brand equity is one of the most important and best known in the field of marketing and brand concepts. each of marketing activities affects on brand equity and due to a variety of promotional activities they can be divided into two categories of media and non-media activities. brand equity is affected by its constituent per aker model and this is a test to find the effect of media and non-media...

the goal of the current study is to determine the optimal level of advertising beyond which advertising expenditure will not be justified by revenues. to achieve the goal first different types of media were rated by experts as to the degree of their importance. then data ware collected by interviewing the managers and reviewing different media resources. the collected data were then analyzed us...

This paper uses an unusually rich sample of liquor brands in the U.S. over the period 1994 to 2004 to test substitutability of advertising media. The liquor industry in the U.S. has experienced a substantial increase in case sales and advertising expenditures since the mid-1990s, raising numerous public policy concerns. Moreover, the mix of advertising media used by liquor brands also changed s...

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 ...

The rising costs of health care have forced changes in institutions that provide health care services to patients. Doctors, hospitals, insurance companies, and drug manufacturers have changed business practices to trim costs and maximize profits. One practice exploited by pharmaceutical companies is the freedom to advertise prescription drug products.' Direct-to-consumer advertising can effecti...

Marketers leverage multiple media outlets to promote products. There are three media types: paid (e.g., advertising on TV), owned (e.g., company website), and earned (e.g., consumers’ word-of-mouth) media. The effects of individual media channels and the interrelationships within paid media have been examined by prior literature. However, little is known about interplay across different types o...

The goal of the current study is to determine the optimal level of advertising beyond which advertising expenditure will not be justified by revenues. To achieve the goal first different types of media were rated by experts as to the degree of their importance. Then data ware collected by interviewing the managers and reviewing different media resources. The collected data were then analyze...

In the United States, the beauty industry reached $62.46 billion in sales in 2016 (“Revenue,” 2015). A large portion of the beauty industry sales is anti-aging beauty products (“Anti-aging Products,” 2009). There are approximately 48 million middle-aged women between 30 and 55 years of age (Census.Gov, 2011). The most used social media site for middle-aged women is Facebook, which is currently ...

Advertising media or best advertising media helps the advertiser to introduce a new product, to increase the use or sales of existing product, to meet the competition and to survive in the market. Advertising is a nonpersonal form of promotion mix for that very huge amount is paid by the sponsors. Advertising media is the channel or method by which advertisements are done. Advertising media pla...