This paper deals with the problem of scheduling optimal advertising policy for a very general class of consumer buying behavior models. To avoid analysis of a complex multitude of social-psychological and cultural-environmental factors affecting the consumer’s decision we construct a stochastic model. Because of the diminishing effect of even advertising policy, we consider advertising pulsing ...

Online advertising is market communication over the internet. This form of advertising has proven its importance in the golden digital age. In this work, we approach the business problem of improving the effectiveness of ad campaigns and targeting a wider range of online audience via discovering the intrinsic structures of the websites. We introduce a stochastic blockmodeling framework for disc...

OBJECTIVES This study assessed the relative effectiveness and cost effectiveness of television, radio and print advertisements to generate calls to the New York smokers' quitline. METHODS Regression analysis was used to link total county level monthly quitline calls to television, radio and print advertising expenditures. Based on regression results, standardised measures of the relative effe...

As the Internet grows rapidly, how online media can be best utilized for advertising purposes increases its importance. Based on the Elaboration Likelihood Model (ELM), this research incorporates consumers’ goal-directedness for Web navigation as an important moderator influencing the success of online advertising strategies. Using the lab experiment approach, results of this research not only ...

This study investigated the effects of corporate social and environmental responsibility (CSER) advertising, programme-advertisement congruency, on advertising effectiveness. In a between-subjects design, participants (N = 128) viewed either three CSER or neutral advertisements for same brands embedded in “sustainable” “neutral” programme. Measures memory (free recall, cued brand recognition), ...