The concept of Integrated Marketing Communications (IMC) emphasizes the role of synergy, which arises when the combined effect of multiple activities exceeds the sum of their individual effects. In this paper, we investigate the effects of synergy on the profitability of IMC programs in...

A probabilistic model is proposed to assess the value of replications. The corroboration of a theory is shown to be a function of the number of replications, the number of successful outcomes, and our initial beliefs. An adaptive control model provides the optimal policy for continuing...

Companies spend millions of dollars on advertising to boost a brand's image and simultaneously spend millions of dollars on promotion that many believe calls attention to price and erodes brand equity. We believe this paradoxical situation exists because both advertising and promotion are...