With an increase in the potential to allocate financial online advertising spending, managers are facing a sophisticated decision and allocation process. We developed a binary logit model with a Bayesian mixture approach to address consumers’ buying decision processes and to account for the effects of multiple online advertising channels. By analyzing data from a medium-sized online mail order ...

This article examines the Nigerian Center for Disease Control’s (henceforth, NCDC) Covid-19 #TakeResponsibility online public health advertising campaign. is with a view to exploring how representational, interactive and compositional resources are realized in these visuals as well their communicative functions. Forty purposively selected data samples, which were subjected qualitative analysis,...

the increasing penetration rate of mobile phone, with specific characteristics of this medium, such as almost everywhere with the audience, has attracted companies' attention to it as an advertising channel. mobile devices facilitate highly customized marketing communication in terms of person, time location and context so numbers of companies that use this medium for communicating with th...

Search advertising and display advertising are two major online advertising formats. Search advertising emphasizes ads’ click-through effect. Advertisers only pay when users click the link of their ads. Traditional display advertising emphasizes ads’ impression effect. Most display ads are charged based on the number of views on the ads. Considering that most online ads increase brand awareness...

The linguistic means of creating a language game in French advertising texts at the phonetic, lexical, word-formation, grammatical levels are investigated. Homophones and paronyms distinguished on phonetic level, stylistic tropes – figures grammatical, contamination word-formation. Cases combinations different some established.