Sales-Advertising Cross-Elasticities and Advertising Competition.

Darral G. Clarke
Journal of Marketing Research (JMR)
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Key Takeaways
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.

Author Bio:

Darral G. Clarke
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