How, When, and Where In-app Ads Pay OffMar 08, 2017
Study points to untapped opportunities to improve targeting strategies.
5 Things I Know About Marketing – John Deighton, Harvard Business SchoolMar 07, 2017
"The most difficult task of marketing professionals is to take from today’s intellectual triumphs without losing touch with the many dimensions of behavior that other psychologies and other thoughtful people, novelists, historians, and anthropologists among them, have to offer," says John Deighton.
TV Ads and Search Spikes: Toward a Deeper UnderstandingMar 1, 2017 Rex Y. Du, Linli Xu, and Kenneth C. Wilbur, 2017, 17-104
For TV advertisers who seek to maximize consumers' online information gathering, post-ad search spikes offer a causal attribution measure that is responsive, reliable and readily available.
There’s No Free Lunch Conversation: The Effect of Brand Advertising on Word of MouthFeb 28, 2017 Mitchell J. Lovett, Renana Peres, and Linli Xu, 2017, 17-103
There's a widely held belief that brand advertising can create big consumer brand buzz. This study suggests otherwise.
Social TV, Advertising, and Sales: Are Social Shows Good for Advertisers?Dec 14, 2016 Beth L. Fossen and David A. Schweidel, 2016, 16-135
Good news for retailers and TV networks: Social TV activity boosts online sales for advertisers.
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