This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher be...

Currently, MSME stakeholders are facing problems in selling their products as they often focus too much on the production process and do not balance marketing advertising. When a product is produced large quantities, it becomes difficult to sell quickly. Advertising usually done by word of mouth or displaying local stores. Efforts overcome include providing training his through digitization. Di...

The purpose of this research is to predict the individualchr('39')s attitude through their beliefs about advertising by using sports. This research is practical and is of the correlation method which was carried out as a field study. The statistical population was the spectators present at Azadi Stadium and according to the content of Cochran sample, 342 of the spectators were randomly chosen a...

The rapid rise of online sales has introduced technologies that promise better targeting of consumers for specific ads. Thus far the literature has not differentiated between online advertising strategies and, instead, explores whether one strategy is more effective than another in identifying a consumer with a propensity to buy a particular product, in the belief that a higher transaction rate...

If tobacco advertising and promotion increase cigarette consumption, they are issues for public health policy. Although public health advocates assert that tobacco advertising does increase cigarette consumption, there is a significant empirical literature that finds little or no effect of tobacco advertising on smoking. In this chapter, these empirical studies are examined more closely with se...

Personal use of this material is permitted. However, permission to reprint/republish this material for advertising or promotional purposes or for creating new collective works for resale or redistribution to servers or lists, or to reuse any copyrighted component of this work in other works, must be obtained from the IEEE. Abstract Static analysis tools are useful in extracting information from...

Symposium Organizers Rebecca Landsberg & Jim Bonacum (Symposium Co-Chairs) John Martin, Matt Evans, Yash Mhaskar (Moderators) Jo Patterson & Lucia Vazquez (Program & Coordinators) John Martin & Mike Lemke (Abstract Selection) Keenan Dungey (Advertising & Duplication) Jo Patterson & Marc Klingshirn (Announcements & Call for Papers) Harshavarden Bapat & Wayne Gade (Budget & Expenses) Harshavarden...

Both proof planning and schema-guided program synthesis can be seen as a recursive problem decomposition process followed by a recursive solution composition process, with problems being either conjectures or specifications, and solutions being either tactics or programs. We thus develop a unified view of these two activities. This approach reveals an opportunity for identifying and integrating...

We propose a novel idea in the allocation and serving of online advertising. We show that by using predetermined fixedlength streams of ads (which we call patterns) to serve advertising, we can incorporate a variety of interesting features into the ad allocation optimization problem. In particular, our formulation optimizes for representativeness as well as userlevel diversity and pacing of ads...