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Essays on Commercial Media and Adver...

Zhu, Yi.

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Essays on Commercial Media and Advertising.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Essays on Commercial Media and Advertising./
Author:	Zhu, Yi.
Description:	144 p.
Notes:	Source: Dissertation Abstracts International, Volume: 74-09(E), Section: A.
Contained By:	Dissertation Abstracts International74-09A(E).
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3564086
ISBN:	9781303126529

Essays on Commercial Media and Advertising.
Zhu, Yi.

Essays on Commercial Media and Advertising. - 144 p.

Source: Dissertation Abstracts International, Volume: 74-09(E), Section: A.

Thesis (Ph.D.)--University of Southern California, 2013.

My dissertation aims to advance our understanding of marketing processes in light of the emerging new media and technology.

ISBN: 9781303126529Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Essays on Commercial Media and Advertising.
LDR:02593nam a2200325 4500 001 1959851
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008 150210s2013 ||||||||||||||||| ||eng d
020 $a 9781303126529
035 $a (MiAaPQ)AAI3564086
035 $a AAI3564086
040 $a MiAaPQ $c MiAaPQ
100 1 $a Zhu, Yi. $3 1953037
245 1 0 $a Essays on Commercial Media and Advertising.
300 $a 144 p.
500 $a Source: Dissertation Abstracts International, Volume: 74-09(E), Section: A.
500 $a Advisers: Anthony Dukes; Kenneth C. Wilbur.
502 $a Thesis (Ph.D.)--University of Southern California, 2013.
520 $a My dissertation aims to advance our understanding of marketing processes in light of the emerging new media and technology.
520 $a My dissertation first provides guidance on how websites should offer sponsored-links services with new hybrid advertising auctions mechanism. Facebook and Google offer hybrid advertising auctions that allow advertisers to bid on a per-impression or a per-click basis for the same advertising space. This chapter studies the properties of equilibrium and considers how to increase efficiency in this new auction format. Rational expectations require the publisher to consider past bid types in order to prevent revenue losses to strategic advertiser behavior. The equilibrium results contradict publisher statements and suggest that, conditional on setting rational expectations, publishers should consider offering multiple bid types to advertisers.
520 $a The second chapter of my dissertation examines factual content production in commercial media and provides insights into a wide variety of settings, including user-generated content (UGC), daily news, and product reviews. Commercial media supply factual content to consumers who pay for facts to learn about the state of the world (the state). If media take stances that closely reflect the actual state, they can provide many facts. But, if consumers also value content that matches their opinions, media may want to slant their stances away from the state, which limits the number of facts they can report. We find that competitive media leave consumers knowing less by providing fewer facts. We also find that a monopoly medium may be more polarizing than competitive media.
590 $a School code: 0208.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Economics, General. $3 1017424
650 4 $a Web Studies. $3 1026830
650 4 $a Mass Communications. $3 1017395
690 $a 0338
690 $a 0501
690 $a 0646
690 $a 0708
710 2 $a University of Southern California. $b Business Administration. $3 1029757
773 0 $t Dissertation Abstracts International $g 74-09A(E).
790 $a 0208
791 $a Ph.D.
792 $a 2013
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3564086