This paper is concerned with the problem of measuring market response to a "communications mix"--the various means which a firm employs to transmit sales messages to potential buyers. Distributed lag models are applied to time series data for an ethical drug to estimate the short-run,...

When several products are marketed by the same sales force, it frequently becomes impossible or impractical for salesmen to promote all items in the product line extensively in each and every time period. Management's problem is to decide how the available selling effort should be allocated...