Effects of a Television and Radio Advertising Ban: A Study of the Cigarette Industry
By using the cigarette industry's ad ban of 1970 as a "natural" experiment, the authors explore mana- gerially related effects of such an advertising "shock" through price and advertising elasticities as well as brand purchase inertia. Results indicate substantial difference...
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| المؤلفون الرئيسيون: | , |
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| التنسيق: | text |
| اللغة: | English |
| منشور في: |
Institutional Knowledge at Singapore Management University
1986
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| الموضوعات: | |
| الوصول للمادة أونلاين: | https://ink.library.smu.edu.sg/lkcsb_research/2978 |
| الوسوم: |
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| المؤسسة: | Singapore Management University |
| اللغة: | English |