Incentives to Advertise and Product Differentiation
... What we call the "branding effect" occurs when advertising allows a producer to increase sales at the expense of producers of closely related products. Given that each consumer has a fured budget for the industry's products, this branding is a consequence of the adding-up condition described in Basm ...
... What we call the "branding effect" occurs when advertising allows a producer to increase sales at the expense of producers of closely related products. Given that each consumer has a fured budget for the industry's products, this branding is a consequence of the adding-up condition described in Basm ...
The inescapability of ethics and the impossibility of
... Before responding to the «anything goes» ethical relativism critique of constructivism, it is important to clarify precisely what is meant by «constructivism». Glasersfeld’s (1995) two basic constructivist premises provide a nice starting point: (a) knowledge is actively built up rather than passive ...
... Before responding to the «anything goes» ethical relativism critique of constructivism, it is important to clarify precisely what is meant by «constructivism». Glasersfeld’s (1995) two basic constructivist premises provide a nice starting point: (a) knowledge is actively built up rather than passive ...
A Theory of Combative Advertising
... when competing firms are equally-matched (symmetric), combative advertising is harmful (albeit necessary) for firms as it does not provide any additional increase in market share or profits. Tellis and Weiss (1995) further the skepticism of advertising’s positive sales impact by showing empirically ...
... when competing firms are equally-matched (symmetric), combative advertising is harmful (albeit necessary) for firms as it does not provide any additional increase in market share or profits. Tellis and Weiss (1995) further the skepticism of advertising’s positive sales impact by showing empirically ...
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... Because the choice of maize flour is endogenous, in estimating equation (1), we must treat y as endogenous . To do so, we use a selectivity model that is commonly referred to in the literature as a "treatment effects" model (see Maddala or Greene 1993). This model has been widely used to analyze pro ...
... Because the choice of maize flour is endogenous, in estimating equation (1), we must treat y as endogenous . To do so, we use a selectivity model that is commonly referred to in the literature as a "treatment effects" model (see Maddala or Greene 1993). This model has been widely used to analyze pro ...
Evaluating Advertising Effectiveness
... Instead of looking only at the advertising effects they evaluate the entire marketing mix including promotion and sales force activities. The question that this paper answers is whether using the mix or just some tools of it help the companies differentiate their products. The findings of this pape ...
... Instead of looking only at the advertising effects they evaluate the entire marketing mix including promotion and sales force activities. The question that this paper answers is whether using the mix or just some tools of it help the companies differentiate their products. The findings of this pape ...
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... information for retailers to determine their marketing targets and strategies. For example, direct marketing companies target their customers via customized offers at a time when they are most likely to buy (Vakratsas and Bass, 2002). Retailers set up their promotion schedules parallel with househol ...
... information for retailers to determine their marketing targets and strategies. For example, direct marketing companies target their customers via customized offers at a time when they are most likely to buy (Vakratsas and Bass, 2002). Retailers set up their promotion schedules parallel with househol ...
Lecture 10: Seafood Marketing
... irrevocable letter of credit (LC) in favor of the exporter importers are marketers themselves and usually sell to wholesalers, distributors, re-processors , restaurant chains and supermarket chains financing within the producing country is often provided by the exporter who finances the processor, w ...
... irrevocable letter of credit (LC) in favor of the exporter importers are marketers themselves and usually sell to wholesalers, distributors, re-processors , restaurant chains and supermarket chains financing within the producing country is often provided by the exporter who finances the processor, w ...
Lecture 10: Seafood Marketing
... irrevocable letter of credit (LC) in favor of the exporter importers are marketers themselves and usually sell to wholesalers, distributors, re-processors , restaurant chains and supermarket chains financing within the producing country is often provided by the exporter who finances the processor, w ...
... irrevocable letter of credit (LC) in favor of the exporter importers are marketers themselves and usually sell to wholesalers, distributors, re-processors , restaurant chains and supermarket chains financing within the producing country is often provided by the exporter who finances the processor, w ...
2006 ABA Winter Educators` Conference—Marketing Theory
... marketers to continually address change. In response, marketers are exploring nontraditional solutions, using focused and novel media, entering into multicompany alliances, developing new products and brands to appeal to changing market demands, and reaching out to new stakeholder groups. This year’ ...
... marketers to continually address change. In response, marketers are exploring nontraditional solutions, using focused and novel media, entering into multicompany alliances, developing new products and brands to appeal to changing market demands, and reaching out to new stakeholder groups. This year’ ...
Settling Shared Uncertainties: Local Partnerships Between
... of whom were directly involved in box schemes and, secondly, through documents and observations related to the three box schemes (e.g. distribution of the boxes and interactions between farmers and consumers). The evolution of the local network was also observed through participation at the first In ...
... of whom were directly involved in box schemes and, secondly, through documents and observations related to the three box schemes (e.g. distribution of the boxes and interactions between farmers and consumers). The evolution of the local network was also observed through participation at the first In ...
The 2012 Digital Marketer
... the word about the brand far and wide by giving them what they want every time they interact. These smart companies will also let customer data help guide their marketing decisions. Myriad information about individual customers is literally at the marketer’s fingertips for analysis and action. Under ...
... the word about the brand far and wide by giving them what they want every time they interact. These smart companies will also let customer data help guide their marketing decisions. Myriad information about individual customers is literally at the marketer’s fingertips for analysis and action. Under ...
Using Advertising and Promotion to Build Brands
... Since IMC is a relatively young field, even some professionals in the real world are not quite sure what it entails. Unfortunately, a lot of people have the mistaken perception that IMC is simply another term for advertising. When you complete this course, hopefully you’ll add value in your new job ...
... Since IMC is a relatively young field, even some professionals in the real world are not quite sure what it entails. Unfortunately, a lot of people have the mistaken perception that IMC is simply another term for advertising. When you complete this course, hopefully you’ll add value in your new job ...
Service Sector MArketing
... client(s). Some service dramas are tightly scripted, others are more ad lib. Role congruence occurs when each actor follows a script that harmonizes with the roles played by the other actors. In some service industries, especially health care, dispute resolution, and social services, a popular conce ...
... client(s). Some service dramas are tightly scripted, others are more ad lib. Role congruence occurs when each actor follows a script that harmonizes with the roles played by the other actors. In some service industries, especially health care, dispute resolution, and social services, a popular conce ...
Elements of the retail marketing mix
... stakeholders. In the Retail world, business model would mean the product or service the retailer choose to sell, It would refer to the communication & promotion that the retailer uses to reach its consumers. The Retail model that a retailer follows is relevant with reference to a particular time. Tr ...
... stakeholders. In the Retail world, business model would mean the product or service the retailer choose to sell, It would refer to the communication & promotion that the retailer uses to reach its consumers. The Retail model that a retailer follows is relevant with reference to a particular time. Tr ...
Export Pricing and Credit Constraints
... Our modeling approach rests on the well-known idea that credit, in addition to reducing production costs, can also be used to finance marketing, advertising, price-based promotions, ...
... Our modeling approach rests on the well-known idea that credit, in addition to reducing production costs, can also be used to finance marketing, advertising, price-based promotions, ...
WT/DS267/30 - WTO Documents Online
... As a result and to the extent of this violation of Article 10.1 (and, as a consequence, Article 8) of the Agreement on Agriculture, the GSM 102 and SCGP programs, and ECGs provided thereunder, are subject to the prohibition against export subsidies included in Articles 3.1 and 3.2 of the SCM Agreeme ...
... As a result and to the extent of this violation of Article 10.1 (and, as a consequence, Article 8) of the Agreement on Agriculture, the GSM 102 and SCGP programs, and ECGs provided thereunder, are subject to the prohibition against export subsidies included in Articles 3.1 and 3.2 of the SCM Agreeme ...
Do Consumers Benefit from Supply Chain Intermediaries?
... availability of data before the policy intervention allows us to test the validity of the parallel trend assumption by using a placebo policy reform date. The DID design also takes into account the implications of the world market cycle, because marketing margin depends on the phase (upswing vs. do ...
... availability of data before the policy intervention allows us to test the validity of the parallel trend assumption by using a placebo policy reform date. The DID design also takes into account the implications of the world market cycle, because marketing margin depends on the phase (upswing vs. do ...
The Effect of Banner Advertising on Internet Purchasing
... small in magnitude, .5% on average (Dahlen 2001; Sherman and Deighton 2001; Warren 2001), which has led practitioners to believe that banners are ineffective. Moreover, click-through is a measure of a visit to the Web site. Because there is considerable evidence that only a small proportion of visit ...
... small in magnitude, .5% on average (Dahlen 2001; Sherman and Deighton 2001; Warren 2001), which has led practitioners to believe that banners are ineffective. Moreover, click-through is a measure of a visit to the Web site. Because there is considerable evidence that only a small proportion of visit ...
Alcohol Industry Voluntary Regulation of its Advertising Practices:
... of graphic or gratuitous nudity, overt sexual activity, promiscuity, sexually lewd or indecent images or language, but allows “amorous gestures.” The Beer code does not allow portrayals of “sexually explicit activity” as a result of consuming beer and should not contain “graphic nudity.” It permits ...
... of graphic or gratuitous nudity, overt sexual activity, promiscuity, sexually lewd or indecent images or language, but allows “amorous gestures.” The Beer code does not allow portrayals of “sexually explicit activity” as a result of consuming beer and should not contain “graphic nudity.” It permits ...
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... in great depth in economics and marketing literature (Neslin 2002, Winer 2006), and here, we discuss existing research that shares some common features with cross-market discounts. A first related stream of research is on product bundling—the strategy of selling two or more products in a package at a ...
... in great depth in economics and marketing literature (Neslin 2002, Winer 2006), and here, we discuss existing research that shares some common features with cross-market discounts. A first related stream of research is on product bundling—the strategy of selling two or more products in a package at a ...
POs and PDOs: A Tale of Two Marketing Models
... • But POs are now encouraged to promote product in their operational programs • They can target children in fruits and vegetables promotion (fits in with nutrition policy) • They can distribute freely to schools, hospitals, up to five percent of the marketed quantity (cost paid by EU) • They must de ...
... • But POs are now encouraged to promote product in their operational programs • They can target children in fruits and vegetables promotion (fits in with nutrition policy) • They can distribute freely to schools, hospitals, up to five percent of the marketed quantity (cost paid by EU) • They must de ...
CHILDREN`S VULNERABILITY TO ADVERTISING MESSAGES
... children with engaging characters and then having the characters present messages about products. These characters may be familiar to children from other settings such as children’s films and television programs or they may have been created specifically to promote a specific product. Interestingly, ...
... children with engaging characters and then having the characters present messages about products. These characters may be familiar to children from other settings such as children’s films and television programs or they may have been created specifically to promote a specific product. Interestingly, ...
Television Advertising and Online Shopping
... (2014) designed a field experiment to measure the causal impact of tweets and retweets on ratings of a television program. They found that promotional messages increase viewership, with larger effects when they contain informational content and are retweeted by influential users. The current paper ...
... (2014) designed a field experiment to measure the causal impact of tweets and retweets on ratings of a television program. They found that promotional messages increase viewership, with larger effects when they contain informational content and are retweeted by influential users. The current paper ...
Targeted advertising as a signal - people.hbs.edu
... in these settings, where advertising content can directly inform consumers. For example, Meurer and Stahl (1994) note that “in vertically differentiated markets, prices or advertising may signal the quality of products. In contrast, signaling opportunities do not arise in symmetric horizontally diff ...
... in these settings, where advertising content can directly inform consumers. For example, Meurer and Stahl (1994) note that “in vertically differentiated markets, prices or advertising may signal the quality of products. In contrast, signaling opportunities do not arise in symmetric horizontally diff ...