The Targeting of Advertising

By Ganesh Iyer, David Soberman Insead, D. Soberman, J. Miguel Villas-Boas. 2005

571 citations recorded by the source corpus.

Subfields: Economics and Econometrics, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/31c01adbffe2511f96a8e1e83de8dacb5820489b

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Citations in the corpus

Is this for me? How Consumers Respond to Personalized Advertising on Social Network Sites (2015, background): “…that personalization can generate more favorable consumer responses because it increases the personal relevance of an ad (Anand and Shachar 2009; Arora et al. 2008; Iyer, Soberman, and Villas-Boas 2005; Kalyanaraman and Sundar 2006; Noar, Harrington, and Aldrich 2009; Pavlou and Stewart 2000).”
Advertising in Asymmetric Competing Supply Chains (2014, background): “…advertising involving two retailers or channels typically assume a ﬁxed unit mass of consumers (e.g., along a Hotelling line as in Chen et al. 2009, Iyer et al. 2005, Shaffer and Zettelmeyer 2004, 2009, von der Fehr and Stevik 1998, Wu et al. 2009); thus the expansion effect on the (aggregate)…”
Targeted Advertising and Advertising Avoidance (2011, unknown): “A number of recent papers look at targeted advertising more particularly, again in the context of how it influences strategic pricing behavior; see Ak¸cura and Srinivasan (2005), Iyer, Soberman, and Villas-Boas (2005) , Gal-Or, Gal-Or, May, and Spangler (2006), Esteban and Hernandez (2007) and Gale”
Online advertising and privacy (2014, unknown): “Some papers in the literature on targeted advertising also find that targeting leads to higher prices, but for different reasons: in Roy (2000), Iyer, Soberman, and Villas-Boas (2005), or ?, targeting allows firms to segment the market, thereby softening price competition.”
Embedded Premium Promotion: Why It Works and How to Make It More Effective (2007, background): “This substantial and demographically measurable market segment is a potentially attractive target for EP-style promotions and focused message strategies (Iyer et al. 2005).”
Seven cognitive concepts for successful eco-design (2015, methodology): “Also, shape-search design methods (i.e., Iyer et al., 2005) can be modified to search existing design forms to identify forms associated with lower environmental impact.”