Click fraud endangers the advertising effectiveness of search engine advertising and thus imperils the business model of many search engine providers. Search engine providers need to address click fraud and attest the reliability and accuracy of the payper-click accounting system. Advertisers have to factor click fraud in the decision process concerning a search engine advertising campaign. A p...

Research into permission-based mobile marketing is increasingly common due to the widespread adoption of mobile technology and its use as a communication channel. Yet few studies have attempted to analyze the factors that determine attitudes toward mobile advertising while simultaneously considering: the links among them and consumers' intentions, behavior, and/or cognitive and affective variab...

Predictive pricing (e.g., Google’s “Smart Pricing” and Yahoo’s “Quality-Based Pricing”) and revenue sharing are two important tools that online advertising networks can use in order to attract content publishers and advertisers. We develop a simple model of the pay-per-click advertising market to study the market effects of these tools. We then present an algorithm, PricingPolicy, for computing...

Advertising appeal plays a significant role in the execution of advertising. In service advertising, they are of more importance because of the peculiar characteristics of services. This study attempts to investigate the impact of emotional and rational appeal on service advertising. This study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

National advertising is an important ongoing marketing activity in a franchise arrangement. A majority of franchisors require franchisees to pay an advertising royalty as a percentage of gross revenues while some require franchisees to pay a fixed advertising fee. These payments are earmarked for national advertising. We investigate the relationship between the franchisor’s profits and the diff...

This paper develops a model of dynamic advertising competition, and applies it to the problem of optimal advertising scheduling through time. In many industries we observe advertising “pulsing”, whereby firms systematically switch advertising on and off at a high-frequency. Hence, we observe periods of zero and nonzero advertising, as opposed to a steady level of positive advertising. Previous ...

Click-through rates and conversion rates are two core machine learning problems in online advertising. The evaluation of such systems is often based on traditional supervised learning metrics that ignore how the predictions are used. These predictions are in fact part of bidding systems in online advertising auctions. We present here an empirical evaluation of a metric that is specifically tail...