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

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...