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...

ABSTRACT In this paper, we propose a multivariate time series model for over‐dispersed discrete data to explore the market structure based on sales count dynamics. We first discuss the microstructure to show that over‐dispersion is inherent in the modeling of market structure based on sales...

In this paper, we propose a multivariate time series model for over-dispersed discrete data to explore the market structure based on sales count dynamics. We first discuss the microstructure to show that over-dispersion is inherent in the modeling of market structure based on sales count data....

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...