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| Tekijä: | Simon, H. Sebastian, K. H. |
| Otsikko: | Diffusion and advertising : German telephone campaign. |
| Lehti: | Management Science
1987 : APR, VOL. 33:4, p. 451-466 |
| Asiasana: | TELEPHONE INDUSTRY NEW PRODUCTS DIFFUSION ADVERTISING FEDERAL REPUBLIC OF GERMANY |
| Kieli: | eng |
| Tiivistelmä: | The influence of advertising on the diffusion of new telephones in West Germany is investigated. Several alternative ways of integrating advertising into the Bass-diffusion-model are suggested and empirically tested. The econometric investigation yields results which are consistent with the behavioral assumption. A model which assumes that advertising mainly influence the demand of imitators is accepted as most valid representation of reality. A cumulative measure of the total advertising effect is suggested and quantified. Directions of further generalizations are discussed. |
SCIMA