An Empirical Model of Advertising Dynamics

By Jean-Pierre Dubé, Guenter J. Hitsch, Puneet Manchanda. 2005

310 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/61aa7ad2fdbd751f0bb7ccdb485a37a84888fd69

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In Management Science and Operations Research

In Marketing

In Strategy and Management

Citations in the corpus

Structural Modeling in Marketing: Review and Assessment (2006, methodology): “Dubé et al. (2006) address the issue of dynamic advertising strategies of rival firms.”
A Theory of Regular Markov Perfect Equilibria in Dynamic Stochastic Games: Genericity, Stability, and Purification (2008, unknown): “Introduced by Ely and Välimäki (2002), belief-free equilibria are a class of subgame perfect equilibria in stationary behavior strategies with one-period memory.”
Advertising Spillovers: Evidence from Online Field Experiments and Implications for Returns on Advertising (2016, unknown): “Specifically, the optimal advertising strategy may involve pulsing when the curve has a convex portion with increasing returns to advertising (S-shaped) but not when it is concave (Dubé, Hitsch, and Manchanda 2005; Villas-Boas 1993).”
Advertising Bans and the Substitutability of Online and Offline Advertising (2011, unknown): “This is been empirically documented in recent advertising literature (Dube et al., 2005; Dube and Manchanda, 2005; Hitsch, 2006). Theoretically, an advertising ban could limit the amount of goodwill accumulated by residents of states with ad bans, meaning that the marginal effect of an exposure woul”
The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data (2009, background): “Related empirical models are the basis of current research on advertising (e.g., Naik, Mantrala & Sawyer 1998, Dube, Hitsch & Manchanda 2005, Doganoglu & Klapper 2006, Bass, Bruce, Majumdar & Murthi 2007).”
Structural Workshop Paper - Discrete-Choice Models of Consumer Demand in Marketing (2011, background): “Gauri et al. (2008) augment purchase data with primary survey data to control for unobserved heterogeneity in the search propensity of shoppers.”
The Targeting of Advertising (2005, background): “Villas-Boas (1993) considers dynamic competitive effects with advertising pulsing (see also Villas-Boas 1992 for other applications of the same framework and Dubé et al. 2004 for an empirical analysis).”
Dynamics of Pricing in the Video Game Console Market: Skimming or Penetration? (2010, background): “Benkard (2004), Dubé, Hitsch, and Manchanda (2005), and Nair (2007) take a similar approach.”