The two components of the advertising industry - the creative sector that develops and produces messages, and the communications sector that transmits messages via various media - have each been greatly affected by advances in creative design and communications technologies. As the media...

Several recent studies report a seemingly counterintuitive result of positive cross advertising effects. We examine this phenomenon, and document its prevalence and persistence using time series data for several mature packaged goods categories. For this purpose we develop a hierarchical dynamic...

This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to procure the customized bundle...