An Econometric Analysis of Advertising, Retail Availability, and Sales of a New Brand
- 1 February 1974
- journal article
- Published by Institute for Operations Research and the Management Sciences (INFORMS) in Management Science
- Vol. 20 (6) , 938-947
- https://doi.org/10.1287/mnsc.20.6.938
Abstract
This article is an exploratory study on the question: Does consumer advertising increase retail availability of a new product? Nerlove's procedure is used to estimate a dynamic model. Cross-section and time series data for one product class are pooled. The managerial implications of the model are discussed.Keywords
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