Shedding New Light on How Advertising Literacy Can Affect Children's Processing of Embedded Advertising Formats: A Future Research Agenda

Interactive Television Advertising: A Research Agenda

Digital television and digital video recorders (DVRs) open up new possibilities for interactive television (iTV) advertising. Little is known about whether iTV advertising will be more effective than traditional linear TV advertising and what iTV ad models are more effective than others. This paper summarises the few studies that have been published so far. However, the main contribution of thi...

How Does Pharmaceutical Advertising Affect Consumer Search?

This paper explores how restricting pharmaceutical search advertising affects the types of information that consumers seek online about drugs. We examine how consumer search patterns changed after the FDA issued warnings to pharmaceutical companies, prohibiting their use of Internet search ads. Our results suggest that, after the reduction in pharmaceutical search advertising, consumers were mo...

Internet Advertising Formats and Effectiveness

Neuromarketing techniques in pharmaceutical drugs advertising. A discussion and agenda for future research

Recent years have seen an "explosion" in the abilities of scientists to use neuroscience in new domains. Unfortunately, it is little known and reported on how advertising companies make more effective pharmaceutical drugs commercials. The purpose of this paper is to analyze how neuromarketing techniques may impact the consumer response to pharmaceutical advertising campaigns. The result shows t...

Online Advertising Intermediary: How Online Advertising Works?

Applying bleeding edge courses of action in advertising is always a case on the table of decision makers. In online case, lack of a practice to place right advertisement in a right time for the right user has been counted as biggest challenage. On the other hand, “ad clutter”, the key criticism on online advertising; is about to put online advertisement’s benefits away and annoying users more t...