Bus exterior advertising plays a significant role in outdoor advertising, since it provides frequent exposure to large number of residents. Traditional route selection methods are generally based on rough estimation, for example, the total passengers bus or geographical features along route. Targeted remains challenge as little is known about characteristics people In this study, we aiming at d...

BACKGROUND AND OBJECTIVE Currently, the US Food and Drug Administration does not regulate electronic cigarette (e-cigarette) marketing unless it is advertised as a smoking cessation aid. To date, the extent to which youth and young adults are exposed to e-cigarette television advertisements is unknown. The objective of this study was to analyze trends in youth and young adult exposure to e-ciga...

T abundance of highly disaggregate data (e.g., at five-second intervals) raises the question of the optimal data interval to estimate advertising carryover. The literature assumes that (1) the optimal data interval is the interpurchase time, (2) too disaggregate data causes a disaggregation bias, and (3) recovery of true parameters requires assumption of the underlying advertising process. In c...

Observatory: New interactive advertising formats on television. A proposal for their analysis and classification This article investigates the area of interactive advertising on television, an emerging phenomenon that has not been extensively explored by the literature and with significant potential for development. The findings provided are based on those obtained as part of the research entit...

We present a structural model of political advertising in equilibrium. Candidates choose advertising across media markets in order to maximize the probability of winning the national election. The voter model takes the form of an aggregate random coefficients discrete choice model in which advertising affects a voter's incentive to vote for either candidate or not to vote at all. We estimate th...

We present a structural model of political advertising in equilibrium. Candidates’ choose advertising based on its marginal impact on the probability of winning the election, the returns from winning and the cost of advertising. The voter model takes the form of an aggregate discrete choice model in which advertising affects a voter’s incentive to vote for either candidate or not to vote at all...

Mobile advertising is a powerful tool for direct and interactive marketing. However effective marketing requires examining consumers’ psyche. This study proposes a hierarchical utility package (in the consumers’ perception) with reference to mobile advertising, thus enhancing its acceptance. Confirmatory factor analysis revealed four consolidated utility dimensions (with reference to mobile adv...