Subject Index
 

In the face of much criticism of the ethics of advertising, Broadbent combats the myth of advertising’s irresistibility and explains how advertising works and what it can achieve referencing historica ...

Beer consumption is predominantly male in the US and has increased only slightly since the 1970’s. Most studies have found only weak advertising effects on aggregate alcohol expenditures but recognis ...

This paper argues that rather than aiming for market share, brands must try and link themselves with popular culture and social change. In order to do, media plans as they normally conceived need to b ...

Using two cases from the IPA dataBANK, this paper looks at two differing approaches to adding value to a brand through communications. The mass-targeted TV advertising of PG Tips is compared with the ...

This paper discusses the importance of the relationship between brands and price, and argues that reducing prices is not always the best solution in securing long-term success and beating consumer apa ...

The human and economic cost of alcohol misuse in the UK is high. Alcohol advertising has been criticised because of its presumed impact on alcohol consumption. This two-part investigation considers po ...

Public policy debates in the US often target advertising when seeking to deal with problems involving health. Such has been the case with food, tobacco and alcohol advertising, but these frequent pron ...

Chocolate confectionery in Western Europe is a mature, slowly declining market. This study looked for correlation between advertising and the year to year changes in market size of Belgium, France, Ge ...

A high level of adspend has traditionally been one of the key tools for marketing a large and successful brand. According to this paper, however, advertising budgets amongst the leading brands have be ...

This paper researches whether the food processing industry influences household diet through advertising, using an advertising-augmented Rotterdam model for eleven broad food groupings spanning 1969-1 ...

Thoughtful review of a difficult question: 'does advertising affect market size?' Advertisers are usually concerned not with this but with their brand shares. All the terms in the question have defini ...

The second of three JOAB ('Justifying Our Advertising Budgets') papers published by Admap. JOAB is a project run by the South Bank Business School, researching fundamental questions about how advertis ...

Earlier ideas about how advertising works have been superseded by new views based on the considerable amount of empirical evidence now available. The evidence suggests that brand advertising expenditu ...

The role of advertising with respect to consumption in a number of markets, notably food, drink and tobacco, is at the centre of a fierce world-wide policy debate. This paper looks at tobacco advertis ...

Advertising can be an effective tool of competition between brands, but in mature food markets seems to have no visible effect on market size.

Econometric and laboratory research in the US, Canada and the UK have not revealed advertising to have a significant effect on alcohol consumption. The same is true of survey research, which confirms ...

The discussion of public policy related to alcohol use has relied heavily on the school of thought that maintains that a rise or fall in national per capita consumption would automatically lead to a c ...

In this paper, Duffy presents estimates of the effect of advertising on alcoholic drink demand in the UK. Although the reported estimates of the advertising elasticities are very small, it might be th ...

Johnson (1985) presents a system-wide analysis on the effects of advertising on the demand for beer, wine and spirits in the UK. However, his results are not consistent with other studies in the area. ...

This paper, first published in 1989, attempts to explain, with the aid of an estimated econometric model of alcoholic drink demand, why there have occurred over the past few decades marked differences ...

Reports on an examination of sixteen major food categories. Sales at constant prices are compared with advertising weights calculated from corrected MEAL data. The author concludes that while advertis ...

A cross-sectional analysis over 24 different countries tests the hypothesis that advertising increases aggregate demand. The method adopted regressed hours worked on advertising and on other relevant ...

This paper, published in 1982, is a preliminary report of research that was carried out into the influence of advertising in five major areas of consumer expenditure. In each case it tests the proposi ...

This paper, originally published in 1982, investigates attempts to test the proposition that advertising is an important factor influencing total consumption. It surveys prior work in the area and dis ...