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Determining the optimal return on investment for an advertising campaign
16 references·9 citing·32 second hop
Determining the optimal return on investment for an advertising campaign (1996)Determining the optimal return on investm…The New Productivity Challenge (2018)The New Productivity ChallengePulsing Policies for Aggregate Advertising Models (1992)Pulsing Policies for Aggregat…Getting the most out of advertising and promotion. (1990)Getting the most out of adver…The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of Sales (1988)The Price Elasticity of Selec…The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of Sales (1988)The Price Elasticity of Selec…Modeling Response to Advertising and Pricing Changes for “V-8” Cocktail Vegetable Juice (1986)Modeling Response to Advertis…Advertising Pulsing Policies for Generating Awareness for New Products (1986)Advertising Pulsing Policies …ADPULS: An Advertising Model with Wearout and Pulsation (1982)ADPULS: An Advertising Model …Optimizing Advertising Expenditures in a Dynamic Duopoly (1979)Optimizing Advertising Expend…Feature Article—Aggregate Advertising Models: The State of the Art (1979)Feature Article—Aggregate Adv…Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness (1979)Effective Frequency: The Rela…Optimal Advertising Policy Under Dynamic Conditions (1976)Optimal Advertising Policy Un…Optimal Advertising Expenditure (1971)Optimal Advertising Expenditu…A Media Planning Calculus (1969)A Media Planning CalculusOptimal Advertising Policy under Dynamic Conditions (1962)Optimal Advertising Policy un…An Operations-Research Study of Sales Response to Advertising (1957)An Operations-Research Study …The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services (2022)The role of paid media, earne…Investment decisions and sensitivity analysis: NPV-consistency of rates of return (2018)Investment decisions and sens…Vitamin panacea: Is advertising fueling demand for products with uncertain scientific benefit? (2017)Vitamin panacea: Is advertisi…Pricing ROI, pricing capabilities and firm performance (2015)Pricing ROI, pricing capabili…Exploring key antecedents of purchase intentions within different services (2014)Exploring key antecedents of …Multistage multiproduct advertising budgeting (2012)Multistage multiproduct adver…Factors Affecting Hoteliers’ Decision to Advertise in Travel Magazine (2011)Factors Affecting Hoteliers’ …A holistic examination of Net Promoter (2008)A holistic examination of Net…Service guarantees: a strategic mechanism to minimise customers’ perceived risk in service organisations (2001)Service guarantees: a strateg…Advertising as Information (1974)Econometric Measurement of the Duration of Advertising Effect on Sales (1976)A Logit Model of Brand Choice Calibrated on Scanner Data (1983)Why Some New Products are More Successful than Others (2001)Market Orientation: A Meta-Analytic Review and Assessment of its Antecedents and Impact on Performance (2005)The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors (2015)Conditional logit analysis of qualitative choice behavior (1972)Planning Media Schedules in the Presence of Dynamic Advertising Quality (1998)Quantifying the Long-Term Impact of Negative Word of Mouth on Cash Flows and Stock Prices (2008)Integrated marketing communications: From media channels to digital connectivity (2009)The Role of Firm Size in Bilateral Bargaining: A Study of the Cable Television Industry (1999)The Shape of the Advertising Response Function (1999)Competitive Advertising Under Uncertainty: A Stochastic Differential Game Approach (2004)A Comprehensive Analysis of Permission Marketing (2006)Measuring knowledge worker productivity (2004)THE RELATIONSHIP BETWEEN AN INNOVATION ORIENTATION AND COMPETITIVE STRATEGY (2010)The discipline of enterprise engineering (2013)New product strategies: What distinguishes the top performers? (1984)Optimal Pricing and Advertising Policies for New Product Oligopoly Models (1984)The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in Marketing (1988)BRANDAID: A Marketing-Mix Model, Part 1: Structure (1975)A Consumer Preference Approach to the Planning of Rural Primary Health-Care Facilities (1976)Asset Stock Accumulation and Sustainability of Competitive Advantage (1989)An Evaluation Cost Model of Consideration Sets (1990)1. On the Concept of Health Capital and the Demand for Health (2017)Building Models for Marketing Decisions (2000)Assessing the Competitive Interaction between Private Labels and National Brands (2000)Monitoring the Dynamics of Brand Equity Using Store-Level Data (2007)Meta-analysis: integrating accumulated knowledge (2017)Innovation Diffusion and New Product Growth Models in Marketing (1979)Understanding the Impact of Synergy in Multimedia Communications (2003)Chapter 28 The Economic Analysis of Advertising (2007)
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References

  • 1962Optimal Advertising Policy under Dynamic Conditions1,032 cited
  • 1976Optimal Advertising Policy Under Dynamic Conditions907 cited
  • 1957An Operations-Research Study of Sales Response to Advertising597 cited
  • 1988The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of Sales564 cited
  • 2018The New Productivity Challenge375 cited
  • 1979Feature Article—Aggregate Advertising Models: The State of the Art366 cited
  • 1988The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of Sales269 cited
  • 1969A Media Planning Calculus257 cited
  • 1986Advertising Pulsing Policies for Generating Awareness for New Products193 cited
  • 1979Optimizing Advertising Expenditures in a Dynamic Duopoly182 cited
  • 1990Getting the most out of advertising and promotion.172 cited
  • 1982ADPULS: An Advertising Model with Wearout and Pulsation148 cited
  • 1971Optimal Advertising Expenditure130 cited
  • 1979Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness114 cited
  • 1986Modeling Response to Advertising and Pricing Changes for “V-8” Cocktail Vegetable Juice75 cited

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  • 1992Pulsing Policies for Aggregate Advertising Models71 cited
  • Cited by

    • 2008A holistic examination of Net Promoter85 cited
    • 2018Investment decisions and sensitivity analysis: NPV-consistency of rates of return83 cited
    • 2001Service guarantees: a strategic mechanism to minimise customers’ perceived risk in service organisations69 cited
    • 2014Exploring key antecedents of purchase intentions within different services32 cited
    • 2022The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services27 cited
    • 2012Multistage multiproduct advertising budgeting19 cited
    • 2011Factors Affecting Hoteliers’ Decision to Advertise in Travel Magazine17 cited
    • 2015Pricing ROI, pricing capabilities and firm performance17 cited
    • 2017Vitamin panacea: Is advertising fueling demand for products with uncertain scientific benefit?15 cited