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 …

Die vorliegende Untersuchung betrachtet die Zusammenarbeit mit dem lokalen Produktmanagement bei der internationalen … Produktmanagement liegt. Innovationsabteilungen und Lead Countries spielen eine untergeordnete Rolle. Trotz der in der Literatur … lokalen Produktmanagement als tendenziell positiv beurteilt. Verbesserungspotentiale werden in einer besseren Information des …

Prior work in marketing has suggested that advertising —levels beneath which there is essentially no sales response …—are rarely encountered in practice. Because advertising policies settle into effective ranges through early trial and error … regression model with two "regimes," in only one of which advertising is effective. Mediating the switch between the two regimes …

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 …