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Advertising Effects
The Experts below are selected from a list of 312 Experts worldwide ranked by ideXlab platform
Miao-ling Chen – One of the best experts on this subject based on the ideXlab platform.
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The Effects of Advertising on retail price competition under vertical restraint: A Japanese case
Journal of Business Research, 2004Co-Authors: Miao-ling ChenAbstract:Abstract This paper investigates the impact of vertical restraint on Advertising Effects. A model is postulated in which a manufacturer can influence retail price competition through Advertising by increasing brand penetration, thus reducing retail price competition, and at the same time by increasing the promotional pricing of retailers, thus intensifying retail price competition. Moreover, vertical restraint will influence the Effects of Advertising on retail price competition by strengthening the relationship between brand penetration and retail price competition, and by weakening the relationship between Advertising and promotional pricing of retailers. Consequently, retail price competition will be reduced. Empirical evidence from cross-sectional data from Japan supports our hypotheses that retail price competition is a function of not only the Effects of Advertising on brand penetration and promotional pricing, but also the influence of vertical restraint on Advertising Effects.
Rujirutana Mandhachitara – One of the best experts on this subject based on the ideXlab platform.
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Estimating Advertising Effects on Sales in a Competitive Setting
Journal of Advertising Research, 2003Co-Authors: Boonghee Yoo, Rujirutana MandhachitaraAbstract:Over the last several decades, Advertising Effects on sales have been studied without appropriately taking into consideration competitors’ Advertising activities. As a result, advertisers often instinctively match competitors’ spending proportionately when it is monitored. The weakness of such a competitive parity approach is that they implicitly assume zero-sum competition only. This study identifies a variety of competitive conditions under which better budgeting strategies can be formulated. Specifically, four types of competition are conceptualized based on how an advertiser and its competitors affect each other’s sales according to level of media Advertising spending. In addition, appropriate strategies for setting Advertising budgets to deal with each situation are discussed. A mathematical method is developed to measure Advertising effectiveness for both the advertiser and competitors on sales of a focal brand. The method computes current and carryover Effects, identifies in which type of competition the advertiser is operating, and, accordingly, determines which budgeting strategy best suits the situation. In an empirical illustration, the method was applied to data collected monthly over eight years. The analyzed product was Scotch whisky sold in Thailand.
Kathryn a. Braun – One of the best experts on this subject based on the ideXlab platform.
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Postexperience Advertising Effects on Consumer Memory
Journal of Consumer Research, 1999Co-Authors: Kathryn a. BraunAbstract:Past research suggests that marketing communications create expectations that influence the way consumers subsequently learn from their product experiences. Since postexperience information can also be important and is widespread for estabiished goods and services, it is appropriate to ask about the cognitive Effects of these efforts. The postexperience Advertising situation is conceptualized here as an instant source-forgetting problem where the language and imagery from the recently presented Advertising become confused with consumers’ own experi- ential memories, it is suggested that, through a reconstructive memory process, this Advertising information affects how and what consumers remember. Con- sumers may come to beiieve that their past product experience had been as suggested by the Advertising. Over time this postexperience Advertising informa- tion can become incorporated into the brand schema and influence future product decisions.
Kathryn A. Braun – One of the best experts on this subject based on the ideXlab platform.
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Postexperience Advertising Effects on Consumer Memory
Journal of Consumer Research, 1999Co-Authors: Kathryn A. BraunAbstract:Past research suggests that marketing communications create expectations that influence the way consumers subsequently learn from their product experiences. Since postexperience information can also be important and is widespread for established goods and services, it is appropriate to ask about the cognitive Effects of these efforts. The postexperience Advertising situation is conceptualized here as an instant source-forgetting problem where the language and imagery from the recently presented Advertising become confused with consumers’ own experiential memories. It is suggested that, through a reconstructive memory process, this Advertising information affects how and what consumers remember. Consumers may come to believe that their past product experience had been as suggested by the Advertising. Over time this postexperience Advertising information can become incorporated into the brand schema and influence future product decisions. Copyright 1999 by the University of Chicago.
Kenneth C. Wilbur – One of the best experts on this subject based on the ideXlab platform.
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Using Big Data and Algorithms to Determine the Effect of Geographically Targeted Advertising on Vote Intention: Evidence From the 2012 U.S. Presidential Election
Political Communication, 2018Co-Authors: Tobias Konitzer, David Rothschild, Shawndra Hill, Kenneth C. WilburAbstract:We develop a new conceptualization of political Advertising Effects by looking at the effect of the marginal Advertising dollar during the heat of presidential campaigns. We argue that in contrast …