This study identifies the predictors of Indian consumers’ attitude-toward-advertising-in-general, using an inventory of … related to and predicting the attitude-toward-advertising-in-general (Ag) have been studied. The study finds no significant … relation between attitude-toward-advertising-in-general (Ag) and demographics of the respondents; whereas attitude-toward-advertising …

personalized messages. This approach is expected to increase the value of advertising for both users and marketers in terms of … limited, especially how online factors influence users’ perceptions and attitudes towards advertising on SNS’s. This paper … aims to examine the online factors that influence consumers’ perceptions and attitudes towards advertising on Facebook. A …

Frequent new product introductions and short product lifecycles lead to unusually high levels of advertising in the … picture (“post-release advertising”). We estimate an instrumental-variables, lagged effects model using a novel dataset … constructed to obviate simultaneity concerns and temporal aggregation biases. We find that post-release movie advertising exhibits …

) advertising. We use information on: the effect of DTC in generating patient visits; the effect of patient visits and mentions of a … drug in generating prescriptions; and the effect of advertising on the cost effectiveness for specific advertised drugs. In … all cases, we find that DTC advertising does not alter the cost effectiveness of the medications, all of which remain …

We model the idea that when consumers search for products, they first visit the firm whose advertising is more salient …. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search … heterogeneity in advertising costs. Firms whose advertising is more salient and therefore raise attention more easily charge lower …

digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising … confounders. We empirically demonstrate that mere exposure to display advertising can increase users’ propensity to search for the … display advertising on increasing consumers’ propensity to make a purchase. Furthermore, we find that the advertising …

competition on dealer and manufacturer advertising. I find that greater intra-brand dealer competition is associated with lower … dealer advertising and greater local advertising by manufacturers. The results are evidence that manufacturers can encourage …

respond to an existing age-based self-discrepancy. Specifically we found that when the contextual cue was advertising for an … age-restricted product, adolescents conformed to dissimilar young adult advertising models and diverged from similar … that were more dissatisfied with their age. With advertising for an age-unrestricted product, adolescents conformed to …

Little is known about how different types of advertising affect brand attitudes. We investigate the relationships … advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 …