Advertising is ubiquitous in our society. Television, newspaper, magazine, radio and internet advertisements of commercial messages are part of our daily lives. Moreover, not all advertisements contain commercial messages. There are also public service announcements, in particular, for not-for-profits like World Vision and the Red Cross. Event sponsorship and direct marketing through the mail are also methods used to reach and influence consumers. All these forms of advertising have received attention by modelers in the past 40 years. Early work focused on how advertising affects sales or market share, and the relative importance of advertising in the marketing mix (see Leeflang et al. 2000 for a review). No doubt this was motivated by anxiety that advertising might have no effect on sales. Having verified that advertising can positively influence sales (Clarke 1976; Leone and Schultz 1980), subsequent effort when into developing models that could optimize the allocation...


Purchase Intention Page View Price Promotion Exposure Distribution Advertising Effectiveness 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  1. 1.Melbourne Business School in Australia,University of AucklandNew Zealand

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