An Application of Multiple Regression Analysis to the Greek Beer Market

The object of this paper is to present a quantitative analysis of the Greek beer industry, through the use of various single regressions. The first part presents the relationship between advertising and sales through disaggregating advertising outlays, media and firm advertised, while a number of indices referring to advertising effectiveness are also estimated. The second part extends the discussion by presenting an illustrative example with regard to the implied duration interval and its importance in advertising.