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Articles (15)

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1-10 of 15 results for optimal advertising spending

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Select article: ADPULS: An Advertising Model with Wearout and Pulsation

Retricted access

Research article

First published 1982-8

ADPULS: An Advertising Model with Wearout and Pulsation

Hermann Simon

Journal of Marketing Research

Select article: The Direct and Indirect Effects of Advertising Spending on Firm Value

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Research article

First published 2010-1

The Direct and Indirect Effects of Advertising Spending on Firm Value

Amit Joshi, Dominique M. Hanssens

Journal of Marketing

Select article: Coordinating traditional media advertising and online advertising in brand marketing

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Research article

First published 2023-06

Coordinating traditional media advertising and online advertising in brand marketing

Alex Jiyoung Kim, Subramanian Balachander

Production and Operations Management

Select article: Spatiotemporal Allocation of Advertising Budgets

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Research article

First published 2012-2

Spatiotemporal Allocation of Advertising Budgets

Ashwin Aravindakshan, Kay Peters, Prasad A. Naik

Journal of Marketing Research

Select article: Optimal Bidding,Allocation,and Budget Spending for a Demand-Side Platform With Generic Auctions

Open access

Research article

First published 2025

Optimal Bidding,Allocation,and Budget Spending for a Demand-Side Platform With Generic Auctions

Paul Grigas, Alfonso Lobos, Zheng Wen [...]

Production and Operations Management

Select article: The Anatomy of the Advertising Budget Decision: How Analytics and Heuristics Drive Sales Performance

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Research article

First published 2020-6

The Anatomy of the Advertising Budget Decision: How Analytics and Heuristics Drive Sales Performance

Ceren Kolsarici, Demetrios Vakratsas, Prasad A. Naik

Journal of Marketing Research

Select article: A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

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Research article

First published 2009-11

A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

Prasad A. Naik, Kay Peters

Journal of Interactive Marketing

Select article: Optimal Advertising Budget Allocation in Luxury Fashion Markets with Social Influences: A Mean‐Variance Analysis

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Research article

First published 2018-08

Optimal Advertising Budget Allocation in Luxury Fashion Markets with Social Influences: A Mean‐Variance Analysis

Chun‐Hung Chiu, Tsan‐Ming Choi, Xin Dai [...]

Production and Operations Management

Select article: Dynamic Effectiveness of Advertising and Word of Mouth in Sequential Distribution of New Products

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Research article

First published 2012-8

Dynamic Effectiveness of Advertising and Word of Mouth in Sequential Distribution of New Products

Norris I. Bruce, Natasha Zhang Foutz, Ceren Kolsarici

Journal of Marketing Research

Select article: In-Store Advertising with Digital Signage

Open access

Research article

First published 2025

In-Store Advertising with Digital Signage

Dennis Herhausen, David de Jong, Dhruv Grewal

Journal of Marketing

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