| Tekijä: | Mesak, H. I. Darrat, A. F. |
| Otsikko: | A competitive advertising model: some theoretical and empirical results. |
| Lehti: | Journal of the Operational Research Society
1993 : MAY, 44:5, p. 491-502 |
| Asiasana: | ADVERTISING ECONOMETRICS GAME THEORY OPTIMIZATION |
| Kieli: | eng |
| Tiivistelmä: | Using modified Lanchester model, this article demonstrates that the policy of constant advertising spending is superior to a cyclic counterpart, provided that the advertising response functions of competing firms are concave. The competitive model is estimated using filter and non-filter cigarette data. The empirical results suggest that the presence of over-advertising and that the relative effectiveness and elasticity of filter cigarette advertising are both higher than those of non-filter cigarette advertising. |
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