The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding). The study is qualitative based on the objective and data collection process. The population of the study were all marketing and sales experts at Atieh Saba Holding, and among these experts, 10 were selected as the sample. In this study, data were col...

As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click‐through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for dynamics. These issues can easily lead firms to...

The goal of the current study is to determine the optimal level of advertising beyond which advertising expenditure will not be justified by revenues. To achieve the goal first different types of media were rated by experts as to the degree of their importance. Then data ware collected by interviewing the managers and reviewing different media resources. The collected data were then analyze...

Channel coordination in search advertising is an important but complicated managerial decision for both manufacturers and retailers. A manufacturer can sponsor retailers to advertise his products while at the same time compete with them in position auctions. We model a manufacturer and retailers’ cooperation and intra-brand competition in advertising, as well as inter-brand competition with oth...

the purpose of this study has been concretized in terms of impact of mobileadvertising on the purchase decision of the consumer and aimed to answer toresearch questions: which is the underlying structure of criteria in mobileadvertising? and which criteria are important for consumers in evaluatingmobile advertising? a sample of consumers in taiwan was surveyed and usingfuzzy judgment to determi...

Search Engine Optimization (SEO) is an Internet marketing strategy and a process, widely used now-a-days for improving the volume or quality of traffic to a website through search engines. The results generated by search engines can be natural (organic or algorithmic) and/or paid search. In the present study, different techniques were used for achieving better optimization for Web 2.0 based web...

With more than four billion usage of cellular phones worldwide, mobile advertising has become an attractive alternative to online advertisements. In this paper, we propose a new targeted advertising policy for Wireless Service Providers (WSPs) via SMS or MMSnamely AdCell. In our model, a WSP charges the advertisers for showing their ads. Each advertiser has a valuation for specific types of cus...

In thinking about the role of images in cross-cultural advertising, a useful starting point is the concept of "iconicity." In the vocabulary of communications theory, a mode of communication can be termed "iconic" if there is an analogical relationship between its constituent signs or symbols and the things that they represent (Sebeok, 2001; see also Peirce, 1991). For example, in the case of v...

abstract        the role of visual media and audience is one of major issues in the contemporary world. one of the most important approaches by which this can be achieved, the defamiliarization. methods used in this approach disturbing visual habits and visual perception in the audience to make sense of wonder and amazement, and he is eager to see. this category of functional concepts is one of...