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2017 Paul E. Green Award

Rajdeep Grewal

Garrett A. Johnson, Randall A. Lewis and Elmar I. Nubbemeyer have been selected as the recipients of the annual Paul E. Green Award for their article “Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness,” which appeared in the December 2017 issue (Vol. 54, No. 6) of Journal of Marketing Research.

The award honors the Journal of Marketing Research article published in 2017 that demonstrates the most potential to contribute significantly to the practice of marketing research. The committee overseeing the selection process comprised Sachin Gupta (chair), Gary Lilien and Russ Winer. ​In recognizing the winning paper, the committee made the following comment:


The “Ghost Ads” paper contributes important new methodologies to the age-old problem of measurement of advertising effects. These methodologies offer the promise of substantially changing the economics of advertising effects measurement favorably. As a consequence, academics and practitioners should be more willing to run experiments to learn when and how advertising works. The committee was especially impressed that despite their newness, the proposed methodologies have already had a large impact in practice, and continue to influence the digital advertising industry.

In addition to the winning paper, the seven other excellent finalists for the award were:

Rajdeep Grewal is Townsend Family Distinguished Professor of Marketing, Kenan-Flagler Business School, University of North Carolina at Chapel Hill.