Advertising Quality in Sales Response Models
将享乐价格理论应用于广告，在销售反应模型中嵌入质量调整后的广告支出函数，并一步估计参数，从而比较广告支出变化与文案质量变化对销售的影响。
Hedonic price theory is adapted to advertising. A quality-adjusted advertising spending function is embedded in a sales response model and the parameters of both equations are estimated in one step. The procedure provides an alternative to the judgmental aggregation of attributes of advertising quality into a single value. The results permit comparison of the sales effects of variations in advertising spending with the effects of variations in copy quality, and permit computation of an advertising figure that accounts for both copy quality and actual spending. A pilot study illustrates the procedure.