Measuring the Short-Term Effect of In-Store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment
通过析因实验，测量店内促销和零售广告对品牌销售的短期影响，帮助营销人员理解不同促销手段的效果。
Albert C. Bemmaor, Dominique Mouchoux, Measuring the Short-Term Effect of In-Store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment, Journal of Marketing Research, Vol. 28, No. 2 (May, 1991), pp. 202-214