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TV Viewing and Advertising Targeting
Deng, Yiting - 2017
-by-second show and advertisement viewing model, using this approach to forecast consumers' exposure to advertising and the downstream …
Persistent link: https://www.econbiz.de/10012961529
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Market Segmentation, Targeting and Positioning
Camilleri, Mark Anthony - 2018
the requirements of individual groups of consumers. In sum, this chapter explains the three stages of target marketing …
Persistent link: https://www.econbiz.de/10012907537
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Leveraging Differential Privacy for Targeted Advertisements
Kraft, Lennart - 2023
Differential Privacy offers the online advertising industry new means to increase consumer privacy by obfuscating consumer data. While achieving the same privacy, these means decrease targeting accuracy differently, subsequently reducing advertisers’ willingness to pay (WTP) for targeted...
Persistent link: https://www.econbiz.de/10014360827
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The Influence of Children on Family Purchasing in Lithuania and Azerbaijan
Dikcius, Vytautas; Armenakyan, Anahit; Urbonavicius, Sigitas - 2016
In the context of marketing, children are considered to be increasingly important influencers of parents’ purchasing decisions. However, their influence varies depending on the products and cultures, and many particularities of this phenomenon remain under-researched. This is especially true...
Persistent link: https://www.econbiz.de/10014036503
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A Sociological Approach to Segmenting the Us Latino Consumer Market
Ackermann, Karl - 2004
This paper will propose that sociological measures should be combined with traditional demographic measurements used by Marketing Research to help organizations understand which cultural and ethnic differences resound on an emotional level and thereby create a bond between the marketer and the...
Persistent link: https://www.econbiz.de/10014070095
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Consumer Personality-Product Image Congruence : Evidence from Taiwan
Wu, Yu-Chi; Tsai, Chin-Shih; Lo, Chia-Yun - 2011
that6 TABP consumers prefer products with a hard product image that gives strong, tough and strict feeling that is … competitive achievement. In addition, TBBP consumers prefer products with a soft product image giving a mild, pleasant and gentle …
Persistent link: https://www.econbiz.de/10014180633
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A Segmentation Study of Beach Rental-by-Owner Online Inquiring Customers
Hill, William W. - 2011
In recent years, with the movement of vacation planning to the online setting, a segment that has emerged is the vacation rental-by-owner lodging market. Vacation property owners are now often renting their property on their own through the virtual marketplace. Accordingly, this study proposes...
Persistent link: https://www.econbiz.de/10014184143
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On the Importance of Social Integration for Minority Targeting Effectiveness
Antioco, Michael; Vanhamme, Joëlle; Hardy, Anail; … - 2012
Research into the influence of model ethnicity on advertising effectiveness usually compares a dominant or mainstream group with a single, ethnically distinctive minority group. Such two-group studies implicitly assume that all minorities react similarly to distinctive and non-distinctive models...
Persistent link: https://www.econbiz.de/10014166934
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To Hinder or to Facilitate : Retailers' Strategy of Consumer Information Sharing and Target Segment
Ma, Buqing; Li, Guang; Kong, Guangwen - 2021
, prefer to hinder consumers from sharing information through online reviews, we study an online retailer's strategy of … consumers, with heterogeneous valuation of a product, arriving in the first period make purchase decisions based on the retailer …'s brand image and can find out the product quality only after their purchase, and consumers arriving in the second period …
Persistent link: https://www.econbiz.de/10014089327
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Approaches to Customer Segmentation
Cooil, Bruce; Aksoy, Lerzan; Keiningham, Timothy L. - 2012
Customer segmentation has virtually unlimited potential as a tool that can guide firms toward more effective ways to market products and develop new ones. As a conceptual introduction to this topic, we study how an innovative multi-national firm (Migros Turk) has developed an effective set of...
Persistent link: https://www.econbiz.de/10014026878