With the development of mobile technology, mobile advertising has become popular worldwide. It seems that almost every user who owns a mobile device receives mobile advertisements from various service providers. However, most consumers hold negative attitude toward mobile advertising. Therefore, this research aims to investigate the factors which influence consumers’ adoption of mobile advertis...

Direct-to-consumer drug advertising has recently become an important and controversial component of drug marketing. In this paper we examine one of the claimed benefits of drug advertising: encouraging the undiagnosed to seek out medical treatment. Using detailed person-level panel data on more than 30,000 individuals from the Medical Care Expenditure Panel Survey, we measure how advertising af...

The objective of this study is to examine the impacts of alternative measures of advertising exposure on the evaluation of advertising effectiveness. This study used quarterly data of post-buy actual GRPs and corresponding advertising expenditures for the New York City fluid milk market. First, the correlation was tested between GRP and expenditure series. Then, advertising effectiveness was ev...

OBJECTIVE This paper examines overall and gender- and racial/ethnic-specific relationships between exposure to state-sponsored anti-tobacco televised advertising and smoking-related outcomes among US middle and high school students using five years of cross-sectional nationally representative data. DESIGN Nationally representative 8th, 10th, and 12th grade student sample data for 1999-2003 we...

This study aims to investigate young consumers’ views about advertising from generation perspective. Specifically, it seeks to scrutinize the effects of both advertising beliefs and personal values on their attitude towards advertising. As past studies review little about the implication of generation on advertising attitude in developing markets, the study looks into the subject matter from th...

As an effective tool, roadside digital billboard advertising is widely used to attract potential customers (e.g., drivers and passengers passing by the billboards) obtain commercial profit for advertiser, i.e., attracted customers' payment. The depends on number of customers, hence advertiser needs adopt strategy determine advertisement switching policy each as many possible. Whether a customer...

OBJECTIVE Young adults in the USA have one of the highest smoking prevalence rates of any age group, and young adulthood is a critical time period of targeting by the tobacco industry. The authors examined relationships between potential exposure to tobacco-related media campaigns from a variety of sponsors and 2-year smoking change measures among a longitudinal sample of US adults aged 20-30 y...

Crestor, an important but controversial cholesterol-lowering drug, is contraindicated for use by senior and Asian patients. In this paper, we exploit this fact and a unique doctor-level prescription and advertising exposure data for statin drugs to examine the hypothesis of informative advertising. Our tests are based on the intuition that, if advertising is informative, it should lead to fewer...

This article examines factors influencing consumer attitudes towards SMS advertising. The study’s research framework was conceptualized using five predictor variables – informativeness, irritation, privacy, credibility, and incentives – and an outcome variable of consumer attitudes towards SMS advertising. The informativeness, irritation, and privacy was labelled as central route constructs and...

This study aimed at finding out which e-lifestyles avoid internet advertising more. To this aim, a survey was conducted on 412 students working with internet. Structural Equation Modeling approach was used for estimating the validity of research constructs and multiple regression was utilized for hypothesis testing. According to the findings, individuals with interest-driven e-lifestyle avoid f...