Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly … technological context variables; a strong focus on advertising goals; accounting for market factors related to the nature of … article provides an overarching framework to synthesize current findings in mobile advertising, as well as a research agenda …

indeed responsive to firm-sponsored messages. To explore whether early propagators of trending topics respond to advertising … both field tests, we consistently find that early propagators of trends are less responsive to advertising than consumers …

gain utility through other marketing mix variables such as advertising that is affective and evokes positive feelings. An … interesting question is whether a firm should use such persuasive advertising on all products or use it exclusively on a subset of … market consisting of consumer segments with different marginal valuation for quality and persuasive advertising affects …

Advertising expenditure is a basic channel in the transmission mechanism of a firm's diversification product, which … investigation between sales and advertising expenditure provides evidence that advertising expenditure plays a substantial role on …

sales, advertising and prices in the context of the Portuguese car market. The present research (based on multiple … and VDCs) confirm that a strong one-way relationship (A->S, A->P) between advertising and sales (prices) is complemented …

We analyze optimal advertising spending in a duopolistic market where each firm's market share depends on its own and … its competitor''s advertising decisions, and is also subject to stochastic disturbances. We develop a differential game … model of advertising in which the dynamic behavior is based on the Sethi stochastic advertising model and the Lanchester …

marketing activities. We provide the first study on the causal effect of air pollution on advertising markets. Taking an … advertising spending. Specifically, a 10 unit (30% of one standard deviation) increase in the same month's average fine … particulate matter (PM2.5) concentration reduces monthly outdoor advertising spending by 2.5% or CNY 2.1 million per city …

Although product advertising has been widely studied and understood in relation to the consumer’s purchase decision …, advertising may also have unintended but important societal and economic consequences. In this paper, we examine a public health … regulations on direct-to-consumer television advertising for prescription drugs in 1997, ED drug makers have consistently been top …

The effects of television advertising in the market for health insurance are of distinct interest to both firms and … advertising to acquire potentially highly profitable seniors. Meanwhile, health insurance is a useful setting to study the … mechanisms through which advertising could work. Using the discontinuity in advertising exposure created by the borders of …

smartphones much of the day and carry them wherever they go. These changes have disrupted the online advertising industry. This … paper provides a primer on the mobile advertising business, particularly on how the economic structure of the online … advertising industry has changed as a result of the move to mobile, and explores some of the issues that policymakers will need to …