Brands' quality levels, prices, and advertising outlays: empirical evidence on signals and information costs

Article Abstract:

Rank correlations between consumer goods' quality ratings, prices and advertising costs were computed for approximately 200 brands evaluated by Consumer Reports magazine. Quality-price correlations rose with the scope for vertical differentiation and decreased for innovative and convenience products. Price was indicative of quality only in frequent but insignificant products. Quality was not implied from advertising.

Evaluation, Pricing, Consumer goods

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Advertising efficiency and the choice of media mix: a case of beer

Article Abstract:

The efficiency measurement literature is used to evaluate the performance of six US beer firms in terms of their ability to translate advertising messages into sales. The results show that Anheuser-Busch was relatively efficient in its advertising and its choice of media mix.

United States, Sales & consumption, Management dynamics, Malt beverages, Management, Anheuser-Busch Companies Inc., Company business management, BUD, Rankings, Industry sales and revenue

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Media substitution and economies of scale in advertising

Article Abstract:

Issues concerning advertising are discussed with emphasis on the impact of economies of scale and media substitution on its effectiveness. The results of a study of data from the United States beer industry between 1983 and 1993 to examine this are presented.

Research, Economies of scale

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