advertising characters and commercial mascots such as yum yum,  cheetoz monkey, safety-man and many others have made memories of different generations of iranian consumers for many years. they have many abilities to attract attention and create a nostalgic and friendly relationship with the consumer and have a great impact on the sales of products. through a review of the relevant literature, t...

With the increasing share of online advertising, the amount of highly detailed data available on an individual consumer level has substantially increased over the last few years. Because there are costs associated with collecting, analyzing, and storing this type of data, it is important to understand the value of this specific type of personal data. In this paper, we illustrate the economic va...

0957-4174/$ see front matter 2010 Elsevier Ltd. A doi:10.1016/j.eswa.2010.02.109 q This work is supported by China National Ke (2008BAH26B00). * Corresponding author. Tel.: +86 571 87953955. E-mail address: [email protected] (G. Qiu). Online advertising has become one of the major revenue sources of today’s Internet ecosystem. The main advertising channels used to distribute textual ads are s...

Children are important targets of advertising campaigns from companies. However, children have been found to be particularly vulnerable to negative effects of advertising, and protecting children from these effects is an important task of consumer policy. Two important aspects have to be considered in this task. First, advertising affects judgments and behaviour not only during ad exposure, but...

Title of Document: THE IMPACT OF ONLINE SPONSORED SEARCH ADVERTISING ON CONSUMER AND SELLER STRATEGIES

rrrmrrxvivt This research explores the effectiveness of interactive advertising on a new medium platform. Like the presence in industry and the media themselves, the academic research stream is fairly new. Our research seeks to isolate the key feature of interactivity from confounding factors and to begin to tease apart those situations for which interactivity might be highly desirable from tho...