A5044088833- Consumer Market Behavior and Pricing
- Merger and Competition Analysis
- Horticultural and Viticultural Research
- Media Influence and Politics
- Botanical Studies and Applications
- Cardiovascular Issues in Pregnancy
- Economics of Agriculture and Food Markets
- Digital Platforms and Economics
- Animal Disease Management and Epidemiology
- Heart Failure Treatment and Management
- Innovative Approaches in Technology and Social Development
- Digital Marketing and Social Media
- Innovation and Socioeconomic Development
- Service and Product Innovation
- Renin-Angiotensin System Studies
- Consumer Behavior in Brand Consumption and Identification
University of South Australia
2009-2015
<h3>ABSTRACT</h3> Cross-media campaigns are becoming a norm, yet there is lack of knowledge on how they impact sales. This paper documents the sales response to cross-media and finds that, when online advertising added television campaign, extra reach achieved primarily duplicated. Regularly single exposure stimulates among those exposed, with demonstrating similar less consistent response. We do not find evidence synergy in impact, where sum effect both greater than parts. highlight...
<h3>ABSTRACT</h3> This article examines the generalizability of convex-shaped advertising response functions. Using single-source data, we analyzed functions brands in four consumer goods categories. study supports prior finding that convex are typical, but not universal. While function is found to apply across a range conditions, more work needed understand measurement issues, exceptions, and boundary conditions.
<h3>ABSTRACT</h3> This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without controls. From very approaches, common findings emerge: If advertising is be sales effective in long term, it must first work short term. Advertising typically has a half-life of three four weeks. In terms scheduling, continuity strategy appears preferable. There may conditions...
Each professorship is initially allocated from 0.8 to 1.5 million Euros for 5 years.Support may then be extended up 3 years after a successful evaluation