A new peer-reviewed study in the INFORMS journal Marketing Science finds that direct-to-consumer (DTC) advertising for ...

Co-authored by Lily Johns of the University of Michigan In 2023, 61 percent of adults reported taking prescription medications, with more than one-quarter of those respondents taking four or more.

Journal of Advertising, Vol. 48, No. 3 (June-July 2019), pp. 313-332 (20 pages) Using another media screen while watching television has become a part of people’s daily routines. The topic of ...

Most businesses utilize both marketing and advertising to increase sales. While they serve similar purposes, they are not the same. Advertising is the paid placement of messages, for instance, on TV ...

An economic analysis commissioned by a coalition of leading U.S ad trade organizations concludes that the combined direct and indirect effects of U.S. ad spending has a relatively minor impact on ...

In this article, we replicate and extend Eisend's (2008) pioneering work on first-person effects (FPEs) in the context of scarcity appeals in advertising, using "influence of presumed influence," a ...

Advertising restrictions can have harmful effects on women’s health. Here’s what one company is doing about it. Westend61/Getty Images via CNN Newsource ...

The pay television market in the United States was dominated by a handful of cable operators until the early 1990s with the entry of satellite TV, which has grown consistently ever since. A new study ...