nowadays, advertising companies and firms try to establish a trade name which is superior to similar ones. in order to overcome their competitors in advertising campaigns, the firms have adopted new approaches. they use the best and newest marketing and commercial advertising methods to attract potential customers and consumers. some advertisers use their competitors' trademarks, trade name, et...

In the web advertising domain, contextual advertising and sponsored search are two of the main advertising channels used to display related advertisements on web pages. A major challenge for contextual advertising is to match advertisements and web pages based on their semantics. When a web page and its semantically related advertisements contain many different words, the performance of the tra...

The paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand’s image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous consumption by rendering brands a signalling device. In a price competition framework, we show that advertising increases consumers’ willingness to pay and thus pr...

From the very beginning, advertising revenue was a major motivation to establish a journal owned by the American Academy of Pediatrics (AAP) and a major focus of the board of directors. The first editor, Dr Hugh McCulloch, proclaimed that “Pediatrics will consist of four divisions; the fourth division is advertising.”2 Until the late 1970s, this was all display advertising or advertising prepar...

Online Behavioural Advertising (OBA), the practice of showing advertisements based on a person’s web browsing behaviour, has become a vital component of the ad-supported web. The tracking of users’ browsing behaviour that is needed for OBA, however, raises privacy concerns. We give an overview of the OBA landscape, and describe which user information is collected, which techniques are used to p...

Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent. Another 450 field experiments suggest that changes in media, product, target segments, advertising scheduling, and advertising content are more likely to yield changes in sales than do changes in advertising weight. Numerous other studies suggest that advertising wear-in does not exist or oc...

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...

This study investigates consumer response to various types of advertising for fruits and vegetables—a food category which health officials uniformly agree is significantly under-consumed in the United States. Using an adult, non-student subject pool of 271 participants in an economic experiment, consumers’ response to different types of fruit and vegetable advertising is measured empirically. T...

In this study, we introduce a new approach to measuring the impact of TV advertising on the demand for consumer goods. We combine three data sources (i.e., store-level scanner data, advertising spending data and advertising tracking data) to assess the impact of advertising on demand. We estimate demand by employing a random coefficient logit model that uses aggregate data, in accordance with B...