This paper argues, in the context of targeted advertising, that receivers' rational inattention and ability to … has an opportunity to launch an advertising campaign and chooses a targeting strategy -- which consumers to send its …

Outstream video advertising is becoming increasingly popular in the industry. Differing from the instream video … consumer decisions and advertising effectiveness, create effective outstream video ads, and improve video ad recommendation …

The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses … which advertising is assumed to directly affect brand utility, model error variance, and brand consideration. We find strong … support for advertising effects on choice through an indirect route of consideration set formation, and not directly affecting …

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

stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising …, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure … either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining …

awareness through targeted advertising. …

effect is determined, and one standard deviation in advertising has an impact on store traffic by 1.2%. But the impact at a …

industry to produce environmental friendly products rather than environmental harmful products. In advertising itself, there …