The authors review more than 250 journal articles and books to establish what is and should
be known about how advertising affects the consumer—how it works. They first deduce a …

Prior work in marketing has suggested that advertising threshold effects—levels beneath
which there is essentially no sales response—are rarely encountered in practice. Because …

The authors propose a creative advertising system (CAS) for the generation and testing of
advertising creative ideas, founded on artificial intelligence (AI) principles. The proposed …

This study provides a comprehensive assessment of the impact of advertising creative strategy
(ACS) on advertising elasticity, founded on an integrative framework that distinguishes …

The authors investigate how heuristics and analytics contribute to the advertising budget
decision by decomposing it into four components: (1) baseline spending, (2) adaptive …

The authors examine the dynamic effects of category- and brand-level advertising for a new
pharmaceutical in a market in which regulations require that the content of these two types of …

This study examines the long-term effectiveness of multimedia advertising in a competitive
setting and its implications for budget allocation decisions, using multivariate persistence …

Despite the proliferation of diffusion models and a plethora of applications in many different
markets and domains, relatively little research has been conducted on prescription drug …

Specialty drugs treat complex, severe diseases and offer significant therapeutic advances.
Despite their potential to transform patient care, little is known about the drivers of their …

Although extant literature has argued for both positive and negative effects of product line
length on choice, ie a “dual impact,” such a possibility has not been empirically investigated. …