MEASURING AND TESTING RELATIVE ADVERTISING EFFECTIVENESS WITH SPLIT-CABLE TV PANEL DATA

被引：7

|

作者：

MCGUIRE, TW

机构：

[1] CARNEGIE MELLON UNIV,GRAD SCH IND ADM,PITTSBURGH,PA 15213

[2] CARNEGIE MELLON UNIV,DEPT STAT,PITTSBURGH,PA 15213

来源：

JOURNAL OF THE AMERICAN STATISTICAL ASSOCIATION | 1977年 / 72卷 / 360期

关键词：

D O I：

10.2307/2286453

中图分类号：

O21 [概率论与数理统计]; C8 [统计学];

学科分类号：

020208 ; 070103 ; 0714 ;

摘要：

引用

收藏

页码：736 / 745

页数：10

相关论文

共 6 条

[1] TELEVISION ADVERTISING AND BEEF DEMAND - AN ECONOMETRIC-ANALYSIS OF SPLIT-CABLE HOUSEHOLD PANEL SCANNER DATA
JENSEN, HH
SCHROETER, JR
[J]. CANADIAN JOURNAL OF AGRICULTURAL ECONOMICS-REVUE CANADIENNE D ECONOMIE RURALE, 1992, 40 (02): : 271 - 294
[2] HOW TV-ADVERTISING WORKS - A METAANALYSIS OF 389 REAL-WORLD SPLIT CABLE TV-ADVERTISING EXPERIMENTS
LODISH, LM
ABRAHAM, M
KALMENSON, S
LIVELSBERGER, J
LUBETKIN, B
RICHARDSON, B
STEVENS, ME
[J]. JOURNAL OF MARKETING RESEARCH, 1995, 32 (02) : 125 - 139
[3] Predicting trial, repeat, and sales response from alternative media plans -: ... using split-cable data.
Zufryden, FS
[J]. JOURNAL OF ADVERTISING RESEARCH, 2000, 40 (06) : 65 - 72
[4] Advertising Bans, Monopoly, and Alcohol Demand: Testing for Substitution Effects using State Panel Data
Jon P. Nelson
[J]. Review of Industrial Organization, 2003, 22 : 1 - 25
[5] Advertising bans, monopoly, and alcohol demand: Testing for substitution effects using state panel data
Nelson, JP
[J]. REVIEW OF INDUSTRIAL ORGANIZATION, 2003, 22 (01) : 1 - 25
[6] FDI (foreign direct investment) in wind energy sector in India: Testing the effectiveness of state policies using panel data
Kathuria, Vinish
Ray, Pradeep
Bhangaonkar, Rekha
[J]. ENERGY, 2015, 80 : 190 - 202