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...

This paper presents a revenue maximisation model for sales channel allocation based on dynamic programming. It helps the media seller to determine how to distribute the sales volume of page views between guaranteed and nonguaranteed channels for display advertising. The model can algorithmically allocate and price the future page views via standardised guaranteed contracts in addition to real-t...

I consider a setting where firms can ask their salespeople to spend time and effort persuading customers. The equilibrium often features heterogeneity, with some salespeople being asked to persuade customers while others are not. Persuasive messages can either increase or decrease welfare, with price and quantity data generally being insufficient to determine whether welfare rises or falls. If ...

Internet marketing enables new forms of vertical communication and marketing between suppliers and customers in a traditional marketing sense, and also generates the potential for horizontal networks of customers interacting with each other to share information and experiences about specific products and services. Marketers have always used promotional activities such as advertising and product...

This study examined E-marketing strategies and performance of small medium-sized enterprises: A new-normal agenda. It aimed to explore the effects social media marketing, online advertising, email marketing on SMEs in era. The adopted a cross-sectional survey research design. used structured questionnaire obtain primary data from 295 operators SMEs. hypotheses developed for were statistically t...

the goal of the current study is to determine the optimal level of advertising beyond which advertising expenditure will not be justified by revenues. to achieve the goal first different types of media were rated by experts as to the degree of their importance. then data ware collected by interviewing the managers and reviewing different media resources. the collected data were then analyzed us...

Media multitasking competes with television advertising for consumers’ attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a massive dataset spanning $3.4 billion in spending by 20 brands, measures of brands’ website traffic and transactions, and ad con...

If tobacco advertising and promotion increase cigarette consumption, they are issues for public health policy. Although public health advocates assert that tobacco advertising does increase cigarette consumption, there is a significant empirical literature that finds little or no effect of tobacco advertising on smoking. In this chapter, these empirical studies are examined more closely with se...

Increases of the Internet users have drastically increased the number of media via which companies promote their products. One of such media are computer games. This paper investigates the perception of secondary school students as to the ads appearing in the games as well as their opinions and the experience they have gathered up to now regarding the advertising in the computer games. The firs...

The goal of the current study is to determine the optimal level of advertising beyond which advertising expenditure will not be justified by revenues. To achieve the goal first different types of media were rated by experts as to the degree of their importance. Then data ware collected by interviewing the managers and reviewing different media resources. The collected data were then analyze...