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Information Asymmetry And Hybrid Advertising
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Book Synopsis Information Asymmetry and Hybrid Advertising by : De Liu
Download or read book Information Asymmetry and Hybrid Advertising written by De Liu and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Pay-for-performance (P4P) pricing schemes such as pay-per-click and pay-per-action have grown in popularity in Internet advertising. Meanwhile, the traditional pay-per-impression (PPI) scheme persists, and several advertising publishers have started to offer a hybrid mix of PPI and P4P schemes. Given the proliferation of pricing scheme choices, our study examines the optimal choices for advertising publishers. We highlight two-sided information asymmetries in online advertising markets and the consequent tradeoffs faced by a high-quality publisher using P4P schemes. When there exists information asymmetry, P4P pricing schemes enable a high-quality publisher to reveal her superior quality; on the other hand, they may incur allocative inefficiencies stemming from inaccurate estimates of advertiser qualities. Our study identifies conditions under which a publisher may opt for a PPI, P4P, or a hybrid scheme and in doing so provides a theoretical explanation for the observed variations in the pricing schemes across publishers. Using a new “uncompromised” equilibrium refinement, we also demonstrate that the hybrid scheme can emerge as an equilibrium choice in a wide range of conditions. In addition to explaining the co-existence of multiple pricing schemes and the growing popularity of hybrid pricing schemes, our study also provide prescriptive guidelines for firms making choices among different pricing schemes.
Book Synopsis Information Asymmetry in Online Advertising by : Jan W. Wiktor
Download or read book Information Asymmetry in Online Advertising written by Jan W. Wiktor and published by Routledge. This book was released on 2021-09-30 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour. Advertising may reflect information asymmetry between an advertiser and recipients. This book presents an assessment of the forms and range of consumer behaviour manipulation through information asymmetry in online advertising and explores the possible causes, forms, and effects. The work offers a new approach to the role of advertising in the digital world, especially its forms and impact strategies. The theoretical framework presented is based on issues related to online advertising, information asymmetry, and social manipulation. The book describes the ways in which these areas can be explored, and it presents the results of empirical studies. Empirical research allows for identifying companies’ moral hazard strategies and their consequences – e-consumers’ adverse selection. The research provides an empirical answer to the question: to what extent is advertising a transparent form of communication, and to what extent does it represent the world of manipulation? Based on an interdisciplinary theoretical approach, empirical studies conducted by the authors, and theoretical and managerial implication, the book encourages its readers to find their own answers. Given the interdisciplinary nature of this work, it will be of interest to scholars and researchers within the fields of marketing, media and communication, economics, psychology, sociology, and ethics.
Book Synopsis Handbook of Business-to-Business Marketing by : Lilien, Gary L.
Download or read book Handbook of Business-to-Business Marketing written by Lilien, Gary L. and published by Edward Elgar Publishing. This book was released on 2022-07-15 with total page 713 pages. Available in PDF, EPUB and Kindle. Book excerpt: This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.
Book Synopsis Encyclopedia of New Venture Management by : Matthew R. Marvel
Download or read book Encyclopedia of New Venture Management written by Matthew R. Marvel and published by SAGE. This book was released on 2012-05-18 with total page 545 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Encyclopedia of New Venture Management explores the skills needed to succeed in business, along with the potential risks and rewards and environmental settings and characteristics.
Book Synopsis Handbook of Marketing by : Barton A Weitz
Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Book Synopsis The SAGE Handbook of Digital Marketing by : Annmarie Hanlon
Download or read book The SAGE Handbook of Digital Marketing written by Annmarie Hanlon and published by SAGE. This book was released on 2022-06-10 with total page 670 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing
Book Synopsis Asymmetric Information in Programmatic Advertising by :
Download or read book Asymmetric Information in Programmatic Advertising written by and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Understanding Sponsored Search by : Jim Jansen
Download or read book Understanding Sponsored Search written by Jim Jansen and published by Cambridge University Press. This book was released on 2011-07-25 with total page 299 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses the underlying foundational elements, both theoretical and methodological, of sponsored search. As such, the contents are less affected by the ever-changing implementation aspects of technology. Rather than focusing on the how, this book examines what causes the how. Why do certain keywords work, while others do not? Why does that ad work well, when others that are similar do not? Why does a key phrase cost a given amount? Why do we measure what we do in keyword advertising? This book speaks to that curiosity to understand why we do what we do in sponsored search. The content flows through the major components of any sponsored search effort, regardless of the underlying technology or client or product. The book addresses keywords, ads, consumers, pricing, competitors, analytics, branding, marketing and advertising, integrating these separate components into an incorporated whole. The focus is on the critical elements, with ample illustrations and with enough detail to lead the interested reader to further inquiry.
Book Synopsis Handbook of Information Security, Key Concepts, Infrastructure, Standards, and Protocols by : Hossein Bidgoli
Download or read book Handbook of Information Security, Key Concepts, Infrastructure, Standards, and Protocols written by Hossein Bidgoli and published by John Wiley and Sons. This book was released on 2006-03-20 with total page 1122 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Information Security is a definitive 3-volume handbook that offers coverage of both established and cutting-edge theories and developments on information and computer security. The text contains 180 articles from over 200 leading experts, providing the benchmark resource for information security, network security, information privacy, and information warfare.
Book Synopsis Advertising on Online Marketplaces by : Vibhanshu Abhishek
Download or read book Advertising on Online Marketplaces written by Vibhanshu Abhishek and published by . This book was released on 2019 with total page 42 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising on e-commerce marketplaces, wherein sponsored product listings are interleaved with organic product listings, is a large and growing phenomenon. In this paper, we both theoretically and empirically study whether including sponsored listings improves or hurts the overall quality and relevance of the set of products displayed to consumers. Our theoretical analysis reveals that the relevance of the ads to the consumers' search queries depends on the level of information asymmetry between the marketplace owner and the sellers who sell products with different degrees of relevance. Specifically, when information asymmetry is low (high), i.e., the platform can (cannot) easily distinguish between high- and low-relevance sellers, then low-relevance (high-relevance) sellers have a greater incentive to advertise. However, even when low-relevance products are displayed as ads, consumers end up finding well-matching products as long as search and evaluation costs are reasonable; therefore, the overall impact on sales is relatively small while the marketplace benefits from the additional revenue from selling ads. We obtain data from a large-scale field experiment run at Flipkart, a leading online marketplace in India, and find that various empirical patterns implied by our theoretical results hold in the data. Our study provides several practical implications for managers of online marketplaces.
Book Synopsis International Commercial and Investor-State Arbitration by : Luke Nottage
Download or read book International Commercial and Investor-State Arbitration written by Luke Nottage and published by Edward Elgar Publishing. This book was released on 2021-02-26 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: This thought-provoking book combines analysis of international commercial and investment treaty arbitration in order to examine how they have been framed by the twin tensions of ‘in/formalisation’ and ‘glocalisation’. Taking a comparative approach, the book focuses on Australia and Japan in their attempts to become regional hubs for international arbitration and dispute resolution services in the increasingly influential Asia-Pacific context as well as a global context.
Book Synopsis Beyond Multi-Channel Marketing by : Maria Palazzo
Download or read book Beyond Multi-Channel Marketing written by Maria Palazzo and published by Emerald Group Publishing. This book was released on 2020-06-17 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Delving into the rapidly developing field of dual marketing, investigating the strategic alliances, multi-stakeholder perspectives and branding potential it holds, this book promotes the adoption of the multichannel approach which is fundamental to facing the challenges of marketing 4.0.
Book Synopsis Asymmetric Market Shares, Advertising, and Pricing by :
Download or read book Asymmetric Market Shares, Advertising, and Pricing written by and published by . This book was released on 2008 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Law Reform and Financial Markets by : K. Alexander
Download or read book Law Reform and Financial Markets written by K. Alexander and published by Edward Elgar Publishing. This book was released on 2012-01-01 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: Law Reform and Financial Markets addresses how law reform can be used to support strong financial markets and draws on the Global Financial Crisis as a case study. This edited collection reflects recent developments, including the EU institutional reforms and Dodd-Frank Act 2010. The different contributions adopt a range of theoretical, contextual, and substantive perspectives, examine different domestic, regional, and international contexts and assess public and private law frameworks in considering how legal and regulatory reforms can be most effectively designed for strong financial markets. This comprehensive book will appeal to academics and postgraduates in the field of financial regulation and in cognate fields, including finance and economics, as well as to regulators and policymakers.
Book Synopsis Financial Services Marketing by : Christine Ennew
Download or read book Financial Services Marketing written by Christine Ennew and published by Taylor & Francis. This book was released on 2024-10-02 with total page 693 pages. Available in PDF, EPUB and Kindle. Book excerpt: This fourth edition of Financial Services Marketing firmly reinforces the book’s role as a leading global educational resource, combining appropriate conceptual principles with practical insights on how financial products and services are marketed in the real world. The authors draw upon their extensive international experience marketing some of the world’s best known financial brands including Lloyds TSB and Barclays. Readers will gain a firm understanding of how financial products and services work within the commercial, social, economic, governmental, regulatory and environmental context in which they operate. This fully updated and revised edition features: A brand-new chapter devoted to environmental, social and corporate governance Revised coverage of the impact of digital advances in all aspects of business models and marketing practice, including how artificial intelligence (AI) and social marketing are changing financial services and customer experience The latest regulatory developments for safeguarding the fair treatment of customers New and improved case studies that showcase best practice from around the world Upgraded Support Material including new teaching aids and references Financial Services Marketing is essential reading for advanced undergraduate and postgraduate students studying Marketing for Financial Services, Marketing Strategy and Consumer Ethics in Finance. It is also suitable for executive students studying for professional qualifications and executive MBAs.
Book Synopsis Handbook of Research on Franchising by : Frank Hoy
Download or read book Handbook of Research on Franchising written by Frank Hoy and published by Edward Elgar Publishing. This book was released on 2017-10-27 with total page 639 pages. Available in PDF, EPUB and Kindle. Book excerpt: Franchising is one of the major engines of business expansion and job creation globally. The Handbook of Research on Franchising offers new insights into entrepreneurial behavior, organizational forms, regulation, internationalization, and other contemporary issues relating to this dynamic business strategy. The Handbook challenges both practitioners and scholars to give attention to the conclusions of scholarly research on this business model. Practitioners can benefit from the results of high quality scientific research, and scholars can find exciting opportunities for contributing to the body of knowledge of a subject that has not received sufficient attention in educational institutions.
Book Synopsis Metabolizing Capital by : Christian J. Pulver
Download or read book Metabolizing Capital written by Christian J. Pulver and published by University Press of Colorado. This book was released on 2020-06-01 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: Metabolizing Capital outlines a critical ecological framework to guide the theorization of writing and rhetoric in the dynamic contexts of Web 3.0 and environmental crisis. The rise of the global cloud and the internet-of-things have ushered in a new stage of the internet that marks a transition from the celebrated user-generated content of Web 2.0 to the data-driven networks of Web 3.0. As social media networks have expanded, so has the amount of writing and communication we do online. This has created several valuable sub-layers of data and metadata about consumer-citizens that corporations and governments now routinely collect, store, and monetize. This frenzy to collect more data is contributing to several problematic social and environmental concerns as flows of information and capital dangerously accelerate how energy and matter move through ecosystems at every scale. This book explores the planetary consequences of Web 3.0 and the vital role that writing and data production play in accelerating capital circulation, from concerns raised by the growing energy demands of the information industries, to growing streams of electronic waste, to the growing socioeconomic tensions arising as a result of information monopolies. A posthuman, Marxist analysis of digital culture and writing, Metabolizing Capital contributes to and challenges current understandings of rhetorical agency and actor networks. Combining scholarship from writing studies, rhetoric, and composition with research in metabolic ecology, information theory, media studies, cognitive psychology, history, and new materialism, this book should be of interest to scholars in writing studies as well as others who study digital culture, ecological literacies, the history of writing and information, big data, and environmental concerns related to electronics and the information industries.
