Of the various media vehicles available for advertising, the Internet is the latest and the most rapidly growing … Internet advertising. Using available data such as Internet page view and advertising performance data, the model contributes … to attempts not only to optimize the Internet advertising schedule but also to fix the right price for Internet …

Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are …. Previous studies have examined consumers’ responses to different out-of-home advertising media types; however, little attention … the study was, therefore, to explore a practitioner’s view of the role of out-of-home advertising media in an integrated …

During the last decade the internet has been the fastest growing segment in advertising. Exploiting Nielsen data, we … analyze the advertising pattern displayed by the population of organizations (i.e. companies, non-profit institutions and … comparatively more than larger firms. Radio and the internet display an opposite pattern, whereas are larger firms increasing their …

substitutability of advertising media. The liquor industry in the U.S. has experienced a substantial increase in case sales and … advertising expenditures since the mid-1990s, raising numerous public policy concerns. Moreover, the mix of advertising media used … television media. We find that many of the advertising media used by liquor firms are highly substitutable, meaning that partial …