The evolution of mobile devices arising from the explosive dissemination of Smart phones is widely changing life as we know it. In particular, mobile advertising is facing great changes in dealing with Smart devices. However, the basic outline of mobile advertising still mostly resembles advertising strategies centered on feature phones. Despite the fact that Smart device-based mobile advertisi...

Extensive and repeated testing of a wide variety of alternative reasonable hypotheses is necessary in order to increase knowledge about complex phenomena such as advertising. While non-experimental evidence is useful for less complex issues, laboratory and field experiments, as well as quasi-experimental studies, are needed to obtain useful knowledge about complex ones. Fortunately, much useful...

Introduction: It is predicted that tourism will be the most profitable industry in the world in 2020. The current study aimed to evaluate the influence of advertising on attracting foreign medical tourists based on the marketing mix model. Methods: In this descriptive study, participants (n=136) completed a standard questionnaire containing items on demog...

the aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. regarding the research purpose, this study is applied, and in terms of data collection this study is descriptive-causal based on structural equation modeling. the research tool for data collection was a valid questionnaire and the research population included consumers of samsung brand o...

Rapid improvements in the precision of mobile technologies make it possible for advertisers to go beyond using the real-time static location and contextual information about consumers. In this study, we propose a new mobile advertising strategy that leverages full information on consumers’ offline movement trajectories from different mobility dimensions. To analyze the effectiveness of this new...

Background. The purpose of this study was to investigate the role of media advertising in the development of sports tourism in Guilan province. Methods. The research method is a descriptive-survey based on the structural equation model (Lisrel). The statistical population of the study was included managers of tourism, sport management professors, managers, and experts of tourism agencies that ...

This study focuses on permission-based mobile advertising (m-advertising) and its specific features that make it different form other forms of advertising. However, as m-advertising is a novel approach, advertisers or advertising agencies do not know how to use it’s full potential. Therefore, the paper explores retailers’ use of mobile advertising in Finland and discusses the features of mobile...

Abstract   Vertical cooperative (co-op) advertising is typically a cost sharing mechanism and coordinated effort by the channel’s members in order to increase demand and overall profits. In this marketing strategy, the manufacturer shares a fraction of the retailer’s advertising investment. This paper studies the advertising and pricing decisions in a retailer-manufacturer supply chain in which...

Online advertising has become increasingly popular among SMEs in service industries, and thousands of service advertisements are published on the Internet every day. However, there is a huge barrier between service-provider-oriented service information publishing and service-customer-oriented service information discovery, which causes that service consumers hardly retrieve the published servic...