منابع مشابه
Retail Advertising Works! Measuring the Effects of Advertising on Sales via a Controlled Experiment on Yahoo!
A randomized experiment performed in cooperation between Yahoo! and a major retailer allows us to measure the effects of online advertising on sales. We exploit a match of over one million customers between the databases of Yahoo! and the retailer, assigning them to treatment and control groups for an online advertising campaign for this retailer and then measuring each individual’s weekly sale...
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We consider a cooperative advertising channel consisting of a manufacturer selling its product through a retailer in competition with another independent retailer. The manufacturer subsidizes its retailer’s advertising only when a certain threshold is positive. Moreover, the manufacturer’s support for its retailer is higher under competition than in its absence.
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If tobacco advertising and promotion increase cigarette consumption, they are issues for public health policy. Although public health advocates assert that tobacco advertising does increase cigarette consumption, there is a significant empirical literature that finds little or no effect of tobacco advertising on smoking. In this chapter, these empirical studies are examined more closely with se...
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How do competitors react to each other’s price-promotion and advertising actions? How do these reactions influence the net sales impact we observe? We answer these questions by performing a large-scale empirical study of the short-run and long-run reactions to promotion and advertising shocks in over 400 consumer product categories, over a four-year time span. Competitive reaction can be passiv...
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This study seeks to demonstrate the impact of sales promotion and advertising simultaneously on consumer’s purchasing behavior. It requires several months to accumulate data and information through questionnaire, surveys, site visits and walk-thorough investigations which are the primary basis of this study work. This study found out that sales promotion is most effective on the consumers who t...
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ژورنال
عنوان ژورنال: Journal of Marketing
سال: 1943
ISSN: 0022-2429
DOI: 10.2307/1245200