Prior work in marketing has suggested that advertising —levels beneath which there is essentially no sales response …—are rarely encountered in practice. Because advertising policies settle into effective ranges through early trial and error … regression model with two "regimes," in only one of which advertising is effective. Mediating the switch between the two regimes …

-space model based on the Kalman filter, which captures the influence of marketing actions such as brand-level advertising on the … effect of increasing the advertising expenditures for the largest and the smallest brands in this category and find that … these brands can increase their profitability by increasing their advertising expenditures. We also analyze the impact of …

increases in brand advertising activities lead to increases or decreases in consumer price sensitivity. Lack of data to measure … the exposure of individual households to advertisements and to capture competitive activities has been an important … limitation to date. This study, using single source data for a midwestern US market, finds that increased advertising exposures …