Practice Prize Reports
Ashish Sinha, J. Jeffrey Inman, Yantao Wang, Joonwook Park, Gerard J. Tellis, Rajesh K. Chandy, Deborah MacInnis, Pattana Thaivanich
Marketing Science · 2005 · Volume 24 · Issue 3
Abstract
The Practice Prize Reports consist of one article with two parts as follows: “Sinha, Ashish, J. Jeffrey Inman, Yantao Wang, Joonwook Park. Attribute drivers: A factor analytic choice map approach for understanding choices among SKUs” and “Tellis, Gerard J., Rajesh K. Chandy, Deborah MacInnis, Pattana Thaivanich. “Modeling the microeffects of television advertising: Which ad works, when, where, for how long, and why?”
Keywords
product management, choice models, assortment, advertising response, wear-in, wear-out, carry-over effect, long-term effect, ad creative, ad cues
Enable JavaScript for citation tools and additional paper interactions.