haku: @author Herrington, J. D. / yhteensä: 1
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| Tekijä: | Herrington, J. D. Dempsey, W. A. |
| Otsikko: | Comparing the current effects and carryover of national-, regional-, and local-sponsor advertising |
| Lehti: | Journal of Advertising Research
2005 : MAR, VOL. 45:1, p. 60-72 |
| Asiasana: | advertising marketing brands budget sponsorship car industry USA |
| Kieli: | eng |
| Tiivistelmä: | This article reports the results of a study comparing the current and lagged effects of national-sponsor advertising (here as: a-g.) to that of regional and local sponsors within one of the more prominent contractual vertical marketing systems (VMS) in the U.S. automobile industry. Using a direct aggregation approach to model a-g. carryover at both the industry and individual brand level provides useful information for making decisions as to the allocation of a-g. budgets. |
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