Open AccessTechnical 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