Author
Listed:
- Scott A. Neslin
(Amos Tuck School of Business Administration, Dartmouth College, Hanover, New Hampshire 03755)
- Stephen G. Powell
(Amos Tuck School of Business Administration, Dartmouth College, Hanover, New Hampshire 03755)
- Linda Schneider Stone
(Curtis L. Carlson School of Management, University of Minnesota, Minneapolis, Minnesota 55455)
Abstract
This research examines how retailer and consumer responses influence a manufacturer's optimal advertising and trade promotion plans. We develop a dynamic optimization model which considers the actions of the manufacturer, retailers, and consumers. The manufacturer attempts to maximize its profits by advertising directly to consumers and offering periodic trade deal discounts to the retailer in the hope that the retailer will in turn "pass through" a retailer promotion to the consumer. We show how the manufacturer's optimal allocation depends on consumer response to advertising, consumer response to retailer promotions, retailer inventory carrying cost, and retailer passthrough behavior. For example, we find that retailer carrying costs and promotion wearout play a central role in constraining expenditures on trade promotions. We predict that as trade promotions are designed to eliminate forward buying, manufacturers will find it in their interest to promote more steeply. We also find a natural tendency for advertising and trade dealing to substitute for each other in an optimal plan.
Suggested Citation
Scott A. Neslin & Stephen G. Powell & Linda Schneider Stone, 1995.
"The Effects of Retailer and Consumer Response on Optimal Manufacturer Advertising and Trade Promotion Strategies,"
Management Science, INFORMS, vol. 41(5), pages 749-766, May.
Handle:
RePEc:inm:ormnsc:v:41:y:1995:i:5:p:749-766
DOI: 10.1287/mnsc.41.5.749
Download full text from publisher
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:inm:ormnsc:v:41:y:1995:i:5:p:749-766. 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.
We have no bibliographic references for this item. You can help adding them by using 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: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .
Please note that corrections may take a couple of weeks to filter through
the various RePEc services.