Motivated by the online advertising exchange marketplace where demand-side intermediaries conduct local upstream auctions and participate in the exchanges’ real-time auctions, we study the revenue and efficiency effects of three different auction mechanisms for such intermediaries. Specifically, we consider the widely-used first-price sealed-bid auction and two variations of the Vickrey auction...

Comparative advertising content di¤ers from generic. We discover that dissipative advertising has consequences depending upon content and cost. Comparison advertising may trigger legal action by rival ...rms that are named. In the model an entrant signals its product quality. By a comparative ad the entrant refers to the incumbent’s product. We show that comparison can enhance the signaling pot...

This article is an attempt to discuss the extension of the traditional marketing 4Ps to non-typical 4Cs: content, commerce, customer care, and converting to leads, in E-commerce business model due to its diversification, multi-channel integration, and high-speed development. The 4Ps framework still works but some supplements are needed especially in cyberspace context. This article takes severa...

Internet advertising market has grown rapidly over the past decade. Its annual revenue has reached around 21.1 billion in 2007, and more than half of Internet advertising is related to Web advertising. Web advertising affects the majority if not all web viewers who would encounter some Web ads at one time or the other when they are using the Web. With such a magnitude on investment and in influ...

This teaching case illustrates the complexities in online marketing, especially in health care online marketing. It presents the challenges patients face when seeking information for treatments, and how patients may be flooded with information of poor quality, even scams. We examines the role of the search engine giant Baidu. The case discusses Baidu’s revenue generation models, the keywords bi...

Professionals of advertising have to create ads which get the consumers’ attention and increase advertising effectiveness. This research explores the arousal concept and measurement on video ads and analyzes its relationship with ad attitude, brand recall and purchase probability. Specifically, our work in progress studies how the inclusion of high arousal sequences in ad design may affect thes...

The rapid evolution of the Internet as a means of communicating the information has attracted the attention of the advertising and marketing industries which allows a very rapid dispersal of information from the producers to the potential buyers in different parts of the world. Such new terms and concepts have emerged: e-business (electronic business), e-commerce (electronic commerce) and e-mar...

It is generally acknowledged that innovation is an important source for competitive advantage among tourism destinations. The goal of this study was to identify and assess the nature of innovation by American convention and visitors bureaus. In particular, this study examined the extent, timeliness, and continuity of innovation in Web marketing efforts and the perceived contribution of this inv...

E-commerce is the part of Internet marketing. The advent of the Internet made the world so simple and dynamic in all the areas. Internet is the growing business because the people in the world are using day to day in their life. The conventional model of purchasing goods in our society is replaced by the contemporary mode of satisfying the needs of the consumers. E-commerce is attractive and ef...

We compare the advertising intensity and content of programming in a market with competing media platforms. With pay-tv media platforms have two sources of revenues, advertising revenues and revenues from viewers. With free-to-air media platforms receive all revenues from advertising. We show that if viewers strongly dislike advertising, the advertising intensity is greater under free-to-air te...