Game theory is an efficient tool to represent and conceptualize the problems concerning conflict and competition. In recent years and especially for durable products, competition between domestic and foreign brands for gaining market share has received a considerable attention. This paper study electronic commerce concepts by differential game theory and introduce a novel and comprehensive mode...

Advertising & promotion are an integral part of our social & economic system. An advertising decision is inclined by the choice of media, media effectiveness, media budget etc. especially if the advertising is required to be done in a segmented market. However, many of the decision making problems in the real world take place in an environment in which the goals, the constraints, and the conseq...

Digital signage networks are a newly emerging form of multimedia advertising technology that is rapidly growing in popularity but has received little attention in multi-media literature. In this paper we motivate the cost reduction and increased effectiveness of advertising that is displayed and managed using digital signage networks as opposed to traditional signage. As an example, we describe...

Implicit (versus explicit) memory is introduced to examine advertising effects on brand choice. Whereas explicit memory is demonstrated by the conscious recollection of an event, implicit memory is inferred by an improvement in some task performance as the result of having experienced the event. This research shows that memory-based choice benefits from advertising that enhances conceptually dr...

In this study, we introduce a new approach to measuring the impact of TV advertising on the demand for consumer goods. We combine three data sources (i.e., store-level scanner data, advertising spending data and advertising tracking data) to assess the impact of advertising on demand. We estimate demand by employing a random coefficient logit model that uses aggregate data, in accordance with B...

We examine the effects of various political campaign activities on voter preferences in the domain of US Presidential elections. We construct a comprehensive data set that covers the three most recent elections, with detailed records of voter preferences at the state-week level over an election period. We include various types of the most frequently utilized marketing instruments: two forms of ...

Since 2000, blogs have rapidly become a cyberspace phenomenon. The new medium has created a growing trend: blog advertising. Blogs offer unique advantages over other types of advertising, such as reader coverage and low cost. In addition, blogs generally contain customer comments, which new customers can use to evaluate the advertised products. As a result, blog advertising is very successful. ...

The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique features of our data set that distinguish this paper from prior work are: (i) the information on the ...

The bursts and multiplicity of Internet advertising have made multi-channel attribution an immediate challenge for marketing practitioners. Existing attribution models predominantly focus on analyzing consumers’ converting path with respect to one focal firm while largely overlooking the impact of their interactions with competing firms, leading to biased advertising effectiveness estimates. We...

I aim to provide rigorous answers to specific questions at the intersection of advertising, media and technology. These questions are traditionally classified under the headings “media economics” and “advertising effectiveness,” although my work pushes the boundaries of both areas in new directions. I focus on advertising and media because I believe they are (i) inherently interesting, (ii) imp...