Little is known about how different types of advertising affect brand attitudes. We investigate the relationships … advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 …

Several authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and … Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They … suggest that for utilitarian brands informational advertising is more effective than transformational advertising. Likewise …

Advertising and research and development (R&D) benefit firms by increasing sales and shareholder value. However, when a … firm is in bankruptcy, the cumulative effects of its past advertising and R&D can be a double-edged sword. On the one hand … likelihood that the bankruptcy court will decide that the firm can survive. The author argues that the ability of advertising and …

advertising. The experimental design overcomes limitations that have hindered previous investigations of this issue. Our study … uncovers dynamic advertising effects that have not been previously considered in the literature. We find that current … advertising does affect future sales but surprisingly, the affect is not always positive; for the firm's best customers the long …

advertising appeals …

Differential Privacy offers the online advertising industry new means to increase consumer privacy by obfuscating …

archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main …