"Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical … advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business …-to-business, in-house, and small agency advertising. In the new edition, the authors take a deeper dive into the exploration of …

offered by Google, are funded by advertising revenue, a large portion of which comes from the sale of third-party brand names …

We consider the potential to improve the efficiency and efficacy of broader advertising efforts through cross …-channel coordination. Past work has demonstrated a positive relationship between television advertising and online search activity. Here … leverage data on TV advertising around Microsoft Windows 10 and an Xbox app (NFL Game Day Evolution), in combination with large …

effect of position. Under such position effects, we find the ROI on defensive advertising to be strongly positive …

substitution patterns across websites under different advertising scenarios …