(TOR). TOR can help researchers and marketing managers by explaining how consumers may interpret visuals in advertising …. TOR explains why some visuals thought to be unconnected with the product become relevant in advertising. This study makes … is used to provide greater explanatory power of consumers' interpretation and response to advertising visuals than what …

The retail sector spends millions of dollars each year advertising to consumers. This is a considerable investment for …

The present investigation aims at modeling the sales response to advertising and, in the process, sheds some light on … the sales-advertising relationship subject, which has been at the center of a decades-long controversy due to its inherent … synthesize a model that appropriately described the sales-advertising behavior of each one of these games, we addressed three …

the price discrimination hypothesis. Coupon values fall with in-store displays and more intense advertising but rise when … prices are positively affected by coupon values, advertising expenditures, input costs, and the prices of competing brands …

of having separated two key forms of deregulation, namely advertising and solicitation, by 6 years. This allows us to … separately examine the effect of each form of market competition on audit fees. We find that advertising is associated with … increases in fees, not decreases, which suggests that quality-based advertising took place, and not price-based advertising. In …

Programmers can distribute new software to online users either for a feeas shareware or bundle it with advertising …

present the firstanalysis of this hybrid advertising auction setting. The conventionalwisdom is that brand advertisers (e … bidding forclicks and bidding for impressions. The analysis implies that sellersof online advertising (a) may sometimes prefer …