Static Response Models
Routing Summary
Static models estimate same-period marketing effects. Core note is Functional Forms.
- Ten functional forms with full LaTeX + elasticities → Functional Forms in Marketing
- MCI/MNL market share models → Market Share Models
- Aggregation from individual to aggregate → Aggregation of Relations
- Model design decisions (variable selection, competition) → Design of Static Response Models
Concept Map
| Concept | Note | Type | Depends On | Key Result |
|---|---|---|---|---|
| Functional forms & elasticities | Functional Forms in Marketing | concept | Markets Data and Sales Drivers, Response Models for Marketing Management | Catalogues ten functional forms for sales response with elasticity formulas |
| Attraction market-share models | Market Share Models | concept | Functional Forms in Marketing, Markets Data and Sales Drivers | MCI and MNL models specify brand shares from marketing variables |
| Aggregation of relations | Aggregation of Relations | concept | Functional Forms in Marketing, Markets Data and Sales Drivers | Aggregate models recover or bias individual parameters depending on functional form |
| Static model design | Design of Static Response Models | concept | Functional Forms in Marketing, Market Share Models, Aggregation of Relations | Design choices for estimating contemporaneous marketing-to-sales relationships |
Notes
- Functional Forms in Marketing — CONTAINS: linear, semilog, power/log-log (constant elasticity), multiplicative, exponential (increasing returns), log-reciprocal (S-shaped saturation), Gompertz, modified exponential, logistic, and ADBUDG (Little 1970) forms, plus the SCAN*PRO scanner model, random-coefficients model, and switching models (Goldfeld-Quandt, Maddala-Nelson).
- Market Share Models — CONTAINS: attraction-based share framework, MCI (multiplicative competitive interaction) model, log-centering transformation, own/cross-share elasticities, MNL (multinomial logit), IIA property, differential-effects/heterogeneous MCI, SUR log-centering estimation, primary-vs-selective demand decomposition (Schultz-Wittink), and nested/random-coefficients (BLP)/probit relaxations.
- Aggregation of Relations — CONTAINS: aggregation bias, exact aggregation (linear case) theorem, approximate aggregation with second-order correction, random-coefficients model, temporal vs cross-sectional aggregation, and Clarke (1976) temporal-aggregation correction.
- Design of Static Response Models — CONTAINS: model completeness, variable-selection principles, competitive specification (absolute levels, share of voice, market-share approaches), interaction terms and moderation, feature-multiplier dummy variables, share of voice (SOV), specification checklist, SUR, and ADL.