India has the largest growing customer base of mobile users and advertising, which been defined as "Use a non-fixed network to transmit product messages wireless communications equipment such cell phones or PDAs thereby achieve broadcasting advertisements," by Wireless Advertising Association (WAA) is all set experience an explosive growth. Quarter 4 2010 saw 233 percent increase over Q4 2009, ...

The welfare effect of advertising restrictions in the U.S. cigarette industry depends upon the impact of advertising on consumer and producer surplus, the transfer to consumers for being exposed to utility-reducing advertising, and smoking externalities. We estimate a demand equation and a supply relation simultaneously and use the parameter estimates to generate predictions of the impact of ad...

A Dynamic Model of Sponsored Search Advertising Sponsored search advertising is ascendant— Jupiter Research reports expenditures rose 28% in 2007 to $8.9B and will continue to rise at a 26% CAGR, approaching 1/2 the level of television advertising and making it one of the major advertising trends to a¤ect the marketing landscape. Yet little empirical research exists to explore how the interacti...

The past decade has seen the explosive emergence of online advertising as a major source of revenue for Internet publishers. Analyses of this phenomenon are mostly conducted in the sway of Google’s hugely successful search advertising program. In the early days of the Internet, before Google, virtually all advertising revenues were related to simple display ads. Yet by 2008 search advertising a...

This paper addresses the question of how exchange rates affect consumer demand in markets where advertising plays an important role. We identify an effect that has not been emphasized in the existing literature: when foreign exchange rates appreciate, a foreign product becomes more expensive to domestic consumers, but at the same time, advertising becomes cheaper for the foreign advertiser. Thu...

With an increase in the potential to allocate financial online advertising spending, managers are facing a sophisticated decision and allocation process. We developed a binary logit model with a Bayesian mixture approach to address consumers’ buying decision processes and to account for the effects of multiple online advertising channels. By analyzing data from a medium-sized online mail order ...

In this research, we investigate how television advertising drives online word-of-mouth (WOM). We first explore if television advertising (1) affects online WOM about the brand advertised and (2) associates with changes in online WOM about the program in which the advertisement airs. We further examine if the media context in which the advertisement appears – the television program – impacts th...