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Determining the optimal return on investment for an advertising campaign

Listed author(s):
  • Danaher, Peter J.
  • Rust, Roland T.

No abstract is available for this item.

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Article provided by Elsevier in its journal European Journal of Operational Research.

Volume (Year): 95 (1996)
Issue (Month): 3 (December)
Pages: 511-521

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Handle: RePEc:eee:ejores:v:95:y:1996:i:3:p:511-521
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  1. Hani I. Mesak, 1992. "An Aggregate Advertising Pulsing Model with Wearout Effects," Marketing Science, INFORMS, vol. 11(3), pages 310-326.
  2. Rust, Roland T., 1985. "Selecting network television advertising schedules," Journal of Business Research, Elsevier, vol. 13(6), pages 483-494, December.
  3. 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.
  4. 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.
  5. Fred M. Feinberg, 1992. "Pulsing Policies for Aggregate Advertising Models," Marketing Science, INFORMS, vol. 11(3), pages 221-234.
  6. George E. Monahan, 1983. "Optimal Advertising with Stochastic Demand," Management Science, INFORMS, vol. 29(1), pages 106-117, January.
  7. Maurice W. Sasieni, 1971. "Optimal Advertising Expenditure," Management Science, INFORMS, vol. 18(4-Part-II), pages 64-72, December.
  8. Dung Nguyen, 1985. "An Analysis of Optimal Advertising Under Uncertainty," Management Science, INFORMS, vol. 31(5), pages 622-633, May.
  9. Vijay Mahajan & Eitan Muller, 1986. "Advertising Pulsing Policies for Generating Awareness for New Products," Marketing Science, INFORMS, vol. 5(2), pages 89-106.
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