Is there a direct significant relationship between each direct mail vehicle and average weekly unit sales (AWUS)?
Does the presence of national or local advertising have an impact on AWUS with or without two different types of direct mail?
Which of four possible media combinations contributes the most to average weekly unit sales (AWUS)?
[(AWUS).sub.t] = [[beta].sub.0] + [[beta].sub.1][FY00.sub.t]+ [[beta].sub.2][FY01.sub.t]
The dependent variable, average weekly unit sales (AWUS), was a continuous measure of weekly sales.
In addition, the [R.sup.2] indicates that 63 percent of the variance of AWUS is accounted for by the explanatory variables.