Online advertising enables advertisers to reach customers with personalized ads. Advertisers need to determine the right targets for their ads and how much they are willing to pay to engage those targets. A large portion of online ads are priced using real-time auctions, thus advertisers need to...

In the face of demand uncertainty, a monopolist can observe sales as a controlled reaction to its price and advertising so as to improve the choice of this marketing mix in the future. Furthermore, to upgrade its knowledge about demand the firm has the option to invest in external market...

Promotion is required by every organization to make its target market aware about its products. With the help of good promotion strategy an organization can earn higher profits.Usually we find brand promotion helps in earning high revenue but this research paper reveals that even stopping...

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)...

Cover -- Half Title -- Series Page -- Title -- Copyright -- Contents -- Introduction -- 1 The rise of programmatic (and problematic) advertising -- 2 Budweiser -- reimagining America's beer -- 3 Gillette -- the best a man can be -- 4 Vogue -- finally fashioning diversity -- 5 Patagonia -- 'don't...

Introduction: the meat industry explains things to us /Jason Hannan --Pink slime is good for you? /Norie Ross Singer --Grieg in the henhouse /Daniel Lees Fryer --Ethical meat from family farms? /Saara Kupsala --Whose land? Whose beef? Marketing beef in Canada /Kelsey Speakman --Colouring outside...

The ever-increasing number of similar products has made it difficult for potential customers to choose, making the price the most important criteria. Consequently, the companies became aware of the need to differentiate, starting from the way they deliver the brand message. Therefore, the...

Search advertising marketplace is highly competitive in nature. As such, advertisers have to consider their competitors' responses when making advertising decisions, which concern both bid determination in individual keyword auction instances, and budget allocation over time at the aggregate...

This paper characterizes the optimal advertising strategy of candidates in an election campaign, where groups of heterogeneous voters are targeted through media outlets. We discuss its effects on the implemented policy and relate it to the well-documented increase in polarization. Additionally,...

Auf der Basis von zwei empirischen Analysen im Kontext der Fußball-Bundesliga identifiziert Jan Dreisbach Faktoren, die zu einem erfolgreichen Management von Sponsoringengagements beitragen. In der ersten Studie werden anhand der Informationen aus 20 Experteninterviews mit unterschiedlichen...