1. PRE-GAME: A Brief History of (Super Bowl) Advertising -- 2. COIN TOSS: Advertising Matters -- 3. FIRST QUARTER: Make a Game Plan -- 4. SECOND QUARTER: Make a Roadmap -- 5. HALFTIME SHOW: Find Creatives that Work and Stand Out -- 6. THIRD QUARTER: Two Strategies to Boost Your Return on Ad...

Celebrity endorsers mean who engage to communicate appropriate message for receivers. Most of the time celebrity endorsers use to appeal the customers. For these advertisements, can be used more attractive, famous, and knowledgeable persons to endorse. Customer’s first impression can be...

Advertisement scheduling is a daily essential operational process in the television business. Efficient distribution of viewers among advertisers allows the television network to satisfy contracts and increase ad sale revenues. Ad scheduling is a challenging multi-period, mixed-integer...

We provide generalizable and robust results on the causal sales effect of TV advertising for a large number of products in many categories. Such generalizable results provide a prior distribution that can improve the advertising decisions made by firms and the analysis and recommendations of...

Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize and extend this theoretical result and test it using data from television and social media advertising. We find that...

Research Question- This study empirically investigates how various advertising media independently and jointly affect firms' financial performance. Motivation- Advertising spending is one of the most significant budget items supporting marketing activities for most companies. However, in an era...

This research explores how television viewers' online program engagement (OPE)—engagement in social media conversations about television programs—relates to audience size during ads in those programs. We leverage a multisource dataset of 8417 ad instances, volume and deviation measures of...

Product advertising captures the attention not only of consumers but also of investors. Constructing a measure of local investment interest in stocks from Google searches and using the Super Bowl as an experiment, we study the effects of advertising expenses on investor attention. We find that...

Sponsored content advertising, also known as native advertising, is a new ad format in which a brand’s content takes the same form and qualities of the publisher's original content. While many advertisers have largely embraced this new advertising format, consumers seem to react negatively...

Television being the most prominent and powerful means of communicating the promotional message, due efforts are taken by marketers to communicate the message effectively. However, many leading organizations do not take efforts to understand the consumer psychic and viewpoint of the receiver. An...

Advertising is an input for many final goods, and broadcast television comprises a significant portion of ad-spending in the U.S. Yet advertisers face different costs when purchasing national television ads. We seek to confirm empirically whether there are differences in firms' costs to...

We consider a model of a TV oligopoly where TV channels transmit advertising and viewers dislike such commercials. We show that advertisers make a lower profit the larger the number of TV channels. If TV channels are sufficiently close substitutes, there will be underprovision of advertising...

The existing literature on "two-sided markets" addresses participation externalities, but so far it has neglected pecuniary externalities between competing platforms. In this paper we build a model that incorporates both externalities. In our setup differentiated platforms compete in advertising...

The study examined the interpersonal metafunctional meanings of Television Advertisements of selected Banks in Nigeria. Interpersonal metafunctional meanings reflect in advertising activities in our society and text makers always rely on it to get their expected result(s) of passing intended...

The study investigated the effect of radio and television advertising of commercial bank product in Anambra State. It sought to reveal the extent these media influence the attitudes; draw attention, build interest and inspire the customers to patronize banks’ products and services in the...