. Damit wird ihr eine zentrale Rolle als Vermittler von Werbewirkung zugesprochen. Allerdings wurde diese Vermittlerrolle … Kontrolle von langfristiger TV-Werbewirkung bei etablierten Konsumgütern. Bereits bestehende Wirkungshypothesen zur Rolle der … bezüglich der Werbung eine bedeutendere Rolle für die Beeinflussung des Kaufverhaltens als die Werbeeinstellung und eignen sich …

especially the high credibility of partly user generated content can be identified as an advantage and at the same time threat …

We model the idea that when consumers search for products, they first visit the firm whose advertising is more salient …. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search … heterogeneity in advertising costs. Firms whose advertising is more salient and therefore raise attention more easily charge lower …

most of their revenues from advertising. In order to maximize revenues these platforms often aim at maximizing the time … that consumers spend within their ecosystems so as to channel consumers' attention to advertising clients or - in case of … through advertising these attention platforms can have significant impact on which products receive consumer attention in the …

emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …

We examine the effect of direct mail (commonly referred to as junk mail) advertising on individual financial decisions … view that advertising is persuasive. …