Hierarchical effects of advertising
Sandeep R. Chandukala
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
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.