Planning media schedules in the presence of dynamic advertising quality

Marketing Science

Volumn 17, Issue 3, 1998, Pages 214-235

  Naik, Prasad A ^a   Mantrala, Murali K ^b   Sawyer, Alan G ^b  

^a UNIVERSITY OF CALIFORNIA   (United States)

^b UNIVERSITY OF FLORIDA   (United States)

Author keywords

Advertising strategy; Advertising wearout; Aggregate response models; Genetic algorithm; Kalman filter estimation; Pulsing schedules

Indexed keywords

EID: 0032218130     PISSN: 07322399     EISSN: None     Source Type: Journal    
DOI: 10.1287/mksc.17.3.214     Document Type: Article

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