Bowen Luo
Skip to content
Take the Kellogg Insight Reader Survey

Bowen Luo

How Much Do Campaign Ads Matter?

Tone is key, according to new research, which found that a change in TV ad strategy could have altered the results of the 2000 presidential election.

Researchers: Brett Gordon, Mitchell J. Lovett, Bowen Luo and James Reeder

November 1, 2021

Marketing