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The effects of price and advertising expenditures on new-product sales are examined across four test-market experiments. All experiments involved two levels of advertising expenditure tested across cities and two or three price levels tested across stores within city. Mean sales results over a 24–week period are reported for each treatment combination. Analysis of variance results are interpreted as supporting a negative price main effect, a positive advertising main effect, a negative price-advertising interaction, and significant but variable time effects. Assessments of these results in terms of design adequacy and their implications for alternative theoretical explanations are offered.
Eskin et al. (Tue,) studied this question.
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