Political communication researchers have devoted a great deal of attention to the role of political advertising, the Internet, and political discussion in civic and political life. In this article, we integrate and extend this research by developing a campaign communication mediation model of civic and campaign participation. Two data sets are merged for this inquiry: (a) content-coded ad-buy d...

Collaborative filtering is one of the most effective techniques for making personalized content recommendation. In the literature, a common experimental setup in the modeling phase is to minimize, either explicitly or implicitly, the (expected) error between the predicted ratings and the true user ratings, while in the evaluation phase, the resulting model is again assessed by that error. In th...

We propose a user targeting simulator for online display advertising. Based on the response of 37 million visiting users (targeted and non-targeted) and their features, we simulate different user targeting policies. We provide evidence that the standard conversion optimization policy shows similar effectiveness to that of a random targeting, and significantly inferior to other causally optimize...

BACKGROUND Tar Wars is a national school-based tobacco-free education program operated by the American Academy of Family Physicians. The Tar Wars lesson uses an interactive 45-min session taught by volunteer family physicians in 4th- and 5th-grade classrooms and focuses on the short-term image-based consequences of tobacco use. In this study, we evaluated the effectiveness of the Tar Wars progr...

The complex physical nature of the intimate apparel and the unique physiological make-up of each female wearer combine to suggest that consumer behaviour for intimate apparel will be different from that for other apparel. This study examines intimate apparel buying behaviour among fashion conscious and non-fashion conscious Chinese Hong Kong female consumers. The purpose of the study was to exa...

advertising appeal plays a significant role in the execution of advertising. in service advertising, they are of more importance because of the peculiar characteristics of services. this study attempts to investigate the impact of emotional and rational appeal on service advertising. this study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

Program understanding, which is the acquisition of knowledge about a software system, is vital for all software engineering disciplines. One important aim of software engineering is hence the refinement of the program comprehension process to improve system maintenance effectively. Therefore, within this paper, our aim is to define an unified process for reverse engineering, including program a...

Program understanding, which is the acquisition of knowledge about a software system, is vital for all software engineering disciplines. One important aim of software engineering is hence the refinement of the program comprehension process to improve system maintenance effectively. Therefore, within this paper, our aim is to define a unified process for reverse engineering, including program an...