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Reply—Reflections on Advertising Pulsing Policies for Generating Awareness for New Products

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Cited by:

  1. Fouad El Ouardighi & Gustav Feichtinger & Dieter Grass & Richard F. Hartl & Peter M. Kort, 2016. "Advertising and Quality-Dependent Word-of-Mouth in a Contagion Sales Model," Journal of Optimization Theory and Applications, Springer, vol. 170(1), pages 323-342, July.
  2. Sofia Berto Villas-Boas & J. Miguel Villas-Boas, 2008. "Learning, Forgetting, and Sales," Management Science, INFORMS, vol. 54(11), pages 1951-1960, November.
  3. Toker Doganoglu & Daniel Klapper, 2006. "Goodwill and dynamic advertising strategies," Quantitative Marketing and Economics (QME), Springer, vol. 4(1), pages 5-29, March.
  4. Nolan Miller & Amit Pazgal, 2007. "Advertising budgets in competitive environments," Quantitative Marketing and Economics (QME), Springer, vol. 5(2), pages 131-161, June.
  5. Prasad A. Naik & Murali K. Mantrala & Alan G. Sawyer, 1998. "Planning Media Schedules in the Presence of Dynamic Advertising Quality," Marketing Science, INFORMS, vol. 17(3), pages 214-235.
  6. Navdeep S. Sahni, 2015. "Effect of temporal spacing between advertising exposures: Evidence from online field experiments," Quantitative Marketing and Economics (QME), Springer, vol. 13(3), pages 203-247, September.
  7. Bollapragada, Srinivas & Bussieck, Michael & Mallik, Suman, 2002. "Scheduling Commercial Videotapes in Broadcast Television," Working Papers 02-0127, University of Illinois at Urbana-Champaign, College of Business.
  8. Mesak, Hani I. & Calloway, James A., 1995. "A pulsing model of advertising competition: A game theoretic approach, part B -- Empirical application and findings," European Journal of Operational Research, Elsevier, vol. 86(3), pages 422-433, November.
  9. Martín-Herrán, Guiomar & Sigué, Simon P., 2017. "An integrative framework of cooperative advertising: Should manufacturers continuously support retailer advertising?," Journal of Business Research, Elsevier, vol. 70(C), pages 67-73.
  10. Marshall Freimer & Dan Horsky, 2012. "Periodic Advertising Pulsing in a Competitive Market," Marketing Science, INFORMS, vol. 31(4), pages 637-648, July.
  11. K. Sudhir & Nathan Yang, 2014. "Exploiting the Choice-Consumption Mismatch: A New Approach to Disentangle State Dependence and Heterogeneity," Cowles Foundation Discussion Papers 1941, Cowles Foundation for Research in Economics, Yale University.
  12. Jianan Wu & Victor J. Cook & Edward C. Strong, 2005. "A Two-Stage Model of the Promotional Performance of Pure Online Firms," Information Systems Research, INFORMS, vol. 16(4), pages 334-351, December.
  13. Försch, Steffen & de Haan, Evert, 2018. "Targeting online display ads: Choosing their frequency and spacing," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 661-672.
  14. Ganesh Iyer & David Soberman & J. Miguel Villas-Boas, 2005. "The Targeting of Advertising," Marketing Science, INFORMS, vol. 24(3), pages 461-476, May.
  15. Buratto, Alessandra & Grosset, Luca & Viscolani, Bruno, 2006. "Advertising a new product in a segmented market," European Journal of Operational Research, Elsevier, vol. 175(2), pages 1262-1267, December.
  16. El Ouardighi, Fouad & Feichtinger, Gustav & Grass, Dieter & Hartl, Richard & Kort, Peter M., 2016. "Autonomous and advertising-dependent ‘word of mouth’ under costly dynamic pricing," European Journal of Operational Research, Elsevier, vol. 251(3), pages 860-872.
  17. Mercedes Esteban-Bravo & José Múgica & Jose Vidal-Sanz, 2005. "Optimal Duration of Magazine Promotions," Marketing Letters, Springer, vol. 16(2), pages 99-114, April.
  18. Ashwin Aravindakshan & Prasad Naik, 2011. "How does awareness evolve when advertising stops? The role of memory," Marketing Letters, Springer, vol. 22(3), pages 315-326, September.
  19. Navdeep Sahni, 2015. "Effect of temporal spacing between advertising exposures: Evidence from online field experiments," Quantitative Marketing and Economics (QME), Springer, vol. 13(3), pages 203-247, September.
  20. Martín-Herrán, Guiomar & Sigué, Simon Pierre, 2023. "An integrative framework of cooperative advertising with reference price effects," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
  21. 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.
  22. 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.
  23. Yong Tan & Vijay S. Mookerjee, 2005. "Allocating Spending Between Advertising and Information Technology in Electronic Retailing," Management Science, INFORMS, vol. 51(8), pages 1236-1249, August.
  24. Gijsenberg, Maarten & Nijs, Vincent R., 2018. "Advertising Timing," Research Report 2018004-MARK, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
  25. Srinivas Bollapragada & Michael R. Bussieck & Suman Mallik, 2004. "Scheduling Commercial Videotapes in Broadcast Television," Operations Research, INFORMS, vol. 52(5), pages 679-689, October.
  26. Raman, Kalyan & Mantrala, Murali K. & Sridhar, Shrihari & Tang, Yihui (Elina), 2012. "Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 43-52.
  27. Chi-Lin Yang & Tsai-Yin Lin & Chien-Wei Chen & Min-Hsien Chiang, 2018. "Information and timing of new product preannouncement and firm value," Australian Journal of Management, Australian School of Business, vol. 43(1), pages 111-131, February.
  28. Taaffe, Kevin & Geunes, Joseph & Romeijn, H. Edwin, 2008. "Target market selection and marketing effort under uncertainty: The selective newsvendor," European Journal of Operational Research, Elsevier, vol. 189(3), pages 987-1003, September.
  29. Dewenter, Ralf & Heimeshoff, Ulrich, 2016. "Predicting advertising volumes: A structural time series approach," DICE Discussion Papers 228, Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
  30. 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.
  31. Ashwin Aravindakshan & Prasad A. Naik, 2015. "Understanding the Memory Effects in Pulsing Advertising," Operations Research, INFORMS, vol. 63(1), pages 35-47, February.
  32. Fruchter, Gila E., 2001. "A dual control problem and application to marketing," European Journal of Operational Research, Elsevier, vol. 130(1), pages 99-110, April.
  33. Steven M. Shugan, 2006. "Editorial: Errors in the Variables, Unobserved Heterogeneity, and Other Ways of Hiding Statistical Error," Marketing Science, INFORMS, vol. 25(3), pages 203-216, 05-06.
  34. Dmitri Kuksov & Ron Shachar & Kangkang Wang, 2013. "Advertising and Consumers' Communications," Marketing Science, INFORMS, vol. 32(2), pages 294-309, March.
  35. Fred M. Feinberg, 2001. "On Continuous-Time Optimal Advertising Under S-Shaped Response," Management Science, INFORMS, vol. 47(11), pages 1476-1487, November.
  36. Qiaowei Shen & J. Miguel Villas-Boas, 2018. "Behavior-Based Advertising," Management Science, INFORMS, vol. 64(5), pages 2047-2064, May.
  37. Yanwu Yang & Baozhu Feng & Joni Salminen & Bernard J. Jansen, 2022. "Optimal advertising for a generalized Vidale–Wolfe response model," Electronic Commerce Research, Springer, vol. 22(4), pages 1275-1305, December.
  38. Ralf Dewenter & Ulrich Heimeshoff, 2017. "Predicting Advertising Volumes Using Structural Time Series Models: A Case Study," Economics Bulletin, AccessEcon, vol. 37(3), pages 1644-1652.
  39. 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.
  40. 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.
  41. Saravanan Venkatachalam & Fion Wong & Emrah Uyar & Stan Ward & Amit Aggarwal, 2015. "Media Company Uses Analytics to Schedule Radio Advertisement Spots," Interfaces, INFORMS, vol. 45(6), pages 485-500, December.
  42. Luzon, Yossi & Pinchover, Rotem & Khmelnitsky, Eugene, 2022. "Dynamic budget allocation for social media advertising campaigns: optimization and learning," European Journal of Operational Research, Elsevier, vol. 299(1), pages 223-234.
  43. 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.
  44. 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.
  45. Huang, Jian & Leng, Mingming & Liang, Liping, 2012. "Recent developments in dynamic advertising research," European Journal of Operational Research, Elsevier, vol. 220(3), pages 591-609.
  46. Suman Basuroy & Dung Nguyen, 1998. "Multinomial Logit Market Share Models: Equilibrium Characteristics and Strategic Implications," Management Science, INFORMS, vol. 44(10), pages 1396-1408, October.
  47. Tripathi, Arvind K. & Nair, Suresh K., 2007. "Narrowcasting of wireless advertising in malls," European Journal of Operational Research, Elsevier, vol. 182(3), pages 1023-1038, November.
  48. Mesak, Hani I. & Calloway, James A., 1995. "A pulsing model of advertising competition: A game theoretic approach, part A -- Theoretical foundation," European Journal of Operational Research, Elsevier, vol. 86(2), pages 231-248, October.
  49. Landry, Peter, 2022. "Pricing, advertising, and endogenous consideration of an “insistent” product," International Journal of Industrial Organization, Elsevier, vol. 80(C).
  50. Tunuguntla, Vaishnavi & Rakshit, Krishanu & Basu, Preetam, 2023. "Bidding for an optimal portfolio of keywords in sponsored search advertising: From generic to branded keywords," European Journal of Operational Research, Elsevier, vol. 307(3), pages 1424-1440.
  51. Konstantin Kogan & Avi Herbon & Beatrice Venturi, 2020. "Direct marketing of an event under hazards of customer saturation and forgetting," Annals of Operations Research, Springer, vol. 295(1), pages 207-227, December.
  52. 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.
  53. E. J. Dockner & G. E. Fruchter, 2004. "Dynamic Strategic Pricing and Speed of Diffusion," Journal of Optimization Theory and Applications, Springer, vol. 123(2), pages 331-348, November.
  54. Sanjeev Swami & Pankaj Khairnar, 2006. "Optimal normative policies for marketing of products with limited availability," Annals of Operations Research, Springer, vol. 143(1), pages 107-121, March.
  55. 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.
  56. Jian Yang & Xiaolong Zhang, 2009. "Coordinated dynamic control of marketing and production," Naval Research Logistics (NRL), John Wiley & Sons, vol. 56(4), pages 348-365, June.
  57. Srinivas Bollapragada & Marc Garbiras, 2004. "Scheduling Commercials on Broadcast Television," Operations Research, INFORMS, vol. 52(3), pages 337-345, June.
  58. Kumar, V. & Sunder, Sarang & Sharma, Amalesh, 2015. "Leveraging Distribution to Maximize Firm Performance in Emerging Markets," Journal of Retailing, Elsevier, vol. 91(4), pages 627-643.
  59. (Sundar) Balakrishnan, P. V. & Hall, Nicholas G., 1995. "A maximin procedure for the optimal insertion timing of ad executions," European Journal of Operational Research, Elsevier, vol. 85(2), pages 368-382, September.
  60. 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.
  61. Lee, Chih-Ming & Hsu, Shu-Lu, 2011. "The effect of advertising on the distribution-free newsboy problem," International Journal of Production Economics, Elsevier, vol. 129(1), pages 217-224, January.
  62. Park, Sang-June & Lee, Yeong-Ran & Borle, Sharad, 2018. "The shape of Word-of-Mouth response function," Technological Forecasting and Social Change, Elsevier, vol. 127(C), pages 304-309.
  63. Naik, P. & Piersma, N., 2002. "Understanding the role of marketing communications in direct marketing," Econometric Institute Research Papers EI 2002-13, Erasmus University Rotterdam, Erasmus School of Economics (ESE), Econometric Institute.
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