Sales components as functions of advertising

Date of publication: June 15, 1988

Company: Nielsen

Author: Alain Pioche

Abstract:

In France, the new product sales forecasting activity has progressively left the area of measurements done in a real environment in favour of simulated test: those tests are usually cheaper, shorter and much more confidential. The main purpose of this paper is to show empirical evidences that : - Some of the underlying assumptions made a few years ago by the model-builders are to be reviewed today; - It is impossible to ignore definitely measurements done in real conditions.

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