publication . Article . Other literature type . 2007

Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship

Bass, Frank M.; Bruce, Norris; Majumdar, Sumit; Murthi, B. P. S.;
Open Access
  • Published: 01 Mar 2007 Journal: Marketing Science, volume 26, issue 2 03-04, pages 179-195
Abstract
Models of advertising response implicitly assume that the entire advertising budget is spent on disseminating one message. In practice, managers use different themes of advertising (for example, price advertisements versus product advertisements) and within each theme they employ different versions of an advertisement. In this study, we evaluate the dynamic effects of different themes of advertising that have been employed in a campaign. We develop a model that jointly considers the effects of wearout as well as that of forgetting in the context of an advertising campaign that employs five different advertising themes. We quantify the differential wearout effect...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUS
free text keywords: Bayesian dynamic linear models, Gibbs sampling aggregate advertising models, wearout effects, forgetting effects, copy effects, scheduling of ad copy, Marketing, Business and International Management, Bayesian inference, Resource allocation, Advertising campaign, Advertising, Scheduling (computing), Portfolio, Economics, Dissemination, Bayesian probability, Forgetting
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publication . Article . Other literature type . 2007

Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship

Bass, Frank M.; Bruce, Norris; Majumdar, Sumit; Murthi, B. P. S.;