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Advertising Analysis

Advertising Analysis

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


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