A dynamic model of the advertising-price sensitivity relationship for heterogeneous consumers
Article Abstract:
A choice model and estimation procedure are proposed for studying the dynamic effects of advertising exposure on prices sensitivity at the individual level while keeping heterogeneity under control. Household heterogeneity is assimilated into the model via a random effects formulation for price sensitivity. Assumptions on the random error distribution in utilities show the model's heteroskedastic covariance probit specification. Results were found to parallel the market power hypothesis, but a generalization can only be developed via more research work.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1995
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Bayesian semiparametric regression: an exposition and application to print advertising data
Article Abstract:
A Bayesian hierarchical model is combined with a Gibbs sampling method to look at the influence that positioning and size of advertisements in magazines have on their effectiveness.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2000
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A brand's advertising and promotion allocation strategy: The role of the manufacturer's relationship with distributors as moderated by relative market share
Article Abstract:
Advertising and promotion, with regard to manufacturer's brand allocation, are discussed.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2000
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