The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice

Journal of Marketing Research

Volumn 34, Issue 2, 1997, Pages 248-261

  Mela, Carl F ^a   Gupta, Sunil ^b   Lehmann, Donald R ^b  

^a UNIVERSITY OF NOTRE DAME   (United States)

^b The Sanford C Bernstein Co Center for Leadership and Ethics   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 85107926881     PISSN: 00222437     EISSN: 15477193     Source Type: Journal    
DOI: 10.1177/002224379703400205     Document Type: Article

References (46)

1. Bass Frank M., Givon Moshe M., Kalwani Manohar U., Reibstein David, and Wright Gordon P., (1984), “An Investigation into the Order of the Brand Choice Process,” Marketing Science, 3(Fall), 267–87.
2. Ben-Akiva Moshe, and Lerman Steven R., (1985), Discrete Choice Models: Theory and Applications to Travel Demand. Cambridge, MA: MIT Press.
3. Blattberg Robert C., and Neslin Scott A., (1989), “Sales Promotion: The Long and The Short of It,” Marketing Letters, 1, 81–97.
4. Boulding William, Lee Eunkyn, and Staelin Richard, (1994), “Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?” Journal of Marketing Research, 31(May), 159–72.
5. Brand Week (1993), “Sleepless in Cincinnati,” 34 (July 26), 18–24.
6. Bucklin Randolph, and Gupta Sunil, (1992), “Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach,” Journal of Marketing Research, 29(May), 201–15.
7. Business Week (1991), “What Happened to Adertising,” (September 23), 66–72.
8. Business Week (1992), “Not Everyone Loves a Supermarket Special,” (February 17), 64.
9. Chiang Jeongwen, (1991), “A Simultaneous Approach to the Whether, What, and How Much to Buy Questions,” Marketing Science, 10(Fall), 297–315.
10. Clarke Darral G., (1976), “Econometric Measurement of the Duration of Advertising Effect on Sales,” Journal of Marketing Research, 13(November), 345–57.
11. Comanor William S., and Wilson Thomas A., (1974), “The Effect of Advertising on Competition,” Journal of Econometric Research, 18, 453–76.
12. Davis Scott, Inman Jeffrey, and McAlister Leigh, (1992), “Promotion Has a Negative Effect on Brand Evaluations—Or Does It? Additional Discontinuing Evidence,” Journal of Marketing Research, 29(February), 143–48.
13. DeKimpe Marnik G., and Hanssens Dominique M., (1995a), “The Persistence of Marketing Effects on Sales,” Marketing Science, 14(Winter), 1–21.
14. DeKimpe Marnik G., and Hanssens Dominique M., (1995b), “Empirical Generalizations about Market Evolution and Stationarity,” Marketing Science, 14(3, part 2 of 2), G109–G121.
15. Dodson Joe A., Tybout Alice M., and Sternthal Brian, (1978), “Impact of Deals and Deal Retraction on Brand Switching,” Journal of Marketing Research, 15(February), 72–81.
16. Dutka Solomon, (1984), “Combining Tests of Significance in Field Marketing Research Experiments,” Journal of Marketing Research, 21(February), 118–19.
17. Ehrenberg A.S.C., Hammond K., and Goodhardt G.J., (1994), “The After-Effects of Price-Related Consumer Promotions,” Journal of Advertising Research, 34(July/August), 11–21.
18. Eskin Gerald J., and Baron Penny H., (1977), “Effects of Price and Advertising in Test-Market Experiments,” Journal of Marketing Research, 14(November), 499–508.
19. Fader Peter S., Hardie Bruce G.S., Little John D.C., and Abe Makoto, (1992), “Market Response with Purchase Feedback,” working paper, Wharton School, University of Pennsylvania.
20. Fisher R.A., (1948), “Combining Independent Tests of Significance,” American Statistician, 2, 30.
21. Forbes (1991), “The Trend is Not Their Friend,” (September).
22. Guadagni Peter M., and Little John D.C., (1983), “A Logit Model of Brand Choice Calibrated on Scanner Data,” Marketing Science, 2, 203–8.
23. Gupta Sunil, (1988), “Impact of Sales Promotions on When, What, and How Much to Buy,” Journal of Marketing Research, 25(November), 342–55.
24. Inman J. Jeffrey, and McAlister Leigh, (1993), “A Retailer Promotion Policy Model Considering Promotion Signal Sensitivity,” Marketing Science, 12(Fall), 339–56.
25. Inman J. Jeffrey, McAlister Leigh, and Hoyer Wayne D., (1990), “Promotion Signal: Proxy for a Price Cut?” Journal of Consumer Research, 17(June), 74–81.
26. Johnson Tod, (1984), “The Myth of Declining Brand Loyalty,” Journal of Advertising Research, 24, 9–17.
27. Johnston J., (1984), Econometric Methods. New York: McGraw Hill.
28. Kamakura Wagner A., and Russell Gary J., (1989), “A Probabilistic Choice Model for Market Segmentation and Elasticity Structure,” Journal of Marketing Research, 26(November), 379–90.
29. Kaul Anil, and Wittink Dick R., (1995), “Empirical Generalizations About the Impact of Advertising on Price Sensitivity and Price,” Marketing Science, 14(3, part 2 of 2), G151–G160.
30. Kim DongHoon, and Lehmann Donald R., (1993), “The Long and Short Run Impacts of Advertising, Price, and Promotion,” working paper, Columbia University.
31. Krishnamurthi Lakshman, and Raj Sethuraman P., (1985), “The Effect of Advertising on Consumer Price Sensitivity,” Journal of Marketing Research, 22(May), 119–29.
32. Krishnamurthi Lakshman, and Raj Sethuraman P., (1991), “An Empirical Analysis of the Relationship Between Brand Loyalty and Consumer Price Elasticity,” Marketing Science, 10(Spring), 119–29.
33. Lal Rajiv, and Padmanabhan V., (1995), “Competitive Response and Equilibria,” Marketing Science, 14(3, part 2 of 2), G101–G108.
34. Mitra Anusree, and Lynch John G., Jr. (1995), “Toward a Reconciliation of Market Power and Information Theories of Advertising Effects on Price Elasticity,” Journal of Consumer Research, 21(March), 644–59.
35. Moore William, and Winer Russell S., (1987), “A Panel Based Method for Merging Joint Space and Market Response Function Estimation,” Marketing Science, 6, 25–47.
36. Nelson P., (1974), “Advertising as Information,” Journal of Political Economy, 78(March/April), 311–29.
37. Progressive Grocer (1995), “The Prisoner's Dilemma,” 74 (May), 99.
38. Rosenthal Robert, (1978), “Combining Results of Independent Studies,” Psychological Bulletin, 85, 185–93.
39. Russell Gary J., Bucklin Randolph E., and Srinivasan V., (1993), “Identifying Multiple Preference Segments from Own- and Cross-Price Elasticities,” Marketing Letters, 4(January), 5–18.
40. Sawyer Alan G., and Dickson Peter R., (1983), “Psychological Perspectives on Consumer Response to Sale Promotions,” working paper, Ohio State University.
41. Sethuraman Raj, and Tellis Gerard J., (1991), “An Analysis of the Tradeoff Between Advertising and Price Discounting,” Journal of Marketing Research, 28(May), 160–74.
42. Swait Joffre, and Louviere Jordan, (1993), “The Role of the Scale Parameter in the Estimation and Comparison of Multinomial Logit Models,” Journal of Marketing Research, 30(August), 305–14.
43. Tellis Gerard J., (1988a), “Advertising Exposure, Loyalty, and Brand Purchase: A Two Stage Model of Choice,” Journal of Marketing Research, 25(May), 134–44.
44. Tellis Gerard J., (1988b), “The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of Sales,” Journal of Marketing Research, 25(November), 331–41.
45. Wall Street Journal (1992), “Major Food Companies Cut Advertising Budgets,” (April 2), B10.
46. Wall Street Journal (1996), “Brand Managers Get Old-time Religion,” (April 23), A19.