Integrating marketing communications: New findings, new lessons, and new ideas
With the challenges presented by new media, shifting media patterns, and divided consumer
attention, the optimal integration of marketing communications takes on increasing …
attention, the optimal integration of marketing communications takes on increasing …
The targeting of advertising
An important question that firms face in advertising is developing effective media strategy.
Major improvements in the quality of consumer information and the growth of targeted media …
Major improvements in the quality of consumer information and the growth of targeted media …
[图书][B] Advanced theory and practice in sport marketing
EC Schwarz, JD Hunter - 2017 - taylorfrancis.com
Effective marketing is essential for any successful sport organization, from elite international
teams to local leagues. Now in a fully revised and updated third edition, Advanced Theory …
teams to local leagues. Now in a fully revised and updated third edition, Advanced Theory …
Advertising spillovers: Evidence from online field experiments and implications for returns on advertising
NS Sahni - Journal of Marketing Research, 2016 - journals.sagepub.com
The author analyzes the impact of online ads on the advertiser's competitors, using data
from randomized field experiments on a restaurant-search website. He finds that ads …
from randomized field experiments on a restaurant-search website. He finds that ads …
An empirical model of advertising dynamics
This paper develops a model of dynamic advertising competition, and applies it to the
problem of optimal advertising scheduling through time. In many industries we observe …
problem of optimal advertising scheduling through time. In many industries we observe …
How effective is targeted advertising?
A Farahat, MC Bailey - Proceedings of the 21st international conference …, 2012 - dl.acm.org
Advertisers are demanding more accurate estimates of the impact of targeted
advertisements, yet no study proposes an appropriate methodology to analyze the …
advertisements, yet no study proposes an appropriate methodology to analyze the …
Online display advertising: Modeling the effects of multiple creatives and individual impression histories
Online advertising campaigns often consist of multiple ads, each with different creative
content. We consider how various creatives in a campaign differentially affect behavior given …
content. We consider how various creatives in a campaign differentially affect behavior given …
An experimental investigation of the effects of retargeted advertising: The role of frequency and timing
NS Sahni, S Narayanan… - Journal of Marketing …, 2019 - journals.sagepub.com
In collaboration with an online seller of home-improvement products, the authors conduct a
large-scale randomized field experiment to study the effects of retargeted advertising, a form …
large-scale randomized field experiment to study the effects of retargeted advertising, a form …
Wearout effects of different advertising themes: A dynamic Bayesian model of the advertising-sales relationship
FM Bass, N Bruce, S Majumdar… - Marketing …, 2007 - pubsonline.informs.org
Models of advertising response implicitly assume that the entire advertising budget is spent
on disseminating one message. In practice, managers use different themes of advertising …
on disseminating one message. In practice, managers use different themes of advertising …
Generic and brand advertising strategies in a dynamic duopoly
FM Bass, A Krishnamoorthy, A Prasad… - Marketing …, 2005 - pubsonline.informs.org
To increase the sales of their products through advertising, firms must integrate their brand-
advertising strategy for capturing market share from competitors and their generic …
advertising strategy for capturing market share from competitors and their generic …