emerging and developing countries. This fact is surprising considering the background of relatively low local advertising … marketing industry of how to benefit from them. …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …

marketing. Blurring the severity definitions of "value" lead to violations of the integrity and completeness of scientific … knowledge in marketing theory. Desk research allowed to define the term "value" in marketing, as a category of marketing theory … multidisciplinary database marketing. In the work place has been defined category of "value" in marketing in relation to other …

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 …