The Evolving Landscape of Martech and Advertising
How Blockchain Technology Changes MarketingMay 01, 2018
Campbell R. Harvey, Duke University
Campbell R. Harvey first presents the basic mechanics of the technology. He then focuses on the implications with a specific focus on how machine to machine payments impact marketing.
Online Reviews: Star Ratings, Position Effects and Purchase LikelihoodApr 18, 2018 Prasad Vana and Anja Lambrecht, 2018, 18-107-04
In this report, Prasad Vana and Anja Lambrecht study how individual reviews displayed on the product webpage of an online retailer affect consumers’ purchase…
The Effect of Price Rank on Clicks and Conversations in Online Search AdvertisingJan 29, 2018 Mengzhou Zhuang, Jongkuk Lee, Eric (Er) Fang, and Xiaoling Li, 2018, 18-102-01
One of the first studies to show how product price influences consumers’ responses to display ads.
The Long Reach of Sponsorship: How Fan Isolation and Identification Strength Jointly Shape Sponsorship PerformanceSep 28, 2017 Marc Mazodier, Conor M. Henderson, and Joshua T. Beck, 2017, 17-123-09
For brands with global ambitions, sports teams with a large diaspora of strong fans may offer a promising sponsorship investment.
TV Viewing and Advertising TargetingMay 26, 2017 Yiting Deng and Carl F. Mela, 2017, 17-111-05
Good news for TV advertisers: set-top boxes offer micro-targeting capabilities that can lower advertising costs and raise incremental profit - even in the face of ad avoidance.
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