The Effect of Manufacturer Advertising on Retail PricingJan 1, 1981 Mark S. Albion and Paul W. Farris, 1981, 81-105
Evaluates the relationship between manufacturer advertising and retail gross margins using information on 488 brands in 51 product categories sold through a supermarket chain.
Triggers to Customer Action—Some Elements in a Theory of Promotional InducementJan 1, 1981 Eugene R. Beem and H. Jay Shaffer, 1981, 81-106
Discusses what promotional inducements are, how they work in the promotion mix, and factors that affect their efficiency and effectiveness.
Viewers’ Perceptions of Prime Time Television Advertising and Characteristics of Commercials Perceived as InformativeJan 1, 1981 David A. Aaker, Donald E. Bruzzone, and Donald Norris, 1981, 81-103
Factor analyzes data base consisting of mail survey evaluations of television commercial story boards; also evaluates relationship of perceived informativeness to 19 characteristics of commercials.
Comparative Product Information and Its Interaction with Brand Name and Product TypeJan 1, 1980 Dennis L. McNeill and William R. Swinyard, 1980, 80-114
Presents results of an experimental study investigatin interactions of new information with existing information in consumers' information processing.
Determinants of Variations in the Advertising-to-Sales Ratio: A Comparison of Industry and Firm StudiesJan 1, 1980 Paul W. Farris and Mark S. Albion, 1980, 80-107
Seeks to explain variations in advertising intensity among industries, and also among companies and brands in the same industry, in terms of factors such as market share and industry concentration.