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The Design of Advertising Experiments Using Statistical Decision Theory, Journal of Marketing Research

Abstract

The author explains how decision theory can be applied to the design and evaluation of advertising experiments and discusses its application to marketing problems.

Type

Article

Author(s)

Robert Blattberg

Date Published

1979

Citations

Blattberg, Robert. 1979. The Design of Advertising Experiments Using Statistical Decision Theory. Journal of Marketing Research. 16(2): 191-202.

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