search query: @author Allaway, A. / total: 2
reference: 1 / 2
« previous | next »
| Author: | Berkowitz, D. Allaway, A. D'Soura, G. |
| Title: | The Impact of Differential Lag Effects on the Allocation of Advertising Budgets across Media |
| Journal: | Journal of Advertising Research
2001 : MAR-APR, VOL. 41:2, p. 27-38 |
| Index terms: | ADVERTISING BUDGETING ALLOCATION |
| Language: | eng |
| Abstract: | In this paper the authors develop a model that estimates the influence on sales when different advertising media are allowed to have different lag structures. The authors first use a simulation experiment to estimate the profit consequences when advertising budget allocations across media take into account their different lagged effects. Then the authors present a methodology for estimating differential lags for different media and illustrate this method by an application to weekly data from a large retail store. Results illustrate how managers can use their knowledge of differential lags to adjust their advertising budgets for specific media to obtain more optimal profit results. |
« previous | next »
SCIMA