the purpose of this study has been concretized in terms of impact of mobileadvertising on the purchase decision of the consumer and aimed to answer toresearch questions: which is the underlying structure of criteria in mobileadvertising? and which criteria are important for consumers in evaluatingmobile advertising? a sample of consumers in taiwan was surveyed and usingfuzzy judgment to determi...

The focus placed on maximizing user engagement in online advertising negatively affects the user experience because of advertising clutter and increasing intrusiveness. An intelligent decision support system providing balance between user experience and profits from online advertising based on the fuzzy multiobjective optimization model is presented in this paper. The generalized mathematical m...

P eer-reviewed medical journals are generally considered to be a source of unbiased and reliable information about drugs. But at the same time, most medical journals contain advertisements, almost all of which are for drugs, and which are, by their very nature, biased toward promoting sales of that drug. In this article, we address the purpose and effects of journal advertising, the possible re...

We use high frequency data on TV and radio advertising together with online sales data for lottery tickets to measure the short run effects of advertising. Advertisements remind consumers to buy a ticket. We find the effects of advertising to be strong and to last up to about 4 hours. They are the bigger the less time there is until the draw. Based on these findings, we point out a tradeoff the...

INTRODUCTION Point-of-sale advertising provides an opportunity for the tobacco industry to communicate with current and potential smokers. The US Family Smoking Prevention and Tobacco Control Act allows states to implement policies requiring that tobacco products be placed out of sight, and the Food and Drug Administration is considering banning point-of-sale advertising within 1,000 feet of sc...

the goal of the current study is to determine the optimal level of advertising beyond which advertising expenditure will not be justified by revenues. to achieve the goal first different types of media were rated by experts as to the degree of their importance. then data ware collected by interviewing the managers and reviewing different media resources. the collected data were then analyzed us...

The purpose of this study has been concretized in terms of impact of mobileadvertising on the purchase decision of the consumer and aimed to answer toresearch questions: which is the underlying structure of criteria in mobileadvertising? And which criteria are important for consumers in evaluatingmobile advertising? A sample of consumers in Taiwan was surveyed and usingfuzzy judgment to determi...

We study the optimal levels of advertising and promotion budgets in dynamic markets with brand equity as a mediating variable. To this end, we develop and estimate a state-space model based on the Kalman filter that captures the dynamics of brand equity as influenced by its drivers that include a brand’s advertising and sales promotion expenditures. By integrating the Kalman filter with the ran...

In online advertising campaigns, to measure purchase propensity, click-through rate (CTR), defined as a ratio of number of clicks to number of impressions, is one of the most informative metrics used in business activities such as performance evaluation and budget planning. No matter what channel an ad goes through (display ads, sponsored search or contextual advertising), CTR estimation for ra...

This paper studies the strategic aspects of contextual advertising. Such advertising entails the display of relevant ads based on the topic of the content a consumer views and takes advantage of the possibility that consumers’ content browsing preferences are indicative of their product preferences. The results show that contextual targeting impacts advertiser profit in two ways: first, adverti...