Content Marketing Elements for Search Advertising

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...

Advertising Content

Empirical evidence suggests that most advertisements contain little direct information. Many do not mention prices. We analyze a monopoly firm’s choice of advertising content and the information disclosed to consumers. The firm advertises only product information, price information, or both; and prefers to convey only limited product information if possible. It is socially harmful to force it t...

Sponsored Search Marketing: Dynamic Pricing and Advertising for an Online Retailer

Consider a retailer using sponsored search marketing together with dynamic pricing. The retailer’s bid on a search keyword affects the retailer’s rank among the search results. The higher the rank, the higher the customer traffic and the customers’ willingness-to-pay will be. Thus, the question arises: When a retailer bids higher to attract more customers, should the accompanying price also dec...

Creating content marketing for libraries.

Content marketing can be a powerful tool for marketing the services of academic and health sciences libraries. Competing for the attention of busy students and faculty, the library must develop its own channels of engagement, which makes content-driven activities essential. A common example is resource licensing. Once a library licenses a new resource, driving or encouraging usage is a challeng...