A brand choice model for TV advertising management using single-source data

Masataka Ban, Nobuhiko Terui, Makoto Abe

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

A brand choice model for TV advertising management using single-source data is proposed. The model replaces household-specific advertising exposure, which is often used as a covariate in a brand choice model, with gross rating points (GRP), a managerial control variable for advertising. In particular, given daily GRP, a probabilistic model of advertising exposure for heterogeneous customers is integrated into a brand choice model with advertising threshold under a Bayesian framework. Through hierarchical modeling, demographic information on panels provides managerial insights into advertising planning.

Original languageEnglish
Pages (from-to)373-389
Number of pages17
JournalMarketing Letters
Volume22
Issue number4
DOIs
Publication statusPublished - 2011 Nov

Keywords

  • Advertising exposure
  • Advertising management
  • GRP
  • Heterogeneity
  • MCMC
  • Single-source data

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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