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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...
The Adoption of Persuasive Internet Communication in Advertising and Public Relations Curricula
Persuasive Internet Communication Advertising Public Relations Curricula
2009/12/2
The purpose of this study was to investigate the diffusion of Internet communication into the curricula of advertising and public relations programs. While the establishment of any new medium is a pro...
The Interactive Advertising Model Tested:The Role of Internet Motives in Ad Processing
The Interactive Advertising Model Tested Internet Motives Ad Processing
2009/12/2
Two, one-factor, within-subjects experiments were conducted to examine the role of Internet motives on responses to four types of banners (communicate, research, shop, and surf). Participants were eac...
基于Internet的房地产网络广告研究
Internet 网络广告 房地产
2008/5/29
随着Internet的兴起与日益普及，房地产网络广告迅速崛起并得到了极大的发展，它能促使企业建立品牌形象以及激发消费者的潜在购买意愿。它已成为房地产企业采用的最重要的营销促进手段。
一、房地产网络广告的含义
房地产网络广告是房地产企业以付费的方式通过因特网媒体向公众传达房地产企业信息的一种传播活动。其目的是影响人们对...