product. We build a micro-model where multiple firms compete through targeted advertising. Consumers make inferences from … targeted advertising about their potential match values for the product category, as well as the advertising firm's unobserved … throughout the category. We find that the increase in consumer search creates an advertising spillover beyond the level of the …

towards smartphone advertising, (2) measuring the level of impact of the factors, (3) testing the difference of attitudes …) proposing some managerial implications to have better Vietnamese consumer attitudes towards smartphone advertising. The study … are five main factors affecting Vietnamese consumer attitudes towards smartphone advertising positively, arranged by …

We randomize advertising content motivated by the psychology literature on sympathy generation and framing effects in … most managerially and economically relevant when developing advertising content …

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

In sponsored search advertising, advertisers bid to be displayed in response to a keyword search. The operational … broad match, in sponsored search advertising. We show that because these costs inhibit participation by advertisers in …

Sponsored content advertising, also known as native advertising, is a new ad format in which a brand’s content takes … advertising format, consumers seem to react negatively towards sponsored content ads. In this paper, we present an analytical … model that studies the strategic role of sponsored content advertising in a two-sided media market. We identify conditions …

We estimate the distribution of television advertising elasticities and the distribution of the advertising return on … investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising … over-investment in advertising by most firms. While the overall ROI of the observed advertising schedule is only positive …

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 …

Research has shown that advertising assets and R&D (research and development) assets increase shareholder value …. We show that current market turbulence moderates the impacts of advertising assets and R&D assets on expected cash flow … moderates the impacts of advertising assets and R&D assets on bankruptcy risk but not shareholder value. Market stability …

I model manufacturers competing through a retailer. I model two types of advertising that each firm can engage in …: advertising that increases product differentiation and advertising that increases (possibly perceived) value of the product. While … the two types of advertising result in qualitatively similar comparative statics without a retailer in the model, I show …