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Discuss how control variables (industry and yrqtr) influenced advertising effectiveness coefficients

Business and Finance

Business and Finance

Discuss how control variables (industry and yrqtr) influenced advertising effectiveness coefficients

Carefully review the slides in pages 18 ~ 30, and run the following regression analyses

1. Perceived quality
◦ Regress qua on nat_1m, loc_1m, and dig_1m, and interpret coefficients
◦ Regress qua on nat_1m, loc_1m, dig_1m, industry, and yrqtr, and interpret coefficients
◦ Discuss how control variables (industry and yrqtr) influenced advertising effectiveness coefficients

2. Perceived value
◦ Regress val on nat_1m, loc_1m, and dig_1m, and interpret coefficients
◦ Regress val on nat_1m, loc_1m, dig_1m, industry, and yrqtr, and interpret coefficients
◦ Discuss how control variables (industry and yrqtr) influenced advertising effectiveness coefficients

3. Satisfaction
◦ Regress sat on nat_1m, loc_1m, and dig_1m, and interpret coefficients
◦ Regress sat on nat_1m, loc_1m, dig_1m, industry, and yrqtr, and interpret coefficients
◦ Discuss how control variables (industry and yrqtr) influenced advertising effectiveness coefficients

4. Repeat regressions in 1~3 with competitive advertising (compnat_1m, comploc_1m, and compdig_1m) and discuss how control variables help

Note: Please attach screenshot of each work

  • attachment

    ad_brand_data_reg.csv
  • attachment

    W8.Periods2AdBrandAttitudes.pdf

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