A Competitive Advertising Model: Some Theoretical and Empirical Results

DOI10.1057/JORS.1993.85MaRDI QIDQ5289664zbMATH OpenOpenAlexFDO

Authors Hani I. Mesak, A. F. Darrat

Publication date 2 September 1993

Published in The Journal of the Operational Research Society (Search for Journal in Brave)

Full work available at URL https://doi.org/10.1057/jors.1993.85

zbMATH Keywords

constant advertisingmodified Lanchester modelover-advertising

Mathematics Subject Classification ID

Marketing, advertising (90B60)

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(16)

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• Modelling advertising budgeting and allocation decisions using modified multinomial logit market share models
• On deriving and validating comparative statics of a symmetric model of advertising competition.
• Changing market conditions and advertising strategies: theory and evidence
• Recent developments in dynamic advertising research
• Dynamic modeling of nontargeted and targeted advertising strategies in an oligopoly
• TV advertising effectiveness and profitability: generalizable results from 288 brands
• Advertising response models with managerial impact: an agenda for the future
• Strategic rivalry for market share: a contest theory approach to dynamic advertising competition
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• A dynamic analysis of the U.S. cigarette market and antismoking policies

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