Víctor Gallego, Pablo Suárez-García, Pablo Angulo, David Gómez-Ullate
arXiv 9 Jan 2018 · Statistics — Machine Learning · publishedApplied Stochastic Models in Business and Industry (2019) · 17 citations (OpenAlex)
arXiv:1801.03050 · PDF · DOI · OpenAlex · Extracted main text
We propose a robust implementation of the Nerlove--Arrow model using a Bayesian structural time series model to explain the relationship between advertising expenditures of a country-wide fast-food franchise network with its weekly sales. Thanks to the flexibility and modularity of the model, it is well suited to generalization to other markets or situations. Its Bayesian nature facilitates incorporating a priori information (the manager's views), which can be updated with relevant data. This aspect of the model will be used to present a strategy of budget scheduling across time and channels.
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The works this paper leans on most, across its whole bibliography — not restricted to papers in our corpus. Ranked by composite intensity, which combines how often a work is mentioned, how many sections mention it, and how much of that falls in the main text rather than the appendix.
| Reference | Intensity | Mentions | Sections | Main text | |
|---|---|---|---|---|---|
| 1 | Steven L Scott and Hal R Varian (2014) Predicting the present with bayesian structural time series | 0.811 | 4 | 2 | 100% |
| 2 | Marc Nerlove and Kenneth J Arrow (1962) Optimal advertising policy under dynamic conditions | 0.737 | 3 | 2 | 100% |
| 3 | John DC Little (1975) Brandaid: A marketing-mix model, part 1: Structure | 0.644 | 2 | 2 | 100% |
| 4 | John DC Little (1979) Aggregate advertising models: The state of the art | 0.644 | 2 | 2 | 100% |
| 5 | Simo Särkkä (2013) Bayesian Filtering and Smoothing, volume 3 | 0.644 | 2 | 2 | 100% |
| 6 | Steven L Scott (2016) bsts: Bayesian structural time series, 2016 | 0.644 | 2 | 2 | 100% |
| 7 | ML Vidale and HB Wolfe (1957) An operations-research study of sales response to advertising | 0.644 | 2 | 2 | 100% |
| 8 | Giovanni Petris, Sonia Petrone, and Patrizia Campagnoli (2009) Dynamic linear models | 0.585 | 3 | 1 | 100% |
| 9 | Gert Assmus, John U Farley, and Donald R Lehmann (1984) How advertising affects sales: Meta-analysis of econometric results | 0.511 | 2 | 1 | 100% |
| 10 | Kyle Bagwell (2007) The economic analysis of advertising | 0.405 | 1 | 1 | 100% |
Showing the top 10 of 30 scored citations.