The Shape of Advertising Response Functions Revisited: A Model of Dynamic Probabilistic Thresholds

By D. Vakratsas, Fred M. Feinberg, Frank M. Bass, G. Kalyanaram. 2004

137 citations recorded by the source corpus.

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An Empirical Model of Advertising Dynamics (2005, unknown): “The empirical literature has mostly focused on detecting an S-shaped sales response to advertising (e.g. Simon, 1969; Rao and Miller, 1975; Wittink, 1977; Vakratsas et al., 2004).”
Generic and Brand Advertising Strategies in a Dynamic Duopoly (2005, background): “Finally, threshold effects in advertising response have been posited on and off (e.g., Vakratsas et al. 2004) but are not considered in the present model, which assumes a concave response.”
The Targeting of Advertising (2005, background): “Vakratsas et al. (2004) investigates the shape of the advertising response functions that could justify pulsing.”
Advertising Spillovers: Evidence from Online Field Experiments and Implications for Returns on Advertising (2016, unknown): “Vakratsas et al. (2004) compare the likelihoods ofmodels with andwithout a threshold effect in the ad response and, using aggregate market share and expenditure data, find support for the threshold effect.”