Cigarette advertising and consumption in the United States: 1961-1990
Article Abstract:
Aggregate cigarette consumption in the US from 1961-1990 has been found to be dependent on price and income, not on advertising expenditures. This indicates that the clamor for the ban of cigarette advertising is irrelevant since legislations do not necessarily discourage or lessen cigarette consumption. However, advertising is effective in as far as competition is concerned. It serves as a mean to update the consumers on the latest product changes and innovations.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 1992
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Beer brand advertising and market share in the United States: 1977 to 1998
Article Abstract:
Aspects relating to the advertising and market share of beer brands in the United States are presented, with focus on a twenty one year period from 1977. For specific brands, advertising and market share are closely linked and mass media advertising is necessary to communicate aspects of product innovation.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 2001
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Firm-based market structure analysis using competitive advertising responses
Article Abstract:
The issue of market structure analysis is presented, with the proposal that companies need to gauge competitor behaviour and perception of market structure, when developing their corporate strategies. A company-based measure is developed using advertising reaction information to influence market structure.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 2001
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