Multichannel Advertising: Budget Allocation in the Presence of Spillover and Carryover Effects

• Huijun Chen

  Huijun Chen

  [email protected]

  https://orcid.org/0000-0002-2145-0751

  Department of Marketing, Hong Kong University of Science and Technology, Clear Water Bay, Kowloon, Hong Kong

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  ,
• Ying-Ju Chen

  Ying-Ju Chen

  [email protected]

  https://orcid.org/0000-0002-5712-1829

  Department of Information Systems, Business Statistics and Operations Management, Hong Kong University of Science and Technology, Clear Water Bay, Kowloon, Hong Kong

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  ,
• Sung-Hyuk Park

  Sung-Hyuk Park

  [email protected]

  https://orcid.org/0000-0002-6970-735X

  College of Business, Korea Advanced Institute of Science and Technology, Hoegi-ro, Dongdaemun-gu, Seoul 02455, Republic of Korea

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  ,
• Dongwook Shin

  Corresponding Author

  Dongwook Shin

  [email protected]

  https://orcid.org/0000-0002-2984-0148

  Department of Information Systems, Business Statistics and Operations Management, Hong Kong University of Science and Technology, Clear Water Bay, Kowloon, Hong Kong

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