Many advertisers adopt the integrated marketing communications perspective that emphasizes
the importance of synergy in planning multimedia activities. However, the role of synergy …

A key task of advertising media planners is to determine the best media schedule of advertising
exposures for a certain budget. Conceptually, the planner could choose to do continuous …

We propose a new hierarchical model of online and offline advertising. This model incorporates
within-media synergies and cross-media synergies and allows higher-order interactions …

Companies spend millions of dollars on advertising to boost a brand's image and simultaneously
spend millions of dollars on promotion that many believe calls attention to price and …

At the intersection of technology and marketing, this study develops a framework to
unobtrusively detect salespeople’s faces and simultaneously extract six emotions: happiness, …

Investigates the extent to which expert evaluations of quality impact price premiums of national
brands over the store brands. Using data from Consumer Reports, finds that the average …

Companies spend hundreds of millions of dollars annually on advertising to build and
maintain awareness for their brands in competitive markets. However, awareness formation …

In Markov-switching regression models, we use Kullback–Leibler (KL) divergence between
the true and candidate models to select the number of states and variables simultaneously. …

Advertising nudges consumers along the think–feel–do hierarchy of intermediate effects of
advertising to induce sales. Because intermediate effects—cognition, affect, and experience—…

How should forward-looking managers plan advertising if they envision a product-harm crisis
in the future? To address this question, we propose a dynamic model of brand advertising …