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Measuring the reach and frequency elasticities of advertising media

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Abstract

This study describes a general approach for measuring the elasticities and cross-elasticities of reach and frequency of advertising media schedules. The approach involves the approximation of a complex model, which combines logit choice behavior and stochastic model components, by means of a surface response methodology method. Using single-source UPC scanner data for an actual market situation, the paper highlights the steps for implementing the approach within a market environment that is characterized by asymmetric competitive advertising media effects.

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Authors and Affiliations

  1. School of Business Administration, University of Southern California, 90089-1412, Los Angeles, CA

    Fred S. Zufryden

  2. Information Resources, Inc., 333 Market Street, 94105, San Francisco, CA

    James H. Pedrick

Authors
  1. Fred S. Zufryden
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  2. James H. Pedrick
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Zufryden, F.S., Pedrick, J.H. Measuring the reach and frequency elasticities of advertising media. Market Lett 4, 215–225 (1993). https://doi.org/10.1007/BF00999228

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