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Determining the optimal return on investment for an advertising campaign

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

Abstract

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Suggested Citation

  • 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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    References listed on IDEAS

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    1. 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.
    2. Dung Nguyen, 1985. "An Analysis of Optimal Advertising Under Uncertainty," Management Science, INFORMS, vol. 31(5), pages 622-633, May.
    3. Maurice W. Sasieni, 1971. "Optimal Advertising Expenditure," Management Science, INFORMS, vol. 18(4-Part-II), pages 64-72, December.
    4. Vijay Mahajan & Eitan Muller, 1986. "Advertising Pulsing Policies for Generating Awareness for New Products," Marketing Science, INFORMS, vol. 5(2), pages 89-106.
    5. Rust, Roland T., 1985. "Selecting network television advertising schedules," Journal of Business Research, Elsevier, vol. 13(6), pages 483-494, December.
    6. Fred M. Feinberg, 1992. "Pulsing Policies for Aggregate Advertising Models," Marketing Science, INFORMS, vol. 11(3), pages 221-234.
    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. George E. Monahan, 1983. "Optimal Advertising with Stochastic Demand," Management Science, INFORMS, vol. 29(1), pages 106-117, January.
    9. Hani I. Mesak, 1992. "An Aggregate Advertising Pulsing Model with Wearout Effects," Marketing Science, INFORMS, vol. 11(3), pages 310-326.
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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. 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.
    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. repec:eee:jhecon:v:55:y:2017:i:c:p:30-44 is not listed on IDEAS

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