IDEAS home Printed from https://ideas.repec.org/a/eee/ejores/v95y1996i3p511-521.html
   My bibliography  Save this article

Determining the optimal return on investment for an advertising campaign

Author

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

Abstract

No abstract is available for this item.

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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/0377-2217(95)00319-3
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. John D. C. Little & Leonard M. Lodish, 1969. "A Media Planning Calculus," Operations Research, INFORMS, vol. 17(1), pages 1-35, February.
    2. 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.
    3. Kenneth R. Deal, 1979. "Optimizing Advertising Expenditures in a Dynamic Duopoly," Operations Research, INFORMS, vol. 27(4), pages 682-692, August.
    4. Dung Nguyen, 1985. "An Analysis of Optimal Advertising Under Uncertainty," Management Science, INFORMS, vol. 31(5), pages 622-633, May.
    5. Philip C. Jones, 1983. "Analysis of a Dynamic Duopoly Model of Advertising," Mathematics of Operations Research, INFORMS, vol. 8(1), pages 122-134, February.
    6. Suresh P. Sethi, 1973. "Optimal Control of the Vidale-Wolfe Advertising Model," Operations Research, INFORMS, vol. 21(4), pages 998-1013, August.
    7. Maurice W. Sasieni, 1971. "Optimal Advertising Expenditure," Management Science, INFORMS, vol. 18(4-Part-II), pages 64-72, December.
    8. Vijay Mahajan & Eitan Muller, 1986. "Advertising Pulsing Policies for Generating Awareness for New Products," Marketing Science, INFORMS, vol. 5(2), pages 89-106.
    9. James W. Friedman, 1983. "Advertising and Oligopolistic Equilibrium," Bell Journal of Economics, The RAND Corporation, vol. 14(2), pages 464-473, Autumn.
    10. Rust, Roland T., 1985. "Selecting network television advertising schedules," Journal of Business Research, Elsevier, vol. 13(6), pages 483-494, December.
    11. Fred M. Feinberg, 1992. "Pulsing Policies for Aggregate Advertising Models," Marketing Science, INFORMS, vol. 11(3), pages 221-234.
    12. 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.
    13. 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.
    14. George E. Monahan, 1983. "Optimal Advertising with Stochastic Demand," Management Science, INFORMS, vol. 29(1), pages 106-117, January.
    15. Hani I. Mesak, 1992. "An Aggregate Advertising Pulsing Model with Wearout Effects," Marketing Science, INFORMS, vol. 11(3), pages 310-326.
    16. 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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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. 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.
    5. 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.
    6. 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.
    7. 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.
    8. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mesak, Hani I., 1999. "On the generalizability of advertising pulsation monopoly results to an oligopoly," European Journal of Operational Research, Elsevier, vol. 117(3), pages 429-449, September.
    2. Mesak, Hani I. & Calloway, James A., 1995. "A pulsing model of advertising competition: A game theoretic approach, part A -- Theoretical foundation," European Journal of Operational Research, Elsevier, vol. 86(2), pages 231-248, October.
    3. Mesak, Hani I. & Ellis, T. Selwyn, 2009. "On the superiority of pulsing under a concave advertising market potential function," European Journal of Operational Research, Elsevier, vol. 194(2), pages 608-627, April.
    4. Prasad A. Naik & Murali K. Mantrala & Alan G. Sawyer, 1998. "Planning Media Schedules in the Presence of Dynamic Advertising Quality," Marketing Science, INFORMS, vol. 17(3), pages 214-235.
    5. Mesak, Hani Ibrahim & Bari, Abdullahel & Lian, Qin, 2015. "Pulsation in a competitive model of advertising-firm's cost interaction," European Journal of Operational Research, Elsevier, vol. 246(3), pages 916-926.
    6. Mesak, Hani I. & Calloway, James A., 1995. "A pulsing model of advertising competition: A game theoretic approach, part B -- Empirical application and findings," European Journal of Operational Research, Elsevier, vol. 86(3), pages 422-433, November.
    7. Dengpan Liu & Subodha Kumar & Vijay S. Mookerjee, 2012. "Advertising Strategies in Electronic Retailing: A Differential Games Approach," Information Systems Research, INFORMS, vol. 23(3-part-2), pages 903-917, September.
    8. Yanwu Yang & Baozhu Feng & Joni Salminen & Bernard J. Jansen, 2022. "Optimal advertising for a generalized Vidale–Wolfe response model," Electronic Commerce Research, Springer, vol. 22(4), pages 1275-1305, December.
    9. Fred M. Feinberg, 2001. "On Continuous-Time Optimal Advertising Under S-Shaped Response," Management Science, INFORMS, vol. 47(11), pages 1476-1487, November.
    10. El Ouardighi, Fouad & Feichtinger, Gustav & Grass, Dieter & Hartl, Richard & Kort, Peter M., 2016. "Autonomous and advertising-dependent ‘word of mouth’ under costly dynamic pricing," European Journal of Operational Research, Elsevier, vol. 251(3), pages 860-872.
    11. Ashwin Aravindakshan & Prasad A. Naik, 2015. "Understanding the Memory Effects in Pulsing Advertising," Operations Research, INFORMS, vol. 63(1), pages 35-47, February.
    12. Gijsenberg, Maarten J. & Nijs, Vincent R., 2019. "Advertising spending patterns and competitor impact," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 232-250.
    13. Marshall Freimer & Dan Horsky, 2012. "Periodic Advertising Pulsing in a Competitive Market," Marketing Science, INFORMS, vol. 31(4), pages 637-648, July.
    14. Huang, Jian & Leng, Mingming & Liang, Liping, 2012. "Recent developments in dynamic advertising research," European Journal of Operational Research, Elsevier, vol. 220(3), pages 591-609.
    15. Gijsenberg, Maarten & Nijs, Vincent R., 2018. "Advertising Timing," Research Report 2018004-MARK, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    16. Frank M. Bass & Norris Bruce & Sumit Majumdar & B. P. S. Murthi, 2007. "Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship," Marketing Science, INFORMS, vol. 26(2), pages 179-195, 03-04.
    17. Toker Doganoglu & Daniel Klapper, 2006. "Goodwill and dynamic advertising strategies," Quantitative Marketing and Economics (QME), Springer, vol. 4(1), pages 5-29, March.
    18. Mercedes Esteban-Bravo & José Múgica & Jose Vidal-Sanz, 2005. "Optimal Duration of Magazine Promotions," Marketing Letters, Springer, vol. 16(2), pages 99-114, April.
    19. Bischi, Gian Italo & Gardini, Laura & Kopel, Michael, 2000. "Analysis of global bifurcations in a market share attraction model," Journal of Economic Dynamics and Control, Elsevier, vol. 24(5-7), pages 855-879, June.
    20. Dewenter, Ralf & Heimeshoff, Ulrich, 2016. "Predicting advertising volumes: A structural time series approach," DICE Discussion Papers 228, Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ejores:v:95:y:1996:i:3:p:511-521. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/eor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.