haku: @author Choi, H. / yhteensä: 2
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| Tekijä: | Sohn, S. Y. Choi, H. |
| Otsikko: | Analysis of advertising lifetime for mobile phone |
| Lehti: | Omega
2001 : DEC, VOL. 29:6, p. 473-478 |
| Asiasana: | TELEPHONE INDUSTRY MARKETING MARKETS ADVERTISING |
| Kieli: | eng |
| Tiivistelmä: | The market for mobile phones has increased substantially. In an attempt to maintain or increase their market share, mobile phone companies invest a significant amount of their budget on advertising. In this paper, the authors analyze TV advertising lifetime data of five mobile phone companies in Korea. The authors identify the distribution of advertising lifetime and model the median life às a function of company specific fixed effects, type of advertising, the number of new customers signed for the service, and the number of new advertisements placed by the competitor. The authors show how the fitted lifetime model can be applied to advertising policy such as switching time for new advertisement. |
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