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A dynamic response model

Date of publication: June 15, 1980

Catalogue: Seminar 1980: Media Measurement And Media Choice

Author: Lars Grønholdt

Abstract:

A partial problem at the planning of market communication is to make an optimal media choice. A decision model of an optimal media choice is called a media choice model and the formulation of such a model should take its out spring in an individual model, describing the buyer behavior of the individual. In this paper a realistic model of advertising response at individual level is developed and applied. Based on realistic and empirically supported assumptions of advertising effect, a response model is constructed and in order to consider the influence of time it is made dynamic.

Lars Grønholdt

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Dynamic aspects of market segmentation with a model for dynamic segmentation studies

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June 1, 1975

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Citation

Arpi, B. (1975a, June 01). Dynamic aspects of market segmentation with a model for dynamic segmentation studies. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/dynamic-aspects-of-market-segmentation-with-a-model-for-dynamic-segmentation-studies


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Dynamic research for a dynamic market

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Joe Seydel, G. S. Jacobs

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Seydel and Jacobs (1977a, June 15). Dynamic research for a dynamic market. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/dynamic-research-for-a-dynamic-market


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Hooper, Anderssen and Sampson (1994a, June 15). Dynamic segmentation. ANA - ESOMAR. Retrieved April 18, 2024, from


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Citation

Grønholdt, L. (1980a, June 15). A dynamic response model. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/dynamic-segmentation