PPT-Lecture 11 Economics of Online Advertising

Lecture Plan HW 3 Required additional lecture readings HBS case Google Inc HBS industry note Paid Search Advertising Online Advertising Models Long Tail Real time bidding Online Advertising. Chapter . Objectives. After reading this chapter you should be able to:. Appreciate the magnitude, nature, and potential for online and mobile advertising.. Describe how the online advertising process works.. 3 YEAR ADVERTISING SPEND TREND . TV STATIC, INTERACTIVE GROWING, NEWSPAPERS DECLINING. Looking . at the 3 year trend in advertising share, TV has remained static at . 28.4%, . while share of media spend to Interactive grew from . LUISS 2015. INTERNET ECONOMICS. Paolo Cellini . @. cellinip. Venture Partner @ . Innogest. SGR. Board Member @ . LVenture. Group SPA. Previously . he had wide ranging, but related experience in many parts of the world:. Parties in an Advertising Ecosyste. m. "An Introduction to Online Advertising" by . MindTree. Limited c2010, http://www.slideshare.net/suhasmallya/online-advertising-an-introduction-and-overview. Pricing Models. Lecture Plan. HW2. Exam 1. Prisoner's Dilemma. Empirical Studies of Advertising Effectiveness. Advertising and Media Planning . Definitions. Costs. Upfront Market. Today in Pricing Class. Guest Speaker . Lecture Plan. Celebrities. Humor. Comparative Advertising. Advertising Regulation. Model of comparative advertising. ADVERTISING CONTENT. Celebrities. ~ 25% of ads have celebrities in them. The general belief among advertisers is that advertising messages delivered by celebrities:. All Course materials can be found here:. http://faculty.cit.cornell.edu/jl2545/teaching.htm. AEM 4550: Economics of Advertising. Laptops, Tablets, Phones, Oh My. For the fourth straight postseason, Cleveland's superstar is trying to shield himself from the outside world…. All Course materials can be found here:. http://faculty.cit.cornell.edu/jl2545/teaching.htm. AEM 4550: Economics of Advertising. Laptops, Tablets, Phones, Oh My. For the fourth straight postseason, Cleveland's superstar is trying to shield himself from the outside world…. ONLINE ADVERTISING. DIRECT MAIL. PARTS OF AN AD. When the illustration (art-work) is eye-catching, it attracts the reader's attention to the headline and copy. . White space is the blank space between the elements of an . ONLINE ADVERTISING. DIRECT MAIL. PARTS OF AN AD. When the illustration (art-work) is eye-catching, it attracts the reader's attention to the headline and copy. . White space is the blank space between the elements of an . 1. Lecture 2a . Multipliers & output models. . Regional and Local Economics (RALE) 2010 – Lecture 2a. 2. RALE - Lecture 2a. Last week: Introduction and profiling the local economy . This week: part a) Multipliers & output models . Self - Regulatory Program for Children’s Children’s Advertising Review Unit Administered by the Council of Better Business Bureaus Policies and Procedures set by the Advertising Self - Regulatory References. Challenges in Measuring Online Advertising Systems by . Saikat. . Guha. , Bin Cheng, and Paul Francis. Serving Ads from . localhost. for Performance, Privacy, and Profit by . Saikat. . Barham Muhamad - Nasir Ivan. E-commerce Marketing . Almost 42% of Americans plan to shop mostly online in 2017, according to the “2017 Shopping Outlook” survey by PriceGrabber. Another 45% plan to make most of their purchases through a...