Introduction
Advertising research has focused on three substantive areas: sales response to advertising, optimal advertising policy (constant spending or pulsing), and competitive reactions. The research has employed econometric, optimization and game theoretic analytical techniques to address the issues. The advent of enormous amounts of scanner panel data has led to some fruitful modeling at the individual household level. We will discuss contributions in each one of the three areas. A thorough review of optimal control advertising models is given in Feichtinger, Hartl, and Sethi (1994). Mathematical programming also has been a useful technology. Since some early successful applications of this technology for media planning, the progress has been limited because of measurement problems relating to advertising response function (Little and Lodish, 1969). However, advances in research provide reasons for optimism in identifying the response function (Little, 1979; Eastlack and Rao, 1986...
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© 2001 Kluwer Academic Publishers
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Kalyanaram, G., Bass, F.M. (2001). Advertising . In: Gass, S.I., Harris, C.M. (eds) Encyclopedia of Operations Research and Management Science. Springer, New York, NY. https://doi.org/10.1007/1-4020-0611-X_17
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