Chandukala, Sandeep R. <br/><br/>
Hierarchical effects of advertising  [electronic resource] / 
Sandeep R. Chandukala. 
 - London :  Henry Stewart Talks,  2010. 
 - 1 online resource (1 streaming video file (42 min.) :  color, sound). 
 - Bayesian analysis in marketing : a breakthrough in customer analytics .
 - Henry Stewart talks.  Marketing & management collection.  Bayesian analysis in marketing .
<br/><br/> Animated audio-visual presentation with synchronized narration.  Title from title frames. 
<br/><br/>Contents: Multistage processes -- Understanding intermediate effects of advertising -- A simple Bayesian approach for capturing intermediate effects with heterogeneous response segments -- Application based on cross-sectional brand tracking data to demonstrate the proposed modeling strategy and model comparisons. 
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<br/><br/><label>Publisher. No.: </label>2310  Henry Stewart Talks 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Bayesian statistical decision theory.<br/>Marketing research.