Purpose: The purpose of the study is to research how national advertising agencies use creativity to compete with … larger, global agencies in the advertising market of Sweden, Spain and Portugal. Design/methodology/approach: To conduct the …, communication and entrepreneurial orientation, followed by interviews with one small and one large advertising agency for each …

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online …

Advertisers seek to maximize profits by investing in advertising. We propose a “cost-per-incremental-action” (CPIA …) pricing model which incorporates the causal contribution of advertising in order to achieve the advertisers' objectives such … recent empirical studies measuring the causal effects of advertising within the context of existing pricing models …

We use high frequency data on TV and radio advertising together with data on online sales for lottery tickets to … measure the short run effects of advertising. We find them to be strong and to last for up to about 4 hours. They are the … of this model and simulate the effects of a number of counterfactual dynamic advertising strategies. We find that …

promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general … advertising technology for the study of three promotional strategies—mass, imperfectly targeted, and customer directed advertising … (CDA). We find that both the private and the social incentives to use distinct advertising strategies are aligned, and that …

competition "either or both." A central result is that platform ownership does not affect advertising levels, despite nontrivial … viewer fees. We show that the equilibrium advertising level is inefficiently high. We also demonstrate that entry of a … platform leads to an increase in the advertising level if viewers' preferences for the platforms are negatively correlated …

Pricing strategies may include the advertising of meeting-the-competition clauses (MCCs). We show in a specific spatial … allowing for price discrimination between these consumers. -- Meeting-the-competition clauses ; advertising ; price …

-loop system. We derive a Nash equilibrium and examine the influence of advertising. We show for the monopoly case that a reduction … ; pricing ; advertising …

Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising … channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e ….g., digital advertising affecting online sales) and across channels (e.g., digital advertising affecting offline sales). We …

advertising in that medium. We apply a simple model of a product market with network externalities where firms buy advertising …. The paper is the first combining a study of media markets with a behavioral foundation of how advertising affects the … demand for the advertised products. -- Advertising ; Media Market ; Availability Heuristic ; Network Externalities …