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Determining the optimal return on investment for an advertising campaign

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  • Danaher, Peter J.
  • Rust, Roland T.

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  • Danaher, Peter J. & Rust, Roland T., 1996. "Determining the optimal return on investment for an advertising campaign," European Journal of Operational Research, Elsevier, vol. 95(3), pages 511-521, December.
    • Handle: RePEc:eee:ejores:v:95:y:1996:i:3:p:511-521
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    1. Kenneth R. Deal, 1979. "Optimizing Advertising Expenditures in a Dynamic Duopoly," Operations Research, INFORMS, vol. 27(4), pages 682-692, August.
    2. Suresh P. Sethi, 1973. "Optimal Control of the Vidale-Wolfe Advertising Model," Operations Research, INFORMS, vol. 21(4), pages 998-1013, August.
    3. Maurice W. Sasieni, 1971. "Optimal Advertising Expenditure," Management Science, INFORMS, vol. 18(4-Part-II), pages 64-72, December.
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    5. Rust, Roland T., 1985. "Selecting network television advertising schedules," Journal of Business Research, Elsevier, vol. 13(6), pages 483-494, December.
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    7. Vijay Mahajan & Eitan Muller, 1986. "Reply—Reflections on Advertising Pulsing Policies for Generating Awareness for New Products," Marketing Science, INFORMS, vol. 5(2), pages 110-111.
    8. Hani I. Mesak, 1992. "An Aggregate Advertising Pulsing Model with Wearout Effects," Marketing Science, INFORMS, vol. 11(3), pages 310-326.
    9. M. L. Vidale & H. B. Wolfe, 1957. "An Operations-Research Study of Sales Response to Advertising," Operations Research, INFORMS, vol. 5(3), pages 370-381, June.
    10. John D. C. Little & Leonard M. Lodish, 1969. "A Media Planning Calculus," Operations Research, INFORMS, vol. 17(1), pages 1-35, February.
    11. Joseph O. Eastlack, Jr. & Ambar G. Rao, 1986. "Modeling Response to Advertising and Pricing Changes for “V-8” Cocktail Vegetable Juice," Marketing Science, INFORMS, vol. 5(3), pages 245-259.
    12. Dung Nguyen, 1985. "An Analysis of Optimal Advertising Under Uncertainty," Management Science, INFORMS, vol. 31(5), pages 622-633, May.
    13. Philip C. Jones, 1983. "Analysis of a Dynamic Duopoly Model of Advertising," Mathematics of Operations Research, INFORMS, vol. 8(1), pages 122-134, February.
    14. James W. Friedman, 1983. "Advertising and Oligopolistic Equilibrium," Bell Journal of Economics, The RAND Corporation, vol. 14(2), pages 464-473, Autumn.
    15. Luhmer, Alfred & Steindl, Alois & Feichtinger, Gustav & Hartl, Richard & Sorger, Gerhard, 1988. "in continuous time," European Journal of Operational Research, Elsevier, vol. 34(2), pages 171-177, March.
    16. George E. Monahan, 1983. "Optimal Advertising with Stochastic Demand," Management Science, INFORMS, vol. 29(1), pages 106-117, January.
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    Cited by:

    1. Beltran-Royo, C. & Zhang, H. & Blanco, L.A. & Almagro, J., 2013. "Multistage multiproduct advertising budgeting," European Journal of Operational Research, Elsevier, vol. 225(1), pages 179-188.
    2. Beltran-Royo, C. & Escudero, L.F. & Zhang, H., 2016. "Multiperiod Multiproduct Advertising Budgeting: Stochastic Optimization Modeling," Omega, Elsevier, vol. 59(PA), pages 26-39.
    3. Marchioni, Andrea & Magni, Carlo Alberto, 2018. "Investment decisions and sensitivity analysis: NPV-consistency of rates of return," European Journal of Operational Research, Elsevier, vol. 268(1), pages 361-372.
    4. Baixauli, J. Samuel & Alvarez, Susana, 2004. "Analysis of the conditional stock-return distribution under incomplete specification," European Journal of Operational Research, Elsevier, vol. 155(2), pages 276-283, June.
    5. Eisenberg, Matthew D. & Avery, Rosemary J. & Cantor, Jonathan H., 2017. "Vitamin panacea: Is advertising fueling demand for products with uncertain scientific benefit?," Journal of Health Economics, Elsevier, vol. 55(C), pages 30-44.
    6. Mohd Faiz Hilmi & Ah Hwa Ngo, 2011. "Factors Affecting Hoteliers¡¯ Decision to Advertise in Travel Magazine," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 2(3), pages 62-72, September.
    7. Chen Lin & Sriram Venkataraman & Sandy D. Jap, 2013. "Media Multiplexing Behavior: Implications for Targeting and Media Planning," Marketing Science, INFORMS, vol. 32(2), pages 310-324, March.
    8. G. D’Amico & R. Blasis & V. Vigna, 2024. "Advertising investments on television: real option estimation through Markov chains," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(5), pages 4661-4678, October.
    9. Arshia Kaul & Sugandha Aggarwal & Mohan Krishnamoorthy & P. C. Jha, 2018. "Multi-period media planning for multi-products incorporating segment specific and mass media," Annals of Operations Research, Springer, vol. 269(1), pages 317-359, October.

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