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...