... Keywords: Advertising, Allocation, Contribution, Effects, Efforts, India, Long-term, Short-term Advertising Allocation Contribution Effects Efforts India Long-term Short-term Article Type: 2013 Awards for Excellence From: Journal of Indian Business Research...

...Mehir Baidya; Bipasha Maity; Kamal Ghose Purpose The purpose of this study is to estimate the relative contributions of individual marketing mix variables to sales as well as short‐term and long‐term effects of advertising in India. Design/methodology/approach Time‐series data on sales...

...Seema Gupta Purpose The purpose of this case is to illustrate the strategic as well as tactical dimensions of comparative advertising. The case can be used to demonstrate that the implications of comparative advertising can be analyzed from different perspectives – consumer behavior, legal...

...Arvind Sahay; Anandan Pillai Purpose The purpose of this paper is to understand the impact of components of marketing expenditures, i.e. advertising and distribution expenditures on intangible value of firm (measured in terms of Tobin's Q). The relationship is studied in the context of branding...