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A brand choice model for TV advertising management using single-source data |
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| Authors: | Masataka Ban Nobuhiko Terui Makoto Abe |
| Institution: | 1. Faculty of Business Administration, Mejiro University, Tokyo, Japan 2. Graduate School of Economics and Management, Tohoku University, Sendai, Miyagi, Japan 3. Graduate School of Economics, University of Tokyo, Tokyo, Japan |
| Abstract: | A brand choice model for TV advertising management using single-source data is proposed. The model replaces household-specific advertising exposure, which is often used as a covariate in a brand choice model, with gross rating points (GRP), a managerial control variable for advertising. In particular, given daily GRP, a probabilistic model of advertising exposure for heterogeneous customers is integrated into a brand choice model with advertising threshold under a Bayesian framework. Through hierarchical modeling, demographic information on panels provides managerial insights into advertising planning. |
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