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Knowing that the demand for advertising in a growing e-commerce market cannot be sufficiently addressed in a traditional advertising operation model, advertisers and e-commerce platforms apply artificial intelligence (AI) technologies in advertising to improve efficiency and meet the market...
In this article, we expand the concept of programmatic advertising to include programmatic creative as a vital component. While artificial intelligence (AI) has already automated the media buying process, the advertising creative process still requires extensive human efforts. Such discrepancy...
Artificial intelligence in programmatic advertising constitutes fertile grounds for marketing communication with tremendous opportunities. Yet, despite its touted benefits, contemporary implementations of programmatic advertising do not harness self-generative technologies so much so that...
Retailing and media platforms recommend two types of items to their users: sponsored items that generate ad revenue and nonsponsored ones that do not. The platform selects sponsored items to maximize ad revenue, often through programmatic auctions, and nonsponsored items to maximize user utility...
Rising support for the lesbian, gay, bisexual, and transgender (LGBT) community, paired with the considerable buying power of this group, has triggered increasing interest from marketers in the gay and lesbian market. Many companies have developed advertising with homosexual imagery to better...
Advertising is central to creating brand meaning by endowing brands with symbolic values and embedding them within their broader sociocultural context. This study analyzes how the symbolic meaning of luxury brands is constructed in print advertisements. In particular, the study shows how brand...
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