The paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand’s image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous consumption by rendering brands a signalling device. In a price competition framework, we show that advertising increases consumers’ willingness to pay and thus pr...

PURPOSE/OBJECTIVES To review the phenomenon of direct-to-consumer (DTC) advertising of prescription medications in the media, with an overview of pertinent studies in the literature regarding patients' and healthcare professionals' perspectives on DTC advertising. DATA SOURCES Journal articles, media, and clinical experience. DATA SYNTHESIS DTC advertising of prescription medications is ext...

Advertising in the case of textual Web pages has been studied extensively by many researchers. However, with the increasing amount of multimedia data such as image, audio and video on the Web, the need for recommending advertisement for the multimedia data is becoming a reality. In this paper, we address the novel problem of visual contextual advertising, which is to directly advertise when use...

OBJECTIVE To estimate the contribution of television (TV) food advertising to the prevalence of obesity among 6-11-year-old children in Australia, Great Britain (England and Scotland only), Italy, The Netherlands, Sweden and the United States. DESIGN Data from contemporary representative studies on the prevalence of childhood obesity and on TV food advertising exposure in the above countries ...

From the very beginning, advertising revenue was a major motivation to establish a journal owned by the American Academy of Pediatrics (AAP) and a major focus of the board of directors. The first editor, Dr Hugh McCulloch, proclaimed that “Pediatrics will consist of four divisions; the fourth division is advertising.”2 Until the late 1970s, this was all display advertising or advertising prepar...

We examine whether the growth of the internet has reduced the effectiveness of government regulation of advertising. Specifically, we combine variation in state and local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 individuals. People are 8 percent less likely to say ...

Online Behavioural Advertising (OBA), the practice of showing advertisements based on a person’s web browsing behaviour, has become a vital component of the ad-supported web. The tracking of users’ browsing behaviour that is needed for OBA, however, raises privacy concerns. We give an overview of the OBA landscape, and describe which user information is collected, which techniques are used to p...

Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent. Another 450 field experiments suggest that changes in media, product, target segments, advertising scheduling, and advertising content are more likely to yield changes in sales than do changes in advertising weight. Numerous other studies suggest that advertising wear-in does not exist or oc...

This study explores whether exposure to advertisements that focus on the negative effects of tobacco industry advertising and promotion at the point of sale (anti-POS advertising) influence: (i) attitude toward POS advertising; (ii) perceived impact of POS advertising on youth smoking; and (iii) support for a ban on tobacco promotion at the POS among adult non-smokers in New York. Data are from...

Rapid improvements in the precision of mobile technologies make it possible for advertisers to go beyond using the real-time static location and contextual information about consumers. In this study, we propose a new mobile advertising strategy that leverages full information on consumers’ offline movement trajectories from different mobility dimensions. To analyze the effectiveness of this new...