نتایج جستجو برای: advertising options
تعداد نتایج: 109312 فیلتر نتایج به سال:
This study examined the effectiveness of advertising in the context of commercialization congruence between online advertising and Web sites. Specifically, we separated commercialization congruence into commercial and noncommercial sectors, and drew from schema-congruence theory to consider the effects of commercialization congruence that may influence attitudes toward advertising. We employed ...
Different from most sponsored search advertising and click-driven display advertising, on-line brand advertising is less straightforward to assess, and perhaps for that reason has received much less attention in the academic literature and in practice. Brand advertising generally is difficult to assess; however, the online environment provides unique opportunities, because as we describe below ...
This paper examines the role of advertising in the evolution of market structure in the US mutual fund industry. First, I present empirical evidence that mass advertising in this industry creates endogenous sunk costs, resulting in patterns consistent with Suttons (1991) predictions. In particular, I contrast evolutionary patterns of advertising spending and market structure between two segmen...
In this paper we provide a real (investment) options ́ valuation method with controls that capture managerial intervention and learning (exploration, R&D, advertising, marketing research, etc.). In contrast to the standard wait-and-see approach of the real options literature, we assume that managers possess the ability to intervene either for value enhancement, or for information acquisition, an...
Observatory: New interactive advertising formats on television. A proposal for their analysis and classification This article investigates the area of interactive advertising on television, an emerging phenomenon that has not been extensively explored by the literature and with significant potential for development. The findings provided are based on those obtained as part of the research entit...
This paper develops a model of dynamic advertising competition, and applies it to the problem of optimal advertising scheduling through time. In many industries we observe advertising “pulsing”, whereby firms systematically switch advertising on and off at a high-frequency. Hence, we observe periods of zero and nonzero advertising, as opposed to a steady level of positive advertising. Previous ...
The role of the mobile terminal in advertising and marketing has attached increasing attention, but the traditional advertising acceptance model does not consider how the characteristics of mobile Internet advertising affect consumer attitudes and decision-making. Based on the technology acceptance model (TAM) and the characteristics of groups of college students, a research model of college st...
Does manufacturer advertising for a brand stimulate or suppress retail price promotions? This study addresses this controversial issue. The authors develop an analytical model that shows that the relationship between manufacturer advertising and retail price promotion depends on the role of advertising. If advertising differentiates brands and suppresses consumer response to retail promotion, t...
This study investigated consumers’ attitudes toward advertising by traditional Chinese medicine (TCM) practitioners, and how attitudes varied among different demographic groups and user experiences in TCM. A survey using quota sampling was conducted. Altogether 1,039 adults aged 20 or above in Hong Kong filled in an online questionnaire in March 2014. Factor analysis found that attitudes toward...
The success of small, medium, and micro enterprises (SMMEs) is especially important for increasing employment economic growth that sustainable in developing nations. SMMEs are reported to be more successful if they use particular business management strategies compared with those do not implement such strategies. Service-learning projects (S-LPs), the form student-led advertising agencies (SLAA...
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