In today's socially connected world marketers are turning to social video as a way of
extending campaign reach and gaining cut-through. However knowledge on which creative …

A marketer with a Facebook Fan base has at least some ability to advertise to that audience.
What quality of reach, however, does this sort of “earned media” deliver? The landmark …

Consolidating past findings on clutter with analysis of four new data sets, we document the
empirical patterns for how advertising works in television and radio with different levels of …

While customer acquisition is clearly important for new brands, mature brands are often said
to rely on defection management for maintenance and growth. Yet the theory to support this …

With increasing fragmentation, advertisers are choosing media based upon their ability to
deliver specific target markets to maximise return on media expenditure. In doing so, they rely …

This study investigated the relationship between radio advertising clutter and advertising
recall using the Australian radio market as a test case. The term ‘clutter’ is defined here as a …

This article examines the impact of clutter on advertising placed on Facebook. This platform
is quite different from broadcast media, yet the current study unveiled very similar findings as …

Empirical research over several decades has demonstrated that the average buyer in a
repeat-purchase category purchases a repertoire of brands. While the commonality of this …

Purpose – The purpose of this paper is to test whether brand defection shows double‐jeopardy
effects, and whether stochastic models provide useful benchmarks of expected brand …

It has been known for many years that there is a positive relationship between market share
and profitability. One popular explanation is that larger firms enjoy economies of scale …