| Tekijä: | Zufryden, F. S. |
| Otsikko: | A model for relating advertising media exposures to purchase incidence behaviour patterns. |
| Lehti: | Management Science
1987 : OCT, VOL. 33:10, p. 1253-1266 |
| Asiasana: | BRAND CHOICE ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | Advertising affect consumer purchase dynamics, brand purchase behavior patterns. A model and associated statistical estimation procedures are described to relate the distribution of exposures, from a brands media schedule, to the distribution of brand purchases within a target market over cumulative time. The proposed model is designed to evaluate how proposed TV media plans will affect consumer purchase dynamics. The proposed stochastic model structure is founded on underlying mathematical assumptions that reflect individual consumer behaviour aspects. The approach can be implemented with experimentally- based data and estimation procedures that seek to isolate the effect of advertising. |
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