This paper investigates whether advertising has a beneficial or deleterious impact on the demand for magazine subscriptions. If consumers consider advertising a ‘bad,’ publishers must subsidize consumers through lower subscription prices or additional editorial content. If advertising is a ‘good,’ then consumers are willing to pay because it adds value to the magazine bundle. We employ data des...

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...

In this paper, we present our ongoing research on an ads quality testing tool that we call AdAlyze Redux. This tool allows advertisers to get individual best practice recommendations based on an expandable set of textual ads features, tailored to exactly the ads in an advertiser’s set of accounts. This lets them optimize their ad copies against the common online advertising key performance indi...

Ad-blocking adoption has seen phenomenal levels of increase globally over the past several years. The advertising and technology industries have started to coalesce and respond to this threat by devising adblocking strategies that will block the most annoying forms of advertising by default. However, this approach only partially addresses the threats that Internet users perceive from online beh...

This article is part of a series of Policy Issues articles on Soda Tax. You can also find articles on Should Soft Drinks be Taxed More Heavily?, Sugar-Sweetened Beverage Taxation as Public Health Policy-Lessons from Tobacco, Soda Taxes and Substitution Effects: Will Obesity be Affected?, Better Milk than Cola: Soft Drink Taxes and Substitution Effects, Evaluating Excise Taxes: The Need to Consi...

Although the societal advantages of responsible advertising are self-evident, no detailed vision of responsible ads exists. Without this vision, stakeholders have no framework for identifying, preventing, and remedying non-conforming ads. To address this problem, the four basic properties of responsible ads – consistent with an everyday-language, business-oriented definition of responsibility a...

Autonomous „word of mouth‟, as a channel of social influence that is out of firms‟ direct control, has acquired particular importance with the development of the Internet. Depending on whether a given product or service is a good or a bad deal, this can significantly contribute to commercial success or failure. Yet the existing dynamic models of sales in marketing still assume that the influenc...

In China, advertising of family planning products rarely transmits the information to public through mass platforms such as television. addition policy prohibitions, it is now mostly pressure opinion. Another reason that TV investment large, and coincidence rate between audience current major consumers not high, so necessary for advertisers put advertisements on platform. Although often wanders...