Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how traditional advertising, display ads, and paid search impact brand value during mergers and acquisitions. Their discussion reveals surprising insights about which channels create lasting brand equity.

Topics covered:   

• [01:00] "Digital versus Traditional Advertising and the Recognition of Brand Intangible Assets"
• [03:00] Brand valuations in major acquisitions
• [06:10] Why paid search falls short for brand building
• [07:15] Traditional and display advertising's role in brand value
• [08:30] The relationship between ad spend and acquisition value 

 





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Resources: 
Citation for episode notes: Song, S. X. (2023). Digital versus Traditional Advertising and the Recognition of Brand Intangible Assets. SSRN. https://doi.org/10.2139/ssrn.4675064 
 

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