Technical Note—A Simpler Estimation Procedure for a Micromodeling Approach to the Advertising-Sales Relationship

Charles B. Weinberg and Doyle L. Weiss
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Charles B. Weinberg: University of British Columbia
Doyle L. Weiss: University of British Columbia

Marketing Science, 1986, vol. 5, issue 3, 269-272

Abstract: In a well-known article, Blattberg and Jeuland (Blattberg, R. C., A. P. Jeuland. 1981. A micromodeling approach to investigate the advertising-sales relationship. (September) 988–1005.) apply nonlinear estimation to a market level model based on aggregation of an individual level model of consumer response to advertising. In this paper, a simpler estimation technique is developed and successfully employed for that same model.

Keywords: advertising response models; temporal aggregation (search for similar items in EconPapers)
Date: 1986
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:5:y:1986:i:3:p:269-272

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