Technical Note—A Simpler Estimation Procedure for a Micromodeling Approach to the Advertising-Sales Relationship

In a well-known article, Blattberg and Jeuland (Blattberg, R. C., A. P. Jeuland. 1981. A micromodeling approach to investigate the advertising-sales relationship. (September) 988–1005.) apply nonlinear estimation to a market level model based on aggregation of an individual level model of consumer response to advertising. In this paper, a simpler estimation technique is developed and successfully employed for that same model.

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Year of publication:	1986
Authors:	Weinberg, Charles B. ; Weiss, Doyle L.
Published in:	Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 5.1986, 3, p. 269-272
Publisher:	Institute for Operations Research and the Management Sciences - INFORMS
Subject:	advertising response models \| temporal aggregation

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Extent:	application/pdf
Type of publication:	Article
Other identifiers:	10.1287/mksc.5.3.269 [DOI]
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008788234