This paper examines the spillover effects of television brand advertising on consumer demand for carbonated soft drinks … using a nested logit model and household purchase and advertising data from nine U.S. cities over a three year period …. Spillover effects are modeled using the conventional linear advertising production function with brand and company advertising …

This study examines the effects of television advertising on consumer demand for carbonated soft drinks using a random … coefficients logit model (BLP) with household and advertising data from seven U.S. cities over a three year period. We find that … advertising decreases the price elasticity of demand, indicating that advertising plays predominantly a persuasive, therefore anti …

This research tests for causality between indexed retail pork revenues and pork advertising. Evidence was found of … feedback between revenues and total pork advertising, but not between revenues and generic advertising. In fact, generic … advertising was found to have no significant impact on indexed retail pork revenues. …

The effect of advertising on market performance has been a long-standing debate. Advertising that increases the … dispersion of consumers’ valuations for advertised goods raises the market power of firms, while advertising that decreases the …. Numerous challenges confound the empirical identification of advertising effects on market performance. This paper proposes a …

price, advertising, and promotion responsiveness segments. Ex post analysis of these segments finds significant demographic … differences among them, suggesting that fruit-marketers should target their marketing activities in order to improve their …

-specific heterogeneity. In the empirical application for milk purchase, we find that generic advertising increases the probability of market …

This paper analyzes the optimal advertising and price policies of a monopolist who sells a new experience good over … time to a population of heterogeneous forward-looking buyers. We consider informative advertising that can complement or … substitute for learning-by-purchasing, and show that the advertising intensity always peaks during the early stages when the …

price indexes, budget shares, advertising expenditures, and demographic and time variables for four Census regions between … demand for convenience foods into price, advertising, demographic and time factors. …

advertising and social media exposure contribute to brand building. The model consists of two stages. In the first stage, we adopt …-Nash equilibrium. In the second stage, we study the impacts of marketing-mix variables on brand values. The empirical results show that … both advertising expenditure and the quality of social media activity are important to brand value while the increase in …

corporations, recent ownership of the ethanol plants has been by farmer-owned cooperatives. Not much is known about the marketing …