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Online Advertising as Passive Search 作为被动搜索的在线广告
MKTG: Advertising (Topic) Pub Date : 2021-05-07 DOI: 10.2139/ssrn.3841266
Raluca M. Ursu, Andrey Simonov, Eunkyung An
{"title":"Online Advertising as Passive Search","authors":"Raluca M. Ursu, Andrey Simonov, Eunkyung An","doi":"10.2139/ssrn.3841266","DOIUrl":"https://doi.org/10.2139/ssrn.3841266","url":null,"abstract":"Standard search models assume that consumers actively decide on the order, identity, and number of products they search. We document that online, a large fraction of searches happen in a more passive manner, with consumers merely reacting to online advertisements that do not allow them to choose the timing or the identity of products to which they will be exposed. Using a clickstream panel data set capturing full URL addresses of websites consumers visit, we show how to detect whether a click is ad-initiated. We then document that ad-initiated clicks account for more than half of all website arrivals, are more concentrated early on in the consumer search process, and lead to less in-depth searches and fewer transactions, consistent with the passive nature of these searches. To account for these systematic differences between active and passive searches, we propose and estimate a simple model that accommodates both types of searches, and describe the estimation bias arising in models that incorrectly treat all searches as active. Finally, we use our model’s estimates to describe consumer substitution patterns across websites under different advertising scenarios.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132990728","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Pop-Up AD – Hit Or Miss? 弹出式广告——成功还是失败?
MKTG: Advertising (Topic) Pub Date : 2021-03-26 DOI: 10.2139/ssrn.3813312
M. Rehman, Aiman Fakhar, D. Siddiqui
{"title":"Pop-Up AD – Hit Or Miss?","authors":"M. Rehman, Aiman Fakhar, D. Siddiqui","doi":"10.2139/ssrn.3813312","DOIUrl":"https://doi.org/10.2139/ssrn.3813312","url":null,"abstract":"Advertising techniques have changed with time and so the way of doing business. Promotional tactics and marketing strategies altered customer’s behavior and perception of buying. This research is based in Karachi, researched about consumer buying behavior, consumer perception at pop up advertisement and retention of the consumer on the appearance of pop up ads. Final results are depicted through path coefficient, total effect, and outer loading. Furthermore, R square, F square, and reliability and validity are also used in PLS. Online questionnaires were conducted on 153 populations falling under the age group of 15-55 living in Karachi, Pakistan. Descriptive analysis was done by using smart PLS software. The purpose of this research is to find out the effectiveness of Popup ads and their positive or negative impact on the business and behavior of consumers. Variables of consumer buying behavior, perception, and retention are related to each other. And are affecting overall pop-up advertising. Consumer buying behavior and perception of consumer is negative regarding pop up ads. Pop up ads are obstruction and serves as a blockage in the work of individual.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121525299","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
The Influences of Advertising Endorser, Brand Image, Brand Equity, Price Promotion, on Purchase Intention 广告代言人、品牌形象、品牌资产、价格促销对购买意愿的影响
MKTG: Advertising (Topic) Pub Date : 2019-12-28 DOI: 10.2139/ssrn.3510810
Osly Usman, Faidah Fenny Permatasari
{"title":"The Influences of Advertising Endorser, Brand Image, Brand Equity, Price Promotion, on Purchase Intention","authors":"Osly Usman, Faidah Fenny Permatasari","doi":"10.2139/ssrn.3510810","DOIUrl":"https://doi.org/10.2139/ssrn.3510810","url":null,"abstract":"Advertising endorser play a key role on information transmission between manufacturers and consumers. Its purpose is to draw consumers’ attention and interest in order to achieve the object of communication with consumers. This study uses a technique used in sampling in this study is SmartPLS version 3, with a sample of 200 respondents en. The data collection questionnaire using Smart Partial Least Square, premises n software Smart PLS. The sample was chosen randomly from lectures and students at Jakarta State University and the general public. The results of previous studies indicate that there is a positive effect of advertising, brand image, price promotion, but there is no positive effect of brand equity on purchase intentions.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"216 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132139685","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 6
Ad-Blockers and Limited Ad-Blocking 广告拦截器和有限的广告拦截
MKTG: Advertising (Topic) Pub Date : 2019-10-08 DOI: 10.2139/ssrn.3466105
Upender Subramanian, Mohammad Zia
{"title":"Ad-Blockers and Limited Ad-Blocking","authors":"Upender Subramanian, Mohammad Zia","doi":"10.2139/ssrn.3466105","DOIUrl":"https://doi.org/10.2139/ssrn.3466105","url":null,"abstract":"Ad-blockers enable consumers block ads on websites. While ad-blockers began as user-oriented initiatives promising to block all ads, many now allow websites to display a limited amount of ads. We examine whether, when and how, a user-oriented ad-blocker that maximizes the welfare of its ad-averse users, may nevertheless employ limited ad-blocking (LAB). Accounting for consumers’ ad-blocker adoption and website publisher’s content quality decisions, we show that LAB can benefit ad-blocker users by incentivizing content provision, but may do so only if consumers’ ad-blocker adoption cost is sufficiently high. Moreover, incentivizing content provision may require that LAB not only improves publisher’s ability to monetize high-quality content but also constrains its ability to monetize low-quality content; essentially discouraging ad-blocker users from visiting low-quality websites by not blocking all ads. Despite the debate and controversy surrounding ad-blockers and LAB, we find that they may in fact facilitate “a better world for all”: LAB may emerge as a means to discriminate ad intensity across consumers, resulting in higher ad revenue, content quality, consumer surplus and even publisher profit under a user-oriented ad-blocker than in its absence. Interestingly, raising ad-blocker adoption cost can benefit ad-blocker users, leading a user-oriented ad-blocker to charge users a fee.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128516020","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Advertising and Demand for Addictive Goods: The Effects of E-Cigarette Advertising 广告与成瘾商品的需求:电子烟广告的影响
MKTG: Advertising (Topic) Pub Date : 2019-08-07 DOI: 10.2139/ssrn.3182730
Anna E. Tuchman
{"title":"Advertising and Demand for Addictive Goods: The Effects of E-Cigarette Advertising","authors":"Anna E. Tuchman","doi":"10.2139/ssrn.3182730","DOIUrl":"https://doi.org/10.2139/ssrn.3182730","url":null,"abstract":"Although TV advertising for traditional cigarettes has been banned since 1971, advertising for e-cigarettes remains unregulated. The effects of e-cigarette ads have been heavily debated, but empirical analysis of the market has been limited. Analyzing both individual and aggregate data, I present descriptive evidence showing that e-cigarette advertising reduces demand for traditional cigarettes and that individuals treat e-cigarettes and traditional cigarettes as substitutes. I then specify a structural model of demand for cigarettes that incorporates addiction and allows for heterogeneity across households. The model enables me to leverage the information content of both data sets to identify variation in tastes across markets and the state dependence induced on choice by addiction. Using the demand model estimates, I evaluate the impact of a proposed ban on e-cigarette television advertising. I find that in the absence of e-cigarette advertising, demand for traditional cigarettes would increase, suggesting that a ban on e-cigarette advertising may have unintended consequences.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126679038","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 56
The Efficiency of Marketing and Stock Returns 营销效率与股票收益
MKTG: Advertising (Topic) Pub Date : 2019-08-01 DOI: 10.2139/ssrn.3224925
Tze Chuan ‘Chewie’ Ang, Tarun Chordia, Van Anh Mai, Harminder Singh
{"title":"The Efficiency of Marketing and Stock Returns","authors":"Tze Chuan ‘Chewie’ Ang, Tarun Chordia, Van Anh Mai, Harminder Singh","doi":"10.2139/ssrn.3224925","DOIUrl":"https://doi.org/10.2139/ssrn.3224925","url":null,"abstract":"A firm’s marketing efficiency, the ability to optimally deploy and integrate different marketing inputs to achieve high sales revenue at low cost, is persistent. High marketing efficiency predicts better future operating performance and stock returns, especially in competitive industries. A marketing efficiency-based long-short portfolio strategy earns an average annual return of 5.16%, a substantial portion of which is earned over subsequent earnings announcements. The return predictability is stronger in stocks with higher valuation uncertainty and lower investor attention. The evidence suggests that investors underreact to the value-relevant, but hard to process, information embedded in marketing efficiency.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114935976","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
The Impact of Hospital Advertising on Patient Demand and Health Outcomes 医院广告对病人需求和健康结果的影响
MKTG: Advertising (Topic) Pub Date : 2018-12-15 DOI: 10.2139/ssrn.2805722
Tongil Kim, KC DiwasSingh
{"title":"The Impact of Hospital Advertising on Patient Demand and Health Outcomes","authors":"Tongil Kim, KC DiwasSingh","doi":"10.2139/ssrn.2805722","DOIUrl":"https://doi.org/10.2139/ssrn.2805722","url":null,"abstract":"Does hospital advertising influence patient choice and health outcomes? We examine more than 220,000 individual patient-level visits over 24 months in Massachusetts to answer this question. We find that patients are positively influenced by hospital advertising; seeing a television advertisement for a given hospital makes a patient more likely to select that hospital. We also observe significant heterogeneity in patient response depending on insurance status, medical conditions, and demographic factors, like age, gender, and race. For example, patients with more restrictive forms of insurance are less sensitive to advertisements. Our demand model allows us to study the impact of a ban on hospital advertising, which has been recently considered by policy makers. We find that banning hospital advertising can hurt patient health outcomes through increased hospital readmissions. This is because hospital advertisements drive patients to higher-quality hospitals, which tend to advertise more and have lower readmission rates. However, we do not find a significant change in the overall mortality rate.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114623587","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 16
Ad Fraud Under the Vertical Contract Structure 垂直合同结构下的广告欺诈
MKTG: Advertising (Topic) Pub Date : 2018-10-31 DOI: 10.2139/ssrn.3275958
Yitian Liang, Xinlei Chen, Yuxin Chen, Ping Xiao
{"title":"Ad Fraud Under the Vertical Contract Structure","authors":"Yitian Liang, Xinlei Chen, Yuxin Chen, Ping Xiao","doi":"10.2139/ssrn.3275958","DOIUrl":"https://doi.org/10.2139/ssrn.3275958","url":null,"abstract":"Ad fraud has serious consequences for brands. However, only limited theoretical works have addressed this topic, and empirical research is scarce. In this paper, we examine ad fraud behavior at different levels of vertical contractual structure. Using two unique data sets separately containing click fraud information for agents and publishers, we examine the difference in ad fraud scale and strategy between upstream agents and downstream publishers. The findings reveal that upstream agents are more sophisticated players than downstream publishers when committing ad fraud. Agents’ ad fraud rate shows decreasing effects on the size of the campaign, while publishers’ fraud rate is uncorrelated with their ability to attract authentic traffic. In terms of strategy, while publishers adopt a relatively uniform strategy and seem to be myopic, agents are more sophisticated and show clear patterns of forward-looking behavior. We speculate that different market environments and incentives drive these differences.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114355686","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Offensive but Not So Offensive: Fostering Ethical and Socially Responsible Marketing in Undergraduate Marketing Students 冒犯但不那么冒犯:在本科市场营销学生中培养道德和社会责任营销
MKTG: Advertising (Topic) Pub Date : 2018-07-03 DOI: 10.31124/advance.7203266.v1
E. Mogaji
{"title":"Offensive but Not So Offensive: Fostering Ethical and Socially Responsible Marketing in Undergraduate Marketing Students","authors":"E. Mogaji","doi":"10.31124/advance.7203266.v1","DOIUrl":"https://doi.org/10.31124/advance.7203266.v1","url":null,"abstract":"Advertising that pushes the boundaries can sometimes be negatively received, some of these advertisements were reported to the regulator of advertising in the UK while Companies has had to apologise for their advertisements. The systemic diversity problem within the advertising industry is also acknowledged wondering if the industry is diverse enough to produce an advertisement that can appeal to a diverse audience. With this background, this paper presents a teaching innovation with the aim of addressing students’ understanding of creative marketing campaign in a multicultural society through the integration of advertising practises codes, ASA rulings and secondary research into the public perception of advertisement. The project is divided into five main parts and takes place over a three-week period. Students are expected to work with advertisements that vert reported being offensive, research public’s attitude towards them and present their justifications for either agreeing or disagreeing with the rulings. This project allows a better understanding of the creative challenges in developing an ethical and socially responsible marketing campaign; finding a balance between creativity and freedom of expression, they can better internalise the integrative nature of the marketing concept, a valuable skill for the industry.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124797309","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Platform Mergers: Lessons from a Case in the Digital TV Market 平台兼并:数字电视市场案例的启示
MKTG: Advertising (Topic) Pub Date : 2018-04-12 DOI: 10.2139/ssrn.3161342
Jiekai Zhang, M. Ivaldi
{"title":"Platform Mergers: Lessons from a Case in the Digital TV Market","authors":"Jiekai Zhang, M. Ivaldi","doi":"10.2139/ssrn.3161342","DOIUrl":"https://doi.org/10.2139/ssrn.3161342","url":null,"abstract":"This paper contributes to the analysis of mergers in two-sided markets, notably those in which a platform provides its service for free on one side but obtains all its revenues from the other, as in the digital TV industry. Specifically, we assess a decision of the French competition authority which approved the merger of the broadcasting services of the TV channels involved but imposed a behavioral remedy prohibiting the merger of their respective advertising sales services. To do so, we build a structural model allowing for multi-homing of advertisers and, using a comprehensive dataset, we estimate the demand of viewers and advertisers. Our evaluation provides evidence that the remedy has been ineffective at limiting the increase in prices and amounts of advertising, due to the cross-side externalities between viewers and advertisers. Without resulting in significant positive effects on the viewers' surplus, the remedy has also drastically increased the advertisers' total cost. Nevertheless, the remedy has benefited the competitors of the merging channels. The main lesson of our analysis is that, in the process of designing competition or regulatory policy for two-sided markets, ignoring the interaction between the two sides of platforms can result in unexpected outcomes.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116741198","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
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