haku: @indexterm ALLOCATION / yhteensä: 247
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| Tekijä: | Berkowitz, D. Allaway, A. D'Soura, G. |
| Otsikko: | The Impact of Differential Lag Effects on the Allocation of Advertising Budgets across Media |
| Lehti: | Journal of Advertising Research
2001 : MAR-APR, VOL. 41:2, p. 27-38 |
| Asiasana: | ADVERTISING BUDGETING ALLOCATION |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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