Hierarchical effects of advertising [electronic resource] / Sandeep R. Chandukala.
Material type: FilmSeries: Henry Stewart talksBusiness & management collection. Bayesian analysis in marketing: Publisher: London : Henry Stewart Talks, 2010Description: 1 online resource (1 streaming video file (42 min.) : color, sound)Subject(s): Advertising | Bayesian statistical decision theory | Marketing researchOnline resources: Click here to access online | SeriesAnimated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: 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.
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Mode of access: World Wide Web.