Background: Advertisers optimization is one of the most fundamental tasks in paid search, which is a multi-billion industry as a major part of the growing online advertising market. As paid search is a three-player game (advertisers, search users and publishers), how to optimize large-scale advertisers to achieve their expected performance becomes a new challenge, for which adaptive models have...

As the number of online shopping websites increases day by day, so are the online advertisement strategies and promotional techniques. The number of people who uses internet keeps on increasing daily and it has become a vast marketplace to promote products, surely it will be a prime reason to drive any companies’ growth in the future.. This paper primarily focuses on the areas on which online s...

This paper investigated the relationship between ethnic language in online and offline advertising and perceptions of advertiser cultural sensitivity. An experiment was conducted among bilingual Arabic/English speakers. In offline advertising, bilingual or Arabic-only ads were seen as more culturally sensitive than English-only ads. In online advertising, no overall differences in this percepti...

Extant literature on web ads tends to isolate web ads from the web environments that they are embedded in and focus on individuals’ responses to the web ads per se. As a departure, our research recognizes the possible subtle influences that web ads could exert on consumers when they shop online by drawing on the marketing literature on perceptual and conceptual fluency. We hypothesize that a sa...

Innovation has become an increasingly important issue for tourism businesses. The goal of this study was to evaluate innovation in Web marketing by American convention and visitors bureaus and the contribution of website features to the overall success of their Web marketing programs. The results indicate that innovation in Web marketing has been limited in that the majority of the American CVB...

Cooperative advertising is a practice that a manufacturer pays retailers a portion of the local advertising cost in order to induce sales. Cooperative advertising plays a significant role in marketing programs of channel members. Nevertheless, most studies to date on cooperative advertising have assumed that the market demand is only influenced by advertising expenditures but not by retail pric...

We examine whether the growth of the internet has reduced the effectiveness of government regulation of advertising. Specifically, we combine variation in state and local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 individuals. People are 8 percent less likely to say ...

I consider an oligopoly model where, prior to price competition, firms invest in persuasive advertising and induce brand loyalty in consumers who would otherwise buy the cheapest alternative on the market. This setting, in which persuasive advertising is introduced to homogenous product markets, provides an alternative explanation for price dispersion phenomena. Despite ex-ante symmetry, the eq...