Special Report on
Advertising versus Prior Beliefs
Advertising versus Prior Beliefs - Trends
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Several studies investigating the positive effects of including highly attractive models (HAMs) in advertising have failed to unilaterally support their use. This paper explores the differential effects of pairing highly versus normally attractive models with different types of attractiveness-relevant products. Contrary to past research (Kahle and Homer 1985; Kamins 1990), the results suggest that HAMS are not the most effective choice for all categories of attractiveness-relevant products. This research also explores the method by which the match between model attractiveness and product type influences advertising ...
(NYSE: SAM) reported a second quarter core product depletions increase of 13% as compared to the second quarter of 2009. Net income for the second quarter was $16.3 million, or $1.13 per diluted share, an increase of $4.4 million, or $0.30 per diluted share, from the second quarter of 2009, primarily due to increased core shipment volume, partially offset by increased selling expenses. Net revenue for the second quarter of 2010 was $129.6 million, an increase of $11.5 million, or 10%, over the same period last year, mainly due to increases in core products shipment volume. Jim Koch, ... Read More
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ADVERTISING VERSUS PRIOR BELIEFS
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