Technical Note—A Simpler Estimation Procedure for a Micromodeling Approach to the Advertising-Sales Relationship
Charles B. Weinberg, Doyle L. Weiss
Marketing Science · 1986 · Volume 5 · Issue 3
Abstract
In a well-known article, Blattberg and Jeuland (Blattberg, R. C., A. P. Jeuland. 1981. A micromodeling approach to investigate the advertising-sales relationship. Management Sci. 27 (September) 988–1005.) apply nonlinear estimation to a market level model based on aggregation of an individual level model of consumer response to advertising. In this paper, a simpler estimation technique is developed and successfully employed for that same model.
Keywords
advertising response models, temporal aggregation
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