The digital revolution has often been heralded for the transformation it has produced in advertising. The ability to collect data about the individual, automatically parse it, and then serve ads on that basis has transformed advertisers’ ability to target ads and show specific ads to specific groups of consumers. This targeting revolution has led to the emergence of paid search advertising, whe...

Advances in data collection have made it increasingly easy to collect data on consumer-level purchases that are linked to those same customers’ advertising exposures. However, advances in advertising response modeling (i.e., marketing mix modeling) have lagged behind the availability of this granular data. Extending extant models to multi-channel consumer-level data, we develop a Bayesian Tobit...

Firms use different attribution strategies such as last-click attribution or first-click attribution to assign conversion credits to search keywords that appear in their consumers’ paths to purchase. These attributed credits impact a firm’s future bidding and budget allocations among keywords and, in turn, determine the overall return-on-investment of search campaigns. In this paper, we model t...

Cooperative advertising is a cost-sharing mechanism in which a part of retailers' advertising investments are financed by the manufacturers. In recent years, investment among advertising options has become a difficult marketing issue. In this paper, the cooperative advertising problem with advertising options is investigated in a two-period horizon in which the market share in the second period...

This short paper aims to increase understanding of tobacco companies‟ advertising strategies. Time series data and intervention analysis methods are used to investigate whether tougher tobacco advertising legislation, and the threat of such legislation, result in firms significantly changing their advertising activities in the period preceding the enactment of legislation. The paper considers l...

We propose a regime-switching model that allows demand to respond asymmetrically to upward and downward advertising changes. With the introduction of a smooth transition function, the model features smooth rather than abrupt parameter changes between regimes. We apply the model to nonalcoholic beverage data in the United States for 1974 through 2005 to investigate asymmetric advertising respons...

The popularity of social networks has made them a perfect medium for activity or advertising campaign promotion. Therefore, many people use Facebook pages to announce their advertising campaign. The purpose of this study is to extract activity events by constructing two named entity recognition models, namely activity name and location, via a Web NER model generation tool [1]. We enhance the to...

Objective: Digital media platforms like Facebook and Instagram play a significant role in the marketing of alcohol, connecting producers consumers novel ways. Alcohol marketers have proven to be innovative experimenters with participatory data processing power these platforms. The aim this article is (a) scope how digital advertising are typically understood operationalized public health litera...

The convergence of information technology, media, and telecommunications has altered consumer behavior in terms searching, obtaining, processing, responding to a company’s or services. ability company plan, implement, manage digital marketing increase its competitiveness the eyes consumers is referred as capability. This research presents utilization index (DMUI) evaluate improve DMUI mad...

We report the results of the first large-scale experiment involving paid political advertising. During the opening months of a 2006 gubernatorial campaign, approximately $2 million of television and radio advertising on behalf of the incumbent candidate was deployed experimentally. In each experimental media market, the launch date and volume of television advertising were randomly assigned. In...