Abstract   Vertical cooperative (co-op) advertising is typically a cost sharing mechanism and coordinated effort by the channel’s members in order to increase demand and overall profits. In this marketing strategy, the manufacturer shares a fraction of the retailer’s advertising investment. This paper studies the advertising and pricing decisions in a retailer-manufacturer supply chain in which...

Online advertising has become increasingly popular among SMEs in service industries, and thousands of service advertisements are published on the Internet every day. However, there is a huge barrier between service-provider-oriented service information publishing and service-customer-oriented service information discovery, which causes that service consumers hardly retrieve the published servic...

The focus placed on maximizing user engagement in online advertising negatively affects the user experience because of advertising clutter and increasing intrusiveness. An intelligent decision support system providing balance between user experience and profits from online advertising based on the fuzzy multiobjective optimization model is presented in this paper. The generalized mathematical m...

Blog advertising, which refers to the paid sponsorship of bloggers to review, promote, or sell products in their blog writing, is becoming prevalent. This paper investigates the impact of three critical factors on blog advertising effectiveness: communicator expertise, advertising intent, and product involvement. An experiment with a 2×2×2 factorial design was used to test their interaction eff...

We use a panel data set that combines annual brand-level advertising expenditures for over three hundred brands with measures of brand awareness and perceived quality from a large-scale consumer survey to study the effect of advertising. Advertising is modeled as a dynamic investment in a brand’s stocks of awareness and perceived quality and we ask how such an investment changes brand awareness...

This paper develops a model of dynamic advertising competition, and applies it to the problem of optimal advertising scheduling through time. In many industries we observe advertising “pulsing”, whereby firms systematically switch advertising on and off at a high-frequency. Hence, we observe periods of zero and nonzero advertising, as opposed to a steady level of positive advertising. Previous ...

This study examines factors related to the effectiveness of mobile advertising. Using a large data set with 115, 899 records of ad tap through from a mobile advertising company, we identify that the influencing factors for ad tap through are application type, mobile operators, scrolling frequency, and the regional income level. We use a logit model to analyze how the probability of ad tap throu...