Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising … channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e ….g., digital advertising affecting online sales) and across channels (e.g., digital advertising affecting offline sales). We …

Advertising often aims at creating and reinforcing brand differentiation, which should translate into reduced price … competition. Currently unknown are the boundary conditions for long-term advertising benefits, the route through which advertising … effects materialize, and the role of competitive advertising in the category. The authors develop a Hierarchical Dynamic …

The advent of online advertising has simultaneously created unprecedented opportunities for advertisers to target …

through advertising in order to create new (false) needs in consumers, and, as a consequence, consumer spending rises, and so …

advertising help answer this question? We present results from a large field experiment on Facebook and Instagram that documents … variance in advertisers' ability to generate returns to advertising. We focus on campaigns aimed at boosting sales and tie … advertising expenses to revenues for each advertiser. We find that spending on advertising led to significant increases in …

Facebook and Instagram. We first estimate advertising effectiveness at baseline across our broad sample. We then estimate the …