524

Hani I. Mesak, «An Aggregate Advertising Pulsing Model with Wearout Effects», Marketing Science , Summer 1992, pp. 310—326; Fred M. Feinberg, «Pulsing Policies for Aggregate Advertising Models», Marketing Science , Summer 1992, pp. 221—234.

525

Kristian S. Palda, The Measurement of Cumulative Advertising Effect (Upper Saddle River, NJ: Prentice Hall, 1964), p. 87; David B. Montgomery and Alvin J. Silk, «Estimating Dynamic Effects of Market Communications Expenditures», Management Science (June 1972): 485—501.

526

Помимо приведенных выше работ см. также: David Walker and Tony М. Dubitsky, «Why Liking Matters», Journal of Advertising Research (May–June 1994): 9–18; Abhilasha Mehta, «How Advertising Response Modeling (ARM) Can Increase Ad Effectiveness», Journal of Advertising Research (May–June 1994): 62—74; Karin Holstius, «Sales Response to Advertising», International Journal of Advertising 9, no. 1 (1990): 38—56; John Deighton, Caroline Henderson, and Scott Neslin, «The Effects of Advertising on Brand Switching and Repeat Purchasing», Journal of Marketing Research (February 1994): 28—43; Anil Kaul and Dick R. Wittink, «Empirical Generalizations About the Impact of Advertising on Price Sensitivity and Price», Marketing Science 14, no. 3, pt. 1(1995): G151–160; Ajay Kalra and Ronald C. Goodstein, «The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity», Journal of Marketing Research ( May 1998): 210—224; Gerard J. Tellis, Rajesh K. Chandy, and Pattana Thaivanich, «Which Ad Works, When, Where, and How Often?» Modeling the Effects of Direct Television Adertising», Journal of Marketing Research 37 (February 2000): 32—46.

527

Robert C. Blattberg and Scott A. Neslin, Sales Promotion: Concepts, Methods, and Strategies (Upper Saddle River, NJ: Prentice Hall, 1990). Современный полный обзор теоретических исследований, посвященных стимулированию сбыта, вы можете найти в работе: Scott Neslin, «Sales Promotion», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 310—338.

528

Roger A. Strang, «Sales Promotion – Fast Growth, Faulty Management», Harvard Business Review (July–August 1976): 116—119.

529

Kusum Ailawadi, Karen Gedenk and Scott A. Neslin, «Heterogeneity and Purchase Event Feedback in Choice Models: An Empirical Analysis with Inplications for Model Building», International Journal of Research in Marketing 16 (1999): 177—198; Eric T. Anderson and Duncan Simester, «The Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies», Marketing Science 23, no. 1 (Winter 2004): 4–20.

530

Carl Mela, Kamel Jedidi and Douglas Bowman, «The Long Term Impact of Promotions on Consumer Stockpiling», Journal of Marketing Research 35, no. 2 (May 1998): 250—262; Harald J. Van Heerde, Peter S. H. Leeflang, and Dick Wittink, «The Estimation of Pre– and Postpromotion Dips with Store-Level Scanner Data»,