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.

User Contributions:

Comment about this article or add new information about this topic:

Comment:  (50-4000 characters)

Name:

E-mail:

Security Code:

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.

User Contributions:

Comment about this article or add new information about this topic:

Comment:  (50-4000 characters)

Name:

E-mail:

Security Code:

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.

User Contributions:

Comment about this article or add new information about this topic:

Comment:  (50-4000 characters)

Name:

E-mail:

Security Code: