Advertising agencies have witnessed a steady erosion of their share of their client’s marketing budgets over the past twenty years. In shifting their budgets away from advertising agencies, clients are indicating that full service agencies cost too much for the market impact they deliver. This paper explores how advertising agencies can use client service to strength agency-client relationships...

Mobile advertising, or m-advertising, refers to ads sent to and presented on mobile devices such as cellular phones, PDAs (personal digital assistants), and other handheld devices.1 M-advertising can be seen as a part of mcommerce (e.g., Mennecke & Strader, 2003), which is seen as radically different from traditional commerce (e.g., Choi, Stahl, & Whinston, 1997). Thus, it can be argued that m-...

The fast deployment of wireless networks and mobile technologies and the significant increase in the number of mobile device users have created a very strong demand for new innovative mobile commerce applications and services. Since mobile advertising is one of the important subjects in mobile commerce, studying and developing mobile advertising solutions becomes a hot research and business top...

This paper studies a decentralized supply chain in which a manufacturer sells a common generic product through two traditional and online retailers under free riding market. We assume that the traditional retailer provides the value added services but the online retailer does not. Factors such as retail prices, local advertising of the retailers, global advertising of the manufacturer and servi...

Location-aware advertising is widely touted as the “killer-app” for mobile commerce to flourish. With the imminent rollout of third-generation mobile networks, advances in multimedia-enabled mobile devices and positioning technologies, its commercial viability is enormous. Location-aware advertising is primarily textbased at the present, but it is envisioned to allow the delivery of multimedia ...

Mobile services have rapidly become an important way for consumers to communicate, encounter services and exchange information. Marketers are increasingly using this channel for brand related advertising communications. However they have found that consumers are reluctant to try and adopt new mobile services and/or other products/services in response to advertising, unless the consumer has esta...

Background. The purpose of this study was to investigate the role of media advertising in the development of sports tourism in Guilan province. Methods. The research method is a descriptive-survey based on the structural equation model (Lisrel). The statistical population of the study was included managers of tourism, sport management professors, managers, and experts of tourism agencies that ...

Despite the expected value of online customer reviews as an emerging advertising medium, the manner of enforcing its effectiveness on customers’ purchase behavior is still a question not well answered. To address the question, we propose a new central route cue called “advertising appeal” to examine attitude and intention to purchase a product or service based on the reasoning of the elaboratio...

A critical issue of distributed systems is concerned with the advertising task. Current solutions require an ex-ante agreement on a common shared language. Although such an approach is feasible from the technological point of view, it is not effective in practice. The process of managing this agreement may present social implications that make the solution difficult to achieve. Recent trends in...