Download or read book First Essays on Advertising written by James Murray Allison and published by . This book was released on 1926 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book First Essays on Advertising written by James Murray Allison and published by . This book was released on 1926 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book First second Essays on Advertising Etc written by James Murray Allison and published by . This book was released on 1926 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Adcult USA written by James B. Twitchell and published by Columbia University Press. This book was released on 1996 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why advertising has become the dominant meaning-making system in American culture and satisfies our desires in fundamental ways.
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 The First Advertising Book written by Paul Terry Cherington and published by . This book was released on 1916 with total page 624 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Confessions of an Advertising Man written by David Ogilvy and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller. Regarded as the father of modern advertising, David Ogilvy created some of the most memorable advertising campaigns that set the standard for others to follow. Anyone aspiring to be a good manager in any kind of business should read this.
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 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 Plays Advertisement to the second edition Introduction Essay on the writings of Massinger written by Philip Massinger and published by . This book was released on 1813 with total page 546 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Pioneers in Marketing written by D.G. Brian Jones and published by Routledge. This book was released on 2011-12-21 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pioneers in Marketing: A Collection of Biographical Essays discusses eight historically important marketing scholars whose careers collectively spanned over 100 years. An introductory chapter describes the role of biography in the study of marketing thought, and introduces the eight subjects in this collection. Subsequent chapters describe the lives of Edward David Jones, Simon Litman, Henry Charles Taylor, Percival White, George Burton Hotchkiss, Theodore N. Beckman, David D. Monieson, and William R. Davidson, focusing on their intellectual and professional contributions to the marketing discipline. The biographies are based on rare archival materials, some personal interviews, and analysis of the subjects’ major works. The final chapter draws lessons from the collection for marketing students and teachers. Several important discoveries are reported that suggest opportunities for further research. These stories will inform and inspire students of marketing.
Download or read book Competition in Marketing written by Vera Magin and published by Springer Science & Business Media. This book was released on 2007-12-27 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: In her first essay Vera Magin uses primary experimental data to explore the effects of information on marketing decisions, performance, and competition. In the second essay she discusses several approaches to measure product differentiation in spatial contexts.
Download or read book Essays on Competition and Advertising written by Lu Liao and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first chapter studies the impact of private labels on advertising incentives of national brands. The worldwide expansion of private labels over the past two decades not only transformed the choice sets of consumers, but also forced manufacturers of national brands to design new marketing strategies to maintain their market positions. I first develop a consumer demand model that incorporates spillover effects of advertising for antacids including private labels and find positive spillovers of national brands' advertising on demand for private label antacids. With the demand estimates, I simulate the equilibrium prices and advertising levels for leading national brands in a counterfactual where private labels are eliminated to quantify national brands' advertising incentives as a response to the rise of private labels. I find that national brands' marginal returns to advertising would increase by, on average, 43% if all private labels are eliminated from the market, and the marginal returns for one national brand would increase by 31-37% when only its own private label counterpart is removed. The second chapter proposes a modeling framework for measuring the value of targeted advertising and apply that framework to detailed data on television advertising. Brands can concentrate their advertising in a particular demographic group only insofar as they can find television programs whose viewers are predominantly in that group. We measure the degree to which this is possible with the current menu of programs, and then analyze the advertising profiles (i.e. the demographic composition of the purchased advertising impressions) of over 13,000 brands to estimate their demographic group-specific returns to advertising. With these estimates we can simulate how changes in the ability to target affect brands' overall returns to advertising.
Download or read book Essays One written by Lydia Davis and published by Macmillan + ORM. This book was released on 2019-11-12 with total page 409 pages. Available in PDF, EPUB and Kindle. Book excerpt: A selection of essays on writing and reading by the master short-fiction writer Lydia Davis Lydia Davis is a writer whose originality, influence, and wit are beyond compare. Jonathan Franzen has called her “a magician of self-consciousness,” while Rick Moody hails her as "the best prose stylist in America." And for Claire Messud, “Davis's signal gift is to make us feel alive.” Best known for her masterful short stories and translations, Davis’s gifts extend equally to her nonfiction. In Essays One, Davis has, for the first time, gathered a selection of essays, commentaries, and lectures composed over the past five decades. In this first of two volumes, her subjects range from her earliest influences to her favorite short stories, from John Ashbery’s translation of Rimbaud to Alan Cote’s painting, and from the Shepherd’s Psalm to early tourist photographs. On display is the development and range of one of the sharpest, most capacious minds writing today.
Download or read book Essays on congruence theory in marketing written by Robér Rollin and published by Springer Nature. This book was released on 2022-09-30 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.
Download or read book The Plays of Philip Massinger Advertisement to the second edition Introduction Essay on the writings of Massinger by John Ferriar c The virgin martyr The unnatural combat The Duke of Milan written by Philip Massinger and published by . This book was released on 1813 with total page 544 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Essays on Music written by Theodor Adorno and published by Univ of California Press. This book was released on 2002-08-08 with total page 761 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A book of landmark importance. It is unprecedented in its design: a brilliantly selected group of essays on music coupled with lucid, deeply incisive, and in every way masterly analysis of Adorno's thinking about music. No one who studies Adorno and music will be able to dispense with it; and if they can afford only one book on Adorno and music, this will be the one. For in miniature, it contains everything one needs: a collection of exceptionally important writings on all the principal aspects of music and musical life with which Adorno dealt; totally reliable scholarship; and powerfully illuminating commentary that will help readers at all levels read and re-read the essays in question."—Rose Rosengard Subotnik, author of Deconstructive Variations: Music and Reason in Western Society "An invaluable contribution to Adorno scholarship, with well chosen essays on composers, works, the culture industry, popular music, kitsch, and technology. Leppert's introduction and commentaries are consistently useful; his attention to secondary literature remarkable; his interpretation responsible. The new translations by Susan Gillespie (and others) are outstanding not only for their care and readability, but also for their sensitivity to Adorno's forms and styles."—Lydia Goehr, author of The Quest for Voice: Music, Politics and the Limits of Philosophy "With its careful, full edition of Adorno's important musical texts and its exhaustive yet eminently readable commentaries, Richard Leppert's magisterial book represents a brilliant solution to the age-old dilemma of bringing together primary text and interpretation in one volume."—James Deaville, Director, School of the Arts, McMaster University "The developing variations of Adorno's life-long involvement with musical themes are fully audible in this remarkable collection. What might be called his 'literature on notes' brilliantly complements the 'notes to literature' he devoted to the written word. Richard Leppert's superb commentaries constitute a book-length contribution in their own right, which will enlighten and challenge even the most learned of Adorno scholars."—Martin Jay, author of The Dialectical Imagination: A History of The Frankfurt School and the Institute of Social Research "There is afoot in Anglo-American musicology today the first wholesale reconsideration of Adorno's thought since the pioneering work of Rose Rosengard Subotnik around 1980. Essays on Music will play a central role in this effort. It will do so because Richard Leppert has culled Adorno's writings so as to make clear to musicologists the place of music in the broad critique of modernity that was Adorno's overarching project; and it will do so because Leppert has explained these writings, in commentaries that amount to a book-length study, so as to reveal to non-musicologists the essentially musical foundation of this project. No one interested in Adorno from any perspective—or, for that matter, in modernity and music all told—can afford to ignore Essays on Music."—Gary Tomlinson, author of Metaphysical Song: An Essay on Opera "This book is both a major achievement by its author-editor and a remarkable act of scholarly generosity for the rest of us. Until now, English translations of Adorno's major essays on music have been scattered and often unreliable. Until now, there has been no comprehensive scholarly treatment of Adorno's musical thinking. This volume remedies both problems at a single stroke. It will be read equally—and eagerly—for Adorno's texts and for Richard Leppert's commentary on them, both of which will continue to be essential resources as musical scholarship seeks increasingly to come to grips with the social contexts and effects of music. No one knows Adorno better than Leppert, and no one is better equipped to clarify the complex interweaving of sociology, philosophy, and musical aesthetics that is central to Adorno's work. From now on, everyone who reads Adorno on music, whether a beginner or an expert, is in Richard Leppert's debt for devoting his exceptional gifts of learning and lucidity to this project."—Lawrence Kramer, author of Musical Meaning: Toward a Critical History
