haku: @author Arnold, S. J. / yhteensä: 5
viite: 3 / 5
| Tekijä: | Arnold, S. J. |
| Otsikko: | Advertising quality in sales response models. |
| Lehti: | Journal of Marketing Research
1987 : FEB, VOL. 24:1, p. 106-113 |
| Asiasana: | PRICE THEORY ADVERTISING |
| Kieli: | eng |
| Tiivistelmä: | 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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