| Recent technological advancement allows firms to reach out to consumers using various forms of advertising and promotion methods. For example, firm's existing communication methods such as television, newspaper and radio are now being supplemented with digital marketing including email, social media and mobile devices etc. Such advances offer an opportunity for firms to expand their marketing communication mix through different kinds of media. Thus, it has become essential for firms to use the appropriate media to target their consumers effectively and efficiently. This dissertation consists of two essays that investigate firm's advertising and promotion strategy in this technology driven marketing environment to enable firms to better allocate their marketing resources.;The first essay focuses on mobile marketing, which is a newly developed channel recently for firms to connect with their customers. With the increased popularity of mobile shopping applications (i.e., apps), it becomes critical to understand how retailers are using this unique marketing opportunity and more importantly, how customers are responding to this mobile channel. Here we examine the impact of user's location-related factors on mobile shopping app browsing behavior and how this impact varies given the nature of the retailer. This study will help retailers integrate user's location information and more strategically target their customers through mobile devices in a real time context.;In the second essay, we study the role of different types of advertising and promotions in influencing firm's sales level. Specifically, we examine the dynamic effects of offline (e.g., television, newspaper and radio) and online (e.g., email) advertising and analyze their effectiveness using an integrated framework that includes other promotional strategies as well. |
