Should advertisers change their message (what is said), just as they do the execution (how it is said) to reflect changing consumer preferences? This paper is the first to quantify how these ad components and their interplay affect brand sales. The authors define the concepts of Market...

Research abounds on consumer price response in Western markets, but offers little guidance to managers marketing their products around the world. For instance, smartphone/tablet applications represent a global market for developers, who have yet to exploit their freedom in localizing marketing....

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...