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 …

price indexes, budget shares, advertising expenditures, and demographic and time variables for four Census regions between … demand for convenience foods into price, advertising, demographic and time factors. …

advertising and social media exposure contribute to brand building. The model consists of two stages. In the first stage, we adopt … a structural approach to estimate the brand equities of 12 CSD products and measure the brand values in a Bertrand … both advertising expenditure and the quality of social media activity are important to brand value while the increase in …

beer in the U.S. Unlike previous studies, this work estimates the ownand cross-advertising elasticities in addition to …, positive and negative cross-advertising elasticities imply the presence of both cooperative and predatory effects of … advertising expenditures across brands; however, the former effect appears to dominate suggesting that advertising increases the …

Increased advertising expenditures raised fluid milk sales nearly 5 percent, or by about 7,455 million pounds, during … million pounds in the same period because of increased generic advertising. An assessment of 15 cents per hundredweight of … milk sold commercially, mandated by the Dairy and Tobacco Adjustment Act of 1983, funded the increase in advertising. The …

This study examines the effects of television advertising on consumer demand for carbonated soft drinks using a random … coefficients logit model (BLP) with household and advertising data from seven U.S. cities over a three year period. We find that … advertising decreases the price elasticity of demand, indicating that advertising plays predominantly a persuasive, therefore anti …

price, advertising, and promotion responsiveness segments. Ex post analysis of these segments finds significant demographic …