Reply
Published Online:1 Feb 1989https://doi.org/10.1287/mksc.8.1.76
Abstract
Dodson (Dodson, J. 1989. Commentary on “Conducting advertising experiments in the real world: The Campbell Soup Company experience”. Marketing Sci.8 72–73.) and McNiven (McNiven, M. A. 1989. Commentary on “Advertising experiments at the Campbell Soup Company”. Marketing Sci.8 74–75.) have raised several interesting questions regarding our work. In this response, we would like to clarify some of the underlying issues.
