Naik, Mantrala & Sawyer 1998 – Planning Media Schedules in the Presence of Dynamic Advertising Quality

Conceptual Framework & Theory

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By Bradley on 02/29/2012 | Advertising | A comment?

Mitra & Lynch 1995 – Toward a Reconciliation of Market Power and Information Theories of Advertising Effects on Price Elasticity

Conceptual Framework & Theory

Feel free to contribute on this bad boy. I have never been able to understand John Lynch’s articles.

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Dekimpe & Hanssens 1995 – The Persistence of Marketing Effects on Sales

What is this paper about?

  • Introducing persistence modeling as a method to derive long-term marketing effectiveness from time-series observations on sales and marketing expenditures
  • Builds upon the literature that attempts to measure the temporary or permanent nature of changes in sales and the role that advertising plays in those changes
  • First to provide empirical support for Hysteresis Effect More…
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Clarke 1976 – Econometric Measurement of the Duration of Advertising Effect on Sales

Conceptual Framework & Theory

  • Reviewing the econometric literature, what is the duration of the effect of advertising on sales?
  • “duration interval” – number of periods in which p% of expected cumulative advertising effect has taken place
  • “implied duration interval” – an interval derived from a model rather than through direct observation
  • “data interval” – the time period for which data is aggregated. i.e. monthly, bimonthly, annually

 

Direction Duration Interval Models

  • Direct lag model – model in which lagged values of advertising are included as independent variables
  • problem with specifying the appropriate number of lags
  • multicollinearity of lagged variables
  • Weighted average model – model in which a moving average is calculated and included as an independent variable
    • problem with measuring duration when it might end during a period included in the weighted average

    Implied Duration Interval Models

    • Distributed Lag models – includes lagged dependent variables and independent variables as independent variables
    • permits inflection points in the decay function
  • Koyck model – derived from distributed lag and weights included lagged dependent variable
  • Partial adjustment model – assumes sales in the current peiord will be much as they were in the previous period plus a response to advertising

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