Sales-Advertising Cross-Elasticities and Advertising Competition.

Darral G. Clarke
Journal of Marketing Research (JMR)
Current average rating    
 
Key Takeaways
Keywords
The measurement of the effect of one brand's advertising on the sales of another brand is accomplished using improved estimation procedures. The interpretation of parameter estimates is enhanced through transformation into sales-advertising elasticities. Normative implications of the model are investigated.
Download

Author Bio:

 
Darral G. Clarke
Add A Comment :
 

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.