The Design of Advertising Experiments Using Statistical Decision Theory: An Extension
扩展了Blattberg关于广告实验评估中经典统计与决策理论方法的比较，通过明确考虑风险来更清晰地对比这两种分析方法。
The comparison of classical statistics and decision theory approaches to evaluation of advertising experiments is extended beyond Blattberg's focus on incorporation of prior judgment. Explicit consideration of risk provides a clearer comparison of these two analytic approaches.