Guerrilla marketing in public transport is distinguished by the fact that it usually avoids traditional advertising methods such as television commercials or newspaper ads. Guerrilla campaigns in public transport focus on creative tactics to surprise the public and generate buzz about the brand....

Previous literature has suggested that newspaper publishers should optimize how they advertise their online subscriptions. However, empirical findings on the effectiveness of advertising messages in increasing people’s willingness to pay for such online subscriptions are still rare. Therefore,...

We study the impact of ad agencies on the online advertising market. To increase the payoffs of their clients, in a process known as “bid rotation,” agencies act as bidding rings where they strategically hold out some ad candidates from publishers’ auctions to soften competition. We show...

We investigate how a monopoly network should price advertising campaignsfor commercial firms. We assume that the network is better able to identifythe right target audience but that this requires it to learn the firm’s audiencetype. Differences in firms’ private information such as the value...

Chapter 1: Advertising Basics -- Chapter 2: Types Of Advertising -- Chapter 3: Public Service Advertising -- Chapter 4: Advertising Campaign And Media Planning -- Chapter 5: Advertising Agency -- Chapter 6: Understanding Advertising Process: Models And Theories -- Chapter 7: Advertising Research. .

An Introduction to IMC -- Strategic Importance of IMC -- Segmentation, Targeting and Positioning -- Understanding Consumers -- The Process of Communication -- Creativity and Advertising Classification -- Media Strategy and Planning -- Traditional Media -- Internet and Mobile Marketing -- Social...

Advertising : bridging the economic and social sphere -- Objectives and effects : what advertising can (and cannot) do, and how to plan for results -- Audiences and consumers : how people read products and consume ads. How ads read people -- The creative idea in practice and in theory -- Text...

We present an approach to automate the bidding and budgeting of multi-unit digital advertising campaigns. Such campaigns typically involve groups of ad-units that span multiple user segments, ad-delivery channels and media that together are meant to deliver on the advertiser's goals. Our model...

We rarely fail to realize the value of reaching out to consumers informally to establish a distinctive among rivals and draw public knowledge of the functionality of ingeniously selling ideas, products, and services. There are countless brand options available in today's world to meet consumers'...

Why do establishments exhibit wide variation in their productivity and profitability? Can variation in returns to advertising help answer this question? We present results from a large field experiment on Facebook and Instagram that documents variance in advertisers' ability to generate returns...

"Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world...

The paper is devoted to an analysis of theory and practice of media planning: aspect of methods. The term “media planning” began to be used in the second half of the twentieth century in the United States, its initial task was to streamline work between advertising customers and the media,...

We document evidence that firms systematically increase specialized, locally targeted advertising following the firm being taken to trial in that given location - precisely following initiation of the suit. In particular, we use legal actions brought against publicly traded firms over the 20...

This paper discusses the process and challenges of developing and executing a digital advertising campaign. It delves upon the intricacies and relevance of email campaign, blogging, social media campaign, content marketing, search advertising, banner displays and search engine optimization (SEO)...

Objective – The purpose of this study is to determine the effect of advertising of FMCG products on the decision to purchase those products, and brand loyalty, in East Java.Methodology/Technique – This study examines the effect of television advertising on the decision to purchase and brand...

We document evidence that firms systematically increase specialized, locally targeted advertising following the firm being taken to trial in that given location - precisely following initiation of the suit. In particular, we use legal actions brought against publicly traded firms over the 20...

We study the relationship between online reviews and advertising spending in the hotel industry. Combining a dataset of TripAdvisor reviews with other datasets describing these hotels' advertising expenditures, we show, first, that online ratings have a causal demand-side effect on ad spending....

Display advertising is a major source of revenue for many of the online publishers and content providers. Historically, display advertising impressions have been sold through pre-negotiated contracts, known as reservation contracts, between publishers and advertisers. In recent years, a growing...

Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to...

In this paper we offer a formulation for the "Copy Life Cycle" phenomenon. In particular, we introduce simultaneously three decision variables, the optimal advertising expenditures during a given planning horizon, the optimal times for copy replacements and the optimal investments in the new...