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Journal articles on the topic 'Market of advertising'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

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1

Thornton, Simeon, Chris Jenkins, and Marie-Madeleine Husunu. "Competition in digital advertising markets." Competition Law Journal 20, no. 2 (2021): 89–101. http://dx.doi.org/10.4337/clj.2021.02.05.

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Digital advertising, both display advertising and search advertising, represents a very important part of the overall advertising market in the United Kingdom. Google and Facebook have a high degree of market power in search and display advertising, respectively. On 1 July 2020, the Competition and Markets Authority published its Final Report on its market study into online platforms and digital advertising, in which it looked in some depth at digital advertising markets, assessing whether a lack of transparency, conflicts of interest, and the leveraging of market power undermine competition i

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2

Vinnik, Alina Evgenievna. "Outdoor advertising market in conditions of pandemic." Vestnik of Astrakhan State Technical University. Series: Economics 2021, no. 2 (2021): 98–107. http://dx.doi.org/10.24143/2073-5537-2021-2-98-107.

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The article presents the results of studying the global and Russian advertising market dynamics, in particular, the outdoor advertising market in a pandemic. The crisis triggered by the COVID-19 pandemic has affected almost all advertising markets. The most stable markets were considered in the USA and China. The media segments of the advertising market in Russia in the period of 2010 - 2020 have been analyzed; advertising on the Internet is recognized as a leading segment, in second and third places are television advertising and UN advertising, respectively. Global ad spend across all media

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Smith, Daniel C., and C. Whan Park. "The Effects of Brand Extensions on Market Share and Advertising Efficiency." Journal of Marketing Research 29, no. 3 (1992): 296–313. http://dx.doi.org/10.1177/002224379202900302.

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The authors examine the effects of brand strategy (i.e., brand extensions vs. individual brands) on new product market share and advertising efficiency, and the degree to which these effects are moderated by characteristics of the brand, the product to which it is extended, and the market in which that product competes. The findings indicate that brand extensions capture greater market share and realize greater advertising efficiency than individual brands. The strength of the parent brand is related positively to the market share of brand extensions but has no effect on advertising efficiency

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Varun Kumar Singh, Varun Kumar Singh, and Dr Hemant Kumar Singh Dr. Hemant Kumar Singh. "A Study of Advertising Influence on Sustainable Consumer Products." International Journal of Information Technology and Management 16, no. 2 (2024): 67–73. http://dx.doi.org/10.29070/s8989176.

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Advertising is a powerful marketing tool for mass sales and distribution. One method is viaadvertising marketing. It may be used to market items and services, as well as ideas. Advertisementsmay be used to boost demand for generic or branded products. Advertising adequacy is mostly decidedby how a prospective consumer reacts to and considers an advertisement. The success of advertising isdetermined by how efficiently it handles transactions. As a consequence, advertising is often employedas a single variable to explain deal shifts. The report focuses on the Consumer Sustainable Industry'sChall

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SAFRONCHUK, M. V., and E. V. KULIKOVA. "THE GLOBAL ADVERTISING SERVICE MARKET: MODERN FEATURES AND TRENDS." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 4, no. 5 (2021): 128–33. http://dx.doi.org/10.36871/ek.up.p.r.2021.05.04.016.

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The article examines the features of the advertising services market, which differs from other markets both in the composition of participants and in the object of trade, represented by a whole range of activities. The most significant factors of pricing for advertising services and the modern segmentation of their market are identified. The article analyzes the impact of digitalization on the advertising services market, as well as modern trends associated with the integration of national advertising services markets into the world and its globalization. The article contains data on the dynam

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Tonapa, Mariesta Reny, Marselinus Asri, and Bernadeth Tongli. "MARKET STRATEGY AND MARKET SEGMENT." AJAR 3, no. 02 (2020): 161–75. http://dx.doi.org/10.35129/ajar.v3i02.133.

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This study aims to study how the marketing strategies of advertising, products, prices and channels affect the financial performance of Novotel Makassar Hotel. The sample used in this study is clients who book rooms and meeting rooms at the Novotel Makassar Hotel. The selection of samples in this study using a survey method based on certain criteria. The results of the study using path analysis show marketing strategies namely advertising, products, prices and positive distribution channels on financial performance.

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Gondowijoyo, Andy. "EVALUASI STRATEGI PERIKLANAN DAN PEMASARAN INTERAKTIF PADA FORWARD EVENT CREATOR." PERFORMA 2, no. 1 (2017): 96–105. https://doi.org/10.37715/jp.v2i1.442.

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Along with the development of creative industries in 2015-2016, especially in the field of bazaar, causing higher competition in Surabaya. Pop-up Market or commonly called “Bazaar” is one of the creative industries in Surabaya growing in 2015 - 2016. With the advent of Pop-up Market sizeable and successful as Basha Market On Market Go !, WTF Market, Kepo Market, Conquro Market, Hype Market, HIVE Market, Market of the day, Rascal Market and many bazaar in Surabaya, make many agencies to take business opportunities by creating a new bazaar. This requires creative industries to choose and impleme

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Vinnik, Alina Evgenievna, and Boris Aleksandrovich Tkhorikov. "Analysis, prospects and problems of autdoor advertising market development." Vestnik of Astrakhan State Technical University. Series: Economics 2020, no. 3 (2020): 94–100. http://dx.doi.org/10.24143/2073-5537-2020-3-94-100.

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The article focuses on the problems of the rapidly developing segment of the advertising line - outdoor advertising. The results of studying the dynamics and structure of the outdoor advertising market allowed to consider this segment promising, since outdoor advertising is the only media channel, in which sales have steadily increased over the past ten years. It has been stated that outdoor advertising irritates a relatively small number of respondents (14%); for comparison: TV advertising - 56%, Internet advertising - 67% of respondents. The structure of the advertising market of the Russian

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9

Kiyutina, Irina, and Sergey Leonov. "DISADVANTAGES OF DIGITAL ADVERTISING." Economics. Sociology. Law. 03, no. 01 (2024): 22–27. http://dx.doi.org/10.22281/2542-1697-2024-03-01-22-27.

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Digital advertising markets are growing and attracting increased attention. This article examines four ineffective elements of the market that remain poorly understood: measuring the effect of advertising, disputes between and within the participants of advertising channels, ad blocking and advertising fraud. These topics are not unique to digital advertising, but each of them manifests itself in a new way in the digital advertising markets.

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10

Lu, Lu, Yan Wang, Jian Ping Chai, and Fu Lian Yin. "Summarize on Evaluation of Advertising Effect." Advanced Materials Research 971-973 (June 2014): 2418–23. http://dx.doi.org/10.4028/www.scientific.net/amr.971-973.2418.

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With the rapid development of the society, advertising is self-evident when many products want to enter the market. Advertisers are eager to know whether their advertisements take effect. Therefore, evaluation of advertising’s effect is crucial. In this paper, it introduces the evaluations of online advertising and television advertising, and makes a simple analysis on the advantages and disadvantages of the main methods.

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11

Koh, Winston T. H., and H. M. Leung. "Persuasive Advertising and Market Competition." American Economist 36, no. 2 (1992): 39–49. http://dx.doi.org/10.1177/056943459203600205.

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This paper studies a duopoly industry where the firms compete for market shares by choosing output prices and advertising outlays. Advertising is purported here to be persuasive rather than informative as it is described in most signaling models. Persuasive advertising tends to cancel each other out and this leads us to question the possibility of firms reducing advertising outlays collusively. Using output cost to stand proxy for output quality, it is found that a robust positive association exists between output cost (quality), output price and advertising activity. We should therefore expec

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Dombrovska, Svitlana, Viktoriia Shvedun, Volodymyr Streltsov, and Kyrylo Husarov. "The prospects of integration of the advertising market of Ukraine into the global advertising business." Problems and Perspectives in Management 16, no. 2 (2018): 321–30. http://dx.doi.org/10.21511/ppm.16(2).2018.29.

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Advertising expands and improves sales channels, accelerates money turnover, thereby increasing overall effectiveness of functioning of national economy and its integration into the world economy in general. The analysis of the current trends and future prospects of management of the advertising market of Ukraine at the world level is carried out in the article. In particular, the analysis of the current structure of the world advertising market is made. The assessment of retrospective tendencies of development of the advertising and communication market of Ukraine is carried out. The identifi

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Atul, Bhole* Alisha Dhandore Anushka Chormale Sachin Navale Dr. Nilesh Chougule. "Assessing The Effects of Dtc Advertising on The Pharmaceutical Market." International Journal of Pharmaceutical Sciences 2, no. 12 (2024): 152–65. https://doi.org/10.5281/zenodo.14259870.

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The landscape of pharmaceutical marketing has evolved significantly with the emergence of Direct-to-Consumer (DTC) advertising, fundamentally reshaping the relationship between pharmaceutical companies, healthcare providers, and patients. This review article explores the multifaceted impact of DTC advertising on pharmaceutical sales and the broader healthcare ecosystem. Initially, pharmaceutical marketing primarily targeted healthcare professionals through detailing, but regulatory changes in the 1990s, particularly in the U.S., enabled direct engagement with consumers via mass media and digit

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14

Sang, Dixian, Siqi Xiong, Wanqi Zhang, and Yafeng Lin. "Study the Importance of Advertising in the Market take Luxury Goods, FMCG,Car Market as An Example." BCP Business & Management 20 (June 28, 2022): 1181–85. http://dx.doi.org/10.54691/bcpbm.v20i.1117.

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With the globalization of the economy, the products that people can buy are more and more diverse. No matter what kind of market, advertising, which directly spreads product information, always occupies an important position in the marketing mix. Luxury goods focus on meeting people's psychological needs. Luxury brands need to convey intangible things such as brand culture and value concepts to consumers, and make them pay for the symbolic meaning of the brand. In the automobile market, as a high-consumption product, people choose carefully and often do not buy them multiple times, which makes

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Karpova, Inna V., Svetlana L. Mertsalova, and Nataliya A. Martynova. "Relations of Advertising Agency with Advertising Market Subjects." Science Outpost, no. 3 (65) (2023): 11–16. https://doi.org/10.22394/2949-0855-2023-3-65-11-16.

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The article discusses relationships features in the market of advertising. Life cycle models of relations between advertising agencies and market entities, as well as pragmatic approaches to B2B and B2C communication are analyzed and systematized. Theoretical models of relations are explicated primarily on advertising agency and advertiser interaction. The aim of the research is to find mechanisms allowing to improve communication processes in advertising market. Relationship marketing, which is management strategy of relationship with the customers, has the tools that help retain the customer

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Wang, Xingyuan, Fuan Li, and Fan Jia. "Optimal Advertising Budget Allocation across Markets with Different Goals and Various Constraints." Complexity 2020 (May 21, 2020): 1–12. http://dx.doi.org/10.1155/2020/6162056.

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Advertising budget allocation across multiple markets has drawn considerable attention in recent years. To expand previous research and fill a gap in the current literature, this study proposes two decision models for optimal budget allocation decisions across multimarkets with different goals and various constraints. In addition to the market parameters proposed by the Vidale–Wolfe model, the present study incorporates market goals and advertising objectives into budget allocation decisions. Different types of markets are defined in terms of the goal set for market share or profit. Given the

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17

Tai, Susan H. C. "Advertising in Asia: Localize or Regionalize?" International Journal of Advertising 16, no. 1 (1997): 48–61. http://dx.doi.org/10.1111/j.0265-0487.1997.00041.pp.x.

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The transfer of international advertising strategies to the Asian market is becoming popu‐lardue to rising living standards and the growing similarity of consumer tastes in the region. The main objectives of this article are to investigate whether the multinationals standardize their advertising strategy in the Asian market, to what extent they stan‐dardize, and whether they are moving towards a regional advertising approach. The samples chosen for this study are the four Chinese markets: Hong Kong, Taiwan, Singapore and the People's Republic of China, which are all adopting a similar account

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18

Binner, J. M., F. Ciardiello, L. R. Fletcher, and V. N. Kolokoltsov. "On Pure-Strategy Nash Equilibria in a Duopolistic Market Share Model." International Game Theory Review 21, no. 02 (2019): 1940007. http://dx.doi.org/10.1142/s0219198919400073.

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This paper develops a duopolistic discounted marketing model with linear advertising costs and advertised prices for mature markets still in expansion. Generic and predatory advertising effects are combined together in the model. We characterize a class of advertising models with some lowered production costs. For such a class of models, advertising investments have a no-free-riding strict Nash equilibrium in pure strategies if discount rates are small. We discuss the entity of this efficiency at varying of parameters of our advertising model. We provide a computational framework in which mark

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19

ІВАНЕЧКО, Неля, та Михайло ОКОНСЬКИЙ. "РЕКЛАМНО-КОМУНІКАЦІЙНА ІНДУСТРІЯ УКРАЇНИ: ВПЛИВ ФАКТОРІВ МАКРОСЕРЕДОВИЩА". Herald of Khmelnytskyi National University. Economic sciences 324, № 6 (2024): 215–19. http://dx.doi.org/10.31891/2307-5740-2023-324-6-35.

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The article examines changes in the structure of the advertising market and its synergy with Digital. It was established that the structure of the advertising market, as of 2023, consists of four directions: media advertising, marketing services, digital advertising and PR market. In turn, media advertising includes: TV advertising (direct advertising, sponsorship); digital TV; advertising in the press (national, including sponsorship, regional, specialized); radio advertising (national, regional, sponsorship); OOH Media (outdoor advertising, transport advertising, DOOH, Indoor advertising); a

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20

Rozumei, S., I. Nikolaienko, and A. Doliuk. "Developing an advertising strategy of new product." Ekonomìka ta upravlìnnâ APK, no. 1 (155) (May 21, 2020): 129–40. http://dx.doi.org/10.33245/2310-9262-2020-155-1-129-140.

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Modern advertisingof consumer goods is developing at a rapid pace, providing ample opportunity to support for launching thousands of new items into the market. Manufacturers make the signifcant investments in various channels of communication of goods for communication with consumers, so a properly designed advertising strategy and its implementation in business is an indisputable step to achieve success of product’s realization on market. However, there is no unifed approach to the strategic planning of eﬀective advertising support for new product, it remains is open to both academics and pra

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21

Malchyk, M., and I. Adasiuk. "ADVERTISING IN THE INTERNET: THEORETICAL ANALYSIS AND FEATURES." Journal of Lviv Polytechnic National University. Series of Economics and Management Issues 5, no. 1 (2021): 75–85. http://dx.doi.org/10.23939/semi2021.01.075.

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Purpose. The purpose of the article consists of theoretically analyzing advertising on the Internet and determining its species’ characteristics. Design/methodology/approach. The following methods were used in the research process: generalization, synthesis, grouping, induction, deduction, vertical, horizontal, tabular. Findings. This article highlights the analysis of the leading indicators of the Internet advertising market and the most popular advertising types in the network. Internet advertising’s main tasks as an essential tool of the marketing strategy of any kind of activity, a form of

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Chen, Chiang-Ming, Yu-Chen Lin, and Ho-Wen Yang. "The effect of advertising on market share instability in the hotel industry." Tourism Economics 23, no. 1 (2016): 214–22. http://dx.doi.org/10.5367/te.2015.0502.

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Although the theoretical literature on the effect of advertising is well developed, few empirical studies quantify the importance of advertising on the market share instability of hotels. This article investigates the influence of advertising on market share instability using Taiwanese international tourist hotel operation data. Telser argues that advertising reduces a leading firm’s market share instability by creating market power and entry barriers. This study provides empirical evidence for the theoretical inverse relationship between advertising intensity and market share instability amon

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23

Romanchik, Tatiana, and Svitlana Vasyltsova. "MARKETING AUDIT OF ADVERTISING ACTIVITIES ON THE FOREIGN MARKET." Bulletin of the National Technical University "Kharkiv Polytechnic Institute" (economic sciences), no. 2 (March 13, 2023): 59–62. http://dx.doi.org/10.20998/2519-4461.2023.2.59.

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The advertising activity of the enterprise affects the effectiveness of its communication and sales policy and has an impact on the economic results of its activity. Advertising involves significant financial resources, which requires constant control and regulation. This task allows you to solve the marketing audit of advertising activities. The work examines the features of advertising activity that affect the system of its evaluation. Taking into account that advertising has not only an economic, but also a communication impact, the main concept of conducting an audit of advertising activit

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Vardevanian, Vardan. "THE ADVERTISING MARKET IN UKRAINE: CRISIS AND POST-CRISIS PERIODS." BULLETIN OF CHERNIVTSI INSTITUTE OF TRADE AND ECONOMICS ІV, no. 92 (2023): 53–63. http://dx.doi.org/10.34025/2310-8185-2023-4.92.04.

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The advertising market in Ukraine has been in a state of crisis quite often over the past 10 years, but always finds opportunities to start recovery. Understanding the actual market situation is important for making adequate decisions when evaluating competitive opportunities, reviewing advertising budgets and advertising strategies. Reliable information about the market is obtained using various methods of calculating market indicators. In the conditions of frequent crises, it is important to adequately assess the situation in the market, to understand the amplitude of fluctuations and regene

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Farooq, Omar, and Zakir Pashayev. "Agency problems and the value of advertising expenditures in an emerging market: role of product market competition." Managerial Finance 46, no. 9 (2020): 1123–43. http://dx.doi.org/10.1108/mf-08-2019-0389.

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PurposeThis paper documents the impact of product market competition on the value of advertising expenditures.Design/methodology/approachThe authors use the data for non-financial firms from India and the pooled regression procedure to test their arguments during the period between 2009 and 2018.FindingsThe results show that advertising expenditures of firms operating in sectors with relatively high competition are more valuable than advertising expenditures of firms operating in sectors with relatively low competition. The results of the study are robust across various proxies of advertising

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Romanova, Lidia, and Valentina Zolotarova. "Current situation and trends of enterprise developments in Ukraine’s advertising market." Problems of Innovation and Investment Development, no. 21 (December 27, 2019): 135–49. http://dx.doi.org/10.33813//2224-1213.21.2019.14.

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The purpose of the article is to analyze and evaluate the current state of the domestic market of advertising services, tendencies of development of enterprises of the advertising sphere of Ukraine. Methodology. The domestic market for advertising services is quite young because it has actually started its active history since Ukraine gained independence, which has caused some peculiarities of its development and formation. As a result, the development of the market and its representatives has been undulating, yet at a rather dynamic pace compared to the advertising markets of other countries

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Nagyová, Ľ., M. Kročanová, and Ľ. Maďarová. "The food advertising market in the Slovak Republic." Agricultural Economics (Zemědělská ekonomika) 53, No. 8 (2008): 370–78. http://dx.doi.org/10.17221/1149-agricecon.

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In order to achieve success on the domestic and foreign markets, the producers and distributors should know the customers´ behavior and possibilities how to positively affect it for their advantage. The consumers carry out many shopping decisions every day. Most of the big sellers study these decisions in order to know what, where, when, how, how much or how many and why the customers buy. The marketers have to know how the consumers will react to different marketing programmes used by the company. The communication media such as information carriers are objective decision of the individual ad

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28

Han, Jun. "Optimization Analysis of Advertising Information Resource Allocation in View of the Dynamic Game Model." Journal of Mathematics 2022 (April 15, 2022): 1–12. http://dx.doi.org/10.1155/2022/7445124.

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Advertising has become the most important part of emerging advertising media with rich content, vivid form, huge browsing volume, and exponential growth in market share. It brings huge profits to operators and advertisers participating in bidding every year. Formulate reasonable allocation rules and payment rules for advertising resources in advertising space sales. The advertising configuration platform mainly has three functions: the entry function of home page advertising, serving the company’s operation department and storing the advertising information entered by operation, with a large a

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Zejnullahu Pllana, Donjeta, and Vjosa Fejza Ademi. "Investigating the impact of advertising spending on brand equity dimensions in Kosovo: A comprehensive market analysis." Journal of Eastern European and Central Asian Research (JEECAR) 11, no. 5 (2024): 838–49. http://dx.doi.org/10.15549/jeecar.v11i5.1419.

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This research paper examines the impact of advertising spending on three crucial aspects of brand equity—brand awareness, perceived quality, and consumer purchase intention—in Kosovo's unique market environment. The study aims to offer a detailed analysis of both the actual advertising expenditures and consumers' perceptions of these expenditures, exploring their influence on brand-related metrics. This approach not only fills a significant gap in the literature concerning advertising spending in Kosovo—a developing economy facing substantial economic challenges—but also provides practical ins

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Budianto, Apri, Irma Damayanti Bastaman, and Aulia Fauziyah. "Modern Market Customer Loyalty: Advertising Promotion Strategies." Jurnal Manajemen 10, no. 2 (2019): 111. http://dx.doi.org/10.32832/jm-uika.v10i2.2416.

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This study is focused on the relationship between advertising promotion strategies and customer loyalty in the modern market. This study seeks to explain the advertising promotion strategy if successfully carried out by the modern market, with the hope of creating loyal customers. This research was conducted on modern market customers in Ciamis. Ciamis is one of the regions in Indonesia, which is the same as other regions there are several modern markets with a variety of character of its customers. The study is based on the statements of several experts, which explain the customer relationshi

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Romanova, Lidia, and Valentina Zolotarova. "Current situation and trends of enterprise developments in Ukraine’s advertising market." Problems of Innovation and Investment Development, no. 21 (December 27, 2019): 135–49. http://dx.doi.org/10.33813/2224-1213.21.2019.14.

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The purpose of the article is to analyze and evaluate the current state of the domestic market of advertising services, tendencies of development of enterprises of the advertising sphere of Ukraine. Methodology. The domestic market for advertising services is quite young because it has actually started its active history since Ukraine gained independence, which has caused some peculiarities of its development and formation. As a result, the development of the market and its representatives has been undulating, yet at a rather dynamic pace compared to the advertising markets of other countries

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Gelb, Betsy D. "Observations: ‘Market Patriotism’ – Advertising Dilemma." Journal of Advertising Research 42, no. 1 (2002): 67–69. http://dx.doi.org/10.2501/jar-42-1-67-69.

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Raкhman, M., and V. Masliy. "Advertising Consumer Market in Ukraine." Modern Economics 17, no. 1 (2019): 200–203. http://dx.doi.org/10.31521/modecon.v17(2019)-32.

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Elhadj, Nada Ben, Rim Lahmandi-Ayed, and Didier Laussel. "Advertising Spillovers and Market Structure." Recherches économiques de Louvain 80, no. 3 (2014): 51. http://dx.doi.org/10.3917/rel.803.0051.

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Butler, Michael R., Robert B. Ekelund, and David S. Saurman. "Advertising and the Market Process." Southern Economic Journal 56, no. 1 (1989): 257. http://dx.doi.org/10.2307/1059076.

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McChesney, Robert W., and John Nichols. "The Bull Market: Political Advertising." Monthly Review 63, no. 11 (2012): 1. http://dx.doi.org/10.14452/mr-063-11-2012-04_1.

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Seitz, Victoria A., and Djoko Handojo. "Market similarity and advertising standardization." Journal of Marketing Practice: Applied Marketing Science 3, no. 3 (1997): 171–83. http://dx.doi.org/10.1108/eum0000000004341.

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Häckner, Jonas, and Sten Nyberg. "Advertising and Media Market Concentration." Journal of Media Economics 21, no. 2 (2008): 79–96. http://dx.doi.org/10.1080/08997760802069861.

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MacStravic, Robin. "Market Inertia in Hospital Advertising." Journal of Hospital Marketing 3, no. 1 (1989): 81–89. http://dx.doi.org/10.1300/j043v03n01_07.

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40

Parsons, Andrew G., and Christoph Schumacher. "Advertising regulation and market drivers." European Journal of Marketing 46, no. 11/12 (2012): 1539–58. http://dx.doi.org/10.1108/03090561211259970.

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Forbes, Kevin F. "Market structure and cooperative advertising." Economics Letters 22, no. 1 (1986): 77–80. http://dx.doi.org/10.1016/0165-1765(86)90146-1.

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Königbauer, Ingrid. "Advertising and generic market entry." Journal of Health Economics 26, no. 2 (2007): 286–305. http://dx.doi.org/10.1016/j.jhealeco.2006.08.008.

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Konečný, Michal, Róbert Világi, Yaroslava Kostiuk, and František Pollák. "Analysis of the Czech Advertising Market and its Main Players." SHS Web of Conferences 135 (2022): 01006. http://dx.doi.org/10.1051/shsconf/202213501006.

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At a time of global crisis, also at a time of accelerated digitalisation of businesses, sensible investment in communication with their customers is becoming very topical. The paper focuses on the development of investments in Internet advertising in the period 2012-2020. The method used for the research was a comparative analysis, which showed that the amount of money invested in internet advertising increased every year and that, unlike other types of advertising, no year was recorded for internet advertising during the period under review, when the value of investments in a given year would

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FRUCHTER, GILA E. "ADVERTISING IN A COMPETITIVE PRODUCT LINE." International Game Theory Review 03, no. 04 (2001): 301–14. http://dx.doi.org/10.1142/s0219198901000439.

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In many markets, competing but differentiated firms offer a product line in order to target each product to a different type of customer. Under competition, firms, while trying to target different products to different segments, are also interested in "stealing" customers from the competitors and, in particular, customers from the most profitable segments. How should a profit-maximising firm allocate the advertising budget along a competitive product line? Devel oping a closed-loop time-variant Nash equilibrium strategy for a multi-player multi-product advertising game, we find the determinant

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USTIK, Tetyana. "ADVERTISING MANAGEMENT AS A BASIS FOR THE FORMATION OF EFFECTIVE MARKET ACTIVITY OF COMPANIES." Herald of Khmelnytskyi National University. Economic sciences 316, no. 2 (2023): 326–31. http://dx.doi.org/10.31891/2307-5740-2023-316-2-51.

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The article focuses on the study of the theoretical and methodological content of advertising management, outlines the main components of analytical research, taking into account modern digital transformations and digital adaptation of business to advertising, and elaborates on the directions of advertising policy implementation and tools for its effective implementation. The importance of advertising research is proved and the results of advertising management functioning in recent years and the dynamics of changes by country are presented. The basic factors of influence of advertising campai

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Ilyashenko, Svetlana B., and Olga A. Mityaeva. "CHANGES IN GOVERNMENT REGULATION OF THE INTERNET ADVERTISING MARKET." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 2/2, no. 143 (2024): 140–47. http://dx.doi.org/10.36871/ek.up.p.r.2024.02.02.015.

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The article is devoted to the study of the features and changes in state regulation of the online advertising market in Russia. In particular, the amendments and additions made to the Federal Law of March 13.03.2006, № 38-FZ “On Advertising” are being updated, providing for a clear identification of online advertising and related obligations that are imposed on market participants. The positive dynamics of changes are emphasized and the transitional stage on the path to the formation of a transparent online advertising market is highlighted. The impact of changes in legislation on online adver

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Lahmandi-Ayed, Rim, and Didier Laussel. "Random Informative Advertising with Vertically Differentiated Products." Games 15, no. 2 (2024): 10. http://dx.doi.org/10.3390/g15020010.

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We study a simple model in which two vertically differentiated firms compete in prices and mass advertising on an initially uninformed market. Consumers differ in their preference for quality. There is an upper bound on prices since consumers cannot spend more on the good than a fixed amount (say, their income). Depending on this income and on the ratio between the advertising cost and quality differential (relative advertising cost), either there is no equilibrium in pure strategies or there exists one of the following three types: (1) an interior equilibrium, where both firms have positive n

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Yevsuykov, O. P., O. O. Akhmedova, and S. I. Sysoieva. "Global advertising market of eco-friendly products in developing countries: A review of the current trends and prospects." Ukrainian Journal of Ecology 10, no. 5 (2020): 136–41. http://dx.doi.org/10.15421/2020_219.

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The analysis of the current trends and future prospects of extension of advertising market of eco-friendly products in developing countries at the world level is carried out in the article. In particular, the assessment of the current structure of world advertising market of eco-friendly products is made. The determination of retrospective tendencies of development of advertising market of eco-friendly products in developing countries on the example of Ukraine is carried out. The identification of prospective volumes of advertising market of eco-friendly products in developing countries is giv

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Матюшкина, И. А., and К. С. Семионова. "Main trends in the development of the advertising services market in Russia." Экономика и предпринимательство, no. 1(126) (March 12, 2021): 840–43. http://dx.doi.org/10.34925/eip.2021.126.01.163.

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В статье рассмотрено понятие рынка рекламных услуг, его основные функции. Большое значение в статье уделено анализу основных показателей развития рынка рекламы в Российской Федерации, в частности объему рынка рекламных услуг, анализу структуры рынка рекламных услуг с точки зрения основных каналов распространения рекламы. В процессе исследования выявлены основные тренды развития рынка рекламы. The article considers the concept of the advertising services market, its main functions. The article focuses on the analysis of the main indicators of the development of the advertising market in the Rus

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Gordon, Brett R., Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin, and Kenneth C. Wilbur. "Inefficiencies in Digital Advertising Markets." Journal of Marketing 85, no. 1 (2020): 7–25. http://dx.doi.org/10.1177/0022242920913236.

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Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research.

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