Mobile in-app advertising is now the dominant form of digital advertising. While these ads have excellent user …

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 …

Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among … consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because … who are closer to making a purchase induces competitors to "poach" these consumers by directly advertising on the firm …

This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on …

Advertising on e-commerce marketplaces, wherein sponsored product listings are interleaved with organic product …

Objective of this research paper is to understand if mobile and mobile advertising is perceived to be useful by the … consumers in the persuasive communication process. Usage of mobile devices and mobile advertising by marketers and advertisers … mobile and mobile advertising as being useful for the consumer. While the other hypothesis regarding operational ease and …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad …