This paper studies a decentralized supply chain in which a manufacturer sells a common generic product through two traditional and online retailers under free riding market. We assume that the traditional retailer provides the value added services but the online retailer does not. Factors such as retail prices, local advertising of the retailers, global advertising of the manufacturer and servi...

In markets for online advertising, some advertisers pay only when users respond to ads. So publishers estimate ad response rates and multiply by advertiser bids to estimate expected revenue for showing ads. Since these estimates may be inaccurate, the publisher risks not selecting the ad for each ad call that would maximize revenue. The variance of revenue can be decomposed into two components ...

The efficacy of commodity checkoff programs, especially the effects of generic advertising programs, on producers' welfare has received much attention by agricultural economists , commodity groups, and legal observers. At the center of the debate has been the question of whether producers are better off under a voluntary or mandatory checkoff program. Allocation of checkoff funds for generic ad...

Internet advertising has been the fastest growing advertising channel in recent years with paid advertisements on search platforms (e.g., Google and Bing) comprising the bulk of this revenue. We present results from a series of large-scale field experiments done at eBay that are designed to detect the causal e↵ectiveness of paid search advertisements. Results show that brand-keyword ads have no...

As mobile technologies continued to advance, a new platform of advertising known as mobile advertising (m-advertising) has emerged. This study explores factors that influence consumers’ behavioral intention (BI) to use m-advertising by proposing an extension of Unified Theory of Acceptance and Use of Technology (UTAUT) model with personal innovativeness in information technology (PIIT), perceiv...

The past decade has seen the explosive emergence of online advertising as a major source of revenue for Internet publishers. Analyses of this phenomenon are mostly conducted in the sway of Google’s hugely successful search advertising program. In the early days of the Internet, before Google, virtually all advertising revenues were related to simple display ads. Yet by 2008 search advertising a...

The advance of smartphones and cellular networks boosts the need of mobile advertising and targeted marketing. However, it also triggers the unseen security threats. We found that the phone scams with fake calling numbers of very short lifetime are increasingly popular and have been used to trick the users. The harm is worldwide. On the other hand, deceptive advertising (deceptive ads), the fak...

Regulation of television advertising typically covers both the time devoted to commercials and restrictions on the commodities or services that can be publicized to various audiences (stricter laws often apply to children’s programming). Time restrictions (advertising caps) may improve welfare when advertising is overprovided in the market system. Even then, such caps may reduce the diversity o...

Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...