We develop a model with many advertisers (products) and many advertising markets (media). Each advertiser sells to a different segment of consumers, and each medium is targeting a different audience. We characterize the competitive equilibrium in the advertising markets and evaluate the implications of targeting. An increase in targeting leads to an increase in the total number of consumer-prod...

Social media has been widely adopted as a useful business tool, especially in the domain of business to consumer marketing. However, the deployment of social media tools to business processes is hindered by the lack of concrete indicators of the effects its use has on the business process. Computer based modeling has been widely used to simulate and predict business effects in other streams of ...

We introduce the concept of “marketing avoidance” – consumer efforts to conceal themselves and to deflect marketing. The setting is one where sellers market some item through solicitations to potential consumers, who differ in their benefit from the item and suffer harm from receiving solicitations. Concealment by one consumer induces sellers to shift solicitations to other consumers, while def...

Usage of a multimedia framework becomes important when delivering rich multimedia content to mobile devices. The capabilities of these devices are very limited when compared to a desktop computers or laptops. Media resources delivered to these devices therefore has to be adapted. MPEG-21 introduces efficient tools to set up such a capability negotiation, where finally an adapted media resource ...

Social Media sites provide consumers the ability to publicly create and shape the opinion about products, services and brands. Hence, timely understanding of content created in social media has become a priority for marketing departments, leading to the appearance of social media analysis applications. This article describes an approach to help users of IBM Cognos Consumer Insight, IBM’s social...