The aim of the present paper is to show how the variation of the EEG frontal cortical asymmetry is related to the general appreciation perceived during the observation of TV advertisements, in particular considering the influence of the gender and age on it. In particular, we investigated the influence of the gender on the perception of a car advertisement (Experiment 1) and the influence of th...

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...

living in modern societies is full of advertising messages. these messages in diverse and numerous forms affect every day and working life of people. one of the most challenging subjects in advertising is representation of women in advertising and commercial promotions. a large part of representations in advertisements depicts women in their role as cultural stereotypes. the purpose of this stu...

Motion picture industry is characterized by extensive advertising and word-of-mouth among (potential) consumers. We develop a simple computational model of consumer behavior to study the interaction between these two forces. WOM that propagates through fixed social network is affected by the mismatch between consumer’s expectations and realized quality of the film. As a result, intensive advert...

Increased competition for viewers’ time is threatening the viability of publicservice broadcasters (PSBs) around the world. Changing regulations regarding advertising minutes might increase revenues, but little is known about the structure of advertising demand. To address this problem, we collect a unique dataset on monthly impacts (quantities) and prices of UK television channels between 2002...

Interactive TV, also referred to as iTV, combines the appeal and mass audience of traditional TV with the interactive nature of the Web. As such, it offers viewers an active entertainment experience and industry players new business opportunities to learn better about and serve their audience and prospective customers. Interactivity, in particular, implies a two-way communication between the vi...

ethods: This study drew on television ratings to examine the distribution of food advertising exposure among adolescents aged 12 through 17 based on 170 top-rated shows across network, cable and syndicated TV stations over the 9-month period from September 2003 to May 2004. A total of 238,353 30-second equivalent advertisements on the top-rated shows were assessed. Each advertisement was weight...