Advertising response models with managerial impact: an agenda for the future

Demetrios Vakratsas

Applied Stochastic Models in Business and Industry, 2005, vol. 21, issue 4‐5, 351-361

Abstract: This paper discusses recent advances in advertising response models and identifies new opportunities for managerially relevant research. First, it establishes that recent research has shifted attention from topics such as duration of advertising effects in mature markets and short‐term advertising elasticities to issues such as combined effects of ad content and weight and effectiveness in evolving markets. Then, motivated from recent trends in advertising practice, it presents a research agenda consisting of four main topics: (1) new media and forms of advertising (e.g. product placement), (2) media synergies, (3) advertising productivity and (4) advertising effects on performance stability. Copyright © 2005 John Wiley & Sons, Ltd.

Date: 2005
References: View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://doi.org/10.1002/asmb.569

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:wly:apsmbi:v:21:y:2005:i:4-5:p:351-361

Access Statistics for this article

More articles in Applied Stochastic Models in Business and Industry from John Wiley & Sons
Bibliographic data for series maintained by Wiley Content Delivery ().