Advertising allocation and impact of advertising on event ticket sales: Which product, where, and when

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When planning for advertising, an accurate assessment of the impact of advertising is important so that managers can allocate their budgets to maximize the return on each advertising dollar. In particular, the managers need to understand the impact of advertising on different products, media types, and time periods. This study develops a simultaneous model to measure the impact of advertising on product sales using weekly ticket sales data and to capture managers' decision using the data on advertising budget allocation at a performing arts center. This article provides managerial recommendations for advertising decision in terms of the product, media, and time dimensions.
Publisher
SAGE PUBLICATIONS LTD
Issue Date
2020-07
Language
English
Article Type
Article
Citation

INTERNATIONAL JOURNAL OF MARKET RESEARCH, v.62, no.4, pp.483 - 498

ISSN
1470-7853
DOI
10.1177/1470785319835380
URI
http://hdl.handle.net/10203/275806
Appears in Collection
MT-Journal Papers(저널논문)
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