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Interbrand Choice, Media Mix and Market Performance

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  • Porter, Michael E

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  • Porter, Michael E, 1976. "Interbrand Choice, Media Mix and Market Performance," American Economic Review, American Economic Association, vol. 66(2), pages 398-406, May.
    • Handle: RePEc:aea:aecrev:v:66:y:1976:i:2:p:398-406
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    Cited by:

    1. Ivan Pastine & Tuvana Pastine, 2002. "Comsumption Externalities, Coordination, and Advertising," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 43(3), pages 919-943, August.
    2. Peter Goos & Nathalie Dens & Patrick De Pelsmacker & Leonids Aleksandrovs, 2019. "Using mixture‐amount modeling to optimize the advertising media mix and quantify cross‐media synergy for specific target groups," Applied Stochastic Models in Business and Industry, John Wiley & Sons, vol. 35(5), pages 1228-1252, September.
    3. Sylvia Hristakeva & Julie Holland Mortimer, 2023. "Price Dispersion and Legacy Discounts in the National Television Advertising Market," Marketing Science, INFORMS, vol. 42(6), pages 1162-1183, November.
    4. Eiji Yamamura, 2015. "Is university sports an advertisement in the higher education market? An analysis of the Hakone long-distance relay road race in Japan," ISER Discussion Paper 0922, Institute of Social and Economic Research, Osaka University.
    5. Connor, John M & Peterson, Everett B, 1992. "Market-Structure Determinants of National Brand-Private Label Price Differences of Manufactured Food Products," Journal of Industrial Economics, Wiley Blackwell, vol. 40(2), pages 157-171, June.
    6. Alvin J. Silk & Lisa R. Klein & Ernst R. Berndt, 2001. "The Emerging Position of the Internet as an Advertising Medium," Netnomics, Springer, vol. 3(2), pages 129-148, September.
    7. William James Adams, 2006. "Markets: Beer in Germany and the United States," Journal of Economic Perspectives, American Economic Association, vol. 20(1), pages 189-205, Winter.
    8. Wipo, 2013. "World Intellectual Property Report 2013 - Brands: Reputation and Image in the Global Marketplace," WIPO Economics & Statistics Series, World Intellectual Property Organization - Economics and Statistics Division, number 2013:944, April.
    9. Ivan Pastine & Tuvana Pastine, 2000. "Coordination in Markets with Consumption Externalities : The Role of Advertising and Product Quality," Working Papers 0003, Department of Economics, Bilkent University.
    10. Natsuko Iwasaki & Barry Seldon & Victor Tremblay, 2008. "Brewing Wars of Attrition for Profit (and Concentration)," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 33(4), pages 263-279, December.
    11. Alvin J. Silk & Ernst R. Berndt, 1994. "Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms," NBER Working Papers 4826, National Bureau of Economic Research, Inc.
    12. Pope, Rulon D., 1985. "The Impact Of Information On Consumer Preferences," Research on Effectiveness of Agricultural Commodity Promotion, April 9-10, 1985, Arlington, Virginia 279489, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.
    13. Niket Jindal & Leigh McAlister, 2015. "The Impacts of Advertising Assets and R&D Assets on Reducing Bankruptcy Risk," Marketing Science, INFORMS, vol. 34(4), pages 555-572, July.
    14. Fare, Rolf & Grosskopf, Shawna & Seldon, Barry J. & Tremblay, Victor J., 2004. "Advertising efficiency and the choice of media mix: a case of beer," International Journal of Industrial Organization, Elsevier, vol. 22(4), pages 503-522, April.
    15. Craig A. Gallet, 2003. "Advertising and Restrictions in the Cigarette Industry: Evidence of State‐by‐State Variation," Contemporary Economic Policy, Western Economic Association International, vol. 21(3), pages 338-348, July.
    16. Klein, Lisa R., 1998. "Evaluating the Potential of Interactive Media through a New Lens: Search versus Experience Goods," Journal of Business Research, Elsevier, vol. 41(3), pages 195-203, March.
    17. Mark W. Nichols, 1998. "Advertising and Quality in the U.S. Market for Automobiles," Southern Economic Journal, John Wiley & Sons, vol. 64(4), pages 922-939, April.

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