In recent years there has been an exponential growth in the number of publications related
to theory and applications of Data Envelopment Analysis (DEA). Charnes, Cooper, and …

Answering recent calls for a new definition of advertising, we identify three dynamics—(new)
media and formats,(new)“consumer” behaviors, and extended effects of advertising—that …

The eighth edition of The Media Handbook continues to provide a practical introduction to
the media planning and buying processes. Starting with the broader context in which media …

Brand managers in most markets use some types of marketing inputs such as advertising to
build and manage their brands, with the objective of strengthening brand equity. Previous …

Firms deploy an array of marketing communications (marcom) tools to influence sales
performance, yet critics lament that such efforts can be incredibly inefficient. This research …

B2B firms spend considerable sums of money on promotional activities to promote their
products and to build brand equity. An increasing proportion of this spending is being …

Advertising is crucial in influencing customers' perceptions and purchase intentions, and
numerous studies have investigated whether advertising expenditure has any significant …

Over the years several studies have reported a significant waste of advertising budget, a
finding which calls for strategies to increase advertising efficiency. While some factors, such …

The concept of correctly targeting an audience with a targeted message in marketing is not
new. However, the body of research in the advertising–consumer matching literature …

It is estimated that within the online advertising industry, online advertising fraud (OAF)
accounts for at least 10 percent of all spending. Such a phenomenon requires a systematic …