We study the relation between ad networks, consumer privacy and the online advertising market. We consider two publishers that can outsource their ad inventories to an ad network, in a market where consumers and advertisers endogenously multi-home. Differently from publishers, the ad network...

This essay discusses how working from within an advertising agency as an anthropologist yields particular advantages in terms of presenting anthropological insights and gaining access to information that one would not have been privy to, compared to a study of advertising from the outside....

This paper empirically investigates the advertising competition in the French broadcast television industry within a two-sided market framework. We use a unique dataset on the French broadcast television market including audience, prices, and quantities of advertising of twenty-one TV channels...

We implement a new approach for estimating the persuasive effects of political advertising. Our empirical strategy exploits FCC regulations that result in plausibly exogenous variation in the number of impressions across the borders of neighboring counties. Applying this approach to uniquely...

News media plays an important role in modern financial markets. In this paper, we analyse the role played by the news media in an historical financial market. Using The Times's coverage of companies listed on the London stock market between 1825 and 1870, we examine the determinants of media...

Digital media goods and digital media platforms exhibit cost structures and network effects that imply that price and quantity effects of consumption taxes are qualitatively different compared to what we typically find for physical goods. For instance, in most European countries and US states,...

The marketing communications industry and theory are facing rapid changes in accordance with global business and society fluctuations. Global and local market conditions are constantly varying and thus creating hardly predictable environment. The most implemented tool for marketing...

The purpose of this paper is to present an alternative approach to analyzing firm advertising under uncertainty. The approach considers the simultaneity (or duality) of two effects of advertising, one effect on the probability associated with the bundle of goods the typical buyer purchases and...

The article analyzes that guerrilla marketing is not limited to traditional means. Usually, its use is noticeable in the online space. This is the most effective tool for guerrilla marketing, which includes e-mail or mailing lists, forums, social networks, blogs. With this tool, target markets...

The purpose of this paper is to present an alternative approach to analyzing firm advertising under uncertainty. The approach considers the simultaneity (or duality) of two effects of advertising, one effect on the probability associated with the bundle of goods the typical buyer purchases and...

We investigate the relation between Net Neutrality regulation and Internet fragmentation. We model a two-sided market, where Content Providers (CPs) and consumers interact through Internet Service Providers (ISPs), and CPs sell consumers' attention to advertisers. Under Net Neutrality, a...

We customize the aggregative game approach to oligopoly to study asymmetric media markets. Advertiser, platform, and consumer surplus are tied together by a simple summary statistic. When media are ad-financed and ads are a nuisance to consumers we establish see-saws between consumers and...

We investigate the relation between Net Neutrality regulation and Internet fragmentation. We model a two-sided market, where Content Providers (CPs) and consumers interact through Internet Service Providers (ISPs), and CPs sell consumers' attention to advertisers. Under Net Neutrality, a...

Television is the dominant entertainment medium for hundreds of millions. This chapter surveys the economic forces that determine the production and consumption of this content. It presents recent trends in television and online video markets, both in the US and internationally, and describes...

In 1939, the De Beers diamond company faced a dire situation. The company’s accumulation had been dwindling for decades. The Great Depression not only pushed diamond sales to historic lows, it shifted American attitudes around consumption and thriftiness to the detriment of the luxury object....

This paper empirically investigates the advertising competition in the French broadcast television industry within a two-sided market framework. We use a unique dataset on the French broadcast television market including audience, prices, and quantities of advertising of twenty-one TV channels...

We study the relation between ad networks, consumer privacy and the online advertising market. We consider two publishers that can outsource their ad inventories to an ad network, in a market where consumers and advertisers endogenously multi-home. Differently from publishers, the ad network...

Increased competition for viewers' time is threatening the viability of public-service broadcasters (PSBs) around the world. Changing regulations regarding advertising minutes might increase revenues, but little is known about the structure of advertising demand. To address this problem, we...

In order to increase sales more and more businesses are trying to move their business into the online space. Over the years, the number of Internet users has been growing dramatically. Advertising on the Internet requires less cost and charges higher interest rates. Advertising on the Internet...

Content marketing is today’s one of the most remarkable approaches in the context of marketing processes of companies. Value of this kind of marketing has improved in time, thanks to the latest developments regarding to computer and communication technologies. Nowadays, especially social media...

The online advertising of Bucovina tourist area through web pages is a great means of promoting and attracting a large number of tourists. Given the varied tourist potential, the Bucovina area is appreciated by tourist both from the country and abroad. This tourist area is famous among the...

Bucovina is one of the most famous areas considering the natural and antropic tourist potential, the historical monuments and the folkhloric art, the therapeutical and curative factors, being the land of hardworking and welcoming people who keep traditions and customs from generation to...

The concept of promoting belongs to the marketing field. Marketing is a particularly old activity, who took different forms over time. Today, however, in the educational field in particular, the emphasis is on quality, while the educational offer is very diversified and adapted to the most...

In recent years, there has been an influx of marketing campaigns that feature female empowerment messaging (“Femvertising”), such as Dove’s “Real Beauty” campaign. While these advertisements are commonly discussed in the media, there is little research evaluating the effectiveness of...

The purpose of this seminar work is focuses on effect of advertising on product growth of techno phone in Enugu State, Nigeria. Specifically the study aimed to pursue the following objectives: to determine whether advertising increase sales of techno phone, to ascertain the effect of advertising...

There is widespread evidence that some firms use false advertising to overstate the value of their products. We consider a model in which a policymaker is able to punish such false claims. We characterize an equilibrium where false advertising actively influences rational buyers, and analyze the...

More than two of every five students who enrolled in college in 2007 failed to graduate by 2013. Peer tutoring services offer one approach toward improving learning outcomes in higher education. We conducted a randomized controlled experiment designed to increase take-up of university tutoring...

Purpose: The purpose of the study is to research how national advertising agencies use creativity to compete with larger, global agencies in the advertising market of Sweden, Spain and Portugal. Design/methodology/approach: To conduct the study, the authors keep a qualitative approach: we first...

Increased competition for viewers' time is threatening the viability of public-service broadcasters (PSBs) around the world. Changing regulations regarding advertising minutes might increase revenues, but little is known about the structure of advertising demand. To address this problem, we...

In 1939, the De Beers diamond company faced a dire situation. The company’s accumulation had been dwindling for decades. The Great Depression not only pushed diamond sales to historic lows, it shifted American attitudes around consumption and thriftiness to the detriment of the luxury object....

Distracted driving, specifically texting and driving, has become a nationwide public health problem in the U.S. with negative, and potentially fatal consequences. In an effort to combat the growing problem, non-profit organizations, corporations, and the federal government have all stepped in to...

Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing...