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اقتصاد::
اثر سرریز
One reason for this size advantage comes from a spillover effect through different goods under the same brand name.
The existence of this spillover effect affects firms' dynamic incentives to engage in R&D.
, Balachander and Ghose (2003) find a positive and significant spillover effect for multiple product cat- egories and geographic markets.
We interpret this as there being spillover effects within the firm coming from good-specific advertising expenses: to the extent that conducting advertising increases demand and ultimately sales, owning multiple product lines is beneficial in that it increases revenues over all goods.
Since this parameter controls for the degree of size spillovers coming from advertising (recall Equation (4)), we obtain that, in order to replicate the decreasing advertising intensity, the spillover effect from size
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عمومی::
اثرات خارجی
The spillover effect from traditional marketing channels such as TV advertising is studied by Joo et al
This "attribution" problem of attributing conversions, acquisitions and retentions to individual channels, as well as the measurement of the carryover and spillovers effects of individual channels/marketing touchpoints have been a focus of active research.
Research has shown spillover effects among the online marketing channels and between online and offline channels.
(2011) found a spillover effect from paid searches to subsequent direct visits.
Li and Kannan (2014) also found strong spillover effects across channels when examining six online marketing channels.
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