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Advertising Management Concepts, Theories, Research and Trends
This book explores the concept of advertising and the different ways advertising is understood and evaluated. It dives deep into planning, designing,...
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Marvelous advertising returns? A meta-analysis of advertising elasticities in the entertainment industry
How does advertising affect supply and demand in the entertainment industry? Different advertising and distribution mechanisms and unique product...
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Advertising
Apply the Elaboration Likelihood Model (ELM) to assess and design persuasive advertising campaigns that consider central and peripheral routes to...
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Advertising Agencies
This chapter focused on advertising agencies that indulge in designing, organizing and managing advertisements for other businesses and...
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Responsible Advertising
There is a growing concern about the impact of advertising on African societies. Though advertising has the potential to bring economic growth and...
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Advertising Research
This chapter gives an overview of conducting research in the field of advertising. Research is very vital for any business entity and companies. But...
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Types of Advertising
This chapter explains the different types of advertising used by advertisers to reach potential consumers. Advertising is an effective form of...
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Introduction to Advertising
This chapter provides an overview of the advertising industry as well as the features and processes of advertising. Advertising can be defined as any...
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Diversity representation in advertising
In this article we develop a comprehensive understanding of diverse representation in advertising. While numerous studies highlight increasing demand...
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Advertising Value of Podcast Advertising
Podcast advertising is emerging as an impactful advertising channel. Based on Ducoffe’s advertising model, the present study analyzes the advertising...
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Advertising bidding involving consumer information sharing
As of recently, consumers can actively manage their level of individual-level information sharing, making the advertising bidding decision more...
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Keyword-Level Bayesian Online Bid Optimization for Sponsored Search Advertising
Bid price optimization in online advertising is a challenging task due to its high uncertainty. In this paper, we propose a bid price optimization...
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A novel combined fuzzy VIKOR and mathematical optimization programming for online advertising effectiveness
Online advertising has become an essential part of corporate competition. It can help businesses win over customers and their attention, shape brand...
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The impact of corporate sustainability performance on advertising efficiency
Over the years several studies have reported a significant waste of advertising budget, a finding which calls for strategies to increase advertising...
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The impact of multi-type online advertising on the consumer engagement transition
The explosion in the volume and variety of online advertising has contributed to constantly changing consumer engagement states by influencing their...
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A decision on advertising in a closed-loop supply chain under price competition
Consumers show reluctance towards the purchase of remanufactured products. For that, previous studies have emphasized the need for advertising in...
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Dynamic investment in online advertising of multi-oligopoly competitive enterprises with spillover effect
This paper aims to provide solutions to the dynamic investment strategies of online advertising for multi-oligopoly enterprises. Specifically, by...
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Joint advertising and ordering decisions under the pre-sales crowdfunding
Our study considers a company launching new product on pre-sales crowdfunding platform and explores the joint advertising and ordering decisions in...
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Influence of personalised advertising copy on consumer engagement: a field experiment approach
Personalised advertising copy refers to the use of AI technologies such as natural language processing and machine learning to generate individually...
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Are consumers averse to sponsored messages? The role of search advertising in information discovery
We analyze a large-scale randomized field experiment in which a search engine varied the prominence of search ads for 3.3 million US users: one group...
