The Bass model has been a standard for analyzing and predicting the market penetration of new products. We demonstrate the insights to be gained and predictive performance of functional data analysis (FDA), a new class of nonparametric techniques that has shown impressive results within the...

The following sections are included:IntroductionStream 1: Models of advertising elasticityStream 2: Models of advertising carryover and dynamicsStream 3: Models of ad frequencyStream 4: Models of advertising contentStream 5: Field experiments of the effects of advertisingSummaryReferences