Background. Nowadays, One of the factors affecting the social network advertising is the numbers or frequencies of sending an advertisement.  Objectives. the objective of this study was to investigate the role of the Target Audience Rating Point factor in social network advertising in brand awareness and purchase intention of sport brands. Methods. This quasi-experimental study was conducted ...

This paper presents an advertising framework to ensure the targeted advertisement service for heterogeneous consumer devices with different capabilities and subscribers with different preferences by providing advertisement content selection and filtering mechanism in real time. To support scalable advertisement service in multi-screen service environment, we suggest a new advertising framework ...

Personalization of online advertising is a great challenge while the market is moving and adapting to the realities of the Internet. Many existing approaches to advertisement recommendation are based on demographic targeting or on information gained directly from the user. In this paper we introduce the AD ROSA system for automatic web banner personalization, which integrates web usage and cont...

Multi-Product Competition and Informative Advertising In several product categories, such as cereals, ice cream, and detergents, competing firms market a variety of products to meet the needs of their diverse consumers. Furthermore, these firms inform consumers about their products using advertising. In this paper, we propose a novel framework for studying multi-product competition and informat...

OBJECTIVE To explore differences in the prevalence of outdoor food advertising, and the type and nutritional content of advertised foods, according to an area-based marker of socio-economic position (SEP) in a city in Northern England. DESIGN All outdoor advertisements in the city were identified during October-December 2009, their size (in m2) estimated and their location determined using a ...

This paper develops a tractable theoretical framework for analyzing the substitutability between different advertising media, the extent of marketing spillovers in the market, the allocative efficiency of advertising spending, and the sources of total advertising productivity and sales growth. Maintaining the separability assumption between sales and production technology, the proposed methodol...

This study examines factors related to the effectiveness of mobile advertising. Using a large data set with 115, 899 records of ad tap through from a mobile advertising company, we identify that the influencing factors for ad tap through are application type, mobile operators, scrolling frequency, and the regional income level. We use a logit model to analyze how the probability of ad tap throu...

In this paper, we develop a network equilibrium framework for the modeling and analysis of competitive firms engaged in Internet advertising among multiple websites. The model allows for the determination of both the equilibrium online advertising budget as well as the advertising expenditures on the different websites. We then specialize the model to the case of fixed online budgets for the fi...

Online Behavioural targeted Advertising (OBA) has risen in prominence as a method to increase the effectiveness of online advertising. OBA operates by associating tags or labels to users based on their online activity and then using these labels to target them. This rise has been accompanied by privacy concerns from researchers, regulators and the press. In this paper, we present a novel method...

Audience interest, demography, purchase behavior and other possible classifications are extremely important factors to be carefully studied in a targeting campaign. This information can help advertisers and publishers deliver advertisements to the right audience group. However, it is not easy to collect such information, especially for the online audience with whom we have limited interaction a...