Intermarket network externalities take place when the utility of a good produced in a given industry varies with the size of the demand for a good produced in another. A particularly signi...cant example of this phenomenon is provided by the interaction between the media and advertising industries. Media consumers vary according to their willingness to pay for the media good, which depends on t...

Consumers who react to a promotional offer might switch from their preferred brand to the promoted brand, they might stockpile the promoted brand, or they might switch and stockpile. We model the implications of such consumer responses for a manufacturer's profit. Conditions under which a profit maximizing manufacturer should promote its product are then inferred from the aggregated response fu...

In this paper, we analyze the relationship between performance and use of brand terms in the key phrases that link advertisements to searcher queries. We use data that consist of more than 2.5 million daily records from a key word advertising campaign of a major U.S. retailer. The campaign spanned nearly four years, involved approximately $8 million in advertising cost, and generated more than ...

INTRODUCTION Retailer noncompliance with limited US tobacco regulations on advertising and labeling was historically patterned by neighborhood in ways that promote health disparities. In 2010, the US Food and Drug Administration (FDA) began enforcing stronger tobacco retailer regulations under the Family Smoking Prevention and Tobacco Control Act of 2009. However, recent research has found no d...

despite increased availability of online promotional tools for prescription drug marketers, evidence on online prescription drug promotion is far from settled or conclusive. we highlight ways in which online prescription drug promotion is similar to conventional broadcast and print advertising and ways in which it differs. we also highlight five key areas for future research: branded drug websi...

We consider a firm that sells seasonal goods. The firm seeks to reach a fixed level of goodwill at the end of the selling period, with the minimum total expenditure in promotional activities. We consider the linear optimal control problem faced by the firm which can only control the communication expenditure rate; communication is performed by means of advertising and sales promotion. Goodwill ...

This paper explores issues relating to the effectiveness of permission marketing initiatives. The goal is to analyze sales response of a permission marketing program along with its sales effectiveness compared to a simultaneous traditional advertising program. It attempts to determine the ability of permission marketing initiatives to yield segmentation descriptors.

We compare the advertising intensity and content of programming in a market with competing media platforms. With pay-tv media platforms have two sources of revenues, advertising revenues and revenues from viewers. With free-to-air media platforms receive all revenues from advertising. We show that if viewers strongly dislike advertising, the advertising intensity is greater under free-to-air te...