Understanding Effects of TV Advertising Elements on Consumer Responses

Postexperience Advertising Effects on Consumer Memory

Past research suggests that marketing communications create expectations that influence the way consumers subsequently learn from their product experiences. Since postexperience information can also be important and is widespread for established goods and services, it is appropriate to ask about the cognitive effects of these efforts. The postexperience advertising situation is conceptualized h...

Strategic Informative Advertising on TV

In order to get a grasp of the market for advertising, one needs to understand why firms demand advertising, and how suppliers of advertising set their prices. In the present analysis, firms buy advertising in order to inform consumers about their products. TV channels offer advertising on a per-viewer basis. We find that the performance of this market for advertising depends on features of bot...

Effects of Direct-to-consumer Drug Advertising

An Investigation of Advertising Appeal on Consumer Response in Service Advertising

Advertising appeal plays a significant role in the execution of advertising. In service advertising, they are of more importance because of the peculiar characteristics of services. This study attempts to investigate the impact of emotional and rational appeal on service advertising. This study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

Consumer-directed prescription drug advertising: effects on public health.