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  • 18 Dec 2008
  • Working Paper Summaries

Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality

Keywords: by Alvin J. Silk & Charles King III; Advertising
  • September–October 2013
  • Article

The Dynamic Advertising Effect of Collegiate Athletics

By: Doug J. Chung
I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known as the "Flutie Effect." I treat athletic success as a stock of goodwill that decays over... View Details
Keywords: Choice Modeling; Entertainment Marketing; Heterogeneity; Panel Data; Structural Modeling; Rights; Analytics and Data Science; Higher Education; Ethics; Consumer Behavior; Advertising; Sports; Advertising Industry; Advertising Industry
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  • 24 Mar 2008
  • Working Paper Summaries

Optimal Deterrence when Judgment-Proof Agents Are Paid In Arrears—With an Application to Online Advertising Fraud

Keywords: by Benjamin G. Edelman; Video Game; Web Services
  • September 2016
  • Article

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Pavel Kireyev, Koen Pauwels and Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard... View Details
Keywords: Internet and the Web; Digital Marketing
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  • Video

Eye Tracker Technology in Action

  • 28 Feb 2013
  • Working Paper Summaries

Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising

Keywords: by Pavel Kireyev, Koen Pauwels & Sunil Gupta; Advertising
  • 2013
  • Working Paper

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Sunil Gupta
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 (CTR) and cost per acquisition (CPA). However, these standard online... View Details
Keywords: Internet and the Web; Digital Marketing
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  • May 2018 (Revised September 2018)
  • Case

BuzzFeed—What Future for Native Advertising and Branded Content?

By: Felix Oberholzer-Gee
Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details
Keywords: Information Publishing; Internet and the Web; Digital Marketing; Problems and Challenges; Business Model; Strategy; Technology Industry; Technology Industry; United States
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  • 26 Oct 2017
  • Research Event

In an Era of 'Fake News,' What is the Future of Advertising and Publishing?

White House popularized the term “fake news,” the influence of social media advertising and online publishing requires serious reexamination. That began to happen October 24 at the The Future of Advertising... View Details
Keywords: by Jen Deaderick; Media & Broadcasting; Journalism & News
  • Web

Trade Catalogs - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: Trade Catalogs National Markets Advertising Products Trade Catalogs Trade... View Details
  • 15 Nov 2016
  • News

Facebook, Google Crack Down on Fake News Advertising

  • 04 Jun 2014
  • What Do You Think?

Does Internet Technology Threaten Brand Loyalty?

Summing Up Is the Potential Negative Impact of New Information Technologies on Customer Loyalties Overstated? Customers will remain loyal to brands that meet their needs, regardless of the effects of new information View Details
Keywords: by James Heskett; Advertising; Advertising; Advertising
  • Jun 2011
  • Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse
Keywords: Internet and the Web; Advertising
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  • May 2011 - 2011
  • Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse
Keywords: Internet and the Web; Advertising
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  • Web

A Marketing Revolution - The Art of American Advertising

revolution after the Civil War and played an integral role in promoting mass-produced goods, one of the foundations of the modern economy. Drawing upon new printing technologies and increasingly sophisticated marketing strategies, View Details
  • October 2016 (Revised April 2018)
  • Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details
Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Technology Industry; Boston; Massachusetts
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  • 16 Jun 2014
  • Research & Ideas

The Unfulfilled Promise of Educational Technology

Not only has technology entered nearly every area of our personal life, it's the rare industry that isn't computerized, networked, and advertised on Facebook. Except one: education. Outside of the occasional... View Details
Keywords: by Michael Blanding; Education
  • September 2001
  • Article

The Emerging Position of the Internet as an Advertising Medium

By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
Keywords: Internet and the Web; Advertising
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  • May 2011
  • Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse
Keywords: Internet and the Web; Advertising
Related
  • 06 Jan 2014
  • Research & Ideas

Technology Re-Emergence: Creating New Value for Old Innovations

Out with the old, in with the new! That's the natural path of innovation. PCs killed typewriters, for instance. Smartphones superseded telephones, pocket calculators, and point-and-shoot cameras. Every once in a while, though, an old View Details
Keywords: by Carmen Nobel; Technology; Technology; Technology