The Rise of Omnichannel Promotion and Distribution
Mobile Advertising and Cross-device EffectsFeb 28, 2019 Michelle Andrews, Emory University
Should marketers advertise on mobiles even though consumers purchase on tablets and desktops? Michelle Andrews explain whether, how, and why increasing the amount of money marketers spend on mobile advertising can generate sales on larger devices.
The Impact of Coupons on the Search-to-Purchase Funnel: Theory and Empirical EvidenceFeb 1, 2019 Arun Gopalakrishnan and Young-Hoon Park, 2019, 19-106-01
Evidence on coupon effects in the entire search-to-purchase funnel changes the decision calculus for designing targeted promotions. The majority of sales lift is from indirect advertising effects - coupon redemption accounted for only 20% of purchases.
Managing Multichannel (yes, MULTI!) DistributionNov 29, 2018
Kusum L. Ailawadi, Dartmouth College
Kusum Ailawadi will present metrics, tools and frameworks for managing multichannel distribution and illustrate applications with case studies she and her co-author have developed.
The Distinct Psychology of Smartphone UsageNov 19, 2018 Shiri Melumad, University of Pennsylvania
Despite consumers’ increased reliance on their smartphones, there is a surprising lack of research on the psychology of mobile consumption. What is fundamentally unique about the psychology of smartphone usage?
Managing Brands in an Online World Using Minimum Advertised Price (MAP) PoliciesNov 16, 2018 Ayelet Israeli, Harvard University
Ayelet Israeli will demonstrate how minimum advertised price (MAP) policies enable manufacturers to effectively monitor and enforce their policies to protect their brands online.
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