It is sometimes argued that more advertising raises consumption which in turn stimulates output and so economic growth. We test this hypothe- sis using annual German data expressed in terms of GDP for the period 1950-2000. We find that advertising does not Granger-cause growth but Granger-causes...

Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...

We consider product markets in which consumers are interested only in a specific product category and initially do not know which product category matches their tastes. Using sophisticated tracking technologies, an intermediary can make inferences about a consumer's preferred product category...

We consider a cooperative advertising channel consisting of a manufacturer selling its product through a retailer in competition with another independent retailer. The manufacturer subsidizes its retailer's advertising only when a certain threshold is positive. Moreover, the manufacturer's...

During the past decade, the preferred medium for advertising has seen a dramatic shift away from print media and other traditional means of distribution. In 2009 alone, it is estimated that advertising spending dropped by between 10 and 20 percent for newspapers, consumer magazines, radio, and...

Although social advertising has grown to be one of the major online advertising channels in recent years, its effectiveness is not been fully understood. In this study, we use data from a large-scale field experiment on a major social media platform (WeChat Moments) to investigate how the...

Advertising can rotate the demand curve if it changes the dispersion of consumers' valuations. We provide an elasticity form measure of the advertising-induced demand curve rotation in five demand models and test for its presence in the US non-alcoholic beverage market. The Almost Ideal Demand...

The paper elaborates on socio-cultural circumstances of advertisement. Many examples of promotion campaigns are mentioned. The main European advertisement styles are also described. There are many arguments in favour of either standardization or adaptation. Nevertheless socio-cultural aspects...