Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent. Another 450 field experiments suggest that changes in media, product, target segments, advertising scheduling, and advertising content are more likely to yield changes in sales than do changes in advertising weight. Numerous other studies suggest that advertising wear-in does not exist or oc...

This article tests experimentally whether a high degree of collusion on advertisement expenditures facilitate tacit price collusion in duopoly markets. Two environments are tested, in which the size of the spillover between advertising expenditures is varied. The results show that the competitiveness of advertising and prices are significantly higher when the advertising spillover is higher tha...

Self-regulation programs deter many advertising practices, but there are inherent limitations to its power in the United States. U.S. media vehicle managers' advertising acceptance policies may influence advertising content, but their decisions often are focused on priorities other than consumer protection. This article describes the power limitations of U.S. selfregulation and media advertisin...

BACKGROUND Alcohol consumption is influenced by a complex causal system of interconnected psychological, behavioural, social, economic, legal and environmental factors. These factors are shaped by governments (eg, licensing laws and taxation), by consumers (eg, patterns of alcohol consumption drive demand) and by alcohol industry practices, such as advertising. The marketing and advertising of ...

INTRODUCTION This paper describes the presence of alcohol in the public space, assessing establishments that offer it, its advertising, and signs of consumption, as factors that may influence its consumption. METHOD Descriptive observational study based on cluster sampling with two-step selection. Results are described, and the spatial association between variables is assessed. RESULTS In t...

We consider a strategic online social network that controls information flows between agents in a social learning setting. Agents on the network select among products of competing firms of unknown quality. The network sells advertising to firms. We consider display advertising, which is standard firm-to-consumer advertising, and social advertising, in which agents who purchased that firm’s prod...

A large amount of research in advertising utilizes theories from other disciplines and simply uses an advertising message as a stimulus or focal content topic. The actual elements that make advertising unique are often ignored in this work. It is proposed here that advertising theory and research needs to become more focused on what makes advertising a distinct phenomenon and these elements nee...

the purpose of this study was to investigate the attitudes of managers in private companies towards sport sponsorship as an advertising tool. the method of this study was descriptive and survey and it was practical. the statistical population of research included all chief managers (executive officers, financial officers or sales officers) of private large productive companies in esfahan that w...

this paper investigates the effects of advertising, profitability, concentration and research & development on the market share of iranian great food and beverage industries during the period of 2000-2011. for this purpose, we used the more than 50 employee's statistics of industrial 4- digit firms and panel data technique for estimating the model. the main results of this paper reveal that, th...