In this research, we analyze the relationship among (1) the performance metrics of a sponsored search campaign, (2) the gender orientation of queries, and (3) the occurrence of branded terms in queries. The aim of this research is to investigate the effectiveness of increased personalization of search engine advertising in order to improve the consumer’s online experience. We segregate keyphras...

abstract        the role of visual media and audience is one of major issues in the contemporary world. one of the most important approaches by which this can be achieved, the defamiliarization. methods used in this approach disturbing visual habits and visual perception in the audience to make sense of wonder and amazement, and he is eager to see. this category of functional concepts is one of...

While it is relatively easy to start an online advertising campaign, proper allocation of the marketing budget is far from trivial. A major challenge faced by the marketers attempting to optimize their campaigns is in the sheer number of variables involved, the many individual decisions they make in fixing or changing these variables, and the nontrivial short and long-term interplay among these...

It takes skill to build a meaningful predictive model even with the abundance of implementations of modern machine learning algorithms and readily available computing resources. Building a model becomes challenging if hundreds of terabytes of data need to be processed to produce the training data set. In a digital advertising technology setting, we are faced with the need to build thousands of ...

Look-alike audience extension is a practically effective way to customize high-performance audience in on-line advertising. With look-alike audience extension system, any advertiser can easily generate a set of customized audience by just providing a list of existing customers without knowing the detailed targetable attributes in a sophisticated advertising system. In this paper, we present our...

P innovation is the key revenue driver in the motion picture industry. Because major studios typically launch fewer than 20 movies per year, the financial performance of a single release can have a major effect on the studio’s profitability. In this paper we study how single movie releases impact the investor valuation of the studio. We analyze the change in postlaunch stock price and predict t...

K advertising, including sponsored links and contextual advertising, powers many of today’s online information services such as search engines and Internet-based emails. This paper examines the design of keyword auctions, a novel mechanism that keyword advertising providers such as Google and Yahoo! use to allocate advertising slots. In our keyword auction model, advertisers bid their willingne...

the goal of the current study is to determine the optimal level of advertising beyond which advertising expenditure will not be justified by revenues. to achieve the goal first different types of media were rated by experts as to the degree of their importance. then data ware collected by interviewing the managers and reviewing different media resources. the collected data were then analyzed us...

In this paper a new approach to find indicators that can be used to measure companies' competitiveness and performance in an efficient and reliable way is presented. The aim is to assist managers of companies within a specific industrial sector by providing information about their relative position in the market so as to define better action plans that may improve the company's performance. The...

Zaccour (2008) investigates the behaviour of a marketing channel where firms invest in advertising to increase brand equity, showing that an exogenous twopart tariff cannot be used to replicate the vertically integrated monopolist’s performance. I revisit the same model proving the existence of a multiplicity of franchising contracts taht can do the job. In particular, I set out by illustrating...