Effect of Temporal Spacing between Advertising Exposures: Evidence from Online Field Experiments
SSRN Electronic JournalPublished 1 January 2013Open access
Navdeep S. Sahni
Citations34
Generate an AI Snapshot to get a quick, structured summary of this paper.
Study Snapshot
ObjectiveStudy objective
MethodsResearch methodology
PopulationPopulation studied
Sample sizeSample sizes
OutcomesStudy outcomes here
ResultsStudy results comes here
LimitationsResearch study limitations comes here
A concise AI-generated summary of the paper will appear here once you click Generate AI Snapshot.
Abstract
Download This Paper Open PDF in Browser Add Paper to My Library Share: Permalink Using these links will ensure access to this page indefinitely Copy URL Copy DOI
Keywords
Decision SciencesBusiness, Management and Accounting
Psychological ReviewAn Integrated Theory of the Mind.
2,937 Citations2004John R. Anderson, Daniel Bothell +4 more
The perceptual-motor modules, the goal module, and the declarative memory module are presented as examples of specialized systems in ACT-R, which consists of multiple modules that are integrated to produce coherent cognition.
Management ScienceAn Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets
670 Citations2009Anindya Ghose, Sha Yang
Journal of Marketing ResearchEconometric Measurement of the Duration of Advertising Effect on Sales
630 Citations1976Darral G. Clarke
Management ScienceEndogeneity in Brand Choice Models
534 Citations1999J. Miguel Villas‐Boas, Russell S. Winer
Handbook of Industrial OrganizationChapter 28 The Economic Analysis of Advertising
527 Citations2007Kyle Bagwell
International series in quantitative marketingMarket Response Models: Econometric and Time Series Analysis
488 Citations1989Dominique M. Hanssens, Leonard J. Parsons +1 more
Journal of Marketing ResearchHow T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments
461 Citations1995Leonard M. Lodish, Magid M. Abraham +5 more
Journal of Marketing ResearchHow Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities
460 Citations2011Raj Sethuraman, Gerard J. Tellis +1 more
Management ScienceDynamic Optimal Control Models in Advertising: Recent Developments
420 Citations1994Gustav Feichtinger, Richard F. Hartl +1 more
Journal of Marketing ResearchFrom Generic to Branded: A Model of Spillover in Paid Search Advertising
370 Citations2011Oliver J. Rutz, Randolph E. Bucklin
Cognitive SciencePractice and Forgetting Effects on Vocabulary Memory: An Activation‐Based Model of the Spacing Effect
318 Citations2005Philip I. Pavlik, John R. Anderson
The relative benefit of spacing increased with increased practice and with longer retention intervals, and the model was compared with another model of the spacing effect and was fit to some results from the literature on spacing and memory.
Marketing SciencePlanning Media Schedules in the Presence of Dynamic Advertising Quality
315 Citations1998P. A. Naik, Murali K. Mantrala +1 more
Journal of Consumer ResearchA Meta-analysis of the Spacing Effect in Verbal Learning: Implications for Research on Advertising Repetition and Consumer Memory
266 Citations2003Chris Janiszewski, Hayden Noel +1 more
National Bureau of Economic ResearchConsumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment
224 Citations2014Tom Blake, Chris Nosko +1 more
Journal of Experimental Psychology AppliedUsing a model to compute the optimal schedule of practice.
207 Citations2008Philip I. Pavlik, John R. Anderson
By balancing the spacing effect against the effects of recency and frequency, this paper explains how practice may be scheduled to maximize learning and retention.
Marketing ScienceWearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship
203 Citations2007Frank M. Bass, Norris I. Bruce +2 more
Marketing ScienceThe Race for Sponsored Links: Bidding Patterns for Search Advertising
200 Citations2009Zsolt Katona, Miklós Sárváry
It is found that both of these special aspects of search advertising have a significant effect on sites' bidding behavior and the equilibrium prices of sponsored links, which shed light on the seemingly random order of sites on search engines' list ofsponsored links and their variation over time.
Marketing ScienceAdvertising Pulsing Policies for Generating Awareness for New Products
198 Citations1986Vijay Mahajan, Eitan Muller
Marketing SciencePosition Effects in Search Advertising and their Moderators: A Regression Discontinuity Approach
163 Citations2015Sridhar Narayanan, Kirthi Kalyanam
While a mean comparison of outcomes across positions would indicate very large position effects, it is found that the RD estimates of these effects are much smaller, and exist only in some of the positions, and is applied to a large and unique data set of daily observations containing information on a focal advertiser as well as its major competitors.
Journal of Marketing ResearchHow T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments
155 Citations1995Leonard M. Lodish, Magid M. Abraham +5 more
Marketing ScienceA “Position Paradox” in Sponsored Search Auctions
149 Citations2011Kinshuk Jerath, Liye Ma +2 more
Contrary to conventional belief, it is found that the search engine may have the incentive to overweight the inferior firm's bid and strategically create the position paradox to increase overall clicks by consumers.
Lecture notes in economics and mathematical systemsA Simultaneous Equation Regression Study of Advertising and Sales of Cigarettes
148 Citations1976Frank M. Bass
Marketing ScienceA Summary of Fifty-Five In-Market Experimental Estimates of the Long-Term Effect of TV Advertising
146 Citations1995Leonard M. Lodish, Magid M. Abraham +4 more
SSRN Electronic JournalAn Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets
136 Citations2009Anindya Ghose, Sha Yang
This paper empirically model the relationship between different sponsored search metrics such as click-through rates, conversion rates, cost per click, and ranking of advertisements and proposes a novel framework to better understand the factors that drive differences in these metrics.
Marketing ScienceOnline Display Advertising: Modeling the Effects of Multiple Creatives and Individual Impression Histories
135 Citations2013Michael Braun, Wendy W. Moe
Simulation results suggest that online advertisers can increase the number of website visits and conversions by varying the creative content shown to an individual according to that person's history of previous ad impressions.
Marketing ScienceZooming In on Paid Search Ads—A Consumer-Level Model Calibrated on Aggregated Data
105 Citations2011Oliver J. Rutz, Michael Trusov
An original framework to analyze composition and design attributes of paid search ads is developed and a novel contextual targeting scheme in which a coupon is offered to a consumer depending on the position in which the paid search ad was displayed is proposed.
Journal of Marketing ResearchEffects of Price and Advertising in Test-Market Experiments
105 Citations1977Gerald J. Eskin, Penny H. Baron
Marketing SciencePredicting Advertising Pulsing Policies in an Oligopoly: A Model and Empirical Test
92 Citations1993J. Miguel Villas‐Boas
Marketing ScienceAdvertising Experiments at the Campbell Soup Company
90 Citations1989Joseph O. Eastlack, Ambar G. Rao
Journal of Advertising ResearchGeneralizations about Advertising Effectiveness in Markets
85 Citations2009Gerard J. Tellis
Economic InquiryDYNAMICS OF RETAIL ADVERTISING: EVIDENCE FROM A FIELD EXPERIMENT
73 Citations2009Duncan Simester, Yu Jeffrey Hu +2 more
Marketing ScienceThe Effect of Media Advertising on Brand Consideration and Choice
72 Citations2010Nobuhiko Terui, Masataka Ban +1 more
Quantitative Marketing and EconomicsGoodwill and dynamic advertising strategies
68 Citations2006Toker Doğanoğlu, Daniel Klapper
Journal of Marketing ResearchA Simultaneous Equation Regression Study of Advertising and Sales of Cigarettes
65 Citations1969Frank M. Bass
Management ScienceOn Continuous-Time Optimal Advertising Under S-Shaped Response
63 Citations2001Fred M. Feinberg
A flexible class of S-shaped response models is formulated for which it is demonstrated that, in contrast to findings in the literature on discretized advertising models, continuous periodic optima cannot be supported and a set of baseline properties that reasonable models should possess are suggested.
Marketing SciencePooling and Dynamic Forgetting Effects in Multitheme Advertising: Tracking the Advertising Sales Relationship with Particle Filters
52 Citations2008Norris I. Bruce
Results show that forgetting or carry-over rates may be time varying and a function of prior goodwill past advertising and other advertising variables, and that pooling effects can reduce theme wear out and, in turn, significantly improve advertising efficiency.
SSRN Electronic JournalSearch Engine Advertising: Channel Substitution when Pricing Ads to Context
45 Citations2010Avi Goldfarb, Catherine E. Tucker
This substitution toward online advertising is strongest in markets with fewer customers, suggesting that the relationship between the online and offline media is mediated by the marketers' need to target their communications.
Management ScienceAdvertising Cost Interactions and the Optimality of Pulsing
42 Citations1991Minhi Hahn, Jin-Sok Hyun
Marketing ScienceA Dynamic Model of Sponsored Search Advertising
39 Citations2011Song Yao, Carl F. Mela
The dynamic structural model proposed serves as a foundation to explore how the interaction of various agents (searchers, advertisers, and the search engine) in keyword markets affects consumer welfare and firm profits and it is found that frequent clickers place a greater emphasis on the position of the sponsored advertising link.
Journal of Marketing ResearchEnhancing Memory of Television Commercials through Message Spacing
39 Citations1994Surendra N. Singh, Sanjay Mishra +2 more
Journal of AdvertisingEffects of Scheduling on Retention of Advertising Messages
34 Citations1985Debbora T. A. Heflin, Robert C. Haygood
Journal of Marketing ResearchIntervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising
29 Citations1986Lakshman Krishnamurthi, Jack Narayan +1 more
SSRN Electronic JournalModeling Cross-Category Purchases in Sponsored Search Advertising
24 Citations2010Anindya Ghose, Sha Yang
A model to map consumers’ search-to-purchase behavior in the online world suggests that retailers can benefit from providing personalized targeting and recommendations based on consumer search and cross-category purchase patterns during sponsored search advertising.
SSRN Electronic JournalAdvertising Spillovers: Field-Experiment Evidence and Implications for Returns from Advertising
19 Citations2014Navdeep S. Sahni
SSRN Electronic JournalA 'Position Paradox' in Sponsored Search Auctions
16 Citations2010Kinshuk Jerath, Liye Ma +2 more
SSRN Electronic JournalGeneralizations About Advertising Effectiveness in Markets
16 Citations2010Gerard J. Tellis
IIASA PURE (International Institute of Applied Systems Analysis)Dynamic Optimal Control Models in Advertising: Recent Developments
7 Citations2008Gustav Feichtinger, Richard F. Hartl +1 more
Psychology and MarketingThe spacing effect in marketing: A review of extant findings and directions for future research
6 Citations2009Hayden Noel, Beth Vallen