product categories. This paper investigates how advertising in the market of over-the-counter (OTC) drugs affects the decision … to identify the effect of advertising and find positive effects of umbrella branding on sales of prescription drugs …. Umbrella branding results in market expansion, particularly for generic firms which invest in OTC drug advertising. If the …

value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … links between the implementation of the advertising campaign and the overall performance of companies. The essence and … which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …

Given that consumers value quality, and such advertising content informs consumers' beliefs about quality, it is not … surprising that high quality brands emphasize quality in their advertising content. What is less obvious is whether firms with … lower quality brands should also follow suit and emphasize quality in their advertising to signal a higher quality. We …

This study distinguishes nonadvertising marketing activities from generic advertising and investigates their separate … impacts on the retail demand for fluid milk in New York State. Advertising, having an estimated elasticity (of demand) of 0 … advertising …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad …

Of the various media vehicles available for advertising, the Internet is the latest and the most rapidly growing … Internet advertising. Using available data such as Internet page view and advertising performance data, the model contributes … to attempts not only to optimize the Internet advertising schedule but also to fix the right price for Internet …

Understanding consumer behavior in media advertising enables companies to effectively direct marketing activities …. Although online advertising methods are a relatively new concept compared to the established traditional ways of advertising …