The impact of advertising on the association between consumer needs, attributes and brands is investigated using a hierarchical network model. Needs are operationalized as motivating wants that describe the current state of an individual, different from the desired state for which the attributes...

Intro -- Contents -- Foreword Lakshman Krishnamurthi -- References -- Part I: Early Bob - Contributions to Econometrics and Marketing Gary G. Russell -- Econometric Methods -- Market Segmentation -- The TRACKER Model -- Some Personal Comments -- References -- Blattberg, Robert C. and Thomas...

The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses that combine household scanner panel data with media exposure information. Alternative model specifications are tested in which advertising is assumed to directly affect brand...