Download or read book Effect of Temporal Spacing Between Advertising Exposures written by Navdeep Sahni and published by . This book was released on 2013 with total page 49 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper aims to understand the impact of temporal spacing between ad exposures on the likelihood of a consumer purchasing the advertised product. I create an individual-level data set with exogenous variation in the spacing and intensity of ads by running online field experiments. Using this data set, I first show that (1) ads significantly increase the likelihood of the consumers purchasing from the advertiser and (2) this increase carries over to future purchase occasions. Importantly, I find evidence for the spacing effect: the likelihood of a product's purchase increases if the product's past ads are spread apart rather than bunched together, even if the spreading apart of ads involves shifting some ads away from the purchase occasion. Because the traditional models of advertising do not explain the data patterns, I build a new memory-based model of how advertising influences consumer behavior. Using a nested test, I reject the restrictions imposed by the canonical goodwill stock model based on the Nerlove and Arrow [1962] approach, in favor of the more general memory-based model. Counterfactual simulations using the parameter estimates show that not accounting for the features of the memory model might lead to significantly lower profits for the advertisers.

Download or read book Effect of Temporal Spacing Between Advertising Exposures written by Navdeep S. Sahni and published by . This book was released on 2015 with total page 47 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper aims to understand the impact of temporal spacing between ad exposures on the likelihood of a consumer purchasing the advertised product. I create an individual-level data set with exogenous variation in ad exposure and its spacing by running online field experiments. Using this data set, I first show that (1) ads significantly increase the likelihood of the consumers purchasing from the advertiser and (2) this increase carries over to future purchase occasions. Importantly, I also find evidence for the spacing effect: the likelihood of a product's purchase increases if it's ads are spread apart rather than bunched together, even if spreading apart involves shifting some ads away from the purchase occasion. Accounting for the spacing effect is important to detect the effects of repeated advertising. Because the traditional models of advertising do not explain the data patterns, I build a new memory-based model of how advertising influences consumer behavior. Using a nested test, I reject the restrictions imposed by the canonical goodwill stock model (Nerlove and Arrow [1962]), in favor of the memory-based model I propose. Additionally, I use the estimated parameters to simulate counterfactual scenarios and show that the advertisers' profits might be lower if the features of the memory model are not accounted for.

Download or read book Consumer Response to Repeated Advertising Evidence from an Online Field Experiment written by Navdeep Singh Sahni and published by . This book was released on 2012 with total page 91 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper aims to understand the impact of temporal spacing between ad exposures on a consumer's decision of whether to purchase the advertised product. I create an individual level data-set with exogenous variation in the spacing and intensity of ads by running online field experiments. In these experiments, exposure to ads is randomized across individuals and over time. The data show that at a purchase occasion, the likelihood of a product's purchase increases if its past ads are spread apart rather than bunched together, even if spreading apart of ads involves shifting some ads away from the purchase occasion. Because the traditional models of advertising do not allow for this effect, I build a new memory-based model of learning through ad exposure. Using a nested test, I reject a goodwill stock model based on the Nerlove and Arrow [1962] approach, in favor of the more general memory-based model. Counterfactual simulations using parameter estimates show that not accounting for the spacing effect of ads might lead to significantly lower profits for the advertisers.

Download or read book Handbook of Marketing Decision Models written by Berend Wierenga and published by Springer. This book was released on 2017-07-12 with total page 598 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodological developments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.

Download or read book Zero To Everyone written by Akash Jaiswal and published by Notion Press. This book was released on 2024-02-29 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: How can you move from being a whisper to a loud echo in the crowded marketplace of ideas and products? Are you an entrepreneur struggling to make your voice heard? Or a marketer grappling with the dynamics of brand loyalty and consumer behavior? This book is your compass in the ever-evolving landscape of customer engagement. Dive into the intricacies of psychology in marketing, unravel the enigma of branding, and master the art of persuasive advertising. How do luxury brands enchant? How do you create superfans out of ordinary customers? With a blend of practical wisdom and innovative strategies, "Zero to Everyone: The Marketing Playbook to Become Visible in the Marketplace" is the guide you've been waiting for. Penned by Akash Jaiswal, a mastermind in customer engagement, this book is a beacon for those ready to conquer the world of marketing. If you want to make a lasting impression in the market, turn ears to your story, and make hearts beat in sync with your brand, this book is your war cry. Does this sound like something you were missing till now? Then "Zero to Everyone" is your next must-read. Seize your copy now and embark on the journey from anonymity to market dominance.

Download or read book Handbook of the Economics of Marketing written by and published by North Holland. This book was released on 2019-09-15 with total page 632 pages. Available in PDF, EPUB and Kindle. Book excerpt: Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, presenting tactics that help researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering a comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. This literature summary of research at the intersection of economics and marketing is written by, and for, economists, and the book's authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies. Helps academic and non-academic economists understand recent, rapid changes in the economics of marketing Designed for economists already convinced of the benefits of applying economics tools to marketing Written for those who wish to become quickly acquainted with the integration of marketing and economics

Download or read book History Of Marketing Science The Second Edition written by Russell S Winer and published by World Scientific. This book was released on 2023-06-16 with total page 848 pages. Available in PDF, EPUB and Kindle. Book excerpt: The field of marketing science has evolved significantly in the last 70 years. Throughout its rich history, developments in this field have always been anchored on marketing phenomena that drew on economics, statistics, operations research, and related disciplines. This book reviews the accomplishments of notable marketing scientists in several research areas. It emphasizes both the role and the importance that pioneers in marketing science have had in the rapid development of this field and honors those contributions.This second edition of the book offers updates of the former chapters and six new chapters on emerging areas of marketing science including machine learning, field experimentation methods, and internet marketing. Combined with older areas of research like endogeneity, services, and market segmentation, this book provides a road map for the development of 22 areas of marketing science, which not only is useful from a historical perspective but also identifies important gaps in the literature which can provide an impetus for future research. As such, it provides an important resource for the main consumers of the academic marketing research literature: doctoral students, faculty, and marketing science practitioners in consulting firms and companies.

Download or read book Handbook of Marketing Analytics written by Natalie Mizik and published by Edward Elgar Publishing. This book was released on 2018 with total page 713 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.

Download or read book Advertising Exposure Memory and Choice written by Andrew A. Mitchell and published by Psychology Press. This book was released on 2013-06-17 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.

Download or read book The Repetition of Advertising written by Batten, Barton, Durstine & Osborn, Inc. Research Department and published by . This book was released on 1967 with total page 42 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The SAGE Handbook of Advertising written by Gerard J Tellis and published by SAGE. This book was released on 2007-10-24 with total page 513 pages. Available in PDF, EPUB and Kindle. Book excerpt: ′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.

Download or read book Advertising and the Public Interest written by and published by . This book was released on 1973 with total page 596 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Consumer Responses in Sales to Multiple Media Advertising Exposures written by Leslie A. Wood and published by . This book was released on 2010 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Advertising Commercial Spaces and the Urban written by Anne M. Cronin and published by Springer. This book was released on 2010-07-28 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: Providing a detailed account of contemporary outdoor advertising and its relationship with urban space, this book examines what the outdoor advertising industry tells us about the commercial production of urban space, what industry practices reveal about contemporary capitalism, and how ads and billboard structures interface with spaces of the city

Download or read book Journal of Media Planning written by and published by . This book was released on 1989 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Selected Aspects of Consumer Behavior written by and published by . This book was released on 1977 with total page 560 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Effect of Advertisement Size written by Alvin J. Silk and published by . This book was released on 1971 with total page 34 pages. Available in PDF, EPUB and Kindle. Book excerpt: