With the challenges presented by new media, shifting media patterns, and divided consumer
attention, the optimal integration of marketing communications takes on increasing …

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 …

Effective marketing is essential for any successful sport organization, from elite international
teams to local leagues. Now in a fully revised and updated third edition, Advanced Theory …

This paper develops a model of dynamic advertising competition, and applies it to the
problem of optimal advertising scheduling through time. In many industries we observe …

The author analyzes the impact of online ads on the advertiser's competitors, using data
from randomized field experiments on a restaurant-search website. He finds that ads …

Advertisers are demanding more accurate estimates of the impact of targeted
advertisements, yet no study proposes an appropriate methodology to analyze the …

In collaboration with an online seller of home-improvement products, the authors conduct a
large-scale randomized field experiment to study the effects of retargeted advertising, a form …

Online advertising campaigns often consist of multiple ads, each with different creative
content. We consider how various creatives in a campaign differentially affect behavior given …

Models of advertising response implicitly assume that the entire advertising budget is spent
on disseminating one message. In practice, managers use different themes of advertising …

To increase the sales of their products through advertising, firms must integrate their brand-
advertising strategy for capturing market share from competitors and their generic …