The Design of Advertising Experiments Using Statistical Decision Theory

Robert C. Blattberg
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Robert C. Blattberg: Graduate School of Business, University of Chicago, USA

Chapter 6 in Perspectives on Promotion and Database Marketing:The Collected Works of Robert C Blattberg, 2010, pp 89-100 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe author explains how decision theory can be applied to the design and evaluation of advertising experiments and discusses its application to marketing problems.

Keywords: Quantitative Marketing; Tracker Model; Customer Level Data; Marketing-Mix Modeling (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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