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.

Kelley School of Business

Faculty & Research