We consider a strategic online social network that controls information flows between agents in a social learning setting. Agents on the network select among products of competing firms of unknown quality. The network sells advertising to firms. We consider display advertising, which is standard firm-to-consumer advertising, and social advertising, in which agents who purchased that firm’s prod...

A large amount of research in advertising utilizes theories from other disciplines and simply uses an advertising message as a stimulus or focal content topic. The actual elements that make advertising unique are often ignored in this work. It is proposed here that advertising theory and research needs to become more focused on what makes advertising a distinct phenomenon and these elements nee...

the purpose of this study was to investigate the attitudes of managers in private companies towards sport sponsorship as an advertising tool. the method of this study was descriptive and survey and it was practical. the statistical population of research included all chief managers (executive officers, financial officers or sales officers) of private large productive companies in esfahan that w...

this paper investigates the effects of advertising, profitability, concentration and research & development on the market share of iranian great food and beverage industries during the period of 2000-2011. for this purpose, we used the more than 50 employee's statistics of industrial 4- digit firms and panel data technique for estimating the model. the main results of this paper reveal that, th...

Auction theory analyses market designs by assuming all players are fully rational. In this paper we study behavior of bidders in an experimental launch of a new advertising auction platform by Zillow, as Zillow switched from negotiated contracts to using auctions in several geographically isolated markets. A unique feature of this experiment is that the bidders in this market are local real est...

ADVERTISING The Advertising Major The advertising major prepares students for careers in business and industry or for graduate education. Students majoring in advertising find career opportunities in professions requiring applied communication expertise. Graduates are qualified for positions in the creative and account sides of advertising within businesses, agencies and media. The capstone pro...

F often use a pool or series of advertising themes in their campaigns. Thus, for example, a firm may employ some of its advertising to promote price-related themes or messages and other of its advertising to promote product-related themes. This study examines the interdependence that can occur between pairs of themes in a pool (i.e., pooling effects), the impact of these pooling effects on the ...

Television advertising of prescription drugs is controversial, and it remains illegal in all but two countries. Much of the opposition stems from concerns that advertising directly to consumers may inefficiently distort prescribing patterns toward the advertised product. Despite the controversy surrounding the practice, its effects are not well understood. Exploiting a discontinuity in advertis...

An important decision for a firm is how to allocate its advertising budget among different types of advertising. Most traditional channels of advertising, such as advertising on television and in print, serve the purpose of building consumer awareness and desire about the firm’s products. With recent developments in technology, sponsored search (or paid search) advertising at search engines in ...

We examine how competitive firms’ pricing and persuasive advertising strategies as well as profits are affected by changes in consumer preferences, unit production costs, and advertising efficiencies. We highlight three interesting findings from our analyses. First, when firms make endogenous advertising decisions in addition to pricing, a seemingly favorable exogenous shock to one firm alone m...