This paper analyzes the optimal advertising and price policies of a monopolist who sells a new experience good over … time to a population of heterogeneous forward-looking buyers. We consider informative advertising that can complement or … substitute for learning-by-purchasing, and show that the advertising intensity always peaks during the early stages when the …

advertising and social media exposure contribute to brand building. The model consists of two stages. In the first stage, we adopt … both advertising expenditure and the quality of social media activity are important to brand value while the increase in …

-equation almost ideal demand system (AIDS) incorporating a media index of TV coverage and advertising expenditures as explanatory … provide insights into the impact of negative press relative to advertising efforts. Specifically, the impact of television … investigated period. With relatively little effort being undertaken and with its cunent strategy, fresh meat advertising is found …

This paper tests for the influence of advertising on the inter-product distribution of consumer demand for non … through an advertising-augmented version of the almost ideal demand system (AIDS), which is incorporated into an error … find little evidence to support the hypothesis that advertising has the power to effect marked changes in the inter …

(TOR). TOR can help researchers and marketing managers by explaining how consumers may interpret visuals in advertising …. TOR explains why some visuals thought to be unconnected with the product become relevant in advertising. This study makes … is used to provide greater explanatory power of consumers' interpretation and response to advertising visuals than what …

The retail sector spends millions of dollars each year advertising to consumers. This is a considerable investment for …