In the era of globalisation and digitization, improved employment access, high female literacy rate and exposure to electronic media has laid a lot of importance to marketing communications in shaping the consumer buying behavior in skin care products. In this research study impact of advertising and sales promotions on consumer buying behavior in skin care products has been analysed. This pape...

a r t i c l e i n f o The paper studies a two-echelon supply chain comprising one manufacturer and two competing retailers with advertising cost dependent demand. The manufacturer acts as the Stackelberg leader who specifies wholesale price for each retailer. The two retailers compete with each other in advertising and they have different sales costs. The manufacturer uses one of the following ...

This chapter surveys the literatures on advertising bans and alcohol consumption or abuse, and advertising expenditures and alcohol consumption. Studies of state-level bans of billboards are examined as well as studies of international bans that cover broadcasting media. For expenditures, the survey concentrates on econometric methods and the existence of an industry advertising-sales response ...

The independence of editorial content from advertisers’ influence is a cornerstone of journalistic ethics. In this paper we test whether this independence is observed in practice in the financial print media. We find that some publications that recommend mutual funds are more likely to recommend those of past advertisers, controlling for observable product characteristics such as sales loads, e...

Advertising is a form of communication that attempts to interpret the qualities of products, services and ideas in terms of consumer needs and wants. Some companies or organizations embrace advertising to achieve goodwill, high market share and sales. This research work is on the impact of advertising on sales volume with particular reference to igerian Bottling Company. The objective of the st...

CONTEXT Efforts to promote organ donation have traditionally relied on mass-mediated or interpersonal communication to promote donor registration. Despite its popularity, the use of online media has yet to be carefully evaluated as a platform to promote organ donation. OBJECTIVE To describe results of an intervention to promote donor registration that relies solely on online media to communic...

This paper argues that the development of global advertising has significant implications for the public health of less developed countries. These implications can be seen in three areas. First, it is clear that advertising and marketing of lethal or health-compromising products like alcohol and tobacco not only can increase the level of death and disease, but can also produce serious indirect ...

We investigate how consumer word of mouth (WOM) develops over time and in turn influences new product adoption. We develop a dynamic aggregate-level model of WOM development and new product diffusion that explicitly captures consumers’ learning of product quality from both marketing communications and WOM. It allows us to measure how effectively firms’ marketing efforts generate WOM (buzz) and ...