1 - 6 of 6 articles
Abstract Traditional econometric models suggest that advertising has a clear and significant positive effect on sales in the current period. However, recent studies using scanner data indicate that the estimated effects of TV advertising on households' brand choices are weak and rarely...
Abstract The split 30-second commercial format has become a regular feature of today's television advertising. Yet, little is known about the effectiveness of commercials presented in the two halves of a split: 30. The authors report findings from a laboratory experiment in which the similarity...
Abstract The issue of brand equity has emerged as one of the most critical areas for marketing management in the 1990s. Despite strong interest in the subject, however, there is little empirical evidence of how brand value is created and what its precise effects are. This study explores some of...
Abstract Advertising has been a frequent target of criticism during its entire modern era. Most of the criticism has come from “elite” observers of society. In contrast, the general public has historically viewed advertising in a more positive way. To understand the origin of this discrepancy in...
Abstract Advertising for multinational products uses standardization most often in strategy, less often in executions, and least often in language. This study's international sample of advertising agency executives considers creative impact the most important and pressure (from time, client,...
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