Programmatic advertising has come to dominate the landscape of digital media planning. To prepare ad majors for their future careers in the industry, it is essential to teach students programmatic buying and provide them with hands-on experience. In this article, the authors present their approach of integrating teaching programmatic buying into a…

In product design, there is often a disconnect between the engineers creating the product and the marketing team determining the best characteristics for the product. The research areas of "design for market systems" and "decision-based design" seek to bridge that disconnect through quantitative approaches that facilitate…

The advances in information technologies and the Internet significantly promote the prosperous growth of electronic commerce in recent years. Simply surfing the Internet allows consumers to conveniently explore endless product choices and a flood of related product information. As one of the most important sources of product information,…

An e-mail marketing experiment based on the behavioral perspective model was conducted to investigate consumer choice. Conversion e-mails were sent to two groups from the same marketing database of registered consumers interested in children's books. The experiment was based on A-B-A-C-A and A-C-A-B-A withdrawal designs and consisted of sending B…

Describes three popular "shareware" computer programs: PC-Write (word processing program for IBM PC and compatibles); PC-File III (electronic file system); PC-Talk III (communications program). Shareware programs are marketed at minimum profit with maximum distribution and unlimited acceptance test; are protected by copyright; and…

In the current industry-driven educational climate, resources are produced, marketed, and subsequently understood to be synonymous with "balanced literacy." This article critically examines various programs currently in wide use to demonstrate this occurrence. The examination specifically provides examples of how the appropriation and…

Discusses factors that should be considered by buyers and producers of databases on CD-ROM (compact disc-read only memory). The advantages and disadvantages of CD-ROM are also discussed and compared with those of magnetic and print media, and market projections are provided. (CLB)