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青岛农业大学外国语学院商务视听与谈判I课件 advertising。
Direct to Consumer Advertising and Prescription Choice
Consumer Advertising Prescription Choice
2015/9/21
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 Effect of Prescription Drug Advertising on Doctor Visits
Doctor Visits Drug Advertising
2015/9/21
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...
What Makes them Click: Empirical Analysis of Consumer Demand for Search Advertising
Search Advertising Empirical Analysis
2015/7/31
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
Price Advertising Signals Product Quality
2015/7/21
Price and Advertising Signals of Product Quality.
Online Advertising:Heterogeneity and Conflation in Market Design
Online Advertising Heterogeneity Conflation Market Design
2015/7/21
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...
Adverse Selection and Auction Design for Internet Display Advertising
Display Advertising Adverse Selection Auction Design
2015/7/21
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...
Online Advertising: Heterogeneity and Conflation in Market Design
Market Design Heterogeneity and Conflation
2015/7/21
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....
Do Display Ads Influence Search?:Attribution and Dynamics in Online Advertising
Search Technology Online Advertising
2015/4/28
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 ...
Conflict Policy and Advertising Agency-Client Relations:The Problem of Competing Clients Sharing a Common Agency
Advertising Service Delivery Competition Conflict of Interests Policy Practice Advertising Industry
2015/4/27
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...
The Unbundling of Advertising Agency Services:An Economic Analysis
Advertising Change Forecasting and Prediction Cost Price
2015/4/23
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 ...
Advertising Disclosures:Measuring Labeling Alternatives in Internet Search Engines
Online Advertising Interactive Communication Corporate Disclosure Labels Marketing Strategy Consumer Behavior Internet Search Technology
2015/4/23
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...
Deterring Online Advertising Fraud Through Optimal Payment in Arrears
Misleading and Fraudulent Advertising Online Advertising Profit Corporate Accountability Partners and Partnerships Mathematical Methods
2015/4/22
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...