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Determining the optimal return on investment for an advertising campaign · Study

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ArticleDetermining the optimal return on investment for an advertising campaign

Peter J. Danaher1996

Article1996

Determining the optimal return on investment for an advertising campaign

Peter J. Danaher · Roland T. Rust

60 citations·0/0 files stored·European Journal of Operational Research

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Marketing and Advertising Strategies Supply Chain and Inventory Management Consumer Market Behavior and Pricing

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References

1962Optimal Advertising Policy under Dynamic Conditions 1976Optimal Advertising Policy Under Dynamic Conditions 1957An Operations-Research Study of Sales Response to Advertising 1988The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of Sales 2018The New Productivity Challenge 1979Feature Article—Aggregate Advertising Models: The State of the Art 1988The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of Sales 1969A Media Planning Calculus

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2008A holistic examination of Net Promoter 2018Investment decisions and sensitivity analysis: NPV-consistency of rates of return 2001Service guarantees: a strategic mechanism to minimise customers’ perceived risk in service organisations 2014Exploring key antecedents of purchase intentions within different services 2022The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services

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Details

Year1996

Typearticle

Published1996-12-01

VenueEuropean Journal of Operational Research

ISSN-L0377-2217

Languageen

Citations60

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1016/0377-2217(95)00319-3

openalex_workW2009177887

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2012

Multistage multiproduct advertising budgeting

2015Pricing ROI, pricing capabilities and firm performance

2011Factors Affecting Hoteliers’ Decision to Advertise in Travel Magazine