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

Herrington, J. Duncan; Dempsey, William A.

doi:10.1017/s0021849905050063

Cited by 33 publications

(39 citation statements)

References 17 publications

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“…This type of retailer advertising is known as promotional advertising, as it exclusively stimulates short-term sales (Jørgensen et al 2000). Consistent with the empirical findings of the work by Herrington and Dempsey (2005) in the automobile industry, we do not make any a priori assumption on the relative importance of the short-term and long-term effects of retailer advertising. Either effect could be higher than the other depending on the nature of retailer advertising.…”

Section: The Modelsupporting

confidence: 76%

An integrative framework of cooperative advertising: Should manufacturers continuously support retailer advertising?

Martín‐Herrán

Sigué

2017

Journal of Business Research

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Section: The Modelsupporting

confidence: 76%

An integrative framework of cooperative advertising: Should manufacturers continuously support retailer advertising?

Martín‐Herrán

Sigué

2017

Journal of Business Research

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“…Participation in general and specialized exhibitions as well as TV and Radio advertisements is an example of this type of advertising. Although global advertising may promote a product's fame and popularity, it may not necessarily increase real demands raised by a consumer [6,7]. As such, the manufacturer tends to directly a ect market demand via implementing cooperative advertising approach [5].…”

Section: Introductionmentioning

confidence: 99%

A bi-level programming model for decentralized manufacturer-distributer supply chain considering cooperative advertising

2017

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Abstract. This paper studies a bi-level decentralized supply chain consisting of one manufacturer and one distributor. Along with global advertising, the manufacturer participates in part of local advertising expenditure incurred by the distributor. Bi-level programming is applied to model the relationship between the manufacturer and distributer under two power scenarios of Stackelberg game framework. In the rst scenario, we consider the manufacturer as the leader and in the latter, we allow the distributer to act as the dominant member of the supply chain. In order to tackle bi-level programming models, a meta-heuristic genetic algorithm with hierarchical structure is developed for each scenario and optimal policies for the members in terms of pricing, advertising, inventory, and demand allocation are determined. Finally, several computational experiments are conducted on the data obtained from an automotive spare parts supply chain to demonstrate the validity of the developed models and compare the bene ts of members as well as of the entire system.

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“…Finally, retailer advertising is believed to stimulate immediate sales at the retail level, although its long-term effects on sales remain controversial (Jørgensen et including promoting product awareness, brand image, brand preference, and product purchase. Depending on the objective of a specific manufacturer advertising campaign, its effects on both short-and long-term sales can vary considerably (Herrington and Dempsey, 2005).…”

Section: Introductionmentioning

confidence: 99%

Retailer and manufacturer advertising scheduling in a marketing channel

Martín‐Herrán

Sigué

2017

Journal of Business Research

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Despite the fact that the use of sporadic advertising schedules is well established in both the advertising literature and market place, the marketing channel literature that focuses on vertical interactions has consistently prescribed continuous advertising strategies over time. This paper investigates, in a bilateral monopoly context a situation in which a manufacturer and a retailer control their pricing and advertising decisions, the optimal scheduling of advertising in a planning horizon of three periods. We found that, consistent with the advertising literature, the integrated channel adopts pulsing to benefit from advertising positive carryover effects. Conversely, when pricing and advertising decisions are uncoordinated, channel members can optimally implement each of the following three advertising schedules. The full continuous schedule where channel members advertise in the three periods. The full pulsing schedule in which the two channel members advertise only in the first and third periods. The mix schedule where the retailer advertises in the three periods and the manufacturer advertises exclusively in the first and third periods. Depending on the magnitude of the long-term effects of retailer and manufacturer advertising, each of the three schedules can be implemented.

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

Cited by 33 publications

References 17 publications

An integrative framework of cooperative advertising: Should manufacturers continuously support retailer advertising?

An integrative framework of cooperative advertising: Should manufacturers continuously support retailer advertising?

A bi-level programming model for decentralized manufacturer-distributer supply chain considering cooperative advertising

Retailer and manufacturer advertising scheduling in a marketing channel

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