"privacy engineering" research that combines computer science tools with an understanding of consumer behavior and economics to … improve marketing and economic outcomes while safeguarding consumer privacy. …

We use data from a large-scale field experiment to explore what influences the effectiveness of online advertising. We … at increasing purchase intent than ads that do only one or the other. This failure appears to be related to privacy … and for categories where privacy matters most. Our results suggest a possible explanation for the growing bifurcation in …

argued that price sensitivities depend on factors such as advertising. Prior studies on the effect of advertising on consumer … and generate a set of three empirical generalizations. These are (1) an increase in price advertising leads to higher … price sensitivity among consumers, (2) the use of price advertising leads to lower prices, and (3) an increase in nonprice …

This article reports on the first in-market experimentally based measurement of long-term TV advertising effects for a … has a test group exposed to a heavier TV advertising weight than a matched control group for a one-year period, after … difference between the two groups was the TV advertising treatment during the first year. The analysis shows that when TV weight …

aggregated data concerning the duration of advertising carryover. Using this theoretical explanation and the knowledge of a data … adjusting for aggregation bias, presents support for an empirical generalization that the average advertising duration interval …

advertising, price, diffusion, and consumer behavior. Results from these meta-analyses should replace the now discredited zero …

Facebook and Google offer hybrid advertising auctions that allow advertisers to bid on a per-impression or a per …-click basis for the same advertising space. This paper studies the properties of equilibrium and considers how to increase …

Our objective in this paper is to explain the relationship between a manufacturer's brand advertising and its impact on … from game theory explain why under some conditions a manufacturer's advertising can squeeze, i.e., lower, the retail margin … researchers in marketing as well as managers interested in understanding the strategic impact of brand advertising on margins. The …

apply to model long-term memory for advertising and brand name recall. Recall-probability functions derived from the model … are tested with classic data by Zielske [Zielske, H. A. 1959. The remembering and forgetting of advertising. 239–243], as …