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Observations - Hispanic-targeted Advertising: More Sales? This study uses sales data to evaluate whether a Hispanic-targeting plus general advertising policy is superior to a general advertising only policy for firms that wish to allocate financial resources as efficiently as possible.

Torres, Ivonne M.; Gelb, Betsy D. - In: Journal of advertising research 42 (2002) 6, pp. 69-76

Persistent link: https://www.econbiz.de/10006507770

Observations - "Market Patriotism": Advertising Dilemma - Should an advertiser focus communication on patriotic themes or associations in this time when so many others are doing so?

Gelb, Betsy D. - In: Journal of advertising research 42 (2002) 1, pp. 67-70

Persistent link: https://www.econbiz.de/10006509566

SPECIAL ISSUE: YOUTH RESEARCH - OBSERVATIONS - Gaining "Bonus Customers" by Stretching the Market

Gelb, Betsy D. - In: Journal of advertising research 41 (2001) 5, pp. 73

Persistent link: https://www.econbiz.de/10006510817

OBSERVATIONS - Republican Brands, Democrat Brands Can a brand be perceived by consumers as Republican or Democrat? Advertisers may well be associating a brand with a political party even when they do not intend to

Gelb, Betsy D.; Sorescu, Alina B. - In: Journal of advertising research 40 (2000) 1-2, pp. 95-102

Persistent link: https://www.econbiz.de/10006516451

OBSERVATIONS - "Subtle Servant": A Theme for the Next Decade - Should advertising celebrate what the product will free up the user from handling him- or herself? Yes, says the author, but the trick is to keep a comfort level that conforms to norms that say we can have service but not servants

Gelb, Betsy D. - In: Journal of advertising research 39 (1999) 5, pp. 51-54

Persistent link: https://www.econbiz.de/10006517865

Advertising to Increase Effectiveness of Use

Gelb, Betsy D. - In: Journal of advertising research 38 (1998) 1, pp. 71-74

Persistent link: https://www.econbiz.de/10006523604

Creating "Memes" While Creating Advertising

Gelb, Betsy D. - In: Journal of advertising research 37 (1997) 6, pp. 57-59

Persistent link: https://www.econbiz.de/10006524875

A service of the