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Practice Prize Reports

School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand
Katz Graduate School of Business, University of Pittsburgh, 356 Mervis Hall, Pittsburgh, Pennsylvania 15260
ACNielsen, 2700 Patriot Boulevard, Suite 250, Glenview, Illinois 60025-8025
Smeal College of Business Administration, Pennsylvania State University, University Park, Pennsylvania 16802
Marshall School of Business, University of Southern California, Los Angeles, California 90089
Carlson School of Management, University of Minnesota, Minneapolis, Minnesota 55455
Marshall School of Business, University of Southern California, Los Angeles, California 90089
Hawaiikiki LLC, 10220 31st Avenue N, Plymouth, Minnesota 55441
ashish.sinha{at}vuw.ac.nz
jinman{at}katz.pitt.edu
yantao.wang{at}acnielsen.com
joonwookpark{at}psu.edu
tellis{at}usc.edu
rchandy{at}csom.umn.edu
macinnis{at}usc.edu
pthaivanich{at}yahoo.com

The Practice Prize Reports consist of one article with two parts as follows: "Sinha, Ashish, J. Jeffrey Inman, Yantao Wang, Joonwook Park. Attribute drivers: A factor analytic choice map approach for understanding choices among SKUs" and "Tellis, Gerard J., Rajesh K. Chandy, Deborah MacInnis, Pattana Thaivanich. "Modeling the microeffects of television advertising: Which ad works, when, where, for how long, and why?"

Key Words: product management; choice models; assortment; advertising response; wear-in; wear-out; carry-over effect; long-term effect; ad creative; ad cues
History: Received: September 3, 2004;

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