Advertising Response Models for Marketing-OM Interface Research

Improvement of Marketing Technologies for Russian Advertising Market Research

Submitted: Aug 10, 2013; Accepted: Sep 6, 2013; Published: Sep 11, 2013 Abstract: A market of services that provide communications between B2B, B2G, B2C segments and inside these segments is referred to as advertising market. Today advertising market is the one of the most dynamically growing market in the world and an important sector of economy. It is characterized by high rate of turnover of...

Techniques for improving response rates in OM survey research

Response rates are an important indicator of survey research success and a methodological concern in OM today. An analysis was done of 233 OM survey research papers published over the past 12 years which showed that the average managerial response rate flattened-out in the mid-1990s at, approximately 32% and has not improved since then. This paper goes on to examine the theories and techniques ...

Pricing Models in Marketing Research

Pricing a product is one of the most important decisions an organization can make. Marketing research has developed several different approaches to price optimization. They include direct methods such as estimation of willingness to pay, indirect methods such as Gabor-Granger and van Westendorp techniques, and product/price mix methods such as various discrete choice models. All of them are wid...

Computational Advertising: A Paradigm Shift for Advertising and Marketing?

Scent Marketing: Subliminal Advertising Messages

Store chains and service providers beguile customers with a pleasant shopping atmosphere often realized by installing scent diffusers to evaporate overwhelming fragrances. Such systems named as olfactory technology are becoming a standard interior of commercial locations as well as public places and are more and more gain importance in human-computer interaction. This paper delivers insight int...