Advertising response models with managerial impact: An agenda for the future

Abstract

This paper discusses recent advances in advertising response models and identifies new opportunities for managerially relevant research. First, it establishes that recent research has shifted attention from topics such as duration of advertising effects in mature markets and short-term advertising elasticities to issues such as combined effects of ad content and weight and effectiveness in evolving markets. Then, motivated from recent trends in advertising practice, it presents a research agenda consisting of four main topics: (1) new media and forms of advertising (e.g. product placement), (2) media synergies, (3) advertising productivity and (4) advertising effects on performance stability. Copyright © 2005 John Wiley & Sons, Ltd.