We study the optimal levels of advertising and promotion budgets in dynamic markets with brand equity as a mediating variable. To this end, we develop and estimate a state-space model based on the Kalman filter that captures the dynamics of brand equity as influenced by its drivers that include a brand’s advertising and sales promotion expenditures. By integrating the Kalman filter with the ran...

BACKGROUND Illicit or rogue Internet pharmacies are a recognized global public health threat that have been identified as utilizing various forms of online marketing and promotion, including social media. OBJECTIVE To assess the accessibility of creating illicit no prescription direct-to-consumer advertising (DTCA) online pharmacy social media marketing (eDTCA2.0) and evaluate its potential g...

R ay Moynihan and colleagues describe disease mongering as, " widening the boundaries of treatable illness in order to expand markets for those who sell and deliver treatments " [1]. In this article, I examine one aspect of disease mongering: activities fi nanced by drug companies to promote sales by expanding the pool of patients potentially treated by their products, when no benefi t in terms...

introduction: food industry is one of the most important industries in developing countries that has an enormous role in employment, export and value added of the agricultural sector. iran as a developing country has a comparative advantage in food product industries for several reasons such as adequate and cheap raw materials and having several companies in the field of food industries. the fo...

Nowadays, Personal care products grow rapidly every year even in a red ocean industry. With changes this digital era, personal companies have to innovate order survive and grow. One of the ways is use marketing. There are many do marketing one popular methods social media influencers. However, with so new influencers on media, marketers find it challenging choose right promote their because not...

The study aims to analyze the communication strategy carried out by Matrix in marketing latest product Set Top Box present digital television broadcasts. method used this is a descriptive using qualitative approach. results of show that organizational occurs matrix team diagonal formally and informally. Members can provide input or response instructions given directly, market products. Research...

Firms increasingly use both mass-media advertising and targeted personal selling to successfully promote products and brands in the marketplace. In this study, we jointly examine the e ect of mass-media advertising and personal selling in the context of U.S. presidential elections, where the former is referred to as the air war and the latter the ground game. Speci cally, we look at how di eren...

This paper analyzes dynamic advertising and pricing policies in a durable-good duopoly. The proposed infinite-horizon model, while general enough to capture dynamic price and advertising interactions in a competitive setting, also permits closed-form solutions. We use differential game theory to analyze two different demand specifications – linear demand and isoelastic demand – for symmetric an...

This paper deals with the problem of scheduling optimal advertising policy for a very general class of consumer buying behavior models. To avoid analysis of a complex multitude of social-psychological and cultural-environmental factors affecting the consumer’s decision we construct a stochastic model. Because of the diminishing effect of even advertising policy, we consider advertising pulsing ...