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...

Internet advertising has seen tremendous revenue growth through its ability to effectively target consumer interest. However, it fails to reach consumers in as wide a range of activities as traditional advertising. This paper describes the opportunity for performing highly targeted activity-based advertising. By better representing human needs and activities, it will become possible to effectiv...

The two leading online consumer-to-consumer platforms use very different revenue models: eBay.com in the United States uses a brokerage model in which sellers pay eBay on a transaction basis, whereas Taobao.com in China uses an advertising model in which sellers can use the basic platform service for free and pay Taobao for advertising services to increase their exposure. This paper studies how...

We examine whether the growth of the internet has reduced the effectiveness of government regulation of advertising. Specifically, we combine variation in state and local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 individuals. People are 8 percent less likely to say ...

Can advertising lead to a sustainable competitive advantage? To answer this question, we propose a dynamic model of advertising competition where firms repeatedly advertise, compete in the product market, and make entry as well as exit decisions. Within this dynamic framework, we study two different models of advertising: In the first model, advertising influences the goodwill consumers extend ...

in today's communities achieving to effectiveness of urban advertising is one of troubles of advertisement industry. this research is trying to answer this question that using three-dimensional design in urban advertising has what place in urban field? this query has been conducted in the method of iconological analysis on chosen urban advertising works of last 15 years in the world with t...

today, by increasing use of mobile services, mobile advertising is considered as one of the most important and influential marketing activities. in this regard, advertising activities need to focus on customers and their needs, tendencies and complete advertising admission process by providing value-added services.the aim of this study is to analyze the impact of marketing communications / medi...

Do travel brochures give adequate advice on avoiding illness? There has been a spectacular growth in the number of travellers world wide over the past 35 years (table) and the World Tourism Organisation predicts that the number of international tourists will reach 480 million by 1990. Travel to the developing regions is expected to show the highestgrowth rate (ibout 100/o-almost twice the world...

We study the relationship between the pricing and advertising decisions in a channel where a national brand is competing with a private label. We consider a differential game that incorporates the carryover effects of brand advertising over time for both the manufacturer and the retailer and we account for the complementary and competitive roles of advertising. Analysis of the obtained equilibr...