Advertising Marketing Research Articles

Status and Outlook of the Chain-Restaurant Industry

During the last two decades chain restaurants have emerged as a dominant force within the restaurant industry. Total restaurant sales will surpass the $1 90-billion mark in 1994. A large portion of the industry's growth has come from the emergence of major quick-service chains. The growth in the chains' volume and market share results from such factors as the rise of two-income households and the chains' competitive advantages in market concentration and advertising.

A Simple Approach to Target Market Advertising Strategy

A Simple Approach to Target Market Advertising Strategy

A Review of the Structure and Participants in Cameroon's Advertising Market

This article reviews the structure of Cameroon's advertising market. After discussing changes in the market since 1985, the authors describe its current structure. A comprehensive approach leads them to consider the market as a system based on interaction between institutions or organizations involved directly or indirectly in the advertising process. The authors conclude that, overall, Cameroon's advertising market is weakly structured and dominated by a small number of large advertisers. They feel that the advertising agency system, especially in terms of the services it offers, is poorly adapted to Cameroon's small and medium-sized advertisers. They therefore propose a system of small and medium-sized agencies that would play a specific role geared to the limited needs of these advertisers.

Reactions to creative variations of a direct response Ad

For print advertising in general and direct marketing in particular, the role of communication style (i.e., how we say something) and organization (i.e., the sequential positioning of requests) as vehicles for effective understanding, retention of information, and persuasion, has long been assumed important. Style, perhaps even more than organization, has a strong intuitive appeal; more personal, forceful, or colorful ad messages are believed to have a greater impact on reader reactions than their counterparts. Yet, such were not the findings of this study. With few exceptions across a variety of print ad presentations, style and organization, both individually and in combination, were found to have very little effect upon how readers reacted to those ads. Results of this nature “run contrary” to what many copywriters believe and, therefore, bring into further question the assumed role that these factors play in the communication process.

Advertising and Competition in Routine Legal Service Markets: An Empirical Investigation

This study's findings, together with the results of earlier studies of the relationship between advertis ing and market prices, provide considerable empirical support for the pro-competitive view of seller advertising. Data on attorney fees an d advertising practices in seventeen metropolitan areas across the U. S. were used to estimate the effect of market advertising intensity o n firm demand elasticities, holding other possible influencing factor s constant. The results obtained for all three routine legal services examined are consistent with the hypothesis that advertising increas es competition among sellers in a market. Copyright 1987 by Blackwell Publishing Ltd.

Awareness Advertising and International Market Segmentation

In recent years, multinational corporations have increasingly employed advertising in markets where their products are not available. Such ‘awareness advertising’ is only in small part for products that are likely to be introduced in those markets in the near future. A significant and larger part of awareness advertising is for products that are unlikely to be sold in the particular market because of government restrictions on commercial importation and sale. In this paper, we will analyse the motivation behind the use of awareness advertising, the benefits that multinational firms may receive from such advertising and its implications for international market segmentation. The paper concludes with a discussion of areas for fruitful future research on awareness advertising.

Concentration and Advertising in Consumer and Producer Markets

THE effect of concentration on advertising has long been the subject of debate. On the theoretical side two approaches may be distinguished. Starting with Kaldor [I 949-50], an analysis in which the assumed purpose of advertising is to make profits, but not necessarily maximum profits, has been developed by Sutton [I974]. Additionally, building on the original work of Dorfman and Steiner [I954] and others, Cable [I972] has provided a profit maximising model of the way in which concentration affects the optimal amount of advertising. Both approaches predict a systematic, non-linear, relationship between concentration and advertising. In Sutton's terms this is rationalised by pointing to the different opportunities and incentives for advertising under different market structures; Cable's analysis is based on various hypotheses concerning the magnitudes of the price and advertising demand elasticities and reactions under different market structures. Basically, they both argue that it is difficult to internalise the benefits of advertising in low concentration industries, and monopoly gives no incentive for competitive advertising. In between, oligopoly provides the structure most conducive to advertising. As reviewed in a later section, however, the empirical evidence is somewhat conflicting. Some reject the hypothesis of a positive relationship, but other evidence has confirmed the existence of a linear or inverted U-shaped relation. Three main issues have been examined in these studies; the existence and shape of the underlying relationship between concentration and advertising; the influence of product and market characteristics; and more recently the direction of causality. The second though has probably been the source of most debate. The issue has been that differences in product and market characteristics will, ceteris paribus, affect the amount of advertising carried out. Samples are then chosen (and/or variables included) which attempt to account for these differences. In particular, researchers generally attempt to distinguish between consumer and non-consumer goods samples. It is argued in this paper that such apparently judicious selection of samples may be misguided and seriously affect the results. The main reason is that, even if it were possible to define a consumer good in principle, in general, firms as well

A Solution For Too Many Papers

Letters and Corrections1 February 1982A Solution For Too Many PapersAMIR S. ALI, M.D.AMIR S. ALI, M.D.Search for more papers by this authorAuthor, Article, and Disclosure Informationhttps://doi.org/10.7326/0003-4819-96-2-260_2 SectionsAboutPDF ToolsAdd to favoritesDownload CitationsTrack CitationsPermissions ShareFacebookTwitterLinkedInRedditEmail ExcerptTo the editor: In this age when everybody has suddenly decided that it is about time that his or her name appeared in print, we are bombarded with a storm of medical journals repeating the same clinical topics. For years, the major emphasis in publishing had been on "new and useful" information. That has changed drastically. A wide and lucrative pharmaceutical advertisement market has been matched perfectly with this mass desire for "going to print." Everybody wants to write, everybody is writing; although many articles are rejected by many "inconsiderate" journals, eventually most get published. Many good physicians are hardly... This content is PDF only. To continue reading please click on the PDF icon. Author, Article, and Disclosure InformationAffiliations: Wright State University School of Medicine VA Medical Center Dayton, OH 45428 PreviousarticleNextarticle Advertisement FiguresReferencesRelatedDetails Metrics 1 February 1982Volume 96, Issue 2Page: 260-260KeywordsStorms Issue Published: 1 February 1982 PDF downloadLoading ...

Incentive Advertising in Food Marketing

Incentive Advertising in Food Marketing

Book Review: Specialty Advertising in Marketing

Book Review: Specialty Advertising in Marketing

Some reflections on newspaper concentration

Abstract A daily newspaper gets its revenue from two markets: the advertisement market and the circulation market. There is no instance of any newspaper being published with the permanent support of revenue only from circulation; on the other hand there are numerous examples both in Sweden and abroad of publications of newspaper type financed solely from advertising.

SIMULTANEOUS DETERMINATION OF MARKET SHARE AND ADVERTISING EXPENDITURE UNDER DYNAMIC CONDITIONS: THE CASE OF A FIRM WITHIN THE JAPANESE PHARMACEUTICAL INDUSTRY

The main objective of this model is to analyse the simultaneous determination of market share and advertising expenditure under dynamic conditions. The authors' empirical analysis is applied to the case of the Eisai Company within the Japanese pharmaceutical industry from 1959 to 1969. Although the model is limited to this particular company and industry, the theoretical formulations and estimation techniques together with the particular distributed lag used may be usefully applied to other cases.

Where and How Best to Control Advertising in World Markets

Where and How Best to Control Advertising in World Markets