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Research papers

The ADTRAC model for advertising tracking

There has been growing interest in recent years in the tracking of advertising effects on sales and brand awareness through the use of econometric techniques. Typically, however, these approaches using Koyck transformations suffer from the problem of...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: G. J. Hooley, N. Wilson, P. A. Wigodsky
October 26, 1987
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Citation

Hooley, Wilson and Wigodsky (1987a, October 26). The ADTRAC model for advertising tracking. ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/the-adtrac-model-for-advertising-tracking