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MKTG: Advertising (Topic)

165,073 Total downloads

Viewing: 101 - 150 of 607 papers

101.

Featuring People in Ads

Rebecca Tushnet and Eric Goldman, Advertising & Marketing Law: Cases and Materials, p. 615, 2012, Santa Clara Univ. Legal Studies Research Paper No. 2105713
Number of pages: 49 Posted: 18 Jul 2012
Accepted Paper Series
Santa Clara University - School of Law and Harvard Law School
Downloads 431
102.

Optimal Contracts for Intermediaries in Online Advertising

Number of pages: 55 Posted: 09 Jan 2015 Last Revised: 23 Jul 2016
Working Paper Series
Columbia Business School - Decision Risk and Operations and University of Chicago - Booth School of Business
Downloads 431
103.

When Communication Goes with Inclusion: A Case Analysis on Participatory Experiences in the Municipality of Bologna

COMMUNICATION WITH THE PUBLIC FROM THE LOCAL GOVERNMENT PERSPECTIVE, edited by A. Jenei, Budapest, AdLibrum, pp.141-160, 2012
Number of pages: 21 Posted: 01 Apr 2012
Accepted Paper Series
University of Bologna - Department of Political and Social Sciences
Downloads 430
104.

Matching Prescription Drugs and Consumers: The Benefits of Direct Advertising

New England Journal of Medicine, Vol. 313, pp. 513-515, August 22, 1985, Emory Public Law Research Paper No. 05-32
Number of pages: 4 Posted: 04 Oct 2005
Accepted Paper Series
Emory University - Department of Economics
Downloads 428
105.

Price Advertising by Manufacturers and Dealers

Forthcoming, Management Science
Number of pages: 40 Posted: 08 Feb 2011 Last Revised: 29 Aug 2014
Working Paper Series
University of Minnesota - Twin Cities - Carlson School of Management, University of California, San Diego (UCSD) - Rady School of Management, University of Southern California - Marketing Department and University of California, Riverside (UCR) - A. Gary Anderson Graduate School of Management
Downloads 427
106.

Privacy and Advertising Mail

Berkeley Center for Law & Technology Research Paper
Number of pages: 25 Posted: 04 Dec 2012
Working Paper Series
University of California, Berkeley - School of Information, University of California, Berkeley - School of Law and University of California, Berkeley - School of Law
Downloads 426
107.

How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth

Journal of Consumer Research, Vol. 40, April 2014
Number of pages: 13 Posted: 18 Apr 2014
Accepted Paper Series
University of Texas at San Antonio, University of Pittsburgh and Rice University
Downloads 424
108.

Internet Media Planning: An Optimization Model

Number of pages: 32 Posted: 28 Apr 2005
Working Paper Series
affiliation not provided to SSRN and HEC Paris - Operations Management and Information Technology
Downloads 424
109.

Trademarks, Triggers, and Online Search

Journal of Empirical Legal Studies, Forthcoming
Number of pages: 48 Posted: 19 May 2013 Last Revised: 13 Jul 2014
Accepted Paper Series
ETH Zürich and Massachusetts Institute of Technology (MIT) - Management Science (MS)

Multiple version iconThere are 2 versions of this paper

Downloads 422
110.

Advertising Strategy in the Presence of Reviews: An Empirical Analysis

Marketing Science, Vol. 38(5), p. 793-811, 2019
Number of pages: 51 Posted: 29 Nov 2017 Last Revised: 14 Oct 2019
Accepted Paper Series
University of California, Los Angeles (UCLA) - Anderson School of Management, University of Toronto - Rotman School of Management and Marshall School of Business, University of Southern California
Downloads 419
111.

Linguistic Pragmatics in Advertising Research: Conceptual Framework

International scientific-practical conference "Actual problems of development of the media industry at the present stage", St. Petersburg. St. Petersburg State University of Cinema and Television. 28-29 November 2014
Number of pages: 8 Posted: 06 Mar 2015 Last Revised: 15 Mar 2015
Working Paper Series
St. Petersburg University of Cinema and Television, Admiral Makarov State University of Maritime and Inland Shipping and
Downloads 419
112.

Advertising, Consumer Awareness, and Choice: Evidence from the U.S. Banking Industry

Number of pages: 56 Posted: 17 Sep 2015 Last Revised: 10 Nov 2016
Working Paper Series
University of California, Los Angeles (UCLA) - Anderson School of Management, University of Chicago - Department of Economics and INSEAD
Downloads 412
113.

Target Firm Advertising and Firm Value

Number of pages: 52 Posted: 19 Nov 2014 Last Revised: 25 Feb 2020
Working Paper Series
Drexel University - Department of Finance, University of Texas at Austin - Department of Finance and Cass Business School, City University London
Downloads 408
114.

What’s in a Username? Identity Cue Effects in Social Media

Number of pages: 51 Posted: 15 Dec 2014 Last Revised: 25 Jul 2019
Working Paper Series
Independent, Independent and Massachusetts Institute of Technology (MIT) - Sloan School of Management
Downloads 400
115.

Comparative Advertisement and Infringment of Trademark

Number of pages: 9 Posted: 20 Jun 2013
Working Paper Series
Independent
Downloads 398
116.

Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry

Number of pages: 47 Posted: 29 Apr 2012 Last Revised: 19 Apr 2016
Working Paper Series
University of Virginia - Department of Economics, University of Virginia - Department of Economics, Cornell University and University of Cergy-Pontoise

Multiple version iconThere are 3 versions of this paper

Downloads 398
117.

Is Online Newspaper Advertising Cannibalizing Print Advertising?

Number of pages: 48 Posted: 22 May 2013 Last Revised: 19 Jun 2014
Working Paper Series
Pennsylvania State University - Smeal College of Business and The Stephen M. Ross School of Business at the University of Michigan
Downloads 395
118.

When Companies Don't Make the Ad: A Multi-­Method Inquiry into the Differential Effectiveness of Consumer-Generated Advertising

Journal of Advertising, Forthcoming, Boston U. School of Management Research Paper No. 2012-29
Number of pages: 45 Posted: 25 Oct 2012 Last Revised: 26 Sep 2013
Working Paper Series
Boston University - Questrom School of Business, Boston University and Boston University
Downloads 386
119.

Advertising Role of Recommender Systems in Electronic Marketplaces: A Boon or a Bane for Competing Sellers?

Number of pages: 44 Posted: 09 Sep 2016
Working Paper Series
University of Texas at Dallas - Department of Information Systems & Operations Management, The University of Texas at Dallas, Jindal School of Management and University of Texas at Dallas - Naveen Jindal School of Management
Downloads 385
120.

Advertising Effects in Presidential Elections

Stanford Graduate School of Business Research Paper No. 2080, Columbia Business School Research Paper No. 12/33
Number of pages: 41 Posted: 09 Jul 2011 Last Revised: 25 Aug 2012
Accepted Paper Series
Northwestern University - Kellogg School of Management and Stanford Graduate School of Business

Multiple version iconThere are 2 versions of this paper

Downloads 379
121.

What Is a Digital Cookie Worth?

Number of pages: 37 Posted: 02 Apr 2016 Last Revised: 14 Apr 2016
Working Paper Series
Carnegie Mellon University and Carnegie Mellon University - H. John Heinz III School of Public Policy and Management
Downloads 379
122.

Selective Reporting of Factual Content by Commercial Media

Journal of Marketing Research, Forthcoming
Number of pages: 52 Posted: 28 Jun 2014 Last Revised: 13 Jul 2014
Accepted Paper Series
University of Minnesota - Carlson School of Management and University of Southern California - Marshall School of Business
Downloads 367
123.

Electronic Cigarettes: The Ethical Implications of Marketing a Safer Cigarette

Number of pages: 19 Posted: 25 Sep 2014
Working Paper Series
University of Texas at Arlington
Downloads 366
124.

A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth

ERIM Report Series Reference No. ERS-2009-029-MKT
Number of pages: 68 Posted: 08 Jun 2009
Working Paper Series
Hong Kong University of Science & Technology (HKUST) - Department of Marketing, Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM), University of Pennsylvania - Marketing Department and Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)
Downloads 363
125.

Trade-offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics Across the Purchase Funnel

Forthcoming, Information Systems Research
Number of pages: 50 Posted: 18 Jun 2019
Accepted Paper Series
Emory University - Goizueta Business School, New York University (NYU) - Leonard N. Stern School of Business and Carnegie Mellon University - David A. Tepper School of Business
Downloads 361
126.

Effectiveness of Endorsement Advertisement on Rural vs Urban Youth Buying Behaviour

IJRCM; Vol No. 1, No. 5 (Sept. 2010) ISSN 0976-2183
Number of pages: 17 Posted: 04 Aug 2012
Accepted Paper Series
Pratap Public School
Downloads 356
127.

Audience Selection for On-Line Brand Advertising: Privacy-Friendly Social Network Targeting

Number of pages: 9 Posted: 25 May 2011
Working Paper Series
New York University, affiliation not provided to SSRN, affiliation not provided to SSRN, New York University (NYU) - Department of Information, Operations, and Management Sciences and affiliation not provided to SSRN
Downloads 353
128.

Rural vs. Urban Advertising

Number of pages: 30 Posted: 24 Dec 2013
Working Paper Series
Independent
Downloads 351
129.

New Media Marketing of Bollywood Movies: Making a Difference

Comunicacao em Debate (pp 545-553), Portugal: Edicoes CCA, 2010
Number of pages: 9 Posted: 22 Jan 2020
Accepted Paper Series
Nanyang Technological University (NTU) - Wee Kim Wee School of Communication and Information
Downloads 348
130.

Impact of Advertisement Appeals within Individualistic and Collective Cultures Based on Values of Consumer

Number of pages: 8 Posted: 29 Aug 2012
Working Paper Series
Amity University
Downloads 345
131.

Either or Both Competition: A 'Two-Sided' Theory of Advertising with Overlapping Viewerships

Economic Research Initiatives at Duke (ERID) Working Paper No. 170
Number of pages: 43 Posted: 07 Jun 2014 Last Revised: 11 Mar 2015
Working Paper Series
Duke University - Department of Economics, University of Bologna - Department of Economics and Frankfurt School of Finance & Management - Economics Department
Downloads 344
132.

The Role of Keyword Advertising in Competition among Rival Brands

University of Chicago Institute for Law & Economics Olin Research Paper No. 619
Number of pages: 15 Posted: 07 Sep 2012 Last Revised: 09 Nov 2012
Working Paper Series
Global Economics Group and Centro de Investigación y Docencia Economica (CIDE)
Downloads 339
133.

2014: Brand Totalitarianism

UC Davis Law Review, Vol. 47, No. 3, 2014, UC Berkeley Public Law Research Paper No. 2318492
Number of pages: 33 Posted: 31 Aug 2013 Last Revised: 06 Apr 2017
Accepted Paper Series
University of California, Berkeley - School of Law
Downloads 337
134.

Advertising in Mature Markets: Potentially Persuasive or Repurchase Reminder?

Massey University Department of Commerce Working Paper No. 03.16
Number of pages: 13 Posted: 13 May 2005
Working Paper Series
Independent Author, Massey University and Hull University Business School (HUBS)
Downloads 324
135.

Cost-per-Impression Pricing for Display Advertising

Operations Research, Forthcoming
Number of pages: 75 Posted: 18 Nov 2013 Last Revised: 03 Aug 2017
Accepted Paper Series
London Business School and Santa Clara University - Leavey School of Business
Downloads 324
136.

Contextual Advertising

Number of pages: 41 Posted: 02 Feb 2011
Working Paper Series
INSEAD and University of California, Berkeley - Haas School of Business
Downloads 322
137.

The Impact of User Location on Cookie Notices (Inside and Outside of the European Union)

Workshop on Technology and Consumer Protection (ConPro '19)
Number of pages: 6 Posted: 30 Apr 2019
Accepted Paper Series
Leiden University, Leiden Law School, Delft University of Technology, University of California, San Diego (UCSD) - The Center for Applied Internet Data Analysis (CAIDA) and Princeton University
Downloads 317
138.

Viral Marketing Communication: Just Sales or More?

Business Systems Review Vol 2. Issue 1. pp. 99-110, 2013
Number of pages: 12 Posted: 27 Jun 2013
Accepted Paper Series
Magna Graecia University of Catanzaro and Magna Graecia University of Catanzaro
Downloads 316
139.

Comparative Advertising in India

Number of pages: 9 Posted: 08 Aug 2010
Working Paper Series
affiliation not provided to SSRN
Downloads 315
140.

Down-to-the-Minute Effects of Super Bowl Advertising on Online Search Behavior

Number of pages: 22 Posted: 03 Mar 2013 Last Revised: 04 Mar 2013
Working Paper Series
Pandora Media, Inc. and Netflix
Downloads 314
141.

Influencer Marketing with Fake Followers

IIM Bangalore Research Paper No. 580
Number of pages: 35 Posted: 26 Dec 2018 Last Revised: 23 Jun 2020
Working Paper Series
IIM Bangalore, Indraprastha Institute of Information Technology and Indian Institute of Management (IIMB), Bangalore
Downloads 313
142.

The Study of Impact of Television Advertisements on Rural Consumers in Purchasing FMCG Products

Vaibhav Misra, 2013, "THE STUDY OF IMPACT OF TELEVISION ADVERTISEMENTS ON RURAL CONSUMERS IN PURCHASING FMCG PRODUCTS", International Journal of Marketing and Management Research, Volume 4, Issue 5 (May, 2013)
Number of pages: 10 Posted: 19 Jul 2013
Accepted Paper Series
affiliation not provided to SSRN
Downloads 305
143.

Freemium Competition Among Ad-Sponsored Platforms

Number of pages: 44 Posted: 12 May 2016 Last Revised: 05 Dec 2019
Working Paper Series
Graduate School of Business Administration, Kobe University
Downloads 300
144.

TV Channel Search and Commercial Breaks

Journal of Marketing Research, 54(5), pp. 671-686, 2017
Number of pages: 50 Posted: 01 Feb 2015 Last Revised: 28 Feb 2018
Accepted Paper Series
Washington University in St. Louis - John M. Olin Business School, Hong Kong University of Science & Technology (HKUST) - Department of Marketing and New York University (NYU) - Department of Marketing
Downloads 297
145.

A Theory of Communication in Political Campaigns

University of St. Gallen, School of Economics and Political Science, Discussion Paper No. 1302
Number of pages: 53 Posted: 04 Mar 2013
Working Paper Series
Universidad Carlos III de Madrid
Downloads 296
146.

Paid, Owned and Earned Media: A Qualitative Comparative Analysis Revealing Attributes Influencing Consumer's Brand Attitude in Social Media

Proceedings of the 52nd Hawaii International Conference on System Sciences DOI: 10.24251/HICSS.2019.098
Number of pages: 10 Posted: 24 Sep 2019
Accepted Paper Series
University of Bamberg, Independent and University of Bamberg - Department of Information Systems and Social Networks
Downloads 296
147.

Achieving Brand Loyalty Through Sponsorship: The Role of Fit and Self-Congruity

J. of the Acad. Mark. Sci. (2012) 40:807–820 DOI 10.1007/s11747-011-0285-y
Number of pages: 37 Posted: 17 Oct 2013
Accepted Paper Series
Hong Kong Baptist University (HKBU) and Euromed Marseille Ecole de Management
Downloads 295
148.

Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products

Number of pages: 17 Posted: 25 Feb 2020
Working Paper Series
Shaheed Zulfikar Ali Bhutto Institute of Science and Technology Karachi Pakistan
Downloads 295
149.

Underpromising and Overdelivering: Strategic Implications of Word of Mouth

Robert H. Smith School Research Paper No. RHS-06-142
Number of pages: 40 Posted: 19 Oct 2011 Last Revised: 27 Mar 2012
Working Paper Series
University of Maryland - Department of Marketing and Universidad de Chile
Downloads 295
150.

Forecasting Sponsorship Costs: Marketing Intelligence in the Athletic Apparel Industry

Special Issue on “The Dynamics of Sports Marketing and Management" in Marketing Intelligence and Planning, Forthcoming.
Number of pages: 31 Posted: 04 Mar 2015
Accepted Paper Series
University of North Carolina at Chapel Hill, Texas A&M University, Northern Kentucky University - College of Business and Ohio State University (OSU)
Downloads 293