present the firstanalysis of this hybrid advertising auction setting. The conventionalwisdom is that brand advertisers (e … bidding forclicks and bidding for impressions. The analysis implies that sellersof online advertising (a) may sometimes prefer …

(TOR). TOR can help researchers and marketing managers by explaining how consumers may interpret visuals in advertising …. TOR explains why some visuals thought to be unconnected with the product become relevant in advertising. This study makes … is used to provide greater explanatory power of consumers' interpretation and response to advertising visuals than what …

The retail sector spends millions of dollars each year advertising to consumers. This is a considerable investment for …

Programmers can distribute new software to online users either for a feeas shareware or bundle it with advertising …

century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and … in favor of heterarchical collaboration. It is, in short, advertising that tries not to seem like advertising. By … cultural logic at work, I identify and analyze common themes of power and practice that animate otherwise disparate advertising …