Perils of Using OLS to Estimate Multimedia Communications Effects

Companies invest millions of dollars in various forms of marketing communications to impact customers’ awareness, attitudes, purchases, and, ultimately, profitability.

Perils of Using OLS to Estimate Multimedia Communications Effects

Prasad A. NaikUniversity of CaliforniaDon E. SchultzNorthwestern UniversityShuba SrinivasanUniversity of California

1. INTRODUCTION

Companies invest millions of dollars every year in various...

Not a subscriber?

Schedule your live demo with our team today