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Optimal microtargeting of advertising

Danaher, Peter J. - In: Journal of marketing research 60 (2023) 3, pp. 564-584

Persistent link: https://www.econbiz.de/10014294950

Targeted advertising with R&D rivalry

Li, Changying; Li, Youping; Zhang, Jianhu - In: Mathematical social sciences 124 (2023), pp. 24-34

Persistent link: https://www.econbiz.de/10014470025

Advertising

2021 - 1st.

Persistent link: https://www.econbiz.de/10014497912

Beyond the targeted customer : spillover effect through social influence : consumers with weak ties are more effective targets in social advertising

Wang, Zhen-Zhen; Zhu, Zhihua; Xu, Xiaoke; Chao, Naipeng - In: Journal of advertising research 63 (2023) 3, pp. 221-235

Persistent link: https://www.econbiz.de/10014375169

Advertising

Frey, Albert Wesley; Halterman, Jean C. - 1970 - 4. ed.

Persistent link: https://www.econbiz.de/10014380050

Who to show the ad to? : behavioral targeting in Internet advertising

Xiong, Wei; Xiong, Ziyi; Tian, Tina - In: Journal of Internet and Digital Economics 2 (2022) 1, pp. 15-26

Purpose The performance of behavioral targeting (BT) mainly relies on the effectiveness of user classification since … second question is how different representation strategies affect the targeting performance. The authors propose three user … also explore the temporal aspect of user behavior history by investigating the effect of history length on targeting …

Persistent link: https://www.econbiz.de/10014433761

Advertising

Weilbacher, William M. - 1979

Persistent link: https://www.econbiz.de/10013467499

Advertising

Runyon, Kenneth E. - 1984 - 2nd ed

Persistent link: https://www.econbiz.de/10013502959

Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising

Bušljeta Banks, Ivana (contributor); … - 2015

Advertising Appeals and Processing -- Online and Mobile Advertising.- TV Advertising and Product Placement -- Cultural …, Gender and Age Issues in Advertising -- Branding Challenges -- IMC. …Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation …

Persistent link: https://www.econbiz.de/10014306570

Targeted advertising and costly consumer search

Burguet, Roberto; Petrikaitė, Vaiva - In: Economic inquiry 61 (2023) 2, pp. 430-450

Persistent link: https://www.econbiz.de/10014308584