The advent of online advertising has simultaneously created unprecedented opportunities for advertisers to target …

This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …

perception of advertising. The research method employed in this study was a quantitative survey on a sample of 321 Polish women … sexism. The higher the level of sexism, the more negative the evaluation of pro-women advertising becomes. This is a … suggestion for advertisers that diversifying an advertising message can be an eff ective marketing strategy. …

We study the relation between ad networks, consumer privacy and the online advertising market. We consider two …). We show that tracking may increase or decrease the provision of ads, depending on its effect on expected advertising …

through advertising in order to create new (false) needs in consumers, and, as a consequence, consumer spending rises, and so …

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus … millennial men and women are evenly split on whether they like or dislike how masculinity is depicted in advertising. From people …

value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … links between the implementation of the advertising campaign and the overall performance of companies. The essence and … which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …

communication between buyers and sellers. Advertising on social networks is relatively low, which is attractive to businesses …

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 …

Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising … channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e ….g., digital advertising affecting online sales) and across channels (e.g., digital advertising affecting offline sales). We …