In this paper, we propose an dynamic optimization model to maximize a web publisher’s online display advertising revenues. Specifically, our model dynamically selects which advertising requests to accept and dynamically delivers the promised advertising impressions to viewers so as to maximize revenue, accounting for uncertainty in advertising requests and website traffic. After characterizing ...

This article analyzes the factors affecting sales revenue of sports lottery from perspective innovative diffusion theory by system dynamics analysis. With quantification and simulation dynamics, is affected found. daily amount during FIFA World Cup 2018 as samples, six variables (reach frequency, adoption rate, betting among per person day, advertisement expenditure, successful potential bettor...

This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher be...

Advertising is one of the important marketing strategies and the choice of media is an important aspect of effectiveness of advertising media. The two most popular advertising media, TV and web media are highly effective in creating successful advertisements as they influence the purchase decision of the viewers. Although TV and web are electronic media, they are unique in their features and tr...

P eer-reviewed medical journals are generally considered to be a source of unbiased and reliable information about drugs. But at the same time, most medical journals contain advertisements, almost all of which are for drugs, and which are, by their very nature, biased toward promoting sales of that drug. In this article, we address the purpose and effects of journal advertising, the possible re...

The purpose of this study was designed to determine the level influence 6 elements promotion on decision choose Bintan Cakrawala Polytechnic, Lagoi. This uses a quantitative approach with descriptive analysis techniques. population in used all Diploma-4 and Diploma-3 students at Polytechnic Campus First Second Academic Years. Data were collected using Likert scale questionnaire. results showed ...

Only the United States and New Zealand allow advertising of prescription drugs directed at patients. US spending on such advertising grew rapidly during the 1990s, reaching $2.47bn (£1650m) in 2000. The dramatic increase in investment by the US pharmaceutical industry is evidence of an expected effect on sales. On the rationale that such advertising provides important information to consumers a...

R ay Moynihan and colleagues describe disease mongering as, " widening the boundaries of treatable illness in order to expand markets for those who sell and deliver treatments " [1]. In this article, I examine one aspect of disease mongering: activities fi nanced by drug companies to promote sales by expanding the pool of patients potentially treated by their products, when no benefi t in terms...

We use a controlled field experiment to investigate the dynamic effects of retail advertising. The experimental design overcomes limitations hindering previous investigations of this issue. Our study uncovers dynamic advertising effects that have not been considered in previous literature. We find that current advertising does affect future sales, but surprisingly, the effect is not always posi...

We develop a model with many advertisers (products) and many advertising markets (media). Each advertiser sells to a different segment of consumers, and each medium is targeting a different audience. We characterize the competitive equilibrium in the advertising markets and evaluate the implications of targeting. An increase in targeting leads to an increase in the total number of consumer-prod...