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1. Alexander Coolidge, “P&G Aims for Moms’ Heart with Latest ‘Thank You’ Ad,” USA Today, January 8, 2013; Emma Bazilian, “Ad of the Day: P&G Has a Winner with Latest Big Tearjerker Spot for Moms,” Adweek, January 7, 2014; “Procter & Gamble Brands Unite to Kick Off Sochi 2014 Olympic Winter Games,” www, October 28, 2013; “In 2013, Once Again: Marketing Art Meets Science—Best in Show Winners of the Advertising Research Foundation’s David Ogilvy Awards,” Journal of Advertising Research 53,

no. 3 (2013); Katy Bachman, “Brought to You by the Moms of the World,” Adweek, August 19, 2013; Dan Monk, “Procter & Gamble Company Aims to Win by Marketing ‘Like a Girl,’” WCPO (Cincinnati), July 3, 2014,

  • 2. Russell H. Colley, Defining Advertising Goals for Measured Advertising Results (New York: Association of National Advertisers, 1961).
  • 3. Alicia Barroso and Gerard Llobet, “Advertising and Consumer Awareness of New, Differentiated Products,” Journal of Marketing Research 49 (December 2012), pp. 773-92; Wilfred Amaldoss and Chuan He,

“Product Variety, Informative Advertising, and Price Competition,” Journal of Marketing Research 47 (February 2010), pp. 146-56.

4. Debora Viana Thompson and Rebecca W. Hamilton, “The Effects of Information Processing Mode on Consumers’ Responses to Comparative Advertising,” Journal of Consumer Research 32 (March 2006),

pp. 530-40.

5. Rajesh Chandy, Gerard J. Tellis, Debbie MacInnis, and Pattana Thaivanich, “What to Say When: Advertising Appeals in Evolving Markets,” Journal of Marketing Research 38 (November 2001), pp. 399-414; Gerard

J. Tellis, Rajesh Chandy, and Pattana Thaivanich, “Decomposing the Effects of Direct Advertising: Which Brand Works, When, Where, and How Long?,” Journal of Marketing Research 37 (February 2000), pp. 32-46;

Peter J. Danaher, Andre Bonfrer, and Sanjay Dhar,

“The Effect of Competitive Advertising,” Journal of Marketing Research 45 (April 2008), pp. 211-25.

6. Debora V Thompson and Prashant Malaviya, “Consumer-Generated Ads: Does Awareness of Advertising Co-Creation Help or Hurt Persuasion?,” Journal of Marketing 77 (May 2013), pp. 33-47; Benjamin Lawrence, Susan Fournier, and Frederic Brunel, “When Companies Don’t Make the Ad:

A Multi-Method Inquiry into the Differential Effectiveness of Consumer-Generated Advertising,” Journal of Advertising42, no. 4 (2013), pp. 292-307; Rosie Baker, “McDonald’s Preps Crowdsourced Olympic Ads,” Marketing Week, August 3, 2012; Eric Pfanner, “When Consumers Help, Ads Are Free,” New York Times, June 22, 2009, p. B6; Elisabeth Sullivan,

“H. J. Heinz: Consumers Sit in the Director’s Chair for Viral Effort,” Marketing News, February 10, 2008, p. 10; Louise Story, “The High Price of Creating Free Ads,” New York Times, May 26, 2007. See also the Special Issue on the Emergence and Impact of User-Generated Content, Marketing Science 31 (May-June 2012).

  • 7. Werner Reinartz and Peter Saffert, “Creativity in Advertising: When It Works and When It Doesn’t,” Harvard Business Review, June 2013, pp. 107-12.
  • 8. “Newspapers: By the Numbers,” The State of the News Media 2013,
  • 9. Schultz et al., Strategic Advertising Campaigns (Chicago: NTC/Contemporary Publishing Company, September 1994), p. 340.
  • 10. Prashant Malaviya, “The Moderating Influence of Advertising Context on Ad Repetition Effects: The Role of Amount and Type of Elaboration,” Journal of Consumer Research 34 (June 2007), pp. 32-40.
  • 11. Ram Bezawada, S. Balachander, P. K. Kannan, and Venkatesh Shankar, “Cross-Category Effects of Aisle and Display Placements: A Spatial Modeling Approach and Insights,” Journal of Marketing 73 (May 2009), pp. 99-117; Pierre Chandon, J. Wesley Hutchinson,

Eric T. Bradlow, and Scott H. Young, “Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase,” Journal of Marketing 73 (November 2009), pp. 1-17.

12., accessed March 27, 2014; Bob Greenberg, “Reinventing Retail; E-commerce Impacts the Brick-and-Mortar Store Experience,” Adweek, February 15, 2010; Bill Yackey, “Walmart Reveals 18-Month Results for SMART Network,”

Digital Signage Today, February 23, 2010.

13. Chen Lin, Sriram Venkataraman, and Sandy Jap,

“Media Multiplexing Behavior: Implications,”

Marketing Science, 32 (March-April 2013), pp. 310-24.

  • 14. Marshall Freimer and Dan Horsky, “Periodic Advertising Pulsing in a Competitive Market,” Marketing Science 31 (July-August 2012), pp. 637-48.
  • 15. David B. Montgomery and Alvin J. Silk, “Estimating Dynamic Effects of Market Communications Expenditures,” Management Science (June 1972), pp. 485-501; Kristian S. Palda, The Measurement of Cumulative Advertising Effect (Upper Saddle River, NJ: Prentice Hall, 1964), p. 87.
  • 16. Peter J. Danaher and Tracey S. Dagger, “Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign,” Journal of Marketing Research 50 (August 2013), pp. 517-34; Gerard J. Tellis, Rajesh K. Chandy, and Pattana Thaivanich, “Which Ad Works, When, Where, and How Often? Modeling the Effects of Direct Television Advertising,” Journal of Marketing Research 37 (February 2000), pp. 32-46.
  • 17. From Robert C. Blattberg and Scott A. Neslin, Sales Promotion: Concepts, Methods, and Strategies (Upper Saddle River, NJ: Prentice Hall, 1990). This text provides a detailed, analytical treatment of sales promotion. A comprehensive review of academic work on sales promotions can be found in Scott Neslin,

“Sales Promotion,” Bart Weitz and Robin Wensley, eds., Handbook of Marketing (London: Sage, 2002), pp. 310-38.

18. Emily Bryson York and Natalie Zmuda, “Sampling:

The New Mass Media,” Advertising Age, May 12, 2008, pp. 3, 56.

  • 19. Harald J. Van Heerde, Sachin Gupta, and Dick Wittink, “Is 75% of the Sales Promotion Bump due to Brand Switching? No, Only 33% Is,” Journal of Marketing Research 40 (November 2003), pp. 481-91.
  • 20. Rajkumar Venkatesan and Paul W. Farris, “Measuring and Managing Returns from Retailer-Customized Coupon Campaigns,” Journal of Marketing 76 (January 2012), pp. 76-94.
  • 21. Rebecca J. Slotegraaf and Koen Pauwels, “The Impact of Brand Equity Innovation on the Long-Term Effectiveness of Promotions,” Journal of Marketing Research 45 (June 2008), pp. 293-306.
  • 22. Kusum L. Ailawadi, Bari A. Harlam, Jacques Cesar, and David Trounce, “Promotion Profitability for a Retailer: The Role of Promotion, Brand, Category, and Store Characteristics,” Journal of Marketing Research 43 (November 2006), pp. 518-36.
  • 23. Miguel Gomez, Vithala Rao, and Edward McLaughlin, “Empirical Analysis of Budget and Allocation of Trade Promotions in the U.S. Supermarket Industry,” Journal of Marketing Research 44 (August 2007); Norris Bruce, Preyas S. Desai, and Richard Staelin, “The Better They Are, the More They Give: Trade Promotions of Consumer Durables,” Journal of Marketing Research 42 (February 2005), pp. 54-66.
  • 24. IBIS World USA,; Noah Lim, Michael J. Ahearne, and Sung H. Ham, “Designing Sales Contests: Does the Prize Structure Matter?,” Journal of Marketing Research 46 (June 2009),

pp. 356-71.

  • 25. Bettina Cornwell, Michael S. Humphreys, Angela M. Maguire, Clinton S. Weeks, and Cassandra Tellegen, “Sponsorship-Linked Marketing: The Role of Articulation in Memory,” Journal of Consumer Research 33 (December 2006), pp. 312-21.
  • 26. “Brands Suit Up for ‘Iron Man 2,'” Adweek, May 14, 2010.
  • 27. T. Bettina Cornwell, Clinton S. Weeks, and Donald P. Roy, “Sponsorship-Linked Marketing: Opening the Black Box,” Journal of Advertising 34 (Summer 2005).
  • 28. “2006 Experiential Marketing Study,” Jack Morton,
  • 29. “Do We Have a Story for You!,” Economist, January 21, 2006, pp. 57-58; Al Ries and Laura Ries, The Fall of Advertising and the Rise of PR (New York: HarperCollins, 2002).
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