In this rejoinder, the authors reply to the criticism of the Schwerin Analyses made by Messrs. Fothergill and Ehrenberg.
Get full access to this article
View all access options for this article.
References
1.
BuzzellRobert D., “Predicting Short-Term Changes in Market Share as a Function of Advertising Strategy,” Journal of Marketing Research, 1 (August 1964), 27–31.
2.
BuzzellRobert D. and KolinMarshall, Competitive Preference and Sales Effectiveness, New York: Schwerin Research Corporation, October 1964.
3.
MordecaiEzekiel and FoxKarl A., Methods of Correlation and Regression Analysis, Third Edition, New York: John Wiley & Sons, Inc., 1959.
4.
FarleyJohn U., “Why Does ‘Brand Loyalty’ Vary Over Products?,” Journal of Marketing Research, 1 (November 1964), 9–14.
5.
FerberRobert, Statistical Techniques in Market Research, New York: McGraw-Hill Book Company, 1949.
6.
FrankRonald E., “Brand Choice as a Probability Process,” Journal of Business, 35 (January 1962), 43–56.
7.
JohnstonJ., Econometric Methods, New York: McGraw-Hill Book Company, 1963.
8.
KuehnAlfred A., “Consumer Brand Choice as a Learning Process,” Journal of Advertising Research, 2 (December 1962), 10–7.
9.
MurphyM. P. and BuzzellR. D., “How Advertising Creative Strategies Influence Sales Results,” paper presented to the Association of National Advertisers Workshop on Advertising Planning and Evaluation, December 5, 1963.
10.
MurphyM. P., “The Conceptual Basis of the Schwerin Advertising Effectiveness Model” and “The Multiple Correlation Model and Its Applications in Seven Product Fields,” papers presented to the Advertising Research Foundation Operations Research Discussion Group, November 7, 1963.
11.
SpencerMilton H., and SiegelmanLouis, Managerial Economics, Revised Edition, Homewood, Ill.; Richard D. Irwin, Inc., 1964.
12.
TelserLester G., “The Demand for Branded Goods as Estimated from Consumer Panel Data,” The Review of Economics and Statistics, XLIV (August 1962), 300–24.
