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| Author: | Pedrick, J. Zufryden, F. |
| Title: | Measuring the competitive effects of advertising media plans |
| Journal: | Journal of Advertising Research
1993 : NOV-DEC, VOL. 33:6, p. 11-20 |
| Index terms: | MEASUREMENT ADVERTISING MEDIA MODELS |
| Language: | eng |
| Abstract: | In view of the limitations of previous research, this paper proposes a generalization of the Pedrick and Zufryden (1991) model that is specifically designed to analyse advertising media effects in competitive market situations. The authors review related literature, develop their model approach, and illustrate its applications in the context of competitive market-share analysis and media-schedule planning for an actual market situation. |
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