substitutability of advertising media. The liquor industry in the U.S. has experienced a substantial increase in case sales and … advertising expenditures since the mid-1990s, raising numerous public policy concerns. Moreover, the mix of advertising media used … television media. We find that many of the advertising media used by liquor firms are highly substitutable, meaning that partial …

value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … links between the implementation of the advertising campaign and the overall performance of companies. The essence and … which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …

Given that consumers value quality, and such advertising content informs consumers' beliefs about quality, it is not … surprising that high quality brands emphasize quality in their advertising content. What is less obvious is whether firms with … lower quality brands should also follow suit and emphasize quality in their advertising to signal a higher quality. We …

This study distinguishes nonadvertising marketing activities from generic advertising and investigates their separate … impacts on the retail demand for fluid milk in New York State. Advertising, having an estimated elasticity (of demand) of 0 … advertising …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad …

Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are …. Previous studies have examined consumers’ responses to different out-of-home advertising media types; however, little attention … the study was, therefore, to explore a practitioner’s view of the role of out-of-home advertising media in an integrated …