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All for a good cause: a study of placement of cause marketing advertisements in consumer online decision journey
(Indian Institute of Management Ahmedabad, 2021)
This study examines the impacts of placing cause advertisements at different stages of a consumer’s online decision journey. Cause related marketing (CRM) is defined as a commercial activity in which a brand is advertised ...
Understanding the impact on customer engagement with ad sequences
(Indian Institute of Management Ahmedabad, 2022)
The project will focus on whether the placement of the ad does really matter for the marketers or if it is just the marketers accepting whatever slot based on the auctions. If the placement of the ad matters due to product ...