unexplored question - does banner advertising have a role to play in the customer retention phase of CRM. Using a rich behavioral … database consisting of individual customer purchases at a web site along with individual advertising exposure, we measure the … impact of banner advertising on customer retention (via purchase acceleration). We formulate a model of individual purchase …

consumers pay to the other content in the rest of the advertising message. Our paper quantifies the benefits from … personalization, and contributes to understanding the role of non-informative advertising content. It contributes to the psychology … that are designing their advertising campaigns …

predicted by the firm (i.e., predicted and unpredicted abnormal returns), the authors find that the post-approval advertising … detailing spending than for direct-to-consumer (DTC) advertising. Consistent with these higher budgets, the authors find that … post-launch advertising effectiveness is better as unpredicted abnormal approval returns are higher, particularly for …

We measure the effects of pre- and post-release blog volume, blog valence and advertising on the performance of 75 … driving across-market differences. Release day performance is impacted most by pre-release blog volume and advertising …, whereas post-release performance is influenced by post-release blog valence and advertising. Across markets, there is more …