Setting Advertising Budgets

Spatiotemporal Allocation of Advertising Budgets

Vol. XLIX (February 2012), 1 –14 *Ashwin Aravindakshan is Assistant Professor of Marketing (e-mail: aaravind@ ucdavis.edu), and Prasad A. Naik is Professor of Marketing (e-mail: [email protected]), Graduate School of Management, University of California, Davis. Kay Peters is a postdoctoral student, Center for Interactive Marketing and Media Management, Institute for Marketing, University of Mu...

Keyword Search Advertising and Limited Budgets

Threshold Influence Model for Allocating Advertising Budgets

We propose a new influence model for allocating budgets to advertising channels. Our model captures customer’s sensitivity to advertisements as a threshold behavior; a customer is expected to be influenced if the influence he receives exceeds his threshold. Over the threshold model, we discuss two optimization problems. The first one is the budget-constrained influence maximization. We propose ...

Keyword Search Advertising and Limited Budgets

In keyword search advertising, many advertisers operate on a limited budget. Yet how limited budgets affect keyword search advertising has not been extensively studied. This paper offers an analysis of the generalized second-price auction with budget constraints. We find that the budget constraint may induce advertisers to raise their bids to the highest possible amount for two different motiva...

Sex-in-advertising: a policy-setting taxonomy

Discussion about the appropriateness or otherwise of sex in advertising is wide ranging and recurrent. ‘Sex’ in advertising has been the subject of extensive research and debate which has often been conducted on flawed conceptual foundations. We argue that this is due to a lack of shared understanding of ‘sex’ as it relates to advertising. By examining the various ways in which ‘sex’ and relate...