Skip to: search, navigation, or content.


Indiana University Bloomington

Marketing

Kelley Marketing

Kelley marketing faculty have served as consultants and trainers for IBM, 3M, Dow, Diebold, ExxonMobil, Publix, National City, Cummins, Microsoft, Touchstone Energy, J.D. Power and Associates, and many other organizations.

Recent Publications

Book Chapters

Hierarchical effects of advertising

2010,

Sandeep R. Chandukala

Abstract

TOPICS COVERED IN HIERARCHICAL EFFECTS OF ADVERTISING

Multistage processes - Understanding intermediate effects of advertising - A simple Bayesian approach for capturing intermediate effects with heterogeneous response segments - Application based on cross-sectional brand tracking data to demonstrate the proposed modeling strategy and model comparisons

online at http://hstalks.com/?t=MM0992310-Chandukala

Citation

Chandukala, S. R. (2010), "Hierarchical effects of advertising," in G. M. Allenby and P. E. Rossi (eds), Bayesian Analysis in Marketing: A breakthrough in customer analytics, The Marketing & Management Collection, London: Henry Stewart Talks Ltd.