Online Advertising Article Authored by Academic Affiliates Anja Lambrecht and Catherine Tucker Receives Prestigious American Marketing Association O'Dell Award
August 6, 2018
The American Marketing Association (AMA) honored Professor Anja Lambrecht of London Business School and Professor Catherine Tucker of the MIT Sloan School of Management with the 2018 William F. O'Dell Award for their coauthored article, “When Does Retargeting Work? Information Specificity in Online Advertising” (Journal of Marketing Research, October 2013). The article is based on their research into whether dynamic retargeted ads are more effective than general brand ads, and how the consumer's stage in the buying process affects that. The authors use data from a field experiment and find that dynamic retargeted ads are, on average, less effective than their generic equivalent, but may increase their effectiveness when consumers' product preferences evolve.
The AMA presents the award annually at its Summer Marketing Educators' Conference in recognition of the Journal of Marketing Research article that demonstrates the most significant, long-term contribution to marketing theory, methodology, and/or practice.