A MICROMODELING APPROACH TO INVESTIGATE THE ADVERTISING-SALES RELATIONSHIP

Robert C. Blattberg and Abel P. Jeuland
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Robert C. Blattberg: University of Chicago, USA
Abel P. Jeuland: University of Chicago, USA

Chapter 17 in Perspectives on Promotion and Database Marketing:The Collected Works of Robert C Blattberg, 2010, pp 265-282 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe purpose of this paper is to derive a model of advertising effects on the firm's sales. A micromodel is postulated and aggregated across individuals and over time to produce a macromodel of the aggregate sales-advertising relationship for a single product. The micromodel postulated is very simple. It incorporates two factors: reach of the ads and rate of decay of their effectiveness over time.This approach to modeling advertising effects is shown to be fruitful in several respects: (1) the coefficients of the aggregate equation are easily interpretable—in terms of the reach and decay parameters; (2) the model derived is nonlinear yet estimable; (3) a special case of the model is very similar to lag models that have been in use; (4) the model can be used whatever the unit of time is; (5) the carryover effect of advertising (as commonly defined) is not constant, but depends upon the previous spending levels; and (6) the model helps illustrate that the duration of advertising may be greatly overstated if aggregate lagged dependent variable models are simplistically interpreted.

Keywords: Quantitative Marketing; Tracker Model; Customer Level Data; Marketing-Mix Modeling (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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