Practice Prize Reports

Ashish Sinha (), J. Jeffrey Inman (), Yantao Wang (), Joonwook Park (), Gerard J. Tellis (), Rajesh K. Chandy (), Deborah MacInnis () and Pattana Thaivanich ()
Additional contact information
Ashish Sinha: School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand
J. Jeffrey Inman: Katz Graduate School of Business, University of Pittsburgh, 356 Mervis Hall, Pittsburgh, Pennsylvania 15260
Yantao Wang: ACNielsen, 2700 Patriot Boulevard, Suite 250, Glenview, Illinois 60025-8025
Joonwook Park: Smeal College of Business Administration, Pennsylvania State University, University Park, Pennsylvania 16802
Gerard J. Tellis: Marshall School of Business, University of Southern California, Los Angeles, California 90089
Rajesh K. Chandy: Carlson School of Management, University of Minnesota, Minneapolis, Minnesota 55455
Deborah MacInnis: Marshall School of Business, University of Southern California, Los Angeles, California 90089
Pattana Thaivanich: Hawaiikiki LLC, 10220 31st Avenue N, Plymouth, Minnesota 55441

Marketing Science, 2005, vol. 24, issue 3, 351-366

Abstract: The Practice Prize Reports consist of one article with two parts as follows: “Sinha, Ashish, J. Jeffrey Inman, Yantao Wang, Joonwook Park. Attribute drivers: A factor analytic choice map approach for understanding choices among SKUs” and “Tellis, Gerard J., Rajesh K. Chandy, Deborah MacInnis, Pattana Thaivanich. “Modeling the microeffects of television advertising: Which ad works, when, where, for how long, and why?”

Keywords: product management; choice models; assortment; advertising response; wear-in; wear-out; carry-over effect; long-term effect; ad creative; ad cues (search for similar items in EconPapers)
Date: 2005
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Citations: View citations in EconPapers (1)

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