What can advertising really do for brands?

Article Abstract:

Consumers do identify and seek out brand name products because of consistent long-term advertising. A brand is established as companies gain rapport with customers and establish their products in the minds of the consumer over time through one image conveyed through packaging, point-of-sale support, sales literature, public relations, advertising, sponsorship, pricing policy and distribution channels. Advertising theory and research on brand identification is discussed, including the work of A.S.C. Ehrenberg.

Psychological aspects, Marketing, Brand choice, Public opinion, Brand name products, Brand names

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Re-interpreting the effect of an advertising ban on cigarette smoking

Article Abstract:

Research indicated that restrictions on advertising of tobacco products do not reduce cigarette smoking, but it can influence the dynamics within the tobacco industry and change the price of cigarettes. The impact of advertising and advertising laws on competition within the tobacco industry is still being debated by advertising researchers.

Regulation, Licensing, and Inspection of Miscellaneous Commercial Sectors, TOBACCO PRODUCTS, Tobacco Manufacturing, Advertising Regulation, Analysis, Consumer behavior, Tobacco industry, Advertising research, Advertising law

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Advertising effect on primary demand: a cointegration approach

Article Abstract:

This paper studies the effects of advertisting on the primary demand for whiskey in Italy. Analysis reveals that advertising on the aggregate demand for whiskey was not effective and that real price determines aggregate demand for whiskey both in the short and long term.

Italy, Distilled and blended liquors, Distilleries, Bottled Whiskey, Statistical Data Included, Alcoholic beverage industry, Surveys, Prices, Consumption (Economics), Whiskey, Economic surveys

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