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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...
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...
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 ...
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 ...
The common perception appears to be that vertical integration of advertising services is more the exception than the rule in the U.S. advertising industry. This study investigates the extent of such o...
Read the news of recent computer security guffaws, and it's striking how many problems stem from online advertising. Advertising is the bedrock of web sites that are provided without charge to end use...
This paper addresses a longstanding puzzle involving the unbundling of services that has occurredover more than two decades in the U.S. advertising agency industry: How can the shift from the bundling...
This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of th...
Rapid growth in online advertising revenues indicates the viability of World Wide Web advertising as an alternative to that of traditional media. Practitioners and academicians recognize that building...
The present study attempts to examine the effects of animated banner ads, as well as the moderating effects of involvement, on each stage of the hierarchy of effects model, and to explore the applicab...
The primary purpose of this study is to explore and explain the concept of the Web site as corporate advertisement. Three coders analyzed 160 corporate Web sites. Corporate Web sites are able to combi...

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