{"id":"https://openalex.org/W2186129479","doi":null,"title":"In Search of the Role of Timing in Marketing Decisions and Effectiveness","display_name":"In Search of the Role of Timing in Marketing Decisions and Effectiveness","publication_year":2009,"publication_date":"2009-01-01","ids":{"openalex":"https://openalex.org/W2186129479","mag":"2186129479"},"language":"en","primary_location":{"id":"mag:2186129479","doi":null,"is_oa":false,"landing_page_url":"https://lirias.kuleuven.be/bitstream/123456789/233800/1/phdmaartengijsenberg.pdf","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5059100265","display_name":"Faculteit Economie En","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Faculteit Economie En","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5059100265"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.8065999746322632,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.8065999746322632,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.10580000281333923,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10328","display_name":"Supply Chain and Inventory Management","score":0.08060000091791153,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/advertising-timing","display_name":"advertising timing","score":0.9279999732971191},{"id":"https://openalex.org/keywords/advertising-expenditure","display_name":"advertising expenditure","score":0.6480000019073486},{"id":"https://openalex.org/keywords/normative-theory","display_name":"normative theory","score":0.6470000147819519},{"id":"https://openalex.org/keywords/competitive-advertising","display_name":"competitive advertising","score":0.6460000276565552},{"id":"https://openalex.org/keywords/brand-size","display_name":"brand size","score":0.6449999809265137},{"id":"https://openalex.org/keywords/advertising-frequency","display_name":"advertising frequency","score":0.9490000009536743},{"id":"https://openalex.org/keywords/fast-moving-consumer-goods","display_name":"fast-moving consumer goods","score":0.5199999809265137},{"id":"https://openalex.org/keywords/new-product-launch","display_name":"new product launch","score":0.7300000190734863}],"concepts":[{"id":"https://openalex.org/C2778860618","wikidata":"https://www.wikidata.org/wiki/Q157499","display_name":"Goodwill","level":2,"score":0.7962843179702759},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6765452027320862},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5875468254089355},{"id":"https://openalex.org/C44725695","wikidata":"https://www.wikidata.org/wiki/Q288156","display_name":"Normative","level":2,"score":0.5376706123352051},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5365016460418701},{"id":"https://openalex.org/C148220186","wikidata":"https://www.wikidata.org/wiki/Q7111912","display_name":"Outcome (game theory)","level":2,"score":0.49377068877220154},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.45831531286239624},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.4376556873321533},{"id":"https://openalex.org/C14036430","wikidata":"https://www.wikidata.org/wiki/Q3736076","display_name":"Function (biology)","level":2,"score":0.4164399206638336},{"id":"https://openalex.org/C110350745","wikidata":"https://www.wikidata.org/wiki/Q1761818","display_name":"Advertising campaign","level":2,"score":0.41456690430641174},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.34570151567459106},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.3289351761341095},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.2013264000415802},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.17706841230392456},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.1223197877407074},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C78458016","wikidata":"https://www.wikidata.org/wiki/Q840400","display_name":"Evolutionary biology","level":1,"score":0.0},{"id":"https://openalex.org/C111472728","wikidata":"https://www.wikidata.org/wiki/Q9471","display_name":"Epistemology","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"mag:2186129479","doi":null,"is_oa":false,"landing_page_url":"https://lirias.kuleuven.be/bitstream/123456789/233800/1/phdmaartengijsenberg.pdf","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":140,"referenced_works":["https://openalex.org/W33073600","https://openalex.org/W152060835","https://openalex.org/W158727920","https://openalex.org/W580628719","https://openalex.org/W606151069","https://openalex.org/W649511033","https://openalex.org/W1495951130","https://openalex.org/W1505604356","https://openalex.org/W1520834119","https://openalex.org/W1562193183","https://openalex.org/W1565108529","https://openalex.org/W1575645812","https://openalex.org/W1592307384","https://openalex.org/W1925604136","https://openalex.org/W1968264630","https://openalex.org/W1979602497","https://openalex.org/W1980294764","https://openalex.org/W1986425626","https://openalex.org/W1986753086","https://openalex.org/W1987027140","https://openalex.org/W1988400974","https://openalex.org/W1988858377","https://openalex.org/W1990969594","https://openalex.org/W1992270360","https://openalex.org/W1998275452","https://openalex.org/W2000692145","https://openalex.org/W2001345977","https://openalex.org/W2003963544","https://openalex.org/W2009296073","https://openalex.org/W2010670304","https://openalex.org/W2016266787","https://openalex.org/W2021540993","https://openalex.org/W2022759807","https://openalex.org/W2027597802","https://openalex.org/W2028608995","https://openalex.org/W2031491706","https://openalex.org/W2031895315","https://openalex.org/W2035217173","https://openalex.org/W2037610615","https://openalex.org/W2039548576","https://openalex.org/W2042892410","https://openalex.org/W2043319920","https://openalex.org/W2048616065","https://openalex.org/W2051167783","https://openalex.org/W2051928882","https://openalex.org/W2052803670","https://openalex.org/W2054869847","https://openalex.org/W2056764024","https://openalex.org/W2058218386","https://openalex.org/W2058433370","https://openalex.org/W2058705056","https://openalex.org/W2058990455","https://openalex.org/W2059362760","https://openalex.org/W2060285438","https://openalex.org/W2061436426","https://openalex.org/W2063245270","https://openalex.org/W2074195813","https://openalex.org/W2074833450","https://openalex.org/W2075318833","https://openalex.org/W2075437914","https://openalex.org/W2075913708","https://openalex.org/W2079017615","https://openalex.org/W2079199322","https://openalex.org/W2084059157","https://openalex.org/W2084817199","https://openalex.org/W2085502183","https://openalex.org/W2086753750","https://openalex.org/W2086926212","https://openalex.org/W2094440938","https://openalex.org/W2102454066","https://openalex.org/W2102598266","https://openalex.org/W2102945671","https://openalex.org/W2103550852","https://openalex.org/W2109083778","https://openalex.org/W2111379090","https://openalex.org/W2119397126","https://openalex.org/W2120439761","https://openalex.org/W2124584487","https://openalex.org/W2125552045","https://openalex.org/W2126622250","https://openalex.org/W2127568249","https://openalex.org/W2128169157","https://openalex.org/W2129081291","https://openalex.org/W2129427161","https://openalex.org/W2131828751","https://openalex.org/W2131905645","https://openalex.org/W2133111833","https://openalex.org/W2135452831","https://openalex.org/W2136692284","https://openalex.org/W2138347732","https://openalex.org/W2140531949","https://openalex.org/W2141077304","https://openalex.org/W2141290978","https://openalex.org/W2148193647","https://openalex.org/W2152200898","https://openalex.org/W2153205326","https://openalex.org/W2155885066","https://openalex.org/W2156022826","https://openalex.org/W2157107673","https://openalex.org/W2157313626","https://openalex.org/W2157389841","https://openalex.org/W2160301835","https://openalex.org/W2160845324","https://openalex.org/W2162175235","https://openalex.org/W2162650630","https://openalex.org/W2167560365","https://openalex.org/W2169627451","https://openalex.org/W2170109944","https://openalex.org/W2170163970","https://openalex.org/W2175323374","https://openalex.org/W2266639535","https://openalex.org/W2313979614","https://openalex.org/W2315228948","https://openalex.org/W2319279578","https://openalex.org/W2319413631","https://openalex.org/W2319938887","https://openalex.org/W2320734565","https://openalex.org/W2323820633","https://openalex.org/W2327506761","https://openalex.org/W2329992045","https://openalex.org/W2332113613","https://openalex.org/W2334548368","https://openalex.org/W2335332856","https://openalex.org/W2467070530","https://openalex.org/W2480205153","https://openalex.org/W2495123650","https://openalex.org/W2595519040","https://openalex.org/W2890582035","https://openalex.org/W3121251432","https://openalex.org/W3121587267","https://openalex.org/W3122070790","https://openalex.org/W3122371735","https://openalex.org/W3122924612","https://openalex.org/W3124354616","https://openalex.org/W3124684770","https://openalex.org/W3124909988","https://openalex.org/W3125453898","https://openalex.org/W3125742569","https://openalex.org/W3125761699","https://openalex.org/W4243348960"],"related_works":["https://openalex.org/W4239197802","https://openalex.org/W2905074621","https://openalex.org/W1878461141","https://openalex.org/W4412085674","https://openalex.org/W2464865481","https://openalex.org/W1484508221","https://openalex.org/W2110854727","https://openalex.org/W67713291","https://openalex.org/W3105233510","https://openalex.org/W284152795"],"abstract_inverted_index":{"Abstract":[0],"Notwithstanding":[1],"the":[2,9,22,26,54,58,71,97,134,150,210],"fact":[3],"that":[4,38,139],"advertising":[5,29,48,86,140,155,157,191,213,229],"is":[6,15,19,44,182],"one":[7],"of":[8,28,60,74,83,133,149,212,224],"most":[10],"used":[11],"marketing":[12],"tools,":[13],"little":[14,186],"known":[16],"about":[17],"what":[18],"driving":[20],"(i)":[21,84],"timing":[23,176],"and":[24,56,63,104,117,122,130,156,168,177,228],"(ii)":[25,99],"magnitude":[27,178],"actions.":[30],"Building":[31],"on":[32,66,79,88,107,174,190],"normative":[33,151],"theory,":[34],"a":[35,80,127,171,222],"parsimonious":[36],"model":[37],"captures":[39],"this":[40],"dual":[41],"investment":[42],"process":[43],"developed.":[45],"We":[46],"explain":[47],"spending":[49,141],"patterns":[50,142],"as":[51,146,221],"observed":[52],"in":[53,92,96,153,162],"market,":[55],"investigate":[57],"impact":[59],"company,":[61],"competitive,":[62],"category-related":[64,194],"factors":[65,195],"these":[67],"decisions,":[68,192],"thereby":[69],"introducing":[70],"novel":[72],"concept":[73],"Ad-sensor.":[75],"Analyses":[76],"are":[77,160,206],"based":[78],"unique":[81],"combination":[82],"weekly":[85],"data":[87,106],"748":[89],"CPG":[90],"brands":[91,113,220],"129":[93],"product":[94,109],"categories":[95],"UK,":[98],"household":[100],"panel":[101],"purchase":[102],"data,":[103],"(iii)":[105],"new":[108],"introductions.":[110],"The":[111,136,200],"analyzed":[112],"include":[114],"both":[115,120,175],"large":[116],"small":[118],"brands,":[119],"frequent":[121],"infrequent":[123],"advertisers,":[124],"thus":[125],"providing":[126],"more":[128,207],"complete":[129],"correct":[131],"overview":[132],"market.":[135],"results":[137],"show":[138,170,197],"can":[143],"be":[144],"explained":[145],"real-life":[147],"applications":[148],"literature,":[152],"which":[154,203],"goodwill":[158,214],"management":[159,215],"embedded":[161],"dynamic":[163],"(s,S)":[164],"inventory":[165],"systems.":[166],"Adstock":[167],"Ad-sensor":[169],"positive":[172],"effect":[173,189],"decision.":[179],"Competitive":[180],"reasoning":[181],"found":[183],"to":[184,187,202],"have":[185],"no":[188],"whereas":[193],"do":[196],"an":[198],"impact.":[199],"extent":[201],"campaigning":[204],"strategies":[205],"or":[208],"less":[209],"outcome":[211],"systems,":[216],"however,":[217],"varies":[218],"across":[219],"function":[223],"their":[225],"relative":[226],"size":[227],"frequency.":[230]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2016-06-24T00:00:00"}