Please ensure that you provide a paragraph describing teaching objectives for the presentation. Please see below for two examples of teaching objective statements based on two published papers (one analytical and the other empirical).

Article: Iyer, Ganesh K., David A. Soberman and J. Miguel Villas-Boas (2005), "The Targeting of Advertising," Marketing Science, Vol. 24, No. 3, 461-476.

The objective is to demonstrate that targeted adverting is different from other marketing levers. It improves the efficiency of marketing spending, i.e., generates more impact per dollar spent, but it is also win-win for competing firms: The benefits of targeting do not disappear if the competition also engages in targeting. When competitors target different segments, advertising magically creates differentiation. Finally, targeting does not automatically imply reduced spending on advertising. Clearly, spending is reduced by not advertising to segments outside the target; however, when advertising becomes more efficient, there may be an incentive to increase spending.

Article: Bell, David R., Jeongwen Chiang, and V. Padmanabhan (1999), "The Decomposition of Promotional Response: An Empirical Generalization" Marketing Science, Vol. 18, No. 4, 504-526.

The objective is to demonstrate that price promotion not only impacts different consumer behaviors (purchase acceleration, brand switching, and stockpiling), but also that the effectiveness of promotions interacts with the characteristics of the categories in which they are offered. Storable product categories, categories with broad assortments and those that consume a high share of budget, for example, are especially prone to stockpiling. The reward for marketing effort varies systematically with changes in approach; a change in emphasis from deal frequency to deal depth (holding the total amount of promotion constant) reduces brand switching but increases purchase acceleration and stockpiling.