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Advertising And Media Research
- Recall, Recognition,
and the Measurement of Memory for Print Advertisements , Richard P. Bagozzi, Alvin J. Silk, 2, 2.
- An Audience Flow Model of Television Viewing Choice,
Roland T. Rust and Mark I. Alpert, 3, 2.
- Optimal Pricing and Advertising Policies for New product Oligopoly Models,
Gerald L. Thompson and Jinn-Tsair Teng, 3, 2.
- Toward a Methodology for Measuring Advertising Copy
Effects, Hubert Gatignon, 3, 4.
- The Navy Enlistment Marketing Plan, Vincent P.
Carroll, Ambar G, Rao, Hau L. Lee, Arthur Shapiro, and Barry L. Bayus, 4, 4.
- Advertising Pulsing
Policies for Generating Awareness for New Products, Vijay Mahajan and Eitan Muller, 5, 2.
- Estimating
Continuous Time Advertising - Sales Models, Ram C. Rao, 5, 2.
- Modeling Response to Advertising
and Pricing Changes for "V-8" Cocktail Vegetable Juice, Joseph 0. Eastlack, JR., Ambar G. Rao, 5, 3.
- A Simpler Estimation Procedure for a
Micromodeling Approach to the Advertising-Sales Relationship, Charles B. Weinberg, Doyle L. Weiss, 5, 3.
- Does it Pay to
Change Your Company's Name? A Stock Market Perspective, Dan Horsky and Patrick
Swyngedouw, 6, 4.
- The Rotterdam Demand
Model and Its Application in Marketing, Kenneth W Clements and E. Anthony Selvanathan, 7, 1.
- Invariant Estimators for Market
Share Systems and their Finite Sample Behavior, Kenneth M. Gaver, Dan Horsky, Chakravarthi Narasimhan, 7, 2.
- Recovering Measures of Advertising Carryover from
Aggregate Data: The Role of the Firm's Decision Behavior, Gary J. Russell, 7, 3.
- Dynamic Advertising Strategies
of Competing Durable Good Procedures, Dan Horsky and Karl Mate, 7, 4.
- Advertising Experiments at the
Campbell Soup Company, Joseph 0. Eastlack, Jr., Ambar G. Rao, 8, 1.
- Optimal Advertising
Strategies, Maurice W. Sasieni, 8, 4.
- Multiproduct Advertising
Budgeting, Peter Doyle and John Saunders, 9, 2.
- Untangling the Effects of Purchase
Reinforcement and Advertising Carryover, Moshe Givon and Dan Horsky, 9, 2.
- A
Knowledge-Based System for Advertising Design, Raymond R. Burke, Arvind
Rangaswamy, Jerry Wind and Jehoshua Eliashberg, 9, 3.
- Evaluating the Impact of
Advertising Media Plans: A Model of Consumer Purchase Dynamics using Single-Source
Data, James H. Pedrick and Fred S. Zufryden, 10, 2.
- Recall, Recognition and the Measurement
of Memory for Print Advertisements: A Reassessment, Adam Finn, 11, 1.
- Exploring the Relationship
Between the Markets for New and Used Durable Goods: The Case of Automobiles, Devarat
Purohit, 11, 2.
- A Dynamic Model of Channel Member
Strategies for Marketing Expenditures, Pradeep K. Chintagunta and Dipak Jain, 11, 2.
- An Aggregate
Advertising Pulsing Model with Wearout Effects, Hani I. Mesak, 11, 3.
- Price
Sensitivity and Television Advertising Exposures: Some Empirical Findings, Vinay Kanetkar,
Charles B. Weinberg and Doyle L. Weiss, 11, 4
- Scale and Scope
Effects on Advertising Agency Costs, Alvin J. Silk and Ernst R. Berndt, 12, 1.
- The Measurement
and Determinants of Brand Equity: A Financial Approach, Carol J. Simon and
Mary W. Sullivan, 12, 1.
- Predicting
Advertising Pulsing Policies in an Oligopoly: A Model and Empirical Test, J. Miguel
Villas-Boas, 12, 1.
- Sleeping with the Enemy: Should Competitors
Share the Same Advertising Agency?, J. Miguel Villas-Boas, 13, 2.
- Selling
Formats for Search Goods, Birger Wernerfelt, 13, 3.
- The Effects of Television Advertising on Local Telephone Usage:
Exploratory Data Analysis and Response Modeling, Martin A. Koschat and Darius J. Sabavala, 13, 4.
- The Persistence of
Marketing Effects on Sales, Marnik G. Dekimpe and Dominique M. Hanssens, 14, 1.
- Signaling Price
Image Using Advertised Prices, Duncan Simester, 14, 2.
- Effect of Brand
Loyalty on Advertising and Trade Promotions: A Game Theoretic Analysis with
Empirical Evidence, Deepak Agrawal, 15, 1.
- Decision-Making Under Uncertainty:
Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets, Tulin
Erdem and Michael P. Keane, 15, 1.
- The Inverse Relationship Between
Manufacturer and Retailer Margins: A Theory, Rajiv Lal, Chakravarthi Narasimhan, 15, 2.
- A Dynamic Model of the Duration
of the Customer's Relationship with a Continuous Service Provider : The Role of
Satisfaction, Ruth N. Bolton, 17, 1.
- To Zap or Not to Zap:A
Study of the Determinants of Channel Switching During Commercials, S. Siddarth and
Amitava Chattopadhyay, 17, 2.
- Planning Media
Schedules in the Presence of Dynamic Advertising Quality, Prasad A. Naik , Murali K.
Mantrala , Alan G. Sawyer, 17, 3.
- Planning Media
Schedules in the Presence of Dynamic Advertising Quality, Prasad A. Naik , Murali K.
Mantrala , Alan G. Sawyer, 17, 3.
- Managing Advertising and
Promotion for Long-Run Profitability, Kamel Jedidi, Carl F. Mela, Sunil Gupta, 18, 1.
- Modeling the Effects
of Advertised Price Claims: Tensile Versus Precise Claims?, Sanjay K.
Dhar, Claudia Gonziilez-Vallejo, Dilip Soman, 18, 2.
- "Do the Right
Thing:" Diverging Effects of Accountability in a Managerial Context, Christina L.
Brown, 18, 3.
- The Fundamental
Templates of Quality Ads, Jacob Goldenberg, David Mazursky, Sorin Solomon, 18, 3.
- Eye Fixations on
Advertisements and Memory for Brands: A Model and Findings, Michel Wedel, Rik Pieters, 19, 4.
- Raising Awareness
and Signaling Quality to Uninformed Consumers: A Price Advertising
Model, Hao Zhao, 19, 4.
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