Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because they self-identify themselves by searching for a...

Businesses have widely used email ads to directly send promotional information to consumers. While email ads serve as a convenient channel that allows firms to target consumers online, are they effective in increasing offline revenues for firms that predominantly sell in brick-and-mortar stores?...

This paper examines the effects of consumer preferences, firms’ costs and advertising efficiencies on firms’ pricing and persuasive advertising strategies. We show that as the firms’ horizontal differentiation increases, the firm with a lower value-added product tends to increase...