Kanetkar, Vinay; Weinberg, Charles B.; Weiss, Doyle L. - In: Marketing Science 11 (1992) 4, pp. 359-371
increases in brand advertising activities lead to increases or decreases in consumer price sensitivity. Lack of data to measure … the exposure of individual households to advertisements and to capture competitive activities has been an important … limitation to date. This study, using single source data for a midwestern US market, finds that increased advertising exposures …
