Modeling Response to Advertising and Pricing Changes for “V-8” Cocktail Vegetable Juice
Modeling Response to Advertising and Pricing Changes for “V-8” Cocktail Vegetable Juice
复制标题
“V-8”鸡尾酒蔬菜汁对广告和定价变化的响应建模
DOI：
10.1287/mksc.5.3.245
复制
发表时间：
1986
影响因子：
5
通讯作者：
A. Rao
中科院分区：
文献类型：
--
作者：
J. O. Eastlack;A. Rao
本文是基于五年来对“V-8”鸡尾酒蔬菜汁进行的一系列研究。这些研究是管理层质疑的结果，这些问题包括新广告活动的有效性、这一活动的最佳媒体组合以及广告文案明显的“磨损”。这些研究包括受控实验、广告反应函数的估计，以及对“V-8”大幅涨价后的价格敏感性的探索。研究发现，对广告的短期反应是S式的，到目前为止，广告对销售的影响中，最大的组成部分是新的创意方法，而不仅仅是支出水平。研究还发现，在价格大幅上涨后的一段短时间内，“V-8”变得对价格极为敏感。然而，大约6个月后，价格的边际影响回到了历史水平。
研究结果在金宝汤公司的应用，它们与文献的关系，以及它们对研究人员和从业者的影响都被讨论过。
This paper is based on a series of studies undertaken for “V-8” Cocktail Vegetable Juice over a five-year period. The studies were a consequence of management questions regarding the effectiveness of a new advertising campaign, the best media mix for this campaign and the apparent “wear-out” of the advertising copy. The studies included controlled experimentation, estimation of advertising response functions, and exploration of price sensitivity following major price increases by “V-8.” It was found that the short-term response to advertising was S-shaped, and that the new creative approach rather than expenditure levels alone accounted for by far the largest component of the impact of advertising on sales. It was also found that for a short period following the major price increases, “V-8” became extremely price sensitive. However, after about six months, the marginal impact of price returned to historical levels.
The application of results at Campbell Soup Company, their relationship to the literature and their implications for both researchers and practitioners are discussed.