This dissertation examines the development of guerrilla marketing strategies and techniques. At the dawn of the 21st … century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and … managing consumers. By studying the practice of guerrilla marketing – the umbrella term here for an assortment of product …

brand and corporate advertising link to sponsorship and event marketing. SLA includes both ads that communicate a link to a …This research proposes that a construct called Sponsorship Linked Advertising (SLA) is valuable in understanding how … its themed form, SLA differs from creative advertising by virtue of the fact that creative advertising can exist …

purchase situations. Though industrial marketing researchers would agree that there are different types of purchase situations …

beer in the U.S. Unlike previous studies, this work estimates the ownand cross-advertising elasticities in addition to …, positive and negative cross-advertising elasticities imply the presence of both cooperative and predatory effects of … advertising expenditures across brands; however, the former effect appears to dominate suggesting that advertising increases the …

Increased advertising expenditures raised fluid milk sales nearly 5 percent, or by about 7,455 million pounds, during … million pounds in the same period because of increased generic advertising. An assessment of 15 cents per hundredweight of … milk sold commercially, mandated by the Dairy and Tobacco Adjustment Act of 1983, funded the increase in advertising. The …

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 paper determines the benefits and costs of firm-level advertising in a monopolistically competitive industry. The … the advertising for a new line of prune snacks by Sunsweet Growers between 2008 and 2010, revealing average benefit …

This article surveys the theoretical and empirical literature on the economics of advertising during the last decade … The survey notes several promising advances in theoretical modeling of the role of advertising in consumer choice and … advertising and market structure or performance indictors Less progress was found on selected socioeconomic advertising issues …

, income, and advertising. Advertising effects are statistically significant, but modest. The question ofwhether milk … advertising is profitable when demand interrelationships are taken into account must await additional research. …