Duration intervals measure the dynamic impact of advertising on sales. More precise, the p per cent duration interval … measures the time lag between the advertising impulse and the moment that p per cent of its effect has decayed. In this paper …, we derive an expression for the duration interval for a general dynamic model linking sales to advertising. Additionally …

the different schemas that consumers use in ad processing. Consumers can relate advertising to expectations about ads for … are congruent with the brand schema. Brand beliefs and categorization change as a result of incongruent advertising …

Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising … is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to …. In the first experiment brand(ad combinations were evaluated in line with the Rossiter-Percy advertising grid. If the …

Several authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and … Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They … suggest that for utilitarian brands informational advertising is more effective than transformational advertising. Likewise …

Using weekly data on advertising expenditures in various media and response data on awareness, consideration and choice … model, again with pooled parameters, to see if there are dynamic effects of advertising. For the category under scrutiny, we … find that most advertising effects exist for awareness, although at the same time there are effects for choice. Newspaper …

pharmaceutical firms mainly focus on the role of R&D. In this paper, we investigate the impact of advertising and product …€™ performance is not only closely linked to their R&D activities but also to marketing activities such as advertising and product … differentiation. Since the 1990s, the return of advertising has become three times larger than that of R&D. In addition, we found that …

How do competitors react to each other's price-promotion and advertising actions? How do these reactions influence the … long-run reactions to promotion and advertising shocks in over 400 consumer product categories, over a four-year time span …, vector-autoregressive models quantify the short-run and long-run effect of a promotion or advertising action on competitive …

In online affiliate marketing networks advertising web sites offer their affiliates revenues based on provided web site … traffic and associated leads and sales. Advertising web sites can have a network of thousands of affiliates providing them … different affiliate marketing networks affect the rankings of the advertising web sites within web search engines. The field …

Cutting advertising budgets has traditionally been a popular reaction by companies around the globe when faced with a … sensitivity of advertising expenditures. We conduct a systematic investigation into the cyclical sensitivity of advertising … television. While our findings confirm that advertising moves in the same direction as the general economic activity, we also …

The article reviews the conceptual foundations of advertising polysemy – the occurrence of different interpretations … for the same advertising message. We discuss how disciplines as diverse as psychology, semiotics and literary theory have … theoretical perspectives complement and extend each other. Implications for advertising research and practice are discussed. …