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- W1993248812 abstract "Abstract Extant research on assessing advertising productivity has mostly focused on developing methodologies for capturing the longer-term effects of ‘theme’ advertising. Measuring advertising productivity in the retailing industry, however, poses different challenges. For instance, in many retailing firms, the primary role of advertising is to announce ‘limited-time price specials’ and thereby attract customers to the store. In the absence of store traffic information, in order to assess advertising effectiveness for these business, there is a need to relate advertising expenditures to short-term sales changes. In this study, we design a decision support system aimed at aiding retailers in budgeting, tracking and evaluating their advertising. The overall objective of this system is to recommend more productive spending of the advertising dollar by market and by media type. We demonstrate a real-life application of the system for a national retail organization that specializes in electronic goods. Using daily sales and advertising expenditure data, we estimate different models to assess advertising effectiveness for different days of the week. We discuss the model findings, their implications for advertising decision-making, and the next steps in improving this system." @default.
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- W1993248812 date "1994-10-01" @default.
- W1993248812 modified "2023-09-27" @default.
- W1993248812 title "An advertising evaluation system for retailers" @default.
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- W1993248812 doi "https://doi.org/10.1016/0969-6989(94)90003-5" @default.
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