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 … judged by individual performance on a scale to measure cognitive style. Effie Awards were not associated with innovation in …

publicidad no esté permitida ; This paper analyzes the implications of advertising for firm dynamics and economic growth through … that incorporates advertising decisions. We calibrate the model to match several empirical regularities across firm size … using U.S. data. Through a novel interaction between R&D and advertising, our model provides microfoundations for the …

(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 … is used to provide greater explanatory power of consumers' interpretation and response to advertising visuals than what …

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

Programmers can distribute new software to online users either for a feeas shareware or bundle it with advertising …

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 …