Online advertising yields advanced tracking capabilities and vast amounts of user-specific data, something traditional advertising lacks. Tracking technology and the methods used to buy and sell ads have advanced considerably in recent years, but the flawed metrics of the past, such as click-through rate, are still often relied upon. The development of free and user-friendly web analytics software offers new possibilities for monitoring the effect digital campaigns have on user behavior. This paper uses observational data from a small U.S. advertiser to compare campaign statistics with analytics data from the advertiser’s website in an effort to find new possibilities for measuring digital advertising campaigns.
This study attempts to identify the causes of growth in the dietary supplement market. An ordinary least squares regression is used to determine the strength of the relationship between several selected variables and sales in the dietary supplements market. An examination of advertising techniques was also performed to get an idea of which advertising methods will produce future success. The empirical results indicate that dollars firms spend on advertising and consumer expenditures on home gym equipment and gym memberships lead to increases in dietary supplement sales.
This study investigates the potential impact of illegal off-label promotion on the sales of the top selling pharmaceuticals in a U.S. market. Drawing from a dataset of the top 200 drugs by sales from 2004-2010, this is the first study to incorporate a measurement of illegal off-label promotion and the effect it has on the sales of drug products. The rising usage and litigation involved in off-label drug use underlines the importance of the current study. This study found that on average, a drug that is promoted for off-label uses can increase its sales by up to 18 percent.
The rise of the consumer economy in the United States during the 20th century brought about the rise of advertising. Advertising became such an integral part of our luxury economy that different methods and techniques had to be developed in order to attract a consumer base on a psychological level. Due to a multitude of factors, however, the popularity of psychological advertising did not increase as quickly as other scholars in the field might believe.
A key element of any business is determining the profit maximizing price of a good. Yet each price level will exclude some consumers who find the equilibrium too high and refrain from entering the market. If a similar product could be offered at a lower price it may lure the abstaining customers to consume, thereby increasing profits. For an industry that is flustering like the music industry, it is crucial new sales methods are found to continue growth and expansion. This paper evaluates an MP3 bundle as a modified product to attract new customers and encourage current customer to purchase more songs. Survey response data is used to determine a profit maximizing price at which to offer the modified digital song.
A magazine created by Colorado College students as part of the course, FG200 Introduction to Feminist Thought, taught by Assistant Professor Heidi Lewis during Block 6, 2014.
The automotive industry is a critical component of the American economy. The success of the industry is largely dependent upon the effectiveness of the advertising strategies and brand messaging of each company. The purpose of this thesis is to examine advertising strategies employed by three American automotive manufacturers through the analysis of informational content in television commercials. Furthermore, this thesis will address possible changes in advertising strategies as a result of an economic recession. This study found that there is a greater focus on general brand imaging during periods of economic recovery.
This study provides a theoretical analysis and an empirical investigation of the Elaboration Likelihood Model of persuasion. The theory postulates that persuasive information is processed through two distinct psychological routes: central and peripheral. The framework of the ELM is used as a basis for the exploration of the effect of humor as a peripheral cue in both print and video advertisements. A total of 108 participants were randomly assigned into two experimental groups that varied in elaboration likelihood in order to assess the impact of humor on product attitudes, advertisement attitudes, and purchase intentions. As expected, I find that participants in the high elaboration condition did not exhibit favorable attitudes or increased purchase intentions toward the products advertised with humor. The contradictory behavior of participants in the low elaboration condition to the theory provides useful insights for experimental design in future research within the realm of the ELM.