搜索结果: 1-15 共查到“广告学 Advertising”相关记录47条 . 查询时间(0.125 秒)
Direct to Consumer Advertising and Prescription Choice
Consumer Advertising Prescription Choice
2015/9/21
This paper examines the effect of direct-to-consumer advertising (DTCA) on doctor
choice of prescription drugs. Using antihistamines as an example, we show that DTCA
has a small and insigni...
The Effect of Prescription Drug Advertising on Doctor Visits
Doctor Visits Drug Advertising
2015/9/21
The dramatic increase of direct-to-consumer advertising (DTCA) of prescription drugs created intensive debates on its effects on patient and doctor
behaviors. Combining 1994–2000 DTCA data with the 1...
Online behavioral advertising (OBA) refers to the practice of tracking users across web sites in order to infer user interests and preferences. These interests and preferences are then used for select...
Online Advertising:Heterogeneity and Conflation in Market Design
Online Advertising Heterogeneity Conflation Market Design
2015/7/21
The past decade has seen the explosive emergence of online advertising as a major source of revenue for Internet publishers. Analyses of this phenomenon are mostly conducted in the sway of Google’s hu...
Adverse Selection and Auction Design for Internet Display Advertising
Display Advertising Adverse Selection Auction Design
2015/7/21
We model an online display advertising environment with brand advertisers and betterinformed performance advertisers, and seek an auction mechanism that is strategy-proof, anonymous and insulates bran...
This paper studies the role of advertising and prices as signals of quality in a purely static setting, where repeat purchases are suppressed altogether, but where advertising affects demand directly....
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 ...
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 ...
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...
Antecedents and Consequences of Web Advertising Credibility: A Study of Consumer Response to Banner Ads
Web Advertising Credibility Consumer Response Banner Ads
2009/12/2
Rapid growth in online advertising revenues indicates the viability of World Wide Web advertising as an alternative to that of traditional media. Practitioners and academicians recognize that building...
Assessing the Effects of Animation in Online Banner Advertising:Hierarchy of Effects Model
Animation Online Banner Advertising Effects Model
2009/12/2
The present study attempts to examine the effects of animated banner ads, as well as the moderating effects of involvement, on each stage of the hierarchy of effects model, and to explore the applicab...
Corporate Web Sites as Advertising: An Analysis of Function, Audience, and Message Strategy
Corporate Web Sites Advertising Function Audience Message Strategy
2009/12/2
The primary purpose of this study is to explore and explain the concept of the Web site as corporate advertisement. Three coders analyzed 160 corporate Web sites. Corporate Web sites are able to combi...