Sales-Advertising Cross-Elasticities and Advertising Competition
Open Access
- 1 August 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 10 (3) , 250-261
- https://doi.org/10.1177/002224377301000305
Abstract
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.Keywords
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