Main Differences among Related Studies
| Features | Interactions | Estimation Method | Investigates Effects of Interaction on optimal Decisions | Cross-Validation | N-Media Generalization | Number of Brands in Data set | Synergy Changes for a Range of Advertising Efforts |
|---|---|---|---|---|---|---|---|
| Gopalakrishna and Chatterjee (1992) | Sales force by advertising | Nonlinear least squares regression | No | No | No | 1 | No |
| Naik and Raman (2003) | Print by television advertising | Kalman filter estimation | Yes | Yes | Yes | 1 | No |
| Bruce, Foutz, and Kolsarici (2012) | WOM by advertising | Bayesian dynamic linear model | Yes | Yes | No | 360 | No |
| Danaher and Dagger (2013) | Sales force by advertising | Type II Tobit model | Yes | No | Yes | 1 | No |
| Current study | Print by television advertising | Mixture-amount model | Yes | Yes | Yes | 13 | Yes |