design; advertising, marketing and sales advice; and the construction of quality-differentiated product lines. We also … suggest a new taxonomy of advertising, distinguishing between hype, which shifts demand, and real information, which rotates …

simultaneously choose whether to advertise or not. Advertising increases the own immediate sales, but may also cause an externality …

image of the institutions of undergraduate education, are presented, by highlighting the importance of the advertising push …

showed how important advertising in marketing a product is. We show that advertising should also consider the social … explorations are discussed regarding to size of the market, evaluation of effect of the advertising, the types of the advertised …

Decision on the use of different advertising media is a critical issue in marketing. Drawing on some literature related … to the dynamic Nerlove-Arrow model, we propose a nonlinear programming framework for discussing how different advertising … media may jointly affect the demand for a good. Starting from the idea that different advertising efforts may not simply add …

the applicability and implications of AIM scale in the field of advertising research. Variety of researchers including … consumers behavior, psychological as well as advertising have been associated with advertising research from many years in order … to attain the desired advertising objectives effectively. The most important creative strategy decision is to decide on …

The purpose of this paper is to develop a theoretical basis for evaluating ambient advertising in relation to the … schema. Ambient advertising, a creative form of out-of-home advertising that conveys direct and contextual messages by using … incongruity. Based on evidence from literature this study attempts to position ambient advertising in the moderate incongruity …