Technical Note—A Simpler Estimation Procedure for a Micromodeling Approach to the Advertising-Sales Relationship | Zendy

Charles B. Weinberg | Zendy; Doyle L. Weiss | Zendy

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Technical Note—A Simpler Estimation Procedure for a Micromodeling Approach to the Advertising-Sales Relationship

Author(s) -

Charles B. Weinberg,

Doyle L. Weiss

Publication year - 1986

Publication title -

marketing science

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 5.938

H-Index - 127

eISSN - 1526-548X

pISSN - 0732-2399

DOI - 10.1287/mksc.5.3.269

Subject(s) - advertising , estimation , marketing , econometrics , computer science , economics , business , management

In a well-known article, Blattberg and Jeuland (Blattberg, R. C., A. P. Jeuland. 1981. A micromodeling approach to investigate the advertising-sales relationship. (September) 988–1005.) apply nonlinear estimation to a market level model based on aggregation of an individual level model of consumer response to advertising. In this paper, a simpler estimation technique is developed and successfully employed for that same model.advertising response models, temporal aggregation

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