Bass, Frank M.; Krishnamoorthy, Anand; Prasad, Ashutosh; … - In: Marketing Science 24 (2005) 4, pp. 556-568
To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for … capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the category …. This paper examines whether, when, and how much brand advertising versus generic advertising should be done. Using …