Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May 1997): 248–261. (Winner of ...

A company that has lost sales due to negative press might also consider using a marketing campaign to rehabilitate its image. Although marketing campaigns can include paid advertising on ...

Performance marketing has traditionally relied heavily on last-click attribution and basic demographic targeting, but as marketers know, this space is rapidly evolving.

When brands stop broad-reach advertising for a year or longer ... In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with ...