Testing the Koyck scheme of sales response to advertising: An aggregation-independent autocorrelation test

1991 ◽  
Vol 2 (4) ◽  
pp. 379-392 ◽  
Author(s):  
Wilfried R. Vanhonacker
Keyword(s):  
Sales Response

Sales – Response Model in Marketing Revisited in the Times of Uncertainty and Global Turmoil

2020 ◽  
Vol 0 (0) ◽  
Author(s):  
Debasish Roy
Keyword(s):  
Three Dimensional ◽  
Economic Recession ◽  
Cash Flows ◽  
Business Environment ◽  
Financial Behavior ◽  
Response Model ◽  
Three Dimensional Model ◽  
Marketing Performance ◽  
Sales Response ◽  
Performance And Evaluation

AbstractThe marketing performance models, regardless of their nature and applications, should ultimately lead to creation of cash flows efficiently. This common objective emphasizes on a basic proposition: the output (dependent) variable must be intrinsically correlated to the financial behavior of the firm at the micro level. The four criteria for marketing performance and evaluation are Financial relevance, Actionable, Stable behavior, and Reliable long-term guidance respectively. By using those four criteria as the cornerstone, the Core Sales – Response Model was formulated under the Process perspective (the marketing procedure which helps to generate cash flows along with other antecedents of financial performance). This research paper is aimed at restructuring the fundamental Sales – Response model with the dependent variable Sales and three independent variables, namely, Marketing Support, Firm – controlled factors, and Uncontrolled factors in view of uncertainties related to global turmoil and widespread economic recession into a three – dimensional model by dropping ‘Marketing Support’ to fit the foundation of mathematical chaos theory and try to test its impact in the real world scenario by two ways: first, whether it can accurately define the current nature of functioning of a business firm under chaotic business environment, and second, given the condition of chaos; if the firm fails to prove its stability, what actions should be taken to stabilize its position in the feasible space. In order to serve the purposes, the manufacturing giant Apple, Inc. ® has been considered as the sample firm for the time – series study of 10 years (2009–2018).

scholarly journals Price Promotions and Popular Events

2018 ◽  
Vol 83 (1) ◽  
pp. 73-88 ◽  
Author(s):  
Wiebke I.Y. Keller ◽  
Barbara Deleersnyder ◽  
Karen Gedenk
Keyword(s):  
The Netherlands ◽  
Price Promotion ◽  
Price Promotions ◽  
Packaged Goods ◽  
Consumer Packaged Goods ◽  
Timing Decisions ◽  
Sales Response ◽  
Event Times

Managers often use popular events, such as the Olympics, to advertise their brands more heavily. Can manufacturers and retailers capitalize on these events to enhance the response to their price promotions? This study empirically examines whether the sales response to price promotions is stronger or weaker around events than at nonevent times, and what factors drive this relative promotion response. Studying 242 brands from 30 consumer packaged goods categories in the Netherlands over more than four years, the authors find that a price promotion offered around a popular event often generates a stronger sales response than the same promotion at nonevent times, with a price promotion elasticity that is 9.3% larger, on average, during events. Still, the variance in relative promotion response across brands and events is high, and the authors identify several drivers that managers should consider before shifting promotions toward event times. Currently, managers often do not take these drivers into account. This study provides guidelines to improve promotional timing decisions in relation to popular events.

A Dynamic Model of Product Quality and Pricing Decisions on Sales Response

1993 ◽  
Vol 24 (5) ◽  
pp. 893-908 ◽  
Author(s):  
Ram Narasimhan ◽  
Soumen Ghosh ◽  
David Mendez
Keyword(s):  
Product Quality ◽  
Dynamic Model ◽  
Pricing Decisions ◽  
Sales Response

scholarly journals Sales response to price promotions in Great Britain: effect size 1/100 of that claimed

2015 ◽  
Vol 102 (4) ◽  
pp. 977-977
Author(s):  
M. D. Chatfield
Keyword(s):  
Great Britain ◽  
Effect Size ◽  
Price Promotions ◽  
Sales Response

Modeling Sales-Advertising Relationships: An Integrated Time Series–Econometric Approach

1983 ◽  
Vol 20 (3) ◽  
pp. 291-295 ◽  
Author(s):  
Robert P. Leone
Keyword(s):  
Time Series ◽  
Model Building ◽  
Time Series Data ◽  
Multivariate Time Series ◽  
Series Data ◽  
Response Models ◽  
Dynamic Relationship ◽  
Sales Response ◽  
Integrated Time Series ◽  
Econometric Approach

Since Palda's pioneering work investigating the dynamic relationship between sales and advertising, the marketing literature has contained many articles on the topic of sales response model building. Until recently, most of these articles have reported the construction of econometric models based on time series data. Recent applications of multivariate time series extensions of the work by Box and Jenkins have shown the usefulness of this methodology in building sales response models. The author discusses the distinctions between the econometric and time series approaches and, through a multivariate time series analysis, explores the competitive environment of an industry in which advertising is the main source of competition.

Impact of Resource Allocation Rules on Marketing Investment-Level Decisions and Profitability

1992 ◽  
Vol 29 (2) ◽  
pp. 162-175 ◽  
Author(s):  
Murali K. Mantrala ◽  
Prabhakant Sinha ◽  
Andris A. Zoltners
Keyword(s):  
Resource Allocation ◽  
Response Functions ◽  
Top Down ◽  
Allocation Rules ◽  
Response Data ◽  
Investment Level ◽  
Sales Response ◽  
The Impact ◽  
Allocation Decisions ◽  
Resource Allocation Decisions

In many organizations, marketing investment-level decisions precede the associated resource allocation decisions and are based on market-level sales response data, often with no attention to the impact of rules used to allocate resources to submarkets. Such top-down budgeting is commonly based on a perception that aggregate sales and profitability are affected much more by the level than by the allocation of the investment. The authors analyze the effects of different resource allocation rules assuming alternative specifications of submarket sales response functions and show that allocation decisions significantly influence aggregate sales response functions, investment-level decisions based on these functions, and realized profit. The authors also show aggregate sales and profit are usually more sensitive to improvements in allocation rules than to increases in investment levels and conclude that resource allocation decisions warrant more attention in marketing budgeting.

scholarly journals Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective

2011 ◽  
Vol 75 (1) ◽  
pp. 109-124 ◽  
Author(s):  
Ernst C. Osinga ◽  
Peter S.H. Leeflang ◽  
Shuba Srinivasan ◽  
Jaap E. Wieringa
Keyword(s):  
Sales Response ◽  
Shareholder Perspective

White and Black Consumer Sales Response to Black Models

1976 ◽  
Vol 13 (4) ◽  
pp. 431 ◽  
Author(s):  
Paul J. Solomon ◽  
Ronald F. Bush ◽  
Joseph F. Hair
Keyword(s):  
Sales Response ◽  
Black Models ◽  
Black Consumer
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