Wearout effects of different advertising themes: A dynamic Bayesian model of the advertising-sales relationship

Marketing Science

Volumn 26, Issue 2, 2007, Pages 179-195

  Bass, Frank M ^a   Bruce, Norris ^a   Majumdar, Sumit ^a   Murthi, B P S ^a  

^a UNIVERSITY OF TEXAS AT DALLAS   (United States)

Author keywords

Bayesian dynamic linear models; Copy effects; Forgetting effects; Gibbs sampling aggregate advertising models; Scheduling of ad copy; Wearout effects

Indexed keywords

EID: 34247488399     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1060.0208     Document Type: Article

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