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Modelling the effect of advertising on price response: an econometric framework and some preliminary findings

Author: Vanhonacker, Wilfried R. INSEAD Area: MarketingIn: Journal of Business Research, vol. 19, no. 2, September 1989 Language: EnglishDescription: p. 127-149.Type of document: INSEAD ArticleNote: Please ask us for this itemAbstract: An econometric modelling framework is developed and applied to obtain insights into the effect of advertising on price response. An empirical illustration of the approach provides some tentative results. Advertising is found to have a significant and nonlinear impact on price elasticities
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INSEAD Article Europe Campus
Available BC003696
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An econometric modelling framework is developed and applied to obtain insights into the effect of advertising on price response. An empirical illustration of the approach provides some tentative results. Advertising is found to have a significant and nonlinear impact on price elasticities

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