Analysis of advertising lifetime for mobile phone

So Young Sohn; Hong Choi

doi:10.1016/S0305-0483(01)00034-2

Analysis of advertising lifetime for mobile phone

So Young Sohn, Hong Choi

Department of Industrial Engineering

Research output: Contribution to journal › Article

11 Citations (Scopus)

Abstract

The market for mobile phones has increased substantially. In an attempt to maintain or increase their market share, mobile phone companies invest a significant amount of their budget on advertising. In this paper, we analyze TV advertising lifetime data of five mobile phone companies in Korea. We identify the distribution of advertising lifetime and model the median life as a function of company-specific fixed effects, type of advertising, the number of new customers signed for the service, and the number of new advertisements placed by the competitors. We show how the fitted lifetime model can be applied to advertising policy such as switching time for new advertisement.

Original language	English
Pages (from-to)	473-478
Number of pages	6
Journal	Omega
Volume	29
Issue number	6
DOIs	https://doi.org/10.1016/S0305-0483(01)00034-2
Publication status	Published - 2001 Jan 1

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All Science Journal Classification (ASJC) codes

Strategy and Management
Management Science and Operations Research
Information Systems and Management

Cite this

Sohn, S. Y., & Choi, H. (2001). Analysis of advertising lifetime for mobile phone. Omega, 29(6), 473-478. https://doi.org/10.1016/S0305-0483(01)00034-2

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10.1016/S0305-0483(01)00034-2