Coefficients of Variables for Separate Media Estimation
| Variable Name | Abbreviation | Estimate | t |
|---|---|---|---|
| Square root of advertising spending | A | −0.361 | −107.12 |
| Linear predictor—no advertising | LP | 0.228 | 156.96 |
| Television effect | TV | −0.000834 | −2.76 |
| Television constant | TVK | 4.727 | 10.74 |
| Radio effect | Rad | −0.00206 | −0.99 |
| Radio constant | RadK | 7.443 | 2.20 |
| Print effect | Prt | −0.00155 | −2.58 |
| Print constant | PrtK | 5.481 | 6.74 |
| Familiarity × square root of advertising spending | FA | −0.00127 | −9.96 |
| Clutter × square root of advertising spending | CA | 0.0000488 | 3.51 |