This thesis focuses on the planning, scheduling, and pricing of ad slots in technology-enabled modes of advertising, including webpage banner ads, video games, electronic outdoor billboards, and the next generation of digital TV. This work contributes to practice by being the first academic work to rigorously study the scheduling of dynamic in-game advertising; contributes to the body of theory...

Spain had been one of the worst affected countries during first wave coronavirus pandemic, and by mid-March it enforced strictest lockdowns in Europe. As ethnographers, we have to deal with unexpected (Canals, 2020) cultural narratives embedded widely broadcast audiovisual productions can be a key source for analysing social discourses prevalent images exceptional periods. Of these productions,...

We estimate the distribution of television advertising elasticities and return on investment (ROI) for a large number products in many categories. Our results reveal substantially smaller compared to documented literature, as well sizable percentage statistically insignificant or negative estimates. The are robust functional form assumptions not driven by insufficient statistical power measurem...

In the context of global English, children are an interesting target group both from a marketing and linguistic perspective, yet use English in advertising for has so far received little research attention. Investigating corpus 3566 free morphemes (smallest independent elements) 98 TV product advertisements aimed at Dutch-speaking Flanders, Belgium, this study addresses methodological question ...

In many markets, competing but differentiated firms offer a product line in order to target each product to a different type of customer. Under competition, firms, while trying to target different products to different segments, are also interested in "stealing" customers from the competitors and, in particular, customers from the most profitable segments. How should a profit-maximising firm al...

We leverage a temporary block of the Chinese microblogging platform Sina Weibo due to political events, to estimate the causal effect of online word-of-mouth content on product demand in the context of TV show viewership. Based on this source of exogenous variation, we estimate an elasticity of TV show ratings (market share in terms of viewership) with respect to the number of relevant comments...