Advertising is a common commercial activity. The evaluation of advertising effectiveness is an active area of interest within the advertising research community, and, of course, is most concerned by the advertisers. The most important services in a computer-based advertising infrastructure are advertising effectiveness evaluation, analysis, prediction, and scheduling. This work presents an agen...

Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through SMS (Short Messaging Service). However, in the study of mobile advertising little is known regarding the effectiveness of SMS advertising and the factors contributing to its success. This research investigates the significance of a number of factors associa...

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 ...

This paper investigates whether advertising has a beneficial or deleterious impact on the demand for magazine subscriptions. If consumers consider advertising a ‘bad,’ publishers must subsidize consumers through lower subscription prices or additional editorial content. If advertising is a ‘good,’ then consumers are willing to pay because it adds value to the magazine bundle. We employ data des...

The real estate derivatives market allows participants to manage risk and return from exposure to property, without buying or selling directly the underlying asset. Such market is growing very fast hence the need to rely on simple yet effective pricing models is very great. In order to take into account the real estate market sensitivity to the interest rate term structure in this paper is pres...

We propose an efficient fault-tolerant routing algorithm for hypercube networks with a very large number of faulty nodes. The algorithm is distributed and local-information-based in the sense that each node in the network knows only its neighbors’ status and no global information of the network is required by the algorithm. For any two given nonfaulty nodes in a hypercube network that may conta...

We reconsider the valuation of barrier options by means of binomial trees from a “forward looking” prospective rather than the more conventional “backward induction” one used by standard approaches. This reformulation allows us to write closed-form expressions for the value of European and American put barrier-options on a non-dividend-paying stock.

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...