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...

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)...

Television (TV), the predominant advertising medium, is being transformed by the micro-targeting capabilities of set-top boxes (STBs). Accordingly, this paper uses a proprietary, household-level, single source data set to develop a second-by-second show and advertisement viewing model, using...