Abstract:
Measuring and modelling advertising effectiveness have attracted considerable attention from researchers and practitioners. This paper presents development, testing and applications of a new market model for advertising effect. It represents an extension of a model developed by Rice and Davis (1993) for the Canadian Media Directors' Council. The dynamic advertising effects are modelled by a modification of the adstock approach. Many advertising and media practitioners pose questions such as: How can effect modelling by applied to problems in advertising and media other than for assessing advertising effectiveness? A case study exemplifies some applications of the model for optimising the media plan: Advertising budget setting, required budget to sustain effectiveness objectives, and allocating the budget over time.
This could also be of interest:
Research Papers
Advertising expenditure- advertising effect
Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Arthur Juchems
 
September 1, 1980
Research Papers
Advertising expenditure- advertising effect (German)
Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Arthur Juchems
 
September 1, 1980
Research Papers
Modelling
Catalogue: Seminar 1984: Market Research And M.M.I.S.
Author: Danny A. Nijburg
 
January 25, 1984
