12 pages., Online via UI e-subscription., The author compiled restaurant sales and unit count estimates for 155 restaurant chains during 1981 through 1998. Unit-level sales and advertising expenditures were calculated by averaging annual system-wide totals by the number of units in operation during the year. Findings supported hypotheses that national advertising does not provide a positive return to advertising for many chain units and a larger proportion of chains exhibit a positive return to advertising at the system level than at the unit level.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 165 Document Number: C27548
Notes:
Via AgEcon Search. Presented at the International Association of Agricultural Economicsts Conference, Gold Coast, Australia, August 12-18, 2006. 17 pages.
Taylor, R. (author), Van Sickle, J. (author), McEowen, R. (author), Harl, N. (author), Connor, J. (author), and International Agricultural Trade and Policy Center
Format:
Report
Publication Date:
2003-05
Published:
International: Institute of Food and Agricultural Sciences, University of Florida
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 133 Document Number: C20364
