This research deals with the impact of tobacco warnings modification on smokers. A state of the art on the subject is first presented, then research hypothesis are proposed. Second, eight focus groups are implemented on 48 French smokers. Results showed that French past warnings should had been...

Many video ads are designed to go viral, so that the total number of views they receive depends on customers sharing the ads with their friends. This paper explores the relationship between achieving this endogenous reach and the effectiveness of the ad at persuading a consumer to purchase or...

Chargée de veiller au respect des règles de protection de la clientèle, l’Autorité de contrôle prudentiel a organisé une mission spécifique de contrôle des communications publicitaires diffusées dans les domaines de la banque et de l’assurance.

Communication in marketing has always been a continuous conceptual hybrid of input from various domains: marketing, P.R., communication, sociology. With the constant transformation of web 2.0. phenomenon the demarcation lines between these domains and their influence has become more blured and...

If producers have more information than consumers about goods’ attributes, then they may use non-price (rather than price) adjustment mechanisms and, consequently, the market may reach a new equilibrium even if prices don't change. We study a situation where producers adjust the quantity per...

This paper is the first to estimate the impact of exposure to deceptive advertising on consumption of the advertised product and its substitutes. We study the market for over-the-counter (OTC) weight-loss products, a market in which deceptive advertising is rampant and products are generally...

This paper is the first to estimate the impact of exposure to deceptive advertising on consumption of the advertised product and its substitutes. We study the market for over-the-counter (OTC) weight-loss products, a market in which deceptive advertising is rampant and products are generally...

Communication policies of farms in Bulgaria: The development of marketing communications at the Bulgarian agricultural enterprises faces serious difficulties. Therefore the main objective of this study is to discover the appropriate forms for the implementation of successful marketing...

The Family Smoking Prevention and Tobacco Control Act of 2009 requires the display of graphic health warnings on cigarette advertising and packaging in the United States. Debates over the permissibility of these new mandated health warnings under the unusually broad Free Speech Clause of the...

This paper investigates how internet users' perception of control over their personal information affects how likely they are to click on online advertising. The paper uses data from a randomized field experiment that examined the relative effectiveness of personalizing ad copy to mesh with...