<i>Ad Lib</i> : When Customers Create the Ad
Bibliographic record
Abstract
Consumers are now generating, rather than merely consuming advertising. The consequences for brands, marketers, and senior executives are significant. Advertising was traditionally generated by, or on behalf of, the firm and broadcast to relatively passive consumers. With the rise of digital media, the Internet, and inexpensive media software, considerable creative and distributive power has been handed to the consumer. Liberated from the exclusive control of the firm, ads now express a myriad of different voices. Some ads are subversive, others laudatory, but the fact remains that the firm is no longer in exclusive control of the message. Using a number of high profile cases, this article explores the motivations that drive consumers to create their own ads and develops a typology of the ads created. It develops a model for the various strategic stances that a firm can adopt in response to this phenomenon so that managers can anticipate and thus deal more effectively with some of the extreme consequences of liberated advertising.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.004 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.003 | 0.002 |
| Scholarly communication | 0.007 | 0.006 |
| Open science | 0.001 | 0.001 |
| Research integrity | 0.003 | 0.002 |
| Insufficient payload (model declined to judge) | 0.029 | 0.012 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".