- 1-Measuring the Accountability of Advertising Expenses in the Presence of Sales Cost Inefficiency and Marketing Spillovers

@inproceedings{Giannakas20131T,
  title={- 1-Measuring the Accountability of Advertising Expenses in the Presence of Sales Cost Inefficiency and Marketing Spillovers},
  author={Konstantinos Giannakas},
  year={2013}
}
This paper develops a tractable theoretical framework for analyzing the substitutability between different advertising media, the extent of marketing spillovers in the market, the allocative efficiency of advertising spending, and the sources of total advertising productivity and sales growth. Maintaining the separability assumption between sales and… CONTINUE READING