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Navigable Slide Index

1. Introduction
2. Outline
3. Multi-stage purchase process
4. Intermediate media effects (1)
5. Intermediate media effects (2)
6. Empirical data
7. Hierarchical effects
8. Models considered
9. Modeling approach (1)
10. Modeling approach (2)
11. Proposed segment level model (1)
12. Proposed segment level model (2)
13. Summary statistics (automobile data)
14. Simulation study 1
15. Simulation study 2
16. Standard aggregate regression model
17. Partitioning the dependent variable
18. Aggregate model
19. Model comparisons
20. Trace plot for automobile data
21. Best fitting model - output (1)
22. Best fitting model - output (2)
23. Best fitting model - output (3)
24. Purchase intention and media exposure
25. For the best fitting model
26. Effect of media exposure on purchase intention
27. Empirical results
28. Thank you!

Topics Covered

• Multistage processes
• Understanding intermediate effects of advertising
• A simple Bayesian approach for capturing intermediate effects with heterogeneous response segments
• Application based on cross-sectional brand tracking data to demonstrate the proposed modeling strategy and model comparisons

Links

Series:

• Bayesian Analysis in Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 27, 2010