The 1971 Study of Vacation Camping. 3M National Advertising Company, 6850 South Harlem Avenue, Bedford Park, Argo, Illinois 60501. 1971. 38p. $1

1972 ◽  
Vol 10 (4) ◽  
pp. 9-9
Keyword(s):  
National Advertising ◽  
Advertising Company

EXPRESS: Commercial Success through Commercials? Advertising and Pay TV Operators

2021 ◽  
pp. 002224372110281
Author(s):  
Joonhyuk Yang ◽  
Jung Youn Lee ◽  
Pradeep K. Chintagunta
Keyword(s):  
Television Advertising ◽  
Service Market ◽  
Unit Costs ◽  
Cost Efficiencies ◽  
Pay Television ◽  
National Advertising ◽  
The Us ◽  
Television Service ◽  
Asymmetric Cost ◽  
Using Data

The US pay television service market had been dominated by cable operators until the nationwide entry of satellite operators in the early 1990s. The latter have been consistently growing their footprints since. This study documents the role of television advertising to explain the success. Using data on US households’ subscription choices and operators’ advertising decisions, the authors document both demand- and supply-side conditions conducive to the growth of the satellite operators. First, the authors find consumers in this market were sensitive to advertising, and especially so to that of the satellite operators (ad-elasticities of about .05-.06 for satellite operators vs. .02 for cable operators). The authors employ a border strategy to demonstrate advertising-elastic demand and discuss its robustness to potential threats to identification. Second, the authors provide suggestive evidence that a form of asymmetric cost efficiencies in television advertising benefited the entrants more than the incumbents. Specifically, the unit costs of local advertising tend to be higher than of national advertising, which likely allowed the satellite operators to better leverage their national presence with (cheaper) national advertising. Overall, this study highlights the interaction between advertising efficiencies and the scale of entry in explaining the competition between market incumbents and entrants.

Background Noise? TV Advertising Affects Real-Time Investor Behavior

2021 ◽  
Author(s):  
Jūra Liaukonytė ◽  
Alminas Žaldokas
Keyword(s):  
Real Time ◽  
Trading Volume ◽  
Data Gathering ◽  
Financial Information ◽  
Investor Behavior ◽  
Tv Advertising ◽  
Hourly Data ◽  
National Advertising ◽  
Retail Investor ◽  
Retail Trading

Using minute-by-minute TV advertising data covering some 300 firms, 327,000 ads, and $20 billion in ad spending, we study the real-time effects of TV advertising on investors’ searches for online financial information and subsequent trading activity. Our identification strategy exploits the fact that viewers in different U.S. time zones are exposed to the same programming and national advertising at different times, allowing us to control for contemporaneous confounding events. We find that an average TV ad leads to a 3% increase in EDGAR (Electronic Data Gathering, Analysis, and Retrieval) system queries and an 8% increase in Google searches for financial information within 15 minutes of the airing of that ad. These searches translate into larger trading volume on the advertiser’s stock, driven primarily by retail investors. The findings on retail investor ad-induced trading are corroborated with hourly data from Robinhood, a popular retail trading platform. We also show that ads induce searches and trading of companies other than the advertiser, including of close rivals. Altogether, our findings suggest that advertising originally intended for consumers has a nonnegligible effect on financial markets. This paper was accepted by Karl Diether, finance.

Using Big Data to Understand Chinese Users' Intentions to Tap Through Mobile Advertisements

2020 ◽  
pp. 116-137
Author(s):  
Jing ("Jim") Quan
Keyword(s):  
Big Data ◽  
Bayesian Network ◽  
Conditional Probability ◽  
Influencing Factors ◽  
Network Model ◽  
Logit Model ◽  
Mobile Advertising ◽  
Data Set ◽  
Regional Income ◽  
Advertising Company

This study examines influencing factors for users' intentions to tap through mobile advertisements. This chapter uses a data set with 115,899 records of ad tap-through from a mobile advertising company in China to fit a logit model to examine how the probability of advertisement tap-through is related to the identified factors. The results show that the influencing variables are application type, mobile operators, scrolling frequency, and the regional income level as they are positively correlated with the likelihood whether users would tap on certain types of advertising. Moreover, a Bayesian network model is used to estimate the conditional probability for a user to tap on an advertisement in an application after the user already taps on another advertisement in the same application. Based on the findings, strategies for mobile advertisers to engage in effective and targeted mobile advertising are proposed.

An Annotated Bibliography of Journalism Subjects in American Magazines

1940 ◽  
Vol 17 (1) ◽  
pp. 100-111
Author(s):  
Fred E. Merwin ◽  
Henry L. Smith
Keyword(s):  
Annotated Bibliography ◽  
The Press ◽  
National Advertising ◽  
Different Sources

Articles on the press and the conflict in Europe dominated magazine materials on “Press and Communications” during the three months covered in this issue of the QUARTERLY. Numerous discussions of the problems involved in covering the fighting and the overall propaganda campaign were printed in many different sources. Articles on newspaper production and national advertising continued to feature the pages of many of the trade journals.

scholarly journals Sui generis: Tobacco Sponsorship Advertising and Canadian Campus Newspapers

2008 ◽  
Vol 33 (2) ◽  
Author(s):  
Daniel J Robinson
Keyword(s):  
Tobacco Advertising ◽  
Non Profit ◽  
College And University ◽  
Advertising Revenue ◽  
National Advertising

Abstract: This article examines tobacco sponsorship advertising in 18 college and university newspapers in Canada from 2002 to 2004. It documents the financial value of tobacco advertising in the year before the federal ban on this form of advertising, which began in October 2003. Tobacco spending formed nearly half of these newspapers’ national advertising revenues. The paper examines advertising revenue and publishing output in the year following the ad ban. While national ad revenue fell 28% in 2003-04, this did not adversely affect newspaper operations: the newspapers published 1.4% more pages—and more issues—in 2003-04 than in the previous year. In accounting for this anomalous finding, the paper discusses the sui generis nature of campus newspapers, which embody elements of commercial and non-profit media, while remaining an under-researched and under-theorized area of communication studies.Résumé : Cet article examine les publicités commanditées par l’industrie du tabac dans dix-huit journaux de collèges et d’universités au Canada entre 2002 et 2004. Il recense la valeur financière de publicités de tabac au cours de l’année précédant une interdiction fédérale de ce genre de publicité qui a débuté en octobre 2003. Avant cette interdiction, les compagnies de tabac fournissaient presque la moitié du revenu annuel provenant de publicités nationales. Cet article examine en outre les revenus publicitaires et le nombres de parutions des journaux au cours de l’année suivant l’interdiction. En 2003-2004, le revenu annuel provenant de publicités est tombé de 28%, mais cette baisse n’a pas eu d’effet négatif sur la parution des journaux : au contraire, les journaux ont publié 1,8% de pages de plus—et plus de numéros—en 2003-2004 par rapport à l’année précédente. Pour expliquer ce résultat insolite, l’article traite de la nature singulière de journaux collégiaux et universitaires, ceux-ci en effet ayant à la fois certaines composantes commerciales et d’autres à but non lucratif. Les journaux collégiaux et universitaires font partie d’un domaine de la communication qui demeure insuffisamment exploré et théorisé.

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