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RISS 인기검색어
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- 저자 : Weißmüller (검색결과 3 건)
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MAKING ADVERTISEMENT MESSAGES MORE EFFECTIVEBY WEATHER-DEPENDENT FRAMING
Felix Weißmüller 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Large companies like Nike, Walmart or the German media company Hubert Burda have recently started to use weather data to predict sales and to advertise certain products and services. Technical innovations in particular geo-targeting via GPS and mobile display advertising enable and boost this emerging trend. However, weather not only influences what services and products consumers buy, but also their motivation, mood and risk-taking behavior. Until now there is limited knowledge about the causal effect of weather and so to answer the question: How should advertisers frame their messages depending on the weather condition to increase advertising effectiveness? This study is the first one which addresses this question by conducting a laboratory experiment with 200 participants. The results unravel the underlying mechanism of weather suggesting that good (bad) weather positively (negatively) influences mood, lowers (rises) risk perception and changes motivation/aspiration (i.e., regulatory focus). Most important for advertiser, we found that gain-framed messages were more effective in good weather situation, whereas loss-framed messages were more effective in bad weather.
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THE INFLUENCE OF WEATHER ON THE EFFECTIVENESS OF MULTIPLE ADVERTISING CHANNELS
Felix Rafael Maria Weißmüller,Lisa Stoll 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Previous studies showed that poor weather conditions lead to increased online browsing behavior, which again enhances the likelihood for consumers to see an online advertisement (Ghose & Todri, 2016; Weißmüller et al., 2017). The authors assume that these changes in media consumption behavior effect not only one but many advertising channel simultaneously. Therefore, the authors investigate in this study how weather influences the effectiveness of several advertising channels at the same time. Specifically, they use field data over two years from an online streaming provider to capture advertising-spending, and -reach, as well as subscriptions. Furthermore, weather data from different weather stations across Germany are matched with customer data. The authors analyze five different advertising channels: television, email, affiliate, online display and search engine. By applying a count regression, preliminary empirical evidence suggests that weather-induced changes in media consumption leverages advertising effectiveness.
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Haktan Altinova,Sven Möllers,Ronald Deumens,Jose Gerardo-Nava,Tobias Führmann,Sabien Geraldine Antonia van Neerven,Ahmet Bozkurt,Christian Andreas Mueller,Hans Joachim Hoff,Ingo Heschel,Joachim Weis,G 한국조직공학과 재생의학회 2016 조직공학과 재생의학 Vol.13 No.5
The implantation of bioengineered scaffolds into lesion-induced gaps of the spinal cord is a promising strategy for promoting functional tissue repair because it can be combined with other intervention strategies. Our previous investigations showed that functional improvement following the implantation of a longitudinally microstructured collagen scaffold into unilateral mid-cervical spinal cord resection injuries of adult Lewis rats was associated with only poor axon regeneration within the scaffold. In an attempt to improve graft-host integration as well as functional recovery, scaffolds were seeded with highly enriched populations of syngeneic, olfactory bulb-derived ensheathing cells (OECs) prior to implantation into the same lesion model. Regenerating neurofilament-positive axons closely followed the trajectory of the donor OECs, as well as that of the migrating host cells within the scaffold. However, there was only a trend for increased numbers of regenerating axons above that supported by non-seeded scaffolds or in the untreated lesions. Nonetheless, significant functional recovery in skilled forelimb motor function was observed following the implantation of both seeded and non-seeded scaffolds which could not be correlated to the extent of axon regeneration within the scaffold. Mechanisms other than simple bridging of axon regeneration across the lesion must be responsible for the improved motor function.
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