This paper examines the interrelated effects of perceived ad intrusiveness of rich media ads in online advertisements with respect to attitudes towards brands, online advertisement and the publisher’s website on young Indian travellers. Despite the widespread use of the term in marketing...

Frequent new product introductions and short product lifecycles lead to unusually high levels of advertising in the movie industry. We study the effectiveness of television advertisements aired after the theatrical opening of a motion picture (“post-release advertising”). We estimate an...

Can search engines increase revenues by changing their position auctions? In this paper, I analyze position auctions with general pricing rules to answer this question. In these auctions, there are several items that are commonly ranked by bidders with unit demand. I show that revenues remain...

The online environment's most powerful followers talk in glorious terms about the fact that the Internet will be changing the whole world media structure. Certainly, it is factual that technology affects the media nature, but it is by the same means false to reason that the existent...

For well over a century, U.S. trademark law has afforded brand owners certain rights, remedies and obligations. As the Department of Commerce has noted, owners of trademarks have both a legal right and an affirmative obligation to protect their trademarks from unauthorized third-party use....

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 outcome — birth rate — associated with...

Outdoor advertising is the main platform for advertising alcoholic products. While whether regulation of outdoor alcohol advertising is effective remains unclear, the increasing use of online advertising in alcohol producers’ marketing portfolio further complicates this question. In this...

Research on discrepancies between the actual self and ideal self has examined self-discrepancies in knowledge, skills and stature but age-based self-discrepancies have only recently received attention and so we studied this phenomenon in young adolescents. In three studies we identified a...

We study an online display advertising planning problem in which advertisers’ demands for ad exposures (impressions) of various types compete for slices of shared resources, and advertisers prefer to receive impressions that are evenly-spread across the audience segments they target. We use...

This paper proposes a new measure of television advertising avoidance, the "Passive/Active Zap" (PAZ), as an occurrence of a set-top box switching channels during a commercial break after at least five minutes of inactivity prior to the break. 27% of eligible commercial breaks are interrupted by...