With an increase in the potential to allocate financial online advertising spending, managers are facing a sophisticated decision and allocation process. We developed a binary logit model with a Bayesian mixture approach to address consumers’ buying decision processes and to account for the effects of multiple online advertising channels. By analyzing data from a medium-sized online mail order ...

the increasing penetration rate of mobile phone, with specific characteristics of this medium, such as almost everywhere with the audience, has attracted companies' attention to it as an advertising channel. mobile devices facilitate highly customized marketing communication in terms of person, time location and context so numbers of companies that use this medium for communicating with th...

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...

As targeted advertising becomes prevalent in a wide variety of media vehicles, planning models become increasingly important to ad networks that need to match ads to appropriate audience segments, provide a high quality of service (meet advertisers’ goals), and ensure that ad serving opportunities are not wasted. We define Guaranteed Targeted Display Advertising (GTDA) as a class of media vehic...

This study evaluated the impact of three interventions on uptake of the guaiac faecal occult blood test (gFOBT) in Greater London. The interventions were designed to improve awareness and understanding of the NHS Bowel Cancer Screening Programme (BCSP) and assist stool sampling. Logistic regression analysis of BCSP London data (N = 205,541 invitees aged 60-74) compared uptake at 12 weeks betwee...

Aims: To assess the impact of alcohol advertising and media exposure on future adolescent alcohol use. Methods: We searched MEDLINE, the Cochrane Library, Sociological Abstracts, and PsycLIT, from 1990 to September 2008, supplemented with searches of Google scholar, hand searches of key journals and reference lists of identified papers and key publications for more recent publications. We selec...

AIMS To assess the impact of alcohol advertising and media exposure on future adolescent alcohol use. METHODS We searched MEDLINE, the Cochrane Library, Sociological Abstracts, and PsycLIT, from 1990 to September 2008, supplemented with searches of Google scholar, hand searches of key journals and reference lists of identified papers and key publications for more recent publications. We selec...

BACKGROUND AIM To estimate the impact of smoking restrictions in homes and schools, and tobacco advertising and information on smoking initiation by young people in Ukraine. METHODS Data of 609 young people aged 15-29 was taken from the national representative survey conducted in June 2005. OUTCOME MEASURES The reported age of cigarette initiation was used to characterize the start of sm...

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...