Peter Danaher Copyright (c) 2008 All rights reserved. http://works.bepress.com/peter_danaher Recent documents in Peter Danaher en-us Tue, 16 Sep 2008 04:17:10 PDT 3600 Optimizing Television Program Schedules Using Choice Modeling http://works.bepress.com/peter_danaher/11 http://works.bepress.com/peter_danaher/11 Sun, 14 Sep 2008 23:25:55 PDT Peter J. Danaher Incorporating Marketing Mix Variables in Models of the Diffusion of Successive Generations of Technological Innovations http://works.bepress.com/peter_danaher/10 http://works.bepress.com/peter_danaher/10 Sun, 14 Sep 2008 23:25:01 PDT Peter J. Danaher How Firms Relate to their Markets: An Empirical Examination of Contemporary Marketing Practices http://works.bepress.com/peter_danaher/9 http://works.bepress.com/peter_danaher/9 Sun, 14 Sep 2008 23:23:50 PDT Peter J. Danaher Optimal Pricing of Subscription Services: Analysis of a Market Experiment http://works.bepress.com/peter_danaher/8 http://works.bepress.com/peter_danaher/8 Sun, 14 Sep 2008 23:22:42 PDT Peter J. Danaher Factors Affecting Online Advertising Recall: A Study of Students http://works.bepress.com/peter_danaher/7 http://works.bepress.com/peter_danaher/7 Sun, 14 Sep 2008 23:21:31 PDT Peter J. Danaher A Comparison of Online and Offline Consumer Brand Loyalty http://works.bepress.com/peter_danaher/6 http://works.bepress.com/peter_danaher/6 Sun, 14 Sep 2008 23:20:08 PDT Peter J. Danaher Bacon with Your Eggs? Applications of a New Bivariate Beta-Binomial Distribution http://works.bepress.com/peter_danaher/5 http://works.bepress.com/peter_danaher/5 Sun, 14 Sep 2008 23:18:56 PDT Peter J. Danaher Factors Affecting Website Visit Duration: A Cross-Domain Analysis http://works.bepress.com/peter_danaher/4 http://works.bepress.com/peter_danaher/4 Sun, 14 Sep 2008 23:17:52 PDT Peter J. Danaher Modeling Page Views Across Multiple Websites With An Application to Internet Reach and Frequency Prediction http://works.bepress.com/peter_danaher/3 http://works.bepress.com/peter_danaher/3 Sun, 14 Sep 2008 23:16:26 PDT Peter J. Danaher Who Wants a Relationship Anyway? Conditions When Consumers Expect a Relationship With Their Service Provider http://works.bepress.com/peter_danaher/2 http://works.bepress.com/peter_danaher/2 Sun, 14 Sep 2008 23:14:17 PDT Peter J. Danaher The Effect of Competitive Advertising Interference on Sales for Packaged Goods http://works.bepress.com/peter_danaher/1 http://works.bepress.com/peter_danaher/1 Fri, 12 Sep 2008 18:37:07 PDT Competitive advertising interference can occur when viewers of advertising for a focal brand are also exposed to advertising messages for competing brands within a short time period, say one week for TV advertising. Although competitive advertising interference has been shown to reduce advertising recall and recognition and brand evaluation measures, no studies have examined the impact on brand sales. In this research the authors use a market response model of sales for two grocery categories for a large grocery chain in the Chicago area to study the extent to which sales are influenced by competitive advertising interference. The model enables the authors to capture the 'pure' own-brand advertising elasticities that would arise if there were no competitive interference. The results show that competitive interference effects on sales are strong. When one or more competing brands advertise in the same week as the focal brand, the advertising elasticity diminishes for the focal brand. The decrease depends on the number of competing brands advertising in a particular week and their total advertising volume. The authors find that having one more competitor advertise is generally more harmful to a focal brand's advertising effectiveness than if the present number of advertising brands increase their total advertising volume. Peter J. Danaher