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Toward a Normative Model of Promotional Decision Making

Management science, 1973-02, Vol.19 (6), p.593-603 [Peer Reviewed Journal]

Copyright 1973 The Institute of Management Sciences ;Copyright Institute for Operations Research and the Management Sciences Feb 1973 ;Copyright Institute for Operations Research and the Management Sciences Feb. 1973 ;Copyright Institute for Operations Research and the Management Sciences FEB 1973 ;ISSN: 0025-1909 ;EISSN: 1526-5501 ;DOI: 10.1287/mnsc.19.6.593 ;CODEN: MNSCDI

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  • Title:
    Toward a Normative Model of Promotional Decision Making
  • Author: Aaker, David A
  • Subjects: Advertising ; Advertising research ; Brand loyalty ; Brands ; Consumer behavior ; Costs ; Decision making ; Decision making models ; Loyalty ; Marketing ; Net present value ; Normativity ; Promotion costs ; Purchasing ; Retail stores ; Sales promotions ; Stochastic models
  • Is Part Of: Management science, 1973-02, Vol.19 (6), p.593-603
  • Description: This paper presents a normative model of promotional decision making and reviews current literature in the model context. The model emphasizes the long-run impact of promotions and draws upon stochastic buyer-behavior model technology. In particular, a stochastic model is used to predict the level of brand acceptance obtained from a group of new triers attracted by a promotion-consumers with no recent use experience with the brand. This brand acceptance is made a function of the composition of the new-trier group. Finally, attention is focused upon the probability distribution of those attracted by the promotion, conditional on the nature of the promotion. This distribution is used to develop expressions for the expected long-term worth of a new-trier group attracted by a specific promotion.
  • Publisher: Linthicum: INFORMS
  • Language: English
  • Identifier: ISSN: 0025-1909
    EISSN: 1526-5501
    DOI: 10.1287/mnsc.19.6.593
    CODEN: MNSCDI
  • Source: RePEc
    ProQuest Central
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