Search Results - person:"Mann, Don H."

Implications of a modal-delayed distributed lag response to advertising expenditure

Mann, Don H. - In: Decision sciences : DS 6 (1975), pp. 646-661

Persistent link: https://www.econbiz.de/10002423659

Optimal theoretic advertising stock models : a generalization incorporating the effect of delayed response from promotional expenditure

Mann, Don H. - In: Management science : journal of the Institute for … 21 (1975) 7, pp. 823-832

Persistent link: https://www.econbiz.de/10002423674

Optimal Theoretic Advertising Stock Models: A Generalization Incorporating the Effects of Delayed Response from Promotional Expenditure

Mann, Don H. - In: Management Science 21 (1975) 7, pp. 823-832

Econometric models of advertising effects incorporating the concept of advertising stock adopt the premise that prior as well as current advertising expenditure affect current sales. In general, stock may be viewed as an intangible demand-generating variable representing an accumulated effect of...

Persistent link: https://www.econbiz.de/10009191705