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Advertising response models with managerial impact: an agenda for the future

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  • Demetrios Vakratsas

Abstract

This paper discusses recent advances in advertising response models and identifies new opportunities for managerially relevant research. First, it establishes that recent research has shifted attention from topics such as duration of advertising effects in mature markets and short‐term advertising elasticities to issues such as combined effects of ad content and weight and effectiveness in evolving markets. Then, motivated from recent trends in advertising practice, it presents a research agenda consisting of four main topics: (1) new media and forms of advertising (e.g. product placement), (2) media synergies, (3) advertising productivity and (4) advertising effects on performance stability. Copyright © 2005 John Wiley & Sons, Ltd.

Suggested Citation

  • Demetrios Vakratsas, 2005. "Advertising response models with managerial impact: an agenda for the future," Applied Stochastic Models in Business and Industry, John Wiley & Sons, vol. 21(4‐5), pages 351-361, July.
    • Handle: RePEc:wly:apsmbi:v:21:y:2005:i:4-5:p:351-361
    DOI: 10.1002/asmb.569
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    Cited by:

    1. Norris I. Bruce, 2008. "Pooling and Dynamic Forgetting Effects in Multitheme Advertising: Tracking the Advertising Sales Relationship with Particle Filters," Marketing Science, INFORMS, vol. 27(4), pages 659-673, 07-08.
    2. Vahideh Sadat Abedi, 2017. "Allocation of advertising budget between multiple channels to support sales in multiple markets," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 68(2), pages 134-146, February.
    3. Vahideh Sadat Abedi & Oded Berman & Fred M. Feinberg & Dmitry Krass, 2022. "Strategic new product media planning under emergent channel substitution and synergy," Production and Operations Management, Production and Operations Management Society, vol. 31(5), pages 2143-2166, May.

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