Journal of Marketing Research · 1984 · 221 citations · 0 references
BusinessBusiness EconomicsMarketingAdvertisingCausal InferenceEconometricsAdvertising StrategyConsumer Demand AnalysisAdvertising ElasticityAdvertising Response FunctionsAdvertising Response ModelingBusiness Model FitExplained VarianceGoodness-of-fitMarket Share Response To AdvertisingModel Goodness-of-fit Assessment