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 …

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 …

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

Channel coordination in search advertising is an important but complicated managerial decision for both manufacturers … and retailers. Due to the highly concentrated market of search advertising, a manufacturer's and its retailers' ads can … fixed percentage of each retailer's advertising cost, while at the same time competes with its retailers and outside …

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online …

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 …

In sponsored search advertising, advertisers bid to be displayed in response to a keyword search. The operational … broad match, in sponsored search advertising. We show that because these costs inhibit participation by advertisers in …

stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising …, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure … either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining …

Advertising on e-commerce marketplaces, wherein sponsored product listings are interleaved with organic product …