DC Field | Value | Language |
---|---|---|
dc.contributor.author | Kang, Moon Young | ko |
dc.date.accessioned | 2020-08-13T00:55:09Z | - |
dc.date.available | 2020-08-13T00:55:09Z | - |
dc.date.created | 2020-08-05 | - |
dc.date.issued | 2020-07 | - |
dc.identifier.citation | INTERNATIONAL JOURNAL OF MARKET RESEARCH, v.62, no.4, pp.483 - 498 | - |
dc.identifier.issn | 1470-7853 | - |
dc.identifier.uri | http://hdl.handle.net/10203/275806 | - |
dc.description.abstract | 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. | - |
dc.language | English | - |
dc.publisher | SAGE PUBLICATIONS LTD | - |
dc.title | Advertising allocation and impact of advertising on event ticket sales: Which product, where, and when | - |
dc.type | Article | - |
dc.identifier.wosid | 000548877000008 | - |
dc.identifier.scopusid | 2-s2.0-85085340517 | - |
dc.type.rims | ART | - |
dc.citation.volume | 62 | - |
dc.citation.issue | 4 | - |
dc.citation.beginningpage | 483 | - |
dc.citation.endingpage | 498 | - |
dc.citation.publicationname | INTERNATIONAL JOURNAL OF MARKET RESEARCH | - |
dc.identifier.doi | 10.1177/1470785319835380 | - |
dc.contributor.localauthor | Kang, Moon Young | - |
dc.description.isOpenAccess | N | - |
dc.type.journalArticle | Article | - |
dc.subject.keywordAuthor | advertising budget | - |
dc.subject.keywordAuthor | advertising decision | - |
dc.subject.keywordAuthor | Bayesian | - |
dc.subject.keywordAuthor | duration model | - |
dc.subject.keywordAuthor | event ticket sales | - |
dc.subject.keywordAuthor | simultaneous model | - |
dc.subject.keywordAuthor | when | - |
dc.subject.keywordAuthor | where | - |
dc.subject.keywordAuthor | which products | - |
dc.subject.keywordPlus | HAZARD MODEL | - |
dc.subject.keywordPlus | POLICY | - |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.