Working Papers

The Complexity of Multi-media Effects

Ceren Kolsarici and Demetrios Vakratsas

Jan 1, 2011

Investigates multi-media effects using multivariate adaptive regression splines (MARS) methodology; empirical application employs time-series and cross-sectional data for durable goods (cars) and nondurable packaged goods (beer) and Leading National Advertisers database.

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