The sales drive of radio campaigns

Date of publication: June 15, 1999

Author: Lars Gibbe

Abstract:

The question of the sales performance achieved through radio campaigns - not so much in tactical as in strategic terms - was foremost in the author’s mind in developing an econometric model of turnover activities. The model developed was designed not only to take into account media expenditure but also to include other important parameters relevant to turnover such as pricing and distribution. Data concerning specific brands of yoghurt are used as an example to test this model and its data is studied in detail.

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