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| Author: | Dutta, S. |
| Title: | Variations in the contractual terms of cooperative advertising contracts: an empirical investigation |
| Journal: | Marketing Letters
1995 : JAN, VOL. 6:1, p. 15-22 |
| Index terms: | ADVERTISING EXTERNALITIES CONTRACTS |
| Language: | eng |
| Abstract: | Cooperative advertising arrangements between manufacturers and resellers contain two principal components in their payment schedules: a participation rate and an accrual rate. The authors analyze 2,156 cooperative advertising plans to see how they vary across consumer and industrial products, as well as between convenience and nonconvenience consumer products. The authors study how participation and accrual rates vary by the level of manufacturer concentration across product categories. |
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