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Recency in Media Planning—Re-Defined

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References

1995More Weeks, Less Weight: The Shelf-Space Model of Advertising27 cited

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2010Bridging the gap between time and space: Examining the impact of commercial length and frequency on advertising effectiveness16 cited
2012How Much Is Too Much?15 cited
2015Toward an Understanding of Causality Between Advertising and Sales: New Evidence from a Multivariate Cointegrated System13 cited
2004Interference Effects of a Purchase on Subsequent Advertising within the Category11 cited
2012Effective frequency estimates in local media planning practice9 cited

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