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Duration of advertising effect: Considering franchising in the restaurant industry

✍ Scribed by Kwangmin Park; SooCheong (Shawn) Jang

Book ID
116556453
Publisher
Elsevier Science
Year
2012
Tongue
English
Weight
225 KB
Volume
31
Category
Article
ISSN
0278-4319

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The 1971 ban on TV and radio advertising of cigarettes offers a unique opportunity to uncover the industry response to a change in the mix of advertising. Following the ban, advertising expenditures were shifted away from TV and radio towards print media. Accounting for the impact of this event with