ADMOD: An Advertising Decision Model

David A. Aaker

29 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

ADMOD is an advertising decision model which is designed to address simultaneously the budget decision, the copy decision, and the media-allocation decision. The model, which focuses upon specific consumer decisions that advertising is attempting to precipitate, is illustrated with an example.

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1969A Media Planning Calculus 1968Use of Consumer Panels for Brand-Share Prediction 1971Repetition in Media Models: A Laboratory Technique 1969Prediction of New Product Performance: An Analytical Approach 1971The New-Trier Stochastic Model of Brand Choice 1973Toward a Normative Model of Promotional Decision Making

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2010Marketing Decision Making and Decision Support: Challenges and Perspectives for Successful Marketing Management Support Systems 2023Coordinating traditional media advertising and online advertising in brand marketing 1981The Maturation of the Science of Media Selection 2008Advertising Models 1997A Household-Level Television Advertising Exposure Model

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