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광고 예산배분

3편 · 2018 1편, 2025 1편, 2026 1편

EXPRESS: Measuring Heterogeneity in TV Advertising Elasticities: Evidence from 135 Retail and Restaurant Brands
JMR · 2026 · 인용 0 · Samsun Knight, Tsung-Yiou Hsieh, Yakov Bart
Multichannel Advertising: Budget Allocation in the Presence of Spillover and Carryover Effects
MSOM · 2025 · 인용 2 · Hao-Yan Chen, Ying‐Ju Chen, Sung-Hyuk Park 외
Delusion in Attribution: Caveats in Using Attribution for Multimedia Budget Allocation
JMR · 2018 · 인용 44 · Peter J. Danaher, Harald J. van Heerde