effect is determined, and one standard deviation in advertising has an impact on store traffic by 1.2%. But the impact at a …

effect is determined, and one standard deviation in advertising has an impact on store traffic by 1.2%. But the impact at a …

As paid search becomes the mainstream platform for online advertising today, competition further intensifies. The main … objective of this research is two-fold. On the one hand, we want to understand, in the context of paid-search advertising, the … competition on their entry decisions and advertising profitability. In the counterfactual analysis, we investigate the profit …

Advertising and research and development (R&D) benefit firms by increasing sales and shareholder value. However, when a … firm is in bankruptcy, the cumulative effects of its past advertising and R&D can be a double-edged sword. On the one hand … likelihood that the bankruptcy court will decide that the firm can survive. The author argues that the ability of advertising and …

Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among … consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because … who are closer to making a purchase induces competitors to "poach" these consumers by directly advertising on the firm …

This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on …

Sponsored content advertising, also known as native advertising, is a new ad format in which a brand’s content takes … advertising format, consumers seem to react negatively towards sponsored content ads. In this paper, we present an analytical … model that studies the strategic role of sponsored content advertising in a two-sided media market. We identify conditions …

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

recent evidence on increased ad-blocking, which has become a key concern to the entire advertising industry. Our main …

otherwise standard targeting framework can explain several recent key issues from the advertising industry, such as consumer …