This paper examines the effects of advertising on the sales growth of new, infrequently purchased products. It is assumed that producer originated advertising serves to inform innovators of the existence and value of the new product while word-of-mouth communication by previous adopters affects...

A company's name is commonly considered to be an integral part of its image, just like the quality of its products or the quality of its technical services. Changing a company's name is a major policy decision contemplated by many firms and actually implemented by some each year. This paper...