Online advertising has shortand long-term effects. Little is known, however, about which online advertising channel works best to address particular customer groups when shortand long-term effects, are taken into account. We look at the sales effect of search engine marketing (SEM), banner advertising, price comparison advertising (PCA) and coupon/loyalty advertising (CLA) on new and existing c...

© World Advertising Research Center 2004 THE ITALIAN ADVERTISING regulators tend to consider minors (all those aged under 18) as the most vulnerable consumers, requiring special protection against any potential attempt to harm their physical and psychological well-being through aggressive marketing techniques. Therefore, during recent years, ever more limitations and restrictions have been set ...

Streaming music services represent the music industry’s greatest prospective source of revenue and are well established among consumers. This paper presents a theory of a streaming music business model consisting of two types of services provided by a monopolist. The first service, which offers access free of charge, is of low quality and financed by advertising. The second service charges its ...

Although lifestyles are the series of daily practices of social actors in the context of everyday lives, lifestyles are the renewal and inspiration of other plans. Furthermore, these styles can be an opportunity to challenge the established orders and meaning constructions. This research followed the analysis of these phenomena in Dezful using Hermeneutical phenomenology method and interview to...

Segmentation has been useful in advertising decisions and subsequently the generation approach has emerged as a superior segmentation approach. The purpose of this article is to examine the attitudes of generation X and generation Y towards controversial advertising. Structured questionnaires were distributed throughout Malaysia, and a total of 768 usable questionnaires were obtained. Findings ...

In last decade, yearly revenue from online advertising has soared from a moderate US$907 million to a whooping US$16.9 billion and the driving force behind this huge leap is found to be search advertising. Forecasts suggest that this trend will continue in coming years through the innovation of new types of search-related advertising. This rapidly burgeoning industry involves complex business m...

With more than four billion usage of cellular phones worldwide, mobile advertising has become an attractive alternative to online advertisements. In this paper, we propose a new targeted advertising policy for Wireless Service Providers (WSPs) via SMS or MMSnamely AdCell. In our model, a WSP charges the advertisers for showing their ads. Each advertiser has a valuation for specific types of cus...