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Business / Design / Marketing analytics / Strategic management / Advertising / Marketing effectiveness / Brand / ETA SA / Marketing mix modeling / Communication design / Graphic design / Marketing


informs Vol. 26, No. 2, March–April 2007, pp. 230–245 issn  eissn 1526-548X  07  2602  0230 ®
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Document Date: 2013-02-02 01:09:19

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City

Lancaster / /

Company

Sydney Morning Herald / Johnson & Johnson / Business Review Weekly / ABC / General Motors / Bridgestone/Firestone / Virgin Cola / Kraft Australia / Coca-Cola / Financial Times / Michelin North America / Sanitarium / Peanut Butter Company of Australia / New York Times / Kraft Food Australia / Intel / /

Country

Netherlands / New Zealand / Belgium / Japan / Australia / /

Currency

AUD / SLL / /

/

Event

Product Issues / Product Recall / /

Facility

Hong Kong University of Science / Marnik G. Dekimpe Tilburg University / University of Waikato / Kraft’s Melbourne plant / /

IndustryTerm

advertising effects / external peanut supplier / subsequent advertising investments / brand management / advertising elasticities9 / untransformed advertising variables / postcrisis cross-advertising effects / online appendix / retail-scanner data / peanut supplier / recent applications / advertising attacks / advertising series / long-run advertising / post crisis advertising / long-run advertising elasticities / weekly advertising / increased cross-advertising sensitivity / postcrisis advertising / advertising spending / heightened media attention / nonzero advertising levels / advertising efforts / short-run advertising elasticity / Cross-advertising effects / retail prices / advertising elasticities / advertising budget / advertising literature / advertising support / /

NaturalFeature

San Francisco Bay / /

Organization

Kristiaan Helsen Department of Marketing / Eta / Hong Kong University of Science and Technology / University of Waikato / African Union / Marketing Effectiveness Harald Van Heerde Waikato Management School / Tilburg University / /

Person

Van Heerde / Bart Bronnenberg / /

Position

rst author / managing director / precrisis market leader / /

Product

Firestone tires / percent of Australia’s peanut butter market / cans / Bridgestone/Firestone’s tire / key brands / tires / Pentium / Sanitarium 20 / 000.00 Start / product / Audi 4000 / peanuts / /

ProgrammingLanguage

K / /

ProvinceOrState

New South Wales / /

PublishedMedium

Advertising Age / New York Times / Financial Times / Business Review Weekly / /

Region

northern Europe / South Wales / /

Technology

Pentium chip / /

SocialTag