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 …

This study distinguishes nonadvertising marketing activities from generic advertising and investigates their separate … impacts on the retail demand for fluid milk in New York State. Advertising, having an estimated elasticity (of demand) of 0 … advertising …

Economists have emphasized the role of dissipative advertising and price as signals of quality. Most works, however …;D efforts and therefore are both uncertain. I characterize the optimal separating marketing mix (price and advertising) when …), advertising appears to be necessary together with price to signal quality. Equilibrium profits depend on cost but not on quality …

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 …

advertising goals; and (iv) the skippable format is better suited for less ambitious advertising goals, such as brand awareness …

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 …