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

advertising, brand equity, and shareholder value, and build a decision support simulator for the focal brand. Our model provides … reliable estimates of brand equity, and our results show that advertising has a strong long-term positive influence on brand … substantially gain by reallocating its advertising resources to improve brand equity and shareholder value, and by offering better …

supplied to readers and advertising space supplied to advertisers) is the main source of this anomaly. In a simple oligopoly …

Children are important targets of advertising campaigns from companies. However, children have been found to be … particularly vulnerable to negative effects of advertising, and protecting children from these effects is an important task of … consumer policy. Two important aspects have to be considered in this task. First, advertising affects judgements and behaviour …

Driven by the pressure to permanently release a large number of books, publishers have to allocate limited advertising … advertising activities on potential top sellers written by recent bestselling authors. Considering potential selection effects in … choosing the “right” books for advertising, this paper investigates (1) whether selection effects exist and to what extent …

non-corporate source (publicity) generates more positive brand evaluations than a corporate source (advertising) when the …