In this study, we introduce a new approach to measuring the impact of TV advertising on the demand for consumer goods. We combine three data sources (i.e., store-level scanner data, advertising spending data and advertising tracking data) to assess the impact of advertising on demand. We estimate demand by employing a random coefficient logit model that uses aggregate data, in accordance with B...

Competitive advertising interference arises when viewers of advertising for a focal brand are also exposed to advertising messages for competing brands within a short time period, say one week for TV advertising. Although competitive advertising interference has been shown to reduce ad recall and recognition and brand evaluation measures, no studies have examined the impact on sales. In this re...

Previous studies indicated that television (TV) advertising is associated with higher rates of obesity. The rate of obesity and overweight continues to rise in mainland China, bringing into question whether TV advertising to young audiences might be partly to blame. This study investigated messaging delivered through TV advertisements regarding healthy and unhealthy foodstuffs. A total of 42 ma...

We propose novel algorithms for automatically determining a user’s profile from his/her content usage history (profiling agent), and automatically filtering content according to the user’s profile (filtering agent). A fuzzy inference system is used to construct and periodically update the preferences of a user based on the user’s interactions with various types of content over an observation pe...

INTRODUCTION Obesity is a pandemic disease in Latin America. The purpose of this review was to analyze the studies exploring food advertising in TV conducted in Latin-American countries and in the USA geared to Hispanics. METHODS An electronic literature search was conducted in the MEDLINE/PubMed, EMBASE, SCIELO, and CINAHL, databases and open access internet, of food advertising directed to ...

Reinforced by the fast growth of electronic commerce, even during the current global economic downturn, intermediated online targeted advertising (IOTA) has emerged as a promising electronic business model empowered by the Web 2.0 principle. IOTA maximizes the profit of online targeted advertising services by displaying the proper banner contents to certain types of Web users in real time in or...

Advergames played on computers can be persuasive forms of advertising, especially when players are highly involved or experience telepresence (‘‘being there’’ in the game). But 30-s TV commercials also deliver high levels of telepresence. Online-video interactive TV commercials, which can combine a TV commercial and an advergame, potentially deliver double the effectiveness of either form of ad...

Purpose This study aims to examine young children’s (ages 4 7) knowledge and skills (i.e. their advertising literacy) for television (TV) commercials, YouTube pre-roll ads influencer marketing. Furthermore, this explores how parental perceptions practices social abilities influence the development of literacy. Design/methodology/approach Semi-structured in-depth interviews were conducted with p...

Advertising networks have recently played an increasingly important role in the online advertising market. Critical to the success of an advertising network are two mechanisms: an allocation mechanism that efficiently matches advertisers with publishers and a pricing scheme that maximally extracts surplus from the matches. In this paper, we quantify the value and investigate the determinants of...