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 …

(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 …

gelegt, ob es möglich ist, Konsumenten durch crossmediale TV-Werbung mit Hilfe von Suchmaschinenmarketing auf eine Webseite … advertising with the help of search engine marketing.The entire field of research is opened up by means of secondary analyses, log …-reaching advertising campaigns in the offline area profit from search engine marketing campaigns which are coordinated with these. The …