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| Author: | Nguyen, D. |
| Title: | Advertising, random sales response, and brand competition : some theoretical and econometric implications. |
| Journal: | Journal of Business
1987 : APR, VOL. 60:2, p. 259-279 |
| Index terms: | MARKETING THEORY ADVERTISING BRANDS SALES ECONOMETRIC MODELS CIGARETTE INDUSTRY |
| Language: | eng |
| Abstract: | Implications for the firm's advertising decisions under conditions of random sales response to advertising within the context of multibrand competition are examined. The competitive environment assumed is characterized not only by interactions among different companies within a given industry but also by interactions among different brands produced by a single company. A theoretical model is formulated to examine the effect of uncertainty in the sales-advertising relations and that of the firm's attitude toward risk on its advertising. |
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