A brand choice model for TV advertising management using single-source data

Masataka Ban (), Nobuhiko Terui and Makoto Abe ()

Marketing Letters, 2011, vol. 22, issue 4, 373-389

Keywords: Advertising management; Advertising exposure; GRP; Single-source data; Heterogeneity; MCMC (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11002-010-9130-1

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