends, emphasizing the growing prominence machine learning tools and techniques such as deep learning techniques and advanced natural language processing methods like word2vec, GANs, and more in shaping the future of advertising practices.

In recent years, several brands have received much negative press coverage when trying to market their food and drink products specifically at women. This is, in part, because the taste preferences/sensitivities of men and women are actually quite similar. In fact, perhaps the one and only area where consumers are willing to accept (or should that be swallow) ingested products explicitly targeted at women or men is in the case of nutritional foods/supplements. Such products are not really sold on the basis of their taste/flavour anyway. Many consumers are also sensitive to the so-called pink tax, when near-identical products cost more when sold to women rather than to men (e.g., as in the case of female razors). As the four recent examples discussed in this review make clear, it can be difficult to roll-out a new food or beverage product, or else extend a pre-existing product line, that is especially for women without coming across as sexist/condescending. As such, marketers need to tread carefully, otherwise they may end-up generating unwanted negative publicity. Ultimately, therefore, adopting an implicit approach to gender-based marketing, should that be the direction that a brand wants to take, will likely have more chance of avoiding negative publicity than the explicit targeting of food/beverage-related products in what is undoubtedly a highly-politicized area.

Modeling what makes an advertisement persuasive, i.e., eliciting the desired response from consumer, is critical to the study of propaganda, social psychology, and marketing. Despite its importance, computational modeling of per- suasion in computer vision is still in its infancy, primarily due to the lack of benchmark datasets that can provide persuasion-strategy labels associated with ads. Motivated by persuasion literature in social psychology and marketing, we introduce an extensive vocabulary of persuasion strategies and build the first ad image corpus annotated with persuasion strategies. We then formulate the task of persuasion strategy prediction with multi-modal learning, where we design a multi-task attention fusion model that can leverage other ad-understanding tasks to predict persuasion strategies. Further, we conduct a real-world case study on 1600 advertising campaigns of 30 Fortune-500 companies where we use our model’s predictions to analyze which strategies work with different demographics (age and gender). The dataset also provides image segmentation masks, which labels persuasion strategies in the corresponding ad images on the test split. We publicly release our code and dataset: https://midas-research.github.io/persuasion-advertisements/

Technology then has become a mixed bag for the tourism industry. It creates a great deal of conveniences while at the same time has been used as a way to increase revenues and to lessen customer service, especially for the education of adults in the area of digital competence for the use for advertising the tourist offer of your own units. Modern Education Programs can be a great help in overcoming digital literacy and thus helping to choose a variety of offers that offer free internet advertising. The survey was conducted on the example of Okrug municipality on the Čiovo peninsula in the period from February 2017 to April 2017. 278 private renters participated. The aim of the research was to show that the Program for the Education of Foreign Languages, a specific English language that was organized by the Municipality, contributed to the advertising of its tourist units, thereby contributing to the revenue, ie the occupancy in the number of reservations. The paper used a quantization method, a questionnaire survey. point to the fact that it is necessary to invest in the Education Program so that the older population, in particular, acquires the general level of digital literacy and foreign language learning, for the purpose of finding an adequate media for advertising and strengthening the tourist capital of a municipality.

The present study identified the influence of green advertising and eco-labels on the attitude and environmental awareness of millennials who purchase ecological products in shopping centers in Ecuador. The research was quantitative, correlational and with a cross-sectional design. A total of 430 millennials participated in the study. A 20-question survey was applied in person outside the shopping centers of Quito and Guayaquil - Ecuador. The convergent and discriminant validity of the research model was verified using Confirmatory Factor Analysis (CFA) and Structural Equation Models (SEM). SPSS 20 and AMOS 24 programs were used for statistical analysis. The results show that green advertising influences environmental attitudes (β: 0,245) and awareness (β: 0,110) and specifically influences purchasing behaviour (β: 0,154) for green products. Although eco-labels do not directly influence purchasing behaviour (β: 0,128), they influence the attitudes (β: 0,406) and ecological awareness (β: 0,277) of millennials who buy organic products. This article is one of the first studies to identify the relationship between green advertising elements and green product purchasing behaviors among millennials in a developing country, concluding that marketing strategies based on green advertising and eco-labels have an impact on the attitude and environmental awareness of millennials, but only advertising directly affects purchasing behaviour while eco-labels do not. This research has social implications since it corroborates that millennials are concerned about environmental problems and are willing to contribute to sustainability.

Cause-Related Marketing (CRM) has emerged as a new concept that links CSR activities to marketing, enabling corporations to pursue both building company-consumer partnership and gaining sustainable mutual benefits that are elicited from the partnership. Among various cause-related marketing activities, on-line cause-related advertising is the most commonly used one. The purpose of this study is to examine the effects of on-line cause-related advertising and moderating role of ethical consumption propensity. In particular, this study intends to contribute to successful development of on-line cause-related advertising strategy by focusing on the relationship between the four factors: customers' perception of on-line cause-related advertising, brand-consumer relationship, brand attachment and loyalty. The results of this study are as follows: First, customers' perception of on-line cause-related advertising was related positively to consumer-brand- relationship. Second, brand-consumer relationship was related positively to brand attachment and customer loyalty. Third, brand attachment was related positively to customer loyalty. Furthermore, from the consumer’s psychological viewpoint, ethical consumption propensity had a significant moderating effect to between customers' perception of cause-related advertising and brand-consumer relationship as well as brand attachment. The results of this study may contribute to the existing literature as an new empirical attempt to examine the effect of the on-line cause-related advertising.

The growth of social media has changed the face of many aspects of marketing such as online, digital, etc. It also has changed the way modern human communicates and connects with others. Moreover, the behavior on this platform could not and should not be justified with strategies of other marketing channels and media. Due to the nature of social media, they are rich in precise and lean data, but processing these data and extracting knowledge and insights from them are problematic. Evaluating the effectiveness of a marketing endeavor is also a task related to these data. The current research attempts to assess the effectiveness of an advertising campaign on Instagram via advertising cost and sentiment classification of audience opinion regarding the campaign. The methodology used in this research is the standard process of data mining, i.e., CRISP-DM. Furthermore, multiple machine learning models and approaches were studied to train a prediction model based on data. In order to find the most accurate algorithm, grid search was used among the trained models and different algorithms with different combinations of hyper-parameters. The obtained results revealed that although the number of not profitable advertising media was higher than the profitable media, the overall status of the campaign was profitable, both in the cost-effectiveness approach and sentiment analysis approach. The other valued outcome of this research was important general and specific insights which can be used to shape a better-performing and effective advertising campaign on Instagram.