Internet advertising has seen tremendous revenue growth through its ability to effectively target consumer interest. However, it fails to reach consumers in as wide a range of activities as traditional advertising. This paper describes the opportunity for performing highly targeted activity-based advertising. By better representing human needs and activities, it will become possible to effectiv...

Advertising is a common commercial activity. The evaluation of advertising effectiveness is an active area of interest within the advertising research community, and, of course, is most concerned by the advertisers. The most important services in a computer-based advertising infrastructure are advertising effectiveness evaluation, analysis, prediction, and scheduling. This work presents an agen...

The problem of Web search, as traditionally formulated, has a very " pure " motivation: it seeks to take the content people produce on the Web and find the pages that are most relevant, useful, or authoritative for any given query. However, it soon became clear that a lucrative market existed alongside this for combining search with advertising, targeted to the queries that users were issuing. ...

this study intends to recognize the factors affecting advertising creativity based on stuhlfout and yoo’s model and according to the ideas of creative directors in iran. the research methodology was causal survey method. data were collected from a sample of 90 experts, selected out of 135 based on simple random sampling. the questionnaire prepared by help of different standard questionnaires an...

The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding). The study is qualitative based on the objective and data collection process. The population of the study were all marketing and sales experts at Atieh Saba Holding, and among these experts, 10 were selected as the sample. In this study, data were col...

We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in ―ambulance-chaser‖ regulations across states. When lawyers cannot contact clients by mail, advertising prices per click for search engine advertisements are 5-7% higher. Therefore, online advertising ...

today, by increasing use of mobile services, mobile advertising is considered as one of the most important and influential marketing activities. in this regard, advertising activities need to focus on customers and their needs, tendencies and complete advertising admission process by providing value-added services.the aim of this study is to analyze the impact of marketing communications / medi...