The mass media are increasingly powerful in society, addressing the public with words and images at an extraordinary rate. Today, much of the media are controlled by special interests that seek to shape recipients’ frames of reference whether to promote political or ideological attitudes or to entertain, promote products, or inform.1 There is a great intermixture of purpose, often making it dif...

We examine the asset value of advertising expenditures for a sample of takes the form of future cash flows, which derive from future sales. Future sales are influenced by advertising expenditures, 320 firms with reported advertising expenditures for each of the 10 consecutive years ending in 1994. We find that, depending upon the which alter customer preferences for particular products or vendo...

The Internet is rapidly growing as a marketing medium. This year online advertising expenditures will reach approximately $20 billion in the US alone. Two formats dominate online advertising: (i) Web sites buying advertising links from each other and (ii) search engines selling sponsored links on their results pages. The first part of the dissertation studies the former advertising model and in...

The views expressed in this paper are those of the author alone and do not necessarily reflect the views of the Federal Communications Commission, any Commissioners, or other staff. A current policy issue is whether there is a single local media market or several distinct local markets for newspaper, radio, and television advertising. An important step in defining a market is the estimation of ...

During the past decade, the preferred medium for advertising has seen a dramatic shift away from print media and other traditional means of distribution. In 2009 alone, it is estimated that advertising spending dropped by between 10 and 20 percent for newspapers, consumer magazines, radio, and television while increasing an estimated 9.2 and 18.1 percent in Internet and mobile advertising respe...

Social media has become very popular and is able to generate oceans of data which is a goldmine to prospective researches in the real world. Discovering hidden patterns from such data can provide business intelligence. Mining such social media data and learning collective behavior can have very useful utilities in the real world. Many real world applications like advertising, marketing, sales d...

Advertising is becoming more and more complex, and there is a strong demand for measurement tools that are capable of keeping up. In tandem with new measurement problems and solutions, new capabilities for evaluating measurement methodologies are needed. Given the complex marketing environment and the multitude of analytical methods available, simulation can be an essential tool for evaluating ...

Companies know the amount of profit they make, but may not know whether they are operating on the uphill side or downhill side of the profit function with respect to each marketing investment variable. We first identify the risks of an uphill-located firm acting as if it were a downhill-located firm. Then, we develop a diagnostic tool to infer a company’s type based on its location on the profi...

The development of digital technology is growing rapidly, as well digital-based marketing activities. Because advertising the most important part marketing, course there are also many kinds media. In this study, researchers examined Facebook and Instagram social media ads, study aims to determine how widespread or influence ads have on home sales in Palembang. population people Palembang City w...

The increasingly common practice of marketers creating their own media content enables them to provide a tailored media experience to consumers, while also saving on costs. But it's not surprising that marketers' own content differs from similar content produced by media companies. The content created by the media company might be expected, for example, to appear more credible than that created...