Title- Advertising Strategy
Author- Mr.Sandeep Chaure
Roll No.- 0222070
The Impact of Advertising Creative Strategy on Advertising Elasticity.
DALL’OLIO, F.; VAKRATSAS, D. (2023) evaluated the impact of advertising creative strategy (ACS) on advertising elasticity, taking into account both the content and execution of ads. The study uses a three-dimensional representation for evaluating content and accounts for executional elements and the presence of creative templates when evaluating execution. The study analyzes over 2,000 creative’s from 91 brands in 16 categories and finds that all three content dimensions (experience, cognition, and affect) positively affect advertising elasticity, with experience and cognition having a greater impact. The study also finds that consistent combinations of content and executional element categories can bolster elasticity and that structuring a creative according to a template can lead to further gains in elasticity. The study concludes that strategic thinking in advertising creation pays off and suggests that advertisers can optimize their creative scheduling to drive gains in advertising elasticity.
Inter-organizational contract control of advertising strategies in the supply chain.
ZU, Y.(2023) stated the impact of advertising on product goodwill and the coordination of a two-level supply chain consisting of a manufacturer and a retailer. The study analyzes the optimal advertising and pricing strategies for the two partners under two types of contracts: wholesale price contract and consignment contract. The Stackelberg differential game is used to determine the strategies and contract selection, considering the dynamic effect of advertising. Numerical examples and sensitivity analyses are conducted to explore the models further. The results suggest that the retailer’s revenue proportion and the product’s goodwill significantly affect the strategies and contract choice of the partners, and a proportion of too high or too low revenue may lead to a contract selection conflict. However, when consumers care more about the product’s goodwill, this conflict can be weakened.
Information-sharing strategy and manufacturer encroachment under advertising investment in gray markets.
XIAO, L. et al.(2023) say that the interaction between a manufacturer’s encroachment strategy and a retailer’s information-sharing strategy in gray markets with advertising investment. Contrary to traditional views, the study finds that a retailer can use private information to encourage a manufacturer’s encroachment, leading to increased investment levels and potential market demand. The study derives the optimal encroachment strategy for the manufacturer, which depends on the cost of encroachment and the retailer’s information-sharing decision. When the manufacturer combats the gray market effectively through encroachment, the retailer still has motivation to share information.
Promoting the Faith: Examining Megachurches’ Audience-Centric Advertising Strategies on Social Media.
MOREHOUSE, J.; SAFFER, A. J.(2023) says the key themes that have emerged in religion and advertising research, such as the impact of religious identity on how audiences perceive advertisements, the use and impact of religious symbols in advertisements for religious and non-religious products and services, and how religious organisations advertise. The paper focuses on the last subject, investigating how and what various megachurches market on social media, as well as if there are regional distinctions in the advertising techniques employed by megachurches from five nations. According to the paper, researching megachurches’ digital promotional efforts provides a more in-depth knowledge of their advertising methods as well as their role as communication trendsetters in the current religious environment.
Advertising strategy and channel structure selection on an online retail platform.
WANG, D.; LIU, S.(2023) says that a manufacturer’s and an online retail platform’s channel structure decisions, with an emphasis on the influence of advertising on these decisions. The authors use a game-theoretic model to evaluate the best channel structure and advertising approach for both organisations. According to the article, different advertising schemes result in varied channel choices, and the ideal combination strategy for both businesses is determined by the interchannel substitution intensity, commission rate, and marginal advertising costs. The research contributes to the literature on manufacturer invasion by providing important information for manufacturers and platforms in channel selection and advertising strategy.
The optimal advertising strategy with differentiated targeted effect consumers.
LI, X.; HOU, P.; ZHANG, S.(2023) stated that the ideal advertising plan for two merchants confronting differentiated targeted effect consumers. conventional advertising for two retailers, targeted advertising for one store and conventional advertising for another, and targeted advertising for both retailers are created as mutually exclusive models. For price and advertising strategy competition, the stores play Nash and Stackelberg games. When customers’ projected targeted effect is positive, both stores profit from focused advertising, with the weaker shop benefiting more than the stronger. The dominant retailer benefits from being the decision-maker. The best advertising technique differs depending on whether people expect a win-win or a lose-lose outcome. The targeted advertising approach benefits consumers and societal welfare more than the traditional advertising paradigm.
A Near-Optimal Bidding Strategy for Real-Time Display Advertising Auctions.
TUNUGUNTLA, S.; HOBAN, P. R.(2023) says the process of real-time bidding (RTB) in internet advertising is discussed in this article, which involves publishers, ad exchanges, and advertisers. When a visitor visits a publisher’s website, the publisher sends a bid request to the ad exchange, which then searches for bids from advertisers. The ad exchange accepts bids from all interested advertisers and uses an auction to decide the winner. The article concentrates on the case in which the final auction adheres to second-price rules and is preceded, if at all, by first-price auctions. The authors describe a near-optimal bidding method for use in RTB auctions that solves the online knapsack problem by balancing the value and cost of each opportunity with the uncertainty of future realisations’ values and costs. Experiments on a computer illustrate the algorithm’s efficacy.
Advertising strategies of competing firms considering consumer privacy concerns.
SHEN, Y.; ZHONG, W.; MEI, S.(2023) stated the difficulties corporations have in deploying tailored advertising methods as consumer privacy concerns grow. It proposes a two-period game model for analysing companies’ equilibrium advertising and pricing tactics when a sector of consumers refuses to share purchase information owing to privacy concerns. When establishing advertising strategies, corporations should consider the proportion of privacy-sensitive customers as well as advertising expenditures, according to the paper, and targeted advertising may not always be the best option. The paper offers useful management insights to competitive businesses.
Joint pricing and advertising strategy with reference price effect.
LU, L. et al.(2023) says that Firms can increase their profitability by collaborating on pricing and promotional techniques. Advertising may impact consumers’ perceptions of a product’s value, which can influence their willingness to pay. The prices that customers anticipate to pay for a given product, known as reference prices, can have a considerable influence on joint pricing and promotion tactics. Consumers’ pricing and advertising sensitivity might also have an influence on these techniques. Finally, the sequencing and timing of pricing and promotion techniques might be critical. Overall, combined pricing and advertising strategies are complicated, driven by a variety of elements such as customer behavior, reference prices, and the timing and sequencing of pricing and promotion.
The effect of advertising strategies on a short video platform: evidence from TikTok
YUAN, L.; XIA, H.; YE, Q.(2023) says using a data collection of Douyin users, the study assessed the performance of two key short video advertising tactics, KOL endorsement and in-feed advertising, for heterogeneous vendors. According to the study, in-feed advertising is more successful for sellers with lower-priced items and less cumulative video exposure, whereas KOL endorsement is effective regardless of product price but is more effective for sellers with more cumulative video exposure. These findings have significant theoretical implications as well as practical ramifications for internet shops who use short video advertising methods. This is one of the first studies to look at the interactions between these two primary advertising methods on short video platforms.
In conclusion, the research examined here investigated many facets of advertising tactics and their effects. DALL’OLIO and VAKRATSAS observed that strategic thought in ad production pays off and that advertisers may optimise their creative schedule to create increases in advertising elasticity. ZU’s research examines the best advertising and pricing methods for two partners in a supply chain comprised of a producer and a retailer under two types of contracts. The study shows that the retailer’s revenue percentage and the product’s goodwill have a substantial impact on the partners’ tactics and contract selection. In grey marketplaces with advertising spending, XIAO et al. investigated the interplay between a manufacturer’s invasion approach and a retailer’s information-sharing strategy. MOREHOUSE and SAFFER explored how different mega churches promote on social media, as well as their function as communication trendsetters in today’s religious context. Finally, LI et al. investigated the best advertising strategy for two merchants dealing with distinct targeted effect consumers. TUNUGUNTLA and HOBAN have talked about a near-optimal bidding approach for RTB auctions. Overall, the studies give useful information about many elements of advertising techniques, their effects, and how to optimise them.
DALL’OLIO, F.; VAKRATSAS, D. The Impact of Advertising Creative Strategy on Advertising Elasticity. Journal of Marketing, [s. l.], v. 87, n. 1, p. 26–44, 2023. DOI 10.1177/00222429221074960. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=a3d99b2d-7091-3bc1-9580-8b8d5cd37b32. Acesso em: 11 maio. 2023.
ZU, Y. Inter-organizational contract control of advertising strategies in the supply chain. Journal of Industrial & Management Optimization, [s. l.], v. 18, n. 5, p. 3561–3585, 2022. DOI 10.3934/jimo.2021126. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=076bfc87-ebac-3048-bc7b-c79090904db4. Acesso em: 11 maio. 2023.
XIAO, L. et al. Information-sharing strategy and manufacturer encroachment under advertising investment in gray markets. INFOR, [s. l.], v. 61, n. 2, p. 256–285, 2023. DOI 10.1080/03155986.2023.2176685. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=db26eb24-2bd0-3090-95ae-0796c6a27d76. Acesso em: 11 maio. 2023.
MOREHOUSE, J.; SAFFER, A. J. Promoting the Faith: Examining Megachurches’ Audience-Centric Advertising Strategies on Social Media. Journal of Advertising, [s. l.], v. 50, n. 4, p. 408–422, 2021. DOI 10.1080/00913367.2021.1939202. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=e3387954-7024-3d93-b92f-6d808c6416da. Acesso em: 13 maio. 2023.
WANG, D.; LIU, S. Advertising strategy and channel structure selection on an online retail platform. Industrial Management & Data Systems, [s. l.], v. 123, n. 5, p. 1359–1400, 2023. DOI 10.1108/IMDS-07-2022-0406. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=32ae4ab1-f944-3e32-a334-00a43fabe47a. Acesso em: 13 maio. 2023.
LI, X.; HOU, P.; ZHANG, S. The optimal advertising strategy with differentiated targeted effect consumers. Annals of Operations Research, [s. l.], v. 324, n. 1/2, p. 1295–1336, 2023. DOI 10.1007/s10479-022-04769-2. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=414c5211-9ccb-34d7-8893-3ef0f514ac02. Acesso em: 13 maio. 2023.
TUNUGUNTLA, S.; HOBAN, P. R. A Near-Optimal Bidding Strategy for Real-Time Display Advertising Auctions. Journal of Marketing Research (JMR), [s. l.], v. 58, n. 1, p. 1–21, 2021. DOI 10.1177/0022243720968547. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=64555b32-c846-3394-918e-ab947267e246. Acesso em: 13 maio. 2023.
SHEN, Y.; ZHONG, W.; MEI, S. Advertising strategies of competing firms considering consumer privacy concerns. Managerial & Decision Economics, [s. l.], v. 44, n. 4, p. 2424–2437, 2023. DOI 10.1002/mde.3826. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=91aaa53f-a904-32c4-b9ef-89fe1d4cc564. Acesso em: 13 maio. 2023.
LU, L. et al. Joint pricing and advertising strategy with reference price effect. International Journal of Production Research, [s. l.], v. 54, n. 17, p. 5250–5270, 2016. DOI 10.1080/00207543.2016.1165878. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=e10d57ac-50a2-3b4f-b4ca-1098f133758f. Acesso em: 13 maio. 2023.
YUAN, L.; XIA, H.; YE, Q. The effect of advertising strategies on a short video platform: evidence from TikTok. Industrial Management & Data Systems, [s. l.], v. 122, n. 8, p. 1956–1974, 2022. DOI 10.1108/IMDS-12-2021-0754. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=c6f0051f-15d0-3d57-9f5d-b9e2b6d4c497. Acesso em: 13 maio. 2023.