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Advertising Effects on Awareness, Consideration and Brand Choice Using Tracking Data

Franses, Philip Hans - 2009

Using weekly data on advertising expenditures in various media and response data on awareness, consideration and choice … model, again with pooled parameters, to see if there are dynamic effects of advertising. For the category under scrutiny, we … find that most advertising effects exist for awareness, although at the same time there are effects for choice. Newspaper …

Persistent link: https://www.econbiz.de/10012767634

Advertising effects on awareness, consideration and brand choice using tracking data

Franses, Philip Hans; Vriens, M. - Erasmus Research Institute of Management (ERIM), … - 2004

Persistent link: https://www.econbiz.de/10010730897

Modeling intra-seasonal heterogeneity in hourly advertising-response models : Do forecasts improve?

Kiygi-Calli, Meltem; Weverbergh, Marcel; Franses, … - In: International journal of forecasting 33 (2017) 1, pp. 90-101

Persistent link: https://www.econbiz.de/10011754688

Marketing response and temporal aggregation

Franses, Philip Hans - In: Journal of marketing analytics : JMA 9 (2021) 2, pp. 111-117

Persistent link: https://www.econbiz.de/10012550142

Dynamic and Competitive Effects of Direct Mailings

Donkers, Bas; Franses, Philip Hans; van Diepen, van … - Erasmus Research Institute of Management (ERIM), … - 2006

We propose a dynamic direct mailing response model with competitive effects, where purchase and promotion history are incorporated. We then map the dynamic competitive interactions amongst the firms sending the mailings. We investigate the short- and long-run impact of a direct mailing on the...

Persistent link: https://www.econbiz.de/10011067470

Modeling the Effectiveness of Hourly Direct-Response Radio Commercials

Calli, Meltem Kiygi; Weverbegh, Marcel; Franses, Philip Hans - 2011

The authors investigate the impact of direct-response commercials on incoming calls at a national call center. To this end, the authors analyze the data of a fast service for repairs of (parts of) a durable consumption good in Flanders, Belgium. The authors have access to data at the 15 minute...

Persistent link: https://www.econbiz.de/10014218201