In paid search advertising on Internet search engines, advertisers bid for specific keywords, e.g. “Rental Cars LAX,” to display a text ad in the sponsored section of the search results page. The advertiser is charged when a user clicks on the ad. Many of the keywords in paid search campaigns generate few, if any, sales conversions – even over several months. This sparseness makes it difficult ...

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 ...

OBJECTIVE To test the specificity of the association between tobacco advertising and youth smoking initiation. DESIGN Longitudinal survey with a 30 month interval. SETTING 21 public schools in three German states. PARTICIPANTS A total of 1320 sixth-to-eighth grade students who were never-smokers at baseline (age range at baseline, 10-15 years; mean, 12.3 years). EXPOSURES Exposure to to...

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...

Advertising revenues have become a critical element in the business plans of most commercial Web sites. Despite extensive research on advertising in traditional media, managers and researchers face considerable uncertainty about its role in the online environment. The benefits offered by the medium notwithstanding, the lack of models to measure and predict advertising performance is a major det...