✦ LIBER ✦

An analysis of advertising and distribution effectiveness

✍ Scribed by Sophocles N. Brissimis; K.E. Kioulafas

Publisher: Elsevier Science
Year: 1987
Tongue: English
Weight: 378 KB
Volume: 28
Category: Article
ISSN: 0377-2217
DOI: 10.1016/0377-2217(87)90216-5

No coin nor oath required. For personal study only.

📜 SIMILAR VOLUMES

Measurement of advertising effectiveness

Measurement of advertising effectiveness using alternative measures of advertising exposure

✍ Chanjin Chung; Harry M. Kaiser 📂 Article 📅 1999 🏛 John Wiley and Sons 🌐 English ⚖ 116 KB

The objective of this study is to examine the impacts of alternative measures of advertising exposure on the evaluation of advertising effectiveness. This study used quarterly data of post-buy actual GRPs and corresponding advertising expenditures for the New York City fluid milk market. First, the

Determinants of temporal variations in g

Determinants of temporal variations in generic advertising effectiveness

✍ Chanjin Chung; Harry M. Kaiser 📂 Article 📅 2000 🏛 John Wiley and Sons 🌐 English ⚖ 66 KB 👁 2 views

This study develops a varying-parameter advertising model specifying advertising parameters as a function of advertising strategies and market environments to explain the varying nature of the advertising responses. This model allows researchers to examine the sources of change in advertising effect

Language and advertising effectiveness:

Language and advertising effectiveness: Mediating influences of comprehension and cognitive elaboration

✍ Robert S. Wyer Jr. 📂 Article 📅 2002 🏛 John Wiley and Sons 🌐 English ⚖ 159 KB

## Abstract Both memory for an advertisement and its impact on attitudes can be influenced by a number of linguistic factors, including the typeface in which the information is presented, familiarity with its semantic features, and syntactic complexity. In the case of bilinguals, more general diffe

Economic effects of an advertising excis

Economic effects of an advertising excise tax

✍ Hui-Shung Chang; Henry W. Kinnucan 📂 Article 📅 1991 🏛 John Wiley and Sons 🌐 English ⚖ 480 KB

Direct response versus image advertising

Direct response versus image advertising: Enhancing communication effectiveness through an integrated approach

✍ James W. Peltier; Barbara Mueller; Richard G. Rosen 📂 Article 📅 1992 🏛 John Wiley and Sons ⚖ 768 KB

Distributional effects of generic dairy

Distributional effects of generic dairy advertising throughout the marketing channel

✍ Harry M. Kaiser; Todd M. Schmit 📂 Article 📅 2003 🏛 John Wiley and Sons 🌐 English ⚖ 561 KB

## Abstract If generic advertising is effective at increasing the demand for the advertised product, then there will not only be direct effects on the sponsors of the advertising, but also indirect effects on other market participants. This article addresses two such distributional issues using the