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

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 present investigation aims at modeling the sales response to advertising and, in the process, sheds some light on … the sales-advertising relationship subject, which has been at the center of a decades-long controversy due to its inherent … synthesize a model that appropriately described the sales-advertising behavior of each one of these games, we addressed three …

advertising solely with persuasion, rather advertising must be seen as a representational system, with pedagogical as well as … of visual representation. Urges moving beyond an advertising = persuasion model to encompass representation and culture …

equation modeling is used to test these models. Findings: The results demonstrate that the power of customized information lies …

mobile phone service. It also includes a quantitative experiment with 517 participants to examine, under close to real … conditions, how consumers make decisions. This involved advertising and sales scenarios looking at the effect of bundling and … limited time offers in advertising on consumer perceptions and purchase intentions; the effect of unit pricing and the …