It has been shown that drug companies will sell more drugs when they use DTC advertising, but it is also true that many consumers who are suffering--unaware there is help for their symptoms--will learn from these ads that help is available. Advertising to consumers, like advertising to professionals, will continue to be one of the best methods of providing information. Of course, healthcare pro...

Internet advertising market has grown rapidly over the past decade. Its annual revenue has reached around 21.1 billion in 2007, and more than half of Internet advertising is related to Web advertising. Web advertising affects the majority if not all web viewers who would encounter some Web ads at one time or the other when they are using the Web. With such a magnitude on investment and in influ...

Over the last decade, online advertising has become a major component of the Web, leading to large annual revenues (e.g., $26.04 billion in US in 2010 [4]). Internet advertising is a very successful form of advertising as it provides an easy and effective way for advertisements to be targeted to individual users’ interests. Unfortunately, fraudsters were able to exploit several vulnerabilities ...

Advertising is one of the primary means for revenue generation for millions of websites and mobile apps. While the majority of online advertising revenues are based on payper-click, alternative forms such as impression-based display and video advertising have been growing rapidly over the past several years. In this paper, we investigate the problem of invalid traffic generation that aims to in...

This paper addresses two issues related to resource reservation establishment in packet switched networks ooering real-time services. The rst issue arises out of the natural tension between the local nature of reservations (i.e., they control the service provided on a particular link) and the end-to-end nature of application service requirements. How do reservation establishment protocols enabl...

This paper addresses two issues related to resource reservation establishment in packet switched networks ooering real-time services. The rst issue arises out of the natural tension between the local nature of reservations (i.e., they control the service provided on a particular link) and the end-to-end nature of application service requirements. How do reservation establishment protocols enabl...

Purpose: The purpose of this paper is to develop and compare two co-op advertising models: advertising model under traditional channel and co-op advertising model under dual channel, to select optimal channel structure to sell products for manufacturer and to derive optimal co-op advertising strategies for the manufacturer and the retailer. Design/methodology/approach: Stackelberg game theoreti...

Having studied the criteria for classification of information and images as advertising, established by law Ukraine its judicial case-law, author comes to conclusion that purpose a certain image or attract attention consumers specific economic benefits business entity can provide them on commercial basis (relation activity) is determinative criterion distinguishing between advertising are not n...

This thesis focuses on the planning, scheduling, and pricing of ad slots in technology-enabled modes of advertising, including webpage banner ads, video games, electronic outdoor billboards, and the next generation of digital TV. This work contributes to practice by being the first academic work to rigorously study the scheduling of dynamic in-game advertising; contributes to the body of theory...