Search Engine Advertising (SEA) is a digital tool of advertising and marketing commodities around the globe at optimum … fashion many of the prevailing traditional marketing tools. Search Engine Advertising (SEA) is cost friendly, environment …

Several authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and … Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They … suggest that for utilitarian brands informational advertising is more effective than transformational advertising. Likewise …

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 …

We examine an oligopoly model of advertising competition where each firm's market share depends on its own and its … competitors' advertising decisions. A differential game model is developed and used to derive the closed-loop Nash equilibrium … discuss the effects of an increase in the number of competing firms on advertising expenditure, market share and profitability …

advertising. The experimental design overcomes limitations that have hindered previous investigations of this issue. Our study … uncovers dynamic advertising effects that have not been previously considered in the literature. We find that current … advertising does affect future sales but surprisingly, the affect is not always positive; for the firm's best customers the long …

This paper investigates how fintech advancement influences marketing strategies like corporate advertising expenditures …. We find that fintech development significantly promotes corporate advertising by mitigating the negative impact of … digitization. Further results show that fintech may foster advertising investments by intensifying bank competition and increasing …

advertising appeals …

Differential Privacy offers the online advertising industry new means to increase consumer privacy by obfuscating …