search query: @author Srinivasan, S. / total: 7
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| Author: | Naik, P.A. Schultz, D.E. Srinivasan, S. |
| Title: | Perils of using OLS to estimate multimedia communications effects |
| Journal: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 257-269 |
| Index terms: | marketing strategy communication advertising cost effectiveness consumer attitudes estimation |
| Language: | eng |
| Abstract: | Millions in various forms of marketing communications are invested to impact customers' awareness, attitudes, purchases, and ultimately, profitability. An important question is what effects do marketing investments have on market performance? This paper shows that the estimation of marketing-mix models via regression analysis (i.e. ordinary least squares, OLS) yields severely biased estimates of marketing effects. An alternative approach, called the Wiener-Kaiman filter, is presenetd providing reasonable estimates much closer to the true parameters than the corresponding OLS estimates. In addition, analyzed is a Corolla brand's multimedia campaign with results based on marketplace data corroborated the simulation findings. |
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