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.
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.
Appraising Research on Advertising’s Economic ImpactsJan 1, 1979 Mark S. Albion and Paul W. Farris, 1979, 79-115
A comprehensive investigation of the economic and marketing literatures bearing on the economic effects of advertising; addressed to academics, business people, and public policymakers.
Children’s Purchase Requests and Parental Responses: Results From a Diary StudyJan 1, 1979 Leslie Isler, Edward Popper, and Scott Ward, 1979, 79-110
Reports results from a diary study of 250 families; investigates children's product requests, product purchases, and television viewing, and associated parent-child interaction.
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