Although there are many studies on neural language generation (NLG), few trials are put into the real world, especially in the advertising domain. Generating ads with NLG models can help copywriters in their creation. However, few studies have adequa
tely evaluated the effect of generated ads with actual serving included because it requires a large amount of training data and a particular environment. In this paper, we demonstrate a practical use case of generating ad-text with an NLG model. Specially, we show how to improve the ads' impact, deploy models to a product, and evaluate the generated ads.
Contextual advertising provides advertisers with the opportunity to target the context which is most relevant to their ads. The large variety of potential topics makes it very challenging to collect training documents to build a supervised classifica
tion model or compose expert-written rules in a rule-based classification system. Besides, in fine-grained classification, different categories often overlap or co-occur, making it harder to classify accurately. In this work, we propose wiki2cat, a method to tackle large-scaled fine-grained text classification by tapping on the Wikipedia category graph. The categories in the IAB taxonomy are first mapped to category nodes in the graph. Then the label is propagated across the graph to obtain a list of labeled Wikipedia documents to induce text classifiers. The method is ideal for large-scale classification problems since it does not require any manually-labeled document or hand-curated rules or keywords. The proposed method is benchmarked with various learning-based and keyword-based baselines and yields competitive performance on publicly available datasets and a new dataset containing more than 300 fine-grained categories.
This research aimed to study the impact of electronic promotion in
rising percentages of hotels occupancy.
This research aimed to know how we can evaluate the effectiveness of advertising
campaigns in general, then it focused on the most important models; that are used in
evaluating this effectiveness depending on consumer’s behavioral response.
The ap
plication has been applied on the advertising campaign about the energy label
in the Syrian television. The questionnaire was designed according to AIDA model; that is
used in evaluating advertising effectiveness, and The survey has been done toward the
consumers responses; by using a random sample consisted of 387 consumer in lattakia city.
The research results were:
1- the advertising campaign achieved the effectiveness in attracting consumer’s
attention to it, and in triggering consumer’s interest to its subject.
2- the advertising campaign did not achieve the effectiveness in creating consumer’s
desire to buy, and in leading consumer toward action for actual buying ( or thinking to buy
in the future ) the electrical appliances according to energy label standard.
The research suggested a number of recommendations, that if they are applied, they
may be helping in improve the effectiveness of advertising campaigns in the future about
energy label subject, or about the similar subjects.
This research aims to identify the relative importance of television
advertising without other types of advertising, and that’s for the
Syrian consumers of electronic products in Homs. Besides how it
affects their purchasing behavior by identifyin
g the role of
television advertising of acceptable quality to Syrian consumers in
restricting their awareness of the advertised goods, then leading to
be paid attention. This research had included three independent
variables that include awareness, interest, and the ads quality. A
study of the affect of these variables had been made on the
dependent variable which is the purchasing behavior of the Syrian
consumer. After data analysis through statistical analysis program
SPSS.
With the large development of connection and information technology and spreading
the internet in large way all over the world. Business organizations turned the using it in
promotion for businesses and products. So the online advertising was one o
f the important
factors for electronic promotion, which these organization used them for what it produced
from characteristics and advantages and specially its ability for saving huge amount of
information, which consumers need and search for. So the online advertising became and
specially in Syrian important device. Which consumer use for getting on the information
which he wishes. About the products that advertise about by these organizations.
this research aims to knowing the role which the online advertising plays in the stage
of collecting information that correlated in purchase process for consumers of mobile
phone in the Syrian coast. through survey study group of consumers for the mobile phone
in the Syrian cost in which 185 questioner where distributed. And from the results which
the researcher came to that high fast is not available in the internet, which can help the
consumer in watching the online advertising continuously. in addition to that online
advertising enable the consumer from getting a lot of information about the product, which
he search about as qualities of this product, its places and its prices. Also it enable
consumer from comparing between different brands.
The research advises by working on developing the internet and increasing its fast.
So that the consumer can watch the internet and get the information in addition to working
designing the online advertising in a way which a attracts the consumer and makes him
watch this advertising.
This research aimed to study the impact of electronic marketing
communication in supporting straits tourist foundations.
The study consisted of five tourist organizations in Tartous and
Lattakia city which still work in tourist market.
This research studied the tools of the promotional mix and their role in attracting
banks’ customers. The research was conducted on a sample of 210 customers of private
and public banks in the coastal area of Syria. Descriptive statics were used to
test the
hypothesis and to describe the relationship between variables. The SPSS program was used
and some descriptive statistic models were utilized (frequencies، different correlation
coefficients)
The research found the following results:
1- There is a statistically significant influence between the role of the promotional
mix’s tools and attracting banks’ customers.
2- There is a statistically significant influence between advertising, public relations
and publicity, sales promotion, personal selling, internet and interactive marketing and
attracting banks’ customers
3- There is a no statically significant influence between direct marketing and
attracting banks’ customers
4- Most of the studied customers believed that the promotional activities done by the
banks have a big role in maintaining banks’ name in the market.
The reseearch studied institutional advertising and its effect on clients’ satisfaction.
The research gave suggestions to the Syrian banks that help banks choose the most
effective type of institutional advertising in order to reach a high level of
clients’
satisfaction. Descriptive statics were used to test the hypothesis and to describe the
relationship between variables. Previous studies in this field were reviewed. Primary data
were collected through conducting a questionnaire on a sample of (210) clients of private
and public banks. The questionnaire was to measure both the dependent variable (clients’
satisfaction), and the independent variable (institutional advertising).
The research found the following results:
1- There is a statistically significant influence between institutional advertising and
clients’ satisfaction.
2- Institutional advertising accounts only to (43.7%) of the changes in the clients’
satisfaction.
3- There is a statistically significant influence of the type of institutional advertising
used on clients’ satisfaction.
5- Institutional advertising that supports a cause has the most significant influence on the
satisfaction of banks’ clients, followed by institutional advertising that promotes a
positive image of the bank.
With the great development of communication and information technology, and the net spread extensively all over the world. Works’ organizations went towards electronic work environment, and we notice that Syria is trying to keep up with this developm
ent and entering electronic work environment by using works’ organizations this environment in spreading their works and products, and of spreading elements which has been used by these organizations was the online advertising.
But the effect of this advertising differs by differing of culture of each country and consumers who see this advertising, for what the cultural factors have of great effect on the consumer’s behaviour generally. So this research aims to study the effect of these cultural factors on the consumer’s behaviour towards online advertising and his acceptance the modern technology buy survey study to a group of consumers in the Syrian coast in which they distributed 209 questionnaires. One of the most important results which has been achieved is that the online advertising doesn't agree with value and habits which consumer have, also consumers prefer watching online advertising with the language which they speak with.
