Mobile services have rapidly become an important way for consumers to communicate, encounter services and exchange information. Marketers are increasingly using this channel for brand related advertising communications. However they have found that consumers are reluctant to try and adopt new mobile services and/or other products/services in response to advertising, unless the consumer has esta...

Many natural games have both high and low cost Nash equilibria: their Price of Anarchy is high and yet their Price of Stability is low. In such cases, one could hope to move behavior from a high cost equilibrium to a low cost one by a “public service advertising campaign” encouraging players to follow the low-cost equilibrium, and if every player follows the advice then we are done. However, th...

Despite the expected value of online customer reviews as an emerging advertising medium, the manner of enforcing its effectiveness on customers’ purchase behavior is still a question not well answered. To address the question, we propose a new central route cue called “advertising appeal” to examine attitude and intention to purchase a product or service based on the reasoning of the elaboratio...

A critical issue of distributed systems is concerned with the advertising task. Current solutions require an ex-ante agreement on a common shared language. Although such an approach is feasible from the technological point of view, it is not effective in practice. The process of managing this agreement may present social implications that make the solution difficult to achieve. Recent trends in...

The purpose of this research was to identify and rank the factors influencing the design of the native model for assessing the effectiveness of the advertisement. Firstly, according to the research literature, the criteria and sub-criteria influencing the effectiveness of advertising have been extracted, then the Delphi triple stages were used that the panel included 20 professors and marketing...

Advertising plays a key role in service oriented recommendation over a peer-to-peer network. The advertising problem can be considered as the problem of finding a common language to denote the peers’ capabilities and needs. Up to now the current approaches to the problem of advertising revealed that the proposed solutions either affect the autonomy assumption or do not scale up the size of the ...

A distributed system for Web search and search-based advertising is proposed as a way to solve the scalability problems of centralised Web search and to enable low cost entry to the search and advertising market for service providers. Challenges and potential solutions for implementing search-based document advertising in a distributed search system are discussed. Security and trust issues in a...

abstract every producer or service provider needs advertisement for production introduction and better selling. therefore, attention to manufacturing and development of the brand is of special importance for the financial institutions in the international competitions. the improvement of brand value directly depends on advertising and brand identification. therefore, internet has become an impo...