Analysis of advertising lifetime for mobile phone |
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| Authors: | So Young Sohn Hong Choi |
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| Institution: | 1. College of Information Engineering, China Jiliang University, 258 Xueyuan Street, Hangzhou 310018, China;2. Nanjing University of Information Science & Technology, Nanjing 210044, China;3. College of Computer Science, Hangzhou Dianzi University, Hangzhou 310018, China;1. Lillie Frank Abercrombie Section of Pediatric Cardiology, Department of Pediatrics, Texas Children''s Hospital, Baylor College of Medicine, Houston, TX, USA;2. Department of Pediatrics, Baylor Scott & White Health, Temple, TX, USA;3. Department of Internal Medicine, Baylor Scott & White Health, Temple, TX, USA;4. Center for Applied Health Research, Baylor Scott & White Health, Temple, TX, USA;5. Center for Applied Health Research, Department of Internal Medicine, Central Texas Veterans Health Care System, Temple, TX, USA;6. Department of Statistical Sciences, Baylor University, Waco, TX, USA;7. Department of Health Policy and Management, College of Public Health, University of South Florida, Tampa, FL, USA;8. Kaiser Permanente Center for Health Research Hawaii, Honolulu, HI, USA;9. Geisinger Center for Health Research, Danville, PA, USA;10. Department of Pharmacy Practice, Wilkes University, Wilkes-Barre, PA, USA;11. Center for Clinical Epidemiology and Population Health, Marshfield Clinic Research Foundation, Marshfield, WI, USA;12. Department of Public Health Sciences, Henry Ford Hospital, Detroit, MI, USA;1. Department of Applied Physics, Chongqing University, Chongqing 400044, PR China;2. Chongqing Engineering Laboratory for Detection, Control and Integrated System, Chongqing Technology and Business University, Chongqing 400067, PR China;3. College of Chemistry and Chemical Engineering, Chongqing University, Chongqing 400044, PR China |
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| 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. |
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| Keywords: | TV advertising Lifetime distribution Switching time Mobile phone |
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