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How Search Engine Advertising Affects Sales over Time: An Empirical Investigation [article]

Yanwu Yang, Kang Zhao, Daniel Zeng, Bernard Jim Jansen
2020 arXiv   pre-print
These findings have direct implications for advertisers to launch more effective SEA campaigns.  ...  More importantly, we find that carryover has a stronger effect in generating sales than direct response does, conversion rate is much more important than click-through rate, and ad position does not have  ...  understand such complexity and optimize their budgets for their SEA campaigns (Anderson, 2005) .  ... 
arXiv:2008.06809v1 fatcat:5drlbghebnbzhfovzqhaqarbve

Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry

Thomas Niemand, Sascha Kraus, Sophia Mather, Antonio C. Cuenca-Ballester
2020 The International Entrepreneurship and Management Journal  
With a surge in communication channels increasing the complexity of today's media landscape, companies face new challenges concerning the allocation of their advertising budget.  ...  The question of how to determine suitable attribution modeling that optimizes advertising effectiveness thus remains unanswered.  ...  of other marketing actions, endogeneity Carryover and spillover effects, interaction effects, within-online and cross-channel synergies, number of channel touchpoints Online media synergies, carryover  ... 
doi:10.1007/s11365-020-00669-8 fatcat:hlgen2btl5f6vizzrubbbyxdse

The path to purchase and attribution modeling: Introduction to special section

P.K. Kannan, Werner Reinartz, Peter C. Verhoef
2016 International Journal of Research in Marketing  
By focusing on estimating the incremental value of a touch point and spillover effects across channels, attribution models can provide insights for allocating marketing investments across channels and  ...  their websites, mobile apps, and stores to effect conversions and spur sales.  ...  Their study also provides useful information for optimal budget allocation based on the model.  ... 
doi:10.1016/j.ijresmar.2016.07.001 fatcat:wwbgpnym6bhqva6psq5ezyttry

Page 248 of Journal of Advertising Research Vol. 49, Issue 2 [page]

2009 Journal of Advertising Research  
Even with no clicks or minimal clicks, online display advertisements generate lift in site visitation, trademark search queries, and lift in both online and offline sales.  ...  This effect is stronger for hedonic (food and entertainment) products. Raymond R.  ... 

A New stochastic Budget Distribution Model with Random demands

Rui Qin, Yong Yuan, Juanjuan Li
2014 Pacific Asia Conference on Information Systems  
In search auctions, when the total budget for an advertising campaign during a certain promotion period is determined, advertisers have to distribute their budgets over a series of sequential temporal  ...  We also conduct some experiments to evaluate our model with the empirical data.  ...  Their main result showed that, under a reasonable assumption that online advertising has positive carryover effects on the propensity and the form of user interactions with the same advertiser in the future  ... 
dblp:conf/pacis/QinYL14 fatcat:efreejo6lfbf7pogjzj2soww64

Budget Planning for Coupled Campaigns in Sponsored Search Auctions

Yanwu Yang, Rui Qin, Bernard J. Jansen, Jie Zhang, Daniel Zeng
2014 International Journal of Electronic Commerce  
One of the most difficult tasks for advertisers is effectively determining and allocating the optimal level of advertising budget in search advertisements.  ...  In this paper, we propose a dynamic multicampaign budget planning approach using optimal control techniques, with consideration of the substitution relationship between advertising campaigns.  ...  [25] reported that it may not always be optimal for a business to bid for the highest position.  ... 
doi:10.2753/jec1086-4415180302 fatcat:3iiolv5uyrdjxmucc5tpix263a

Adaptive modeling for large-scale advertisers optimization

Qiufeng Wang, Kaizhu Huang, Song Li, Wei Yu
2017 Big Data Analytics  
Advertisers optimization is one of the most fundamental tasks in paid search, which is a multi-billion industry as a major part of the growing online advertising market.  ...  automatically suggest the relevant and competitive keywords to match queries of users input, bid suggestion which can efficiently give rational bids to help win the participated auctions and budget optimization  ...  Acknowledgements We would like to thank all of the members in BingAds Adinsight team and PM team at Microsoft for their discussion and help on this work, e.g., Mirror Xu, Nan Chen, Mingzhi Zheng, Huifeng  ... 
doi:10.1186/s41044-017-0024-6 fatcat:i5cr5al525bj7ovw36elhupcs4

How does consumer engagement evolve when brands post across multiple social media?

Vasu Unnava, Ashwin Aravindakshan
2021 Journal of the Academy of Marketing Science  
Additionally, past engagement with a post on a platform could sustain into the future, thereby improving the longevity of posts (carryover effects). These effects could also vary across platforms.  ...  Drawing on recent advertising literature, the authors propose and test differential carryover, spillover, and direct effects within and across social media.  ...  Acknowledgements We thank the participants at the Indian School of Business and AMA ARTForum 2019 for their insightful comments.  ... 
doi:10.1007/s11747-021-00785-z fatcat:mbz2zqnnerdlxgxolk3e2x2vhe

Overcoming the "recency trap" in customer relationship management

Scott A. Neslin, Gail Ayala Taylor, Kimberly D. Grantham, Kimberly R. McNeil
2012 Journal of the Academy of Marketing Science  
As a result, firms face a "recency trap," whereby recency increases for customers who do not purchase in a given period, making it even less likely they will purchase in the next period.  ...  This requires an empirical model that predicts purchase likelihood as a function of recency and marketing, and a dynamic optimization that prescribes the most profitable way to target customers.  ...  Direct mail has much more carryover and interacts positively with recency. Email is particularly subject to saturation effects although it has zero distribution cost.  ... 
doi:10.1007/s11747-012-0312-7 fatcat:dzbujnlxobdpdpmj3nmklcxkb4

Perils of Using OLS to Estimate Multimedia Communications Effects

Prasad A. Naik, Don E. Schultz, Shuba Srinivasan
2007 Journal of Advertising Research  
He served as a co-editor of the special issue (with Sandy Jap) on online pricing for the Journal of Interactive Marketing.  ...  Based on the first experimental condition (a), panel A indicates that the OLS estimates for the multimedia campaign effects— dual media effectiveness, cross-media synergy, and carryover effect—possess  ... 
doi:10.2501/s0021849907070298 fatcat:q537sm46hfekzeqkyap5cal7za

From Generic to Branded: A Model of Spillover Dynamics in Paid Search Advertising

Oliver J. Rutz, Randolph E. Bucklin
2008 Social Science Research Network  
Using a Bayesian estimation approach, the authors apply the model to data from a paid search campaign for a major lodging chain. The results show that spillover is asymmetric.  ...  Generic search activity positively affects branded search activity via increased awareness but branded search does not affect generic search.  ...  CONCLUSION Paid search is the fastest growing form of Internet advertising, with paid search campaigns now a key element of the marketing budget for many firms.  ... 
doi:10.2139/ssrn.1024766 fatcat:curg5mcay5gahhy2n2vzc23gpa

From Generic to Branded: A Model of Spillover in Paid Search Advertising

Oliver J Rutz, Randolph E Bucklin
2011 Journal of Marketing Research  
Using a Bayesian estimation approach, the authors apply the model to data from a paid search campaign for a major lodging chain. The results show that spillover is asymmetric.  ...  Generic search activity positively affects branded search activity via increased awareness but branded search does not affect generic search.  ...  CONCLUSION Paid search is the fastest growing form of Internet advertising, with paid search campaigns now a key element of the marketing budget for many firms.  ... 
doi:10.1509/jmkr.48.1.87 fatcat:43lj2t3y3rdztdg2ucja4grl5a

A Model for Optimally Promoting Application Diffusion on Facebook

Guoying Zhang, Charles Johnston, Chris Shao
2014 International Journal of Marketing Studies  
This paper utilizes the well-known Bass model for forecasting product diffusion, and proposes its adaptation to produce an optimal promotion budget allocation for Facebook applications.  ...  Numerical examples are provided to illustrate the optimal solution and suggestions are made for future research necessary to validate the model for possible use by practitioners.  ...  with a greater proportion of budgeting for the imitation effect.  ... 
doi:10.5539/ijms.v6n4p35 fatcat:nyqji44bubf53gtsnomstyjb4q

A Two-Stage Model of the Promotional Performance of Pure Online Firms

Jianan Wu, Victor J. Cook, Edward C. Strong
2005 Information systems research  
Acknowledgments The authors thank the 2001 ICIS Conference reviewers and audience and the 2002 Marketing Science Conference audience for providing valuable comments for an earlier version of this paper  ...  These findings generate insights for positioning ads in print vehicles as well as for website design for online firms. Second, some of the measurements we developed are directly actionable.  ...  Advertising carryover effects have been extensively studied in marketing literature and are often captured in lagged effects (e.g., Clarke 1976, Blattberg and Jeuland 1981) .  ... 
doi:10.1287/isre.1050.0071 fatcat:3kxemme5obaydjtpmgnl6cqlpe

Conversion Attribution:What Is Missed by the Advertising Industry?he OPEC Model and Its Consequencesfor Media Mix Modeling

Arkadiusz Zaremba, Faculty of Management, University of Warsaw
2020 Journal of Marketing and Consumer Behaviour in Emerging Markets  
Marketers are currently focused on proper budget allocation to maximize ROI from online advertising.  ...  Also, a direction for further research on online customer behavior is presented.  ...  positive spillover effect in the selected industry in online media.  ... 
doi:10.7172/2449-6634.jmcbem.2020.1.1 fatcat:7cw57fi3fvdaplmuznfi4omyci
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