ADMOD is an advertising decision model which is designed to address simultaneously the budget decision, the copy decision, and the media-allocation decision. The model, which focuses upon specific consumer decisions that advertising is attempting to precipitate, is illustrated with an example.
Get full access to this article
View all access options for this article.
References
1.
AakerDavid A.“A Probabilistic Approach to Industrial Media Selection,”Journal of Advertising Research, 8(September 1968), 46–54.
2.
AakerDavid A.“The New-Trier Stochastic Model of Brand Choice,”Management Science, 17(April 1971), 435–60.
3.
AakerDavid A.“A Measure of Brand Acceptance,”Journal of Marketing Research,9 (May 1972), 160–7.
4.
AakerDavid A.“Toward a Normative Model of Promotional Decision Making,”Management Science, 19(February 1973), 593–603.
5.
AakerDavid A., and BrownPhilip K.“Evaluating Vehicle Source Effects,”Journal of Advertising Research, 12(August 1972), 11–6.
6.
ClaycampHenry J., and LiddyLucien E.“Prediction of New Product Performance: An Analytical Approach,”Journal of Marketing Research, 6(November 1969), 414–20.
LittleJohn D. C., and LodishLeonard M.“A Media Selection Model and Its Optimization by Dynamic Programming,”Industrial Management Review, 8(Fall 1966), 15–23.
9.
LittleJohn D. C., and LodishLeonard M.“A Media Planning Calculus,”Operations Research, 17(January–February 1969), 1–35.
10.
ParfittJ. H., and CollinsB. J. K.“The Use of Consumer Panels for Brand-Share Predictions,”Journal of Marketing Research, 5(May 1968), 131–45.
11.
RayMichael L.“The Present and Potential Linkages Between the Microtheoretical Notions of Behavioral Science and the Problems of Advertising: A Proposal for a Research System,” paper presented at the Symposium on Behavioral and Management Science in Marketing, University of Chicago, June 1969.
12.
RayMichael L., and SawyerAlan G.“Repetition in Media Models: A Laboratory Technique,”Journal of Marketing Research, 8(February 1971), 20–9.
13.
RayMichael L., and SawyerAlan G.“Behavioral Measurement for Marketing Models,”Management Science, Part II, 18 (December 1971), 73–89.
14.
RayMichael L., and StrongEdward C.“Frequency Effects Revisited,”Journal of Advertising Research, 11(February 1971), 14–20.
15.
SchreiberRobert J.“Letter to the Editor,”Management Science, 14(April 1968), B526–B527.
16.
SchreiberRobert J.“Instability in Media Exposure Habits,”Journal of Advertising Research, 14(April 1974), 13–8.
17.
Starch Adnorms, 1973.Mamaroneck, N.Y.: Daniel Starch & Starch,1973.
18.
StarchDaniel. Measuring Advertising Readership and Results.New York: McGraw-Hill, 1966.
