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Advertising-versus-marketing mix carryover effects: An empirical evaluation · Study

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ArticleAdvertising-versus-marketing mix carryover effects: An empirical evaluation

Cornelis A. de Kluyver1987

Article1987

Advertising-versus-marketing mix carryover effects: An empirical evaluation

Cornelis A. de Kluyver · Roderick J. Brodie

8 citations·0/0 files stored·Journal of Business Research

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

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References

1970Information and Consumer Behavior 1986The theory and practice of econometrics 1976Econometric Measurement of the Duration of Advertising Effect on Sales 1984How Advertising Affects Sales: Meta-Analysis of Econometric Results 1965The Measurement of Cumulative Advertising Effects 1984How Advertising Affects Sales: Meta-Analysis of Econometric Results 1972Testing Distributed Lag Models of Advertising Effect 1973The Almon Lag Technique and the Monetary Versus Fiscal Policy Debate

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Year1987

Typearticle

Published1987-06-01

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations8

Files0 public / 0

ShelfConsumer Market Behavior and Pricing

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doi10.1016/0148-2963(87)90029-4

openalex_workW2007232980

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