Download or read book Essays on Online Advertising written by Vibhanshu Abhishek and published by . This book was released on 2012 with total page 136 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays on Online Advertising Issues written by Min Chen and published by . This book was released on 2011 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: The third essay analyzes click fraud in a setting wherein a neutral third party investigates the disagreements between the SP and the advertiser. I consider two investigation payment schemes, the SP-pay scheme (SS) and the advertiser-pay scheme (AS) and find the following results: first, the two parties can never be both better off in SS. Second, the advertiser may also benefit from the SP's choice of AS if the investigation cost is moderate and the SP's incentive problem is more severe in the AS. Third, when the advertiser's incentive problem is more severe in both schemes, although the sum of the SP's and advertiser's profits are higher in AS, the SP always prefers SS because he can increase his profits by "hurting" the advertiser more in the SS.

Download or read book Topics in Internet Advertising written by Benjamin Edelman and published by . This book was released on 2007 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: This thesis consists of three essays about Internet advertising. The first essay considers instability resulting from market rules in early pay-per-click advertising. The second presents modern pay-per-click advertising and associated advertiser strategies. The third analyzes certain certifications widely used to promote both legitimate and illegitimate web sites. Pay-per-click advertising began with first-price auctions, where advertisers' payments equaled their own bids. This pricing rule gave rise to cycling, as shown in the first essay. The first essay also demonstrates that an alternative pricing rule could have eliminated cycling while increasing search engines' revenues in "popular" keyword markets consistent with current conditions. Developments in search engine advertising brought the generalized second-price auction. Although this mechanism looks similar to the Vickrey-Clarke-Groves mechanism, its properties are importantly different. In particular, GSP generally does not have an equilibrium in dominant strategies, and truth-telling is not an equilibrium of GSP. The second essay offers the unique equilibrium of the generalized English auction that corresponds to GSP, shows that this equilibrium is ex post, and confirms that it yields payoffs identical to those under the dominant strategy of VCG. In sharp contrast to the well-defined mechanisms of search engine advertising, certain online "trust" certifications lack precise rules for participation. My third essay analyzes two such certification systems. As to the more widespread certification, I demonstrate that certified sites are actually less trustworthy than sites that forego certification. I also present analogous results as to search engine advertising--finding ads at leading search engines to be more than twice as likely to be untrustworthy as corresponding organic search results for the same search terms.

Download or read book Critical Evaluation of Internet Advertising written by Marcella Vurro and published by GRIN Verlag. This book was released on 2010-02-02 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: very good, Liverpool John Moores University, course: Integrated Marketing Communication, language: English, abstract: The essay is focussing on a critical evaluation of online advertising. It examines different online advertising instruments, such as banner, websites, keyword advertising etc. and identifies the advantages and disadvantages of online advertising.

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Essays on Digital Advertising written by Aleksandr Gritckevich and published by . This book was released on 2021 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital advertising has seen dramatic growth over the last decade. Total digital ad spending in the US has increased 6 times between 2010 and 2020, from $26 billion to $152 billion(eMarketer). This impressive development has in turn sparked a huge stream of literature studying all the different aspects of advertising in the digital media. My dissertation contributes to this literature via two essays. In the first essay, I consider a very important topic of ad blocking, that in the recent years has become a significant threat to advertising supported content. With a specific focus on consumer and total welfare, I show the detrimental role of the adblockers' current revenue model in decreasing content quality, consumer surplus and total welfare. In the second essay, I study demand learning in digital advertising markets, where firms learn over time how their advertising campaigns impact consumer demand by using their advertising campaign outcomes in earlier periods. By developing an analytic model, I demonstrate in several scenarios, such as monopoly and competition, that learning has an ambiguous effect on the key market parameters and, in particular, on the equilibrium advertising and quantities.

Download or read book Use and Ethical Issues of Advertisements as Marketing Tool written by Fredrick Mwangi and published by GRIN Verlag. This book was released on 2015-03-19 with total page 13 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: Globalization and improved technology have increased competition that has forced many organizations to invest heavily in promotions and advertisements. Inherently, advertising is a powerful tool for reaching the consumers, introducing new products, and increasing sales. It enhances the company reputation and brands in the market. Moreover, it helps to educate the public about the products and services that are in the market; hence, increasing the sales. Therefore, advertising provides the consumers with information so that they can make informed decisions.

Download or read book Bayesian Forecasting and Dynamic Models written by Mike West and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 720 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this book we are concerned with Bayesian learning and forecast ing in dynamic environments. We describe the structure and theory of classes of dynamic models, and their uses in Bayesian forecasting. The principles, models and methods of Bayesian forecasting have been developed extensively during the last twenty years. This devel opment has involved thorough investigation of mathematical and sta tistical aspects of forecasting models and related techniques. With this has come experience with application in a variety of areas in commercial and industrial, scientific and socio-economic fields. In deed much of the technical development has been driven by the needs of forecasting practitioners. As a result, there now exists a relatively complete statistical and mathematical framework, although much of this is either not properly documented or not easily accessible. Our primary goals in writing this book have been to present our view of this approach to modelling and forecasting, and to provide a rea sonably complete text for advanced university students and research workers. The text is primarily intended for advanced undergraduate and postgraduate students in statistics and mathematics. In line with this objective we present thorough discussion of mathematical and statistical features of Bayesian analyses of dynamic models, with illustrations, examples and exercises in each Chapter.

Download or read book Digital Advertising written by Patrick Burgoyne and published by Lulu.com. This book was released on 2010 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt: What did we learn from the 12K banner? Is the big idea dead? What would Bill Bernbach think about digital advertising? Why are the Swedes so bloody good at it? How can you shape the future of digital advertising? Is peep culture the new pop culture? What does the agency of the future look like? All these questions and far more are covered inside Digital Advertising: Past, Present, and Future, a collection of essays from 24 Digital Creative Directors and business leaders. Rory Sutherland, President of the IPA and Vice-Chairman, Ogilvy Group UK describes it as 'An A-list group of authors writing brilliantly and affectionately about the subjects they know best."

Download or read book Essays on Incentives and Measurement of Online Marketing Efforts written by Ron Berman and published by . This book was released on 2014 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation contains three essays that examine different aspects of online marketing activities, the ability of marketers to measure the effectiveness of such activities, and the design of experiments to aid in this measurement. Chapter 2 examines the impact of search engine optimization (SEO) on the competition between advertisers for organic and sponsored search results. The results show that a positive level of search engine optimization may improve the search engine's ranking quality and thus the satisfaction of its visitors. In the absence of sponsored links, the organic ranking is improved by SEO if and only if the quality provided by a website is sufficiently positively correlated with its valuation for consumers. In the presence of sponsored links, the results are accentuated and hold regardless of the correlation. Chapter 3 examines the attribution problem faced by advertisers utilizing multiple advertising channels. In these campaigns advertisers predominantly compensate publishers based on effort (CPM) or performance (CPA) and a process known as Last-Touch attribution. Using an analytical model of an online campaign we show that CPA schemes cause moral-hazard while existence of a baseline conversion rate by consumers may create adverse selection. The analysis identifies two strategies publishers may use in equilibrium - free-riding on other publishers and exploitation of the baseline conversion rate of consumers. Our results show that when no attribution is being used CPM compensation is more beneficial to the advertiser than CPA payment as a result of free-riding on other's efforts. When an attribution process is added to the campaign, it creates a contest between the publishers and as a result has potential to improve the advertiser's profits when no baseline exists. Specifically, we show that last-touch attribution can be beneficial for CPA campaigns when the process is not too accurate or when advertising exhibits concavity in its effects on consumers. As the process breaks down for lower noise, however, we develop an attribution method based on the Shapley value that can be beneficial under flexible campaign specifications. To resolve adverse selection created by the baseline we propose that the advertiser will require publishers to run an experiment as proof of effectiveness. Chapter 4 discusses the type of experiments an advertiser can run online and their required sample sizes. We identify several shortcomings of the current prevailing experimental design that may result in longer experiments due to overestimation of the required sample sizes. We discuss the use of sequential analysis in online experiments and the different goals of the experiments to make experiments more efficient. Using these techniques we show that a significant lowering of required sample sizes is achievable online.

Download or read book Two Essays on Designing Marketing Strategies to Improve Firm Performance written by Ashutosh Singh and published by . This book was released on 2021 with total page 107 pages. Available in PDF, EPUB and Kindle. Book excerpt: My dissertation focuses on designing marketing strategies to improve firm performance. My dissertation’s first essay focuses on designing a competitive strategy for digital media platforms for tackling AdBlock. Online advertising is a major source of revenue for digital media firms but increasing ad-blocking software usage has a negative impact on such revenues. To avoid losses from AdBlock usage, digital publishers mainly use two strategies. First, publishers can use the whitelisting strategy, which blocks AdBlock users from viewing the publishers’ content. Second, publishers can use the sophisticated ad recovery (SAR) strategy that bypasses AdBlock and only shows relevant ads to readers. With an analytical model and duopolistic framework, I identify the conditions under which digital publishers might adopt the whitelisting strategy over SAR strategy and those in which two ex-ante symmetric firms might prefer asymmetric strategies to combat ad-blocking usage. My second essay of the dissertation focuses on developing an empirical strategy to design a Chief Marketing Officer’s (CMO’s) job, which positively affects firm value. Prior empirical research on the design of a CMO’s job and its impact on firm value is scarce. My research focuses on the conceptualization and finds empirical support on this issue. I find that variations in describing the design of a CMO’s job can affect the contribution of a CMO to the firm value. I use announcement data for 227 publicly traded firms over the 11-years (2005-2016) to show that the design of a CMO’s job when focused on the decisional role creates more firm value. The results of the two essays fill the gap that exists in the digital media platforms and top management and have several theoretical and managerial contributions.

Download or read book Essays on International Taxation written by Dhruv Sanghavi and published by Bloomsbury Publishing. This book was released on 2020-05-06 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fiscally transparent entities and tax treaty eligibility Shefali Goradia Triangular cases – the neglected problem in tax treaty law Michael Lang Can tax treaty entitlement provisions for hybrid entities be refined? Dhruv Sanghavi Non-discrimination provisions in tax treaties Ajay Vohra Two to tango: a dance of substance and form Bijal Ajinkya Deconstructing Principal Purpose Test under Article 7 of MLI Mukesh Butani Preventing treaty abuse in the context of multilateral instrument Dinesh Kanabar and Saurabh Shah Taxation of digital economy – the journey, India and across the world Daksha Baxi Digitalisation of the economy: Our perspective on the OECD's Unified Approach Vikram Chand Reflections on the 2019 OECD proposal on Pillar One Guglielmo Maisto Implementation of BEPS and Amendments to Section 9 Radhakishan Rawal Public international law, object and purpose, MLI, BEPS and the OECD Model Tax Convention Clive M. Baxter Tax laws through a constitutional prism Arvind P. Datar Tax policy as a tool to enable impact investment and improve CSR targeting Meyyappan Nagappan and Nehal Binani Tax system design - an analysis of some design choices made by the Indian Income Tax Act, 1961 Shreya Rao Through the looking glass: resolving tax disputes by arbitration under a bilateral investment treaty H. David Rosenbloom

Download or read book Two Essays on Large Scale Data Applications in Marketing written by Keunwoo Kim and published by . This book was released on 2018 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the increased efforts of firms to collect data at a more detailed level and the recent advancement of data storage technology, empirical researchers have encountered new challenges in extracting values from large-scale data. Answering to the calls in the era of "big data", the present dissertation introduces two applications on how to deal with large-scale data problems in marketing: The first essay shows an application on how to extract a specific information from multiple datasets in an online advertising context, and the second essay introduces a new estimation method which enables to measure heterogeneity from large-scale data. The first essay proposes a structural modeling approach to enhance the precision in measuring an online advertising effect on purchase probability by jointly estimating individual level purchase and store browsing behavior. Many researchers have pointed out that measurement of the ad effect is difficult because the effect size is small and the unexplained variation in purchase is large. Our method extracts information on the difference between latent purchase utility of consumers who have been exposed to ads and who have not been exposed to ad from the difference of observed browsing behavior between those two groups of consumers. The second essay introduces a novel approach which significantly improves the efficiency of the estimation process for random coefficients models by employing the Stochastic Gradient Descent algorithm. Simulation studies under random coefficients logit model settings demonstrate that our SGD estimator outperforms the BFGS approach, which is one of the most commonly used approaches, in both efficiency and accuracy.

Download or read book Social Issue of Advertising written by Kara Chan and published by City University of HK Press. This book was released on 2016-12-01 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is something which we are exposed to from a young age and which can affect us in many different ways. Centered around the question “Does advertising improve society?” this volume explores the impact and issues of advertising and questions its social responsibility, with a focus on Hong Kong society. The collection of essays offers a broad view of the interaction between society and advertising, from an introduction to semiotic studies, exploring the use of gender stereotypes to the employment of brand placement as a new form of product promotion. Written by professors of advertising with experience from both within the industry and from international research, this is a senior level textbook designed to augment any studies in advertising, marketing, public relations or media studies.

Download or read book Issues of Political Marketing written by Miloš Gregor and published by Taylor & Francis. This book was released on 2024-08-30 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: Casting light on the evolution of political marketing in Central and Eastern Europe, this book delivers an intriguing snapshot into both the sophistication of campaign strategies and the triumphs and trials facing democratic progress in this increasingly complex political landscape. Free elections, following the fall of the communist regimes in Central and Eastern Europe, brought the need to attract voters through election campaigns and therefore, races involving political marketing began, and electoral campaigns in CEE began to resemble those of Western democracies. Most political parties operating in the region became quickly accustomed to the new approach to politics and a broad range of political marketing tools and techniques. This edited volume focuses on political campaign professionalization in general (in Lithuania) and in TV spots (in Poland), and celebritization (in Croatia). The second part of the volume focuses on struggles of opposition in authoritarian regime (in Russia), whether Facebook can serve as an effective political marketing tool in an illiberal context (in Hungary), and the communication and campaigning of authoritarian presidents in a hybrid regime (in Serbia). All of them are recent case studies. The chapters in this volume were originally published as a special issue of the Journal of Political Marketing.

Download or read book Essays on Personalized Online Advertising written by Alexander Bleier and published by . This book was released on 2014 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Digital Advertising written by Jeremiah Lynwood and published by Nova Science Pub Incorporated. This book was released on 2014-06-01 with total page 82 pages. Available in PDF, EPUB and Kindle. Book excerpt: The United States is the worlds largest advertising market. Advertising has been -- and continues to be -- transformed as consumers spend more of their time using electronic devices, such as smartphones and tablet computers, to access digital content of many varieties. This shift has given rise to difficult and novel public policy issues. This book examines some of these issues in the context of the structural shifts that have reshaped the advertising industry over the past decade.