consider the question as to whether ingredient advertising can increase derived demand and favorably influence purchase … The findings of the study are revealing about the impact of ingredient advertising on the demand for host products, in …Purpose The purpose of this study is to examine the effectiveness of ingredient advertising. Specifically, the authors …

brands in India. Design/methodology/approach – Historical data on physical sales and various marketing efforts (advertising … under‐spending on all the efforts except for advertising in the case of second brand. Practical implications – The findings …

Purpose – This article aims to stimulate discussion of how the advertising of brands affects the product category by … creating generic demand. Design/methodology/approach – The article outlines the author's personal viewpoint. Findings … – Although greater emphasis has been given to generic advertising's effect on brands, there is evidence that brand advertising …

This article presents the relationship between a firm's advertisement spending and sales in a duopoly when information … better off sharing their advertising plans with each other. On the other hand, when one of the firms is a market leader, the … approach to estimate the optimum advertisement budget based on the expected values of the competitors' historic advertising …

. Investor owned firms (IOFs) and producer cooperatives (COOPs) are analyzed within a duopoly framework including a primary and a …