market outcomes of Internet media. A large body of work has focused on the advertising part of the industry, while some …

The paper is devoted to the analysis of impact of media transformation on advertising products. We focused on the … media transformation, advertisers and advertising agencies are beginning to acquire the following features: the development … of new advertising media and communication channels; increased competition between advertising agencies for advertisers …

We develop an advertising strategy for durable goods firms applying a dual time-period model while considering three …-stage game in a Cournot competition. We assume that firms employ two advertising approaches; one is online advertising, which … escalates consumers' willingness to purchase goods and the other is conventional mass media advertising, including television …

control over media content and advertising, with implications for advertising avoidance, advertising targeting and … screen” to multitask during media programs, enabling immediate online response to program and advertising content, but also …

This research aims to advance the literature by identifying the association between four advertising media vehicles … (Internet, press, outdoor, television) and contemporaneous sales. Previous research highlights the influence of advertising on … firm value but does not delve into the effects of advertising media vehicles. Employing primary data which details the …