Orgnization design class Essay Example | Topics and Well Written Essays - 500 words

Orgnization design class - Essay Example The essay proposes a number of ways the organization can use to switch their consumer to the younger generation from the old. Further, it provides the reasons and benefits of shifting their brand position. The world’s statistics support that the young people make up the largest portion of the world’s population. As such for any marketer, in the motorcycle industry, the young people should be key target population. The young population consists a significant portion of the markets. Compared to the older population, there are a number of strategies that the marketers ought to articulate differently to reach out and attract the young population. First, the digital age is a technologically knowledgeable. The information and communications industry are fully appreciated by the young population hence the most effective marketing method. Social media is among the top most effective platform of reaching out to the young persons from the age of 15 to 34. The age group is within the age bracket of potential consumers. As such, the company’s marketing strategy should exploit the social media platforms available such as Facebook, Tweeter, and Myspace. The mobile phone is part of most young people’s lives. It is the easiest way of impressing the young people (Venzke, 29). Another approach is developing models that are appealing that are appealing to the young generation. The company’s current models have majorly attracted old people and mainly men. Therefore, the new brands should have the young males and females in mind. For this to successful, the young generation specialist should be deeply involved in this strategy. Clearly, such are the only person who is aware of what the young people want. They will help deliver what is appealing to the target population. The employees should be the company’s greatest asset. They will help

Accounting analysis Essay Example | Topics and Well Written Essays - 750 words

Accounting analysis - Essay Example For other transactions substance and form diverge and the choice of treatment can give different results due to non-recognition of an asset or a liability even though benefits or obligations result.Full disclosure is not enough:all transactions must be accounted for correctly,with full disclosure of related details as necessary to give the user of accounts a full understanding of the transactions.The interaction of the framework with other standards is also an important issue. Whichever rules are the more specific should be applied, given that IAS's should be consistent with the framework. Leasing provides a good example: straight forward lease which fall squarely within the terms of IAS 17 should be accounted for without any need to refer to the framework, but where there terms are more complex, or the lease is only one element in a large series of transactions, then the framework comes into play. In addition, the framework implicitly requires that its general principle of substance over form should apply in the application of other existing rules.How does the frame work enforce the substance over from rule Its main method is to define the elements of financial substance and therefore to give rules for their recognition. The key considerations are weather a transaction has given rise to new assets and liabilities.A liability is a present obligation of the enterprise arising from past events, the settlement of which is expected to result in an outflow from the enterprise of resources embodying economic benefits. (http://www.iasplus.com/standard/framewk.htm) Identification of those who have risks related to an asset will generally indicate who has the benefits and hence who has the asset. if an entity is in certain circumstances unable to avoid an outflow of benefits, this will provide evidence that it has liability. The definitions given in IASC framework of income and expenses are not as imp as assets and liabilities. This is because income and expenses are described in terms of changes in assets and liabilities, i.e. they are secondary definitions Income is increases in economic beniufit5s during the accounting period in form of inflows or enhancements of assets or decreases of liabilities that result in decrease in equity, other than those relating to contributions from equity participations. Expenses are decreases in economic benefits during the accounting period in the form of outflows or depletion of assets or increases of liabilities that results in decrease in equity, other than those relating to distributions to equity participants. (http://www.iasplus.com/standard/framewk.htm) The real importance then is the way the Framework defines assets and liabilities regardless of the legal status. It is not sufficient, however, that the asset or liabilities fulfils the above definition; it must also satisfy recognition criteria in order to be shown in an entity's accounts

Helical CT Scan in Comparison to MRI Scans

Helical CT Scan in Comparison to MRI Scans Introduction Helical CT is also known as spiral CT; the two terms are interchangeable (Kalender, 1994). Both MRI and helical CT have been introduced into clinical practice ahead of any evidence for cost-effective improvement in clinical care. Both technologies are still evolving. For instance vascular 3D imaging is a newly expanding indication within CT. Although helical CT is replacing conventional CT the question arises as to whether it will replace MRI. 1) Equipment Helical CT began in the 1990’s. It is a fast technique; data is collected continuously at less than one second for a 10 mm slice. It is called helical because the patient moves continuously though the machine whilst the X-ray tube rotates around them. Slip ring technology enables the scanner, mounted on a gantry, to continue rotating in the same direction around the patient yet still maintain its power supply and x-Ray capability. Because it is so quick breathing does not affect the quality of the final image and it is an excellent way to view the lungs and liver. Because of the continuous rotation helical CT enables patient translation and the acquisition of data to take place at the same time. Helical CT requires completely different equipment to convention CT necessitating the replacement of the entire unit not just an upgrade. A multislice CT scanner is along the same principle as a helical scanner but is even faster still and contains more detection elements. Although the actual data acquisition is so much faster with multislice the time required to process the image is lengthy (so patient through put will be no faster). The amount of data storage space required for multislice images is incredibly vast and may overload the capability of the existing PACS system within the hospital. The equipment for MRI consists of a large, heavy magnet which creates the magnetic field. Magnetic shielding of the room is necessary together with stringent safety precautions to avoid accidents for instance with flying metal objects within the room. The scanning tube where the patient must lie is relatively enclosed and this can create problems with claustrophobia. The equipment is also very noisy which may unnerve the patient. MRI requires more extensive software for viewing the images than does CT. Some MRI machinery is more open permitting greater patient access even to the extent of allowing simultaneous surgery (Gould and Darzi, 1997). 2) Techniques MRI involves the person being placed in a large magnet the magnetic field of which causes all the protons (the nuclei of hydrogen atoms) in the body to line up and oscillate at a certain frequency (precision frequency). Radiofrequency pulses are emitted from the machinery at the same frequency as the precision frequency causing the protons to come out of alignment for a brief time and subsequently realign emitting energy in the process. The radiofrequency of these emissions is specific to the type of issue (since it reflects the hydrogen content) and is then computed to form an image. Patient movement is a major problem with the MRI technique since data acquisition is quite slow and so it is not as good as helical CT for moving organs such as the lungs and liver. MRI scans are more expensive to produce that helical CT. The major advantages of MRI over helical CT are that MRI involves no x-Ray exposure and certain structures provide better images with MRI such as the brain and musculo skeletal system. MRI is definitely the best test for acoustic neuroma (Renowden and Anslow 1993). CT is better than MRI for imaging brain trauma and is better in the abdomen for the bowel (on account of it being a moving structure) whereas MRI is better in the pelvis. Helical CT is finding a place in the diagnosis of pulmonary embolism (Roy 2005). The disadvantages of CT are the x-Ray dose and the nephrotoxicity of some contrast agents. In 1993 the Royal College of Radiologist guidelines recommended MRI be used for investigations on the brain, musculoskeletal system, oncology and paediatrics, the 1995 version of the guidelines recommended back pain beyond six weeks be investigated by MRI. The Royal College of Radiologists document on oncology (1999) provides graded evidence based recommendation of which scanning modality to use according to tumour site. 3) Staff Staff training is necessary for both modalities of scanning. MRI staffing costs are higher than with CT. Because MRI scans are in such demand and scanning time long it is often necessary to run the machines in the evenings and at weekends (Moore Golding, 1992). Multislice CT can involve increased radiologist workload. 4) Patient Patients with metal implants or pacemakers or who are claustrophobic are unsuitable for MRI. Mechanical ventilation is a relative contraindication. Patients with acute major trauma including head injury are unlikely to be suitable for MRI because of the duration of scanning. The increased x-Ray dose to patients (and to the community) of the later generation CT scanners is of concern (National Radiological Protection Board, 1990). For this reason MRI is the preferred modality for children and fetuses (Duncan 1996). Patients requiring interventional procedures may be suitable for a CT fluoroscopy (Wagner 2001). 5) Quality of results MRI is preferred for the brain and spine (where it is of overriding advantage), orthopaedics and the pelvis. MRI produces very accurate images of soft tissues but imaging time is longer and artefacts are caused by patient movement. It is likely it has reduced the number of knee arthroscopies (Stoner, 1995) and it is anticipated to reduce the number of invasive radiological investigations such as angiograms. MRI may develop a clinical role as investigating the actual function of the brain in neuropsychiatry (Callicott and Weinberger1999). CT is preferable for bone. In brain trauma, subarachnoid haemorrhage and acute cerebrovascular disease MRI is not as good as CT. Spiral CT is used for the lungs and abdomen and pelvis. It is valuable in detecting small lesions. It is helpful in trauma patients since the procedure is so quick. Spiral CT does lose a bit of resolution as compared with conventional CT and so for structures that are not moving conventional CT or MRI has the advantage. 6) Cost Cost considerations include those of initial purchase (or lease) set up and also running costs. Assistance in the procurement process is available from the Diagnostic Medical Equipment team which is working closely with the Department of Health in the optimising of value for money in the replacement of all MRI and CT scanners that are pre-1997. A 16 multislice CT scanner costs approximately  £500 000 whereas an MRI scanner is more at  £800 000; running costs are also more with MRI (Frank, 2003). Bowens and Smith (writing in 1999) state the costs of an MRI scanner are from  £400 000 for a 0.5T and  £750 000 for a 1.5T. They state the service contracts are around  £50 000 per year and that to lease a machine costs about  £120 000 per year. MRI may be more expensive to install since the magnet is large and heavy. The site may be unsuitable with regard to load bearing or access. In any case expense will be incurred in magnetic shielding. MRI is a relatively expensive imaging modality. Fletcher (1999) has analysed costs of acquiring and operating MRI in the NHS over a seven-year machine lifespan. Its staffing, upgrade, maintenance and running costs are all high. The cost of an MRI scan varies from  £30 to  £180 (Bowens and Smith, 1999). In evaluating costs it is necessary to look at the whole picture. The running costs of isolated MRI machines will be higher than where machines are grouped together. Smaller MRI scanners just for joint scanning use may prove cost effective (Marti-Bonmati Kormano, 1997). If a more expensive scanning modality saves on the costs of surgery then overall there may be economic gain. For instance MRI may avoid knee joint surgery (Bui-Mansfield 1997). It is important to ensure that it is actually replacing other investigations or surgery and not just adding to them (Hailey Marshall, 1995). Overall the cost effectiveness will depend on how appropriately the imaging modality is used. Regarding CT the X- Ray tubes are expensive. A helical scanner is likely to need one x-Ray tube replacement per year (possibly more frequently in the case of a multislice scanner) and this will cost approximately  £30000-40000 (Conall and Hanlon, 2002). Berry (1999) performed a systematic review finding little clinical or economic impact of spiral CT. Conclusion Although there has been away from MRI to helical CT in some clinical situations units will need access to both types of scan. Cooperation between different units is important in order to provide a comprehensive service to the population. It is likely that some patients such as orthopaedic outpatients should move to another unit for the scan. Computerised reporting makes off site scanning realistically closer. Choice of scanning modality is likely to ultimately depend upon collaboration with local units to develop a hub and spoke approach to providing cost effective services which are also effective and convenient for patients. References Book Fishman EK Jeffrey RB Spiral CT. Principles, Techniques and Clinical Applications. 2nd edition. 1998 Philadelphia. Lippincourt Raven. Articles Berry E et al A systematic literature review of spiral and electron beam computed tomography: with particular reference to clinical applications in hepatic lesions, pulmonary embolus and coronary artery disease. Health Technology Assessment, 1999; 3(18) Bui-Mansfield LT et al Potential cost savings of MR imaging obtained before arthroscopy of the knee: evaluation of 50 consecutive patients. American Journal of Roentgenology 1997; 168: 913-18 Callicott JH and Weinberger DR Neuropsychiatric dynamics: the study of mental illness using functional magnetic resonance imaging. European Journal of Radiology, 1999: 30(2): 95-104 Conall JGarvey CJ and Hanlon R Computed tomography in clinical practice BMJ 2002;324:1077-1080 Fletcher J et al The cost of MRI: changes in costs 1989-1996. British Journal of Radiology 1999; 72(5): 432-437 Duncan KR. The development of magnetic resonance imaging in obstetrics. British Journal of Hospital Medicine, 1996; 55(4): 178-81 Frank J introduction to imaging Student BMJ 2003;11:393-436 Gould SW and Darzi A The interventional magnetic resonance unit the minimal access operating theatre of the future? British Journal of Radiology 1997; 70 (Special issue): S89-97 Kalender WA Spiral or helical CT; right or wrong?[letter] Radiology 1994; 193:583. Hailey D and Marshall D The place of magnetic resonance imaging in health care. Health Policy, 1995; 31: 43-52 Marti-Bonmati L Kormano M. MR equipment acquisition strategies: low-field or high-field scanners. European Radiology 1997; 7(Supplement 5): 263-68 Moore NR and Golding SJ Increasing patient throughput in magnetic resonance imaging: a practical approach. British Journal of Radiology, 1992; 470-75 26 National Radiological Protection Board. Patient dose reduction in diagnostic radiology. Didcot, 1990:1(3). Renowden SA and Anslow P. The effective use of magnetic resonance imaging in the diagnosis of acoustic neuromas. Clinical Radiology 1993; 48(1): 25-8 Roy P-M Colombet I and Durieux P et al Systematic review and meta-analysis of strategies for the diagnosis of suspected pulmonary embolism. BMJ2005;331:259 Royal College of Radiologists. A guide to the practical use of MRI in oncology. London RCR, 1999b Royal College of Radiologists. Making the best use of a department of clinical radiology: guidelines for doctors (2nd edition). London RCR, (3rd edition) 1993, (4th edition) 1998, (5th edition) 2003. Stoner DW. The knee. In: Seminars in Roentgenology 1995; 30: 277-93 Wagner LK. CT fluoroscopy: another advancement with additional challenges in radiation management. Radiology 2001; 216: 9-10 Reports Bowens A Smith I Magnetic resonance imaging: current provision and future demands. Nuffield Portfolio programme Report No3. Northern and Yorkshire RD Portfolio programme at the Nuffield Institute for Health. December 1999. Available at http://www.nuffield.leeds.ac.uk/downloads/portfolio/mri.pdf Royal College of radiologists Making the Best Use of a Department of Clinical Radiology Guidelines for Doctors. Fifth Edition 2003 BFCR(03)3 Making the Best Use of a Department of Clinical Radiology Guidelines for Doctors. Fifth Edition Websites British Association of MR Radiographers http://www.bamrr.net/ Department of Health www.dh.gov.uk Diagnostic Medical Equipment team http://www.pasa.doh.gov.uk/dme/radiology/mr.stm

The Japanese Attempt to Erase Korean Culture, History and Identity :: Japanese History Korea Japan Essays

Even though none of my relatives were killed or tortured by the Japanese, I am still afraid. I am afraid that my vicarious wounds still linger inside me, affecting everything I do. I know that they destroyed our cultural and spiritual circle that we maintained for five thousand years. They just had to leave a natural trace that actually became part of us. I don't know if I should hate them. It is ignorantly and unwittingly buried deeply in our unconsciousness. Natural hatred and attraction, like two inseparable sides of a coin, had confused me for so long. Because the scar still remains unhealed and too painful to ignore, and because I hesitate to hate what's part of me. Broken wings were all over the country. They were forced to tear their skin and delicate white feathers off, replacing them with acute and heavy pebbles that filled their lives with sharp pain and humiliation. It all came too naturally. My childhood desk was decorated with cute dolls in red kimonos, a gift from my father, and pictures that I took with Jini. Affectionately-spoken Japanese often filled my house, enabling me to learn some of the foreign words gradually. Kawai, kawai, Jae san wa kawai. I blinked my eyes and laughed a ticklish and bright child's laughter at what my grandma said to me. What does it mean, grandma? A calm, peach colored smile blossomed on grandmother's face. It means very, very, adorable. Another warm smile and a soft pat on my head. Kawai. I recited the word carefully while grandma and mom were having a short conversation in Japanese. In downtown Kyoto, Japan, there lies a small stone monument at the spot where the ears of Koreans taken to Japan during one of its invasions in 1592 were buried. Japan has invaded Korea numerous times in known history, but when it invaded in 1592, Japanese soldiers were known to have cut off the ears of Koreans they either killed or wished to humiliate. One Japanese scholar suggests that later Japanese regimes came to value noses over ears because, somehow, cutting off noses sounds more cruel" (Lee). Koreans love everything from Japan. On cafà © tables in Ap-Guh-Juhn-Dong, the Beverly Hills of Korea, Japanese fashion magazines lay arrogantly. Sony and PlayStation products are sold fiercely in electronics markets. Some Koreans even say that we should admire Japan for their economic success, technology, and lifestyle. Only when it comes to history do they go hysterical and anti-Japan, remembering repeated attempts at invasion until the Japanese finally succeeded in 1910.

Using Internet Behavior to Deliver Relevant Television Commercials

INTMAR-00124; No. of pages: 11; 4C: Available online at www. sciencedirect. com Journal of Interactive Marketing xx (2013) xxx – xxx www. elsevier. com/locate/intmar Using Internet Behavior to Deliver Relevant Television Commercials Steven Bellman a,? & Jamie Murphy b, d & Shiree Treleaven-Hassard a & James O'Farrell c & Lili Qiu c & Duane Varan a a Audience Research Labs, Murdoch University, 90 South Street, Murdoch, WA 6150, Australia Australian School of Management, Level 1, 641 Wellington Street, Perth, WA 6000, Australia Business School, University of Western Australia, 35 Stirling Highway, Crawley, WA 6009, Australia dCurtin Graduate School of Business, 78 Murray Street, Perth, WA 6000, Australia b c Abstract Consumer footprints left on the Internet help advertisers show consumers relevant Web ads, which increase awareness and click-throughs. This â€Å"proof of concept† experiment illustrates how Internet behavior can identify relevant television commercials that increase ad-effectiveness by raising attention and ad exposure. Product involvement and prior brand exposure, however, complicate effective Internet-targeting. Ad relevance matters more for low-involvement products, which have a short pre-purchase search process.For the same reason, using Web browsing behavior to make inferences about current ad relevance is more accurate for low-involvement products. Prior brand exposure reduces information-value, even for relevant commercials, and therefore dampens ad relevance's effect on attention and ad exposure.  © 2013 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved. Keywords: Consumer search behavior; Advertising; Ad relevance; Product involvement; Behavioral targeting; Attention; Ad avoidance; Television; Internet; Experiment; Heart rate IntroductionTelevision, declining in value for advertisers in recent years, is shrinking as a mass medium due to the proliferation of networks and consequent audience fragmentation. At the same time, digital video recorders (DVRs) simplify TV ad avoidance (Wilbur 2008). Finally, advertising budgets are shifting to other media such as the Internet, where interest-based targeting has increased banner ad effectiveness by 65% (Goldfarb and Tucker 2011). Addressability, heralded decades ago, uses technology to track customer preferences and subsequently tailor advertising (Blattberg and Deighton 1991).Sending ads only to interested households improves advertising's value for consumers by increasing its relevance, and for advertisers by reducing wastage (Gal-Or and Gal-Or 2005; Gal-Or et al. 2006; Iyer, Soberman, and Villas-Boas 2005). Advertising addressability ? Corresponding author. E-mail addresses: s. [email  protected] edu. au (S. Bellman), jamie. [email  protected] com (J. Murphy), [email  protected] com (S. Treleaven-Hassard), [email  protected] com (J. O'Farrell), lili. [email  protected] edu. au (L. Qiu), [email  protecte d] com (D. Varan). based on consumer Web behavior could apply to other media nd devices such as television, smart phones, tablet devices and satellite radio (Shkedi 2010). Although search engine keywords and online social network data could augment targeting based on Web browsing behavior (Delo 2012; Jansen and Mullen 2008; Jansen et al. 2009), this addressable advertising â€Å"proof of concept† paper uses solely Web browsing behavior. Currently, TV advertisers target relevant commercials based on location, lifestyle and purchasing information (Marcus and Walpert 2007). A cable company, for instance, might use subscriber information to send different ads to different ethnic groups (Vascellaro 2011b).But information in these databases can be months or years old. Current product and brand interest based on Internet behavior could add a new layer to a targeting database. Nearly all (85%) of the United States population are Internet users (Pew Internet and American Life Project 2012), leaving digital footprints that suggest product interest. Cable companies that package cable and broadband Internet services, Comcast for example, could align household Internet and TV-viewing data to increase the relevance of marketing communication. The basic intuition behind targeting TV ads based on Web rowsing behavior is that time spent browsing pages in a 1094-9968/$ -see front matter  © 2013 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved. http://dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 Please cite this article as: Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http:// dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 S. Bellman et al. / Journal of Interactive Marketing xx (2013) xxx–xxx 2 certain product category increases interest in commercials for brands in that category.This intuition needs empirical testing, and the lite rature on consumer search suggests that differences among product categories may complicate applying this intuition (Richins and Bloch 1986). This paper opens with our conceptual framework, which distinguishes ad relevance from product involvement (Batra and Ray 1983). Consumers tend to use an ongoing search process (Bloch and Richins 1983) for high-involvement products; buying the wrong brand entails greater financial, social, or psychological risks than for low-involvement products (Rossiter and Percy 997). Internet shopping strategies differ, therefore, between high- and low-involvement products (Moe 2003). These differences in involvement, along with prior brand exposure, lead to four hypotheses about the effects of TV ad relevance discovered via Web-browsing behavior. After a discussion of the methodology and results, the paper closes with implications, limitations and future research avenues. Conceptual Framework Ad Relevance and the Consumer Search Process Advertising has rel evance before, during, and after purchase (Vakratsas and Ambler 1999).Consumer pre-purchase search has two phases, exploratory and goal-directed search (Janiszewski 1998). Consumer information needs change from generic product information (e. g. , hotels) to brand-specific information (e. g. , Hilton), including advertising by these brands (Rutz and Bucklin 2011). In St. Elmo Lewis' classic AIDA model (Strong 1925), exploratory search begins with awareness; consumers first recognize their need for a product. As interest grows, they explore options in the category and seek information from friends and the media, including the Internet. In the later oal-directed search phase, they desire a particular product or brand. Finally, they put that desire into action and buy a specific brand. Ad relevance for a product is highest during goal-directed search, lower during exploratory search, and practically non-existent with consumers unaware of a product need. Product Involvement and Web Brow sing Behavior Moe (2003) illustrates how useful matching ads to Web browsing behavior can be, and the complications associated with product involvement. Most products are low-involvement, attracting attention only during the pre-purchase search process (Bloch and Richins 983). Since pre-purchase search for these products generally ends in a purchase, the search process for low-involvement products has an immediate purchasing horizon. But the risks associated with high-involvement products lead many consumers, especially product enthusiasts, to engage in ongoing search, to continuously update their knowledge or just for enjoyment (Richins and Bloch 1986). Examples of such products include automobiles, computers, and fashion items (see Table 2 later). A search for information about a high-involvement product may not end in a purchase, and often has a future urchasing horizon. Moe (2003) used two dimensions, low versus high ad relevance (exploratory vs. goal-directed search) and low ve rsus high involvement (immediate vs. future purchasing), in a 2 ? 2 matrix to define four Web browsing strategies used by Internet shoppers (Table 1). Moe (2003) categorized visitors to a real store's Web site, which sold nutrition products such as vitamins, into these four strategies. Shoppers interested in a low-involvement product with an immediate purchasing horizon adopt a hedonic browsing strategy during exploratory search, and advertising has low relevance.They use the directed buying strategy during goal-directed search, and advertising has high relevance. Shoppers use the other two strategies for a high-involvement product with a future purchasing horizon. Advertising for high-involvement products should have relatively lower relevance for shoppers using the exploratory knowledge building strategy, compared to shoppers using the goal-directed search/ deliberation strategy. Table 1 also reports the average Web browsing time for these four strategies. These data suggest that long versus short Web browsing time can signal high ad relevance for low-involvement products.Directed buyers averaged over 36 minutes visiting the online store. In contrast, hedonic browsers spent one fifth as much time on the site, about seven minutes. Long versus short Web browsing time, however, may not signal high ad relevance for high-involvement products. First, average Web browsing time is nearly 3? times longer for high- rather than low-involvement products due to the ongoing nature of search for these products (Richins and Bloch 1986). Second, Moe's (2003) data suggest that the opposite pattern of Web browsing times will indicate low versus high ad relevance for high-involvement products.In line with theory that predicts an inverse-U effect of product experience on search activity (Moorthy, Ratchford, and Talukdar 1997), knowledge-building shoppers (low ad relevance) recorded the longest Web browsing times, nearly two hours in a single session. Shoppers with a search/delib eration strategy (high ad relevance) and extensive category knowledge focus their search time on specific products or brands and record relatively shorter Web browsing times, about the same duration as directed buyers. Table 1 Influence of ad relevance and product involvement on Web browsing behavior. Product involvementAd relevance Low (exploratory search) Low (immediate purchasing horizon) High (future purchasing horizon) High (goal-directed search) SHORT Hedonic browsing (6:41) LONG Knowledge building (111:47) LONG Directed buying (36:33) SHORT Search/ deliberation (37:59) NOTE—Adapted from Moe (2003). Numbers in parentheses are the average Web site browsing time for each of the four Internet shopping strategies (minutes:seconds). Please cite this article as: Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http:// dx. doi. org/10. 1016/j. ntmar. 2012. 12. 001 S. Bellman et al. / Journal o f Interactive Marketing xx (2013) xxx–xxx The next section uses this conceptual framework to propose four hypotheses about the effects of ad relevance, indicated by Web browsing behavior, on attention and ad exposure. Hypotheses Moderating Effect of Product Involvement According to the conceptual framework above, Web browsing behavior can suggest ad relevance. A long time browsing information about a product indicates a consumer likely in goal-directed search for that product; brand advertising has high relevance, but only for low-involvement products.For highinvolvement products, Web browsing behavior is unrelated to ad relevance, or the opposite pattern, short rather than long Web browsing time, is likely to signal greater ad relevance. When advertising is relevant, that is, a consumer is in the goal-directed phase of product search, a TV commercial for that product should receive above average attention. When people pay attention to external stimuli, their heart rate goes down, most likely to minimize interference with information-intake (Lacey 1967). In other words, greater attention to relevant ads will associate with a decrease in heart rate.Ad relevance should also increase ad exposure, by reducing ad avoidance. As viewers may avoid TV commercials mechanically by channel-changing or fast-forwarding, addressable commercials interest TV advertisers as a method to combat ad avoidance. This ad exposure is better measured in viewing time, which conveys more information than a simple binary measure of ad avoidance (Gustafson and Siddarth 2007). Single-source data that match a household's commercial viewing time to its purchase history suggests viewers are more likely to watch relevant ommercials, that is, commercials for products the household buys, as opposed to irrelevant commercials (Siddarth and Chattopadhyay 1998). A recent field trial found that addressable TV ads can reduce ad avoidance by 32% (Vascellaro 2011a). Less ad avoidance means longer v iewing times for commercials, and therefore high ad relevance commercials will increase ad exposure. According to the conceptual model in Table 1, high versus low product involvement is likely to moderate the reliability of Web browsing time as an indicator of high versus low ad relevance, attention, and ad exposure.High involvement with a product is likely to translate into high interest in advertising by brands of that product during both exploratory and goal-directed search. For high-involvement products, therefore, TV commercials could have high ad relevance, attention, and ad exposure, whether or not Web browsing behavior has been recently observed. Furthermore, for high-involvement products, short rather than long Web browsing time could indicate relatively greater ad relevance. Consumers, however, are less likely to seek information online or offline about low-involvement products (Bloch andRichins 1983; Bloch, Sherrell and Ridgway 1986). This suggests that Web browsing for l ow-involvement products is highly valuable for behavioral targeting, as pre-purchase search for these products is for an immediate need (Moe 2003). For low-involvement products, Web browsing behavior should be a 3 highly reliable indicator of ad relevance, attention and ad exposure for TV commercials, but this will not be the case for high-involvement products. Thus, product involvement will moderate the effects of ad relevance indicated by Web browsing behavior: H1.Ad relevance based on Web browsing behavior will increase attention to commercials for low-, but not for high-involvement products. H2. Ad relevance based on Web browsing behavior will increase ad exposure to commercials for low-, but not for high-involvement products. Moderating Effect of Prior Brand Exposure Another variable likely to moderate addressability effects is prior exposure to advertising for a brand. Prior brand exposure reduces a commercial's information value, even when that information is relevant (Campbe ll and Keller 2003; Pechmann and Stewart 1989).Prior exposure should therefore reduce a viewer's willingness to pay attention to the commercial (Potter and Bolls 2012), or to choose ad exposure over ad avoidance (Bellman, Schweda, and Varan 2010; Woltman Elpers, Wedel, and Pieters 2003). Hypotheses 3 and 4 predict that prior brand exposure moderates the effects of ad relevance and involvement on attention and ad exposure: H3. Prior brand exposure reduces the effect of ad relevance on attention to commercials for low-involvement products. H4. Prior brand exposure reduces the effect of ad relevance on ad exposure to ommercials for low-involvement products. The next section describes the experiment to test these four hypotheses. Methodology Overview To test the concept of using Internet behavior to deliver relevant TV commercials, this experiment drew on two seemingly unrelated lab sessions. In the first lab session, each participant's Web browsing behavior was analyzed to discover hig hly relevant products. In the second lab session, this knowledge was used to individually customize the playlist of TV commercials shown to each participant. Sample and Design The experiment was a 2 ? 2 ? 2 mixed design. Prior brand xposure (yes/no) was a between-participants factor. The â€Å"yes† group saw Web banner ads in the first lab session, exposing them to visual aspects of the TV commercials for the same brands shown in the second lab session. All TV commercials were for U. S. brands unavailable in the test market, Australia, ensuring no prior brand exposure in the â€Å"no† group. Ad relevance (high/low) and Please cite this article as: Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http:// dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 4 S.Bellman et al. / Journal of Interactive Marketing xx (2013) xxx–xxx A. The home page for the six high-involvement product categ ories. B. The home page for a subcategory of high-involvement products: credit cards. Fig. 1. The Web site used to unobtrusively measure interest in 12 product categories. A. The home page for the six high-involvement product categories. B. The home page for a subcategory of high-involvement products: credit cards. Please cite this article as: Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http:// dx. oi. org/10. 1016/j. intmar. 2012. 12. 001 S. Bellman et al. / Journal of Interactive Marketing xx (2013) xxx–xxx product involvement (high/low) were both within-participants factors for the TV commercials shown in the second lab session. A total of 211 members of an audience panel, representative of the Australian public, earned $30 (AUD) to participate in two lab sessions totaling 90 minutes. These participants were randomly assigned to the two between-participants groups (yes, prior brand ex posure = 109, no = 102). Half the sample (49%) were women, and ages ranged from 19 to 78 years (M = 45, SD = 15).All had high levels of Internet experience (Venkatesh and Agarwal 2006). Careful procedures, such as describing the two lab sessions as separate studies, helped ensure that participants were unaware that their Web browsing behavior in the first lab session influenced the TV commercials served in the second lab session. Lab Session 1 In the first lab session, participants evaluated the fictitious â€Å"Consumer Choices† Web site (Fig. 1A), which displayed information about six high- and six low-involvement product categories, identified from published classifications (Kover and Abruzzo 1993; Ratchford 1987; Rossiter, Percy, and Donovan 991; Vaughn 1986). Each product category had three subcategories (Table 2). The five pages of content for each of these 36 subcategories were matched across products for depth, breadth and reading level to allow meaningful time-in-cat egory comparisons. Participants had four minutes to explore the six highinvolvement categories, and another four minutes to explore the six low-involvement categories (the order, high- or lowinvolvement first, was randomized). Browsing time in each category was logged. For each participant, the two product ategories (one high- and one low-involvement) browsed for the longest time were that participant's two high ad relevance categories. The two corresponding low ad relevance categories (one high- and one low-involvement) were randomly selected from the participant's categories with the shortest browsing times (e. g. , 0 seconds). For participants in the prior brand exposure group, banner advertisements were at the top of each page. In the no prior brand exposure group, a generic photo-montage of the same size occupied this ad space. Each of the 36 subcategories advertised a different brand.For each participant, one brand was chosen randomly to represent its subcategory across both s tages of the experiment (e. g. , Capital One, Fig. 1B), from the two brands available for each subcategory, a total of 72. The duration of prior exposure to a brand was the time the participant spent viewing pages of content about the brand's subcategory (i. e. , prior exposure was higher for high ad-relevance categories). Lab session 1 ended after participants completed an extensive online survey about the Web site's usability (Agarwal and Venkatesh 2002; Venkatesh and Agarwal 2006). This survey reated a 20-minute delay, realistically replicating the process of identifying ad relevance based on Web browsing behavior, and subsequently delivering a set of customized commercials to a TV set-top box. 5 Lab Session 2 Participants went to a different laboratory for the second lab session, in which they evaluated new TV programs. Participants first verified their name and date of birth displayed on the TV screen, to ensure no miss-targeting of the customized ads (Gal-Or et al. 2006). They then practiced using the TV remote control to select programs and mechanically avoid ads.Participants selected one of four new one-hour U. S. television programs—drama, comedy, reality or documentary—to evaluate for potential airing in Australia. They were told these programs had been recorded off-air in the U. S. , with ads included. This selection procedure successfully eliminated differences in program liking (Coulter 1998), which can affect advertising response (Norris, Colman, and Aleixo 2003). Each program had five ad breaks, with five 30-second ads in each break. The ads shown in the first four breaks were individually customized based on the ad relevance information discovered in the first lab session.The four test ads— for two high ad-relevance products (one high- and one low-involvement) and two low ad-relevance products (one high- and one low-involvement)—were counterbalanced across the first four breaks, always appearing in the middle positio n to avoid primacy and recency effects (Pieters and Bijmolt 1997). The remaining eight product categories each contributed two filler ads, the 16 required for the first four ad breaks. The fifth ad break, which always showed the same five filler ads, created a natural delay before measuring brand recall. While participants watched their chosen program, the two ependent variable measures were collected unobtrusively. Attention was heart rate decrease relative to each participant's pre-program baseline heart rate (Potter and Bolls 2012). The slowest heart rate during a commercial—representing the peak of attention (Lang et al. 1993)—was subtracted from the participant's slowest resting-baseline heart rate (Wainer 1991). Heart rate was measured via pulse photoplethysmography at two places: the lobule of the ear and the distal phalanx of the non-dominant hand's ring finger. The signal, ear or finger, with the fewest artifacts (mainly caused by movement) was retained.Sixty- four participants (30% of 211, women = 47%, age range 19-75 yrs) consented to this procedure and yielded usable heart rate data. None of these participants was on medication that affects heart rate (Andreassi 2007). Thanks to an efficient mixed-level design, the size of this sub-sample was sufficient to test the two attention hypotheses with 99. 9% power (Faul et al. 2007). Ad exposure was the number of seconds that the commercial displayed on the screen before avoidance. Participants avoided ads by pressing the remote control's skip button, which jumped to the next ad or program segment.In this experiment skipping was impossible during the program and during the first five seconds of each commercial, to ensure that each skip decision was on the merits of the ad rather than a general goal of avoiding all commercials. A matched sample (n = 81) confirmed that this procedure added a nonsignificant 1. 67 seconds of ad exposure, compared to participants able to skip at any time. Although previous studies have used ad viewing time to measure ad attention (Olney, Holbrook, and Batra 1991), in this study Please cite this article as: Steven Bellman, et al. Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http:// dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 S. Bellman et al. / Journal of Interactive Marketing xx (2013) xxx–xxx 6 Table 2 Product categories and subcategories. Involvement Category Subcategories High Automotive 1. Luxury Cars 2. Compact 4WDs 3. Sedans 4. Credit Cards 5. Financial Planning 6. Retail Banking 7. Digital Televisions 8. Computers 9. Kitchen and Laundry Appliances 10. Jewellery 11. Casual Wear 12. Sportswear 13. Home Insurance 14. Automotive Insurance 15. Life Insurance 16. Deodorant 7. Hair Care 18. Allergy Medication 19. Hamburgers 20. Mexican Food 21. Chicken 22. Household Cleaners 23. Laundry Detergent 24. Cleaning Tools 25. Gardening 26. Tools 27. Pest Control 28. Chocolate Bars 29. Mints 30. Chewing Gum 31. Soft Drinks 32. Energy Drinks 33. Coffee 34. Frozen Meals 35. Packaged Meats 36. Desserts Financial Services Technology Fashion Apparel Insurance Health & Well-Being Low Fast Food Home Cleansers Home Maintenance Candy Beverages Packaged Food NOTE—For every subcategory, two brands were available for selection (i. e. , 72 brands). attention and ad exposure were uncorrelated (r = ? 06, p = . 665), justifying the use of both measures. After watching the one-hour program, participants completed a second online survey on the same flat screen monitor used to watch the program. In line with the cover story for lab session 2, this survey began by measuring program liking (Coulter 1998; Cronbach's alpha = . 96). The survey went on to measure manipulation checks of ad relevance and product involvement, and managerially relevant outcomes associated with greater attention and ad exposure (see the Appendix A). After completing this survey, participants w ere debriefed, hanked, and given their gift-card. products for which they were in the goal-directed search phase. This was confirmed by significant differences in self-reported purchasing horizon, measured in the post test (Table 3). Products classified as high ad-relevance, based on Web browsing time, were more likely to be used or purchased in the next month than those classified as low ad-relevance (Mlow ad-relevance = 3. 65 times per month vs. Mhigh ad-relevance = 6. 78). As predicted by the conceptual framework in Table 1, a significant two-way interaction between ad relevance and product involvement ualified this Internet-targeting main effect (Table 3). Using Web browsing time, ad relevance was inferred more accurately for low- rather than high-involvement products. For high-involvement products, purchase/usage was more likely for products inferred as low ad-relevance, based on Web browsing time (Mlow ad-relevance = . 20 times per month vs. Mhigh ad-relevance = . 10). Failure to observe Web browsing did not indicate low ad-relevance for high-involvement products, and as shown in Table 1, short rather than long Web browsing time could indicate relatively greater ad relevance.Also in line with Table 1, low-involvement products had a significantly shorter purchasing horizon compared to highinvolvement products (Mlow-involvement = 10. 28 times per month vs. Mhigh-involvement = . 15; Table 3). Product Involvement The manipulation of product involvement was also successful, measured by self-reported product involvement (Mlow-involvement = 4. 02 [on a 7-pt scale] vs. Mhigh-involvement = 4. 93, p b . 001, partial ? 2 = . 27), even without individual customization. No other effects were significant (e. g. , ad relevance: Mlow ad-relevance = 4. 40 vs.Mhigh ad-relevance = 4. 55, p = . 213, partial ? 2 = . 007). Table 3 ANOVA results. Effect Within-participants effects Ad relevance Product involvement Purchasing horizon (monthly frequency) Attention (heart rate dec rease) Ad exposure (viewing time in seconds) 10. 08** (. 05) 122. 15*** (. 37) 10. 78** (. 05) 1. 26 (. 01) .19 (. 001) 1. 40 (. 01) 3. 67 †  (. 06) 1. 34 (. 02) 1. 64 (. 03) 2. 17 (. 03) .27 (. 004) 4. 64* (. 07) 7. 14** (. 03) 2. 42 (. 01) 1. 90 (. 01) .38 (. 002) 2. 47 (. 01) 1. 02 (. 005) .17 (. 001) 209 .01 (b . 001) 62 .56 (. 003) 209 Independent Variable ChecksAd relevance ? product involvement Ad relevance ? prior brand exposure Product involvement ? prior brand exposure Ad relevance ? product involvement ? prior brand exposure Between-participants effect Prior brand exposure via Web banner ads Error degrees of freedom Ad Relevance The validity of the ad relevance factor depends critically on whether participants spent more time in lab session 1 looking at NOTES—F ratios (hypothesis degrees of freedom = 1). Numbers in parentheses are effect sizes (partial ? 2): small = . 01, medium = . 06, large = . 14. Significant effects in bold. p = . 06, * p b . 05, ** p b . 01, *** p b . 001. Results Please cite this article as: Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http:// dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 S. Bellman et al. / Journal of Interactive Marketing xx (2013) xxx–xxx Fig. 2B shows that, in line with H1, ad relevance based on Web browsing time increased attention to commercials for low-, but not for high-involvement products. Attention was measured by heart rate decrease (HRD): the greater the ecrease, the more attention to the commercial. But H1 was only partially supported, as this effect was significant only without prior brand exposure (H1 in Table 4), as predicted by H3 (see below). The effect of ad relevance on ads for low-involvement products generated a marginally significant main effect of ad relevance on attention (Tables 3 and 4). Similarly, planned contrasts (Winer 1991) showed that in line with H2, ad relevance based on Web browsing time increased ad exposure to commercials for low-, but not for high-involvement products (Fig. A and H2 in Table 4). Ad exposure was measured by ad viewing time: how much of an ad was seen before pressing the skip button. A longer ad viewing time means more ad exposure and less ad-avoidance. This effect delivered a significant effect of ad relevance even after collapsing across low- and high-involvement products (Table 3). Moderating Effects of Prior Brand Exposure: Hypotheses 3 and 4 The effect of ad relevance on attention to commercials for low-involvement products predicted by H1 was qualified by the significant three-way interaction predicted by H3, among ad elevance, product involvement and prior brand exposure (Table 3). Prior brand exposure reduced the effect of ad relevance on attention to commercials for low-involvement products, most likely because prior brand exposure reduced their information-value. After prior brand exposure, viewers paid equal attenti on to the test commercials, no matter what their ad relevance (Fig. 2B and H3 in Table 4). Prior brand exposure also reduced the effect of ad relevance on ad exposure to commercials for low-involvement products, as predicted by H4. After prior brand exposure, ad exposure DiscussionThis study tested the effectiveness of Internet-targeted TV advertising, using recent Web browsing to identify a household's relevant TV commercials. The results suggest that this method of Internet-targeting significantly increases attention and ad exposure, even when based only on Web browsing behavior rather than search-engine keywords. These results echo similar field trials of addressable TV ads (Vascellaro 2011a) and single-source data (Siddarth and Chattopadhyay 1998), which have shown how ad relevance can increase TV ad exposure. However, these results also show that product nvolvement and prior brand exposure complicate Internettargeting of TV commercials. First, the overall effect of Internet-tar geting on ad exposure in this study was due solely to its effect on commercials for A. No Prior Brand Exposure -5 Attention (heart rate decrease [bpm]) Effects of Ad Relevance: Hypotheses 1 and 2 was not significantly longer for high- versus low ad-relevance commercials for low-involvement products (Fig. 3B and H4 in Table 4). The results of the four hypothesis tests are summarized in Table 5. -6 -5. 84 -7 -8 -7. 88 -8. 43 -9 -9. 11 -10 Low Ad Relevance -11 High Ad Relevance -12Low High Product Involvement B. Prior Brand Exposure -5 Attention (heart rate decrease [bpm]) Prior Brand Exposure Prior brand exposure, via Web banner ads, increased brand recall but not significantly (Mno = 4. 3% vs. Myes = 6. 8%, p = . 132, partial ? 2 = . 011). Prior brand exposure did, however, have a significant two-way interaction with ad relevance (p = . 017, partial ? 2 = . 027). When prior brand exposure was present, brand recall was significantly higher for high versus low ad-relevance TV commercia ls (Mlow ad-relevance = 3. 2% vs. Mhigh ad-relevance = 9. 6%, p = . 016, partial ? 2 = . 053).When prior brand exposure was absent, brand recall was not significantly different for high versus low ad-relevance commercials (Mlow ad-relevance = 5. 4% vs. Mhigh ad-relevance = 3. 9%, p = . 441, partial ? 2 = . 006). Since ad relevance was determined by Web browsing time, participants who recorded zero browsing times for their low ad-relevance categories had no prior brand exposure. No other effects were significant. In particular, prior brand exposure did not interact with product involvement, suggesting no differences in cognitive avoidance of Web banner ads in the first lab session for lowversus high-involvement products. -6 -7 -8 -7. 76 -8. 07 -7. 84 -8. 51 -9 -10 Low Ad Relevance -11 High Ad Relevance -12 Low High Product Involvement Fig. 2. The effects of ad relevance and product involvement on attention to TV commercials, measured by heart rate decrease, for the two prior brand ex posure groups: (A) no prior brand exposure, and (B) prior brand exposure via Web banner ads. Please cite this article as: Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http:// dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 S. Bellman et al. Journal of Interactive Marketing xx (2013) xxx–xxx 8 Table 4 Cell means. Low ad relevance Variable ? 7. 55†  Attention (heart rate decrease) No prior brand exposure Prior brand exposure Ad exposure (viewing time in seconds) No prior brand exposure Prior brand exposure High ad relevance Test Low product High product Low product High product involvement involvement involvement involvement H1 ? 6. 95 ? 7. 13x ? 5. 84x H3 ? 7. 96 ? 8. 07 H2 19. 99x 19. 18x ? 8. 32†  ? 8. 43 ? 8. 44 ? 8. 49x ? 9. 11x ? 7. 88 ? 7. 84 ? 8. 14 ? 7. 76 ? 8. 51 20. 79 21. 23x 21. 22x 21. 25 19. 48x 18. 79x H4 8. 14 ? 8. 19 20. 16 21. 01x 21. 70x 20. 33 20. 50 19. 58 21. 42 21. 46 20. 75 22. 17 NOTES—Means in the same row with the same superscript letters differ significantly (p b . 05) using planned contrast tests (except: †  p b . 06). which in turn increases ad liking (r = . 25, p b . 001). Although consumers have privacy concerns about targeted advertising (Spangler, Hartzel, and Gal-Or 2006), these concerns about Internet-targeted TV commercials could be alleviated if these commercials displayed the Digital Advertising Alliance's Advertising Choices Icon and viewers could opt out from eceiving these commercials (youradchoices. com). For advertisers, these results support the concept of using Internet-targeting to reduce wastage in advertising budgets. Internet targeting also increases the effectiveness of TV commercials, by increasing ad exposure, which increases brand recall (r = . 14, p b . 05) and purchase intention (r = . 34, p b . 001). The results also show that Internet targeting is more critical for advertising low-involvem ent products, such as food, as opposed to high-involvement products like durables. Although changing the habitual nature of low-involvement onsumption is hard, commercials for low-involvement products may often suffer from bad timing. To combat this, many advertisers use continuous advertising (Ephron 1995), which is expensive and counterproductive by increasing prior brand exposure. Internet-targeting provides a way of continually monitoring household interest in low-involvement products, showing ads only when they are relevant and minimizing prior exposure. Relevance for habitual purchases, for which the A. No Prior Brand Exposure Implications Ad Exposure (ad viewing time [seconds]) 25 21. 70 20 0. 16 20. 33 18. 79 15 Low Ad 10 Relevance 5 High Ad Relevance 0 Low High Product Involvement B. Prior Brand Exposure Ad Exposure 30 (ad viewing time [seconds]) low-involvement products. But targeting-accuracy may not matter for high-involvement products, such as durables. Meta-analysis sh ows that advertising is more effective, on average, for durables rather than non-durables (Sethuraman, Tellis, and Briesch 2011). Consumers often gather information about high-involvement products they are not planning to purchase immediately (Moe 2003; Richins and Bloch 1986).Commercials for high-involvement products attract consistently high levels of attention and ad viewing time, as sources of information during the ongoing search process for these products. For this reason, ad-relevance can be high for high-involvement products, whether or not Web browsing behavior is observed. Second, prior brand exposure reduces the information-value of advertising (Campbell and Keller 2003). Consumers pay less attention to TV commercials, evaluate them more negatively, and are more likely to avoid them (Bellman, Schweda, and Varan 2010; Woltman-Elpers, Wedel, and Pieters 2003).In this study, prior brand exposure dampens the effects of ad relevance and product involvement. Relevant commercial s for low-involvement products receive more attention and ad exposure only when prior brand exposure is not present. 30 25 20 19. 58 20. 75 21. 42 22. 17 15 Low Ad 10 Relevance 5 High Ad Relevance 0 For consumers, the results of this study suggest that Internet targeting can improve their TV viewing experience. Internet targeting increases ad relevance, which means TV commercials are worth watching rather than avoiding. In this study, greater ad relevance due to Internet targeting increases ad exposure, Low HighProduct Involvement Fig. 3. The effects of ad relevance and product involvement on ad exposure, measured by ad viewing time for the two prior brand exposure groups: (A) no prior brand exposure, and (B) prior brand exposure via Web banner ads. Please cite this article as: Steven Bellman, et al. , Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http:// dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 S. Bellman et al. / Journal of Interactive Marketing xx (2013) xxx–xxx Table 5 Results of hypothesis tests. Hypothesis Accepted? H1. Ad relevance, based on Web browsing ehavior, will increase attention to commercials for low-, but not for high-involvement products. H2. Ad relevance, based on Web browsing behavior, will increase ad exposure to commercials for low-, but not for high-involvement products. H3. Prior brand exposure reduces the effect of ad relevance on attention to commercials for low-involvement products. H4. Prior brand exposure reduces the effect of ad relevance on ad exposure to commercials for low-involvement products. PARTIALLY (with no prior brand exposure) YES YES YES household does not search online, might be determined by knowledge of the household's shopping cycle.For advertisers of high-involvement products, ad timing is less critical, and traditional databases derived from cable subscription data, or warranty cards, seem adequate for targeting. And advertising still pla ys a role outside the consumer search process, most importantly to create awareness and interest in new purchases (Vakratsas and Ambler 1999). Conclusions Limitations withstanding, this study demonstrates how Webbased targeting can deliver the right TV commercial to the right person, and at the right time. Timeliness is particularly important for low-involvement products, as their relevance may change aily or even hourly. Timely Internet activity data can help TV advertisers identify commercials that currently interest a consumer. Digital-targeting's potential heightens as individuals and households increasingly add devices and applications for online multi-tasking (Pilotta and Schultz 2005). This article illustrates a viable technique to tempt marketing practitioners and academics, and fuel information privacy concerns. A framework for information privacy research builds on three broad dimensions: (1) multiple publics, (2) information channel developments, and (3) public responses to privacy ctions (Peltier, Milne, and Phelps 2009). Failure to address privacy concerns is one of several limitations to this study and a promising future research avenue. Limitations and Future Research Suggestions This study's main limitation is customizing ad relevance individually rather than group-wise (Richins and Bloch 1986) in order to test the concept of Internet targeting. Individual differences provide alternative explanations and add noise to the observed ad relevance effect (Cook and Campbell 1979). Using over 30 product subcategories helps distribute this noise evenly. The procedure in this article resembles how Fazio et al. 1986) investigated attitude accessibility. In two experiments, they individually customized a list of 16 attitude objects on the 9 basis of each participant's reaction times in a pretest, and validated this procedure in a third experiment by obtaining identical results using manipulated stimuli. Future experiments could use a similar procedure to manipulate ad relevance (Perkins and Forehand 2012). Another limitation is using Web-browsing rather than search-engine keywords to identify ad relevance. Parameters for the former were more feasible for a controlled experiment (e. g. only 72 commercials were needed). However, searchengine queries provide a more direct and accurate means of identifying the consumer's stage in the search process (Rutz and Bucklin 2011). Future studies may find the benefits of using search-engine queries are greater (Langheinrich et al. 1999). Internet-based targeting for high-involvement products might be improved by using search-engine queries, and more sophisticated analysis of Web browsing behavior. For example, Cai, Feng, and Breiter (2004) identify travel sites as highly relevant when a visitor views pages conveying specific as pposed to general information. Moe (2006) demonstrates how clickstream data can be used to infer both the stage of the decision process and the decision rule, which toget her might help identify abnormally high ad relevance for highinvolvement products. This study used ad viewing time as a measure of ad exposure. But in other studies, especially field studies, the relationship between ad viewing time and effectiveness may not be positive (cf. Tse and Lee 2001). For example, Greene (1988) observed that an ad avoider in the field â€Å"has to really watch the set to see/know/perceive what she or he is doing nd ends up with more commercial exposure value† (p. 15). Future studies should attempt to replicate these findings in field trials. Also, ad exposure may have nonlinear threshold effects, 1 or be affected by differences between commercials (Woltman Elpers et al. 2003). A promising future research avenue is experimentally manipulating the content of ads (e. g. , Teixera, Wedel, and Pieters 2010), as well as their ad relevance. Ideally, other psychophysiological measures of attention (Potter and Bolls 2012) could have been used but in the curre nt setting eart rate was the least invasive. The manipulation of prior brand exposure was too weak to generate a main effect on explicit memory, but did have a significant interaction effect. The explanation is most likely that prior brand exposure was manipulated by the presence of Web banner ads and these ads tend to be processed preattentively or cognitively avoided (Chatterjee 2008; Dreze and Hussherr 2003). Future studies could manipulate prior exposure using more attention-getting stimuli, such as brand integrations in Web site editorial. If Web banners are used, implicit measures 1For example, brand recall may require a minimum ad exposure equal to 70% of an ad's duration (21 s for a 30 s ad). To test for a non-linear threshold effect of ad exposure on brand recall, ad exposure was categorized into ? ve bins, 0–9 s, 10–15 s, 16–21 s, 22–25 s, and 26–30 s. This analysis revealed only a signi? cant linear trend (p b . 001, partial ? 2 = . 040) in the means for these bins: 0%, 1. 6%, 2. 5%, 3. 9%, 10. 5%. This result may have differed, however, if the study had measured message recall. The authors thank an anonymous reviewer for suggesting this analysis. Please cite this article as: Steven Bellman, et al. Using Internet Behavior to Deliver Relevant Television Commercials, Journal of Interactive Marketing (2013), http:// dx. doi. org/10. 1016/j. intmar. 2012. 12. 001 10 S. Bellman et al. / Journal of Interactive Marketing xx (2013) xxx–xxx of banner ad effectiveness could be used as manipulation checks (Perkins and Forehand 2012). A final limitation of this study is investigating the effect of targeting ads solely by interest in a product category. Future studies could examine the effects of other personalization strategies, such as interest in specific brands, programs, creative execution styles, and offers (Verhoef et al. 010). Each of these strategies merits evaluation and comparison in order to determine effecti ve methods of targeting addressable TV advertising. Acknowledgments The authors would like to thank the editor and the two anonymous reviewers for their constructive feedback during the review process. The authors are also grateful to Adrian Duffell, Karl Dyktinski, Emily Fielder, Michael Gell, Shannon Longville, and a team of research assistants for their considerable help in conducting the experiment reported here. This research was funded by the sponsors of the Beyond: 30 project (www. beyond30. org). Appendix A.Manipulation-checks and other measures In addition to the two unobtrusive measures of attention and ad exposure collected during lab session 2, which were the main dependent variables, an online survey at the end of the second lab session collected self-report measures of manipulation checks and managerially relevant outcome measures. Except for product involvement (Mittal 1995; alpha = . 97), the survey used validated single-item measures (e. g. , ad liking; Bergkvist an d Rossiter 2007). To accommodate the slightly different question wording required for each of the 72 brands, plus selecting only the articipant's four test brands to ask questions about, the survey did not use a random order of questions, but the following fixed, minimally biasing order (Rossiter and Percy 1997). Brand recall (unaided correct brand recall = 1, else = 0) was measured after program liking. Purchase intention was measured next, using Juster's (1966) 11-point scale for high-involvement products and Jamieson and Bass's (1989) 5-point scale for low-involvement products. Ad liking was next, followed by product involvement, and finally purchasing horizon: purchase/usage frequency per month, measured by different 8-point scales for low- and igh-involvement products (low: â€Å"never† to â€Å"3 or more times a day†; high: â€Å"do not plan to purchase† to â€Å"within the next month†; Goldberg and Gorn 1987). 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Research Outline Gay Marriage

Introduction The Controversy â€Å"Same-sex marriage permits couples of the same gender to enter legally-recognized marriages and provides them with the same legal rights as couples in heterosexual relationships† (Same-Sex Marriage). â€Å"Opponents of same-sex marriage argue that the institution of marriage should apply to only unions between one man and one woman. Allowing gay and lesbian couples to marry, they say, undermines the institution of marriage† (Same-Sex Marriage). Where the Issue Stands Today â€Å"In America, six states plus D.C. allow same-sex couples to marry, three more respect marriages of same-sex couples validly preformed in other states, eight provide civil unions or comprehensive domestic partnerships, and three more have limited domestic partnership systems. That’s twenty states plus D. C. that provide some significant state-level relationship protections, and those states are home to 130 million people† (LGBT Relationships).  " Unmarried couples who live together can now tell their Facebook friends they’re more than just â€Å"in a relationship†.The social networking service added â€Å"in a civil union† and â€Å"in a domestic partnership† to possible relationship status options in its user’s profiles in Canada, the U. S. , the U. K. , France, and Australia (Canadian Broadcasting Corporation). Thesis: Same-sex couples deserve the same full marriage rights and benefits given to heterosexual couples; marriage is one of the basic civil rights and denying any American that right is unconstitutional. Issue 1: Legislative History First Push For Marriage Rights â€Å"In 1942 the U. S. Supreme Court ruled in Skinner v. Oklahoma that marriage is â€Å"one of the basic civil rights. Loving v. Virginia, decided by the Supreme Court in 1967, ended race discrimination in marriage and also affirmed: â€Å"The freedom to marry has long been recognized as one of the vital personal rights essential to the orderly pursuit of happiness by free me. † These decisions paved the way for same-sex couples to demand equal marriage rights† (Same-Sex Marriage). â€Å"The tide began to turn in 1933, when 3 same sex couples in Hawaii sued the state for marriage licenses. The Hawaii Supreme Court ruled that the state was required to demonstrate sufficient reason for denying the licenses, or stop discriminating.In the 1996 trial decision, Judge Kevin Chang ruled that there is no good reason to deny marriage licenses to same-sex couples. Despite this clear ruling to end discrimination in marriage, Hawaii amended its constitution to block same-sex marriages† (Same-Sex Marriage). â€Å"In 2001, the same year the Netherlands became the first country to to give same-sex couples full marriage rights, seven same-sex couples in Massachusetts who had been denied marriage licenses sued the state. Their case was bolstered by a U. S. Supreme Court decision in 2003, L awrence v.Texas, which struck down sodomy laws and stated that the â€Å"moral disapproval† of voters or government is not a valid basis for discrimination in marriage. In 2003 the Massachusetts Supreme Judicial Court ruled that the state constitution mandates equality in marriage for same-sex and heterosexual couples. Three months later the court specified that civil unions did not meet this requirement, and on May 17, 2004, Massachusetts became the first state to grant marriage licenses to same-sex couples. † (Same-Sex Marriage). Defense of Marriage Act The word marriage means only a legal union between 1 man and 1 woman as husband and wife† (United States Cong. ). â€Å"No State, territory, or possession of the United States, or including Indian tribe, shall be required to give effect to any public act, record, or judicial proceeding of any other State, territory, possession, or tribe respecting a relationship between persons of the same sex that is treated as marriage under the laws of such other State, territory, possession, or tribe, or right or claim arising from such relationship† ((United States Cong. . â€Å"Obama said he would indeed work to repeal the Defense of Marriage Act, calling it â€Å"discriminatory†Ã¢â‚¬  (Zeleny). Federal Marriage Amendment â€Å"Since 2002 opponents of same-sex marriage have worked to pass a Federal Marriage Amendment (FMA) to the U. S. Constitution. This amendment would define marriage as a union between one man and one woman. It has been introduced to the U. S. Congress in 2003, 2004, 2005, and 2008 but has failed to gain enough support to pass† (Same-Sex Marriage) Proposition 8 On June 16, 2008, California began allowing same-sex couples to receive marriage licenses. But on November 4 of that year, Proposition 8 passed, again banning same-sex marriage† (Same-Sex Marriage). â€Å"California's Proposition 8, which sought to ban same-sex marriage, is an attempt to suppress personal rights and force religious beliefs and codes of behavior on everyone, including non-believers. Narrow-minded interpretations of faith often have led to self-righteousness and oppression of others, and they are again on the rise† (Stone). One might argue that Proposition 8 discriminates against gays and lesbians in violation of the Equal Protection Clause. One might argue that Proposition 8 unconstitutionally limits the fundamental right to marry. One might argue that Proposition 8 violates the separation of church and state† (Stone). Issue 2: Domestic Partnership and Civil Unions v. Marriage Difference in Rights â€Å"The right to marry is not just about the actual legal ceremony, but an equal right to the extensive list of legal protections awarded to married couples.These benefits given to legally married couples range from tax relief to medical decision making. Civil unions and domestic partnerships may seem like equal unions, but the protections they give to registered couples is often far less than that of marriage† (Johnson). Specific Differences in Benefits: â€Å"Marriage: Over 1,049 federal and state level benefits, Civil Unions: Over 300 state level benefits† (Johnson) â€Å"Tax Relief. Marriage: Couples can file both federal and state tax returns jointly.Civil Unions: Couples can only file jointly in the state of civil registration† (Johnson). â€Å"Medical Decisions. Marriage: Partners can make emergency medical decisions. Civil Unions: Partners can only make medical decisions in the registered state. Partners may not be able to make decisions out of state† (Johnson). â€Å"Death Benefits. Marriage: In the case of a partner's death, the spouse receives any earned Social Security or veteran benefits. Civil Unions: Partners do not receive Social Security or any other government benefits in case of death† (Johnson). Child/Spousal Support. Marriage: In case of divorce, individuals may have a lega lly-binding financial obligation to spouses and children. Civil Unions: In the case of dissolution , no such spousal or child benefits are guaranteed or required out of state† (Johnson). â€Å"Immigration Rights. Marriage: U. S. citizens and legal residents can sponsor their spouses and family members for immigration. Civil Unions: U. S. citizens and legal residents cannot sponsor non-legal spouses or family members† (Johnson).Public and Political Opinions â€Å"According to a Pew Research Center report in 2009, 53% of Americans oppose same-sex marriage, but 57% support civil unions for same sex couples† (Same-Sex Marriage). â€Å" In 1996 when Obama was running for the Illinois Senate, Barack Obama stated, â€Å" I favor legalized same-sex marriages, and would fight efforts to prohibit such marriages. † But during his presidential campaign in 2008 Obama shifted his views, stating his support for civil unions† (Same-Sex Marriage). Political ActionJu ne 17th 2009 â€Å"The package of domestic partnership benefits that President Obama established for federal workers on Wednesday drew the loudest protests from some of those it was intended to help, gay men and lesbians who criticized the move as too timid. The administrative memorandum extending some partnership rights to federal workers in same-sex relationships allows administration personnel to take leave to care for sick partners and requires the government to recognize their partners as household members when determining overseas housing allocations for State Department employees, among other things† (Zeleny).But several of the nation's most prominent gay and lesbian political leaders quickly attacked the president for failing to extend full health care benefits to the same-sex partners of federal workers, questioning the administration's explanation that it is precluded from doing so by the Defense of Marriage Act, which Mr. Obama had vowed to repeal during his presid ential campaign† (Zeleny). â€Å"†I think it's insulting,† David Mixner, a prominent gay rights advocate, said of the new benefits plan. ‘Without minimizing how it will improve lives to some extent, what they said to us today is we will give you family leave, some things like that, but the most important thing, health care, we're not giving you† (Zeleny). Issue 3: Race and Religion’s Influence African American Resistance â€Å"In our world there are divisions and even tensions among minority groups, and the quest to legalize same-sex marriage has met particular resistance from African-Americans. This isn't a topic that advocates for gay rights or their many black supporters relish discussing, because it focuses on a wedge where they wish there was a tighter bond.But polls indicate that support for same-sex marriage lags among black Americans† (Bruni). â€Å"In 2008 Californians passed Proposition 8, which prohibited state recognition of same-sex marriage, with a 52 percent majority. Voting analyses suggest that between 58 and 70 percent of black voters backed the prohibition† (Bruni). â€Å"Wade Henderson, the president of the Leadership Conference on Civil and Human Rights, noted the existence of phrases like †gay is the new black† and said that attempts to equate the persecution of gay and black Americans can be †deeply offensive. †African-Americans were enslaved.And during their brutal struggle for justice, they couldn't make a secret of what set them apart from others, Henderson said during a phone interview Friday† (Bruni). â€Å"Two weeks ago the Human Rights Campaign inaugurated a new effort to move public opinion nationwide by unveiling a video testimonial, being distributed on the Internet for now, in which Cory Booker, the mayor of Newark, speaks up for same-sex marriage, not yet legal in New Jersey. In its infancy the H. R. C. effort, called Americans for Marriage Eq uality, has showcased three prominent black Americans in a row.That's no accident† (Bruni). Religious Reasons for Opposition â€Å"Much of the debate on same-sex marriage stems from religious teachings on marriage and on homosexuality. Islam, for example, officially prohibits same-sex marriage, whereas Reform Judaism has long permitted same-sex couples to celebrate their commitment. The Roman Catholic church opposes same-sex marriage, and American bishops, stating that â€Å"marriage is a faithful, exclusive and lifelong union between one man and one woman,† strongly support the FMA† (Same-Sex Marriage). The first is that the Church does not recognize an ontological distinction between a homosexual and a heterosexual, whereas modern society, in creating the concept of â€Å"sexual orientation,† insists there is such a distinction. If the Church rejects â€Å"orientation,† how does it deal with the fact that some men are sexually attracted to other m en, but not to women? Isn't it fundamentally discriminatory and unequal to allow heterosexuals a sexual outlet, but not homosexuals? The Church answers this very simply. Homosexual temptation, just like any other illicit sexual temptation, should not be acted upon. (Williams). â€Å"In the Church's eyes, every act of sexual relations must [be] open to procreation. The Church believes human life is always a good thing, and that God wants people to â€Å"be fruitful and multiply. † It also teaches that the procreative act is the way God brings life into the world—remembering that, according to Christianity, human life is more than just the physical body. According to the Church, a married couple participates in God's creation of new life, but God himself is seen as the Creator of new life.Shutting the sexual act off to procreation is literally shutting out God† (Williams). Why Basing Law on Religion is Unconstitutional â€Å"Proposition 8 was enacted by a vote of 52% to 48%. Those identifying themselves as Evangelicals, however, supported Proposition 8 by a margin of 81% to 19%, and those who say they attend church services weekly supported Proposition 8 by a vote of 84% to 16%. Non-Christians, by the way, opposed Proposition 8 by a margin 85% to 15% and those who do not attend church regularly opposed Proposition 8 by a vote of 83% to 17%.What this tells us, quite strikingly, is that Proposition 8 was a highly successful effort of a particular religious group to conscript the power of the state to impose their religious beliefs on their fellow citizens, whether or not those citizens share those beliefs. This is a serious threat to a free society committed to the principle of separation of church and state† (Stone). â€Å"The Framers of the American Constitution knew that throughout human history religious self-righteousness has caused intolerance, discrimination and injustice.It was for that reason that they embedded in our Constitu tion a fundamental commitment to the separation of church and state. The Framers were not anti-religion. They understood that religion could help to nurture the public morality necessary to a self-governing society. But religion was to be fundamentally private. It was for the individual. It was not to intrude unduly into the political sphere† (Stone). â€Å"While religious faiths differ in their definition of marriage, the government has an obligation not to engage in unconstitutional discrimination against gay and lesbian couples.The concept of equal protection under the law, enshrined in the constitution, requires that fundamental rights like the right to marry be made available equally to same-sex couples† (LGBT Relationships). Issue 4: Common Misconceptions â€Å"Gay Marriage is Wrong Because the Bible Says So† A few months back I found myself debating a lady from the General Synod. The presence of a verse in the book of Leviticus was her justification for ar guing against any rights for gays. ‘What about the imprecations against all sorts of dietary laws in the same book? ‘ I asked her. ‘What of the warning against the mixing of fabrics?What about that verse in Exodus, â€Å"Thou shalt not suffer a witch to live? â€Å"‘ ‘Well, I don't know anything about that,' she said†(Murray). â€Å"Gay Marriage is Wrong Because Same-Sex Couples Can’t Have Children† â€Å"The idea that marriage is solely for the procreation of children is equally dismissible. Plenty of straight couples, particularly older ones, do not marry to have children. † (Murray). â€Å"There are many gay couples that are in committed and happy relationships. These relationships are often long lasting and sometimes involve adopted or naturally born children† (Johnson). Same-sex couples are raising hundreds of thousands of children in the United States. And, according to a long-term study, those kids are competen t and well-adjusted. The study followed about 80 children conceived by lesbian moms using donor insemination in the mid 1980s. By the age of 17, the kids rated better in academic and social competence and had fewer behavior problems than a nationally representative sample† (Kids Thrive With Two Moms). â€Å"The LGBT Community is More Promiscuous† â€Å"Often, people associate gay men with sexual addiction. However, the majority of gay individuals are no more sexually active than heterosexuals.Many gay men visit bars, clubs or the internet in an effort to find sexual partners, however just as many seek long term relationships in the same places â€Å"(Johnson). â€Å"An aspect of male ‘gay life' some heterosexuals claim to have a problem with is the perceived promiscuity. Whether this is in reality any more distinctive than among straight people, gay marriage offers a remedy, giving gays, like straights, a public and private path towards commitment. At a time wh en many heterosexuals are spurning the idea of marriage, here is a section of society positively lobbying for the right to respect and continue the institution.Perhaps gay marriage will encourage more straight people back on to the marital path? † (Murray). â€Å"AIDS is a Gay Disease† â€Å"Many rumors about AIDS still linger from the 80's. Those misconceptions were based on a lack of understanding and fear. Though the source of the deadly disease hasn't been traced to it's root, AIDS is not just a gay disease† (Johnson). Conclusion Restatement of Thesis: Denying equal marriage rights to same-sex couples is unconstitutional, and currant legislation that denies these rights should be removed. Why must things change now.Not allowing same-sex marriage denying gay and lesbian couples there constitutional right to the pursuit of happiness. The basis for many arguments opposing gay marriage are on religious grounds, and it is unconstitutional to create laws based on a religious view not held by all American citizens. â€Å"Despite arguments that so called â€Å"same-sex marriage† seeks to redefine â€Å"traditional marriage†, allowing committed gay and lesbian couples to marry does not change the meaning of marriage. Gay and lesbian couples want to get married and make a lifetime commitment to the person they love and to protect their families† (LGBT Relationships).