论文信息 - Advertising and Promotion Effects on Consumer Response to New Products

Advertising and Promotion Effects on Consumer Response to New Products

A stochastic model of consumer response to new products is developed which incorporates the effects of overtime variations in advertising and promotion. The model’s primary usefulness lies in its ability to generate conditional forecasts of product sales to evaluate alternative marketing programs for new product introduction.

Masao Nakanishi

[1] L. Fourt,et al. Early Prediction of Market Success for New Grocery Products , 1960 .

[2] F. J. Anscombe. Estimating a Mixed-Exponential Response Law , 1961 .

[3] A Theory of Market Behavior After Innovation , 1964 .

[4] J. Parfitt,et al. Use of Consumer Panels for Brand-Share Prediction , 1968 .

[5] W. Massy. Forecasting the Demand for New Convenience Products , 1969 .

[6] David B. Montgomery,et al. Stochastic Models of Buying Behavior. , 1970 .

[7] Masao Nakanishi. Consumer Learning in Awareness and Trial of New Products , 1971 .