An empirical validation of dynamic competitive advertising models.
60 p.
| Main Author: | |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/58021 |
| _version_ | 1826119872130580480 |
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| author | Cheong Yin Feng Angela, Lee Hwee Theng, Lim Ling Yan |
| author2 | Wang Qinan |
| author_facet | Wang Qinan Cheong Yin Feng Angela, Lee Hwee Theng, Lim Ling Yan |
| author_sort | Cheong Yin Feng Angela, Lee Hwee Theng, Lim Ling Yan |
| collection | NTU |
| description | 60 p. |
| first_indexed | 2024-10-01T05:07:13Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/58021 |
| institution | Nanyang Technological University |
| last_indexed | 2024-10-01T05:07:13Z |
| publishDate | 2014 |
| record_format | dspace |
| spelling | ntu-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 |
| spellingShingle | DRNTU::Business::Advertising Cheong Yin Feng Angela, Lee Hwee Theng, Lim Ling Yan An empirical validation of dynamic competitive advertising models. |
| title | 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_short | An empirical validation of dynamic competitive advertising models. |
| title_sort | empirical validation of dynamic competitive advertising models |
| topic | DRNTU::Business::Advertising |
| url | http://hdl.handle.net/10356/58021 |
| work_keys_str_mv | AT cheongyinfengangelaleehweethenglimlingyan anempiricalvalidationofdynamiccompetitiveadvertisingmodels AT cheongyinfengangelaleehweethenglimlingyan empiricalvalidationofdynamiccompetitiveadvertisingmodels |