Title of dissertation: ESSAYS ON PHARMACEUTICAL ADVERTISING Weijia Dai Doctor of Philosophy, 2015 Dissertation directed by: Professor Ginger Z. Jin Professor Andrew Sweeting Department of Economics The dissertation focuses on two distinctive issues in pharmaceutical advertising. One on the matching choices between advertisers and advertising agencies, and the other on the e ect of paid-link adv...

This paper analyzes position auctions with general pricing rules. In these auctions, there are several items to be allocated which are commonly ranked by agents with unit demand. The preeminent example of position auctions is the “generalized second-price” (GSP) auction used by major search engines to sell online advertising. Edelman et al. (2007) establish that the ex post equilibrium of the G...

Along with the high proliferation of mobile phones and other mobile devices, research on the use of short messaging service SMS to access customers through their handheld devices has gained much attention, which is termed as mobile advertising. In order to make the best use of mobile advertising to benefit companies and customers becomes more emergent. One of the most important and successful f...

BACKGROUND Television viewing is hypothesized to contribute to obesity among children and adolescents through several mechanisms that include the displacement of physical activity, snacking while watching TV, and the influence of food advertising. METHODS This study drew on television ratings to examine the distribution of food advertising exposure among adolescents aged 12 through 17 based o...

This study examines the nature of the discourse of advertising. The focus is on consumer advertising, which is directed towards the promotion of some product or service to the general public. The study, however, is not meant to exhaust all the aspects of this particular discourse, or present an answer to all the problems it poses. Rather, it aims at uncovering the basic elements of the most per...

Mining thousands of viewing choices and millions of patterns, advertisers and TV networks identify household characteristics, tastes, and desires to create and deliver custom targeted advertising. THE emergence of the digital personal video recorder (PVR) is likely to coincide with profound changes in television viewing, as viewers use the technology to time-shift their viewing and skim over or...

We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in ―ambulance-chaser‖ regulations across states. When lawyers cannot contact clients by mail, advertising prices per click for search engine advertisements are 5-7% higher. Therefore, online advertising ...