search query: @journal_id 69 / total: 714
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| Author: | |
| Title: | Cigarette advertising and realized market shares among youths and adults, 1979-1993 |
| Journal: | Journal of Marketing
1996 : APR, VOL. 60:6, p. 1-16 |
| Index terms: | |
| Freeterms: | WERBUNG, WERBEFORSCHUNG, WERBEERFOLG, MARKTANTEIL, TABAK, ZIGARETTENINDUSTRIE, USA |
| Language: | eng |
| Abstract: | The authors test the hypotheses that parameters of advertising sensitivity for teenagers are significant and perhaps larger then those for adults. Cigarette brand shares of advertising voice are found to be significantly related to realized market shares, with advertising sensitivity being about three times larger among teenagers than among adults. The authors argue that cigarette competition between firms is predominated by the battle of brands for market share among the young, and should be treated with scholarly skepticism. |
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