To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for … capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the category …. This paper examines whether, when, and how much brand advertising versus generic advertising should be done. Using …

Cooperative (co-op) advertising is an important instrument for aligning manufacturer and retailer decisions in supply … chains. In this, the manufacturer announces a co-op advertising policy, i.e., a participation rate that specifies the … percentage of the retailer's advertising expenditure that it will provide. In addition, it also announces the wholesale price. In …

product. We build a micro-model where multiple firms compete through targeted advertising. Consumers make inferences from … targeted advertising about their potential match values for the product category, as well as the advertising firm's unobserved … throughout the category. We find that the increase in consumer search creates an advertising spillover beyond the level of the …

towards smartphone advertising, (2) measuring the level of impact of the factors, (3) testing the difference of attitudes …) proposing some managerial implications to have better Vietnamese consumer attitudes towards smartphone advertising. The study … are five main factors affecting Vietnamese consumer attitudes towards smartphone advertising positively, arranged by …

Objective of this research paper is to understand if mobile and mobile advertising is perceived to be useful by the … consumers in the persuasive communication process. Usage of mobile devices and mobile advertising by marketers and advertisers … mobile and mobile advertising as being useful for the consumer. While the other hypothesis regarding operational ease 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 …

We analyze the impact role of advertising on the net inflows of pension funds, using a unique database that includes … monthly $-value advertising per fund. Using these complementary databases to construct a unique empirical setting, we find … that, in the majority of cases, the impact of advertising is insignificant and that the industry's NPV is negative. We show …

We randomize advertising content motivated by the psychology literature on sympathy generation and framing effects in … most managerially and economically relevant when developing advertising content …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad …