Wireless advertising is becoming a hot topic due to the fast development of wireless networking and technology and significant increase of mobile device users. Recently, eTForecasts and Global Mobile quoted that in year 2000 Mobile voice use, which has 468 million users, is surpassing 365 million wired Internet users. This makes wireless advertising a new and hot marketing channel to reach the ...

Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. However, some areas of mobile marketing still need further investigation. Especially, the topic of advertising via mobile devices is of major interest. It addresses consumers with individualiz...

This work considers cooperative advertising in a manufacturer–retailer supply chain. While the manufacturer is the Stackelberg leader, the retailer is the follower. Using Sethi model it models the dynamic effect of the manufacturer and retailer’s advertising efforts on sale. It uses optimal control technique and stochastic differential game theory to obtain the players’ advertising strategies a...

In this paper, mobile phone capabilities in advertising are introduced and mobile advertising acceptance from the receivers’ perspective in Iran is investigated. In the research, the process of accepting mobile advertising is explained too. Based on this process, the key influential factors affecting mobile advertising acceptance in Iran are identified and a relevant novel model is presented. T...

BACKGROUND The objective of this study was to conduct an audit of point-of-sale (POS) tobacco advertising and assess compliance with an advertising ban in a large district of Beirut, Lebanon. METHODS The audit was conducted 3 months following the ban on tobacco advertising. Trained students observed all tobacco retail outlets (n = 100) and entered data into a web-based form using iPad(®) tech...

With the development of mobile technology, mobile advertising has become popular worldwide. It seems that almost every user who owns a mobile device receives mobile advertisements from various service providers. However, most consumers hold negative attitude toward mobile advertising. Therefore, this research aims to investigate the factors which influence consumers’ adoption of mobile advertis...

Purpose – The purpose of this study is to provide an overview of the economic and clinical impacts of direct-to-consumer (DTC) advertising on consumers and physicians. Design/methodology/approach – Controversy around the benefits and concerns associated with DTC advertising are summarized. The sources are sorted based on their position toward DTC promotions: defending or opposing. Two recent wo...

Crestor, an important but controversial cholesterol-lowering drug, is contraindicated for use by senior and Asian patients. In this paper, we exploit this fact and a unique doctor-level prescription and advertising exposure data for statin drugs to examine the hypothesis of informative advertising. Our tests are based on the intuition that, if advertising is informative, it should lead to fewer...

Most on-line advertisements are display ads, yet as compared to sponsored search, display advertising has received relatively little attention in the research literature. Nonetheless, display advertising is a hotbed of application for machine learning technologies. In this talk, I will discuss some of the relevant differences between online display advertising and traditional advertising, such ...

In this paper, we propose an dynamic optimization model to maximize a web publisher’s online display advertising revenues. Specifically, our model dynamically selects which advertising requests to accept and dynamically delivers the promised advertising impressions to viewers so as to maximize revenue, accounting for uncertainty in advertising requests and website traffic. After characterizing ...