retailers. The manufacturer decides on its support for the retailers' advertising activities by announcing cooperative … advertising subsidies called “participation rates.” The retailers compete for market share by selecting advertising efforts. We … find that the manufacturer should offer the cooperative advertising policy to only one retailer and even then, only when a …

This paper analyzes the implications of advertising for firm dynamics and economic growth through its interaction with … advertising decisions. We calibrate the model to match several empirical regularities across firm size using U.S. data. Through a … novel interaction between R&D and advertising, our model provides microfoundations for the empirically observed negative …

advertising goals; and (iv) the skippable format is better suited for less ambitious advertising goals, such as brand awareness …

social media advertising; second, to classify the factors into four main dimensions (namely: source, social, content and …

Economists have long recognized that advertising has two main functions: to inform and to persuade. In the information … Google search. That makes virtually all advertising today purely persuasive in function. The courts have long recognized that … purely persuasive advertising is anticompetitive, because it induces consumers to buy products that they do not really prefer …

This article examines the use of verbal connotation and visual symbolism in the televised advertising campaign of True …

their market environments, are facing different challenges that needs to be overcome through developing proper marketing … implement, on their path toward economic growth, are based on Pricing, Channel Structure and Advertising Strategies, which are … differences between firms implementing standardized strategies form those that are focused more on localized advertising …

The development of advertising competition forces to undertake measures aimed at increasing effectiveness of the … article touches the problem of the possibility to implement innovative solutions in advertising and perception thereof among … active advertising as well as recipients of those activities …

The vast amount of product information available to consumers through online search renders most advertising obsolete … as a tool for conveying product information. Advertising remains useful to firms only as a tool for persuading consumers … persuasive advertising is anticompetitive and harmful to consumers, but the Federal Trade Commission (FTC) was unable to pursue …

advertising (GA) is an essential aspect of green marketing (GM). Besides its direct effects on green-related elements (H1 to H7 ….e., green brand, green satisfaction, green advertising, green buying behavior, and spirituality ethics. The study has taken a … holistic approach by testing 15 relationships for understanding green marketing. The authors distributed 415 questionnaires to …