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Traditional and emerging ethical concerns in advertising

100%
Lemanski J. L.
Annales. Etyka w Życiu Gospodarczym
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2018
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vol. 21
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issue 4
21-29
EN
Ethical issues surrounding advertising have been well-discussed. However, over time and alongside societal and media changes, different questions have moved to the forefront in the discussion on advertising ethics. This paper presents an overview of traditional ethical issues of importance in the United States, and analyzes the changes that have come about as a result of newer, more interactive media for ad placements. Although many of the traditional ethical dilemmas remain, the more personalized and interactive nature of new media and an expanded landscape for advertisers to stake their claims have introduced new issues that were previously not of concern, such as privacy.
2
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A novel advertising media selection framework for online games in an intuitionistic fuzzy environment

88%
Heidary Dahooie J., Estiri M., Janmohammadi M., Zavadskas E. K., Turskis Z.
Oeconomia Copernicana
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2022
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vol. 13
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issue 1
109-150
EN
Research background: The critical role of online games in e-commerce and the great competition among providers to enhance market share has significantly increased the need to use effective advertising patterns, techniques, and tools to attract users. There are two significant challenges to planning online media game selection. The first challenge is that there is no agreement on media selection criteria for online game advertising. The second challenge relates to the complexity of choosing advertising media. Purpose of the article: Given the multidimensionality and uncertainty in evaluating and selecting advertising media, especially in the case of online games, the need to provide a systematic framework for evaluating and selecting media is critical. Methods: The present study aims to provide a systematic framework based on multi-attribute decision-making (MADM) methods to evaluate and select the appropriate media for online game advertising. For this purpose, first, by reviewing the literature, a relatively comprehensive list of media selection criteria for online game advertising was extracted and then provided to experts in online game marketing and advertising in the fuzzy Delphi questionnaire. Then, based on their opinions, a localized decision model was obtained. Also, the Step-wise Weight Assessment Ratio Analysis (SWARA) method helped to determine the criteria' importance. In the next step, a preliminary list of online game advertising media was prepared and evaluated by experts based on the criteria obtained in the previous step. Finally, the media was ranked using the Additive Ratio ASsessment (ARAS) method. Findings & value added: Awareness of the criteria affecting the selection of online game advertising media and having a systematic framework for applying these criteria in advertising media selection decisions play a vital role in practical decisions. This research addresses one of the main gaps in the field of study by proposing a quantitative methodology for integrating information based on the knowledge of experts in the decision-making processes select advertising media for online games. Most traditional media selection processes are based solely on experience and estimation, and in practice, they are unable to systematically prioritize the alternatives due to the multiplicity of media available and the complexity of the decision-making process Interval-valued triangular fuzzy numbers (IVTFNs) can address the shortcomings of previous research while considering the uncertainties in this decision-making process. The findings of this framework can be good support for e-commerce managers and online game advertising practitioners.
3
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Wykorzystanie planów miejscowych w ograniczaniu ekspansji reklamy zewnętrznej w przestrzeni publicznej na przykładzie nadmorskich gmin województwa zachodniopomorskiego

63%
Kiepas-Kokot A., Nowak M. J.
Świat Nieruchomości
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2015
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issue 2(92)
21-26
PL
Celem niniejszej pracy jest ustalenie, czy gminy mają wystarczające narzędzia do kształtowania polityki przestrzennej umożliwiające zachowanie lub uzyskanie (odzyskanie) ładu i estetyki przestrzeni publicznych jak również czy narzędzia te są wykorzystywane. Do analizy wybrano sześć nadmorskich gmin województwa zachodniopomorskiego. Przyczynkiem do wybrania jako przedmiotu analizy gmin nadmorskich było założenie, że gminy te z racji usytuowania w atrakcyjnej turystycznie przestrzeni, są z jednej strony poddane silnej presji nadawców reklam a jednocześnie użytkownicy tej przestrzeni oczekują wysokiego poziomu estetyki przestrzeni jako miejsca rekreacji i odpoczynku.
EN
The aim of this paper is to determine whether municipalities have sufficient tools for shaping spatial policy allowing to maintain or gain (recovery) order and aesthetics of public space as well as whether these tools are used. For the analysis six coastal communes of Western Pomerania have been selected. The reason behind the selection as the object of the analysis of the coastal communes was the assumption that, due to their location in the attractive tourist space, those municipalities are on the one hand subjected to strong pressure senders of advertisers and, at the same time, users of this space expect a high level of spatial aesthetics as a place of recreation and rest.
4
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Postrzeganie wybranych kanałów komunikacji marketingowej w zależności od wieku

63%
Bargańska K.
Zeszyty Studenckie Wydziału Ekonomicznego „Nasze Studia”
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2023
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issue 13
250-257
EN
This article aims to analyze the differences in the perception of marketing communication channels organized by age. This article briefly characterizes the marketing communication concept and provides a breakdown of marketing communication into formal and informal. Also, define chosen marketing communication channels paying special attention to the advantages and disadvantages of channels. The author drew attention to expenditures made for marketing communication channels in 2022 and to market share by communication channels in the advertising market in Poland. The third part of the article presents the results of empirical research. This article placed the answers to questions concerning attitudes toward advertising, level of interest in different types of adverts, and which advertising provides much information. The results are presented in the form of graphs.
PL
Celem niniejszego artykułu jest przeanalizowanie różnic w postrzeganiu kanałów komunikacji marketingowej w zależności od wieku. W artykule scharakteryzowano szeroko rozumiane pojęcie komunikacji marketingowej oraz przedstawiono podział komunikacji marketingowej na formalną oraz nieformalną. Zdefiniowano również wybrane środki przekazu reklamy zwracając szczególną uwagę na wady i zalety danego kanału. Autorka położyła akcent na wydatki, których dokonano na poszczególne kanały komunikacji w 2022 r. oraz na udział kanałów komunikacji w rynku reklamowym w Polsce. W trzeciej części artykułu przedstawiono wyniki własnego badania empirycznego. W artykule umieszczono odpowiedzi na pytania dotyczące nastawienia do reklam, stopnia zainteresowania poszczególnymi rodzajami reklam oraz tego jaka reklama dostarcza największej ilości informacji. Wyniki badań zostały przedstawione w postaci wykresów.
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