Purpose – Despite the increasing volume of scholarly work in international advertising, media selection has received … orientations of advertising executives and their perceptions of specific non‐domestic factors of media selection. Design … questionnaire, making the response rate 79.25 percent. Findings – The findings reveal that advertising executives of US MNCs place …

development. Practical implications – The results suggest that for multi‐media campaign effectiveness: advertising for a new drug … emphasize print in the direct‐to‐consumer (DTC) advertising media mix; sampling strategies should be coordinated with product … utilize the medium more actively but avoid online advertising. Originality/value – The findings contribute to knowledge on the …

, attitudes toward incomplete information in print apparel advertisements, information search, involvement, purchasing intentions … apparel advertising to be important tended to find missing information from other sources like media, word …‐of‐mouth, salespersons, and in stores. Information search behaviour positively influenced purchasing intentions. Consumers with higher levels …

expense of media advertising. This study investigates the antecedents and outcomes of brand managers’ advertising and sales … managers in the USA, higher advertising (vs sales promotion) allocations are associated with: single, relatively high priced … influence. Also, brands with higher budget allocations to advertising, relative to sales promotion, tend to have more favorable …

discuss the implications of such forecasts for consumer purchasing behaviour and marketing planning. Design … inertia literature implicates the regret that consumers associate with purchasing a discounted item once they have missed a … depressed purchasing behaviour. The paper argues that because affective anticipations are typically erroneous, their impact on …