research in advertising pdf

Advertising Management

Concepts, Theories, Research and Trends

• © 2024
• Manukonda Rabindranath 0 ,
• Aradhana Kumari Singh 1

Centre for Media Studies, Jawaharlal Nehru University, New Delhi, India

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Research Assistant, Indian Council of Social Science Research (ICSSR), Ministry of Education, Govt. of India, New Delhi, India

• Explores journey of public service advertising in India
• Covers various hierarchical models and theories of advertising in detail
• Discusses various forms of advertising with benefits and limitations

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Table of contents (7 chapters)

Front matter, fundamentals of advertising, introduction to advertising.

• Manukonda Rabindranath, Aradhana Kumari Singh

Types of Advertising

Public service advertising in india, planning and execution of advertising campaign, advertising campaign and media planning, advertising agencies, advertising theory and research, understanding advertising process: models and theories, advertising research, back matter.

• Public Service Ad
• Hierarchical Models of Advertising
• Advertising Campaign Planning
• Pre-Test Advertising Research Methods
• Post -Test Advertising Research Methods
• Advertising Agency

About this book

This book explores the concept of advertising and the different ways advertising is understood and evaluated. It dives deep into planning, designing, and executing advertising campaigns on different mediums. It discusses the theoretical and research parts of advertising by critically examining how over the years various hierarchical models and theories are developed by advertising experts.

It examines various models and theories that explain why and how advertising is successful in persuading customers/target audiences to buy a product or accept an idea for behavioural change. It will help readers to understand the significance of advertising and consumer psychology which has a critical role in purchasing a product or an idea.

Authors and Affiliations

Manukonda Rabindranath

Aradhana Kumari Singh

About the authors

Prof. Manukonda Rabindranath  is the Chairperson,  Centre for Media Studies, Jawaharlal Nehru University, New Delhi. Previously, he was the Head and Dean, Faculty of Mass Communication at Indira Gandhi National Tribal University and Central University of Himachal Pradesh. He also worked for five years at an Ethiopian university. He did his Ph.D. in Journalism and Mass Communication & was awarded Gold Medal in Master of Journalism and Mass Communication and qualified NET and SLET. He has 25 years of teaching experience as Media educator and was Head of Department for the last 15 years continuously. He was a team member of NAAC.

Dr. Aradhana Kumari Singh  is a Research Assistant at Indian Council of Social Science Research (ICSSR), New Delhi. She has completed her Ph.D. in Journalism and Mass Communication from Indira Gandhi National Tribal University (IGNTU), Amarkantak. She has completed her Masters and M.Phil. in Journalism and Mass Communication from Central University of Odisha, Koraput. She qualified UGC-Net in 2017. Her area of research is public service advertising.

Bibliographic Information

Book Title : Advertising Management

Book Subtitle : Concepts, Theories, Research and Trends

Authors : Manukonda Rabindranath, Aradhana Kumari Singh

DOI : https://doi.org/10.1007/978-981-99-8657-6

Publisher : Palgrave Macmillan Singapore

eBook Packages : Business and Management , Business and Management (R0)

Copyright Information : The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024

Hardcover ISBN : 978-981-99-8656-9 Published: 13 January 2024

Softcover ISBN : 978-981-99-8659-0 Due: 13 February 2024

eBook ISBN : 978-981-99-8657-6 Published: 12 January 2024

Edition Number : 1

Number of Pages : XV, 267

Number of Illustrations : 30 b/w illustrations, 45 illustrations in colour

Topics : Marketing , Political Communication , Media Policy , Media and Communication

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Handbook of Digital Marketing Strategy: A Cursory Guide to ILPR Students

2024, Institute of Legal and Policy Research

In the dynamic world of digital marketing, success relies on adeptly navigating diverse online tools and platforms. Digital marketing strategically uses online channels to connect with a specific audience, engaging potential customers through various touchpoints to drive actions like purchases or form completions. Key elements include SEO for better online visibility, SEM for paid advertising, SMM for audience interaction, and Content Marketing through various formats. Email, Affiliate, and Influencer Marketing, along with Online PR, contribute to brand promotion and reputation management. Analytics and Data Analysis tools facilitate data-driven decision-making, allowing businesses to target demographics, monitor real-time campaign effectiveness, and adapt strategies. Digital marketing is now an essential part of the marketing mix, offering global reach and adaptability to evolving consumer behavior in the digital age.Today, social media holds an entrenched position within the marketing mix, undergoing exponential growth in recent years. With an abundance of metrics at our disposal, the challenge lies in discerning which indicators are most pertinent for gauging the success of marketing endeavors within this sphere. Notably, social media platforms wield the capacity to bolster website traffic significantly. Leveraging tools like Google Analytics enables the direct measurement of their impact on e-commerce, giving rise to what is colloquially termed "s-commerce" - a subset of e-commerce intertwined with social media and online platforms that foster social interaction and user-generated content to facilitate transactions.

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• 09 May 2024

Cubic millimetre of brain mapped in spectacular detail

• Carissa Wong

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Rendering based on electron-microscope data, showing the positions of neurons in a fragment of the brain cortex. Neurons are coloured according to size. Credit: Google Research & Lichtman Lab (Harvard University). Renderings by D. Berger (Harvard University)

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Researchers have mapped a tiny piece of the human brain in astonishing detail. The resulting cell atlas, which was described today in Science 1 and is available online , reveals new patterns of connections between brain cells called neurons, as well as cells that wrap around themselves to form knots, and pairs of neurons that are almost mirror images of each other.

The 3D map covers a volume of about one cubic millimetre, one-millionth of a whole brain, and contains roughly 57,000 cells and 150 million synapses — the connections between neurons. It incorporates a colossal 1.4 petabytes of data. “It’s a little bit humbling,” says Viren Jain, a neuroscientist at Google in Mountain View, California, and a co-author of the paper. “How are we ever going to really come to terms with all this complexity?”

Slivers of brain

The brain fragment was taken from a 45-year-old woman when she underwent surgery to treat her epilepsy. It came from the cortex, a part of the brain involved in learning, problem-solving and processing sensory signals. The sample was immersed in preservatives and stained with heavy metals to make the cells easier to see. Neuroscientist Jeff Lichtman at Harvard University in Cambridge, Massachusetts, and his colleagues then cut the sample into around 5,000 slices — each just 34 nanometres thick — that could be imaged using electron microscopes.

Jain’s team then built artificial-intelligence models that were able to stitch the microscope images together to reconstruct the whole sample in 3D. “I remember this moment, going into the map and looking at one individual synapse from this woman’s brain, and then zooming out into these other millions of pixels,” says Jain. “It felt sort of spiritual.”

A single neuron (white) shown with 5,600 of the axons (blue) that connect to it. The synapses that make these connections are shown in green. Credit: Google Research & Lichtman Lab (Harvard University). Renderings by D. Berger (Harvard University)

When examining the model in detail, the researchers discovered unconventional neurons, including some that made up to 50 connections with each other. “In general, you would find a couple of connections at most between two neurons,” says Jain. Elsewhere, the model showed neurons with tendrils that formed knots around themselves. “Nobody had seen anything like this before,” Jain adds.

The team also found pairs of neurons that were near-perfect mirror images of each other. “We found two groups that would send their dendrites in two different directions, and sometimes there was a kind of mirror symmetry,” Jain says. It is unclear what role these features have in the brain.

Proofreaders needed

The map is so large that most of it has yet to be manually checked, and it could still contain errors created by the process of stitching so many images together. “Hundreds of cells have been ‘proofread’, but that’s obviously a few per cent of the 50,000 cells in there,” says Jain. He hopes that others will help to proofread parts of the map they are interested in. The team plans to produce similar maps of brain samples from other people — but a map of the entire brain is unlikely in the next few decades, he says.

“This paper is really the tour de force creation of a human cortex data set,” says Hongkui Zeng, director of the Allen Institute for Brain Science in Seattle. The vast amount of data that has been made freely accessible will “allow the community to look deeper into the micro-circuitry in the human cortex”, she adds.

Gaining a deeper understanding of how the cortex works could offer clues about how to treat some psychiatric and neurodegenerative diseases. “This map provides unprecedented details that can unveil new rules of neural connections and help to decipher the inner working of the human brain,” says Yongsoo Kim, a neuroscientist at Pennsylvania State University in Hershey.

Nature 629 , 739-740 (2024)

doi: https://doi.org/10.1038/d41586-024-01387-9

Shapson-Coe, A. et al. Science 384 , eadk4858 (2024).

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E-Cigarette Use Among Youth

What to know.

E-cigarettes are the most commonly used tobacco product among U.S. youth. No tobacco products, including e-cigarettes, are safe, especially for children, teens, and young adults. Learn more about e-cigarette use among youth.

• In the United States, youth use e-cigarettes, or vapes, more than any other tobacco product. 1
• No tobacco products, including e-cigarettes, are safe, especially for children, teens, and young adults. 2
• Most e-cigarettes contain nicotine, which is highly addictive. Nicotine can harm the parts of an adolescent's brain that control attention, learning, mood, and impulse control. 2
• E-cigarette marketing, the availability of flavored products, social influences, and the effects of nicotine can influence youth to start or continue vaping. 3 4
• Most middle and high school students who vape want to quit. 5
• Many people have an important role in protecting youth from vaping including parents and caregivers, educators and school administrators, health care providers, and community partners.
• States and local communities can implement evidence-based policies, programs, and services to reduce youth vaping.

E-cigarette use among U.S. youth

In 2023, e-cigarettes were the most commonly used tobacco product among middle and high school students in the United States. In 2023: 6

• 550,000 (4.6%) middle school students.
• 1.56 million (10.0%) high school students.
• Among students who had ever used e-cigarettes, 46.7% reported current e-cigarette use.
• 1 in 4 (25.2%) used an e-cigarette every day.
• 1 in 3 (34.7%) used an e-cigarette on at least 20 of the last 30 days.
• 9 in 10 (89.4%) used flavored e-cigarettes.
• Most often used disposable e-cigarettes (60.7%) followed by e-cigarettes with prefilled or refillable pods or cartridges (16.1%).
• Most commonly reported using the following brands: Elf Bar, Esco Bars, Vuse, JUUL, and Mr. Fog.

Most middle and high school students who vape want to quit and have tried to quit. 5 In 2020:

• 63.9% of students who currently used e-cigarettes reported wanting to quit.
• 67.4% of students who currently used e-cigarettes reported trying to quit in the last year.

Most tobacco use, including vaping, starts and is established during adolescence. There are many factors associated with youth tobacco product use . These include:

• Tobacco advertising that targets youth.
• Product accessibility.
• Availability of flavored products.
• Social influences.
• Adolescent brain sensitivity to nicotine.

Some groups of middle and high school students use e-cigarettes at a higher percentage than others. For example, in 2023: 6

• More females than males reported current e-cigarette use.
• Non-Hispanic multiracial students: 20.8%.
• Non-Hispanic White students: 18.4%.
• Hispanic or Latino students: 18.2%.
• Non-Hispanic American Indian and Alaska Native students: 15.4%.
• Non-Hispanic Black or African American students: 12.9%.

Many young people who vape also use other tobacco products, including cigarettes and cigars. 7 This is called dual use. In 2020: 8

• About one in three high school students (36.8%) who vaped also used other tobacco products.
• One in two middle school students (49.0%) who vaped also used other tobacco products.

E-cigarettes can also be used to deliver other substances, including cannabis. In 2016, nearly one in three (30.6%) of U.S. middle and high school students who had ever used an e-cigarette reported using marijuana in the device. 9

• Park-Lee E, Ren C, Cooper M, Cornelius M, Jamal A, Cullen KA. Tobacco product use among middle and high school students—United States, 2022 . MMWR Morb Mortal Wkly Rep. 2022;71:1429–1435.
• U.S. Department of Health and Human Services. E-cigarette Use Among Youth and Young Adults: A Report of the Surgeon General . Centers for Disease Control and Prevention; 2016. Accessed Feb 14, 2024.
• Apelberg BJ, Corey CG, Hoffman AC, et al. Symptoms of tobacco dependence among middle and high school tobacco users: results from the 2012 National Youth Tobacco Survey . Am J Prev Med. 2014;47(Suppl 1):S4–14.
• Gentzke AS, Wang TW, Cornelius M, et al. Tobacco product use and associated factors among middle and high school students—National Youth Tobacco Survey, United States, 2021 . MMWR Surveill Summ. 2022;71(No. SS-5):1–29.
• Zhang L, Gentzke A, Trivers KF, VanFrank B. Tobacco cessation behaviors among U.S. middle and high school students, 2020 . J Adolesc Health. 2022;70(1):147–154.
• Birdsey J, Cornelius M, Jamal A, et al. Tobacco product use among U.S. middle and high school students—National Youth Tobacco Survey, 2023 . MMWR Morb Mortal Wkly Rep. 2023;72:1173–1182.
• Wang TW, Gentzke AS, Creamer MR, et al. Tobacco product use and associated factors among middle and high school students—United States, 2019 . MMWR Surveill Summ. 2019;68(No. SS-12):1–22.
• Wang TW, Gentzke AS, Neff LJ, et al. Characteristics of e-cigarette use behaviors among US youth, 2020 . JAMA Netw Open. 2021;4(6):e2111336.
• Trivers KF, Phillips E, Gentzke AS, Tynan MA, Neff LJ. Prevalence of cannabis use in electronic cigarettes among U.S. youth . JAMA Pediatr. 2018;172(11):1097–1099.

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