As mobile technologies continued to advance, a new platform of advertising known as mobile advertising (m-advertising) has emerged. This study explores factors that influence consumers’ behavioral intention (BI) to use m-advertising by proposing an extension of Unified Theory of Acceptance and Use of Technology (UTAUT) model with personal innovativeness in information technology (PIIT), perceiv...

In order to get a grasp of the market for advertising, one needs to understand why firms demand advertising, and how suppliers of advertising set their prices. In the present analysis, firms buy advertising in order to inform consumers about their products. TV channels offer advertising on a per-viewer basis. We find that the performance of this market for advertising depends on features of bot...

Several recent research projects have designed systems that address the problem of user privacy in online advertising systems. The primary goal of these systems is to allow for targeted advertising without revealing user profiles to the ad network. None of these designs, however, adequately consider the role of the auction. This paper looks at the problem of running auctions that leverage user ...

The current study was an update of Chan’s (1995) study of television advertising conducted in 1993 in China. A content analysis of 386 Chinese television commercials in 2002 was conducted. The Resnik and Stern evaluation criteria were adopted to determine the level of advertising information content in television commercials. Compared to the previous study in 1993, Chinese commercials were beco...

This paper analyzes the effects of hospital ownership on three specific strategies to improve financial performance. These strategies include (1) spending on advertising to increase revenues through increased market share and premium prices; (2) spending on accounting systems to cut costs, increase accounts receivable collections, or increase legitimacy with stakeholders and donors; and (3) imp...

In online advertising campaigns, to measure purchase propensity, click-through rate (CTR), defined as a ratio of number of clicks to number of impressions, is one of the most informative metrics used in business activities such as performance evaluation and budget planning. No matter what channel an ad goes through (display ads, sponsored search or contextual advertising), CTR estimation for ra...

I firms frequently employ a two-stage approach to promotional activities. In Stage 1, they attract customers to their websites through advertising. In Stage 2, firms generate sales transactions or sales leads through their website. Comprehensive assessment of the promotional performance of pure online firms requires the study of Stage 1 and of Stage 2 jointly. In this paper we develop a joint t...

Digital online advertising is a form of promotion that uses the Internet and World Wide Web for the express purpose of delivering marketing messages to attract customers. Examples of online advertising include text ads that appear on search engine results pages, banner ads, in-text ads, or Rich Media ads that appear on regular web pages, portals, or applications. Over the past 15 years online a...

With an increase in the potential to allocate financial online advertising spending, managers are facing a sophisticated decision and allocation process. We developed a binary logit model with a Bayesian mixture approach to address consumers’ buying decision processes and to account for the effects of multiple online advertising channels. By analyzing data from a medium-sized online mail order ...

the increasing penetration rate of mobile phone, with specific characteristics of this medium, such as almost everywhere with the audience, has attracted companies' attention to it as an advertising channel. mobile devices facilitate highly customized marketing communication in terms of person, time location and context so numbers of companies that use this medium for communicating with th...