Online Data Improves TV ForecastingOct 23, 2016
Consumers reveal their offline preferences through social posting activity (from Marketing Science).
Competitive Price Targeting with Smartphone CouponsFeb 8, 2016 Jean-Pierre Dubé, Zheng Fang, Nathan Fong, and Xueming Luo, 2016, 16-103
Mobile technology allows firms to target promotional offers to customers located near a competitor. How does competitor response moderate the profitability of geo-conquesting?
Does It Pay Off to Boost Advertising for Major Sports Events?Oct 25, 2015
Should firms increase their advertising around major sports events? Maarten Gijsenberg analyzed short- and long-term own- and cross-advertising elasticities for 206 brands using four years of weekly data. Here, he summarizes his findings. (From Empirical Generalizations about Marketing Impact, 2nd ed.)
Branding and Differentiating in a World of Increasing UniformitySep 21, 2015 Bart J. Bronnenberg, University of Tilburg
Consumer packaged goods (CPG) manufacturers invest heavily in their brands. Recent estimates of firm-specific brand capital are astronomical in size. In this session, Bart Bronnenberg will share 15 years of large-scale empirical research on branding, innovation, and order-of-entry effects in CPG markets. Drawing from historical and current panel data—each covering many markets and categories—he will discuss the empirical persistence of brand shares, formation of long-term brand preference, and the effects of product expertise on brand premiums. Participants will be asked to share opinions and experiences on what is created when investing in brand capital.
Assimilation or Differentiation? Investigating the Effect of Competition on Sponsored Search Advertisers’ Keyword DecisionsJul 23, 2015 Shijie Lu and Sha Yang, 2015, 15-116
Develops a model of sponsored search advertisers’ keyword entry decisions; applies the model to a panel dataset of 1,252 keywords used by 28 manufacturers, retailers, and comparison websites that advertise on Google.
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