search query: @author Somers, T. / total: 3
reference: 3 / 3
« previous | next »
Author: | Somers, T. Gupta, Y. Herriott, S. |
Title: | Analysis of Cooperative Advertising Expenditures:A Transfer-Function Modelling Approach |
Journal: | Journal of Advertising Research
1990 : OCT/NOV, VOL. 30, p.35-45 |
Index terms: | ADVERTISING EFFECTIVENESS ADVERTISING EXPENDITURE RETAILING |
Language: | eng |
Abstract: | Cooperative advertising represents a mixture of the resources of two organizations. Manufacturers use cooperative advertising to increase the retailer's advertising expenditures above what they would otherwise be. The Box-Jenkins transfer-function modelling technique is used to estimate the quantitative interrelationship between corporate and retail advertising expenditures for a large furniture manufacturer. |
« previous | next »
SCIMA