The goal of this paper is to identify the main differences in the way men and women perceive TV ads. This paper is based on a research project conducted partly as a review of relevant papers, which deals with gender influence on the cognitive process and postmodern perception of advertising. In addition to that, qualitative research was conducted by means of interviews and structured questionna...

Various studies have proposed factors of impulse purchase in different advertising mediums like website, mobile, traditional retail store and traditional television. However, to the best of the researchers’ knowledge, none of the impulse purchase model is dedicated towards impulse purchase tendency for interactive TV (iTV) advertising. In addition, through systematic review analysis, this study...

This study develops a model for selecting Korean dramas based on TV station manager’s perceptions. First, the proposed model adopts the modified Delphi method to find out the suitable evaluative criteria of Korean dramas. Next, the model apply the analytic hierarchy process (AHP) to determine the relative weights of evaluative criteria, then ranks the alternatives and selects the best Korean dr...

We study an optimal bidding and allocation problem that builds upon the earlier work of [4]. The model we is interest in online real-time advertising where demand a large number advertisers aggregated by intermediary who bids auction market on their behalf. This referred to as Demand Side Platform (DSP).

Multi Armed Bandit problems have been widely studied in the context of sequential analysis. The application areas include clinical trials, adaptive filtering, online advertising etc. The study is also characterized as a policy selection which maximizes a gambler’s reward when there are multiple slot machines that are generating them. It is under this framework, that we describe the model and de...

Nowadays, despite the Internet, social networks are the main competitors of mass networks, and the number of their users is increasing day to day. Therefore, the purpose of this study is to provide a cultural model to understand the process of attracting TV audiences. This research is a practical research, and a descriptive-survey research in terms of data collection. The research orientation t...

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