While there is a growing stream of research examining online sponsored search advertising, an important area that has not yet received enough attention is the interplay between pay-per-performance advertising and the quality of the firms who choose to invest in it. Our objective in this work is to explore how the shift from pay-for-exposure to pay-for-performance advertising affects the ability...

background: today, electronic mass media such as television (tv), influence behavioral patterns of their audiences. this study aimed to evaluate what messages on food advertisements related to oral health were transmitted (appeals) and how they were transferred (performance methods & artistic techniques) in islamic republic of iran broadcasting (irib). methods: in this cross sectional study, br...

The digital revolution has often been heralded for the transformation it has produced in advertising. The ability to collect data about the individual, automatically parse it, and then serve ads on that basis has transformed advertisers’ ability to target ads and show specific ads to specific groups of consumers. This targeting revolution has led to the emergence of paid search advertising, whe...

Automatic text summarization consists of automatically creating a summary of one or more texts. As for Web pages, unfortunately classical techniques cannot be applied in presence of dynamic contents. In this paper, we propose the adoption of snippets –i.e., page excerpts provided together with user query results by search engines– as a text summarization technique. The study is conducted along ...

Cooperative (co-op) advertising investments benefit brand goodwill and further improve supply chain performance. Meanwhile, online word-of-mouth (OWOM) can also play an important role in supply chain performance. On the basis of co-op advertising, this paper considers a single supply chain structure led by a manufacturer and examines a fundamental issue concerning the impact of OWOM on supply c...

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...

0306-4573/$ see front matter 2012 Elsevier Ltd http://dx.doi.org/10.1016/j.ipm.2012.06.001 ⇑ Corresponding author. Tel.: +1 814 865 6459. E-mail addresses: [email protected] (B.J. Jansen), In this research, we evaluate the effect of gender targeted advertising on the performance of sponsored search advertising. We analyze nearly 7,000,000 records spanning 33 consecutive months of a keyword advert...

O nline advertising has transformed the advertising industry with its measurability and accountability. Online software and services supported by online advertising is becoming a reality as evidenced by the success of Google and its initiatives. Therefore, the choice of a pricing model for advertising becomes a critical issue for these firms. We present a formal model of pricing models in onlin...

In the web advertising domain, contextual advertising and sponsored search are two of the main advertising channels used to display related advertisements on web pages. A major challenge for contextual advertising is to match advertisements and web pages based on their semantics. When a web page and its semantically related advertisements contain many different words, the performance of the tra...