advertising appeals …

This research aims to advance the literature by identifying the association between four advertising media vehicles … (Internet, press, outdoor, television) and contemporaneous sales. Previous research highlights the influence of advertising on … firm value but does not delve into the effects of advertising media vehicles. Employing primary data which details the …

The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the … product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through … attitude towards the ad and advertising cognition. Advertising media type combined with age is tested as a moderating variable …

-loop system. We derive a Nash equilibrium and examine the influence of advertising. We show for the monopoly case that a reduction … as suggested in consumer research. On this basis, we investigate monopoly and competition between firms, described via an …

advertising services provided by internet search engines. Keyword advertising systems have been the subject of several litigations … attracting customers to the websites of retailers and competitors, online advertising restrictions also raise anticompetitive … light on the economic rationales and legal implications of keyword advertising in order to strike a proper balance between …

This paper empirically investigates the advertising competition in the French broadcast television industry within a …, and quantities of advertising of twenty-one TV channels from March 2008 to December 2013. We specify a structural model of … French TV advertising market is of the Cournot type. Further, we provide empirical evidence that the price-cost margin is not …

competition-centered issues like targeting new market entrants.Antitrust has dismissed false advertising that entrenches monopoly …Federal law presumes that false advertising harms competition. Federal law also presumes that false advertising is ….Courts’ treatment of false advertising in antitrust cases makes no sense. While courts have reasonably evidenced concern that not all …

Peer-To-Peer advertising is the newest trend in the age of online advertising. The Facebook gift phenomenon or … dynamics using the latest advertising mode. In this paper we develop a strategic interaction model and explain how the … structure of peer-to-peer link formations in social networking websites affect the advertising dynamics in electronic space. The …