Search advertising and display advertising are two major online advertising formats. Search advertising emphasizes ads’ click-through effect. Advertisers only pay when users click the link of their ads. Traditional display advertising emphasizes ads’ impression effect. Most display ads are charged based on the number of views on the ads. Considering that most online ads increase brand awareness...

In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer’s purchase intention. However, there has been no research on selecting keywords in paid search advertising depending on consumer involvement from the advertisers’ perspective. Our paper investigates the effects of several factors including impressions, click-through rate, conve...

Most web sites provide display advertising and contextual advertising services simultaneously, which are the main ad formats in Internet. With multimedia format, the pricing of display ads is generally based on the occurrence of ad impressions. However, targeting their customers more accurately, contextual ads are performance based advertisements and are charged only if one visitor clicks a cli...

INTRODUCTION Tobacco advertising is widespread in urban areas with racial/ethnic minority and low-income households that participate in nutrition assistance programs. Tobacco sales and advertising are linked to smoking behavior, which may complicate matters for low-income families struggling with disparate health risks relating to nutrition and chronic disease. We investigated the relationship ...

Taking a food supply chain approach, this paper examines the regulation of food marketing and nutrition labelling as strategies to help combat obesity in China in an era of rapid agro-food industry growth. China is the largest food producer and consumer in the world. Since the early 1980s, the agro-food industry has undergone phenomenal expansion throughout the food supply chain, from agricultu...

With changing social expectations, rising living standards, and increasing Western influences in China, young Chinese women residing in urban areas have developed an awareness of their new identities as contempor`ary women distinct from the traditional or revolutionary ideals of the past. The current study examines the images of women depicted in a representative sample of magazine advertising ...

This work considers cooperative advertising in a manufacturer–retailer supply chain. While the manufacturer is the Stackelberg leader, the retailer is the follower. Using Sethi model it models the dynamic effect of the manufacturer and retailer’s advertising efforts on sale. It uses optimal control technique and stochastic differential game theory to obtain the players’ advertising strategies a...