advertising on consumer brand choice and search behavior. Under imperfect information, advertising can affect consumer behavior by … providing economically relevant information in a convenient way. I find that advertising has an increasing effect on consumers …

regression analysis to evaluate whether local television advertising expenditure impacts the Google search queries from IP … addresses in the same area. The impact of television advertising is found to be both positive and significant in the short …A 2010 study conducted by Nielson on behalf of Yahoo reveals that three out of every four Americans use television and …

of refineries partially offsets the large reduction in consumer surplus. As the theory predicts, these shocks have a … internet as an alternative source of health information doubled.At the same time, online and offline advertising spending by … this activity is influenced by direct to consumer advertising.I utilize a database of user click-through data from America …

theoretical measure of relevance. The central theory used in this dissertation is Sperber and Wilson's (1995) theory of relevance … (TOR). TOR can help researchers and marketing managers by explaining how consumers may interpret visuals in advertising …. TOR explains why some visuals thought to be unconnected with the product become relevant in advertising. This study makes …

The retail sector spends millions of dollars each year advertising to consumers. This is a considerable investment for …

present the firstanalysis of this hybrid advertising auction setting. The conventionalwisdom is that brand advertisers (e … bidding forclicks and bidding for impressions. The analysis implies that sellersof online advertising (a) may sometimes prefer …

the expected winning price and profitability. This suggests that an intense advertising campaign that raises awareness for …’ desire for attractive values. We model the entry decision of consumers based on their expected gains from participating in … the auction and derive the auctioneer’s optimal advertising policy. Our results suggest that controlling growth by …

Advertising agencies trade on their creativity, which is supplied by teams of creative and account workers to create … customer-centered advertising that is both novel and interesting. This research explores the magic of the advertising creative …

This research proposes that a construct called Sponsorship Linked Advertising (SLA) is valuable in understanding how … brand and corporate advertising link to sponsorship and event marketing. SLA includes both ads that communicate a link to a … its themed form, SLA differs from creative advertising by virtue of the fact that creative advertising can exist …