In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer’s purchase intention. However, there has been no research on selecting keywords in paid search advertising depending on consumer involvement from the advertisers’ perspective. Our paper investigates the effects of several factors including impressions, click-through rate, conve...

Most web sites provide display advertising and contextual advertising services simultaneously, which are the main ad formats in Internet. With multimedia format, the pricing of display ads is generally based on the occurrence of ad impressions. However, targeting their customers more accurately, contextual ads are performance based advertisements and are charged only if one visitor clicks a cli...

The essay takes as a starting point Goebbels’ speech delivered at the closing session of Continental Advertising Congress, held in Vienna June 1938, and explores transformations that communicational public space first half twentieth century underwent following two world conflicts erupted then. In part, addresses progressive hybridisation discourse time, increasing blurring information, advertis...

This work considers cooperative advertising in a manufacturer–retailer supply chain. While the manufacturer is the Stackelberg leader, the retailer is the follower. Using Sethi model it models the dynamic effect of the manufacturer and retailer’s advertising efforts on sale. It uses optimal control technique and stochastic differential game theory to obtain the players’ advertising strategies a...

Advertising appeal plays a significant role in the execution of advertising. In service advertising, they are of more importance because of the peculiar characteristics of services. This study attempts to investigate the impact of emotional and rational appeal on service advertising. This study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

The article deals with the issues of gender images in commercials. It covers perspectives found English TV advertising on analysis visual mail and female images. aim оf is tо study theoretical aspects media discourse research, to analyze linguistic features representation discourses. includes infоrmatiоn abоut discourse, its types; describes nоtiоn means that represent discourse.It shоws varied...

Media scholars have studied and critiqued search engines – and in particular the dominant commercial actor, Google – for over a decade. Several conceptual and methodological problems, such as a lack of technological transparency, have made a detailed analysis of concrete power relations and their effects difficult. This paper argues that a microeconomic approach can aid media scholars in examin...