Auction theory analyses market designs by assuming all players are fully rational. In this paper we study behavior of bidders in an experimental launch of a new advertising auction platform by Zillow, as Zillow switched from negotiated contracts to using auctions in several geographically isolated markets. A unique feature of this experiment is that the bidders in this market are local real est...

ADVERTISING The Advertising Major The advertising major prepares students for careers in business and industry or for graduate education. Students majoring in advertising find career opportunities in professions requiring applied communication expertise. Graduates are qualified for positions in the creative and account sides of advertising within businesses, agencies and media. The capstone pro...

Background Since 2006, "snus" smokeless tobacco has been sold in the U.S.. However, U.S. Smokeless Tobacco (USST) and Swedish Match developed and marketed pouched moist snuff tobacco (MST) since 1973. Methods Analysis of previously secret tobacco documents, advertisements and trade press. Results USST partnered with Swedish Match, forming United Scandia International to develop pouch produc...

The Global Adult Tobacco Survey (GATS) was conducted in Brazil to provide data on tobacco use in order to monitor the WHO FCTC implementation in the country. It was carried out in 2008 using an international standardized methodology. The instrument included questions about tobacco use prevalence, cessation, secondhand smoke, knowledge, attitudes, media and advertising. Weighted analysis was use...

Real estate markets in Chinese cities are in transition. Advertising for new developments in these markets often reflects changing city aspirations and branding rather than environmental and social experience. This paper investigates real estate marketing as a site of potential ethical transformation of values related to new urban development. It uses Kenneth Burke’s rhetorical analysis as an a...

F often use a pool or series of advertising themes in their campaigns. Thus, for example, a firm may employ some of its advertising to promote price-related themes or messages and other of its advertising to promote product-related themes. This study examines the interdependence that can occur between pairs of themes in a pool (i.e., pooling effects), the impact of these pooling effects on the ...

Television advertising of prescription drugs is controversial, and it remains illegal in all but two countries. Much of the opposition stems from concerns that advertising directly to consumers may inefficiently distort prescribing patterns toward the advertised product. Despite the controversy surrounding the practice, its effects are not well understood. Exploiting a discontinuity in advertis...

An important decision for a firm is how to allocate its advertising budget among different types of advertising. Most traditional channels of advertising, such as advertising on television and in print, serve 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 ...

We examine how competitive firms’ pricing and persuasive advertising strategies as well as profits are affected by changes in consumer preferences, unit production costs, and advertising efficiencies. We highlight three interesting findings from our analyses. First, when firms make endogenous advertising decisions in addition to pricing, a seemingly favorable exogenous shock to one firm alone m...

Advertising: American Marketing Association (AMA) defines the tern of advertising as “The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organ...