How should forward-looking managers plan advertising if they envision a product-harm crisis in the future? To address this question, we propose a dynamic model of brand advertising in which, at each instant, a nonzero probability exists for the occurrence of a crisis event that damages the...

How should forward-looking managers plan advertising if they envision a product-harm crisis in the future? To address this question, we propose a dynamic model of brand advertising in which, at each instant, a non-zero probability exists for the occurrence of a crisis event, which damages the...

Companies invest millions of dollars in various forms of marketing communications to impact customers' awareness, attitudes, purchases and, ultimately, profitability. An important question for marketers and shareholders alike is: what effects do marketing investments have on market performance?...