Purpose – The purpose of this research is to understand the relationship between publicity, advertising activity and … existing corporate reputation, publicity, advertising activity and sales levels for major multi-national companies in the … sales. The effects of negative publicity and advertising are dependent on a firm’s existing reputation. For companies with …

Purpose – This paper aims to note the imitation of apparently successful advertising as a replacement for thought by …, sometimes not even attempting to find insight relevant to the current advertising situation. Imitation of what may be lucky … business need is to analyze new situations and consumer interests. Originality/value – The paper shows that, since advertising …

Both advertising and sponsorship are key areas of marketing communications activity, though the latter has acted as a …

Purpose The decisions marketing managers make on advertising expenditures are vital to maintaining the sales and …’ discretionary advertising expenditures can have on firm performance. In particular, the real activities method of managed earnings … discretionary advertising expenses on firm performance, the authors restricted the samples to only include observations with …