Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications (IMC) strategy consisting of a combination of promotional tools could be an essential element of the businesses' overall marketing strategy. Different promotional tools could...

Firms frequently utilize multiple communications instruments as part of their marketing campaign. Interactions between these instruments suggest that firms should apply Integrated Marketing Communications (IMC) to benefit from the synergies. We review different IMC models and then present a...

Prior to a new product launch, marketers need to infer how demand will respond to various levels of marketing mix variables in order to set an appropriate marketing plan. A critical challenge in estimating marketing mix responsiveness from historical data is that the observed decisions were...

The current study aims to research the promotional strategies targeted to the consumer of a single-product category. Primarily, it focuses on the study of the influence made by the promotional strategies of Manufacturer brands (MB) in the sales of the whole category in general and, in the...

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks if the focalbrand's link is exogenously removed from...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging...

India is a nucleus of FMCG brands. There are huge national and multinational brands catering to their products to millions of people and generating immense capital. The players in the market include HUL, ITC, Nestle, Godrej, P&G, etc. These are multimillion names that are altering the retail...

This paper aims to identify various digital marketing practices practiced in India and to find out the most impactful digital marketing practices on consumer purchase decisions. The modern digital consumer accesses various types of digital sources. This study is attempted to find out the most...

Marketers are currently focused on proper budget allocation to maximize ROI from online advertising. They use conversion attribution models assessing the impact of specific media channels (display, search engine ads, social media, etc.). Marketers use the data gathered from paid, owned, and...

Given that consumers value quality, and such advertising content informs consumers' beliefs about quality, it is not surprising that high quality brands emphasize quality in their advertising content. What is less obvious is whether firms with lower quality brands should also follow suit and...