Spatiotemporal Allocation of Advertising Budgets

Vol. XLIX (February 2012), 1 –14 *Ashwin Aravindakshan is Assistant Professor of Marketing (e-mail: aaravind@ ucdavis.edu), and Prasad A. Naik is Professor of Marketing (e-mail: [email protected]), Graduate School of Management, University of California, Davis. Kay Peters is a postdoctoral student, Center for Interactive Marketing and Media Management, Institute for Marketing, University of Muenster, and Visiting Assistant Professor of Marketing, Graduate School of Management, University of California, Davis (e-mail: kay. peters@ unimuenster.de). The authors thank participants for their helpful suggestions at the Marketing Dynamics Conference 2009, Marketing Science Conference 2009, Rice University, Boston University, University of Missouri, and Columbia University. They thank Sonke Albers for thoughtful comments on a previous draft and appreciate the personal support of Juergen Hesse. They gratefully acknowledge the generous support received from the Deutsche Post, Siegfried Vögele Institute, Nielsen Media Research, and the participating company. Carl Mela served as associate editor for this article. ASHWIN ARAVINDAKSHAN, KAY PETERS, and PRASAD A. NAIK*