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Optimal Advertising-Expenditure Implications of a Simultaneous-Equation Regression Analysis

Author

Listed:
  • Leonard J. Parsons

    (Claremont Graduate School, Claremont, California)

  • Frank M. Bass

    (Purdue University, Lafayette, Indiana)

Abstract

This paper builds upon an empirical study of advertising and sales relations by developing a simultaneous-equation regression model, testing it against aggregative time-series data, and exploring the resulting managerial implications. Since the statistical model is dynamic, the optimization plan is multi-period in character. The implied optimal strategy is compared with the strategy used by an actual firm.

Suggested Citation

  • Leonard J. Parsons & Frank M. Bass, 1971. "Optimal Advertising-Expenditure Implications of a Simultaneous-Equation Regression Analysis," Operations Research, INFORMS, vol. 19(3), pages 822-831, June.
    • Handle: RePEc:inm:oropre:v:19:y:1971:i:3:p:822-831
    DOI: 10.1287/opre.19.3.822
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    Cited by:

    1. Van Houten, H. & Hermans, L.J.F. & Beenakker, J.J.M., 1985. "A survey of experimental data related to the non-spherical interaction for simple classical linear molecules and their mixtures with noble gases," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 131(1), pages 64-103.
    2. Spotts, Harlan E. & Weinberger, Marc G. & Assaf, A. George & Weinberger, Michelle F., 2022. "The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services," Journal of Business Research, Elsevier, vol. 152(C), pages 387-397.
    3. F. Gozzi & C. Marinelli & S. Savin, 2009. "On Controlled Linear Diffusions with Delay in a Model of Optimal Advertising under Uncertainty with Memory Effects," Journal of Optimization Theory and Applications, Springer, vol. 142(2), pages 291-321, August.

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