Open AccessReply
Author(s) -
Joseph O. Eastlack,
Ambar G. Rao
Publication year - 1989
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.8.1.76
Subject(s) - business , computer science , economics , mathematical economics , industrial organization
Dodson (Dodson, J. 1989. Commentary on “Conducting advertising experiments in the real world: The Campbell Soup Company experience”. 72–73.) and McNiven (McNiven, M. A. 1989. Commentary on “Advertising experiments at the Campbell Soup Company”. 74–75.) have raised several interesting questions regarding our work. In this response, we would like to clarify some of the underlying issues.