Cooperative Advertising, Its Uses and Effectiveness: Some Preliminary HypothesesJan 1, 1979 Robert F. Young, 1979, 79-112
Treats the significance of co-op advertising as both a consumer-directed and trade-oriented promotion tool.
An Investigation into the Impact of Advertising on the Price of Consumer ProductsJan 1, 1979 Paul W. Farris and Mark S. Albion, 1979, 79-109
Addresses the question of advertising's effects on prices through two opposing theoretical frameworks; reviews empirical evidence and theoretical arguments.
Determinants of Sales PerformanceJan 1, 1979 Adrian B. Ryans and Charles B. Weinberg, 1979, 79-113
Describes the development of a model of territory sales response for sales management decision-making.
Age ClassificationJan 1, 1979 Fred D. Reynolds and John Neter, 1979, 79-100
Investigates empirically the effectiveness of currently used standard age classifications for analyzing consumer marketing data.
Advertising and Government Regulation—A Report by the Advertising and Government Panel of the American Academy of AdvertisingJan 1, 1979 Barbara Coe, et al, 1979, 79-106
Reviews the present status and future outlook in four major areas relating to government regulation of advertising: government regulation by administrative agencies; advertising and the consumer; advertisers' self-regulation; government regulation and advertising educators.