Similar Search Results

A Nonstationary Model of Binary Choice Applied to Media Exposure

Sabavala, Darius J.; Morrison, Donald G. - In: Management Science 27 (1981) 6, pp. 637-657

In the field of media research, the beta binomial has performed very well for estimating the distribution of the frequency of exposures to a media vehicle. However, long-term projections have shown consistent biases. The beta binomial geometric model, an extension of the well-known beta binomial...

Persistent link: https://www.econbiz.de/10009213959

A Generalization of the Nerlove-Arrow Model to Multi-Firms Advertising under Uncertainty

Tapiero, Charles S. - In: Management Science 25 (1979) 9, pp. 907-915

This paper considers a multi-firms advertising model under uncertainty of the Nerlove-Arrow type. It is shown (under a Markovian assumption of the advertising process) that the probability of sales for a firm in a multi-firms setting is given by a Poisson distribution with a parameter given by...

Persistent link: https://www.econbiz.de/10009191175

Optimal Construction of Experimental Clusters

Murphy, Richard A.; Tatham, Ronald L. - In: Management Science 25 (1979) 2, pp. 182-190

A critical issue in many marketing research studies is the creation of experimental clusters for the purpose of testing … new products, advertising campaigns and other marketing decisions prior to widespread introduction in the marketplace …

Persistent link: https://www.econbiz.de/10009214154

Exceptional Paper--ADVISOR 2: Modeling the Marketing Mix Decision for Industrial Products

Lilien, Gary L. - In: Management Science 25 (1979) 2, pp. 191-204

marketing mix decisions for industrial products. The study involved 22 companies and 131 products. Although cross-sectional in … nature, justification is presented for using the descriptive results as guidelines for marketing mix decisions. Models are … presented for advertising expenditures, marketing expenditures, marketing budget allocations, year-to-year changes in …

Persistent link: https://www.econbiz.de/10009214197

A Stochastic Model of Consumer Behavior and Optimal Advertising

Tapiero, Charles S. - In: Management Science 28 (1982) 9, pp. 1054-1064

A stochastic consumer behavior model is constructed transforming Nicosia's (Nicosia, F. M., 1966. Consumer Decision Processes. Prentice-Hall, Englewood Cliffs, New Jersey.) postulates into probability hypotheses. Nicosia's deterministic model is obtained in the mean evolutions and...

Persistent link: https://www.econbiz.de/10009214423

Estimation of a Longitudinal Model to Decompose the Effects of an Advertising Stimulus on Family Consumption

Winer, Russell S. - In: Management Science 26 (1980) 5, pp. 471-482

A model which separates the various effects of an advertising experiment on a family's consumption behavior is estimated using consumer panel data. It is determined that there were significant transitory or short-run effects of the advertising, while permanent influences and price-advertising...

Persistent link: https://www.econbiz.de/10009214632

Advertising Budget Allocation under Uncertainty

Duncan M. Holthausen, Jr.; Assmus, Gert - In: Management Science 28 (1982) 5, pp. 487-499

This article presents a model for the allocation of an advertising budget to geographic market segments, or territories, when the sales response to advertising in each segment is characterized by a probability distribution. It is shown that allocation decisions that are based on the expected...

Persistent link: https://www.econbiz.de/10009214812

Oligopoly Models for Optimal Advertising When Production Costs Obey a Learning Curve

Teng, Jinn-Tsair; Thompson, Gerald L. - In: Management Science 29 (1983) 9, pp. 1087-1101

field of marketing. It is especially important during the period of the introduction of a new product; and it is also during …

Persistent link: https://www.econbiz.de/10009214910

The Bargain Value Model and a Comparison of Managerial Implications with the Linear Learning Model

Keon, John W. - In: Management Science 26 (1980) 11, pp. 1117-1130

A new stochastic brand choice model, the Bargain Value Model, is introduced. Using consumer panel data, the model predicts an individual household's probability of purchasing various brands as a function of the prevailing price of those brands. Based on consumer behavior constructs, the model...

Persistent link: https://www.econbiz.de/10009208569

Temporal Aggregation, the Data Interval Bias, and Empirical Estimation of Bimonthly Relations from Annual Data

Bass, Frank M.; Leone, Robert P. - In: Management Science 29 (1983) 1, pp. 1-11

Clarke (Clarke, Darral G. 1976. Econometric measurement of the duration of advertising effects on sales. J. Marketing Res. 13 …

Persistent link: https://www.econbiz.de/10009208614

1
2
3
4
5
6
7
8
9
10
Next
Last