We examine the asset value of advertising expenditures for a sample of takes the form of future cash flows, which derive from future sales. Future sales are influenced by advertising expenditures, 320 firms with reported advertising expenditures for each of the 10 consecutive years ending in 1994. We find that, depending upon the which alter customer preferences for particular products or vendo...

Paid Search algorithms play an important role in online advertising where a set of related ads is returned based on a searched query. The Paid Search algorithms mostly consist of two main steps. First, a given searched query is converted to different sub-queries or similar phrases which preserve the core intent of the query. Second, the generated sub-queries are matched to the ads bidded keywor...

W use data from a large-scale field experiment to explore what influences the effectiveness of online advertising. We find that matching an ad to website content and increasing an ad’s obtrusiveness independently increase purchase intent. However, in combination, these two strategies are ineffective. Ads that match both website content and are obtrusive do worse at increasing purchase intent th...

This study examined the behavior of online searchers in relation to keyword advertising according to the theory of advertising avoidance. A total of 451 volunteers were recruited for an experiment. A computer program and an eye-tracking device were used to measure the number of clicks and eye movements. The findings show that the number of clicks for to obtain organic search results is higher t...

We introduce a model of dynamic price and advertising competition and use the model to investigate a popular segment of the Ready-To-Eat Cereal Market. It is well understood that advertising is a key non-price strategic demand determinant in differentiated product markets. Two popular and compatible models for the role of advertising have emerged. One model specifies advertising as a determinan...

This study explores whether exposure to advertisements that focus on the negative effects of tobacco industry advertising and promotion at the point of sale (anti-POS advertising) influence: (i) attitude toward POS advertising; (ii) perceived impact of POS advertising on youth smoking; and (iii) support for a ban on tobacco promotion at the POS among adult non-smokers in New York. Data are from...

We develop a simple model in which firm-specific advertising has cooperative and predatory effects. Our model is set in a static spatial market where firms are naturally segmented into two distinct submarkets: several large firms located in the core, with small firms operating as a fringe. We test the net effect of the offsetting market size and market share effects of both fringe and core firm...

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 ...