JAR Inside the Research Podcast
This podcast gives listeners a look at the latest research articles published in the Journal of Advertising Research. Listen to authors describe their work and what motivated it, explore challenges they faced in the research process, and describe what they'd like to researched next.
JAR Inside the Research Podcast
Advertising and Company Value: Unpacking the Financial Impact
Dive deep into the fascinating insights from the article "The Impact of Advertising on a Company’s Stock Price" by Shuba Srinivasan (Boston University) and Dominique Hanssens (University of California, Los Angeles), with our special guest moderator, Jonathan Knowles, founder at Type 2 Consulting.
Join us as they explore:
- How advertising can positively impact company value by strengthening brand perception among investors.
- The conditions under which advertising can have positive, neutral, or negative effects on stock price.
- The intriguing reverse effect: how changes in company value can influence future advertising spending decisions.
The authors synthesize research from over 250 journal articles to provide a comprehensive view of the relationship between advertising and company value. They discuss the synergy between consumer and investor value, highlight the pitfalls of price promotions, and emphasize the importance of strategic advertising investments.
Don't miss out on an insightful discussion with these renowned experts!
Read the full article here: https://www.journalofadvertisingresearch.com/content/early/2024/03/27/JAR-2024-009
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