Search results for " Advertising"
showing 10 items of 101 documents
Integrating Keyword Advertising and Dynamic Pricing for an Online Market Place
2014
Keyword Advertising is a main marketing instrument for e-commerce companies in order to generate traffic from search engines on their website. The costs for Keyword Advertising are determined in an auction that is conducted for every single search query, which is entered in by a user. In case of an online market place, each adlink provided by the search engine refers to an ordered list of products on the website of the online market place. Hereby, the price of the product is oftentimes one important criteria for the user when deciding for one or the other product from the list. However, existing models assume the price of products to be exogeneous. By taking into account the prices of linke…
Information Content Analysis of TV Advertising - The Spanish Case
2015
Atter analyzing the information content of 477 ads aired by the two main Spanish TV channels we found that not all ads provided objective information, but that the proportion of informative ads and the amount of information carried by them seems to be greater than in other countries of our economic environment. There were no significant differences in informative content between the two channels, but there were differences with regard to product categories advertised. Future research could be directed towards expanding the categories for information analysis of TV ads given their continued presence in the life of the average consumer.
An adaptive approach to learning the preferences of users in a social network using weak estimators
2012
Published version of an article in the journal: Journal of Information Processing Systems. Also available from the publisher at: http://dx.doi.org/10.3745/JIPS.2012.8.2.191 - Open Access Since a social network by definition is so diverse, the problem of estimating the preferences of its users is becoming increasingly essential for personalized applications, which range from service recommender systems to the targeted advertising of services. However, unlike traditional estimation problems where the underlying target distribution is stationary; estimating a user's interests typically involves non-stationary distributions. The consequent time varying nature of the distribution to be tracked i…
LA INFLUENCIA DE LA IMPLICACIÓN CON EL ANUNCIO EN EL PROCESO DE FORMACIÓN DE ACTITUDES
2001
Taking as its core the attitude toward the advertisement, this study attempts to determine the mechanisms through which advertising influences consumers' attitudes and buying behaviour. These mechanisms are analysed in terms of involvement with the message and with the execution of the ad, and in terms of the strength of the arguments used in the ad. The study finds that the involvement with the message and with the execution of the ad, determinates the antecedents and consequences of the ad. But the strength of the arguments does not explain these relations. En la presente investigación se pretende tomando como núcleo central de la misma la actitud hacia el anuncio, determinar los mecanism…
Segmentation, involvement and the reach-engagementrelationship: evidence from a QR code advertising campaign
2013
This paper presents a procedure that practitioners must follow before assessing the reach-‐engagement relationship in a “pull” campaign. It is suggested to check for the independence between this relationship and that between segmentation and product involvement. If the two relationships are independent, then segmentation becomes less relevant when assessing the reach-‐engagement relationship. Otherwise, an unobservable segmentation variable must be accounted for in the reach-‐engagement relationship. These aspects of segmentation are never mentioned in the extant literature, which treats segmentation in “pull” campaigns the same way in which targeting is designed in “push” campaigns. Th…
Advertising Peer-To-Peer Networks over the Internet
2002
Weber, Matthieu Advertising Peer-to-Peer Networks over the Internet Jyvaskyla: University of Jyvaskyla, 2006, 120 p. (Jyvaskyla Licentiate Theses in Computing ISSN 1795-9713; 7) ISBN 951-39-2329-0 Finnish summary Most peer-to-peer networks nowadays are decentralized or even fully distributed, meaning that they do not require a central authority for proper operation. Joining such networks is however often performed by using a central directory of its members, thus breaking their decentralized characteristic. This work proposes an advertisement system for peer-to-peer networks that does not rely on a central service, nor requires any dedicated infrastructure to be setup, using only already ex…
La città di Alphabet. Architettura per prosumers.
2021
Attraverso alcuni aspetti salienti dell’ideazione, della produzione e dell’opposizione al progetto del Toronto Quayside di Sidewalk labs, l’articolo discute l’influenza delle infrastrutture digitali per l’informazione sul progetto della casa e del quartiere. L’ampliamento delle attività svolte da remoto nello spazio domestico, enfatizzato dal quotidiano della pandemia da Covid 19, costituisce per gli oligopolisti planetari degli urban data come Alphabet un utile volano pubblicitario e un acceleratore. La fusione dei nuovi vessilli della tecnoemancipazione e della sostenibilità in ipotesi sperimentali che mirano a costruirsi sia per intero che per parti realizza un nuovo orizzonte in cui lo …
Exploring the effects of gender, age, income and employment status on consumer response to mobile advertising campaigns
2008
PurposeThe purpose of this paper is to examine the effects gender, age, income and employment status on consumer response to short message service (SMS)‐oriented direct‐response requests or a call‐to‐action tactic in a television advertisement or program, consumer's participation in SMS sweepstakes or other competitions, and consumer uptake of mobile services such as ringtones, logos, screensavers and wallpapers ordered by SMS message.Design/methodology/approachThe data used in this study were collected via an online survey. A total of 4,062 consumers responded to this survey. Cross‐tabulation and binary logistic regression were used to examine the associations between the explanatory varia…
Global Spaces for Local Politics: An Exploratory Analysis of Facebook Ads in Spanish Election Campaigns
2021
[EN] Sponsored content on Facebook has become an indispensable tool for implementing political campaign strategies. However, in political communication research, this channel is still unexplored due to its advertising model in which only target audiences are exposed to sponsored content. The launching of the Facebook Ad Library in May 2018 can be considered a turning point in this regard, inasmuch as it now offers users direct access to ads paid for by political parties, among other advertisers. This paper analyzes some aspects of the strategies implemented by six national parties during the campaigns running up to the two general elections held in Spain in 2019, by performing an analysis o…
Identifying the k Best Targets for an Advertisement Campaign via Online Social Networks
2020
We propose a novel approach for the recommendation of possible customers (users) to advertisers (e.g., brands) based on two main aspects: (i) the comparison between On-line Social Network profiles, and (ii) neighborhood analysis on the On-line Social Network. Profile matching between users and brands is considered based on bag-of-words representation of textual contents coming from the social media, and measures such as the Term Frequency-Inverse Document Frequency are used in order to characterize the importance of words in the comparison. The approach has been implemented relying on Big Data Technologies, allowing this way the efficient analysis of very large Online Social Networks. Resul…