A Model for Relating Advertising Media Exposures to Purchase Incidence Behavior Patterns

Fred S. Zufryden
Additional contact information
Fred S. Zufryden: School of Business Administration, University of Southern California, Los Angeles, California 90089

Management Science, 1987, vol. 33, issue 10, 1253-1266

Abstract: A stochastic model is proposed to study the effect of advertising on consumer purchase dynamics by specifically relating the distribution of exposures, from a brand's media schedule, to brand purchase incidence behavior patterns over time. The approach is based on underlying individual consumer behavior assumptions that reflect the dynamics of exposures to advertising and brand purchase behavior, conditional on the level of advertising exposure received. Moreover, a population-based model is derived by aggregating over individual consumers who may be heterogeneous with respect to exposure probability, purchase rate, and sensitivity to advertising. The approach can be implemented with experimentally-based data and estimation procedures that seek to isolate the effect of advertising and also permit the evaluation of advertising influences on purchase behavior patterns. For the purpose of model implementation, parameter estimation procedures are outlined and applied to empirically evaluate three alternative model versions that reflect different advertising exposure behavior assumptions. Both the goodness of fit results presented and prior empirical experience, in connection with past applications to TV media schedule analysis, lend to the model's validity. The paper concludes with an appraisal of the potential strengths and limitations of the proposed model as a tool for advertising media analysis and planning in practice.

Keywords: marketing; advertising/promotion (search for similar items in EconPapers)
Date: 1987
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://dx.doi.org/10.1287/mnsc.33.10.1253 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:33:y:1987:i:10:p:1253-1266

Access Statistics for this article

More articles in Management Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().