OBJECTIVE To assess the impact of promotions on cigarette sales in Taiwan after the cigarette market opened to foreign companies, and to assess whether young smokers were targeted by these companies. METHODS Trends in cigarette sales, advertising expenditure, brand preference, and cigarette consumption were examined for the period following the 1987 opening of the cigarette market. Tobacco in...

What is the effect of pre-release advertising on the demand for a product? And does the magnitude of that effect vary according to the quality of the good? We empirically examine these questions in the context of the motion picture industry. We make use of a unique, proprietary data set that covers weekly television advertising expenditures, weekly expectations of the market performance, and qu...

Our main objective in this paper is to measure the value of customers acquired from Google search advertising accounting for two factors that have been overlooked in the conventional method widely adopted in the industry: the spillover effect of search advertising on customer acquisition and sales in offline channels and the lifetime value of acquired customers. By merging web traffic and sales...

Entertainment products such as movies, DVDs and video games have short life-cycles: demand is usually highest immediately following the product release and declines rapidly in subsequent weeks. Since marketers have to set advertising schedules for such products prior to launch, it is critical for them to obtain an accurate assessment of the demand responsiveness to advertising before any sales ...

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...

The recent interest in health promotion and disease prevention has drawn attention to the role of the alcohol and junk-food industries. Companies supplying, producing, advertising or selling alcohol or junk food (ie, foods with a high content of fat, sugar or salt) do so to generate profits. Even companies marketing "low-carbohydrate" beers, "mild" cigarettes, or "high-fibre" sugary cereals are...

OBJECTIVES To determine tobacco point of sale advertising prevalence in Guatemala City, Guatemala and Buenos Aires, Argentina. METHODS Convenience stores (120 per city) were chosen from randomly selected blocks in low, middle and high socioeconomic neighbourhoods. To assess tobacco point of sale advertising we used a checklist developed in Canada that was translated into Spanish and validated...

The present paper focuses on the questions of modern advertising science, structure of advertising and elements making actual manipulative influence from the addresser. Advertising encourages product sales, is an instrument of forming ethical standards, values, creating cultural values, standards and mode of behavior that is why the wide system of means for achieving aims of advertisers is need...

Title of Dissertation: USING ONLINE SEARCH DATA TO FORECAST NEW PRODUCT SALES Gauri M. Kulkarni, Doctor of Philosophy, 2010 Dissertation directed by: Professor P.K. Kannan and Professor Wendy W. Moe Department of Marketing This dissertation focuses on online search as a measure of consumer interest. Internet use is at an all-time high in the United States, and according to the Pew Internet & Am...

a testosterone manufacturing firm to skirt direct-to-consumer advertising law, and may be risking lives, by allowing it to conduct an advertising campaign promoting testosterone testing, a group of doctors, pharmacists and researchers charge. Abbott Canada launched the print advertising campaign — under the banner “Has He Lost That Loving Feeling?” — during the summer, urging men to get their t...