What the firm should say in an advertising message, the choice of <i>content</i>, is a critical managerial decision …. Here, we focus on a particular aspect of the advertising content choice: an attribute-focused appeal versus an appeal with … no direct information on product attributes. We make two assumptions that capture the reality of the advertising context …

Facebook and Google offer hybrid advertising auctions that allow advertisers to bid on a per-impression or a per …-click basis for the same advertising space. This paper studies the properties of equilibrium and considers how to increase …

We use data from a large-scale field experiment to explore what influences the effectiveness of online advertising. We … Internet advertising between highly targeted plain text ads and more visually striking but less targeted ads. …

The critical role of research and development (R&D) and advertising in the marketing strategy of the firm is well … that R&D and advertising contribute to firm performance but that their effectiveness is not constant across the business … cycle. Increasing advertising share in contractions has a stronger effect on profit and market share than increasing …

very brief exposures. These findings challenge some of the received knowledge in advertising theory and practice, and they …

The question as to the optimality of advertising pulsing has attracted many researchers over the last half-century. In … this paper we specify a market share model in which there are two advertising-setting firms as well as a no-purchase option … profits. We are able to demonstrate, for a diminishing returns advertising function, that the optimal advertising strategy is …

Presidential elections provide both an important context in which to study advertising and a setting that mitigates the …-level advertising on county-level vote shares. The results indicate significant positive effects of advertising exposures. Both … instrumental variables and fixed effects alter the ad coefficient. Advertising elasticities are smaller than are typical for …