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

Article OPEN
Frank M. Bass; Norris Bruce; Sumit Majumdar; B. P. S. Murthi;
(2007)
  • Journal: Marketing Science,volume 26,issue 2 03-04,pages179-195
  • Related identifiers: doi: 10.1287/mksc.1060.0208
  • Subject: Bayesian dynamic linear models, Gibbs sampling aggregate advertising models, wearout effects, forgetting effects, copy effects, scheduling of ad copy
    acm: ComputingMilieux_MISCELLANEOUS

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 t... View more
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