As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click‐through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for dynamics. These issues can easily lead firms to...

This article introduces an analytical tool developed to study the content and historical trends of printed ads, a “blind spot” of current studies on the formation of game culture by video game magazines. Focusing on video game advertising, the paper argues that by encouraging specific expectations about future gaming experiences, the marketing discourse exerts an influence on how players interp...

One of the primary functions of a translator is to mediate not only between languages but also between cultures. As ideology is one of the crucial cultural constraints, it is essential to teach students that selection of translation strategy is always either implicitly or explicitly affected by the translator’s ideology. Thus, the main aim of this chapter is to illustrate the importance of intr...

Some medical providers have advocated applied genomics, including the use of genetically linked racial phenotypes in medical practice, raising fear that race-based medication will become justified. As with other emerging medical genetic technologies, pharmaceutical companies may advertise these treatments. Researchers fear that consumers will uncritically accept pharmaceutical messages and dema...

Kara Lynn Andersen, in her paper "Harry Potter and the Susceptible Child Audience," argues for a rethinking of assumptions of child audiences as passive readers and viewers through an analysis of the Harry Potter phenomenon. Andersen argues that instead of categorizing children as passive and homogenous subjects of analysis, they should instead be incorporated as participants in the discourse a...

Background: Advertisers optimization is one of the most fundamental tasks in paid search, which is a multi-billion industry as a major part of the growing online advertising market. As paid search is a three-player game (advertisers, search users and publishers), how to optimize large-scale advertisers to achieve their expected performance becomes a new challenge, for which adaptive models have...

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 analyze...

Channel coordination in search advertising is an important but complicated managerial decision for both manufacturers and retailers. A manufacturer can sponsor retailers to advertise his products while at the same time compete with them in position auctions. We model a manufacturer and retailers’ cooperation and intra-brand competition in advertising, as well as inter-brand competition with oth...

The article investigates the linguistic and extralinguistic nature of contamination – a word-building pattern that seems to be on the rise in modern English. The relative productivity of contamination is traced down to several factors: first, the speaker’s intention to assert his individuality through punning and word-juggling; second, saving up time and physical and mental effort; third, camou...

New treatments for male impotence have proliferated since Viagra’s popular emergence on the market in 1998. Two such therapies recently received FDA approval for prescription use: Cialis and Levitra. This paper examines the marketing campaigns for Viagra’s competitors and asks whether these treatments offer a different discourse on impotence. Using advertising and promotional materials, the stu...