The Brand Choice and Quantity Model. Impacts of TV Advertising and Sales Promotion on Households' Individual Purchase Decisions

Traditionally, application of household panel data is almost completely limited to more or less descriptive purposes, like demographic consumer profiles, brand switching behaviour or parallel usage.

The Brand Choice and Quantity Model. Impacts of TV Advertising and sales Promotion on Households' Individual Purchase Decisions

Axel Tenbusch Manager Development and Programming, Modeling and Analytics Services, ACNielsen, Germany.

INTRODUCTION

In order to analyze the impact of individual marketing activities and their interactions, some basic requirements need to be met: On one hand, appropriate mathematical-statistical models have to be available; On the other hand, a suitable database is needed. Impacts of single stimuli, e.g. advertising exposure, on real purchase behavior cannot be analyzed in an aggregated form; on the contrary, the observation of individual purchase and TV-viewing behavior...

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