Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 3

Show your understanding of Equation 9.4 and the data presented in Table 9.5 by constructing a spreadsheet (using, for example, Microsoft Excel) and altering the elasticity coefficients for different beers. For example, just as MillerCoors' elasticity coefficient was changed from 0.11 to 0.15 while holding all the others constant at 0.11, you may want to vary the coefficient for, say, Heineken.