OBJECTIVE The question addressed in this review is whether aggregate alcohol advertising increases alcohol consumption among college students. Both the level of alcohol-related problems on college campuses and the level of alcohol advertising are high. Some researchers have concluded that the cultural myths and symbols used in alcohol advertisements have powerful meanings for college students a...

It’s an era of high competition, dynamism and complexities which have forced organizations to change dramatically due to rising customer expectations. Marketers are under constant pressure to deliver finest to their customers. With the advent of technology, marketers have identified latest advertising media options to reach out to target audience. But the conventional ways of print advertisemen...

At present, only the United States and New Zealand allow direct-to-consumer advertising (DTCA) of prescription medicine. In other countries where DTCA is not allowed, including Australia and the United Kingdom, pharmaceutical companies undertake disease awareness advertising (DAA). In DAA, advertisements do not name a drug directly, but provide general information about diseases and treatments,...

Advertising & promotion are an integral part of our social & economic system. An advertising decision is inclined by the choice of media, media effectiveness, media budget etc. especially if the advertising is required to be done in a segmented market. However, many of the decision making problems in the real world take place in an environment in which the goals, the constraints, and the conseq...

It has been shown that drug companies will sell more drugs when they use DTC advertising, but it is also true that many consumers who are suffering--unaware there is help for their symptoms--will learn from these ads that help is available. Advertising to consumers, like advertising to professionals, will continue to be one of the best methods of providing information. Of course, healthcare pro...

The effects of television advertising in market for health insurance are of distinct interest to both firms and regulators, due to both the sheer size of the market and some of its more particular characteristics when it comes to consumer choice. Regulators are concerned about firms potentially using ads to “cream skim,” or attract an advantageous risk pool, as well as the potential for firms t...

AIM To conduct a policy review of the regulations related to food advertising on television aimed at children. DESIGN The study consisted of documentary analysis of relevant legislation and policy documents related to children's advertising from both industry and non-governmental organisations at a global level and in 20 countries. This was supported with semi-structured telephone interviews ...

In a context of intense competition, cooperative advertising between firms is critical. Accordingly, the objective of this article is to analyse the potential differentiated effect of advertising on two basic consumption patterns: individual products (i.e. hotel, restaurant) vs. bundle (i.e. hotel+restaurant). This research adds to the extant literature in that, for the first time, this potenti...

introduction: risk is an essential component in the production and sale of agricultural products. due to the nature of agricultural products, the people who act in this area including farmers and businesspersons encounter unpredictable fluctuations of prices. on the other hand, the firms that process agricultural products also face fluctuation of price of agricultural inputs. given that the can...