Comparing the Current Effects and Carryover of National-, Regional-, and Local-Sponsor Advertising

William A. Dempsey and J. Duncan Herrington

Coordinating and controlling advertising strategy within contractual and administered vertical marketing systems (VMSs) can be a complex task given the number of channel members involved in the process.

Comparing the Current Effects and Carryover of National-, Regional-, and Local-Sponsor Advertising

J. Duncan Herrington College of Business and Economics, Radford University

Wiliam A. Dempsey College of Business and Economics, Radford University

INTRODUCTION...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today