Advertising media and cigarette demand

Using state-level panel data for the USA spanning three decades, this research estimates the demand for cigarettes. The main contribution lies in studying the effects of cigarette advertising disaggregated across five qualitatively different groups. Results show cigarette demand to be near unit elastic, the income effects to be generally insignificant and border price effects and habit effects to be significant. Regarding advertising effects, aggregate cigarette advertising has a negative effect on smoking. Important differences across advertising media emerge when cigarette advertising is disaggregated. The effects of public entertainment and Internet cigarette advertising are stronger than those of other media. Anti-smoking messages accompanying print cigarette advertising seem relatively more effective. Implications for smoking control policy are discussed.     

Advertising media strategies in the film industry

The primary aim of this article is to estimate the multiple determinants of film advertising expenditures in four important media, namely television, press, outdoor and radio, in the UK. First, television advertising, the leading film advertising medium, is examined as part of a system of equations, capturing the interdependences between advertising, the number of screens on which films are initially shown and box office revenues. Then a reduced form model is put forward to reveal the determinants of film advertising in the four media. While major distribution companies have different preferences for the use of the alternative advertising media, results highlight the importance of quality signals, such as critical reviews, in determining advertising expenditures in the film industry. Moreover, advertising expenditures can themselves be considered to offer potential cinema goers signals of film quality.     

Campaign Advertising and Voter Welfare

This paper investigates the role of campaign advertising and the opportunity of legal restrictions on it. An electoral race is modelled as a signalling game with three classes of players: many voters, two candidates, and one interest group. The group has non–verifiable insider information on the candidates' quality and, on the basis of this information, offers a contribution to each candidate in exchange for a favourable policy position. Candidates spend the contributions they receive on non–directly informative advertising. This paper shows that: (1) a separating equilibrium exists in which the group contributes to a candidate only if the insider information about that candidate is positive; (2) although voters are fully rational, a ban on campaign advertising can be welfare–improving; and (3) split contributions may arise in equilibrium (and, if they arise too often, they are detrimental to voters).     

Advertising,quality and sales

This paper investigates claims that firm-specific effects in advertising-sales models can be attributed to a positive correlation between advertising and product quality. Using a standard Koyck transformation on an unbalanced panel dataset of UK firms, the implied long-lasting effects of advertising disappear when firm-specific effects are taken into account. This conclusion is robust to various econometric approaches. However, when the firm-specific effects are retrieved, they are found to correlate strongly with mean advertising. There is no discernible link between the firm-specific effects and whether a firm perceives quality to be an important form of competition in its market. The results give no support to the idea that advertising affects sales through associated product quality. They are consistent with the persistence of advertising within firms over time.     

Advertising Subsidy and International Oligopolistic Competition

This paper examines the strategic role of advertising subsidies in a third‐country trade model in which two firms located in different countries export their products to a third country. First a basic model of advertising in oligopolistic industries is developed in which firms decide how much to invest in either predatory or cooperative advertising and then engage in product market competition either as Cournot competitors or as Bertrand competitors. It is shown that firms invest in only one form of advertising; which form they invest in depends on the relative effectiveness of the two types of advertising, the degree of product differentiation, and the form of product market competition. The paper then studies strategic industrial policy and shows that an advertising subsidy is the optimal strategic policy irrespective of the form of product market competition and the form of advertising in which firms invest.     

Advertising and sales promotion in electricity

Pooled firm data for 1959–68 provide the first evidence that both advertising and sales promotion have been statistically significant in increasing residential electric demand. The results indicate that advertising is principally informational, that new customers are most likely to be influenced, and that the effectiveness of a given expenditure in stimulating average per customer demand decreases with the number of customers to be reached. Finally, the findings are consistent with a theory of optimal advertising-sales ratios. The Dorfman-Steiner Rule does not hold, but the evidence is that it should not be ruled out in some modified form.     

Local media ownership and media quality

The Federal Communications Commission regulates local media ownership to promote competition, diversity and the provision of local programming. This study investigates how local media cross-ownership, co-ownership and ownership diversity are associated with media market outcomes. Cross-sectional regressions indicate that television station ownership consolidation is associated with increased local TV news production but lower news ratings. However, panel estimation finds that changes in local media ownership are uncorrelated with local media usage or programming, producing confidence intervals that are tightly centered around zero.     

Advertising and the aggregate demand for cigarettes

The study specifies a model which explains aggregate demand for cigarettes in terms of price, income and advertising. Publicity about the health effects of smoking is treated as a form of ‘anti-advertising’. A distinctive feature is that an attempt is made to measure advertising in terms of ‘messages’ rather than using the more common, but theoretically inappropriate, expenditure measure. The model is tested against quarterly U.K. data for the period 1957 II to 1968 IV, using ordinary least squares (OLS) regression. The results suggest that advertising had a positive, statistically significant impact on sales, and that this impact was only partly offset by the amount of publicity given to the health effects of smoking.     

Simultaneous-Equation Regression Analysis of Sales and Advertising

A simultaneous-equation regression model is developed and tested against aggregative time series data. The test involves the model as well as hypotheses regarding the structural parameters. Restrictions on the structural parameters imply limits on the parameters of the reduced-form equations. Estimates of the reduced-form coefficients must fall within the implied intervals in order for the model to be in agreement with the data.     

广告创作与民族记忆的觉醒

广告的希望在于文化，广告掌握了文化就等于掌握了未来。广告是一种文化现象，被誉为“第八种文化”，它不可能离开所属的民族文化而存在。广告只有服从、吸收、融汇、折射民族文化，深植于民族文化的土壤，用最鲜活的民族语言，透过人类共同的心理表层，打入深藏在人类潜意识背后的“民族记忆”和“种族记忆”，对民族文化进行多维观照，才能被消费群体接受，才能达到诉求目的，唯如此才具有民族性，从而具有世界性。明确这一点，对广告实践很重要，它可以唤起广告人的文化意识和文化觉醒，指导广告人把现代广告与民族文化有机地结合起来，…     

Advertising bans, tobacco and cigarette consumption

Advertising of tobacco and cigarettes in the electronic media has been banned in Australia since 1976. Apart from a short-lived initial impact we find that it has not affected cigarette demand but does appear to have had some impact on tobacco consumption.     

企业的广告近视症

改革开放二十多年来，我国广告业取得长足发展，但同发达国家相比仍存在很大差距，企业广告近视症问题还很严重。１．广告认识偏化症。不少企业忽略对产品质量的要求，忽略对产品生产的科技投入，忽略对市场和消费者的研究，盲目加大广告投入，本末倒置，导致企业经营的全面失败，导致企业违法广告不时出现。２．广告调查虚无症。由于广告调查需要投入资金和人力，某些企业和广告公司常常省略广告调查环节，没有专门从事广告调查工作的机构和人员，也不重视广告信息的收集、记录和整理等广告调查基础工作，使广告调查形同虚设，不能为广告活…     

论广告英语的修辞特点

修辞在广告英语中起着重要的作用.广告中经常使用各种修辞手法来增强语言的艺术性和感染力.本文通过一些典型的英语广告例子,从音韵、词义、结构等方面论述广告英语的修辞特点.     

企业最优R&D与广告投入策略分析

将双寡头市场中的企业R&D和广告竞争结合起来进行考虑,利用微分对策理论研究了企业的最优R&D与广告投入策略。首先在一定的假定下建立数学模型并求解,然后分对称和不对称两种情况对均衡解的性质进行分析。研究表明,参数值在一定范围内,企业投入R&D有利于增加利润;在其它参数不变的情况下,研发成本低的企业的最优策略对对手企业广告影响力系数的敏感性,大于对手企业对自身广告影响力系数的敏感性;免费搭车问题会造成R&D投入不足;广告成本系数对利润的影响大于广告影响力系数。     

Advertising,economic development,and global warming

Advertising is tied to global warming through an endogenous growth model. The model allows for the possibility that the environment can become a source rather than a sink for greenhouse gases. Optimal control analysis of the model shows that a feasible steady state is possible for which the environment remains a sink, and identifies a sufficient condition for such to be the case. Comparative-static analysis shows that, for sufficiently small values of steady-state anthropogenic greenhouse gas concentration, global surface temperature and advertising in steady state are negative functions of parameters that measure the damaging effects of global warming.     

Press Advertising and the Political Differentiation of Newspapers

The press industry depends in a crucial way on the possibility of financing an important fraction of its activities by advertising receipts. We show that this may induce the editors of the newspapers to moderate the political message they display to their readers, compared with the political opinions they would have expressed otherwise.     

Consumption Externalities,Coordination, and Advertising*

The aim of this article is to demonstrate that advertising can have an important function in markets with consumption externalities apart from its persuasive and informative roles. We show that advertising may function as a device to coordinate consumer expectations of the purchasing decisions of other consumers in markets with consumption externalities. The implications of advertising as a coordinating device are examined in the pricing and advertising decisions of firms interacting strategically. Although, at times, the one‐period advertising expense can exceed the one‐period monopoly profit, in equilibrium, consumers will pay a premium for the more heavily advertised brand.