Determining the optimal return on investment for an advertising compaign

DOI10.1016/0377-2217(95)00319-3zbMath0943.90591OpenAlexW2009177887WikidataQ121268990 ScholiaQ121268990MaRDI QIDQ1278411

Roland T. Rust, Peter J. Danaher

Publication date: 22 February 1999

Published in: European Journal of Operational Research (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1016/0377-2217(95)00319-3

zbMATH Keywords

optimizationadvertisingbeta-binomialmedia planning

Mathematics Subject Classification ID

Marketing, advertising (90B60)

Related Items (8)

Multi-criteria media mix decision model for advertising a single product with segment specific and mass media ⋮ Analysis of the conditional stock-return distribution under incomplete specification. ⋮ Multi-period media planning for multi-products incorporating segment specific and mass media ⋮ Investment decisions and sensitivity analysis: NPV-consistency of rates of return ⋮ Determining the optimal duration of an advertising campaign using diffusion of information ⋮ Inferring causal impact using Bayesian structural time-series models ⋮ Multi-product dynamic advertisement planning in a segmented market ⋮ An application of approximate dynamic programming in multi-period multi-product advertising budgeting

Cites Work

• Unnamed Item
• PARAMETER ESTIMATION AND APPLICATIONS FOR A GENERALISATION OF THE BETA-BINOMIAL DISTRIBUTION
• Advertising decisions in oligopoly: An industry equilibrium analysis
• Feature Article—Aggregate Advertising Models: The State of the Art
• Optimizing Advertising Expenditures in a Dynamic Duopoly
• Analysis of a Dynamic Duopoly Model of Advertising
• Optimal Advertising with Stochastic Demand
• Optimal Control of the Vidale-Wolfe Advertising Model
• An Operations-Research Study of Sales Response to Advertising

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