With companies investing millions of rupees or dollars in marketing communication including advertising, it is but … have turned their attention towards examining the impact of marketing communication activities like advertising on firm … statistical terms, increased advertising has not been able to contribute conclusively in enhancing firm value …

quality; in the second one, they send costly signals thereof. Under non-comparative advertising a firm advertises its own … quality, under comparative advertising a firm advertises the quality differential. In either scenario, under comparative … advertising the firms never advertise together which they may do under non-comparative advertising. Moreover, under comparative …

We measure the causal effects of online advertising on sales, using a randomized experiment performed in cooperation … advertising on sales. The treatment effect persists for weeks after the end of an advertising campaign, and the total effect on … revenues is estimated to be more than seven times the retailer's expenditure on advertising during the study. Additional …

This paper analyzes persuasive advertising and pricing in oligopoly if firms sell differentiated products and consumers … that the demand-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of … conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than …

Advertising is an important tool of marketing as it helps the business in achieving the competitive advantage by …

Advertising is tied to global warming through an endogenous growth model. The model allows for the possibility that the … greenhouse gas concentration, global surface temperature and advertising in steady state are negative functions of parameters …

Should advertising be approached differently in emerging than in developed markets? Using data from 256 TV commercial … our finding for advertising in emerging markets and for the development of a global consumer culture …

if advertising did not exist? Therefore, it may stimulate the economy, creating new jobs, thus being a good source of …'s creativity, as the more creative and appealing ads are, the more people's minds are stimulated. So keeping in view both the …

Social advertising uses information about consumers' peers, including peer affiliations with a brand, product … advertised entity. In the first experiment, we randomize the number of social cues present in word-of-mouth advertising, and …