Multivariate Analysis of Sales Responses of Competing Brands to Advertising-Reference-Cited by-同舟云学术

Multivariate Analysis of Sales Responses of Competing Brands to Advertising

Published:1972-05 Issue:2 Volume:9 Page:168-176
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Beckwith Neil E.¹

Affiliation:

1. Professor of Business, Columbia University. The Marketing Science Institute gave assistance financially and in obtaining the data.

Abstract

The sales responses of five competing brands to advertising were investigated, with parameters of the simple market response functions for all brands estimated jointly. The effectiveness of advertising was found to differ significantly among brands. Optimal advertising expenditures implied by the model were determined for each of the brands.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224377200900208

Reference28 articles.

1. BassFrank M. “Application of Regression Models in Marketing: Testing Versus Forecasting,” Institute Paper No. 265, Herman C. Krannert Graduate School of Industrial Administration, Purdue University, December 1969.

2. BeckwithNeil E. “Competitive Advertising,” Institute Paper No. 225, Herman C. Krannert Graduate School of Industrial Administration, Purdue University, January 1969.

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