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Analysis of advertising lifetime for mobile phone

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  • Sohn, So Young
  • Choi, Hong

Abstract

The market for mobile phones has increased substantially. In an attempt to maintain or increase their market share, mobile phone companies invest a significant amount of their budget on advertising. In this paper, we analyze TV advertising lifetime data of five mobile phone companies in Korea. We identify the distribution of advertising lifetime and model the median life as a function of company-specific fixed effects, type of advertising, the number of new customers signed for the service, and the number of new advertisements placed by the competitors. We show how the fitted lifetime model can be applied to advertising policy such as switching time for new advertisement.

Suggested Citation

  • Sohn, So Young & Choi, Hong, 2001. "Analysis of advertising lifetime for mobile phone," Omega, Elsevier, vol. 29(6), pages 473-478, December.
    • Handle: RePEc:eee:jomega:v:29:y:2001:i:6:p:473-478
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    References listed on IDEAS

    as
    1. Barry L. Bayus, 1998. "An Analysis of Product Lifetimes in a Technologically Dynamic Industry," Management Science, INFORMS, vol. 44(6), pages 763-775, June.
    2. (Sundar) Balakrishnan, P. V. & Hall, Nicholas G., 1995. "A maximin procedure for the optimal insertion timing of ad executions," European Journal of Operational Research, Elsevier, vol. 85(2), pages 368-382, September.
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    Cited by:

    1. Pérez-Gladish, B. & Gonzalez, I. & Bilbao-Terol, A. & Arenas-Parra, M., 2010. "Planning a TV advertising campaign: A crisp multiobjective programming model from fuzzy basic data," Omega, Elsevier, vol. 38(1-2), pages 84-94, February.

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