Marketing Models
Detailed Course Outline and Reading List

Marketing Mix (2) - Advertising and Sales Force - March 4


Readings

Historical Perspectives

Text Chapter 8: Advertising Effectiveness by Gerard J. Tellis.


Recent Contributions

 

Tellis, Gerard, Rajesh K. Chandy, Deborah MacInnis and Pattana Thaivanich (2005), “Modeling the Micro Effects of Television Advertising: Which Ad Works, When, Where, For How Long, and Why?” Marketing Science, 24 (3), 351-366.  MSI/ISMS Practice Prize article.

               

Dekimpe, Marnik G. and Dominique M. Hanssens (1995), "The Persistence of Marketing Effects on Sales," Marketing Science, 14 (1), 1-21. 1995 John D. C. Little Award Co-Winner.


Mela, Carl F., Sunil Gupta, and Donald R. Lehmann (1997), "The long-term impact of promotion and advertising on consumer brand choice." Journal of Marketing Research, 34 (2), 248-261. 2002 William F. O'Dell Award.

Trusov, Michael, Randolph E. Bucklin, and Koen Pauwels (2009), "Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site." Journal of Marketing 73 (5), 90-102. Voted by the editorial board as the runner-up for the 2009 MSI/H.Paul Root Award. Voted by the editorial board as a finalist for the 2009 Harold H. Maynard Award.  Winner of the Emerald Management Reviews Citation of Excellence Award, 2010.

Optional:  Assmus, Gert, John U. Farley, and Donald R. Lehmann (1984). "How advertising affects sales: Meta-analysis of econometric results." Journal of Marketing Research (1984): 65-74.

Discussion
Questions
  1. What are some opportunities to incorporate behavioral theories of advertising effectiveness into models of the effects of advertising on aggregate market response?

  2. What are some opportunities to incorporate behavioral theories into models of sales force, account or channel management?

  3. Advertising is a very heavily studied topic. Has the modern marketing landscape stimulated new research questions about advertising? What are they? How would you study them? Discuss how the effectiveness of advertising can be studied in a social context, a hospitality/tourism context, a public policy context, or an agribusiness context.