Practice Prize Reports
AbstractThe 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?”
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Bibliographic InfoArticle provided by INFORMS in its journal Marketing Science.
Volume (Year): 24 (2005)
Issue (Month): 3 (September)
product management; choice models; assortment; advertising response; wear-in; wear-out; carry-over effect; long-term effect; ad creative; ad cues;
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