In recent years the online advertising industry has witnessed a shift from the more traditional pay-per-impression model to the payper-click and more recently to the pay-per-conversion model. Such models require the ad allocation engine to translate the advertiser’s value per click/conversion to value per impression. This is often done through simple models that assume that each impression of t...

Social exposure is one of the factors affecting the diffusion dynamics for Electric Vehicles (EV) uptake. It could be increased by advertising, but the effects of it change among different groups of people and residential zones. This study develops an optimization model that determines efficient allocation of advertising budget to zones. This model includes a dynamic market diffusion model (Str...

Dynamic Spectrum Allocation (DSA) has been viewed as a promising approach to improving spectrum efficiency. With DSA, Wireless Service Providers (WSPs) that operate in fixed spectrum bands allocated through static allocation can solve their short-term spectrum shortage problems resulting from the bursty nature of wireless traffic. Such DSA mechanisms should be coupled with dynamic pricing schem...

Spectrum sensing is one of the key topics towards the implementation of future wireless services like SuperWiFi. This new wireless proposal aims at using the freed spectrum resulting from the analog-todigital transition of TV channels for wireless data transmission (UHF TV White Spaces). The benefits range from better building penetration to longer distances when compared to the set of IEEE 802...

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...

Market Design is an emerging field that seeks to provide a practical solution for various resource allocation problems. The current article discusses several issues arising in real-world market design, innovative ideas proposed to overcome those issues, and their applications in areas such as spectrum licenses allocation, Internet sponsored-search advertising, housing allocation, public school ...

M of advertising response implicitly assume that the entire advertising budget is spent on disseminating one message. In practice, managers use different themes of advertising (for example, price advertisements versus product advertisements) and within each theme they employ different versions of an advertisement. In this study, we evaluate the dynamic effects of different themes of advertising...

Electronic cigarettes (e-cigarettes) are an increasingly popular source of nicotine and an increasingly popular topic in the media. Concerns about potential hazards associated with e-cigarette use and advertising, especially to adolescents, have led to studies on e-cigarettes in both traditional media (TV, mail, print, and outdoor advertising) and social media (websites, social networking sites...

W study the effects of retailer in-store media on distribution channel relationships. Retailers open in-store media (ISM) and allow manufacturers to advertise to shoppers. Our results suggest that ISM has an important role in coordinating a distribution channel on advertising volume and product sales, and on mitigating supplier competition. Improved channel coordination is achieved through the ...