Consumers are exposed to rising numbers of ads for which they have falling amounts of time. This poses a serious challenge for advertisers and ad agencies who want to engage consumers with their ads, create positive impressions and build memory for their ads and brands. The bulk of ads in...

The recent economic downturn has made consumers more focused on obtaining good value-for-money and on keeping their spending in check. This dissertation covers the implications of two recent developments indicative of such smart shoppingʺ: the increased popularity of the hard-discounterʺ...