Smart brands rein in ad spending when a rival faces a setback − here’s why

By Vivek Astvansh, Associate Professor of Quantitative Marketing and Analytics, McGill University

Imagine: You’re in charge of marketing for a major automaker, and your biggest competitor just recalled thousands of vehicles. Now customers are worried about the safety of cars like yours. Do you seize the moment and ramp up advertising to steal market share? Or do you pull back on ads, fearing that customers will connect your brand with the bad press?

For what marketing professors like me call “substitute brands,” this sort of dilemma pops up all the time. Whether it’s a product recall,…

Read complete article

~	UNESCO is unwittingly contributing to the controversy surrounding the term ‘Lunar New Year’

~	Stories from the UN Archive: Marian Anderson broke barriers with music and diplomacy

~	How food can be used to support people living with dementia

~	Spain housing crisis: slow construction is to blame, not foreign buyers

~	Māori communities lead innovative ways of financing housing on ancestral lands

~	Dementia: why prescription drugs like antibiotics and vaccines have been linked to lower risk of the disease

~	Ofsted report cards are a superficial change – the inspectorate needs a culture shift

~	The UK would be lucky to avoid US tariffs – but a global trade war would hurt everyone

~	The 30-plants-a-week challenge: you’ll still see gut health benefits even if you don’t meet this goal

~	How AI imagery could be used to develop fake archaeology