S. Siddarth

TL;DR: In this article, the authors used persistence modeling on weekly sales data of a perishable and a storable product derived from a scanner panel and developed and applied an impulse response approach to estimate the promotional adjustment period and the total dynamic effects of a price promotion.

TL;DR: In this article, the authors test the hypotheses that parameters of advertising sensitivity for adolescents are significant and perhaps larger than those for adults, and they find that Cigarette brand shares of advertising voice are larger for adolescents than adults.

TL;DR: In this article, a joint estimation approach to segment households on the basis of their response to price and promotion in brand choice, purchase incidence, and purchase quantity decisions was developed, where the authors developed a joint estimator to segment household households based on their responses to product promotions.

TL;DR: An analysis of estimated choice sets across panelists reveals that market share does not “go hand-in-hand” with choice set share (the percentage of choice sets in which a brand is a member).

TL;DR: In this paper, the authors present a conceptual framework to describe the commercial zapping phenomenon and use it to identify factors that influence channel switching during commercials, and explore the impact of advertising content on zapping and find that the presence of a brand differentiating message in a commercial causes a statistically significant decrease in zapping probabilities.