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.
Research Papers
Ten years of media research and planning in Italy
Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Vittorio M. Meroni
 
June 15, 1980
Research Papers
Marketing models for consumer durable products
Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: G.J. Aeyelts Averink
Company: Philips International
September 1, 1970
Research Papers
The lifetime value of advertising
Catalogue: ESOMAR Worldwide Advertising Conference 2000
Author: Steve Kingsbury
 
November 1, 2000
