Advertising pre-testing (or copy testing) is often employed in sales forecasting. It helps to quantify the impact of advertising on generating awareness, trial and repeat purchases. This paper reviews existing copy testing practices and makes some practical recommendations in the context of...

Online advertising campaigns often consist of multiple ads, each with different creative content. We propose a model that evaluates the effectiveness of each creative in a campaign given the targeted individual’s ad impression history, as characterized by the timing and mix of previously seen...

The optimal control problem of determining advertising efforts for a seasonal good in a heterogeneous market is considered. We characterize optimal advertising exposures under different conditions: the general situation in which several wide-spectrum media are available, under the assumption of...

Whereas everyone recognizes that increasing obesity rates worldwide are driven by a complex set of interrelated factors, the marketing actions of the food industry are often singled out as one of the main culprits. But how exactly is food marketing making us fat? To answer this question, we...

Digital video recorder proliferation and new commercial audience metrics are making television networks' revenues more sensitive to audience losses from advertising. There is currently limited understanding of how traditional advertising and product placement affect television audiences. We...

In this paper we use published information to provide analyze the economic value of Direct to Consumer (DTC) advertising. We use information on: the effect of DTC in generating patient visits; the effect of patient visits and mentions of a drug in generating prescriptions; and the effect of...

In the world of changing business scenario, consumers interest towards protection of environment are raising dramatically and their consumption also getting change noticeably towards the protection of environment. It is evident from a study, In India around 25 percentages of the consumers prefer...

Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a strong association between...

Two studies investigate visual complexity in banner ads and support predictions based on the resource-matching perspective, which suggests that processing is optimized when the resources required to process a stimulus match the resources available. A content analysis of actual banner ads...

This book chapter develops an extensive model of the processing of rhetorical works (i.e., figurative language and visual rhetoric). The model synthesizes two theories - experimental aesthetics, which has explained the processing of creative works (e.g., art, geometric shapes, music, and product...