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...

We study targeting of advertising based on information about the consumer's likely ranking products. Firms send ads to more promising consumers. Thus, increases expected willingness pay for product consumer learns but also reduces differentiation these The two effects push search, and so prices, in opposite direction. first effect is important lower search costs. second stronger larger number i...

W investigate differences in the dynamics of marketing decisions across geographic markets empirically. We begin with a linear-quadratic game involving forward-looking firms competing on prices and advertising. Based on the corresponding Markov perfect equilibrium, we propose estimable econometric equations for demand and marketing policy. Our model allows us to measure empirically the strategi...

OBJECTIVE To understand how consumer questions on online resources differ from questions asked by professionals, and how such consumer questions differ across resources. MATERIALS AND METHODS Ten online question corpora, 5 consumer and 5 professional, with a combined total of over 40 000 questions, were analyzed using a variety of natural language processing techniques. These techniques analy...

81 Marketing Education Review, Volume 15, Number 2 (Summer 2005). ANGELINE G. CLOSE is a doctoral student of marketing at the Terry College of Business, University of Georgia, where she received a Comer Research Fellowship. She holds a Masters in advertising from UGA’s Grady College of Journalism. She also is an assistant professor of business at North Georgia College and State University: The ...