Research Question- This study empirically investigates how various advertising media independently and jointly affect firms' financial performance. Motivation- Advertising spending is one of the most significant budget items supporting marketing activities for most companies. However, in an era...

This research explores how television viewers' online program engagement (OPE)—engagement in social media conversations about television programs—relates to audience size during ads in those programs. We leverage a multisource dataset of 8417 ad instances, volume and deviation measures of...

This paper studies how the emergence of specialized communication media focused on both high quality contents and high quality advertised products, affects the functioning of a vertically differentiated market. To that end, we formulate a simultaneous game of pricing and targeted advertising...

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...

Price promotions play a prominent role in German grocery retailing. Their purpose is to increase store traffic and strengthen customer loyalty. It is hypothesized that other marketing tools, like psychological pricing can add to the positive impact of price promotions on sales. Thus, we...

Background If retailers and brand manufacturers of food succeed in presenting their products at the point of sale, quickly generating a high level of attention, the likelihood of a purchase is significantly increased. Particularly, in recent years, they have been relying on the megatrend of...