Excerpt from Distributed Lag Models of Response to a Communications Mix
This paper is concerned with the problem of measuring market response to a "communications mix" - the various means which a firm employs to transmit sales messages to potential buyers. Distributed lag models are applied to time series data for an ethical drug to estimate the short-run and long-run effects on market share of expenditures made for journal advertising, direct mail advertising, samples and literature, and personal selling. Important differences were found among the communications variables with respect to the magnitude and over-time pattern of effect each had on market share. The managerial implications of the findings and the contribution of this type of measurement to the evolution of marketing information systems are discussed.
About the Publisher
Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com
This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works. Это и многое другое вы найдете в книге Distributed Lag Models of Response to a Communications Mix (Classic Reprint) (David Bruce Montgomery)