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Personalised advertising copy refers to the use of AI technologies such as natural language processing and machine learning to generate individually tailored ads based on consumer profiles and product information. It is affected by consumer profiles, product or brand selling points and language models. Personalised advertising copy has the following characteristics: it takes into account individual differences among consumers, it aims to generate a massive number of ads, and it is centred on matching individually tailored advertising copy to each and every consumer in a manner that is dependent on data and algorithms. Given that consumer engagement is an important criterion for evaluating the effectiveness of advertisements, this study compared the influence of personalised ads on consumer engagement with that of traditional advertisements created by professional advertising copywriters. Data from two large-scale field experiments examining the effectiveness of advertising copywriting for two car models advertised on Autohome, a leading online platform for automobile consumers in China, which both lasted for 188 days and involved 1.455 million consumers, show that personalised advertising copy generates better results in the cognitive, behavioural and emotional dimensions of consumer engagement. That is, consumer engagement is mainly driven by individually tailored advertising copy on a large-scale basis using human–machine coupling.

The new marketing rule is applicable to all SEC-registered investment advisers. However, the SEC did put in their release that if you are a state-registered investment adviser, you do have to comply with your state's rules and regulations when it comes to advertising. Not all states have adopted the new SEC marketing rule. The marketing rule changes the definition of what is considered an advertisement. The old advertising rule just stated that anything that was written, or maybe televised or on the radio, that solicits your services is considered advertising. There are two prongs now.

Objectives. We examined the cognitive and behavioral effects of the National Youth Anti-Drug Media Campaign on youths aged 12.5 to 18 years and report core evaluation results. Methods. From September 1999 to June 2004, 3 nationally representative cohorts of US youths aged 9 to 18 years were surveyed at home 4 times. Sample size ranged from 8117 in the first to 5126 in the fourth round (65% first-round response rate, with 86%–93% of still eligible youths interviewed subsequently). Main outcomes were self-reported lifetime, past-year, and past-30-day marijuana use and related cognitions. Results. Most analyses showed no effects from the campaign. At one round, however, more ad exposure predicted less intention to avoid marijuana use (γ = −0.07; 95% confidence interval [CI] = −0.13, −0.01) and weaker antidrug social norms (γ = −0.05; 95% CI = −0.08, −0.02) at the subsequent round. Exposure at round 3 predicted marijuana initiation at round 4 (γ = 0.11; 95% CI = 0.00, 0.22). Conclusions. Through June 2004, the campaign is unlikely to have had favorable effects on youths and may have had delayed unfavorable effects. The evaluation challenges the usefulness of the campaign.

The 'knowledge economy' is now widely debated and economic geographers have made a significant contribution to understanding of the influences upon the production and dissemination of tacit knowledge within and between firms. However, the continued association of tacit knowledge with practices rooted at the local scale and suggestions of territorially sticky knowledge have proven controversial. Through examination of empirical material exploring the stretching of learning in advertising professional service firms, the paper argues that we need to recognize the use of two different epistemologies of organizational knowledge leverage—'knowledge transfer' in the form of best practice and 'the social production of new knowledge'—and their complementary yet differentiated roles in organizations and differing spatial reaches. This highlights the existence of multiple geographies of tacit knowledge and the need to be more subtle in our arguments about its geographies. In particular, the paper reveals that tacit knowledge can have global geographies when knowledge management practices focus on reproducing rather than transferring knowledge across space.

This research studies the opinion of advertising professionals in agencies, on the responsibility in relation to misleading advertising of health-related products, on the medium of radio. Through a closed survey of these professionals with different types of response, dichotomous, multiple choice and Likert scale, relevant results were obtained regarding compliance and application of the law and social responsibility linked to an advertising that directly affect health. The results show that only 10% of them know the legislation, although almost 90% of those surveyed consider it necessary to have legislative knowledge, and for only half of these, is it important. A large majority assure that the health sector should be one of the most protected sectors in the advertising world and, it should be noted, that the vast majority of the professionals surveyed view the legal restrictions on advertising in the health sector as positive. There is no unanimity as to who is responsible for the message, agency or advertiser. For its part, radio is presented as one of the most serious media and less prone to misleading advertising. To conclude, it can be stated that the professionals of the agencies do not perceive the existence of misleading advertising in the health sector, neither do they consider radio as one of the media where this deception can most occur. However, they coincide in stating that the health sector is one of the most dangerous if the damage that advertising deception can cause to consumers is considered.

Pharmaceutical firms heavily promote their products and may have changed marketing strategies in response to reductions in new product approvals, restrictions on some forms of promotion, and the expanding role of biologic therapies. We used descriptive analyses of annual cross-sectional data from 2001 through 2010 to examine direct-to-consumer advertising (DTCA) (Kantar Media) and provider-targeted promotion (IMS Health and SDI), including: (1) inflation-adjusted total promotion spending ($ and percent of sales); (2) distribution by channel (consumer v. provider); and (3) provider specialty both for the industry as a whole and for top-selling biologic and small molecule therapies. Total promotion peaked in 2004 at US$36.1 billion (13.4% of sales). By 2010 it had declined to $27.7B (9.0% of sales). Between 2006 and 2010, similar declines were seen for promotion to providers and DTCA (both by 25%). DTCA's share of total promotion increased from 12% in 2002 to 18% in 2006, but then declined to 16% and remains highly concentrated. Number of products promoted to providers peaked in 2004 at over 3000, and then declined 20% by 2010. In contrast to top-selling small molecule therapies having an average of $370 million (8.8% of sales) spent on promotion, top biologics were promoted less, with only $33 million (1.4% of sales) spent per product. Little change occurred in the composition of promotion between primary care physicians and specialists from 2001-2010. These findings suggest that pharmaceutical companies have reduced promotion following changes in the pharmaceutical pipeline and patent expiry for several blockbuster drugs. Promotional strategies for biologic drugs differ substantially from small molecule therapies.

Purpose This paper aims to determine the dimensions of service quality of advertising agencies and their effects on relationship quality between an advertising agency and their clients through the social and economic exchange. Design/methodology/approach The intention was to target firms which use the services of an advertising or marketing solutions agency; hence, participants were recruited from a business database service providing details for key decision makers in Australia and New Zealand. An online survey was used in this study. Findings Creative competence, project management processes and project outcome influenced relationship quality through value and interpersonal relationships. However, only creativity had a significant direct relationship with relationship quality. Practical implications Although creativity plays a major role in relationship development, agencies must have efficient and effective project management processes in place to ensure successful project completion within timeline and budget to be able to maintain ongoing relationships with their clients. Originality/value The research draws upon literature from three key disciplines, service quality, relationship marketing and project management, to address the gaps in the current literature related to customer relationship management in the B2B client–agency context.

Although both the idea and the reality of so-called fake news or disinformation campaigns long precede the Trump administration, the frequency and intensity of the discussion around its prevalence and influence have increased significantly since Donald Trump took office. In an era when technological innovations support increasingly inexpensive and easy ways to produce media that looks official, the ability to separate real from artificial has become increasingly complicated and difficult. Some of the responsibility for public manipulation certainly rests with those who present false or artificial information as real. However, their relative success depends on, at least in part, universal psychological processes that often make humans susceptible to believing things that are not true. For example, people often weigh emotional feelings more heavily than abstract facts in their decision making. This discussion examines the psychological foundations that render individuals susceptible to a post-truth media environment and allow it to emerge, escalate, and persist.

The promotion strategies of pharmaceutical companies create many problems including irrational prescribing, diminished trust in the patient-physician relationship and unnecessary increases in pharmaceutical costs. Educating prescribers is known to be one of the few potentially effective measures to counteract those impacts. However such educational programs are limited in the literature, and their effectiveness against the effects of hidden curriculum in the long term is unknown. This study aims to evaluate the effectiveness of an education program both in the short term and the long term after the students have been exposed to informal and hidden curriculum and various pharmaceutical promotion methods. A longitudinal and controlled study was carried out in a school of medicine in Turkey where there are no restrictive policies for pharmaceutical promotion. A survey was applied to 123 students who attended the class throughout the terms of 2011-12, 2012-13, and 2013-14, evaluating the pre-educational status of students' opinions of promotion and any post-educational changes. A follow-up study four years later asked those three cohorts to fill out the same survey to see the possible effects of the clinical environment and various promotion methods. Also, the opinions of all 518 sixth-year students who had not taken the class in those three terms were compared to the educated students. The program was significantly effective in the short term in changing students' opinions and attitudes positively towards recognizing companies' discourse and promotion strategies. But in the long term, the education lost its ability to convince students of the importance of not getting financial support for scientific activities from pharmaceutical companies (p:0.006) and carrying out research (p<0.001). In addition, although the educated students were more aware that trivial gifts could influence prescriptions compared to the uneducated 6th year students (p<0.001), the difference between them and the uneducated students generally becomes less significant when they encounter the clinical environment. The study also evaluated students highly-exposed to promotion; for this sub-group, the educated students kept their consciousness level about the influences of trivial gifts (p<0.001) while the uneducated students were confident that they were immune to the influence of trivial gifts. The education program could be used for creating awareness of, increasing skepticism towards, and inculcating disapproval about pharmaceutical promotion practices. However, the effectiveness of the educational intervention is susceptible to erosion after exposure to the informal and hidden curriculum together with exposure to promotion. The impact of role-models, organizational culture, and institutional policies could be important aspects to be addressed for sustaining the effectiveness of such education programs.

When adopted in 1991, the French Loi Evin was pioneering as one of the first in the world to regulate alcohol marketing as extensively. This short contribution assesses whether it remains fit for purpose over 30 years later. To this effect, it assesses its main provisions, considers the legislative amendments that have ensued as well as the extensive interpretation French courts have given of its scope, before concluding that the prospects for its revisions are limited in the near future.