{"title":"Informative Advertising in Directed Search","authors":"P. GOMIS‐PORQUERAS, B. Julien, Chengsi Wang","doi":"10.2139/ssrn.2040983","DOIUrl":"https://doi.org/10.2139/ssrn.2040983","url":null,"abstract":"We consider a directed search environment where capacity constrained sellers reach uncoordinated buyers through costly advertising while buyers observed all prices probabilistically. We show that: (i) the equilibrium advertising intensity has an inverted U-shape in market tightness, (ii) the equilibrium advertising intensity is higher under an auction mechanism than under posted pricing, and (iii) the equilibrium price and measure of informed buyers may be positively correlated even in large markets.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131089683","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}
{"title":"Targeted Advertising and Advertising Avoidance","authors":"Justin P. Johnson","doi":"10.2139/ssrn.2018938","DOIUrl":"https://doi.org/10.2139/ssrn.2018938","url":null,"abstract":"I examine how the increasing ability of firms to target their advertisements to particular individuals influences market outcomes when consumers have access to advertising avoidance tools. While firms generally benefit from increased targeting, consumers need not. I also show that there may be too little blocking of advertisements in equilibrium, and consider the role of targeted advertising when niche firms compete for ad inventory against mass-market firms.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"36 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126994794","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}
{"title":"Effectiveness of the Direct Marketing as the Promotional Element of an Enterprise","authors":"I. Gregurec, Kristina Brodar","doi":"10.2139/ssrn.2236696","DOIUrl":"https://doi.org/10.2139/ssrn.2236696","url":null,"abstract":"The paper deals with standing of young population about the SMS messaging as an element of direct marketing advertising of small and medium-sized enterprises (SMEs). This issue is of great importance for Croatian SMEs who want to be competitive with SMEs in EU who have already gradually accepted this promotional channel. First part of the article explores recent literature on the subject, and afterwards the results of the research are presented. The research shows that examined population (Students of Faculty of Organization and Informatics, University of Zagreb - FOI) is not enthusiastic about SMS advertising. But, certain potential exists because they like and easily accept innovative products and services and about third of them is still indifferent of the idea of receiving SMS ads which could be changed. This way, SMS advertising could become prosperous channel of promotion for SMEs in Croatia.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"80 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134142608","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}
{"title":"Going Public","authors":"Sudhakar Gp","doi":"10.1002/9781119724476.ch2","DOIUrl":"https://doi.org/10.1002/9781119724476.ch2","url":null,"abstract":"marketing communications for a initial public offering. Marketing and advertising an IPO in India.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1993-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117105995","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}
{"title":"Advertising, Brand Image, and Brand Choice in a Niche Market in Vietnam","authors":"M. Speece, T. Hoàng","doi":"10.1080/01296612.1999.11727184","DOIUrl":"https://doi.org/10.1080/01296612.1999.11727184","url":null,"abstract":"Intercept interviews of 200 middle class residents of Ho Chi Minn City examined consumer perceptions about brand of engine lubricants, which are still largely a consumer product in Vietnam (i.e., consumers buy it and put it in their motorcycle or car engines themselves). A wide range of foreign brands are available, and middle class consumers prefer them, reasoning that a reputable brand better protects their investment in their motorcycles and cars. Results showed a strong correlation between knowledge of the brand from TV, radio, and print, and perceived knowledge about the brand. Furthermore, the advertising and perceived knowledge correlated strongly with perception of brand image on various attributes and on ‘overall brand image’. The strong correlation also extended to ‘mean purchase frequency’.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129323623","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}
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