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 …

an increasingly global economy, insights on the influence of marketing policies on the international diffusion of … Interesse, den Einfluss von Marketing-Mix-Instrumenten auf den Erfolg internationaler Produkteinführungen besser zu verstehen …

This dissertation examines the development of guerrilla marketing strategies and techniques. At the dawn of the 21st … century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and … managing consumers. By studying the practice of guerrilla marketing – the umbrella term here for an assortment of product …

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 …

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

sponsored search advertising one of the major advertising trends affecting the marketing landscape. Although empirical studies … Internet transactions in novel ways. Despite this massive growth and new medium, empirical work in marketing and economics on … Sponsored Search Advertising,'' investigates sponsored search advertising auctions, a novel approach that allocates premium …

Word-of-mouth advertising involves activities to encourage consumers to talk about a product or company to friends and … mouth proactively, and that it is an effective marketing tool for turbulent environments. Furthermore, chaos theory is shown …, in South Africa and possibly in other under-developed and developing countries, word of mouth is critical to marketing to …

marketing) is comparatively new to the lodging industry, asfar as being a formalized and accepted management discipline … and workingthem into the marketing, sales, and servicing paradigms ofthe future. …