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Abstract To judge the welfare performance of manufacturers' brand advertising, this article first lays out some of the basic economic relationships between manufacturers, wholesalers and retailers, and consumers in a consumer goods industry. It then identifies and analyzes the basic forces that...
Abstract Much advertising research is likely to seem trivial to advertising practitioners and academicians. This is because of two central dilemmas in advertising research. First is the dilemma of purpose: advertising research is too often undertaken for its own sake and thus seems to have a...
Abstract Bread spread taste discrimination was studied in three different environmental settings: in home environments, in grocery stores, and in grocery stores with equipment that simulated a commercial filming. The results, analyzed with ANOVA, indicated that subjects could correctly...
Abstract It is proposed that in addition to usual product advertising, retail stores could enhance store image by also including in their advertisements claims regarding general attributes of the store, e.g. reasonable prices, good buys, fast checkouts, low pressure salespeople, items easy to...
Abstract Marketing theorists have long posited that for effective and efficient design and implementation of product sales and promotion strategies, advertising and sales departments should interface. To date, virtually no published research has explored the extent of the advertising—personal...
Abstract The leading duplication models are empirically tested on network television viewership data. A model taking explicitly into account program type and daypart is found to be the best currently available model for estimating network television duplication.
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