Pulsing Policies for Aggregate Advertising Models
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DOI: 10.1287/mksc.11.3.221
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- Mercedes Esteban-Bravo & José Múgica & Jose Vidal-Sanz, 2005.
"Optimal Duration of Magazine Promotions,"
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"Do expert reviews really drive demand? Evidence from a German car magazine,"
Applied Economics Letters, Taylor & Francis Journals, vol. 22(14), pages 1150-1153, September.
- Dewenter, Ralf & Heimeshoff, Ulrich, 2014. "Do expert reviews really drive demand? Evidence from a German car magazine," DICE Discussion Papers 151, Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
- Dewenter, Ralf & Heimeshoff, Ulrich, 2014. "Do Expert Reviewers Really Drive Demand? Evidence from a German Car Magazine," Working Paper 140/2014, Helmut Schmidt University, Hamburg.
- Michael Braun & Wendy W. Moe, 2013. "Online Display Advertising: Modeling the Effects of Multiple Creatives and Individual Impression Histories," Marketing Science, INFORMS, vol. 32(5), pages 753-767, September.
- Bischi, Gian Italo & Gardini, Laura & Kopel, Michael, 2000. "Analysis of global bifurcations in a market share attraction model," Journal of Economic Dynamics and Control, Elsevier, vol. 24(5-7), pages 855-879, June.
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- Marshall Freimer & Dan Horsky, 2012. "Periodic Advertising Pulsing in a Competitive Market," Marketing Science, INFORMS, vol. 31(4), pages 637-648, July.
- Ralf Dewenter & Ulrich Heimeshoff & Tobias Thomas, 2016.
"Media Coverage and Car Manufacturers' Sales,"
Economics Bulletin, AccessEcon, vol. 36(2), pages 976-982.
- Dewenter, Ralf & Heimeshoff, Ulrich & Thomas, Tobias, 2016. "Media coverage and car manufacturers' sales," DICE Discussion Papers 215, Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
- Dengpan Liu & Subodha Kumar & Vijay S. Mookerjee, 2012. "Advertising Strategies in Electronic Retailing: A Differential Games Approach," Information Systems Research, INFORMS, vol. 23(3-part-2), pages 903-917, September.
- Danaher, Peter J. & Rust, Roland T., 1996. "Determining the optimal return on investment for an advertising campaign," European Journal of Operational Research, Elsevier, vol. 95(3), pages 511-521, December.
- Hanssens, Dominique M. & Wang, Fang & Zhang, Xiao-Ping, 2016. "Performance growth and opportunistic marketing spending," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 711-724.
- Allan Hodgson & Suntharee Lhaopadchan & Raluca Ratiu, 2018. "Is advertising under‐resourced in a growth market? Intangible endogeneity and informed trading issues," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 58(S1), pages 343-373, November.
- Frank M. Bass & Norris Bruce & Sumit Majumdar & B. P. S. Murthi, 2007. "Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship," Marketing Science, INFORMS, vol. 26(2), pages 179-195, 03-04.
- Fred M. Feinberg, 2001. "On Continuous-Time Optimal Advertising Under S-Shaped Response," Management Science, INFORMS, vol. 47(11), pages 1476-1487, November.
- Mesak, Hani Ibrahim & Bari, Abdullahel & Lian, Qin, 2015. "Pulsation in a competitive model of advertising-firm's cost interaction," European Journal of Operational Research, Elsevier, vol. 246(3), pages 916-926.
- Gijsenberg, Maarten J. & Nijs, Vincent R., 2019. "Advertising spending patterns and competitor impact," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 232-250.
- Ashwin Aravindakshan & Prasad A. Naik, 2015. "Understanding the Memory Effects in Pulsing Advertising," Operations Research, INFORMS, vol. 63(1), pages 35-47, February.
- Mesak, Hani I., 1999. "On the generalizability of advertising pulsation monopoly results to an oligopoly," European Journal of Operational Research, Elsevier, vol. 117(3), pages 429-449, September.
- Mesak, Hani I. & Ellis, T. Selwyn, 2009. "On the superiority of pulsing under a concave advertising market potential function," European Journal of Operational Research, Elsevier, vol. 194(2), pages 608-627, April.
- Ryan Dew & Nicolas Padilla & Anya Shchetkina, 2024. "Your MMM is Broken: Identification of Nonlinear and Time-varying Effects in Marketing Mix Models," Papers 2408.07678, arXiv.org.
- Demetrios Vakratsas & Fred M. Feinberg & Frank M. Bass & Gurumurthy Kalyanaram, 2004. "The Shape of Advertising Response Functions Revisited: A Model of Dynamic Probabilistic Thresholds," Marketing Science, INFORMS, vol. 23(1), pages 109-119, April.
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Keywords
advertising; optimal control; pulsing;All these keywords.
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