The continued interest in advertising and entertainment brings about important questions about the effectiveness of advertising when it is competing for attention with entertainment content. This research provides the results of an efficacy analysis of ingame advertising within the controlled environment of a race game, an environment in which advertising blends in naturally. The experiment was...

In his book, Where the Suckers Moon: An Advertising Story, Randall Rothenberg, a former advertising columnist for the New York Times, describes how Subaru of America selected a new agency in 1991. This behind-the-scenes account is made possible by his sitting in on the meetings that led to the selection of Wieden and Kennedy to handle Subaru’s $75 million account. The book is thus a first-hand ...

recognition of the molecular mechanisms of camp action against dna damage-induced apoptosis can be useful to improve the efficacy of dna damaging therapeutic agents. considering the critical role of bcl-2-associated death promoter (bad) and p53 proteins in dna damage -induced apoptosis, the aim of this study was to assess the effect of camp-elevating agents on these proteins in doxorubicin-trea...

This paper uses an unusually rich sample of liquor brands in the U.S. over the period 1994 to 2004 to test substitutability of advertising media. The liquor industry in the U.S. has experienced a substantial increase in case sales and advertising expenditures since the mid-1990s, raising numerous public policy concerns. Moreover, the mix of advertising media used by liquor brands also changed s...

the aim of this study was to describe and determine the relationship between satisfaction and customer loyalty and word of mouth advertising in zanjan bodybuilding clubs. the population of this study included all customers of bodybuilding clubs in zanjan city who had at least one year of physical activities in these clubs. 280 customers were randomly selected from bodybuilding clubs and data of...

An important decision for a firm is how to allocate its advertising budget among different types of advertising. Traditional advertising, such as advertising on television and in print, serves the purpose of building consumer awareness and desire about the firm’s products. With recent developments in technology, sponsored search (or paid search) advertising at search engines in response to a ke...

BACKGROUND Federal and state public health agencies in the United States are increasingly using digital advertising and social media to promote messages from broader multimedia campaigns. However, little evidence exists on population-level campaign awareness and relative cost efficiencies of digital advertising in the context of a comprehensive public health education campaign. OBJECTIVE Our ...

Motion picture industry is characterized by extensive advertising and word-of-mouth among (potential) consumers. We develop a simple computational model of consumer behavior to study the interaction between these two forces. WOM that propagates through fixed social network is affected by the mismatch between consumer’s expectations and realized quality of the film. As a result, intensive advert...

Given the difficulties of properly estimating demand in the presence of advertising, advertising has often been omitted. This paper uses a Monte Carlo experiment of price-and-ad-setters to show that the omission of advertising can cause substantial biases in estimation, even in markets with relatively low ad-sales ratios and when advertising appears to be statistically insignificant. I then val...