This paper presents an oligopolistic model of informative advertising, where firms simultaneously choose prices and advertising intensities. For this game there is a dispersed price equilibrium in which the amount of advertising by each firm is socially optimal. The advertising technology considered is more general than in Butters', however his results can be obtained as the number of firms ten...

Search Engine Advertising has grown strongly in recent years and amounted to about USD 60 billion in 2014. Based on real-world data of online campaigns of 28 companies, we analyse the incident of a hacked campaignaccount. We describe the occurred damage, i.e. (1) follow-up consequences of unauthorized access to the account of the advertiser, and (2) limited availability of short-term online cam...

W develop a two-stage consumer-level model of paid search advertising response based on standard aggregated data provided to advertisers by major search engines such as Google or Bing. The proposed model uses behavioral primitives in accord with utility maximization and allows recovering parameters of the heterogeneity distribution in consumer preferences. The model is estimated on a novel paid...

The current discussion of potential Do Not Track regulation for online advertising is worrisome for the advertising industry, as it may significantly limit the capability for targeted advertising, a key revenue source for online content. The present discourse conflates the behavior tracking and ad targeting processes, leading to the presumption that providing privacy must come at the cost of el...

The article proposes a conceptual model for understanding key factors that shape satisfaction with the services offered by South African advertising agencies. In particular, the model draws together two distinct approaches: (1) service quality associated with service output and performance, and (2) relational exchanges between advertisers and advertising agencies. Insight and perspectives from ...

From the very beginning, advertising revenue was a major motivation to establish a journal owned by the American Academy of Pediatrics (AAP) and a major focus of the board of directors. The first editor, Dr Hugh McCulloch, proclaimed that “Pediatrics will consist of four divisions; the fourth division is advertising.”2 Until the late 1970s, this was all display advertising or advertising prepar...

We consider a market where a single seller must employ informative advertising to launch a new product of observable quality. The monopolist may use mass, targeted or customer directed advertising. We show that the choice of advertising strategy depends on the economic properties of the advertising technology. If this exhibits strong economies of targeting, customer directed advertising arises ...

the current paper aims to examine the liability observed in sphere of presentation of goods and services with the infraction of special codes and regulations related to advertising or general codes or regulations of liability with contractual or non-contractual basis. specifically, there are not any mentions about all kinds of these liabilities in the rules of iran. the current research, which ...

In last decade, yearly revenue from online advertising has soared from a moderate US$907 million to a whooping US$16.9 billion and the driving force behind this huge leap is found to be search advertising. Forecasts suggest that this trend will continue in coming years through the innovation of new types of search-related advertising. This rapidly burgeoning industry involves complex business m...