networks are identified: decision rights, income rights, alignment, and cognition. …

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 …

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 …

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. …

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 …