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Advertising

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Encyclopedia of Operations Research and Management Science

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Introduction

Advertising research has focused on three substantive areas: sales response to advertising, optimal advertising policy (constant spending or pulsing), competitive reactions and over-time effects. The research has employed econometric, time-serioes, optimization and game theoretic analytical techniques to address the issues. The advent of enormous amounts of scanner panel and internet data has led to some fruitful modeling at the individual household level. Contributions in each one of the three areas are discussed. 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). Advances in research, however, provide reasons for optimism in identifying the response...

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Authors and Affiliations

  1. The University of Texas at Dallas, Richardson, TX, USA

    Gurumurthy Kalyanaram & Frank M. Bass

  2. University of California, Los Angeles, CA, USA

    Dominique M. Hanssens

Authors
  1. Gurumurthy Kalyanaram
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  2. Frank M. Bass
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  3. Dominique M. Hanssens
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Editor information

Editors and Affiliations

  1. Robert H. Smith School of Business, University of Maryland, College Park, MD, USA

    Saul I. Gass

  2. Robert H. Smith School of Business and Institute for Systems Research, University of Maryland, College Park, MD, USA

    Michael C. Fu

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Kalyanaram, G., Bass, F.M., Hanssens, D.M. (2013). Advertising. In: Gass, S.I., Fu, M.C. (eds) Encyclopedia of Operations Research and Management Science. Springer, Boston, MA. https://doi.org/10.1007/978-1-4419-1153-7_17

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  • DOI: https://doi.org/10.1007/978-1-4419-1153-7_17

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  • Publisher Name: Springer, Boston, MA

  • Print ISBN: 978-1-4419-1137-7

  • Online ISBN: 978-1-4419-1153-7

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