“Never has advertising appeared so pale and lifeless”, wrote Rust and Oliver (1994, p. 71). Those authors pointed to increased criticism of advertising’s effectiveness as well as lower advertising expenditures. Technological change, the blame for much of these trends, will only increase in the future. A recent survey of leading US advertising executives questioned about advertising’s future (Du...

Purpose – The purpose of this study is to provide an overview of the economic and clinical impacts of direct-to-consumer (DTC) advertising on consumers and physicians. Design/methodology/approach – Controversy around the benefits and concerns associated with DTC advertising are summarized. The sources are sorted based on their position toward DTC promotions: defending or opposing. Two recent wo...

Fear appeals are frequently used in anti-smoking advertising. The evidence on the effectiveness of fear appeals is mixed and in some studies strong fear appeals have been found to reinforce the undesirable behaviour. Individual self-efficacy may play a role in moderating the effects of fear appeals. In advertising contexts where the intention was to encourage socially desirable behaviours it ha...

Native advertising is a specific form of online advertising where ads replicate the look-and-feel of their serving platform. In such context, providing a good user experience with the served ads is crucial to ensure long-term user engagement. In this work, we explore the notion of ad quality, namely the effectiveness of advertising from a user experience perspective. We design a learning framew...

This paper explores issues relating to the effectiveness of permission marketing initiatives. The goal is to analyze sales response of a permission marketing program along with its sales effectiveness compared to a simultaneous traditional advertising program. It attempts to determine the ability of permission marketing initiatives to yield segmentation descriptors.