The purpose of this study was to develop e-learning content for advertising theory applying Gagné's Nine Events of Instruction, and to apply it to advertising courses offered in college programs. In advertising courses, emotional appeals based on visual images and multimedia materials are becoming more important. In addition, e-learning content is becoming important in educational programs, but...

In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer’s purchase intention. However, there has been no research on selecting keywords in paid search advertising depending on consumer involvement from the advertisers’ perspective. Our paper investigates the effects of several factors including impressions, click-through rate, conve...

Most web sites provide display advertising and contextual advertising services simultaneously, which are the main ad formats in Internet. With multimedia format, the pricing of display ads is generally based on the occurrence of ad impressions. However, targeting their customers more accurately, contextual ads are performance based advertisements and are charged only if one visitor clicks a cli...

Interruption-based advertising has gained prominence in the online channel. Yet, little attention has been paid to deriving design principles and conceptualizations for online interruption-based advertising. This paper examines three novel design factors related to this phenomenon, namely, exposure timing, advertising intent and brand image. Exposure timing pertains to the time by which the ad ...

this research aimed to review the use of second-person reference in advertisement translation, work out the general rules, and provide guidance to translators. using second-person reference is common in the advertising discourse. addressing audiences directly involves their attention and in this way enhances their memorization of the advertised message. second-person reference can be realized v...

Purpose: The purpose of this paper is to develop and compare two co-op advertising models: advertising model under traditional channel and co-op advertising model under dual channel, to select optimal channel structure to sell products for manufacturer and to derive optimal co-op advertising strategies for the manufacturer and the retailer. Design/methodology/approach: Stackelberg game theoreti...

Human-based genetic algorithms (HBGA) use both human evaluation and innovation to optimize a population of solutions (Kosorukoff, 2001). The novel contribution of HBGAs is an introduction of human-based innovation operators. However, there was no attempt to measure the effect of human-based innovation operators on the overall performance of GAs quantitatively, in particular, by comparing the pe...

Service description in a distributed system allows system components to know about one another and to make intelligent decisions regarding request routing and propagation. The paper discusses service description model used in a distributed system for Web search and search-based advertising. A service description consists of content description (terms), attribute set, and a number of service par...

In May 1996 the U.S. Supreme Court struck down Rhode Island’s ban on advertising prices of alcoholic beverages, making Rhode Island the subject of a natural experiment for measuring the impact of advertising on prices. Using Massachusetts prices as controls, we find that while advertising stores substantially cut prices of advertised products, prices of other products, at both advertising and n...

A distributed system for Web search and search-based advertising is proposed as a way to solve the scalability problems of centralised Web search and to enable low cost entry to the search and advertising market for service providers. Challenges and potential solutions for implementing search-based document advertising in a distributed search system are discussed. Security and trust issues in a...