Media multitasking competes with television advertising for consumers’ attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a massive dataset spanning...

This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and metrics selection. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads and social) media. Learning...

This dissertation deals with the problem of video advertising avoidance by TV and Internet viewers. It focuses on the counterintuitive but systematic detrimental impact that brands (logos, trademarks pack shots) as well as emotional evoking scenes (joyous and surprising) may have on commercials...

Ein Elektronikeinkäufer ist zunehmend mit Kunden konfrontiert, die sich in den Filialen Informationen zu Produkten holen, aber dann im Internet kaufen. Welche Lösung gibt es für dieses als Showrooming bekannte Phänomen?