Determinants of Variations in the Advertising-to-sales Ratio PDF Download
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Author: Paul W. Farris
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 40
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Book Description
Author: Paul W. Farris
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 40
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Book Description
Author: Marketing Science Institute
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 76
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Book Description
Author: William S. Comanor
Publisher: Harvard University Press
ISBN: 9780674005808
Category : Business & Economics
Languages : en
Pages : 284
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Book Description
The current debate over the economics of advertising has long focused on two questions. The first concerns the impact of advertising on the relative positions of large and small firms in an industry and thereby on the state of competition. The second examines the role of advertising on consumer purchasing decisions over broad consumption categories. Comanor and Wilson use the modern tools of economic theory and statistics to build and test their hypotheses, and contribute important analytical and empirical evidence on the key issues. The authors find that consumer decisions are affected substantially by the volume of advertising. Indeed, advertising is a weightier factor than relative prices. Their conclusions surely contribute to the nervousness long felt by economists over the use of consumer preferences to evaluate the welfare implications of resource allocation.
Author:
Publisher:
ISBN:
Category : Marketing research
Languages : en
Pages : 308
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Book Description
Author: Paul N. Bloom
Publisher: SAGE
ISBN: 9780761916260
Category : Business & Economics
Languages : en
Pages : 570
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Book Description
Marketing scholars have a long history of conducting research on how marketing affects the welfare of society. A significant body of knowledge has developed to look beyond marketing's impact on the corporate bottom line towards the affects of marketing on consumer sovereignty, public health, economic growth, and other aspect of societal welfare. The large and growing amount of research has become fragmented and diverse. There is a need for a volume to pull all of this research together to facilitate the assessment of what we have learned and what we need to study further. This volume fills that need! Handbook of Marketing and Society presents the first comprehensive, in-depth examination of scholarly research on how marketing affects societal welfare. Drawing on the talents of a distinguished group of contributors, the editors have assembled key reviews, analyses, and perspectives on a broad range of research topics including deceptive advertising, warning labels, trademark infringement, antitrust enforcement, environmental labels, privacy protection, social marketing, and corporate societal marketing. An unifying model is presented in the introduction that illustrates the linkage of marketing knowledge, marketing decisions, and societal welfare. Each chapter covers, in a purposeful way, a different link or path through which marketing can affect societal welfare. Future research needs are identified in each chapter in order to help focus marketing thinking and marketing practice serve society more effectively. Academics, graduate students, and others interested in marketing's role in society will find this a valuable resource and an excellent guidebook for future research.
Author: Roxanne Hovland
Publisher: Routledge
ISBN: 1317461355
Category : Business & Economics
Languages : en
Pages : 621
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Book Description
This collection of classic and contemporary articles provides context for the study of advertising by exploring the historical, economic, and ideological factors that spawned the development of a consumer culture. It begins with articles that take an institutional and historical perspective to provide background for approaching the social and ethical concerns that evolve around advertising. Subsequent sections then address the legal and economic consequences of life in a material culture; the regulation of advertising in a culture that weighs free speech against the needs of society; and the ethics of promoting materialism to consumers. The concluding section includes links to a variety of resources such as trade association codes of ethics, standards and guidelines for particular types of advertising, and information about self-regulatory organizations.
Author: Richard E. Caves
Publisher: Harvard University Press
ISBN: 9780674154254
Category : Business & Economics
Languages : en
Pages : 468
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Book Description
With the nations of the world becoming more interdependent, it is imperative to take international influences into account in understanding the organization of industry within a country. This book extends the structure/conduct/performance framework of analysis to present a fully specified simultaneous equation model of an open economy--Canada. By estimating a system of equations of all the major variables, the authors can identify which variables are dependent and which are independent. They are thus able to assess the relative importance of such factors as seller concentration, import competition, retailing structure, advertising expenditure, research and development spending, and technical and allocative efficiency in shaping the organization of industry in Canada. In addition, using both industry-level and firm-level data, the authors develop methods for assessing the effect of structural variables on diversification strategies and the consequences for market performance. They also study the effects of such variables on firms' access to capital markets. The book concludes with a discussion of the implications of the findings for government policy.
Author: Dudley M. Ruch
Publisher:
ISBN:
Category : Marketing research
Languages : en
Pages : 64
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Book Description
Author: Randall Harrison
Publisher: SAGE Publications, Incorporated
ISBN: 9780803916210
Category : Language Arts & Disciplines
Languages : en
Pages : 162
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Book Description
Harrison considers how the cartoon works as a form of communication -- why it affects us so quickly and deeply: how the cartoon is conceived, developed and disseminated; and what major issues still face researchers in attempting to understand its impact on people. 'This little book analyses cartoons and comic strips with verve, intelligence and rare clarity.' -- information Design Journal, vol 3 1982
Author: Mark S. Albion
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 220
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Book Description
