Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2018.1458638
Elasticities and dynamics of on-line price promotions and advertising
Danjel Bratina
orcid.org/0000-0002-0794-6662
; Fakulteta za management Koper, University of Primorska, Koper, Slovenia
Sažetak
Our paper deals with short and long-term effects of price promotions
and advertising using experimental research on a web shop sales
and page clicks. We try to assess how promotions and advertising
elasticities are affected by different combinations of marketing
activities. We also determine dynamic behaviour of web sales and
page-clicks using category aggregated daily time series with various
marketing activities as intervention pulses. Findings show higher
elasticities for increased marketing efforts, peaking at highest
discounts and maximum levels of advertising. Price elasticities have
been found to be 0.32 to −2.64, while advertising elasticities were
between 0 and 0.32. Analysis of dynamics of both marketing activities
and carryover effects confirm an immediate effect of discounting on
sales and a lagged effect of 1 period of advertising. The decay of
advertising effect is faster than discounting and neither of the two
has a carryover effect.
Ključne riječi
Promotion effectiveness; advertising effectiveness; time-series analysis; intervention analysis
Hrčak ID:
206103
URI
Datum izdavanja:
3.12.2018.
Posjeta: 872 *