An empirical validation of dynamic competitive advertising models.

60 p.

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Bibliographic Details
Main Author:	Cheong Yin Feng Angela, Lee Hwee Theng, Lim Ling Yan
Other Authors:	Wang Qinan
Format:	Final Year Project
Published:	2014
Subjects:	DRNTU::Business::Advertising
Online Access:	http://hdl.handle.net/10356/58021
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Institution:	Nanyang Technological University

id	sg-ntu-dr.10356-58021
record_format	dspace
spelling	sg-ntu-dr.10356-580212023-05-19T06:16:16Z An empirical validation of dynamic competitive advertising models. Cheong Yin Feng Angela, Lee Hwee Theng, Lim Ling Yan Wang Qinan Nanyang Business School DRNTU::Business::Advertising 60 p. This study provides an empirical validation of three dynamic competitive response models of market share to advertising expenditure. Data from three product markets, namely: (a) the beer market; (b) the cigarette market; and (c) the soft drink market are used for the empirical validation. As all three models assume a duopolistic environment, two major players from each product market were chosen for our study. The scope of our study is further extended to include the discussion of whether present value or current value fits to the models better. In addition, an effort was made to evaluate the effectiveness of advertising in influencing market share variations. BUSINESS 2014-04-07T11:13:05Z 2014-04-07T11:13:05Z 1997 1997 Final Year Project (FYP) http://hdl.handle.net/10356/58021 Nanyang Technological University application/pdf
institution	Nanyang Technological University
building	NTU Library
continent	Asia
country	Singapore Singapore
content_provider	NTU Library
collection	DR-NTU
topic	DRNTU::Business::Advertising
spellingShingle	DRNTU::Business::Advertising Cheong Yin Feng Angela, Lee Hwee Theng, Lim Ling Yan An empirical validation of dynamic competitive advertising models.
description	60 p.
author2	Wang Qinan
author_facet	Wang Qinan Cheong Yin Feng Angela, Lee Hwee Theng, Lim Ling Yan
format	Final Year Project
author	Cheong Yin Feng Angela, Lee Hwee Theng, Lim Ling Yan
author_sort	Cheong Yin Feng Angela, Lee Hwee Theng, Lim Ling Yan
title	An empirical validation of dynamic competitive advertising models.
title_short	An empirical validation of dynamic competitive advertising models.
title_full	An empirical validation of dynamic competitive advertising models.
title_fullStr	An empirical validation of dynamic competitive advertising models.
title_full_unstemmed	An empirical validation of dynamic competitive advertising models.
title_sort	empirical validation of dynamic competitive advertising models.
publishDate	2014
url	http://hdl.handle.net/10356/58021
_version_	1770565233278976000

An empirical validation of dynamic competitive advertising models.

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