(TOR). TOR can help researchers and marketing managers by explaining how consumers may interpret visuals in advertising …. TOR explains why some visuals thought to be unconnected with the product become relevant in advertising. This study makes … is used to provide greater explanatory power of consumers' interpretation and response to advertising visuals than what …

The retail sector spends millions of dollars each year advertising to consumers. This is a considerable investment for …

present the firstanalysis of this hybrid advertising auction setting. The conventionalwisdom is that brand advertisers (e … bidding forclicks and bidding for impressions. The analysis implies that sellersof online advertising (a) may sometimes prefer …

the expected winning price and profitability. This suggests that an intense advertising campaign that raises awareness for … the auction and derive the auctioneer’s optimal advertising policy. Our results suggest that controlling growth by … limiting advertising spending can encourage consumer retention and increase an auctioneer’s long term profitability. …

Sponsored Search Advertising,'' investigates sponsored search advertising auctions, a novel approach that allocates premium … advertising space to advertisers at popular websites, such as search engines. Because sponsored search advertising targets … buyers in active purchase states, such advertising venues have grown very rapidly in recent years and have become a highly …

that TV advertising is positively associated with consumers’ choice of branded keywords in the financial services category … regression analysis to evaluate whether local television advertising expenditure impacts the Google search queries from IP … addresses in the same area. The impact of television advertising is found to be both positive and significant in the short …

This dissertation deals with the problem of video advertising avoidance by TV and Internet viewers. It focuses on the …-to-moment avoidance decisions during television advertising. I formalize this in a Dynamic Probit Model and estimate it with MCMC methods …