interval to estimate advertising carryover. The literature assumes that 1) the optimal data interval is the inter-purchase time … underlying advertising process. In contrast, we show that 1) the optimal data interval is the inter-exposure time. 2) Too … advertising process but only data at the inter-exposure time. These results hold for any linear dynamic model linking sales with …

the price discrimination hypothesis. Coupon values fall with in-store displays and more intense advertising but rise when … prices are positively affected by coupon values, advertising expenditures, input costs, and the prices of competing brands …