Erich & Kallman Are Pushing Back Against Big Agencies and Big Data
As legalization spreads, marketers are battling legal red tape and stoner stereotypes to attract a new generation of cannabis consumers.
​​​​​​Using data from a popular streaming video platform, we investigate binge-watching behavior and find that it adversely affects advertising responsiveness.
We study the individual and joint effectiveness of national, regional, and online advertising to assist firms with advertising allocation decisions, which are growing increasingly complex in the digital age.