Regression Analysis Model Estimation is done separately for each of three revenue types Model where: Sit is unit sales of brand i in month t in thousands of units t is 1,…,72 Pit is average price of brand i in month t in dollars JADit is an exponentially declining weighted sum of current and past medical journal advertising expenditures for brand i in month t in thousands of dollars PMEit is weighted sum of physician meetings and events (brand i, month t, $000) DETit is weighted sum of detailing (brand i, month t, $000) DTCit is weighted sum of direct-to-consumer marketing (brand i, month t, $000) T = 0 if <1994, 1 if 1995-98, 2 if >1998 CJADit is competing brands’ JAD (month t, $000) CPMEit is competing brands’ PME (month t, $000) CDETit is competing brands’ DET (month t, $000) CDTCit is competing brands’ DTC (month t, $000) uit is a disturbance term.
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