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

Author

Listed:
  • Charles B. Weinberg

    (University of British Columbia)

  • Doyle L. Weiss

    (University of British Columbia)

Abstract

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.

Suggested Citation

  • Charles B. Weinberg & Doyle L. Weiss, 1986. "Technical Note—A Simpler Estimation Procedure for a Micromodeling Approach to the Advertising-Sales Relationship," Marketing Science, INFORMS, vol. 5(3), pages 269-272.
    • Handle: RePEc:inm:ormksc:v:5:y:1986:i:3:p:269-272
    DOI: 10.1287/mksc.5.3.269
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