Advertising Is a Waste of Money
نویسنده
چکیده
منابع مشابه
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click‐through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for dynamics. These issues can easily lead firms to...
متن کاملThe Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
Attention is a necessary ingredient for effective advertising. The market for consumer attention (or “eyeballs”) has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste money on costly attention sources or reduce their investment in promoting their brands. Instea...
متن کاملEditorial: the golden age of consumer research
Twentieth century retail innovator John Wanamaker lamented that ‘‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half.’’ This all changed radically in the opening years of the twenty first century when search giant Google applied Garfield’s [1] bibliometric tools to advertising. Google takes cues from keywords input to its core search engine, and translates t...
متن کاملRaising Awareness and Signaling Quality to Uninformed Consumers: A Price- Advertising Model
The objective of this paper is to investigate the firm’s optimal advertising and pricing strategies when introducing a new product. We extend the existing signaling literature on advertising spending and price by constructing a model in which advertising is used both to raise awareness about the product and to signal its quality. By comparing the complete information game and the incomplete inf...
متن کاملCivil Responsibility Arising from Electronic Advertising in the Field of Health in Iranian Law
Background and Aim: Internet advertising has a very important role in earning money and business due to the vastness of cyberspace and global and round-theclock access to it. The use of electronic advertising in wards and therapies is also activated for health reasons. The purpose of this study is to investigate the principles of civil liability resulting from misleading propaganda in the field...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
عنوان ژورنال:
دوره شماره
صفحات -
تاریخ انتشار 2009