search query: @author Arnold, S. J. / total: 5
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| Author: | Arnold, S. J. |
| Title: | Advertising quality in sales response models. |
| Journal: | Journal of Marketing Research
1987 : FEB, VOL. 24:1, p. 106-113 |
| Index terms: | PRICE THEORY ADVERTISING |
| Language: | eng |
| Abstract: | Hedonic price theory is adapted to advertising. A quality-adjusted advertising spending function is embedded in a sales response model and the parameters of both equations are estimated in one step. The procedure provides an alternative to the judgemental aggregation of attributes of advertising quality into a single value. A pilot study illustrates the procedure. |
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