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Financial-relations advertising is a major type of corporate advertising, yet little research has addressed its effectiveness. The authors use a time-series approach to study the effect of financial-relations advertising on stock trading volume and stock price. They find increases in trading volume at the initial appearance of a financial-relations advertisement, but not during subsequent appearances of the ad. Further, these increases occur mainly for small capitalization firms. No support is found for the view that this type of advertising positively affects stock prices, at least in the short run. Although financial-relations advertising may change the expectations of individual investors, such advertising does not appear to change the market's view of a stock. [ABSTRACT FROM AUTHOR]

Country of origin (CO) is a potentially powerful image variable that can be used to gain competitive advantage in international marketing. However, deficiencies in the definition and measurement of its facets have contributed to ineffective and infrequent use of CO image as a competitive tool. The research reported in this article addresses these weaknesses through the use of confirmatory factor and incremental fit analyses. The findings reveal that CO image is a multifaceted construct and that its facets are clearly interpretable. The article concludes with a discussion of advertising implications and directions for future research. [ABSTRACT FROM AUTHOR]