Firms that sell via a direct channel and via indirect channels have to decide whether to allow third-party sellers to use the trademarked brand name of the product in their advertising. This question has been particularly controversial for advertising on search engines. In June 2009, Google started allowing any third-party reseller for a product to use a trademark, such as ‘Doubletree,’ in the ...

Paid placements on search engines reached sales of over $10 billion in the U.S. last year and represent the most rapidly growing form of online advertising today. In its classic form, a search engine sets up an auction for each search word in which competing web sites bid for their sponsored links to be displayed next to the search results. We model this advertising market focusing on two of it...

As TV consumption evolves from traditional linear programming to more on-demand viewing, advertising is also changing, seeking tailor content best match the interests of viewers. Addressable an interactive form that combines online data personalization with aim addressing individual viewers and improving outcomes. This study investigated whether audience engagement (indexed by self-report likin...

Display advertising is evolving from just selling eye balls to demographic segments, as in traditional print media, to performance based systems where advertisers have an ability to pay for the type of user response valuable to them. Depending on who owns the risk of variance in user response, the advertisers have multiple pricing types options to run their advertising campaign on. These includ...

The paper econometrically investigates the determinants of advertising intensity in the manufacturing industry of São Paulo, Brazil in 1996 taking as reference an extensive survey carried out by Fundação SEADE. The preliminary investigation indicated a substantial degree of endogeneity in structure and performance variables. The instrumental variables estimation also considered instruments refe...

Sponsored search mechanisms, where advertisers bid for better placement in the listing of search results on search services such as Yahoo! and Google integrate the benefits of online search with advertising, and have emerged as the dominant revenue model for online search engines. Interestingly, Yahoo! and Google employ different mechanisms to determine the placement of bidders’ advertisements....

OBJECTIVE To examine the presence of features of sales promotion in cigarette advertising in United States magazines, and to describe trends in youth (ages 12-17) exposure to such advertising (termed "promotional advertising"). DESIGN Analysis of 1980-1993 annual data on: (a) total pages and expenditures for "promotional advertising" (advertising that contains features of sales promotion) in ...

Title of Dissertation: ESSAYS ON ADVERTISING AND PRICE COLLUSION Kartikeya Singh, Doctor of Philosophy, 2005 Dissertation directed by: Dr. Deborah Minehart University of Maryland, College Park Chapter I: Persuasive advertising alters consumers’ tastes and creates brand loyalty. The established view in the economics literature is that such advertising is anti-competitive and results in higher pr...

OBJECTIVE Health advocates have focused on the prevalence of advertising for calorie-dense low-nutrient foods as a significant contributor to the obesity epidemic. This research tests the hypothesis that exposure to food advertising during TV viewing may also contribute to obesity by triggering automatic snacking of available food. DESIGN In Experiments 1a and 1b, elementary-school-age childr...

In a Web Advertising Traffic Operation the Trafficking Routing Problem (TRP) consists in scheduling the management of Web Advertising (Adv) campaign between Trafficking campaigns in the most efficient way to oversee and manage relationship with partners and internal teams, managing expectations through integration and post-launch in order to ensure success for every stakeholders involved. For o...