Does Offline TV Advertising Affect Online Chatter? Analysis of Quasi-Experimental Data Using Synthetic ControlNov 4, 2016 Gerard Tellis and Seshadri Tirunillai, 2016, 16-130
Why marketers should consider effects of TV advertising on consumer reviews and blogs: This study finds that TV ads can accelerate virality and boost brand visibility in online chatter.
The Impact of Emotions on the Persuasiveness of Detection versus Prevention Health AppealsOct 7, 2016 Meng-Hua Hsieh, Chethana Achar, and Nidhi Agrawal, 2016, 16-128
Actionable insights for managers on how to boost the persuasive power of "detection" health messages.
Why Firms Should Invest in Social MediaAug 25, 2016
Firm content on social media strengthens the effect of TV and email marketing.
Journal of Interactive Marketing Offers Access to Top ResearchAug 09, 2016
For marketers seeking new scholarly insights, the Journal of Interactive Marketing is offering free access to five articles selected by editor-in-chief Brian Ratchford for their relevance to marketing practice.
Multichannel Sales Attribution and Media OptimizationJul 7, 2016 Sandy D. Jap and Timothy J. Gilbride, 2016, 16-116
By accounting for cross-channel complementarities in sales and media channels, this model offers a valuable tool to firms seeking to optimize media allocation spend.
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