Managing advertising campaigns for new product launches: An application at mercedes-benz

Fischer, M

Managing advertising campaigns for new product launches: An application at mercedes-benz

Fischer, M

Permalink

Publication Type:: Journal Article
Citation:: Marketing Science, 2019, 38 (2), pp. 343 - 359
Issue Date:: 2019-03-01

Closed Access

	Filename	Description	Size
	mksc.2018.1136.pdf	Published Version	879.41 kB	Adobe PDF	View/Open

Copyright Clearance Process

Recently Added
In Progress
Closed Access

This item is closed access and not available.

Full metadata record

Field	Value	Language
dc.contributor.author	Fischer, M https://orcid.org/0000-0002-9012-2292	en_US
dc.date.available	2018-08-06	en_US
dc.date.issued	2019-03-01	en_US
dc.identifier.citation	Marketing Science, 2019, 38 (2), pp. 343 - 359	en_US
dc.identifier.issn	0732-2399	en_US
dc.identifier.uri	http://hdl.handle.net/10453/138853
dc.description.abstract	© 2019 INFORMS. The launch of a new product is one of the most critical activities that product and brandmanagers are facedwith. It requires a substantial communications budget to introduce the new product to the market. As the number of media channels proliferates, however, managers are increasingly held accountable to demonstrate the efficient use of resources. This article introduces a new decision support tool to optimize advertising campaigns for new product launches based on lessons learned froman ex post analysis of prior campaigns. The tool builds on a distinct data collection approach combined with econometric modeling to produce advertising elasticities, which is the key information in the media mix optimization. The approachwas implemented atMercedes-Benz and applied to four major new car launches in Germany in 2012 and 2013. It revealed estimated savings of 15%-30% or EUR 2 million per campaign from a more efficient use of resources.	en_US
dc.relation.ispartof	Marketing Science	en_US
dc.relation.isbasedon	10.1287/mksc.2018.1136	en_US
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject.classification	Marketing	en_US
dc.title	Managing advertising campaigns for new product launches: An application at mercedes-benz	en_US
dc.type	Journal Article
utslib.citation.volume	2	en_US
utslib.citation.volume	38	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access	*
pubs.issue	2	en_US
pubs.publication-status	Published	en_US
pubs.volume	38	en_US

Abstract:

© 2019 INFORMS. The launch of a new product is one of the most critical activities that product and brandmanagers are facedwith. It requires a substantial communications budget to introduce the new product to the market. As the number of media channels proliferates, however, managers are increasingly held accountable to demonstrate the efficient use of resources. This article introduces a new decision support tool to optimize advertising campaigns for new product launches based on lessons learned froman ex post analysis of prior campaigns. The tool builds on a distinct data collection approach combined with econometric modeling to produce advertising elasticities, which is the key information in the media mix optimization. The approachwas implemented atMercedes-Benz and applied to four major new car launches in Germany in 2012 and 2013. It revealed estimated savings of 15%-30% or EUR 2 million per campaign from a more efficient use of resources.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/138853