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Hospitality industry revenue management performance modelling: uncovering issues associated with inconsistencies in price parity across multiple distribution channels in the US hot...
Maier, Thomas A. - In: International Journal of Revenue Management 5 (2011) 4, pp. 290-307
In the hospitality industry today, online global distribution and product pricing are of critical importance in understanding the effectiveness of revenue management objectives and optimisation of top-line revenue performance. This research proposes a new model which tests hotel online global...
Persistent link: https://www.econbiz.de/10010669606
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Hybrid Advertising Auctions
Zhu, Yi; Wilbur, Kenneth C. - In: Marketing Science 30 (2011) 2, pp. 249-273
Facebook and Google offer hybrid advertising auctions that allow advertisers to bid on a per-impression or a per …-click basis for the same advertising space. This paper studies the properties of equilibrium and considers how to increase …
Persistent link: https://www.econbiz.de/10009218485
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The Effect of Word of Mouth on Sales: Online Book Reviews
Mayzlin, Dina; Chevalier, Judith A. - School of Management, Yale University - 2003
The creation of online consumer communities to provide product reviews and advice has been touted as an important, albeit somewhat expensive component of Internet retail strategies. In this paper, we characterize reviewer behavior at two popular Internet sites and examine the effect of consumer...
Persistent link: https://www.econbiz.de/10005586868
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Click Fraud
Wilbur, Kenneth C.; Zhu, Yi - In: Marketing Science 28 (2009) 2, pp. 293-308
advertising industry would benefit from using a neutral third party to audit search engines' click fraud detection algorithms. …
Persistent link: https://www.econbiz.de/10008788179
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Optimal Internet Media Selection
Danaher, Peter J.; Lee, Janghyuk; Kerbache, Laoucine - In: Marketing Science 29 (2010) 2, pp. 336-347
In this study we develop a method that optimally selects online media vehicles and determines the number of advertising … other forms of online advertising are sold by methods that differ substantially from the way other media advertising is sold …. Data from an online audience measurement firm and an advertising agency are used to illustrate the speed and accuracy of …
Persistent link: https://www.econbiz.de/10008788199
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Modeling Page Views Across Multiple Websites with an Application to Internet Reach and Frequency Prediction
Danaher, Peter J. - In: Marketing Science 26 (2007) 3, pp. 422-437
, our page view model is used to predict the audience for Internet advertising campaigns. For very large Internet … advertising schedules, a simple approximation to the multivariate model is also derived. In a test of nearly 3,000 Internet … advertising schedules, the two new models are compared with some proprietary and nonproprietary models previously used for …
Persistent link: https://www.econbiz.de/10008788323
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Promotional Chat on the Internet
Mayzlin, Dina - In: Marketing Science 25 (2006) 2, pp. 155-163
due to the anonymity afforded by online communities. We explore this new setting where advertising and word of mouth … striking contrast to existing advertising literature. In addition, we discuss consumer welfare implications and how other …
Persistent link: https://www.econbiz.de/10008789826
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Strategic Bidding in Hybrid CPC/CPM Auctions
Zhu, Yi; Wilbur, Kenneth C. - NET Institute - 2008
Websites increasingly allow advertisers to choose whether to bid for advertising on a per-impression or per-click basis … auction used in practice to incent brand advertisers to bid for impressions, which leaves the seller of online advertising …
Persistent link: https://www.econbiz.de/10005622689
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How Do Emerging Countries Influence the Advertising World of Tomorrow? An Analysis of Last Year's Cannes International Festival of Creativity
Runge, Henrike; Botzenhardt, Florian; Ferdinand, … - In: EconStor Open Access Articles (2013), pp. 34-41
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 …
Persistent link: https://www.econbiz.de/10010981045
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Advertising and information: an empirical study of search, experience and credence goods
Ekelund, Robert B.; Mixon, Franklin G.; Ressler, Rand W. - In: Journal of Economic Studies 22 (1995) May, pp. 33-43
informational content of advertising supply by sellers utilizing Yellow Pages advertisements from six US cities. The analysis and …-city comparisons lend support to the contemporary theory of advertising as information. …
Persistent link: https://www.econbiz.de/10005003321