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Consumer Addressability and Customized Pricing
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Internet Shopping Agents: Virtual Co-Location and Competition
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Buyer Search Costs and Endogenous Product Design
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Advertising in a Distribution Channel
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Generic and Brand Advertising Strategies in a Dynamic Duopoly
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AdROSA-Adaptive personalization of web advertising
Information Sciences: an International Journal
The Changing Architecture of Advertising Agencies
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Editorial: Who Is Afraid to Give Freedom of Speech to Marketing Folks?
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Electronic Commerce Research and Applications
Market Research and Innovation Strategy in a Duopoly
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Web-Based Recommender Systems and User Needs --the Comprehensive View
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Brand and Price Advertising in Online Markets
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Is Persuasive Advertising Always Combative in a Distribution Channel?
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Accelerated Learning of User Profiles
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Search Engine Advertising: Channel Substitution When Pricing Ads to Context
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Multi-agent system for web advertising
KES'05 Proceedings of the 9th international conference on Knowledge-Based Intelligent Information and Engineering Systems - Volume Part II
How effective is targeted advertising?
Proceedings of the 21st international conference on World Wide Web
Finding twitter communities with common interests using following links of celebrities
Proceedings of the 3rd international workshop on Modeling social media
Service design of consumer data intermediary for competitive individual targeting
Decision Support Systems
Competition in Consumer Shopping Experience
Marketing Science
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The Advertising Mix for a Search Good
Management Science
An economic analysis of user-privacy options in ad-supported services
WINE'12 Proceedings of the 8th international conference on Internet and Network Economics
Competitive Effects of Purchase-Based Targeted Advertising
Journal of Electronic Commerce in Organizations
Vertical Differentiation and a Comparison of Online Advertising Models
Journal of Management Information Systems
Tweets Beget Propinquity: Detecting Highly Interactive Communities on Twitter Using Tweeting Links
WI-IAT '12 Proceedings of the The 2012 IEEE/WIC/ACM International Joint Conferences on Web Intelligence and Intelligent Agent Technology - Volume 01
Advertising and Consumers' Communications
Marketing Science
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An important question that firms face in advertising is developing effective media strategy. Major improvements in the quality of consumer information and the growth of targeted media vehicles allow firms to precisely target advertising to consumer segments within a market. This paper examines advertising strategy when competing firms can target advertising to different groups of consumers within a market. With targeted advertising, we find that firms advertise more to consumers who have a strong preference for their product than to comparison shoppers who can be attracted to the competition. Advertising less to comparison shoppers can be seen as a way for firms to endogenously increase differentiation in the market. In addition, targeting allows the firm to eliminate "wasted" advertising to consumers whose preferences do not match a product's attributes. As a result, the targeting of advertising increases equilibrium profits. The model demonstrates how advertising strategies are affected by firms being able to target pricing. Target advertising leads to higher profits, regardless of whether or not the firms have the ability to set targeted prices, and the targeting of advertising can be more valuable for firms in a competitive environment than the ability to target pricing.