This study explores the relationship between existential guilt, inferences of manipulative intent, attitude towards the brand, and donation behaviour intentions. A scale was also developed to measure existential guilt. Although it is exploratory in nature, it fills the gap in the literature that guilt is not a unified construct and should be measured separately. This research found that consume...

The innovation of Search Engine Advertising (SEA) acts as a prominent source of revenue for search engine companies, as well as being a solution for businesses to promote their visibility on the Web. However, the underlying factors that contribute to businesses’ decision to adopt SEA have not been well investigated. Building upon known behavioural theories (Theory of Planned Behaviour, Technolo...

Unlike the traditional model of information pull, matchmaking is base on a cooperative partnership between information providers and consumers, assisted by an intelligent facilitator (the matchmaker). Refer to some experiments, the matchmaking to be most useful in two different ways: locating information sources or services that appear dynamically and notification of information changes. Effect...

Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to different out-of-home advertising media types; however, little attention has been paid to how they could con...

The objective of this paper is to present a special application field of optimal control and differential game theories which is of interest to management scientists. After introducing the Vidale-Wolfe’s and NerloveArrow’s dynamic models for advertising processes, I will focus on a few exemplary problems. At a first investigation level, we find some optimal control problems, then the more inter...

This position paper summarises some critical arguments on the Rational Unified Process (RUP). In particular, claims advertising the RUP e.g. to be iterative and architecture-centric are discussed and its core concepts like phase, iteration, workflow and milestone are investigated. It is argued that their definitions and relationships to each other lack clear structure and are too complex and ov...

The seafood industry is one part of the food industry competing for consumer protein demand. Generic advertising or promotion offers one approach to expand that demand. Generic promotion programs focus on market expansion involving an entire industry or segment. They involve advertising directly to the final consumer or to institutional or retail buyers, or promotion programs to accompany other...

Cooperative advertising is a cost-sharing mechanism in which a part of retailers' advertising investments are financed by the manufacturers. In recent years, investment among advertising options has become a difficult marketing issue. In this paper, the cooperative advertising problem with advertising options is investigated in a two-period horizon in which the market share in the second period...

Media industries are important drivers of popular culture. A large fraction of leisure time is devoted to radio, magazines, newspapers, the Internet, and television (the illustrative example henceforth). Most advertising expenditures are incurred for these media. They are also mainly supported by advertising revenue. Early work stressed possible market failures in program duplication and cateri...