It is a well-researched fact that TV advertising is the most effective form of advertising; but this fact is now met … due importance. The objective of this study is to compare the effectiveness of radio, print and web advertising over and … above TV advertising. The findings of this study shed some light on the potential of the internet and radio as medium of …

sensitive to audience losses from advertising. There is currently limited understanding of how traditional advertising and … programs, wherein time given to traditional advertising and product placement plays a role akin to the "price" of consuming a … program. Our data include audience, advertising, and program characteristics from more than 10,000 network-hours of prime …

) 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 …

Although product advertising has been widely studied and understood in relation to the consumer’s purchase decision …, advertising may also have unintended but important societal and economic consequences. In this paper, we examine a public health … regulations on direct-to-consumer television advertising for prescription drugs in 1997, ED drug makers have consistently been top …

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 …

products and process in order to position themselves as Green. Marketers have directed their focus on advertising as the best … researches have been carried out to study the influence of perception towards green advertising on purchase intention that … suggests the aspect of advertising to bank upon. The aim of this paper is to examine the influence of consumer perception …

This paper proposes a new measure of television advertising avoidance, the "Passive/Active Zap" (PAZ), as an occurrence … dataset to estimate the impact of advertising content and commercial break characteristics on PAZ behavior. The results show … that advertising avoidance is negatively associated with movie ads and positively associated with advertising for websites …

As paid search becomes the mainstream platform for online advertising today, competition further intensifies. The main … objective of this research is two-fold. On the one hand, we want to understand, in the context of paid-search advertising, the … competition on their entry decisions and advertising profitability. In the counterfactual analysis, we investigate the profit …