USING AN UNCERTAINTY MODEL TO ASSESS SALES RESPONSE TO ADVERTISING

John U. Farley; Charles S. Tapiero

doi:10.1111/j.1540-5915.1981.tb00096.x

USING AN UNCERTAINTY MODEL TO ASSESS SALES RESPONSE TO ADVERTISING

John U. Farley^*
, Charles S. Tapiero

^*Corresponding author for this work

BA Business Department

Research output: Contribution to journal › Article › peer-review

5 Scopus citations

Abstract

Implications of a probabilistic “random walk” model of incremental sales response to advertising are developed for various timing patterns of advertising expenditures. Maximum likelihood procedures for assessing advertising effectiveness and for estimating a decay (forgetting) rate are developed and applied to artificial data of known configuration and are used to assess the impact over time of a brochure program on mail‐order sales. Results are also compared to those from alternative models involving various lag patterns in advertising effects.

Original language	English
Pages (from-to)	441-455
Number of pages	15
Journal	Decision Sciences
Volume	12
Issue number	3
DOIs	https://doi.org/10.1111/j.1540-5915.1981.tb00096.x
State	Published - Jul 1981

Keywords

Advertising
Learning Models
Linear Statistical Models
Stochastic Processes.

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title = "USING AN UNCERTAINTY MODEL TO ASSESS SALES RESPONSE TO ADVERTISING",

abstract = "Implications of a probabilistic {\textquotedblleft}random walk{\textquotedblright} model of incremental sales response to advertising are developed for various timing patterns of advertising expenditures. Maximum likelihood procedures for assessing advertising effectiveness and for estimating a decay (forgetting) rate are developed and applied to artificial data of known configuration and are used to assess the impact over time of a brochure program on mail‐order sales. Results are also compared to those from alternative models involving various lag patterns in advertising effects.",

keywords = "Advertising, Learning Models, Linear Statistical Models, Stochastic Processes.",

author = "Farley, \{John U.\} and Tapiero, \{Charles S.\}",

year = "1981",

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AB - Implications of a probabilistic “random walk” model of incremental sales response to advertising are developed for various timing patterns of advertising expenditures. Maximum likelihood procedures for assessing advertising effectiveness and for estimating a decay (forgetting) rate are developed and applied to artificial data of known configuration and are used to assess the impact over time of a brochure program on mail‐order sales. Results are also compared to those from alternative models involving various lag patterns in advertising effects.

KW - Advertising

KW - Learning Models

KW - Linear Statistical Models

KW - Stochastic Processes.

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USING AN UNCERTAINTY MODEL TO ASSESS SALES RESPONSE TO ADVERTISING

Abstract

Keywords

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