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Television networks spend about 16% of their revenues on tune-ins, which are previews or advertisements for their own shows. In this paper, we examine two questions. First, what is the informational content in advertising? Second, is this level of expenditures consistent with profit maximization? To answer these questions, we use a new and unique micro-level panel dataset on the television view...

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 (1) the information on the a...

in recent years, viral advertising has received ampleattention from marketers and practitioners due to significant expansionof internet. this research aimed at evaluating the effectiveness of viraladvertising. we applied experiment strategy to conduct the study.students of mazandaran university constituted the population. totally386 students were selected using cluster sampling. the selectedsam...

BACKGROUND Tobacco counter-advertising is effective at promoting smoking cessation. Few studies have evaluated the impact of alcohol warning advertising on alcohol consumption and possible mechanisms of effect. This pilot study aimed to assess whether alcohol warning advertising is effective in reducing urges to drink alcohol, if emotional responses to advertising explain any such effect or per...

Social learning is thought to be a key determinant of the demand for motion pictures. This can be a double-edged sword for motion picture distributors, however, because when a film is good, social learning can enhance the effectiveness of movie advertising, but when a film is bad, it can mitigate this effectiveness. This paper analyzes an equilibrium model of the demand for films and the supply...

Advergames are increasingly used by companies for online advertising campaigns. However, the effectiveness of this unique advertising strategy has not been investigated in the IS research literature. This study sheds light on the effectiveness of advergames by introducing three design elements of an advergame: interactivity (the extent to which a player has control over the choice of viewing th...

The purpose of this research is to construct a scale to assess the efficacy of advertising effectiveness in Indian market. There is a shortage of marketing scales in India and the scales developed in other countries are not necessarily appropriate for use in India. Advertising effectiveness is a strategy by which advertisers gain their stated advertising objectives. This research closely follow...

The main objective of this research, Explain the effectiveness of advertising using the AIDA model in the private insurance companies in the metropolitan city of Tehran. This descriptive research study field and study population consisted of all clients are insurance companies that considering the population size is unlimited Sample size was determined using the formula of infinite sample size ...

This paper analyzes optimal decisions concerning the size of the sample and the price of the paid content for online publishers of digital information goods when sampling serves the dual purpose of disclosing content quality and generating advertising revenue. We show in a reduced-form model how the publisher’s optimal ratio of advertising revenue to sales revenue is linked to characteristics o...