A content analysis of 463 ads examined the cultural values—modernity, tradition, individualism, and collectivism—promoted in Chinese advertising. Results indicate that both modernity and individualism values predominate in current Chinese advertising. These values are more pervasive in magazine advertisements, which target the Chinese XGeneration (aged 18–35 years with high education and income...

INTRODUCTION Alcohol is the leading cause of death and disability globally among males aged 15–24 in all regions except the Eastern Mediterranean and females aged 15–24 in the wealthy nations and the Americas; much of this burden is from injury. Excessive alcohol use is the leading drug problem among young people in the USA, and the leading causes of alcohol-related deaths among young people in...

Cooperative advertising is a cost-sharing mechanism in which a part of retailers' advertising investments are financed by the manufacturers. In recent years, investment among advertising options has become a difficult marketing issue. In this paper, the cooperative advertising problem with advertising options is investigated in a two-period horizon in which the market share in the second period...

Purpose – The purpose of this article is to examine how often urban children in mainland China interact with different types of retail shops, how they learn about new products and services, and their attitudes toward different sources of product information. Design/methodology/approach – A survey of 965 urban children ages six to 13 in four Chinese cities, including Beijing, Guangzhou, Nanjing ...

With an increase in the potential to allocate financial online advertising spending, managers are facing a sophisticated decision and allocation process. We developed a binary logit model with a Bayesian mixture approach to address consumers’ buying decision processes and to account for the effects of multiple online advertising channels. By analyzing data from a medium-sized online mail order ...

the increasing penetration rate of mobile phone, with specific characteristics of this medium, such as almost everywhere with the audience, has attracted companies' attention to it as an advertising channel. mobile devices facilitate highly customized marketing communication in terms of person, time location and context so numbers of companies that use this medium for communicating with th...