Annalise Mastrangelo :: Blog
http://www.citeulike.org/user/jxyxyxxz/article/3501066 Business Information Review, Vol. 13, No. 1. (1 March 1996), pp. 33-38.Business in cyberspace has become a global reality. This is fuelled by intelligent technology and ever-expanding electronic networks and business processes. One area of business on the Internet that is growing exponentially is marketing of products and services. Below are some selected excerpts of marketing ventures on the Internet taken from TRADEWINDS: a monthly round-up of Internet coverage in trade and industry magazines, published by Baker Library, Harvard Business School. 10.1177/0266382964235680
http://www.citeulike.org/user/sanvinona/article/3466583 Media Culture Society, Vol. 27, No. 5. (1 September 2005), pp. 697-718.It is commonplace to recognize in contemporary advertising a hyperreality' associated with the greatly expanded and intensified use of images and simulations. While the predominance of an image culture seems to de-emphasize the cognitive generation of meaning that is achieved through linguistically mediated logic, consumers are nevertheless expected to respond with far greater interpretive reflexivity' to such advertising, a response that activates their cognitive engagement. This article seeks to explain why such postmodern' advertising works with reference to the political economy of postmodern capitalism and by developing the concept of interpretive power' that is drawn from Jurgen Habermass's theory of communicative action and his notion of intelligibility. I argue that postmodern media culture increasingly relies upon an orientation toward validity that the commodity aesthetics' of earlier advertising either minimized or did not require. Accompanying this demonstration is a contextualization and analysis of an emblematic case of postmodern advertising. I conclude that, far from necessarily signaling a profound crisis in meaning as some commentators assert, a postmodern media culture that relies more and more on the interpretive communicative competence' of its addressees suggests both greater potential power for cultural commodification as well as greater potential resistance to this by consumers. 10.1177/0163443705055731
http://www.citeulike.org/user/sanvinona/article/3466577 Media Culture Society, Vol. 20, No. 2. (1 April 1998), pp. 235-249.This article explores the possibilities of advertising as a means of creating positive notions of contemporary citizenship. Whereas this may seem an unexpected turn in critical approaches to consumer or promotional culture, there are enough examples to warrant an analysis of advertising's construction of so-called civic capital. The author makes her case from a performative perspective on promotional culture and uses various sources and some preliminary results from her own research on outdoor advertising. 10.1177/016344398020002005
http://www.citeulike.org/user/mpotamias/article/3349312 (2008), pp. 161-168.Most models for online advertising assume that an advertiser's value from winning an ad auction, which depends on the clickthrough rate or conversion rate of the advertisement, is independent of other advertisements served alongside it in the same session. This ignores an important 'externality effect': as the advertising audience has a limited attention span, a high-quality ad on a page can detract attention from other ads on the same page. That is, the utility to a winner in such an auction also depends on the set of other winners.
http://www.citeulike.org/user/Ubiquitousuk/article/3210448 The American Economic Review, Vol. 91, No. 3. (2001), pp. 454-474.We examine the equilibrium interaction between a market for price information (controlled by a gatekeeper) and the homogenous product market it serves. The gatekeeper charges fees to firms that advertise prices on its Internet site and to consumers who access the list of advertised prices. Gatekeeper profits are maximized in an equilibrium where (a) the product market exhibits price dispersion; (b) access fees are sufficiently low that all consumers subscribe; (c) advertising fees exceed socially optimal levels, thus inducing partial firm participation; and (d) advertised prices are below unadvertised prices. Introducing the market for information has ambiguous social welfare effects.
http://www.citeulike.org/user/Ubiquitousuk/article/2970414 INFORMS J. on Computing, Vol. 19, No. 1. (January 2007), pp. 137-148.The practice of sponsored search advertising---where advertisers pay a fee to appear alongside particular Web search results---is now one of the largest and fastest growing source of revenue for Web search engines. We model and compare several mechanisms for allocating sponsored slots, including stylized versions of those used by Overture and Google, the two biggest brokers of sponsored search. The performance of these mechanisms depends on the degree of correlation between providers' willingness to pay and their relevance to the search term. Ranking providers based on the product of relevance and bid price performs well and is robust across varying degrees of correlation. Ranking purely based on bid price fares nearly as well when bids and relevance are positively correlated (the expected regime), and is further enhanced by adding an editorial filter. Regardless of the allocation mechanism, sponsored search revenues are lower when users' attention decays quickly at lower ranks, emphasizing the need to develop better user interfaces and control features. The search engine can address initial inscience of relevance scores by modifying rank allocations over time as it observes clickthroughs at each rank. We propose a rank-revision strategy that weights clicks on lower ranked items more than clicks on higher ranked items. This method is shown to converge to the optimal (maximum revenue) ordering faster and more consistently than other methods.
http://www.citeulike.org/user/Ubiquitousuk/article/2963650 International Journal of Industrial Organization, Vol. 25, No. 6. (December 2007), pp. 1163-1178.I analyze the equilibria of a game based on the ad auction used by Google and Yahoo. This auction is closely related to the assignment game studied by Shapley-Shubik, Demange-Gale-Sotomayer and Roth-Sotomayer. However, due to the special structure of preferences, the equilibria of the ad auction can be calculated explicitly and some known results can be sharpened. I provide some empirical evidence that the Nash equilibria of the position auction describe the basic properties of the prices observed in Google's ad auction reasonably accurately.
http://www.citeulike.org/user/Ubiquitousuk/article/2959620 European Economic Review, Vol. 45, No. 4-6. (May 2001), pp. 641-651.The press industry depends in a crucial way on the possibility of financing an important fraction of its activities by advertising receipts. We show that this induces the editors of newspapers to moderate, in several cases, the political message they display to their readers, compared with the political opinions they would have expressed otherwise. To this end, we consider a three-stage game in which editors select sequentially their political image, the price of their newspaper and the advertising tariff they oppose to the advertisers. The intuition of the result lies in the fact that editors have to sell tasteless political messages to their readers in order to sell a larger audience to the advertisers.
http://www.citeulike.org/user/derchao/article/2813632 International Business Review, Vol. 17, No. 3. (June 2008), pp. 235-249.The strategic behaviour of international advertising agencies is studied using Yip's global strategy framework. In most cases, firms seek broad international engagement to leverage agency advantage; the development of uniform international management systems has a high priority; and "responsive" advertising output is common. Many agencies have developed IT systems to facilitate international communication and integration, and significant uniformity of branding and positioning policy is the norm. However, uniform patterns of industry-specific behaviour are not evident in many of the areas investigated, with wide variance in agency strategy at the firm level. These differences indicate that factors such as firm resources and administrative heritage are frequently at least as important as the industry environment in affecting strategy in international markets. The behaviour identified is also generally consistent with an industry environment where market drivers are very important, with most agency clients demanding consistent performance and quality internationally, along with responsiveness. Yip's framework, which emphasises the impact of industry structure on firm conduct, is useful in indicating how the environment tends to drive some dimensions of strategy in a [`]characteristic' direction. However, it is also evident that more account needs to be taken of [`]resource-based' theory, and thus the impact of idiosyncratic firm resources, when seeking to understand strategic behaviour in the industry.
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