Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship

205 citations recorded by the source corpus.

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From Generic to Branded: A Model of Spillover Dynamics in Paid Search Advertising (2008, unknown): “The structure of this formulation closely follows the procedures developed by Naik et al. (1998, 2008) and Bass et al. (2007) and offers an appealing and parsimonious way to model the aggregate information available from paid search campaigns.”
Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience (2015, unknown): “(2) (cf. Bass et al. 2009; Cleeren, van Heerde, and Dekimpe 2013), such that: ln SCScit þ 0:001 1−SCScit þ 0:001 ¼ Vcit þ μcit: ð2′Þ We use consumer, marketing mix and experience as explanatory variables: Vcit þ μcit ¼ γ0i þ γ1 STSit þ γ2 Expcit þ γ3 Usageci þ δ1 Assc þ δ2 Pricec þ δ3 Promoc þ δ4…”
A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality (2008, background): “We abstract from the issue, analyzed in Bass et al. (2007), that firms can have a portfolio of ads that serve different purposes or emphasize different aspects of the product.”
The Long-Term Effect of Marketing Strategy on Brand Sales (2010, background): “Given the rich literature on advertising dynamics (e.g., Bass et al. 2007; Naik, Mantrala, and Sawyer 1998), we allow the advertising effect to vary over time (ζ1jt) with a random-walk evolution ζ1jt = ζ1jt – 1 + ωζjt.”