搜索结果: 16-30 共查到“知识库 广告学”相关记录398条 . 查询时间(2.297 秒)
The Rising Cost of Consumer Attention:Why You Should Care,and What You Can Do about It
Strategy Advertising
2015/4/29
Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost...
The Air War versus The Ground Game:An Analysis of Multi-Channel Marketing in U.S. Presidential Elections
Personal Selling Multi-Channel Marketing Political Campaigns Discrete-Choice Modeling
2015/4/28
Firms increasingly use both mass-media advertising and targeted personal selling to successfully promote products and brands in the marketplace. In this study, we jointly examine the effect of mass-me...
Do Display Ads Influence Search?:Attribution and Dynamics in Online Advertising
Search Technology Online Advertising
2015/4/28
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate ...
Competing Ad Auctions
Online Advertising Auctions Market Participation Market Platforms Mathematical Methods
2015/4/24
We present a two-stage model of competing ad auctions. Search engines attract users via Cournot-style competition. Meanwhile, each advertiser must pay a participation cost to use each ad platform, and...
Strategies to Fight Ad-sponsored Rivals
Advertising Business Model Competition Competitive Strategy
2015/4/23
We analyze the optimal strategy of a high-quality incumbent that faces a low-quality ad-sponsored competitor. In addition to competing through adjustments of tactical variables such as price or the nu...
The Unbundling of Advertising Agency Services:An Economic Analysis
Advertising Change Forecasting and Prediction Cost Price
2015/4/23
We address a longstanding puzzle surrounding the unbundling of services occurring over several decades in the U.S. advertising agency industry: What accounts for the shift from bundling to unbundling ...
Broadening Focus:Spillovers,Complementarities and Specialization in the Hospital Industry
Health Care and Treatment Medical Specialties Performance Capacity Diversification Health Industry
2015/4/23
The long-standing argument that focused operations outperform others stands in contrast to claims about the benefits of broader operational scope. The performance benefits of focus are typically attri...
The Internalization of Advertising Services:An Inter-Industry Analysis
Advertising Cost Data and Data Sets Management Analysis Tools Service Operations
2015/4/22
The common perception appears to be that vertical integration of advertising services is more the exception than the rule in the U.S. advertising industry. This study investigates the extent of such o...
Securing Online Advertising:Rustlers and Sheriffs in the New Wild West
Misleading and Fraudulent Advertising Online Advertising Crime and Corruption Ethics
2015/4/22
Read the news of recent computer security guffaws, and it's striking how many problems stem from online advertising. Advertising is the bedrock of web sites that are provided without charge to end use...
Economic Factors Underlying the Unbundling of Advertising Agency Services
Transformation Framework Service Operations Decisions Relationships Price Diversification Geography
2015/4/22
This paper addresses a longstanding puzzle involving the unbundling of services that has occurredover more than two decades in the U.S. advertising agency industry: How can the shift from the bundling...
Concentration Levels in the U.S. Advertising and Marketing Services Industry:Myth vs. Reality
Advertising and Acquisitions Revenue Data and Data Sets Surveys Marketing
2015/4/22
This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of th...
CPC/CPA Hybrid Bidding in a Second Price Auction
Online Advertising Auctions Bids and Bidding Measurement and Metrics Quality Mathematical Methods Web Sites
2015/4/21
We develop a model of online advertising in which each advertiser chooses from multiple advertising measurement metrics—paying either for each click on its ads (CPC), or for each purchase that follows...
本文以Brander和Lewis的资本结构产业组织理论为基础,结合资本市场与产品市场,分析了企业负债与广告投资、R&D投资之间的关系。通过模型推导提出理论命题,并运用我国沪深两市A股上市公司数据进行验证得到相关结论。研究结果显示负债对企业广告投入存在刺激作用而对R&D投资存在抑制效应。企业广告投入与R&D投入行为存在明显的行业差异,制造业企业两种投入相对均衡,非制造业企业通常偏好于二者之一。企业广...
基于风险规避的网络广告两阶段收益定价模型
网络广告 风险 管理
2013/11/11
建立了广告主和广告媒体之间的两阶段收益定价模型,应用纳什讨价还价方法确定了最优的两阶段的定价问题,界定了两阶段定价合同实施的可行性条件,分析了谈判力量与第一阶段定价的关系.研究表明,两阶段定价给予了广告主和广告媒体更为灵活的选择方式.两阶段定价不仅使广告主可以避免较高的广告成本支出,而且能够有效地制止点击欺诈和规避信息不对称性带来的风险,而广告媒体则可以获得额外的收益和吸引更多潜在的广告主,利用数...
广告的效力模型研究
广告 效力 模型 乘法 Advertisement Effectiveness Model Multiplication
2014/6/19
本文分析了广告效力的影响因素，建立了广告的影响力模型，讨论了提高广告效力的思路。This paper analyzed factors influencing effectiveness of bulletin, established bulletin influence model, and discussed the ideas to improve the effectiveness.