Advertising efficiency and the choice of media mix: a case of beer

B-Tier

Journal: International Journal of Industrial Organization

Year: 2004

Volume: 22

Issue: 4

Pages: 503-522

Authors (4)

Fare, Rolf (not in RePEc) Grosskopf, Shawna (Oregon State University) Seldon, Barry J. (not in RePEc) Tremblay, Victor J. (not in RePEc)

Score contribution per author:

0.503 = (α=2.01 / 4 authors) × 1.0x B-tier

α: calibrated so average coauthorship-adjusted count equals average raw count