Franchising has become one of the most popular business formats in America today. While franchise formats offer a number of benefits, conflict often arises between the franchise and franchisees. One of the more common sources of conflict in the relationship centers on the fees paid by franchisees for advertising and for the effectiveness of advertising conducted by the franchise on behalf of fr...

Purpose: The purpose of this paper is to develop and compare two co-op advertising models: advertising model under traditional channel and co-op advertising model under dual channel, to select optimal channel structure to sell products for manufacturer and to derive optimal co-op advertising strategies for the manufacturer and the retailer. Design/methodology/approach: Stackelberg game theoreti...

Modern advertising returned to the People's Republic of China in 1979. This relatively young industry, despite growing at an annual rate of 15%, is institutionally unstable. Standing at the intersection between cultural production and commodity production, advertising is shaped by its structural relationship with the media and corporate sectors, both of which are reined in by the socialist stat...

Since 1984, dairy farmers have been contributing 15 cents for each cwt. of milk they sell to fund state and national advertising to increase milk product consumption. The main reasons for this generic advertising program are to reduce government surpluses of dairy products and to raise farm prices. The funds available to state and national dairy promotion organizations from this assessment have...

Fast-Food Restaurant Advertising on Television and Its Influence on Youth Body Composition We examine the effects of fast-food restaurant advertising on television on the body composition of adolescents as measured by percentage body fat (PBF) and to assess the sensitivity of these effects to using conventional measures of youth obesity based on bodymass index (BMI). We merge measures of body c...

This paper proposes a new motivation for information sharing in a decentralized channel consisting of a single manufacturer and two competing retailers. The manufacturer provides a common product to the retailers at the same wholesale price. Both retailers add their own values to the product and distribute it to consumers. Factors such as retail prices, values added to the product, and local ad...

A large fraction of online advertisements are sold via repeated second price auctions. In these auctions, the reserve price is the main tool for the auctioneer to boost revenues. In this work, we investigate the following question: Can changing the reserve prices based on the previous bids improve the revenue of the auction, taking into account the long-term incentives and strategic behavior of...

This study seeks to identify the extent of usage and perceived effectiveness of various online marketing tools among Business-to-Consumer (B2C) firms in Singapore. The findings reveal that there are some significant differences between the extent to which websites utilize the various online marketing tools and the perceived effectiveness of such tools. Implications of the results are discussed ...

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