-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 …

consumers pay to the other content in the rest of the advertising message. Our paper quantifies the benefits from … personalization, and contributes to understanding the role of non-informative advertising content. It contributes to the psychology … that are designing their advertising campaigns …

purchase, brand choice and purchase quantity decisions of households for frequently purchased packaged goods. The model allows … households, the modeling framework explicitly captures the effects of unobserved heterogeneity on all three purchase decisions … vary across households, and not accounting for these variations in the estimation could lead to biased estimates for the …