| Author: | Zufryden, F. Pedrick, J. |
| Title: | Measuring the reach and frequency elasticities of advertising media |
| Journal: | Marketing Letters
1993 : JUL, VOL. 4:3, p. 215-225 |
| Index terms: | MEASUREMENT ADVERTISING MEDIA MARKETING |
| Language: | eng |
| Abstract: | This study describes a general approach for measuring the elasticities and cross-elasticities of reach and frequency of advertising media schedules. The approach involves the approximation a complex model, which combines logit choice behavior and stochastic model components, by means of a surface response methodology method. Using single-source UPC scanner data for an actual market situation, the paper highlights the steps for implementing the approach within a market environment that is characterized by asymmetric competitive advertising media effects. |
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