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This paper examines the effect of direct-to-consumer advertising (DTCA) on doctor choice of prescription drugs. Using antihistamines as an example, we show that DTCA has a small and insigni...
The dramatic increase of direct-to-consumer advertising (DTCA) of prescription drugs created intensive debates on its effects on patient and doctor behaviors. Combining 1994–2000 DTCA data with the 1...
Online behavioral advertising (OBA) refers to the practice of tracking users across web sites in order to infer user interests and preferences. These interests and preferences are then used for select...
We study users' response to sponsored-search advertising using data from Microsoft's Live AdCenter distributed in the \Beyond Search" initiative. We estimate a structural model of utility maximizing...
Price and Advertising Signals of Product Quality.
The past decade has seen the explosive emergence of online advertising as a major source of revenue for Internet publishers. Analyses of this phenomenon are mostly conducted in the sway of Google’s hu...
We model an online display advertising environment with brand advertisers and betterinformed performance advertisers, and seek an auction mechanism that is strategy-proof, anonymous and insulates bran...
The past decade has seen the explosive emergence of online advertising as a major source of revenue for Internet publishers. Analyses of this phenomenon are mostly conducted in the sway of Googl...
This paper studies the role of advertising and prices as signals of quality in a purely static setting, where repeat purchases are suppressed altogether, but where advertising affects demand directly....
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate ...
What restrictions should be placed on advertising agencies with respect to serving accounts or clients that are competitors of one another in order to avoid conflicts in interest? In recent decades, t...
We address a longstanding puzzle surrounding the unbundling of services occurring over several decades in the U.S. advertising agency industry: What accounts for the shift from bundling to unbundling ...
In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In p...
Online advertisers face substantial difficulty in selecting and supervising small advertising partners. Fraud can be well-hidden, and limited reputation systems reduce accountability. But partners are...

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