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Printable Handouts
Navigable Slide Index
- Introduction
- Outline
- Multi-stage purchase process
- Intermediate media effects (1)
- Intermediate media effects (2)
- Empirical data
- Hierarchical effects
- Models considered
- Modeling approach (1)
- Modeling approach (2)
- Proposed segment level model (1)
- Proposed segment level model (2)
- Summary statistics (automobile data)
- Simulation study 1
- Simulation study 2
- Standard aggregate regression model
- Partitioning the dependent variable
- Aggregate model
- Model comparisons
- Trace plot for automobile data
- Best fitting model - output (1)
- Best fitting model - output (2)
- Best fitting model - output (3)
- Purchase intention and media exposure
- For the best fitting model
- Effect of media exposure on purchase intention
- Empirical results
- Thank you!
Topics Covered
- Multistage processes
- Understanding intermediate effects of advertising
- A simple Bayesian approach for capturing intermediate effects with heterogeneous response segments
- Application based on cross-sectional brand tracking data to demonstrate the proposed modeling strategy and model comparisons
Talk Citation
Chandukala, S.R. (2010, January 27). Hierarchical effects of advertising [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 6, 2024, from https://doi.org/10.69645/MFFQ5077.Export Citation (RIS)