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 …

This article uses state-level US panel data to examine the effects of cigarette advertising on smoking. We disaggregate … cigarette advertising into (1) print, (2) outdoor, (3) entertainment and (4) store. How does advertising persist over time … across advertising media? Are there differences in effectiveness of advertising across different smoking rates? Results show …

Advertising in Online and Social Media -- Advertising Strategies for Print, TV, and Radio -- Mixing Advertising and … Content -- Advertising on Products, Floors, and Carts. …This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with …