This paper examines the impact of racial minority representation on advertising effectiveness. We do this by first … increases from 15% to 25%, the advertising elasticity increases from 0.037 to 0.042 (a relative increase of 14%). This effect is …

Cutting advertising budgets has traditionally been a popular reaction by companies around the globe when faced with a … sensitivity of advertising expenditures. We conduct a systematic investigation into the cyclical sensitivity of advertising … television.While our findings confirm that advertising moves in the same direction as the general economic activity, we also show …

This paper analyzes dynamic advertising and pricing policies in a durable-good duopoly. The proposed infinite …-horizon model, while general enough to capture dynamic price and advertising interactions in a competitive setting, also permits … cumulative sales, while the optimal advertising is decreasing with cumulative sales. Comparative statics for the results are …

to the different schemas that consumers use in ad processing. Consumers can relate advertising to expectations about ads … are congruent with the brand schema. Brand beliefs and categorization change as a result of incongruent advertising …

implemented marketing and advertising plans. While the share of the marketing budget used for advertisements in print media is … constantly increasing, it has turned out that such advertising campaigns are not always effective. Although clients are open … towards hospital advertising, is has not been clearly proven that they use advertisements as a source of information in the …

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 …

in advertising subsequent to the comprehensive survey of the literature by Sethi in 1977. The basic problem underlying … these models is that of determining optimal advertising expenditures and possibly other variables of interest over time for … advertising literature since 1977, such as quality as an additional marketing instrument, cumulative sales models, pulsing …