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
Anywhere from 70 to 80 percent of products and services reach consumers through one of three types of vertical marketing systems (VMS)—corporate, administered, and contractual (Kotler, 2003). Forward integrated corporate VMS (e.g., Shenvin Williams) exercise complete control over their advertising strategy such that both national and local advertising are planned and executed in a coordinated fashion to maximxze sales and profitability. For such firms the...