A commonly applied modeling tool for the analysis of promotional effects on weekly sales data is a linear regression model. Usually, such a model includes 0/1 dummy variables for promotions, where weeks with a promotion get a value of 1. When these variables are included in a model with...

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...

Prior research on technology-intensive (TI) markets makes abstraction of the social context in which transactions take place. In contrast with this prior literature, the authors show that buyer-vendor transactions in TI markets are relationally and structurally embedded in an interfirm network....

Recent experimental research has shown that light, low-fat and other claims that signal low calorie content can increase consumption and hence can be counter-effective. In this article we use detailed data from the Dutch National Food Consumption survey to determine the extent to which this...

The Bass (1969) diffusion theory often guides the construction of forecasting models for new product diffusion. To match the model with data, one needs to put forward a statistical model. This paper compares four empirical versions of the model, where two of these explicitly incorporate...

Market share attraction models are useful tools for analyzing competitive structures. The models can be used to infer cross-effects of marketing-mix variables, but also the own effects can be adequately estimated while conditioning on competitive reactions. Important features of attraction...

Using only aggregate sales data, the model we propose decomposes the diffusion processes of the respective technological generations and tests if different technological generations have different diffusion parameters. It also estimates the location of the generational transition from the old to...

We examine the situation where hourly data are available to design advertising-response models, whereas managerial decision making can concern hourly, daily or weekly intervals. The key question is how models for hourly data compare to models based on weekly data with respect to forecasting...

Marketing literature has long recognized that price response need not be monotonic and symmetric, but has yet to provide generalizable market-level insights on reference price type, asymmetric thresholds and sign and magnitude of elasticity transitions. In this paper, we introduce smooth...

To understand the relevance of marketing efforts, it has become standard practice to estimate the long-run and short-run effects of the marketing-mix, using, say, weekly scanner data. A common vehicle for this purpose is an econometric time series model. Issues that are addressed in the...