The increase of a new product’s sales is usually attributed to consumers becoming informed about the existence of the product. Advertising can accelerate this consumer awareness process. This paper evaluates this effect. I develop and estimate a structural model in which the consumer purchase decision is specified using a discrete choice model with variation in the choice set, according to the ...

The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique features of our data set that distinguish this paper from prior work are (1) the information on the a...

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...

The allocation of marketing budgets across advertising and sales promotions has changed over the past decade with a marked decrease in the percentage of budgets directed towards advertising. Moreover, there has been much speculation regarding how these changes have affected a brand’s positioning vis-a-vis its competitors. In spite of this speculation, ` previous research has not examined the im...

OBJECTIVE Recently published research has identified the alcohol brands most frequently consumed by underage youth. The present study examines alcohol magazine advertising in 2011 to report age- and sex-specific exposure to advertisements for these brands in contrast with other magazine advertising brands less popular with youth. METHOD We licensed magazine advertising occurrence data from Ni...

The use of gender as a marketing strategy for market segmentation requires consideration differences in information processing. This would increase the effect advertising campaigns by adapting them to dynamically changing market. he presented empirical study was conducted after 300 men and women aged 18 25 years, users functional mobile products. aim is determine extent which determines positiv...

W investigate differences in the dynamics of marketing decisions across geographic markets empirically. We begin with a linear-quadratic game involving forward-looking firms competing on prices and advertising. Based on the corresponding Markov perfect equilibrium, we propose estimable econometric equations for demand and marketing policy. Our model allows us to measure empirically the strategi...

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...

Abstract Although women’s participation in tertiary education and the labour force has expanded over past decades, women continue to be underrepresented technical managerial occupations. We analyse if gender inequalities also manifest themselves online populations of professionals by leveraging audience estimates from LinkedIn’s advertisement platform explore gaps among LinkedIn users across co...