Reply
Joseph O. Eastlack, Jr., Ambar G. Rao
Marketing Science · 1989 · Volume 8 · Issue 1
Abstract
Dodson (Dodson, J. 1989. Commentary on “Conducting advertising experiments in the real world: The Campbell Soup Company experience”. Marketing Sci. 8 72–73.) and McNiven (McNiven, M. A. 1989. Commentary on “Advertising experiments at the Campbell Soup Company”. Marketing Sci. 8 74–75.) have raised several interesting questions regarding our work. In this response, we would like to clarify some of the underlying issues.
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