Marketers who want to protect their brand’s share or grow it need know reach and nudge with advertising. This paper uses continuous household panel data for 55 leading, advertised brands in 12 cpg categories quantify target market over different time frames conditions (market type, brand size dynamism). Results demonstrate that the customer base (brand penetration) must swell dramatically maint...

Abstract Nowadays, with the Internet and algorithmic machines, not only has fashion advertising become ubiquitous engaging, media also a paragon for other communicative languages. The relationship between certainly implemented sales visibility of lots brands but it boosted consumerism as guide our buying decisions. Such consumerism-centred phenomenon paved way to development success fast fashio...

Given the difficulties of properly estimating demand in the presence of advertising, advertising has often been omitted. This paper uses a Monte Carlo experiment of price-and-ad-setters to show that the omission of advertising can cause substantial biases in estimation, even in markets with relatively low ad-sales ratios and when advertising appears to be statistically insignificant. I then val...

In this research, we investigate how television advertising drives online word-of-mouth (WOM). We first explore if television advertising (1) affects online WOM about the brand advertised and (2) associates with changes in online WOM about the program in which the advertisement airs. We further examine if the media context in which the advertisement appears – the television program – impacts th...

Adolescence is a time of tremendous change in physical appearance. Many adolescents report dissatisfaction with their body shape and size. Forming one's body image is a complex process, influenced by family, peers, and media messages. Increasing evidence shows that the combination of ubiquitous ads for foods and emphasis on female beauty and thinness in both advertising and programming leads to...

Electronic cigarettes (e-cigarettes) are an increasingly popular source of nicotine and an increasingly popular topic in the media. Concerns about potential hazards associated with e-cigarette use and advertising, especially to adolescents, have led to studies on e-cigarettes in both traditional media (TV, mail, print, and outdoor advertising) and social media (websites, social networking sites...

We model the commercial World Wide Web as a directed graph emerging as the equilibrium of a game in which utility maximizing Web sites purchase (advertising) in-links from each other, while also setting the price of these links. In equilibrium, higher content sites tend to purchase more advertising links (mirroring the Dorfman-Steiner rule) while selling less advertising links themselves. As su...