A theoretical framework is developed to highlight the significant determinants of coupon values. A fixed effects panel data model is fitted with data from the breakfast cereal industry. The explanatory variables include own retail price, brand loyalty, brand market share, rival coupon...

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 social welfare Numerous empirical investigations of food and...