Local Advertising

In this article, we report the results of a survey designed to answer 6 questions on perceived media effectiveness and substitutability within the context of local advertising. Results from questionnaires completed by 130 local advertising decision makers reveal that (a) daily newspapers and radio are perceived as the most effective media for local advertising; (b) media interchangeability in local advertising is limited to a particular set of media options, namely, daily newspapers and radio; and (c) patterns of media effectiveness and substitutability do not vary substantially by the type of local advertiser or the amount of money spent in daily newspaper advertising. Four implications are suggested by the results.

Vehicular local advertising enables roadside retailers to provide timely and location-aware advertisements to on-road vehicular users to attract more in-store visits. However, the prevalence of the vehicular local advertising has raised increasing transparency and accountability concerns on the spatial keyword query process, such as why a vehicular user receives advertisements from specific spatial entities as well as the timely detection of the advertising misbehavior. In this paper, we develop a transparent and accountable vehicular local advertising system by utilizing the tamper-proof and open nature of the blockchain technology. Considering the large scale of the spatial-keyword database and the expensive computation and storage cost on the blockchain, we introduce two design strategies, digest-and-verify and divide-then-assemble. In specific, a large-scale spatial keyword database is digested and stored on the blockchain. The spatial keyword query is then conducted with modular executions of two off-chain spatial keyword query functions, the results of which are efficiently assembled and verified in an advertising smart contract. By doing so, expensive on-chain computation and storage overheads are significantly reduced at a cost of acceptable off-chain overheads. We define the security requirements of the vehicular local advertising system as Auditing Security and achieve the notion with the security analysis. We also conduct real-world experiments to show the efficiency of the blockchain-based vehicular local advertising system.

SYNOPTIC ABSTRACT This article investigates a socially responsible dual channel supply chain model with local advertising, where the socially concerned manufacturer employs a direct channel and a retail channel to vend the product to their customers. The manufacturer has incorporated corporate social responsibility by accounting the consumer surplus in his total profit function. We analyze the performance of channel under manufacturer Stackelberg, retailer Stackelberg, and Nash model configurations from the perspective of a socially responsible manufacturer. In addition, we also discuss the supply chain coordination via local promotional cost and a revenue sharing contract.

Equivalent to the concept of culture in general, corporate culture is a value system that is believed, studied, applied, and developed by all individuals in the organization as a reference behavior to achieve corporate goals. If the agency’s success is determined by its creativity in creating advertising idea, then the local advertising agency should have a chance to win the competition with a multinational advertising agency. The purpose of research is to understand the quality of creative ideas advertising messages by local advertising agencies as a modality for the competition in the globalization era and to gain an understanding of the reflection of corporate culture in local advertising agencies in order to identify the identity of Indonesian advertising. Using descriptive qualitative approach with semiotic analysis and content analysis, and choosing PT Petakumpet as one of advertising agencies, this research showed that the reflection of core corporate culture values produces unique and distinctive indicators that refer to content in the vision and slogan, business environment, heroes, rituals and the network of advertising agency. The intensity of the reflection of each of the core values of corporate culture in the creative idea of advertising messages ultimately results in the characteristics that identify the advertisement of Petakumpet. Ads powered by high quality, creativity, and local generosity, will be able to penetrate beyond the local territory, in turn will become the identity of Indonesian advertising. At its peak, Indonesian ads will be able to compete globally.

A central objective of any organization in the present century is to establish sustainable competitive advantage. This requires a building of resources, internal strengths and capabilities; The firm must be able to cope up with external challenges as well as capitalize on emerging opportunities. Capabilities are critical for realizing the present and future goals of the company. The capabilities and strengths do not constitute a stable or static state of system viability, a turbulent and intensely competitive global market environment requires firms to cope up with new and sudden changes in a continuous manner. This calls for flexibility adaptability and efficiency. The study main objective was to investigate on how competitive strategies enhance competitiveness of the firm in the local advertising in Kenya. The target population all firms in the advertising industry in Kenya. The results of the study were both qualitative and quantitative. Quantitative data collected using a questionnaire and presented through percentages, means, standard deviations and frequencies. The information was also represented by use of bar charts, graphs and pie charts and in prose-form. This was done by tallying up responses, computing percentages of variations in response as well as describing and interpreting the data in line with the study objectives. In assessing competitive forces and the context within which a company operates, choice of strategy can indeed seem like a search for a myriad forces pushing and pulling an organization to change and little by way of established principles to determine what the choice should be. The research findings were quite universal in nature, it was noted that the firm in the industry adopted quite similar strategies relative to differentiation focus and cost leadership. The rules and regulations of the industry also dictate use of other strategic options. The findings revealed the adoption of modern techniques of advertising replacing or in supplement with the traditional methods. The study also examines various constraints impending on successful strategy implementation. The study recommended various options in terms of managerial applications, it advocated for strategic alliances formations to enable them complete as one block it also recommended the wide use of technology in respective target audiences.

This paper considers the issue of cooperative advertising with local advertising options in a channel with three players, including a manufacturer and two retailers. The current study, expands the cooperative advertising literature to a case where there exist two options for local advertising investment. Moreover, this paper compares two cases of presence and absence of cooperative advertising, which has almost been neglected in cooperative advertising literature. The purpose is to determine equilibrium strategy of retailers’ advertising options, players’ advertising expenditures and the manufacturer’ participation rates on retailers’ investment. The aforementioned problem is analyzed as a three-stage game, using backward induction. In the first and second stages, advertising investments of players are determined analytically. Then, in the third stage, the Nash equilibrium pair of advertising options can be found using numerical study. The problem is solved using illustrative examples in two cases of presence and absence of the cooperative advertising contract. Finally, the conditions for which offering the contract is win-win for all players, are identified. A Sensitivity analysis has been carried out to explain the efficacy of the model.

In this paper, we had tried to study advertising method of local industry in cooperation with SNS (Social Network Service). In particular, This paper analyzes the Facebook Page trying to find a way to take advantage of the local advertising. To analyse the Facebook page, I had created three Facebook pages such as at Hongik UNIV., Gangwon National UNIV., and specialities in Cuncheon cities. While I was managing the three pages, I had analyzed the results of quantities of activities, and in addition, had used NodeXL for the analysis of the network for the each page. After the analysis of the data of each page, I had found the possibility of the promotion for the successful the local advertizement associated with SNS. To verify and develop the results of my study, I had designed the “ real time local advertising APP which is connected with SNS like Facebook, had created server program based on PHP, Android APP. In the future, I have found that there must be a lot of possibilities for the successful and various the local advertising methodologies by using SNS like Facebook, the operational data of the App.

A business institution and the individuals who are involved is often faced with a situation where business partners have the cultural background from different countries. How to manage communications for good business relationship in such situations? This research examines the strategies undertaken by the client service department in an Indonesian local advertising agency in managing business relationships with multinational client from one of Europe countries. Using the case study method by interviewing clients and client service persons as well as observing the situation in the agency’s work environment, researchers found that in building relationships, client service department applies the strategy of macro-micro contexts. In the macro-context, client service department builds the inter-institution relationships and communications by understanding both the industrial and the country-of-origin cultures behind the client’s corporate organizational culture whereas in the micro-context, client service department manages the relationships through interpersonal communication with cultural understanding of the person-in-charge of the client. The 4Cs strategy is used to succeed the agency-client’s relationship, namely chemistry, communication, conduct and change.

Equivalent to the concept of culture in general, corporate culture is a value system that is believed, studied, applied, and developed by all individuals in the organization as a reference behavior to achieve corporate goals. If the agency’s success is determined by its creativity in creating advertising idea, then the local advertising agency should have a chance to win the competition with a multinational advertising agency. To understand the existence of the local advertising agency creative ideas, the purpose of research is to understand the quality of creative ideas advertising messages by local advertising agencies as a modality for the competition in the globalization era and to gain an understanding of the reflection of corporate culture in local advertising agencies in order to identify the identity of Indonesian advertising. Using descriptive qualitative approach with semiotic analysis and content analysis, and choosing PT. Petakumpet as one of advertising agencies, this research showed that the reflection of core corporate culture values produces unique and distinctive indicators that refer to content in the vision and slogan, business environment, heroes, rituals and the network of advertising agency. The intensity of the reflection of each of the core values of corporate culture in the creative idea of advertising messages ultimately results in the characteristics that identify the advertisement of Petakumpet. Ads powered by high quality, creativity, and local generosity, will be able to penetrate beyond the local territory, in turn will become the identity of Indonesian advertising. At its peak, Indonesian ads will be able to compete globally.

(57) [summary] local advertising of the method and apparatus. Web host is to sell advertising space that is on its own Web site, to distribute a web page containing the ad on the Internet of the user or client. Ad specific audience and persons may be of interest to particular goods or services advertised it is desirable to target. One or more embodiments of the present invention provides an advertisement (606) transmitted from the web host to the client. The inserted advertising can be a advertising retrieved from the web server of the advertisement stored in the proxy cache (604) or advertiser for. One or more embodiments of the present invention provides a module to be downloaded to the proxy responsible for negotiating and insert advertisements.