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The Market for Advertising Messages
Advertising and Consumer Choice
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5-percent level adjusted rates advertising expenditures advertising intensity advertising messages advertising outlays advertising sales ratio advertising:sales ratio aggregate alternative analysis assets average bias book rate brand capital requirements chapter competitive Concentration ratio consumer demand consumer information correlation Costume jewelry demand equations dependent variable differences dummy variable economies of scale effects of advertising elasticity of demand entrants entry barriers established firms factors firm's function GK model goodwill stock Grain mill growth of demand heavy advertising Houthakker impact of advertising important increase indicated industry advertising interaction variable Jewelry precious largest firms level of advertising limit price long-run market power measure monopoly Motor vehicles moving-average process negative obtained output percent positive price elasticity price-cost margins product differentiation profit margin profit rates profit-rate rate of return Regression coefficients regression equations relation rivals scale economies smaller firms spend statistically significant Table tion unit advertising variance vertising volume of advertising WPI series