DC Field | Value | Language |
---|---|---|
dc.contributor.author | Hahn, Minhi | ko |
dc.contributor.author | PARK, CW | ko |
dc.contributor.author | MACINNIS, DJ | ko |
dc.date.accessioned | 2013-02-27T05:22:56Z | - |
dc.date.available | 2013-02-27T05:22:56Z | - |
dc.date.created | 2012-02-06 | - |
dc.date.created | 2012-02-06 | - |
dc.date.issued | 1992-06 | - |
dc.identifier.citation | JOURNAL OF ADVERTISING, v.21, no.2, pp.37 - 46 | - |
dc.identifier.issn | 0091-3367 | - |
dc.identifier.uri | http://hdl.handle.net/10203/66689 | - |
dc.description.abstract | Previous research at Anheuser-Busch reported that the relationship between advertising expenditures and sales can exhibit a V-shaped pattern, with greater sales at both increased and reduced levels of advertising expenditures. While the right-side of the V-effect is consistent with the traditional perspective on the advertising-sales relationship, the left-side is not. Though the existence of the V-effect has considerable implications for advertising efficiency, theory which accounts for its effects or the conditions under which it occurs is limited. This paper critically evaluates previously proposed segment-based explanations for the V-effect and proposes a new (Adaptive Information Processing) hypothesis to account for its effects. The hypothesis suggests interesting implications for advertising decisions. | - |
dc.language | English | - |
dc.publisher | CTC PRESS/JOA | - |
dc.title | THE ADAPTIVE INFORMATION-PROCESSING HYPOTHESIS | - |
dc.type | Article | - |
dc.type.rims | ART | - |
dc.citation.volume | 21 | - |
dc.citation.issue | 2 | - |
dc.citation.beginningpage | 37 | - |
dc.citation.endingpage | 46 | - |
dc.citation.publicationname | JOURNAL OF ADVERTISING | - |
dc.contributor.localauthor | Hahn, Minhi | - |
dc.contributor.nonIdAuthor | PARK, CW | - |
dc.contributor.nonIdAuthor | MACINNIS, DJ | - |
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