Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. Are you losing money on your online ads? Some people may want to think that online ...

Journal of Consumer Research, Vol. 14, No. 3 (Dec., 1987), pp. 316-333 (18 pages) Because consumers may not make brand decisions during ad exposure, consumer memory for advertising is important. Yet, ...

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.

Television advertising may be considerably less effective than published studies suggest, according to Chicago Booth’s Bradley Shapiro and Günter J. Hitsch and Northwestern’s Anna E. Tuchman. Their ...

Get your news from a source that’s not owned and controlled by oligarchs. Sign up for the free Mother Jones Daily. Online advertising is famously measurable: run an ad and count the clicks. What could ...