Keyword: advertising

Found 170 papers in total
The Effect of Media Advertising on Brand Consideration and Choice
The Effect of Media Advertising on Brand Consideration and Choice
2011,
The nature of the effect of media advertising on brand choice is investigated in two...
Strategic interactions in traditional franchise systems: Are franchisors always better off?
Strategic interactions in traditional franchise systems: Are franchisors always better off?
2011,
The effects of price competition and advertising spillover on franchisees’...
Firm Size and Industry Structure Under Human Capital Intensity: Insights from the Evolution of the Global Advertising Industry
Firm Size and Industry Structure Under Human Capital Intensity: Insights from the Evolution of the Global Advertising Industry
2011,
Although existing literature assumes that the human capital intensity of professional...
Meta‐analysis of the effect of road safety campaigns on accidents
Meta‐analysis of the effect of road safety campaigns on accidents
2011,
A meta‐analysis of 67 studies evaluating the effect of road safety campaigns on...
An Investigation of Earnings Management Through Marketing Actions
An Investigation of Earnings Management Through Marketing Actions
2011,
Prior research hypothesizes managers use ‘real actions,’ including the...
The effect of advertising on the distribution-free newsboy problem
The effect of advertising on the distribution-free newsboy problem
2011,
Advertising is very important for the newsboy problem because the shelf-life of the...
Quality improvement vs. advertising support: Which strategy works better for a manufacturer?
Quality improvement vs. advertising support: Which strategy works better for a manufacturer?
2011,
We consider a marketing channel with a single manufacturer and a single retailer,...
Analysing consumer segments to budget for loyalty and promotion programmes and maximize market share
Analysing consumer segments to budget for loyalty and promotion programmes and maximize market share
2010,
This paper seeks to provide a framework and benchmark for the allocation of marketing...
Stock Market Response to Regulatory Reports of Deceptive Advertising: The Moderating Effect of Omission Bias and Firm Reputation
Stock Market Response to Regulatory Reports of Deceptive Advertising: The Moderating Effect of Omission Bias and Firm Reputation
2010,
Whereas a growing body of research has examined the consumer-related implications of...
Content analysis of OR job advertisements to infer required skills
Content analysis of OR job advertisements to infer required skills
2010,
The paper presents an empirical method to infer employers' requirements of operational...
Advertising effectiveness, digital video recorders, and product market competition
Advertising effectiveness, digital video recorders, and product market competition
2010,
With increasing fragmentation of media markets and recent advances in technology, loss...
Advertising and production of a seasonal good for a heterogeneous market
Advertising and production of a seasonal good for a heterogeneous market
2010,
We bring some concepts from market segmentation, which is a fundamental topic of...
The race for sponsored links: Bidding patterns for search advertising
The race for sponsored links: Bidding patterns for search advertising
2010,
Paid placements on search engines reached sales of nearly $11 billion in the...
Channel pass-through of trade promotions
Channel pass-through of trade promotions
2010,
Packaged goods manufacturers spend in excess of $75 billion annually on trade...
Optimal internet media selection
Optimal internet media selection
2010,
In this study we develop a method that optimally selects online media vehicles and...
Hybrid or electric vehicles? A real options perspective
Hybrid or electric vehicles? A real options perspective
2010,
This paper investigates the decision of an automaker concerning the alternative...
Revenue management with dynamic pricing and advertising
Revenue management with dynamic pricing and advertising
2010,
In this article, we analyze the temporal pricing and advertising strategy of a...
Optimal advertising control policy for a new product in segmented market
Optimal advertising control policy for a new product in segmented market
2009,
Market segmentation is the foundation of which all other marketing actions can be...
Retailers' multichannel and price advertising strategies
Retailers' multichannel and price advertising strategies
2009,
Online retailing boasts two major advantages: convenience of home shopping and easy...
Is persuasive advertising always combative in a distribution channel?
Is persuasive advertising always combative in a distribution channel?
2009,
The existing marketing literature suggests that persuasive advertising elicits...
Open studios: Regional promotion of art tourism
Open studios: Regional promotion of art tourism
2009,
‘Open Studio’ events have become increasingly common in the United Kingdom...
Dynamic revenue management for online display advertising
Dynamic revenue management for online display advertising
2009,
In this paper, we propose a dynamic optimisation model to maximise a web publisher's...
Brand and price advertising in online markets
Brand and price advertising in online markets
2009,
We model an environment where e-retailers sell similar products and endogenously...
The impact of loyalty and promotion effects on retention rate
The impact of loyalty and promotion effects on retention rate
2009,
Researching customer retention rates is made difficult because of the lack of suitable...
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