Construct · 1 fields · 1 citations

Nerlove-Arrow model: a standalone construct

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Advertising

a dynamic model in which advertising builds a stock of goodwill that decays over time, used to derive optimal advertising policy.

In advertising, Nerlove-Arrow model refers to a dynamic model in which advertising builds a stock of goodwill that decays over time, used to derive optimal advertising policy. This meaning comes from Nerlove (1962) in Economica.[1]

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Nearby constructs

goodwill3 fields · 3 citationsjingle · one word, three constructs model3 fields · 3 citationsjingle · one word, three constructs policy2 fields · 4 citationsjingle · one word, two constructs

References

Nerlove, M., & Arrow, K. J. (1962). Optimal Advertising Policy under Dynamic Conditions. Economica, 29(114), 129. https://doi.org/10.2307/2551549

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