2021 Theses Doctoral
Essays on Digital Advertising
Gritckevich, Aleksandr
Digital advertising has seen dramatic growth over the last decade. Total digital ad spending in the US has increased 6 times between 2010 and 2020, from $26 billion to $152 billion(eMarketer). This impressive development has in turn sparked a huge stream of literature studying all the different aspects of advertising in the digital media. My dissertation contributes to this literature via two essays. In the first essay, I consider a very important topic of ad blocking, that in the recent years has become a significant threat to advertising supported content. With a specific focus on consumer and total welfare, I show the detrimental role of the adblockers’ current revenue model in decreasing content quality, consumer surplus and total welfare. In the second essay, I study demand learning in digital advertising markets, where firms learn over time how their advertising campaigns impact consumer demand by using their advertising campaign outcomes in earlier periods. By developing an analytic model, I demonstrate in several scenarios, such as monopoly and competition, that learning has an ambiguous effect on the key market parameters and, in particular, on the equilibrium advertising and quantities.
Geographic Areas
- United States
- Internet advertising
- Internet marketing
- Consumption (Economics)
More About This Work
- DOI Copy DOI to clipboard
IMAGES
VIDEO
COMMENTS
Advertising Concept and Campaign Informative Essay. Advertising agencies are varied from small organizations to large and well established firms that employ hundreds of workers. Hence, it is important to note that the structure of such agencies also range from simple to complex systems depending on the size and activities of the business ...
Recognizing this need, this special issue includes three papers addressing the influence of advertising on the well-being of children. Lapierre et al. investigate the influence of advertising on children’s behavior and consequently, on parent stress and well-being.
Essay # 1. Meaning of Advertising Campaign: The word ‘campaign’ refers to the planned activities that are undertaken to gain a special object in any field of action. In advertising, it is used in the sense of organised and carefully planned use of paid publicity for the accomplishment of a definite purpose. Essay # 2.
POlitical Campaign Advertising Essays. During the 2004 election, President Bush’s campaign ads showed him to be a leader and a strong president in a time when leadership was needed. Kerry’s ad showed him to be a people person, and a person who connects with the citizen of this country. 1160 Words. 5 Pages.
A Look at Writing Essay on Advertising Ethics. To start off, whenever you are writing an essay on a particular topic, the first thing is to strive to make your audience get a picture of what you are talking about. The best way to do so is by first defining your topic or explaining what it is that you aim to achieve or how the reader will benefit.
Advertising has become an omnipresent force in modern society, shaping our perceptions, influencing our choices, and impacting our culture. This essay delves into the multifaceted role of advertising in society, exploring its functions, effects on consumers, and broader implications for culture and the economy. Functions...
Marketing Campaign for Online Business. PAGES 1 WORDS 437. Ideally, the promotional campaign would involve reputable websites to add to the credibility of the university, such as business magazines and journals, or job recruitment websites with a good reputation, as some of the students may be looking at such sites, in search of a more ...
Essays on Digital Advertising. Digital advertising has seen dramatic growth over the last decade. Total digital ad spending in the US has increased 6 times between 2010 and 2020, from $26 billion to $152 billion (eMarketer). This impressive development has in turn sparked a huge stream of literature studying all the different aspects of ...