The present investigation aims at modeling the sales response to advertising and, in the process, sheds some light on the sales-advertising relationship subject, which has been at the center of a decades-long controversy due to its inherent complexities. We studied three Colorado Lottery games,...

Firms often use a pool or series of advertising themes in their campaigns. Thus, for example, a firm may employ some of its advertising to promote price-related themes or messages and other of its advertising to promote product-related themes. This study examines the interdependence that can...

Models of advertising response implicitly assume that the entire advertising budget is spent on disseminating one message. In practice, managers use different themes of advertising (for example, price advertisements versus product advertisements) and within each theme they employ different...