A brand choice model for TV advertising management using single-source data

被引：5

作者：

Ban, Masataka ^{[1
]}

Terui, Nobuhiko ^{[2
]}

Abe, Makoto ^{[3
]}

机构：

[1] Mejiro Univ, Fac Business Adm, Tokyo, Japan

[2] Tohoku Univ, Grad Sch Econ & Management, Sendai, Miyagi 980, Japan

[3] Univ Tokyo, Grad Sch Econ, Tokyo, Japan

来源：

MARKETING LETTERS | 2011年 / 22卷 / 04期

关键词：

Advertising management; Advertising exposure; GRP; Single-source data; Heterogeneity; MCMC; PRICE THRESHOLDS; PROMOTION; EXPOSURE; PURCHASE; IMPACT; SHAPE;

D O I：

10.1007/s11002-010-9130-1

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

A brand choice model for TV advertising management using single-source data is proposed. The model replaces household-specific advertising exposure, which is often used as a covariate in a brand choice model, with gross rating points (GRP), a managerial control variable for advertising. In particular, given daily GRP, a probabilistic model of advertising exposure for heterogeneous customers is integrated into a brand choice model with advertising threshold under a Bayesian framework. Through hierarchical modeling, demographic information on panels provides managerial insights into advertising planning.

引用

页码：373 / 389

页数：17

共 20 条

[1] A household-level television advertising exposure model [J].