An abrupt growth, in terms of the supply of marketing degrees in Portugal, has, recently, been observed, which has contributed for intensifying the concurrence between the institutions of undergraduate education. In this new competitive environment the development of a brand image associated...

Several major websites offer hybrid auctions that allow advertisers tobid on a per-impression or a per-click basis. We present the firstanalysis of this hybrid advertising auction setting. The conventionalwisdom is that brand advertisers (e.g. Coca-Cola) will bid perimpression, while direct...

The creation of online consumer communities to provide product reviews and advice has been touted as an important, albeit somewhat expensive component of Internet retail strategies. In this paper, we characterize reviewer behavior at two popular Internet sites and examine the effect of consumer...

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...

Children are important targets of advertising campaigns from companies. However, children have been found to be particularly vulnerable to negative effects of advertising, and protecting children from these effects is an important task of consumer policy. Two important aspects have to be...

This paper investigates fresh meat consumption in Belgium during 1995-1998 through the specification of a three-equation almost ideal demand system (AIDS) incorporating a media index of TV coverage and advertising expenditures as explanatory variables. Estimated parameters and elasticity...