Search Results - subject:"Advertising carryover"

Delusion in attribution : caveats in using attribution for multimedia budget allocation

Danaher, Peter J.; Heerde, Harald J. van - In: Journal of marketing research : JMR 55 (2018) 5, pp. 667-685

Persistent link: https://www.econbiz.de/10011957967

Modeling advertising impact at campaign level: Empirical generalizations relative to long-term advertising profit contribution and its antecedents

Aurier, Philippe; Broz-Giroux, Anne - In: Marketing Letters 25 (2014) 2, pp. 193-206

Research on advertising effectiveness is focused on sales and provides few empirical generalizations on profitability and its antecedents. To fill this gap, we develop an econometric model to capture the impact of advertising at campaign level, using retail panel data coupled with TV audience...

Persistent link: https://www.econbiz.de/10010989702

Modeling advertising impact at campaign level : empirical generalizations relative to long-term advertising profit contribution and its antecedents

Aurier, Philippe; Broz-Giroux, Anne - In: Marketing letters : a journal of research in marketing 25 (2014) 2, pp. 193-206

Persistent link: https://www.econbiz.de/10010367210

Optimal Data Interval for Estimating Advertising Response

Tellis, Gerard J.; Franses, Philip Hans - In: Marketing Science 25 (2006) 3, pp. 217-229

interval to estimate advertising carryover. The literature assumes that (1) the optimal data interval is the interpurchase time …

Persistent link: https://www.econbiz.de/10008788274

Investigating the Sensitivity of Equilibrium Profits to Advertising Dynamics and Competitive Effects

Chintagunta, Pradeep K. - In: Management Science 39 (1993) 9, pp. 1146-1162

The author investigates the validity of the "flat maximum principle"---the insensitivity of a firm's profits to changes in its optimal advertising level---in a duopolistic market in which advertising by the two firms has carryover effects. Two alternative competitive scenarios are examined (i)...

Persistent link: https://www.econbiz.de/10009204198

Recovering Measures of Advertising Carryover from Aggregate Data: The Role of the Firm's Decision Behavior

Russell, Gary J. - In: Marketing Science 7 (1988) 3, pp. 252-270

Data interval bias, the biased estimation of advertising carryover in aggregate data, can be viewed as a … thereby allow the firm's decision behavior to influence inferences about advertising carryover. Drawing upon a general model … simple method of obtaining a reasonable estimate of advertising carryover in aggregate data. …

Persistent link: https://www.econbiz.de/10008787536